Professional Documents
Culture Documents
and development strategies at AIRTEL. Report also focus on finding the ideal
method of effectively implementing training and development strategies and
developing an efficient evaluation model to assess the impacts of the applied tactics.
finally draw SWOT analysis and suggest recommendation to improve Training and
Development Strategies.
Introduction
Bangladesh is a developing country of southern Asia. Mobile phone is becoming a
very common measure of communication in our country. The number of mobile
user is increasing day by day. It is a very attractive market for the mobile
connection providers. Presently there are five companies in the market. Each of
them is trying to maintain and increase their market share. Among them AIRTEL is
one of the leading company in this sector. AIRTEL [TMIB] is a joint venture
organization with A. K. Khan & Company and Telekom Malaysia Berhad and A. K.
Khan Group, which is a leading telecommunication provider, operating its business
in Bangladesh since 15 November 1997.
AIRTEL stands for ‘clearly ahead’. The philosophy of dynamism, never stop
thinking & never compromise with quality made AIRTEL one of the most
progressive & dynamic business leader in the country. AIRTEL believes in using
advanced technology to cope with the changing world. Motivation & service is the
its major strength.
It started in 1997 with the establishment of a Telecom company & now after 8
years AIRTEL is one of the leaders in Telecom industry. AIRTEL constructed
its state of the art service facility with high tech machinery from different
countries.
Free mobile phone, free transportation, on-site sports & recreation facilities
encourage the motivated team to serve customers full heartedly.
AIRTEL’s main strength is their call charge with Tk. 0.33/pulse (10 sec. / pulse) for
Pre Paid and Tk. 0.066/pulse (1 sec. / pulse) for Post Paid subscriber from the first
minute. They provide the widest coverage in the country. They also provide some
other facilities among which off-peak hour system, and lower call charge and SIM
price is popular to the subscribers. AIRTEL believes in People —Connectivity—
Infinity.
Customers are more or less satisfied with the facilities they are offering with this
product. Their main focus is to increase network coverage so that it can reach all
parts of the country. But they can improve their position by offering the subscribers
with more facilities especially to improve their network solution and to reduce call
charge in the peak hour simultaneously.
Objectives
Methodology
Primary research: As there is a lack of reference material, most of the analysis is
based on observations and interviews with management, trainers and trainees.
Secondary research: References from textbooks, websites and articles is used to
assist the analysis.
Company Overview
AIRTEL is the dynamic and leading end-to-end countrywide GSM mobile
communication solutions of TM International (Bangladesh) Limited. It is a joint
venture company between Telekom Malaysia Berhad and A. K. Khan & Co. It
operates as a Limited Liability Company, where the majority shareholder, Telekom
Malaysia, own 70% shares, while minority shares of 30% are owned by A. K. Khan
& Co. Bangladesh Limited. TMIB was established in the year 1996 and services
were launched in 1997 under the brand name AIRTEL.
AIRTEL is proud to be a part of the Telekom Malaysia Group (TM), Malaysia’s
number one provider of information communication technologies. TM International
has operations and financial interests in seven countries, namely Sri Lanka,
Bangladesh, Thailand, Cambodia, Malawi, Guinea and Ghana. TM is financially
strong, and internationally renowned for its successful ventures like MTN, the
market leader in the telecommunication industry in Sri Lanka. TM has a global
presence in 11 countries with staff strength of 30,000 Group wide. TM has recently
made two major acquisitions in India and Indonesia in the continuous effort to
stamp its presence internationally. TM has acquired 27.3 per cent interest of PT
Excelcomindo Pratama, the third largest mobile operator in Indonesia, and in India,
47.7 per cent stake in Idea Cellular. TM hopes to further extend its regional and
global presence with these new acquisitions.
Since the commencement of its operation, AIRTEL has been a force to be
reckoned with in the telecommunication industry of Bangladesh, being one of the
fastest growing mobile communication companies offering comprehensive GSM
mobile solutions to more than a million subscribers. Always placing the needs of
the customers first, AIRTEL has been distinctly ahead in offering the “30 Seconds
Pulse” from the first minute of talk time. Today, AIRTEL boast the widest
International Roaming service in the market connecting 315 operators across 170
countries. In addition, AIRTEL is the first mobile operator to connect Tetulia and
Teknaf, the northern and southern most points of Bangladesh. AIRTEL was also
the first to provide seamless coverage along the Dhaka-Chittagong highway. With
a network covering all 61 (allowable) districts of Bangladesh, coupled with the first
Intelligent Network (IN) Prepaid Platform in the country, AIRTEL is geared to
provide a wide range of products and services to customers all over Bangladesh.
At the heart of all of AIRTEL’s success today, is a young dynamic workforce
comprising of over 900 highly motivated and skilled professionals.
Today, AIRTEL is recognized as a leading brand in Bangladesh and this is driven
by their persistent pursuit of quality and technology, putting it ‘clearly ahead’ of the
rest. The future with AIRTEL is promised to be exciting as they strive to employ the
best resources and latest technology in offering many more innovative and exciting
products and services.
The Vision
To be the most preferred GSM cellular service provider in Bangladesh.
The Mission
To provide total customer satisfaction as the company strives to become the most
preferred GSM cellular service provider in Bangladesh. AIRTEL will achieve this
through developing people, products, and services of the highest quality and
meeting the needs of its employees, shareholders and the nation.
SWOT Analysis
Strength
The partner company, Telekom Malaysia, is a well-established and experienced
global player operating with several subsidiaries in the global telecommunication
industry.
Excellent business track record of A. K. Khan & Co. for more than half a century in
Bangladesh.
Use of the GSM technology that is the most advanced and secured technology in
the world telecom industry.
Providing cellular services through very competent and skilled human resources
comprised of 1033 employees with a notable reputation and goodwill in line with
the Vision, Mission and Theme of AIRTEL.
Weakness
AIRTEL’s network coverage is less than the competitor
Not enough channels with BTTB
Shortage of human resource in the Help-line than the competitor
Package – pricing of the packages are not cheap
Higher call rate than its competitors
Opportunities
Demand is increasing day by day
Product with very long life cycle
The most new technology
Main competitor provides poor service because of its unplanned customer growth
Threat
Unstable political culture
Recession in the economy
Non-cooperative telecommunication regulatory body
Awareness of health risk for using mobile phone
Skill Development
There is particular emphasis on building a corporate culture where team spirit is
fostered and the channels of communications are open for all. To that goal, the OD
team strives to generate ideas that will enhance team spirit and make the work
environment more enjoyable and interesting. (Team spirit discussed in more detail
later)
For most of the technical development, on-the-job training is considered. If any
identified technical training cannot be conducted while on job, the training need is
forwarded to the division head for his / her attention. The division head co-
ordinates with the HR division to seek training from outside source. For managerial
or people skills training, the division head requests the HR division for the specific
training; the HR division identifies if the training can be provided by the resources
inside, or else seeks training from other training organizations. AIRTEL offers
different course sessions where the expert instructors provide knowledge on
various management or technical subjects like team development, leadership
skills, GSM technology, etc.
Induction and orientation Training
In AIRTEL, each new employee undergo a comprehensive induction training
program, which includes information about the organization, its structure, products
/ services, policies and the various functions executed by each division or
department. It includes visits to the different customer care centres, visits to other
divisions and discussions with people in other divisions if it helps the new
executive to have a better understanding of his own role.
Employees joining Customer Care will receive extended Orientation Training upon
joining AIRTEL, to gain more in-depth knowledge of and exposure to particular
division functions, which relate directly to their job in customer relationship
management.
The induction hours are counted as training hours and are updated regularly in the
training database.
Internship Program
AIRTEL regularly offers internships or work attachments to university graduates or
students so that the students gain practical work experience in their academic
disciplines and sometimes also to support a division’s operational work.
This hands-on exposure and training to AIRTEL’s work environment also serves as
a testing ground for interns to demonstrate their performance and prove their
capability to join AIRTEL in the future. It also serves as a wellspring of fresh ideas,
energy, creativity and perspectives to invigorate AIRTEL’s productivity and growth.
AIRTEL always welcomes scholar interns and provides all kinds of facilities like the
other world class reputed organization. The HR division follows some set
guidelines to select a person for the internship program. The division gives
preference to the candidate’s academic result(s) as well as graduating institute.
After selecting, an internee is attached in a particular division / area by the HR
division for a certain time period depending on both internee’s requirement and
division’s interest. At the end of this internship period, the internee has to submit a
project report on a selected topic of that particular area to the HR division based
on his or her gathered knowledge throughout the time.
Training Prerequisites
The entire training process can be loosely divided into three sub-divisions. What
we have covered so far is the foundation aspects of training at AIRTEL. The next
phase is the process of Training Need Identification.
Training Need Assessment [TNA]
The objective of the TNA Process is to identify the training needs of the different
divisions and departments and eventually preparing the training calendar. The
main components required to initiate this process are the Performance Appraisal
Form,
Recommendation from divisional Heads for Training and compiled Training needs
to create the yearly training calendar.
Training Resources
Course Instructor
AIRTEL utilizes mainly internal instructors as the training resource for the in-house
courses. The immediate supervisor identifies training need during regular One on
One meeting conversation. If the training need can be fulfilled internally, then In-
house Training is conducted and if the identified area cannot be improved
internally, the Division head takes initiative in collaboration with OD to send for
External Training for the concerned person. AIRTEL aims to develop expert
instructors within the organization in near future for in-house training. For the
external training courses, instructors are allocated by the training organizations.
Course Materials for In-house Training
Primarily the course materials are developed in-house based on the modern
management theories and tools provided in various books authored by the leading
management thinkers. Then the materials are customized considering the work
culture and the need in order to compete with the leading organizations. The
materials will be continuously improvised based on feedback by the participants
and with the modern theories provided by the renowned authors. The OD team is
working on development and improvising continuously.
Training coordination
The primary responsibility of a training coordinator in this case members of the OD
unit, is to ensure that adequate logistic support is provided. The following are
necessary steps that a Training Coordinator must follow:
Source training vendors, assess their competence. In case of external vendors, a
mock training session is sometimes instigated to evaluate whether the training is
applicable to AIRTEL. In case of internal training, the OD team may collaborate with
the trainer to develop the training module and decide on the best method of delivery.
Prepare approval notes for Training and acquire the necessary funds from the
Finance division.
Arranging venue, logistics and other supporting materials.
Following up with participants prior to training to confirm attendance.
Help the trainer during the training sessions
Update training database to maintain all training related records.
Training Database
To maintain detailed records of training classes and of each participant of AIRTEL,
a Training database is maintained. The OD unit is responsible to update data on
time, and develop or modify the database as and when required.
OD will maintain and update the following areas of the HR Information System:
Employee training records, including supervisor and employee evaluations
List of training programmes and records for implemented programmes
Vendor profiles
In-house Trainers training records
The Information System is to simplify data collection, storage, retrieval and the
management of records to improve both Operational (find, delete, add) and
Management tasks (planning, evaluation, decision making) of the organization.
Post-Training Evaluation
As we know, Management Development is future oriented and concerned with
education, skills building, or assisting a person to become a better performer.
Thus, AIRTEL’s Organizational Development activities attempt to install sound
reasoning processes to enhance one’s ability to understand and interpret
knowledge. As it is a new process it will be going through a continuous
improvement path.
AIRTEL believes that successful managers have analytical, human, conceptual
and specialized skills. They are able to think and understand the environment.
Training peers cannot overcome a manager’s or potential executive’s inability to
understand cause and effect relationships, to synthesize from experience to
visualize relationships, or to think logically. As a result, it is suggested that
management development be predominantly an education process rather than a
training process. Here education will be judged by its contribution to performance
where performance is a function of skills, abilities, motivation and the opportunity
to perform and the development of some other special skills like good listening
skills and the ability to read, analyze and classify types of employee behavior.
Post-training performance monitoring is the only effective way to assess and better
ensure employee skills development. Supervisors recommending training for a
subordinate will complete the first part of the ‘Performance with Real-Time
Evaluation’ Form with OD, and then the employee. This will identify the targeted
skills requiring development and that will be tracked.
For further improvement, every participant is given a course evaluation sheet
during the last hour of each session. In that form, participants are encouraged to
give their feedback that would lead to further improvement of the class material
and delivery. The completed forms are then collected and compiled; the data is
then analyzed to determine training effectiveness and trainer’s efficiency. The
training and the trainer are rated accordingly and the data is recorded in the
training database.
Training evaluation is incomplete without input from the supervisors of the trainees.
As they are the ones who will be able to best gauge the impacts of training from
noticing changes in performance after training. To that effect, a separate feedback
/ evaluation form (trainee evaluation for training effectiveness) is sent to the
supervisor’s within 10 days from the date of completion of the training. The
supervisors must fill-in the form in periodical 1, 3 and 6-month intervals.
As the employee’s mature and their concept of training and its importance
flourishes, new and advanced ideas from everyone will help this effort for
continuously enhance skills and understanding of the environment and its needs.
Recommendations
Economies in the twenty-first century are under relentless pressure to increase the
skill levels of their workforce. A highly skilled workforce is widely seen as being
essential for prosperity in a globalize world characterized by rapid technological
change. The implication is that high and growing incomes can only be sustained by
high and growing levels of worker productivity, which in turn demand ever-
increasing levels of worker skills. Planned people development should be one of
the basic concepts of any organization’s professional management system.
AIRTEL, in keeping up with the latest trend, have embraced many developmental
strategies and also started their application in the organization. However, they are
still a long way from achieving that totally synergistic and highly efficient workforce,
where every employee willingly takes the responsibility of his / her development
and also, in the spirit of teamwork, helps his / her team members.
In reference to measuring training effectiveness, there should be specific criteria
for measuring successful accomplishment of the objective. If there is a
written, specific, measurable objective, the subordinate would have a more specific
goal to work toward and would be more likely to accomplish the goal to the
supervisor’s satisfaction. Both persons would probably tend to view the
developmental process as a success and would therefore be encouraged to
continue working toward further development.
There should be individual development plans. While there may always be areas
of growth or development common to many at the same time, these ought not to
be the sum total of the people developing process taking place. It is often an easy
excuse for managers to point to plant–wide or company–wide “people” programs
as a way of absolving themselves of their people developing responsibility.
Everyone has developmental needs in order to help achieve the mission of the
organization.
Another operable word should be review. The manager is required to follow up on
the people development plans. They are not to be spoken of enthusiastically for a
brief period and then forgotten. If documented on company forms, they ought not
to be forwarded to some staff office as though floating off into never–never land.
They require monitoring so that progress any be checked periodically.
Finally, individual plans should be reviewed at least annually. This is an attempt to
offer some time frame for periodic review, so as not to make the task too time–con-
suming. Furthermore, a lot can happen in twelve months, so that this time span is
not too soon for considering new situations that might warrant changing or
updating the plan. Many practicing managers indicate a twelve-month time frame
as a practical one, especially when the development plan is discussed in the
context of the annual performance evaluation.
Conclusion
In order to reach the business objective of the company, AIRTEL is having
corporate culture. For this reason, individual divisions have their own objectives to
maintain this. The divisional objectives are far different compared to each other,
according to their nature of job and functional role. No doubt it is a great big
teamwork, which makes the business objective happen. Considering AIRTEL’s
success we can confidently say that we have such a winning team to be proud of.
The concept of the learning organization arises out of ideas long held by leaders in
organizational development and systems dynamics. One of the specific
contributions of organizational development is its focus on the humanistic side of
organizations. Learning organ