Report On Grameen Phone LTD

Executive Summary
This report is based on job experience of three months at Grameenphone Ltd. the
leading telecommunication network provider in Bangladesh. The report is
divided into two parts- the organization part and the project part. The
organization part discusses the mission, purpose, organization structure and the
basic business activities of Grameenphone. Grameenphone started their business
approximately 8 years back. In the project I try to highlight the importance of
telecommunication
business
through
proper
customer
satisfaction
and
telemarketing to improve customer involvement with Grameenphone. So to

increase telemarketing in this business GP can use MIS for its continuous
improvement of service and retention of customer satisfaction.
CHAPTER 1
1.1
Background of the Report
GrameenPhone is the leading Cellular Net Provider in Bangladesh. GrameenPhone

started their business approximately 8 years. GrameenPhone is operating in the market
for long time. During this time GrameenPhone went for different types of mergers as
well as acquisitions. They gained success from the very beginning of their operation
and were capable enough to hold the success year after year. GrameenPhone main
competitors are AKTEL, BANGLA LINK, CITYCELL and TELETALK. One of the
strongest sides of GrameenPhone is its customers service and management ship.
1.2
Objectives of the study
Grameenphone believes in service, a service that leads to good business and good
development. Telephony helps people work together, raising their productivity. This
gain in productivity is development, which in turn enables them to afford a telephone
service, generating a good business. Thus development and business go together. The
objectives of this study:
To analyse long term customer management ship results.
To have an overview of market position and market share.
To have an overview of the Technology used.
To determine how Grameenphone is promoting their new services to their

subscribers through tele-marketing.
To determine how they are motivating their customers to take their different
services in tele-communication.
To determine Grameenphone cost advantages for telemarketing using through

own infrastructure.
To determine the way of positioning their products among the existing

subscribers.
To determine their customer retention policy.
Effects of tele-marketing in revenue generation.
Analyzing their strategy of subscribers attitude changing towards company.
1.3
Significance of the study
Grameenphone is dealing with customers on a daily basis; greater customer satisfaction

will lead to greater customer loyalty. By promoting and retaining through telemarketing they can achieve many advantages. Like
1. Positioning:
customer
retention
and
raising
satisfaction
will
help
Grameenphone to identify its current position and hence find out ways to reduce
the gap between loyal and disloyal customers. It will also help Grameenphone
to identify future prospects for the company.
2. It helps to understand how customers feel about the company: it identifies
behaviors and attitudes of the customers i.e. how customers feel about the
company. This will help Grameenphone to be more responsive and to change
their behavior towards the company.
3. Greater customer care adds value: the greater advantages will be Reduced
cost of sales due to better customer retention, profitability gains from expanded
management ships and new revenue from customer referrals and the rate of
using new services.
1.4
Methodology of the study
This study is based on the primary and secondary data. The primary data collection
process was the informal interviews of different employees in Customer Management
Division of Grameenphone and from the learnings of my practical work experiences as
Tele-marketing employee. There are 187 employees (fulltime & part-time) working
there and I have chosen randomly from them to interview. The secondary data is
collected from the Grameenphone brochures, websites, annual reports and some text
books.
1.5
Limitations of the study
I had to work within some limitations like

Grameenphone a good number of employees in their Customer Managements
division; I could not interview most of them due to office hour work pressure.
The Tele-marketing is new concept in Grameenphone, so gathering information
was very critical.
Due to time constraints could not go through a depth research.
There is no numerical data available for tele-marketing to present calculative
figures and to apply the tests.
CHAPTER 2
2.1
Telecommunication Industry in Bangladesh: An Overview of

Grameen
Phone
Since the introduction of mobile phones in August 1993, the telecom industry in
Bangladesh has undergone dramatic changes for the last 8 years. The potential growth
of the telecom industry in Bangladesh is very prospective due to the countrys large
population and relatively a small number of phones. Only 4 out of 1000 people in
Bangladesh have either a fixed or a mobile phone.
At present there are four mobile operators in Bangladesh i.e. Pacific Bangladesh, the
analog cellular operator, GrameenPhone (launched its GSM services in the second
quarter of 1997), TMIB (launched its services in the summer of 1997), and Sheba
Telecom (launched its services in the middle of 1998).
M a r k e t S h a r e o f M o b I l e O p e r a t o r 2005 at April 30.
GrameenPhone
Ltd.
3% 9%
27%
Aktel
61%
Bangla Link
City Cell
Fig 2.1: Market share of mobile operators

The telecom market in Bangladesh is comprised of half a million-phone connections of
which 82% i.e. 410,000 phone connections is provided by the fixed line network,
Bangladesh Telegraph and Telephone Board (BTTB). The remaining 18% i.e. about
2,85,000 connections are divided among the four mobile operators. The market share of
the mobile operator is as follows:
GrameenPhone Ltd. is the market leader in the cellular industry in Bangladesh. The
coverage area of mobile operators is also increasing rapidly. At present, GrameenPhone
has the coverage in six divisional head quarters including 35 districts. The company has
a long distribution channel, which comprises of 170 Sales Outlet and 60 Individual
Agents all over the country other than its own.
Competition in the cellular industry has increased among the operators and now a days
customer has more alternatives. As a results of this, start up prices has gone down and,
eventually market penetration in all possible segments has become possible.
Huge demand, a combination of competitive markets, private ownership and foreign
investment has created an environment for rapid growth in the cellular industry in
Bangladesh. Although the demand of the mobile phone is very high, some of the
constraining factors have hampered the industrys growth. The main obstacle to the
growth of this industry is insufficient interconnection with BTTB. Many potential
clients are being discouraged to subscribe mobile phone due to this reason. However it
seems that with the growth of mobile phone in the country, the demand for fixed lines
will be decreased in the near future.
The growth in the cellular industry is contributing very positively in the local economy.
Lot of job opportunities has been created for the country where thousands of people are
jobless. Moreover, cellular network all over the country has built a basic
communication infrastructure for the country, which will definitely attract the FDI in
the country. Finally it can be said that mobile pone now a days has become a necessity
rather than a luxury.
The potential growth of telecom sector in Bangladesh is bright, due to the country's
large population and relatively a small number of phones. Only 4 out of 1000 people in
Bangladesh have either a fixed or a mobile phone. In comparable India, there are 12 per
1000 people.
The simplest way to understand the potential of telecom in Bangladesh is comparing
the country's situation with that of India. Economically, India is indeed comparable to
5
Bangladesh. While the nominal per capita income in Bangladesh is about 15% lower
than that in India, Bangladesh has a slightly higher per capita income than India when
purchasing power is taken into account. The two countries have virtually identical
income distributions and the share of their respective economies in the non-agricultural
sectors. The following table (with data from 1994-1996) illustrates a general
comparison of Bangladesh with its neighbors.
The telecom market in Bangladesh is comprised of half a million-phone connections of
which 82% i.e. 410,000 phone connections is provided by the fixed line network,
Bangladesh Telegraph and Telephone Board. The remaining 18% i.e. about 85,000
connections are divided among mobile operators: Pacific Bangladesh, the analog
cellular operator, GrameenPhone (launched its GSM services in the second quarter of
1997), TMIB (launched its services in the summer of 1997), and Sheba Telecom
(launched its services in the middle of 1998).
Thailand is also shown here as model developing country that Bangladesh could follow.
Bangladesh
Sri Lanka
India
Pakistan
Thailand
Telephones lines per 100

people
0.23
1.07
1.62
4.69
Faults per 100 lines/month
49
25
18
Faults repaired next working

day
47
75
84
80
23
40
92
70
497
263.1
57.1
88.9
133.2
3.7
1.6
4.7
1.8
4.0
0.04
0.05
0.05
0.06
0.04
FIXED LINES
Local call completion rate

Connection fee, US$
Monthly subscription, US$
Local call, US$
CELLULAR PHONES
Cellular phones per 100 people
0.00
0.32
0.01
0.05
2.08
3300
58,000
48,500
62,000
1,253,361
5000
105,100
285,000
103,600
1,765,630
Total subscribers 1995

Total subscribers - 1996
Table 2.1
Comparative position of some Asian developing countries.
GrameenPhone Limited, the number one and leading mobile company in the area of
telecommunication in Bangladesh. Of the four mobile operators, GP managed to grab
61% of the market share only by providing cost-effective & the best service available in
the market of Mobile Telecommunication. GP has made its expansion not only in the
urban areas, but also it has stretched its network in the rural areas for the economic
empowerment of the rural people. GrameenPhone has made a special arrangement with
Grameen Telecom, an affiliate of Grameen Bank, in providing cellular services in the
rural country with an aim to cover the whole of it by 2001.
GP believes Excellency in its service towards the subscribers. It is growing and at the
same time being competitive. To keep up this upward trend and leading position
absolute dedication to understanding and fulfilling their customers need with the
appropriate mix of standard service, reliability, improved technology, and skilled as
well as dedicated manpower is necessary.
2.2
Organization History
The concept of mobile telephony became largely familiar and phenomenal in

Bangladesh in the early 90s. The government of Bangladesh awarded Grameenphone a
nationwide digital cellular license on November 1996.
Grameenphone has been established by a consortium involving Grameen Telecom of
Bangladesh, an affiliate of the world famous Grameen Bank.
Telenor AS, the main Norwegian Telecommunication Company Marubeni Corporation,
one the largest trading and investment companies in Japan; and Gonofone Development
Corporation, a telecommunication development company in the United States. Besides
these shareholder or ownership, GPs other investors are NORAD, CDC IFC, ADB.
7
Grameenphone launched services in Bangladesh on 26 March 1997 with 72 employees.

It has taken lease of Railway fiber optics on September 97 for 20 years. In February
2000 Grameenphone received GSM Community Award from GSM World Congress,
France and in June 2000, Grameenphone started service in all 6 divisional towns.
Grameenphone started to provide services to all people in the country, irrespective of
their location. Grameenphone was offered a cellular license in Bangladesh by the
Ministry of Posts and Telecommunications on November 28, 1996. The Company
launched its service on March 26, 1997, the Independence Day of Bangladesh. In
1996, Bangladesh Government was arranging an auction off private cell phone
licenses; then on behalf of Dr. Muhammad Yunus (Grameen Banks founder) a
not-for-profit private company called Grameen Telecom was created. In turn
Grameen Telecom created a for-profit company called Grameenphone, found a
foreign partner, and put in a bid; Grameenphone received one of the four licenses.
Grameenphone makes its profits by serving wealthier urban customers. But from the
point of view of the Grameen family and its strong anti-poverty mission, the for-profit,
urban-only Grameenphone exists for only one reason: To fund, with its profits, the
extension of cell phones into rural Bangladesh in order to provide entrepreneurial
opportunity to Grameen Bank members through Village Phone. As Dr. Yunus puts it,
"Grameenphone is merely what we need to do Grameen Telecoms Village Phone."
2.3
Culture
Grameenphone has a conducive and safe working environment. Besides focusing on

customers and communities, they are committed to treating their employees with
Integrity, dignity and respect. The Companys intent is to establish good working
management ship through a mutual understanding of expectations.
They believe in working in a team and demonstrate team spirit to maximize and excel
in standard quality service to their valued subscribers in the area of telecommunication.
Employees work in an environment where they feel valued, responsible and supported
by the authority as well as by their colleagues.
2.4
Company Strategy
GrameenPhone's basic strategy is coverage of both urban and rural areas. The Company
has devised its strategies so that it earns healthy returns for its shareholders and at the
same time, contributes to genuine development of the country. In short, it pursues a
dual strategy of good business and good development.
Serving the mass market is one of GP's primary goals. By serving the general public as
opposed to niche markets, the Company plans to achieve economies of scale and
healthy profits. At the same time, service to the general public means connectivity to a
wider population and general economic development of the country.
In contrast to the "island" strategy followed by some companies, which involves
connecting isolated islands of urban coverage through transmission links,
Grameenphone builds continuous coverage, cell after cell. While the intensity of
coverage may vary from area to area depending on market conditions, the basic strategy
of cell-to-cell coverage is applied throughout Grameenphone's network. In addition, GP
has positioned itself to capitalize on the declining prices of handsets, making its goal to
serve the general public realistic.
2.5
Business Performance
Between 1991 and 1996, mobile telephone services in Bangladesh were provided by a
single company, Pacific Bangladesh Telecom Ltd. (PBTL) that targeted the countrys
relatively small urban elite. The market expanded significantly when new licenses for
relatively small urban elite. The market expanded significantly when new licenses
for GSM networks were awarded in 1996. However, Grameenphones competitors
have not been able to expand beyond subscriber bases in the tens of thousands.
Grameenphone, meanwhile, has experienced rapid growth.
2.6
GP Vision
To be leading provider of telecommunication services all over Bangladesh with

satisfied customers and shareholders, and enthusiastic employees.
2.7
GP Mission Statement
GrameenPhone Ltd. aims at providing reliable, widespread, convenient mobile and cost
effective telephone services to the people in Bangladesh irrespective of where they live.
Such services will also help Bangladesh keep pace with other countries including those
in South Africa region and reducing her existing disparity in telecom services between
urban and rural areas.
2.8
Purpose of Grameenphone
GrameenPhone has a dual purpose:

I. To receive an economic return on its investments.
II. To contribute to the economic development of Bangladesh where
telecommunications can play a critical role.
2.9
The People
The people who are making it happen- the employees- are young, dedicated and
energetic. All of them are well educated at home or abroad, with both sexes (genders)
and minority groups in Bangladesh being well represented. They know in their hearts
that Grameenphone is more than just about phones. This sense of purpose gives them
the dedication and the drive, producing the biggest coverage and subscriber-base in the
country. Grameenphone knows that the talents and energy of its employees are critical
to its operation and treats them accordingly.
2.10
The result
By bringing electronic connectivity to rural Bangladesh, Grameenphone is delivering

the digital revolution to the doorsteps of the poor and unconnected. By being able to
connect to urban areas or even to foreign countries, a whole new world of opportunity
is opening up for the villagers in Bangladesh. Grameen Bank borrowers who provide
the services are uplifting themselves economically through a new means of income
generation while at the same time providing valuable phone service to their fellow
villagers. The telephone is a weapon against poverty.
10
2.11
Grameenphones Values
1.
2.
3.
4.
5.
6.
7.
8.
Caring for customers

Integrity
Sense of Urgency
Creativity
Speedy
Honesty
Empowerment
Courage
Values can be showed as follows combine. Companys values guide the actions and
behaviors of employees to fulfill its vision. Peoples of different CMOss-cultural
sections join a company and work together. So each & every employee of that
Company should adhere to these vales as the ideology of the Company.
Values are very important for the Company to reach its vision. Employees willingness
& commitment to the company is important in demonstrating values in their personal
and professional lives.
Fig 2.2 GrameenPhone has a standard set of values that all employees should practice.
Honesty
Reliability
Values
Commitment
Honesty
Each & every employee should be honest in his/her part of job as well as the
whole perspectives.
Honesty is the yardstick, which restrain employees from discarding their job
rather accomplishing the job with care.
11
This is a virtue that helps each and every employee to be loyal with his/her
deeds.
Honest employees take the goodwill of the company into account seriously.
Reliability
Reliability means that customers, colleagues, suppliers, competitors and society

must be able to rely on them.
Their dealings with customers should be positive and professional so that they
have trust on them.
They measure by efficiency, a high degree of service, customer satisfaction, the

quality of their public management.
Their approach and iterations facilitate effective communication with customers

and employees, therefore, people outside as well as within the Company have
confidence on each other.
Commitment
Commitment stands for individuals willingness to contribute to the

effectiveness of the Companys Growth & Service.
All employees must work hard to challenging goals. Responsibility should be

taken for the development and implementation of their own work plans.
The desire to meet up commitment comes from the employees soul.
Each employee should have interest to attain personal and professional

development in his/her job and use his/her creativity, learn new things, have the
opportunity to take on greater responsibility and contribute to the Company
success.
2.12
Grameenphones Challenge
The famous slogan of Grameenphone is Connectivity is Productivity.
12
2.13
Shareholders of Grameenphone
Shareholders of Grameenphone (GP) bring together experiences from different parts of

the world. This is particularly enriched by the unique in-depth experience of Grameen
Bank, an institution dedicated to poverty alleviation through collateral-free small loans
in the rural areas of Bangladesh. The foreign shareholders from Norway, Japan, and the
United States -countries that have been working as close partners of Bangladesh in its
struggle for economic progress since independence - bring a rich heritage of human
progress in technology, business cooperation, free market competition, and socioeconomic institution building.
Telenor
Which owns 62% of GP, is the state-owned telecommunication company in Norway
operating since 1885. It is amongst the oldest, most sophisticated, and diversified
telecom companies in the world. The company has a long history of successful
cooperation with other operators and governments in and out of Norway. Telenor's
home base, Norway, has the highest density of mobile phones in the world and one of
the most competitive markets in the field. Telenor has been playing a pioneering role in
the development of GSM, one the latest and most successful versions of cellular
technologies.
Grameen Telecom
The second largest shareholder owning 38% of GP, has been established by Grameen
Bank, which believes that a lack of communication facilities in the rural areas is one of
the major obstacles to rapid economic development in the rural areas of Bangladesh.
Grameen Telecom's deep understanding of the people and culture of Bangladesh helps
GP to build up convenient and cost-effective communication facilities in the rural areas,
which in turn, create more jobs and open up business opportunities there.
13
These two companies own shares of GrameenPhone in the following manner:

Company
Percentage of share
Telenor
62.0
Grameen Telecom
38.0
Table 2.2: Shares of Grameenphone.
SUBSCRIBRE INCREASING RATE

260000
300000
191411
250000
200000
150000
65000
100000
30000
18000
Fig 2.3:
The graph showing the percentage of Share
50000
0
1997
SHAREHOLDERS
1998
1999
Dec-00
2001 May
THE YEARS
Grameen
Telecom,
Bangladesh
Telenor, Norway
14
2.14
Coverage of Grameenphone (Fig 2.4)
15
2.15
Product Line of Grameenphone
GrameenPhone, the number 1 mobile Phone operator in Bangladesh; connected to

GSM 900, one of the most advanced mobile communication systems in the world.
GrameenPhone hope to serve its customers with utmost dedication and are committed
to provide subscriber with a highly reliable mobile customer service and most
innovative products and value added services for subs convenience.
Product line of GrameenPhone
Pre-Paid
Post Paid
GP Regular
EASY
Gold
GP National
EASY
Pre-paid
Djuice
Anytime300
Anytime 500
Fig 2.5: Products of Grameenphone
16
2.15.1
1.
POST PAID SERVICE
GP Regular:
GP Regular connects to all GrameenPhone mobiles and to other mobiles, subject to

interconnection agreement with other mobile operators, within GrameenPhone's
coverage area. GP Regular is product with BTTB [Local, NWD, and ISD] connectivity.
Subscribers can connect to all mobiles and BTTB lines. It has no network mobility
charge and no inter zonal charge, with which one can move around throughout the
country with subs GP mobile phone [within GP coverage]. This product has a credit
limit of Tk. 1000 on airtime usage without any security deposit. There are no incoming
charges from mobile to mobile. There are incoming charges from BTTB [1st minute
free, tk. 2 from 2nd minute] and while subs in roaming situation.
Benefits Products:
BTTB [Local, NWD, and ISD] connectivity
Credit limit of Taka 1000 on airtime usage
3 GP numbers @ tk.1.5/min for 24 hours round the clock
15 second pulse from 2nd minute
No security deposit.
Incoming: 1st minute free, taka. 2 from 2nd minute
2. GP National:
GP National is another addition of post-paid products with mobile to mobile
connectivity of GrameenPhone. This mobile can make and receive calls to and from all
mobiles [with in GP coverage]. It has no network mobility charge and no inter zonal
charge, with which one can move around throughout the county with GP mobile phone.
This product has a credit limit of Tk. 1000 on airtime usage without any security
deposit. There are no incoming charges from mobile.
17
Benefits Products:
No network mobility charge and inter zonal charge.
Credit limit of Taka 1000 on airtime usage
3 GP numbers @ tk.1.5/min for 24 hours round the clock
15 second pulse from 2nd minute
Optional Features:
No incoming charge while national roaming
GP regular and GP National Subscribers can choose any 3 GP numbers as his Friends
and Family numbers. No matter where subs are [within GP coverage], one can call
these 3 numbers at a reduced rate. Tk. 1.5/min. day & night 24 hours, without any
additional monthly fee.
Supplementary Features:
Caller ID: Display of the phone number of an incoming call in your handset before the
call is answered.
Call Waiting: While talking to the first caller, subscriber will hear a special tone
informing you about the second call on the line. At that moment subscriber can put the
first caller on hold and talk to the second caller.
Call Conference: Receiving calls from multiple callers can be supplemented by
joining these multiple callers so as to enable them to talk to each other. Subscriber will
be able to communicate with a group consisting of maximum ten callers.
Call Divert: Call Divert lets subscriber redirect or re-route his/ her call to another
GrameenPhone mobile or any other fixed (if you have BTTB connectivity) or mobile
phone.
Call Barring: Enables subscriber to restrict certain types of calls to be made from
another mobile. This feature is especially important for security purposes.
18
Value Added Services

Short Message Service (SMS)
SMS in mobile acts like an advanced pager.
Subscriber can send and receive text messages of up to 160 characters, directly
from one GP mobile to another GP mobile.
Fax and Data Service (currently available only to corporate clients):
Subscriber can use your mobile phone attached to a computer to send faxes or
transfer data.
No need to have connection with a fixed line.
Subscriber can use this service even when you are on the move within GP's
coverage area.
Wireless Application Protocol [WAP]
This is a tool to access information from internet though GP mobile phones. Subscriber
can also access his/ her yahoo e-mail account through GP WAP service. Subs should
have a WAP enabled handset to avail the service. To give better service to all package
products, the upcoming service of Grameenphone is EDGE (Enhanced Data Rates for
Global Evolution) which is upto 8 times higher than GPRS (General Packet Radio
Service). This is an advanced mobile technology which enables high speed mobile
internet and data services.
SMS Push-Pull Services
With Push-Pull service, subs can enjoy more than 160 contents EX: Usage Info, Payment Status
of last bill, Sports news, Emergency numbers, Restaurants, Airline and railway timing, travel
info etc. Example: to know the contact numbers to taxi cab companies:
Go to the message option of handset.
Write taxi
Send the sms to 2000
Subs will receive the list of taxi cab numbers in return.
Voice Mail Service (VMS)
19
VMS is a unique answering machine.

It provides you with a personal electronic mail box in our voice mail center.
It records your personalized greetings as well as stores your incoming voice
messages.
It records incoming voice messages if subscriber are:
= Outside GP's coverage area or
= Busy or
= Simply switched off your mobile.
It provides 24-hour automatic secretarial service
Makes subscriber available to subscribers calling party anytime
Fax and Data:
This service enables a GP subs to send/receive fax and data though their handsets by
connecting to PC/Laptop.
News Service [222]
This is a news broadcasting service jointly provided by GP and Prothom Alo; Daily
Star. A subscriber can call 22 from his/her GP mobile hone and listen to the latest news
highlights in English or bengli of their coice.
ChannelI Program Schedule [2525]
2525 is a ChannelI program schedule service. A subscriber can call this number from
his/her GP mobile phone and listen to Channel I program highlights.
Event Based Sports Update [2002]
This and event based sports update service. In respect to special sports events for ex:
international and national cricket events, GP updates the latest news, which can be
accessed by dialing 2002.
Iftar And Sehri Timing [1515]
During the month o f Ramada, a subscriber can listen to the timing of iftar and sehri in
Dhaka ad adjacent areas.
20
2.15.2
PRE-PAID SERVICE
Introduction of GrameenPhone's Pre-Paid Service is another development of mobile

telephony in Bangladesh. Pre-paid service has National Roaming facility and a flat
airtime charge of Tk. 6 per minute. There is no incoming charge and also for inter
zonal. This service helps the subscriber to control costs. It frees the subscriber from the
hassles of paying bills, security deposits and line rents. But it contains nearly all
services available in other GP products.
1. Easy Gold
Easy Gold is a pre-paid product with BTTB [Local, NWD, and ISD] connectivity. One
can connect to all mobiles and BTTB lines. It has no network mobility charge, with
which subscriber can move around throughout the country with your GP mobile phone
[within GP coverage].
2. Easy Pre-paid
Easy pre-paid product with mobile to mobile connectivity. One can make and receive
calls to and from all mobiles [within GP coverage]. It has no network mobility charge,
with which subscriber can move around throughout the country with your GP mobile
phone [within GP coverage].
21
Benefits Products:
BTTB [Local, NWD, and ISD] connectivity for Easy Gold
National Roaming Facility. It has no inter zonal charge and no network
mobility charge.
No Credit limit
Flat rate of 6 Tk for first 2 min and 4 Tk from 3rd min.
20 sec pulse after 1st minute for mobile to mobile
No Incoming for Easy Pre-paid
Incoming from BTTB Taka 2 form 1st minute onwards for Easy Gold
One My EASY number @ tk.3/min 24 hours round the clock
No Monthly Bills
No Security Deposits
No Monthly Access Fees
NoFeatures:
Waiting for Activation
Optional
Instant Connection
My Easy will enable subs to call one GP number for only Tk.3/min for 24 hrs.
EASY Voice Mail Service, free of monthly rents
EASY Cards of Four Different Values and Colors
Supplementary Features:
GSM Features like Caller ID, Call Divert, Voice Mail Service, MMS. waiting.
Caller ID: Display of the phone number of an incoming call in your handset before the
call is answered
Call Waiting: While talking to the first caller, you will hear a special tone informing
subscriber about the second call on the line. At that moment subscriber can put the first
caller on hold and talk to the second caller.
22

be able to communicate with a group consisting of maximum ten callers.
Call Divert: Call Divert lets subscriber redirect or re-route subscribers call to another
GrameenPhone mobile or any other fixed (if you have BTTB connectivity) or mobile
phone.
subscribers mobile. This feature is especially important for security purposes.

SMS in mobile acts like an advanced pager.
Subscriber can send and receive text messages of up to 160 characters, directly
from one GP mobile to another GP mobile.
Fax and Data Service (currently available only to corporate clients):
Subscriber can use your mobile phone attached to a computer to send faxes or
transfer data.
No need to have connection with a fixed line.
Subscriber can use this service even when you are on the move within GP's
coverage area.

This is a tool to access information from internet though GP mobile phones. Subscriber
can also access subs yahoo e-mail account through GP WAP service. Subs should have
a WAP enabled handset to avail the service.
23

With Push-Pull service, subs can enjoy more than 160 contents EX: Usage Info,
Payment Status of last bill, Sports news, Emergency numbers, Restaurants, Airline and
railway timing, travel info etc. Example: to know the contact numbers to taxi cab
companies:
Go to the message option of handset.
Write taxi
Send the sms to 2000
Subs will receive the list of taxi cab numbers in return.
VMS is a unique answering machine.
It provides you with a personal electronic mail box in our voice mail center.
It records your personalized greetings as well as stores your incoming voice
messages.
It records incoming voice messages if subscriber are:
Outside GP's coverage area or
Busy or
Simply switched off your mobile.
It provides 24-hour automatic secretarial service
Makes subscriber available to subscribers calling party anytime
Fax and Data:
This service enables a GP subs to send/receive fax and data though their handsets by
connecting to PC/Laptop.
News Service [222]
This is a news broadcasting service jointly provided by GP and Prothom Alo; Daily
Star. A subscriber can call 22 from his/her GP mobile hone and listen to the latest news
highlights in English or bengli of their coice.
24

2525 is a ChannelI program schedule service. A subscriber can call this number from
his/her GP mobile phone and listen to Channel I program highlights.
This and event based sports update service. In respect to special sports events for ex:
international and national cricket events, GP updates the latest news, which can be
accessed by dialing 2002.
During the month o f Ramada, a subscriber can listen to the timing of iftar and sehri in
Dhaka ad adjacent areas.
2.15.3 Djuice
Djuice is a mobile subscription for young people who use the mobile phone for
communication and entertainment. So --- Djuice provides the most relevant voice, messaging and content services, and
constitute a strong and differentiated mobile lifestyle offering.
Djuice aims to support customer lifestyle interests and enhance their mobile
experience.
Djuice is registered trademark owned by Telenor, and is currently operating in
Norway, Sweden, Ukraine and Hungary.
Telenor is a leading provider of mobile voice and value added services in the
Scandinavian region, Central Eastern Europe and South East Asia and embraces
operation in 12 countries.
Youth segment is largely untapped and untargeted by the current mobile operators
of Bangladesh, which itself is a significant potential market (40% Approx.).
25
If the potential target group is targeted now, then the transition from youth to
higher age group (Established Consumer or Business Segments) can be attained,
which will assist in total life cycle management of a significant subscriber base
(loyalty).
Majority of the Youth segment tends to be more tech savvy, early users of
new technology, high user of data services (SMS) and uses mobile phone as the
primary mode of communication.
Business Objective djuice
GrameenPhone is now launching djuice, with its own identity and value
propositions (reasons to buy) tailored to the youth segments mobile behavior,
preferences and lifestyle
djuice will be an instrument for GrameenPhone to strengthen the position in
the youth market through a strong and differentiated mobile and lifestyle
offering with targeted communication.
djuice will be the tool to;
get new customers
Increase usage and adoption of new non voice services (increase nonvoice ARPU)
increase loyalty
strengthen GP brand
djuice Start-up kit
Tk. 50/- free airtime with every subscription with a validity of 15 days
First 50 SMS absolutely free (GP to GP)
djuice SIM
Xtra Card
User guide
PIN/PUK Letter
djuice highlights
djuice SIM (simply bigger and better)
freedom to store up-to 200 friends numbers through the e-phonebook feature
messages(max 40)
Group Message
(max 10 groups with max 25 members)
Subscriber will be charged per group member
26
Dedicated djuice menu to secure easy access to attractive SMS and voice based
services
2.15.4 ANYTIME
1. Anytime 500
This is the new product lauched same as previous post products like Anytime 450. But
the difference is subscribers can enjoy Taka 500 free at first and Bundled fee 1500 per
month. But after that Anytime 450 package product has been converted to Anytime
500. Anytime 500 is a post paid product with BTTB (Local/NWD/ISD) connectivity.
Anytime 500 offers first month of connectivity 500 minutes (billed duration) of talk
time free of charge. It has no network mobility charge and no inter zonal charge, with
which one can move around throughout the country with your GP mobile phone.
Benefits Products:
Monthly 450 minutes (billed duration) of talk time free of charge
With comparison to similar post paid products, subs can save Tk. 500 every
month.
BTTB [Local, NWD, and ISD] connectivity.
National Roaming Facility
Flat rate of 4 Taka per minute after 1st free 450 minutes.
15 sec pulse after 1st minute
No Incoming charges form Mobile to mobile
Incoming from BTTB Taka 2 form 2st minute onwards
2. Anytime 300
Anytime 300 is a post paid product with mobile to mobile connectivity. Anytime 300
offers a monthly 300 minutes (billed duration) of talk time free of charge. It has
27
network mobility feature, with which subscriber can move around throughout the
country with your GP mobile phone.
Benefits Products:
Monthly 300 minutes (billed duration) of talk time free of charge
With comparison to similar post paid products, subs can save Tk. 450 every
month.
No monthly access fee
National Roaming Facility and no inter zonal and no network mobility charge.
Flat rate of 4 Taka per minute after 1st free 300 minutes at peak hr and 3 Taka
at off peak hour.
15 sec pulse after 1st minute
No Incoming charges form Mobile to mobile
Supplementary
Features:
ID:isDisplay
of the
Peak hour
8.00 a.m. to 11.00 p.m. and off Caller
peak hour
11.00 p.m.
tophone
8.00 a.m.
number of an incoming call in your handset before the call is answered
Call Waiting: While talking to the first caller, subscriber will hear a special tone
informing you about the second call on the line. At that moment subscriber can put the
first caller on hold and talk to the second caller.
be able to communicate with a group consisting of maximum five callers.
Call Divert: Call Divert lets subscriber redirect or re-route subscribers call to another
Grameenphone mobile or any other fixed (if subscriber have BTTB connectivity) or
mobile phone.
another mobile. This feature is especially important for security purposes.
28

Fax and Data:
News Service [222]
Service for the rural poor [Village Phone]

Establishing a nationwide network gives fair access to all geographical areas. From a
business point of view, this strategy serves both the long distances as well as the rural
markets. This emphasis on rural coverage brings a much-needed infrastructure in the
underdeveloped rural areas.
In collaboration with Grameen Bank, which provides miCMO-credit only to the rural
poor, GP utilizes the bank borrowers to retail telecom services in the rural areas.
Leveraging on Grameen Bank borrowers reduces the distribution costs of
GrameenPhone's rural services, contributing to the profitability of this segment.
By bringing electronic connectivity to rural Bangladesh, GrameenPhone is bringing the
digital revolution to the doorsteps of the rural poor and unconnected. By being able to
connect to urban areas or even to foreign countries, a whole new world of opportunities
are opening up for the villagers in Bangladesh. Grameen Bank borrowers who provide
the services are uplifting themselves economically through a new means of income
generation while at the same time providing valuable telephone service to their fellow
villagers. Thus, the telephone becomes a weapon against poverty.
29
Insta Care
GrameenPhone introduces INSTA CARE an automated service with Integrated Voice

Response [IVR] system to meet your GP service related queries, 25-hours a day, 365
days in a year.
If a GP Post Paid subscriber wants to know his/her recent Billing updates, Account, &
Payment status, credit limit and policy, billing procedure etc. He/she simply call 123 or
his/her desired HOT-code from his GP mobile
If any GP subscriber has a query on GPs after sales service procedures, coverage
information, existing products, tariff, value added services, international roaming, GSM
features or information on emergency numbers, travel or even eating out and lot more
he/she has to call 124 or desired HOT-code from his/her GP mobile.
Direct Hot Code Dialing
Hot-code dialing allows one to get information without going through the menu system.
One can directly call to the Hot-code numbers to avail your desired information.
POST PAID INSTA-CARE 123

BILLING QUERIES, PROCEDURES & BANK DETAILS
Bill Query 12391Payment Status12392Connection Status12393Security
Deposit, Credit limit & Policy12394How we bill you?12395How to pay?
12396Itemized bill12397
30
31
POST PAID & PRE-PAID INSTA-CARE 123

SERVICES
Value Added Services124911International
Roaming124912Customer
Centers124914Lost
Managements
Phone,
Centers124913Handset
Reconnection
&
SIM
Service
Change
Procedures124915Address Change Procedures124916Migration & Ownership

Transfer124917
PRODUCT
&
price124921GM
NETWORK
INFORMATION
Present package and
products124922Tariff124923Point
of
sales
centers124924Prepaid information124925GP coverage124926GSM features

124927
GENERAL INFORMATION Hospital & Clinics124931Fire brigade and
Ambulance124932Po9lice
station
&
legal
Aid124933Travel
Information124934Taxi Cab124935Hotel & Restaurant124936District & country

Code124937
32
2.16
Organization Units
Departments/Divisions of GrameenPhone
Recently management has brought a change in the organizational structure in view of
need of time. As of the recent change, line function of the company comprises of the 3
different tasks. These are:
Build & Operate
Sell
Care
Accordingly 3 main divisions were identified as the line organization part of the
company. These are:
Technical Division
Sales and Marketing Division and
Customer Management Division.
2.16.1 Technical Division

Technical division is split into two parts:
Roll -Out Division: Responsible for building the network.
Operations Divisions: Responsible for operation and maintenance of the network.
Responsibilities of the Planning Section
Responsible for mainly Base Station related planning
Responsible for planning of data transmission equipment from Base Station to
switch
Responsible for BSC (Base Station Controller) and MSC (Mobile Switch Center)
related planning.
Responsible for timely supply of equipment
Responsible for negotiating with hose owner for building Base Station on the
rooftop.
Responsible for roaming agreement with other countries.
Responsibilities of the Implementing Section
Responsible for construction & maintenance of Base station room, Antenna pipe,
Power supply etc.
Responsible for installation of Base Station Hardware.
Responsible for start-up and pilot operation of Base Station.
33
Organ gram of Technical Division

Fig 2.6
D ir e c t o r
T e c h n ic a l D iv is io n
V a c a n t ( C o s t C o n s t r o lle r )
A d m in . S u p p o r t
D e p u t y T e c h n ic a l D ir e c t o r
C o n s u lt a n t
C o n s u lt a n t
P r o je c t D e p a r t m e n t
M anager
O A & I n t e r n a t io n a l R e a m in g D e p a r t m e n t
D e p u ty G e n e ra l M a n a g e r
I m p le m e n t a t io n D e p t .
P la n n in g D e p t .
O p e r a t io n & M a in t e n a n c e C e n t r e
P r o je c t G e n e r a l M a n a g e r
P r o je c t D G M
R e g io n a l D e p t .
M anager
C iv il W o r k s M a in t e n a n c e
M anager
R a d io P la n n in g
M anager
S w it c h in g S y s t e m
P r o je c t M a n a g e r
D h a k a R e g io n a l C e n t r e
M anager
C iv il W o r k s C o n s t r u c t io n
M anager
S w it c h P la n n in g
M anager
N e tw o rk M a n a g e m e n t
C T G R e g io n a l C e n t r e
M anager
I n s t a lla t io n
M anager
T r a n s m is s io n P la n n in g
M anager
B a s e S t a t io n S y s t e m
P a k s e y R e g io n a l C e n t r e
M anager
C o m m is s io n in g
M anager
N e g o t ia t io n s
V acant
M anager
D o c u m e n t a t io n
34
2.16.2 Marketing and Sales Division of Grameenphone

The following chart shows different department under Marketing Division.
Director
Marketing & Sales
Assistant
DGM
Regional Dept
Projects
DGM
Sales Dept.
Chittagong
Manager
Channel Sales
DGM
Marketing
Manager
Communication
Khulna
Deputy
Manager Corp. sales
Deputy Manager
Pre-Paid Sales
Fig: 2.7
35
Manager
Product & Planing
Sales Department of GrameenPhone

As its name suggests this department involves in the selling procedure of GP and thus
enjoys the responsibility of direct interface with the customers.
Responsibilities of Sales Department
Market survey and collecting the feedback
Participation in exhibition
Participation in opening of dealers outlet
Instant delivery
Introducing & selling new packages
Follow up with existing subscribers
Building up managements with subscribers.
Distribution Channel of GrameenPhone
Info:
Info center provides spot solutions. Here subscribers can get subscription. 04 trained and
friendly people are serving at Info Center from 8am-6pm. There is also 01 Sales &
Logistics Officer who is responsible for providing SIM (Subscribers Identification
Module) cards and handsets to the subscribers and distribution of marketing items.
Dealers:
02 persons are responsible in dealing with Dealers at Dhaka and Chittagong each. There
are 04 Dealers at present-Flora, Grameen Telecom and Brothers, Butterfly.
Corporate Sales Force:
07 Officers are ready to serve any corporate in Dhaka and 05 persons at Chittagong.
Product & Market Planning of GrameenPhone

Product & Market Planning Department (P & MP) is a vital part of Grameenphone in
terms of its importance and role.
The central innovative department of Grameenphone is the P & MP department. This

department facilitates communication between the different departments about existing
and new products / packages of GrameenPhone. P & MP also manages and co-ordinates
information about different products. P & MP evaluate the possibilities and develop new
products.
P & PM is responsible for communication with different departments about existing
products.
P & MP gets feedback from Sales, Customer Management and Market Communication
departments regarding Customer needs and Market requirements. Feedback helps in
redefining an existing product.
New ideas are developed after evaluation of market demands. P & MP gives shape and
form to berg ideas in the process of developing a new product. P & MP is responsible to
co-ordinate with Operation & Maintenance, Information System and Billing departments
to get solutions check the functionality of Product features and prices. Bundling and unBundling of services to create new packages can be a useful way of satisfying customer
needs.
P & MP facilitates launch of the products within Grameenphone. Training and support for
a product to all departments within Grameenphone is also the responsibility of this
department. P & MP develops the main marketing message for products working closely
with Marketing department. P & MP develops the main marketing message for products
working closely with Marketing department. P & MP will also support Sales and
Customer Care department about new product launch.
Market Communication of GrameenPhone

Functions
The functions of marketing department are manifold. However the main function can be
articulated as to develop product and promote.
In order to accomplish this function, some steps have to follow. They are:
Need determination by market survey through secondary data.
To develop product within GPs resources.
Pricing of the product.

To obtain necessary approval from the management
Competitors activity analysis
Concept building for promotional activities. It includes advertisement in the leasing
dailies in the most effective manner within a given budget, to arrange out-door
advertisement, hoarding, promotions of gift items like dairy, calendar etc.
Besides the above-mentioned functions, this department is also responsible for all kinds
of publications of GP. It is the responsibility of the marketing department to design and
publish monthly Newsletter of GP.
Marketing department also support various departments in performing their job. After the
market survey, for an example, they can suggest Radio Planning department about the
approximate no. of probable subscribers of a particular area and the potential of
International Roaming.
In the above-mentioned way, marketing department plays an important role in the smooth
functioning of GP.
Selling procedure of GrameenPhone
To build management with the clients, to make a good rapport with them, to
acknowledge them about the GP service, its advantages, coverage area, and above
all to provide information about GP in a convincing manner.
all the necessary arrangements to sale the product which includes handout GP
application form & brochures
Help the customer to fill up the application form including the agreement.
Tell & help the customer to pay the amount for subscription including govt. fee and
security deposit in the designated banks in cash.
Receive the completed application form with bank deposit slip and all the
documents, check carefully and ensure the signature with date.
Make a photocopy of the SIM card with its number, mobile number and ID number.
Inform the subscriber to contact Customer Care Department on 123 for further
inquiry.
Thanks the customer for choosing GP
Forward the subscribers file to the Billing department for activation.
2.16.3 Customer Management Department (CMD) of Grameenphone

Customer Management Division of GP has different units that are involved in ensuring
all post sale services of our valued customers. Following is a brief description of the
activities of these divisions:
Call/Image Management:
The Call Management handles all calls made in the hotline by the customers to provide
quality postsales services 24-hour round the clock. Sales department procures the
business and Image center keep the business with the company for long period. Once
management ship is established Image center is doing the business with the subscribers. It
works with the objective to meet all kinds of queries from customer and provide the
optimum solutions.
Customer Management Center (CMC):

The CMC handles all the customers face to face to provide quality postsales services to
keep the business with the company for long period. Once management ship is
established, like Image center, CMC is doing the business with the subscribers in person.
It works with the objective to meet all kinds of queries from customer and provide the
optimum solutions.
Grameenphone provides instant services through its six Customer Management Center
in five division. All types of services regarding connection, network, coverage and
handset problems are dealt with. The customers can walk in at these centers for solution
to any type of problem regarding GP mobiles. The company has different units within the
customer management department to support and to take care of instant action regarding,
fax, lost phones, payments of bill, activation and any other problem that needs instant
solution.
Corporate Customer Service:

This unit is responsible for providing all post-sale services to corporate accounts. This
unit doing the business with the corporate subscribers in person, over phone. It works
with the objective to meet all kinds of queries from customer and provide the optimum
solutions.
The Image Management, the Customer Management Center and the Corporate
Customer Service are making the bridge between the customers and company. Besides
Sales & Marketing division, this are the CMDs three departments who deals customers
directly. It works to ensure customers satisfaction and also to motivate the people in
Grameenphone service. In CMD previously named subscription unit renamed as
customer demografic and activation (CDA) unit, communication units are working also,
Table 2.3: Service offering from the Image Center
Contractual
Change of Address
Billing
Information of Billing
system
Ownership Transfer
Information for the
Invoice Problem
Change of Subscription
Sending the Revised
Bill
Transfer of Zone
Request for Itemized
Bill
Request
for
the Status of the Deposit
Additional Service
Order Entry
General Service
Replacement of the Product Information
SIM Card
Value Added Service Coverage
Information
Remove
the Handset Information
Password
Different Features.
The Main Activities of the Image Center

Image Building Activities: The main activities of Corporate Customer Care and the hot
lines are to move towards the customer satisfaction. So it will start with the image
building activities by welcome call after activation.
Management Building Activities: Customer care will send the letter by mentioning the
GPs contact point and available service agreement. This service is exclusively for the
Corporate Customers only.
Director
Additional
GM
Deputy
GM
Manager
Deputy
GM
Manager
Deputy
Manager
DM
AGM
Manager
Deputy
GM
Manager
DM
DM
Fig 2.8: Organ gram of Customer Management Division.
Manager
2.16.4 Human Resources of Grameenphone

Human Resources (HR) Department, an important of Administration Division plays very
vital role in the total functioning of G P. Employee recruitment, selection, transfer,
promotion, training, performance appraisal - all these are conducted by HR division. The
informal structure of HR according to its functions can be classified into three main
categories they are:
Human Resource Management (HRM)
Human Resource Development (HRD)
Human Resource management Information system (HR- MIS)
HR Management functions
Manpower planning is an important function of HR management section. Two major
activities in this function are:
Planning and forecasting the organizations short tern and long term human resource
requirements.
Analyzing the jobs in the organization and determining skills and abilities that are
needed.
Manpower planning is a lengthy process involving several steps. it
assessment and ends with recruitment.
starts from need
At first, all the departments after employee need analysis send their requirement to HRD
through their respective divisions. After obtaining necessary approval from the
management, HRD sets target, and prepare recruitment planning. According to job
specification HR goes for recruitment.
Recruitment Process
Give advertisement in the daily newspapers
Receive applications and file them,
Shortlist of the applicants
Fix date and time of a preliminary interview
Contact with the applicants and inform them about the interview over telephone or
letter
Fix further date and time for final interview if it is required and inform the
interviewee accordingly
To prepare appointment letter for the finally selected interviewee
Give appointment to the person with a detail job description.
Immediately after the recruitment separate employee file is opened comprising all the
relevant information of the particular employee.
This personal file is prepared,
maintained and updated by HRD. In fact one of the main responsibilities of HRD is
updating of all the personal file of the employee.
Performance appraisal is another main function of HR Management.
Performance
appraisal is any personnel decision that influences the status of the employee regarding
his confirmation, increment, promotion, and transfer.
GP performance appraisal
On completion of probation
On completion of one year of service.
Performance of an employee takes place by following some steps
a) Job analysis
b) Set up performance standard and
c) Appraisal interview.
Leave management
Leave management is an important function. HR has opened a leave management
database to obtain current leave status of all the employees of GrameenPhone.
It
provides employees about their leave status when it is necessary.

HR Management also deals with some personnel functions like show cause, termination,
Dismissal, discharge, and resignation. It also issues circular as & when required, conduct
department inquiry, and all other functions related to HR.
Human Resources Development of Grameenphone
An organizations performance and resulting productivity are directly proportional to the

quantity and quality of its human resources. While employee performance must be
evaluated in economic terms of efficiency and effectiveness, it can be best achieved
through recognizing and enhancing the human dignity of each employee. The quality of
the human resources can be effectively increased through education, training, and
personal development. Human Resources Development functions aim to increase the
quality of the human resources especially through training.
GP training involves the following steps
Assessing training needs
Selection of the participants
Conduct training programs.
Different training programs of GP
GP Provides both local and overseas training on the basis of the need analysis of the
employee.
Local training
Induction/Orientation training Program falls under inside GP training category. After
joining, it is the responsibility of the HR to conduct induction/orientation training to the
newly recruited personnel to provide a general introduction of the company. To prepare
training plan, participants list, and training schedule for induction training - HR
department does all. Inside GP training will cover Management training will cover
Management training and Department training in near future. Out side GP training means
to take part in training programs offered by different training institutions/universities on
different subjects.
Overseas training: After need assessment employees who need
overseas training are sent abroad for overseas training. Expenses of overseas training are
generally borne by GP. The particular employee who has been selected for training has to
sign a surety bond for specific period of time for overseas training.
Besides the above mentioned works, some routine functions of HRD are
Prepare, maintain and update training related database.

Prepare career development plan
Prepare induction training manual/modules
Evaluate training program
Make agreement between GP & employees for overseas training
To communicate with different local training institutions
To communicate with trainers/instructors.
HR Management Information System of GrameenPhone

HR-MIS Functions involveTo maintain & update employee database
Maintain employee related different statistics
Any other works which requires updating employee data.
Though job has been classified and assigned according to the nature of the functions of
HR Department, the job is accomplished and the responsibility is carried out cooperatively. HRD plays a very crucial role in the functioning of GP. This is a very
flexible and open department, as it always has to gather and store current and exact data
and information regarding the employee and the organization.
2.16.5 Administrative Division

The term Administration is associated with misconceptions and controversies.
Especially in the context of Bangladesh, it represents a bureaucratic organizational set up
with typical characteristics of red-tape-ism, centralization of power and authority,
favoritism, nepotism and so on. Administration Division of GrameenPhone is set up with
a view to break out from the so-called conventional system of bureaucracy and strives to
be different in all respects.
Administration Division encourages to:
Develop the leadership quality in such a manner that the organization can
grow like a disciplined family.
Reward for discipline, hard work and efficiency.
Maintain a quality, conducive and enjoyable work environment.
Maintain congenial and healthy interdepartmental managements to ensure
uniformity in objectives.
Work with an open system approach to ensure effective communication flow:

Fig 2.9: Organ gram of Administration Division
Director
Administration
Manager
HR
Manager
Office
Manager
Security
2.16.6 Finance Division of Grameenphone

Finance division comprises three departments, namely, Information systems, Finance and
Procurement.
Structure of Finance Division

Fig 2.10
Director
Finance
Manager
Finance
Manager
Information System
Manager
Procurement
Department of finance is an integral part of finance division. The main role of this
department is define in under:
Attends to financial planning and control
Budget and budgetary control
Provide management information
Development of system and method
Ensure proper internal control over the company
Analysis of financial statement for future action

Information flow for inter-department and external using
Co-ordination with external organization and internal department.
Work force:
Working team of this department consist a total nine (09) members including Executive
Manager Finance who is responsible for overall and inter-departmental management of
this department. For overall supervising and proper internal control purpose finance
department device in four segments where a several section as required based on work
volume and a manager (individuals) is responsible for all activities performed by the
sections. At present there is a managerial position confirmed duly for accounts segment
based in Dhaka. There is also a total Six-(06) accounts officer including Chittagong
office and a cashier in the cash office based in Dhaka.
2.16.7 Information Systems (IS) of Grameenphone

Responsibilities:
IS is responsible to manage the following areasNT Server/Workstations
Alpha Server System
Mail/Internet System
PABX Systems.
NT Server serves in the following way:
All the Desktops and portables while in networks are connected to NT server.
NT Server is used for a)

b)
c)
d)
e)
Data sharing
Centralizing data
Data security
Printing
Electronic mail.
Alpha Server is used for -
a) Customer activation/deactivation
b) Adding and barring features to the customers
c) Customers inquiries
d) Generation bills
e) Current and previous status of customer
IS mainly works with Switch, and Customer Care department IS maintains and manages
the server oriented application software which is known as CABS 2000.
Billing and Customer Care use CABS 2000 and in this way they are closely related with
IS Department.
Mail/Internet of Grameenphone
All the GP Officials have their own E-mail address, which helps in easy communication
and easy data transfer. IS handles all mail and Internet related issues and problems.
PABX system of GrameenPhone
All the desk telephones are connected to the PABX system which helps in connecting GP
officials and the out side world.
In short, the whole GP for its day to day activities like computer application, PABX
phone system, E-mail etc. which is a must to carry out the regular duties, are all managed
by IS.
Whenever user face any problem related to the above-mentioned activities, IS members
are always active to provide instant help.
2.16.8 Other Divisions of GrameenPhone

Information
This is a department responsible for information flow both within and outside the
organization. Now 5 persons are working in this department.
GRIP
GRIP represents for- GrameenPhone Railway Integration project. This is a special project
to integrate the telecom department of railway (BRTS) and GrameenPhone. This project
will end up with a merger with Roll - Out and Operations division.
Regulatory & Legal

This division is responsible for booking after the regulatory obligation and legal finding
of the Company. Now only two people are in this division excluding the director.
2.17
Employee Standard of Conduct
The company offers a wonderful and friendly working environment in the office.
Grameen hone has conducive and safe working environment. The Companys intent is to
establish a good working management ship through a mutual understanding of
expectations. They believe in working in a team and demonstrate team spirit to maximize
and excel in standard quality service to their valued subscribers in the area of
telecommunication. Employees work in an environment where they feel valued,
responsible and supported by the authority as well as by their colleagues.
Grameenphone also takes preventive and safety measures to avoid all sorts of hazardous
situation that might take place in some areas of technical functions.
With its present status GP aims to expand and grow at a faster pace by utilizing the best
possible opportunities and expansion of Network throughout the whole country. This
enormous task requires dedicated, devoted and committed manpower.
2.18
Industry Analysis
Mobile telecommunication industry in Bangladesh is still in growth stage. Only four

companies are currently operating in the country. It was a question that whether the
market of the country is suitable for this expensive technology or not. But after few years
of introduction, it has become one the biggest industries of the country.
In the first half of 90s City Cell started the journey of mobile industry in Bangladesh. In
the first few years it was the only company in the industry. Naturally the price was too
high and the general people could not afford mobile phone during that period of time.
The company targeted only the higher class of the society. During that time price of
mobile was above Tk 50,000/=. Naturally, the growth of the industry was too slow. So,
the government decided to bring more companies in the market and break the monopoly.
After careful evaluation the government decided to provide three licenses to Grameen
Telephone, TM International (AKTEL), and Sheba Telecom (Banglalink) and Teletalk.
City Cell is using AMPS (Advanced Mobile Phone System) technology, all of these rest
companies are using GSM (Global System for Mobile) technology. GSM is the most
popular mobile telecommunication technology in the world. About 60% of the cell phone
users of the world use GSM technology.
I have already mentioned that the mobile telecommunication industry is now in the high
growth stage. The number of mobile users in the country is approximately 50,00,000 and
among them GPs subscribers are over 34,00,000.Although the mobile industry in
Bangladesh is of four private companies and newly Tele-talk of BTTB is operating , GP
is still leading the way with a sharp distance.
2.19
SWOT Analysis of Grameenphone
Strengths:
Good Owner Structure
Availability of Backbone Network (Optical fibber)
Financial Soundness
Market Leader
Brand Name / Grameen Image
Skilled Human Resource
Largest Geographical Coverage
Good Human Resource and Infrastructure Installation all over the country through
Bangladesh Railway and Grameen Bank
Access to the widest rural distribution network through Grameen Bank
High Ethical Standard

Highest and advanced value added service provider.
Weaknesses:
Mixture of different cultures is used as an excuse not to solve problems
Too much inside out thinking in the company.
Different departments not working together.
Poor interconnection with BTTB.
Complicated price structure
Billing System cant handle sophisticated billing.
No long-term Distribution/Channel strategy.
Opportunities:
Economic growth of Bangladesh.
New and better interconnection agreement
Huge need for telecom services
Increased intentional activities in Bangladesh
Declining prices for handsets
Future privatization of the fixed network
New international gateway
Demand for inter-city communication
Growth in other operator will give more connection.
Threats:
More rigid government regulations.

More influence of competitors on the fixed network
Change of government might lead to competitors having more clout
Devaluation of Taka
National catastrophes.
Sabotage of installation.
Non-co-operation of government and fixed PSTN (Public Service Telephone
Network).
Risk of fire in GPs Installations.
Price war.
Non-availability of funds.
BTTB has limited capacity for interconnections.
New Tele-talk; a cheaper mobile phone service is launching which is government
owned.
CHAPTER 3
Customer Satisfaction & retention through Telemarketing
3.1
Introduction
The topic of my internship project is Customer satisfaction & retention through Telemarketing. I am doing my internship in the largest cellular company of Bangladesh;
Grameenphone Ltd. I have been working their in customer demographic and activation; a
unit of Customer Management Division. There are 187 manpower is working in the
Customer Management Division and in the Tele-marketing total 7 people are working
daily and in the Customer Demographic and Activation unit 81 people are working.
As Grameenphone is a service company, it always aims to retain its customers through
quality customer service. Even though customer loyalty is possible through customer
management ship, there is always room for customer dissatisfaction, which hampers
customer loyalty. Hence, in order to maintain loyalty it is very important to maintain a
good management ship with the customer.
So, here my job is to entry proper way as data from prepaid subscriber form and the next
project will be to promote and provide different services to the subscribers over telephone
on the basis of the current data entry. That means, my actual job is to satisfy customers by
meeting their different queries and promoting and creating the awareness of GPs
different services and also pursue the subscribers to be retained.
3.2
Tele-marketing (The New Concept)
In 1996, Grameenphone started its journey and never stopped in this hard walk way of
establishing itself and reaching to the mass people with their quality services. Every time
they have tried to bring something new, something good for both the customers and for
the company. Their continuous research on market and customers and their willingness to
provide better services than before has made them the market leader for a long time.
Their Customer Management Centers and the hotline services are the best in the present
telecommunication industry. To continue this advancement they have bring a new concept
in the telecommunication sector which is Tele-marketing.
The present market demand and business scenario in Bangladesh forced them to bring
this new concept to maintain the customers satisfaction level. On 14 th February2005
Tele-marketing started its journey. In the beginning it started with promoting the
features of their existing products to their existing customers. Tele-marketing concept

means the way of marketing the company products and delivering services over phone to
the subscribers which is quite new in our country. In this case Grameenphone is the
pioneer. Tele-marketing; a sub-division of Customer Management Division of
Grameenphone take birth in the head office, Gulshan Dhaka and continuing their
activities to enhance the customer service more in future.
CMD + IT
MRD
CMD
Customer
Segmentation
Sales &
Mkt.
Other
division
Target
Subscriber
Feedback
Telemarketing
Preserved
Database
Fig 3.1: Tele-marketing Flow chart
3.3
Activities of Tele-marketing
The basic activities of Tele-marketing is to contact the subscribers over phone and get the
feed back and side by side promoting their products, the features etc. In Grameenphone
tele-marketing working process are listed below-
Calling subscribers over phone.

Make a query for their problems.
Promoting the new features.
Providing the instant services and information.
Creating awareness among the customers of their ignored issues, which is very
useful for them.
Giving solutions to the subscribers problem and if necessary informing to the
respective persons.
Collecting the personal information such as occupation, age range etc. from
customers.
Calling back to the customers if needed.
Generating daily, weekly and monthly report on the working progress and
reporting to the respective departments.
Running special promotional campaigns.
Running different campaigns like new activation, prepaid users , reconnections
etc.
Tele-marketer
Phone
PC
Database
Feedback
Subscriber
Fig 3.2: Tele-marketing working process
3.4
Establishment Cost and Expenses of Tele-marketing
There is no additional costing for establishing the tele-marketing project. The telemarketing is running on the established infrastructure of Customer Management
Division. It does not require any kind of extra equipments and there was enough resource
in call center which helped tele-marketing to run on successfully and without any cost.
To run this project, there were some expenses which is very little in amount that was
recovered from the revenue generated from call center. The expenses were hiring
people, training and refreshment expenses and the monthly compensation for the telemarketers.
3.5
Employees (The Marketers)
For tele-marketing 7 part times and internee employees are working in two shifts. These 7
marketers are working under the supervision of an Customer Management Officer who is
responsible for all kinds of activities in tele-marketing. Then he will report to the General
Manager of CMD. So the tele-marketing structure is
Fig 3.3: Telemarketing structure
Director, CMD
General Manager
Customer Management
Officer (Supervisor)
CMO
O
CMO
CMO
CMO
CMO
CMO
CMO
The recruitment for tele-marketing is handled by the Human Resource Division of

Grameenphone. And according to their recruiting policies they invites part timers and
internee students to work for tele-marketing project. An formal interview and medical test
is arranged for the candidates. After their recruitment, CMD arranges training sessions
which is usually a four days long training period. In the training sessions, different
respective employees from different divisions of GP give lectures and audio visual
lessons. After the training period, the new employees who are actually the marketers
started their practical job of tele-marketing.
3.6 Impact of Telemarketing on Customer Satisfaction
Customer satisfaction is a very important factor for todays companies. All the successful
companies try to match the customers expectation with their delivered services. Satisfied
customers are very important for the companies because they bring the benefits. Satisfied
customers are the customers whose needs are fulfilled and they are very much quality
service conscious. They retain with the company for longer times and refer to others
about the companies. Through the satisfied customers companies get extra promotion and
loyal customer for longer time. Grameenphone is also very much concerned about
satisfying customers. The call center of help line, IVR, customer managements centers all
are the main factors of customers satisfaction for GP. But still customers sometimes
dont like to get these services due to financial factors and sometimes for other issues like
availability, time constraints etc. So through tele-marketing Grameenphone reached one
step more in raising customer satisfaction than other mobile operators. Cause when telemarketers calls an subscriber and take care of his/her problems and indirectly sending the
message to the subscriber that they are their valuable customer and Grameenphone is
always there to help them by knocking customers door; then the company image in front
of the customer changes and their desired satisfactory issues meets.
3.7
Impact of Tele-marketing in revenue generation
Tele-marketing activities of Grameenphone are helping them to generate huge revenue.

Like Tele-marketers are promoting the new product campaigns over phone. So the
customers are directly getting the news from Grameenphone. Then they are
buying the new packages and thus GP sales go higher.
Tele-marketers are promoting the value added services (VAS) provided by GP. So
customers are using the services and from VAS huge revenue comes out.
As tele-marketers works for retaining customers, so GP gets loyal customers and
this loyal customer makes repeat usages of the services.
Though tele-marketing the customers are getting educated about the product
features and other services. Then they try these services at least once. So the huge
number of customers of GP is generating a huge amount of revenue for the
company in the trial period.
Tele-marketers are motivating customers and then drive their needs to use the GP
products and more and more in future. And by assuring the better services, they
are satisfying customers. so the satisfied customers are also referring to others.
Thus GP is getting more word of mouth communication and the benefit is the
company getting more customers and the revenues is on the way.
Tele-marketing are continuing with Grameenphones existing infrastructure and
so Grameenphone will earn huge benefit with extra low cost. So for this it has
needed its employee salary and maintenance of PC.
CHAPTER-4
Theoretical and Technological Analysis of Telemarketing
4.1
GTMS (Tele-marketing Software Tools)
Grameenphone is using an database software named GTMS which is custom made and
used for preserving the informations gathered from the customers field by field. By using
this software the tele-marketing people can easily generate any report based on the
queries. It makes their works very easier and saves time. Two screen shots of GTMS is
given below:
Fig 4.1: GTMS Screen shot: 1
Fig 4.2: GTMS Screen shot: 2
4.2
Motivation and Retention through Tele-marketing
One of the most important tasks of Tele-marketing is to motivate customers.

Grameenphone tele-marketers are also motivating their customers for using the services
and other value added services to get the full flavor of the product benefits. This
motivation process can be described according to the following model:
Learning
Unfulfilled
needs and
desire
Tension
Drive
Behavior
Goal
Cognitive
process
Tension
Reduction
Fig 4.3: Motivation process and customer retention
When a customer has any unfulfilled needs or desired service from Grameenphone then
he/she gets tensed and this drives to a specific behavior that he/she needs to fulfill that
needs or desire; in the mean time their learning from other sources helps to think about
meeting their demands. So the Grameen tele marketers what really do is ; they educate
the subscribers and motivates to act in the specific behavior and then in the cognition
process subscribers finds that they are learned about their needs with the help of Telemarketers and now they know how to fulfill their demand and they goes for it. So Telemarketer are reducing tensions of customers and by educating them motivating to use the
services more or approaching to new services.
Motivating customers, tele-marketers also promoting the products and services of

Grameenphone, which is more effective than other advertisement media.
Management ship marketing is a philosophy of doing business, a strategic orientation that
focuses on keeping and improving current customers, rather than on acquiring new
customers. The main benefit of this theory is customers prefer to have an ongoing
management ship with one company than to switch continually among other companies.
Tele-marketing of Grameenphone is exactly retaining their customers following this
management ship marketing philosophy.
Customer
Fig 4.4: Management
ship marketing philosophy
satisfaction
By maintaining a management with the customers Grameenphone will get many benefits
like when they are providing quality services the customers satisfaction will be raised
Customer
and itretention
will lead &
to them to be with the company for long time.
So Tele-marketers
are
Quality
service
increased
profits with the customers and this leading the customers repeat usages
making
an management
of Grameenphone services; so the profits are increased and then all these things are
Employee
Retention
helping indirectly to retains internal employees also. Through Tele-marketing, customer

retention is easier than any other media and the cost is lower also.
4.3
Intrerview results and Analysis
Here I have depicted the interview question that I had asked to the employees in
Grameenphone; and the some answer samples. In the end of each question I have
analyzed the result of the interview.
Question # 1: how Tele-marketing was established?

Employee answer:
Its an outbound service that Grameenphone lacks before; thats why it was
brought up
Marketing Research Division, Customer Management Division and others
division combined planned for brining up this new service.
Company perspective was to change the customers attitude towards GP.
Analysis:
My analysis says, very few employees exactly knows how Tele-marketing was
established; but to some extent their raised points are right. Tele-marketing was
established due to the growing market competition to motivate the existing and new
customers of GP and to retain them. Its a new tool to increase the customers satisfaction
and to promote with lower costs. Its not only the sub-division of Customer Management
Division but other departments are also related to its activities.
Question # 2: What are the main objectives of Tele-marketing GP?

Employee Answer:
Data collection for market research.
Promoting products and Value added services.
Building Company images to the customers that GP care about them.
Its a part of Call Center, to help them as out bound service.
Analysis:
The interesting observation from the interviews is most of the employees in Customer
Management Division is not aware of the main objectives and activities of Telemarketing clearly. Many of them failed to list all the objectives. The main objective of
Tele-marketing is to educate the subscribers about the products and services, then by
providing better instant service retaining the existing customers and to change the
customers perception about Grameenphone and its services.
Question # 3: How much was the establishment costing and expenditure of this
subdivision?
Employee answer:
There is no extra investment for this.
I dont have any idea.
Extra expenditures are only the training expenses and the compensation for
marketers.
Analysis:
Analysis says and supports the collected data that for Tele-marketing no extra invest was
required; because it was established in the call center where all the necessary equipments
are available from the beginning.
Question # 4: Do you think Tele-marketing is an effective promotional tool?

Employee answer:
At the moment its the best tool in tele-communication sector for promoting
services.
No, It has a reverse effects during promotion
Analysis:
According to the employees answer it was found that most of them thinks its an new
promotional tool and Grameenphone brings it just because they are the pioneer in
telecommunication sector. But its true as a promotional tool its very effective but
sometimes it has some reverse effects like subscribers might feel disturbed and get bore
of it.
Question # 5: What is usage of the preserved data base of Tele-marketing?

Employee answer:
It is used for Marketing Research Division.
We can get some useful findings from this data.
This data is need for segmenting the market.
Analysis:
The preserved data is mainly used for marketing research purpose. From the customer
responses MRD can find out their desires and future demands and can come up with new
ideas. Besides this, another usage of this data is get the idea of GPs actual market
segment.
Question # 6: Do you think Tele-marketing is helping in generating revenue?
Employee answer:
Of course it is , its generating a big amount.
Its a great weapon to generate revenue.
Analysis:
Absolutely Tele-marketing is helping Grameenphone to generate huge amount of
revenues. Because Tele-marketers are promoting, motivating and retaining customers so
the sales and usage of the services is increasing.
Question # 7: Do you think tele-marketing is appropriate for customer retention?

Employee answer:
Its the perfect way of retaining a subscriber and solving his/her problem and
offering better service.
Same as helpline services.
Analysis:
My analysis says, tele-marketing is the best way to retain a customer in telecommunication business. Through the help line services its not possible to make them
understand that the company really cares about its customers; because customers are
paying for the help line service and they dont give attention in persuasive matters.
Question # 8: what are the future prospects of Tele-marketing in GP?

Employee answer:
The future is bright.
There is a great opportunity of expanding GPs services through tele-marketing
and it can be a separate unit.
Analysis:
Analysis says that the future of Tele-marketing in GP is very bright. Because this section
is directly related to customers and they can get the direct feedback from the customers
for any other division of Grameenphone. This section can create more employment
opportunity in future. There is some argument among the employees of GP that some
portion of them thinks Tele-marketing should be stayed in touch with Call Center; and
some says it should be an independent section. According to me Tele-marketing should
be run under call center cause the working process and all the necessary setup is totally
related to the call center.
Question # 9: Is there any lacking in present Tele-marketing activities?

Employee answer:
Its perfect in starting position.
Do not have any idea.
Analysis:
In regard to this question I have got both negative and positive responses, but the truth is
most of the employees of customer managements division are not very familiar with the
tele-marketing activities so they think this is the standard format for the moment. But as
an employee of Gp, I would say still there are some lacking in Tele-marketing working
process.
Question # 10: Why do you think part timers and internee employees are suitable for
tele-marketing job?
Employee answer:
Part timer and internee employees have working flexibility which required in
tele-marketing.
Part-timers are most suited for this position, because a full time employee cant
do the repetitive job on daily basis.
Analysis:
My analysis says, its true that a full timer employee is not only responsible for this kind
of repetitive job, they have more responsibilities besides their regular duties. So the part
timers and the internee students are best suited for this kind of job. But some times in
special campaigns some experienced full time employees should be there to assist them.
CHAPTER - 5
Recommendations
Here are some recommendations for Grameenphone to improve their Tele-marketing
services to provide better customer service so that they can raise the customer satisfaction
level and retain more.
As tele-marketing is a new concept in Grameenphone, it should have a permanent
setup for having a good working environment.
Tele-marketing employees are facing accommodation problems daily, so the
authorities should take care of this fact to arrange a permanent place or corner
only for tele-marketing.
As the internee students come to GP only for 3 months, so recruiting them in telemarketing is not an good idea because after their leaving Tele-marketing section
will have manpower problem. So its better to recruit more part timers than
internee students.
The job of tele-marketing is a repetitive one, so the marketers lose their
concentration on doing the same job day after day. As the tele-marketers are
advanced in all kind of product and service information, they should give support
to the hotlines also for some times. this kind of rotation will help them to be
enthusiastic.
More off the job training should be arranged for the Tele-marketing employees.
As the job is totally over phone and each employee is representing the company to
the customers so more supervision on handling the conversation is necessary.
Tele-marketing should be directly supervised under the Marketing Research

Division, because then the employees of both division will have more chance to
share ideas.
The usage of preserved data should be shown to the marketers so that they can
realize the implication of their jobs.
There are technical problems in the software of Tele-marketing, it should be bug
free and updated one.
To improve customer satisfaction on tele-marketing as well as in the CMD division, there
is no other scope remain except ensuring the work through MIS. For this a full implement
able suggestion has given below:
5.1
Call Registering System:

1. Customer Relations and Management
2. Call Registering System
3. Benefits of a Call Registering System
4. Product Features
5. Call Registering System Modules
5.1.1 Customer Relations and Management

Customer Contact Center: The customer contact center integrates customer touch-points
and provides service through one multi-channel gateway. The customer contact center,
whether it is a help desk, a call center, or on-line support via email or chat, is about how
your customers experience your organization. Customers leave the customer contact
center experience with either a positive or negative impression about your company.
Call Center and Help Desk: The department that handles customer inquiries - typically
via the telephone, fax, or email.
Customer Interactive Center (CIC): Help desks and support environments that are
highly interactive. CIC leverages technology, human resources and methodologies to
create raving fans while utilizing e-Service and e-Support for outstanding customer
satisfaction.
Customer Retention: Processes that identify, prioritize, and improve areas of
performance that have the greatest impact on customer loyalty. The objective is to keep as
many customers as possible, keep them satisfied, keep them loyal, and keep them for life.
Organizations measure their performance over time and against competitors and how they
drive customer feedback through the organization to build lasting customer management
ships.
Customer Support: Provides timely, expert support to resolve customer problems and
queries sent by email, phone, fax, or in person.
eService system: A sophisticated scripted online help system and/or a knowledge base of
technical notes and previously offered customer solutions. eService is a Customer Service
Center management system that allows customers to find solutions on their own.
Live Support/Service: Customer service representatives who answer customer questions
via the telephone in real time.
On-line Support/Service: On line support from an internal help desk, allows businesses
of any size to dramatically improve customer service by providing employees access to
problem resolution information through Intranets. An external help desk allows
customers to access customer service information through the Web. Both systems enable
companies to resolve problems faster, leading to improved service and greater overall
customer satisfaction.
5.1.2 Call Registering System

As telecommunications and networking technologies continue to evolve and the
availability of capital ebbs and flows, service providers must carefully choose those
solutions that will allow them to keep pace with technological change, to offer enhanced
services to their customers and to capture significant returns on investment. Nextgeneration network equipment, with scalability and economics unmatched by legacy
equipment, meet all of these requirements. Networks convergence is now considered the
Holy Grail of the telecom world. This convergence can be categorized in several ways
and will have a significant effect within various network domains. At the end of the day,
every network operators goal will be to provide seamless connectivity between different
domains and to carry calls end-to-end packaged with a suite of services aCMOss those
domains.
Despite customer ambivalence, however, venture capital continues to pour into
equipment startups and competitive carriers who claim that they'll be able to capitalize on
convergence
Actual example like BPL Telecom LTD believes that Innovation does not have to be a
random, unpredictable process. Nor must a companys ability to innovate depend on
chance or other variables that are difficult to control. Once the causal factors are
identified and tools are developed to control these factors, the output can be predicted
transforming innovation from an art to a science The system developed by BPL Telecom
is a multi-utility Plug-in module that is designed to be operational for both Mobile
Operators as well as Internet Service Providers.
The Call Registering System is a complete solution to facilitate Call Center operations. It
is a very powerful, flexible and reliable system for domestic and international
settlements, offering the functionality and the performance required by today's dynamic
telecommunications market.
Features such as User Administration, Internal Messaging, Complaints Trace ability,

Report Generation have been successfully incorporated into the CRS.
Furthermore, the system provides a comprehensive view of the complete Complaint
Cycle, the origin of the Complaint by opening its status, its routing to the respective
concerned department, and the action taken or the delay and the closing of the complaint
status.
The system can be fully automated with a Screen Pop Up to provide customer interaction
without the need of human intervention.
Your customers are hungry for everything a mobile data-enhanced world promises, and
theyd like it now, with specialized devices, naturally, and with superior content. Creating
exceptional value and staying ahead of the mobile industrys metamorphosis is all so
vital.
5.1.3 Call Registering System benefits efficiency

The CRS modules have enhanced features that involve faster and easier access to the
Database. As its a Front-end application, the .exec file is highly portable and can be used
with minimum internal and external memory
Ease of Use: The CRS is a product which the people of various backgrounds and
qualifications can use and apply to daily business activities.
Flexible User Interface Design: All configurations and basic process are front-end
GUIs, which are easy to understand and use.
Extendibility: As this product has been developed with a reusable background, it can
hence be customized to the current market trends and customer requirements.
5.1.4 Product Features
Provides all the details pertaining to the customer, on the entry of Mobile number
or the Username.
Provides detailed information on subscribers such as customer code, price group,
contract status, bill cycle, device details, service details, credit card details, IMEI
details, etc.
It also provides information about invoice details, payment details, bill views,
credit details and credit history.
Information like ticklers generated, air-usage detail, air amount, land charges,
roaming charges and a complete list of call details are also provided.
It also maintains a history of past services availed by customer with a status and
description.
The system also maintains a complaint history.
Internal messaging to enhance first hand communication between the Call Center
and the respective department
User Administration and grant of User rights
Routing of the complaints to the concerned departments
Screen pop-ups to have the latest strategies and business proposals on your finger
tips
Keeps track of the average turn Around Time or TAT between the initiation of a
complaint to its response time
Overview of the complaint history for a given subscriber against his mobile
number or his Username in case of Internet Operations
Report generation on the basis of the Mobile number or the Username of a
Subscriber
Automation of the system for better functionality
5.1.5 Call Registering System Modules

The Call Registering system involves following 4 Core modules:
User Administration
Complaints' Configuration
Customer Complaints' History
MIS Reports
By following call registering system technique properly Grameenphone can give better
services to its customer.
5.2
GIS Use in Telecommunications Growing
To be competitive, telecommunications providers depend on a smoothly functioning

workflow process that integrates information for marketing, demand forecasting,
engineering, customer management, operations support, and fleet management. Although
telecommunications providers generally have the same needs for information, how the
work flow is organized can vary significantly from company to company.
GIS
Fig5.1: Telecommunications companies are integrating GIS into the overall work flow.
Telecommunications companies are integrating GIS into the overall work flow.
Historically telecommunications companies have used an assortment of information
systems-some developed in-house, some purchased-that were never designed to work
together. When these systems were implemented, there was no perceived requirement for
information sharing. Today telecommunications companies operate networks that have
equipment from multiple vendors and lease bandwidth and antenna sites from other
companies. Mergers with, or acquisition of, other companies require the incorporation of,
or at least interaction with, completely foreign networks. The need for information
sharing within companies and interoperability between systems has been recognized by
the telecommunications industry for a long time. Originally founded in 1865 as
International Telegraph Union, the International Telecommunications Union (ITU)
promotes standards in equipment that guarantee generalized interconnection between
communication systems. To improve interoperability, ITU has developed the
Telecommunications Management Network (TMN), a method of standardizing business
organization. This hierarchy of support systems specifies interoperability through the use
of industry-standard protocols. Geospatial applications need to support this same level of
interoperability if GIS is to work well within this TMN-structured environment.
Many current applications of GIS in the telecommunications industry began as
departmental tools that worked within a well-defined scope. These GIS-based tools have
helped automate business processes and increase the efficiency of operations. The
following sections describe how telecommunications companies have integrated GIS into
the overall work flow.
5.2.1
Marketing/Market Segmentation
Telecommunications providers are tied to geography more closely than many other types
of businesses. They operate within service areas and the infrastructure that delivers
services is linked directly to the location of each customer. Telecommunications
companies segment the characteristics for both consumer and business customers
geographically using GIS. This not only lets them market more effectively but also helps
them forecast the demand for services. Both targeting customers and predicting where
and when growth will occur involves integrating corporate intelligence, demographic
data, and information about the progress of building projects in the area with location
data and applying various modeling techniques. The information obtained from this
analysis drives network investment budgets and marketing campaigns.
5.2.2
Operations Support Systems
Operations Support Systems (OSS) make sure that the network functions properly. OSS
includes activities such as network monitoring, outage management, billing, and testing.
With a shared GIS database, staff members have instant access to customer status and
history, existing plant records, and signal quality information to support updates,
maintenance and repairs to the network. Intelligent objects modeled in ArcGIS not only
have rules that speed the design process but also can reflect the status of network
elements. A query can identify features in a network element layer that are at 80 percent
of capacity more than half of the time. The switches, base stations, and other features
selected by this query would be candidates for capacity enhancements. The ability to
anticipate problems and prevent outages before they occur is another tool that enables
carriers to be more competitive and reduce costs. This so-called "near real-time"
monitoring of networks necessitates integration of several systems using industry
standard interoperability protocols.
5.2.3
Capacity and Capital Planning
Information generated by marketing and market segmentation activities that define

current and future communication demands can be used to create a logical network of
capacities and estimate the capital spending required to build this capacity. GIS is widely
used in decision support for capital planning. Effective capacity planning uses current
data describing the existing plant, the demand information from the marketing phase, and
network performance information from OSS.
5.2.4
Wireline Engineering
Wireline engineering systems are GIS applications that work with the design and
geographic layout of a company's outside plant infrastructure. Engineering applications
allow for quick review and modeling of network routes, automation of the work order
process, and high volume cartographic output to support technicians in the field. ArcGIS
can model intelligent objects in the network and associate rules with features. Through
the use of industry-specific data models, real-world behavior can be captured in these
objects. For example, a fiber cable object can be created with rules that would not allow it
to connect to a copper splice. This capability greatly enhances design performance.
Because they use an industry-standard development platform, ArcGIS-based engineering
systems are interoperable. Third party software that schematically represents networks
has been integrated with ArcGIS so that users can toggle between logical and physical
views of the network. Engineering applications allow for quick review and modeling of
network routes, automation of the work order process, and high volume cartographic
output to support technicians in the field.Wireless Engineering Nowhere is competition in
the telecommunications industry more intense than in the wireless sector. While most
second generation networks have rolled out, new wireless network technologies are
forcing carriers to redesign all or parts of their networks. Designing and building a
wireless network is a costly process that involves several iterations of planning and
testing. Having paid handsomely for third generation (3G) licenses, many carriers are
highly motivated to reduce the cost of building new networks. Performing sophisticated
GIS analysis on optimized geographic data can reduce planning and design costs. In some
cases, effective use of geographic resources has made the difference between success or
failure for a telecommunications company. Preliminary analysis with GIS uses customer,
terrain, and landownership information and provides planners with potential antenna
sites. The initial network configuration is evaluated using wave propagation modeling
that simulates the wireless coverage resulting from a configuration. Once an optimal
model is devised, engineers test the configuration in the field. The process is repeated
until the configuration provides optimal coverage for the area. Wireless engineering
applications illustrate that sharing information and geographic data between phases of the
work flow can reduce data redundancy while streamlining processes. Using GIS to limit
the number of design iterations and curtail costly field testing provides significant savings
for telecommunications providers.
With GIS, call center operators can access all the information on a customer and the
associated network based on location.
5.2.5
Customer Relationship Management
In today's competitive telecommunications market, customer service is the number one

differentiator for companies. Customer Relationship Management (CRM) applications
improve the management ship between the company and its customers. Timely service
provisioning, response to customer queries, and reporting on network performance are
aspects of CRM. With GIS, call center operators can access all the information on a
customer and the associated network based on location. Databases containing information
on outside plant infrastructure, signal quality, and equipment can be integrated using GIS
and made available using a corporate Intranet.
Fig 5.2: CRM handling layers.
In CRM, Tier
Tier 2
1 handling means the customer's issue is resolved with the initial call.
calls require initiating a trouble-ticket and obtaining additional information.
Carriers who have successfully implemented GIS support for CRM achieve higher Tier 1
handling and customer service is performed more quickly and economically. With CRM
contacts at an all-time high, improving CRM operations can make a big impact on the
bottom line of a carrier. In the wireless sector, "churn" refers to the rate that customers
jump from one service provider to another. For many carriers, customer churn is the
single largest cost factor. GIS improves the speed and quality of contact handling,
augments customer satisfaction, and reduces churn.
Customer Management ship Management (CRM) is the crucial interface between a
telecommunications carrier and its customers and prospects. GIS gives call center
operators an instant view of a customer location, nearby facilities, requests for services,
and signal quality. GIS dramatically reduces service request turnaround times by
integrating historical network and customer data with a Trouble Ticketing system.
5.2.6
Fleet Management/Dispatch
Communications companies must manage and route service vehicles for outage response
and service provisioning. An efficient dispatch process balances drive times, territories,
and the skill sets of individual technicians. GIS routing applications can produce
itineraries that take each of these factors into account. Optimizing the dispatch and
routing of service vehicles results in significant cost and time savings and increased
customer satisfaction because technicians can often specify time windows for service
calls of two hours or less.
5.2.7
Putting It All Together: Enterprise GIS
When GIS applications servicing various phases of the work flow are interoperable and a
networked GIS distributes geographic data to desktops and mobile devices, the value of
GIS to the organization moves well beyond that of a departmental tool. For example, a
sales representative can make a compelling business case for the sale of bandwidth to a
corporate prospect by showing the prospect's location in management to the
telecommunications company's infrastructure. Network infrastructure provided by
AM/FM systems is used for decision support in the provisioning process. Technicians in
the field locate the correct manhole, pole, or access point by using the same data.
Coverage maps and testing data for wireless networks can be instantly viewed by call
center operators dealing with customer complaints. More complex applications include
geospatial data in data warehousing systems and are used in conjunction with On Line
Analytical Processing (OLAP) clients to add a "where" dimension to corporate business
intelligence.
The ArcGIS 8.1 suite is a fully scalable GIS that can work in a heterogeneous
environment and support the tools, databases, and networks that telecommunications
companies require. ESRI is working to integrate GIS applications in the TMN hierarchy.
This will improve enterprise deployments and resolve interoperability issues. Field
engineering tools and the use of mobile networks making geographic information
available through wireless devices to business and consumer users will further increase
the value of GIS. Telecommunications executives who make complex decisions will find
GIS indispensable for decision support. GIS provides an overview of the company and
the work flow. The addition of location services driven by GIS will generate additional
revenue for telecommunications carriers and their business partners.
The investment telecommunications companies make in geospatial data and technology
will yield benefits in business process automation, improved decision support, and valueadded services for years to come.
CHAPTER - 6
Conclusion
Since 1996 Grameenphone is driving its car on the high way of telecommunication
industry of Bangladesh and they have achieved the position of market just because of
their quality service, extensive marketing research, and well infrastructure and for an
exclusive management team; where the competitors are far behind them. Grameenphone
has got the highest number of subscriber, but it does not mean that they have they highest
number of satisfied customers. To raise the satisfaction level GP brought the telemarketing concept in the telecommunication industry of our country. They are very
much successful in launching this kind of service and from the above discussions of the
impacts of tele marketing on customer satisfaction, motivation and retention and revenue
generation proves that they are using trying to use this new concept as weapon to get the
satisfied customers and to retain them for longer times. But the interview results and
other analysis show that still there are some lacking in this section. Grameenphone needs
to develop their tele-marketing section more to use it more efficiently and it would be
possible on if the required changes were made.
CHAPTER - 7
Bibliography:
1. GrameenPhone Website: www.grameenphone.com
2. GrameenPhone annual reports
3. Intranet of Grameenphone named: http//Neptune.exchange
4. GrameenPhone News Letter
5. Basic Labor Law of Bangladesh
6. A. A. Khan, Bangladesh Labor and Industrial Law, Pravati Prakashani, New Super
Market, Dhaka, 2002.

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Executive Summary

telemarketing to improve customer involvement with Grameenphone. So to

Background of the Report

GrameenPhone is the leading Cellular Net Provider in Bangladesh. GrameenPhone

Objectives of the study

To analyse long term customer management ship results.

To have an overview of market position and market share.

To have an overview of the Technology used.

To determine how Grameenphone is promoting their new services to their

To determine Grameenphone cost advantages for telemarketing using through

To determine the way of positioning their products among the existing

To determine their customer retention policy.

Effects of tele-marketing in revenue generation.

Analyzing their strategy of subscribers attitude changing towards company.

Significance of the study

Grameenphone is dealing with customers on a daily basis; greater customer satisfaction

Methodology of the study

Limitations of the study

I had to work within some limitations like

Telecommunication Industry in Bangladesh: An Overview of

M a r k e t S h a r e o f M o b I l e O p e r a t o r 2005 at April 30.

Fig 2.1: Market share of mobile operators

Telephones lines per 100

Faults per 100 lines/month

Faults repaired next working

Local call completion rate

Total subscribers 1995

Comparative position of some Asian developing countries.

The concept of mobile telephony became largely familiar and phenomenal in

Grameenphone launched services in Bangladesh on 26 March 1997 with 72 employees.

Grameenphone has a conducive and safe working environment. Besides focusing on

To be leading provider of telecommunication services all over Bangladesh with

GrameenPhone has a dual purpose:

By bringing electronic connectivity to rural Bangladesh, Grameenphone is delivering

Caring for customers

Reliability means that customers, colleagues, suppliers, competitors and society

They measure by efficiency, a high degree of service, customer satisfaction, the

Their approach and iterations facilitate effective communication with customers

Commitment stands for individuals willingness to contribute to the

All employees must work hard to challenging goals. Responsibility should be

The desire to meet up commitment comes from the employees soul.

Each employee should have interest to attain personal and professional

The famous slogan of Grameenphone is Connectivity is Productivity.

Shareholders of Grameenphone (GP) bring together experiences from different parts of

These two companies own shares of GrameenPhone in the following manner:

Table 2.2: Shares of Grameenphone.

SUBSCRIBRE INCREASING RATE

Coverage of Grameenphone (Fig 2.4)

Product Line of Grameenphone

GrameenPhone, the number 1 mobile Phone operator in Bangladesh; connected to

Product line of GrameenPhone

Fig 2.5: Products of Grameenphone

POST PAID SERVICE

GP Regular connects to all GrameenPhone mobiles and to other mobiles, subject to

Value Added Services

Voice Mail Service (VMS)

VMS is a unique answering machine.

Introduction of GrameenPhone's Pre-Paid Service is another development of mobile

Call Conference: Receiving calls from multiple callers can be supplemented by

Value Added Services

Wireless Application Protocol [WAP]

SMS Push-Pull Services

ChannelI Program Schedule [2525]

Question # 1: how Tele-marketing was established?

Question # 2: What are the main objectives of Tele-marketing GP?

Question # 4: Do you think Tele-marketing is an effective promotional tool?