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This case study is based on the real life experience that Avinash Narula had with Airtel’s customer service organization including the call center. This experience raised a lot of questions in the mind of Avinash Narula about the validity of the concept of Customer Relationship Management (CRM). Is this what CRM is all about? Is this how CRM technology is supposed to work? Where all is Airtel going wrong in implementing CRM, even though they are in the business of telecommunications and internet technology which are the backbone of CRM? What should Airtel do to serve customers like Avinash Narula in an efficient and effective manner so as to retain them? Should Airtel have refunded Avinash Narula Rs. 1,750 that he had paid for Sify’s Internet connection? This experience seemed to highlight the general lack of understanding of the CRM professional of the meaning of CRM as well as how to make the CRM technology work for the benefit of the organization.

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Avinash Narula, Customer Mathematics, Customer Man, Motivational speaker
Management trainer, Avinash Narula, Customer Mathematician, Motivational speaker

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