LAL BAHADUR SHASTRI INSTITUE OF MANAGEMENT NEW DELHI “CUSTOMER RELATIONSHIP MANAGEMENT AND SERVICE DELIVERY AND QUALITY IN TELECOM SECTOR i.e. IDEA CELLULAR LTD (GSM)” Presented in partial fulfillment for the award of the Post Presented in partial fulfillment for the award of the Post Graduate Diploma in Management -VI Trimester Graduate Diploma in Management -VI Trimester By Abhishek Mitra(25/2008) PGDM Evening
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LAL BAHADUR SHASTRI INSTITUE OF MANAGEMENT
NEW DELHI
“CUSTOMER RELATIONSHIP MANAGEMENT AND SERVICE DELIVERY AND QUALITY IN TELECOM SECTOR i.e. IDEA
CELLULAR LTD (GSM)”
Presented in partial fulfillment for the award of the Presented in partial fulfillment for the award of the Post Graduate Diploma in Management -VI TrimesterPost Graduate Diploma in Management -VI Trimester
By
Abhishek Mitra(25/2008)
PGDM Evening
CERTIFICATE
This is to certify that the Summer Project work on “CUSTOMER RELATIONSHIP
MANAGEMENT AT IDEA CELLULAR LTD.”, is an original work and this work has not been
submitted to SriSIM or elsewhere in any form. My Indebtedness to other works/publications has
been duly acknowledged at the relevant places. The Project work was carried during 14/05/2007
to 29/06/2007 in IDEA CELLULAR Ltd. (ADITYA BIRLA GROUP).
Date:
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PREFACE
When CHARLES DARWIN spoke of “the survival of fittest”, he could have
been speaking of the cut throat competition of today’s market and Corporate
ambition. Such is the rat race that PROFIT is becoming an Obsession.
I got an opportunity to do my project, in “IDEA CELLULAR Ltd.” where I was
allotted the project entitled “CUSTOMER RELATIONSHIP MANAGEMENT”.
The work was carried out over a span of 52 days. The first part of the project
was to understand the concept of TELECOM INDUSTRY, (GSM) and conduct a
survey, in order to trace out the prospective competitors in this business.
The second part of the project was carried out by meeting Channel partners
and corporate customers (COCP) and direct walk in customers who use to come
with their queries at the customer care center located at the circle office by
handling their problems and understanding their customer type and give them a
quality service. Each chapter in this report is organized to provide clarity and
continuity.
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ACKNOWLEDGEMENT
Here I have an opportunity to thank all those in “IDEA CELLULAR Ltd.” with
whose direct or indirect help and cooperation my project has become “A Great
Success”.I would like to place on records my sincere thanks to Mr. Abhishek
Gupta, Zonal Office Head of U.P (W) zone at IDEA CELLULAR Ltd. for
giving me an opportunity to work under his supervision as a summer trainee
in the company. My sincere gratitude to Mrs. ANUBHUTI, CUSTOMER
RELATIONSHIP MANAGER and Mr. MOHIT GUPTA, CORPORATE
SALES MANAGER for their constant support, guidance and
encouragement, With their unrestricted bank of Knowledge, all through
successful Completion of my Project. I would also like to thank Dr.
C.V.Ramanan, Director of Srisim for his unrestricted help and guidance all
through the duration of my Project.
This project report could not have been completed without the Guidance of
our Programmer Coordinator, Mr.RITESH KUMAR and My faculty guide Ms.
CHANDRASENA MUKHERJEE and Ms. PRATIMA SHARMA.
Last but not the least I would like to thank all those who have directly or
indirectly helped me in the successful completion of my project.
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TABLE OF CONTENTS
PAGE1. PREFACE
2. ACKNOWLEDGEMENT
3. EXECUTIVE SUMMARY
4. OBJECTIVE
5. RESEARCH METHODOLOGY
6. OVERVIEW OF TELECOM INDUSTRY
7. COMPANY PROFILE
8. TARIFF PLANS
9. OVERVIEW ON CUSTOMER
RELATIONSHIP AND SERVICE DELIVERY
10. COMPETITIORS ANALYSIS
11 PROBLEMS FACED BY
CUSTOMERS AND THEIR REDRESSAL
11. SWOT ANALYSIS
12. RECOMMENDATIONS
13. CONCLUSION
14. BIBLIOGRAPHY
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Executive Summary
Globalization is the crux reality of 21st century. We are in an Era of innovations,
fast changing technology, good customer service and proactive smart marketing.
All this and more pave an organization’s way to global success in this highly
competitive world economy. Marketing is indeed one of the most important
aspects of organizational success.
As a young aspiring marketer I undertook a project, which was all about
understanding customers and how to maintain good and healthy relations with
them by delivering quality service in telecom industry (GSM).
This is through telecom industry only we have come so close to each other,
wherever we are we can share all are joys and sorrows within no time. As IDEA
CAN CHANGE YOUR LIFE.
CUSTOMER HANDLING is one of the most complex, difficult and at the
same time one of the most valuable business as the market place in which we
operate is becoming more demanding and competitive day by day. In order to have
a good market share in telecom industry provided with the following assignments:
-
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To conduct meetings with customers to analyze their problems and assure
them for their resolutions by forwarding their requests.
To conduct a survey to know different competitors
available in telecom market.
To know WHAT’S IN in telecom industry and WHAT’S OUT
by conducting a survey to understand customer’s
aspirations for future.
To understand why customers leave the network by
analyzing problems faced by them through personal
meetings and trying to retain them.
In the span of 45 days I have done two projects. One main on customer
relationship management and it comprises of above assignments. The subsidiary
project was regarding service delivery and quality, how it works, different stages,
SDQ staff recruited by idea cellular.
I learned about different competitors of Idea Cellular Ltd. and their
competitive advantage over each other’s. In what ways their offerings are
converting into customer delight in turn leading to customer loyalty. Swot analysis
of idea cellular helped me in analyzing the areas where idea cellular needs to focus
proactively for customer retention. Beside reasons for customer loyalty I also got
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an understanding of brand switching behavior in this industry. Interaction with
channel partners helped me in understanding customer expectations.
Customer preferences, distributors as company member in building customer
loyalty. It helped in drawing a conclusion the future trend of this industry from
customer relationship management prospective. .
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OBJECTIVES
MAIN OBJECTIVES :
To make a comparative study of IDEA CELLULUR Ltd. against it’s
competitors.
To make the corporate customer aware about the product portfolio offered
by IDEA CELLULAR Ltd.
To recommend respective improvement and particularly focus on those
problems, which need immediate attention.
To understand future trend of this industry from Customer
Relationship Prospective.
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SECONDARY OBJECTIVES:
To understand the concept of customers.
To determine why is customer care important.
To understand different types of customers.
To analyze how to handle different customers.
To analyze the concept of Service Delivery and Quality.
To make a SWOT analysis so that internal strength and weakness can be
understood from point of view of cellular industry and also understand the
opportunities that can be earned and threats that affects the business.
To understand the importance of Call Center.
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To understand different stages of cellular industry i.e. Activation Retention
Revenue Enhancement and Communication.
To analyze Complaint Resolution Cell.
To understand the concept of HNI Customers.
To analyze mantras for Successful Customer Care.
To determine why customers leave the network.
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RESEARCH METHODOLOGY
The perspective of the research is to understand customer relations And service
delivery and quality in telecom sector i.e. IDEA CELLULAR LTD. (GSM)
potential its future spare. The focus was concentrated in Uttar Pradesh (w). The
study is based upon exploratory research.
To fulfill the objective certain information was gathered by.
1. Primary source.
2. Secondary source.
Research Approach
1. Observational. 2. Exploratory.
Research Instrument
1. Direct Interviews.
2. Personal Meetings.
As I have used primary data by using Direct Personal Investigation Method.
In this method the data is personally collected by investigator from informants.
Accordingly I had meetings with customers and give resolutions for their
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problems. And secondary data has been collected from various internet sites as
mentioned in Bibliography.
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Overview of Telecom Industry(gsm)
What is GSM:
GSM stands for Global System for Mobile Communications. Developed in the
1980s, GSM was first deployed in 7 European countries in 1992. Operating in the
900MHz & 1.8GHz bands in Europe and the 1.9GHz PCS band in the U.S.A.,
GSM defines the entire cellular system, not just the air interface (TDMA, CDMA,
etc.). By the year 2000, there were over 250 million GSM users, which is more
than half of the world's mobile phone population.
GSM technology provides a short messaging service (SMS), which enables text
messages up to 160 characters in length to be sent to and from a GSM phone. GSM
phones also supports data transfer at 9.6 Kbps to packet networks, ISDN & POTS
users. GSM is a circuit-switched system that divides each 200 kHz channel into
eight 25 kHz time slots.
Today's second-generation GSM networks deliver high quality and secure
mobile voice and data services (such as SMS/Text Messaging) with full roaming
capabilities across the world.
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Today's GSM platform is a hugely successful wireless technology and an
unprecedented story of global achievement. In less than ten years since the first
GSM network was commercially launched, it became the world's leading and
fastest growing mobile standard, spanning over 200 countries.
Today, GSM technology is in use by more than one in six of the world's
population and it is estimated that at the end of Jan 2004 there were over 1 billion
GSM subscribers across more than 200 countries of the world.
The growth of GSM continues unabated with more than 160 million new
customers in the last 12 months. Since 1997, the number of GSM subscribers has
increased by a staggering 10 fold.
The progress hasn't stopped there. Today's GSM platform is living, growing
and evolving and already offers an expanded and feature-rich 'family' of voice and
data enabling services.
Nevertheless, it was clear there would be an escalating demand for a
technology that facilitated flexible and reliable mobile communications.
As far as GSM is concerned, it's always been a risky business getting into
the prediction game. Growth has invariably outstripped even the most incautious
speculation. However, it's safe to assume that by the end of the century GSM will
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have over 150 million customers and be a major influence across every continent
on the planet.
The future of GSM technology is happening all around us. As the
technology advances, it is essential that user demand for applications plays as
significant role in determining development as does technological potential. Just
because it can be done does not necessary mean that it should be done.
Equally important is that, in the near future, one of the keys to ensuring
GSM maintains its market position lies in the provision of advanced customer care.
It's not simply a case of attracting new customers, but holding on to them. Already
significant steps have been taken to establish consistent standards across the
networks. The aim should now be to engender a culture of customer care rather
than simply the means of responding to customer complaints. For example, it's
easy to envisage a future in which if a GSM phone is not performing, as it should,
the network's care center contacts the user and offers to replace the faulty device.
Global roaming has always been the cornerstone of GSM's success. Users
are coming to demand ubiquitous coverage and seamless mobility. For this reason,
work is already well advanced on the development of multi-band terminals. These
products will enable the user to roam freely between two, and ultimately all three,
of the 900/1800/ 1900MHz GSM-related frequencies. Genuinely global coverage
is next. A number of satellite network operators already have rapport their
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membership of the MoU, and development is under way of terminals that integrate
both GSM and satellite networks. Such phones will operate as ordinary GSM
mobiles at their usual tariffs when the user is within a GSM coverage area. When
they move out of coverage, their calls will travel by satellite. "The advent of GSM
is not seen as so significant a factor that the traditional cellular market growth
trends will alter dramatically."
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GSM MARKET IN INDIA: ~
GSM India was the first regional interest group to be formed for a single country.
Umang Das, Spice Communications, and India currently chair it.
With a population of around 1 billion growing at roughly 1.7 per cent a year, India
is potentially one of the most exciting GSM markets in the world. After two rather
difficult years, the past 12 months have seen the region's promise beginning to
come to fruition. Much of this success can be attributed to the stabilization of the
licensing and regulatory environment.
India's telecommunications have undergone a steady liberalization since
1994 when the Indian government first sought private investment in the sector.
More significant liberalization followed in 1996 with the licensing of that has had
the most radical impact on the development of GSM services. 'The policy's mission
statement is 'affordable communications for all', There is a genuine commitment to
creating a modern and efficient communications infrastructure that takes account
of the convergence of telecom, IT and media. In addition, the policy places
significant emphasis on greater competition for both fixed and mobile services.
Competition in the mobile sector has already had a visible impact on prices
with calls currently costing less than 9 cents per minute. This means that service
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costs have fallen by 60 per cent since the first GSM networks became live in 1995.
It also helps explain why a recent Telecom Asia survey revealed that more than 70
per cent of Indian mobile subscribers felt that prices were now at a reasonable
level.
One of the challenges facing GSM operators in India is the diversity of the
coverage regions -from remote rural regions to some of the most densely populated
metropolitan areas in the world. India has more than 40 networks, which cover the
seven largest cities, over 600 towns and several thousand villages. Such depth of
coverage has required enormous investment from India's operators. It is estimated
that more than Rs150 billion had been invested in India's GSM industry by mid-
2000, a figure that is set to be supplemented by a further Rs200 billion over the
next five years.
The good news is that subscriber growth is beginning to look healthy. With
India's low PC penetration and high average Internet usage -at 14-20 hours a month
per user it is comparable to the US -the market for mobile data and m-commerce
looks extremely promising. WAP services have already been launched in the
subcontinent and the first GPRS networks are in the process of being rolled out. In
the year ahead, GSM India will work with its members to realize the potential of
early packet services in anticipation of the award of 3GSM licenses in 2003/04.
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COMPARISON BETWEEN GSM AND CDMA:~
Cellular is one of the fastest growing and most demanding telecommunications
applications. And the continuous advancement in this technology has provided
many options to a consumer. Today, the two alternatives that face the mobile world
are - GSM and CDMA technology. First of all, let’s comprehend the meaning and
functionality aspects of these technologies.
Global Service for Mobile Communications (GSM):~
During the 80s, when the cellular system was introduced, each nation had its own
system. As a result, a couple of problems arose. Firstly, the equipment was limited
to operate only within the boundaries of a country and secondly, the market for
mobile equipment was also limited. In order to overcome these problems, the
conference of European Posts and Telecommunications (CEPT) formed the Group
Special Mobile (GSM) to create a common European mobile telephone standard.
The GSM later came to be known as Global Service for Mobile
communications (GSM). At the end of 1997, GSM was made available in more
than 100 countries. Today it has Become the global standard in Europe and Asia.
GSM operates in 900-MHz – 1800MHz. If one has to connect to the specific
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service provider in different countries, GSM-users simply need to switch
Subscriber Identification Module (SIM) cards. As per GSM technology, a mobile
unit logs on to the network after being switched on. The mobile unit tries to contact
a nearby BTS, which then transmits all the frequencies of the neighboring BTS’ to
the mobile unit, which identifies the frequency on which the reception is the best
and passes on the information to the BTS.
The BTS then transmits the information to the BSC which has the deciding
power as to which BTS should the mobile unit be assigned.
Code Division Multiple Access (CDMA):~
Developed by Qualcomm for the US Military, Code Division Multiple Access is a
system that enables many users to share the same frequency band at the same time.
CDMA is a spread spectrum technology whereby multiple users share the same
time and frequency allocation in a given band. Each speech signal is modulated
(spread) across an entire band. The respective receiver demodulates and interprets
the signal using relevant code that is embedded in the signal. The final signal
contains only the relevant conversation.
The CDMA based mobile technology was introduced in India to provide
WLL services, as the GSM was the choice for full mobility. CDMA based WLL
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operators were given license of operation as fixed line operators. As CDMA can
very well connect large geographical area, WLL operators were given the rights to
provide "limited mobility" whereby a WLL operator could allow network coverage
to the boundary of a Short Distance Charging Area (SDCA).
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Differences:~
While TDMA and FDMA are the types of multiplexing in GSM, CDMA works
on spread spectrum. However the bandwidth available is same for both the
technologies, which is 800, 1800 and 1900 MHz.
While GSM cannot add more than a fixed number of subscribers in a cell, the
capacity of the system is not rigid in CDMA.
The biggest advantage with GSM is its widespread network in Europe and Asia,
whereas CDMA is predominant in US and South Korea.
The user of GSM is enabled an easy international roaming. As far as SMS,
gaming and Internet are concerned, both GSM and CDMA score an equal point.
GSM has already set a standard in India. Being a patented technology, all
CDMA equipment’s and handsets require a royalty to be paid.
The Choice: is determined by the service used by those whom you call most
frequently. When mobile telephony was introduced in India, CDMA was an
emerging technology. Hence GSM was the only choice. But today’s scenario
calls for an evaluation of the alternatives.
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COMPANY’S PROFILE
ADITYA BIRLA GROUP
The Aditya Birla Group is India's first truly multinational corporation. Global in
vision, rooted in Indian values, the Group is driven by a performance ethic pegged
on value creation for its multiple stakeholders. Its 66 state-of-the-art manufacturing
units and sectoral services span India, Thailand, Indonesia, Malaysia, Philippines,
Egypt, Canada, Australia and China.
A US$ 6.7 billion conglomerate, with a market capitalization of US$ 7 billion, it is
anchored by an extraordinary force of 72,000 employees belonging to over 20
different nationalities.
Over 30 percent of its revenues flow from its operations across the world.
A premium conglomerate, the Aditya Birla Group is a dominant player in all of the
sectors in which it operates. Such as viscose staple fiber, non-ferrous metals,
(c) ISD Country – I 7.20 7.20 7.20 Country – II 9.99 9.99 9.99 Others 50.00 50.00 50.00 SMS 5.00 5.00 5.00
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4UDP (local idea to idea calls only)
Rs. 149Rs. 199 Rs. 249
Tariff matrix TMCODE:New Easy 500
Bill Plan New Easy 500 Telephony 99 MMF 401 CLI charges 0 VAS Fee 0 Total 500 UDP/Free Minutes (Intracircle calls +STD calls) 500 minutes Outgoing Band Intra Circle (Distance Taken From Routing POI CUG 0.10*** M2M Idea 0.30M1 M2M Competitor 0.50M2 M2M - UPEAST 0.50M3 M2M - Reliance & Tata 0.50C0 M2F & M2WL 0-50Km 1.00C1 M2F&M2WL above 50- 200 Km Non-POPs 1.00C2 M2F&M2WL above 200 Km Non-POPs 1.00 Inter Circle (Distance Taken From Agra Level one TAX) E1 M2M 50 to 200 km 1.00E2 M2M 200 to 500km 1.00E3 M2M >500 km 1.00P1 M2F & M2WL <200 1.00P2 M2F & M2WL 200-500 1.00P3 M2F & M2WL >500 1.00
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Pulse 60 sec SMS (P to P Only) Local SMS 0.25 National SMS 0.25 International SMS 5.00 ISD USA, Canada, Europe (F), Singapore & Hong Kong 6.40/ min Other Countries (Except ROW-II) 9.19/ min ROW-II 49.20/ min
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Tariff matrix TMCODE:Happy Hour PlanBill Plan Happy Hour PlanTelephony 99MMF 76CLI charges 0VAS Fee 0Total 175 Outgoing Intra Circle (Distance Taken From Routing POI CUG 0.10M2M Idea - 10 AM to 6 PM 0.10M2M Idea - 6 PM to 10 AM 0.25M2M Competitor 0.50M2M - UPEAST 0.50M2M - Reliance & Tata 0.50M2F & M2WL 0-50Km 1.00M2F&M2WL above 50- 200 Km Non-POPs 1.00M2F&M2WL above 200 Km Non-POPs 1.00 Inter Circle (Distance Taken From Agra Level one TAX) M2M 50 to 200 km 2.65M2M 200 to 500km 2.65M2M >500 km 2.65M2F & M2WL <200 2.65M2F & M2WL 200-500 2.65M2F & M2WL >500 2.65 Pulse 60 sec SMS (P to P Only) Local SMS 1.00
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National SMS 2.00International SMS 5.00 ISD USA, Canada, Europe (F), Singapore & Hong Kong 6.4/ minOther Countries (Except ROW-II) 9.19/ minROW-II 49.20/ min
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"Attracting and nurturing talent has become the single most dominant force in business."
Idea cellular recognizes human resources as a backbone for its long-term success.
We aim to be the best employer, attracting and retaining the best employees. Our
people are our greatest resource as they are our biggest differentiator. We therefore
hire the best professionals brimming with ideas and develop them for future
leadership positions.
Idea is all about participation and involvement - seek opportunities, give opinions
and always speak your mind. And finally make a difference within the company.
We have focussed on conserving the best aspects of our unique culture and on
perpetuating what attracts people to join, and remain, at Idea.
Idea invites you to join a journey of excellence.
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CELLULAR MARKET IN TERMS OF CUSTOMERS AND SERVICE DELIVERY
Customers
•Where are they………….everywhere!
•Who are they…………..everyone!
•When will they come…...any minute!
Who is a Customer
•Some one who buys regularly.
•In USA and UK, a customer is GOD.•In Japan, the customer is the KING.
•And in India the customer is the BOSS!
Why a Boss?
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•Because a boss can fire you when he is unhappy with you or your work.
The Modern Customer
•He is innovative in nature and will always go for the best.
•He is fussy, choosy, ambitious, proud, sophisticated and global in nature.
What is CARE?
•Care means ---To have regard or liking for.
•To look after.
Why is customer care important?
•It costs 5 times more to acquire a new customer than to retain an
existing one.
•One unhappy customer tells 10 other people.
•64% of customers change suppliers because of poor service.
•Out of 100 customers only 6 will complaint.
Building the relationship: Key concepts.
Each interaction, However Miniscule, can begin or build a long term
Relationship.
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The customer isn’t always right, But the customer is always the customer!
The problem isn't the problem, But how you handle the problem.
Give customer A little something extra.
Must Remember…
•If you will not take care of your customers…some one else will…
Three dimension of Service
•A attitudes.
•S Skill.
•K Knowledge.
••ASK----attitudes skill and knowledge.
Customers are NOT…
•Just buyers.
•Just numbers.
•They are whole persons having individual differences.
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Customers vary…
•In age.
•In income.
•Education levels.
•Taste.
Different Customer Types
•The Business Like Customer.
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The customer is no nonsense type. His mail objective is to spend only as
much time with an executive as is strictly necessary.
•The Knowledgeable Customer.
This customer is technically very aware of what he is buying. He knows the right
question to ask and it is very difficult to evade the Issue raised by him.
•The friendly customer.
A very common type. Loves to talk-about the weather, about the Indian hockey
team, about politics… In short, about everything except business.
•The egoistic customer.
The man who feels nothing can happen without him. And that he is solely
responsible for everything that goes right.
•The timid customer.
This type is probably the most difficult to handle. Because he does not take
decisions. He is usually insecure and needs a lot of reassurance. And that is
precisely we need to give him. Reassurance.
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•Other customer types.
Confused customer, frustrated customer…
Handling difficult customers
Don’t take it personally – remember when a customer complains they are
unhappy with the product or your company – not you.
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Remember you are good at your job – remind yourself of the skills you have and
why you are working there. Don’t allow customers to make you feel inadequate.
Write down their complaint or concern – show the customer you are listening by
recording their problem and if you are on the phone, tell the customer you are
writing down all the details.
Ask a supervisor to join you and be part of the transaction – if the customer is
becoming more difficult, invite a supervisor to join you and the customer will
notice you are treating them as important by seeking additional help.
Debrief the situation with someone else when the customer leaves –
Sometimes you may need to talk to someone about your difficult customer to
debrief and get rid of any negative thoughts and emotions you may have – this is a
very important step.
Learn stress management techniques – this may help you stay calm if a
customer raises their voice or becomes emotional. By learning to breath deeply,
focus on the positives and also ensure your body doesn’t carry stress you will be
able To handle these difficult customers easily.
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Recognize and accept you will work with customers who have bad days –
understand when you are working with the public some people take their bad days
out on you – it is not personal.
Consider what you could do differently next time – if the customer is
complaining about a company system or process, take some time to review this and
determine if this might need to be changed. Think about the way you handled the
customer and note anything you would do differently next time.
FIVE MUST OF GOOD CUSTOMER SERVICE
Have you ever seen one of the signs regarding customer services that many places
of business have hanging up? They say, "Rule Number 1: The customer is always
right," and below that, "Rule Number 2: Refer back to rule number 1."
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Although that's a pointed oversimplification, the statement makes a valid point,
and that is the customer is the reason for the business, whatever that business might
be. The customer is what keeps the business fueled and running. Without the
customer, there would be no business, and keeping customer happy and coming
back is of the utmost importance.
Though customer service truly can't be simplified into a one-rule overview and the
truth is that customers aren't always right, there are some universal rules governing
good customer service.
1. Listen: When dealing with a customer, the first rule is to listen to what
they're saying rather than anticipating what they want. Customers appreciate
being heard, and if you take the few moments to really, really listen to their
request, complaint or statements, you're increasing the odds that you'll be
able to help them in an efficient, direct manner.
2. Acknowledge: People appreciate being acknowledged. Whether they're
waiting on a long, slow-moving line or being put on hold, customers are
more apt to remain patient if they feel like they're not being ignored. For
customers at the back of a long line, often a simple smile and statement of
"I'll be with you soon" will increase their patience manifold. For customers
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waiting on hold, it's a good idea to pick up the phone every now and again,
just to let them know they haven't been forgotten about and that you'll be
with them as soon as it's possible.
3. Be courteous and respectful: Even the most difficult customers often
respond to courtesy and respect, and maintaining that standard is
professional and should be adhered to at all costs.
4. Devote your full attention to the customer: There's nothing ruder than a
cashier that's chatting about her plans for the night with the cashier at the
next register while she's ringing up your purchases. In addition, paying
attention to something else while assisting a customer opens the door for
mistakes, particular when at the register or when working with money and
figures. Personal business is for your own time.
5. Know when to ask for help: There are times when you just don't have the
wherewithal to help the customer, and there are difficult customers who just
refuse to be reasonable. Don't hesitate to find a supervisor or manager to
help when you find yourself in a position that you can't resolve on your own.
That's what they're there for.
There are many other Do's and Don'ts in the world of customer
service, but these are a great starting point for providing service that will keep
customers coming back to your business.
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TOP TEN TIPS OF OUTSTANDING CUSTOMERS
Remember the 80:20 rule? You may not get everything perfectly right, but getting
most right will be much, much better than the majority of your competition. These
Top Ten Tips for Customer Service will get you well on the way.
1. Be Your Customer
Live the life of your customer and experience what they do. Stand in line, call
your call-centre, soak up feedback.
2. Give Memorable Service
Make the life's mission of everyone (yes, everyone!) to be customer focused –
even those seemingly out of direct line of fire.
3. Have Product Available
Generally, you can't sell it if you haven't got it. Work your systems hard and
focused to get product there on time.
4. Listen Hard to Complaints
Complaints are a wonderful gift - it is feedback of the highest order. Enjoy them
and learn fast.
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5. Enable Your People
Enable and encourage your people to give an immediate and generous customer response.
6. React Fast
Make sure that you and your people work with pace and immediacy with
customer issues.
7. Be Systems Focused
Ask, 'What would my customer think of this - would it give brilliant service?' If
not, reshape the system fast.
8. Be Curious
Encourage everyone in your team to overhear, be nosy, ask questions and feed
back information from your customers.
9. Research the Marketplace
Do more in your own business from what you experience as a customer
elsewhere. Encourage your people to do this too.
10.Have Fun
Have fun with your customers. It builds relationships. Relationships are business.
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SDQSDQIDEA’S IDEA’S
Service Delivery &QualityService Delivery &Quality--An Overview
What is Customer Care?
Cellular business requires :
Customer Interaction as transactions between Customer & Organization.
It presents an opportunity to practice Customer Relationship Management.
Holds responsibility to efficiently service the customers at each point.
GOAL
Holds responsibility to Convert all “Customer Interaction Moments” into
“Moment of Delight” for our customers by providing excellent services and
creating a strong positive Brand Image for Organization as an institution
rendering unparalleled World Class Service.
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Service Delivery and Quality
Creating Competitive edge by achieving:
Customer Delight At “Moments of Truth” interactions.
Trained & motivated employees.
Well defined processes.
Strong systems.
Advance technologies at the Call Center, Front Desk & Back-end
Operations.
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SERVICE DELIVERY AND QUALITYSERVICE DELIVERY AND QUALITY
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Service Delivery
andQuality(SDQ)
Retention
CustomerCare
FieldStaff
Training &Quality
Collections & Credit
Idea Royale
PnT(Provisioning)
CallCenter
CRC
DocumentCenter
External&
InternalCustomer
s
SDQ-Field Staff
25 Customer Care Officers at 8 DO locations.
Specialized in Front-desk, Retention & Back-end operations.
Customer A/c activation & Service Change Mgmt.
Channel Operations review & Training.
Customer retention & CRE support.
Customer walk-in & on-line channel query support.
Stock Maintenance.
Adjustments & Waivers.
High User Relationship Building.
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CALL CENTER
SDQ-Call Center
101 Call-center officers.
3 Supervisors & 1 Manager.
Four teams with individual leaders.
5 Lac Plus customers: More than 4 Lac calls per month.
High degree of Standardization.
Internal Customer Unit (ICU) for Internal Customers.
Information Updates.
24*7 operational help line for any kind of Assistance.
Not only a complaint resolution cell. We are looking at call center as a tool
for building a long-term relationship with the customer.
A differentiating factor which could help us give the competitive advantage.
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There are three skill sets:
Common (Prepaid, Land line calls, In roamers) No. 347
Retention, Revenue Enhancement & Communication (RRC)
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Retention
Retaining the customer who is about to leave the network.
They Can be of two types:
1. Voluntary.
2. Involuntary.
Activities undertaken to retain customers.
Churn Projection.
Take steps to reduce churn.
Schemes to reduce churn.
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Why Customers Leave?Why Customers Leave?
•1% die.
•3% move away.
•4% are natural floaters.
•5% move on recommendation.
•9% finds somewhere economical.
•10% are chronic complainers.
•14% are dissatisfied.
•68% go somewhere else because the people who serve them are
indifferent to their needs; they just don’t ‘care’.
9 out of 10 service specs are defined not by the customer but by the service provider.Average company has to spend six times more to attract new sale than to get a sale from an existing client.
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Revenue Enhancement
Bill message on every Bill cycle.
Upselling and cross selling by the out calling department.
Revenue enhancement through Value Added Services.
Communication
Information to customers through SMS and Mailer.
Communication To channels and Field for clarity.
15 days satisfaction call to the customer.
Complaint Resolution Cell (CRC)
Back end operation.
Coordinates with other departments.
Fulfilling customer requests.
Resolving complaints in coordination with other departments.
Report generation from I - Care (an indigenously designed CRM software)
Based upon the type of the call for that particular number action is taken.
Types of Complaints
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Post Paid
Activation/De-activation.
Service Changes.
Billing.
Delay/Wrong Payment postings.
Refunds.
Adjustments.
Pre Paid
Validity Issues.
Recharge Issues.
Top-ups.
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Technical
Network Related.
Signals/Quality.
Auto roaming.
Others
VMS. SMS. Other Value Added Services.
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Sources of Complaints
Call Center/ICU.
Customers.
Channels.
Dos (District Offices).
Club Roy ale
SDQ-Idea Roy ale
One Customer Care officer.
Daily monitoring of Barring & Temporary Disconnection.
Regular analysis of Churn.
Management of Idea Care gift Scheme & its distribution.
Monthly evaluation of Customer base to review categorization.
Quality control of service delivery & Communication to Idea Care.
Cost-benefit analysis of loyalty Schemes.
CREDIT AND COLLECTIONS
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Credit Customer Profiling.
Customer categorization.
Limit enhancement and Down gradation.
Deposit Restructuring.
Deposit refund.
Exposure Management.
Refund balance Closure.
Configuration Testing of new Products.
Pre Bill Testing.
Market Move adjustments.
BSCS v/s Switch reconciliation.
IN v/s Switch reconciliation.
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Our Idea of Customer………
Technology Support to SDQ
Some areas where Technology has benefited
Call Center - IVR, CTI, CRM.
PnT - IN, Billing, DP5, ICFS, Pre Paid Upload Utilities & Mediation front-
ends.
CRC - Database support, Bulk SMS.
RRC - Huge System capabilities, Billing Reports.
Document Center - Barring/Unbarring utility, Hyperlinks, Pre Paid Upload
Utilities.
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WAY TO DELIGHT CUSTOMERS 4 R Mantra for Successful Customer Care•Record.•Resolve.•Rever.•Relationship.
and no end to servicing…COMPETITIOR ANALYSIS 1. Range of network: Airtel, Idea and BSNL service providers have been into this cellular industry from a very long time and have developed a complete and vast network in Delhi and around the remote areas. All the operators have vast no. of towers to cover in Moradabad, Amroha, Gajrola, Rampur, Chandausi, Sambhal.While BSNL has less number of towers as compared to Idea with a radius of 10- 12 km and not being able to provide proper service in other remote areas.2. Number of subscribers: All the Players Idea, Airtel, and BSNL have a cutthroat competition in U.P(w). Trying to add more customers to its service with IDEA has maximum subscribers base in U.P(W) in which 40% is of CHIT CHAT cards.While Airtel, as compared to Airtel has only less number of subscribers and 35% of them are cash card subscribers.Whereas, Hutch has lowest no. of conections. Value Added Services (VAS): Let me first take up the common value added services, which all the player offers:Call Line Identification: Presentation (CLIP): Clip gives you the power to know the phone number of the calling party even before you answer the call. This gives you the flexibility to either reject the call or answer the call. Also, the name of the calling party will flash on the handset screen if the same is available in the Handset Phone Book.
Call Waiting : This feature helps the second sender to wait for the call if the
receiver is busy with the first call.
Call Hold : This feature helps the receiver to put on hold the first call to enable
him to listen to second call.
Call Divert forward the call to : This feature helps the sender to receive his calls
on other number even landline if his mobile is busy.
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Call Roaming : The user can roam anywhere in the country where the roaming
facility is available.
Easy Mail : Easy Mail for IDEA is the most advanced voice mail service. It
keeps you in touch with your caller’s even when you are busy or outside the
coverage area of IDEA or your cellular phone is switched off. Your calls are
diverted to your Easy Mail box. You can retrieve the messages left for you, at
your convenience.
Call Conference : Idea Call Conference service enables you to carry out a Tele-
conference with 6 different people simultaneously. Infact you can set up a
conference, even if the other five are using the PSTN land- line.
Cell Surf : The easy way to access the Internet. You can now get the latest
information, direct on your handset from the web.
Remised billing: Keep track of your calls through a detailed account at the end
of each month.
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Whether one is on prepaid or postpaid, one can enjoy a wide range of
affordable value added services. From getting flight updates to mobile banking to
sending voice messages and more, one can access all that he wants, right from the
gsm phone. (Hutch airtel and idea)
(Gsm network)one also enjoys a host of benefits including free incoming calls
from anywhere in the network. All the more useful because the Hutchison network
covers places that one is most likely to get his calls from, more frequently.
Including all the four metros.
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MARKET SEGMENTATION CAPTURED BY EACH PLAYER :`
STATE U.P(W
OPERATOR MAY'07 JUNE'07 JULY'07
Idea Mobile Comm.
1609504 1663414 1752840
Bharti Airtel 1054042 1139342 1219294
BSNL 1394226 1418663 1542414
Vodafone Essar
1774251 1865574 1970110
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Growth path of only GSM Services provider
Operators Dec'01 Dec '02 Dec '03 March '04 April '05 Mar '06