Reliance Project

Project report on“STUDY OF CUSTOMER CARE ANALYSIS OF RELIANCE WORLD”

Submitted as partial fulfillment of MBA (PGP) Degree

Submitted By Submitted to

Manish Babu Sharma Mr. Anand Bhatt

Alesco Business School

A.B. Road, Talavali Chanda, Near Ansal Township, Indore-01

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DECLARATION

I hereby declare that the project report entitled, Study “A STUDY OF CUSTOMER CARE

ANLYSIS OF RELIANCE WORLD ” is an authentic work done by me.

The project was undertaken as a part of the course curriculum of MBA (PGP) programme at

ALESCO BUSINESS SCHOOL, INDORE This has not been submitted to any other

examination body earlier.

Signature

Manish Babu Sharma

Semester III

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CERTIFICATE

This is to certify that “Manish Babu Sharma” of Semester III of (2009-11 batch) in Alesco

Business School, Indore has carried out a Summer Internship Project entitle “A STUDY OF

CUSTOMER CARE ANLYSIS OF RELIANCE WORLD ”.

The work done by him is genuine and authentic.

The work carried out by the student was found satisfactory. We wish him all the success in

career.

Mr. Anand Bhatt

Faculty Guide

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ACKNOWLEDGEMENT

Completion of project and writing of report is a satisfying event and the pleasant part is the opportunity to thank those who inspired, contributed and cooperated in it.

I would like to avail this opportunity to express my sincere thanks to all those who have helped me in making this summer training project a success. Even a most vivid collection of words admittedly to express my heartfelt thanks towards one and all those who have selflessly assisted me in my expedition of carrying out this project.

I feel deeply bestowed in acknowledging Mr. Vikas Kushwah Without his valuable guidance and help during this summer training project on the topic “A STUDY OF CUSTOMER CARE ANLYSIS OF RELIANCE WORLD ”.

I have immense gratitude for Mr. Ansul Shriwastav for putting into enthusiasm in myself at every aspect of my summer training project.

I am also thankful to my institute “ALESCO BUSINESS SCHOOL” and all the respected members of the placement cell for recommending my name for this project.

Above all I wish to thank my Faculty guide Mr. Anand Bhatt who has helped me immensely make this project a success.

Manish Babu Sharma

Semester-III

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PREFACE

Today’s dynamic environment is becoming more and more complex as well as important.

Due to entry of private telecom company’s competition become huge. Service is the only key

by which company increases their market share.

The topic is “A STUDY OF CUSTOMER CARE ANLYSIS OF RELIANCE WORLD ”.

Our research project deals about service quality and convincing power of Reliance Web

World. In this report, we have studied & evaluated the services offered by the Reliance Web

World. It includes the companies profile and the market share of different telecom

companies.

We had given a brief conceptual explanation of company. We had done study to evaluate the

service quality of Reliance Web World. This section also contains our findings and

conclusions.

Although we have tried our level best to prepare this report an error free

report every effort has been made to offer the most authenticate position

with accuracy.

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TABLE OF CONTENTS

Contents Page No.

Chapter-1Introduction 7-15AwardsCurrent ScenarioGrowthMain SubsidiariesBoard Of DirectorsReliance World Organization ChartModule at reliance

Chapter-2 16-17Company Vision & Mission

Chapter-3 18-19My Key Responsibility Area

Chapter-4 20-25Product & ServicePrepaid Mobile Service’s PlanPrice list Of Mobile Handset

Chapter-5 26-28Queries & Question

Chapter-6 29-33Customer RetentionStrategies for Customer RetentionConclusion

Chapter-7 34-35Retention Tools

Chapter-8 36-38RecommendationReferences

CHAPTER-1

INTRODUCTION

INTRODUCTION

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“Make the tools of information and communication available to people at an affordable cost. They will overcome of illiteracy and lack of mobility” : Late Dhirubhai Ambani.

It was with this belief in mind that Reliance Communication (formely Reliance Infocom)started laying 60,000 route kilometers of a pan-India fibre optic backbone. This backbone was commissioned on 28 December 2002,the auspicious occasion of dhirubhai ‘s 70th birthday, though sadly after his unexpected demise on 6 july 2002.

Reliance Communication has a reliable, High capacity, integrated (both wireless and wire line) and convergent (voice ,data and video) digital network. It is capable of delivering a range of services spanning the entire infocom (Information and Communication) value chain, including infrastructure and services –for enterprises as well as individual, applications and consulting. Today, Reliance Communication is revolutionizing the way India Communicates and networks, truly bringing about a new way of life.

It is the flagship company of the Reliance Anil Dhirubhai Ambani Groups. The Reliance Anil Dhirubhai Ambani Group currently has a net worth in excess of Rs. 64,000 crore(US$13.6 billion),cash flow of Rs. 13,000 crore(US$2.8 billion),net profit of Rs. 8,400 crore (US$1.8 billion).Reliance Communication is India’s foremost and truly integrated telecommunication service provider. The company, with a customer base of 100 million including over 2.5 million individual overseas retail customer, ranks among the top 5 Telecom companies in the world by number of customer in a single country. Reliance Communication corporate clientele includes 2,100 indian and multinational corporations, and over 800 global, regional and domestic carriers

Reliance-Anil Dhirudhai Ambhai Group, an offshoot of the Reliance Group fonnded by Shri Dhirubhai Ambani(1932-2002),is among India’s top three private sector business house on all major financial parameters, with a market capitalization of Rs.325,000 crore(US$81billion),net assets in excess of Rs.115,000 crores(us$29 billion),and net worth to the tune of Rs. 55,000 crores (US$14 billion).

Across different companies the group has a customer base of over 100 million,the largest in India, and a shareholder base of over 12 million, among the largest in the world.

Though its products and services, the reliance-ADA Group touches the life of 1 in 10 Indians every single day.It has a business presence that extends to over 20000 towns and 4.5 lakhs villages in india,and 5 continents across the world.

The interest of the group range from communication (Reliance Communication)and financial services (Reliance Capital Ltd),to generation, transmission and distribution of power (Reliance energy),infrastructure and entertainment.

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Awards:-

2009

Reliance World won the first prize in the service Retail category and was awarded the VM&RD Retail Design Award for its store in Mulund(Mumbai)at the In-Store Asia 2009 award function.

It is capable of delivering a range of services spanning the entire infocomm (information and communication) value chain, including infrastructure and services — for enterprises as well as individuals, applications, and consulting. Today, Reliance Communications is revolutionizing the way India communicates and networks, truly bringing about a new way of life.2008

Reliance world was presented with the frost & Sullivan Market Leadership award for its outstanding contribution to the video conferencing industry and achieving a customer-based leading position in the market in 2007-2007.

2007

Polycot-the industry leader in unified collaboration solutions-presented Reliance World with the Top Service provider award.

2006

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Reliance World received the market leadership award for video conferencing services for thr year 2005-2006 instituted by frost &Sullivan.polycon-the industry leader in unified collaboration solutions.

2005

At one of India’s biggest awards for the organized retail sector-the 1st ICICI Bank Retail Excellence in Marketing Awards to Reliance World was bestowed with the ‘launch of the year and Fastest Growing Retailer of the Year’ awards.

The event honored only top retail professionals but also recognized innovations and best in class operations in the industry.

Reliance World Was awarded the Frost &Sullivan Market Leadership award for VC services in 2004-2005.

2004

Reliance World won the Retail Launch of the year award for being a retail store with unique positioning, products, pricing and promotion. It was a launch that captured the attention of the industry, consumers and media for its innovative launch.

Current Scenario

20 million Reliance Communications (formerly Reliance Communications Ventures) is one of India's largest providers of integrated communications services. 

The company has more customers and serves individual consumers, enterprises, and carriers, providing wireless, wire line, long distance, voice, data, and internet communications services through a number of operating subsidiaries. 

The company sells communications and digital entertainment products and services through its chain of Reliance Web World retail outlets. The company's Reliance Infocomm subsidiary provides wireless communications services throughout India. Reliance Communications is part of the Reliance - Anil Dhirubhai Ambani Group. 

The current network expansion undertaken by Reliance is the largest wireless network expansion undertaken by any operator across the world. It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometers of a pan-India fiber optic backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhai’s 70th birthday, though sadly after his unexpected demise on 6 July 2002.Reliance Communications has a reliable, high-capacity, integrated (both wirelessWe will offer unparalleled value to create customer delight and enhance business productivity. 

We will also generate value for our capabilities beyond Indian borders and enable millions of India's knowledge workers to deliver their services globally.

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Growth

Working at breakneck speed, from late 1999 to 2002,Reliance Infocom built the back bone for a digital India -60,000 kilometers of fiber optic backbone, crisscrossing the entire country. The valuation of Reliance 9 Infocom, the telecom and convergance major of the Reliance group, has been pegged at about Rs. 60,000 Crore(roughly around $13 billion),even as six major private equity investors are understood to be in the race for a 10 percent stake in the company.

Presently Reliance Infi has 100 million subscriber ,taking the post-paid and pre-paid subscribers together. The company expects to hit the 150million subscriber mark by September, and 15 million by march 2015.the company achieved a break-even in sep 2009,and ended fiscal 2009 with a small net profit. Reliance industry has a current market capitalization of about Rs. 80,000 crore. RelianceInfocomm closed a $300 million syndicated team loan with a final maturity of seven years,in the company’s first international borrowing.this is the largest international debt to be raised by any Indian telecom company;The company will have to pay 1.7%plus labor in the first year for the $300 million loan.

Main subsidiaries

Reliance Telecommunication limited(RTL)

In july 2007,the company announced it is buying US-based managed Ethernet and applications delivery services company yipes enterprise service for a cash amount of Rs. 1200 crore rupees (equivalent of USD 300 million),the deal was announced of the overseas acquisition.the Reliancr Group has emalgamated the United States-based Flag telecom for $210 million [roughly Rs 950 crore(Rs 9.50 billion)].RTL operates in Madhya Pradesh.West Bengal,himachal Pradesh,Orissa,Bihar,Assam,Kolkata &Northeast offering GSM services.

Reliance Globalcom

RGL owns the world largest private undersea cable system spanning 65,000 kms seamlessly integrated with Reliance Communication over 110,000 kms of domestic optic fiber provides a robust Global Services delivery platform connecting 40 key business maeket in india,the middle east,asia, Europe,&the US.

Reliance Communication Infrastructure Limited(RCIL)

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RCIL providr internet Data center (IDC) services located in Mumbai and Bangalore.RCIL currently has IDC capacity of 304,000 sq ft with the market share close to 60%.

Reliance BigTV Limited

Reliance Big TV launched in August 2008 and acquired 1 million subscribes within 90 days of launch,the fastest ramp-up ever achieved by any DTH operator in the world.Reliance Big TV offers its 1.7 million customer DVD quality picture across a bouquet of over 200 channels using the latest,state-og-the-art MPEG 4 technology.

Board of Directors

Shri Anil D. Ambani

Chairman, Promoter, non-executive &non independent director

Prof. J Ramachandran

Non-independent director

Shri S.P. Talwar

Independent director

Shri Deepak Shourie

Independent Director

Shri A.K. purar

Independent Director

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Reliance World organization chart

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STORE MANAGER

VC Team leader/mob.handset

Team lead BBC

OE

CCA-Mobile FSA CCA-BBC

The Two Module at Reliance

Customer convenience center (C3)

This module has been offer telephony (Reliance India mobile, Reliance india phone)and related services. Customer visit this module for:

Enquiries/purchase of phones, connections and accessories Services requirements Purchase of recharge vouchers

Broadband Centre (BBC)

Leveraging Reliance’s Broadband connectivity,the broadband Centre offers a complete digital experience with services like Broadband Surfing,Online Gaming,Video Conferencing……!Services at the BBC are available to members. Registration for membership is a simple process where in Demographic Data is collected from customers in an online Registration Process. Member can access the online services at any Reliance World across the country using a Unique Login ID/Password combination.

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Video ConferencingThe soundproof Video Conferencing room with the latest Conferencing room with the latest conferencing equipment metamorphoses easily into a meeting chamber,a virtual classroom or a press club,depending on the customer’s need.

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CHAPTER:-2

COMPANY VISION & MISSION

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VISION

By,2015 be amongst the top 3 most valued Indian companies, providing information, communication & entertainment services, and being the industry benchmark in customer experience, employee centricity and innovation.

MISSION

We will create world-class benchmarks by:

Meeting and exceeding Customer expectations with a segmented approach Establishing,re-engineering and automating process to make them customer centric,

efficient and effective. Incessant offering of Products and Services that are value for money and excite

customers. Providing a Network experience that is best in the industy. Building Reliance into an iconic Brand which is benchmarked by others and lead industry

in Intention to Purchase and Loyality. Developing a professional Leadership team that inspires, nurtures talent and propagates

RCOM values by personal example.

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CHAPTER - 3

MY KEY RESPONSIBILITY AREA

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In Reliance world my key responsibility area were-

Sales

Customer care

Sales

In sales department, my work was to sale the products of Reliance eg. -Handset,CDMA & GSM sim,Reliance Net Connector and Big TV.

Customer care

In Customer Care Zone customer come with immense problem & Quarries and my work was there, just solve the problems of them and try to retain them.

Some time customers were not happy with the services & they switch to another company so retain the customer was also one of the task.

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CHAPTER-4

PRODUCT & SERVICES

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Reliance World involves in selling of many communication gadgets,which provide services to the users by using communication technology like-CDMA,GSM……….!

CDMA

Code Divison Multiple Access (CDMA) is a radically new concept in wireless communication. It has gained widespread international acceptance by cellular radio system operators as an upgrade that will dramatically increase both their system capacity and the service quality. It has likewise been chosen for development by the majority of the winners of the united states Personal Communication System spectrum auction.It may seem,however,mysterious for those who are not familiar with it.

CDMA is a form of spread-spectrum ,a family of digital communication techniques that have been used in military application for many years. The core principle of spread spectrum is the use of noise-likecarrier waves, and, as thX4EB e name implies, bandwidths much wider than that required for simple point-to-point communication at the same data rate. Originally there were two motivations; either ti resist enemy efforts to jam the communication (anti-jam, or AJ), or to hide the fact that communication was even taking place, sometime callec low probability of intercepy (LPI).It has a history that goes back to the early days of World War II.

The use of CDMA for civilian mobile radio application is novel. It was proposed theoretically in the late 1940s,but the practical application in the civilian market place did not take place until 40 years later. Commercial application became possible because of two evolutionary developments. One was the availability of very low cost, high density digital integrated circuits, which reduces the size, weight and cost of the subscriber station to an acceptably low level. The other was the realization that optimal multiple access communication requires that all user stations which do regulate their transmitter powers to the lowest that will achieve adequate signal quality.

GSM

Welcome to Reliance Mobile GSM service with 3G ready network capabilities Reliance Mobile is the only operator in the country with CDMA & GSM dual technology. Reliances’ next generation GSM network lets you enjoy seamless coverage across india and unleashes a world of endless possibilities.Beyond calling and messaging,it lets you e-mail,mms,dounload videos,get live cricket scores,listen to music of your choice,blog and even surf the net. All this made very simple,flexible and convenient to meet your every demand sl let’s get started and explore our unparalled services that will bring alive your conversation and enrich your every experience like never before.

Product & services

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Reliance World offers a wide spectrum of Next-Gen GSM and CDMA handset of different mobile brands and models,Blackberry handhelds, Home phones, Reliance Net connect and a range of mobile accessories. Reliance World’s Customer Care Associate will assist you while your purchase.

Prepaid Mobile Services Postpaid Mobile Services Handsets Relaince Net Connect(HSD) Big TV

Prepaid Mobile Services’ Plans:-

GSM Prepaid Tariff Plans:-

1. Starter Packs-

Denomination

Validity

Balance

Call Tariff

S-S S-GSM

S-LLS-

STDL-

SMSN-

SMSI-SMS

99sp 0 Days 1 0.99 0.99 0.99 1.30 1 1.5 5SP 175 30 Days 30/- 0.99 0.99 0.99 1.30 1 1.5 5SP 249 120 Days 0 0.99 0.99 0.99 1.30 1 1.5 5SP 499 180 Days 50/- 0.30 0.99 0.99 1.30 1 1.5 5SP 321 Life Time 33 0.99 0.99 0.99 1.30 1 1.5 5SP 50 30 Days 1/- 1.99 1.99 1.99 2.99 1 1.5 5

Acquisition offer on Starter Pack-

Entry Point- FRC’s

Per Sec Plan

Flexi Pack Rs. 4/-

Per Min Plan 53

Flexi Pack Rs. 3/-

Per Call Plan 51

Flexi Pack Rs. 2/-

Talk Time 30 0 30 50 30 50Tariff(All Calls)

1p/sec 1p/sec 50p/min 50p/min 1.20p/3mins

1/3mins

SMS 50p 50p 50p 50p 50p 50pTariff Validity 1 Year 1 Year 1 Year 1 Year 1 Year 1 YearIncoming validity

LifeTime Life Time Life Time Life Time Life Time Life Time

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Postpaid Plans:-

Monthly Commitiment SMSTariff Plan

Plan Code Monthly Rental

Free Usage

Total Monthly Commitment

Local/ Intracircle

Intercircle

International

NJ 199 SOHO

NJ 199 SOHO

199 Rs. 150 199 Re. 1 Re.2 Re.5

NJ 444(MPCG ONLY)

444 RS. 444(Local+Std)

444 Re. 1 Re.2 Re.5

MY On-net425

425 Rs. 450 425 0.50 Re.2 Re.5

MY On-net 770

770 Onnet Mobile Unlimited Free

770 Re. 1 Re.1 Re.5

MY Truly Unlimited 995*

MY Truly Unlimited

995 Rs. 995 995 Re. 1 Re.2 Re.5

MY Roaming 475

475 Rs. 250 475 Rs.1 Re.2 Re.5

Jadoo 249 (MP Only)

Jadoo 249 249 Rs. 150 249 50p Re.1 Re.5

Jadoo 199

Jadoo 199 199 NA 199 Re.1 Re.2 Re.5

Simple 99

Simple 99 99 Rs. 99 99 50p 50p Re.5

Simple 399 Modified

Simple 399 Modified

399 Rs. 399 399 50p 50p Re.5

Simple PPS 199

Simple PPS 199

199 Rs. 150 199 50p 50p Re.5

SimplePPC

Simple PPC 299

299 Rs. 299 299 50p 50p Re.5

MY Local 299

MY Local 299

299 Rs. 300 299 Re.1 Re.2 Re.5

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Price list of Mobile Handsets:-

S.no. Model no. Price1 LG6150 2825/-2 LG3610 1349/-3 LG3630 1449/-

4 LG3540 1049/-

5 LG6200 3399/-6 LG6700 4999/-7 SAMSUNG-M569 5999/-

8 SAMSUNG SCH-S379 6995/-

9 SAMSUNG CDMA GURU-519 4595/-10 SAMSUNG CDMA GURU M519 2395/-

11 SAMSUNG F309 5645/-

12 SAMSUNG W259 4795/-13 SAMSUNG GURU B559 6495/-14 LG6300-OPM 1990/-

15 SAMSUNG 699 5950/-

16 SAMSUNG SCH-F219SETBLACK 2990/-17 SAMSUNG CORBY-SPEED F339 8580/-

18 NOKIA-6275 6525/-

19 MICROMAX-C112-CDMA 1725/-

20 MICROMAX X250 GSM 3020/-

HSD Prepaid tarrif plans:

Voucher Data usage Validity Closure

200 1 GB 1 Week

250 300 MB 30 Days

500 700 MB 30 Days

715 1 GB 30 Days935 3GB 30 Days

1210 1 GB 30 Days1379 10 GB 30 Days1500 6 GB 3 Month

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1925 15 GB 30 Days3000 18 GB 18 month

Voucher Data Usage Validity Closure Data750 5GB 30 Days550 3GB 30 Days330 2GB 30 Days

Big TV

DTH or Direct-to-Home television has revolutionized the way we watch TV.Besides offering a better viewing experience,DTH services also offer more channel choice and a host of interactive services.

Reliance Big TV has taken the revolution further.By introducing MPEG-4 technology for the first time in india. Reliance BIG TV transforms your TV viewing experience and offers spectacular entertainment. From blockbuster movies,up-to-the-minute news to all your favorites programs at the click of a button,Reliance BIG TV brings unlimited hours of fun and entertainment for the entire family.

It has fantastic features like pure digital viewing experience,more channel choice,many exclusive movie channales , pay per view cinema, easy programming guid , interactive services , parental control , 24 * 7 customer service and lots more.

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CHAPTER-5

QUERIES & QUESTIONS

In Reliance world customer come with immense no. of queries & these queries are related to issue like-

1.Prepaid connection

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2.Roaming

3.Call management services

4.Sim related

1.)Prepaid connection:-

A.What documents do I need to get a new prepaid connection?

B. How do I check balance and validity?

C. How do I transfer mobile ownership?

D. What is GPRS and how can I get it?

E.What is R World? What do I need to do to use R World?

2.)Roaming

A. How do I activate national roaming service?

B.  What are the national roaming charges?

C. What are the international call rates?

D. How can I contact customer service when I am using Reliance cell phone abroad?

3.)Call management Services

A. Can I get a record of missed calls while my phone was switched off?

B. What is a missed call alert? How can activate and deactivate the service?

C. What is a voice mail service? How can activate and deactivate the service?

4.Sim Related

A.  What are the charges to replace the SIM?

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B.  Why is my SIM card blocked?

C.  I have lost my mobile phone. How do I get a replacement of my handset and SIM?

D.  How can I get a duplicate SIM card?

E. Can I block my number? How long does it take to block the number after placing the request?

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CHAPTER-6

CUSTOMER RETENTION

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Customer Retention in Reliance world

After so many year of corporatization of Reliance, a customer-focused approach among its employees is still not present. In this era of intense competition, it is very important for any service company to understand that merely acquiring customers is not sufficient because there is a direct link between customer retention over time and profitability & growth. Customer retention to a great extent depends on service quality and customer satisfaction. It also depends on the ability of the organization to encourage customers to complain and then recover when things go wrong. Complaints are natural part of any service activity as mistakes are an unavoidable feature of all human endeavor and thus also of service recovery. Service recovery is the process of putting things right after something goes wrong in the service delivery

Importance of Customer Retention

Why are customers more profitable for service firms over a period of time? There are a

number of reasons for this. To begin with, to acquire a customer a company incurs

promotional costs like advertising, sales promotion etc. It is said that it costs five times more

to attract a new customer than retaining one. The operating cost decreases when a

customer stays. Services being rich in experience and credence qualities, it takes some time

for customers to get accustomed to it and once they are used to the service and are satisfied

with the service provider ,they tend to purchase more over a period of time.

As they remain satisfied with a service provider, they spread a positive word of mouth, which

is very effective in case of services for attracting new customers. Longer the customer stays

with an organization, more the organization knows about him, which enables it to offer

customized services which make it difficult for the customer to defect. This may even

provide opportunities to the organization to charge price premium by offering individualized

services which may be difficult for the competitors to offer.

Considering the importance of retaining customers in service business, Reichheld & Sasser

coined a term ‘Zero Defection’. They highlighted that companies can boost profits by almost

100% by retaining just 5% more of their customers. Further, it is also very important to

understand the life time value of a customer. For example, if an average customer of BSNL

pays Rs. 500 per month and stays with the company for 20 years., his average lifetime value

will be Rs. 500x 12x 20=Rs. 1,20,000. Further, if by a positive word of mouth, he brings just

one more customer to the organization, his value to the organization doubles. Therefore, it is

important for all the employees in the organization to understand the life time value of their

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customers. Once they understand it, they will treat the customer accordingly and will focus

on building relationship with the very people who keep them in business.

Reasons for customer Switching

The reasons for customer switching can be identified as following:

1. Pricing (High price, unfair pricing, deceptive pricing)

2. Inconvenience (Wait for service, wait for appointment)

3. Core service failure (Service mistakes, Billing errors)

4. Service encounter failure (Uncaring, impolite, unresponsive behavior)

5. Response to service failure (Negative response, no response, reluctant response)

6. Competition (Found better service)

7. Ethical problem (Cheating, Unsafe)

8. Involuntary switching (customer moved, provider closed)

An important aspect of the above is that six out of the eight service switching factors are

controllable from a service organization’s point of view.

Strategies for Customer Retention

(A) Complaint Management System

Any worthwhile complaints management system has to have following basic features:

a) Visibility: Customer should know where to complain.

b) Accessibility: Customer should know how to complain. As a rule of thumb, the more

formal the system for lodging complaints, the less accessible it is to customers.

c) Responsiveness: Complaints need to be dealt quickly. The quicker the complaints are

dealt with, the higher the customer satisfaction.

d) Customer-focused approach: A service provider who adopts customer-focused

approach, invites complaints and indicates commitment of resolving complaints by its

words and actions in all fairness.

e) Accountability: Someone in the organization has to take responsibility for complaint

handling.

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f) Continuous Improvement: This is about looking at the root causes and fixing them.

A good complaint management system must ensure that that complainant is kept informed,

the staff understands the complaint processes, complaints are taken seriously and employees

are empowered to deal with situations.

(B) Service Recovery Strategies

Consider the following incident regarding an airlines (British Airways). “An aircraft door

was left open in a rainstorm before take off and a passenger near the door unfortunately got

showered. The flight attendant not only did everything that was routine- offered to have the

customer’s garments cleaned and made sure that a customer relations representative

contacted the customer later to demonstrate that they genuinely cared- but also made special

gesture by offering the passenger a complimentary choice of certain tax free goods.”

It is very important for service companies to have service recovery strategies which can be

applied in case of service failure. The following steps are useful in an effective service

recovery system.

1. Measure the costs of effective service recovery. It should include the indirect cost

also, when a customer departs unhappily.

2. Break customer silence and listen closely for complaints.

3. Act fast.

4. Train and empower employees. The front line people must be trained and empowered

by the organization.

5. Close the customer feedback loop.

(C) Managing Customer Waiting

Sometimes, it is not possible to match demand & capacity, and hence waiting by customers

becomes inevitable. While reducing waiting time is important for a marketer, it is equally if

not more, important to reduce the customer’s perceived waiting time. If a customer’s

perceived waiting time is less, he will be more satisfied with the service.

Various ways of managing customer waiting are as follows:

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1. The organization should analyze its operational processes in order to identify and remove

inefficiencies or bottlenecks, if any.

2. In case waiting cannot be avoided, a reservation system can be used.

3. Since unoccupied time feels longer than occupied time, keep customer occupied by

installing distractions that entertain and physically involve them. For example, TV sets,

magazines reading material can be provided in waiting area.

4. Provide ‘waiting duration information’ i.e. information about the expected length of wait

and/or ‘queuing information’ i.e. a customer’s position in queue with continuous update.

5. If unexpected delays occur, explanation should be given to the customer. This helps in

reducing uncertainty and customer irritation. The key is to impress upon the customer that

he has not been forgotten. Simple things like providing a glass of water or a cup of tea to

the waiting customer can do wonders.

6. Keep resources not serving customer out of sight. This can be done by keeping idle

employees out of view and conducting activities that do not involve customer interactions

out of customer’s sight.

7. Try to reduce pre-service waiting time by transferring some of the pre-service waiting to

the service encounter phase.

8. A smiling service person who knows his job well can be very helpful in overcoming

many negative effects of waiting. Therefore, training and incentive/ rewards for providing

good service should be made.

Conclusion

Today’s customers are becoming harder to please. They are smarter, more price conscious,

more demanding, less forgiving and they are approached by many more competitors with

equal or better offers. The challenge is not to produce satisfied customers; several

competitors can do this. The challenge is to produce delighted and loyal customers. If these

customers are retained with the organization, they become really profitable by way of

increase in purchasing, reduced operating costs, price premiums and through referrals. Too

many companies suffer from customer churn i.e. high customer defection. It is like adding

water to a leaking bucket. . Various strategies such as measuring customer life time value,

efficient complaint management system and service recovery strategies can be really helpful

in retaining customers

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CHAPTER-6

RETENTION TOOLS

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Important Tools being used by Reliance

Reliance World uses so many tools to retain the customers. Out of those tools I did use some tools during my internship in order to perform my job and to retain the customers.

As I did my internship in Reliance World store as Customer Convincing Executive,So I could use several tools, these are as follow:-

1.Retention Team

2.Plan Migration

3.Free message

4.Increase in credit limit

5.Bill discount

I use these all the technique in reliance world……

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CHAPTER-7

RECOMMENDATION

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During my training period I feel company need to improve some areas,,so here are some suggestion for them-

1.)They should arrange one generator in Reliance Word, because some time due to bad electricity, systems are not able to work properly .

2.)They should more focus on their Network Services.

References

WWW.google.com.in

WWW.rcomm.co.in

WWW.relianceada.com

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