XAVIER INSTITUTE OF

MANAGEMENT
BHUBANESWAR

Customer Relationship Management

Group 9

Reliance Jio

Submitted By: Group 9

Submitted To: Akshit Vig UM17074
Dr. Krishna Das Gupta Akul Saxena UM17075
Xavier Institute of Management, Hari Prasad Swain UM17084
Bhubaneswar (XIMB) Karan Mahajan UM17087
Kushal Khaitan UM17089
Petal Sai Sagar UM17096
Sector: Telecom Industry
Organisation: Reliance Jio

India is currently the second largest telecommunication market and has

the second highest number of internet users in the world. But, telecom
sector is one of those in which switching cost is almost negligible. With
low differentiation and brand loyalty, it becomes absolutely necessary
to build a robust CRM program. Post the implementation of number
portability by TRAI, customers can retain the same number but easily
switch the telecom service provider. Hence, building customer loyalty
becomes pivotal in this industry.

Reliance Jio is World’s largest and fastest growing mobile data network
with a subscriber base of over 215 million as on July, 2018. The churn
rate for telecom service providers is reasonably high. It is partly due to
very little differentiation in the product and services along with low
customer switching cost due to customer friendly Govt. policy. Hence, it
would be interesting to study how Jio manages to retain its existing
customers through various initiatives while adding new subscribers in
its pursuit to becoming India’s largest telecom service provider.