CRM @ Idea Cellular

Customer Relationship management under the

guidance of Prof J.K. Das

Feb 6, 2011

Group - 5

Bhawana Choudhary - WMP4023

Jagpreet Singh - WMP4029
Kuldeep Kumar - WM4031
 CRM @ Idea Cellular

Table of Contents

Table of Contents....................................................................................................... 2
Contribution Page.......................................................................................................3
Executive Summary....................................................................................................4
Objective....................................................................................................................5
Industry overview.......................................................................................................6
Indian telecom industry’s key highlights in year 2010 were as follow:.......................6
Industry is facing declining ARPU, almost all service provider’s ARPU is falling, as
tariffs are falling. It declined to 48% in wireless segment in June, 2010....................6
Subscriber base has grown up like anything as compared to previous year. Market
players are trying to enter more and more into rural markets, as to achieve the cost
economies and create entry barrier for others. It has grown by 48% as compared to
previous year, in the June, 2010.................................................................................6
Company overview..................................................................................................... 8
Methodology............................................................................................................. 10
CRM @ Idea Cellular................................................................................................. 12
Findings & Conclusion..............................................................................................16
Exhibits..................................................................................................................... 17
References................................................................................................................28

2 |Page
 CRM @ Idea Cellular

Contribution Page

Work Allocation Plan

Bhawana Choudhary 1. Company’s Overview , Product and Services

(WMP4023) 2. Interview of Mr. Darpan, Sales Manager, Idea

Cellular,Rajasthan

Kuldeep Kumar 1. CSAT questionnaire, Survey and Data Collection,

Analysis
(WMP4031)
2. Telecom Industry analysis

Jagpreet Singh 1. CRM Initiatives @ Idea

(WMP4029) 2. Executive Summary

3 |Page
 CRM @ Idea Cellular

Executive Summary

As a part of the study we have tried to understand how Customer Relationship

Management allows Idea Cellular identify the most valuable customers over time, and
increase customers’ loyalty & satisfaction by providing customized products and
services. We have also identified the various CRM initiatives successfully executed by
marketing team of Idea Cellular.

We have studied current challenges faced by Idea and observed that Idea is facing stiff
competition from other players in the industry. It has become challenging for them to
retain the existing customer base and increase the consumer loyalty. Idea has initiated
various loyalty programs to manage the customer churn. They are focusing on
innovative VAS offering to increase the overall average revenue per user. But over the
last few years Idea has faced decline in ARPU, so now the challenge before Idea is
increase its market share with the application of unique CRM initiatives.

We have observed that there are lot of successful & unique initiatives at Idea Cellular
which are focused on both B2B and B2C markets. Idea has been focusing on emerging
markets within India and is ranked high in existing area of operations.

4 |Page
 CRM @ Idea Cellular

Objective
Idea cellular is a part of Aditya Birla Group, a multinational having operations in 25
countries. The reputation of being the first Indian multinational and part of 100 fortune
companies carries a lot of strength which Idea cellular enjoys being the part of
prestigious group. However due to the recent trends of high growth in the telecom
sector most of the offering innovative Value Added Services to acquire and retain the
subscribers. Customer base is growing rapidly but operators are facing the challenges
of falling ARPU and increasing churn rate. It has become a challenge for them to
differentiate from each other and maintain consumer loyalty.

The objective of the report is to study and understand the various CRM initiatives of
IDEA and overall satisfaction and loyalty of the consumers for various players in the
industry through:

1. A customer satisfaction survey of the consumers to understand their satisfaction

levels with various telecom operators including Idea.

2. The survey intends to analyze satisfaction levels of consumers on different

parameters like customer service, availability of various channels, issue
resolution etc.

3. Secondary research on how Idea is trying to differentiate itself from the

competition by applying CRM to their strategy.

4. Important challenges faced by Idea in the wake of Mobile Number Portability and
increasing churn rate of Prepaid customers

5. Various initiatives by Idea in B2B and B2C market to increase market share

5 |Page
 CRM @ Idea Cellular

Industry overview

Background

The Indian Telecommunications network with 203 million connections is the third largest
in the world and the second largest among the emerging economies of Asia.
Today, it is the fastest growing market in the world. The telecommunication sector
continued to register significant success during the year and has emerged as one of the
key sectors responsible for India’s resurgent India’s economic growth.
• Telecom sector accounts for 1 percent of India’s GDP. Likely to double in 2-3
years
• Telecom services contribute 30 percent to India’s total service tax revenue
• The Indian telecom sector gives direct employment to more than 4,00,000
people, compared to about 6,00,000 people in China
• Not just the enabler of software, BPO and ITeS companies, it is also the lifeline
of a fast growing E-commerce space
• State-of-the-art telecom infrastructure has led to the rise of cities like
Mysore,Mangalore, Jaipur, Ahmedabad, Kochi on the software services map
• This has helped spread the benefits of a booming Indian economy to beyond
metros and large cities, and wealth creation is happening in tier-2 cities
Industry Performance

Indian telecom industry’s key highlights in year 2010 were as follow:

Industry is facing declining ARPU, almost all service provider’s ARPU is falling, as tariffs
are falling. It declined to 48% in wireless segment in June, 2010.

Subscriber base has grown up like anything as compared to previous year. Market
players are trying to enter more and more into rural markets, as to achieve the cost
economies and create entry barrier for others. It has grown by 48% as compared to
previous year, in the June, 2010.
• Overall Tele-Density has also grown as compared to previous year. It rose to
46.73% from last year.

Industry Challenges

• Industry is facing the falling tariffs and declining ARPU. Challenge for players is
to sustain the profitability by increasing the consumer base.

• Rural market are required to be penetrated, still there is scope to serve this
segment.

6 |Page
 CRM @ Idea Cellular

• Challenge for service provider to provide innovative VAS services to various

consumer segments to sustain the profitability.

• With the launch of MNP, it is important for service provider to focus on customer
satisfaction and increasing loyalty to retain the customer base.

• How to use 3G effectively to penetrate rural markets, for providing mobile internet
services.

Industry Trends

• Market players have found that due to slashing prices, they have to think
innovatively and need to re-visit the business models to maintain the profitability
and growth. They are trying to differentiate from each other by offering innovative
VAS to subscribers.

• Some of the players like Idea Cellular is all set to launch its m-banking solution in
association with Axis Bank.

• Many service providers have started offering m-entertainment and m-commerce

solutions as part of VAS offering.

• Service provider has launched the 3G services and offering high speed data
access on mobile. Mobile broadband is expected to grow tremendously in the
near future because of greater market penetration of mobile as compared to PC
in India.

• Service provider has started facing stiff competition from each other as due to
launch of MNP, any subscriber can easily switch to other operator while retaining
his/her mobile number. Service providers are constantly trying to find ways to
better manage this churn and increase customer satisfaction and loyalty to retain
the customers.

7 |Page
 CRM @ Idea Cellular

Company overview
IDEA Cellular is an Aditya Birla Group Company, India's first truly multinational
corporation. The group operates in 26 countries, and is anchored by over 130,600
employees belonging to 40 nationalities. The Group has been adjudged the '6th Top
Company for Leaders in Asia Pacific Region' in 2009, in a survey conducted by Hewitt
Associates, in partnership with The RBL Group, and Fortune. The Group has also been
rated 'The Best Employer in India and among the Top 20 in Asia' by the Hewitt-
Economic Times and Wall Street Journal Study 2007.

IDEA Cellular is a publicly listed company, having listed on the Bombay Stock Exchange
(BSE) and the National Stock Exchange (NSE) in March 2007.

Idea is the 3rd largest mobile services operator in India, in revenue terms, and recorded
a subscriber base of over 78 million as on end November '10. It became a pan-India
integrated GSM operator covering the entire telephony landscape of the country, and
expanded its NLD and ILD operations in FY 2010. During the year, Idea increased its
revenue market share by over 1%, despite stiff tariff war in the market.
The company has won license to offer 3G services in 11 service areas, which generate
over 81% of the company's total revenue. Idea's 3G services will be launched in the
year 2011.

Idea's strong growth in the Indian telephony market comes from its deep penetration in
the non-urban and rural markets. Idea has the highest share of rural subscribers as a
percentage of total subscribers, amongst other GSM players. In fact, two out of every
three new subscribers now come from non-urban market.
IDEA is profitably placed due to some of the inherent strengths:

a. Brand reputation: Idea cellular is a part of Aditya Birla Group, a multinational

having operations in 25 countries. The reputation of being the first Indian
multinational and part of 100 fortune companies carries a lot of strength which
Idea cellular enjoys being the part of prestigious group.

b. Market share: The overall market share of Idea cellular is increasing at a healthy
rate, refer exhibit 2.

c. Technology innovation: Being the first player in the telecom industry to start
GPRS services in India, and even starting unique products, such as ‘My gang’
and ‘Idea radio’, the technological innovation of the organization can act as
strength to the company in the long run.

d. Strong advertising and promotion: Idea cellular is known in the industry for its
aggressive promotional and advertising techniques, such as having Abhishek
8 |Page
 CRM @ Idea Cellular

Bachan, a famous Bollywood star as part of its advertising punch line ‘What an
idea Sir Ji’ proved effective in carrying out the promotional campaigns throughout
the country.

e. Strategic alliance: Idea cellular has strategic alliance with IBM and Oracle. Both
have a unique brand image for providing best in class software solutions like
CRM (Customer Relationship Management) and OLAP (Online Analytical
Processing). It has also tie ups with leading mobile producers like Nokia.

f. Financial strength: Idea is operating with lower debt and huge cash bases. The
revenue is consistently on a growth path, refer exhibit 1.

Product Offerings:

• Voice services

• Business Applications

• GPRS Applications

• Customized Solutions

• Corporate connections

9 |Page
 CRM @ Idea Cellular

Methodology
Our research methodology for gathering customer satisfaction was executed with the
help of a CSAT survey which was circulated amongst our peers and friends as an online
survey. The survey would capture the ratings based on correspondent’s perception of
quality of service, satisfaction and loyalty, based on his/her experience of their telecom
operator. The intention of this survey was to capture data from the users on various
areas which may need further improvement and hence a gap analysis for the
companies to improve customer satisfaction.

We also got an opportunity to meet Mr Darpan, Sales manager at Idea (Rajasthan

Circle) to gather insight into proactive initiatives of engagements with customers and
businesses which their business unit at Idea has been doing.

Apart from this survey we also did secondary research using resources like e-
databases, journals and internet.

Data Collection

As discussed above, we prepared an online survey containing close ended questions

on various mobile services usability parameters and captured their satisfaction levels.
We have also captured demographic data of the respondents.

Sampling

We have mostly shared the online link to our friends and colleagues in offices in the
Delhi NCR area. There may be some bias in responses due to somewhat similar
demographic situations of the respondents and lesser variability. We have received
around 90 responses till now but 17 of them were found to be incomplete and hence we
have a valid sample set of 73.

Analysis

We conducted customer satisfaction survey to know what the gap areas are in general
where a service provider can improve to increase the overall customer satisfaction.
Increasing the customer satisfaction can lead to increased loyalty to the brand of
service provider. By focusing on increasing consumer loyalty a service provider can
save its cost on new customer acquisition and also can expect more ARPU from loyal
customers.

In the study conducted we identified some gap areas where a service provider can
improve upon, following are the gap areas:
10 | P a g e
 CRM @ Idea Cellular

• Handling of customer complaints

• Response time taken by the service provider to resolve the complaints

• Ease in accessing the call centre

• Waiting time for call to get answered at call centre

It’s been observed that service provider has various confusing array of options while
calling on call centre, sometimes if some user want to talk to customer care executive
he cannot find the option to select this on IVR. Even if user finds the option to talk to
customer care executive his call does not get answered, which frustrate the consumer
and increase dissatisfaction among them. So the need for following a customer centric
call centre strategy has became very important for service provider to increase the
satisfaction

On consumer loyalty, responses indicated that customers are not loyal to service
provider. They are highly price sensitive. They would like to spread negative word of
mouth if dissatisfied.

11 | P a g e
 CRM @ Idea Cellular

CRM @ Idea Cellular

Idea Cellular is really focused on its CRM initiatives and seems like an industry leader in
that area. The company is focused on both B2B and B2C segments, and implemented
various programs to increase customer life time value.

B2B segment:

1. Axis Bank Goes Mobile With IDEA For Financial Inclusion

• Signs MoU with IDEA Cellular for association as a 'Business Correspondent'

• To test a' Branchless Banking' model through a Mobile enabled remittance pilot

(Mumbai, December 15th, 2010)

Axis Bank, India's third largest private bank, and IDEA Cellular, the pan-India mobile
operator, today announced the signing of a Memorandum of Understanding (MoU),
whereby Idea will act as a ‘Business Correspondent' of Axis Bank to provide an entire
range of financial products and services offered by the Bank, through the mobile
operator's retail outlets.

The association will be flagged-off with a ‘remittance pilot' between Dharavi in suburban
Mumbai and Allahabad in Uttar Pradesh, which will enable money transfer using the
mobile platform. Idea and Axis Bank will also explore extending the association to
include other banking products and services such as savings, credit, micro insurance,
micro SIP and micro pensions in a phased manner. On completion of the successful
pilot, a full range of banking services is proposed to be launched across the pan-India
footprint of IDEA Cellular, subject to receipt of all statutory and regulatory approvals.

Mr. S K Mitra – President, Agri Business & Rural Banking - Axis Bank, while speaking
about the project said, "We were keen to adopt additional delivery channels to drive
financial inclusion and were particularly keen on a mobile based channel, considering
the reach and the low cost service delivery platform. Since only 41% of the adult
population has bank accounts, whereas more than 70% of adults own a mobile
connection, associating with a telecom service provider looked to be the apt choice."

This association will prove to be a win-win situation for both Axis Bank and IDEA
Cellular. On one hand, IDEA Cellular's extensive network will help Axis Bank gain
access to widespread distribution reach and a low cost delivery channel for offering the
financial products and services, based on the mobile platform. On the other hand, IDEA
Cellular will have the opportunity to increase value to their customers through the
offering of the financial products and services.

B2C segment:

12 | P a g e
 CRM @ Idea Cellular

2. Idea launches a Helpline to facilitate day-to-day conversations in 16 different

Languages

• Now, mobile users across the country can 'Break the Language Barrier' by simply
making a phone call

• Call Idea Helpline 97020 12345 in Mumbai for Conversational support

(Mumbai, October 5th, 2010)

The 'idea' to use the mobile phone to seek conversational help when away from home,
as suggested by Sirji to the four idiots in the new Idea advertisement, is now a reality!
Idea has demonstrated that assistance on conversations in different Indian languages
can be made available on the mobile platform, by launching country's first 'Language
Helpline' which will offer conversational support to callers, in as many as 16
languages. Indeed, What an Idea Sirji, in a multi-linguist country!

Any of the over 650 million mobile users in the country who have to move out of their
homes for Career, Education, Travel and other prospects in life; or need to
communicate with people talking different languages in their own surroundings, can now
avail this unique service from Idea.

For instance, a Bengali speaking person who needs to have a conversation in Marathi,
with a vegetable vendor or a cab-driver in Mumbai, can just dial 9702012345 and seek
assistance on Marathi. The caller needs to verbalise his message and the same will be
translated by the Idea Helpline agent, instantly on the phone. Input to the agent needs
to be given in Hindi or English only for translation in the desired local language.

Idea's customer care IVR has been revamped to incorporate the Language Helpline.
Callers seeking assistance on language will be directed to the Language Helpline
through the IVR menu in a user-friendly manner. A dedicated team of agents who
understand and speak the local language have been deployed to assist callers.

3. Idea launches MNP helpline for mobile users across the country

(Mumbai, 17th January, 2011)

Idea Cellular, the first mobile operator to announce the upcoming Mobile Number
Portability (MNP) recently has now launched a Toll Free Number 1800-270-0000 to
guide over 700 million mobile subscribers on various aspects and procedures of
number portability, prior to the national launch of the service on January 20th,
2011. With this, Idea continues to lead the industry in MNP communication through a
series of new advertisements.

13 | P a g e
 CRM @ Idea Cellular

MNP entitles a mobile subscriber to switch from the existing cellular service provider to
any other operator, while retaining the mobile number. Idea's new Toll Free Number
1800-270-0000 is being promoted through a Television ad launched recently, besides
other media platforms. The dedicated helpline will offer all relevant information on the
processes and procedures of availing MNP and porting requests from mobile
subscribers who wish to Switch to Idea.

Speaking on the new initiative, Ms. Anupama Ahluwalia, Senior Vice President -
Marketing, IDEA Cellular said, "MNP will empower the 700 million mobile consumers
in India to exercise choice. Idea has taken the responsibility of making consumers
aware about various aspects of MNP. We realize that mobile users are awaiting MNP to
switch to a network which offers seamless connectivity across the length and breadth of
the country, superior customer service, and affordable and relevant products and
services. The Idea MNP Helpline will offer all such information about Idea, and help
consumers take informed decisions." Idea has also launched a microsite
www.getidea.co.in - an information portal for MNP for the digital users.

4. India's most watched TV show 'Kaun Banega Crorepati' is powered by 'Idea'

IDEA Cellular unveils a range of exclusive offers for its 7 Crore subscribers, to enable their
participation in the hugely popular show to be hosted by Superstar Amitabh Bachchan!

(Mumbai, August 3rd, 2010)

The most popular TV Game show ever on Indian Television, 'Kaun Banega Crorepati',
has got an 'Idea' this year! The popular show to be hosted by Superstar Amitabh
Bachchan is 'powered by' Idea Cellular, as the leading pan-India mobile operator has
obtained the 'Telecom partner' rights of the show.

KBC phone and SMS lines, powered by Idea, have been announced open for all Indian
citizens, residing in India and of 18 years or above, for registering for the show. The first
7 Questions of KBC will be open for public response till August 9th 20:59:59 Hrs.

According to Ms. Anupama Ahluwalia, Vice President – Marketing, IDEA Cellular

Ltd., "Idea's association with Kaun Banega Crorepati is a major milestone in our brand
building and customer engagement initiatives this year. The tie-up will provide 7 Crore
Idea subscribers an additional gateway of opportunity to be a 'Crorepati', by simply
using the Idea network while responding to the Questions of Kaun Banega Crorepati.
We have created special lines to accommodate millions of callers and give them an
opportunity to realize their dreams through this unique show".

Idea has also struck a deal with KBC to ensure unique brand visibility during the show.
'Idea' signature tune will be heard everytime the contestant on the Hot-Seat calls a
friend through the lifeline – 'Phone-a-friend'. KBC Host and Quiz Master Amitabh
Bachchan's voice will be heard on Idea IVR and will also be available for download as

14 | P a g e
 CRM @ Idea Cellular

Dialer Tones.

Idea is known for unique brand associations with prestigious properties in the genres of
Music, Cinema, and Entertainment & Cricket. Idea's association with such premium
programs enables it to offer rich content to its subscribers, making it the highest VAS
revenue grosser in the industry.

15 | P a g e
 CRM @ Idea Cellular

Findings & Conclusion

• Idea cellular is offering loyalty programs to manage the churn rates.

• They can think about improving the call centre services. They can focus of
reducing the confusion created in IVR options and reducing the customer waiting
time in handling complaints.

• Idea is about to launch its m-banking solution in partnership with Axis Bank,
which could be innovative business model for Idea.

• Idea is offering missed call alerts service, text messaging, ringtones, caller tunes,
messaging in Hindi language, m-Chat, Cricket Alerts, color SMS, mms, Idea TV,
Portfolio Manager, Easy Mail, Ganesha Speak, Background Music etc. They are
offering number of mobile VAS to increase their revenue.

• Idea must think of becoming number two or one in telecom industry by acquiring
some of the emerging telecom players whereby they can increase their customer
base and achieve economies of scale.

• Idea must think of providing some innovative VAS services to rural markets, they
can think of providing services to farmers where they can view the market quotes
of agricultural products and can online to traders their goods.

16 | P a g e
 CRM @ Idea Cellular

Exhibits
Exhibit 1

17 | P a g e
 CRM @ Idea Cellular

Exhibit 2

18 | P a g e
 CRM @ Idea Cellular

Exhibit 3: SPSS Descriptive Statistics for CSAT questionnaire

19 | P a g e
 CRM @ Idea Cellular

Descriptive Statistics

N Mean Std. Deviation Variance

Handling of complaints 73 2.79 1.178 1.388

Please choose your Operator 73 2.23 2.031 4.126

Time taken by the operator to activate 73 3.93 .918 .842

new connection

Time taken by the operator to activate 73 3.29 1.020 1.041

connection if it was suspended earlier

due to non-payment of bills

Reporting of billing information 73 3.84 1.014 1.028

Accuracy in billing 73 3.81 1.138 1.296

Please choose type of your 73 .38 .490 .240

connection

Process of resolution of billing 73 2.96 1.148 1.318

complaints

Ease in accessing the call center or 73 2.70 1.320 1.741

customer care

Response time in answering of call 73 2.60 1.233 1.521

while you are calling customer care

Problem solving ability of customer 73 2.90 1.016 1.032

care executive

Time taken to resolve the complaints 73 2.79 1.142 1.304

Network coverage in your locality 73 3.70 1.175 1.380

Signal quality in general 73 3.84 1.000 1.000

Ability to make or receive calls 73 3.89 .951 .904

Voice quality 73 3.95 .926 .858

Attitude of retail executive selling 73 3.33 .958 .918

mobile connection

Understanding of Tariff Plans 73 3.47 1.001 1.002

Quality of Value added services ( e.g. 73 3.23 1.007 1.014

caller tunes, GPRS etc.)

Overall quality of service of your 73 3.56 .957 .916

operator

Choose following 73 .11 .315 .099

Your Occupation 73 1.11 1.308 1.710

Your Income 73 2.81 1.569 2.463

20 | P a g e
 CRM @ Idea Cellular

Exhibit 4: Survey on Mobile Services usage

Please choose your Operator *

Airtel

Vodafone

Idea

MTNL

Reliance

Aircell

MTS

Tata Indicom

BSNL

Please choose type of your connection *

Prepaid

Postpaid

Time taken by the operator to activate new connection *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Time taken by the operator to activate connection if it was suspended earlier due to non-payment of bills *Please rate on the
satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Reporting of billing information *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Accuracy in billing *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Process of resolution of billing complaints *Please rate on the satisfaction level achieved

1 2 3 4 5
21 | P a g e
 CRM @ Idea Cellular

Highly Dissatisfied Highly Satisfied

Handling of complaints *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Ease in accessing the call center or customer care *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Response time in answering of call while you are calling customer care *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Problem solving ability of customer care executive *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Time taken to resolve the complaints *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Network coverage in your locality *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Signal quality in general *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Ability to make or receive calls *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Voice quality *Please rate on the satisfaction level achieved

1 2 3 4 5
22 | P a g e
 CRM @ Idea Cellular

Highly Dissatisfied Highly Satisfied

Attitude of retail executive selling mobile connection *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Understanding of Tariff Plans *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Quality of Value added services ( e.g. caller tunes, GPRS etc.) *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Overall quality of service of your operator *Please rate on the satisfaction level achieved

1 2 3 4 5
Highly Dissatisfied Highly Satisfied

Would you recommend your present operator to others *Please rate on level of agreement

1 2 3 4 5
Highly
Highly Disagree
Agree

Would you complaint about the problems faced to others *Please rate on level of agreement

1 2 3 4 5
Highly
Highly Disagree
Agree

Would you switch the service provider if other operators lower the tariff *Please rate on level of agreement

1 2 3 4 5
Highly
Highly Disagree
Agree

You feel proud to be associated with your operator *Please rate on level of agreement

1 2 3 4 5
Highly
Highly Disagree
Agree
23 | P a g e
 CRM @ Idea Cellular

Your Name

Your E-mail ID

Choose following *

Male

Female

Your Age *

15-25

25-35

35-45

Above 45

Your Occupation *

Student

Service

Home-maker

Professional

Retired

Your Income *Monthly..

None

Rs 10000-20000

Rs. 20000-35000

Rs. 35000-50000

More than 50000

24 | P a g e
 CRM @ Idea Cellular

Exhibit 5: Industry Performance

25 | P a g e
 CRM @ Idea Cellular

Exhibit 6 Market Growth

26 | P a g e
CRM @ Idea Cellular

27 | P a g e
 CRM @ Idea Cellular

References

http://www.ideacellular.com/IDEA.portal?
_nfpb=true&_pageLabel=IDEA_Page_IdeainMedia&displayParam=content_press
_newreleases_Axisbank.html

Last accessed on Feb 1, 2011

http://www.ideacellular.com/IDEA.portal?
_nfpb=true&_pageLabel=IDEA_Page_IdeainMedia&displayParam=content_press
_newreleases_GetIdea.html

Last accessed on Feb 1, 2011

http://www.ideacellular.com/IDEA.portal?
_nfpb=true&_pageLabel=IDEA_Page_IdeainMedia&displayParam=16DifferentLa
nguages.html

Last accessed on Feb 1, 2011

http://www.ideacellular.com/IDEA.portal?
_nfpb=true&_pageLabel=IDEA_Page_IdeainMedia&displayParam=KaunBanegaCro
repati.html

Last accessed on Feb 1, 2011

http://www.trai.gov.in/WriteReadData/trai/upload/Reports/52/5octobleri
ndicatorreporton13oct.pdf

Last accessed on Feb1, 2011

28 | P a g e