Customer Satisfaction Survey of Mobilink

ACKNOWLEDGEMENT Thanks to almighty Allah that provide us ability to write this Project efficiently and effectively. I am graceful to to my numerous work individuals who made valuable of

contribution Mobilink).

(customer

satisfaction

survey

I wish to thank our superior Dr. Noor Ahmed Memon (Project Supervisor) for their detailed suggestion and inside, characteristics for their thought teaching style. Because of the extensive changes made from the customer Satisfaction survey of Mobilink, analysis of topic and depth of coverage provided by him were crucial.

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INSTITUTE OF BUSINESS AND TECHNOLOGY
ABSTRACT SUBMITTED BY: DISCIPLINE: TITLE OF PROJECT REPORT: S. Mukhtar Hussain MBA (Marketing & Advertizing) Customer Satisfaction Survey of Mobilink MONTH OF SUBMISSION: Fall - 2009

NAME OF PROJECT SUPERVISOR: Dr. Noor Ahmed Memon ABSTRACT Before could I decide what topic to write for my Project to be submitted in partial fulfillment of graduation requirements of the Institute of Business and Technology – BIZTEK MBA – Marketing & Advertizing program, I have analyze the current situation of the Telecom industry and understand the importance of customer satisfaction in the current era. So, I decide to explore the topic of customer satisfaction survey of Mobilink. The important points of my topic are: 1. Definition of Telecom industry 2. Telecom industry in Pakistan 3. Analysis of the customer satisfaction level of Mobilink’s customers. On the basis of these points ill discuss my topic briefly.

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1. INTRODUCTION
1.1 Introduction Pakistan Mobile Communications Limited (Mobilink), a subsidiary of Orascom Telecom, started its operations in 1994, and has become the market leader both in terms of growth as well as having the largest customer subscriber base in Pakistan - a base of over 28 million and growing. We pride ourselves on being the first cellular service provider to operate on a 100% digital GSM technology in Pakistan that also provides state-of-the-art communication solutions to its customers. Mobilink offers exclusively designed tariff plans that cater to the

communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this objective, we offer both postpaid (indigo) and prepaid (Jazz) solutions to our customers. Compared to our competitors, both the postpaid (indigo) and prepaid (Jazz) brands are the largest brands of their kind in the Pakistan cellular industry. In addition to providing advanced voice communication services that makes the lives of millions that much easy, we also offer a host of value-addedservices to our prized customers. At the same time, Mobilink places high importance to its coverage, which is why we cover you in 10,000+ cities and towns nationwide as well as over 130 countries on international roaming service. In other words, we speak your language, everywhere. 1.2 Purpose of study

The purpose of this report is to analyze and understand the telecom industry and also analyze the customer satisfaction level of Mobilink’s customers.

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1.3

Statement Of Problem

As my project start up the main reason or the problem on the basis of which the project is started is to understand that what is satisfaction level of customers associated with services given by Mobilink to its customers via different touch points. 1.4 Hypothesis

Ha Currently Mobilink is facing competition, can satisfaction of its customer will have an effect on the company. 1.5 Research Methodology

This thesis report has been designed in such a way so that it could cover all the facets of the Mobilink. The data for this report was collected through   Primary data Secondary data

The source of primary data was its franchises; but main emphasis was kept on questionnaires so that the response and consumer behavior could be properly checked, whereas the secondary data was collected through websites and broachers.

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2.
2.1

TELECOM COMPANIES IN PAKISTAN

Telecom History

The history of telecommunication began with the use of smoke signals and drums in Africa, the Americas and parts of Asia. In the 1790s the first fixed semaphore systems emerged in Europe however it was not until the 1830s that electrical telecommunication systems started to appear. This article details the history of telecommunication and the individuals who helped make telecommunication systems what they are today. History of telecommunication is an important part of the larger history of communication. Early telecommunications included smoke signals and drums. Drums were used by natives in Africa, New Guinea and South America, and smoke signals in North America and China. Contrary to what one might think, these systems were often used to do more than merely announce the presence of a camp. In 1792, a French engineer, Claude Chappe built the first visual telegraphy (or semaphore) system between Lille and Paris. This was followed by a line from Strasbourg to Paris. In 1794, a Swedish engineer, Abraham Edelcrantz built a quite different system from Stockholm to Drottningholm. As opposed to Chappe's system which involved pulleys rotating beams of wood, Edelcrantz's system relied only upon shutters and was therefore faster.[3] However semaphore as a communication system suffered from the need for skilled operators and expensive towers often at intervals of only ten to thirty kilometres (six to nineteen miles). As a result, the last commercial line was abandoned in 1880. The first commercial electrical telegraph was constructed in England by Sir Charles Wheatstone and Sir William Fothergill Cooke. It used the deflection of needles to represent messages and started operating over twenty-one kilometres (thirteen miles) of the Great Western Railway on 9 April 1839. Both

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Wheatstone and Cooke viewed their device as "an improvement to the [existing] electromagnetic telegraph" not as a new device. On the other side of the Atlantic Ocean, Samuel Morse independently developed a version of the electrical telegraph that he unsuccessfully demonstrated on 2 September 1837. Soon after he was joined by Alfred Vail who developed the register — a telegraph terminal that integrated a logging device for recording messages to paper tape. This was demonstrated successfully over three miles (five kilometres) on 6 January 1838 and eventually over forty miles (sixty-four kilometres) between Washington, DC and Baltimore on 24 May 1844. The patented invention proved lucrative and by 1851 telegraph lines in the United States spanned over 20,000 miles (32,000 kilometres). The first successful transatlantic telegraph cable was completed on 27 July 1866, allowing transatlantic telecommunication for the first time. Earlier transatlantic cables installed in 1857 and 1858 only operated for a few days or weeks before they failed.[6] The international use of the telegraph has sometimes been dubbed the "Victorian Internet". The conventional telephone was invented by Alexander Bell in 1876. Antonio Meucci had in 1849 invented a device that allowed the electrical transmission of voice over a line but Meucci's device depended upon the electrophonic effect and was of little practical value because it required users to place the receiver in their mouth to “hear” what was being said. The first commercial telephone services were set up in 1878 and 1879 on both sides of the Atlantic in the cities of New Haven and London. Bell held patents needed for such services in both countries. The technology grew quickly from this point, with inter-city lines being built and telephone exchanges in every major city of the United States by the mid-1880s. Despite this, transatlantic voice communication remained impossible for customers

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until January 7, 1927 when a connection was established using radio. However no cable connection existed until TAT-1 was inaugurated on September 25, 1956 providing 36 telephone circuits. In 1832, James Lindsay gave a classroom demonstration of wireless telegraphy to his students. By 1854 he was able to demonstrate a transmission across the Firth of Tay from Dundee to Woodhaven, a distance of two miles (3 km), using water as the transmission medium. Addressing the Franklin Institute in 1893, Nikola Tesla described and demonstrated in detail the principles of wireless telegraphy. The apparatus that he used contained all the elements that were incorporated into radio systems before the development of the vacuum tube. However it was not until 1900 that Reginald Fessenden was able to wirelessly transmit a human voice. In December 1901, Guglielmo Marconi established wireless communication between Britain and Newfoundland, earning him the Nobel Prize in physics in 1909 (which he shared with Karl Braun). On March 25, 1925, Scottish inventor John Logie Baird publicly demonstrated the transmission of moving silhouette pictures at the London department store Selfridges. In October 1925, Baird was successful in obtaining moving pictures with halftone shades, which were by most accounts the first true television pictures. This led to a public demonstration of the improved device on 26 January 1926 again at Selfridges. Baird's first devices relied upon the Nipkow disk and thus became known as the mechanical television. It formed the basis of semi-experimental broadcasts done by the British Broadcasting Corporation beginning September 30, 1929. However for most of the twentieth century televisions depended upon the cathode ray tube invented by Karl Braun. The first version of such a television to show promise was produced by Philo Farnsworth and crude silhouette

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images were demonstrated to his family on September 7, 1927. Farnsworth's device would compete with the concurrent work of Kalman Tihanyi and Vladimir Zworykin. Zworykin's camera, based on Tihanyi's Radioskop, which later would be known as the Iconoscope, had the backing of the influential Radio Corporation of America (RCA). In the United States, court action between Farnsworth and RCA would resolve in Farnsworth's favour. John Logie Baird switched from mechanical television and became a pioneer of colour television using cathode-ray tubes. After mid-century the spread of coaxial cable and microwave radio relay allowed television networks to spread across even large countries. On September 11, 1940, George Stibitz was able to transmit problems using teletype to his Complex Number Calculator in New York and receive the computed results back at Dartmouth College in New Hampshire. This configuration of a centralized computer or mainframe with remote dumb terminals remained popular throughout the 1950s. However it was not until the 1960s that researchers started to investigate packet switching — a technology that would allow chunks of data to be sent to different computers without first passing through a centralized mainframe. A four-node network emerged on December 5, 1969 between the University of California, Los Angeles, the Stanford Research Institute, the University of Utah and the University of California, Santa Barbara. This network would become ARPANET, which by 1981 would consist of 213 nodes.[18] In June 1973, the first non-US node was added to the network belonging to Norway's NORSAR project. This was shortly followed by a node in London. ARPANET's development centred around the Request for Comment process and on April 7, 1969, RFC 1 was published. This process is important because ARPANET would eventually merge with other networks to form the Internet and many of the protocols the Internet relies upon today were

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specified through this process. In September 1981, RFC 791 introduced the Internet Protocol v4 (IPv4) and RFC 793 introduced the Transmission Control Protocol (TCP) — thus creating the TCP/IP protocol that much of the Internet relies upon today. A more relaxed transport protocol that, unlike TCP, did not guarantee the orderly delivery of packets called the User Datagram Protocol (UDP) was submitted on 28 August 1980 as RFC 768. An e-mail protocol, SMTP, was introduced in August 1982 by RFC 821 and http://1.0 a protocol that would make the hyperlinked Internet possible was introduced on May 1996 by RFC 1945. However not all important developments were made through the Request for Comment process. Two popular link protocols for local area networks (LANs) also appeared in the 1970s. A patent for the Token Ring protocol was filed by Olof Söderblom on October 29, 1974. And a paper on the Ethernet protocol was published by Robert Metcalfe and David Boggs in the July 1976 issue of Communications of the ACM. Telecommunication is transmission over a distance for the purpose of communication. In earlier times, this may have involved the use of smoke signals, drums, semaphore, flags or heliograph. In modern times, telecommunication typically involves the use of electronic devices such as the telephone, television, radio or computer. Early inventors in the field of telecommunication include Alexander Graham Bell, Guglielmo Marconi and John Logie Baird. Telecommunication is an important part of the world economy and the telecommunication industry's revenue was estimated to be

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$1.2

trillion

in

2006

2.2

Telecom Companies in Pakistan

Telecom sector is seeing exorbitant growth in Pakistan. The sector is said to be growing at a fast pace yearly. Mobile subscribers are 95.54 million as of July 2009. In fact Pakistan has the highest mobile penetration rate in the South Asian region. According to the PTA, Mobilink continues to lead the market with 29.55 million subscribers, followed by Telenor (21.29 million), Ufone (20.05 million), Warid Telecom (18.14 million) and Zong (6.48 million). All Telecom companies are now working to broaden their network in AJK and Northern Areas, which were normally ignored till now. Till now 5 agencies of tribal areas are covered for mobile service. The telecom infrastructure is improving dramatically with foreign and domestic investments into fixed-line and mobile networks; fiber systems are being constructed throughout the country to aid in network growth. Major

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businesses have established their own private systems; since 1988, the government has promoted investment in the national telecommunications system on a priority basis, significantly increasing network capacity. There are currently 7 million landline subscribers in the country. Domestic: microwave radio relay, coaxial cable, fiber-optic cable, cellular, and satellite Landlines: For local calls the code used is non-STD. For calls to other cities (e.g. Karachi to Lahore) the code is called STD. For International calls the code used is ISD. Dialing System: When dialing on landlines, calls made within cities are considered local calls. Calls to other cities (e.g Karachi to Lahore) are considered long distance calls and are metered according to distance. (e.g. When dialing to Lahore from Karachi you have to dial the code for Lahore then followed by the number of the destination, therefore you dial 042-XXXXXXX ). For local calls, you just dial the local number. For international calls, you dial "00" followed by the country code. (e.g. For calls to the UK from Pakistan you dial 00 - 44 - XXXXXX ). International: satellite earth stations - 3 Intelsat (1 Atlantic Ocean and 2 Indian Ocean); 3 operational international gateway exchanges (2 at Karachi and 1 at Islamabad); microwave radio relay to neighboring countries. Internet access has been available in Pakistan since the early 1990s. PTCL started offering access via the nationwide local call network in 1995. By early 2006 Internet penetration remained low. But the numbers are growing. There were signs that this was changing, however. The country has been pursuing an aggressive IT policy, aimed at boosting Pakistan’s drive for economic modernization and creating an exportable software industry. Recently, PTCL

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has started offering free dial-up internet service to all its landline subscribers. Broadband access is now available in the major cities. Also wireless broadband internet has been introduced by the WLL(Wireless Local Loop) Networks in many major cities. WiMAX networks are also being deployed in the country. It does not end here as Pakistan became one of the few countries in Asia to have FTTU - Fiber to the User triple-services through Nayatel, which at present are available in all major cities. There is no doubt that there has been helping increase the popularity of the Internet. The market certainly has huge potential. In 2008, Pakistan Telecommunication Authority reported over 22 million internet users. Most Pakistani companies, and government departments maintain web sites which has further increased the demand for internet. Wateen Telecom has launched its WiMAX services in the country. It is the largest and the first nationwide WiMAX network in the world. Connections are available from 256Kbit to 1Mbit. Wi-Tribe and Mobilink are also offering WiMAX. Augere has also started its WiMax services under the brand name Qubee. There are a total of 4 WiMax operators in Pakistan. Wateen Mobilink Wi-Tribe Qubee The following is the list of telecommunications companies of Pakistan. Name PTCL V Wireless Wateen Instaphone Mobilink Etisalat PTCL Warid Telecom TeleCard Orascom Telecom Holdings Owner License Year 1947 2004 2007 1993 1992

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Mobilink PCO Ufone

Orascom Telecom Holdings [[[PTML] (a [PTCL] company)]]

2006 1998 1992 2005 2005 2007 2004 2007 2002 [[]] [[]] [[]] 1992 1999 [[]] [[]] Hello Group [[]] [[]]

[[[Zong]] (formerly China Mobile Company Paktel)]] Telenor Warid Telecom (Pakistan) Warid PCO GO cdma WorldCall PCO SuperFone PCO Jaz PCO TeleCard PCO Telips PCO Callmate Calling Cards Callpoint Cards ARY Cards Hello Cards PTCL Calling Cards Wateem W-Card Telenor ASA [[[Abu Dhabi Group]/ [Singtel]]] Warid Telecom TeleCard WorldCall SuperFone JazTel TeleCard [Callmate Telips Telecom Limited] (disbanded in 2008) [Callmate Telips Telecom Limited] (disbanded in 2008) Damcom ARY Group [[]] PTCL Wateen

WorldCall Wireless WorldCall

2.3 Mobilink Vision “To be the leading telecommunication services provider in Pakistan by offering innovative communication solutions of our customers while exceeding shareholder value and employee expectations”

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3
3.1 Mobilink History

MOBILINK REVOLUTION

Pakistan Mobile Communications Limited, better known as Mobilink GSM, is a telecommunication service provider in Pakistan. According to PTA statistics, Mobilink has 29.55 million customers by July 2009. Mobilink's Head office is located in Mobilink House, 1 A Kohistan Road, F-8 Markaz Islamabad. Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc.,[citation needed] later it was sold to Orascom, an Egypt-based multi-national company. Mobilink is the largest cellular service provider in Pakistan. Mobilink's corporate postpaid package is sold under the brand name "Indigo" and prepaid by the name of "Jazz". In addition to cellular service, the Orascomm group is diversifying its service portfolio by setting up new businesses and also expanding through acquisitions. Recently, they started offering DSL broadband through a wholly owned subsidiary, Link.Net. Company is in place for launch of wireless broadband service through WiMax based technology. With a softlaunch on 1 July 2008, Mobilink is now the second WIMAX internet service provider in Pakistan. Currently providing services only in Karachi. WiMax services will be sold under the brand name "Mobilink Infinity". Technology is backed by Alcatel, and company is using a ZYXEL Customer Premises equipment.

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In addition to Mobilink, the Orascom group also owns TWA (Trans World Associates) which operates an undersea fiber optic cable from Karachi to Fujairah, UAE. 3.2 Mobilink Revolution

PAKISTAN’S TELECOM TRANSFORMATION, 2002-07 Pakistan’s recent telecom developments constitute a South Asian success story. From two million in 2002, the number of active mobile SIMs increased to 79 million by end 2007. This is a compound annual growth rate of 115 per cent a year, one of the highest in the world, and the highest in South Asia for that period. This article documents the achievements of the Pakistan telecom sector in 2002-07. The period covers the tenure of Major General Shahzada Alam Malik (retd.), who stepped down as the Chairman of the Pakistan Telecom Authority in July 2008 (Pakistan Telecom transformation 2002-07, 2008)

ROLE OF MOBILINK IN TELECOM SECTOR, A SUBSIDIARY OF ORASCOM TELECOM

(Orascom Telecom, n.d.) states that Orascom Telecom or OTH was established in 1988 and has grown to become a major player in the telecommunication market. OTH is considered among the largest and most diversified network operators in the Middle East, Africa, and South Asia, and has acquired in early 2008 a license to operate mobile services in North Korea. Orascom Telecom is a leading mobile telecommunications company operating in six emerging markets having a population under license of 430 million with an average penetration of mobile telephony across all markets of approximately 40%.
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3.3

Mobilink Future

The future of Mobilink is investing in the project like 3G and Mobile banking. For the completion of these new projects Mobilink is planning to purchase a commercial bank. Currently Mobilink has started its corporate session for the broadband services which covering the all the customer of internet usage. Orascom Telecom Holdings has confirmed it has purchased an 11.3% indirect stake in its Pakistani GSM operation, Pakistan Telecommunications Company (Mobilink), for USD290 million from Saif Telecom. The company said it now owns 100% of the cellco, through direct stakes held by its wholly owned subsidiaries. Orascom said it will fund the acquisition with proceeds from the USD750 million senior notes issuance that closed in February. At the end of April 2007 Mobilink claimed 25.21 million subscribers from a total 58.39 million wireless users across the country, according to figures compiled by the Pakistan Telecommunication Authority (PTA).

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4
4.1 Mobilink Values

MOBILINK STRUCTURE

Total Customer Satisfaction: Customers are at the heart of our success. They have placed their trust and confidence in us. In return, we strive to anticipate their needs and deliver service, quality and value beyond their expectations. Business Excellence We strive for excellence in all that we do. We aspire to the highest standards and raise the bar for ourselves everyday. This commitment to delivering world-class quality translates into unmatched service and value for our customers and all stakeholders. Trust & Integrity: At Mobilink, we take pride in practicing the highest ethical standards in an open and honest environment, and by honoring our commitments. We take personal responsibility for our actions, and treat everyone fairly, and with trust and respect. Respect for People: Our relationships drive our business. We respect and esteem our employees and all stakeholders. We believe in teamwork, empowerment and honor.

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Corporate Social Responsibility: As the market leader, we recognize and fulfill our responsibility towards our country and the environment we operate in. We contribute to worthy causes and are dedicated to the development and progress of the society. 4.2 Mobilink Management

Type Genre Founded Founder(s) Headquarters Area served Key people Industry Products Owner(s) Employees Parent Website

Public Limited Company Subsidiary 1994 Motorola USA Islamabad, Pakistan Mobilink House, 1- A, Kohistan Road, F-8 Markaz, Islamabad 10000 cities, towns, and villages across Pakistan[1] Rashid Khan, President and CEO Telecommunication postpaid Indigo , prepaid JAZZ, Mobilink PCO, WiMAX Naguib Sawiris 5000 Orascom Telecom Egypt www.mobilinkgsm.com

Management In Pakistan

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President and CEO Rashid Khan

Chief Strategy Officer Tariq Rashid

Vice President Human Resources, Administration & Security Ali Raza Mehdi

Vice President Marketing Bilal Munir Sheikh

Vice President Customer Care Irfan Akram

Vice President & Head of Broadband Business Division. Mustafa Peracha

Vice President Corporate Affairs Agha Qasim

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Chief Technical Officer Ramy Reyad Kamel

Vice President Sales Jahanzeb Taj

MAJOR DEPARTMENTS 1. Finance Department Credit and collection Procurement imports Revenue assurance 2. Customer Services Department Customer services operations Customer services system 3. Commercial Department Marketing Direct sales Indirect sales 4. Technical Department Switching Operations / operation support Logistics Infrastructure Systems planning 5. Information Technology Department Billing IT
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6. Human resources 7. Administration and legal affairs & government relation department 8. Internal audit department 9. Customer services 4.3 Mobilink Services SERVICES OFFERED: MOBILINK GSM has always been the market leader when it comes to introducing state-of-the-art communication solutions for its customers. they are continuously adding up to the range of their Value Added Services, all for your convenience. The Value Added Services (VAS) Section will familiarize you with the new services you can now benefit from, which will give you all the freedom you need, making mobile communications more exciting, convenient and enjoyable. This section will walk you through services, which are not only useful but also cost-effective for both your business as well as personal use. These include the very basic yet indispensable services like Voice Mail to the more innovative and sophisticated ones like G-Mail. They are confident that their innovative and exciting new services will bring about a revolution in the way you look at mobile communications. Following are the major services • • • • • • • Caller time identification Call waiting Call holding Call forwarding Short messaging services Fax and data services International rooming

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• • • • •

News information services Mobilink(GSM)G mail Superior security in billing Mobile TV Entertainment & many more

Customer Services Helpline (111) Customers can call at the helpline 24 hours a day and 7 days a week for any query, complaint or concern. The call is recorded against the complainant’s CLI for record keeping. The same CLI can be used as a unique for all complaints. Customers are assisted instantaneously for all matters which can be addressed right away. Customers are intimated for an update regarding the concerns which require detailed investigation. Customers can also contact us by dialing 042/051/021 – 111 300 300 from their landline/other operator numbers. In addition to Helpline, following are the other few mediums through which customer can communicate concerns to the operator: • • • • • • • • • • • • Service Centers / Franchises Mail / Fax Email / Website Prepaid Connection Original CNIC to be shown at the time of purchase Photo copy of CNIC to be submitted References of 2 people to be provided Postpaid Connection Original CNIC to be shown at the time of purchase Photo copy of CNIC to be submitted References of 2 people to be submitted Original latest paid utility bill to be submitted 22

Pre-Requisite for New Connections

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Applicable Tariff & Charges The default Tariff on a Jazz and Indigo SIM is available on our websites: • • http://www.mobilinkgsm.com/jazz/packages.php http://www.mobilinkgsm.com/indigo/tariffs.php

Quality of Service and Standards Mobilink has an unparalleled dedication to its customers and is committed to provide telecommunication services of the highest quality and standard. Mobilink shall always aim to ensure that its network is reliable and connectivity remains high during all hours of the day. Any fault in any component of its Telecommunication System shall be rectified as early as possible. With the deployment of state-of-the-art equipment, Mobilink hopes to provide a quality of service in accordance with international standards. It is important, however, to note that the quality of Mobilink’s service depends largely on the performance of other networks and Mobilink shall not be responsible if the quality of its services suffers due to causes attributable to other operators or third parties and are not in control of Mobilink. Mobilink provides the widest coverage network, covering more than 10,000+ cities, towns, and villages across Pakistan. The type of coverage service Mobilink provides is divided into three main categories: 1. 2. 3. PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area) INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area) OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining area)

Along with nationwide coverage, Mobilink also provides International Roaming in over 130 countries with more than 300 partner operators worldwide. Additional information about the coverage areas, franchises and customer service centers can be obtained from our website: http://mobilinkgsm.com

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Procedure for Resolution of Complaints Mobilink’s Customer Support staff is available round the clock to cater for customer’s complaints and queries. The prime objective of this section is to communicate to our subscriber base the stepladder that is being followed within PMCL to redress the complaints with a profound focus on business excellence through total customer satisfaction. Complaints are received from the customers through the following channels: • Helpline (111) Customers can call at the helpline 24X7 for any query, complaint or concern. The same is recorded against the complainant’s CLI for record keeping. The same CLI is uses as a reference number against the logged complaints. Customers are assisted instantaneously for all matters which can be addressed right away. Customers are intimated for an update regarding the concerns which require detailed investigation. Customers can also contact us by dialing 042/051/021 – 111 300 300 from their landline/other operator numbers. • Service Centers/ Franchises Customers can walk in to our service centers/franchises during the business hours for their queries/complaints. An instant support is provided to the customers for the issues which can be resolved on immediate basis. For matters which require thorough investigation, customers are informed about the turnaround time for resolution. Customers are also intimated about the status of the complaint. Mobilink has 440+ franchises and 19 Customer Services Centers all across Pakistan. Moreover our Regional Customer Care Managers can also be contacted for any escalations. • MAIL/ FAX Customers can also communicate their concerns, queries, complaints and feedback to PMCL by writing at P. O. Box 6246, GPO, Lahore Cantt or through fax at 042-111 301 301. Customers intimated for the resolution of complaints. • Email/ Website Customers can launch their complaints through our website http://www.mobilinkgsm.com or by email at customercare@mobilink.net. This channel is also used for escalation of the concerns and feedback submitted by the subscribers. Customers´ complaints are analyzed and categorized according to their nature. A

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predefined work code and turnaround time for resolution is assigned to each category. However the turnaround time for resolution may vary depending on external factors involved. Please refer to the Annex – 1 for type of complaints.

Annex - I (Type of Complaints & Turn-Around Time)
Sr. no Type of Complaints TAT Pre-Requisites
Written complaint with CNIC or 1 Bill not received/ 7 Business Days customers can call at helpline where necessary verification is done and recorded Written request with CNIC or customers 2 Duplicate Bill 7 Business Days can call at helpline where necessary verification is done and recorded 3 change of SIM without consent change of ownership without consent 7 Business days Details of the complaint and proof of ownership of the mobile number Details of the complaint and necessary 7 Business days documents showing ownership of the customer 5 Business days Verification of customers and complete details of the issue Details of the complaint and contact details Details of the complaint, A party & B party numbers Verification of customers and complete details of the issue Written complaint and contact detail of the complainant

4

5

Direct Debit Issues

6

Campaign Incentives 7 Business days

7

Fraudulent calls

2 Business days

8

Indigo Reward Card Issuance of prepaid

7 Business days

9

numbers without consent

5 Business days

10

Staff/ Service related 2 Business days Details of the complaint along with exact

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Issues

location of the office visited and contact details of the complainant 7 Business days Written complaint and contact details of the complainant Details of the complaint, A party & B party numbers Verification of customers and complete details of the issue Written complaint and contact details of the complainant

11

Number Porting

12

Unwanted Calls Permanent Adjustment Activation Complaints

2 Business days 10 Business days 14 Business days

13

14

The Customers are provided with an opportunity to escalate their complaint if the complaint is not resolved within the specified turnaround time or upon the resolution not being to the customers’ satisfaction. Customers may contact Service Center Managers who are responsible to take up the complaints at the second tier of unresolved cases. The Service Center Managers can be contacted via Service Centers, Franchises or by using customercare@mobilink.net, the official customer service email address. Service Center Managers remain in constant contact with the customers to inform them about the progress of their case while they strive to provide a prompt resolution to the complaint which is to the customers’ satisfaction. If any difference or dispute or disagreement in any way connected with the CSAF terms and conditions arises between the parties which cannot be settled amicably; then, and in all such cases, same shall be referred to arbitration in accordance with the prevailing procedure laid down in the CSAF. The provisions of the Arbitration Act, 1940, and any amendments thereto, shall apply to such arbitration, which shall be held in Islamabad. The award of such arbitration shall be final and binding on the parties. The arbitration proceedings shall be

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conducted in English or Urdu language. Commercial Services

Voice + SMS Bundles Whether it’s making calls or sending SMS, only Jazz gives you the best offers so you can have bundles of fun! Now, for the first time in Pakistan, feast yourself with an all-in-one bundle offer, with which you can subscribe to SMS and free outgoing minutes – and enjoy great savings too. SMS any network and call any Mobilink number by choosing a Voice + SMS Bundle that best suits your pocket and usage. Jazz Voice + SMS Bundles Price* Daily Bundle Rs. 20 Weekly Bundle
• •

Minutes SMS 25 100 50 500

Validity 1 days 7 days

Minimum Balance Req. (with Tax) Rs. 23.90 Rs. 89.63

Rs. 75

19.5% FED apply on the above mentioned prices Minutes are for calls to Mobilink only and SMS are for all networks across Pakistan

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This is a limited time offer

Subscription Process
Process 1:

 

For Daily Bundle: Enter *101*1*03# on mobile screen and press send For Weekly Bundle: Enter *101*1*04# on mobile screen and press send

Process 2: Dial 121 for Jazz Features Menu

• •

Press 6 for New features Press 3 to purchase and hear information on Free Minutes and SMS

Balance / Status Inquiry of Minutes & SMS
For balance inquiry of Free SMS Enter *101*2# on mobile screen and press send.

Get Bundle Information
• •
For Daily Bundle: Enter *101*3*03# on mobile screen and press send For Weekly Bundle: Enter *101*3*04# on mobile screen and press send

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Customer Satisfaction Survey of Mobilink

Daily Unlimited SMS Bundles Send loads of SMS to any network – now on your own terms! That’s right – the Daily SMS Bundle package is back by popular demand! Once again, you can enjoy unlimited SMS without signing up for the entire month’s SMS subscription. Which means, you are free to subscribe only on days you feel like texting your heart out. So why wait when you can send SMS as low as Rs. 3.99 per day to any network, any time – only with Jazz! Jazz SMS Bundles Price* Daily Bundle
• •

SMS

Validity 1 days

Minimum Balance Req. (with Tax) Rs. 4.77

Rs. 3.99 500

*19.5% FED apply on the above mentioned prices

This is a Limited Time Offer Subscription Process These bundles can be subscribed through USSD as well as IVR.

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Customer Satisfaction Survey of Mobilink

1. Subscription through USSD: o Subscriber will enter *101*1*01# on mobile screen and press send Customer will receive a confirmation reply USSD Codes Summary

Daily Bundle SMS Bundle Information Subscription Method Free SMS Balance Inquiry *101*3*01# *101*1*01# *101*2#

2. Subscription through IVR: Dial 121 for Jazz Features Menu Press 6 for New features 2. Press 3 to Hear information about SMS bundles 3. Press 1 to Subscribe to SMS bundles
1.

And then Press 1 for ‘ Daily Bundle ’ 5. Press 1 to confirm the selection
4.

Customer will hear confirmation message after the subscription

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Customer Satisfaction Survey of Mobilink

Mobilink Infinity Brace yourself for the most reliable broadband and telephony experience ever. Mobilink, the pioneer of GSM Technology in Pakistan, brings you Internet access combined with telephony services that are exponentially better than the average dial-up. It’s Next Generation Broadband technology breaking the norms by allowing easy and affordable access to get connected where conventional telephone networks fail; always-on connectivity to the Internet while simultaneously using the phone; and high-quality Technical and Customer Services that deliver upon expectations. It is your seamless connection to everything and everyone. Your connection to life. Mobilink PCO

Mobilink brings Mobilink PCO, a revolution in its own right that shall surely set apace the way our consumers communicate at the grass root level. Mobilink PCO is a fixed wireless phone that has special PCO functions capability. In lieu of our efforts to make the product more attractive and accessible to satisfy the needs of local market, we are pleased to announce new userfriendly sets. The new set has specifically been designed while keeping in mind the local retail environment and the needs of PCO retailers. A couple of distinguishing

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Customer Satisfaction Survey of Mobilink

features of the new models are the single LCD display on the facade and dedicated “Jazz Load” key. Mobilink PCO is aimed at bringing prosperity and happiness for all the people throughout Pakistan. It's a complete self-employment solution for the people of Pakistan, fulfilling their dreams and aspirations. Mobilink PCO does not only give its consumers higher returns on a very low investment but it will also create a world of better prospects in terms of a consistent source of income for them. Wherever you are, throughout Pakistan whether the remotest deserts of Sindh or the spectacular peaks up north expect unparallel coverage from your Mobilink PCO. With this unit you shall experience even higher returns even though the investment in terms of capital is very minimal. Mobilink PCO is a world of opportunities within its self. Exceptional coverage and the ease of its wireless technology, carry it wherever you wish Load the free Jazz card provided and embark on a successful business venture right away Benefit from after sales services Mobilink PCO is second to none All solutions to your communications needs lie within Mobilink PCO kit, Load the included Rs. 2,000 Jazz card provided and embark on a successful business venture right away

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Customer Satisfaction Survey of Mobilink

Mobilink Fiesta indigo Talk Fiesta Now paying your Line Rent in advance can get you additional free minutes on your i plan. With your free minutes lasting longer, you can talk even more each month, for no hidden costs or extra charge. indigo Talk Fiesta - 6 Months Offer Tariff Plans i one hundred i four hundred i nine hundred i fifteen hundred 6 Months Line Rent to be Paid in Advance (Charges are Excluding Taxes)** Rs. 600 Rs 2,400 Rs 5,400 Rs 9,000 Total Free Minutes over the contract period (Talk Fiesta+Package plan) 900 Free Minutes (300+600) 3,600 Free Minutes (1,200+2,400) 8,100 Free Minutes (2,700+,5400) 13,500 Free Minutes (4,500+9,000) Monthly Free Minutes over the contract period (Talk Fiesta+Package plan) 150 Free Minutes (50+100) 600 Free Minutes (200+400) 1,350 Free Minutes (450+900) 2,250 Free Minutes (750+1,500) indigo Talk Fiesta - 12 Months Offer Tariff Plans i one hundred i four hundred i nine hundred i fifteen hundred Advance 12 Month Line Rent(Ex Taxes)** Rs 1,200 Rs 4,800 Rs 10,800 Rs 18,000 Total Free Minutes over the contract period (Talk Fiesta+Package plan) 2,400 Free Minutes (1,200+1,200) 9,600 Free Minutes (4,800+4,800) 21,600 Free Minutes (10,800+10,800) 36,000 Free Minutes (18,000+18,000) Total Monthly Free Minutes over 12 Months (Talk Fiesta+Package plan)

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Customer Satisfaction Survey of Mobilink

200 Free Minutes (100+100) 800 Free Minutes (400+400) 1,800 Free Minutes (900+900) 3000 Free Minutes (1500+1500) ** All Government Taxes will apply Terms & Conditions: Upon opting for indigo Fiesta program, the Customer can not avail any Line Rent Discounts, or any other form of discount for the Period of the indigo Fiesta program. The Advance Line rent shall be paid in full for the period opted for. No Discounts would be exercised on the Advance Payment. In case any Discounts exist, they shall be reversed for the Period of the Program. The Advance Line Rent Paid is non-refundable under all conditions and a request for the same shall not be entertained in any form or manner. Customer can not upgrade from one indigo Fiesta Program to another until the said Period of the chosen indigo Fiesta Program is complete. Customer shall be responsible for keeping a track of the completion of such Period from the date of purchase of their respective Fiesta Program. Customer can not upgrade or downgrade their i plan as he or she signed up for initially until the said indigo Fiesta Program Period is over. The Customer cannot port out their number to any other cellular operator for One (1) year upon signing up for indigo Fiesta Program. The Customer is not allowed to change their Bill Date until after the expiry of the indigo Fiesta program Period. The amount paid for indigo Fiesta program shall not be used as a cash alternative/ substitute for Bill Payments and/or other facilities etc. In case of Sales Return from the Mobilink network, only the Security Deposit will be refundable, subject to pending payment and conditions All taxes for indigo Fiesta program will be charged upfront. All Existing Conditions Apply.

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Customer Satisfaction Survey of Mobilink

Mobilink shall not be liable for any loss, harm, damage, cost, expense etc. (whether direct or indirect) which may be incurred by any person on account of anything contained in these Terms and Conditions for indigo Fiesta Program or any other services provided by Mobilink at any time, including the use of such Products and/ or Services. Mobilink reserves the right to amend these terms and conditions in like manner. Mobile Number Portability It is now very easy to become a part of Pakistan's favorite cellular family. Introduction Now you can join Mobilink's ever growing family of over 28 million members while retaining your other network code & number. For example, if you are currently using a 0321, 0333 or 0345 connection and switch to Mobilink then your mobile phone number along with its code remains the same. The benefits of this service are: While becoming a Mobilink subscriber your number remains the same Now no hassle of informing all your contacts about a new number Your mobile phone number becomes your true identity and it no longer represents a mobile operator Benefits of joining the Mobilink family Widest nationwide coverage International roaming in more than 130 countries (For indigo customers) Well connected Franchise/Service centers across the nation assist you in every possible way On net advantage (Call over 28 million Mobilink family members for as low as Rs. 0.40/min) Great Value Added Services readily available Lower international direct dialing rates

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Customer Satisfaction Survey of Mobilink

Enjoy the BlackBerry solution (+roaming) on your existing number (For indigo customers) How to become a Mobilink Subscriber using a different code & number? Fill the "Port-in form" along with "CSAF" (available at Franchise/Service centers) and submit a copy of your NIC. Ideally the port in process takes 4 days (minimum) however, the process can take up to 21 days in case you or your existing services provider fail to meet all the necessary requirements. How to ensure successful completion of the switch-over process? For timely and smooth completion of the process, please ensure the following: Your existing connection is active Your existing connection is registered in your name There is no restriction from your current service provider that prevents you from changing the service provider You have been using your existing connection for more than 60 days You have settled all your outstanding payments with your existing service provider Click here to download the Port-in Form FAQs Can I switch-over to any Mobilink indigo and Jazz package? Yes, it is entirely up to you. You can select any indigo or Jazz Package. Club indigo is an exclusive club meant for high-revenue indigo customers and our corporate clients, and it provides top-of-the-line services to its valuable members. Club indigo offers unique privileges such as personalized services (e.g. delivery of SIM cards, activation of VAS, etc.); priority handling at Contact and

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Customer Satisfaction Survey of Mobilink

Service Centers; free of cost replacements of SIM, change of MSISDN and IR activation; special events and get-togethers exclusively arranged for Club members; and personalized delivery of Sentiments on occasions such as Eid, Christmas, etc. Each account has its own CAM (Corporate Account Manager), who assists the account holder with all their queries and concerns. The CAM’s maintain a very healthy and helpful relationship with their accounts, and ensure that each account is visited at least once every month by them. Club indigo remains a one-of-its-kind club in Pakistan, with top-notch services, unprecedented facilities, and the best voice quality Will my call rates be higher if I become a Mobilink customer? No, you will be charged according to your package plan. There will be no additional call charges for that. What will happen to my contact list stored in the old SIM? Nowadays most of the cell phones have a built-in phone memory so it is recommended that before discarding your old SIM you copy all your contacts in your phone memory. Will I be able to utilize Mobilink's Friends and Family feature after switchingover? Yes, Mobilink's Friends and Family feature will be available to you based on the kind of package you choose. Will I be able to add those Mobilink numbers as Friends and Family who don't have Mobilink prefix codes? Yes, all Mobilink subscribers irrespective of their prefix code can be added as Friends and Family. Why is there a delay in activation of the SIM? There is a delay because switch-over involves detailed coordination with your existing service provider. Your request for switching to Mobilink is sent to them and your SIM is activated only after they have completed the process at their end.

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Customer Satisfaction Survey of Mobilink

How do I know that my SIM has been activated? You will stop receiving signals on your existing connection indicating that the switch-over is taking place. At this time you should replace your old SIM with your new Mobilink SIM which will be activated within 4hrs. During the process will my SIM remain activated & for how long? Citi Mobilink Credit Card Apply for or Spend on your Citi Mobilink Credit Card and enjoy unique benefits. Enjoy Free Airtime! Get Free Airtime instantly at participating Mobilink outlets listed below against Reward Points earned on your Citi Mobilink Credit Card. Enjoy Discounts! Simply Call CitiPhone at 111-222-222 to signup for the Mobilink direct facility Autopay and enjoy a 15% discount on your monthly indigo line rent (Subject to customer entering into a one year non-portability agreement with Mobilink). Avail an Annual Fee Waiver on the Citi Mobilink Credit Card when you sign up onto Autopay. Autopay is a FREE service. Enjoy Rewards! Earn TRIPLE Reward Points for every Rs. 50 spent on your Citi Mobilink Credit Card at Mobilink Outlets or through the Autopay Facility. Earn DOUBLE Reward Points on Spend elsewhere. Get Amazing Discount at:

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Customer Satisfaction Survey of Mobilink

No Annual Fee! For a limited time period, new card members may avail Annual Fee Waiver for the first year. (Such waiver is independent of the Auto pay Signup) Get Free Connections! Get one indigo Postpaid and one Jazz Prepaid connection for Free (all taxes borne by Mobilink) when you signup for Citi Mobilink Credit card. No Security Deposit! Avail a Security deposit waiver on indigo Connections and indigo International Roaming upon signing up for the Auto pay Facility. Instant Redemption! Simply ask the Mobilink Customer Sales Representative to redeem reward points against Free Airtime. The redemption against reward points can be for full or partial bill amount. Participating Mobilink Customer Support Centers Karachi D-21/22, Block 8, Chaudry Khaliq-Uz-Zaman Road, Scheme 5, Kehkashan, Clifton , Karachi Awami Markaz, G-11/B, Ground Floor, Shahrah e Faysal Karachi 2-Usman Plaza Plot no. 37SG, Block 13-B, Near Baitul Makarram Mosque Gulshan-e-Iqbal, Karachi D-13, Block-H, North Nazimabad Karachi Lahore Ground Floor, Eden Center, 43-Jail Road, Lahore Mobilink House, 5-P, Gulberg-II, Lahore

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Customer Satisfaction Survey of Mobilink

Islamabad Redco Plaza Jinnah Avenue, 78-E, Blue Area, Islamabad State Life Building # 8, Kashmir Road, Sadar, Rawalpindi Faisalabad 1298/B Peoples Colony #1, Faisal abad Gujaranwala Zaheer Plaza, Near Lari Adda, G.T.Road, Gujranwala Multan Multan Arcade, Katchery Road, Multan Citi Mobilink Exclusive Packages Citi Mobilink Talk Points through Citiphone Talk Points Free Airtime 1000 Rs. 500 2000 Rs. 1,000 Note : Minimum of 1000 Talk Points are required for redemption Sign-up benefits As a valued customer, you are entitled to special privileges. On becoming a Card member, you will be exempt from the joining fee. You can also apply for three supplementary cards - free for the first year. In addition to this, you get a range of benefits as mentioned below: Bonus Talk Points Citi Mobilink Card members will receive 1000 Bonus Talk Points on signing up for Direct Debit. You can redeem these points against free Mobilink airtime or choose from a range of gifts available in our rewards catalog.

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Customer Satisfaction Survey of Mobilink

Hassle-free Payment Options Take the hassle out of paying your monthly bills. You can choose to pay your indigo bills from a variety of options listed below: You can pay your bills online by logging on to www.citibank.com.pk or www.mobilinkgsm.com from the comfort of your home or office computer using your Citi Mobilink credit card. You can call 24 hour Citi Phone on 111-222-222 at your convenience. Citi bank makes payment of your bills absolutely effortless through the Direct Debit Facility. All you have to do is simply authorize Mobilink to automatically charge your credit card account each time a payment is due. Just sign the Direct Debit form at any Mobilink Sales and Service Centers or call Citi phoneCiti phone for Direct Debit activation. Now paying your Mobilink bills is quick and simple.

4.4 Technology Platform

Pakistan Mobile Communications Limited, better known as Mobilink GSM, is a telecommunication service provider in Pakistan. According to PTA statistics, Mobilink has 29.55 million customers by July 2009. Mobilink's Head office is located in Mobilink House, 1 A Kohistan Road, F-8 Markaz Islamabad. Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc.,[citation needed] later it was sold to Orascom, an Egypt-based multi-national company. Mobilink is the largest cellular service provider in Pakistan. Mobilink's corporate postpaid package is sold under the brand name "Indigo" and prepaid by the name of "Jazz". In addition to cellular service, the Orascomm group is diversifying its service portfolio by setting up new businesses and also expanding through

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Customer Satisfaction Survey of Mobilink

acquisitions. Recently, they started offering DSL broadband through a wholly owned subsidiary, Link.Net. Company is in place for launch of wireless broadband service through WiMax based technology. With a softlaunch on 1 July 2008, Mobilink is now the second WIMAX internet service provider in Pakistan. Currently providing services only in Karachi. WiMax services will be sold under the brand name "Mobilink Infinity". Technology is backed by Alcatel, and company is using a ZYXEL Customer Premises equipment. In addition to Mobilink, the Orascom group also owns TWA (Trans World Associates) which operates an undersea fiber optic cable from Karachi to Fujairah, UAE. LEVEL OF TECHNOLOGY USED: Mobilink is using high IT based technology for operations. Mobilink uses Motorola’s infrastructure mostly at radio based stations, but now it has been exceedingly using Alchatel equipment too. Switching equipment is of Siemens and Alchatel, billing system from Telesens KSCL and Ericsson, Intelligent network from Siemens, Microwave equipement DMC. The GSM (Global System of Mobile communication) band that is used by Mobilink is in 900/1800 MHz. 4.5 Service Point

HEAD OFFICE LOCATION: The head office of Mobilink is located at KULSUM Plaza, blue area, Islamabad.

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Customer Satisfaction Survey of Mobilink

Branch Offices: Its branch offices are located in Lahore, Karachi, Faisalabad, Rahim Yar Khan, Sukkur, Peshwar, Quetta, Swat, and Kohat. Moblink has three main contact centers in three regions of Pakistan. As for the customers centers there are about 2000-2500 customers service centers all over Pakistan. Franchise Addresses Mobilink has a wide range of voice and data products that help you keep in touch at home and when traveling. Please contact a Mobilink office or one of our Franchises' to get connected to Pakistan's largest cellular network.

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Customer Satisfaction Survey of Mobilink

5
5.1 Market Positioning

COMPETITORS

Company is facing competition from all the operators in telecom that includes all the face GSM (Global System of mobile) operators, CDMA operators and LDI operators and land line operators. All these telecom companies Human Resource Departments are in constant need of new employees. So there is stiff competition in the telecom market for Mobilink. Major competitors of Mobilink include     Telenor Ufone Warid Zong & others

CELLULAR SERVICE PROVIDERS OF PAKISTAN
Cellular Service Provider Mobilink Ufone Telenor Warid Zong Market Share 37% 21% 20% 17% 3%
Source: (Pakistan Telecom Authority,2008)

The above table shows that Mobilink is the market leader in terms of market share. (Personal communication, July 09, 2008) revealed that the market share has been dropped significantly during the past 5 years due to changing market structure & increasing competition in the industry however Mobilink is

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Customer Satisfaction Survey of Mobilink

still the leader in growth & profitability as evident through largest market captured.

THE MARKET SHARE & NET CHANGE IN SUBSCRIBERS, 2008

Source: PTA

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Customer Satisfaction Survey of Mobilink

The above diagrams show that Mobilink has overall the highest market share of 38% but its customers’ growth has become relatively slow (Figure 2.2) as least number of subscribers opt it during May 2008. 5.2 Telenor

Telenor acquired the license for providing GSM services in Pakistan in April 2004, and had launched its services commercially in Islamabad, Rawalpindi and Karachi on 15 March 2005]], and on 23 March 2005, Telenor started its services in Lahore, Faisalabad and Hyderabad. Telenor has its Corporate headquarters in Islamabad, with regional offices in Karachi and Lahore. On January 28, 2005, Telenor established its first call centre in Lahore. Telenor is the 2nd largest network of Pakistan after Mobilink. The official opening was held in Islamabad with the Ex-President of Pakistan General Pervez Musharraf as the guest of honor and a Telenor delegation headed by CEO Telenor Jon Fredrik Baksaas along with CEO Telenor Pakistan Tore Johnsen. The inauguration call was made by Ex-President Pervez Musharaf to the Prime Minister of Norway. Now CEO of Telenor Pakistan is Jon Eddy Abdullah. Telenor is providing eight prepaid packages and four postpaid packages. Prepaid Packages: • • • • • • • • Talkshalk A1 Talkshalk Har Second Talkshalk Har Minute Talkshalk 30 Second Talkshawk 63 djuice Djuice Jaagtay Raho Djuice Din Raat

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Customer Satisfaction Survey of Mobilink

Postpaid Packages: • • • • Persona EASY Persona SIMPLE Persona FREE Persona Karoobar (Aimed at Business owners)

5.3

Ufone

Ufone GSM is a Pakistani GSM cellular service provider. It is one of six GSM Mobile companies in Pakistan and is a subsidiary of Pakistan Telecommunication Company. It has a subscriber base of 20.05 million as of July 2009. It is currently owned by United Arab Emirates based Etisalat. PTML is a wholly owned subsidiary of PTCL. established to operate cellular telephony. The company commenced its operations, under the brand name of Ufone from Islamabad on January 29 2001. During the year, as a consequence of PTCL’s privatization, 26% of its shares were acquired by Emirates Telecommunication Corporation (Etisalat). Being part of PTCL, the management of Ufone has also been handed over to Etisalat. During the year July 2005 to June 2006, further expanded its coverage and has added new cities and highways. Ufone has network coverage in more than 750 cities, towns and across all major highways of the country. During the year Ufone completed the network expansion of Phase 4 in existing as well as in new cities and towns which amounted to more than US Dollar 170 million. As a result the asset base of the Company has increased from Rs. 20 billion to Rs. 27 billion. During the year Ufone adopted the policy of simplified tariffs with no hidden charges, which resulted in positive impacts on the usage trends of subscribers as well as total subscriber base, which has increased from 2,579k

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Customer Satisfaction Survey of Mobilink

in June 2005 to 7,487k in June 2006. Ufone currently caters for international roaming to more than 195 live operators across 119 countries and introduced International roaming facility for Prepaid subscribers in Saudi Arabia, United Kingdom, United Arab Emirates, Singapore, Portugal and Kuwait with lowest rates, featuring no security deposit and activation charges. GPRS Roaming facility is available with more than 75 Live Operators across 59 countries. The company has also been awarded a new License for providing cellular services in Azad Jammu & Kashmir and the Northern Areas.

5.4
Warid

Warid
Telecom International is an Abu Dhabi based mobile

telecommunication firm providing telephony services in Bangladesh, Congo, Pakistan and Uganda. Warid is expected to launch in the Ivory Coast and Georgia soon. In December 2005, Warid Telecom International LLC obtained a 15 year GSM license to operate as the sixth mobile phone operator in Bangladesh for 50 million US dollars. Warid Bangladesh launched their operations on the 10th of May, 2007 and uses the code 16 preceded by the code number of Bangladesh +880. Warid Bangladesh has acquired a million subscribers within 70 days of launch. The company started rolling out network from mid-2006. In less than a year, amidst much speculation, Warid Bangladesh launched their commercial operation with 26 districts – the largest ever launch in terms of network coverage and BTS Stations. Unlike its operations in other countries Warid Bangladesh uses the slogan be heard instead of we care.

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Customer Satisfaction Survey of Mobilink

Currently Warid Bangladesh provides both post-paid and pre-paid connection plans. The post-paid plan is branded and marketed across the country under the name Warid Post-paid. The pre-paid segment is branded and marketed as Warid Pre-Paid.

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Customer Satisfaction Survey of Mobilink

6

RESEARCH FINDINGS

6.1

Questionnaire

For the service Offered to the Customer 1 For how long you are using Mobilink? □ 3-6 month’s □ 7-12 months □ More Then One year □ More then 5 year

2 What quality of service that Mobilink provides? □ Very good □ satisfactory □ Average □ Bad

3 What level of customer satisfaction and services that Mobilink provides? □ Very good □ satisfactory □ Average □ Bad

4 Which package of Jazz are you using? □ Don’t Remember □ Jazz Ladies 1st □ Jazz easy □ Jazz One □ Jazz Octane □ Jazz Budget

5 What is the best option that attracts you in this package? □ SMS Rates □ Late Night Option Calling Rates □ FNF Call Rates □ Regular Call Rates

6 Do you compare your existing package tariff with other companies` package? □ Yes □ No

7 Do the promotional activities attract you to use new features in you existing package? □ Yes □ No

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Customer Satisfaction Survey of Mobilink

8 What coverage level (signals) of Mobilink you receive any where you roam? □ Very good □ satisfactory □ Average □ Bad

9 Does the Value added Services attract you to use the Jazz connection? □ Yes □ No

10 What Value added Services do you use? □ Mobitunes □ SMS □ 555 □ MMS □ Others (Please specify) 11 How much level of ease of access you have to get the connection/SIM and Scratch cards/Balance Load on your number □ every where □ Some where □ Rarely □ No where (then please mention your vicinity) 12 If you have same or batter offer from other network are you willing to switch network? □ Yes □ No

13 Which other operator’s connection are you using currently alongwith your Jazz number? □ Name of Operator 14 Which character makes Mobilink a large cellular company? □ Business Excellence □ Total Customer Satisfaction □ Trust and integrity □ Respect for people □ Corporate Social Responsibility 15 What influence dose Mobilink possess for the benefit of the society? □ High □ Moderate □ Low □ No

16 Are there any suggestions you like to give to Mobilink?

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Customer Satisfaction Survey of Mobilink

For After sales Service Given to the customer Was there a Floor Greeter to greet you at the entrance?   Yes No

How was the Courtesy level of CCR at customer care center or Franchise?    Good Bad Excellent

Knowledge level of our CCR?   Good Bad

Was your problem resolved by the CCR in the given TAT?   Yes No

Was your issue resolved during the 1st visit?   Yes No

Atmosphere of Customer Care Center?    Good Bad Excellent

What is your level of satisfaction with the overall services of Mobilink?    Good Bad Excellent

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Customer Satisfaction Survey of Mobilink

6.2

Questionnaire Graphs

SURVEY CONDUCTED ON “CONSUMER’S SATISFACTION” OVER ALL SURVEY RESULT: Options Question1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 1 4 12 4 2 8 45 42 8 35 30 50 30 0 10 2 2 8 30 40 2 8 5 8 32 15 4 0 20 0 30 44 3 26 4 2 2 31 4 12 4 2 32 3 5 6

8

4

7 0 0

3 14 0 2

4 3

3 1

3

Question number 13 is descriptive Question results are given below: Telenor: 21 Ufone: 22 Warid: 6 Zong: 1

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CUSTOMER SATISFACTION SURVEY Courtesy of Our Staff Was there a Floor Greeter to greet you? 10% Courtesy of our CCR? 20%

Product & Process Knowledge Was your problem Knowledge resolved level of our by the CCR? CCR in the given TAT? 20% 15%

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FCR Was your issue resolved during the 1st visit? 15%

Overall Satisfaction What is your Level of satisfaction with overall services of Mobilink? 10%

Ambiance

Atmosphere of CC Center 10%

6.3

Research Findings

As per the research conducted for the services of Mobilink more the 80% of the customers are satisfied and regularly use the services of Mobilink. As Mobilink in the pioneer company in Pakistan which has always introduce new services for its customers therefore customers are also instructed in the new services launch and also subscribe them like Mobi safe , Mobi tunes and others.

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Customer Care Centers Highest Overall Satisfaction Mobilink House Faisalabad, Mobilink House Multan, Jhelum Center & NTO Center Knowledge Level of CCR Mobilink House Lahore, Eden center, Mobilink House Faisalabad, Mobilink House Multan, Rahim Yar Khan Center, Islamabad Center, Jhelum Center, NTO Center, -Mobilink House Quetta & Mobilink House Sukkur Courtesy of CCR All four Regions except Mobilink House Gujranwala

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Customer Satisfaction Survey of Mobilink

7 7.1 PEST

MOBILINK STRATEGIES & ANALYSIS

(PEST Analysis, n.d.) In PEST P stands for Political, E stands for economical, S stands for social and T stands for technological analysis of industry with respect to their environment. The organization's advertising surroundings is made up from: 1. 2. The organization inner environment e.g. staff (or internal customers), The organization external-environment e.g. our external customers,

office, technology, wages and finance, etc. agents and distributors, suppliers, our competitors, etc. 3. The country forces affecting the environment e.g. Political forces, Economic forces, Socio-cultural forces, and Technological forces. These are known as PEST factors. a) Political Factors • • • Political environment of Pakistan is stable in the current situation and Environment is investor non-friendly & telecommunication sector is Before WTO implementation government already took steps in country is not progressing in terms of economic growth that was expected. under regulation. regulation of telecommunication sector. b) Economic Factors • • Marketers should consider long term and short term state of a trading Inflation is being controlled by state bank and under strict eyes but market unemployment rate is going up & up with the increase of level of poverty

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Customer Satisfaction Survey of Mobilink

Economic instability is worsening day by day as liquidity crunch is

prevailing in the world c) Socio-Cultural Factors • As Pakistan is an Islamic country and people are very strict in case of Islam any thing against the philosophy of Islam on either print or electronic media are treated as against Pakistan. • • • Most of the people dislike anything extra-ordinary or something which Companies who are targeting upper-end of market mostly published In metropolitan cities women are doing work along with their other sabotage their culture or subculture. and aired their advertisement in English language. responsibilities but other than metropolitan cities it is difficult for women to convince their parents and spouses for work. d) Technological Factors • Companies have technology with which they can compete in the Pakistan and now companies are investing in their infrastructure to not only expand but also to upgrade their existing structure. • Virtual Currently all companies except Zong & Instaphone are providing MultiPrivate Network (VPN), Pocket Stocks, Conference Calling,

media Messaging Services (MMS), General Packet Radio Service (GPRS), Wallpapers Animated pictures Polyphonic ring tones (WAP), and Voice Mail at low price and telenor is proving an addition feature that one can see TV channels on their cell. • Mobilink shifted its whole network from 900 MHz to 1800 MHz offer

Value-Added Services like General Packet Radio Service (GPRS), Multimedia Messaging Services (MMS) and Virtual Private Network (VPN) etc.

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7.2

SWOT Analysis

SWOT ANALYSIS OF MOBILINK Strengths Competitive Advantages • Mobilink’s strength lies in the establishment of a strong, fundamental and coherent long-term business plan, designed to sustain economic challenges in the country. • It has invested heavily in infrastructure, technology, human resources and customer services which has given impetus for a broad-based future planning strategy. It further is investing US $ 500 billion in Pakistan to develop its infrastructure. Therefore it has the competitive advantage of making huge investments in Pakistan which no-one else had made before regarding telecom. • • • • • • Pioneer cellular service in Pakistan to provide coverage on the M2 Pioneer in GSM service in Pakistan. With 30 million customers Mobilink is truly called the “King of cellular Mobilink has the highest market share of 37 % not only in terms of Large number of corporate customers use Mobilink post paid Mobilink and Muslim Commercial Bank have made a combined effort motorway.

service providers”. number of subscribers but also in terms of revenue. connection Indigo and Mobilink’s Blackberry handsets. in order to maximize the ease and the satisfaction of their respective customers by offering them all banking services from their very own mobile handset.

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Resources, Assets and People • Being a multinational company Mobilink has huge resources in terms of capital. It has billions of capital to invest in various projects. Its offices are luxuriously equipped with every facility. • Mobilink while choosing people for jobs follow the strategy of “choosing the best among all” therefore majority of its staff people are highly qualified from renowned universities of Pakistan. A certain percent is foreign qualified as well. Innovative Aspects • • • Mobilink brought innovation in Pakistan by offering “First GSM Network Mobilink is the pioneer in Mobile Commerce services as well. The concept of post-paid and prepaid was also introduced by Mobilink. Connections”. Previously instaphone was operating with old technology. Previously no other company had made such an effort.

Location and Geographical Coverage • Mobilink is the first cellular service which covered the northern and other remote areas of Pakistan such as Muzzafarabad, Chitral, Kaghan, Naaran and Kaalaash. • It is the achievement of Pakistan’s First GSM service Mobilink to widespread its network across whole Pakistan. Now the theme line of Mobilink is “Poora Signal Poora Pakistan” • Wherever you go wherever you are, you’ll never have the message of “No service” with Mobilink connection. Government Dealings • • Mobilink pays a huge amount in taxes to the government of Pakistan. It conducts its business by abiding by the rules and regulations setup So it’s a big source of revenue to the government as well. by the government and cooperates with the government in every aspect.

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Weaknesses of Mobilink Less Investment • Although Mobilink is covering whole Pakistan but its call rates are high and network quality is poor. These are the two major issues which brought Mobilink’s share down to 37% in 2008 from 60% in previous years. • Fewer advertisements now days shows that Mobilink is taking out its investment from marketing &its advertising is not active up to the mark. However if we compare it with Telenor, Zong and Warid we’ll realize that they are heavily marketing their products. Quality of Network Mobilink must have planned very good network quality but the results are opposite as described below. • Mobilink’s network mostly remains busy in thickly populated cities such as Karachi, Lahore and Multan so people face a lot of difficulty while trying to connect to their friends and families. However Warid’s network provides crystal clear voice quality. So many of Mobilink’s customers (including me) have shifted to Warid. • Mobilink has been fined twice by Pakistan telecommunication Authority over its bad service. It must try and emphasize on providing better services to its customers instead on concentrating only on expansion Opportunities of Mobilink Developments • Mobilink can develop a stronger market by focusing on segments such as teenagers, adults, office workers, girls and ladies as well as old people by offering innovative packages. These packages could be offered keeping in view the time consideration as well as pocket of each segment. These packages could be at low cost for teenagers and grand parents as their pocket is small but could be little expensive for the rest.

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• share. •

Through proper advertisement also Mobilink can target as many

customers as it can in order to augment and give support to its falling market Mobilink can lower its call rates, SIM charges, Mobitune charges,

GPRS charges and other extra charges in order to capture a larger market to make business difficult for rival companies. In this way it can segment a larger market and may capture the customers of low income group as well. Threats of Mobilink A New Market Player, Zong • A new market player i.e. Zong is getting immense popularity among teenagers and youngster students because of its very low call rates and attractive packages. It is expected from the mushroom growth of its customers that it will soon capture a large market share hence if Mobilink keeps its call rates high it is expected that a large percent of young Mobilink users will switch over to Zong. Better Packages by Other Cellulars • • Companies like Telenor offer better packages for corporate customers. Wireless local loop (WLL) service providers are also targeting areas Telenor Postpaid connection “Persona” is a good example of it. which are less developed. Price Wars • Current price war among cellular service providers may reach at a position where only brand names survive. Unreasonably Restrictive Trade Practice • Mobilink is involved in an unreasonably restrictive trade practice, prohibited under the provisions of MRTPO, 1970 by not allowing its blackberry subscribers to other service providers. This can lead to legislative proceedings against Mobilink.

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Concluding, it is analyzed that Mobilink has a number of strengths which could be utilized to avail the opportunities & overcome its weaknesses. However, as threats to an organization are always external therefore they cannot be eradicated however they could be handled efficiently to minimize the unforeseen problems. 7.3 BCG Matrix

ANALYSIS WITH THE HELP OF BCG GROWTH-SHARE MATRIX

We can analyze Mobilink’s different products and services with the help of BCG Matrix. Currently Mobilink has the following products/services: • • • • Mobilink Post-paid Indigo Mobilink pre-paid Jazz Connection Mobilink Blackberry Handset Miscellaneous Packages and Sub-packages

(BCG Growth Share Matrix, n.d.) Companies that are large enough to be organized into strategic business units face the challenge of allocating resources among those units. In the early 1970's the Boston Consulting Group developed a model for managing a portfolio of different business units
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(or major product lines). The BCG growth-share matrix displays the various business units on a graph of the market growth rate vs. market share relative to competitors: Cash Cow - a business unit that has a large market share in a mature, slow growing industry. Cash cows require little investment and generate cash that can be used to invest in other business units. The postpaid connection Mobilink Indigo could be put here. Similarly Mobilink Blackberry handsets which are used by the corporate customers generate heavy revenues. Star - a business unit that has a large market share in a fast growing industry. Stars may generate cash, but because the market is growing rapidly they require investment to maintain their lead. If successful, a star will become a cash cow when its industry matures. Mobilink Jazz could rightly be put here because there is a rapid growth in Pakistan telecom industry and due to 5 rivals; Mobilink has to save its market share through further investments. Question Mark (or Problem Child) - a business unit that has a small market share in a high growth market. These business units require resources to grow market share, but whether they will succeed and become stars is unknown. The packages and sub packages of Mobilink such as Jazz one, Jazz ladies first, Jazz budget etc, I put here because the packages offered by the competitors are still less costly and Mobilink strongly needs to promote them for their survival. Dog - a business unit that has a small market share in a mature industry. A dog may not require substantial cash, but it ties up capital that could better be deployed elsewhere. Unless a dog has some other strategic purpose, it should be liquidated if there is little prospect for it to gain market share. Currently no product of Mobilink could be put here.

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8
8.1

CONCLUSION & RECOMMENDATIONS

Conclusion

After conducting the survey shows that most of the customer that are associated with Mobilink mature customers as they continue to use service longer period of time. More the 80% of the customer find the service of Mobilink Satisfactory as the level of satisfaction of the Mobilink customer is very high they use the new packages introduce by company and they are also attracted by new promotional scheme of Mobilink. As Mobilink provides its coverage in the maximum cities of Pakistan therefore it customer can easily roam any across the world. The available of its recharge facility for its jazz customer is available across the country and also international in UK and UAE. Other then Mobilink Customer prefers to use Telenor and Ufone as its show pervious the in the Market share option also the Telenor and Ufone are on the 1st and 2nd position respectively. For customers the character the makes Mobilink largest cellular company is the Total Customer Satisfaction. To conclude Mobilink has a strong HR system. That is the reason we didn’t found much discrepancies in what management says, what policies state and what employees say. 90 % of the times they were same. There are some minor discrepancies but they are adjustable with little effort.

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8.2

Recommendations

To establish core competence and to bring competitiveness, Mobilink should implement numerous effective plans to improve the performance of its various departments. Supervisors must manage employee performance well in order for Mobilink to accomplish its mission and achieve its goals. Following are some recommendations for Mobilink, which we Personally feel can be useful for the organization, its employees and the customers. Effective Performance Management Performance management is one of the most important parts of a Supervisor’s or team leader’s job. Developing skills in performance Management is wise investments that will help Mobilink achieve its Goals. Managing employee performance includes: • • • • • Planning work and setting expectations Monitoring and measuring performance Developing the capacity to perform Periodically rating performance in a summary fashion Recognizing and rewarding good performance

Practicing good performance management requires proficiency in certain competencies. Competencies are observable, measurable Patterns of skills, knowledge, abilities, behaviors and other Characteristics that an individual needs to perform work roles or Occupational functions successfully.

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Performance management Competencies that all supervisors (and team leaders) at Mobilink Should develop and demonstrate include: COMMUNICATION Establishing and maintaining effective communications with each Employee not only requires good oral and written communications Skills, but it also includes the ability to establish good working Relationships. To communicate effectively with employees, Supervisors must establish an environment that promotes an open Door atmosphere, the sharing of ideas, and employee involvement in decision making processes. Setting Goals Setting long and short-term goals with employees gives focus to Employee efforts. When goal setting is done correctly, employees strive to accomplish those goals and feel confident in achieving them. When goal setting is done poorly, work does not progress as desired. Knowing how to set goals effectively is an important part of Performance management. To do this well, supervisors need to be able to clarify expectations and to set realistic standards and targets. MEASURING EMPLOYEE PERFORMANCE Credible measures of performance that employees understand and accept are critical for achieving high level performance. Measuring employee accomplishments, using both qualitative and quantitative measures, provides the information that supervisors and employees need in order to monitor performance.

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GIVING FEED BACK Feedback should inform, enlighten, and suggest improvements to employees regarding their performance. Supervisors should describe specific work related behavior or results they observe as close to the event as possible. Coaching & Developing Using their coaching skills, supervisors evaluate and address the

developmental needs of their employees and help them select diverse experiences to gain necessary skills. Supervisors and employees create development plans that might include training, new assignment, job enrichment, self study or work details.

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Bibliography Mr. Ajmal Khan; Associate CC Operation, Mobilink. Miss Nabila; Associated CC Operation, Mobilink. Mr. Farhan Alvi; Specialist CC Operation, Mobilink. Mrs. Kamran Abbasi; Manager Marketing, Mobilink. Mobilink GSM. Jazz & Indigo: Available at: www.mobilinkgsm.com Mobilink World: Mobilink Value Added Services: Available at: www.mobilinkworld.com  All our respondents

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