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SUBMITTED TO:Mr. Hitesh (Prof.)
SUBMITTED BY:ARUN KUMAR GULERIA
Section RT1801 Roll No. A02 Program code 194 Reg. No. 10807166
LOVELY INSTITUTE OF MANAGEMENT (LIM) LOVELY PROFESSIONAL UNIVERSITY 2010
I take this opportunity to offer my deep gratitude to all those who have extended their valued support and advice to complete this term paper. I cannot in full measure, reciprocate the kindness showed and contribution made by various persons in this endeavor.
I acknowledge my sincere thanks to Mr. Hitesh Jhanji (Faculty Member) who stood by me as a pillar of strength throughout the course of work and under whose mature guidance the term paper arrives out successfully. I am grateful to his valuable suggestions.
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7. 15. 2. 3. 9. 5. 11. 13. 8. 4 5 7 10 11 12 13 14 15 16 17 18 20 21 22 23 24 3 © ARUN GULERIA | arun_guleria@ymail. 6.No.INDEX S. 4. 16. 14. 17. 12. PARTICULAR Executive Summary Introduction Services Marketing Environment The Service Segmentation Customer Requirements & Customer Expectations Quality Concerns Quality Of Services Integrated Gaps Model Of Service Quality Service Recovery Strategies Service Blue Print Of RELIANCE COMMUNICATION Positioning Maps Services Cape Employee & Customer Role In Service Delivery Integrated Services Marketing Communication Delivering Service Through Intermediaries Conclusion References Page No.com . 1. 10.
is something that Reliance adopted from the beginning— recognizing it to be the new battleground of customer loyalty and a critical driver in recruiting new customers. Reliance's CDMA services are available in 19 states and cover about 65% of the country.com . software etc. The need for the extension is due to the high degree of direct contact between the CE providers and the customers. The Airtel the leader in the market is best for its service but its prices are very high. In this case expected service is a function of word of mouth communication. personal need and past experience. and the services are differentiated by offering tailored products at competitive price levels. 4 © ARUN GULERIA | arun_guleria@ymail. and perceived service is a product of service delivery and external communications to consumers. The person will get its problem solved in the better and convenient way. Reliance Infocomm also offered for the first time in India. The support service which will help the service are the computer. This portal leverages the data capability of the CDMA 1X network. EXECUTIVE SUMMARY Reliance Telecom's GSM cellular services are available in 940 towns within its eight-circle footprint. by developing or improving products to meet each customer segments' needs. The other service providers are differently rated in the positioning map. Reliance defines quality as the possibility to exceed the demands and expectations of its customers and our people through the continuous improvement of the operation of the processes and systems. There are right and wrong ways to do this. Doing it right means cultivating customers so they all feel appreciated. and the simultaneity of the production and consumption. state wise. (This comparison is for the Value Added Service provided by both the competitors). A popular way to segment customers is by revenue. The interaction between onstage and back stage is separated by line of interaction.1. The ability to differentiate brand through the delivery of exceptional customer experiences. while tightly managing costs. GAP is based on substantial research amongst a number of service providers. Reliance is known for its heavy brand investment and a complex product portfolio. these will help the employee provide the better service The Reliance has the best service in customer service and also the prices are low as compared to other competitor in the market. mobile data services through its R-World mobile portal. or profit generated with "A-list" customers receiving more perks and personal service than "lower" categories. the highly visible nature of the service process. The executive will transfer the problem to the back office that will solve the problem. Result: pleased customers and higher profit.
including infrastructure and services — for enterprises as well as individuals. truly bringing about a new way of life. is part of Reliance Communications Ventures (RCoVL). Reliance Communications has a reliable.36 billion shares of the company.2. integrated (both wireless and wire line) and convergent (voice. along with Reliance Telecom and Flag Telecom.75 per cent of the company. which accounts for more than 1. though sadly after his unexpected demise on 6 July 2002. INTRODUCTION A DREAM COME TRUE Late Shri Dhirubhai Ambani dreamt of a digital India — an India where the common man would have access to affordable means of information and communication. They will overcome the handicaps of illiteracy and lack of mobility.com . high capacity. Reliance Communications is revolutionizing the way India communicates and networks. and consulting. financial services (Reliance Capital) 5 © ARUN GULERIA | arun_guleria@ymail. data and video) digital network. It is capable of delivering a range of services spanning the entire Infocomm (information and communication) value chain. Reliance Infocomm is an Indian telecommunications company.” It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60. According to National Stock Exchange data. applications. had stated as early as 1999: “Make the tools of information and communication available to people at an affordable cost. It is the flagship company of the Reliance-Anil Dhirubhai Ambani Group.000 route kilometers of a pan-India fiber optic cable network which was commissioned on 28 December 2002. Reliance Communications (formerly Reliance Infocomm). Today. Anil Ambani controls 66. comprising of power (Reliance Energy). Dhirubhai. who single-handedly built India’s largest private sector company virtually from scratch. the auspicious occasion of Dhirubhai’s 70th birthday.
This network was commissioned on December 28. 2002. It uses CDMA2000 1x technology HISTORY Reliance Infocomm was founded by Dhirubhai Ambani.and telecom initiatives of the Reliance ADA Group. from 15% in the corresponding period in the previous year. 2. BUSINESS REVIEW During the twelve months ended March 31. 7. the Broadband business achieved revenue growth of 123% to Rs. 519 crore (US$ 120 million). 1. 6 © ARUN GULERIA | arun_guleria@ymail. revenues of the Wireless business increased by 46% to Rs. Between 1999 to 2002. Margins expanded to 37% from 31%. Reliance Infocomm also offered for the first time in India.709 million). 3.271 crore (US$ 295 million). EBITDA of the Global business increased by 98% during the twelve months ended March 31. Anil Dhirubhai Ambani currently manages reliance Infocomm. to Rs. Reliance Infocomm built 60.144 crore (US$ 265 million). state wise. Reliance's CDMA services are available in 19 states and cover about 65% of the country.com .489 million) from Rs. 10.728 crore (US$ 2. Reliance Telecom's GSM cellular services are available in 940 towns within its eight-circle footprint. to Rs. This portal leverages the data capability of the CDMA 1X network. mobile data services through its R-World mobile portal.364 crore (US$ 1.000 km of fiber optic backbone in India. The EBITDA margin crossed 45% in the twelve months ended March 31.984 crore (US$ 924 million) from Rs. 1. FOOTPRINT At present. and EBITDA increased by more than 6 times. In the same period.250 crore (US$ 522 million). EBITDA margins increased to 24% from 12% last year. Wireless EBITDA increased to Rs.
or used to glean information. price and place remain but three additional variables – people.3. In telecom. the highly visible nature of the service process. physical evidence and process within the original-Ps framework (for example people can be considered part of the product offering) the extension 7 © ARUN GULERIA | arun_guleria@ymail. Mastering this dynamic process cycle is the rudiment of the telecom business operation. physical evidence and process – are included to 7–Ps mix. product delivery. and the simultaneity of the production and consumption. these are elements that can be manipulated. and after-sale service. The process of product development in an insurance organization requires huge industry level data. The essential elements of product. The term micro-environment denotes those elements over which the marketing firm has control or which it can use in order to gain information that will better help it in its marketing operations. Telecom companies earn cash by way of premiums merely by offering promises as products. Services Marketing Mix The services marketing mix is an extension of the 4-Ps framework. They deploy/invest the cash to earn sufficiently by the time they are called upon to pay claims in few probable cases. In other words. The variables are what Neil Borden has termed ‘the marketing mix’ which is a combination of all the ‘ingredients’ in a ‘recipe’ that is designed to prove most attractive to customers. product development. promotion. but it largely differentiates itself by its process orientation. in order to provide fuller satisfaction to the company’s customers. There are five verticals discernible in core telecom business. They are business governance. Telecom business also focuses on the product life cycle. Strategic planning is necessary for successful launching of products. This is accomplished through the manipulation of the variables over which a company has control in such a way as to optimise this objective. The objective of marketing philosophy is to make profits through satisfying customers. marketing strategy is the unit of business planning and marketing planning starts from the backyard of the customer. investment. While it is possible to discuss people. SERVICES MARKETING ENVIRONMENT Telecom business follows same organization structure as any other business.com . The growth of any business always depends upon the marketing strategies used by that business organization. Telecom business differs from other business in its cash flow pattern. The need for the extension is due to the high degree of direct contact between the CE providers and the customers.
in magazines and in other media outlets reaches large audiences and spreads the brand image and the message very effectively.Reliance Communication wants to make its services accessible to as many people as possible: from the young. Phone users can top up their phone on line.allows a more thorough analysis of the marketing ingredients necessary for successful services marketing. through apprentices and high powered business executives. This is known as above the line promotion. its products and its staff all project the brand image.com . send and receive pictures. Reliance UK gives NECTAR reward points for every £1 spent on calls. to the more mature users. obtain billing information . Monthly price plans are available as well as prepay options. Reliance World provides on-the-move information services. text messages. play games.ups RIM Postpaid Calling Cards RIM PCO RIM Handyphone I-Phone 3G Magic box Handset World Calling Cards Price: . Below the line Stores have special offers. Product :. receive information about travel and sporting events. Above the line Advertising on TV. Reliance's stores. Promotion: . picture messages and ring tones.Reliance works with icons such as Hrithik Roshan to communicate its brand values. Radio. Print. Reliance’s advertising campaign Promotional mix Advertisements – TVC. It offers various pricing structures to suit different customer groups. promotions and point of sale posters to attract those inside the stores to buy.A product with many different features provides customers with opportunities to chat. hoardings 8 © ARUN GULERIA | arun_guleria@ymail. on billboards. Some of the products of Reliance Communication are: Prepaid Cellphone connection Prepaid recharge card Top .and soon view video clips and send video messages. change ring tones.
People – because of the simultaneity of production and consumption in services the CE staff occupy the key position in influencing customer’s perceptions of product quality. Customers are able to see and handle products they are considering buying.com . Value Added Services of Reliance needed more promotion 'Go For It' says Reliance GSM with Hrithik Roshan .. 9 © ARUN GULERIA | arun_guleria@ymail. or to take up new service products There is set up of a quick response facility to customer problems and complaints They employ new technology to provide better services at lower costs They use branding to clearly differentiate service offering from the competition in the minds of target customers. People are on hand to ensure customers' needs are matched with the right product and to explain the different options available. Reliance recruits high quality staff treat them well and communicate clearly to them: their attitudes and behaviour are the key to service quality and differentiations They attempt to market to existing customers to increase their use of the service. Without training and control employees tend to be variable in their performance leading to variable service quality. Value added services ads – Visual ads supported by Print ads Events/programs – IPL Matches and Big TV. Customers look for clues to the likely quality of a service also by inspecting the tangible evidence. Process decisions radically affect how a service is delivered to customers. mechanism and flow of activities by which a service is acquired. In fact the service quality is inseparable from the quality of service provider.was the perfect way to spread awareness. Training is crucial so that employees understand the appropriate forms of behaviour and trainees adopt the best practises of the andragogy. It also sells through independent retailers e. Physical evidence – this is the environment in which the service is delivered and any tangible goods that facilitate the performance and communication of the service. Car phone Warehouse.g. Reliance actively develops good public relations by sending press releases to national newspapers and magazines to explain new products and ideas. Sales Promotions – Special prepaid bundle for Diwali. Process – This means procedures. VAS is considered a cash cow for cellular companies. An important marketing task is to set standards to improve quality of services provided by employees and monitor their performance. IPL season 2 had lot of scope to be taken advantage.
Doing it right means cultivating customers so they all feel appreciated. 10 © ARUN GULERIA | arun_guleria@ymail. The Service Segmentation A popular way to segment customers is by revenue. Result: missed profit opportunities and disgruntled customers. or profit generated with "A-list" customers receiving more perks and personal service than "lower" categories.4. making them feel unappreciated and resentful. Result: pleased customers and higher profit.com . There are right and wrong ways to do this. by developing or improving products to meet each customer segments' needs. Doing it wrong creates risk of sub-standard service for "unimportant" customers.
The “telecom tightrope” is the balancing act providers perform when trying to balance delivering great customer experiences with controlling and even reducing costs. there has been a high cost associated with providing a superb customer experience.5. Reliance Communication has mastered the tightrope and is delivering exceptional customer service with very lean operations. With narrowing choice from competing telecom companies and no compelling reason to remain loyal. consumers can.com . customers have higher expectations than ever. is something that Reliance adopted from the beginning— recognizing it to be the new battleground of customer loyalty and a critical driver in recruiting new customers. or well established. and the need to keep acquisition costs to a minimum. vote with their feet. Traditionally. The ability to differentiate brand through the delivery of exceptional customer experiences. Reliance’s criteria for successful market entry determined that delivering satisfactory customer experiences was essential. However. while tightly managing costs. was dependent on building a community of satisfied customers happy to recommend Reliance Mobiles to others. Customer Requirements & Customer Expectations When it comes to quality of service. Reliance is known for its heavy brand investment and a complex product portfolio. and will. and the services are differentiated by offering tailored products at competitive price levels. They want nothing less than a superb customer experience from their providers. STRATEGIES USED EXPECTATIONS: BY RELIANCE TO MEET CUSTOMER Differentiated Product Simple price structure focused on essentials Low price point No long term commitment Alternative Channels Low acquisition costs Focus on online sales Leverage community effect Lean operations High online self-service Simple product features Strong brand Build up brand and/or leverage channel asset “Trust” in company key for final purchasing decision An online only sales channel. Whether a company is new to the market. it’s clear that providing superb customer experiences has to become part of an organization’s DNA in order for it to bolster customer advocacy and reduce unwanted churn. From the outset. 11 © ARUN GULERIA | arun_guleria@ymail.
USA. November'2009 Business Today along with TAM rated Simply Reliance TVC as the most watched Ad in the month of October 2009.1 campaign in India for the month of Aug 08 & Sept 08.com . Total Network TVC s Kedarnath & Highway rated as No. Colgate and Cadbury's. Chair for Yr. Ensuring compliance with all the requirements of the Quality Management System. by understanding and foreseeing their needs. The youngest Indian brand amongst the "Top 10" and ahead ofP&G. Pitch. Reliance defines quality as the possibility to exceed the demands and expectations of its customers and our people through the continuous improvement of the operation of the processes and systems. QUALITY CONCERNS Reliance’s concern and priority is to satisfy customers. World Brand Congress.6. 12 © ARUN GULERIA | arun_guleria@ymail. Realizing vision through every day work and performance. Samsung. India's Top 25 Marketers Awards 2009. QUALITY JOURNEY BY RELIANCE Anil Ambani – The Telecom Person of the Year 2008 by Light Reading Most Promising Service Provider of 2003 (Asia Pacific) Award instituted by Asia Pacific Technology from Frost & Sullivan. Most awarded single brand for Creative Excellence ABBY Awards 2007(Advertising Agency Association of India).2009-10 granted to RCOM. Continuously improving business in order to achieve our strategic goals. Reliance’s quality concern is committed to… 1. Reliance Mobile amongst the "Top 10 Most Trusted Brands“ & rated as "India's Most Trusted Service Brand 2009“ by "The Economic Times“ Reliance Mobile" voted as No. Hero Honda. Reliance Mobile.8th in "India's Most Admired Marketers“. Fair &Lovely Scholarship on Reliance Mobile wins at MMA Awards. 2. as well as covering their demands and expectations and by providing products and services of exceptional quality. LG. November 09. RCOM adjudged the World’s Top CDMA Operator at the Global CDMA Industry Achievement Awards. 3.
Suppliers & Partners Performance Evaluation Reliance in order to develop mutual trust and cooperation with its main partners systematically assesses the quality of this cooperation. company policies and processes aiming to meet customer needs. The purpose is to: Plan and introduce Quality of Service (QoS) indicators for services that are implemented within the framework of large corporate projects Ensure the use of quality plans and measure their implementation Identify required changes in the company. in order to incorporate new services and technologies. participates in the Reliance Communication Group Network & Service Quality Team. the "Poor Voice Quality"(assessing the quality of communication) and the “Weak Signal Percentage” (evaluating the weak signal level ). GPRS and UMTS services. from their concept and planning phase until their delivery to the market. The assessment aims to identify areas for improvement and to implement appropriate actions in order to achieve mutual beneficial synergies Participation in Reliance Communication Group Network & Service Quality Team Reliance India Mobile. The fundamental indicators demonstrating QoS achieved by Reliance – RIM network is the "Call Success Rate (CSR)" (the percentage of successfully set-up. This framework includes the following methods: Service Evaluation Service evaluation is conducted aiming to ensure that new products and services are designed.com . 13 © ARUN GULERIA | arun_guleria@ymail. aiming to measure quality of all services and especially those conveyed on new technologies. Quality of Services In the scope of developing services that correspond to customers' needs. Quality of Service (QoS) Monitoring One of the most important methods for target setting and network development prioritisation is to simulate and understand customers' perception on the use of mobile telecommunications network. has adopted a specific framework of systematically assessing quality of services end-to-end. prior and post launch. developed and implemented according to quality requirements. as perceived by the customer). Quality standards of new services and products are verified through specific benchmarking trials.7. maintained and released calls. Reliance. against initial technical and quality specifications. QoS monitoring is conducted for GSM.
Integrated Gaps Model of Service Quality This model offers an integrated view of the consumer-company relationship. Gap 1: The difference between what customers expected and what management perceived about the expectation of customers.8.com . Gap 4: The difference between the service delivered to customers and the promise of the firm to customers about its service quality 14 © ARUN GULERIA | arun_guleria@ymail. personal need and past experience. In this case expected service is a function of word of mouth communication. The key points for each gap can be summarized as follows: Customer gap: The difference between customer expectations and perceptions – the service quality gap. It is based on substantial research amongst a number of service providers. and perceived service is a product of service delivery and external communications to consumers. Gap 2: The difference between management’s perceptions of customer expectations and the translation of those perceptions into service quality specifications and designs. Gap 3: The difference between specifications or standards of service quality and the actual service delivered to customers.
the responsibility of our marketing material. including picture messaging. They also address other consumer issues such as responsible mobile phone use. Service organizations occasionally make a mistake and might mistreat their customers. A good service recovery can turn a disgruntled customer into loyal one and turn a frustrating experience into a fond memory. music.9. Customers can now access an ever-expanding range of features and services on their mobile phones. These technologies bring significant benefits to our business and personal lives. One way to enhance service recovery us to motivate the front line employees to identify problems and empower them to correct service mistakes. but can also raise concerns about misuse. internet access and mobile television. Professional business firms attempts to sell their competence and build reputation. pictures and video clips. Important consumer issues include the clarity of our pricing. Their loyalty is vital to the long-term success of our business. 15 © ARUN GULERIA | arun_guleria@ymail. SERVICE RECOVERY STRATEGIES Service is involved with the need to satisfy the customer.com . contact and commercialism. the way they handle customer privacy and measures to protect customers from inappropriate content. downloadable games. driving safety and mobile theft. Reliance's reputation depends on earning the trust of its customers.
The interaction between the executive and the customer is the line of visibility.com . software etc. The physical evidence in the showroom are the chairs. ticket vending machines etc. Service Blue Print of RELIANCE COMMUNICATION Service Blueprint of Reliance Communication: Service Blueprint of Reliance Communisation for a small problem solving The above blue print is for the person who faces some problem while getting the service and he approaches for a complaint to the showroom. The slip gives the token number for meeting the executive in the showroom.10. these will help the employee provide the better service. The person will get its problem solved in the better and convenient way. tables. In the show room the first thing he comes in contact is the parking lot followed by the slip delivering machine. The support service which will help the service are the computer. The interaction between onstage and back stage is separated by line of interaction. the person will meet the executive and will tell him the problem. 16 © ARUN GULERIA | arun_guleria@ymail. The executive will transfer the problem to the back office that will solve the problem.
com . The other service providers are differently rated in the positioning map. 17 © ARUN GULERIA | arun_guleria@ymail. POSITIONING MAPS: High (customer ervice) Reliance Airtel Tata DOCOMO High (price) Idea Virgin Low (price) Vodafone Low (customer service) Positioning map for Reliance Communication in comparison to other operators The Reliance has the best service in customer service and also the prices are low as compared to other competitor in the market. The Airtel the leader in the market is best for its service but its prices are very high. (This comparison is for the Value Added Service provided by both the competitors).11.
Appropriate servicescaping is a sure shot way to create an image that the service provider is seeking to put up. Roles of Servicescape A servicescape is not a passive setting it plays an important role in service transactions. supervision and operational efficiency. either on their own or with a little help from the provider.A servicescape plays four important roles. schools and banks are examples of this type of servicescapes. They are predetermined to render an intended image to the service concept and evoke a particular sensory and emotional reaction that sets the stage for a germane experience that augments the efficacy of the offer. The servicescape should premeditate ergonomically to facilitate teamwork. A SELF SERVICE SERVICESCAPE The service is designed around a customer helping self with the service . body shapers. The facility design can attempt to position it for the desired market segment. It also helps moderate customer expectation and reinforces his experience and reminiscences.The role of service employees is limited. by making the facility pleasing and appropriate to use for them.The place has to be designed to keep employees’ motivation and morale high. The service provider must plan the facility exclusively with the customer in mind. are examples of remote encounters. AN INTERPERSONAL SERVICESCAPE When a service encounter requires a close interaction between the customer and provider the servicescape must be facilitate this interaction. Hotels. Examples are ATMs. gymnasium and self service restaurants etc. hospitals. satisfy and facilitate the activities of both conducive to the interaction between the two. They are back office . A REMOTE SERVICESCAPE There are service settings where there is little or no customer involvement in the servicescape. It is the corporeal manifestation of the service idea for interest groups to form a shared appreciation-ma perceptible metaphor for an intangible service. business executives and housewives or the youth.com . These use remote servicescapes.. they must be designed to attract. Telecommunications. sportspersons.12. cinema halls. the effect of the servicescape on quality perception has been inadequately captured by previous empirical research. insurance and call centres etc. Customer performs most of the activities. An interpersonal servicescape is appropriate. The purpose of this paper is to examine the impact of the servicescape on perceived quality in a more comprehensive way. SERVICES CAPE The importance of the servicescape (the physical facilities of a service company). Package Servicescapes ‘package’ the service offer and communicate an image to the customers of what they are going to get. An evaluation of the roles they have in service encounters will reveal how important it is to design an appropriate servicescape . A gym layout and design and design (choice of equipment) conveys the segment of population that is targeted – slimming enthusiasts. Servicescape is an outward appearance of organization and thus can be critical in forming initial impressions or setting up customer expectation. 18 © ARUN GULERIA | arun_guleria@ymail.
Compare the servicescape of a public Service provided with that of a private service provider. blasting music. 19 © ARUN GULERIA | arun_guleria@ymail. whereas servicescapes in private showroom encourage casual – affable interactions. Differentiator With the layouts a customer can make out what kind of operator it is. Whereas private service operator approach customers with convivability. The air conditioned lounge with comfortable seats and a cold water dispenser as you pass through a spotlessly clean glass door. PRICING OF SERVICES The Reliance is following discrimination pricing strategy. night pack. In a public servicve provider a large part of the floor is marked as restricted. To target different target it has different pricing. For employees it should be pleasant to conduct activities. Like for youngsters it has FF pack. A dominance of light red at showroom differentiates it with dark red of Airtel. Companies adapt servicescape to reposition the services or identify new customer segments. The pricing is such that it caters the needs of different target group. Airtel. The service with public operator also suggests that customers have a formal –official relationship with public service users. Candle lit tables with smooth classical music and tables with clothes and pre-laid cutlery differentiates a restaurant from other with flour cent colors and pattern on the walls. makes customers feel welcome . Clearly the design of the servicescape differentiates one provider from its competitors. behavior and relationship. leaving little space in the form of an arrow aisle along the outer walls of the hall for customers. The message is clear –customer must not enter the restricted area. customers will be interfering with that task.Facilitator Another important job of servicescape is to act as an a facilitator in assisting both the customers and service employees to make most of the opportunity it should make the service consumption comfortable convenient for the customer. This setting is designed can enhanced or inhibits the efficient flow of activities in the service setting making it easier or harder for customer and employee to accomplish their goals. that is where the most important job of the service. conveying expected roles. They are allowed more space to move and occupying a seat across from executive’s desks suggests that customer is indeed central to all activity. crowded with young boys and girls and motorcycles at the makeshift parking in front. internal operations. is conducted and by entering that area. and hints at the segment the services are targeted at.com . Socializer Design of servicescapes aids in socialization of both the customers and employees. Besides discrimination pricing it is also following competitive pricing where it try to match its prices with other service provider say for eg. sms pack etc.
Addressing and handling customer complaints. Developing new marketing programs or incentives to increase the deposits and services offered by the telecom company.13. EMPLOYEE & CUSTOMER ROLE IN SERVICE DELIVERY Reliance Telecom recognizes that customer's expectation/requirement/grievances can be better appreciated through personal interaction with customers by (CRO) customer relation office's staff. Hiring. if they are not fully satisfied with the response of the insurance company to their complaints.com . 20 © ARUN GULERIA | arun_guleria@ymail. discrepancies in accounts or shortages from the various tills or teller areas of the CRO. Many of the complaints arise on account of lack of awareness among customers about Reliance services and such interactions will help the customers appreciate customer relationship services better. As for the CRO the feedback from customers would be valuable input for revising its product and services to meet customer requirements. say once in a month will give a message to the customers that the CRO cares for them and values their feedback/suggestions for improvement in customer service. The CRO employees work in good faith and without prejudice to the interests of the customer. Completing all necessary security checks and reference checks for potential employees. Customers treated fairly at all times Complaints raised by customers are dealt with courtesy and on time Customers are fully informed of avenues to escalate their complaints/grievances within the organization and their rights to alternative remedy. Setting policies and training staff regarding changes in Reliance policies as needed. Structured customer meets. training and supervising all staff that works within the Reliance. Providing assistance to Reliance Telecom clients and making sure that they are satisfied with Reliance services now and in the future. RELIANCE TELECOM treats all complaints efficiently and fairly as they can damage the CRO's reputation and business if handled otherwise.
(or retailer-) oriented with the purpose to establish a positive image and creating demand for a product or service that leads to eventual purchase. Brand building through corporate advertising. 21 © ARUN GULERIA | arun_guleria@ymail. magazine. prospects. in 2002 it completely changed the communications strategy and began to promote specific products from its product portfolio based on the consumer research study. including TV. One of the promotional objectives designed was to create a feel good factor around GPRS plan. Brand building advertisements tend to be product/service. defined generally as advertising that benefits a company’s image by emphasizing its own resources. and have begun reaching out to customers. INTEGRATED SERVICES MARKETING COMMUNICATION The well-designed marketing communications initiatives developed by Reliance Telecom that helped it gain leadership position in the Indian telecom sector. However. and the financial community by advertising those brands. and newspaper. Brand building advertising is synonymous with product advertising and is commonly seen in traditional mass media. During its initial years Reliance Telecom focused on creating a strong brand identity and awareness and designed the marketing communication strategy accordingly. radio. Many astute business people now recognize corporate brands as fundamental business assets. The communication route is typically one-to-many and is designed to reach a mass audience by using a tactic of at capturing the attention of users.14. skills and/or character.com .
15. A person who has lived in the locality for many years sells the products of the telecom company with a local branch nearby. comprising a large advisor force that targets various customer segments. the public sector insurance companies have their branches in almost all parts of the country and have attracted local people to become their agents. In today's scenario agents continue as the prime channel for telecom product distribution in India. The agents are from various segments in society and collectively cover the entire spectrum of society. What have emerged is a much more difficult and evolving market scene with existing players. the customer trusted the agent and company. predictable and sustainable business model. the profile of the people who acted as agents suggests they may not have been sufficiently knowledgeable about the different products offered. supported by call centers to a small extent. This ensures the last mile touch point being closer to the customer. Distribution Scenario: In today's Indian telecom market. tied agency has emerged as a robust. Of course. and may not have sold the best possible product to the client. The strength of Business Development Manager lies in an aggressive strategy of expanding and procuring quality business. as is the case in most markets. With focus on sales & people development. Traditionally Business Development Manager have been the primary channels for SIM and RUIM distribution in the Indian market. which we believe will take more time than expected. DELIVERING SERVICE THROUGH INTERMEDIARIES Business Development Manager: Business Development Manager is the largest distribution channel of Reliance Telecom. and global marketing practices and ideas being tested. This arrangement worked adequately in the absence of competition. 22 © ARUN GULERIA | arun_guleria@ymail. Intermediaries being able to build personal credibility with the client. more new players coming in. Almost all the new players follow this model primarily because the regulations for other channels are yet to be put in place. But none of this has changed the fundamental character of the market. Nonetheless. the challenge to telecom operators and intermediaries is two-pronged: Building faith about the company in the mind of the client.com .
.16.com . CONCLUSION Although it is useful from a strategic point of view to think about the multiple roles of the servicescape and how they interact making actual decision about servicescape design requires an understanding of why the effects occur and how to manage them. 23 © ARUN GULERIA | arun_guleria@ymail. In accordance with findings from environmental psychology. but must also consider ambient components such as odours and background music. Practical implications – Service providers should give careful consideration to their servicescape. The roles played by servicescape in a particular situation will aid in identifying opportunities and deciding just who needs to be consulted in making facility design decisions. the servicescape may not remain limited to tangible elements.
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