CUSTOMER RELATIONSHIP MANAGEMENT IN UFONE

(FINAL PROJECT REPORT)
Presented By: KULSUM WAHEED 80 ABDUL REHMAN 23 SAQIB ANJUM 22 SAADIA MAZHAR 131 ARSHIMA MEHBUB 64 ZUBAIR Presented To: Sir Salman Shahid

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ACKNOWLEDGEMENT We first of all thank Allah Almighty for supporting us, then our respectable associate dean and teachers, the Ufone employees and our family members and class friends for providing us support to complete this project.

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EXECUTIVE SUMMARY

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Ufone retains its loyal customers by providing them bonuses on revenues earned from them. Ufone is a very friendly employer and lets every personnel work efficiently. Call centre records the calls for maintaining quality assurance standards. telenor being the second with 24% share in market. Ufone needs to provide more support to its customers when they face any problem. Ufone is a brand of PTML (Pakistan Telecommunication Mobile Limited). This will increase Ufone’s goodwill and just like Mobilink. 4 . but started to commence its operations on 29th January 2001 as a GSM 900’s service provider. It lets every individual have the authority of taking decisions and performing tasks at his own level in the best possible way. thus enhancing the organization’s goodwill. which is a PTCL’s fully owned subsidiary. When the freedom level is created. overcome the threats and avail the opportunities which its competitors have not availed yet. employees feel happy to work with the organization and hence interact in a friendly way with the customers. Customers become loyal after a predefined time period and amount. Ufone provides various types of trainings to its personnel like internal trainings. where as Mobilink has 33% being at the highest level. This quality maintenance is done by a special department that monitors the relationship of personnel with customers. seniors and subordinates. Also it makes sure that customers are fully satisfied with its products and services. To constantly improve its performance. schedule and control the presales and postsales activities in an organization. It should use its strengths to minimize its weaknesses. which may beat its direct competitors and future competitors. every thing is documented and is taught to the employees. Empowerment is the transfer of authorities from a senior to a junior or we can say delegating powers to another person is empowerment. Ufone needs to focus on the weaknesses and offer such products to the market. This freedom creates a sense of ownership in each employee and he becomes more concerned about his job. We will recommend Ufone to first concentrate on improving its network reliability. it has expanded its coverage and customer base at a rapid pace and established itself as one of the leading cellular service providers in Pakistan. Ufone has progressed a lot and currently has 20% market share. co-workers. It has improved its financial performance. A special department consisting of personal executives provides door to door services to such customers. Ufone attains its competitors customers by launching ad campaigns with attractive offers for them.(Customer Relationship Management) An integrated information system that is used to plan. This subsidiary was incorporated in 1998. outsourced trainings. and since the outset. Ufone can acquire more customers than it has today. specified and general trainings. It should also provide its services in now and far areas and should minimize its network issues just as mobilink does. However. From “salam” to “thanks for visiting Ufone”.

N. Features Of CRM C. G. D. I. O. 2. S. M. Definition And Origin Of CRM B. F. R. Benefits Of CRM D. P. H. Characteristics Of An Excellent CRM J. U. Types Of CRM Pareto’s Law CRM And Communication People And CRM H. 7 8 8 8 9 9 10 11 12 12 12 13 13 14 14 14 14 15 15 15 16 Introduction to Ufone A. Essential CRM Focus K. B.TABLE OF CONTENTS 1. E. Origin Logo And Mission Statement Products And Value Added Services Marketing Strategies Target Market Market Share Competitive Edge Market Ranking SWOT Analysis 17 19 19 21 21 21 24 25 26 5 . C. Moments Of Truth I. Achieving Good CRM CRM As A Process Customers Expectations Generating A Customer Focused CRM CRM’s Impact On Organizations Conditions Of CRM Customers Wants And Demands Why Do Organizations Undertake CRM? Customer Orientation Steps For Effective CRM Customer Management In CRM L. F. G. E. Introduction to CRM A. T. Q.

CRM Laws/Rules/Methods Followed 28 29 30 30 31 31 32 32 32 32 33 4. Training Of Personnel D.3. Conclusion Recommendations Empowerment In Ufone Bibliography 6 . Customer Management C. Research Done A. Benefits Provided To Loyal Customers E. 7. Attitude/Interaction Of Ufone With Customers B. Strategies To Maintain Customer Satisfaction F. 5. Measurement Of Customer Satisfaction G. 6.

sales force. SFA. According to Glen Petersen. and a myriad of packages provide a myriad of options. including the call center. CRM is a very comprehensive system. technical support and field service. schedule and control the presales and postsales activities in an organization. was the first component of CRM. CRM embraces all aspects of dealing with prospects and customers." the most successful CRM systems are found in organizations that realign their business model for profitability. 7 . Like ERP. call center and automated field service operations were on parallel tracks in the 1990s and began to merge with marketing in the late 1990s to become CRM. which became available in the late 1980s. The primary goal of CRM is to improve long-term growth and profitability through a better understanding of customer behavior. marketing. Introduction To Customer Relationship Management: Definition And Origin Of CRM: (Customer Relationship Management) An integrated information system that is used to plan. Sales force automation (SFA). not just redesign their information systems. CRM aims to provide more effective feedback and improved integration to better gauge the return on investment (ROI) in these areas.1. author of "ROI: Building the CRM Business Case.

exceeding expectations) Ensuring that the focus of the organization is external Growth in numbers of customers Maximization of opportunities (E. These include: • • • • • • • • Reduced costs. The overall goals are to find. and technical support. clients and sales prospects. and win new clients. It involves using technology to organize. Features Of CRM: The old viewpoint in industry was: 'Here's what we can make . increased services. automate.who wants to buy our product?' The new viewpoint in industry is: • • 'what exactly do our customers want and need?' and 'what do we need to do to be able to produce and deliver it to our customers?' This is a significant change of paradigm and a quantum leap in terms of how we look at Benefits of effective CRM: There are significant business benefits which accrue from an effective. but also those for marketing. and synchronize business processes—principally sales activities. referrals. integrated Customer Relationship Management approach. They are: • • • Operational CRM Analytical CRM Collaborative CRM 8 . entice former clients back into the fold... nurture and retain those the company already has.Customer relationship management (CRM) is a widely-implemented strategy for managing a company’s interactions with customers. attract. because they are getting exactly what they want (ie.g. Customer relationship management describes a companywide business strategy including customer-interface departments as well as other departments. and reduce the costs of marketing and client service. three broad classifications are possible. because the right things are being done (ie. effective and efficient operation) Increased customer satisfaction. customer service. etc. Types Of CRM: When it comes to application of CRM..) Increased access to a source of market and competitor information Highlighting poor operational processes Long term profitability and sustainability Forward thinking organizations understand the vital need to maintain a strategic focus on CRM and to resource and manage it appropriately.

and a new basis for a future relationship. as determined by: • • • • • on time focused relevant reliable coherent 9 . CRM And Communications: Communication is central to any successful relationship.nurture these customers and give the special treatment.Pareto's Law ('The Pareto Principle'): Pareto's Law is commonly known as the 80:20 rule. professionalism and integrity. Typically in any organization: • • • 20% of customers account for 80% of your turnover 20% of customers account for 80% of your profits 20% of customers account for 80% of your service and supply problems It is important to know is which customers fit into which category and then to manage them accordingly. Highly satisfied customers who perceive a high value in your products and services commonly make excellent advocates for your organization . Dissatisfied customers who perceive a low value in your products and services are potential saboteurs. communication needs to be consistent and high quality. These customers could have little or no loyalty and may actively 'engage' against your organization. In terms of Customer Relationship Management. or manage the separation with dignity. Therefore you should seek to rebuild relationships and trust.

Communications must be judged most vitally by the reaction of the receiver. Effective customer focus enables the organization and its staff to see both sides. Don't. not necessarily agreeing.especially complaints . and free opportunities to increase customer loyalty. The information contained in a CRM system allows communication to be directed at the correct audience. for effective communications it's the message and meaning that is received that counts. If the reaction is not good then the communication is poor. which is neither practicable nor sustainable. Most organizations avoid. Complaints are free guidance for improving your quality. or written. and to work with the customer to arrive at a mutually satisfactory and sustainable solution. 10 . The communication system must also encourage and facilitate honest and actionable feedback. irrespective of what the communicator thinks they've said.are essential for good organizational performance and ongoing development. discourage and hide from complaints. in the correct way. Successful and effective Customer Relationship Management people tend to display the following key characteristics: • • • • • • positive attitude people orientation organizational skills analytical skills customer focus (natural empathy) understanding of the link between CRM and profitability On the subject of empathy: Empathy is about understanding. Agreement alone amounts to capitulation. People And CRM: As with any other business process your people have a huge impact on the success of the CRM process. Feedback from customers .Importantly also.

An approach to managing 'moments of truth' involves 'continuous improvement'. Moments of truth can therefore be positive. exceeded or disappointed. Here are the elements of such an approach: • • • • • • • define the cycle of service identify negative moments of truth define the reasons (ie. Monitoring the 'moments of truth' allows the company to focus on improving areas responsible for negative customer experiences. A single mistake is forgivable. and integrating theses changes into 'business as usual'. This entails processes that continually monitor. • • • • • Specific Measurable Agreed Realistic Time-bound 11 . A repeat rarely is. Organizations that fail to put right things that go wrong. might as well say to the customer.. root causes ." Bear in mind also that research has proven time and again that when an an issue of poor service to a customer is satisfactorily resolved by a supplier. check and resolve negative moments of truth by ensuring alterations happen to the customer process. in the case of disappointment. Expectations can be met. Standards using SMART criteria Standards (which may also be objectives) can be established using the SMART framework.set standards in your processes. or negative. To maximize positive moments of truth .the helix of continuous improvement. Put things right and you will be seen as a supplier who knows how to manage quality. If you put things right your customers will see that they are important to you. the customer increases their loyalty to the supplier to a higher level than existed prior to the problem. Negative moments of truth carry a lot of weight with the customer and will adversely affect the relationship.Moments Of Truth: 'Moments of truth' are encounters with customers which cause them to form a view of the organization based on how they are engaged. Failing to put things right and to prevent reoccurrence says of the organization "We are not capable of managing quality service. "You are not important to us". in the case of meeting and exceeding expectations. Remedial action to prevent repetition is crucial. particularly compared to their expectations.not symptoms) develop solution/s test solution(s)/review/amend implement monitor impact on the cycle of service This is similar to the EPACA model .

'going the extra mile' evidence of corporate support for service activity Achieving Good CRM: Achieving effective Customer Relationship Management requires many organizations to adopt a new perspective. Consider the following: • • traditional customer service is something you 'do to' the customer modern Customer Relationship Management is 'done with' the customer The second statement is emphasises the big differences between conventional traditional customer service. and built for the long term.. and the modern progressive CRM approach. and an overall strategy of building customer relationships. all efforts in the organization can be aligned to: • • • • • • • customers and the culture of exceeding of customer expectation understanding and managing the people impact on the culture of the organization customers being recognized and treated as partners the value of relationship-building being valued service being seen as a value-adding activity reward and recognition being based on customer focus ie.Characteristics Of Excellent CRM: The following characteristics are associated with delivery of excellent CRM: • • • • • • • • • reliability responsiveness accessibility safety courtesy consideration communication recognizing the customer competence Focus On Building Relationships: The essential CRM focus of any organization should be on developing core competencies. Organizations who have many transitory relationships with customers consequently have to spend a lot of money on finding new customers. 12 . cooperative. Your relationships with customers should be ongoing. In this way. The cost of keeping existing customers is a tiny fraction of the cost of acquiring new customers.

Ideally a business organization should exceed its customers' expectations. thereby maximising the satisfaction of its customers.. To over-promise and under-deliver is a recipe for customers to become very dissatisfied. Rule No 2 . Rule No 1 . Ask your customers what is important to them. given all these variable factors. it is no surprise that one size certainly does not fit all.You cannot assume that you know what a customer's expectations are . which define CRM for your organization and customer base capacity for improvement and evolution over time Customers' Expectations: If an organization cannot at least meet its customers' expectations it will struggle.Customer expectations will constantly change so they must be determined on an ongoing basis. You must ask. Customers normally become delighted when a supplier under-promises and over-delivers.. which has: • • • • identifiable inputs identifiable components identifiable characteristics.CRM As A Process: CRM can be regarded as a process. for example: • • health and safety support systems compatibility 13 . The expectations of different customers for the same product or service will vary according to: • • • • • social and demographic factors economic situation educational standards competitor products experience Therefore. There are a wide variety of relationship drivers. and also the credibility of its goods and services in the eyes of its customers. Find out why your customers do business with you. For example: • • • • • quality price product location customer service When you ask you might discover some factors that you'd perhaps never even considered.

and will often include the buying-selling process (prior to providing anything). More significantly however. Customers Wants And Demands: Most obviously.. and this is the extent of many suppliers' perceptions. (Benefits are what the products or services do for the customers. to name just a few Generating A Customer Focused CRM Solution: So what do we need to make this quantum leap of customer integration? A new way of thinking: • • • • • • change in paradigm change in the messages sent and received change in the overall culture processes that are capable and effective structures and systems that support a business centred on its customers connectivity (end-to-end processes) both internally and externally (eg. Customers' needs generally extend to issues far beyond the suppliers' proposition. a quality product and an acceptable price Good CRM can influence both sets of conditions. • • organizations need to make a profit to survive and grow customers want good service. 14 . not want the organization can make highlighting competencies required for an effective CRM process CRM conditions: The organization and the customers both have sets of conditions to consider when building the relationship.• • contract structure distribution flexibility • • technical support troubleshooting and problem-solving.) Note that any single product or service can deliver different benefits to different customers. customers want costeffective products or services that deliver required benefits to them. the way that communications are handled. with suppliers) And a new way of doing things: How CRM Impacts On The Organization: CRM can have a major impact on an organization through: • • • shifting the focus from product to customer streamlining the offer to what the customer requires. It's important to look at things from the customer's perspective even at this level. such as wants and needs of both parties. and the features and benefits encompassed. and the nature of the customer-supplier relationship. Customers' needs are distinctly different to and far broader than a product or service. customers want to have their needs satisfied.

etc . the sense of identifying market changes and the product innovation approach. All communication and dealings would be between these two people. The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. Generally there are three ways of doing this: the customer-driven approach. consumer wants are the drivers of all strategic marketing decisions.Modern CRM theory refers to the idea of 'integrating the customer'. etc). processes. This implies that the company focuses its activities and products on consumer demands. A formal approach to this customer-focused marketing is known as SIVA (Solution. systems. This implies a relationship that is deeper and wider than the traditional 'arms-length' supplier-customer relationship. Every aspect of a market offering. Access). The traditional approach to customer relationships was based on a simple transaction or trade. This system is basically the four Ps renamed and reworded to provide a customer focus. is driven by the needs of potential consumers. If it's new to you. departments.people. sales. Why do organizations undertake CRM? CRM is a new concept to many organizations. ascertaining consumer demand is vital for a firm's future viability and even existence as a going concern. Perhaps there would be only a single point of contact between one person on each side. In the consumer-driven approach. even if the customers' organization contained many staff. History attests to many products that were commercial failures in spite of being technological breakthroughs.across the customer's organization. The starting point is always the consumer. and vice versa. Consequently. No strategy is pursued until it passes the test of consumer research. The modern approach to customer relationship management is based on satisfying all of the needs . Information. Steps For Effective CRM: Successful organizations use three steps to build customer relationships: • • • determine mutually satisfying goals between organization and customers establish and maintain customer rapport produce positive feelings in the organization and the customers Customer Orientation: A firm in the market economy survives by producing goods that persons are willing and able to buy. and functional requirements (distribution. here's why most forwardthinking organizations devote lot of energy and resources to the set up and management of a CRM capability. finance. Many companies today have a customer focus (or market orientation). 15 . This new way of looking at the business involves integrating the customer (more precisely the customer's relevant people and processes) into all aspects of the supplier's business. such as might be affected and benefited by the particular supply. and little more. Value. quality. including the nature of the product itself.

Managing customers entails: • • • • knowing what customers want and need . ie. the business could be in trouble and so other companies may appear in the surroundings of the company. so the consumer demand on its products will become less. Product Price Place → Solution → Value → Access Promotion → Information If any of the 4Ps had a problem or were not there in the marketing factor of the business.information which is vital to enable a business to succeed. placement. price. promotion) of marketing management.The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product. giving customers what they want. As such there are two types of customers: the readers and the advertisers).which enables you to provide references..which enables you to focus on developing highest potential knowing which products or customers are most or least profitable . and to safely test new products and services 16 . Customer Management: Why manage customers? Customers are the usual source of income for an organization.which enables you to focus your production and service efforts knowing which products or customers have most growth potential .which enables you to focus on maximising profit knowing which customers will be advocates and supporters . case studies. as in the case of readers of a free publication which is funded by advertising. (If not then they will certainly leverage your income. Customers are also an exceptional source of information .

Ufone has become a focused and intensive leader in VAS. at a price that suits them the most. it’s all about U.Pakistan Telecommunication Corporation Limited (PTCL) that started its operations in January 2001under the brand name ‘Ufone’. Ufone gives its customers many reasons to smile. More recently. it has a subscriber base of 23.26 million customers(2010). According to recent Ufone’s position analysis done by PTA. As the world of telecommunications advances. constantly introducing innovative services. Ufone promises its customers to stay ahead. empowering them with the most relevant communication modes and services that enable them to do a lot more than just talk.. Ufone became a part of the Emirates Telecommunication Corporation Group (Etisalat) in 2006. clear sound and best network. Along with the claim of lowest call rates. 17 .000 locations and across all major highways of Pakistan..2. which have been the first of their kind in the Pakistani cellular industry. As a result of PTCL’s privatization. Ufone offers its customers simplified tariffs with no hidden charges. This customer focus and best offering has allowed Ufone to build a subscriber base of over 20 million in less than a decade. Since its inception. developing and evolving. Ufone currently caters for International Roaming to more than 288 live operators in more than 160 countries. Ufone also offers Pakistan’s largest GPRS & BlackBerry Roaming coverage available with more than 200 Live Operators across 122 countries. With a strong and uniquely humorous communication direction that has now become Ufone’s signature across all advertising media. Ufone has focused on the people of Pakistan. because at Ufone. Ufone has network coverage in 10. to go beyond their expectations. Introduction To Ufone: Origin: Pak Telecom Mobile Limited (PTML) is a wholly owned subsidiary of.

Post Pay Rs. PTCL Pakistan www.com 18 . Super Highway & Motorway Key people Products Revenue Parent Website Abdul Aziz. CEO Pre Pay.1 billion PKR (first quarter 2006-07).Pakistan Telecommunciation Mobile Ufone Ltd.ufone. GT Road. Type Private Industry Telecommunication Genre Subsidiary Founded January 29. 2001 Founder(s) Pakistan Telecommunication Company Ltd Headquarters Islamabad. (PTML). F-7 Markaz Area served 2336 cities of Pakistan.5. Pakistan 13-B.

which means that it treats its customer as a king and thinks to maximize its efforts to the maximum level and provide maximum satisfaction to the customers and retain them. When Ufone was launched. it started to offer GSM based services to its customers from 2002 onwards. With the advancement in technology. Products And Value Added Services: The main products are PREPAY and POSTPAY. Ufone’s mission statement states that “to be the best cellular option for U”.Logo And Mission Statement: Ufone shows the “You Attitude” through its logo and mission statement. 19 . and its logo says “its all about U”. it offered AIMS connections.

Also its all sms and call packages are economical and highly affordable and meet customers requirements. Ufone offers 11 packages of different rates. Conference Call. Ufone Phonebook Saver. Also. Collect Call. Currently. It provides basic VAS like ULoan. Call Block Service. Ur EDGE etc. Awaz SMS. it started to offer its POSTPAY services as well. Music Station.When Ufone got a positive feedback from its customers. its earning more revenue from PREPAY customers. Ufone offers products like blackberry phones along with solutions. Song Dedicator. Ufone SMS Buddies. UTopup. Ufone is the biggest Blackberry Solutions provider in Pakistan. Song Catcher. 20 . Ufone Application portal etc. accessories. UShare. UTunes. Ufone also provides high speed net for mobile phone browsing. who could give more revenue to Ufone. Currently.

campaigns. Ufone keeps into consideration that all age groups must take maximum benefit from Ufone.071.982. broachers. By doing so they help Ufone to increase its goodwill. U Circle etc. Province Wise Subscriber Share: As of December 2009. ghanta free package and super ghanta offer.866 Balochistan: 540. Market Share: Ufone is constantly earning revenues.935 Khyber Pakhtoon Khawan: 2. or sends calls and messages to customers. to let them know about the new products and offers. Ufone uses direct approach in which it directly tells to its competitors that Ufone can compete with them and defeat them very well.746. Currently Ufone is advertising after every 15days about its new promotions and products. Ufone provides quality services to its customers and has a separate department for check and balance of quality. as per PTA’s quarterly report. As per PTA following is the growth ratio of various cellular companies in Pakistan. For youngsters and elders it provides packages like prepay life. For youth it has launched the Uth package.Marketing Strategies: Ufone uses advertisements. It offers products that satisfy all the basic needs of customers. Target Market: Ufone’s target market is not limited to one person or similar type people.675 21 .829 Sindh: 4. Ufone had following number of subscribers in four provinces: • • • • Punjab: 10.

Punjab naturally contributed highest share of outgoing voice traffic. i. Khyber Pakhtoon Khawan generated 13 percent of total voice traffic for Ufone with Balochistan standing last with 5 percent traffic share.e. 54 percent followed by Sindh that shared 28 percent. 22 .Voice Traffic: In last six months.

It varies in different provinces because of different selection of tariff plans in different regions. 23 .Voice Revenues Following Graph Shows average revenue generated for one outgoing minute.

10 (Free Package) 11pm-7am 11pm-7am Tameerati Bank (Easy Paisa) 10 rs. that’s apparently because higher SMS usage and intelligent tariff plan selection (Reference: outgoing minutes/revenues/per minute revenues details) Competitive Edge: Following table tells about the differences between various networks in Pakistan.45 M (Oct 2010) No 10MB for Rs. Per MB.01 (Oct 2010) 12am-7am HBL (Upayment) 10Rs. Per MB 31. Per MB 20.78 (May 2010) Internet Subscribers 24 . For Free Packege Bank Links No 10Rs. Per Hour 7. 10 (Glow 1 and 2) 7am-11pm 6 5.19 (Oct 2010) 11pm-7am Misc. GPRS and other details. 35 17. Network Mobilink Telenor Ufone Warid Zong Packages FNF Peak Time Off Time Peak 6 3 7am-11pm 8 3 (talkshawk).16 (Oct 2010) No 10 Rs. 24.Note: Revenues’ details are for Voice traffic only. It does not include SMS. As evident from last graph that Punjab and Sindh share lower ARPUs. 5 (Djuice) 7am-11pm 11 5 7am-12am 6 5.

Moreover it is competing strongly with its strong competitors like Mobilink and Telenor. Either the product contains unique features. However mostly it prefers to launch those products which are unique in their features. the churn rate (port in/port out ratio) of these cellular companies and the customer satisfaction with the services and network. ufone at the third. 25 . or it offers the same products as its competitors do. or follows low cost leadership and focus strategy. and regularly trains its employees to ensure that services are provided with maximum quality. Market Ranking: As far as market ranking is concerned.Ufone gets a competitive edge over its competitors when we compare its packages with other network packages. This rating is done according to the number of subscribers. Also it offers more VAS (value added services) than any network does assuring maximum services quality. mobilink comes at the first number. It has a separate department that monitors its quality. telenor at the second. warid at the fourth and zong at the last number. It has a thoughtful approach whenever it offers any new product in the market. according to PTA.

Telenor firmed its second place in market share during fiscal 2010 and bridged a difference of 4 percent with its rival Ufone. The data revealed that 1. many positive changes are seen in Ufone. Annual and quarterly reports of PTA reveal the progress rates of these companies.18 million new cell phone users were added in the month of June. Focus on less penetrated rural areas should lift subscribers by 14 per cent to 13 million in fiscal year 2011.000.000 and Mobilink 219. Ufone’s share declined to 20 per cent in fiscal 2010 which ended in June. according to data released by the Pakistan Telecommunications Authority.. Due to improved technology because of privatization of PTML.Mobilink remained the largest cellular company with a 33 per cent market share while Telenor was the fastest growing player by gaining 2 percentage points to 24 per cent.000 while Warid added 286. which results in giving more good services than any other network does. Product bundling involves offering several products for sale as one combined product. which had held the position for many years. like development of CRM department etc. Telenor and Ufone had almost the same market share in fiscal 2009. an increase of 1. Ufone added the most new users in June with 388. said KASB analyst Muhammad Saqib Sajjad in his research report. Research reveals that people are more satisfied with Mobilink and Telenor due to their network’s signals quality. Slowing pace of tariff cuts indicates that cellular companies are shifting focus towards bundling and value-added services. 26 .21 per cent on monthly basis.

Special Personal Executives department for loyal customers door to door services. Weaknesses: 1. 4. 7. mobilink and telenor. 5. 3. Presently telenor is the challenge for Ufone. No MSN MESSENGER and YAHOO MESSENGER support. Opportunities: 1. Network issues. 4. 2. Lack of access in now and far areas. bonuses. Offers of same type by Ufone’s competitors. 3. its environment. Good packages Highest number of prepay subscribers Constant revenues generation Employees are given benefits like motivation by boss.SWOT Analysis: Following is the SWOT analysis review of Ufone as per the research is concerned. 6. campaigns etc. 4. More reserves for advertisements. Network issues are seen frequently. UCircle). 2. its treatment with its employees and their treatment with customers. 6. Less manual guidance provided by helpline. 27 . 3. Slow net speed. promotions and other benefits etc. 2. Some products are expensive (e. 3. Banking Sector (bills payment and service like EASY PAISA) Car Tracking To link up industries Coverage in now and far areas Threats: 1.g. Special training to employees from “Assalamu Alaikum” to “Thankyou for visiting Ufone”. Strengths: 1. 4. 5. 8. 2. Satellite based technology. 3. Warid may become a future competitor. We acquired basic information regarding CRM from Ufone’s manager main regional office branch located on mini market side on 31st December 2010. Research Done: We have done research about the working of Ufone.

Following is a review of the questions we asked from Ufone manager and the answers that we got from him. satisfying them and were dealing the aggressive customers patiently and were providing solutions to the customers and the customers got satisfied from them as soon as they left the Ufone office. 28 .We were warmly welcomed by the manager and found everyone cooperative there to provide us all the information we needed for our project. We found that Ufone had 5 people on the front desk who were directly dealing with customers by listening to their problems.

Mr. 29 . Everything from a “Salam” said by a guard. to have patience element in them and have guts to convince the customers to become the loyal customers by always send them satisfied as they leave the office. This is important because if ufone loses one customer. avoiding usage of vague words and using the words which are easily understood by the customer. Ufone gives employment to those people who are efficient in communication skills like clearly speaking the words. then it loses more 100 customers. having tolerance level to avoid aggressiveness while dealing with hyper customers. carefully selecting words while communicating anything to the customer because the employee represents his company while talking to the customer. Usman Mahoon Manager Sales & Services Center UFone Research Question: CRM In Ufone Interaction/Attitude Of Ufone Personnel With Customers: Ufone gives proper training to its staff to focus on the communication skills. etc. having good listening skills to understand the words spoken by customer as he has originally intended. to “Thanks for visiting Ufone” by a customer relationship manager is pre-recorded in a documented form.

who send the customers satisfied to their homes before leaving UFONE office. UFONE is constantly working hard to introduce its Value Added Services to the market for maximum customer satisfaction. Ufone has personnel directly interacting with customers. Customer Management: Ufone focuses on the 10 commandments rule it has posted on its office wall.This means that Ufone wants everything to be perfect. It treats its customers as a king because one dissatisfied customer dissatisfies the other customers as well. Ufone believes in “SERVICE FIRST” rule and trains to its employees (personnel) to follow this rule. 30 .. And as the diagram shows.

31 . Where as general training is given to every individual working at Ufone. Soft skills How to handle difficult customers? How to deal customers in a good way? Communication skills CRM software usage Personality grooming. c. f. When the customers spend that particular amount of money. d.Training Of Personnel Training: Personnel mean all levels of management. Benefits provided to loyal customers: Ufone has set a specific time period and amount spent for declaring customers as “Loyal Customers”. a. Following things are taught to Ufone’s personnel. This type of training is called internal training. then Ufone calls them its “Loyal Customers”. b. be it be prepay or postpay customers. or they use their Ufone SIM(system integrated module) for a particular time period. Specific training focuses on the important things needed to be taught to the personnel. Ufone has its own trainers who provide training to all levels of management. It also calls foreign trainers for maintaining international standards. e. This type is called outsourced training. This means that this training differs from person to person. like personality grooming etc.

Strategies To Maintain Customer Satisfaction: Ufone personnel are taught to deal with the customers with the courteous attitude. These services give a competitive edge to Ufone. that it accepts the complains going against it. 32 . it conducts surveys.. Then it analyses the faults in its network and takes necessary steps to minimize them. The best thing in Ufone is. to the customers who don’t use their SIMs for 2 to 3 months. free minutes etc. Greeting messages are sent to customers on religious events. that help it to know what do the customers want. This department measures the churn rate (port in/port out ratio).. birthday messages or cards are sent to the loyal customers. and satisfies the customers. Also promotion policies are developed from time to time to retain the customers lost. This is done by giving discounts on calls rates. Call centre records the calls done by customers to maintain quality assurance.When customers become loyal to the company. Measurement Of Customer Satisfaction: Ufone measures its customers satisfaction by recording their calls as they call the help line. It finds out the reasons that why are its customers shifting from Ufone to any other network. It has a special department which takes necessary steps from time to time to constantly improve its quality. These customers are provided bonuses from the revenues earned from them. free SMS and calls. campaigns etc. These customers also avail special offers like discount on bills. that those pointed out issues will be solved. they avail door to door services from a specially maintained department consisting of Personal Executives. Also. giving free SMS bundles. Also they are allowed to participate in certain campaigns and promotion programs of Ufone. and to how much extent they are satisfied. Door step services are provided to the customers. what are their basic needs. Also.

their complains. Ufone must enhance its network by using latest satellite based technology. so that the customers remain satisfied from the company. Ufone is a very friendly employer and lets every personnel work efficiently. However the SWOT analysis of Ufone tells. which measures the satisfaction level of customers. necessary steps are taken against such problem creating employees. However. Ufone keeps a proper check and balance on its personnel. 33 . It lets every individual have the authority of taking decisions and performing tasks at his own level in the best possible way. For any problem due to personnel. iii. ii. Conclusion: Ufone is continuously striving to compete in terms of its market share from 20% to more than 33%. This freedom creates a sense of ownership in each employee and he becomes more concerned about his job. 4. Call centre executives must provide complete information regarding any problem faced by the customer rather than sending them reference SMS. This can be done by offering unique products to the market that follow the focus strategy. 6. Ufone should keep on improving its products and services from time to time and follow the cost leadership and differentiation strategies. that there are still many weaknesses in it which should be minimized.CRM Laws/Rules/Methods Followed: Ufone focuses on the basic definition of CRM. and any suggestions or solutions provided to them. employees feel happy to work with the organization and hence interact in a friendly way with the customers. 5. When the freedom level is created. which is the market share of Mobilink. Ufone uses a custom built software for maintaining the customers records. Empowerment In Ufone: Empowerment is the transfer of authorities from a senior to a junior or we can say delegating powers to another person is empowerment. thus enhancing the organization’s goodwill. iv. Also Ufone should provide such offers that provide maximum features to the youth like messenger support etc. No specific rules or laws are applied. Ufone must focus on providing latest products to the customers. Recommendations: Following are the recommendations by us for the research we have done regarding CRM in Ufone: i.

Subscribers 24M Year: 2010 Author: Babar Bhatti URL:http://telecompk.html 6.org/wiki/List_of_mobile_network_operators_of_the_Asia_Pacific_region#Pakistan 4.wikipedia. Topic: Ufone’s profile and outlook Year: 2010 Author: tecompk URL:http://telecompk. URL:http://en.4. Topic: Ufone Introduction: Year: 2010 Author: Ufone.net/2010/10/28/telenor-pakistan-results-for-q3-2010-market-share-23-subscribers-24m/ 34 .ufone. Wikipedia URL:http://www. PTA website URL:http://en.wikipedia. Topic: List Of Operating Networks In Pakistan Year: 2010 Author: Wikipedia. Topic: Other Networks Year: 2010 Author: Wikipedia.aspx http://en. Bibliography References are taken from websites.com/2006/11/12/ufone-profile-and-outlook/ 5.wikipedia.com/about.blogspot. whose details are as under: 1.org/wiki/Pakistan_Telecommunication_Company_Ltd 2. Topic: Telenor Pakistan Results for Q3 2010: Market Share 23%.com/2010/04/market-share-of-ufone. Topic: Ufone’s Market Share Year: 2010 Author: Kinn URL:http://kninn.org/wiki/List_of_telephone_operating_companies#Pakistan http://en.org/wiki/Telenor 3.wordpress.wikipedia.

Topic: Telecom Report Year: 2010 Author: Zoha N Quratulain URL:http://www. Topic: Mobile companies progress Year: 2010 Author: URL:http://www. Topic: Ufone Outshines Once again Year: 2010 Author: Yasir Ameen URL:http://www.com/2010/12/03/ufone-outshines-once-again-records-profits-up-92-revenues-up-16-in-1qfy10/ 13.telecomrecorder.html 12.pk/story/40007/mobile-phone-users-cross-99m-mark/ 11.com/business/update/financial-insight-pakistan-cellular-industry-%E2%80%93-2010 10.pk/2010/07/07/ufones-province-wise-voice-revenues-details/ 35 .slideshare.com/2010/12/29/mobilink-losing-ground-to-zong-and-ufone/ 8.com.7. Topic: Ufone SWOT ANALYSIS Year: 2010 Author: Adam URL:http://www.freeswotanalysis.net/ZOHANQUR/telecommunication-survey-2010/download 9. Topic: Mobilink Losing Ground To Telenor And Ufone Year: 2010 Author: Alaiwah URL:http://alaiwah.wordpress.com/telecommunication-companies-swot-analysis/101-ufone-swot-analysis. Topic: Telecom Updates Year: 2010 Author: The Express Tribune URL:http://tribune. Topic: Ufone Province Wise Traffic And Revenues Details Year: 2010 Author: Amir Ataa URL:http://propakistani.pakreviews.

answers.com/topic/customer-relationship-management#ixzz1BDAR5Ond 17.uk/bdotg/action/detail?itemId=1075422944&type=RESOURCES 18. Topic: Customer Relationship Management Year: 2010 Author: Anonymous URL:http://www.com/software/crm/types. Topic: Types Of CRM Year: 2010 Author: Wikipedia URL:http://www. Topic: Competitve Edge of Ufone Year: 2010 Author: JS GLOBAL ONLINE URL:http://www.14.jsglobalonline.htm 36 .com/researchReports/Pakistan%20Telecom.businessballs. Topic: CRM .wikipedia. systems. Topic: Empowerment: Year: 2004 Author: Wikipedia URL:http://en.principles. strategy.tutorial-reports.com/crmcustomerrelationshipmanagement. solutions.businesslink. software.org/wiki/Empowerment 16. applications.pdf 15.gov. Topic: Types Of CRM Solutions Year: Not Available Author: Not Available URL:http://www.php 19. and ideas for effective customer relationship management Year: 2010 Author: Not Available URL:http://www.

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