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Grameenphone
MGT 314.6
Faculty- Khan Muhammad Saqiful Alam
Submission Date: 18th April, 2014
Group Members
Name
ID
Kazia Kamal
Tashmia Zakia
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Executive Summary
The Report explains the existing customer care service of Grameenphone and then we
presented a proposed improved process based on our learning form the operational management
course. We have identified that customers have to wait longer time to get connected with a
customer care manager. After identifying the existing process map, an improved process has
been suggested in which we removed the processes which create complexities for the selected
subscribers to get connection with customer care manager.
We have also identified two other important process of GP which is product distribution process
and international roaming agreement and suggested a two better process map for this process.
Then, we adopted the 4 Vs diagram for the process and found that the process has high volume,
low visibility, and low variation and average variety. Moreover, in the polar diagrams, we will
see that there's been a low score in terms of speed, quality and moderate cost with the existing
process map. These factors will have an increased score with the new process flow; whereas
dependability in providing quality service will be increased and cost will be remain same.
After that we have used some advanced level tools and techniques like Fish Bone, Business
process reengineering and TPM for more in-depth analysis of the problem. Main outcome of this
analysis is that GPs customer care mangers are not increasing proportionately with respect to its
subscriber.
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Table of Contents
Map) .............................................................................................. 10
GP Customer Care Service-Improved Process Map
.................................................................................................... 11
Prodcut distribution Process.............................................. 12
International Roaming Process (existing) ........................ 14
International Roaming Process (Improved) ...................... 15
Business Improvement tools & techniques .......................... 16
Fish Bone Diagram .................................................................. 16
Total Productive maintenance (TPM): ................................ 17
Business Process Reengineering (BPR) ............................. 19
Recommendation ........................................................................ 20
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Introduction
The objective of this report is to scrutinize and suggest solutions for the customer care
process of Grameenphone which is the largest mobile phone operator in Bangladesh. Many
times it is found that many customers are not satisfied with the services provided by GP
customer care. The main factor behind this dissatisfaction is long holding time on customer care
service. Since, this course is essentially related to operations management, our first task was to
identify the operations flow (i.e. process map) for one of the major processes of the GP customer
care service. We then tried to develop an improved process map and suggested some measures
which could be implemented for the better functioning of the process. Next, we evaluated the
operations process in terms of the 4V Model and we also developed two Polar Diagrams, one
based on the existing state of the organization and one on the improved state. Finally, we tried to
use some advanced level tools and techniques like fishbone, TPM and BPR for analyzing the
problem more deeply and providing diversified scope of solution.
As we are undergraduate level business school student some technical process and
calculation of GP customer care were tough for analyzing like function of AVAYA(an advanced
level software for customer care process) and downtime of the customer care process.
Company Background
Grameenphone, widely Known as GP, is the leading telecommunications service provider
in Bangladesh. One of the major processes of GP is its customer care service and we would like
to Work on that. GP almost have 46.04 million subscribers in our country and support this huge
number of subscribers is very challenging. So as a business student it would be a great learning
for us to know how this corporate giant manages its huge range of customers. People of different
caste, customs, and religions live in our country and there is also language barrier based on
regions. So it will be a great learning for us to know how customer care service deal with people
of different caste, customs, religions, and regions. Also every person has different need and
different types of complaints to fulfill. So as a manager it would be a great learning for us to
know how one should satisfy its customer needs.
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Volume
Low
High
Variety
High
Low
Variation
High
Visibility
Low
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VARIATION: The demand pattern for the customer care service process varies a bit
according to peak and off peak hour of the day, but thus the demand for it remains steady
throughout the years. Thus variation in this process is very low.
VISIBILITY: The operations exposure to its customer is not very high in Grameenphone
center (GPC). Because, the whole process is, and has to be, guided by the customer care
manager, showing customer how to move through the processs every step and how to
get the exact solution but they dont expose what is going internally. There is a little
scope for giving the customer services directly those who called over phone to GP call
center.
Polar Diagrams
Current Scenario:
There remains a low score in
terms of speed due to huge
number of customer and
limited
customer
care
manager in both GPC and
call
center.
While
a
customer call to GP call
center or visit to GPC they
have to go through a long
queue to get customer
manager free.
The figure illustrates a
moderate score of cost
effectiveness as the system
serves to a large number of
customers in both GPC and
call center.
Flexibility
Speed
Current Situation
Quality
Dependability
Relatively average score in terms of quality as the overall customer satisfaction is not so good.
Theres a moderate level of dependability in providing good quality of customer service in a
quick manner. Sometimes customer gets the solution instantly but if the nature of the problem is
unusual then customer have to go through a complicated process. There might be also a little
factual report of errors in the process at the time emergency and festival time.
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Flexibility is high as per the demand of diversified customer needs and one to one base service.
Grameenphone is the largest and leading mobile phone operator in the country with more than
46.04 million subscribers (as of September 2013). Grameenphone (GP) reported BDT 47.4
billion revenues for the first half of 2013, a 2.2% increase from the first half of 2012. GP
managed to deliver this growth amid intense market competition, political unrest and inclement
weather across the country.
As GP representing bulk of market share, highest sales revenue and profit among the all mobile
phone operators of Bangladesh we can easily say GP is in the maturity stage of product life
cycle. The dominant operations performance objectives of GP customer care service process
should be lower cost to maintain profit or to allow price reduction. GP should be also dependable
to provide consistently good quality of customer care service as well.
Proposed Scenario:
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Flexibility
Speed
Current Situation
Target Situation
Quality
Dependability
For providing consistent good quality of service and speed in customer care process GP will
need to be increased the number of well-trained customer care manager and self-service online
customer care service which can be accessed by the customer account anytime and from
anywhere.
As customer care service is one to one basis there is already a significant level of flexibility for
serving wide diversified level of customer need.
Increasing the number of customer care manager and the online self-service customer care
process will increase expenses. As GP is in the maturity level of PLC they should emphasize
more on par-time employee to provide quality customer care service as well as keep the cost
lower.
The dependability will be increased by providing consistently good quality of service in a quick
manner.
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Process Analysis
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Here contact center is customer service point; we need to concentrate on quality and speed. Here cost and speed is interrelated.
Because as much as customer will be in line that much customer will be charged. Both the company and the customer dont
want to stay on line.
According to companies view per minutes cost is near about 36 taka where as they are charging from a customer only .57 taka
per minutes. So speed is main area to concentrate.
Here in the chart in the first step on the last part we can eliminate the close service request as there is a log for every execution
by the CM.
Here in the critical data service we can send the customers call to their specializes team to solve the problem instantly .It will
not only delight customer but also eliminate open service request raised by CM.
In the second part we can eliminate close service request when giving information to the customers as all the calls are being
recorded by the companys server.
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ITEM
Shift length
DATA
9 hours (540minutes)
15 minutes
Lunch Break
30 minutes
Other Breaks
54 minutes
Down time
0 minutes
Ideal rate
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Recommendation
Following recommendations are given to improve customer service process as a whole:
To get maximum benefit from the improved customer care service GP must provide the
details information of the new process in website and a video tutorial to visually show the
new process to the subscriber.
GP should improve OEE by increasing availability, performance & quality
GP should adopt the new process flow which is created by business process
reengineering as it enhances the quality of the process by reducing the number of errors.
Also, speed and cost.
Since customer manager has to handle lots of pressure they need to get a heavy training
like previous recruitment system.
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