Bangladesh Railways

Customer Service:
Importance of CRM on
Customer Service

Prepared By: Group

Eclipse
Framing Bangladesh
Railway
o Its a state owned rail transport
agency
o Covers a length of 2,855 route
kilometers
o Employs 34,168 people
o Operates international, inter-city
and suburban rail systems
o Nearly 50 75 million passengers
transported by BR in a year

Loss: 2,494.62
million
 Why customer service is
important for BR?
o BR is running in loss, the most convincing way
they can bring back the profit is through
better customer service
o To sustain in the competition with other
transportation mode; and even to differentiate
o To serve the current customers better so that
they can retain them in this hard time

Customer Customer Customer Customer

service Satisfaction Delight loyalty

Financial
Performanc
e
 Service offerings of BR
Service During the
Timeoption travel
option Comfortable
Price option Dine facility
Wide route Train attendants
coverage
Demo train
Special service
during festival & In station
rush service
Waiting room
Ticketing
Information &
E - Ticketing complain booth
Information display
board
Security (CCTV
surveillance)
 Are those services good
enough?
o Train schedules are set on the bases of operational
convenience not customers convenience
o Price options are not justified by service quality
o Only 10% tickets are available for e ticketing &
only one payment option
o No customer database system & no customer
tracing
o Often trains are late and long traveling time
o No reward for loyal & frequent customers
o Safety & security of passengers
 Are those services good
enough?
o Poor servicescape (in compartment & in station)

o Poor dine facility & low quality food

o Train attendants are not well trained to
communicate
o No after travel service
o No channel of communication is used to interact
with customers
Just in one sentence Customers are
not satisfied
 Comparison with Indian
Railway
Customer database
management
Customer profile
management
Mobile ticketing service

Intra city train

service
Train tracking
system
Proper segmented service

More customer centric

Well trained & equipped attendants
Profit : 157.8
billion
How CRM applications are likely to
impact customer satisfaction

o CRM applications enables firms to customize

offerings for customers and when offerings
are customized, the perceived value gets
enhanced
Perceived value =
Perceived quality

o CRM applications also enables firms to

manage relationships across various stages,
and thereby help significantly to impact on
customer satisfaction
 How can BR satisfy their
customers:
On time train
A step forward CRM
Proper ticket reservation
system Proper Service
Ensure comfortable journey
After travel service
Well facilitated waiting room
In station security Servicescape
Improved in train
servicescape
Customer identification
Customer profiling
Customer Database
Customer segmentation
Mgt.
Customer orientation
Only basic transportation
Speedy transportation Nature of need and
Standard transportation service to fulfill it
Luxurious transportation
 How can BR satisfy their
customers:
Unnecessary hassle in A step forward CRM
station
Removing pain
No accurate info about delay
points
Proper announcement
Proper info display
Cost based pricing
Value based pricing Pricing

Ticketing
Train tracking
Innovative features
Mobile app
Auto mated display board

Pick & drop

Food, travel, pick & drop Complete solution
Food, travel, pick & drop,
hotel
 How can BR satisfy their
customers:
A step forward CRM
Train employees for
Cross functional
operation CRM
coordination
Back office database analysis
(Analytical CRM)
Train them to communicate
Training for
better
To sensing the customer attendants
need
Preferred media of
To communicate with back
communication Communicating
office
Multi level complain channel with customer
Analyzing feedback
Reword loyal customers
24/7 call center
 Is it possible for BR to practice
CRM?
o Building customer centricity
All the departments ensuring customer get seamless
experience
Service features based on customer requirements
Use of related technology
Fulfilling latent desire of customer trough proper
sensing
o Co - ordination among various departments
o Aligning business processes to fulfill customer
centricity
o Systems for facilitating customer needs
Thank You!!

Prepared By: Group

Eclipse