INTRODUCTION CUSTOMER SATISFACTION Customer satisfaction refers to how satisfied customers are with the products or services they

receive from a particular agency. The level of satisfaction is determined not only by the quality and type of customer experience but also by the customer’s expectations. A customer may be defined as someone who: has a direct relationship with, or is directly affected by your agency and receives or relies on one or more of your agency’s services or products.

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Customers in human services are commonly referred to as service users, consumers or clients. They can be individuals or groups. The growth of the customer service culture in both the private and public sectors has led to increased expectations of high quality, individually tailored and seamless services. An organisation with a strong customer service culture places the customer at the centre of service design, planning and service delivery. Customer centric organisations will:     determine the customers expectations when they plan listen to the customer as they design focus on the delivery of customer service activities value customer feedback when they measure performance.

Why customer satisfaction is important There are a number of reasons why customer satisfaction is important to your organisation:     Meeting the needs of the customer is the underlying rationale for the existence of community service organisations. Customers have a right to quality services that deliver outcomes. Organisations that strive beyond minimum standards and exceed the expectations of their customers are likely to be leaders in their sector. Organisations that provide high quality services instil confidence in their customers, stakeholder and their funders. Customers are recognised as key partners in shaping service development and assessing quality of service delivery.

The process for measuring customer satisfaction and obtaining feedback on organisational performance are valuable tools for quality and continuous service improvement.

BENEFITS OF CUSTOMER SATISFACTION

Measure customer satisfaction There are a number of ways to determine what customers value and measure how satisfied they are with the services and products provided. and assist them to participate in decision making regarding the service they receive. questionnaires and interviews. from their perspective Delivering a service that makes a positive impression on your customers starts with understanding what good service is from their point of view. Customer empowerment in service provision • Ensure customers participate in the assessment and program planning process to create services tailored to their specific and individual needs. Premium prices: a highly satisfied customer is willing to pay more for the product or service. how well it's done and doing it consistently are fundamental to meeting expectations and satisfying needs. Measure satisfaction levels and incorporate feedback into service planning and service improvement initiatives. Retention: a highly satisfied customer is less likely to switch brands. What you do. Referrals: a highly satisfied customer tells their family and friends about the product or service. What do I need to do? In order to place customers at the centre of community services it is essential to: • • Understand customer and community needs. focus groups. Understand your customers. Repeat purchase: a highly satisfied customer buys more products. telephone surveys and feedback via email or the internet. • • Ensure customers are well informed. .Don't underestimate the value of customer satisfaction. It's becoming an important area of competition. Where appropriate. The most direct way is to use surveys. including: • • • • • • Loyalty: a highly satisfied customer is a loyal customer. how you do it. Reduced costs: a highly satisfied customer costs less to serve than a new customer. value customer feedback and deliver services that meet the needs of the customer. A high level of satisfaction can deliver many benefits. coordinate service plans for individuals to ensure a seamless service and assist with referrals to other agencies.

The results need to be carefully analysed to ensure that opportunities for meaningful service improvements can be made. As India's leading GSM Mobile Services operator. Madhya Pradesh. Services in Bihar & Jharkhand are expected to be launched by end of Q2 ’08-’09 and in Tamilnadu and Orissa before end of financial year ’08-’09. A frontrunner in introducing revolutionary tariff plans. This includes determining the appropriate research methods and that a statistically sound sample is collected to measure and obtain an accurate picture of overall customer satisfaction. in order to measure Customer Satisfaction. Gujarat. having listed on the Bombay Stock Exchange (BSE and the National Stock Exchange (NSE) in March 2007. Chattisgarh. IDEA Cellular has the distinction of offering the most customer friendly and competitive Pre Paid offerings. operations exist in 12 Service Areas covering states of Delhi. Undertaking service improvement reviews based on the feedback provided strengthens overall customer relationships. Rajasthan and Kerala. Uttaranchal. With a customer base of over 28 million. Andhra Pradesh. trust and confidence will build as customers witness the impact of their feedback to improve service delivery. IDEA Cellular has licenses to operate in all 22 Service Areas. IDEA CELLULAR IDEA Cellular is a publicly listed company. Himachal Pradesh. Maharashtra. Idea has received international recognition for its path-breaking innovations when it won the GSM Association Award for “Best Billing and Customer Care Solution” for 2 consecutive years. Idea is only operator to launch GPRS and EDGE in the country. In this project. Haryana. Presently. Customer Service and Innovation are the drivers of this Cellular Brand. A brand known for their many firsts. IDEA Cellular's footprint currently covers approximately 70% of India's telecom population. Goa. . I have taken a Telecom Company named “IDEA CELLULAR” and conducted a survey in order to know how much the users of the company are satisfied by the services provided by them.It is important to determine the purpose of measuring customer satisfaction and then tailor the collection of data accordingly. for the first time in India in an increasingly segmented market. UP.

the mobile operations in Madhya Pradesh Service Area were fully integrated with IDEA through an acquisition of RPG Cellcom Limited.000 employees belonging to 25 different nationalities. a US$ 24 billion corporation and in the league of Fortune 500. Rajasthan and Himachal Pradesh Licenses for these New Service Areas were acquired through the acquisition of Escotel (Escorts Telecommunications Limited). Following significant investment in the roll-out of network in the New Service Areas. a full commercial launch of mobile services was achieved in the New Service Areas between September and November 2006 in a manner which also met the network roll-out requirements of the licenses in 2007.IDEA Cellular is part of the Aditya Birla Group. In October 2001. Anchored by an extraordinary force of over 100. With ambitious future plans.678 million upto September 30. In January 2001 the mobile operations in Andhra Pradesh Service Area were integrated with IDEA through a merger with Tata Cellular Limited. the license for Delhi Service Area was acquired during the fourth mobile license auction. In January 2004. was acquired with its original licenses in the Service Areas of Haryana. Escotel Mobile Communications Private Limited (“Escotel”). 4. Established Service Areas The established service areas are Delhi. The Group has been adjudged ‘The Best Employer in India and among the Top 20 in Asia’ by the HewittEconomic Times and Wall Street Journal Study 2007. then drill deep instead of spreading thin. These classifications are based principally on a Service Area’s revenue generating potential. New Service Areas The New Service Areas are Uttar Pradesh (East). Madhya Pradesh and Uttar Pradesh (West). Category “B” and Category “C” service areas by the Government of India. Gujarat and Maharashtra. the company is poised for rapid growth across the whole country. . All these Service Areas were re-branded and integrated with IDEA in June 2004. Our Service Areas The Indian telecommunications market for mobile services is divided into 22 “Service Areas” classified into “Metropolitan”. Licenses for the Maharashtra and Gujarat Service Areas were awarded in December 1995. The combined holding of the Aditya Birla Group companies in IDEA stands at around 57 per cent. Our operational 12 Service Areas are broken up into Established and New Service Areas. amounting to approximately Rs. with network rollout and commercial launch achieved in 1997. with network rollout and commercial launch in November 2002. Coverage Idea Cellular Ltd has seen phenomenal growth since its inception. over 50% of its revenues flow from its overseas operations. 2006. Andhra Pradesh. Uttar Pradesh (West) and Kerala. Haryana. Idea Cellular's footprint idea is to first achieve critical mass. Category “A”. In June 2001. Kerala.

Maharashtra & Goa. It controls a portfolio of India's most attractive and contiguous telecom geographies.namely Mumbai and Bihar Idea Cellular Ltd. Idea Cellular accesses over 60% of India's total telephony potential. With a footprint dominating the map of India. Uttar Pradesh (W). Rajasthan. Mumbai. does not believe only in increasing geographic footprint . however.it also drills deep and successfully attempts to provide excellent network coverage in all its circles of operations.In keeping with this. . Kerala. The company is now poised to launch its services in new circles . Madhya Pradesh & Chattisgarh. Himachal Pradesh. the company has been providing excellent service to its subscribers in various states.Uttar Pradesh (E). Haryana. including the circles of Andhra Pradesh & Delhi (inclusive of NCR). Gujarat.

IDEA . The Employee Focus Idea Nurture the roots that nurture our ideas ACHEIVEMENTS Some Achievements of the Company are listed below: 2007  Won an award for the "CARE" service in the "Best Billing or Customer Care Solution" at the GSM Association Awards in Barcelona. IDEA .... The Customer Focus Idea Make a single interaction a lasting relationship.. Brand Vision: It goes without saying that the brand vision of idea mirrors the company’s vision. nothing else. Nothing more.bringing India closer. Liberate... It is these brand values. Stimulate. nothing less.187 million and Listing of Equity Shares on the Bombay Stock Exchange and the National Stock Exchange   Merger of seven subsidiaries with Idea Cellular Limited Reached the twenty million subscriber mark 2006  Became part of the Aditya Birla Group subsequent to the TATA Group transferring its entire shareholding in the Company to the Aditya Birla Group  Acquired Escorts Telecommunications Limited (subsequently renamed as Idea Telecommunications Limited) .Brand Mission The India footprint Idea Anywhere connectivity .. Innovations that stimulate the customer and liberate him from the shackles of time and space are the core of our brand. This is what we strive for. Spain  Initial Public Offering aggregating to Rs.BRAND INFORMATION It is almost impossible to disintegrate brand Idea from the corporate Idea. The Technology Advantage Idea Tomorrow's technology to enrich today. To be the most customer-focused mobile service brand. The brand mission statement is. continuously innovating to help liberate our customers from the shackles of time & space. 28. which have made us a formidable player in the telecom industry.. Brand values are the company values and vise versa.Brand Values Innovate.

15 . Most of the respondents in my survey were college students. e. b.e. either for incoming or outgoing. hence from here our results were decided on two parameters i. I have prepared a questionnaire. they all were carrying cell phones.18 . 30 people were using 2 services and 20 were using one. Vodafone Idea .7 Tata Indicom . The results are listed below:a.  Launch of the New Circles Received Letter of Intent from the DoT for a new UAS License for the Mumbai Circle. Analysis In order to find whether IDEA users are satisfied with the services provided by them. d. c. Ans-2 Almost 60% of our respondents were using two services simultaneously because of the reasons mentioned above.5 .21 . f. The sample population in our survey was 50 and the method used was convenience sampling. Hence we get the data of 80 services. The results of my survey are listed below:- Ans-1 Our parameter of defining the constant user of a cell phone are those who use it for at least 3-4 times a day. the people who were using two services simultaneously and those were using just one.14 Airtel BSNL/MTNL Reliance . and we found that all of them fall into the category of constant users.

18 . whose monthly expenses go in the range to 800-1000 and even above. The results are listed below:a) b) c) d) e) 200-300 300-500 500-800 800-1000 1000 and above .10 5 35 30 25 20 15 10 5 0 200-300 300-500 500-800 800-1000 1000 and above Ans-4 . Which makes their monthly expense on mobile to almost 500-600 Rs. On the other hand there were few heavy users .15 .25 20 15 10 5 0 Vodafone Airtel Idea Tata Indicom Reliance BSNL/MTNL A Ans-3 The usage of the college students was almost the same but the people who were using two connections simultaneously were spending more on the services availed.32 . on one connection and were paying just the minimal amount which falls into the category of 200-300 and similar amount on the other connection too.

few opted for cheaper call rates and few for free SMS services and various other factors. The remaining 15% were looking to switch because of one major reason which is the network problem like in case of Idea users the network problem was more frequent.Almost 85% of the respondents were satisfied with their service providers. the main reasons for opting for the particular service provider was that this is a high involvement decision. they don’t want to change their existing numbers. 15% 85% .

35 . We found that out of the total connections surveyed i. hence we found that almost all of are respondents were availing one or the other facilities provided by the service provider. 80 . 23 were having two connections. postpaid 40% prepaid 60% Ans-7 The major schemes used by the respondents were:Low tariff plans Night Calling Free SMS Free Calling Others . Ans-6 The respondents who were using two connections comprised of mostly the ones who were using at least one postpaid connection.48 . or the ones which have reduced the tariffs.Ans-5 The respondents in our survey were more interested in availing the services which offer free calling to the same network numbers. or night calling etc.32 . so as to spend minimal on one for the incoming purpose and average on the other connection.63 .e.18 . around 32 were the postpaid connections and 48 were the prepaid ones. And also that out of 32.

And the schemes of all the companies is almost same. .70 60 50 40 30 20 10 0 Low Tariff Night Calling Fre e SMS Free Calling Others Ans-8 Though for any consumer the charges of any scheme is always more. There were many suggestions. But one complaint that we came across was that the schemes offered sometimes becomes more confusing. but more or less they were related to the convenience of the respondents. hence there is not much option left for the respondents. The respondents said that the charges are affordable to their pockets.

Ans-9 The respondents were not keen enough to change the service. The responses were more inclined towards Vodafone and Airtel due to the better connectivity and various schemes offered. Ans -10 Most of the respondents in our survey ranked the service used as good and the figures were 72 %. though the respondents were aware of the scheme of the TRAI of continuing with the same number after changing the service provider. 23% ranked average. but its still not available. Are you a constant user of mobile?(yes/ no) . 3 % Poor and just 1 % as Very Good. the major reason for this is that of the after effects of changing the number. 1% 23% 3% Average Poor Good Very Good 73% QUESTIONNAIRE NAME OF THE RESPONDENT AGE OCCUPATION :________________________________ : ________________________________ : ________________________________ Q1.

.Q2. Name any unique service that you used and like the most. Q8. Are you a post paid/ prepaid customer? Q6. if any. Given an option to change the connection which other service would you like to take? Why? Q9. Do you think the charges of various schemes reasonable? Give suggestions. Your response for the service being used? a) b) c) d) Poor Average Good Very good Q10. Which telephone network do you use? a) b) c) d) e) Vodafone Idea Tata Indicom Airtel BSNL/MTNL Q3. Q7. Do you wish to continue with this network? Why? Q4. How much do you usually spend on your mobile connection per month? a) b) c) d) e) 200-300 300-500 500-800 800-1000 1000 and above Q3. What schemes do you usually avail? Kindly name those which are currently used by you. Do you avail the facilities provided by the service provider? Q5.

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