Customer BTL communication and its effectiveness in the Telecom business

Abstract

Robi Axiata Limited is the second largest telecommunication company in Bangladesh. It is a public limited company where Axiata Group of Berhad Malaysia holds major and Bharti Airtel holds a significant amount of shares. Robi and Airtel merged in 2016 and its one of the country’s biggest and first ever telecom merger. I was assigned as an intern in Airtel Business Unit of Market Operation division in Robi Axiata limited. There are in total six teams operation in this division of Airtel which is also same for the Robi. They are; data, voice, device, Customer loyalty Management (CLM) and International Roaming team which includes VAS team. The report talks about the effectiveness of BTL communication by the telecom companies. The main reason why Robi uses BTL it’s because it easy to reach the targeted customers, its cost effective and can be controlled and monitored, it makes customer respond or act, effectiveness can be measured using this means. The management and the whole operation of Robi focuses on agility. They are involved in a lot of CSR activities and offer a wide range of services to customers apart from voice and data services. A survey was also taken based on 22 respondents the survey is interpreted. It was found from the survey that, the SMS campaign are said to be very annoying to the customer, for which most of the customer didn’t really agree to some of the questions as most of the time they ignores the message. However, telecommunication Company sends special offers or keep them updated through BTL communication but they don’t take any permission from the respondents for sending the SMS marketing.