A Case Study of British Telecom (BT)

Paper Summary:

This paper examines the history of customer satisfaction in British Telecom and explores how the company's implementation of a new system of CRM helped improve their customer service. In order to understand the dynamics of this implemented change, the paper details what CRM is and how it is best utilized. It then examines how this management change was applied to BT and an in-depth look at the difference it made to the company.

I. Introduction
II. About CRM
III. Theoretical Perspectives, Concepts and Practices Involved in Implementing a CRM
IV. Change Management
V. About British Telecom
VI. British Telecom Implementing CRM
VII. CRM Systems Data Quality and Systems Integration
VIII. British Telecom A Case Study
IX. BT's Solution
X. Analyzing BT's CRM from an Academic Perspective
XI. An Example of Systems Integration
XII. British Telecom Building Customer Relationships
XIII. Problems with Implementing a CRM System
XIV. The Results
XV. Conclusion
XVI. Bibliography

From the Paper:

"Today, when one thinks of British Telecom, the leading telecommunications firm in the united Kingdom, the words that come to mind are likely to be: successful company, preferred service provider, good service, market leader, reliable, financially solvent, satisfied employees. However, this was not always the case. In 1981, the British government announced its intention to privatize British telecom with the sale of up to 51% of the company's shares to private investors. In 1984, over 50% of the company's shares were sold to the public. The company's transfer continued in 1991 when the government sold about half of its remaining shares, reducing its stake to 21.8%.
A 1984 regulation provided the company's privatization and terminated its exclusive privilege of running telecommunications systems, in order to establish competition. At this point, British Telecom lost its monopoly in telecommunications systems, and faced many challenges that came with deregulation and increased competition."

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