Background

Customer experience is a core element of our middle east based client’s. They are one of the largest national
telecom service provider in middle east. They are in the process digitalizing market researches that were
previously conducted in the traditional manner

The purpose of this document is to explore the best way to take the traditional ways of conducting market research
to the digital format. We would like the vendor to provide us with their recommendations and details on how this
project will take place. We also seek a vendor that can support us with understanding the market research across
the different stages of the customer journey and the respective channels contributing to each stage.

In order to measure the effectiveness of the company’s projects related to continuously improving the customer
experience, they have defined a comprehensive framework that covers the complete spectrum of elements that
potentially impacts perceived customer experience.

The following key elements have been defined as part of this framework

1. Brand Health/Equity, capturing the overall Brand awareness, willingness to recommend the Brand,
favorite Brand and willingness to pay a premium, as well as selected Brand attributes that we want to
be associated with

2. Customer Satisfaction, defining the experience a customer perceives through:

• The Customer journey across a defined set of touch-points

• The Value Proposition across a defined set of services

• The Performance and Quality across a defined set of services

Brand Health / Equity

The purpose is to measure the Brand Health or Brand Equity and compare it with the competition. It is worth
mentioning that the study shall be geared towards assessing brand value from a consumer’s perspective as opposed
to client’s perspective. The study shall measure the customer perceptions, feelings and attitudes towards the brand,
including brand imagery across functional and emotive attributes. No detailed financial valuations of equity are
sought at the moment.
The Brand Health / Equity shall be measured for Consumers

Enterprise Customers (Businesses + Government). The Brand Health / Equity survey shall measure
• Overall Brand Health or Equity, brand awareness, willingness to recommend, willingness to pay a
premium and favorite brand
• Brand attributes: Leader, Reputed, Reliable/Trustworthy, Innovative, State-of-the-Art,
Responsible, Contributes to Nation's progress, Digital, Companion of Choice, Value for money

1 Confidential
Demographics
The Consumers demographics shall be distributed proportionally across the countries demographics in the
following categories:
• Age: 15 - 24, 25 - 34, 35 - 44, 45+
• Gender: Male, Female
• Nationality: Local, Expat (Asian), Expat (Arabic)
• Locations: All regions
• Social class: across all social classes
The Enterprise customer’s demographics shall be distributed as follows Company
Employee size: Small (0-50): 30%, Medium (51-100): 30%, Large (100+): 40%

Client will supply a contact database for medium & large organizations for fieldwork to ensure the interviews are
conducted with appropriate decision makers in these organizations

Deliverables

• The vendor should have expert level knowledge and guidance when supporting us with program
design, survey methodology, dashboard design, action workflows and integrations needed to drive
action from the program.
• The vendor should provide strategic direction in defining metrics and how they should be used and
tracked for improving brand positioning for The Client and also include improvement
recommendation on perception strength and weaknesses.
• The vendor will build detailed analysis reports and dashboards, including comparison with competition
for both The Client consumers and enterprise customers. This will include setting up permissions to
give The Client stakeholders proper rights to view and visualize the insights.
• The vendor will provide Feedback/ on minimum two post launch advertisement campaign per wave
• Executive Summary Report for each wave summarizing the most relevant details of the wave and
recommendations
• Raw data files with detailed answers should be provided through the platform or traditional format.
• The reports should cover the following topics (not limited to the below, vendor should also
recommend their appropriate brand visualization):
1. Top of mind awareness of telecom brands
2. Brand loyalty which include recommend brand and favorite brand
3. Ad testing for both consumer and enterprise
4. Brand imagery

Sample Size

The bidder shall provide a quotation based on the below sample sizes. The Client will reserve the right to select the
sample size based on the cost and strategic needs.

Sample Size Cost Per Sample size (On-line (Platform))

800-1000
1001-1200
1201-1400
1401-1600
1601-1800
1801-2000

Confidential
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Customer Satisfaction (CSAT)

The purpose is to measure the satisfaction and experience a customer perceives when dealing with the client, and
compare this experience with customers from the competitors. The Customer Satisfaction shall be measured for
Retail Customers (Consumers) and Enterprise Customers (Businesses +
Government) covering the following 4 domains

1. The full Customer journey across a defined set of touch-points

• The customer journey includes: Be attracted, Be Informed, Be Consulted, Buy/Procure Set-Up, Use,
Bill/Invoice, Pay/Recharge, Help/Support, Renew/Leave
• The touch-points for Consumers are: Shop, Indirect Channels, Call Centre, Digital Channels, Field
Engineer, Door-to-Door Sales, Traditional Media
• The touch-points for Enterprise Customers are: Shop, Account Manager, Call Centre, Digital
Channels, Field Engineer, Traditional Media
2. The Value Proposition across a defined set of services
• Measures perception on Price, Relevance and Innovativeness
• For the following services: Mobile Broadband, Fixed Broadband, Mobile Voice,
International Voice, Enterprise Connectivity, Enterprise ICT
3. The Performance and Quality across a defined set of services
• Measures perception on Coverage and Quality
• For the following services: Mobile Broadband, Fixed Broadband, Mobile Voice,
International Voice, Enterprise Connectivity, Enterprise ICT
Demographics
The Consumers demographics shall be distributed proportionally across the countries demographics in
the following categories:

• Age: 15 - 24, 25 - 34, 35 - 44, 45+

• Gender: Male, Female
• Nationality: Local, Expat (Asian), Expat (Arabic)
• Locations: distribution across Governates as follows:
• Social class: across all social classes
The Enterprise customer’s demographics shall be distributed as follows
• Company Employee size: Small (0-50): 30%, Medium (51-100): 30%, Large (100+): 40%
• The Client will supply a contact database for medium & large organizations for fieldwork to ensure
the interviews are conducted with appropriate decision makers in these organizations

Sample Size
The bidder shall provide a quotation based on the below sample sizes. The Client will reserve the right to select the
sample size based on the cost and strategic needs.

The break up is same as given above

Deliverables

• The vendor should have expert level knowledge and guidance when supporting us with program
design, survey methodology, dashboard design, action workflows and integrations needed to drive
action from the program.
• Vendor will build detailed analysis reports and dashboards, including comparison with competition for
both The Client consumers and enterprise customers. This will include setting up permissions to give
The Client stakeholders proper rights to view and visualize the insights.
• Detailed report for each wave (published in April, July, October and December), including at least:
- Overall Satisfaction index on company level as well as for Consumers and for Enterprise Customers covering
Customer Journey,

Confidential
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Value Proposition and Performance & Quality

Detailed Customer Satisfaction split into Consumers and Enterprise Customers analysis covering all domains
and attributes (as indicated in of this document) of
- Customer Journey across touch-points
- Value Proposition across services
- Quality and Performance across services
- Comparison with Competition for all results
- Detailed customer feedback where applicable (avoiding generic statements)
- Improvement recommendation on perception strength and weaknesses
• One report (published in second half of December) covering the TRA CSAT survey following the
Guidelines for Fixed Services and Mobile Services
• Executive Summary Report for each wave summarizing the most relevant details of the wave and
recommendations
• Raw data files with detailed answers should be provided through the platform
• The dashboard should cover the following topics (not limited to the below, vendor should also
recommend their best options based on their expert experience):
1. Should show results of satisfaction by demographics, region, service usage (prepaid or
postpaid), technology.
2. Net promoter score should be shown with region benchmark for all operators.

Overall requirements from Vendor for Whole Project

• Vendor must have a proven record of accomplishment working with large scale, enterprise wide market
research studies both internationally and locally in middle east. Examples of telecom companies they
have worked with.
• The vendor should have expert level knowledge and guidance when supporting us with
program design, survey methodology, dashboard design, action workflows and integrations needed to
drive action from the program.
• The vendor should provide training and support throughout the implementation phase to enable The
Client users to pivot and make changes where needed
• The vendor will build reports and dashboards, including setting up permissions to give managers
and supervisors and other users’ proper rights to view and visualize the insights.
• The vendor will provide live 24/7 email and phone support.
• The vendor to provide training/coaching for all functions of the product
• The vendor will provide a dedicated market research specialist to help throughout the project.
• The vendor must be able to deliver the initial implementation that covers the existing marketing
research functions in 8 weeks period.
• The vendor must be able to update the Client organization hierarchy on weekly bases
• Ad-hoc survey whenever the Client requested a new survey vendor have to add without any extra
fees like mobile app survey, specific products or services, etc.
• Agree on support line with SLA.
• Ability to differentiate and create different segments in the platform/dashboard (Enterprise,
Consumer)
• Data collection must be real time from vendor
• The vendor will be responsible for quota management and quality checks for each study
conducted
• The vendor must provide details on how many panels are available locally, they should provide a
breakdown of demographics which should include:
1. Male/Female
2. Nationality
3. Age
4. Region
5. Postpaid or prepaid
6. Telecom operator used
7. Social class
8. Any other factors at a later time
Vendors should be able to provide data compared to GCC countries and telecom operators