Customer Relationship

Management
BBA (Hons) Marketing
Submitted to:
Mr. Mohammad Ali
Submitted by:
Mohsin Karim
Zuhaib Nasir
Abdullah Amin
Faiza Imran
Maham Tuaqir

10419
10431
10475
10404
10403

College of Business & Management Sciences

Superior University, Lahore
Contents
1.

History................................................................................................................................3

2.

Products & Services............................................................................................................3

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3.

Structure of Organization....................................................................................................4

4.

CRM Introduction:..............................................................................................................6

5.

6.

4.1

Features of CRM:........................................................................................................6

4.2

Corporate Values..........................................................................................................6

WARID CRM.....................................................................................................................7
5.1

Process of Handle the Customer..................................................................................7

5.2

Staff Training...............................................................................................................8

5.3

Report Hierarchy System............................................................................................8

5.4

Check the Customers contact and Record...................................................................9

5.6

Relationship with Corporate Customer.......................................................................9

Major Concept of CRM....................................................................................................10

6.1

CRM core department...............................................................................................10

6.2

CRM identify the key customers...............................................................................10

6.3

Build effective relationship with your key customers...............................................10

6.4

CRM increase customer loyalty & retention.............................................................10

6.5

CRM department match the company products and services with customer needs..11

6.6

Customers have options to communicate with your company..................................11

6.7

Company before taking any decision check the customer data base.........................11

6.8

Why WARID store the customer data any core reasons............................................11

6.9

Identifying satisfying retaining and maximizing the value of firms best customer. .12

6.11

CRM department record the purchase history or not................................................12

6.12

Database record all contacts include distributors on customers...............................12

6.13

Gathered information about the income, age, group.................................................12

7.

Gap analysis......................................................................................................................13

8.

Recommendations.............................................................................................................14

References................................................................................................................................15

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1. History
WARID Telecom is a 100% owned company of the Abu Dhabi Group and offers state-of-the-art
telecommunication services at over 7,000 destinations in Pakistan. WARID Telecom launched its
cellular services in Pakistan in May 2005. As an organization, WARID Telecom prides itself in being
contemporary, approachable and constantly innovating. With achievements ranging from having one
of the largest postpaid bases, most loved youth & prepaid brands, international roaming and
nationwide coverage, WARID Telecom's selection of value added services makes communication
effective and enjoyable.

2. Products & Services

WARID presents a wide selection of value added services that ensure you well manage your
life via your mobile phone & express yourself effectively. The world of WARID Value Added
Services has unlimited options of not only communication, but also convenience,
entertainment & personalization. These services comprise a myriad of options from
entertainment to utility based services. You think of it and we have it! Keep exploring & stay
amused!

Mobile internet sharing

Khanni
Musics station
WARID Buzz
WARID application
WARID Cricket Alert
Cricket Live IVR Commentary
Series Alerts
Match Alerts
Match Alerts (Prepaid)
Ball to Ball Cricket Updates
Blood Bank Service
Nano SIM
Auto Dialer
Google Talk
Double Number Offer
My Status
Advance Balance
WARID Location-Based Services
Mobile Internet Buckets
2MB Mobile Internet Bucket
15MB Mobile Internet Bucket
100MB Mobile Internet Bucket
Members Area Services
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Caller Tunes.
Prepaid Tariff Change
WARID Alerts Activation
Change Password
Online Bill Details
Customer Entertainment
Friends and Family
Address Book
Get Automatic Handset Settings
Call Center Email
WARID Mobile Email
My Profile
Group Talky

3. Structure of Organization

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4. CRM Introduction:
Customer Relationship Management is a classification of management which
came into practice in the late 1990s. The main reason why this style of
management became popular was that it promised a lot of benefits to the
companies in the long run. It is defined by Francis Buttle (p.15, 2008) as, the
core business strategy that integrates internal process and functions, and
external networks, to create and deliver value to targeted customer at a profit. It
is grounded on high quality customer related data and enable by information
technology
4.1

Features of CRM:

The old viewpoint in industry was:

Here's what we can make - who wants to buy our product?'
The new viewpoint in industry is:
What exactly do our customers want and need?
What do we need to do to be able to produce and deliver it to our customers?

4.2

Corporate Values

Honesty

Communicating Truthfully

Integrity

Our Pride

Compassion

We Listen, We Care, We Feel

Fairness

Our Pledge to Practice

Promise Keeping

We PromiseWe Deliver

Respect for Others

Respect what we owe, care what we give

5. WARID CRM
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WARID Customer relationship management is situated in Gulberg Lahore opposite to the

main market near Saddique Trade Center. WARID give name of your CRM department is
CSD department that means Customers Services Department. WARID CRM Department
consists of not just the CSD Gulberg Lahore. All the WARIDs help line call center and
WARID sale call centers are also the part of the WARID CRM department. Many customers
have no extra time to come at CSD Gulberg office Lahore. Customers want us to solve their
problems just on phone calls while sitting at home or in offices. So WARID focus on help
line call centers where WARID call centers staff guides the customers and solve their
problems on phone calls. Because the purpose of help line call center is to satisfy the
customer issues and to guide the customers about the problems or services. WARIDs 80 to
90% customers are satisfied from helpline. Call center records the calls of the customers to
maintain quality assurance. But sometimes when issues are not solved on phone call, then
help line staff refers the customers to contact WARID CSD department.

5.1

Process of Handle the Customer

Where first of all customers enter, take token number and sit on luxury sofas and wait for
their turn. Customers feel very comfortable and relax on seats and this good environment
reduces the customers emotional feelings. Because some customers get emotional when they
pay for the services but are not satisfied. So WARID creates good environment to reduce the
customers emotions. After this, WARID operator announces the token numbers in digital
machine and customers get ready for their turn. WARIDs maximum customers waiting time
is 5 to 10 minutes in CSD department. In help line call center, WARIDs customers waiting
time just is 1minute or to quickly pick the call. WARID give 5 to 10 minutes to each
customer if in any case the issue is very critical. Then customer services representative refers
customer to CSD manger and CSD manger handles these types of issues. In CSD office, the
customers are divided as age wise or gender wise. Because in Pakistan, some ladies and old
women do not like to deal with male agents and sometimes old citizens and ladies feel
hesitation when they talk with young male people. Old male citizens give more respect to
young ladies and are better satisfied with ladies as compared to men, because old citizens or
females like to meet with females.

5.2

Staff Training

CSD departments policy is to talk very politely with customers with smiling face. Waird also
gives proper training to its staff to focus on their communication skills and to have patience
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element in them. And also they should have guts to convince the customers to become loyal
customers by always satisfying them as they leave the office. This is important because if
WARID loses one customer, then it loses more 100 customers. Everything from a Salam
said by a guard, to Thanks for visiting WARID by a customer relationship manager is prerecorded in a documented form. WARID gives employment in CSD department to those
people who are efficient in communication skills like clearly speaking the words, avoiding
usage of vague words and using the words which are easily understood by the customers,
carefully selecting words while communicating anything to the customers, having tolerance
level to avoid aggressiveness while dealing with hyper customers, having good listening
skills to understand the words spoken by customer as he has originally intended because the
employee represents his company while talking to the customer. WARID measures its
customers satisfaction by recording their calls as they call the help line. Also, it conducts
surveys, campaigns etc., that help it to know what do the customers want, what are their basic
needs, and to how much extent they are satisfied. It has a special department which takes
necessary steps from time to time to constantly improve its quality.

5.3

Report Hierarchy System

All CSD staff is always fully dressed up in dress court even the sweepers are also in proper
dress court with tie. CSD department internally working is done by CRM manager and
assistant manager. Other staff just deals with customers and continually solves the problems
of customers and also records the transactions and gives daily report to CRM manager.
Customers give suggestions through web sites or CSD department hangs the boxes in the
office where customers drop their suggestions.
WARID CSD department makes monthly progress report in which they check the total
numbers of complains in the whole month. They do analysis on the customers' total
complains and check percentage of that complaints. They also check the percentage of those
technical issues they solved in long time period. An also in this report, they check the
customers satisfaction rate or dissatisfaction rate. In this monthly report, WARID summarizes
the customers suggestions and these suggestions are also the part of the monthly report.
These suggestions are also very important for WARID because these suggestions identify the
customers changing needs and wants. CSD department improves the CSD services and
forward this report to the technology department and innovation department where mangers
take peccary actions and improve services and introduce new services or packages regarding
customer suggestions or needs.

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5.4

Check the Customers contact and Record

WARID telecom checks whether the customer contacts are appropriate or not. WARID takes
the customers ID card copy or ID card numbers and has direct link with Nadra. WARID
online gives customers ID numbers to Nadra and Nadra verifies whether the ID card is real or
not.
WARID has two types of customers, one is post paid and other is prepaid. WARID's basic
purpose is to save the customer contacts if in any case customer numbers do any illegal call
or are involved in any illegal activity with WARID SIM. Then Government asks about the
customers history or address so PTI strictly focuses on the customer addresses of all the
mobile phone companies to check whether address is appropriate.

5.6

Relationship with Corporate Customer

WARID also make good relations with our retailers because retailers are the front line
employees and the retailers just communicate with customers and retailers and customer
relations just strong only this time. When WARID retailers and WARID CRM department has
strong relations. So WARID have strong relations with your customers and give reward and
bonuses to your retailer.

6. Major Concept of CRM

6.1

CRM core department

WARID customer relationship department is the core department of the WARID telecom.
Because WARID telecom customer relationship department directly face to face interact with
customers. And WARID CRM department better know about the customers needs and wants.
So, all WARID innovation departments, marketing department, sale department, depended on
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customer relationship department. Because WARID customer relationship management

department forward the monthly complaints report or also told about the customer needs to
innovation and marketing department. So WARID consist major a core department of
customer relationship management department.

6.2

CRM identify the key customers

Customer relationship department identify the key customers by checking customer history in
which they check whose the customers use credit how much in one month. WARID key
customer is business class in post paid connections or young generation in prepaid customers.

6.3

Build effective relationship with your key customers

WARID has set a specific time period and amount spent for declaring customers as Loyal
Customers. When the customers spend that particular amount of money, be it be prepay or
postpaid customers, or they use their WARID SIM (system integrated module) for a particular
time period, then WARID calls them its Loyal Customers. When customers become loyal
to the company, they avail door to door services from a specially maintained department
consisting of Personal Executives. These customers are provided bonuses from the revenues
earned from them. Also they are allowed to participate in certain campaigns and promotion
programs of WARID. These customers also avail special offers like discount on bills, free
SMS and calls.

6.4

CRM increase customer loyalty & retention

WARID personnel are taught to deal with the customers with the courteous attitude. Also
promotion policies are developed from time to time to retain the customers lost. This is done
by giving discounts on calls rates, giving free SMS bundles, free minutes etc., to the
customers who dont use their SIMs for 2 to 3 months. Call centre records the calls done by
customers to maintain quality assurance. Greeting messages are sent to customers on
religious events. Also, birthday messages or cards are sent to the loyal customers. Door step
services are provided to the customers. These services give a competitive edge to WARID.

6.5

CRM department match the company products and services with

customer needs
WARID measures its customers satisfaction by recording their calls as they call the help line.
Also, it conducts surveys, campaigns etc., that help it to know what do the customers want,
what are their basic needs, and to how much extent they are satisfied. It has a special
department which takes necessary steps from time to time to constantly improve its quality.
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6.6

Customers have options to communicate with your company

Customers have options to communicate on phone calls or on internet through website or face
to face communicate in customer service office. Mostly customers communicate on phone
calls because customers want to satisfy in very short time. And also they feel easy on phone
calls because on phone call customers have save energy cost, transport cost, time cost, so
WARID customers have also option to communicate your complains on internet through
website. If the customers have not satisfy on phone calls or through on website customers
have also options to come in CSD office and told about the problem.

6.7

Company before taking any decision check the customer data base

Customer service department have the departed they better know about the customers needs
and better know about the market. Because this department directly deal with customers and
also this department take the suggestion of the customers. So each department in which
innovation department or other major departments before taking any decision must meeting
with CRM department and check the customer data base and identify the customer needs and
wants and also check the suggestion report then these department take any final decision.

6.8

Why WARID store the customer data any core reasons

Customer data told about the customer needs and wants and WARID launching offers
regarding customers needs also customer data told about the descriptive customers
informations because customer data told about just how any business class use WARID SIM
or how many young or other peoples use WARID SIM and also check the male or females
customers strength and this information is very important for making new product strategy or
making new marketing strategy.
Also customer data store for the requiring on because in past terrorist done too much illegal
activities with the help of phone calls. So customer data have store in WARID Company and
when government have need any customer information WARID provide this customer
information to the government.

6.9 Identifying satisfying retaining and maximizing the value of firms

best customer
Firstly customer relation department and marketing department identify the customer needs
and give new offer to the customers regarding customers needs. And create some innovation
in exiting services and satisfy the customers .and also WARID giving discounts on calls

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rates, giving free SMS bundles, free minutes etc., to the customers who dont use their SIMs
for 2 to 3 months.

6.11 CRM department record the purchase history or not

Yes customer service department have record al the purchase history of the customers.
WARID sales point and franchise daily sales report sent in to the CRM department where
WARID save the customer purchase history. And also CRM department have save the
customers subscriptions

record in confidential software. A record is very important for

WARID.

6.12

Database record all contacts include distributors on customers

Yes WARID CRM department save the distributors and customer information. Because
WARID CRM have maintain the distributors record and identify where the need of waid new
sale point or franchise and in which place. and also WARID have give bonuses to his
distributors on sales so he save al the customers and distributors history.

6.13 Gathered information about the income, age, group

WARID call center and CRM department confidential software record the customer calls and
customer history and have WARID make monthly final report in which analysis how much
male or female customers or also young or business class peoples join WARID telecom or
how much WARID customers shifted on other SIMs. The new product strategies, new
marketing offers also from this information.

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7. Gap analysis
WARID has less focus on advertising. But WARIDs competitors fully focus on advertising.
Because advertising plays major role in building good relations with customers and also
advertising increases the number of customers.
WARIDs competitors, ufone, zong, jazz, give cheaper call rates to the customers and
customers just want to use those SIM that give cheaper rates. And if number of customers is
increased then WARID builds good relations with new customers. WARID has not proper
focus on the northern areas where Telenor captures the market. In WARID call centers, male
staff deals with the female customers and many female customers not call on help line
because they dont want to talk with male people. Also many WARID call centers male staff
leak out the female customers numbers and female customers information.

8. Recommendations

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 WARID should spend out more on effective advertising. It should make more
attractive ads for young customers and run these ads at 6 to 9 pm because at this time
young audience watches the TV programs. And also play ads at 9 to 12 p to target
business class and old people. WARID also needs to do more advertising through
billboards or through print media, because advertising builds strong relations with
new and existing customers and also increases the number of customers.
WARID should provide cheaper rates to the customers and compete with competitors
by low price strategy because the customers shift quickly on low rates networks and
break the relations with company. If WARID gives cheaper rates to its customers then
WARID will build strong relations with its customers.
WARID should focus on new markets or new segments.
WARID customer service department calls by token number when customers go for
complain in customer services department. But if WARIDs CSD department calls his
customers name then customers will feel good because if in 30 people the name of the
person is announced, the person will feel good.
In call centers, if only females receive the calls of the female customers then female
customers will be more satisfied.

References
http://www.waridtel.com/

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Francis Buttle, Customer Relationship Management

(p.15,2008)

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