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ON

CUSTOMER RELATIONSHIP MANAGEMENT


IN

Submitted To: GOVT. P.G. COLLEGE, JIND (Academic session: 2006-2009) Submitted By:

Name: Surinder Roll no: 904 Year: B.I.M Final year

CERTIFICATE
This is to certified that Mr. SURINDER is regular student of this college and he has submitted the project report entitled CUSTOMER RELATIONSHIP MANAGEMENT under BHARAT SANCHAR NIGAM LIMITED, YAMUNANAGAR. For the award degree of Bachelor of Information & Management under college Roll No. for the academic year 2006-2009. He bears a good character. I wish him every success in life.

Supervisor Lect. Labh Singh

Head Deptt. Of Commerce

Principal S.V.Prashar

1. COMPANY PROFILE5 Introduction Various Departments Brief introduction to the departments 2. INTRODUCTION7 Telephone What is a telephone exchange? Telephone Terminology 3. INTRODUCTION TO TELEPHONE EXCHANGE.9 4. HOW TELEPHONE WORKS15 5. APPROACH TO STUDY 6. RESEARCH METHODOLOGY 7. ANALYSIS OF DATA 8. MAJOR FINDINGS 9. SUGGESTIONS 10. ANNEXTURES 11. BIBLIOGRAPHY

I feel a great pleasure in presenting this report that is essential in partial fulfillment of B.I.M. program. This report is an integral part of the curriculum and its purpose is to provide the students information system in a firm. It helps in the development of practical skills and analytical process. During the training I have learnt about CUSTOMER RELATIONSHIP MANAGEMENT. During this tenure I have learnt about the operation of the various section of OCB like subscriber and multiplex connections unit, Time division switching network unit, Control unit, operation and maintenance center in good details. It was very exciting and useful experience for me. A good confidence has been built up. This will surely help me in my future career. I am highly obliged to all those who helped me for the timely and successful completion of this report.

SURINDER Roll No. 904 B.I.M. FINAL YEAR

I would like to thank Mr. Bidhu Bhushan Patel, J.T.O. Telephone Exchange, Yamuna Nagar who provided necessary guidance from the beginning and giving me full support in completing my report. The continuous skilled guidance and constant supervision at every stage of this project has been the greatest help to me to bring out this report to its present form. I would like to thank all the co-operators at the Telephone exchange for their help and co-operation extended to me during training work in the organization. My sincere regards to Training & Placement Cell, GOVT. P.G. COLLEGE ,JIND and especially our Training & Placement Officer for arranging my summer training with the BSNL and for his constant encouragement and support.

(SURINDER GARG)

COMPANY PROFILE
BHARAT SANCHAR NIGAM LTD., YAMUNA NAGAR (HARYANA)

Indias telecommunications network has experienced impressive growth since the independence. The number of exchanges has also gone up from 321 to more than 18,620. Telecom services in India are the sole monopoly of the central government. Telephone Nigam came into being in early 1960s. It is today a modern exchange with all high tech features. It is now equipped with E-10B, C-DOT and OCB exchange and has a capacity of more than 24000 lines.

The E-10B exchange was set up in 1994 and has a capacity of more than 14000 lines with working connections of about 13000 lines. It is directly connected to Ambala telephone exchange. The C-DOT exchange was set up in March 2001 and has a capacity of 10000 lines. It is also connected to Ambala and has more features than E-10B exchange. It provides CCS-7, ISDN, Lease lines, and other such facilities. The OCB exchange was set up in 2002. It is advantageous over both E-10B and C-DOT exchanges.

Various Departments in the Company:


Power Plant MDF (Main Distribution Frame) C-DOT OCB (Organe Commande de Type B) E-10B Customer Care Cell

Brief introduction of these departments:

POWER PLANT: This department is situated at the ground


floor of the telephone exchange and provides uninterrupted power supply to all the three exchanges (OCB, C-DOT, E10B). The exchange works on 50V D.C. and it needs this power supply non- interrupted continuously.

MDF: Adjoining the power plant is the MDF room. The main
distribution frame (MDF) is used for interconnection of exchange line and junction unit equipment to external physical lines coming to the exchange.

C-DOT: C-DOT Digital switching System (DSS) MAX is a


universal digital switch that can be applied as a local and

transit switch. It features digital switching based on a 64 Kbps basic rate and 2Mbps primary rate multiplexing structure. The latest signaling system CCS7 and the network features have been introduced recently, to from the basis for several advanced services like ISDN services, etc.

OCB: The OCB 283 Exchange is a Multiservice Switching


System which serves as Local, TAX, Tandem, and International Gateway Exchange. The main services are Plain Old Telephone Services (POTS) ISDN Services, Intelligent Network Services, and Digital Circular Radio Telephone Services etc.

E-10B: The E10B System is a Large Size Multi Service


Digital Electronic Switching System based on Time Division Switching of Digital Signals. The system is used for serving us Local, TAX and Tandem Exchanges.

CUSTOMER CARE CELL: This department deals with


the customer requests, complaints etc.

It is available 24hrs to the customer. It is supported with a backup of 800 amps.

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CHAPTER # 1
INTRODUCTION TO BSNL

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INTRODUCTION

TELEPHONE

The telephone or phone (Greek: tele = far away and phone = voice) is a telecommunications (Telecommunication is the extension of communication over a distance) device that transmits sound to great distances. In simple words, it is a system that converts sound, specifically the human voice, to electrical impulses of various frequencies and then back to a tone that sounds like the original voice. In 1831, Englishman Michael Faraday (17911867) proved that vibrations of metal could be converted to electrical impulses. This was the technological basis of the telephone, but no one actually used this system to transmit sound until 1861. In that year, Johann Philip Reis (1834-1874) in Germany is said to have built a simple apparatus that changed sound to electricity and back again to sound. It was a crude device and was incapable of transmitting most frequencies so it was never fully developed.

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TELEPHONE EXCHANGE

In the field of telecommunications, a telephone exchange (telephone switch) is a piece of equipment that connects phone calls. It is what makes phone calls "work" in the sense of making connections and relaying the speech information. The term exchange can also be used to refer to an area served by a particular switch. There are basically two uses for switches; one is the local switch and the other one is the tandem switch (long haul switch). The local switch, also called the CO (Central Office). The CO will handle all the calls in your local area. The long haul switch will handle calls going to another NPA A local call-(Numbering Plan Area).If you are dialing out to another number in your area the call will go from your local switch to that persons local switch but if you are calling Long Distance thecall will go from local switch to a tandem switch and from that tandem switch will connect to another tandem switch to a local switch.A Telephone Switch is the brain of an exchange. It is a device for routing calls from one telephone to another.

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I). TELEPHONE TERMINOLOGY- (Basic terms used)

Telephone: The telephone or phone (Greek: tele = far away and phone = voice) is a telecommunications device that transmits sound great distances.

Telephone number: Telephone number is a string of decimal digits that uniquely indicates the network termination point. The number contains the information necessary to route the call to this point.

Telecommunication: The science and technology of transmitting information or data over a network using electrical or optical impulses. The elements of a telecommunication system are a transmitter, a medium and possibly a channel imposed upon the medium and a receiver.

Telephone exchange: Telephone exchange is a piece of equipment that connects phone calls. It is what makes phone calls "work" in the sense of making connections and relaying the speech information.

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Called party: The person who (or device that) answers a telephone is the called party.

Calling party: The person who (or device that) initiates a telephone call over the public switched telephone network is the calling party.

Dial tone: A dial tone is a telephony signal used to indicate that the telephone exchange is working and ready to accept a call.

Cordless telephone: Cordless telephone is a telephone with a wireless handset which communicates with a base station connected to a fixed telephone landline (POTS) via radio waves and can only be operated close to (typically less than 100 metres of) its base station, such as in and around the house.

Ringing signal: A ringing signal is a telephony signal that tells the user that there is an incoming call. This is created by sending an alternating current signal of about 100 volts into the line, where a high-impedance electromagnet is triggered to ring a bell on the phone.

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MANUAL EXCHANGE

In the mid -1870s Alexander Graham Bell invented the telephone; a wire system for two ways voice communication between remote locations. You spoke into a unit at one location and your voice was heard at the other location immediately. This was some what limited in the sense that it allowed communication with one fixed location only.

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In the days of the manual switchboard, there was a pair of copper wires running from every house to a central office in the town. The switchboard operator sat in front of a board with one jack for every pair of wires entering the office. There was a small light above each jack. Whenever somebody picked up the receiver, the light bulb above operators jack on the switchboard alerted the operator. The operator would then connect his/her headset into that jack and ask who the person would like to talk to. Then the operator would then take a wire from his/her socket on the switchboard and plug it into the other persons socket and then sent a ring signal to the receiving party and wait for the party to pick up the phone. Once the receiving party picked up, the operator would connect the two people together. When the call was completed, you would hang up your receiver and the operator would remove the plug from the called party's socket.

For long distance call if you wished to make a call to someone outside your own local exchange, say to the next exchange, your

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operator would call an operator at the adjacent exchange and then ask it to connect through to the desired subscriber. If you wanted to call someone much farther away then the call would have to be setup with a whole chain of operator each one calling the next. As such although long distance calls were possible, it was a complicated process and involved a lot of operators.

ELECTRONIC EXCHANGE
To overcome the limitations of manual exchange, an American named Almon B. Strowger invented the automatic telephone exchange. It was designed to replace the need for human telephone operators. These came into existence in early 1900s.Before the exchanges became automated, operators had to complete the connections required for a telephone call. Almost everywhere, operators have been replaced by computerized.

The local exchange automatically senses an off hook telephone condition and provides dial tone to that phone, receives the pulses or DTMF tones generated by the phone, and then completes a connection to the called phone within the same exchange or to another distant exchange.The exchange then maintains the connection until a party hangs up, and the connection is disconnected.

Strowger patented the Strowger switch on March 10, 1891 but it was installed in 1892. The first Strowger exchange opened in La Porte, Indiana, in 1892. But its main problems were the multiplicity of wires the users' had to count and remember the number of button presses to dial a number.

Recognizing these difficulties, Strowger kept working on improvements to his system. By l896, he reduced the number of wires from five to three, and replaced the push-button arrangement by a rotary dial. Eventually, Strowger's system needed only one pair of wires and a metallic return circuit between the telephone and the exchange to carry both conversation and dialing information and that arrangement worked very well. As time went by, transmission as well as switching systems continued to develop. A technique for saving expensive connections was introduced into the long-distance networks: frequency division multiplexing (FDM). This technique was developed around 1910, but was not implemented until 1950 when about 1,000 channels were transferred on the same cable (the coaxial cable). Digital multiplexing (based on PCM), which was introduced around 1970, also made transmission networks less expensive while at the same time improving transmission quality. It then became necessary to computerize the control of the exchanges. The first computer-controlled exchange was put into service in 1960 in the US.

Progress Tones
With manual switching systems, there had always been an operator to advise the caller of the current status. Having removed the need for an operator, a system was required to indicate call progress to the caller. A series of distinctive tones was developed which were produced by a machine called a Ring Generator. The ring generator was entirely electromechanical; different cadence and tones were produced by rotating cams connected to a generator. As well as generating the tones, the Ring Generator machine also provided timed pulses which were used by various processes throughout the exchange. The progress tones produced were as follows:

Dial Tone (DT).This is a 33 c/s continuous note and is


applied to the line after the subscriber has lifted his handset and the switching equipment has allocated him an available outlet for this call to proceed. Busy Tone (BT). A higher pitched note of 400 c/s interrupted to give a cadence of 0.75 seconds on, 0.75 seconds off. Busy tone indicated either that the called subscriber is already off-hook (busy) or that the route to the called subscriber is congested. Number Unobtainable Tone (NUT). Identical pitch to the busy tone but continuous. This tone is used to indicate that a number is out of service, faulty or that a spare line has been dialed. Ring Tone (RT). A tone of 133c/s which interrupted in the same cadence as the ring current which rings the telephone's bell at the called party's end: 0.4 seconds on, 0.2 seconds off.

FACILITIES TO THE SUBSCRIBER

Call Waiting: Call waiting means alerting the subscriber of


another incoming call on his telephone while he is already in conversation. This facility allows the subscriber to take the second call keeping the first party on hold.

Call Forwading: The call forwarding facility enables the


subscriber to transfer/forward incoming calls to another telephone number when the subscriber is not available to receive calls on his own telephone. Through call forwarding facility subscriber can leave his office or home without having to miss important calls.

Hotline: This facility enables the subscriber of an electronic


exchange to get connected to another telephone of his choice either at any other outstation without dialing the telephone number. After the arrangement is made for the subscriber by the exchange, just lift your receiver and you will get the normal dial tone. If you wait for 5 seconds the exchange will connect you automatically to the HOTLINE number.

Electronic STD / ISD Lock: NSD/ISD locking completely


eliminates misuse of your NSD/ISD facility by others. It prevents unauthorized NSD/ISD calls from your telephone. It is a system by which a subscriber connected to an electronic telephone exchange can lock/unlock NSD/ISD facility on his telephone. It works on a secret code selected by the subscriber from the digits 0 to 9. This code is registered with the exchange and used for opening and locking NSD/ISD facility on your telephone line. This code can be changed by the subscriber as often as he needs.

Call Alert: Call Alert means alerting the subscriber of another


incoming call on his telephone while he is already in conversation. This facility allows the subscriber to take the second call keeping the first party on hold.

Wake Up/Reminder Call: This facility enables the


subscriber to get reminded / woken up at a predetermined time.

Call Hunting: This facility automatically transfers your


incoming call to a free line. Subscriber need not indicate numerous numbers of their organization on their visiting cards or business letters. Principal number need only be indicated or printed. By availing the call hunting facility for a group of numbers of an

organization, if the principal number is dialed the exchange will automatically hunt for a free number in the same group and the incoming call will land on free number.

Abbreviated Dialing: This facility enables the subscriber to


have his own two digit codes for frequently called telephone number. With this facility the subscriber can assign 2-digit code to often-dialednumbers. .

Repeat Dialing (Automatic call back): Allows you to dial


a code to have your phone continuously attempt to redial a busy number that you tried to call.

Priority Ringing (Distinctive Ringing): Allows you to


program your telephone line to ring with a special ringing pattern whenever you are called from a select list of phone numbers.

Caller Id: It allows you to see the calling party's phone


number before answering a call.

Telephone Conference Bridge: Allows people in various


locations to simultaneously talk with one another.

Voice Mail service: Allows a customer to have a personal


answering machine without the added cost of buying a new piece of equipment. Will take message when you are not home or when you are on another line.

Selective Call Acceptance: Allows subscribers to select


those telephone numbers from which they are willing to accept calls.

Selective Call Rejection (Call Screening): Allows you to


create a list of phone numbers from which you do not wish to receive calls.

FUNCTIONS OF AN EXCHANGE
A telephone exchange is designed to provide multiple connectivity to the subscribers. To connect a call an exchange has to perform many tasks. The various tasks performed by an exchange are as under: (a) To sense closing and opening of DC loop by the subscriber's telephone. (b) To generate supervisory tones like dial tone, ring back tone, busy tone etc. (c) To feed the dial tone on line, on sensing closing of the DC loop, so that subscriber can start dialing. (d) To sense first digit, and disconnect the dial tone. (e) To sense complete number and decode the address. (f) To send ringing voltages to called party. (g) To supervise call progress including metering.

Telephone Diagrams & Terms


Shown below is a diagram of a single-line telephone. The terms listed provide information about the physical features of the telephone set and tones or signals received from the system, and can help when describing telephone troubles.

Dial: Rotating disk or push-button assembly used for entering digits and accessing features.

Handset: The portion of the telephone containing the transmitter and receiver, which is hand held when the telephone is in use.

Handset Cord: The coiled connection between the handset and the base of the telephone.

Hook flash: The process of pressing the switch hook down for one-half second and releasing. The Hook flash is used to access system features.

Key Telephone System: Electronic (EKS) or electromechanical (KS) telephone system allowing several users access to the same lines. Telephone instruments are usually multi-button (line) sets with a hold button and internal intercom features.

Mounting cord: The connection between the base of the telephone and the wall or floor.

On-hook: The handset is in the cradle.

Off-hook: You are talking; the handset is in your hand.

Receiver: The earpiece or portion of the handset through which you hear the other party's voice.

Switch hook: A device in the cradle, on the side, or on the top of the telephone, which signals the status of the telephone to the switching equipment; on-hook (not in use), or off-hook (in use).

Transmitter: The portion of the handset into which you speak.

System Tones

Call Waiting Tone: Two short bursts of 440 Hz tone at 10second intervals signifying that you have another incoming call. This tone is heard through the receiver while you are talking on the phone.

Circuit Busy Tone: Fast busy -- overflow. Low tone bursts at


twice the normal busy tone rate, indicating that all paths to the equipment serving the called party are busy.

Confirmation Tone: One or two short bursts of "Busy" tone


to verify that a feature code or function has been completed.

Dial Tone: A constant high-pitched tone (a mixture of 350 and


440 Hz) indicating that the system is ready to process your call. It is essential that users listen for this tone before dialing phone numbers. The system will not recognize digits that are dialed before a dial tone is established.

Off-Hook Queue Tone: One burst of 440 Hz tone followed


by silence after dialing a number. The tone signifies that all circuits are busy and the system is searching for a free line. STAY ON THE LINE and your call will go through.

Receiver Off-Hook Tone: Loud repetitive bursts of


attention-getting tones to instruct users to hang up. Usually

caused by keeping the phone off-hook too long before dialing or by not hanging up after completing a call.

Ring back Tone: Heard by the calling party to signify that


the called telephone is ringing. Also known as audible ringing. The ring back tone does not necessarily correspond in timing with the ringing at the called station. (This is why it is possible for a party to answer the phone before the caller hears ringing.)

Special Information Tone (SIT): Three ascending tones preceding an information message such as one indicating that the party has dialed a number that is disconnected or out of service.

Station Busy Tone: Low-pitched tone interrupted sixty times per minute. This tone indicates that the called station is off-hook or busy.

FUNCTIONS 0F A TELEPHONE

Any information system performs three functions, information conversion, information transmission and signaling. The information transmission is the function of media. The remaining two functions are performed by the telephone as explained below: (a) Information Conversion- This function involves the following: (i) Conversion of acoustic signals, generated by the speaker, to equivalent electrical signals. The microphone does this. (Sound waves are acoustic waves, with no electrical component. They are simply vibrations in the air, a physical pressure made by the utterance of the speaker)

Speaking into the can of a string telephone, for example, makes the line vibrate, causing sound waves to travel from one end of the stretched line to the other. A telephone by comparison, reproduces sound by electrical means. (ii) Conversion of received electrical signals into the acoustic signal (Speech is sound in motion. Talking produces acoustic pressure). The earphone does this.

(iii) Providing correct level of side tone. This is done using anti side tone circuit. When we talk on the phone we are supposed to hear our own voice in the receiver. This is called

side tone. The level of the side tone should not be too high or too low. (iv) Providing distortion free amplification to incoming and outgoing voice signals. This is done by speech processing ICs.

(b) Signalingfollowing:-

This

requirement

involves

the

(i) Conversion of the incoming electrical signaling information from an exchange to acoustic signals for inviting called subscriber's attention. This is done using ring detect circuit. (ii) Informing the exchange that telephone is "Off Hook". This is done by closing the DC loop. The DC loop is sensed by the exchange and call connect procedure is in the exchange is activated.(iii) Informing called party's address to the exchange. This is done by sending coded signal using dial.

III). DIALING: Dialing is of two types: Pulse/Decade type dialing DTMF/Tone type dialing

PULSE DIALING: Pulse dialing, also


called Rotary or Decadic dialling (because up to 10 pulses are sent), is pulsing in which a direct-current pulse train is produced by interrupting a steady signal according to a fixed or formatted code for each digit and at a standard pulse repetition rate. The pulses are generated through the making and breaking of the telephone connection. As a result, all that is really needed to dial a number with pulse dialing is a switch (i.e., the telephone receiver hookswitch). Each digit in the number is represented by a different number of rapid clicks. One click is used for the digit 1, two clicks for 2, and so on, with ten clicks for the digit 0.

DTMF DIALING: Dual-tone multi-frequency


(DTMF), also known as Touch Tone; is used for telephone signaling over the line in the voice frequency band to the call switching center.

DTMF Keypad Frequencies (with sound clips) 1 2 3 A 697 Hz 4 5 6 B 770 Hz 7 8 9 C 852 Hz * 0 # D 941 Hz 1209 Hz 1336 Hz 1477 Hz 1633 Hz

DTMF Event Frequencies Event Low frequency High frequency Busy signal 480Hz 620Hz Dial tone 350Hz 440Hz Ring back (US) 440Hz 480Hz

TRANSMISSION MEDIA

Over Head Wiring:

It was used earlier; only 24 subscribers could talk at a time. It is rarely used now.

Underground cables:

These are modified cables. 4200 people can talk at a time. It needs amplification every 40kms due to attenuation.

O.F.C.:

These are optical fiber cables. The problem on amplification on the way is removed. Its range is 60kms and one can find a big city i n this range where amplification is done in the exchange.

Satellite Communication:

In this, the signals are transmitted via satellite. It is used for overseas communication.

UHF/Microwave:

The signals are transmitted using antenna in Ultra High Frequencies or microwave frequencies. This media is used for distance which is in line of sight. For longer distances various antennas are used.

Underwater Cables:

Cables are laid in the sea. In case of satellite failure these cables proves a stand by media. These cables are laid in reserved areas where ships and submarines are not allowed to enter.

Radio waves: It is a transmission medium that provides the user with great flexibility (for example, cordless telephones). Radio can be used locally, intercontinentally, and for fixed as well as mobile communication between network nodes or between users and network nodes.

MAIN DISTRIBUTION FRAME

The Main Distribution Frame (MDF) is an interface between the exchange and the subscriber network and is used for termination and cross-connection of cable, and for over-voltage and over current protection of individual lines. The distribution frame provides easy and flexible interconnection, isolation point for testing, protective devices used for safety of exchange equipment etc. OCB switching system is a digital switching system and accepts both analog and digital signals. The signals from subscribers are analog where as the trunk signals are digital (if coming from analog source). These are converted into digital 30 channel PCM signals and then feed to switchroom .The analog signals are received by SMT and digital signals by SMT in OCB system. For these types of two signals we use main distribution frames in OCB.

Here all the lines coming from the subscribers, non-exchange, telex lines and analog junction lines are terminated. These are terminated on 100 pair tag blocks in which gasdischarge (GD) tube type protective devices are provided to tackle voltage and current surges. These tag blocks are located on one side of the MDF called line side. ON this side(line side) cables from the subscribers ,

called the primary cables are terminated. These cables are of 200, 400, 800, 1000, 2000 pairs. These wires get terminated on line side in the termination modules. One termination module is of 10 sets each, one has capacity of 10 slots for termination on upper part. On the other side of the MDF called exchange side tag blocks are provided for terminating the cables from SMT for subscriber lines and from transmission room for analog junction lines. These tag blocks are of 64 pairs size and facility for wedging is also available for isolating the lines. These wires are terminated on exchange in termination modules. One termination module is of 8 sets and each has capacity of 8 slots for termination, on the upper part of the module. From the lower part jumper, a piece of wire which is used for the connection between two modules is taken and punched on the lower part of termination module on the line side. Each termination module has its own number, so that a slot of particular number can be found in case of any fault. In the termination module on the line side, between the upper and lower part a fuse is connected so that in case of fault, the circuit breaks. So that MDF & the exchange remains safe. Any number can be disconnected manually by breaking connection between the primary & the secondary wires by inserting a strip called wedge in between. In case, any fault occurs the corresponding number can be checked by connecting a telephone to the primary cable of the subscriber, if ring occurs it indicates that it is not exchange fault. Fault is in the outdoor area; if ring doesnt occur then fault is internal and is checked in the exchange. The interconnection between line side and exchange side is done through .4mm jumper wires.

POWER PLANT
The power plant comprises of one of the main parts of the exchange. The exchange works on a 50V dc power supply and this supply needs to be uninterrupted. Thus power plant within an exchange has such an arrangement that provides a continuous, uninterrupted and regulated power supply. Power plant to fulfill the power requirements provides alternatives of HSEB. Generator, Battery. The exchange runs on HSEB in case of a power failure, generator or very rarely in case the generator is damaged do the battery supplies power. Various sources of power supply and essential parts of a power plant are as follows: (1)Supply from HSEB: The exchange gets 1KV ac supply from the Haryana State Electricity Board. This supply is provided using special underground cables. (A)Step down Transformer: 1KV ac from HSEB is converted into 440V ac by a three phase step down transformer. (2)Supply from Generator: There are two 40V output generators. One works at a time while the other stands by as an alternate in case the first one is out of order. (3)Supply From Batteries: There are two 50V dc output batteries. One battery works while the other stands by. Both the batteries are placed in parallel with the power supply to the exchange. Each battery consists of 24 cells of 2.1V each, and each cell is connected

in series. Capacity of each cell is 2000amp.The cells used are secondary cells. (4)Float Rectifier: There are two float rectifiers which converts 440V ac into 52V dc. The input of 440V may be of HSEB or from generators. Within rectifiers the 440V ac is step down to 52V ac and then it is converted into 50V dc using SCR. Register regulates it and condenser smoothens the 50V dc. Then this 50v dc is given to magnetic amplifiers, it senses the current according to the load. Rectifiers are always in float with the battery, means in case of HSEB failure; t takes about 3-5 minutes to turn on the generator. But the exchange needs an uninterrupted power supply. As failure occurs, power is automatically supplied from the batteries for the instant. (5)Battery charge: In case the power failure remains for a long time the battery used gets discharged. So as to charge the battery we need a battery charger. (6)Invertor: Invertor converts the 50V dc into the 220V ac for the use of computers because computers also need an uninterrupted power supply as all the data is IOP and also the different functions like alarm, display unit, fault is also through the VDC of PC.

Structure of Connection from the Switch to the End User

M.S.U.

Optical Fiber Cable


R.S.U.

PILLAR Sub- Pillar

Distribution Point

Copper Cable

USER

Pillar: The main frame after the R.S.U, where the line side from the R.S.U terminates, to give connections to primary in the pillar. From the secondary in the pillar, sub-pillars are connected. Number of primary is always less than the number of secondary.

SubPillar: A smaller form of a pillar, connected to different Distribution points.

Distribution Points: The final distribution frame, giving connection to the individual users.

TYPES OF ELECTRONIC EXCHANGES


The exchanges are classified on the basis of Switching:

E-10B: The E10B System is a Large Size Multi Service Digital Electronic Switching System based on Time Division Switching of Digital Signals. The system is used for serving us Local, TAX and Tandem Exchanges. The controller part of the exchange which has a Distributed Architecture with main functions like Switching Network (CX), Marker (MQ), Call Processing (MR), Charging (TX), Translation / Routing (TR) frequency sender / receiver (RTA), Multiplex Connection (URM), standby charge recording unit (DSF) etc. These controller parts control call handling routing and charging functions.

C-DOT: The C-DOT Digital Switching System Main Automatic Exchange (MAX) is a digital switching system which offers a total switching solution for national telecom networks. The C-DOT DSS MAX products have the proven ability to serve as local, toll, transit and Integrated Local-cum-Transit (ILT) switches. Starting from a switch that supports a few hundred lines for rural applications, to the 40,000-line main switch for central office applications the modular architecture of the C-DOT DSS MAX is capable of serving the needs of the entire range of customers.

OCB: The OCB 283 Exchange is a Multiservice Switching System which serves as Local, TAX, Tandem, International Gateway Exchange and Service Switching Point (SSP) from Mobile Radio and Intelligent Network (IN). OCB 283 is the controller part of the exchange which has a distributed architecture with control station like Main Control Station (SMC) consisting of Call Processing, Data Base, Charging, Message Distribution Management of connection etc.

STUDY OF CUSTOMER RELATIONSHIP MANAGEMENT


Developing a close, co-operative relationship with the customers is More important in the competition and demanding customers than It has ever before.

CONCEPT
Shani and chalasani (1992) define relationship marketing as An Integrated effort to identify, maintain and build up a network with Individual customers and to strengthen the network for mutual benefit Of both sides, through interactive , individualized and value added contacts over along period of time. CRM can be defined as it is a comprehensive strategy and process of acquiring , retaining and patterning with selective customers to create superior value for the company and the customer.

OBJECTIVES OF THE STUDY

To find out audience attitude towards different bsnl packages.

To find out influence of advertisements on respondents buying behaviour.

To find out audience preferences towards bsnl.

To find out most likely advertisements.

To find out different services provided by bsnl.

CHANGING APPROACH OF CRM

Traditional Approach
Customer contact telephone mail in person Personal selling After sale services Complaint handling Account Management Customer care Customer satisfaction

Web enabled and integration approach


Customer

information system Customer data base Electronic point of sale sales force Automation of customer support process Call centers System integration Life time value of

FACTORS CONTRIBUTED TO THE RAPID DEVELOPMENT AND EVOLUTION OF CRM IS : Growing de-intermediation process in many industries due to advent of sophisticated computer and telecommunication technologies that allow producers to directly interact with end customers. Databases and direct marketing tools have given the means to individualize their marketing efforts. As a result, producers do not need those functions formerly performed by the middlemen. The de-intermediation process and consequent prevalence of CRM is also due to growth of service economy. Since services are typically produced and delivered at the same institutions ,it minimizes the role of middlemen. A greater emotional bond between service provider and service user also develops the need for maintaining and enhancing the relationship. Another force driving the adoption of CRM has been the total quality movement. When company embraced total quality management (TQM) philosophy to improve quality and reduce cost, it became necessary to involve suppliers and customers in implementing the program at all levels of value chain. This needed a close working relationship with customers , suppliers and other members of marketing infrastructure.

CRM PROCESS FRAME WORK


STEP 1: CRM FORMATION PROCESS
In, the formation process three important decision areas are.

A) CRM PURPOSE:
The purpose of CRM is to improve marketing productivity and enhance mutual values for the parties involved in the relationship. CRM has the potential to improve marketing productivity and create mutual values by increasing marketing efficiencies and enhancing marketing effectiveness.

B) Defining the purpose would help in:

Clarify the nature of CRM programs and activities

Identifying suitable relationship partners who have the necessary expectations and capabilities to fulfill mutual goals.

c) DEVELOPING PROGRAMES FOR RELATIONSHIP:


There are three types of CRM programs: Continuity Program, Partnering Programs . These take different forms depending on whether they are meant for end Consumers , Distributor Customers , or Business Customer

STEP 2 : CRM GOVERNANCE PROCESS


The governance and management responsibilities are independently or jointly under taken by relational partners several issues must be addressed.

ROLE SPECIFICATION COMMUNICATION WITH CUSTOMERS PLANNING PROCESS PROCESS ALINGNMENT HUMAN RESOURCE DECISION PROPER MONITORING PROCESS

STEP 3: CRM PERFORMANCE EVALUATION PROCESS


Periodic assessment of results in CRM is needed to evaluate if programs are meeting The expectations and if they are sustainable in long run. Performance evaluation also helps in making corrective actions in terms of relationship governance or in modifying

relationship marketing objectives and program features.

STEP4: CRM EVOLUTION PROCESS


Individual customer relationships and CRM programs are likely to under go evolution as they mature. Some evolution paths may be preplanned, while others would naturally evolve. In any case , several decisions have to be made by partners involved about the evolution of CRM programs.

CRM BUSINESS CYCLE .

RESEARCH METHODOLOGY

Conducting research has always been tough task . This is not because it Take time but it is due to its nature of sequential process. Every Research begins with the problem & ends up to a solution. If There no problem there is no need for research. Similarly I have conducted a research based on bsnl services Ihave tried my best to make it worthy for advertisers & Iam sure that this report will give new direction to their orientation.

RESEARCH DESIGN RESEARCH SAMPALE SIZE -

EXPLORATORY 100 RESPONDENTS

SAMPLING TECHINIQUE - CONVINIENCE SAMPLING AREA COVERED NORTH HARYANA JIND ROHTAK

DATA SOURCE Primary data has been used as the questionnaires were directly Being filled by the respondents . Secondary data has used from internet & magazines . TOOLS FOR ANALYSIS Bar diagram,Pie charts & percentage method has been used to analyze the data . As representing the data in a graph from make it easier to understand.

CHAPTER # 7
SWOT - ANALYSIS

Mobile viewership among respondents yes no


People using mobiles

95% 5%

Figure 1

Nearly 95% of the respondents want mobiles and only 5% of them confessed that they do not want mobile. So its clear that mostly semi urban people like mobiles. Time spend on mobiles

10-20 minutes
20-30 minutes 30-40 minutes More than 1 hour

80% 7% 4% 9%

Figure 2

80% respondents spend 10-20 minutes on mobiles while 7% respondents spend 20-30 minutes. Followed by 4% 30-40 minutes & only 9% more than 1 hour. It means that most people use the mobile only for 10-20 minutes.

ONLINE SERVICES

SATISFIED NOT SATISFIED

10% 90%

Figure 3

90% respondents are satisfied with online services and 10% are not satisfied with these services.

CUSTOMER SATISFACTION

FULLY SATISFIED SOMEWHAT SATISFIED NOT SATISFIED

30 55 15

Figure 4

30% customers are fully satisfied with the BSNL SERVICES and 55% are somewhat satisfied and finally 15% are not satisfied with the services.

POTENTIAL SEGMENT

STUDENTS WORKING BUSINESS PURPOSE NON WORKING

BSNL USER 40 25 60 15

OTHERS 30 45 40 49

NONE 30 30 0 36

Figure 5 40% students are using bsnl services,25% working persons ,60% for business purpose and 15% non working students are using this bsnl.so we conclude that it is mostly used for business purposes.

Time of using Mobile

After 8 p.m. After 10 p.m. In the afternoon Any other time

10% 30% 20% 40%

Figure 6 Mostly people nearly 40% use mobile services at 8 p.m. & while 20% people use mobile in the afternoon. Followed by 30% after 10 p.m. & 10% any other time. So, bsnl services must be good after 8 p.m. & in the afternoon.

Respondents opinion about celebrities in advertisement

Yes no

55% 45%

Figure 7 55% of the respondents say that celebrities should not advertise while 45% of them says that they love watching celebrities in ads. There is some confusion among people on this question. 55% say celebrities should not advertise because youths considered them as role models.

MAJOR FINDING

The majority of respondents spend 20-30 minutes per day on mobile.

Mostly respondents use mobile after 8 p.m. & in afternoon. Mostly respondents prefer hello tunes on their mobiles. Respondents like to commercial ads said that it increase there awareness & knowledge about new product . Majority respondent attract towards entertaining ads. Mostly people said that ads influence their buying behaviour. In the opinion of many respondents celebrity should not advertise because the youth initiate as their role model had done in ads. The most hello tunes are Holle-holle, Dhadkan, Rab ne bana di jodee, Fashion ka jalwa. In automobiles ads most people give first rank to bsnl .

CHAPTER # 9
STRATEGIES & SUGGESTIONS

SUGGESTIONS

Try to advertise the product on popular channels. Try to advertise the product on best time slot. Try to advertise the product on best programs. Try to make advertise more effective. Try to give effective schemes to customers. Proper customer care services.

LIMITATIONS OF STUDY

Time was the major constraint in the study.

Sample size was small which could mislead the result. Respondents were not willing to answer easily.

QUESTIONNARE
NAME AGE SEX OCCUPATION : : : : ------------------------------------------------------------------------------------------------

QUALIFICATION :

Q 1. Do you use mobile?


(a)

Yes

(b)

No

Q 2. How much time you spend on mobile?


(a) (b)

1-2 Hours 3-4 Hours (d)

(c)

2-3 Hours

More than 4 Hours

Q 3. At which time you use mobile? Afternoon (c) After 8 p.m. (b) After 10 p.m. (d) Any other time
(a)

Q 4. Do you like commercial ads in your mobile? (a) Yes (b) No

Q 5. If No specify the reason. (a) Mislead Vulgarity (b) Irritate (c) (d) Other

Q 6. Which network generally you like? ______________________________________________ _______________________________________________ _______________________________________________ _______

Q 7. Which network you are using in these days?

_______________________________________________ _______________________________________________ _______________________________________________ ______

Q 8. Please give your view about staff. (a) Very friendly not friendly (b) Somewhat friendly unfriendly (c) (d) very

Q 9. Are you satisfied with bsnl services? (a) yes (b) no

Q 10. Which network generally you like? (a) BSNL (B) OTHERS

BIBLIOGRAPHY
BOOKS
BUSINESS COMMUNICATION RESEARCH METHODOLOGY ADVERTISEMENT MGT. MARKETING MANAGEMENT CUSTOMER RELATIONSHIP AGGARWAL BY JIN KUSHAL BY KOTHARI C.R. BY D.A. AAKER BY PHILIP KOTER BY R.S.

WEBSITES:-

www.google.com www.lintaz.com www.bsnl.com www.howstuffworks.com

MAGAZINES

BUSINESS STANDARDS INDIA TODAY

NEWSPAPERS

BUSINESS STANDARDS THE ECONOMY THE TIMES OF INDIA THE HINDU HINDUSTANS TIMES

Hereby I conclude that during my summer training at BSNL, Yamuna Nagar, I have learnt about the working of OCB-283 exchange and lots more about telephones and telephone exchange. I came to know that OCB exchange is a Multiservice Switching System which serves as Local, TAX, Tandem, International Gateway Exchange and Service Switching Point (SSP) from Mobile Radio and Intelligent Network (IN). It was a great learning experience at BSNL.

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