TABLE OF CONTENTS

Page No
CHAPTER-1

1-11

INTRODUCTION
NEED FOR THE STUDY
SCOPE OF THE STUDY
OBJECTIVES OF THE STUDY

CHAPTER-2

12-35
LITERATURE REVIEW

CHAPTER-3

36-47
INDUSTRY PROFILE
COMPANY PROFILE

CHAPTER-4

48-59
DATA ANALYSIS & INTERPRETATION

CHAPTER-5

60-62
FINDINGS
RECOMMENDATIONS

APPENDEX

63-65
QUESTIONNAIRE

BIBLIOGRAPHY

CHAPTER-1
INTRODUCTION
Customer satisfaction, a 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 is one of the main objectives of any organization. Every
organization tries to know the customer satisfaction about their products. So a study on
customer satisfaction helps the organization as well as me to gain a vast knowledge over
the real world tastes and preferences of customer
Whether the buyer is satisfied after purchase depends on the offers performance in
relation to the buyers expectations. In general satisfaction is a persons feelings of
pleasure or disappointment resulting from comparing a products perceived performance
in relation to his or her expectations.

NEED FOR THE STUDY

Customer Satisfaction plays a major role for the growth of the company in the modern
market scenario. The basic idea of this study is to find the customer satisfaction towards

Idea cellular ltd. The needs have to be recognized and necessary steps have to be taken to
make the changes.
India is growing rapidly and changes are dynamic. People are changing, the preference
and the demand is changing. The market also has to change accordingly.
The purpose of customer satisfaction is not only for retaining the customers but also
attracting new customers and increasing the sales also creating and maintenance of brand
awareness.
In this competitive market the level of customer satisfaction decides the success of any
product and any company. The right customers have to be targeted and the right strategy
should be implemented at the right time. This will give the desired results.

OBJECTIVES OF THE STUDY

To measure the satisfaction level of the customers.

To analyze factors influencing the customers.

To improve the retention of the customers.

To find out the problems faced by the customers in the process.

To identify what type of strategies are suitable for the company to reach the
targeted customers.

SCOPE OF THE STUDY

Idea cellular ltd is spread all over AP. My Scope is limitation to Ananthapur Zone . The
scope of the study is to identify the customer satisfaction towards Idea cellular ltd. It is
aimed at enlightening the company about different steps to be taken up to increase the
share of Idea cellular with regard other competitors and also to make the company to
provide better customer satisfaction.

The scope of the study is only confined to the area covered under Anantapur zone and
only confined in studying about the customer satisfaction towards Idea cellular.

METHODOLOGY OF THE STUDY

After the objective of the study has been clearly stated, the next step in formal research
project is to determine the sources from which the data is required to be collected. The
data collection is an interesting aspect of the study. For the purpose of achieving data
effectively the information consists of two kinds of data.

REASONS FOR WIDE USE OF THIS METHOD:

It can secure both quantitative and qualitative information directly from the
respondents.
It is the only method of directly measuring attitudes and motivations.

Sample Size: Sample size of 100 respondents was taken.

Sampling technique: All the respondents were selected on random basis. So far every surveyed entity, the
respondents are an essential prerequisite. For broader perspective the customers were
contacted directly and by there association.

Research Instrument: A standard questionnaire was prepared for the collection of data from the various
respondents. The questionnaire was designed to keep objectives of the study with the aim
of collecting important information for the study.

It is quite flexible in terms of the types of data to be assembled, the method

of collection or the timing of research
Primary data.
Secondary data
The primary data are those, which are collected freshly and for the first time, from
the customers directly.
The secondary data are those which have already been collected by someone or
else which have been passed through statistical process.

Collection of Primary Data: Primary data has been collected directly from the customers of various age groups
by using the following methods.
Questionnaire.
Interview.
Customers are often reluctant to take the time to respond the surveys. For this, the
questionnaire is made interesting, objective, unambiguous and easy to complete truthfully
and completely. In interview, oral discussion is used as a tool for data collection.

Secondary data:These are collected from the compendiums, Journals, annual reports, manuals,
organization chart, materials from net and the theoretical concept compiled from various
books has been properly verified for the relevance of the study.

LIMITATIONS OF THE STUDY

The report to know customer satisfaction levels was constructed after a study was as in
all visits inputs were collected to give a clear picture on the subject. However, a more
accurate and comprehensive study could have been made but for the constrains
mentioned below.
The survey results are based on the information gathered from respondents. It
may possible that information supplied might be other biased or exaggerated and the
results might be influenced by various factors, which are beyond the control of the
survey.
The sample selected is limited to 100 customers only.
The time was a major constraint, as the time is restricted to a short period it is not
possible to gather more information.
Many of the respondents were busy with their work.

CHAPTER-2
LITERATURE REVIEW
INTRODUCTION
One thing that we have in common is that we all are Consumers. In
Fact everybody in this world is a consumer. Every day of our life we are buying and
consuming an incredible variety of goods and services. However, we all have different
tastes, likes, dislikes, and adopt different behavior patterns while making purchase
decisions.

The term Consumer Behavior refers to the Behavior that Consumers display in searching
for purchasing using evaluation and disposing in searching for purchasing using
evaluating and disposing of products and services that they exact will satisfy of how
individuals make decisions to send their available resources (time, money and effort) on
consumption related items. It includes the study of What they buy, Why they buy,
When they buy it, Where they buy it, how often they by it and how often they use
it.

Customer Satisfaction Articles from MarketingProfs

As competition continues to increase, businesses are forced to find new and innovative
ways of creating and keeping new customers. Loyalty means profitability. Take the first
step toward developing positive relationships with your customers by allowing us to
share our experience and knowledge about the art of customer satisfaction with you. We
have accumulated customer satisfaction articles and other relevant articles into an easily
navigated database which is readily available whenever you need a fresh perspective.
By Adrian Thompson
February 11th 2006
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 Dealings

This is the most daunting and downright scary part of interacting with a customer. If
you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest
assured, though, it does get easier over time. It's important to meet your customers face to
face at least once or even twice during the course of a project.
My experience has shown that a client finds it easier to relate to and work with someone
they've actually met in person, rather than a voice on the phone or someone typing into an
email or messenger program. When you do meet them, be calm, confident and above all,
8

take time to ask them what they need. I believe that if a potential client spends over half
the meeting doing the talking, you're well on your way to a sale.

2. Respond to Messages Promptly & Keep Your Clients Informed

This goes without saying really. We all know how annoying it is to wait days for a
response to an email or phone call. It might not always be practical to deal with all
customers' queries within the space of a few hours, but at least email or call them back
and let them know you've received their message and you'll contact them about it as soon
as possible. Even if you're not able to solve a problem right away, let the customer know
you're working on it.
A good example of this is my Web host. They've had some trouble with server hardware
which has caused a fair bit of downtime lately. At every step along the way I was emailed
and told exactly what was going on, why things were going wrong, and how long it
would be before they were working again. They also apologized repeatedly, which was
nice. Now if they server had just gone down with no explanation I think I'd have been
pretty annoyed and may have moved my business elsewhere. But because they took time
to keep me informed, it didn't seem so bad, and I at least knew they were doing
something about the problems. That to me is a prime example of customer service.

3. Be Friendly and Approachable

A fellow Site Pointer once told me that you can hear a smile through the phone. This is
very true. It's very important to be friendly, courteous and to make your clients feel like
you're their friend and you're there to help them out. There will be times when you want
to beat your clients over the head repeatedly with a blunt object - it happens to all of us.
It's vital that you keep a clear head, respond to your clients' wishes as best you can, and at
all times remain polite and courteous.

4. Have a Clearly-Defined Customer Service Policy

This may not be too important when you're just starting out, but a clearly defined
customer service policy is going to save you a lot of time and effort in the long run. If a
customer has a problem, what should they do? If the first option doesn't work, then what?
Should they contact different people for billing and technical enquiries? If they're not
satisfied with any aspect of your customer service, who should they tell? There's nothing
more annoying for a client than being passed from person to person, or not knowing who
to turn to. Making sure they know exactly what to do at each stage of their enquiry should
be of utmost importance. So make sure your customer service policy is present on your
site -- and anywhere else it may be useful.

5. Attention to Detail (also known as 'The Little Niceties')

Have you ever received a Happy Birthday email or card from a company you were a
client of? Have you ever had a personalized sign-up confirmation email for a service that
you could tell was typed from scratch? These little niceties can be time consuming and
aren't always cost effective, but remember to do them.
Even if it's as small as sending a Happy Holidays email to all your customers, it's
something. It shows you care; it shows there are real people on the other end of that
screen or telephone; and most importantly, it makes the customer feel welcomed, wanted
and valued.

6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them
Out
Sometimes this is easier said than done! However, achieving this supreme level of
understanding with your clients will do wonders for your working relationship.

10

Take this as an example: you're working on the front-end for your client's exciting new
ecommerce endeavor. You have all the images, originals and files backed up on your
desktop computer and the site is going really well. During a meeting with your client
he/she happens to mention a hard-copy brochure their internal marketing people are
developing. As if by magic, a couple of weeks later a CD-ROM arrives on their doorstep
complete with high resolution versions of all the images you've used on the site. A note
accompanies it which reads:
"Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide
you with large-scale copies of the graphics I've used on the site. Hopefully you'll be able
to make use of some in your brochure."
Your client is heartily impressed, and remarks to his colleagues and friends how very
helpful and considerate his Web designers are. Meanwhile, in your office, you lay back in
your chair drinking your 7th cup of coffee that morning, safe in the knowledge this happy
customer will send several referrals your way.

7. Honour Your Promises

It's possible this is the most important point in this article. The simple message: when you
promise something, deliver. The most common example here is project delivery dates.
Clients don't like to be disappointed. Sometimes, something may not get done, or you
might miss a deadline through no fault of your own. Projects can be late, technology can
fail and sub-contractors don't always deliver on time. In this case a quick apology and
assurance it'll be ready ASAP wouldn't go amiss.

Conclusion
Customer service, like any aspect of business, is a practiced art that takes time and effort
to master. All you need to do to achieve this is to stop and switch roles with the customer.
What would you want from your business if you were the client? How would you want to
be treated? Treat your customers like your friends and they'll always come back.

11

Customer satisfaction
Customer satisfaction, a 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 is one of the main objectives of any organization. Every
organization tries to know the customer satisfaction about their products. So a study on
customer satisfaction helps the organization as well as me to gain a vast knowledge over
the real world tastes and preferences of customer
Whether the buyer is satisfied after purchase depends on the offers performance in
relation to the buyers expectations. In general satisfaction is a persons feelings of
pleasure or disappointment resulting from comparing a products perceived performance
in relation to his or her expectations.
As this definition makes clear, satisfaction is a function of perceived performance and
expectations. If the performance falls short of expectations, the customer is dissatisfied. If
the performance matches the expectations, the customer is satisfied. If the performance
exceeds expectations, the customer is highly satisfied or delighted.
Many companies are aiming for high satisfaction because customers who are just
satisfied still find it easy to switch when a better offer comes along. Those who are highly
satisfied are much less ready to switch. High satisfaction or delight creates an emotional
bond with the brand, not just a rational preference. The result is high customer loyalty.
Xeroxs senior management believes that a very satisfied or delighted customer is worth

12

10 times as much to the company as a satisfied customer. A very satisfied customer is

likely to stay with Xerox many more years and buy more than a satisfied customer will.
How do buyers form their expectations? From past buying experience, friends and
associates advice and marketers and competitors information and promises. If marketers
raise expectations too high, the buyer is likely to be disappointed, For example, Holiday
Inn ran a campaign a few years ago called No Surprises Yet hotel guests still
encountered a host of problems, and Holiday Inn had to withdraw the campaign.
However, if the company sets expectations too low, it wont attract enough buyers
(although it will satisfy those who do buy).
Some of todays most successful companies are raising expectations and delivering
performances to match. These companies are aiming for TCS- total customer satisfaction.
Xerox for example, guarantees total satisfaction and will replace at its expense any
dissatisfied customers equipment within a period of three years after purchase. Cigna
advertises Well never be 100% satisfied until you are, too. And one of Hondas ads
says: One reason our customers are so satisfied is that we arent. Nissan invites
potential infinity buyers to drop in for a guest drive (not a test drive) because the
Japanese word for customer is honored guest. Look at what high satisfaction can do
Saturn In the late 1980s, Saturn (General Motors newest car division) changed the whole
buyer seller relationship with a New Deal for car buyers There would be a fixed price
(none of the traditional haggling); a 30-day guarantee or money back; salespeople on
salary, not on commission (none of the traditional hard sell). Once a sale is made, the
sales staff surrounds the new owner for commemorative photo, with everyone smiling.
The companys fifth anniversary celebration at the Tennessee headquarters was attended
by more than 4000 Saturn from all across the country. Said Saturns president Saturn is
more than a car its a whole new way of doing things, of working with our customers and
with one another.
A customers decision to be loyal or to defect is the sum of many small encounters with
the company. Consulting firm Forum Corporation says that in order for all these small

13

encounters to add up to customer loyalty, companies need to create a branded customer

experience. Heres how Canadian Pacific Hotels, a chain with 27 properties, did just
that.

1.2.1 Assuring Customer Satisfaction:

"Those who enter to buy, support me. Those who come to flatter, please me. Those who
complain, teach me how I may please others so that more will come. Only those who hurt
me are displeased but do not complain. They refuse me permission to correct my errors
and thus improve my service." - Marshall Field.
The attitude of the professional is summed up in this statement. It establishes the
customer as the person to whom you are responsible. Customers support you; therefore,
they deserve VIP treatment.
When your customers are happy, you are happy. When they complain, you are unhappy,
but you examine the complaint calmly and see it as an opportunity to learn as well as
satisfy their needs. The quote echoes the fear that customers will not vocalize their
dissatisfaction, but instead take their business elsewhere.
There's another quote that's even more important to salespeople and companies
immediately upon making a sale-"The Sale Begins When the Customer Says...Yes."
In the old days, It used to be, "The Sale Begins When the Customer Says...NO," but that's
a totally Inappropriate attitude to embrace in today's customer-driven business
environment.

14

1.2.2 Keeping Your Customers Happy

Since your first concern is customer satisfaction you should be aware of some emotional
stumbling blocks in your path: selective perception, user error and buyer's remorse.
Selective perception is the process in which a person sees only selected details from the
entire picture. This attention to detail is sometimes petty. For example, a customer may
have a new copying machine that works like a charm, but he is irritated by the sound of
the motor. He focuses only on what is wrong rather than what is right.
This occurs because buyers expect their purchases to be perfect. Regardless of the
purchase price, they figure that for what they spent, they deserve perfection. When you
encounter someone who practices selective perception, evaluate the situation to
determine if the complaint is reasonable or exaggerated.
If it is exaggerated, try to resolve the problem by pointing out benefits and features that
compensate. Put the negative detail in a different perspective for your client so that it
becomes one small part of the total picture.
Many sales involve the installation of a new system or piece of equipment, and the buyer
or their employees must be trained to use it. Their successful use of the equipment
depends upon the effectiveness of the training, and it is imperative that the salesperson
follows through after the training period to make sure the client uses the purchase
properly.
It is not uncommon for people to forget 75 percent of what they hear after two days. This
can cause "user error", which will significantly affect the outcome of your test and may
prevent your client from reaching his success criteria.
Often a client will be unhappy about a purchase and not realize that it is due to improper
operation. The

more complex something is, the more training it requires using it

properly. In the interest of implementing the product quickly, users may settle for
incomplete training or become sloppy in their application of good training. In any case,
look for user error whenever a success criterion is not reached.
15

"Buyer's remorse" refers to the regret that a buyer feels after making a purchase. It could
be caused by selective perception, user error, or the client's error. Whatever the reason,
the full benefits of the product are not realized.
Buyer's remorse can also be caused by the economics of the purchase: until the benefits
prove themselves to be cost effective, a buyer regrets having made the purchase. It is the
responsibility of the salesperson to assuage these fears by assuring the client that his
investment is wise and sound. Reiterate some of the selling points that convinced him to
buy it originally, present data, and put him at ease.

1.2.3 Handling Customer Complaints

Whether your customer's complaint is legitimate or not, follow it up with a service call.
Whenever possible, do it personally instead of sending someone from the customer
service department. It provides the personal service that your customer appreciates and it
may obviate the need for a technician or serviceman to call. As an alternative, both of you
can go together to handle customer complaints. Keep the following guidelines in mind:

1. Don't procrastinate making the call.

Often the problem is not as serious as it sounds. Some customers "read the riot act" when
they call about a complaint. A delay in responding will only irritate your client more.

2. Admit mistakes and apologize.

Just because you made the sale does not mean you can become defensive about your
company, product or service. Even the most reputable companies make mistakes and
have problems with their products. You may want to restate the customer's complaint to
show that you are listening and have an understanding of the problem.

3. Show compassion for your customer.

16

Whether the complaint proves to be true or false, show your customer that you are
concerned and will investigate the problem immediately. Help the customer calm down
by saying, "I can understand why you feel the way you do."

4. Actively listen to your customer's complaint.

Talking will make him feel less anxious about it. Let your customer "vent" his feelings
before you react to the situation. Be sympathetic and encourage the customer to "blow
up." Afterward, he'll feel better; this means he'll be in a better frame of mind.

5. Don't pass the buck to your company or someone else within it.
This may take the blame off you, but it undermines the integrity and organization of the
company, and your customer will lose confidence in your firm.

1.2.4 Maintaining Customer Satisfaction

The philosophy behind maintaining your customers is simple; now that you have them,
maintain them. When you consider the amount of time and money invested in them, you
cannot afford to lose them. This investment goes beyond your personal expenditures. It
also includes your firm's advertising and marketing costs to reach that particular market
segment. Your customers, therefore, should be treated as if the life of your business
depended on them - which it does!

1.2.5 15 Ways to Keep Your Customer Satisfied

1. Show them that you think of them.
Send them helpful newspaper clippings or articles, cartoons related to their business and
"Here's an idea I thought you'd enjoy" notes. Send your clients Christmas/New Year's
cards, birthday cards, and thank you notes.

17

2. Drop by to show them new products and brochures and offer additional services.
Always make an appointment before making your call! Respect your clients' time as you
do your own.
3. Offer a sample gift to enhance the use of your product.
See how they are utilizing your product or service and suggest other ways that they can
benefit from it. They may not be realizing its full potential.
4. Offer "customer discounts" on new products or services to encourage additional
business.
5. When new employees are hired, offer to train them free of charge in the use of your
product.
6. Repay or compensate them for lost time or money caused by problems encountered
with your product.
If you pinch pennies, your customer may do the same.
7. Be personal.
Record details about your client's life and enter these in your file. It's so much nicer to
say to someone, "How is Bob?" rather than, "How's your husband?"
8. Tell the truth.
Lies have a way of coming back to haunt you.
9. Accept returns without batting an eyelash.
In the long run, they are much less expensive than finding a new customer.
10. Be ethical.

18

Keep all your information about the account confidential.

11. Be certain that your company follows through on its commitment.
This includes delivery, installation, packaging, and so on.
12. Show your appreciation for their referrals by reporting back to them on the outcome.
13. If your company has a newsletter, obtain permission from your successful clients to
write about them in it.
Naturally, you would send them a copy.
14. Keep track of their results with your product and meet periodically to review the
entire picture (their business, industry, trends, competition, etc.)
15. Keep the lines of communication forever open.
As in any relationship, you must be able to exchange grievances, ideas praises, losses,
and victories.
What all of this comes down to is that you should be willing to "go the extra mile" for
your accounts. They extra effort you expend now will be repaid handsomely in the future.
The bottom line in maintaining your clients is service, service and more service. Be there
for your customers and they'll want to stick with you. If you meet their needs, they'll
think twice before switching to another company, even if they've voiced some serious
concerns. "Make new clients, but keep the old. One is silver and the other gold." Develop
the "gold" you have and the silver may take care of itself.

1.2.6 Customer satisfaction measurement:

19

In the final phase of the project, research findings will be used to build a model of
customer satisfaction management for each customer segment. Ultimately, QIC will be
able to give its members an objective measurement of the industry's quality as perceived
by the customer. That overall index will serve as a benchmark on the state of quality for
the P/C industry. Members will also be able to use this information to determine which
areas of product and service performance have the greatest impact on overall quality, and
will be able to target improvement efforts in an informed and efficient manner. For the
first time, the industry as a whole will have addressed customer-perceived value, as other
sectors of the U.S. economy have done.
"Voice of the system" preliminary research results
Surveys and in-depth interviews with industry leaders revealed general agreement that
the market is in a tumultuous state, with pricing very soft for all but the most catastrophic
coverage. As revenue thins, expense concerns rise. Leaders cite inefficiencies in
technology and product delivery both within and across firms. Coupled with this internal
change, customer demands and expectations for value and service continue to evolve.
The senior managers expressed genuine concern for customer-perceived quality and
value, as well as the need to better understand and measure it.

1.2.7 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 Dealings

20

This is the most daunting and downright scary part of interacting with a customer. If
you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest
assured, though, it does get easier over time. It's important to meet your customers face to
face at least once or even twice during the course of a project.
My experience has shown that a client finds it easier to relate to and work with someone
they've actually met in person, rather than a voice on the phone or someone typing into an
email or messenger program. When you do meet them, be calm, confident and above all,
take time to ask them what they need. I believe that if a potential client spends over half
the meeting doing the talking, you're well on your way to a sale.

2. Respond to Messages Promptly & Keep Your Clients Informed

This goes without saying really. We all know how annoying it is to wait days for a
response to an email or phone call. It might not always be practical to deal with all
customers' queries within the space of a few hours, but at least email or call them back
and let them know you've received their message and you'll contact them about it as soon
as possible. Even if you're not able to solve a problem right away, let the customer know
you're working on it.
A good example of this is my Web host. They've had some trouble with server hardware
which has caused a fair bit of downtime lately. At every step along the way I was emailed
and told exactly what was going on, why things were going wrong, and how long it
would be before they were working again. They also apologies repeatedly, which was
nice. Now if they server had just gone down with no explanation I think I'd have been
pretty annoyed and may have moved my business elsewhere. But because they took time
to keep me informed, it didn't seem so bad, and I at least knew they were doing
something about the problems. That to me is a prime example of customer service.

3. Be Friendly and Approachable

A fellow Site Pointer once told me that you can hear a smile through the phone. This is
very true. It's very important to be friendly, courteous and to make your clients feel like
21

you're their friend and you're there to help them out. There will be times when you want
to beat your clients over the head repeatedly with a blunt object - it happens to all of us.
It's vital that you keep a clear head, respond to your clients' wishes as best you can, and at
all times remain polite and courteous.

4. Have a Clearly Defined Customer Service Policy

This may not be too important when you're just starting out, but a clearly defined
customer service policy is going to save you a lot of time and effort in the long run. If a
customer has a problem, what should they do? If the first option doesn't work, then
what? Should they contact different people for
billing and technical enquiries? If they're not satisfied with any aspect of your customer
service, whom should they tell?
There's nothing more annoying for a client than being passed from person to person, or
not knowing who to turn to. Making sure they know exactly what to do at each stage of
their enquiry should be of utmost importance. So make sure your customer service policy
is present on your site -- and anywhere else it may be useful.

5. Attention to Detail (also known as 'The Little Niceties')

Have you ever received a Happy Birthday email or card from a company you were a
client of? Have you ever had a personalized sign-up confirmation email for a service that
you could tell was typed from scratch? These little niceties can be time consuming and
aren't always cost effective, but remember to do them.
Even if it's as small as sending a Happy Holidays email to all your customers, it's
something. It shows you care; it shows there are real people on the other end of that
screen or telephone; and most importantly, it makes the customer feel welcomed, wanted
and valued.

6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out

22

Sometimes this is easier said than done! However, achieving this supreme level of
understanding with your clients will do wonders for your working relationship.
Take this as an example: you're working on the front-end for your client's exciting new
ecommerce endeavor. You have all the images, originals and files backed up on your
desktop computer and the site is going really well. During a meeting with your client
he/she happens to mention a hard-copy brochure their internal marketing people are
developing. As if by magic, a couple of weeks later a CD-ROM arrives on their doorstep
complete with high-resolution versions of all the images you've used on the site. A note
accompanies it, which reads:
"Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide
you with large-scale copies of the graphics I've used on the site. Hopefully you'll be able
to make use of some in your brochure."
Your client is heartily impressed, and remarks to his colleagues and friends how very
helpful and considerate his Web designers are. Meanwhile, in your office, you lay back in
your chair drinking your 7th cup of coffee that morning, safe in the knowledge this happy
customer will send several referrals your way.

7. Honor Your Promises

It's possible this is the most important point in this article. The simple message: when you
promise something, deliver. The most common example here is project delivery dates.

Conclusion
Customer service, like any aspect of business, is a practiced art that takes time and
effort to master. All you need to do to achieve this is to stop and switch roles with the
customer. What would you want from your business if you were the client? How would
you want to be treated? Treat your customers like your friends and they'll always come
back.
23

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while targeting
non-customers;

measuring customer satisfaction provides an indication of how

successful the organization is at providing products and/or services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation
of the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return and
recommend rate. The level of satisfaction can also vary depending on other options the
customer may have and other products against which the customer can compare the
organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort
of quantitative measurement, although a large quantity of research in this area has
recently been developed. Work done by Berry, Brodeur between 1990 and 1998 defined
ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in
2002 and known as the ten domains of satisfaction. These ten domains of satisfaction
include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Interdepartmental Teamwork, Front line Service Behaviors, Commitment to the Customer and
Innovation. These factors are emphasized for continuous improvement and organizational
change measurement and are most often utilized to develop the architecture for
satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithaml
and Berry between 1985 and 1988 provides the basis for the measurement of customer
satisfaction with a service by using the gap between the customer's expectation of
performance and their perceived experience of performance. This provides the measurer
with a satisfaction "gap" which is objective and quantitative in nature. Work done by
Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the
"gap" described by Parasuraman, Zeithaml and Berry as two different measures
(perception and expectation of performance) into a single measurement of performance
according to expectation. According to Garbrand, customer satisfaction equals perception
of performance divided by expectation of performance.

24

The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement and
in term of their perception and expectation of performance of the organization being
measured.

Methodologies
The University of Michigan's American Customer Satisfaction Index (ACSI) is the
scientific standard of customer satisfaction. Academic research has shown that the
national ACSI score is a strong predictor of Gross Domestic Product (GDP) growth, and
an even stronger predictor of Personal Consumption Expenditure (PCE) growth. On the
microeconomic level, research has shown that ACSI data predicts stock market
performance, both for market indices and for individually traded companies. Increasing
ACSI scores has been shown to predict loyalty, word-of-mouth recommendations, and
purchase behavior. The ACSI measures customer satisfaction annually for more than 200
companies in 43 industries and 10 economic sectors. In addition to quarterly reports, the
ACSI methodology can be applied to private sector companies and government agencies
in order to improve loyalty and purchase intent. Two companies have been licensed to
apply the methodology of the ACSI for both the private and public sector: CFI Group,
Inc.applies the methodology of the ACSI offline, and Foresee Results applies the ACSI to
websites and other online initiatives.
The Net PromoterR score is a management tool that can be used to gauge the loyalty of a
firm's customer relationships. It serves as an alternative to traditional customer
satisfaction research. Companies obtain their Net Promoter Score by asking customers a
single question (usually, "How likely is it that you would recommend us to a friend or
colleague?"). Based on their responses, customers can be categorized into one of three
groups: Promoters, Passives, and Detractors. In the net promoter framework, Promoters
are viewed as valuable assets that drive profitable growth because of their
repeat/increased purchases, longevity and referrals, while Detractors are seen as liabilities
that destroy profitable growth because of their complaints, reduced purchases/defection
and negative word-of-mouth. Companies calculate their Net Promoter Score by
subtracting their % Detractors from their % Promoters.
25

The Kano model is a theory of product development and customer satisfaction developed
in the 1980's by Professor Noriaki Kano that classifies customer preferences into five
categories: Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model
offers some insight into the product attributes which are perceived to be important to
customers. Kano also produced a methodology for mapping consumer responses to
questionnaires onto his model.
SERVQUAL or RATER is a service-quality framework that has been incorporated into
customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction
Barometer) to indicate the gap between customer expectations and experience.
J.D. Power and Associates is another measure of customer satisfaction, known for its topbox approach and automotive industry rankings. J.D. Power and Associates' marketing
research consists primarily of consumer surveys and is publicly known for the value of its
product awards.
Other research and consulting firms have customer satisfaction solutions as well. These
include A.T. Kearney's Customer Satisfaction Audit process, which incorporates the
Stages of Excellence framework and which helps define a companys status against eight
critically identified dimensions.

Customer Satisfaction a Critical Component of Profitability

Exceptional customer service results in greater customer retention, which in turn results
in higher profitability. Customer loyalty is a major contributor to sustainable profit
growth. To achieve success, you must make superior service second nature of your
organization. A seamless integration of all components in the service-profit chain
employee satisfaction, value creation, customer satisfaction, customer loyalty, and profit
and growth links all the critical dynamics of top customer service.
Sadly, mature companies often forget or forsake the thing that made them successful in
the first place: a customer-centric business model.

26

They lose focus on the customer and start focusing on the bottom line and quarterly
results. They look for ways to cut costs or increase revenues, often at the expense of the
customer.
They forget that satisfying customer needs and continuous value innovation is the only
path to sustainable growth. This creates opportunities for new, smaller companies to
emulate and improve upon what made their bigger competitors successful in the first
place and steal their customers.

Customer Expectations
Customer is defined as anyone who receives that which is produced by the individual or
organization that has value. Customer expectations are continuously increasing. Brand
loyalty is a thing of the past. Customers seek out products and producers that are best
able to satisfy their requirements. A product does not need to be rated highest by
customers on all dimensions, only on those they think are important.

Kaizen Mindset

Customer-driven strategy for improvement any management activity should

eventually lead to increased customer satisfaction... More

Canon Production System (CPS)

The Canon Production System (CPS) is about:
1.

Environmentally-conscious manufacturing and logistics

2.

Quality-oriented methods

3.

Lower costs

4.

Shorter deadlines

5.

All aim for maximum customer satisfaction.

27

Customers for Life

By: Brian Tracy
The purpose of a business is to create and keep a customer. If a business successfully
creates and keeps customers in a cost-effective way, it will make a profit while continuing
to survive and thrive. If, for any reason, a business fails to attract or sustain a sufficient
number of customers, it will experience losses. Too many losses will lead to the demise
of the enterprise.
According to Dun and Bradstreet, the single, most important reason for the failure of
businesses in America is lack of sales. And, of course, this refers to resales as well as
initial sales. So your companys job is to create and keep a customer, and your job is
exactly the same. Remember, no matter what your official title is, you are a salesperson
for yourself and your company...

Customer Satisfaction Illusion and Trap

Today, "it would be difficult to find a company that doesn't proudly claim to be a
customer-oriented, customer-focused, or even-customer driven enterprise. But look closer
at how these companies put their assertions into practice, and often you discover an array
of notions and assumptions that range from superficial and incomplete to misguided." 3
Some examples of customer satisfaction illusion include:

believing that by conducting market surveys and focus groups you know all there

is to know about your customers

believing that investing in awareness programs for employees and putting

customers' pictures on the cover of your annual report is enough to achieve customer
satisfaction

believing that the job of CEO is done by giving his or her direct phone number to

some valued customers

All these approaches are well intentioned, but "all of them offer, at best, partial solutions
to their customer satisfaction, and all, as a result, fall short."3

28

There is nothing wrong with the notion of customer satisfaction per se. "The problem
comes with its pursuit, which if fraught with peril. Most plans to improve customer
satisfaction stand on two shaky and dangerous assumptions." What they create is an
illusion the customer satisfaction trap. Too often, measurements of customer
satisfaction are misleading they tell you very little about where you are, and they can't
show you where to go.

Process-managed Enterprise
A process-managed enterprise supports, empowers and energizes employees, encourages
their initiative, enables and allows its people to perform process work. "Process work is
work that is focused on the customer, work that is directed toward achieving results rather
than being an end in itself, work that follows a disciplined and repeatable design. Process
work is work that delivers the high-level of performance that customers now demand." 6...
More

Benefits of Business Process Management

The payoffs of process mastery can be breathtaking. Costs melt away, quality goes
through the roof, and time spans shrink to a fraction of what they were. In 1999 Hammer
and Company6 surveyed dozens of companies that had adopted the process approach to
work and business.

In order fulfilment, cycle times had typically decreased by 60% to 90%

"Perfect orders" (those delivered on time, with no mistakes) had increased by

25%
These improvements in process performance paid off in the critical enterprise currencies
of customer satisfaction, customer retention, and corporate profits...

Customer Satisfaction is Paramount

Customer Satisfaction
How important are your customers to you?
I have had a couple of my readers on my Dive site email me saying how they had
contacted a particular Dive shop that I recommended, only to get a blunt negative
response.

29

You see they rang the shop to get more information E mailed to them as they were too
busy to get in for themselves. One of these gentlemen was going to spend in excess of
$3000.00 and to get the response that he did was very off putting, not to mention making
me ending up looking a bit stupid for the Recommendation.
This annoys me no end as I hear how tight and how hard some shops have had it over the
winter period only to be treated like this really makes me start to wonder. Here are a few
questions that I would like to put forward to the Dive Shops of New Zealand.
How important are your customers to you?
Would you not do your best to provide info that could lead to a repeat customer?
How many shops would not email information to a potential customer?
Are your customers only important to you when you are not busy?
Do you think summers coming so no worries now?
Why complain about how slow things are then not trying to do your best to please a
customer?
Please send me your opinions as I will eagerly await your replies.
When I am asked for advice on what Dive Shops are best to deal with I look at all the
shops in the local area and recommend the closest to the customer that I know will
provide a good service. Taking this very negative feedback I have had it will be
interesting to see this shops response.
Dive Planet aims to build a one on one relationship not only with business owners but
also the potential customers that frequent these services. I spend on average 18 hours a
day on the computer and Internet 6 days a week with Four hours a day responding to my
visitors. This is not a way of earning money as I am doing my best to promote my
country to the world.
My firm belief is to build solid relationships, friendships and trust. Once you have these
key factors in place and maintain a good rapport both with customers and businesses, will
you be able to make small profits along the way.
99.99% of the Dive Shops and Charter operators in NZ I am sure will do their best to
look after customers or potential customers within reason. But the above in my personal
opinion is atrocious. Hopefully this would have been a miscommunication on both
parties.

30

CHAPTER-3
INDUSTRY PROFILE & COMPANY PROFILE

INDUSTRY PROFILE
Introduction
The Indian Telecommunications network with 562.21 million connections is the fifth
largest in the world and the second largest among the emerging economies of Asia.
Today, it is the fastest growing market in the world and represents unique opportunities
for U.S. companies in the stagnant global scenario. The total subscriber base, which has
grown by 40% in 2005, is expected to reach 893 million in 2012. According to
Broadband Policy 2004, Government of India aims at 9 million broadband connections
and 18 million internet connections by 2011. The wireless subscriber base has jumped
from 33.69 million in 2004 to 525.15 million in 2011. Consequently, wireless now
accounts for 90% of the total telephone subscriber base, as compared to only 40% in
2003. Wireless subscriber growth is expected to bypass 24 million new subscribers per
month by 2012. The wireless technologies currently in use are Global System for Mobile
Communications (GSM) and Code Division Multiple Access (CDMA). There are
primarily 9 GSM and 5CDMA operators providing mobile services in 19 telecom circles
and 4 metro cities, covering 2000 towns across the country.

31

Evolution of the industry-Important Milestones

History of Indian Telecommunications
Year
1851

First operational land lines were laid by the government near Calcutta

1881
1883
1923
1932

(seat of British power)

Telephone service introduced in India
Merger with the postal system
Formation of Indian Radio Telegraph Company (IRT)
Merger of ETC and IRT into the Indian Radio and Cable Communication

1947

Company (IRCC)
Nationalization of all foreign telecommunication companies to form the
Posts, Telephone and Telegraph (PTT), a monopoly run by the

1985

Governments Ministry of Communications

Department of Telecommunications (DOT) established, an exclusive
Provider of domestic and long-distance service that would be its own

1997
1999

regulator (separate from the postal system)

Telecom Regulatory Authority of India created.
Cellular Services are launched in India. New National Telecom Policy is

2000
2002

adopted.
DoT becomes a corporation, BSNL
Another major step was to set up the Universal Service Obligation Fund

2003
2011

with effect from April 1, 2002

Unified access license regime was introduced in November2003
Introduction of 3G.

Major Players
There are three types of players in telecom services:

32

 -State owned companies (BSNL and MTNL)

-Private Indian owned companies (Idea Cellular ,Reliance and Tata Teleservices .)
-Foreign invested companies (Vodafone, Bharti Tele-Ventures,
Escotel, BPL Mobile, Spice Communications)
Telephony Subscribers (Wireless and Landline): 562.21 million (Dec 2011)
Cellphones: 525.15 million (Dec 2011)
Land Lines: 37.06 million (Dec 2011)
Broad Band Subscription: 7.83 million (Dec 2011)
Monthly Cell phone Addition: 19.20 million (Dec 2011)
Teledensity: 47.89% (Dec 2011)
Projected teledensity: 893 million, 64.69% of population by 2012.

Wireless telephones
The Mobile telecommunications system in India is the second largest in the world and it
was thrown open to private players in the 1990s. The country is divided into multiple
zones, called circles (roughly along state boundaries). Government and several private
players run local and long distance telephone services. Competition has caused prices to
drop and calls across India are one of the cheapest in the world. The rates are supposed to
go down further with new measures to be taken by the Information Ministry. The mobile
service has seen phenomenal growth since 2000. In September 2004, the numbers of
mobile phone connections has crossed fixed-line connections. India primarily follows the
GSM mobile system, in the 900 MHz band. Recent operators also operate in the
1800 MHz band. The dominant players are Airtel, Reliance Infocomm, Vodafone, Idea
cellular and BSNL/MTNL. There are many smaller players, with operations in only a few
states. International roaming agreements exist between most operators and many foreign
carriers.
The breakup of wireless subscriber base in India as of December 2013 is given below
Operator

Subscriber base

Bharti Airtel

118,864,031
33

Reliance Communications 93,795,613

Vodafone Essar

91,401,959

BSNL

62,861,214

Idea Cellular

57,611,872

Tata Teleservices

57,329,449

Aircel

31,023,997

MTNL

4,875,913

MTS India

3,042,741

Loop Mobile India

2,649,730

Uninor

1,208,130

HFCL Infotel

341,862

Stel

141,411

All India

525,147,922

The list of ten states (including the metros Mumbai, Kolkata and Chennai in their
respective states) with largest subscriber base as of april 2013 is given below

State

Subscriber base

Wireless density'"

Maharashtra

58,789,949

51.96

Uttar Pradesh

57,033,513

26.32

Tamil Nadu

45,449,460

63.66

Andhra Pradesh 37,126,048

42.58

West Bengal

32,540,049

34.28

Karnataka

28,867,734

46.76

Rajasthan

27,742,395

39.09

Gujarat

27,475,585

45.49

Bihar

27,434,896

25.04

Madhya Pradesh 24,923,739

33.09

All India

37.71

471,726,205

Wireless density was calculated using projected population of states from the natural
growth rates of 2001-2011 and population of 2011 census.
Landlines
34

Landline service in India is primarily run by BSNL/MTNL and Reliance Infocomm

though there are several other private players too, such as Touchtel and Tata Teleservices.
Landlines are facing stiff competition from mobile telephones. The competition has
forced the landline services to become more efficient. The landline network quality has
improved and landline connections are now usually available on demand, even in high
density urban areas. The breakup of wire line subscriber base in India as of September
2011 is given below

Operator

Subscriber base

BSNL

28,446,969

MTNL

3,514,454

Bharti Airtel

2,928,254

Reliance Communications 1,152,237

Tata Teleservices

1,003,261

HFCL Infotel

165,978

Teleservices Ltd

95,181

All India

37,306,334

The list of eight states (including the metros Mumbai, Kolkata and Chennai in their
respective states) with largest subscriber base as of September 2011 is given below.

State

Subscriber base

Maharashtra

5,996,912

Tamil Nadu

3,620,729

Kerala

3,534,211

Uttar Pradesh

2,803,049

Karnataka

2,751,296

Delhi

2,632,225

West Bengal

2,490,253

Andhra Pradesh 2,477,755

35

Idea An Idea can change your life.

Type subsidiary of Adithya Birla group
Founded 1995
Headquarters Mumbai, Maharashtra, India.
Industry Telecommunication
s
Products Sim Cards, Data card, mobiles.

36

Website http://www.ideacellular.com

BOARD OF DIRECTORS
Mr.Kumar Mangala Birla(Chairman)
Smt.Rajashree Birla
Mr.Sanjeev Aga(Managing Director)
Mr.Arun Thiagarajan
Ms.Tarjani Vakil
Mr.Mohan Gyani
Mr.GianPrakash Gupta
Mr.R.C.Bhargava
Mr.P.Murari
Mr.Biswajit A.Subramanian
Dr.Rakesh Jain
Mr. Juan Villalonga Navarro
Dr. Hansa Wijayasuriya(Alternate to Mr.Juan Villalonga Navarro)

Management Team
Corporate Leadership Team
Mr.SanjeevaAga, Managing Director

37

Mr.Akshaya Moondra, Chief Financial Officer

Mr.Anil K.Tandan, Chief Technalogy Officer
Mr.Prakash K.Paranjape, Chief Information Officer
Mr.Pradeep Shrivastava, Chief Marketing Officer
Mr.Navanit Narayan,Chief Service Delivery Officer
Mr.Vinay K.Razdan, Chief HumanResource Officer
Mr.Rajat K.Mukarji, Chief Corporate Affairs Officer
Mr.Rajesh K.Srivastava, Chief Materials& Procurement Officer
Mr.Ambrish Jain, Director-Operations
Mr. Himanshu Kapania, Director Operations

Circle Heads
Mr. Iyer Subbaraman S., Chief Operating Officer, Andhra Pradesh
Mr. Rajendra Chourasia, Chief Operating Officer, Madhya Pradesh & Chattisgarh
Mr. Virad Kaul, Chief Operating Officer, Uttar Pradesh (West), Delhi & Haryana
Mr. T. G. B. Ramakrishna, Chief Operating Officer, Kerala
Mr. Sashi Shankar, Chief Operating Officer, Mumbai
Mr. P.Lakshminarayana, Chief Operating Officer, Maharashtra & Goa
Mr. Naozer Firoze Aibara, Chief Operating Officer, Uttar Pradesh (East)
Mr. Sunil Kataria, Senior Vice President - Operations, Rajasthan
Mr. Arul Bright, Senior Vice President - Operations, Gujarat
Mr. M. D. Prasad, Senior Vice President - Operations, Bihar
Mr. M. Srinivas, Senior Vice President - Operations, Tamil Nadu & Chennai
Mr. Siva Ganapathi, Chief Operating Officer, Karnataka
Mr. Anish Roy, Chief Operating Officer, Punjab, J&K and Himachal Pradesh
Mr. Vijay Grover, Chief Operating Officer, East (Kolkata, Rest of West Bengal, Orissa &
NESA)

38

MAJOR MILE STONES

1995
Incorporated as Birla Communications Limited
Obtained licenses for providing GSM-based services in the Gujarat and Maharashtra
Circles following the original GSM license bidding process.

1996
Changed name to Birla AT&T Communications Limited following joint venture between
Grasim Industries and AT&T Corporation

1997
Commenced operations in the Gujarat and Maharashtra Circles

1999
Migrated to revenues share license fee regime under New Telecommunications Policy
("NTP")

2000
Merged with Tata Cellular Limited, thereby acquiring original license for the Andhra
Pradesh Circle

2001
Acquired RPG Cellular Limited and consequently the license for the Madhya Pradesh
(including Chattisgarh) Circle
Changed name to Birla Tata AT&T Limited
Obtained license for providing GSM-based services in the Delhi Circle following the
fourth operator GSM license bidding process

2002
Changed name to Idea Cellular Limited and launched "Idea" brand name
Commenced commercial operations in Delhi Circle
Reached the one million subscriber mark

39

2003
Reached the two million subscriber mark

2004
Completed debt restructuring for the then existing debt facilities and additional funding
for the Delhi Circle.
Acquired Escotel Mobile Communications Limited (subsequently renamed as Idea
Mobile Communications Limited)
Reached the four million subscriber mark
First operator in India to commercially launch EDGE services 2005

2005
Subscriber base as on December 31, 2005: 6,473,962
Reached the five million subscriber mark
Turned Profit Positive
Won an Award for the "Bill Flash" service at GSM Association Awards in Barcelona,
Spain
Sponsored the International Indian Film Academy Awards

2007
Subscriber base as on December 31, 2007: 12,442,450
Became part of the Aditya Birla Group subsequent to the TATA Group transferring its
entire shareholding in the Company to the Aditya Birla Group
Acquired Escorts Telecommunications Limited (subsequently renamed as Idea
Telecommunications Limited)
Restructuring of debt
Launch of the New Circles
Reached the 10 million subscriber mark
Received Letter of Intent from the DoT for a new UAS License for the Mumbai Circle

40

Received Letter of Intent from the DoT for a new UAS License for the Bihar Circle
through Aditya Birla Telecom Limited. ABNL, the parent of Aditya Birla Telecom
Limited, pursuant to a letter dated November 22, 2007, agreed to transfer its entire
shareholding in Aditya Birla Telecom Limited to the Company for the consideration of
Rs. 100 million.

2009
Subscriber base as on December 31, 2009: 21,054,027
Won an award for the "CARE" service in the "Best Billing or Customer Care Solution"
at the GSM Association Awards in Barcelona, Spain
Initial Public Offering aggregating to Rs.28,187 million and Listing of Equity Shares on
the Bombay Stock Exchange and the National Stock Exchange
Merger of seven subsidiaries with Idea Cellular Limited
Reached the twenty million subscriber mark

2010
Subscriber base as on December 31, 2010: 40,016,153
Idea acquired 9 licences for Punjab, Karnataka, Tamil Nadu & Chennai, West Bengal,
Orissa, Kolkata, Assam, North East and Jammu & Kashmir
Acquired Spice Communications with the operating circles of Punjab and Karnataka
Launched services in Mumbai metro in the largest single metro city launch, ever
Launched services in Bihar

2011
Subscriber base as on December 31, 2011: 57,611,872
Idea becomes a pan-India operator
Emerging Company of the Year - fastest growing mobile operator in the worlds fastest
growing telecom market

41

CHAPTER-4
DATA ANALYSIS & INTERPRETATION
1. DISTRIBUTOR SCHEMES
Distributor Schemes
Yes
No
Total

No. of customers
62
38

%
62
38

42

From the above table we can observe that among 100 customers, 62 were
Satisfied with the schemes provided by the distributor and 38 were Not satisfied.

2. RECHARGE SCHEMES:

Recharge Schemes
Good
Average
Need to Improve

No. of customers
22
54
24

%
22
54
24

43

From the above table we can observe that among 100 customers, 22 were
Satisfied with the Recharge Schemes and there is need to improve in this area.

3. BEST COMPETITOR FOR IDEA:

Competitor for Idea

Airtel
Vodafone
Docomo
Reliance

No. of customers
39
26
21
14

%
39
26
21
14

44

From the Above table, we came to say that Airtel is the best competitor for idea followed by
Vodafone, Docomo and Reliance.

4. AWARENESS OF SCEMES UPDATES:

Awareness of

No. of Customers

Schemes Updates
Yes
No

48
52

48
52

45

From the Above table, we can say that it has a mixed reaction with almost equal number of yes
and no.

5. HIGHEST RECHARGE PER DAY:

Highest Recharge
Per Day
< 500
>500
>1000

No. of customers
21
67
12

%
21
67
12

46

From the above table, we can observe that our customers has greater that 500 has there highest
recharge per day.

6. RECHARGES FLEXIBLE TO YOU:

Recharges flexible to you

Yes
No

No. of Customers
72
28

%
72
28

47

From the above data, we can conclude that 72% of customers are satisfied with the flexibility of
recharge and 28% of customers are not satisfied with it.

7. MARGIN COMPARITIVE WITH OTHERS:

Margin Comparative with others

No. of Customers

Yes

64

64

No

36

36

48

From the Above data, it reveals that 64% of customers are satisfied with the margin comparative
with others and 36% of the customers are expecting more margins. Majority of the people i.e. 64%
are satisfied with the margin.

8. DISTRIBUTOR MEETS:

Distributor Meets
Daily
Weekly
Monthly

No. of Customers
0
18
82

%
0
18
82

49

From the above data, it shows that Distributor meets the retailer monthly.

9. ADVERTISEMENT STRATEGY:

Advertisement

No. of customers

Strategy
Good
Average
Need to Improve

21
43
36

21
43
36

50

From the above collected data, we can say that the maximum of the customers were not satisfied
with the advertisement strategy.

10. DEACTIVATION PROBLEMS:

Deactivation Problems
Yes
No

No. of Customers
59
41

%
59
41

51

From the above information, we can say that the 59% of our customers faced the deactivation
problems even after submitting the document and 41% of our customers didnt face any problems.

11. HIGHEST ACTIVATION THIS MONTH:

Highest Activation
Airtel
Idea
Vodafone
Docomo

No. of customers
24
27
15
34

%
24
27
15
34

52

From the above collected data, we can say that the 34% of our customers have Docomo has the
highest activation this month, followed by Idea with 27%, Airtel with 24% and Vodafone with
15%.

12. HIGHEST REVENUE SALE THIS MONTH:

Highest Revenue
Airtel
Idea
Vodafone
Docomo

No. of customers
30
26
20
24

%
30
26
20
24

53

From the above collected data, we can say that the 30% of our customers have Airtel has the
highest revenue this month, followed by Idea with 26%, Docomo with 24% and Vodafone with
20%.

CHAPTER-5
FINDINGS
From the responses of 100 customers the findings can be listed as:
1) As per findings, Majority of the Respondents were satisfied with the schemes provided
by distributor.
2) As per findings, Majority of the Respondents were not satisfied with the recharge
schemes.

54

3) As per findings, Majority of the Respondents feels that Airtel is the best competitor for
Idea. Some of them feel that Docomo is the best competitor.
4) As per findings, we can say that it has a mixed reaction. Some of the Respondents are
aware of the updates of schemes and some are not aware of them.
5) As per findings, Majority of our Respondents have above 500 has highest recharge per
day.
6) As per findings, Majority of the Respondents were satisfied with the flexibility of
recharges.
7) As per findings, Majority of the Respondents are satisfied with the margin
provided by Idea. Some of the Respondents are expecting more margins from us.
8) As per findings, we can say that our distributor meets them monthly.
9) As per findings, Majority of the Respondents are satisfied with our advertisement
strategy. Some of the Respondents are not satisfied with our advertisement strategy.
10) As per findings, Majority of the Respondents are facing deactivation problems even
after submitting the documents.
11) As per findings, we can say that Docomo has the highest activation that month
and Idea comes second.
12) As per findings, we can say that our Respondent has highest revenue with
Docomo that month and Idea comes second.

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RECOMMENDATIONS
An attempt has been made to suggest to the Idea Cellular ltd a few measures. These
suggestions have been made within the preview of the data available.

1) Innovative recharge schemes must be introduced to attract the customers.

2) The company must reach out to the customers to give them updates about the new
schemes.
3) Innovative efforts must be launched to improve the advertisement strategy.

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4) Documents have to be cleared regularly from the retailers and must give prior
notice to the retailers about the documents which are accepted by company.
5) Innovative packaging can give a company an advantage over
Competitors.
6) Additional benefits must be given to customers to improve the activations.

QUESTIONNAIRE
(The information furnished by the respondent is strictly for Academic year purpose only)
Dear Responded, as a part of research, a survey is taken up to study the Customer
Satisfaction towards the Idea cellular ltd. kindly provide the following information.
Name:

Location:

Age:

Gender M/F:

Q1) Is our Distributor providing enough services?

Yes/No

Q2) How is our recharge schemes?

A) Good
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B) Average
C) Need to Improve
Q3) Since how long you have been using idea cellular ltd ?
a) Below 1 year
b) Below 2 years
c) Below 3 years
d) Above 3 years
Q4) Are you aware of our schemes updates?

Yes/No

Q5) what is your highest recharge per month?

A) <500
B) >500
C) >1000
Q6) Is our recharges flexible to you?

Yes/No

Q7) How many times you visit distributor point?

A) Daily
b) Weekly
C) Monthly
Q8) How is our advertisement strategy?
A) Good
B) Average
C) Need To Improve
Q9) Do you have any deactivation problem after submitting the documents?
Yes/No
Q10) Are you satisfying with idea cellular ltd. Products?
a) Highly satisfied

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b) Satisfied
c) Moderate
d) Dissatisfied
Q11) are you facing any network problems?
a) Yes
b) No
Q12) are you satisfy with the customer care service?
a) Highly satisfied
b) Satisfied
c) Moderate
d) Dissatisfied

Q13) why you are using idea cellular ltd.?

a) For network
b) For brand image
c) For offers
d) For others
Q14) Do you have any suggestions?

Thank you

BIBLIOGRAPHY

Text Books
Philips Kotler
Marketing Management by RajanSaxsena
Marketing Management by Ramaswamy and Namakumari

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Websites:
www.ideacellular.com
http://www.tradechakra.com/indian-economy/industries/telecom.html
http://www.iimcal.ac.in/community/consclub/reports/telecom.pdf

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