A study of customer relationship management system of telecom enterprises based on ERP

Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) are two areas that have independently evolved and prospered in the market place and business strategic points. Recently, ERP along with CRM are incorporating major resources from decision support tools and technologies. These include Enterprise Relationship, Business Intelligence, Customer Intelligence and Management and Business Analytics. With the focused points of ERP towards customer satisfaction and business growth, customer becomes more and more important for enterprises and it results in the further enrichment of Customer Relationship Management. Customer Management is a management philosophy focusing on the customer. Through the usage of Relationship Information Technology, reconstituting the business function and remodeling the work flow, new customers are acquired and the existing ones are retained. Considering the two aspects about technology and management, this paper analyses the integration of Enterprise Resource Planning and the Customer Relationship Management to achieve a new goal towards the customer enlightening. The paper gives insight about the CRM of Telecom Enterprises, especially the Indian public sector company, Bharat Sanchar Nigam Limited based on the ERP solutions.