Grameenphone Completes Customer Calls 166% Faster, Grows Subscriber Base by 56% in Two Years
By Michael Seback on Apr 24, 2012
Grameenphone is Bangladesh’s leading mobile telecommunications service provider whose subscriber base consists of prepaid (97%) and postpaid (3%) cell phone users. The company operates more than 13,000 cell phone base stations at approximately 7,000 locations across Bangladesh and has about 5,000 employees.
Until late 2009, Grameenphone used approximately 40 applications to manage customer interactions, billing, and campaign management functions for its cell phone subscribers. These applications were not integrated, which meant it took too long for the contact center staff—who had to switch between multiple screens—to handle customer calls. Grameenphone also believed its customer churn rate (the proportion of subscribers who leave during a given time period) was related to product offers not being targeted enough to subscribers.
Grameenphone engaged Oracle Partner Wipro to deploy Siebel customer relationship management (CRM) products. The CRM system enabled fast and effective order management, reduced call handling times and subscriber churn rates, increased the number of targeted marketing campaigns that can be created each month, and helped convert more leads into paying customers. Customer data such as names, addresses and transaction information are stored in the Oracle Database 11g.
“The Siebel CRM and communications system helped us create more targeted campaigns and has improved customer service, which played a key role in the 56% growth of our subscriber base to 36 million in two years,” said Asif Naimur Rashid, general manager and head of enterprise planning, Grameenphone. Read the full customer story here.