Customer Relationship Management

Introduction
• Karbonn mobiles started late in the telecom revolution in India entering the
mobile handset market in 2009 only.
• But within the first year, Shashin Devsare, Executive Director, Karbonn
Mobiles has taken quantum leaps to make his company a major player in the
semi-urban and rural market.
• With over 5 million mobiles sold till date, Shashin aims to take on whole
India replete with confidence.
 Formation of Karbonn
• Two Indian telecom majors have joined forces to trigger the revolution
- UTL and Jaina.
• The UTL Group is a multi division telecom group with an annual
turnover of Rs 1600 crore and over 2000 employees.
• Headquartered in Bangalore, it is a leading Indian telecom powerhouse
with interests that span across manufacturing, services and distribution.
• The Jaina Group is a reputed distribution house with interests in
telecom and consumer durables.
 Cont…
• Headquartered in Delhi, the company has represented, with distinction,
prominent brands such as Nokia, Samsung, Siemens, Panasonic and Philips
(LCD devices) as regional or national distribution partners.
• UTL and Jaina now present Karbonn: phones that feature the absolute latest
trends in mobile telephony, at incredible prices.
 Target Customers
• The multimedia phones of Karbonn address the urban markets which have begun to
saturate.
• Handsets equipped with dual SIM cards and battery are clearly targeted at the rural
markets.
• Though rural markets are billed as the next frontier for mobile telephony.
• Consumers therefore prefer phones with more than one SIM card for better connectivity.
• Therefore, Karbonn made special posters and banners, etc for the rural market.
 Cont…

• The company offers customers the same features and quality

that they get in global brands at an affordable price range of
Rs1,700 to Rs6,500.
• This actually is the sweet spot in which the bulk of handset
sales happen.
 Customer Relationship Management

• The art of managing the organization’s relationship with the customers and
prospective clients refer to customer relationship management.
• Customer relationship management (CRM) refers to a strategy widely used
by companies and organizations (including related integrated information
systems and technology, often in the form of software) to record and
manage their overall data and interactions with current, past and potential
customers.
 CRM used by Karbonn

• Use of social accounts such as Facebook, Twitter, etc. to login on Karbonn

mobile website by the website visitor which gives valuable insights (interests,
activities, friends, and other products owned) about the customers.
• Providing Karbonn service centers for after sales service across the country.
• Toll free number provided to customers for better complaint resolution.