SHREEYASH PRATISHTHANS SHREEYASH INSTITUTE OF MANAGEMENT AURANGABAD

PROJECT REPORT ON Customer satisfaction seen in Reliance Telecom

SUBMITTED BY: GANESH APPASAHEB JAGTAP SYIM-16 UNDER GUIDANCE OF

Prof. FAROOQUE A. MAJED

DR. BABASAHEB AMBEDKAR MARATHWADA UNIVERSITY, AURANGABAD

2010-2011

SREEYASH INSTITUTE OF MANAGEMENT DECLARATION

I, hereby declared that this project submitted by me in my partially fulfillment of master of business administration is a genius work of mine. It has not being submitted either fully or partly to this or any other institute prior, in any other connection.

GANESH A. JAGTAP M.B.A. (IV SEM) SYM-16

SREEYASH INSTITUTE OF MANAGEMENT CERTIFICATE

This is to certify that MR.GANESH APPASAHEB JAGTAP is a student of M.B.A. marketing IV SEM has successfully completed the project entitled CUSTEMER SATISFACTION SEEN IN RELIANCE TELECOM as per the requirement of DR. Babasaheb Ambedkar Marathwada University, Aurangabad in partial fulfillment of M.B.A.(Master Of Business Administration) course in the academic year 2010-2011.

Dr. M.V. MANKAR Director SYIM Aurangabad.

PROF. FAROOQUE A. MAJED Project guide

SREEYASH INSTITUTE OF MANAGEMENT ACKNOWLEDGMENT

My foremost thanks to project guide Prof. Farooqui A.Majed, Shreeyash institute of management, Aurangabad for his valuable guidance during the course of my project.. I am also thankful to our Director Dr.M.V.Mankar, for motivating me in my project. For a M.B.A. student, his regular project is very important for the carrier, everybody wishes to get a good organization for project, which have contributed forming to get project & gave me a chance to work with such topic and learned out most of it. Thanking You

GANESH A. JAGTAP M.B.A. MARKETING (IV SEM) SYM-16

INDEX
SR.NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. PARTICULARS EXECUTIVE SUMMARY INTRODUCTION OBJECTIVES INDUSTRY PROFILE RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION FINDINGS SUGGESTIONS CONCLUSION LIMITATIONS BIBLIOGRAPHY ANNEXURES PAGE NO. 6-8 9-13 13-14 14-35 36-40 41-51 52-53 54-55 56-57 58-59 60-61 62-65

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY Customer satisfaction is a key factor towards an organization for its future performance .If the customers are satisfied with the products they are not shift to the other products. The main objective of this project work to measure the satisfaction level of Reliances existing prepaid customers. To understand the customer expectations from prepaid connections as provided by the Reliance communication. For analysis of this data I have prepared questionnaire which includes questions like, what is the main reason for selecting Reliance prepaid connection?. Which kind of prepaid connection? etc. The number of respondent is 100 from Aurangabad city. After collection of data I analyze and interpret data using Bar diagrams after analyzing data some findings are, The customers were average satisfied with the offers offered by the company. The existing customers did not have any problem with the quality of the product and the services provided by the company. The new customers wanted the connection because of the quick connection facility of the Reliance. It was found that many customers were unaware of the sales promotional scheme provided by Reliance communication. The customers did not know of such schemes the Reliance was having. Few customers were unhappy with after sales services provided by the company and that s why these customers were going for the competitor s products. After explaining the scheme to the customers, it was found that customers wanted the Reliance communication. Also they found the scheme to be more beneficial.Customers is not satisfied with coverage and GPRS.There is congestion problem for services. Since many decades, aggressive sales and promotion approach has been followed majorly by all organizations, irrespective of their size, scope of operations or domains. To conclude, it can be said that so far Reliance has positioned itself in the Indian market without any aggressive promotional strategy. 8

The geographical scope of my project was limited to AMC regions. From the project I came to know about the buying behavior of the customer. Reliance communication Product Position in the customers mind and how to deal with customers. From the project work it also came to know the problems faced by the customers. All this is presented in the report in different chapters. Some conclusions are, The Company is now trying to set up its brand image through aggressive promotional activities and improved customer support system. Reliance has been targeting the customers for large account sales. Awareness among people with Reliance is average only they have captured the name more aptly, thanks to extensive advertising. Some suggestions are, the existing customers were not happy with the After Sales Services, and so company should improve the customer care department. As these customers are Reliances market share is increasing due to the reputation and the tariff plans that the company is providing, so the company should continue with the plans so as to maintain the progress rate. The company should employ some persons so as to provide the quick on net, as desired by the customers and better services. Future also company should use such schemes so as to get the maximum share of the market by increasing the sales.

INTRODUCTION
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INTRODUCTION The ultimate aim of every organization is to sell the products, which the company manufactures and to make profit. A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. Todays world is full of competition and manufacturing the product is not enough, the same product needs to be communicated or the consumers should be made known about the availability of the product. Also it becomes important to propagate the additional features about the product. . Introduction To The Topic At RELIANCE COMMUNICATION (RCOM) I was assigned with the topic as: Analysis on customer satisfaction for Reliance prepaid connections at Aurangabad for my project work. Customer satisfaction: The degree to which a customers expectations are fulfilled or surpassed by a product. In a competitive marketplace where businesses compete for customers, satisfaction is seen as a key differentiator and become a key element of business strategy. Some facts about customer satisfaction: 1) A highly satisfied customer generally talks favorably about the company and its products, pay less attention to competing brands and are less sensitive to price offers. 2) High satisfaction or delight creates an emotional bond with the brand or c Company. 11

3) Two consumers are satisfied or dissatisfied for different reasons. 4) For consumer centre companies, consumer satisfaction is goal as well as a marketing tool. Methods to measure customer satisfaction: Organization are increasingly interested in retaining existing customers while targeting non customers, measuring customer satisfaction provides and indication of how successful the organization is at providing products or services to the marketplace. Customer satisfaction can be measure with the help of following tools: 1. Periodic Surveys 2. Consumer Loss Rate 3. Mystery Shoppers 4. Monitor Competitors Performance If we summaries all the measures then we can say that, customer satisfaction can be achieved by following only 7 steps. These steps are as follows: 1. Encourage face to face dealings. 2. Respond to message promptly & keep our clients informed. 3. Friendly and approachable. 4. Should have clearly-defined customer service policy. 5. Attention to detail. 6. Anticipate our clients needs and go out of way to help them out. 7. Honors our promises. The main objective of the project was to Study the level of customer satisfaction for Reliance. The company had a Sales Promotional plans for which, I was asked to promote the offer and to study the effectiveness of the scheme. 12

Reason For Selection Of This Topic My primary objective was to promote the GSM Lifetime cards and to promote the different offers of the company. While promoting the product, I was using the Personal Selling Tool to promote the GSM Lifetime cards to the customers. I had a good chance to interact with the customers and to under stand the concerns of the customers and problems faced by the existing customers. This project work also gave me the opportunity to understand The Buying Behaviour of the customers in case of Telecom Industry and customer satisfaction about the company.

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OBJECTIVES:PRIMARY OBJECTIVES The Primary Objective behind the project was analysis of the satisfaction level of customers for GSM & CDMA of Reliance prepaid Connection, which the company had. And to gather the reaction of the people for the same. SECONDARY OBJECTIVE: To know the awareness of Reliances Brand. To study the customer satisfaction in case of the existing customers. Understand customer expectations from prepaid connections as provided by Reliance Communications. Bring forward the basic problem associated with the prepaid connections providers and suggest the possible solutions for the same.

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INDUSTRY PROFILE

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Indian Telecom Industry

BACKGROUND One of the fastest growing industries in the world, the thrust in India is on improving basic telephony services followed by value-added ones. Across the world, in fact, MNCs are investing in developing countries because of a huge latent demand unlike in the developed world, where telephone penetration has reached saturation levels. Historically, the telecommunications sector was initiated and controlled by the government. But in the last two decades, all over the world, the sector has undergone a lot of restructuring, opening up to the private sector and competition. In the developing world, that has triggered an influx of foreign capital and technology. In spite of all the delays, India has managed to take steps towards the privatization of and introduction of competition in basic telecom services. The government announced a new telecom policy, which clarifies the future role of the Department of Telecommunications (DoT). All this aims to promote investments in the telecom sector. Indian Telecom Industry Grows 45% in FY09 10 Telecom Regulatory Authority of India (TRAI) released its Nov 2010 telecom subscription data. Indian Telecom Industry reported a 3.3% month-to-month growth in Nov 10.

54.3 core people in India with a Telephone connection Tele-density at 46.32 1.76 new wireless connections in Nov 10 Broadband Subscription at 75.5 lakhs

Indian Telecom Industry in India has reported robust growth in 2009 despite global economic slowdown thanks to the affordable tariff options and attractive offers from 16

different mobile service providers. 16.9 crore new phone connections have been added in last 12 months period a 45.19% growth. Wireless segment reported 50.57% growth in the period but Wire line connections decreased by 2.34% in the period a major setback to BSNL and MTNL which holds majority of Wire line connections in India. Year Nov 09 Tata 5.3992 7.4961 Nov 10 Change 74% 34.2% 50.8% 39.9% 52.7% 70.4% 90.8% BSNL 6.0780 8.096 Vodaphone 8.8607 11.7543 Airtel 11.6013 14.4667 Reliance 9.0987 14.8675 Idea 5.5905 9.4568 Aircel 2.9354 3.8739

Aircel, Tata Teleservices and Idea reported highest growth in the last 12 months period. In Nov 2010 Tata Teleservices added more number of connections (18.84%) followed by Bharti Airtel (15.85), Vodaphone (15.74%) and Reliance Communications (15.7%) a clear signal that subscribers are more inclined to attractive tariff plans. Reliance made a major improvement in Nov 10 (15.7%) compared to Oct 09 (12.56%) due to the Simply Reliance attractive tariff structure. BSNL also advanced in Nov 09 may be due to the introduction of its 3G services in some cities. One thing is very clear from last few months data customers are looking for attractive tariff plans and cheap call rates, they cannot be fooled with just some simple freebies like extra talk time or an extended validity offer. December month data may give clearer picture as Uninor started its operation in India in Dec 09 with very simple packages with lowest call rates. Prior to Tata Docomos entry Mobile service providers in India were attracting customers with simple freebies like talk time offers, extended validity, cheap calls to same provider numbers, low night talk time etc while holding the actual call rates at very high levels. But those things are the past. Now customers have so many options. Customer is 17

the King now. Providers have to come down to earth to survive in this highly competitive telecom market in the world.

HISTORY 1851: First operational land lines were laid by government near Calcutta (seat of British power). 1881: Telophone service introduced in India. 1883: Merger with the postal system. 1923: Formation of Indian Radio Telegraph Company (IRT). 1932: Merger of ETC and IRT into the Indian Radio and cable communication Company (IRCC). 1947: Nationalizations of all foreign telecommunication companies to form the posts, telegraph (PTT), a monopoly run by the Governments Ministry of Communication. 1985: Department of Telecommunication (DOT) established, and exclusive provider of domestic and long-distance service that would be its own regulator (separate from postal system). 1986: Conversion of DOT into two wholly government own companies. The Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. 1997: Telecom Regulatory Authority of India created. 18

1999: Cellular Service is launched in India. New National Telecom Policy is adopted. 2000: Dot becomes the corporation, BSNL.

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COMPANY PROFILE

Growth has no limit at Reliance. I keep revising my vision. Only when you can dream it, you can do it.

Dhirubhai H. Ambani Founder Chairman Reliance Group December 28, 1932 July 06, 2002 ADDRESS
CORPORATE OFFICE 20 RELIANCE OFFICE

Reliance Infocom Ltd. Dhirubhai Ambani Knowledge City Navi Mumbai- 400 709 Tel: 3037 3333

H-Block, 1st Floor, Dhirubhai Ambani Knowledge City Navi Mumbai- 400 709 PUNE REGION OFFICE Reliance Communications & Web World Bajirao Road, Swargate

COMPANY PROFILE
Reliance Communications pvt.Ltd. Name of Founder Dhirubhai Ambani Name of the Chairman Anil Dhirubhai Ambani Vision: We will leverage our strength to execute complex global-scale projects to facilitate leading edge information and communication services affordable to all individual consumers and businesses in India. We will offer unparallel value to create customer delight and enhance business productivity. We will also generate value for our capabilities beyond Indian borders and enable millions of Indias knowledge workers to deliver their service globally. Mission: Meeting and exceeding Customer expectations with a segmented approach Establishing, re-engineering and automating Processes to make them customer centric, efficient and effective 21

Incessant offering of Products and Services that are value for money and excite customers Providing a Network experience that is best in the industry Building Reliance into an iconic Brand which is benchmarked by others and leads industry in Intention to Purchase and Loyalty Developing a professional Leadership team that inspires, nurtures talent and propagates RCOM Values by personal example

The RelianceAnil Dhirubhai Ambani Group currently has a market capitalization of over Rs. 3,20,000 crore, net worth in excess of Rs. 40,000 crore, cash flows of Rs. 9,000 crore, net profit of Rs. 5,000 crore and zero net debt. Across different companies, the group has a customer base of over 50 million, the largest in India, and a shareholder base of over 8 million, among the largest in the world. Through 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 4,500 towns and 300,000 villages in India, and 5 continents across the world. The interests of the Group range from communications (Reliance Communications) and financial services (Reliance Capital Ltd), to generation, transmission and distribution of power (Reliance Energy), infrastructure and entertainment. ABOUT RELIEANCE Reliance World (formerly Reliance Web World) is a world-class nationwide chain of retail outlets for products and services of the Reliance Anil Dhirubhai Ambani Group. It is designed to give the customer a delightful experience of the digital world of information, communication, entertainment and utility services. All Reliance World outlets are connected to Reliances countrywide optic fiber network. The Broadband Centre at Reliance World leverages this broadband network to bring you innovative digital services. 22

With 234 Reliance World outlets across 105 cities in the country, you are sure to find one in your vicinity. Find out more about what you can do in Reliance World under Services. Reliance World is managed by Reliance Web store Limited, part of the Reliance Anil Dhirubhai Ambani Group.

VISONARY FOUNDER About Shri. Dhirubhai Ambani Few men in history have made as dramatic contribution to their countrys economic fortunes as did the founder of Reliance, Sh. Dhirubhai H Ambani. Fewer still have left behind a legacy that is more enduring and timeless. When Dhirubhai embarked on his first business venture, he had a seed capital of barely US$ 300 (around Rs 14,000). Over the next three and a half decades, he converted this fledgling enterprise into a Rs 60,000 crore colossusan achievement which earned Reliance a place on the global Fortune 500 list, the first ever Indian private company to do so. Under Dhirubhais extraordinary vision and leadership, Reliance scripted one of the greatest growth stories in corporate history anywhere in the world, and went on to become Indias largest private sector enterprise. Throughout this amazing journey, Dhirubhai always kept the interests of the ordinary 23

shareholder uppermost in mind, in the process making millionaires out of many of the initial investors in the Reliance stock, and creating one of the worlds largest shareholder families. A dream comes true The Late Dhirubhai Ambani dreamt of a digital India an India where the common man would have access to affordable means of information and communication. Dhirubhai, who single-handedly built Indias largest private sector company virtually from scratch, had stated as early as 1999: Make the tools of information and communication available to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of mobility.

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 Dhirubhais 70th birthday, though sadly after his unexpected demise on 6 July 2002.

Reliance Communications has a reliable, high-capacity, integrated (both wireless and wireline) and convergent (voice, data and video) digital network. 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.

BUSINESS (Indias leading integrated telecom company) Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group (DAG) of companies. Listed on the National Stock Exchange and the Bombay 24

Stock Exchange, it is Indias leading integrated telecommunication company with over 80 million customers. Our business encompasses a complete range of telecom services covering mobile and fixed line telephony. It includes broadband, national and international long distance services and data services along with an exhaustive range of value-added services and applications. Our constant endeavor is to achieve customer delight by enhancing the productivity of the enterprises and individuals we serve. Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding with the joyous occasion of the late Dhirubhai Ambanis 70th birthday, was among the initial initiatives of Reliance Communications. It marked the auspicious beginning of Dhirubhais dream of ushering in a digital revolution in India. Today, we can proudly claim that we were instrumental in harnessing the true power of information and communication, by bestowing it in the hands of the common man at affordable rates. We endeavor to further extend our efforts beyond the traditional value chain by developing and deploying complete telecom solutions for the entire spectrum of society. RELIANCE GROUP (Looking back, looking forward) Reliance Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group founded by Shri. Dhirubhai H Ambani (1932-2002), ranks among Indias top three private sector business houses in terms of net worth. The group has business interests that range from telecommunications (Reliance Communications Limited) to financial services (Reliance Capital Ltd) and the generation and distribution of power (Reliance Infrastructure Limited). Reliance ADA Groups flagship company, Reliance Communications, is India's largest private sector information and Communications Company, with over 80 million subscribers. It has established a pan-India, high-capacity, integrated (wireless and wireline), convergent (voice, data and video) digital network, to offer services spanning the entire infocomm value chain. 25

Chairman's Profile Anil D. Ambani Regarded as one of the foremost corporate leaders of contemporary India, Shri. Anil D Ambani, 48, is the chairman of all listed companies of the Reliance ADA Group, namely, Reliance Communications, Reliance Capital, Reliance Energy and Reliance Natural Resources limited. He is also Chairman of the Board of Governors of Dhirubhai Ambani Institute of Information and Communication Technology, Gandhi Nagar, Gujarat. Till recently, he also held the post of Vice Chairman and Managing Director of Reliance Industries Limited (RIL), Indias largest private sector enterprise. Anil D Ambani joined Reliance in 1983 as Co-Chief Executive Officer, and was centrally involved in every aspect of the companys management over the next 22 years. He is credited with having pioneered a number of path-breaking financial innovations in the Indian capital markets. He spearheaded the countrys first forays into the overseas capital markets with international public offerings of global depositary receipts, convertibles and bonds. Starting in 1991, he directed Reliance Industries in its efforts to raise over US$ 2 billion. He also steered the 100-year Yankee bond issue for the company in January 1997 He is a member of: Wharton Board of Overseers, The Wharton School, USA Central Advisory Committee, Central Electricity Regulatory Commission Board of Governors, Indian Institute of Management, Ahmadabad Board of Governors Indian Institute of Technology, Kanpur

In June 2004, he was elected for a six-year term as an independent member of the RajyaSabha, Upper House of Indias Parliament a position he chose to resign voluntarily on March 25, 2006. Awards and Achievements: 26

2011

January 18 Reliance Communications draws down ECB of US$ 255 Million (Rs 1155 Cr) for 3G Spectrum Refinancing. February 14 RCOM Announces Q3 Financial Results February 17 Reliance Communications signs pact with Radio Netherlands Worldwide 2010

March 15
Reliance Communications achieves a landmark of 100 million customers

December 3
Reliance Communications to Unveil New 3G Mobile Data Services Portal On Mortality Platform

Selected by Asia week magazine for its list of Leaders of the Millennium in Business and Finance and was introduced as the only new hero in Business and Finance from India, June 1999

Board of Directors Shri Anil D. Ambani Chairman Shri. J Ramachandran Shri S.P. Talwar Shri Deepak Shourie Shri A.K.Purwar

Franchise Partnership:

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Reliance World is a world-class nationwide chain of retail outlets for products and services of the Reliance Anil Dhirubhai Ambani Group. It is designed to give the customer a delightful experience of the digital world of information, communication, entertainment and utility services. Besides providing sales & customer service for Reliance Mobile Handsets, Airtime and Accessories, customers also experience a whole array of digital offerings in the Broadband Centre at Reliance World. All Reliance World outlets are connected to Reliance's countrywide optic fibre network. The Broadband Centre at Reliance World leverages this broadband network to offer Broadband Surfing, Online Gaming, Video Conferencing, Digital Electronic News Gathering, Digital Services, eLearning, eTravel (yatra.com), Virtual Office, My Music (customized music CD burning) & many more services like Personal Financial Services (Reliance Money), Big TV (DTH) & Big Flix (DVD rentals). Reliance World already has 240 retail stores operational in 105 cities of which 129 stores are successfully run by franchisees. In addition Reliance World is executing its expansion, increasing the retail reach to 501 retail stores in 170 cities. We are looking for new franchisee partners for existing & new stores in select cities across the country to become part of this exciting new age business proposition.

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Milestones

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2009 February 1 Reliance Mobile launches GSM service in Delhi. March 13 Reliance Communications announces adding a record of 3.3 million wireless customers in February 2009. June 10 Reliance Mobile offers BlackBerry service for Rs. 299 per month. 2008 5 January Reliance Communication adds a record 1.4 million subscribers in December 06 18 January RCOM shareholders approve tower business with a 99.99% overwhelming majority. 3 February Reliance Communicationss market capitalization tops Rs.1 lakh crore on Bombay stock exchange. 10 May Reliance sets new record, one million Classic handsets sold in just one day. 18 May Reliance Communications slashes rate to US and Canada.Its now just Rs 1.99 per minute.

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 25 May Reliance Communications launches Lifetime Validity Recharge@ just Rs.499. 29 May RCOM slashes roaming rates by as much as 70 percent. 24 June RCOM ties up with Cisco to lauch Business Internet Service for SMEs in Pune. 28 November Fair & lovely scholarship on Reliance Mobile World is winner at the MMA awards, USA. 2006 1 January Reliance Infocom launches One Nation Tariff to enable Reliance India Mobile prepaid users to call anywhere in India at one per minute. 19 January Reliance demerger adds record Rs.55000 Crore to shareholders wealth. 2005 June Anil Ambani appointed Chairman of Reliance Infocomm November Reliance Infocom hosts the 4th global CDMA Operators Summit. October Reliance Web World wins Frost & Sullivan Market Leadership Award for video conferencing services 31

Competitors in Telecom Industries

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THE PROCESS AT RELIANCE MOBILE The activation of a new cellular connection is prepaid done in the following steps. Presales Sales After sales support 1. First, the sales executives convert prospects into customers. 2. In the next step, the required documents are collected from the

customers. 3. Then each document is checked and scrutinized. 4. After that, the file is prepared and is sent for IPOS, where the documentation part is filled in the Reliance Mobile server. 5. After this, the file is sent in for activation, where the documents are again scrutinized. 6. If all the documents are found to be correct and in order then the service to that number is activated. If not the file is again sent back to get the required documents and the file again goes for IPOS and the steps are followed in the same order until the file is alright. 7. After all these steps, a verification team is sent to verify the authenticity of the documents and whether or not the customer stays in the address, as mentioned in the documents. If any discrepancy is found the connections is barred. All these steps are very important and are same for postpaid connections as well. The activation is a very important department as well as the sales team. The documentation part is given a real good luck because there should not be any discrepancies coming up 33

due to false documents.

THEORETICAL BACKGRPOUND

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THEORETICAL BACKGROUND
CUSTOMER SATISFACTION

Customer satisfaction is business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a balanced scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms. Customer Satisfaction in 7 Steps It's a well known fact that no business can exist without customers. In the business of Website design, it's important to work closely with your customers to make sure the site or system you create for them is as close to their requirements as you can manage. Because it's critical that you form a close working relationship with your client, customer service is of vital importance. What follows are a selection of tips that will make your clients feel valued, wanted and loved. 1. Encourage Face-to-Face Dealing 2. 3. Respond to Messages Promptly & Keep Your Clients Informed s Be Friendly and Approachable 35

4.

Have a Clearly-Defined Customer Service Policy

5. Attention to Detail (also known as 'The Little Niceties') 6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out 7. Honor Your Promises Why customer satisfaction is important Dont underestimate the value of customer satisfaction. Its becoming an important area of competition. A high level of satisfaction can deliver many benefits, including: Loyalty: a highly satisfied customer is a loyal customer. Repeat purchase: a highly satisfied customer buys more products. Referrals: a highly satisfied customer tells their family and friends about the product or service. Retention: a highly satisfied customer is less likely to switch brands. Reduced costs: a highly satisfied customer costs less to serve than a new customer. Premium prices: a highly satisfied customer is willing to pay more for the product or service. Customer satisfaction research Satisfaction surveys are an important method for collecting information about how your customers think and feel about your brand, product or service. A satisfaction survey can help you to understand the expectations of your customers, determine whether your customers believe you are meeting those expectations, identify new customer requirements or trends in the market and determine what areas of your business need investment. A good customer satisfaction survey will also help you to understand the causes of dissatisfaction among your customers. Once youve identified these issues, youll be able to implement new practices to improve customer satisfaction. Many businesses systematically measure customer satisfaction through independent surveys, feedback forms, mystery shopping and focus groups. Some third party surveys 36

also compare the customer satisfaction of major competitors, which allows companies to benchmark themselves in their relevant sector. Measuring customer satisfaction doesnt have to be expensive. It can be as simple as preparing a short feedback form or conducting a brief telephone interview that asks the customer to rate the product or service on a number of criteria. Indicators of customer satisfaction An important indicator of customer satisfaction is the customer retention rate. To calculate your customer retention rate, you will need to capture data about the total number of customers and the number of customers switching brands. If you track this information over time, youll be able to see whether you are improving your customer retention and satisfaction. Another tool that has been introduced in Australia is the Net Promoter Scores, which provide a new metric for measuring customer loyalty. The Net Promoter Scores ask one simple question about whether a customer would recommend a product or service to a friend or colleague. This question has been identified as the ultimate determinant of customer satisfaction or loyalty. Research in the UK and the US has found a clear correlation between the Net Promoter Scores and revenue growth.

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RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
MEANING OF RESEARCH METHODOLOGY Methodology is a term which becomes first an approach towards inquiry and then later involves into particular method. In the applied use, it is concerned with selecting specific technical tools and techniques for collection of data and analyzing it. Research Methodology is a way to systematically solve the reasonable problem. It may be understand as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by researcher is studying his research problem along with the logic behind the study.

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Research process: The marketing research process that was used involves following processes: Formulating the Research Objectives

Research Plan Design

Determining the sources of Data

Determining Sampling plan

Data Collection 40

Processing and analyzing the data

Preparation of Research Report and presentation

1.Research problem The research was based on study of the satisfaction level of customers for GSM & CDMA of Reliance prepaid Connections, which the company had. And to gather the reaction of the people for the same in Pune along with this we also find out the awareness of Reliances Brand, understand customer expectations from prepaid connections as provided by Reliance Communications. 2. Research design The second stage of research process calls for the development the most efficient plan for gathering the needed information. Designing a research plan calls for the decision on data source research instrument, contact method and sampling plan. a) Research approach. The most suitable approach in this reason was the survey. The survey method is the data collection is suited for descriptive research. Survey usually includes research instrument, sampling plans and contact method. 41

b) Sampling plan It includes the customers of Reliance communication is surveyed, the total number of persons we have is 100 as respondents. I used stratified sampling method. I divided the whole AMC region in five area wise stratas as follows. Connaught place Satara parisar Dashmesh nagar Aurangapura Military camp 3) Collection of Data For this project work I collected data from both the Secondary and Primary data sources. Secondary Data Source: The Product Leaflets, Information from Companys website, company data base and companys employees were my Secondary Sources of information. I also referred to News Papers Advertisements to collect information for my project work. Primary Data Source: I did the survey to collect data from the respondents. I circulated the questionnaire to respondent to get answers filled and then collected, thus feedback of consumer is taken to analyze the customer satisfaction towards Reliance prepaid connections. Primary data is collected by consumer survey and questionnaire method. 4) Analysis of Data 42

The purpose of the analysis is to summaries the observations in a such a manner that they yield the answers to the research problem the data during the research was analyzed with statistical methods including the pie charts and column graphs for certain objects. 5) Interpretation A real attempt was done to simplify the project research. On the basis of the analysis of the collected data, observations the company is provided with the suitable recommendations in simple and systematic manner. A report is written in organized appearance.

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DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

Sample size: 100
DATA ANALYSIS :1. Did you ever subscribe for a Reliance Prepaid connection? a) Yes YES 100 b) No NO 0

INTERPRETATION : This question was asked only those have been a subscriber of Reliance Prepaid connection. 44

2. If yes Which type of Prepaid connections you are using? a) CDMA b) GSM

CDMA 36

GSM 64

45

70 60 50 40 Series1 30 20 10 0 CDMA GSM

INTERPRETATION : From the above data analysis it has been seen that 64% of the customer prefer for GSM connection

3) How long you are related with Reliance service? a) Below six months c) 1 2 years Below six month 6 months to 1 year 46 1-2 years b) 6 months to 1 year

22

48

30

50 45 40 35 30 25 20 15 10 5 0

Below s ix m onth

6m onths to 1 year

1-2 years

INTERPRETATION : This question equally focuses the expectation part from the customers, as more the usage the expectations decreases and the willingness to change to other connection also reduces. It was found that 22% of people were using their prepaid connections for below six month; still there were 48% of people who have been using the connections for less than one year and were more vulnerable. And 30% people using prepaid connection between 1-2 years.

4) What things make you choose your connectivity solution? a) Call Rates c) Brand Name b) Good Coverage d) Extra Services

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Call Rates 40

Good Coverage 44

Brand Name 4

Extra services 12

50 45 40 35 30 25 20 15 10 5 0 Call Rates Good Coverage Brand Name Extra services Series1

INTERPRETATION : This question was put to understand, what factors influence their buying decision. This is important because it can help us to understand which factors have influence of SMEs to choose their connectivity solution service From the data collected, it can clearly be seen that almost 44% SMEs makes their decision for connectivity services based on Good Coverage. It was also understood that only 4% SMEs believe in brand name.

5. Why did you choose Prepaid connection as compare to post paid connection? a) Better Call rate/plans c) Lifetime card service 48 b) No need of deposit d) Better Network

Better Call Rate 50

No need of Deposit 4

Lifetime card service 20

Better Network 26

60 50 40 30 20 10 0 Better Call No need Rate of Deposit Lifetime card service Better Network Series1

INTERPRETATION : The above question was included to understand the reason for having a prepaid connection and not postpaid even when it is easily available. This question would help to analyze the preconceptions in the minds of the customers and consumers alike, as the perception of having a prepaid is easily understood The data collected shows that almost 50% SMEs dont want to recharge time and again, it is the biggest driving factor them to go for prepaid connections. Another most important factor is that of the service is not interrupted and is agreed upon by 26% SMEs. 6. What are the main reasons for selecting Reliance Prepaid Connections? a) Better Network coverage c) Better Customer Care Services 49 b) Better recharge facilities d) Better call rate

Better network coverage 64

Better recharge facilities 20

Better customer care services 14

Better call rate

12

70 60 50 40 30 20 10 0 Better network cov erage Better recharge facilities Better customer care serv ices Better call rate Series1

INTERPRETATION : This question states what are the main reasons to select Reliance Prepaid connections. A mixed response has been received but among, Better Network coverage is the prime reason to use this connection.

7. What makes the most percentage of your bills? a) STD Calls b) Local Calls 50 c) SMS d)GPRS services

STD Calls 30

Local Calls 50

SMS 6

GPRS services 14

60 50 40 30 20 10 0 STD Calls Local Calls SMS GPRS services Series1

INTERPRETATION : This question was included in the questionnaire to understand what majors the expenses in their telecom bills. This may help the service providers to know on which areas they can improve, so that they can alter their tariff rates according to the basis of usage. The data collected showed that 50 SMEs out of 100 say that major part of their bill include the local calls, which make the most percentage of the bills whereas 30 SME say that it is the STD calls. From this data the service provider can easily decrease the call rates for which the use is move and increase the rate for the service which is used less like that of SMEs 8. How is the performance of the service provider for which you have a subscribed on the following mentioned parameter? a) Coverage b) Call Rate 51 c) Recharge facilities

d) Customer Care services services Coverage Call rate E- recharge facilities Customer care services GPRS services Billing services

e) GPRS/web related services Very good 14% 20% 12% Good 30% 30% 25%

f) billing services Fair 35% 30% 40% Poor 15% 10% 15%

Excellent 6% 10% 8%

15%

20%

25%

20%

20%

12% 4%

16% 6%

28% 20%

38% 50%

6% 20%

120% 100% 80% 60% 40% 20% 0%

Co ve ra Ege Ca re ch ll r Cu ar at st ge e om fa er cil ca itie re s se G PR rvic es S se Bi rv ice llin g s se rv ice s

Poor Fair Good Very good Excellent

INTERPRETATION : 52

This question was a comparative with the features that the customers feel are important for them and the kind of service they get from their service providers. 67% people said that Network coverage was below average 61% respondent had problem with recharge facilities, as the case with GPRS services, which was also voted poor by 58% people. It is surprising to see that very less percentage of people are happy with the billing process, for they termed it as one of the most important features and when asked about the service of their provider they rate the same as poor. Therefore, care can be taken in the field.

9.What kind of problems do you face while using Reliance Prepaid connection? a) Network Congestion c) Customer Care Inefficiency Network congestion 20% 25% b) Call Rate d)Billing problems Customer care Inefficiency 30% Billing problems 25%

Call Rate

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35% 30% 25% 20% 15% 10% 5% 0%

lR at e co ng ee st io n en cy pr ob le m s

Series1

Ca l

In ef fi ar e

ci Bi

or k

Ne tw

INTERPRETATION : This is a direct question to understand the perception of the customers about the services of Reliance communications. It was also important to find out what are the problem they face while using the service so that they can be taken care of. The data collected showed that 20.44% SMEs say it is the Network congestion that they are facing most problems in, while 13.29% SMEs say that the inefficiency of customer care is a big problem with Reliance communication. Call rates is said as a problem faced by 12.27% SMEs

Cu st om

er c

llin g

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FINDINGS

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FINDINGS
In this project I have visited new and the existing customers. My main objective of the project work was to study the satisfactory level of Reliance prepaid customers and expectations of customers about Reliance. My findings are as follows: The customers were satisfied with the offers offered by the company. The existing customers did not have any problem with the quality of the product and the services provided by the company. The new customers wanted the connection because of the quick connection facility of the Reliance. It was found that many customers were unaware of the sales promotional scheme provided by Reliance communication. The customers did not knew of such schemes the Reliance was having. It was also found that many customers major information source is the News that is Television, Paper media and Hoardings. Few customers were unhappy with after sales services provided by the company and that s why these customers were going for the competitor s products. After explaining the scheme to the customers, it was found that customers wanted the Reliance communication. Also they found the scheme to be more beneficial. Customers are not satisfied with coverage and GPRS.

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SUGGESTION
57

SUGGETIONS
On the basis of the findings from the study undertaken for Reliance communication, I hereby lay some suggestions for the problems revealed to me by this study: The existing customers were not happy with the After Sales Services, and so company should improve the customer care department. Reliances market share is increasing due to the reputation and the tariff plans that the company is providing, so the company should continue with the plans so as to maintain the progress rate. The company should employ some persons so as to provide the quick on net, as desired by the customers and better services. In future also company should use such schemes so as to get the maximum share of the market by increasing the sales.

58

CONCLUSION
59

CONCLUSIONS
Since many decades, aggressive sales and promotion approach has been followed majorly by all organizations, irrespective of their size, scope of operations or domains. To conclude, it can be said that so far Reliance has positioned itself in the Indian market without any aggressive promotional strategy. The project can be concluded with the following inputs: The company is now trying to set up its brand image through aggressive promotional activities and improved customer support system. Reliance has been targeting the customers for large account sales. Awareness among people with Reliance is average only they have captured the name more aptly, thanks to extensive advertising. Reliance has reached up to the extreme geographical ends of the country. No other operator has achieved it so far. As Reliance believe in Total Network.

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LIMITATIONS

LIMITATIONS
The following are some of the limitations: 1. The research was an extensive one and it was very hard to get the respondent. 2. The time available for such an extensive was less. 3. Mostly people ignored to complete the questionnaire as they thought that is another trick to sell the products. 4. The knowledge derived from company was limited and so it posed some problems and all the area of the Aurangabad city couldnt be covered.

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63

BIBLIOGRAPHY
BIBLIOGRAPHY
All the above information has been collected from various sources. These sources are as follows BOOKS Marketing Management Marketing Management Marketing Research AUTHORS Philip Kotler V.S.Ramaswamy & N. Namakumari. Donald S.Tull &Del I. Hawkins

Websites: www.rcom.co.in www.trai.gov.in Company sources: Leaflets and Brochure of the product of the company. 64

Training from the company and companys data

65

ANNEXURES

ANNEXURES
QUESTIONNAIRE Name Address : : Tel./Mobile :

1.Did you ever subscribe for a Reliance Prepaid connection? a) Yes 2. which connection you mostly use? 1) Prepaid 2) postpaid b) No

3.If yes Which type of Prepaid connections you are using? a) CDMA b) GSM

4. What things make you choose your connectivity solution? a) Call Rates c) Brand Name b) Good Coverage d) Extra Services

5. Why did you choose Prepaid connection? 66

a) Better Call rate/plans c) Lifetime card service

b) No need of deposit d) Better Network

6. What are the main reasons for selecting Reliance Prepaid Connections? a) Better Network coverage c) Better Customer Care Services b) Better recharge facilities d) Better call rate

7. What makes the most percentage of your bills? a) STD Calls b) Local Calls c) SMSs d) GPRS services

8. How is the performance of the service provider for which you have a subscribed on the following mentioned parameter? a) Coverage c) better recharge facilities e) GPRS/web related services b) Call Rate d) Customer Care services f) Billing services

9. What kind of problems do you face while using Reliance Prepaid connection? a) Network Congestion d) Customer Care Inefficiency b) Call Rate d) billing problems

10. Would you like to use any value added services of Reliance Prepaid connection? a) Yes b) No 11. Which type of value added services you prefer mostly? 1) Billing 2) e-payment 3) e- recharge 4) any other

12. Are you satisfied with charges pay for value added services compare to other? 1) Yes 2) No

13. Are you satisfy with customer care services provided by Reliance? 1)Yes 2)No. 67

14. How did you came to know about Reliance Prepaid Connection? 1) Websites 3) Any Reference 2) Advertising in Newspaper 4) Any other sources

15. Are you satisfied with the customer approach from the Reliance Sales and Service Executives? 1) Yes 2) No

16. Are you satisfied with product servicing charges, taken from you? 1) Yes 3) No

17. After execution of sales procedure, are you happy with the sales executives? 1) Yes 4) No

18. Are you happy with sales executive, who attended you till last? 1) Yes 5) No

19. Are you satisfied with the product demo, given by sales executive? 1) Yes 6) No

20. Any suggestions to make it more effective . . . .

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