A Case Study of British Telecom (BT) Case Study by CalDR

A Case Study of British Telecom (BT)
This paper discusses the key aspects of customer relations management (CRM) and change management, using British Telecom's implementation of a CRM strategy and how it improved the company's customer service, sales and marketing functions.
# 29403 | 9,708 words | 19 sources | MLA | 2002 | US
Published on Jul 29, 2003 in Business (Companies) , Business (Management) , Business (Marketing) , Business (Consumer Behavior)

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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

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APA Format

A Case Study of British Telecom (BT) (2003, July 29) Retrieved April 17, 2021, from https://www.academon.com/case-study/a-case-study-of-british-telecom-bt-29403/

MLA Format

"A Case Study of British Telecom (BT)" 29 July 2003. Web. 17 April. 2021. <https://www.academon.com/case-study/a-case-study-of-british-telecom-bt-29403/>