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(FINAL PROJECT REPORT)
Presented By: KULSUM WAHEED 80 ABDUL REHMAN 23 SAQIB ANJUM 22 SAADIA MAZHAR 131 ARSHIMA MEHBUB 64 ZUBAIR Presented To: Sir Salman Shahid
ACKNOWLEDGEMENT We first of all thank Allah Almighty for supporting us, then our respectable associate dean and teachers, the Ufone employees and our family members and class friends for providing us support to complete this project.
schedule and control the presales and postsales activities in an organization. Ufone is a brand of PTML (Pakistan Telecommunication Mobile Limited). From “salam” to “thanks for visiting Ufone”. However. telenor being the second with 24% share in market. which may beat its direct competitors and future competitors. Customers become loyal after a predefined time period and amount. Ufone attains its competitors customers by launching ad campaigns with attractive offers for them. where as Mobilink has 33% being at the highest level. Ufone can acquire more customers than it has today. This quality maintenance is done by a special department that monitors the relationship of personnel with customers. Also it makes sure that customers are fully satisfied with its products and services. specified and general trainings. Ufone has progressed a lot and currently has 20% market share. This subsidiary was incorporated in 1998. Ufone provides various types of trainings to its personnel like internal trainings. and since the outset. Ufone retains its loyal customers by providing them bonuses on revenues earned from them. It lets every individual have the authority of taking decisions and performing tasks at his own level in the best possible way. When the freedom level is created. It should also provide its services in now and far areas and should minimize its network issues just as mobilink does.(Customer Relationship Management) An integrated information system that is used to plan. every thing is documented and is taught to the employees. it has expanded its coverage and customer base at a rapid pace and established itself as one of the leading cellular service providers in Pakistan. It has improved its financial performance. Ufone needs to provide more support to its customers when they face any problem. We will recommend Ufone to first concentrate on improving its network reliability. Empowerment is the transfer of authorities from a senior to a junior or we can say delegating powers to another person is empowerment. Ufone needs to focus on the weaknesses and offer such products to the market. This will increase Ufone’s goodwill and just like Mobilink. but started to commence its operations on 29th January 2001 as a GSM 900’s service provider. 4 . co-workers. To constantly improve its performance. A special department consisting of personal executives provides door to door services to such customers. Ufone is a very friendly employer and lets every personnel work efficiently. seniors and subordinates. It should use its strengths to minimize its weaknesses. employees feel happy to work with the organization and hence interact in a friendly way with the customers. which is a PTCL’s fully owned subsidiary. thus enhancing the organization’s goodwill. Call centre records the calls for maintaining quality assurance standards. outsourced trainings. overcome the threats and avail the opportunities which its competitors have not availed yet. This freedom creates a sense of ownership in each employee and he becomes more concerned about his job.
F. Features Of CRM C. B. F. Benefits Of CRM D. Q. I. Essential CRM Focus K. Types Of CRM Pareto’s Law CRM And Communication People And CRM H. G. D. 2. Moments Of Truth I. Characteristics Of An Excellent CRM J. H. O. 7 8 8 8 9 9 10 11 12 12 12 13 13 14 14 14 14 15 15 15 16 Introduction to Ufone A. Definition And Origin Of CRM B. C. E. M. S. Introduction to CRM A.TABLE OF CONTENTS 1. N. P. Achieving Good CRM CRM As A Process Customers Expectations Generating A Customer Focused CRM CRM’s Impact On Organizations Conditions Of CRM Customers Wants And Demands Why Do Organizations Undertake CRM? Customer Orientation Steps For Effective CRM Customer Management In CRM L. R. U. E. T. Origin Logo And Mission Statement Products And Value Added Services Marketing Strategies Target Market Market Share Competitive Edge Market Ranking SWOT Analysis 17 19 19 21 21 21 24 25 26 5 . G.
Benefits Provided To Loyal Customers E. Attitude/Interaction Of Ufone With Customers B. 7. Research Done A. 6. Strategies To Maintain Customer Satisfaction F.3. CRM Laws/Rules/Methods Followed 28 29 30 30 31 31 32 32 32 32 33 4. 5. Customer Management C. Training Of Personnel D. Conclusion Recommendations Empowerment In Ufone Bibliography 6 . Measurement Of Customer Satisfaction G.
1. which became available in the late 1980s. Introduction To Customer Relationship Management: Definition And Origin Of CRM: (Customer Relationship Management) An integrated information system that is used to plan. schedule and control the presales and postsales activities in an organization. author of "ROI: Building the CRM Business Case. not just redesign their information systems. CRM is a very comprehensive system. sales force. including the call center. Like ERP. 7 . CRM aims to provide more effective feedback and improved integration to better gauge the return on investment (ROI) in these areas. technical support and field service. Sales force automation (SFA). CRM embraces all aspects of dealing with prospects and customers. According to Glen Petersen. The primary goal of CRM is to improve long-term growth and profitability through a better understanding of customer behavior." the most successful CRM systems are found in organizations that realign their business model for profitability. was the first component of CRM. call center and automated field service operations were on parallel tracks in the 1990s and began to merge with marketing in the late 1990s to become CRM. and a myriad of packages provide a myriad of options. SFA. marketing.
attract. and synchronize business processes—principally sales activities.. but also those for marketing. customer service.Customer relationship management (CRM) is a widely-implemented strategy for managing a company’s interactions with customers. three broad classifications are possible. automate. Features Of CRM: The old viewpoint in industry was: 'Here's what we can make . Types Of CRM: When it comes to application of CRM. These include: • • • • • • • • Reduced costs.. clients and sales prospects. and win new clients. increased services. It involves using technology to organize. exceeding expectations) Ensuring that the focus of the organization is external Growth in numbers of customers Maximization of opportunities (E.. Customer relationship management describes a companywide business strategy including customer-interface departments as well as other departments. and technical support. etc. nurture and retain those the company already has. referrals.g. The overall goals are to find. integrated Customer Relationship Management approach. because they are getting exactly what they want (ie. effective and efficient operation) Increased customer satisfaction. entice former clients back into the fold. because the right things are being done (ie. and reduce the costs of marketing and client service. They are: • • • Operational CRM Analytical CRM Collaborative CRM 8 .who wants to buy our product?' The new viewpoint in industry is: • • 'what exactly do our customers want and need?' and 'what do we need to do to be able to produce and deliver it to our customers?' This is a significant change of paradigm and a quantum leap in terms of how we look at Benefits of effective CRM: There are significant business benefits which accrue from an effective.) Increased access to a source of market and competitor information Highlighting poor operational processes Long term profitability and sustainability Forward thinking organizations understand the vital need to maintain a strategic focus on CRM and to resource and manage it appropriately.
Dissatisfied customers who perceive a low value in your products and services are potential saboteurs. Typically in any organization: • • • 20% of customers account for 80% of your turnover 20% of customers account for 80% of your profits 20% of customers account for 80% of your service and supply problems It is important to know is which customers fit into which category and then to manage them accordingly. as determined by: • • • • • on time focused relevant reliable coherent 9 . In terms of Customer Relationship Management. These customers could have little or no loyalty and may actively 'engage' against your organization.nurture these customers and give the special treatment. Therefore you should seek to rebuild relationships and trust. communication needs to be consistent and high quality. CRM And Communications: Communication is central to any successful relationship.Pareto's Law ('The Pareto Principle'): Pareto's Law is commonly known as the 80:20 rule. or manage the separation with dignity. and a new basis for a future relationship. Highly satisfied customers who perceive a high value in your products and services commonly make excellent advocates for your organization . professionalism and integrity.
Don't. for effective communications it's the message and meaning that is received that counts. Effective customer focus enables the organization and its staff to see both sides. Successful and effective Customer Relationship Management people tend to display the following key characteristics: • • • • • • positive attitude people orientation organizational skills analytical skills customer focus (natural empathy) understanding of the link between CRM and profitability On the subject of empathy: Empathy is about understanding. which is neither practicable nor sustainable. and free opportunities to increase customer loyalty. or written.are essential for good organizational performance and ongoing development. The communication system must also encourage and facilitate honest and actionable feedback. People And CRM: As with any other business process your people have a huge impact on the success of the CRM process.Importantly also. in the correct way. Complaints are free guidance for improving your quality. The information contained in a CRM system allows communication to be directed at the correct audience. discourage and hide from complaints. and to work with the customer to arrive at a mutually satisfactory and sustainable solution. not necessarily agreeing. Feedback from customers . If the reaction is not good then the communication is poor. Most organizations avoid. 10 . Communications must be judged most vitally by the reaction of the receiver.especially complaints . irrespective of what the communicator thinks they've said. Agreement alone amounts to capitulation.
Put things right and you will be seen as a supplier who knows how to manage quality. Standards using SMART criteria Standards (which may also be objectives) can be established using the SMART framework. Failing to put things right and to prevent reoccurrence says of the organization "We are not capable of managing quality service. Monitoring the 'moments of truth' allows the company to focus on improving areas responsible for negative customer experiences. root causes . Here are the elements of such an approach: • • • • • • • define the cycle of service identify negative moments of truth define the reasons (ie. check and resolve negative moments of truth by ensuring alterations happen to the customer process.Moments Of Truth: 'Moments of truth' are encounters with customers which cause them to form a view of the organization based on how they are engaged. "You are not important to us". • • • • • Specific Measurable Agreed Realistic Time-bound 11 . exceeded or disappointed. Moments of truth can therefore be positive. in the case of disappointment." Bear in mind also that research has proven time and again that when an an issue of poor service to a customer is satisfactorily resolved by a supplier. Expectations can be met. To maximize positive moments of truth .. in the case of meeting and exceeding expectations. An approach to managing 'moments of truth' involves 'continuous improvement'. Negative moments of truth carry a lot of weight with the customer and will adversely affect the relationship. and integrating theses changes into 'business as usual'. Remedial action to prevent repetition is crucial.the helix of continuous improvement.not symptoms) develop solution/s test solution(s)/review/amend implement monitor impact on the cycle of service This is similar to the EPACA model . This entails processes that continually monitor.set standards in your processes. particularly compared to their expectations. Organizations that fail to put right things that go wrong. or negative. A single mistake is forgivable. the customer increases their loyalty to the supplier to a higher level than existed prior to the problem. A repeat rarely is. might as well say to the customer. If you put things right your customers will see that they are important to you.
'going the extra mile' evidence of corporate support for service activity Achieving Good CRM: Achieving effective Customer Relationship Management requires many organizations to adopt a new perspective. The cost of keeping existing customers is a tiny fraction of the cost of acquiring new customers. In this way. all efforts in the organization can be aligned to: • • • • • • • customers and the culture of exceeding of customer expectation understanding and managing the people impact on the culture of the organization customers being recognized and treated as partners the value of relationship-building being valued service being seen as a value-adding activity reward and recognition being based on customer focus ie. Your relationships with customers should be ongoing.Characteristics Of Excellent CRM: The following characteristics are associated with delivery of excellent CRM: • • • • • • • • • reliability responsiveness accessibility safety courtesy consideration communication recognizing the customer competence Focus On Building Relationships: The essential CRM focus of any organization should be on developing core competencies. and the modern progressive CRM approach. and built for the long term. Organizations who have many transitory relationships with customers consequently have to spend a lot of money on finding new customers. and an overall strategy of building customer relationships. 12 .. cooperative. Consider the following: • • traditional customer service is something you 'do to' the customer modern Customer Relationship Management is 'done with' the customer The second statement is emphasises the big differences between conventional traditional customer service.
. There are a wide variety of relationship drivers. which define CRM for your organization and customer base capacity for improvement and evolution over time Customers' Expectations: If an organization cannot at least meet its customers' expectations it will struggle. Rule No 2 . Ideally a business organization should exceed its customers' expectations. it is no surprise that one size certainly does not fit all. given all these variable factors. thereby maximising the satisfaction of its customers. Ask your customers what is important to them. You must ask.You cannot assume that you know what a customer's expectations are . Customers normally become delighted when a supplier under-promises and over-delivers..CRM As A Process: CRM can be regarded as a process. For example: • • • • • quality price product location customer service When you ask you might discover some factors that you'd perhaps never even considered. for example: • • health and safety support systems compatibility 13 . Rule No 1 . which has: • • • • identifiable inputs identifiable components identifiable characteristics.Customer expectations will constantly change so they must be determined on an ongoing basis. Find out why your customers do business with you. and also the credibility of its goods and services in the eyes of its customers. To over-promise and under-deliver is a recipe for customers to become very dissatisfied. The expectations of different customers for the same product or service will vary according to: • • • • • social and demographic factors economic situation educational standards competitor products experience Therefore.
and the nature of the customer-supplier relationship. such as wants and needs of both parties. and the features and benefits encompassed. the way that communications are handled. customers want to have their needs satisfied. Customers' needs are distinctly different to and far broader than a product or service. to name just a few Generating A Customer Focused CRM Solution: So what do we need to make this quantum leap of customer integration? A new way of thinking: • • • • • • change in paradigm change in the messages sent and received change in the overall culture processes that are capable and effective structures and systems that support a business centred on its customers connectivity (end-to-end processes) both internally and externally (eg.) Note that any single product or service can deliver different benefits to different customers.. 14 . More significantly however. Customers Wants And Demands: Most obviously. • • organizations need to make a profit to survive and grow customers want good service. (Benefits are what the products or services do for the customers. and will often include the buying-selling process (prior to providing anything). and this is the extent of many suppliers' perceptions. a quality product and an acceptable price Good CRM can influence both sets of conditions. not want the organization can make highlighting competencies required for an effective CRM process CRM conditions: The organization and the customers both have sets of conditions to consider when building the relationship. Customers' needs generally extend to issues far beyond the suppliers' proposition. with suppliers) And a new way of doing things: How CRM Impacts On The Organization: CRM can have a major impact on an organization through: • • • shifting the focus from product to customer streamlining the offer to what the customer requires. It's important to look at things from the customer's perspective even at this level.• • contract structure distribution flexibility • • technical support troubleshooting and problem-solving. customers want costeffective products or services that deliver required benefits to them.
including the nature of the product itself. A formal approach to this customer-focused marketing is known as SIVA (Solution. This new way of looking at the business involves integrating the customer (more precisely the customer's relevant people and processes) into all aspects of the supplier's business. here's why most forwardthinking organizations devote lot of energy and resources to the set up and management of a CRM capability. Steps For Effective CRM: Successful organizations use three steps to build customer relationships: • • • determine mutually satisfying goals between organization and customers establish and maintain customer rapport produce positive feelings in the organization and the customers Customer Orientation: A firm in the market economy survives by producing goods that persons are willing and able to buy. and little more.people. and functional requirements (distribution. sales. Every aspect of a market offering. departments. etc . etc). Why do organizations undertake CRM? CRM is a new concept to many organizations. The starting point is always the consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. The traditional approach to customer relationships was based on a simple transaction or trade. and vice versa. If it's new to you. All communication and dealings would be between these two people. consumer wants are the drivers of all strategic marketing decisions. systems. Information.across the customer's organization. This system is basically the four Ps renamed and reworded to provide a customer focus. ascertaining consumer demand is vital for a firm's future viability and even existence as a going concern. such as might be affected and benefited by the particular supply. the sense of identifying market changes and the product innovation approach. This implies a relationship that is deeper and wider than the traditional 'arms-length' supplier-customer relationship. No strategy is pursued until it passes the test of consumer research. finance. 15 . Access). even if the customers' organization contained many staff. The modern approach to customer relationship management is based on satisfying all of the needs . Consequently. Value.Modern CRM theory refers to the idea of 'integrating the customer'. Generally there are three ways of doing this: the customer-driven approach. This implies that the company focuses its activities and products on consumer demands. is driven by the needs of potential consumers. quality. processes. In the consumer-driven approach. Many companies today have a customer focus (or market orientation). Perhaps there would be only a single point of contact between one person on each side. History attests to many products that were commercial failures in spite of being technological breakthroughs.
which enables you to focus on developing highest potential knowing which products or customers are most or least profitable .which enables you to focus your production and service efforts knowing which products or customers have most growth potential .which enables you to provide references. (If not then they will certainly leverage your income. Customers are also an exceptional source of information .The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product.information which is vital to enable a business to succeed. Managing customers entails: • • • • knowing what customers want and need . ie. as in the case of readers of a free publication which is funded by advertising.. placement.which enables you to focus on maximising profit knowing which customers will be advocates and supporters . giving customers what they want. Customer Management: Why manage customers? Customers are the usual source of income for an organization. As such there are two types of customers: the readers and the advertisers). case studies. promotion) of marketing management. Product Price Place → Solution → Value → Access Promotion → Information If any of the 4Ps had a problem or were not there in the marketing factor of the business. so the consumer demand on its products will become less. the business could be in trouble and so other companies may appear in the surroundings of the company. price. and to safely test new products and services 16 .
Ufone gives its customers many reasons to smile. Ufone has focused on the people of Pakistan.26 million customers(2010). developing and evolving.Pakistan Telecommunication Corporation Limited (PTCL) that started its operations in January 2001under the brand name ‘Ufone’. Ufone also offers Pakistan’s largest GPRS & BlackBerry Roaming coverage available with more than 200 Live Operators across 122 countries. 17 . More recently. it has a subscriber base of 23.2. constantly introducing innovative services. Ufone has network coverage in 10. Since its inception. to go beyond their expectations. Ufone currently caters for International Roaming to more than 288 live operators in more than 160 countries. As the world of telecommunications advances. Ufone became a part of the Emirates Telecommunication Corporation Group (Etisalat) in 2006. This customer focus and best offering has allowed Ufone to build a subscriber base of over 20 million in less than a decade. clear sound and best network. Ufone offers its customers simplified tariffs with no hidden charges. With a strong and uniquely humorous communication direction that has now become Ufone’s signature across all advertising media. According to recent Ufone’s position analysis done by PTA. Ufone has become a focused and intensive leader in VAS. Ufone promises its customers to stay ahead... Along with the claim of lowest call rates. As a result of PTCL’s privatization. because at Ufone.000 locations and across all major highways of Pakistan. Introduction To Ufone: Origin: Pak Telecom Mobile Limited (PTML) is a wholly owned subsidiary of. at a price that suits them the most. which have been the first of their kind in the Pakistani cellular industry. it’s all about U. empowering them with the most relevant communication modes and services that enable them to do a lot more than just talk.
Post Pay Rs.Pakistan Telecommunciation Mobile Ltd. F-7 Markaz Area served 2336 cities of Pakistan.com 18 . Pakistan 13-B. PTCL Pakistan www. 2001 Founder(s) Pakistan Telecommunication Company Ltd Headquarters Islamabad.ufone.5. Super Highway & Motorway Key people Products Revenue Parent Website Abdul Aziz.1 billion PKR (first quarter 2006-07). Ufone Type Private Industry Telecommunication Genre Subsidiary Founded January 29. CEO Pre Pay. GT Road. (PTML).
which means that it treats its customer as a king and thinks to maximize its efforts to the maximum level and provide maximum satisfaction to the customers and retain them. Products And Value Added Services: The main products are PREPAY and POSTPAY. it started to offer GSM based services to its customers from 2002 onwards. Ufone’s mission statement states that “to be the best cellular option for U”. When Ufone was launched. 19 .Logo And Mission Statement: Ufone shows the “You Attitude” through its logo and mission statement. With the advancement in technology. it offered AIMS connections. and its logo says “its all about U”.
Awaz SMS. it started to offer its POSTPAY services as well. Song Catcher. Music Station. Ufone SMS Buddies. Ufone Phonebook Saver. Ufone offers 11 packages of different rates. UTopup. Ufone is the biggest Blackberry Solutions provider in Pakistan. Also its all sms and call packages are economical and highly affordable and meet customers requirements. Ur EDGE etc. Ufone offers products like blackberry phones along with solutions. Call Block Service. Ufone Application portal etc. who could give more revenue to Ufone. UTunes. Ufone also provides high speed net for mobile phone browsing. accessories. UShare. Conference Call. 20 . Currently. Song Dedicator. It provides basic VAS like ULoan. Also. Currently. Collect Call. its earning more revenue from PREPAY customers.When Ufone got a positive feedback from its customers.
Currently Ufone is advertising after every 15days about its new promotions and products.071.829 Sindh: 4. Target Market: Ufone’s target market is not limited to one person or similar type people. Province Wise Subscriber Share: As of December 2009. For youth it has launched the Uth package. ghanta free package and super ghanta offer.746. For youngsters and elders it provides packages like prepay life. Ufone provides quality services to its customers and has a separate department for check and balance of quality. Ufone had following number of subscribers in four provinces: • • • • Punjab: 10. broachers.982. Ufone uses direct approach in which it directly tells to its competitors that Ufone can compete with them and defeat them very well. or sends calls and messages to customers.866 Balochistan: 540. It offers products that satisfy all the basic needs of customers. Market Share: Ufone is constantly earning revenues. as per PTA’s quarterly report. to let them know about the new products and offers. As per PTA following is the growth ratio of various cellular companies in Pakistan.935 Khyber Pakhtoon Khawan: 2.Marketing Strategies: Ufone uses advertisements. campaigns. Ufone keeps into consideration that all age groups must take maximum benefit from Ufone. By doing so they help Ufone to increase its goodwill. U Circle etc.675 21 .
i. Khyber Pakhtoon Khawan generated 13 percent of total voice traffic for Ufone with Balochistan standing last with 5 percent traffic share.e. 54 percent followed by Sindh that shared 28 percent. Punjab naturally contributed highest share of outgoing voice traffic.Voice Traffic: In last six months. 22 .
It varies in different provinces because of different selection of tariff plans in different regions.Voice Revenues Following Graph Shows average revenue generated for one outgoing minute. 23 .
GPRS and other details.78 (May 2010) Internet Subscribers 24 . 10 (Glow 1 and 2) 7am-11pm 6 5. 35 17. 24. Per MB 20.45 M (Oct 2010) No 10MB for Rs. It does not include SMS.01 (Oct 2010) 12am-7am HBL (Upayment) 10Rs. 5 (Djuice) 7am-11pm 11 5 7am-12am 6 5. For Free Packege Bank Links No 10Rs.19 (Oct 2010) 11pm-7am Misc. Network Mobilink Telenor Ufone Warid Zong Packages FNF Peak Time Off Time Peak 6 3 7am-11pm 8 3 (talkshawk). that’s apparently because higher SMS usage and intelligent tariff plan selection (Reference: outgoing minutes/revenues/per minute revenues details) Competitive Edge: Following table tells about the differences between various networks in Pakistan. 10 (Free Package) 11pm-7am 11pm-7am Tameerati Bank (Easy Paisa) 10 rs. Per MB. As evident from last graph that Punjab and Sindh share lower ARPUs.16 (Oct 2010) No 10 Rs.Note: Revenues’ details are for Voice traffic only. Per Hour 7. Per MB 31.
Also it offers more VAS (value added services) than any network does assuring maximum services quality. and regularly trains its employees to ensure that services are provided with maximum quality. warid at the fourth and zong at the last number. It has a thoughtful approach whenever it offers any new product in the market.Ufone gets a competitive edge over its competitors when we compare its packages with other network packages. It has a separate department that monitors its quality. However mostly it prefers to launch those products which are unique in their features. Either the product contains unique features. according to PTA. ufone at the third. Market Ranking: As far as market ranking is concerned. 25 . or follows low cost leadership and focus strategy. Moreover it is competing strongly with its strong competitors like Mobilink and Telenor. the churn rate (port in/port out ratio) of these cellular companies and the customer satisfaction with the services and network. mobilink comes at the first number. This rating is done according to the number of subscribers. telenor at the second. or it offers the same products as its competitors do.
. Telenor firmed its second place in market share during fiscal 2010 and bridged a difference of 4 percent with its rival Ufone. Product bundling involves offering several products for sale as one combined product.000 and Mobilink 219.18 million new cell phone users were added in the month of June. The data revealed that 1. said KASB analyst Muhammad Saqib Sajjad in his research report. 26 . Telenor and Ufone had almost the same market share in fiscal 2009. an increase of 1. Research reveals that people are more satisfied with Mobilink and Telenor due to their network’s signals quality. which had held the position for many years. Ufone added the most new users in June with 388.Mobilink remained the largest cellular company with a 33 per cent market share while Telenor was the fastest growing player by gaining 2 percentage points to 24 per cent.000. many positive changes are seen in Ufone.21 per cent on monthly basis. Slowing pace of tariff cuts indicates that cellular companies are shifting focus towards bundling and value-added services.000 while Warid added 286. which results in giving more good services than any other network does. like development of CRM department etc. according to data released by the Pakistan Telecommunications Authority. Ufone’s share declined to 20 per cent in fiscal 2010 which ended in June. Due to improved technology because of privatization of PTML. Focus on less penetrated rural areas should lift subscribers by 14 per cent to 13 million in fiscal year 2011. Annual and quarterly reports of PTA reveal the progress rates of these companies.
2. Special Personal Executives department for loyal customers door to door services. 3. Offers of same type by Ufone’s competitors. 6. Weaknesses: 1. More reserves for advertisements. Research Done: We have done research about the working of Ufone. Banking Sector (bills payment and service like EASY PAISA) Car Tracking To link up industries Coverage in now and far areas Threats: 1. Slow net speed. 27 . Network issues. Warid may become a future competitor. UCircle).g. Special training to employees from “Assalamu Alaikum” to “Thankyou for visiting Ufone”. 4. Network issues are seen frequently. 5. mobilink and telenor. 7. 8. We acquired basic information regarding CRM from Ufone’s manager main regional office branch located on mini market side on 31st December 2010. 3. 6. 2. Some products are expensive (e. 2. 3.SWOT Analysis: Following is the SWOT analysis review of Ufone as per the research is concerned. its environment. 4. Opportunities: 1. Good packages Highest number of prepay subscribers Constant revenues generation Employees are given benefits like motivation by boss. promotions and other benefits etc. Lack of access in now and far areas. No MSN MESSENGER and YAHOO MESSENGER support. its treatment with its employees and their treatment with customers. 3. Satellite based technology. campaigns etc. Less manual guidance provided by helpline. Strengths: 1. Presently telenor is the challenge for Ufone. 5. 4. 2. 3. 4. bonuses.
Following is a review of the questions we asked from Ufone manager and the answers that we got from him. We found that Ufone had 5 people on the front desk who were directly dealing with customers by listening to their problems. satisfying them and were dealing the aggressive customers patiently and were providing solutions to the customers and the customers got satisfied from them as soon as they left the Ufone office. 28 .We were warmly welcomed by the manager and found everyone cooperative there to provide us all the information we needed for our project.
Usman Mahoon Manager Sales & Services Center UFone Research Question: CRM In Ufone Interaction/Attitude Of Ufone Personnel With Customers: Ufone gives proper training to its staff to focus on the communication skills. then it loses more 100 customers. to have patience element in them and have guts to convince the customers to become the loyal customers by always send them satisfied as they leave the office. etc. Everything from a “Salam” said by a guard. avoiding usage of vague words and using the words which are easily understood by the customer. having tolerance level to avoid aggressiveness while dealing with hyper customers. 29 . This is important because if ufone loses one customer.Mr. Ufone gives employment to those people who are efficient in communication skills like clearly speaking the words. carefully selecting words while communicating anything to the customer because the employee represents his company while talking to the customer. having good listening skills to understand the words spoken by customer as he has originally intended. to “Thanks for visiting Ufone” by a customer relationship manager is pre-recorded in a documented form.
. And as the diagram shows. 30 . UFONE is constantly working hard to introduce its Value Added Services to the market for maximum customer satisfaction. Ufone has personnel directly interacting with customers.This means that Ufone wants everything to be perfect. It treats its customers as a king because one dissatisfied customer dissatisfies the other customers as well. who send the customers satisfied to their homes before leaving UFONE office. Customer Management: Ufone focuses on the 10 commandments rule it has posted on its office wall. Ufone believes in “SERVICE FIRST” rule and trains to its employees (personnel) to follow this rule.
or they use their Ufone SIM(system integrated module) for a particular time period. c.Training Of Personnel Training: Personnel mean all levels of management. This type of training is called internal training. d. f. Where as general training is given to every individual working at Ufone. Specific training focuses on the important things needed to be taught to the personnel. This means that this training differs from person to person. a. Following things are taught to Ufone’s personnel. It also calls foreign trainers for maintaining international standards. be it be prepay or postpay customers. Benefits provided to loyal customers: Ufone has set a specific time period and amount spent for declaring customers as “Loyal Customers”. like personality grooming etc. e. then Ufone calls them its “Loyal Customers”. Soft skills How to handle difficult customers? How to deal customers in a good way? Communication skills CRM software usage Personality grooming. Ufone has its own trainers who provide training to all levels of management. 31 . b. When the customers spend that particular amount of money. This type is called outsourced training.
Also promotion policies are developed from time to time to retain the customers lost.. to the customers who don’t use their SIMs for 2 to 3 months. and satisfies the customers. giving free SMS bundles. It finds out the reasons that why are its customers shifting from Ufone to any other network. Strategies To Maintain Customer Satisfaction: Ufone personnel are taught to deal with the customers with the courteous attitude. Greeting messages are sent to customers on religious events. birthday messages or cards are sent to the loyal customers. they avail door to door services from a specially maintained department consisting of Personal Executives. These customers are provided bonuses from the revenues earned from them. The best thing in Ufone is. that help it to know what do the customers want. It has a special department which takes necessary steps from time to time to constantly improve its quality. and to how much extent they are satisfied. These services give a competitive edge to Ufone. Also. campaigns etc. it conducts surveys. This is done by giving discounts on calls rates. Then it analyses the faults in its network and takes necessary steps to minimize them. free SMS and calls. Measurement Of Customer Satisfaction: Ufone measures its customers satisfaction by recording their calls as they call the help line. Call centre records the calls done by customers to maintain quality assurance. what are their basic needs. that those pointed out issues will be solved. Also. Door step services are provided to the customers. These customers also avail special offers like discount on bills. free minutes etc. 32 . that it accepts the complains going against it.When customers become loyal to the company. This department measures the churn rate (port in/port out ratio). Also they are allowed to participate in certain campaigns and promotion programs of Ufone..
which is the market share of Mobilink. Empowerment In Ufone: Empowerment is the transfer of authorities from a senior to a junior or we can say delegating powers to another person is empowerment. When the freedom level is created. Ufone uses a custom built software for maintaining the customers records. This freedom creates a sense of ownership in each employee and he becomes more concerned about his job. No specific rules or laws are applied. necessary steps are taken against such problem creating employees. ii. that there are still many weaknesses in it which should be minimized. which measures the satisfaction level of customers. However the SWOT analysis of Ufone tells. Ufone must enhance its network by using latest satellite based technology. their complains. It lets every individual have the authority of taking decisions and performing tasks at his own level in the best possible way. and any suggestions or solutions provided to them. However. Recommendations: Following are the recommendations by us for the research we have done regarding CRM in Ufone: i.CRM Laws/Rules/Methods Followed: Ufone focuses on the basic definition of CRM. Ufone is a very friendly employer and lets every personnel work efficiently. Also Ufone should provide such offers that provide maximum features to the youth like messenger support etc. 5. Ufone must focus on providing latest products to the customers. For any problem due to personnel. thus enhancing the organization’s goodwill. Ufone keeps a proper check and balance on its personnel. 4. This can be done by offering unique products to the market that follow the focus strategy. so that the customers remain satisfied from the company. iv. 6. iii. Ufone should keep on improving its products and services from time to time and follow the cost leadership and differentiation strategies. 33 . Call centre executives must provide complete information regarding any problem faced by the customer rather than sending them reference SMS. Conclusion: Ufone is continuously striving to compete in terms of its market share from 20% to more than 33%. employees feel happy to work with the organization and hence interact in a friendly way with the customers.
Topic: Ufone’s profile and outlook Year: 2010 Author: tecompk URL:http://telecompk.org/wiki/Telenor 3. URL:http://en. PTA website URL:http://en.com/about. Topic: Other Networks Year: 2010 Author: Wikipedia.com/2006/11/12/ufone-profile-and-outlook/ 5. Bibliography References are taken from websites. Topic: Telenor Pakistan Results for Q3 2010: Market Share 23%.org/wiki/List_of_telephone_operating_companies#Pakistan http://en.net/2010/10/28/telenor-pakistan-results-for-q3-2010-market-share-23-subscribers-24m/ 34 .html 6. Topic: Ufone’s Market Share Year: 2010 Author: Kinn URL:http://kninn.wikipedia.wikipedia. Wikipedia URL:http://www.org/wiki/Pakistan_Telecommunication_Company_Ltd 2.wikipedia. Subscribers 24M Year: 2010 Author: Babar Bhatti URL:http://telecompk.aspx http://en.wordpress.4.wikipedia.com/2010/04/market-share-of-ufone. Topic: Ufone Introduction: Year: 2010 Author: Ufone. Topic: List Of Operating Networks In Pakistan Year: 2010 Author: Wikipedia. whose details are as under: 1.ufone.blogspot.org/wiki/List_of_mobile_network_operators_of_the_Asia_Pacific_region#Pakistan 4.
Topic: Ufone Outshines Once again Year: 2010 Author: Yasir Ameen URL:http://www.wordpress.com.com/business/update/financial-insight-pakistan-cellular-industry-%E2%80%93-2010 10.com/2010/12/29/mobilink-losing-ground-to-zong-and-ufone/ 8. Topic: Mobile companies progress Year: 2010 Author: URL:http://www. Topic: Ufone Province Wise Traffic And Revenues Details Year: 2010 Author: Amir Ataa URL:http://propakistani.7.slideshare.net/ZOHANQUR/telecommunication-survey-2010/download 9. Topic: Telecom Report Year: 2010 Author: Zoha N Quratulain URL:http://www.pk/2010/07/07/ufones-province-wise-voice-revenues-details/ 35 . Topic: Ufone SWOT ANALYSIS Year: 2010 Author: Adam URL:http://www.html 12.telecomrecorder.freeswotanalysis.com/2010/12/03/ufone-outshines-once-again-records-profits-up-92-revenues-up-16-in-1qfy10/ 13.pk/story/40007/mobile-phone-users-cross-99m-mark/ 11. Topic: Telecom Updates Year: 2010 Author: The Express Tribune URL:http://tribune.com/telecommunication-companies-swot-analysis/101-ufone-swot-analysis.pakreviews. Topic: Mobilink Losing Ground To Telenor And Ufone Year: 2010 Author: Alaiwah URL:http://alaiwah.
and ideas for effective customer relationship management Year: 2010 Author: Not Available URL:http://www. Topic: Types Of CRM Year: 2010 Author: Wikipedia URL:http://www.principles.pdf 15. systems.com/researchReports/Pakistan%20Telecom.wikipedia.com/topic/customer-relationship-management#ixzz1BDAR5Ond 17. solutions.com/crmcustomerrelationshipmanagement.businessballs.14.businesslink. Topic: Customer Relationship Management Year: 2010 Author: Anonymous URL:http://www. Topic: Competitve Edge of Ufone Year: 2010 Author: JS GLOBAL ONLINE URL:http://www.answers. Topic: Types Of CRM Solutions Year: Not Available Author: Not Available URL:http://www.uk/bdotg/action/detail?itemId=1075422944&type=RESOURCES 18.org/wiki/Empowerment 16. Topic: CRM . software.gov.php 19.com/software/crm/types. Topic: Empowerment: Year: 2004 Author: Wikipedia URL:http://en. strategy.tutorial-reports. applications.htm 36 .jsglobalonline.
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