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ZONG (Customer Service Center) Internship Report Supervised By: Ghulam Hussain (Lecturer) Submitted by: Salman Zahoor

(MBASP09-59 ) Submitted at Department of Management Science COMSATS Institute of Information Technology i

Executive Summary This report consists of three chapters. In first chapter I tal ked about all the telecom companies in Pakistan. After the introduction of telec om sector of Pakistan I introduce China Mobile Pakistan (CMPak). And also a litt le bit introduction of ZONG. Than I talk about mission and vision of ZONG. Its c ore values are also a part of this chapter. I also mention the competitors which are competing with ZONG. And after that I talked about mission of the customer service centers and a brief introduction of Customer Service Center of Sahiwal. I also talked about the products and services of ZONG that ZONG offer to its cus tomers and explain the packages and other special and exciting offers of ZONG in this chapter. In second chapter of this report organizational structure and the structure of CSC Sahiwal is shown I also do SWOT analysis of Customer Service C enter of Sahiwal in this chapter. Marketing strategy of ZONG and competitive str ategy of ZONG also included in this chapter. Business processes are also include d in this chapter. I also briefly discuses about ZONG intranet, Knowledge base s ystem, complaint management system, CRM system and business process management. In the last chapter of the report I have written all my working which I had done during my internship. Also write down about task which was assigned to me. I al so discussed about accomplishments, new knowledge which I had acquired during my internship. Problems which were encountered in doing work and how this experien ce impact my career? I also discussed in this chapter. ii

Table of Contents Executive Summary ............................................ ........................................................ i List of Figure .. .............................. vi List of Tables ............................... .............................................................................. v ii CHAPTER NO. 1 INTRODUCTION .................................................. ......................... 8 1.1 Telecom Sector of Pakistan ..................... ......................................................... 8 1.2 About China Mobi le Pakistan (CMPak) ............................................................ 8 1.3 About ZONG .............................................................. ...................................... 9 1.4 Companys Vision .................... ........................................................................ 9 1.5 M ission Statement ............................................................... .......................... 10 1.6 Core Values .................................. ................................................................. 10 1.6.1 Commi tment to Customer Satisfaction ................................................. .... 10 1.6.2 Passion for Business Excellence................................... ........................... 10 1.6.3 Trust and Integrity ....................... ............................................................. 10 1.6.4 Respect f or People ...................................................................... ............. 10 1.6.5 Responsible Corporate Citizen ........................... ...................................... 10 1.7 Major Competitors................. .......................................................................... 10 1. 8 Customer Services Centers .................................................... ........................ 11 1.8.1 Mission of Customer Service Center ........... ............................................ 11 1.8.2 Customer Service Center of Sahiwal ....................................................... 11 1.9 Product and Services ................................................................... .................. 11 1.9.1 Post paid .......................................... ....................................................... 12 1.9.2 Prepaid ....... ................................................................................ ............. 12 1.9.2.1 ZONG 65 Package ....................................... ..................................... 12 1.9.2.2 ZONG Free Package ............. ............................................................ 12 1.9.2.3 ZONG 12 Anny Package ................................................................... 13 1.9.2.4 ZONG Z20 Package ................................................... ....................... 13 1.9.2.5 ZONG Aik Second Package ..................... ......................................... 13 1.9.3 Other Services and Offers ... .................................................................... 13 1.9.3.1 Break Time Offer (BTO) ......................................................... ............ 15 1.9.3.2 Late Night Offer (LNO) ................................. ...................................... 15 1.9.3.3 Location Base Charging (LBC) . ......................................................... 15 1.9.3.4 Friends and Family FNF) ................................................................... 15 iii

1.9.3.5 Happy Hour ............................................................. ........................... 15 1.9.3.6 Super Free Number ....................... .................................................... 15 1.9.3.7 Conference Call ................................................................................ . 15 1.9.3.8 SMS Packages ...................................................... ............................ 15 1.9.3.9 GPRS Packages .......................... ...................................................... 16 1.9.3.10 Ramzan Value Time Offer ............................................................... 16 1. 9.3.11 E-Care .................................................................. .......................... 16 1.9.3.12 Missed Call Alert ....................... ....................................................... 17 1.9.3.13 Dial Tune .. ................................................................................ ....... 17 1.9.3.14 ZONG Mobile Offer .......................................... ................................ 17 1.9.3.15 BlackBerry Special Discount Offer . .................................................. 18 1.9.3.16 Call Forwarding . ............................................................................... 18 1.9.3.17 Book Your Number (BYN).............................................. .................. 18 1.9.3.18 Call Waiting .................................... .................................................. 18 1.9.3.19 ZONG Bijli Offer ............................................................................... 18 1.9.3.21 ZONG Fone on Hai Offer ............................................. .................... 19 1.9.3.20 ZONG Family Pack .............................. ............................................ 19 1.9.3.21 Voice Bundle........... ......................................................................... 19 1.9 .3.22 Bara Recharge ............................................................ ..................... 19 1.9.3.23 Block Unwanted Calls and SMS ................. ..................................... 19 1.9.3.24 Mobile Number Portability (MNP )..................................................... 19 1.9.3.25 Mobile Music Channel...................................................................... 19 1.9.3.26 Unlimited Free Number ................................................ .................... 20 1.9.3.27 ZONG Weekly Infotainment ...................... ....................................... 20 1.9.3.28 Student Entrepreneur Program (SEP) ............................................. 20 1.9.4 Other Special Feat ures ........................................................................... . 20 CHAPTER NO. 2 BUSINESS OPERATIONS ......................................... ................. 21 2.1 SWOT Analysis of ZONG Customer Service Center ......... ............................. 22 2.1.1 Strengths of ZONG Customer Service Center .......................................... 22 2.1.2 Weaknesses of ZONG Customer Service Center .................................... 23 2.1.3 Opportunities of ZO NG Customer Service Center.................................... 23 2.1.4 Threats of ZONG Customer Service Center ............................................. 23 2.2 Marketing Strategy of ZONG................................................. .......................... 24 2.2.1 Marketing Mix .............................. ............................................................. 24 iv

2.2.1.1 Product ................................................................ .............................. 24 2.2.1.2 Price................................. .................................................................. 24 2.2.1.3 Pr omotion ........................................................................ .................. 25 2.2.1.4 Place ............................................ ...................................................... 25 2.3 Competitive Strate gy.............................................................................. ......... 26 2.3.1 Differentiation ............................................. .............................................. 26 2.4 Business Process Analysis ............................................................................. 26 2.4.1 Customer Service Center Process ......................................... .................. 26 2.4.1.1 Prepaid Sale ..................................... ................................................. 26 2.4.1.2 Book Your Number .. .......................................................................... 26 2. 4.1.3 Handset Sale Process ..................................................... .................. 27 2.4.1.4 SIM Replacement .................................. ............................................ 27 2.5 ZONG Intranet .............. ................................................................................ .. 28 2.6 Knowledge Base System (KBS)........................................... ........................... 28 2.7 Complaint Management System ................. .................................................... 28 2.8 CRM System ......... ................................................................................ .......... 29 2.9 Business Process Management................................... ................................... 29 CHAPTER NO. 3 LEARNING AS A STUDENT INTER N ....................................... 30 3.1 My Duties During Internship ... ......................................................................... 30 3.1 .1 Details Of My Duties ........................................................ ......................... 30 3.2 Accomplishments ............................... ............................................................. 31 3.4 New Knowled ge Acquired .................................................................... ........... 32 3.5 Problems Encountered ........................................ ........................................... 32 3.6 How This Experience Impact My Career? ....................................................... 33 Glossary ... ................................................................................ ................................ 34 Appendices.................................. ............................................................................. 35 References .................................................................... ........................................... 38 v

List of Figures Figure 2.1: Departmental Structure.20 Figure 2.2: Structure vi

List of Tables Table 1.1 SMS package..15 vii

CHAPTER NO. 1 INTRODUCTION This chapter is all about introduction of ZONG and CS C Sahiwal. This chapter consists of nine parts. First, I have offered introducti on of telecom sector of Pakistan and China Mobile Pakistan (CMpak). Than a littl e bit introduction of ZONG. After that I come to tell about ZONGs vision and miss ion and core values. Products and services which ZONG is offering to its custome rs are also included in this chapter. 1.1 Telecom Sector of Pakistan Pakistan mo bile industry at the moment is experiencing growth explosion. Though the existin g players are trying hard to meet the growing demand still there is a huge amoun t of unmet demand in the country as against the supply of connection by the oper ating mobile companies. Currently there are five mobile operators operating in P akistan, Which are: Mobilink Ufone Warid ZONG Telenor 1.2 About China Mobile Pak istan (CMPak) i China Mobile Pakistan (CMPak) is 100% subsidiary of China Mobile . The pioneering overseas setup of China Mobile came through acquisition of lice nse from Millicom to operate a GSM network in Pakistan. So far CMPak has investe d more than US$ 1500 million in telecom sector in Pakistan till the end of year 2008. With ambitious plans to cater1 to the fastest growing Pakistani market and win over the demanding Pakistani customer, it will be offering unprecedented2 c overage, voice and data services as well as wide range of tariff options to choo se from. CMPaks edge comes from the experience and expertise of running the worlds largest telecom service and the commitment they make to setting quality and cus tomer relation standards. 1 2 Supply, Provide Unmatched 8

CMPak is geared to offer neatly packed VAS3 product that will benefit the indivi duals, cooperate as well as small business. Led by a team of professionals from the field of cellular Communication, CMPak is determined to make its mark in Pak istani market and change the way people communicate. 1.3 About ZONG ii Recently China Mobile Company in Pakistan after replacing the code 0304 with 0314 now introduced its new brand called ZONG formally paktel. With i ntroductory slogan Say everything or Sub Kah Do and started its advertising campaign at popular print and electronic media outlets. ZONG is the first international brand of China Mobile being launched in Pakistan. The company often cited as Chi na Mobile Pakistan. It meant to empower and liberate the people of Pakistan in e very nook and corner of country. It will become a part of their hearts, their mi nds and bring about a change in their lives that every one desired but few thoug ht would be possible. The core essence of ZONG is to allow people to communicate at will. Without worrying about tariffs, network coverage, capacity issues or c ongestion4. ZONG will be supported by ground breaking communications, trend sett ing customer service and unmatched product offering which will refine rules of g ame and establish ZONG as a serious contender 5 for number one spot. ZONG would offer its customers with entertaining and innovative VAS6 f products, services and content neering country introducing this ogether we will also make ZONG a 1.4 Companys Vision iii Making 3 4 Value Added Service Overcrowded 5 Nominee 6 Value Added Service 9 and will empower them by giving a wide verity o to choose from. We are privileged to be the pio brand with others to follow. And GOD willing, t success story for others to try and replicate. Communication Exciting

1.5 Mission Statement iv To be the leading mobile operator of Pakistan by continu ously innovating and offering exceptional quality services; to be a good corpora te citizen and envoy7 of friendship between China and Pakistan 1.6 Core Values v 1.6.1 Commitment to Customer Satisfaction Customers are the heart of our success . Customers placed their confidence and trust on ZONG. In return, ZONG will make sure to anticipate customers needs and deliver and deliver services, quality and value beyond their expectations. 1.6.2 Passion for Business Excellence ZONG try for excellence in all that the do. This commitment to delivering world-class qu ality translates to unmatched service and value for our customers and all stake holders. 1.6.3 Trust and Integrity ZONG take pride in practicing the highest eth ical standards in an open and honest environment. ZONG take personal responsibil ity for their actions and treat everyone fairly, and with trust and respect. 1.6 .4 Respect for People ZONGs relationship drives their business. ZONG respect and esteem their employees and all stakeholders. ZONG believe in team work empowerme nt and honor. 1.6.5 Responsible Corporate Citizen As the market leader, ZONG rec ognize and fulfill its responsibility towards our country and the environment we live in. ZONG contribute to worthy causes and are dedicated to the development and progress of society. 1.7 Major Competitors Pakistan mobile industry at the m oment is experiencing growth explosion. Though the existing players are trying h ard to meet the growing demand still there is a huge 7 Messenger 10

amount of unmet demand in the country as against the supply of connection by the operating mobile companies. Currently there are four mobile operators operating in Pakistan which are competing against ZONG, Which are: Mobilink Ufone Warid T elenor But in Sahiwal there are only Telenor, Warid and Ufones Customer Service C enter are working. 1.8 Customer Services Centers 1.8.1 Mission of Customer Servi ce Center vi To realize the perceived value of the customers and build higher exp ectations through excellence in service Customer Services department exists to se rve customer. Any queries customer may have about getting a connection, account information, coverage details, information about their franchises, value added s ervices, SMS information, anything at all you that you want to know about them a nd their services. 1.8.2 Customer Service Center of Sahiwal vii Customer Service Center where I do my internship started working on 12-feburary2008, which is si tuated at 511/Bvii, Jail road, Civil lines, Sahiwal. Here one CSC8 manager, 5 CS R9 which are assigned different duties and one finance officer is working and I was working there as SE (student entrepreneur). 1.9 Product and Services viii ZO NG offers a wide range of new services to serve customers even better. Below is a brief introduction of all these services. Postpaid 8 9 Customer service center Customer service Representative 11

Prepaid Other services and offers 1.9.1 Post paid ix Exciting news for ZONG,s po stpaid customers, ZONG has introduced some new postpaid packages and may be the most feature rich in market. Now, ZONGs postpaid packages comes with the free min s on-net and off-net, and also unlimited SMS, 15 MB of free GPRS quota and many more. Packages are given below: 100 Line rent package 300 Line rent package 600 Line rent package 1200 Line rent package 2000 Line rent package If customer come s to purchase postpaid SIM than he can avail packages which are given above. On post paid SIM there is no default package customer will select any of the above packages according to his need and deposit line rent according to the package an d package will be changed. 1.9.2 Prepaid x When a customer purchase a prepaid SI M its default package is 80 piasa per 30 second but customer can avail any of th e following packages: ZONG 65 package ZONG free package ZONG 12 anny package ZON G Z20 package ZONG aik second package 1.9.2.1 ZONG 65 Package ZONG 65 package of fers its customer: ZONG 65 offers call rate of 65 paisa per 30 second any time a ny network 1.9.2.2 ZONG Free Package ZONG free package offers its customer: For the first time in Pakistan you can make free calls for life! 12

Choose one favorite ZONG number and call from mid night to 7am-absolutly free! D uring break time hours call all ZONG numbers at Rs.3.99 per hour from noon to 2 pm. Now you can call up to 10 FNF10 numbers. The free number can be modified onc e in a month. 1.9.2.3 ZONG 12 Anny Package ZONG 12 anny package offers its custo mer: Call or SMS for only 75 paisa to any network and any time! 30 second billin g. Talk for an entire hour of your liking-any hour, for only Rs. 4.99 and for fi rst time in Pakistan you can change the hour every day! Happy hour needs to be a ctivated by customer; every action/modification will be charged at Rs. 5. FNF ra te apply for 24 hours, for those customers who have subscribed for happy hour, F NF rates will not be applicable during that hour. 1.9.2.4 ZONG Z20 Package The c oncept of behind this package is to promote the value of time and the importance of choti but zaroori baat. 1.9.2.5 ZONG Aik Second Package ZONG aik second packag e its customer: Per second billing. Make call for just 4 paisa per second any ne twork any time! Call five FNF numbers for just 2 paisa per second. 1.9.3 Other S ervices and Offers xi ZONG has always provided its customer with the best offers and services some of them are given below: BTO11 LNO12 10 11 Friends and family Break time offer 13

LBC13 FNF14 Happy hour Super free number Conference call SMS15 packages o Daily, weekly, fortnight and monthly SMS packages o Zulu SMS package ( @2.50+tax per d ay) GPRS16 packages Ramzan value time offer E-care Missed call alert Dial tune Z ONG Mobile offer Black Berry special discount offer Call forwarding BYN17 Call w aiting ZONG bijli offer ZONG fone on hai offer ZONG family pack Voice bundle Ach i SIM Bara recharge Block unwanted call and SMS MNP18 Mobile Music channel Unlim ited free number ZONG weekly infotainment 12 13 Late night offer Location base charging 14 Friends and family 15 Short message s ervice or text message 16 General packet radio service 17 Book your number 18 Mo bile number portability 14

SEP19 1.9.3.1 Break Time Offer (BTO) ZONG offers Break time offer now call on an y ZONG number at Rs.3.99 from noon to 2 pm, and on Friday from noon to 4 pm. Thi s offer is on ZONG free package. 1.9.3.2 Late Night Offer (LNO) ZONG offers late night offer now add call from mid night to 7 am @ Rs. 3.99 per hour. This offer is on ZONG free package. 1.9.3.3 Location Base Charging (LBC) ZONG has always p rovided its customer with the best offers and services and in continuation of ef forts ZONG now brings LBC. LBC is in more than 40 cities through which the custo mer can enjoy free ZONG to ZONG calls @ only Rs. 7+tax per day. 1.9.3.4 Friends and Family FNF) ZONG brings special rates for your friends and family members ad d FNF numbers in almost all prepaid and postpaid packages. 1.9.3.5 Happy Hour ZO NG brigs happy hour talk for an entire hour of your liking-any hour, for only Rs . 4.99 and for first time in Pakistan you can change the hour every day. 1.9.3.6 Super Free Number ZONGS gives you an opportunity to talk to one number free who le month @ 499 Rs. +tax. 1.9.3.7 Conference Call Now five members can talk to ea ch other at one time ZONG brings to you conference call service. Now activated o n all prepaid and postpaid numbers. 1.9.3.8 SMS Packages ZONG now introduces its newest and most competitive SMS bundle @ Rs. 2.5 plus tax daily. New unlimited SMS bundle Offers: 19 Student entrepreneur program 15

Table 1.1: Packages Daily SMS bundle Weekly SMS bundle Fortnightly SMS bundle Mo nthly SMS bundle 1.9.3.9 GPRS Packages Please be updated that now ZONG have a ne w and exciting GPRS packages for ZONG customers. Packages are as fellows: Hourly package(Time Based Package) Monthly packages- for prepaid user o 2 GB20 bundle o 4 GB bundle o Truly unlimited 1.9.3.10 Ramzan Value Time Offer By subscribing to ZONGs ramzan value time offer, all ZONG customers can avail lowest call rates from 1st 29th ramzan. By subscribing to ZONGs ramzan value time offer, all ZONG c ustomers can avail on net call rates of 2.99/hour. 1.9.3.11 E-Care xii No need t o walk into a Customer Support Center or make a call to get such modifications d one. Our customers now have this facility in the comfort of their homes and offi ces. Through Prepaid eCare, customers can enjoy the following features online: W eb Portal Activation / Subscription for: SMS bundle GPRS21 SMS 500 SMS 100 MMS p er day 1000 SMS 500 SMS per day 500 SMS per day Limit 1 day 7 days 15 days 30 da ys Price 3.99+tax 10+tax 50+tax 80+tax 20 21 Giga byte General packet radio service 16

Call/SMS Block FnF22 BYN23 Queries like: Customer information query Recharge his tory Call record Change requests like: Package change Change FnF Change call for warding 1.9.3.12 Missed Call Alert No is miss call now, ZONG brings miss cal ale rts for its customer. A message will be sent to you that this number called you if your phone is: Busy Not answered Out of reached Not responding 1.9.3.13 Dial Tune Now your friends and family or any one who call you will listen to the song of your choice. ZONG brings dial tune facility for its valuable customers. Just dial 230 to activate this service. 1.9.3.14 ZONG Mobile Offer ZONG is once agai n all set to launch the latest handset bundle offer for its valued subscribers a nd we are proud to announce the launch of 3rd Mobile Phone. Considering the imme nse success of previous handset offers, ZONG is back with another handset deal w ith the latest handset on the offer that is bound to catch customers interest and generate hefty sales. Details of the offer are as below: Handset offer with new ZONG SIM @ 1,500/-* Handset free resources 22 23 Friends and family Book your number 17

1,000 minutes (on-net) 1,000 SMS (any network) Features of handset: FM Radio Tor ch Memory 300 phonebook entries 1.9.3.15 BlackBerry Special Discount Offer ZONG continues to bring innovative and exciting products and promos to the market. Th e introduction of BlackBerry Discount Offer is another feather in the cap of ZON G that puts the amazing world of BlackBerry services within reach for all. 1.9.3 .16 Call Forwarding Another exciting and new service from ZONG now you can forwa rd your incoming call to other number if your phone is: Busy Not answered Out of reached Not responding 1.9.3.17 Book Your Number (BYN) Now you can book your nu mber yourself by visiting our website. Book your number and this number will com e to your door step. 1.9.3.18 Call Waiting Never miss any call, ZONG brings you call waiting service. With this service no important call will be missed by you. 1.9.3.19 ZONG Bijli Offer Right when the energy crises are on the peak and elec tricity load-shedding is on its height, ZONG has come up with Bijli Offer. I wil l call this a just in time offer, because it is giving what common customers may want in these time. The innovative Bijli campaign gives all new ZONG prepaid cu stomers a chance for automatic daily lucky draw entries to win hundreds of UPS, generators, rechargeable fans and rechargeable lights every day. 18

1.9.3.21 ZONG Fone on Hai Offer Now just keep your phone on and win many prizes like free SMS, Free minutes (onnet), car and many more. 1.9.3.20 ZONG Family Pac k Now with ZONG Family Pack, subscribers can call to their three family numbers without being worrying about the time limit or additional charges. Though, free calls are not for all ZONG numbers but to a group of three, that could be your f amily or friends. 1.9.3.21 Voice Bundle ZONG has introduced Voice bundles. Now y ou can avail more minutes in less cost. 1.9.3.22 Bara Recharge ZONG has launched Bara Recharge a special campaign to reward subscribers each time they recharge their balance. ZONGs Bara Recharge is the perfect solution for prepaid subscriber s who will receive instant and guaranteed free airtime in proportion to the load ed amount, every time they recharge their balance. 1.9.3.23 Block Unwanted Calls and SMS ZONG offers another exciting service, now you can block not only calls but also SMS as well. So, there is complete liberty from an ambitious numbers. 1 .9.3.24 Mobile Number Portability (MNP) With this new offer from ZONG, you and a ll of your family members and friends on other mobile networks can port into ZON G. They will all be able to keep their existing numbers and code and switch to Z ONG network and can enjoy ZONGs exciting services. 1.9.3.25 Mobile Music Channel For the first time in Pakistan ZONG introduce SMS- search of song. Now you can s earch song of your choice. 19

1.9.3.26 Unlimited Free Number ZONG offer unlimited ZONG free numbers to the sub scribers of ZONG FREE package. Now call on a specific number unlimitedly. 1.9.3. 27 ZONG Weekly Infotainment ZONG has launched a Weekly Infotainment bundle. You can now obtain three different infotainment services at the same time on a weekl y basis. 1.9.3.28 Student Entrepreneur Program (SEP) For the first time in Pakis tan ZONG has established a concrete earning opportunity for students. If you are currently enrolled in a university program and you want to earn a decent pocket money then ZONG has an amazing solution for you. Just get yourself registered a s SE in any CSC of ZONG anywhere in Pakistan. And avail that chance to get sales experience and also enjoy profit as well. 1.9.4 Other Special Features Yaari ca ll Zongopedia Video on demand Islamic portal Sports Ringtones Games Buddy chat r ooms Wallpapers Breaking news This chapter was all about introduction of ZONG an d its products and services. In next chapter Business operations of ZONG will be explained. 20

CHAPTER NO. 2 BUSINESS OPERATIONS Second chapter of this report is devoted to th e business operations of ZONG. In this chapter first departmental structure of Z ONG CSC department is discussed and also structure of CSC Sahiwal also describe in this chapter. I also offer SWOT analysis of ZONG CSC Sahiwal. Marketing and c ompetitive strategy is also offered in this chapter. In the end of this chapter business operations of CSC Sahiwal are discussed. Fig 2.1: Departmental Structur e xiii CEO COO DRICTOR Customer Service Regional Manager Central 1 CSC Manager Customer Service Representative Finance Officer Regional Manager Central 2 Regional Manager North Regional Manager South 21

Fig 2.2: Structure of CSC Sahiwal xiv CSC Manager CSR (Value added services) CSR (prepaid information) CSR (postpaid information) CSR (MNP) CSR (GPRS setting) Finance officer In CSC24 Sahiwal one CSC manager which have all the responsibility of CSC and un der CSC manager five CSR are working all CSR25 are assigned different works like value added services, prepaid, postpaid, MNP26, GPRS and other works and one fi nance manager is also working there. 2.1 SWOT Analysis of ZONG Customer Service Center The SWOT27 analysis covers strengths, weakness, opportunities and threats . Strengths and weakness are generally internal attributes. Opportunities and th reats are generally external attributes. So, SWOT analysis of CSC Sahiwal is giv en below: 2.1.1 Strengths of ZONG Customer Service Center Strengths are defined as any activity the organization does well or any unique resources the organizat ion has. Some strengths of ZONG Customer Service Center are given below: All the products and services which ZONG is offering are available here in this CSC of Sahiwal. And also all the services of ZONG are activated and deactivated here. M otivated, educated and qualified staff makes services more reliable and satisfy customers. 24 25 Customer service center Customer service Representative 26 M0obile number portab ility 27 Strengths weakness opportunities threats 22

2.1.2 Weaknesses of ZONG Customer Service Center Weaknesses are defined as any a ctivity the organization does not do well or the resources the organization need s but it does not posses. According to my point of view following are the some w eaknesses of ZONG Customer Service Center: Number of CSR is not sufficient here in CSC Sahiwal, customer some time should have to wait for their turn a bit. The staff of CSC is not involved in more outdoor activities. 2.1.3 Opportunities of ZONG Customer Service Center Opportunities are defined as positive trend of org anization in external environment. According to my point of view following are t he some opportunities of ZONG Customer Service Center: Sales of this CSC can be increased if more and more outdoor activities (establish stall out side like in market or any where) are being done by the management of this CSC. SE28s are ver y good for this CSC because customer get information on the go. 2.1.4 Threats of ZONG Customer Service Center Threats are defined as the negative trends of orga nization in environment. According to my point of view following are the some th reats of ZONG Customer Service Center: Competitors are the biggest threat for an y company. Here also exist Warid, Ufone and Telenors CSCs so they are biggest thr eat for ZONG CSC. Policies of TMA29 are also some time threatening when they are on outdoor activity. When staff of CSC Sahiwal wants to do outdoor activity it must have to get NOC from TMA Sahiwal and TMA Sahiwal has its own limitations. A nother threat is that according to PTA30 rules any one can switch to other mobil e network which they think are reliable and due to signal problem and call drop complains customers are leaving ZONG. 28 29 Student Entrepreneur Tehsil munsipal authority 30 Pakistan Telecommunication Aut hority 23

2.2 Marketing Strategy of ZONG 2.2.1 Marketing Mix "Marketing Mix" is set of cor related tools that work together to achieve companys objectives, they are: Produc t Price Promotion Place 2.2.1.1 Product Product means offerings of a company, an d ZONG is offering its customers Services as well as products. In services ZONG is offering followings: Postpaid packages Prepaid packages Value added services Postpaid packages are generally for business class and in postpaid ZONG are offe ring many other packages like 100 line rent, 300 line rent, 600 line rent, 1200 line rent and 2000 line rent. Prepaid packages are for low and middle class in p repaid ZONG also offer many packages like 12 anny, 65 paisa, free package and ai k second package. And also many exciting value added services like missed call a lert, ramzan value time offer, dial tune, E-care, happy hour and many more excit ing offers. And products like mobile phone and for postpaid ZONG offers blackber ry. 2.2.1.2 Price ZONG is offering its products and services at a low price so Z ONG is using price penetration because all the packages (postpaid and prepaid) a re very low priced and also other value added services are also very low in cost . Some of then are absolutely free of cost like: Missed call alert E-care MNP31 Conference call 31 Mobile number portability 24

Subscription of SMS packages As Ufone is giving its customers uth package and it charge its customers hourly rate but ZONG gives its customers a package called l ocation base charging it charge you only one time charges and than whole day fre e and many more other. ZONG also using bundle pricing like SMS packages, voice b undle and mobile phone offers. 2.2.1.3 Promotion ZONG is promoting its products and services in many ways like: Print media Billboards TV ads Mobile promotions Through Local cable Internet In print media print ads and newspapers are include if ZONG is offering some thing in a specific place than ZONG use print media li ke print ads and newspapers. Billboards are use in allover the country. On many TV channels Ads are promoting ZONG. Mobile promotions like in Multan and Lahore when trucks and buses decorated with ZONG logos and advertising about LBC32 and Lahore unlimited offers. On many websites ZONG is promoting its packages and off ers and also ZONG has its own commercial web site www.zong.com.pk. 2.2.1.4 Place Place means that how a company reach to its customers or how a customer can get product of a company. ZONG is reaching to its customers in the following manner s: Franchises Customer service centers Retailers Through Student Entrepreneurs F ranchises and customer service centers are there for customers and also customer s can get ZONGs products and services from retailers and student entrepreneurs. 32 Location base charging 25

2.3 Competitive Strategy 2.3.1 Differentiation Differentiation is how your produ ct is different from your competitors it can be done in many ways like products differentiation, features differentiation, low price and many others, for this d ifferentiation a company should have to create a critical success factor and ZON G is having a critical success factor of low rates and quality services. ZONG cl aim that ZONG offers quality products and services in low pries. 2.4 Business Pr ocess Analysis 2.4.1 Customer Service Center Process Opening CSR33 greets custom er and ask what he can do for him: 2.4.1.1 Prepaid Sale For the sale of prepaid connection following are the required steps: CSR receive the customer request an d required documents for prepaid connection and verify customer as per the verif ication parameter. CSR will ask the customer to provide CNIC34. CSR will check t hrough BOSS system35 if customer has already 10 subscriptions. CSR will fill CSA F36 and get signed by the customer. CSR will hand over Customer & finance copy t o customer and guide him/her to cash counter. Cashier will mark the cash paid st amp and sign the customer copy and hand over SIM card and customer copy to custo mer. 2.4.1.2 Book Your Number Customer walks in for booking of his/her number. F ollowing are the required steps to follow: CSR will inform customer regarding th e price of BYN. CSR will confirm MSIDN37 to be booked. 33 34 Customer service Representative Computerized national identity card 35 Activity base system 36 Cellular service agreement form 37 The dial able number that a ca ller use to reach mobile subscriber 26

CSR will ask the customer to provide CNIC. CSR will check through BOSS system. C SR will check number availability in BYN portal. CSR will log the request in BYN portal with: o Customer name o CNIC o Contact number o Address of customer A un ique ticket number will be generated. CSR will ask customer to fill in CSAF. CSR route the customer towards finance counter and finance officer will follow the payment process and give SIM to customer. 2.4.1.3 Handset Sale Process Customer walks in for the purchase of handset following are the required steps to follow: CSR will guide customer about bundle deal of handset. If customer agrees, CSR w ill ask customer to select the MSIDN form stock. CSR will verify customer as per verification process. CSR will ask customer to fill CSAF. CSR will rout the cus tomer to finance counter for payment and handset collection. Finance officer wil l perform the functions of BOSS system. Finance officer will associate MSIDN wit h IMEI38 of hand set in BOSS system. Finance officer will record transaction in BOSS system. Finance officer will ask the customer to open the packing of handse t to check if accessories (handset + charger + warranty card) are complete. Fina nce officer will take warranty card from customer and after signing and stamp, h e will handover the warranty card and handset and customer copy to customer. 2.4 .1.4 SIM Replacement Customer walks in to replace his/her SIM following are the required steps to follow: 38 International mobile equipment identity 27

CSR will verify the customer as per verification parameters. CSR will inform the customer about SIM replacement charges (if any). CSR will fill CSF39 and get it signed by the customer and attaches a copy of CNIC. CSR will process the SIM re placement in BOSS. CSR will hand over the customer copy and finance copy to cust omer and guide customer to cash counter. Cashier will get CSF copies and payment from customer. Cashier will record transition in BOSS. Cashier will hand over S IM40 and payment receipt to customer. CSR will CSF to data warehouse for filling . 2.5 ZONG Intranet ZONG intranet is software program which have each and every thing in it about ZONG. And this can be opened only in the arena of CSS. Loaded with every thing this is very useful thing for CSR and other employee. 2.6 Knowl edge Base System (KBS) This is also software program which is loaded with all th e activities and other information like: Products and services Basic VAS41 New V AS Retailer information 789 activation and deactivation SIM 668 campaign Office timings And many more. 2.7 Complaint Management System In this section CSR can r ecord or resolve the complaints of customer and their own regarding their work l ike: 39 40 Customer service form Subscriber identity module 41 Value added services 28

IT issues Process issues Query and log Managing configurations 2.8 CRM System CR M system42 where from CSR can login the system and do his work or duties. 2.9 Bu siness Process Management A web-based program through which employees of CSC can generate or initiate requests like: Announcements ID card request IT equipments IT requests Leave application Visiting card request And more other requests als o. This chapter was all about business operations of ZONG CSC Sahiwal. How ZONG is competing with its competitors and what is its marketing and competitive stra tegy. In the next chapter, I will discuss about my learning as a student intern. 42 Customer relationship management system 29

CHAPTER NO. 3 LEARNING AS A STUDENT INTERN In this chapter, I discussed about my duties during internship. Accomplishments, new knowledge gained during exercise of practical life, problems which encountered in the way of completion of my ta rgets are briefly discussed. In the end of this chapter, I talked about my exper ience and how this experience impacts my career. 3.1 My Duties During Internship In my internship I was assigned outdoor duties which include: Selling SIMs of Z ONG ( telesales activities) Selling miniload ( Top Up) MNP43s Giving customers i nformation about packages and other services. 3.1.1 Details Of My Duties For Top up (Selling Mini Load) From your ZONG telesales SIM Go to ZONG menu select E-TO P from menu: To recharge a number o Retail charging o New charging now o Enter s ervice password o Phone number without zero e.g.(31xxxxxxxx) o Enter amount whic h you want to transfer o Number recharged. To check your top up balance o Choose balance query To Pair44 A Number, Active A Number Go to ZONG menu from telesale s SIM and select Telesales from menu and: Select special number choice (to check that number is available or not) o Exact number 43 44 Mobile number portability Giving number to a non personal SIM 30

o Number start with o Number ends with o Number contain If your desired number i s available, you will receive a message as under 1. 31xxxxxxxx To Pair45 A Numbe r First book that number again go to telesales and choose NUMBER BOOKING menu th an: Enter the number which is checked Now a message will come Number <31xxxxxxxx > Booking OK. Please use HLR<x> SIM for activation. Once the desired numbers is booked then go back to telesales menu and chose NUMBER ACTIVATION and enter: MSI SDN (that number which was booked earlier) ICCID (serial number of the SIM) CNIC (customers ID card number) Name (customers name) Address (customer address) On successful pairing a message will come: Bind successful. Welcome to Zong Now inf orm the customer that SIM is active now but to enjoy ZONGs exciting services call 789 and give your information than you can enjoy ZONGs exciting services. Being a student of MARKETING it was a great experience for me to have chance to get in the market and do this work. 3.2 Accomplishments As far as my accomplishments a re concerned I was given a target of sales, my target was to sell minimum 30 SIM s with 100 recharge any where in the country. For completing this I had to do a lot. I went to my city where I thought I can make more sales. I established stal l there and tried to sell my product and also I go nearby cities 45 Giving number to a non personal SIM 31

to sell my SIMs and miniload, and I also did one to one marketing in many areas to increase my sales. It had a good impact on sales. More over me worked with my friends and newly opened franchise in my city Ali Pur. NOTE: my sales data and revenue analysis is attached. 3.4 New Knowledge Acquired Being a student of MARK ETING it was a great experience for me to have chance to get in the market and d o this work. And I also learn how to deal wit customer as I thought if you want to make sale you should go to the customer or customer come to you, you should h ave a smiling face to greet the customer, and if customer do not buy your produc t than you should leave a good impression on that customer because if in future that customer need your product than it will come to you to buy that product. As I told that I was given a target of sales I learn a lot during my internship ho w to deal, who to avoid difficult situations and how to create demand for your p roduct. I myself make many policies to make sales because selling a SIM46 was no t a difficult task to do customer is ready to take SIM from you but to sell him recharge of Rs.100 was a bit difficult, so keep in view the cost of SIM and load I make many polices to sell. Even I sold free SIMs too (get number of your choi ce in Rs.160 with 160 balance) and many more policies like this. 3.5 Problems En countered During my time in the field I encountered many problems like: Cross qu estions of customers Customers having much knowledge about other networks offerin gs Pricing problem I face those problems very well, and I was able to neglect th ose problems. But in sale you should have to be cool and clam because nobody wan ts to loss his customers. I also do this because in between sale was stopped tha n I came with one 46 Subscriber identity module 32

to one marketing go to the customer to sell my product and was very much success ful doing this. Another problem was that customer was ready to take SIM but with out recharging, it was a very difficult thing to convince that customer to rech arge at the spot. 3.6 How This Experience Impact My Career? It was a great exper ience in the field, before the completing my studies I got a chance to get in th e market and do some work. When I will get in my practical life soon after compl eting my degree this experience will go whit me and will be very beneficial for me in the field. Because in the any kind of job in marketing or sales department in Pakistan you should have to interact with the customer and try to fulfill th e needs and wants of the customers. 33

Glossary VAS: CSC: UAE: FNF: MB: BTO: LNO: LBC: SMS: GPRS: BYN: MNP: SEP: GB: NP : MMS: ATM: CSR: CNIC: CSAF: CSF: CRM: SIM: IMEI: NADRA: MSISDN: Value Added Ser vice Customer Service Center United Arab Emirate Friends and Family Mega Byte Br eak Time Offer Late Night Offer Location Base Charging Short Message Service Gen eral Pocket Radio Service Book Your Number Mobile Number Portability Student Ent repreneur Program Giga Byte Non-Personal Multi-Media Messaging Service Automated Tele Machine Customer Service Representer Computerized National Identity Card C ellular Service Agreement Form Cellular Service Form Customer Relationship Manag ement Subscriber Identity Module International Mobile Equipment Identity Nationa l Database Registration Authority Dial able Number that Caller Use to reach a mo bile subscriber 34

Appendices Appendices A: Internship completion certificate Appendices B: Cellula r Service Agreement Form Appendices C: MNP Request Form Appendices D: No objecti on Form Appendices E: Sales data and revenue analysis 35

Provisional Internship Certificate 36

Sales data 37

Cellular Service Agreement Form 38

MNP Request Form 39

No Objection Certicate 40

References i http://www.zong.com.pk/aboutus_ccmc.html http://www.zong.com.pk/about_us.html ii i Interanet.ZONG.com/home/vision iv Interanet.ZONG.com/home/mission v Interanet. ZONG.com/home/values vi Interanet.ZONG.com vii Arshad, U.( 10th august, 2010), C SC Sahiwal viii http://www.zong.com.pk/packages.html ix http://www.zong.com.pk/p ackages_postpaid.html x http://www.zong.com.pk/packages_prepaid.html xi http://w ww.zong.com.pk/index_value_added_page.html xii http://ecare.zong.com.pk:8080/aie care/index.jsp xiii Arshad, U.( 10th august, 2010), Departmental structure of ZO NG CSCs xiv Arshad, U.( 10th august, 2010), structure of CSC Sahiwal ii 41