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Tata Docomo senior management,

staff hit the field for consumer
outreach program

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Danish Khan, ET Bureau Dec 18, 2014, 10.59AM IST

Tags: TK Balakumar

Tata Teleservices Limited

customer relationship management

Tata Teleservices

sampark

outreach program

Circle Customer Council

NEW DELHI: Today, 5000 Tata Teleservices' employees

along with the senior management are heading out in the
field to interact with the company's subscribes across the
country, under a new consumer outreach initiative, "
Sampark", to better understand their concerns and take
inputs to improve overall customer experience, a top official
said.

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"We believe that engagement with customers and their perception about the brand are key drivers in
business development and sustenance. Tata Teleservices intends to develop and utilise customer centricity
as a strategic tool which differentiates it from the competition in the Indian telecom market," TK Balakumar head of customer service delivery at Tata Teleservices Limited, told ET.

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IN-DEPTH COVERAGE
Tata Docomo
Customer Experience
Customer Relationship Management

The company employees in Delhi and Mumbai and other circle offices across the country are reaching out to
a mix of subscribers comprising both prepaid and postpaid. The initiative is a part of the MAGIC (Make a
Great Impression on Every Customer) program, a strategic initiative to improve customer service delivery.
"We will take inputs from them on how can TTSL as an organisation adds more value. We will share key
learnings internally to assess strengths and areas of improvement and implement immediate as well as long
term process upgrades / solutions," Balakumar explained.
All 5000 employees will be supported at the backend by a war room team with members from customer
service, network, billing and other functions. The company has also created a short code 52229 for
employees to message the feedback on interaction.
An independent research study says that consumers invest in brand relationships where they're offered
personalised customer experiences and one-on-one interactions with customers will offer valuable insight,
helping the brand to do better.
With this program, the telco wants to move away from a Silo based approach, wherein an individual
department or team is responsible for customer relationship management (CRM) and issues arising from it,
and move to a more inclusive and agile approach.
The company has run awareness and education programs for employees for the past two months. Balakumar
said that the employees have been trained, educated and empowered to take decisions that benefit a
consumer and make an impact on their interaction with the brand.
In a bid to improve overall customer service, Tata Teleservices has invested in end-to-end process mapping
where existing processes have been benchmarked against competition, which are subjected to a business

17-03-2015 23:37

Tata Docomo senior management, staff hit the field for consumer outr...

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http://articles.economictimes.indiatimes.com/2014-12-18/news/57196...

process re-engineering (BPR) exercise.

SPOTLIGHT

"We have also identified customer interfacing areas which require a revamp in the service strategy and have
started working on these," Balakumar said.

Corporate Trend
At the circle level, the company has instituted a Circle Customer Council (3C), headed by the leadership
team, which ensures that the customer voice is clearly heard and understood and internal processes
continually change and processes basis the same.

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Tata Teleservices offers GSM and CDMA services in 19 telecom circles, including nine 3G circles in the country
under the unified brand name Tata Docomo. The telco operates in more than 450,000 towns and villages
across the country.

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Tata Docomo senior management, staff hit the field for consumer outr...

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Readers' opinions (3)

Sort by: Newest | Oldest
Raza (Delhi)
18 Dec, 2014 06:54 PM
This is good initiative and will go long way. Wonderful experience and leader is dongle segment.
sunash aggarwal (delhi)
18 Dec, 2014 02:39 PM
Its staff has no solution for two common errors when wifi is installed ie error nos. 678 and 720
Cyboy (Pune)
18 Dec, 2014 01:53 PM
First they should ensure uninterrupted signal & then interact.

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17-03-2015 23:37