Published Online:November 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM051125
DOI:10.71329/IUPJMM/2025.24.4.105-122
Author Name:Rupali Lamba and Saloni Pawan Diwan
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:105-122
This study explores the adoption of CRM 2.0 technologies by the Indian telecom industry, which is the world’s second largest market with 1,188.21 million subscribers. CRM 2.0 refers to the next evolution of CRM systems, emphasizing AI integration and omnichannel engagement. The top five mobile operators were selected on the basis of their market share for analysis. The study employed mixed-methods approach, utilizing Fanpage Karma with dynamic capabilities approach. Moreover, secondary sources such as company annual reports, TRAI publications and industry reports were used in contextualizng the findings. The findings of the study highlight the stark difference between private sector and public sector operators. Reliance Jio is the leader in CRM 2.0 adoption, while BSNL and MTNL lag behind due to outdated infrastructure and minimal social media engagement. The study highlights the need for public sector companies to adopt CRM 2.0 technologies to increase their operational efficiency and customer engagement and loyalty.
Customer relationship management (CRM) is a strategic business approach to building relationship with key customers and generating value for owners (Soltani & Navimipour, 2016). It is underpinned by the Relationship Marketing Theory, which aims to provide superior value to customers to drive customer loyalty and profitability (Morgan & Hunt, 1994).