*Associate Professor, Swarna Bharathi Instate of Science & Technology
**Associate Professor, Swarna Bharathi Instate of Science & Technology
BSNL known as Department of Telecommunications had been a near-monopoly during the socialist period of the Indian economy. During this period, BSNL was the only telecom service provider in the country. In spite of owning extensive and robust network across India and having leadership position in the telecom space till 2008, the present situation has become tough for state owned operator BSNL. Now BSNL is struggling to maintain the tempo and its foothold in the industry. Over a few past years the company's position is being deteriorated. BSNL's market share in 16 out of 22 circles not by a significant margin due to poor performances over past two to three years. In August 2010, more than 2 Lakh BSNL land line subscribers got their lines disconnected. While a good many mobile subscribers are also shifting to other service providers because of many reasons. In this connection, it is very important to study how the BSNL is implementing CRM practices as customer retention strategies to get a hold the existing customer base.
