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“CUSTOMER RELATIONSHIP MANAGEMENT AND SERVICE DELIVERY AND QUALITY IN TELECOM SECTOR i.e. IDEA CELLULAR LTD (GSM)” Presented in partial fulfillment for the award of the Post Graduate Diploma in Management -VI Trimester By Abhishek Mitra(25/2008) PGDM Evening
This is to certify that the Summer Project work on “CUSTOMER RELATIONSHIP MANAGEMENT AT IDEA CELLULAR LTD.”, is an original work and this work has not been submitted to SriSIM or elsewhere in any form. My Indebtedness to other works/publications has been duly acknowledged at the relevant places. The Project work was carried during 14/05/2007 to 29/06/2007 in IDEA CELLULAR Ltd. (ADITYA BIRLA GROUP).
When CHARLES DARWIN spoke of “the survival of fittest”, he could have been speaking of the cut throat competition of today’s market and Corporate ambition. Such is the rat race that PROFIT is becoming an Obsession.
I got an opportunity to do my project, in “IDEA CELLULAR Ltd.” where I was allotted the project entitled “CUSTOMER RELATIONSHIP MANAGEMENT”.
The work was carried out over a span of 52 days. The first part of the project was to understand the concept of TELECOM INDUSTRY, (GSM) and conduct a survey, in order to trace out the prospective competitors in this business.
The second part of the project was carried out by meeting Channel partners and corporate customers (COCP) and direct walk in customers who use to come with their queries at the customer care center located at the circle office by handling their problems and understanding their customer type and give them a quality service. Each chapter in this report is organized to provide clarity and continuity.
MOHIT GUPTA. With their unrestricted bank of Knowledge. Last but not the least I would like to thank all those who have directly or indirectly helped me in the successful completion of my project. CUSTOMER RELATIONSHIP MANAGER and Mr.P (W) zone at IDEA CELLULAR Ltd. Abhishek Gupta. for giving me an opportunity to work under his supervision as a summer trainee in the company. Zonal Office Head of U.” with whose direct or indirect help and cooperation my project has become “A Great Success”.V.I would like to place on records my sincere thanks to Mr. all through successful Completion of my Project. This project report could not have been completed without the Guidance of our Programmer Coordinator. I would also like to thank Dr.4 ACKNOWLEDGEMENT Here I have an opportunity to thank all those in “IDEA CELLULAR Ltd. PRATIMA SHARMA. CHANDRASENA MUKHERJEE and Ms. guidance and encouragement. C. Mr. ANUBHUTI. CORPORATE SALES MANAGER for their constant support. . My sincere gratitude to Mrs.RITESH KUMAR and My faculty guide Ms. Director of Srisim for his unrestricted help and guidance all through the duration of my Project.Ramanan.
PREFACE 2. RECOMMENDATIONS 13. OVERVIEW ON CUSTOMER RELATIONSHIP AND SERVICE DELIVERY 10. CONCLUSION 14. BIBLIOGRAPHY . COMPETITIORS ANALYSIS 11 PROBLEMS FACED BY CUSTOMERS AND THEIR REDRESSAL 11. OBJECTIVE 5. RESEARCH METHODOLOGY 6. TARIFF PLANS 9.5 TABLE OF CONTENTS PAGE 1. ACKNOWLEDGEMENT 3. EXECUTIVE SUMMARY 4. COMPANY PROFILE 8. SWOT ANALYSIS 12. OVERVIEW OF TELECOM INDUSTRY 7.
difficult and at the same time one of the most valuable business as the market place in which we operate is becoming more demanding and competitive day by day. fast changing technology. All this and more pave an organization’s way to global success in this highly competitive world economy. In order to have a good market share in telecom industry provided with the following assignments: - .6 Executive Summary Globalization is the crux reality of 21st century. We are in an Era of innovations. which was all about understanding customers and how to maintain good and healthy relations with them by delivering quality service in telecom industry (GSM). wherever we are we can share all are joys and sorrows within no time. As IDEA CAN CHANGE YOUR LIFE. As a young aspiring marketer I undertook a project. Marketing is indeed one of the most important aspects of organizational success. CUSTOMER HANDLING is one of the most complex. This is through telecom industry only we have come so close to each other. good customer service and proactive smart marketing.
I learned about different competitors of Idea Cellular Ltd. To know WHAT’S IN in telecom industry and WHAT’S OUT by conducting a survey to understand customer’s aspirations for future. To understand why customers leave the network by analyzing problems faced by them through personal meetings and trying to retain them. In the span of 45 days I have done two projects. how it works. In what ways their offerings are converting into customer delight in turn leading to customer loyalty. SDQ staff recruited by idea cellular. To conduct a survey to know different competitors available in telecom market.7 To conduct meetings with customers to analyze their problems and assure them for their resolutions by forwarding their requests. different stages. and their competitive advantage over each other’s. Swot analysis of idea cellular helped me in analyzing the areas where idea cellular needs to focus . One main on customer relationship management and it comprises of above assignments. The subsidiary project was regarding service delivery and quality.
Beside reasons for customer loyalty I also got an understanding of brand switching behavior in this industry. It helped in drawing a conclusion the future trend of this industry from customer relationship management prospective. distributors as company member in building customer loyalty. . Interaction with channel partners helped me in understanding customer expectations. . Customer preferences.8 proactively for customer retention.
. against it’s competitors. To recommend respective improvement and particularly focus on those problems. To understand future trend of this industry from Customer Relationship Prospective. which need immediate attention.9 OBJECTIVES MAIN OBJECTIVES: To make a comparative study of IDEA CELLULUR Ltd. To make the corporate customer aware about the product portfolio offered by IDEA CELLULAR Ltd.
To understand the importance of Call Center. To analyze how to handle different customers.10 SECONDARY OBJECTIVES: To understand the concept of customers. To make a SWOT analysis so that internal strength and weakness can be understood from point of view of cellular industry and also understand the opportunities that can be earned and threats that affects the business. To understand different types of customers. To determine why is customer care important. . To analyze the concept of Service Delivery and Quality.
11 To understand different stages of cellular industry i. To analyze mantras for Successful Customer Care. To determine why customers leave the network.e. Activation Retention Revenue Enhancement and Communication. To analyze Complaint Resolution Cell. . To understand the concept of HNI Customers.
To fulfill the objective certain information was gathered by. Exploratory.e. The study is based upon exploratory research. The focus was concentrated in Uttar Pradesh (w). Observational. Research Instrument 1. Personal Meetings. IDEA CELLULAR LTD. 2. In this method the data is personally collected by investigator from informants. As I have used primary data by using Direct Personal Investigation Method. Primary source. 2.12 RESEARCH METHODOLOGY The perspective of the research is to understand customer relations And service delivery and quality in telecom sector i. 1. Accordingly I had meetings with customers and give resolutions for their . Direct Interviews. Secondary source. 2. Research Approach 1. (GSM) potential its future spare.
13 problems. And secondary data has been collected from various internet sites as mentioned in Bibliography. .
there were over 250 million GSM users. GSM defines the entire cellular system. Operating in the 900MHz & 1.14 Overview of Telecom Industry(gsm) What is GSM: GSM stands for Global System for Mobile Communications. not just the air interface (TDMA. Developed in the 1980s. etc.). GSM is a circuit-switched system that divides each 200 kHz channel into eight 25 kHz time slots.9GHz PCS band in the U. which enables text messages up to 160 characters in length to be sent to and from a GSM phone.8GHz bands in Europe and the 1. . GSM phones also supports data transfer at 9.S. ISDN & POTS users. GSM technology provides a short messaging service (SMS). CDMA.6 Kbps to packet networks. By the year 2000.A.. which is more than half of the world's mobile phone population. GSM was first deployed in 7 European countries in 1992. Today's second-generation GSM networks deliver high quality and secure mobile voice and data services (such as SMS/Text Messaging) with full roaming capabilities across the world.
GSM technology is in use by more than one in six of the world's population and it is estimated that at the end of Jan 2004 there were over 1 billion GSM subscribers across more than 200 countries of the world.15 Today's GSM platform is a hugely successful wireless technology and an unprecedented story of global achievement. spanning over 200 countries. it's always been a risky business getting into the prediction game. The growth of GSM continues unabated with more than 160 million new customers in the last 12 months. it was clear there would be an escalating demand for a technology that facilitated flexible and reliable mobile communications. Growth has invariably outstripped even the most incautious speculation. Today's GSM platform is living. it became the world's leading and fastest growing mobile standard. Nevertheless. The progress hasn't stopped there. growing and evolving and already offers an expanded and feature-rich 'family' of voice and data enabling services. the number of GSM subscribers has increased by a staggering 10 fold. Today. it's safe to assume that by the end of the century GSM will . However. In less than ten years since the first GSM network was commercially launched. Since 1997. As far as GSM is concerned.
A number of satellite network operators already have rapport their . The future of GSM technology is happening all around us. one of the keys to ensuring GSM maintains its market position lies in the provision of advanced customer care. As the technology advances. Users are coming to demand ubiquitous coverage and seamless mobility. in the near future. of the 900/1800/ 1900MHz GSM-related frequencies. It's not simply a case of attracting new customers. The aim should now be to engender a culture of customer care rather than simply the means of responding to customer complaints. but holding on to them. Already significant steps have been taken to establish consistent standards across the networks. Global roaming has always been the cornerstone of GSM's success. For this reason. Equally important is that. Genuinely global coverage is next. it's easy to envisage a future in which if a GSM phone is not performing. For example. it is essential that user demand for applications plays as significant role in determining development as does technological potential. and ultimately all three. the network's care center contacts the user and offers to replace the faulty device.16 have over 150 million customers and be a major influence across every continent on the planet. These products will enable the user to roam freely between two. work is already well advanced on the development of multi-band terminals. Just because it can be done does not necessary mean that it should be done. as it should.
" . Such phones will operate as ordinary GSM mobiles at their usual tariffs when the user is within a GSM coverage area. and development is under way of terminals that integrate both GSM and satellite networks. When they move out of coverage. "The advent of GSM is not seen as so significant a factor that the traditional cellular market growth trends will alter dramatically.17 membership of the MoU. their calls will travel by satellite.
7 per cent a year. Much of this success can be attributed to the stabilization of the licensing and regulatory environment. India is potentially one of the most exciting GSM markets in the world. Spice Communications. This means that service . Competition in the mobile sector has already had a visible impact on prices with calls currently costing less than 9 cents per minute. 'The policy's mission statement is 'affordable communications for all'. the policy places significant emphasis on greater competition for both fixed and mobile services. With a population of around 1 billion growing at roughly 1. Umang Das. IT and media. After two rather difficult years. There is a genuine commitment to creating a modern and efficient communications infrastructure that takes account of the convergence of telecom.18 GSM MARKET IN INDIA: ~ GSM India was the first regional interest group to be formed for a single country. the past 12 months have seen the region's promise beginning to come to fruition. More significant liberalization followed in 1996 with the licensing of that has had the most radical impact on the development of GSM services. and India currently chair it. India's telecommunications have undergone a steady liberalization since 1994 when the Indian government first sought private investment in the sector. In addition.
In the year ahead. which cover the seven largest cities. a figure that is set to be supplemented by a further Rs200 billion over the next five years. It is estimated that more than Rs150 billion had been invested in India's GSM industry by mid2000. . With India's low PC penetration and high average Internet usage -at 14-20 hours a month per user it is comparable to the US -the market for mobile data and m-commerce looks extremely promising. GSM India will work with its members to realize the potential of early packet services in anticipation of the award of 3GSM licenses in 2003/04. One of the challenges facing GSM operators in India is the diversity of the coverage regions -from remote rural regions to some of the most densely populated metropolitan areas in the world. WAP services have already been launched in the subcontinent and the first GPRS networks are in the process of being rolled out. The good news is that subscriber growth is beginning to look healthy. over 600 towns and several thousand villages. It also helps explain why a recent Telecom Asia survey revealed that more than 70 per cent of Indian mobile subscribers felt that prices were now at a reasonable level.19 costs have fallen by 60 per cent since the first GSM networks became live in 1995. India has more than 40 networks. Such depth of coverage has required enormous investment from India's operators.
If one has to connect to the specific . And the continuous advancement in this technology has provided many options to a consumer. Firstly. First of all. Today it has Become the global standard in Europe and Asia. the market for mobile equipment was also limited. Global Service for Mobile Communications (GSM):~ During the 80s. Today. let’s comprehend the meaning and functionality aspects of these technologies. the equipment was limited to operate only within the boundaries of a country and secondly.GSM and CDMA technology. each nation had its own system. GSM operates in 900-MHz – 1800MHz.20 COMPARISON BETWEEN GSM AND CDMA:~ Cellular is one of the fastest growing and most demanding telecommunications applications. At the end of 1997. the two alternatives that face the mobile world are . In order to overcome these problems. a couple of problems arose. GSM was made available in more than 100 countries. As a result. when the cellular system was introduced. The GSM later came to be known as Global Service for Mobile communications (GSM). the conference of European Posts and Telecommunications (CEPT) formed the Group Special Mobile (GSM) to create a common European mobile telephone standard.
21 service provider in different countries. The final signal contains only the relevant conversation. GSM-users simply need to switch Subscriber Identification Module (SIM) cards. a mobile unit logs on to the network after being switched on. The respective receiver demodulates and interprets the signal using relevant code that is embedded in the signal. CDMA based WLL . Each speech signal is modulated (spread) across an entire band. CDMA is a spread spectrum technology whereby multiple users share the same time and frequency allocation in a given band. which then transmits all the frequencies of the neighboring BTS’ to the mobile unit. as the GSM was the choice for full mobility. The BTS then transmits the information to the BSC which has the deciding power as to which BTS should the mobile unit be assigned. As per GSM technology. The mobile unit tries to contact a nearby BTS. The CDMA based mobile technology was introduced in India to provide WLL services. Code Division Multiple Access (CDMA):~ Developed by Qualcomm for the US Military. Code Division Multiple Access is a system that enables many users to share the same frequency band at the same time. which identifies the frequency on which the reception is the best and passes on the information to the BTS.
WLL operators were given the rights to provide "limited mobility" whereby a WLL operator could allow network coverage to the boundary of a Short Distance Charging Area (SDCA). . As CDMA can very well connect large geographical area.22 operators were given license of operation as fixed line operators.
When mobile telephony was introduced in India. While GSM cannot add more than a fixed number of subscribers in a cell. both GSM and CDMA score an equal point. But today’s scenario calls for an evaluation of the alternatives. Hence GSM was the only choice. the capacity of the system is not rigid in CDMA. GSM has already set a standard in India. The user of GSM is enabled an easy international roaming. gaming and Internet are concerned. As far as SMS. which is 800. 1800 and 1900 MHz. However the bandwidth available is same for both the technologies. The biggest advantage with GSM is its widespread network in Europe and Asia. .23 Differences:~ While TDMA and FDMA are the types of multiplexing in GSM. Being a patented technology. CDMA was an emerging technology. CDMA works on spread spectrum. all CDMA equipment’s and handsets require a royalty to be paid. whereas CDMA is predominant in US and South Korea. The Choice: is determined by the service used by those whom you call most frequently.
with a market capitalization of US$ 7 billion.000 employees belonging to over 20 different nationalities. non-ferrous metals. carbon black. sponge iron. . cement. Over 30 percent of its revenues flow from its operations across the world. A premium conglomerate. Its 66 state-of-the-art manufacturing units and sectoral services span India. Such as viscose staple fiber. A US$ 6. the Aditya Birla Group is a dominant player in all of the sectors in which it operates. rooted in Indian values. Philippines. Malaysia. viscose filament yarn. it is anchored by an extraordinary force of 72.24 COMPANY’S PROFILE ADITYA BIRLA GROUP The Aditya Birla Group is India's first truly multinational corporation.7 billion conglomerate. insulators and financial services. Thailand. Canada. Global in vision. Egypt. branded apparel. fertilizers. chemicals. Australia and China. the Group is driven by a performance ethic pegged on value creation for its multiple stakeholders. Indonesia.
chemicals. fertilizers. Birla TMT Holdings Private Limited. Aditya Birla Nuvo Limited 2. viscose filament yarn. sponge iron. BPO and IT services. insulators.25 The Group has also made successful forays into the IT and BPO sectors. branded apparel. Hindalco Industries Limited and 4. financial services. non-ferrous metals. Currently around 57 percent of our Equity Shares are held by our Promoters who are companies belonging to the Aditya Birla Group. The Aditya Birla Group is a dominant player in all of the sectors in which it operates? Among these is viscose staple fibre. Grasim Industries Limited 3. cement. carbon black. telecom. Our Promoters are – 1. .
TransWorks .Birla Sun Life Distribution Company Limited* .Grasim .Idea Cellular Limited .ABNL .UltraTech Cement Limited .26 Following table lists the major Indian companies of the Aditya Birla Group and the products and services they offer: Company .Hindalco .Indian Aluminums Company Limited .Birla Sun Life Asset Management Company Limited* .Birla Global Finance Limited .Bihar Caustic and Chemicals Limited .Birla Sun Life Insurance Company Limited* .Shree Digvijay Cement .Birla NGK Insulators* .PSI Data Systems .
a testimony to the quality of the company's services and subscribers.Maharashtra. . IDEA Cellular has licenses to operate in 11 circles.27 . the historic path-breaking merger and the subsequent acquisition of RPG Cellular . when the Aditya Birla Group and AT&T (through Birla AT&T. Gujarat) and the Tata Group (through Tata Cellular-Andhra Pradesh) came together to set up cellular networks. In its very first financial year. As India's leading GSM Mobile Services operator. Since then. there has been no looking back for Birla Tata AT&T (Idea Cellular).(Madhya Pradesh circle) helped take their aims even further and led to the formation of Birla Tata AT&T Limited. The company BTAL (now Idea Cellular) also ranked No. Idea Cellular recorded the fastest growth among all cellular operators at a 135% increase in subscriber base.Tanfac Industries Limited* fluorine chemicals Idea cellular Idea Cellular's antecedents date back to 1995. In 2000. 1 in customer satisfaction among all operators (as per the NFO MBL survey).
Gujarat. UP-West. Innovation is central to IDEA's VAS Factory. Idea is only operator to launch GPRS and EDGE in the country. Maharashtra. 'Lifetime Idea' is the first and only loyalty program. It is the first cellular company to launch music messaging with 'Cellular Jockey' . Chattisgarh. Haryana. . Lifelong offer and other segmented offerings like Women's Card. A frontrunner in introducing revolutionary tariff plans. 2 Minutes Outgoing Free. Madhya Pradesh. IDEA Cellular has operations in Delhi. Himachal Pradesh and Kerala. for the first time in India. with 'Super Power'. 'Background Tones'. introduced by a Cellular brand. A brand known for their many firsts. Goa. IDEA Cellular has the distinction of offering the most customer friendly and competitive Pre Paid offerings. Andhra Pradesh.28 With a customer base of over 10 million. As a leader in Value Added Services. for pre paid customers. Customer Service and Innovation are the drivers of this Cellular Brand. Uttaranchal. 'Group Talk'. IDEA Cellular's footprint currently covers approximately 45% of India's population and over 50% of the potential telecom-market. a voice portal with 'Say IDEA' and A complete suite of Mobile Email Services.
Idea Cellular is part of the Aditya Birla Group. which is India's first truly multinational corporation. The combined holding of the Aditya Birla Group companies in Idea stands at 98. rooted in Indian values. Global in vision.3 per cent. . it has recently won making it the first cellular operator in India to win an award on this platform.29 The latest feather in the IDEA cap is the GSM Association Award for Bill Flash. the group is driven by a performance ethic pegged on value creation for its multiple stakeholders.
30 Vision: To become most profitable Cellular company Strengthen Channels Reduce cost per minute Improve Profitability Capture additional subscribers Protect Current ARPUs Retain existing subscribers .
31 Companies Mission “We will Delight our customers While meeting their Individual communication needs anytime anywhere” We survive because of our customers. Customer: Whole universe of current and potential users who have communication needs. . Communication: All voice and non-voice services that are permitted under the license. Individual Communication Needs: Specific communication needs of individual consumers. Delight: Positively surprise customers with every interaction.
We will strive to exceed their expectations at all times by providing them with superior services that embody value. . quality and care.32 Values CUSTOMERS Our customers are our most valued assets. innovation.
inc Starhome Bharti Telesoft . Kodiak Ltd Mauj Net4nuts India Ltd Yahoo Rediff India times Mobile2win Sify NDTV ROAMING Roamware.33 Some of our Technology and Content Partners Onmobile Asia Pacific Ltd Cellebrum India Ltd Siddhivinayak Astro Services Ltd.
34 MARKETING COMMUNICATIONS Lowe India Pvt Ltd Insight Media Ltd PUBLIC RELATIONS Clea PR NETWORK Nokia Ericsson Siemens BILLING Atos Origin COVERAGE .
It controls a portfolio of India's most attractive and contiguous telecom geographies. With a footprint dominating the map of India.35 Idea Cellular Ltd has seen phenomenal growth since its inception. the company has been providing excellent service to its subscribers in various states. Rajasthan. does not believe only in increasing geographic footprint . Uttar Pradesh (E). however. Gujarat. Idea Cellular's footprint idea is to first achieve critical mass. Idea Cellular Ltd. then drill deep instead of spreading thin. Haryana.namely Mumbai and Bihar. Idea Cellular accesses over 60% of India's total telephony potential. Including the circles of Andhra Pradesh & Delhi (inclusive of NCR). Himachal Pradesh. In keeping with this. The company is now poised to launch its services in new circles . Madhya Pradesh & Chattisgarh. Maharashtra & Goa (excluding Mumbai). Uttar Pradesh (W). Kerala.it also drills deep and successfully attempts to provide excellent network coverage in all its circles of operations .
.37 The brand Idea It is almost impossible to disintegrate brand Idea from the corporate Idea. This is what we strive for.Brand Values Innovate. nothing less. Brand values are the company values and vise versa. To be the most customer-focused mobile service brand.. Brand Vision: It goes without saying that the brand vision of idea mirrors The company’s vision... IDEA ... Innovations that stimulate the customer and liberate him from the shackles of time and space are the core of our brand.. Continuously innovating to help liberate our customers from the shackles of time & space. Liberate.. Stimulate.. The brand mission statement is. It is these brand values. nothing else. Nothing more. which have made us a formidable player in the telecom industry.
38 IDEA . The Technology Advantage Idea Tomorrow's technology to enrich today. The Employee Focus Idea Nurture the roots that nurture our ideas. .Brand Mission The India footprint Idea Anywhere connectivity bringing India closer. The Customer Focus Idea Make a single interaction a lasting relationship.
Four planks of competitive edge in the mind of Consumer .39 Available wherever you want • New Innovative channels • Brand Perception Product Innovation Best Distribution Network Prepaid • Ecotalk • Lifetime Idea • Super Power Postpaid • Good Bye Landline • Dual IMSI Solution VAS • Cellular Jockey • Global SMS • Idea Mail Best Service Delivery Innovative Affordable Caring Honest • Positively surprise during all customer interactions Sum total of customer experience with our service creates a perception What Idea Brand stands for? .
000km Average monthly Calls on network: 1.3 mn Number of Retailers: 125 k Average monthly gross adds: ~650.3 mn FMCG? Total Consumers: 7.000 BPO? Call Center agents: ~1.000 Bills delivered every month: 1.000 Daily relationship calls made: 65.25 bn Average monthly SMS: 200 mn Service? Manpower for customer service: ~3.000+ Daily Calls received at call center: 500 k .40 What business are we in? Infrastructure? Total investments: Rs 67 bn Number of Towns covered:~2000 Highway coverage: ~20.
•Create customer relationships. •Tariffs dangerously low. •Number portability will come. •Need to look at your niche. Customer Service is the only long-term differentiator. •Numbers game will change. •Highly competitive. . •Commoditised market.41 Financing? Short term debt: Rs 14 bn Average monthly debt rollover: Rs 1 bn Industry Scenario •Growth phase for 2-4 years to continue. •New Business Model required.
42 Sellers’ to buyers’ market… What’s out What’s in Product centered Pure acquisition mode Market centered Profitable growth Faster than competition Different than competition Internal focus Operations driven Innovative products Economical products Expand distribution External focus Service driven Meet changing needs of customer Unique value to customer Differentiate service delivery .
.43 Either you change yourself. •Technology: Stay ahead of curve. •Partnership: Develop outsourcing partners. SLA management skills. •Segmentation: Mass customization. •Measurement and Reporting: Leverage IT for BI & MIS. •Communication: Continuous Corporate Communications. or customer will change to another operator. •Regulation: Be prepared to exploit opportunities. •Innovation: Do it differently. Push decisions to lowest level. •Quality & Processes: Enterprise Process Mgt and Six Sigma. Focus Areas •Empowerment: Four Levels of Mgt.
In this type of a connection. On consistent and regular payment and high usage patterns. you will be required to submit a signed Customer Service Agreement (CSA) form along with certain specified documents. Your connection will be activated post the payment of the one-time charge or activation fee. a refundable deposit and verification of the requisite documents. To avail this type of connection. you could win yourself the opportunity to enjoy exclusive loyalty and frequent user facilities provided by Idea Cellular.44 TYPES OF PRODUCT OFFERED BY IDEA CELLULAR Post-paid subscription A post-paid subscription is also called a billing connection. you can avail of the cellular connection first and pay for the usage at the end of the month. .
50 1.75 0.00 2.50 0.50 1.00 0.40 2.50 1.40 0.00 1 2.25 0.50 1.75 1.50 0.50 .50 1 2. designed for quick convenience and ease of mobility. Under this subscription. NEW PLAINS OF IDEA CELLULAR Plan Details Charges 1 Onetime Charges (a) Sec Deposit (b) Activation 2 Recurring Charges (a) Monthly Rent (b) CLI 3 Call Charges (a) Intra-circle i2i i2M i2L SMS (b) Inter-circle i2i i2M i2L Easy 149 500 200 149 Nil Easy 199 500 200 199 Nil Easy 249 500 200 249 Nil 0. do ask for the ‘IDEA Chitchat’ brand at our outlets.00 2. you can pay in advance for using the services and your credit balance on the subscription keeps reducing in real time against usage. To subscribe.75 0.45 Prepaid subscription A prepaid subscription is like a ‘cash & carry’ subscription.40 2.
30 0.10 0.200 Km Non-POPs C2 M2F&M2WL above 200 Km Non-POPs TMCODE: New Easy 500 99 401 0 0 500 500 minutes 0.46 SMS (c) ISD Country – I Country – II Others SMS UDP (local idea to idea calls 4 only) 2 7.UPEAST M3 M2M .50 7.99 50.00 Rs.00 1.00 Rs. 199 0.00 5. 249 Tariff matrix New Easy 500 Bill Plan Telephony MMF CLI charges VAS Fee Total UDP/Free Minutes (Intracircle calls +STD calls) Outgoing Band Intra Circle (Distance Taken From Routing POI CUG *** M2M Idea M1 M2M Competitor M2 M2M .50 0.00 5.20 9.50 1.Reliance & Tata C0 M2F & M2WL 0-50Km C1 M2F&M2WL above 50. 149 2 7.20 9.99 50.20 9.50 0.00 1.00 5.99 50.00 Rs.00 .
40/ min 9. Singapore & Hong Kong Other Countries (Except ROW-II) ROW-II 6. Europe (F).00 1.47 E1 E2 E3 P1 P2 P3 Inter Circle (Distance Taken From Agra Level one TAX) M2M 50 to 200 km M2M 200 to 500km M2M >500 km M2F & M2WL <200 M2F & M2WL 200-500 M2F & M2WL >500 Pulse SMS (P to P Only) Local SMS National SMS International SMS 1.00 1. Canada.00 1.25 5.00 1.25 0.00 60 sec 0.19/ min 49.20/ min .00 1.00 ISD USA.
65 2.48 Tariff matrix Happy Hour Plan Bill Plan Telephony MMF CLI charges VAS Fee Total TMCODE: Happy Hour Plan 99 76 0 0 175 Outgoing Intra Circle (Distance Taken From Routing POI CUG M2M Idea .10 0.6 PM to 10 AM M2M Competitor M2M .10 0.00 .65 2.65 2.Reliance & Tata M2F & M2WL 0-50Km M2F&M2WL above 50.00 2.200 Km Non-POPs M2F&M2WL above 200 Km Non-POPs Inter Circle (Distance Taken From Agra Level one TAX) M2M 50 to 200 km M2M 200 to 500km M2M >500 km M2F & M2WL <200 M2F & M2WL 200-500 M2F & M2WL >500 Pulse SMS (P to P Only) Local SMS 0.50 1.25 0.00 1.65 2.50 0.00 1.65 60 sec 1.50 0.65 2.10 AM to 6 PM M2M Idea .UPEAST M2M .
00 ISD USA. Europe (F).4/ min 9.49 National SMS International SMS 2.19/ min 49.00 5. Canada. Singapore & Hong Kong Other Countries (Except ROW-II) ROW-II 6.20/ min .
at Idea. attracting and retaining the best employees." Idea cellular recognizes human resources as a backbone for its long-term success. We therefore hire the best professionals brimming with ideas and develop them for future leadership positions. . Our people are our greatest resource as they are our biggest differentiator.seek opportunities. Idea is all about participation and involvement .50 "Attracting and nurturing talent has become the single most dominant force in business. We aim to be the best employer. And finally make a difference within the company. give opinions and always speak your mind. We have focussed on conserving the best aspects of our unique culture and on perpetuating what attracts people to join. and remain. Idea invites you to join a journey of excellence.
•In Japan.. a customer is GOD ...everywhere! •Who are they………….51 CELLULAR MARKET IN TERMS OF CUSTOMERS AND SERVICE DELIVERY Customers •Where are they…………. the customer is the KING.any minute! Who is a Customer •Some one who buys regularly.everyone! •When will they come…. •In USA and UK. •And in India the customer is the BOSS! .
Why a Boss?
•Because a boss can fire you when he is unhappy with you or your work. The Modern Customer •He is innovative in nature and will always go for the best. •He is fussy, choosy, ambitious, proud, sophisticated and global in nature.
What is CARE?
•Care means ---To have regard or liking for. •To look after.
Why is customer care important?
•It costs 5 times more to acquire a new customer than to retain an existing one. •One unhappy customer tells 10 other people. •64% of customers change suppliers because of poor service. •Out of 100 customers only 6 will complaint.
Building the relationship: Key concepts.
Each interaction, However Miniscule, can begin or build a long term Relationship. The customer isn’t always right, But the customer is always the customer! The problem isn't the problem, But how you handle the problem. Give customer A little something extra.
•If you will not take care of your customers… some one else will…
Three dimension of Service
•A attitudes. •S Skill. •K Knowledge. • •ASK----attitudes skill and knowledge.
Customers are NOT… •Just buyers. •Just numbers. •They are whole persons having individual differences.
Customers vary… •In age. •In income. •Education levels. •Taste.
. Loves to talk-about the weather. He knows the right question to ask and it is very difficult to evade the Issue raised by him. •The Knowledgeable Customer. A very common type. about everything except business. His mail objective is to spend only as much time with an executive as is strictly necessary. about politics… In short. This customer is technically very aware of what he is buying. The customer is no nonsense type.55 Different Customer Types •The Business Like Customer. •The friendly customer. about the Indian hockey team. •The egoistic customer.
•Other customer types. Because he does not take decisions. •The timid customer. Confused customer. And that is precisely we need to give him. And that he is solely responsible for everything that goes right. Reassurance. frustrated customer… .56 The man who feels nothing can happen without him. He is usually insecure and needs a lot of reassurance. This type is probably the most difficult to handle.
invite a supervisor to join you and the customer will notice you are treating them as important by seeking additional help. Don’t allow customers to make you feel inadequate. Remember you are good at your job – remind yourself of the skills you have and why you are working there. tell the customer you are writing down all the details. Debrief the situation with someone else when the customer leaves – . Write down their complaint or concern – show the customer you are listening by recording their problem and if you are on the phone.57 Handling difficult customers Don’t take it personally – remember when a customer complains they are unhappy with the product or your company – not you. Ask a supervisor to join you and be part of the transaction – if the customer is becoming more difficult.
Consider what you could do differently next time – if the customer is complaining about a company system or process. Think about the way you handled the customer and note anything you would do differently next time. Learn stress management techniques – this may help you stay calm if a customer raises their voice or becomes emotional. .58 Sometimes you may need to talk to someone about your difficult customer to debrief and get rid of any negative thoughts and emotions you may have – this is a very important step. Recognize and accept you will work with customers who have bad days – understand when you are working with the public some people take their bad days out on you – it is not personal. focus on the positives and also ensure your body doesn’t carry stress you will be able To handle these difficult customers easily. By learning to breath deeply. take some time to review this and determine if this might need to be changed.
"Rule Number 1: The customer is always right. there are some universal rules governing good customer service." and below that. whatever that business might be. and that is the customer is the reason for the business. "Rule Number 2: Refer back to rule number 1. The customer is what keeps the business fueled and running. Without the customer. . and keeping customer happy and coming back is of the utmost importance.59 FIVE MUST OF GOOD CUSTOMER SERVICE Have you ever seen one of the signs regarding customer services that many places of business have hanging up? They say. Though customer service truly can't be simplified into a one-rule overview and the truth is that customers aren't always right." Although that's a pointed oversimplification. the statement makes a valid point. there would be no business.
For customers waiting on hold. and if you take the few moments to really. often a simple smile and statement of "I'll be with you soon" will increase their patience manifold. Devote your full attention to the customer: There's nothing ruder than a cashier that's chatting about her plans for the night with the cashier at the next register while she's ringing up your purchases. you're increasing the odds that you'll be able to help them in an efficient. just to let them know they haven't been forgotten about and that you'll be with them as soon as it's possible. really listen to their request. Customers appreciate being heard. paying attention to something else while assisting a customer opens the door for .60 1. slow-moving line or being put on hold. 3. Acknowledge: People appreciate being acknowledged. Be courteous and respectful: Even the most difficult customers often respond to courtesy and respect. 2. direct manner. Whether they're waiting on a long. For customers at the back of a long line. the first rule is to listen to what they're saying rather than anticipating what they want. it's a good idea to pick up the phone every now and again. 4. customers are more apt to remain patient if they feel like they're not being ignored. complaint or statements. In addition. and maintaining that standard is professional and should be adhered to at all costs. Listen: When dealing with a customer.
There are many other Do's and Don'ts in the world of customer service. . Personal business is for your own time.61 mistakes. Know when to ask for help: There are times when you just don't have the wherewithal to help the customer. Don't hesitate to find a supervisor or manager to help when you find yourself in a position that you can't resolve on your own. but these are a great starting point for providing service that will keep customers coming back to your business. particular when at the register or when working with money and figures. That's what they're there for. 5. and there are difficult customers who just refuse to be reasonable.
you can't sell it if you haven't got it. Have Product Available Generally.it is feedback of the highest order. Be Your Customer Live the life of your customer and experience what they do. Give Memorable Service Make the life's mission of everyone (yes. Stand in line. 2.62 TOP TEN TIPS OF OUTSTANDING CUSTOMERS Remember the 80:20 rule? You may not get everything perfectly right. 1. Listen Hard to Complaints Complaints are a wonderful gift . everyone!) to be customer focused – even those seemingly out of direct line of fire. call your call-centre. . Enjoy them and learn fast. much better than the majority of your competition. Work your systems hard and focused to get product there on time. but getting most right will be much. soak up feedback. 4. These Top Ten Tips for Customer Service will get you well on the way. 3.
8.Have Fun Have fun with your customers. 'What would my customer think of this .63 5. Enable Your People Enable and encourage your people to give an immediate and generous customer response. Be Curious Encourage everyone in your team to overhear. Relationships are business. 7. be nosy. It builds relationships. ask questions and feed back information from your customers. Encourage your people to do this too. Research the Marketplace Do more in your own business from what you experience as a customer elsewhere. reshape the system fast. React Fast Make sure that you and your people work with pace and immediacy with customer issues. 6. 9. . 10.would it give brilliant service?' If not. Be Systems Focused Ask.
• Holds responsibility to efficiently service the customers at each point. • It presents an opportunity to practice Customer Relationship Management. GOAL Holds responsibility to Convert all “Customer Interaction Moments” into “Moment of Delight” for our customers by providing excellent services and creating a strong positive Brand Image for Organization as an institution rendering unparalleled World Class Service.64 SDQ IDEA’S Service Delivery &QualityAn Overview What is Customer Care? Cellular business requires : • Customer Interaction as transactions between Customer & Organization. .
• Strong systems.65 Service Delivery and Quality Creating Competitive edge by achieving: • Customer Delight At “Moments of Truth” interactions. • Well defined processes. • Trained & motivated employees. • Advance technologies at the Call Center. Front Desk & Back-end Operations. .
SERVICE DELIVERY AND QUALITY
Collections & Credit
PnT (Provisioning) Idea Royale
Retention Service Delivery and Quality (SDQ)
External & Internal Customer s
Training & Quality
• 25 Customer Care Officers at 8 DO locations. • Specialized in Front-desk, Retention & Back-end operations. • Customer A/c activation & Service Change Mgmt. • Channel Operations review & Training. • Customer retention & CRE support. • Customer walk-in & on-line channel query support. • Stock Maintenance. • Adjustments & Waivers. • High User Relationship Building.
• 101 Call-center officers. • 3 Supervisors & 1 Manager. • Four teams with individual leaders. • 5 Lac Plus customers: More than 4 Lac calls per month. • High degree of Standardization. • Internal Customer Unit (ICU) for Internal Customers. • Information Updates. • 24*7 operational help line for any kind of Assistance. • Not only a complaint resolution cell. We are looking at call center as a tool for building a long-term relationship with the customer. • A differentiating factor which could help us give the competitive advantage.
347 . Land line calls.321 No. In roamers) • Postpaid No.12345 • ICU (Club royal.69 There are three skill sets: • Common (Prepaid. channels) No.
Postpaid. Automation. • Audits. • System support: BSCS . INSS . management. Audits. . DP5 uploading.. DO-Backend support. bulk actions. Market Move. EPN. Control & Cross-function Coordination. RUG. No. etc.70 PRODUCT AND TECHNOLOGY (P N T) SDQ-Product and Technology • 8 Customer Care Officers. • Special Activities requiring Expertise.Pre-paid. viz. • Product Specialization: Pre-paid & Post-Paid. • Centralized activities.
Voluntary. • Schemes to reduce churn. Revenue Enhancement & Communication ( RRC) Retention • Retaining the customer who is about to leave the network. They Can be of two types: 1. Activities undertaken to retain customers.71 Retention. Involuntary. 2. . • Churn Projection. • Take steps to reduce churn.
•4% are natural floaters. •68% go somewhere else because the people who serve them are indifferent to their needs.73 Why Customers Leave? •1% die. •3% move away. 9 out of 10 service specs are defined not by the customer but by the service provider. •9% finds somewhere economical. Average company has to spend six times more to attract new sale than to get a sale from an existing client. •5% move on recommendation. •10% are chronic complainers. •14% are dissatisfied. they just don’t ‘care’. .
Communication • Information to customers through SMS and Mailer. • Communication To channels and Field for clarity. • Upselling and cross selling by the out calling department. • Revenue enhancement through Value Added Services. Complaint Resolution Cell ( CRC) • Back end operation.Care (an indigenously designed CRM software) .74 Revenue Enhancement • Bill message on every Bill cycle. • Coordinates with other departments. • 15 days satisfaction call to the customer. • Resolving complaints in coordination with other departments. • Fulfilling customer requests. • Report generation from I .
• Refunds. • Top-ups. • Billing. Types of Complaints Post Paid • Activation/De-activation. • Recharge Issues. . • Delay/Wrong Payment postings. • Service Changes.75 • Based upon the type of the call for that particular number action is taken. Pre Paid • Validity Issues. • Adjustments.
76 Technical • Network Related. . • SMS. • Signals/Quality. • Auto roaming. Others • VMS. • Other Value Added Services.
• Regular analysis of Churn. • Daily monitoring of Barring & Temporary Disconnection. • Cost-benefit analysis of loyalty Schemes. • Dos (District Offices). • Monthly evaluation of Customer base to review categorization. Club Roy ale SDQ-Idea Roy ale • One Customer Care officer.77 Sources of Complaints • Call Center/ICU. • Channels. • Management of Idea Care gift Scheme & its distribution. • Quality control of service delivery & Communication to Idea Care. . • Customers.
• Exposure Management. • Refund balance Closure. • IN v/s Switch reconciliation. • Pre Bill Testing. • Market Move adjustments.78 CREDIT AND COLLECTIONS Credit • Customer Profiling. • Configuration Testing of new Products. • Customer categorization. • Deposit refund. • Deposit Restructuring. • BSCS v/s Switch reconciliation. • Limit enhancement and Down gradation. .
IN. . • PnT . CRM.IVR. ICFS. • CRC .Database support. Billing Reports.79 Our Idea of Customer……… Technology Support to SDQ Some areas where Technology has benefited • Call Center .Barring/Unbarring utility. Pre Paid Upload Utilities. Pre Paid Upload Utilities & Mediation frontends. Hyperlinks. • RRC . • Document Center . Billing.Huge System capabilities. DP5. CTI. Bulk SMS.
80 WAY TO DELIGHT CUSTOMERS .
81 4 R Mantra for Successful Customer Care •Record. •Relationship. •Rever. and no end to servicing… . •Resolve.
P(w). While Airtel. of conections.82 COMPETITIOR ANALYSIS 1. Airtel.P(W) in which 40% is of CHIT CHAT cards. Whereas. Gajrola. and BSNL have a cutthroat competition in U. of towers to cover in Moradabad. Sambhal. Range of network: Airtel. Number of subscribers: All the Players Idea. as compared to Airtel has only less number of subscribers and 35% of them are cash card subscribers. Amroha. Rampur. All the operators have vast no. 2. Chandausi. . Idea and BSNL service providers have been into this cellular industry from a very long time and have developed a complete and vast network in Delhi and around the remote areas. Hutch has lowest no. While BSNL has less number of towers as compared to Idea with a radius of 1012 km and not being able to provide proper service in other remote areas. Trying to add more customers to its service with IDEA has maximum subscribers base in U.
which all the player offers: Call Line Identification: Presentation (CLIP): Clip gives you the power to know the phone number of the calling party even before you answer the call. Also. the name of the calling party will flash on the handset screen if the same is available in the Handset Phone Book. Call Waiting: This feature helps the second sender to wait for the call if the receiver is busy with the first call. Call Hold: This feature helps the receiver to put on hold the first call to enable him to listen to second call. Call Divert forward the call to: This feature helps the sender to receive his calls on other number even landline if his mobile is busy.83 Value Added Services (VAS): Let me first take up the common value added services. . This gives you the flexibility to either reject the call or answer the call.
direct on your handset from the web. at your convenience. Infact you can set up a conference. Cell Surf: The easy way to access the Internet. It keeps you in touch with your caller’s even when you are busy or outside the coverage area of IDEA or your cellular phone is switched off. Your calls are diverted to your Easy Mail box. You can now get the latest information.line. You can retrieve the messages left for you. . Call Conference: Idea Call Conference service enables you to carry out a Teleconference with 6 different people simultaneously.84 Call Roaming: The user can roam anywhere in the country where the roaming facility is available. Remised billing: Keep track of your calls through a detailed account at the end of each month. Easy Mail: Easy Mail for IDEA is the most advanced voice mail service. even if the other five are using the PSTN land.
85 Whether one is on prepaid or postpaid. one can access all that he wants. All the more useful because the Hutchison network covers places that one is most likely to get his calls from. (Hutch airtel and idea) (Gsm network)one also enjoys a host of benefits including free incoming calls from anywhere in the network. one can enjoy a wide range of affordable value added services. more frequently. . right from the gsm phone. Including all the four metros. From getting flight updates to mobile banking to sending voice messages and more.
Bharti Airtel BSNL Vodafone Essar 1054042 1394226 1774251 JUNE'07 1663414 1139342 1418663 1865574 JULY'07 1752840 1219294 1542414 1970110 2500000 2000000 1500000 1000000 500000 0 Ideal Mobile Comm Bharti Airtel BSNL Vodafone Essar Series1 Series2 Series3 .P(W OPERATOR MAY'07 Idea Mobile 1609504 Comm.86 MARKET SEGMENTATION CAPTURED BY EACH PLAYER :` STATE U.
No.70% .89% 20.87 Growth path of only GSM Services provider Operators Dec'01 Dec '02 Bharti 484850 834269 Cellular Hutchison 343241 580328 Essar BSNL IDEA 45408 NIL 129809 128306 Dec '03 March '04 April '05 Mar '06 1366113 1202345 170089 501693 3240240 1390201 1217407 174423 508254 3290285 1405334 1223510 182053 514271 3325168 1331003 1026077 156501 420828 2934409 873499 1672712 Market Share of Cellular Players in India :~ Group Company Wise Cumulative S.01% 19. Name of Company Total Sub Figures 1 Bharti 6504314 2 BSNL 5229145 3 Hutch 5148048 % Market Share 24.
2m.76m in January 2007 (all numbers are excluding RCOM GSM for comparison). 5.64m in February and 4.9m in March.88 4 5 6 7 8 9 10 11 IDEA BPL Spice Escotel Aircel Reliance MTNL Hexacom All India 2732689 1882754 1208890 989084 1026377 790529 360550 257053 26129433 10.03% 1.04m subscribers in May. with second highest monthly net additions ever recorded.98% 100. a record in Indian wireless history.96m subs in June 2007.79% 3.63% 3. Bharti’s total subscriber .21% 4.38% 0.5m (4. we should see total monthly net adds of 7. 4.46% 7. Bharti Airtel continued its impressive run with record net adds of 1. The total GSM subscriber base in India now stands at 135. Assuming same net adds run rate as last month for CDMA operators. June 2007 was one of the strongest months for GSM operators.1% MoM growth).39m subscribers in June compared to 5. in line with our theory of accelerating subs addition.93% 3. 4.85m in the previous month.13m in April.00% GSM operators in India added a record 5. compared to 1.
42m. taking its subscriber base to 28. Improved performance in Delhi.92m subscribers per month for the remaining nine months of FY08E in our earnings model.86m in June 2007.7m subscribers (up 4. Rajasthan and UP (West) circles led to strong overall subscriber growth for Idea. Vodafone Essar (erstwhile Hutchison Essar) (Not listed) also reported record numbers.8% MoM and 85.4m (up 1.1% YoY). We have modelled in 1.6% MoM and 88.54m in June 2007. Idea’s subscriber base now stands at 16. A stronger performance by Bharti would provide further upside to our estimates. .9% YoY).3% YoY). with net adds of 0. Vodafone’s subscriber base currently stands at 30.8m (up 5.89 base now stands at 42.1m (up 5.5% MoM and 55. with monthly net additions of 1. Idea Cellular saw a good month. BSNL (Not listed) again saw a poor month with monthly net adds of 0. Severe capacity constraints continued to choke the growth of BSNL and we think this will continue until its new capacity comes onstream.4% YoY).3% MoM and 75.
The Company’s net profit soared to Rs. from Rs. The Company is focusing on building. Himachal Pradesh. The company’s gross revenues have risen significantly by 47% to Rs.6% between March 31. Total subscribe base increased by 90% over the corresponding period last year.5 Crores in the previous year.91 IDEA’S PERFORMANCE IN TELECOM INDUSTRY:Idea Cellular Limited has delivered a robust performance during the year.7% to 8. Rajasthan and U. 2007. thus expanding its network across 11 circles. The initial launch expenses in these circles created some pressure on margins. strengthening and expanding network and related services . 2006 and March 31.P (E).2007.4 Crores from Rs.8 Crores. 2965. The All India market share has improved from 7. The Company has successfully completed its Initial Public Offering and raised Rs. The company rolled out operations in three new circles viz. 503. 4366. 211. The operating margins of the Company declined to 34% vis-à-vis 37% in FY ’06. The Company has over 14 million subscribers as on March 31.3 Crores. an increase of 138%. 2819 Crores.
92 In the new circles and as planned roll out of services in Mumbai and Bihar circles. National Long Distance roll out is being worked on. .
.93 Idea – A growth story Idea strengthened its balance sheet by raising Rs. 2819 Cr through IPO & Pre-IPOPlacement. Licenses for remaining circles being pursued. Nuvo’s stake in Idea came down to 31.78% after IPO. Aggressive Capex planned for both capacity and coverage. Roll out of services in Mumbai & Bihar expected by January’08.
Redressal: Due to some weather problems and exchange faults these problems arises and on the other side these problems were passed on to the technical staff. Redressal: This problem has been conveyed to the technical department and will be taken care of for its rectification. Problem of unclear sound and echo effect.94 Problems faced by the customers and their Redressal The most widely faced problem by the customer is of poor network. Customers also face problems in connecting the ISD calls. . whenever any customers complained to us about weak signals it was duly noted down and forwarded to higher authorities so that the customer could attain a Patch Panel Antenna and his problem gets rectified. Redressal: In some areas the idea’s network is not up to the mark and in order to overcome this the company is now providing a Patch Panel Antenna which when attached to the Fixed Wireless Terminal strengthens the weak signals.
Problem of communication gap. .95 Many idea connection owners face a problem of bill jumping. Redressal: This problem arises due to wrong plan opted by customer. Redessal: This problem arises when customer does not get proper response about the queries and complaints through customer care or channel ends. so customers are told plains which are suitable to them according to their usage and their request is forwarded through customer care.
Back Ground Tones.P (w) area.P (w) as far as GSM is conserned. . Group Talks. Oldest operator in U. Oldest channel network in U. A 24 hours dedicated customer care services.96 SWOT ANALYSIS Strength The Brand Name “IDEA” (Aditya Birla Group). a Voice Portal with say IDEA and complete suite of Mobile E-mail services. Loyal Customer Base identified as Roy ale customers. Idea Cellular company is the first company to launch Music Messaging with Cellular Jockey.
So reliance has a advantage over GSM operators because their network is never busy. New roll out is very slow as per as network is concerned. CUG is not free while other CDMA operators are this facility to their customers.97 WEAKNESS Network problem. . GSM operators use copper while reliance uses fiber for network connectivity. mostly in congested areas. Sales process is Good but lengthy to go.
sim cards with handsets to cover large market share. Slums and camp areas where wire lines cannot reach.98 OPPUTUNITIES IDEA Cellular considers rural market as an opportunity for them. To increase their Prepaid customer base. .e. They are providing bundle offers i.
they can dial the code of that network and make a call to enjoy economy calling. . competitors have but Idea does not have. Competitors have lucrative plans and policies. Aggressive marketing strategies. Authority of Negotiation. GSM operators need to revise their Revenue Enhancement Process when third generation mobiles will be launched. competitors have over us. Huge capital investment will be required.e.99 THREATS All GSM operators considers THIRD Generation Mobiles as a threat for them because in next few years customers can make calls from whichever network they want i.
Idea cellular customer care should take proper feedback from customers and their suggestions should be implemented and feedback is provided to them which can be in terms of rewards like free airtime. Idea cellular should try and make their process as short and simple as possible specially in case of barring. Idea cellular should work up on payment posting so that it can be flashed with in half an hour on customers mobile after payment so that they can be updated. to reduce Conjunction in network and call drop. . Idea cellular should launch competitive offers more aggressively on regular intervals to make customer feel delighted.100 Recommendations and suggestions Idea cellular should update its network more aggressively.
Idea cellular should cut down the time period of activation. The customer should be updated with all the latest schemes. offers and tariff plans of the company. According to me. as this is a constant cause of complaint. This will go a long way in . This can be done with the help of mailer along with the call statement which should be send and by enabling auto caller system which call the number from the database by themselves and play the recorded message. It is hampering on their sales and their image in the market. complaint handling should be faster to gain an edge over the competitors to the customer care department needs to be strengthened so the customer can directly contact the company. A major complaint by the customer was that grievance handling takes a lot of time.101 Idea cellular must make a provision to make additional services automated so that services could be available at earliest.
So that they can negotiate with corporate customers and fulfill their requirements and retain them for long. .102 putting up a smile on the customers face and they will feel associated with idea cellular. Idea cellular should provide authority of negotiations to its employees.
According to my point of view.4 per cent growth per annum during the 2007-2011 and around 58 per cent of the rural population and 95 per cent of the urban population would get mobile connections. The cellular market penetration will also get triple. So Idea Cellular has a very bright future in GSM industry and it can capture maximum market share by exploiting rural market. with cellular services expected to contribute approx 26 billion by 2011. Their was a rapid growth. The overall penetration would be driven mainly by an increased focus on rural market.103 Conclusion After completion of this project at idea cellular I came to certain conclusions about the growth and future prospects of idea cellular. huge promotions by Idea cellular and handset bundling schemes can help them in building strong and . This proves that it is readily accepted among the customers. As India will continue to be the fastest growing country in the Asia-Pacific region next to China. If we talk about the total base of idea prepaid as well as postpaid connections. telecom industry is likely to register 18.
For this they need to take quick actions for the redressal of customers grievances. . If they will be satisfied then they will build good customer relations.104 healthy relations with its customers. This can only happen when Idea Cellular will try and further keep their employees motivated. which idea cellular should concentrate on maintaining its Existing customer base. These steps would ensure definite success and would help idea cellular to sustain as a leader in GSM market. Idea should maintain good customer relations by taking regular feedbacks from them. The next step.
com www.ideacellular.105 Bibliography www.telcomindustry.com www.adityabirlagroup.bhartiinfotel.com www. .com Google search engine Interacting with local business associates.com www.com. Direct interactions with customers.ideamobile.
the company shows a sincere interest in solving it. Kindly indicate your choice by placing a tick on the appropriate option. The Web-Site of Idea is interactive and user-friendly. Q7. Your queries and complaints are handled immediately by the Customer Care Department. When you have a problem. Idea uses the latest technology in its services. The employees at Idea understand your individual needs and offer flexibility in their services as per your requirements. Q3. Q8. Q2. Q10. Idea gives you prompt services. Idea provides it’s services at the time it promises to do so. Disagree Can’t Say Agree Strongly Agree . Employees at Idea are always willing to help you. Idea keeps its customers informed about all its services and how they will be delivered. Idea gives you individual attention..106 Questionnaire (To be filled by Idea Customers) This questionnaire is solely for academic purpose. Strongly Disagree Q1. Q9. Q5. Q4. Q6.
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