POST PURCHASE CUSTOMER ATTITUDE OF CELLULAR

Presented by: Dhanya Menon Jeet Kabasi Md. Shafiullah Khan

Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com

IDEA Cellular is a GSM mobile service operator with a customer base of over 47 million (4 crore 70 lakhs)
As on March 2009

Subscriber base as on December 31, 2008:

40,016,153
Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com

History in brief
Year
1995 1996 1997 2000

Events
Incorporated as Birla Communications Limited Changed name to Birla AT&T Communications Ltd. Commenced operations in Gujarat & Maharashtra Circles Merged with Tata Cellular Limited, acquirrd license for the Andhra Pradesh Circle

2001

Changed name to Birla Tata AT&T Ltd., acquired RPG Cellular Limited

2002

Changed name to Idea Cellular Limited and launched "Idea" brand name, REACHED 1 MILLION SUBSCRIBER MARK

Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com

Year

Subscriber Base

2003 2004 December 31, 2005 December 31, 2006 December 31, 2007 December 31, 2008

2 million 4 million 6,473,962 12,442,450 21,054,027 40,016,153

Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com

SIM is KING or CUSTOMER is King?

Courtesy: http://www.ideacellular.com/

As quoted in the official site of Idea Cellular:

From basic voice & Short Message Service (SMS) services to high-end value added services such as Mobile TV, Games etc - IDEA is seen as an innovative, customer focused brand
Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com

The SURVEY was conducted of the following:

Sample Size: Customer Selected: Tool of Survey:
Questionnaire

50(Fifty) Random Questionnaire

Self Filled

Telephonic

Mailed

Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com

Network Coverage of
10% Poor Satisfactory Good Excellent

20%

38% 32%

45 % of Customers complained about Call Drop

Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com

Call Rate Satisfaction of

Poor Satisfactory Good Excellent

20%

0% 44%

36%

80 % of Customers are satisfied with the existing Call rates (both Local and National)

Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com

Services in Roaming of

Poor Satisfactory Good Excellent

10%

14%

39%

37%

56 % of Customers complained about Unreachability during Roaming

Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com

Satisfaction Level of VAS of

16% Poor Satisfactory Good 24% Excellent 40% 20%

48 % complained of baseless account balance deduction, poor services of Value Added Services (VAS)
Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com

Customer Care support of

Poor Satisfactory Good Excellent

0% 30% 50% 20%

57 % complained that CUSTOMER CARE does not really CARE about the CUSTOMERS

Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com

Existing Tariff Satisfaction of

Poor Satisfactory Good Excellent

0%

28%

50% 22%

72 % of Customers are satisfied with the existing tariffs and schemes

Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com

Suggestion of the Respondents (CUSTOMERS)

Number of towers should be increased They are quite satisfied with the call rate. Idea Cellular should improve the tower sharing in Roaming services The administration is not effective in VAS Customer care should be more trained Tariffs and Vouchers are satisfactory

Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com

INFERENCE

Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com

Made by Jeet Kabasi. Contact: jeet.kabasi@rediffmail.com