Crs Grameen Phone

GrameenPhone
Executive Summary An internship is an opportunity to integrate career related experience into an undergraduate education by participating in planned, supervised work. Internship program provide students the opportunity to relate theory to practice. Therefore, this report is the result of three months internship program at Online Customer Service in Grameenphone Ltd. In the Introductory part I have provide brief information on Telecom industry, organization of the report and origin of the report. At the next part (Organization) I have tried to provide illustrate the organization itself. At part C, I have discussed about my job responsibility at Online Customer Service in Grameenphone Ltd. In that part I have focused on the specific task that I have done during my three month placement at Grameenphone as an Intern with the working procedure. I have also provided the problems that identified during my internship period as well as the recommendation. At part D, I showed the calculation and analysis of the survey I conducted to find out the users satisfaction level with Grameenphone Online Communication. I have also provided the problems that identified after all the analysis and suggest necessary recommendations to overcome those problems.
Online Communication
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PART A: INTRODUCTION
1.0
Prolegomenon:
Currently Telecom Industry (Mobile) is the largest private sector infrastructure provider with more than BDT 300 billion investment. This industry contributed o far around BDT 200 billion to Government where it has more than 90% geographic and 98% population coverage. And it has more than 8.0% contribution to GDP in 2009.
GSM technology was introduced in Bangladesh from 26th march 1997 by GrameenPhone. The first year after the GrameenPhone was launched, there were no other operators using the GSM technology. From 1998 AKtel (Axiata/Robi at present) started their operation using the same technology to serve the subscribers of Chittagong. With time both the operator extended their coverage and service feature. Within a short period of time SHEBA Telecom joined the market which is now named as Banglalink with a new management called Orascom. GrameenPhone is the market leader having more than 23 million subscribers; Banglalink is the market follower with 14.22 millions. Recently, Airtel started its operation in Bangladesh through buying out the market share of Warid telecom and started taking initiative to capture the market.
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1.1
Origin of the report:
After completion of all the courses of BBA at North South University Bangladesh, 10 weeks organizational attachment is must, which I have done at Online Communication depertment, Contact Center of Grameenphone Ltd. Only theoretical knowledge without any practical experience makes a person sterile. On the other hand a person having practical experience but no theoretical exposure keeps him blind. The internship program is designed to overcome such sterile position. This program gives the chance to fulfill the theoretical knowledge that is acquired from class lectures, books, journals etc. in the practical settings. Here, I got an opportunity to realize the relevance and usefulness of the classroom learning as I was placed in the Online Customer Service of Grameenphone Ltd.
1.2
Organization of the Report:
This report is broadly organized into four broad parts. The first part is on the introductory part. The second part is on the overview of the organization itself. The third part concentrates on work experience. And finally the fourth part describes all the calculation, analysis and recommendation part of the survey conducted for the completion of this project.
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PART B: ORGANIZATION
2.0 Telecom Industry in Bangladesh:
Figure1: Ownership Structures of Telecom industry in Bangladesh The total number of Mobile Phone Active Subscribers has reached 54.7 million at the end of March 2010.The Mobile Phone subscribers are shown below:
Operators Grameenphone Ltd. (GP) Axiata (Bangladesh) Limited. (Robi) Orascom Telecom Bangladesh Limited (Banglalink) PBTL (Citycell) Teletalk Bangladesh Ltd. (Teletalk) Warid Telecom International L.L.C (Warid) Total Table 1: Number of total subscribers
Active Subscribers 23.9 10.59 14.22 1.91 1.07 3.01 54.7
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*Subscribers in Millions, **The above subscribers' numbers are declared by the mobile operators 2.1 Historical Profile of Grameenphone Ltd: The company has so far invested more than BDT 10,700 crore (USD 1.6 billion) to build the network infrastructure since its inception in 1997. It has invested over BDT 3,100 crore (USD 450 million) during the first three quarters of 2007 while BDT 2,100 crore (USD 310 million) was invested in 2006 alone. Grameenphone is also one the largest taxpayers in the country, having contributed nearly BDT 7000 crore in direct and indirect taxes to the Government Exchequer over the years. Of this amount, over BDT 2000 crore was paid in 2006 alone. Since its inception in March 1997, Grameenphone has built the largest cellular network in the country with over 10,000 base stations in more than 5700 locations. Presently, nearly 98 percent of the country's population is within the coverage area of the Grameenphone network.
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Figure 2: GP Wireless Penetration in Bangladesh Grameenphone was also the first operator to introduce the pre-paid service in September 1999. It established the first 24-hour Call Center, introduced value-added services such as VMS, SMS, fax and data transmission services, international roaming service, WAP, SMS-based pushpull services, EDGE, personal ring back tone and many other products and services.The entire Grameenphone network is also EDGE/GPRS enabled, allowing access to high-speed Internet and data services from anywhere within the coverage area. There are currently nearly 3 million EDGE/GPRS users in the Grameenphone network. Grameenphone nearly doubled its subscriber base during the initial years while the growth was much faster during the later years. It ended the inaugural year with 18,000 customers, 30,000 by the end of 1998, 60,000 in 1999, 193,000 in 2000, 471,000 in 2001, 775,000 in 2002, 1.16 million in 2003, 2.4 million in 2004, 5.5 million in 2005, 11.3 million in 2006, and it ended 2007 with 16.5 million customers.
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Figure 3: GP Milestones From the very beginning, Grameenphone placed emphasis on providing good after-sales services. In recent years, the focus has been to provide after-sales within a short distance from where the customers live. There are now more than 600 GP Service Desks across the country covering nearly all upazilas of 61 districts. In addition, there are 72 Grameenphone Centers in all the divisional cities and they remain open from 8am-7pm every day including all holidays. GP has generated direct and indirect employment for a large number of people over the years. The company presently has more than 5,000 full and temporary employees. Another 100,000 people are directly dependent on Grameenphone for their livelihood, working for the Grameenphone dealers, retailers, scratch card outlets, suppliers, vendors, contractors and others. In addition, the Village Phone Program, also started in 1997, provides a good income-earning opportunity to more than 210,000 mostly women Village Phone operators living in rural areas.
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The Village Phone Program is a unique initiative to provide universal access to telecommunications service in remote, rural areas. Administered by Grameen Telecom Corporation, it enables rural people who normally cannot afford to own a telephone to avail these devices while providing the VP operators an opportunity to earn a living.
Figure 4: Accolades won by Grammeenphone Ltd The Village Phone initiative was given the "GSM in the Community" award at the global GSM Congress held in Cannes, France in February 2000. Grameenphone was also adjudged the Best Joint Venture Enterprise of the Year at the Bangladesh Business Awards in 2002. Grameenphone was presented with the GSM Association's Global Mobile Award for Best use of Mobile for Social and Economic Development' at the 3GSM World Congress held in Singapore,
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in October 2006, for its Community Information Center (CIC) project, and for its HealthLine Service project at the 3GSM World Congress held in Barcelona, Spain, in February 2007. Grameenphone considers its employees to be one of its most important assets. GP has an extensive employee benefit scheme in place including Gratuity, Provident Fund, Group Insurance, Family Health Insurance, Transportation Facility, Day Care Centre, Children's Education Support, and Higher Education Support for employees, in-house medical support and other initiatives. 2.2 Current Profile of Grameenphone Ltd: Currently there are three shareholders in Grameenphone Ltd; Telenor 61.2%, Grameen Telecom 28.8% and Public 10%. Telenor is emerging as one of the fastest growing providers of mobile communications services worldwide with ownership interests in 12 mobile operators across Europe and Asia. Telenor is organized into three business areas; Mobile operations covering 12 countries, and Fixed-line and Broadcast services covering the Nordic region. Telenor holds 61.2% per cent of Grameenphone, with Grameen Telecom Corporation owning 28.8% per cent and remaining 10% shares distributed to public. The Telenor Group More than 150 million mobile subscribers worldwide Strong subscription growth, particularly in our Asian operations
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Listed as No.1 on Dow Jones Sustainability Index 2008 Ranked as the world's seventh largest mobile operator Revenues 2007: NOK 105 billion Workforce 2007: 35 800 man-years Listed on the Oslo Stock Exchange, with headquarters in Norway
Grameen Telecom Corporation, which owns 28.8% of the shares of Grameenphone, is a notfor-profit company and works in close collaboration with Grameen Bank. Grameen Telecom, with the help of Grameen Bank, administers the Village Phone Program. Grameen Telecom trains the operators, supplies them with handsets and handles all service-related issues.
2.3
Mission and Vision Statement of Grameenphone Ltd:
Mission Statement of Grameenphone Ltd: We will lead the industry and exceed customer expectations by providing the best wireless services, making life and business easier.
Vision Statement of Grameenphone Ltd: Online Communication Page 10
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Were here to help. That is the vision of Grameenphone Ltd which implies we exist to help our customers get the full benefit of communications services in their daily lives. 2.4 Values of Grameenphone Ltd: Make it easy Were practical We dont complicate thing Everything we produce should be easy to understand and use
No waste. No jargon. Because we never forget were trying to make customers lives easier
Keep promises Everything we do should work perfectly. If it doesnt, were there to put things right We are about delivery, not over promising We are about actions, not words
Be inspiring We are creative We strive to bring energy into the things we do
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Everything we produce should look good, modern and fresh
Be respectful 2.5 We acknowledge and respect our culture We treat customers and each other with the utmost respect We adapt to the communities in which we operate We believe loyalty has to be earned Management and Organizational Structure: Grameenphone Ltd has a flatter, customer-centric, efficient and more responsive organizational structure with reduced layers, distinguish Leader & Expert roles. And the reason is to increase span of control for leaders to improve communication and decision making. Recently there is change took place in GP Organization Structure. At present the company consist of following broad divisions: I) Technology: This division is responsible for base transceiver station (BTS) operations, network functions for voice and data, servers, internal IT related solutions. II) Commercial:
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Commercial division includes 7 departments named as Product Mgt Voice, Product Mgt I&BB, Consumer Segment, Business Segment, CRM, Sales and Customer Service. Commercial division is responsible for various activities like Voice and VAS management, Pricing of I&BB, Campaign management and execution, Customer Insight, Sales etc.
Figure 5: GP Organ gram and Management
III)
Communication:
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Communication division involves in managing company reputation, different events and engagements, timely and consistent communication of company position, information security, media relations, creating awareness among the employees.
IV)
Finance: Finance division comprises of Treasury Operation, Fund Management & Collections, Financial Strategy & Information Management, Business Finance, Governance & Control, and Supply Chain Management.
V)
Corporate Affairs: Corporate Affairs deals with regulatory issues and compliance, inter-operator issues, stakeholder management.
VI)
People & Organization: People & Organization is responsible for Recruitment, Compensation & Benefit structure, Career Development Policy, ensures employees to follow Codes of Conducts, Health and Safety environment.
2.6
Product Profile of Grameenphone Ltd:
2.6.1 Core Product:
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At present Grameenphone have eleven prepaid and two postpaid packages as core products and services which are Aapon, Bondhu, Shohoj, Djuice Gang, Smile, Djuice existing, Business Solution Prepaid, GP Public Phone, Village Phone, Ekota, Bangladesh Post Office Prepaid and Xplore Postpaid, Business Solution Postpaid.
Figure 6: Grameenphone Core Products Grameenphone also introduced two other specialized products which are only dedicated to data services (e.g. Internet/Edge, SMS). Voice call is disabled for those products and those are Internet SIM prepaid and Internet SIM postpaid. The Start Up offer of Grameenphone Core products is provided below: 2.6.2 Value Added Service: With GrameenPhones VAS, you can use your mobile phone to: Send and receive text messages, picture messages, voice messages
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Download ring tones, logos, wallpapers Obtain news updates, cricket score updates Browse the Internet and also send and receive e-mails Transfer data and send fax Participate in competitions and vote for your opinions
You will be able to use all these services whenever you need them, wherever you are. All you need is to have a GP mobile phone to get these services. Messaging Services Information Alerts Data Transfer Fax Entertainment Services Browsing the Internet Send and receive e-mails Download Contents
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Customize Your Handset Participate in Competitions
Figure 7: Innovative Services of Grameenphone Ltd. 2.7 Corporate Social Responsibility:
Corporate Social Responsibility is a complimentary combination of Ethical corporate behavior Responsible corporate actions Generate positive impact on society through economic, environmental and social actions.
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Grameenphone Ltds CSR ambition is to be perceived as a Development Partner of Bangladesh by positioning GP as a leading socially responsible company. And the main focus area is Environment, Health and Education. Health Initiatives To Stay Healthy, Stay Close; Grameenphone took several initiatives as follows: GP Safe Motherhood & Infant Care Project Free Eye Camp SMS Alert for Swine Flu & NID
Education Initiatives: To Stay Enlightened, Stay Close; the taken steps are: Launched 4 Information Boats Skill Development Center & CIC at APONGAON Scholarship Program for Underprivileged Students
Environment Initiatives: Environmental & Climate Change Campaign Stay Green, Stay Close Non-formal Primary School cum Cyclone Shelter
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Other CSR Activities: Blanket for cold wave affected population Emergency relief works during SIDR & Aila
PART C: PROJECT 3.0 Customer Service: Grameenphone is committed to provide quality after-sales service to its valued customers. That is why Grameenphone set up the first 24-hour Hotline in 1999 and now has the largest Call Center. And to provide the better after sale service is has more than 600 GP Service Desks around the country. 82 flagship Grameenphone Centers providing all sales and after-sales service under single roof. Grameenphone have more than 11,000 Retail Outlets and 46 distribution Centers. As a valued subscriber of GP, they might require contacting Customer service for any after sales service, service related queries and complaints. And they have the options like:
Customer Service Hotline (24*7):
By simply dialing 121/12115 (to talk directly with GP Customer Service Agent) you can find the answers to any query in the cheapest way. GP customer managers are always at hand to
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listen to any kind of complaints regarding products and services - we promise you proper feedback. GP provide information related to the different products and services they offer, to help the subscribers make the purchase decision that is most suitable to them for communication needs. Subscribers also can communicate with customer service using other operator at +8801711594594 Online Customer Service (24*7):
Step into the world of online customer care - Whenever the need arises, we are here to serve you. Grameenphone always committed towards continually bringing unique, innovative and relevant services to its subscribers and constantly meeting and exceeding their expectations. Through Online Customer Service; subscribers can get the services through live chat and email (insta.service@geameenphone.com and info@grameenphone.com ) Complaint Management (24*7):
Complaint Management handling queries, complain, requests on mails, faxes (029882948-51) and letters from customers. Subscriber has also the option to visit has more than 600 GP Service Desks, Grameenphone Centers, more than 11,000 Retail Outlets and 46 distribution Centers round the year. The goal of Grameenphone Customer Service is -To be the best in class Customer Service in Asia to gain competitive advantage for Grameenphone in the market place. Online Communication Page 20
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3.1
Customer Service Organgram:
Figure 8: Customer Service Organogram
3.2
My Position as Intern at Grameenphone: During my Intern period, I was assigned at Online Customer service in Contact Center
(Service Operations, 10th Floor) as a Customer Manager. My key responsibilities can be divided into following categories: Online Communication Page 21
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Ensure customer satisfaction through online communication medium regarding customers Query, Complain and Request with agreed KPI.
Provide accurate information with adequate knowledge Maintain proper Insights for each and every query complain and request of customers Initiate follow up for unsolved status until fully resolved To be more caring, reliable, inspiring and friendly with the subscribers to enhance and maintain Grameenphone Brand promise.
4.0
Background of Online Customer Service: Online Customer Service is an Internet-based service that allows subscribers to directly
interact with Grameenphones personals, is going to complete its first year on December 18th, 2007 and the name was Grahak Katha Online. It was launched in an effort to offer more innovative and diverse customer service to the customers and thereby retain and expand our customer base. This internet-based service was the first of its kind in Bangladesh. The service was designed keeping in mind the International Roamers, Youth, and Business Solution subscribers. But anyone can log in and enjoy the service at Online Customer Service. The divergent features of this internet-based service are: First of its kind in Bangladesh
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24 hours open Corporate one to one Chat and Email Channel One can avail this service from anywhere in the world where you have internet access. Both existing and potential customers can log in to Online Customer Service for Grameenphones product and service related information.
Its a very cost effective service for customers as it is totally free, however, respective Edge/internet browsing charge applicable from customers end.
5.0 Task Performed: Online Customer Service is team of 24 members and depending on the knowledge level, skills the team divided into two sub team. All of the 24 members deal subscribers with chat and another team deals through Email and Chat. Providentially, I was asked to provide customer service through Chat as well as Email.
5.1 Chat: Chat service is fun and convenient for both the service provider and customer. My core job in Chat Service is to deal with subscribers and provide the service accordingly as the subscriber demand. The service is categorized in three segments: Query, Complaint and Request.
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Figure 9: General Service Delivery process at Online Customer Service In case of subscribers query I had to provide the information promptly and it needs to be 100% accurate. And after completion of each contact, Customer Insight needs to be maintained. Regarding complaint, I had to follow several checkpoints. First of all I had to find out the possible reasons for which the subscriber might face problem. Most of the time its found that the problem can be resolved from Online Customer Service end. But many issues (Edge Connectivity, Internet Bandwidth, Network, Product related, Billing and Service Delivery as common) should be forward to the concern end and inform the subscribers accordingly. The entire customer managers of Grameenphone are empowered with executable tools to activate/deactivate the different services that the subscribers are enjoying. And as per subscribers request I have activated as well as deactivated many services. Which was not executable due to technical difficulty or verification as well as limitations, I had to forward it to the concern unit
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and provide the feedback to subscribers time to time after follow up. Suggestion is the familiar concern from subscribers. And for Grameenphone it is considered as valuable insight as Grameenphone believe We are here to help. Grameenphone always try to provide positive experience to its valued subscribers. Keeping with that, the subscribers request always treat with utmost interest and it was conveyed the subscribers escalated issue to the concern end.
5.2 Email: Email is more challenging than Chat Service. Service delivery is almost same as Online Chat service though Email service delivery a bit more formal. I have assigned to provide services as per subscribers email to insta.service@grameenphone.com , info@grameenhpone.com . I have also got many emails which do not belong to customer service which I had to forward to the concern department/division.
5.3
Skills Requires Online Customer Service: Online Customer Service is unique in Bangladesh so the skills. Customer managers have to be
excellent in typing, work under tremendous pressure. In case of 121/Call Center the Customer Manager needs to deal one customer at a time but in case of Online Customer service I had to deal 3 Customers at Chat and 2 email contacts and reply as soonest possible time. Agents at Online Customer service need to reply within 10 seconds from subscribers query. It varies in
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case of Email service depending on the situation. Amazingly the service level of Online Customer Service is 96.17% for last one year.
6.0
Supervision of duties: To keep the employees updated, Grameenphone set one to one session between supervisors
and subordinates. During my intern period I had session with my supervisor regarding my performance, action plan for future. He discussed with me the report from Service Quality unit and took my opinion. At that performance appraisal he comments his observation as satisfactory.
PART D Research Process: The Way Research Proceeds 7.1 Problem Definition & Research Objective: The purpose of this study is to determine the satisfaction level of the users of Grameenphone Online Communication service. There are four population groups based on their monthly usage, who are taken into consideration. In careful review of this area, the identification of specific objectives will guide the research:
To determine why users are choosing Grameenphone rather than other operators. To determine what are the reasons for current popularity of Grameenphone among the users. To determine the service level of Online Communication.
To determine what the steps are needed to be taken in order to improve the service level.
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7.2
Research Design: It is mainly a combination of both qualitative and quantitative research. Both primary and
relevant secondary data are used in the study. The survey is systematically designed to capture a representative view to discover the satisfaction level of the users of Grameenphone Online Communication service. A standard and well organized questionnaire is used. The questionnaire was mostly formed by following LIKERT SCALE. The questions are picked up based on a wide variety of relevant items. 7.3 Sample Design: A survey of 100 users who regularly visit Grameenphone Online Communication service, provides the data for this study. Both male and female users participate in the survey. Eligible respondents are users of Grameenphone with different monthly usage. Of the above categories, the respondents are selected randomly. Each and every respondent has an equal chance to be selected. Any sort of partiality is eradicated.
Problem Discovery and Definition Conclusions and Report
Data Processing Discovery and And so on Definition Samplin And Analysis Data Gatherin g
Researc h Design
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Definition
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Figure 10: Flow Chart: Stages of the Research Process
7.4
Gathering Data: Data has been collected in a systematic way. Unnecessary data has been cut off from the
research. To some extend respondents new ideas add value to the research. 7.5 Data Processing and Analysis: SPSS (version 15 & 17) is used to accomplish statistical analysis. Frequency distribution, Crosstab, Correlation, Analysis of Variance (ANOVA) and Regression Analysis are mostly covered for pinpointing analysis. 7.6 Conclusion and Report Preparation: Finally a formally written report is prepared which summarizes the vital finding of critical issues about the satisfaction level of the users of Grameenphone Online Communication service. 7.7 Research Scope:
The scope of this study is quite explanatory. Higher relevancy enhances the scope of the research which will focus the importance of the Grameenphone Online Communication service amongst
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the GP users. It may provide some educated findings which have maximum importance. So; there is no chance to take the issue lightly.
7.8
Methodology
7.8.1 Survey Design: It was mainly a combination of both qualitative and quantitative research. Primary data were mostly used in the study. The Survey was systematically designed to capture a representative view of the GP users towards current Online Communication service. A standard questionnaire response approach was used. The questionnaire was mostly formed by following LIKERT SCALE. The questions were distributed across a wide variety of relevant items. An example of the question used in the survey:
Agreeabl e Intensity Rating Strongly Disagree 1 Disagree Neutral Agree Strongly Agree 5
Table 2: Rating of the survey answers
7.8.2 Survey Administration: The Survey was launched on 9th October, 2010 and it was terminated on 21st October, 2010. During that time frame the survey was conducted among the different users. A structured and well framed questionnaire was provided to the students who
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were chosen randomly. Responds were obtained collected subsequently from among 100 respondents. 7.8.3 Survey Analysis: The information were then assembled and arranged in a standardize way. For that reason, SPSS data view and variable view were undertaken. Then, based on those survey information different hypothesizes were assumed selectively. Moreover, those collected information and responses are critically compared with different fundamental theories of Marketing Research. 7.9 SPSS Function: Following SPSS functions were mostly taken into consideration Frequency distribution (Used for tabulation of the values that one or more variables take in a sample). Cross tabulation (Which is used for the process of creating a contingency table from the multivariate frequency distribution of statistical variables). Regression Analysis (Undertaken to analyze the variance or ANOVA and Coefficients). Level of Significance (For analysis 5% level of significance is assumed everywhere).
Independent variable ( Dependability Responsiveness, Understanding, Assurance)
Dependent Variables Communication service)
(Overall satisfaction level with Grameenphone Online
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7.10
Design of Questionnaire: For capturing the responses and answers, a standard
questionnaire approach was adopted. The questionnaire was based on the following principles: -
Relates explicitly to particular analysis objectives; Presents no ambiguity to survey respondents ; Asks for factual information or attitudes that respondents can recall from memory; Most of the questions covered online customer service related issues. Avoids response bias of other negative influence on respondents decision process;
Provides minimum chances for entry errors.
7.11 Survey Data Collection: Respondents were encouraged to extend their responses as per the Survey and interview tool. They were assured that the information they will provide will be kept strictly confidential and will be used for academic research purpose only.
7.12
Some Inadequacies & Limitations: Time Constraints Small sample size Unwillingness to provide sufficient information by the respondents Inability to understand the problem properly
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Inadequate knowledge of the respondents Due to companys information security and confidentiality I could not provide all of the experience that I have gathered. . 7.13 Data Analysis Techniques: A codebook is created from the survey to label each variable and aid in the analysis (Appendix). All the survey responds are coded with numerical values. The data that is obtained from the survey are analyzed and interpreted by using statistical tools such as Graphical presentation, frequency distribution, percentage analysis, means, correlation, cross tabulations (t-test, z-test, chi-square test), ANOVA, regression etc.
7.14
Data Coding: A survey of 100 respondents is conducted. As mentioned above both male and female
students response in the survey. GP users consist of different age and income group are taken into consideration to unfold the true picture. Collected data are coded with numeric values. There is a scale followed for coding where higher and lower values are determined. For instance, estimated value 1 for higher satisfaction and 5 for lower satisfaction are chosen.
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Part E: Data Calculation& Analysis 8.1 Regression Analysis: Satisfaction (dependent variable) Vs Dependability (independent variable) Model Summary R Square Adjusted R
Std. Error of the Estimate .506
Square .364 .132 .124 The independent variable is Reliability. Online Communication
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Here in the above table we can see Correlation R= 0.364.It means the correlation between Dependability and Satisfaction is not that much high. To some extend we can say the correlation is weak. Here the R Square is .132 which means that 13.2% of satisfaction can be explained by reliability.
Hypothesis H0: There is not that much relationship between Dependability and Satisfaction H1: There is relationship between Dependability and Satisfaction
Graphical Representation
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Figure 11: Regression Cure
ANOVA Sum of Squares df Mean Square Regression 3.827 1 3.827 Residual 25.074 98 .256 Total 28.901 99 The independent variable is Dependability.
F 14.956
Sig. .000
Here we can see SSR= 3.827 and df = k-1=1 [k means number of variables] SSE = 25.074 and df = n-k =100 2= 98 SST = 28.901 and df = n-1 = 100 -1= 99 MSR = SSR/df = 3.827/1 = 3.827 MSE = SSE/df = 25.074/98 = 0.256 F = MSR/MSE =3.827/0.256 = 14.956 Here Sig or P-value 0.000 < 0.05 (level of significance)
Decision Rule
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Here Sig or P-value 0.000 is less then 0.05 (level of significance) so we can reject null hypothesis H0.It means that there is relationship between Dependability and Satisfaction. And the above graph also shows the similar sort of scenario. Here we can say that reliability does have impact on satisfaction.
Coefficients Unstandardized Coefficients Standardized B Dependabilit y (Constant) .398 2.449 Std. Error .103 .390 Coefficients Beta .364
Sig.
3.867 6.286
.000 .000
The estimated regression equation is: Satisfaction = 2.449 + 0.398 (Dependability) + E. It means 1% positive change in the reliability will increase 39.8% of the satisfaction.
Satisfaction (dependent variable) Vs Responsiveness (independent variable)
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Model Summary R Square Adjusted R Square
.251 .063 .053 The independent variable is Responsiveness.
Here in the above table we can see Correlation R= 0.251.It means the correlation between Responsiveness and Satisfaction is not that much high. To some extend we can say the correlation is weak. Here the R Square is .063 which means that 6.3% of satisfaction can be explained by responsiveness.
Hypothesis H0: There is not that much relationship between Responsiveness and Satisfaction H1: There is relationship between Responsiveness and Satisfaction
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ANOVA Sum of Squares df Mean Square Regression 1.817 1 1.817 Residual 27.084 98 .276 Total 28.901 99 The independent variable is Responsiveness.
F 6.576
Sig. .012
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Here we can see SSR= 1.817 and df = k-1=1 [k means number of variables] SSE = 27.084 and df = n-k =100 2= 98 SST = 28.901 and df = n-1 = 100 -1= 99 MSR = SSR/df = 1.817/1 = 1.817 MSE = SSE/df = 27.084/98 = 0.276 F = MSR/MSE =1.817/ 0.276 = 6.576 Here Sig or P-value 0.012 < 0.05 (level of significance) Decision Rule Here Sig or P-value 0.012 is less then 0.05 (level of significance) so we can reject null hypothesis H0.It means that there is relationship between Responsiveness and Satisfaction. And the above graph also shows the similar sort of scenario. Here we can say that responsiveness does have impact on satisfaction.
Coefficients Unstandardized Coefficients Standardized B Responsiveness (Constant) .336 2.701 Std. Error .131 .487 Coefficients Beta .251
Sig.
2.564 5.540
.012 .000
The estimated regression equation is: Satisfaction = 2.701 + 0.336 (Responsiveness) + E. It means 1% positive change in responsiveness will increase 33.6% of the satisfaction.
Satisfaction (dependent variable) Vs Understanding (independent variable) Online Communication Page 39
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Model Summary R Square Adjusted R Square .170
.422 .178 The independent variable is Empathy.
Here in the above table we can see Correlation R= 0422.It means the correlation between Understanding and Satisfaction is not that much high. To some extend we can say the correlation is feeble. Here the R Square is .178 which means that 17.8% of satisfaction can be explained by Understanding.
Hypothesis H0: There is not that much relationship between Understanding and Satisfaction H1: There is relationship between Understanding and Satisfaction
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ANOVA Sum of Squares df Mean Square Regression 5.142 1 5.142 Residual 23.759 98 .242 Total 28.901 99 The independent variable is Understanding.
F 21.210
Sig. .000
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Here we can see SSR= 5.142 and df = k-1=1 [k means number of variables] SSE = 23.759 and df = n-k =100 2= 98 SST = 28.901 and df = n-1 = 100 -1= 99 MSR = SSR/df = 5.142/1 = 5.142 MSE = SSE/df = 23.759/98 = 0.242 F = MSR/MSE =5.142/ 0.242 = 21.210 Here Sig or P-value 0.000 < 0.05 (level of significance)
Decision Rule Here Sig or P-value 0.000 is less then 0.05 (level of significance) so we can reject null hypothesis H0.It means that there is relationship between Understanding and Satisfaction. And the above graph also shows the similar sort of scenario. Here we can say that Understanding does have impact on satisfaction.
Coefficients Unstandardized Coefficients Standardized B Understandi ng (Constant) .394 2.480 Std. Error .086 .322 Coefficients Beta .422
Sig.
4.605 7.710
.000 .000
The estimated regression equation is: Satisfaction = 2.480 + 0.394 (Understanding) + E. It means 1% positive change in e Understanding will increase 39.4% of the satisfaction. Online Communication Page 42
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Satisfaction (dependent variable) Vs Assurance (independent variable)
Model Summary R Square Adjusted R Square .051
.246 .061 The independent variable is Assurance.
Here in the above table we can see Correlation R= 0.246.It means the correlation between Assurance and Satisfaction is not that much high. To some extend we can say the correlation is a little bit feeble. Here the R Square is .061 which means that 6.1% of satisfaction can be explained by Assurance.
Hypothesis H0: There is not that much relationship between Assurance and Satisfaction H1: There is relationship between Assurance and Satisfaction
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ANOVA Sum of Squares df Mean Square Regression 1.749 1 1.749 Residual 27.152 98 .277 Total 28.901 99 The independent variable is Assurance.
F 6.313
Sig. .014
Here we can see SSR= 1.749 and df = k-1=1 [k means number of variables] SSE = 27.152 and df = n-k =100 2= 98 SST = 28.901 and df = n-1 = 100 -1= 99
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MSR = SSR/df = 1.749/1 = 1.749 MSE = SSE/df = 27.152/98 = 0.277 F = MSR/MSE =1.749/ 0.277 = 6.313 Here Sig or P-value 0.014 < 0.05 (level of significance)
Decision Rule
Here Sig or P-value 0.014 is less then 0.05 (level of significance) so we can reject null hypothesis H0.It means that there is relationship between Assurance and Satisfaction. And the above graph also shows the similar sort of scenario. Here we can say that assurance does have impact on satisfaction.
Coefficients Unstandardized Coefficients Standardized B Assurance (Constant) .312 2.792 Std. Error .124 .461 Coefficients Beta .246
Sig.
2.513 6.051
.014 .000
The estimated regression equation is: Satisfaction = 2.792 + 0.312 (Assurance) + E. It means 1% positive change in assurance will increase 31.2% of the satisfaction.
8.2 Frequency Distribution & Cross Tabulation (Crosstab): Gender Online Communication Page 45
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Frequency Valid Male Female Total 87 13 100
Percent 87.0 13.0 100.0
Valid Percent 87.0 13.0 100.0
Cumulative Percent 87.0 100.0
Figure 15: Percentage of male and female
From the above table and chart It seems that from our selected sample 87% respondents are males and 13% are female.
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Frequency Valid 15-22 23-35 35-50 Total 26 72 2 100
Age Percent 26.0 72.0 2.0 100.0
Valid Percent 26.0 72.0 2.0 100.0
Cumulative Percent 26.0 98.0 100.0
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Figure 16: Percentage of different age groups
From the above table and chart it seems that from the selected sample highest 72% respondents are between 23-35 years age group, 26% are between 15-22 years age group and rest are between 35-50 years age group. How much do you spend per month on an average for mobile phone bills? Frequency Percent Valid Percent Cumulative Percent Valid Less than 500 tk 501- 1000 tk 1001-3000 tk More than 3000 tk. 5.00 6.00 Total 33 43 10 8 2 4 100 33.0 43.0 10.0 8.0 2.0 4.0 100.0 33.0 43.0 10.0 8.0 2.0 4.0 100.0 33.0 76.0 86.0 94.0 96.0 100.0
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Figure 17: Frequency distribution of average monthly mobile phone bills From the above table and chart it seems that majority of the respondents average mobile phone bill is within 501-1000 TK. Which Grameen Phone Package do you use? Frequency Percent Valid Percent Valid Smile Aapon Shohoj Bondhu Djuice Business solution Xplore Total 37 13 6 16 12 1 15 100 37.0 13.0 6.0 16.0 12.0 1.0 15.0 100.0 37.0 13.0 6.0 16.0 12.0 1.0 15.0 100.0
Cumulative Percent 37.0 50.0 56.0 72.0 84.0 85.0 100.0
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Figure 18: Frequency distribution of the usability of GrameenPhone package From the above table and chart it seems that majority of the respondents use Smile package and only a small portion use Business solution. You use GrameenPhone because of Frequency Percent Valid Percent Valid Strong Network Base Value Added Services Billing Rate After Sales Service Total 70 28 1 1 100 70.0 28.0 1.0 1.0 100.0 70.0 28.0 1.0 1.0 100.0
Cumulative Percent 70.0 98.0 99.0 100.0
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Figure 19: Frequency distribution of the reasons to use GrameenPhone From the above table and chart it seems that majority of the respondents use GrameenPhone because of its strong network base. Duration of using GP SIM Frequency Percent Valid Percent Valid Less than 1 year 1 Years 2 years 3 years 4 years More than 4 years Total 37 10 4 21 24 4 100 37.0 10.0 4.0 21.0 24.0 4.0 100.0 37.0 10.0 4.0 21.0 24.0 4.0 100.0
Cumulative Percent 37.0 47.0 51.0 72.0 96.0 100.0
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Figure 20: Frequency distribution of the duration to use GrameenPhone From the above table and chart it seems that majority of the respondents are using GrameenPhone SIM for less than one year. Second and third highest respondents are using GrameenPhone SIM for four and three years respectively. Rate the importance of attributes while purchasing any cellular service Frequency Percent Valid Percent Cumulative Percent Valid Value added Services Network Coverage After Sales service Billing rate 5.00 Total 7 73 3 16 1 100 7.0 73.0 3.0 16.0 1.0 100.0 7.0 73.0 3.0 16.0 1.0 100.0 7.0 80.0 83.0 99.0 100.0
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Figure 21: Frequency distribution of the rate the importance of attributes while purchasing any cellular service From the above table and chart it seems that majority of the respondents attribute more on Network Coverage when they purchase their cellular service.
Gender : You have trust on Online Communication service of GP : Cross tabulation You have trust on Online Communication service of GP Disagree Neutral Agree Strongly Agree Gender Total Male Female 3 1 4 28 5 33 39 6 45 17 1 18 87 13 100 Total
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Figure 22: Cross tabulation between Gender and trust on Online Communication service of GP Among 87 male respondents, (majority) 39 respondents agree that they have trust on Online Communication service of GP. And among 13 female respondents, (majority) 6 respondents agree that they have trust on Online Communication service of GP.
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Gender : You always get prompt services from Online Communication: Cross tabulation You always get prompt services from Online Communication Disagree Neutral Agree Strongly Agree Gender Total Male Female 3 0 3 32 0 32 49 12 61 3 1 4 87 13 100 Total
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Figure 23: Cross tabulation between Gender and You always get prompt services from Online Com. Among 87 male respondents, (majority) 49 respondents agree that they get prompt services from Online Communication. And among 13 female respondents,( majority) 12 respondents agree that they get prompt services from Online Communication. Gender : You think that the employees of Online Communication are polite and amiable to their customers : Cross tabulation You think that the employees of Online Communication are polite and amiable to their customers Disagree Neutral Agree Strongly Agree Gender Total Male Female 6 0 6 29 1 30 41 7 48 11 5 16 87 13 100 Total
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Figure 24: Cross tabulation between Gender and employee politeness and amiability Among 87 male respondents, (majority) 41 respondents agree that the employees of Online Communication are polite and amiable to their customers And among 13 female respondents,( majority) 7 respondents agree that the employees of Online Communication are polite and amiable to their customers. Gender: You sometimes feel that you are getting personal care from the employees of Online Communication : Cross tabulation Count You sometimes feel that you are getting personal care from the employees of Online Communication Disagree Neutral Agree Strongly Agree Gender Total Male Female 4 0 4 27 3 30 48 6 54 8 4 12 87 13 100 Total
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Figure 25: Cross tabulation between Gender and feeling toward personal care Among 87 male respondents, (majority) 48 respondents agree that they sometimes feel that they are getting personal care from the employees of Online Communication And among 13 female respondents; (majority) 6 respondents agree that they sometimes feel that they are getting personal care from the employees of Online Communication. Gender: You are satisfied with the services of GP Online Communication service- Cross tabulation You are satisfied with the services of GP Online Disagree Gender Total Male Female 5 5 10 Communication serviceNeutral Agree 20 1 21 44 7 51 Strongly Agree 18 0 18 87 13 100 Total
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Figure 26: Cross tabulation between Gender and satisfaction with service Among 87 male respondents, (majority) 44 respondents agree that they are satisfied with the services of GP Online Communication service. And among 13 female respondents,( majority) 7 respondents agree that they are satisfied with the services of GP Online Communication service
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Duration of using GP SIM 1: Online Communication has able to solve any GP product related problem of yours sincerely and quickly :Cross tabulation Online Communication has able to solve any GP product related problem of yours sincerely and Disagree Duration of using GP SIM Less than 1 year 1 Years 2 years 3 years 4 years More than 4 years 3 0 0 0 0 0 quickly Neutral Agree 8 5 1 9 5 0 24 5 1 12 19 4 Strongly Agree 2 0 2 0 0 0 37 10 4 21 24 4 Total
Figure 27: Cross tabulation between Duration of using GP SIM and Online Communication has able to solve any GP product related problem of yours sincerely and quickly Majority 37% respondents, who are using GP SIM for less than one year, agree that Online Communication has able to solve any GP product related problem of yours sincerely and quickly. Age: You always get accurate information from online service : Cross tabulation You always get accurate information from online service Disagree Neutral Agree Strongly Agree 0 6 11 9 Total 26
Age
15-22
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23-35 35-50 Total
3 0 3
29 1 36
28 0 39
12 1 22
72 2 100
Figure 28: Cross tabulation between Age and Information accuracy The respondents whose ages are between 23-35, mostly neutral about getting accurate information from online service. And in addition to that almost a similar proportion of the respondent also said they agree that they are getting accurate information from online service.
Age: You feel the willingness to help you out Cross tabulation You feel the willingness to help you out Disagree Neutral Agree Strongly Agree 0 15 8 3 4 28 33 7 0 0 2 0 Total 26 72 2 Page 61
Age
15-22 23-35 35-50
GrameenPhone
Total
43
43
10
100
Figure 29: Cross tabulation between Age and feeling toward employee willingness The respondents whose ages between 23-35 are agreed that they feel the willingness to help them out. The respondents whose ages between 15-22 are neutral regarding they feel the willingness to help them out. The respondents whose ages between 35-50 are agreed that they feel the willingness to help them out.
Age: The employees of Online Communication have excellent knowledge about the problems of customer and can satisfactorily help you out in any case :Cross tabulation The employees of Online Communication have excellent knowledge about the problems of customer and can satisfactorily Disagree Age 15-22 1 help you out in any case Neutral Agree 8 11 Strongly Agree 6 26 Page 62 Total
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23-35 35-50 Total
3 0 4
28 1 37
26 1 38
15 0 21
72 2 100
The respondents whose ages between 15-22 are agreed that the employees of Online Communication have excellent knowledge about the problems of customer and can satisfactorily help you out in any case. The respondents whose ages between 23-35 are neutral regarding the employees of Online Communication have excellent knowledge about the problems of customer and can satisfactorily help you out in any case. Age: Employees understand the specific needs of the customer Cross tabulation Employees understand the specific needs of the customer Disagree Neutral Agree Strongly Agree 0 13 5 8 5 27 28 12 0 1 1 0 5 41 34 20 Total 26 72 2 100
Age
15-22 23-35 35-50
Total
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Figure 30: Cross tabulation between Age and Employees understanding to the specific needs of the customer The respondents whose ages between 23-35 are mostly agree that employees understand the specific needs of the customer. On the other hand, the respondents whose ages between 15-22 are mostly neutral those employees understand the specific needs of the customer. Age: You will refer GP Online Communication service to others Cross tabulation You will refer GP Online Communication service to others Disagree Neutral Agree Strongly Agree 0 3 3 20 1 12 22 37 0 2 0 0 1 17 25 57 Total 26 72 2 100
Age
15-22 23-35 35-50
Total
Figure 31: Cross tabulation between Age and preference for GP Online Communication
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The respondents whose ages between 23-35 are mostly agree that they will refer GP Online Communication service to others. And the respondents whose ages between 35-50 are mostly neutral that they will refer GP Online Communication service to others.
8.3. Outcomes of the Analysis:

The purpose of my doing this report was to find out the satisfaction level of users with Grameenphone Online Communication. After conducting the survey and analyzing the gathered data with SPSS, I would like to conclude that, Online Communication is adding an extra satisfaction level to the Grameenphone users. Reasons of my statement are, the users are satisfied, because they think it is a dependable source to get service from. They get accurate information and problem solving at a very short time, which has build trust amongst the users. They feel that the service is responsive to their needs and querys. They feel the willingness to help them out from their problems. Satisfaction is also increases, when the users feel empathy from Online Communication service. They are also satisfied with the knowledge and behavior of the employees.
Therefore, Online Communication should maintain its current service level and also try to come with new features and services for the GP users, because the customers are the kings who give their valuable fund to Grameenphone and therefore Grameenphone is able to run its business. So it is to be remembered that the customers are always right and come first in all aspects and no matter what happens, their satisfaction level cannot be compromised. The service
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awareness level is a very important attribute of the customers and mobile is the major thing about which the customers want to know more and more and explore. Making the customers happy and aware puts the operators in less risk as they will not expect more and expect less when they are loyal to their operator.
8.4 Problems Identified:

As Online Customer Service is new in Bangladesh, some core problems have been identified to delivery service which is listed below: Lack of Customer Trust Most of the time customers do not want to provide personal information (e.g. subscription information, FF numbers, and last recharged amount) which requires for verification purpose most of the time in case of providing information/service against a number. Verification is not needed if the subscribers are registered to chat but subscribers also do not want to register because it also requires some information to signup. Incomplete/Vague Query Through chat if the subscriber unable to make his/her query/complaint/request clear then I had to ask questions one after another till get the clear idea. If it is not possible then I had to communicate with the subscriber verbally. But for Email service, sometimes it has been found email without contact number, it is always not possible to communicate verbally, therefore, I had
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to send another email asking the details with contact number. In this case service delivery requires more time than usual. Lack in promotion Most of the subscribers however has the edge/internet connectivity can not avail services through Online Customer Service due to lack of awareness.
8.5 Recommendation:
During evening users have to wait in the queue at Online Communication website. Therefore extra men power needed to be arranged that time. Most of the GP users are not aware of this service. So the link of this service should be posted at the front page of Grameenphone website. Users have to go for a long verification process if they are not registered user. This verification process should be simpler. Proper initiative needed to be taken so that this website remains free from all technical interruption. Till now the employees are not allowed to write in Bangla in chat session. Sometimes, many users visiting the website, faces difficulty to understand English. Therefore, for some special cases like this, employees should be permitted to use Bangla because that will increase customer satisfaction. The web site of Grameenphone needed to be updated regularly. So that users can get all the information by visiting the website. Online Communication Page 67
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Right now users can visit Online Communication service from 07:00 AM- 12:00 AM. However this service should be 24/7, so that any time a user can visit for his problem.
Enough training should be provided to the employees, while launching any new product or service.
Management must be more efficient to integrate all the service. Uniqueness must be maintained while providing service. Promotional activities needed to be implemented to make all the GP users aware of Online Communication service.
Grameenphone should launch Web self care service so that users can activate and deactivate different service by there own. It will decrease pressure of customer handling and increase satisfaction of the users.
8.6 Conclusion:
Grameenphone introduced GSM technology first ever in Bangladesh, though Grameenphone also got the license for CDMA. So far Grameenphone is the best in case of subscriber base, introducing new product and services, innovative services, corporate social responsibility. The goal of Customer Service in Grameenphone is To be the best in class Customer Service in Asia to gain competitive advantage for Grameenphone in the market place.
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Through Internship program at North South University, Bangladesh, I have got a life time opportunity to complete my internship in Grameenphone. I have closely observed the service delivery process, positive mindset towards customers practically which we have learned academically. I can relate the academic lessons with the practical experience. I have also got the opportunity to build up professional growth and learnt corporate culture. From my supervisor I have leant how to become target oriented. He taught me regarding leadership and decision making process in time. I would also like to mention that my supervisor helped me out in case of any critical situation and guided me with the procedures how to solve those issues. For me, Internship at Online Customer Service in Grameenphone Ltd was really a great experience and life time achievement. In my opinion this experience will help me to develop my career in near future.
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Reference
1. Bangladesh Telecommunication Regulatory Commission. (2010, April 26). Mobile Phone Subscribers. Retrieved from http://www.btrc.gov.bd/newsandevents/mobile_phone_subscribers/mobile_phone_subscri bers_march_2010.php 2. The Ohio State University. (2010, April 30). What is an internship? Retrieved from http://polisci.osu.edu/ugrads/internship.pdf 3. Grameenphone Ltd. (2010, April 18). History. Retrieved from http://www.grameenphone.com/index.php?id=63 4. Grameenphone Ltd. (2010, April 7). Grameenphone Organogram. Retrieved from
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5. http://www.grameenphone.com/index.php?id=65 6. Grameenphone Ltd. (2010, April 7). Shareholders. Retrieved from http://www.grameenphone.com/index.php?id=66 7. Phill-Anders, L., (June. 2009). Strategy. Corporate Magazine. Retrieved from http://grameenphone.com/p/articles/mi_m5595//ai_81933367/
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Origin of the report:

Organization of the Report:

Active Subscribers 23.9 10.59 14.22 1.91 1.07 3.01 54.7

Mission and Vision Statement of Grameenphone Ltd:

Vision Statement of Grameenphone Ltd: Online Communication Page 10

Be inspiring We are creative We strive to bring energy into the things we do

Everything we produce should look good, modern and fresh

Figure 5: GP Organ gram and Management

Product Profile of Grameenphone Ltd:

2.6.1 Core Product:

Customize Your Handset Participate in Competitions

Figure 7: Innovative Services of Grameenphone Ltd. 2.7 Corporate Social Responsibility:

Customer Service Hotline (24*7):

Customer Service Organgram:

Figure 8: Customer Service Organogram

Figure 10: Flow Chart: Stages of the Research Process

Table 2: Rating of the survey answers

Dependent Variables Communication service)

(Overall satisfaction level with Grameenphone Online

Design of Questionnaire: For capturing the responses and answers, a standard

Std. Error of the Estimate .506

Figure 11: Regression Cure

Satisfaction (dependent variable) Vs Responsiveness (independent variable)

Model Summary R Square Adjusted R Square

Std. Error of the Estimate .526

.251 .063 .053 The independent variable is Responsiveness.

Figure 12: Regression Cure

Satisfaction (dependent variable) Vs Understanding (independent variable) Online Communication Page 39

Model Summary R Square Adjusted R Square .170

Std. Error of the Estimate .492

.422 .178 The independent variable is Empathy.

Figure 13: Regression Cure

Satisfaction (dependent variable) Vs Assurance (independent variable)

Model Summary R Square Adjusted R Square .051

Std. Error of the Estimate .526

.246 .061 The independent variable is Assurance.

Figure 14: Regression Cure

Frequency Valid Male Female Total 87 13 100

Percent 87.0 13.0 100.0

Valid Percent 87.0 13.0 100.0

Cumulative Percent 87.0 100.0

Figure 15: Percentage of male and female

Frequency Valid 15-22 23-35 35-50 Total 26 72 2 100

Age Percent 26.0 72.0 2.0 100.0

Valid Percent 26.0 72.0 2.0 100.0

Cumulative Percent 26.0 98.0 100.0

Figure 16: Percentage of different age groups

Cumulative Percent 37.0 50.0 56.0 72.0 84.0 85.0 100.0

Cumulative Percent 70.0 98.0 99.0 100.0

Cumulative Percent 37.0 47.0 51.0 72.0 96.0 100.0

23-35 35-50 Total

15-22 23-35 35-50

23-35 35-50 Total

15-22 23-35 35-50

15-22 23-35 35-50

8.3. Outcomes of the Analysis:

8.4 Problems Identified:

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