Date :28/4/2020

Author : Marketing Consultant

Audience : Senior Management Team

Executive Summary : The purpose of this report is to briefly introduce the Customer Relationship
techniques that company use, new trends 2020 and recommendations for the company .

Word Count

3.B- 797

3.C- 792

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 Company Background
Name of the organization- Dialog Axiata PLC is the National Leader inTelecommunication
Industry In Sri Lanka.
Organization Information-Dialog Axiata PLC is a subsidiary of Axiata Group which operates in Sri Lanka as
the main connectivity provider in telecommunication industry .It has been listed in Colombo Stock
Exchange and it is the Sri Lanka’s largest foreign direct investor with the investment of USD 2.3 Billion .
Year 2017 2018 2019 The Size of the Organization- The company
Number of 3178 3409 3766 reported the revenue of 116,827 million Sri
Employees Lankan Rupees in 2019. And its market
st
capitalization is Rs 100.2 Billion as at 31 December 2019. And Dialog Axiata Plc has a customer base of
14,890,043 (prepaid -13,426,369 and postpaid 1,463,647 as at at 31 st December 2019.
Products and services- Individuals- E-entertainment, Broadband, mobile prepaid/postpaid/television
Corporate- Connectivity, collaboration , Cloud and Co location, work from home facility.
Stakeholders –please find the below chart.

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Internal Competitors of Dialog

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Stakeholders

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Managers and The employees are focused on

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Employees promotions and carrier development on

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May in every single year
External
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Stakeholders
Government And TRC in Sri Lanka is closely monitoring
Regulatory behavior of the companies and the
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agencies charges they charge from the customers.

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Industry Industry associations monitor industry

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Associations rules
Connected
Stakeholders
Shareholders Shareholders of the company has Key customer Segment
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requested extra 2% dividends based on

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the profit and revenue generated b y The key customer segment that we are
Dialog Axiata PLC focusing on this report is Club vision
Customers Customers of Dialog have always request Customers (high end customers in Dialog.
for packages with lower level of price. call There are more than 60,000 Club Vision
is

Suppliers When it come to vendors there are base can be segmented as individual
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courier services, catering service,

customers and corporate customers
cleaning service and etc.
purpose of choosing this customer segment
Current Approach to customer Loyalty- Currently dialog has a special team to handle the club vision
sh

customers. They work as relationship managers who will cater on demand requests of club vision customers
. They do have a special lounges for the club vision customers when they visits arcades and when they
travel through sri Lankan airlines. Dialog does have special web page for club vision customers where they
entertain , different offers like vine and dine, travel, shopping, healthcare and so on.

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 3.B Critical Evaluation of CRM techniques used by Dialog Axiata PLC to increase customer satisfaction
& loyalty

CRM is activities , strategies and technologies companies use to interact with potential and current
customers . CRM use as strategy to
Customer Type Points Number of improve profitability , it creates simple
customers interface for a collection of data, that
Platinum 400,000 points <4000
helps Dialog to identify customers and
Gold 180,000 points <10,000
treat in a scalable way. CRM helps to
Silver 120,000points <30,000
Bronze 90,000 points <40,000 analyze closed won deals and closed lost
Priority 40,000 points <700,000 deals. Dialog has recognized most
profitable customers as Club Vision
customers where they generate more than 80% of revenue. The main objective of categorizing them is

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to treat them special. Promote new product to them and retain them in the business.

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Current Sales Automation- Customer Customer Experience Affiliate
CRM When a club vision Management- To Management-when Marketing-

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Techniques customer buy a new retain the customer visits an customers act
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data connection , customers , dialog outlet , customer like advocate
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dialog should send should throw off service associate and introduce
free data bundles , offers to most should have a screen other top rated
facilitating 5G data profitable customers, full of details of the customer , then
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facility and engage the and upsell the high customer, about his the customer
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customers for first 100 end spending, likes, will get a gift,
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days and see how
there usage is. Dialog
should engage the
customers through
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products(Iphones) to dislikes and etc. multi plus Dialog can
keep them satisfies. channel integration consider about
company can send also should be there NPS and
bundle offers by when club vision understand how

posts, chat bots, customizing products customers are many customers

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giveaways in Facebook to entertain the visiting any outlet, willing to

and increase social family fellow by the Kios , calling a call introduce dialog
media onboarding . customer. Ex- send center the higher to other
an offer of giving free priority and treat customers.
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access to Netflix for differently. We can

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customer who has a send emails with

family who loves to offers, new
watch movies. innovations to the
customers to keep
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them posted.
Behavioral data also
can be collected like
whether customer is
a cricket /rugby or
football lover, so the

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 company can send
free tickets to them
when events
happening .

Pros & Pros- Dialog Tv sends Pros-Twice a day Pros- Dialog has Pros- In every
Cons bindle tv packages in dialog send an email special call center, season dialog
different seasons (M). with an exclusive Club Vision Lounges gives big
Dialog has relationship offers –Ex- Wine and for the high end discount to club
managers to specially Dine, Hotel .(H) customers.(H) vision customers
handle Platinum Dialog organize Cons- Dialog doesn’t when it comes
customers (H) events for top invest more money to mobile
Cons- Dialog should customers like on training call center phones.(H)
improve more on up cocktails , high tea staff (H) Cons- Dialog has
sell the products, it events and so on.(H) a fear of
doesn’t do many Cons- Dialog should customers

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promotions to club invest more on acquiring more

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vision customers human capital to power if

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when they are manage customers. customer acts as

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launching new phones (H) an advocate

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(H)

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Emerging AI –Dialog can invest Blockchain- this can Customers expect SocialCRM-
CRM bots to handle keep transaction companies know customers are in
Techniques customers in branches between parties in more about them. practice to read
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plus they can put bots verifiable manner. Customers comments,

to handle online this helps to do preferences must reviews before
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requests where they transactions in known in buying a

can collect data where securely and touchpoints, Dialog product, where
sales team can analyze transparently where can keep the data this tool can
and use those data so the trust is build up about previous bring customer
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system suggest an upon the company conversations and preferences and

offer to sell, add on
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use them to promote insights to

product and so on, products and company.
where customer will surprise customers.
feel he is differentiate Ex- if dialog
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among other recognized customer

customers. as a cricket lover,
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company can give

free tickets to watch
matches .
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Justificatio 28% of millennial From analytics No more customer when customers

n of think using CRM companies can will fall through since are getting
recommen techniques are critical. identify problems, CRM can assign rep down, then
dations By using bots , they solutions and to deal with the company can
organized data of the opportunities then customers. According find why it is,

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 customers they deal company can find to other tele- may be because
with and pass into the how happy companies Dialog has of low attention,
marketing team, so customers are and the most powerful competitor steel
when customer need reasons for churn. CRM system them with
a product detail bots if company has better service
can serve them faster correct data at given and all, by
than human. point it can excel at analyzing the
customer service. data collected
by data mining
can be used
here.

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 Task 3.C

Critical appraisal of the organization constraints impacting the successful implementation of CRM
Techniques .

CRM Systems CRM Tools, Platform CRM Competencies Structure and the
and Integration culture
Success CRM systems like In Dialog there is a If dialog use the New CRM system
Nutshell, Copper, proper in house given email will required a
Insights are costing contact center where addresses of change in habitual
millions of dollars they gather and input customers for other working mode,
per year for a data of the causes without where dialog
company, the customers. Company promoting their own facilitates the
enough revenue should keep POSM in thing , here changes happening

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and profit different merchant’s permission marketing in the systems.

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generation is venues like in hotels , comes on. If there’s a leadership of Dialog

co
needed to get the dining places where creative content in encourages the

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CRM system.Dialog they can gather marketing material employees for

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has invested in attention. Without then customer would change by

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Oracle and SAP . those its hard to stay with conducting forums,
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Before CRM Dialog build strong CRM advertisement. seminars, group
has used different system. CRM without Dialog does follow activities and so on .
It systems to store business process GDPR guidelines for
data. When using improvement is just the customer data
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CRM Dialog has to another place to where can lead to

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think about enter data. If miserable status.

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whether it could Automation doesn’t Dialog is taking

work with replace manual enough data
Enterprise activities like filling protection activities
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Resource System. spreadsheets will and security activities

Dialog is good at lead to unimpressed they do run security
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cleaning data , results. campaign internally

where if customer every Friday in a
saying don’t send week.
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emails, dialog still

sends the mails.
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Failures Failure of Data Most of CRM systems If firm doesn’t It would be easy to
Warehousing can are not compatible combined its physical convince the young
be happened when with mobiles where resources (computer, talent to use CRM.
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Dialog can’t collect lot of people use infrastructure), In Dialog 40% of

data together from mobile more than informational people are over 40
online channels, laptops , this would resources and years, convince
web logs, be a drawback. . The organization them is the hardest
customer reviews company should have resources it would be part.In dialog some
and etc. And e-commerce site to hard to implement employees may like
Dialog stores data gather information CRM system . Proper to change and other

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 in different places about customer data mining system may get scared
(multiple details (age, gender) should be there to about loosing their
databases) and and preferences identify future jobs. The reason for
unable to give where they can use predictive this may be dialog
integrated version such data for future information from doesn’t have clear
of the customers. promotions .Dialog large database.If the defined strategy on
And it would be doesn’t have proper company doesn’t CRM. Some
difficult for the e-commerce website have a proper data managers might not
company to and it need to build mining strategy that like this cloud
analyze the data up one soon. Dialog will lead to failure . system, the process
and get the clear doesn’t have strong Dialog doesn’t give should come from
picture. So it is Social media enough training to top to bottom. CRM
hard to analyze platform to gather the employees who system brings new
customers data, they only have are doing data roles,process,
transactions . Ex- a regular business mining and cleaning. automation and so
Dialog is sending page where they do Without cleansing on where employees

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cakes for the not interact with the data, numeric will accept with

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birthdays of All customers, doesn’t problems can be anxiety .the lack of

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Club members. If reply to customer raised. Ex- sales guys information on

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they can analyze comments, not are depending on purpose, impact on

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more then they replying to customers CRM, where business will create

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can identify the messages through inaccurate or instinctive fear
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customers who do social media. The outdated data can be among employees.
more transaction devices of sales guys lead to loose the In Dialog some
values not only are not integrated opportunity of sale. heads don’t want to
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from paying the with CRM systems. Bad data also lead to enclose their work,
bills but also from Wrong longer sale cycles and communication
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buying phones, communication time consuming history, plan and

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laptops and etc, artifacts, not administrative tasks. result of work to

then dialog can do reviewing critical Without identifying others. Some sales
something special milestones will corrupt data and employees might
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for those leaded to failures. deleting, correcting think the customer

customers and updating those details are own by
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CRM cannot be themselves so no

success. need to put that to a
system
is
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