Project on

ANALYSIS OF TQM SIX BASIC

APPROACHES OF MOBILINK

Reshaping Lives …

Submitted To:
MADAM SAIRA TAJDAR

Submitted By:
INAMULLAH KHAN TAJIK
HAMEEDULLAH KHAN
WAJID ALI
M.ALI SHAH
SYED HIZBULLAH

Submission Date:
April 30, 2008

INSTITITUTE OF COMPUTER &

MANAGEMENT SCIENCES HAYATABAD
PESHAWAR

Total Quality Management

 Table of Contents

1. Introduction

1 Acknowledgement
2 Group Introduction

2. About Organization

3 History And Background Information

4 Products And Packages
5 Electronic Communication
6 Mission, Vision Of Mobilink
7 Structure And Hierarchy

3. TQM

8 Definition
9 Six Basic Approaches

4. Conclusion

10 Suggestions And Recommendation

11 Conclusion
12 Appendix

5. References

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 Acknowledgements

First of all, our most sincere thanks are due to our Allah, the merciful, without
whose benign consent this piece of research work would have been impossible.
Our special thanks goes to our parents and kind teachers whose help and
support and special prayers went along each and every stage.

Then of course, the Manager Service Center Mr.Ardisher Kiyani, who was
generous enough to spare his precious time and was always accessible,
Manager Customer Services, Mr. Shabbir Khan, who made himself available
every minute we met him for questions and for the vital information regarding the
company and all the employees whom we met for our queries.

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 Group Introduction

This is a group assignment done on the practices of Total Quality Management

and its Basic Concepts in Mobilink, by five students of MBA (HRM) 3 rd semester,
of Institute of Computers and Management Sciences, Hayatabad Peshawar.

• Inamullah Khan Tajik

• M. Ali Shah
• Hameedullah Khan
• Syed Hizbullah
• Wajid Ali

Students of MBA (HRM) semester 3rd, 2008.

We visited the company for several times and make interviews with the
management and staff of the company.

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 History and Background Information

Mobilink is the largest and most dependable mobile service provider in Pakistan.
Started in 1992, by Motorola as the pioneer in GSM mobile technology in
Pakistan, Mobilink soon became the nationwide language of mobile phones.
Highly advanced technology, excellent network coverage and flexible phone
packages made Mobilink a success. It became the mobile phone service provider
for official use and the general public.

Later on, due to some management setback, Mobilink did suffer a bit of slow
down until taken over by an Egyptian Communication Company, Orascom
Telecom. The highly professional management and sound Policies of Orascom
soon revived Mobilink in Pakistan and put it back on track. Today Mobilink has
million of customers all over Pakistan, giving them highly dependable service
even in the most remote and hard to reach areas in Pakistan.

Products and Packages:

Mobilink is basically dealing in two products which are different in features.

• No daily charges
• Low outgoing rates
• Now life time validity of Jazz Scratch Cards.
• Both the products have their own salient features:

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 • Special Rates for Friends and Family

• Hour of free calls

• Best connectivity
• Excellent International Roaming

ELECTRONIC COMMUNICATION

Mobilink also provides different electronic services on mobiles and nets.

WAP (Wireless Application Protocol)

Mobilink has provided WAP services for its customers that enable them to
gather information from the net. Thus connecting the people to the Internet.

In simple words Mobile Internet! WAP (Wireless Application Protocol) is the

standard way for a mobile phone to access and receive content from the Internet.
You can browse thousands of WAP enabled pages, get information like news,
weather etc. entertain yourself with jokes, and games, communicate using email,
actually the way internet is, its impossible to give a whole list of things you can do
with WAP.

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SMS (Short Messaging Service)

Mobilink SMS provides you the option to stay in touch with other customers in
an economical way, and you don’t even have to talk. They have also started
MMS (multimedia messaging service). Now they have provided a new service of
messaging to the ufone number.

VALUE ADDED SERVICES

MOBILINK GSM has always been the market leader when it comes to
introducing state-of-the-art communication services and solutions for its
customers. Mobilinks Value Added Services makes their existing package more
attractive, all for our convenience.

We can now benefit from the services, which will give us all the freedom we
need, making mobile communications more exciting, convenient and enjoyable.
This section will walk us through services, which are not only useful but also
cost-effective for both business as well as personal use. These include the very
basic yet indispensable services like V- Mail to the more innovative and
sophisticated ones like G-Mail, Internet Chat, and Logo Composer etc.

Mobilink is confident that their innovative and exciting new services will bring
about a revolution in the way we look at mobile communications.

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G-Mail

This is an added benefit that your friends, family and colleagues can now send
you e-mails of up to 160 alphanumeric characters on your mobile from anywhere
in the world using their own e-mail accounts. You get your own G-Mail address
"0300(your MOBILINK GSM number) @mobilinkgsm.com" which becomes your
mobile e-mail "G-mail" account. This service is available for Star subscribers
(Post Paid) only.

MISSION AND VISION OF MOBILINK

MISSION

To provide total solutions to our Valuable Customers through quality in people

and services to get the optimum financial result.

VISION
To be the leading telecommunication services provider in Pakistan by offering
innovative communication solutions for our customers while exceeding
shareholder value and employee expectation.

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ORGANIZATIONAL STRUCTURE AND HEIRARCHY:
President and CEO

Chief Finance Officer

Chief Information Officer

Vice President Administration & Human Resources

Vice President Customer Services

Vice President Corporate Affairs

Chief Technical Officer

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We met the Customer Services manager and Customer Center Manager for our
discussion and queries about Mobilink. They discussed about the Customer
Services department in detail.

Customer Service is divided into three zones

• North,
• Central
• South

Every zone has its own Director. Centrally there is one VP (Vice President) of
Customer Service and three Directors. Further these zones have its own regions.
• North has two Regions.
• Central and south has four Regions.

Every region has its own manager who is known is RM (Regional Manager)
Service Center Managers and all the franchises report to the Regional Manager.

Vice President
V.P. Customer
Customer Services
Services

Customer Services
Customer service Directors
Directors

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 North
Region Central
Region South
Region
North Central South

TOTAL QUALITY MANGEMENT

TQM may be defined as the philosophy and a set of guiding principles that
represents the foundation of a continuously improving organization.

ANALYSIS OF TQM SIX BASIC APPROACHES

The purpose of TQM is to provide a Quality Product or Service to customers,

which will in turn increase productivity and lower cost. With a higher quality
product and lower price competitive position in the market place will be
enhanced.

There are six basic approaches of TQM. We will apply all these on Mobilink and
see how successfully Mobilink practices these basic concepts of TQM.

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 1. A COMMITTED AND INVOLVED MANAGEMENT:

In every organization, the management is the heart and soul. It is the

management, which runs and looks after the organization’s activities and its
welfare, and provides a long-term organizational support. At Mobilink there is a
well shaped and supporting management team, which works in a friendly
environment. There is an excellent flow of communication. The over all
atmospheres in a model Customer Service Center is very friendly, open up.
There is a culture of Self-Service and employees share different equipments.
Communication is mostly written and formal. There is software known as E-Point,
which allows the multiple users to see communication going on throughout
Pakistan. Any communication which is done may be seen anywhere. There is a
self-service culture, which means that everybody does his work without calling
peon or assistant always. There is a strong and healthy co-ordination among
different departments, which results in good service and follows up for the
customers.

2. FOCUS ON THE CUSTOMERS:

The key to an effective TQM programme is its focus on the customers. An

excellent place to start is by satisfying Internal Customers. It is the Internal
Customers or employees which if satisfied will try to satisfy the external
customers. Mobilink is aware of this fact. It takes good care of its internal
customers. A special team is made for this purpose, known as Call Co-ordination
Team, a nationwide team that looks only after employees help lines and solve
their problems of network. There are 15 Members from different departments. It
has a helping attitude towards its employees. Mobilink is not that much into
expanding its customer bank rather it gives much attention to retaining the
existing clientele.

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As for external customer Mobilink gives superb Customer Service. It never lets a
customer leave Mobilink. Customer Services Officers take good care of the
customer’s complaints no matter where it is coming from, a top executive of a
multi-national or a farmer in the remote northern areas. We were told that if a
Mobilink customer wants to discontinue Mobilink services, the customer services
provide him/her with a free Sim to be used any time in future, so that a customer
is not lost even then.

3. EFFECTVE WORKFORCE UTILIZATION:

TQM is an organization-wide challenge that is everyone’s responsibility. All

personnel must be trained in TQM, so that they can effectively participate on
project teams.
Mobilink is very responsive to this challenge. It knows the importance of the
employees training. It gives thorough training programmes to its employees on
different levels and make sure each and every body is well trained and fully
equipped with the latest technology so that they can work better for the
organizational goals. Every manager tries his team members are punctual in
timings.

Absentees:
There is a “Zero Tolerance” policy for Absenteeism. An employee is given two
warnings for absenteeism and on third he/she is fired.

Working Hours:
Working hours are 09:00 to 17:30 hrs with a 45minutes lunch break but usually it
is shrinked depending on the customer’s presence.

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 4. CONTINUOUS PROCESS IMPROVEMENT:

There must be a continual striving to improve all business and production

processes. Quality improvement projects such as on-time delivery; order entry
efficiency, billing error rate, customer satisfaction, and supplier management are
a few good examples to begin with.

Mobilink is extremely sensitive to customer satisfaction by promptly answering

their quires and complaints and keeping a good follow up on it. A complaining
customer is usually called every 20 minutes to check whether the problem is
solved or not. Over-billing or any such complaints are dealt with at once and
follow up is given to customers.
New Connections:
New Connections are made functional as soon as possible to avoid customer’s
displeasure; calls are monitored so that any complaint regarding over-billing can
be easily answered. High tech computerized systems keep a track of call records
that is accessible throughout Pakistan by any customer service representative
through his/her personnel ID entry.

5. SUPPLIERS AS PARTNERS:

In any organization, suppliers are of vital importance. A partnering relationship

rather than an adversarial one must be developed and maintained with suppliers.
It is suppliers, which can boost a business or sack it by timely or delayed
supplies.

Life Time Relationship:

Mobilink believes a lifetime relationship with its suppliers. Right from the scratch
when optical fiber is fixed underground to the final stage when Sims is made for
customers, Mobilink stays in good terms with its suppliers knowing its
importance. Main servers technically known as HLR (Home Location Registers)

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and VLR (Visitor Locator Register) are made by Motorola and Alcatel, two U.S.
firms and Siemens a German firm, well known for its quality and performance.

Sims Imported:
Sims is imported from Germany and China by long time suppliers of the same
product. The Antenna or towers as usually known (BTS) are manufactured by
companies like Nokia and Siemens. With passage of time, these towers are now
locally manufactured by small Pakistani companies and Mobilink encourages
them also.

Network:

6. PERFORMANCE MEASURE:

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Performance measures such as up-time, percent non-conforming, absenteeism
and customer satisfaction should be determined for each functional area. These
measures should be posted so that everyone can see it.
At Mobilink, all these measured are seriously dealt with. Customer Satisfaction is
on top of course. Employee’s performance is monitored.

Rewards:
They are given targets to achieve and upon successful completion they are given
rewards for motivation. For example on achieving 10 Million customers the salary
doubles or triples. Basic salaries are being enhanced.
Categories are set for pays Group known as A2, with basic of 30,000 and A1,
which is higher.

Appraisals are given every year even if no promotion is given.

SUGGESTIONS & RECOMMENDATIONS

We Suggest and recommend the Mobilink GSM company the following points
(which we got from our research project on this Particular company) so that
by paying attention to these point Mobilink can go further in the long way to
success and can get a stabile stand in the market.

1. Mobilink must pay attention to such a competitive market they r at and take
step toward it.

2. Mobilink Only Focus on their current customers and they don’t pay
attention to prospect customers and that is why no prospect customer switch
to MOBILINK they go for other connections due to following reason.

3. The high call rates, and Sms Charges, and also they high charge for the
Connection Parches compare to its competitors.

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 4. Company must hire experts People in it’s administration to compete with
environment.

CONCLUSION

TQM is a proven technique to guarantee survival in world class economy. As

we have seen the purpose of TQM is to provide a quality product or service to
customers which in turn will increase productivity and lower the costs. For any
company to be successful in today's competitive world, following the six basic
concepts of TQM is simply indispensable.

APPENDIX

Interview Questions

1. What is the History of Mobilink?

2. What is the Hierarchy of Mobilink?

3. Is management properly supporting the Organization?

4. How is the co-ordination between management and internal customers?

5. Are internal customers satisfied within the organization?

6. Is management give time to their internal customers?

7. How do you treat the external customers?

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8. Are the employees well trained in their job?

9. Is there any policy for internal customers to train them?

10. Do you strive to improve the production process?

11. How many suppliers does u have?

12. Do you treat your supplier as a partner?

13. Is there any reward system or incentives for the employees?

REFERENCES:

1. Mr.Ardisher Kiyani
Ph No: 0092-300-8509955
Manager Customer Services
Mobilink, University Road Peshawar.

2. Mr.Shabeer Khan
Ph No: 0092-91-5704873-4
Manager Customer Relation
Mobilink, University Road Peshawar.

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