Challenging Telecom Scenario

What are our challenges?

Attitude towards the customer Competition Price war High quality man power ADC /USOF ???? Unified Licensing Unbundling (may happen in future) Marketing and Selling attitude Pace of new service/technology induction

CUSTOMER ?
CUST ME
OR

MER

ATITHI DEVO BHAVA

ERA OF

MULTIPLICITY

Suppliers Market

Buyers Market

CHOICE IS THE ESSENCE

CUSTOMER CARE
AS A

LIFESTYLE

Traditional organization chart

Customers Top manage ment

Front-line people

Middle management

Middle management

Front-line people

Top manage ment

Customers

Modern customer-oriented organization chart

All profit comes from customers

So if no customers = no profit and no profit = no business then no customers = no business

Therefore customers ARE the business

 Figures are your history, customers are your present and future.

--- Philip Kotler

The ground reality

TRAI Report & COAI Statistics

Some statistics
Indian Telecom Statistics (December 08)

Total telephone subscriber base 384.79 Over all Tele-density 33.23% Fixed-line user base 37.9 Wireless user base (GSM+CDMA+WLL(F)) 346.89 GSM Subscribers 257.84 CDMA Subscribers 89.05 Monthly new additions (Wireline + Wireless) 10.66 Monthly new additions (Wireless) 10.81 Broadband subscribers 5.45 (Subscriber numbers is in million)

Some websites (www.)

trai.gov.in coai.in auspi.in telecomindiaonline.com indiatelecomnews.com bsnl.co.in punjab.bsnl.co.in intranet.bsnl.co.in intranetpb.bsnl.co.in

Image Building
Image = Doing work + Publicity
90% 10%

DO WHAT YOU SAY & SAY WHAT YOU DO

Organizational Image Building

Quality at competitive price Marketing Brand building Govt. credibility Customer Driven

We are no. 1

THINK

Relationship Marketing
Origin: - A concern for customer retention as against customer acquisition - Built on emotions - Organisations are created to create and retain customers - One to one bond (Super Market example) Conclusion: So need for developing a frame work in marketing to shift focus from transaction orientation to customer retention on long term basis on a win-win status. Customer profile / Data mining - need of the hour

SOME INTERESTING FACTS

Studies show that customers tell twice as many people about a bad experience as they tell about a good one. A typical dissatisfied customer will tell 8 to 10 people about his or her problem. Seven out of 10 complaining customers will do business with you again if you resolve the complaint in their favour. If you resolve a complaint on the spot 95 per cent of complaining customers will do business with you again.

 Its easier to get present customers to buy 10 per cent

more than to increase your customer base by 10 per cent.

Firms selling services depend on existing customers for

85-95 per cent of their business. Eighty per cent of successful new product and service ideas come from customer ideas. It costs six times more to attract a new customer than it does to keep and old one.

DEVELOP

CUSTOMER LOYALITY

TYPES OF CUSTOMERS
EXTERNAL CUSTOMERS
RECIPIENT OF END PRODUCTS/ SERVICES VALUE FOR SERVICES

REVENUE PROVIDERS

INTERNAL CUSTOMERS
FUNCTIONAL UNITS WITHIN THE COMPANY/DEPT.
INTERNAL TO ORGANISATION RENDER SERVICE AGAINST TARGET/OBJECTIVES

HOW CUSTOMER CARE ?

A W

( LOOKS, ACTION, WORDS )

( Attitude , Skill ,

Knowledge)

HOW CUSTOMER CARE ?

VARIOUS TECHNIQUES
COURTEOUS BEHAVIOUR PATIENT HEARING / EMPATHY

QUALITY vis--vis PRICE

IDENTIFY THE PROBLEM & FIND SOLUTION (IA example) AVOID TALL PROMISES

BE POSITIVE
RESPECTING CUSTOMER TIME
(PPort example)

CSCs / CALL CENTRES ONE STOP SOLUTION

WHAT ARE CUSTOMERS? Customers are the most important people ever, in the office, in person, by mail or by telephone.

Customers are not dependent on us we are

dependent on them.

Customers are not an interruption to our work they

are the purpose of it.

We are not doing them favours by serving them

they are doing us favours by giving us the opportunity to do so.

 Customers are not outsiders to our business they are a part of it.

Customers are not cold statistics they are flesh-and-blood human beings with feelings and emotions like our own, and with biases and prejudices.
Customers are not people to argue or match wits with. Nobody ever won an argument with a customer. This is what customers are. Customers make a successful company and successful employees.

CUSTOMER CARE
POPULAR CONCEPT
(Pareto)

20% customers give 80% revenue. 20% unsatisfied customers make 80% harm.

CATEGORIES OF CUSTOMER
Delighted Customers

Satisfied Customers

Dissatisfied Customers

REMEMBER

What you

What you Provide

< = >

Promised and/or What They Expected

Dissatisfied
Satisfied

Delighted

 Customer satisfaction is no longer good enough to survive todays competitive market place. What is needed is customer delight. - Tom Peters

Delight = Expectation + 1

+ 1s
+1%

+ 1 more smile
+ 1 additional item + 1 more personal contact

+ 1 bit more thought fullness

+ 1 extra minute of your time + 1 check to make sure alls now OK + 1 telephone call to ensure the customers happy + 1 anything else that will delight your customers

INTERNAL CUSTOMER CARE

BIGGEST ASSET

OUR EMPLOYEES

TOTAL PARTICIPATION OF EMPLOYEES.

COHESIVE EFFORT / INTENSIVE BOND

COLLECTIVE RESPONSIBILITY (We and not I)

INTERNAL CUSTOMER CARE

MUTUAL TRUST AND CO-OPERATION.
ORGANISATIONAL COMMITMENT. NO EGO PLEASE.

CONDUCIVE WORK ENVIRONMENT.

STRONG MOTIVATION.

INTERNAL SERVICE PROVIDERS AND THEIR CUSTOMERS

S. No. INTERNAL SERVICE PROVIDER NAME OF SERVICE WHO ARE THE CUSTOMERS

1. 2. 3. 4. 5.

STORES WING

Issue of stores e.g. Cables, Instrument,Drop Wire,TSF kits etc. Training Courses, Seminars Fund, Salary & Bills Posting, Transfer, Increment & Retirement Issue of Specs, Exchange Installation & Expansion of Exchange Capacity

Area Manager, TDMs DE / External Participants, Field Managers & others Different Units, All Staff & Officers All Staff & Officers Area Managers, DETs etc

TRAINING CENTRE ACCOUNTS STAFF / RECRUITMENT UNIT INSTALLATION / PLANNING UNITS

6.

WELFARE UNIT

Beneficiary Schemes, club, sports & culture

All Staff & Officers

Self Image Building Boss VS Drives his men Depends on Authority Evokes fear Says I Says Who is Wrong Knows how it is done Abuses men Demand respect Makes work a drudgery Leader Inspires them Depends on good will Radiates love Says WE Says What is wrong Knows how to do it Uses them Commands respect Makes work a joy

EMPLOYEES ARE COMPANYS ONLY SUSTAINABLE COMPETITIVE ADVANTAGE.

YOU WILL BE SURPRISED TO SEE HOW FAST MOTIVATED PEOPLE CAN RUN

HELP YOUR PEOPLE

CHOOSE A JOB THEY LOVE

A MAN WHO DOES NOT LOVE HIS WORK IS LOSING THE BEST PART OF HIS PERKS.

At first people refuse to believe that a strange new thing can be done, then they begin to think it cant be done.

Then they see it can be done. Then it is done and all the world wonders why it was not done before

CHANGE WITH CHANGE

SWOT ANALYSIS
CONVERT

THREATS
WEAKNESS

OPPORTUNITIES
STRENGTH

Purpose of a business is to find and keep customers

(Unknown)

BE PASSIONATE
A man without a smiling face must not open a shop
(Chinese proverb)

SOME COLD HARD FACTS ABOUT WINNING AND KEEPING CUSTOMERS

FACT: On average, one dissatisfied customer will tell 11 others who on average will tell 5 others It takes 12 positive service incidents to make up for one negative incident.

FACT:

FACT:

A typical business hears from only 4% of its dissatisfied customers. The other 96% just go quietly away and 91% of them will never come back. Seven out of 10 complaining customers will do business with you again if you resolve the complaint in their favour. If you resolve it on the spot, 95% will do business with you again.

FACT:

FACT: The average Australian business will turn over 10-30% of its existing customers this year most because of poor service. Most of these customers could have been retained.

FACT: Businesses with low service quality lose 2% market share a year. Those with high service quality gain 6% market share a year. FACT: Businesses providing quality service can charge up to 9% more for their products and services.
FACT: It costs 6 times as much to gain a new customer as it does to keep an old one. FACT: A really satisfied customer will, on average, generate at least 7 extra customers. ______________

THE ESSENTIALS
Smile Acknowledge customers within 30 seconds (smile, eye contact, say Hi) Speak to customers within 1 minute Answer telephone before its 4th ring Redress a customers concern immediately Keep any promises Use customers name Seek customer feedback Smile
(Peter Kenyon)

Must
8 to 8 CSC working hours Product Demonstration Centres Salesman Approach by all Positive & Efficient CSC staff Single Window Concept Aggressive Marketing
(A/V presentations on latest products, pamphlets, Service booklets etc )

Working Knowledge of PCs

The Today
Basic Landline Broadband Mobile (GSM & CDMA) BD/LL/Corporate NW Value Added services Misc.

The Tomorrow
Number portability 3G and beyond (iphone, Blackberry etc) NGN (Convergent network) WiMax/EVDOs All optical N/W (EPON & GEPON) Total solution

The Future - Digital Home Connected through FTTH Network

IP TV PC Online Purchase

Internet

DVR

Video Surveillance Music Downloads Residential Gateway i.e. ONU

PSTN

O L T
Central Office
Storage Servers

PON

Providers IP Backbone

High Speed Internet

NAS
Sensors & Detectors

Video Servers

Lap Top Telephony

Instant Online Messaging, P2P Gaming Voice, Video & File Sharing