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 MER

OR

ATITHI DEVO BHAVA

ERA OF MULTIPLICITY

Suppliers’ Market 

 Buyers’ Market

 

CHOICE IS THE ESSENCE

CUSTOMER CARE

AS A

LIFESTYLE

Modern customer-oriented organization chart

Top manage

ment

Middle management

Front-line people

Customers

Customers

Front-line people

Middle management

Top manage

ment

C

u

s

t

o

m

e

r

s

C

u

s

t

o

m

e

r

s

Traditional 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 statisticsIndian 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

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

We are no. 1

Organizational Image Building

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.

It’s 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 CUSTOMERSEXTERNAL 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 ?

L A W ( LOOKS, ACTION, WORDS )

A S K ( Attitude , Skill , Knowledge)

HOW CUSTOMER CARE ?

VARIOUS TECHNIQUES

COURTEOUS BEHAVIOUR

PATIENT HEARING / EMPATHY

QUALITY vis-à-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

‘20% customers give 80% revenue.’

‘20% unsatisfied customers make 80% harm.’

POPULAR CONCEPT (Pareto)

CATEGORIES OF CUSTOMER

Delighted Customers

Satisfied Customers

Dissatisfied Customers

REMEMBER

What you

Provide < = >

What you

Promised

and/or What

They Expected

Dissatisfied Delighted

Satisfied

“ Customer satisfaction is no longer good enough to survive today’s 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 all’s now OK

+ 1 telephone call to ensure the customer’s 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. STORES WING Issue of stores e.g. Cables, Instrument,Drop Wire,TSF kits etc.

Area Manager, TDMsDE / External

2. TRAINING CENTRE Training Courses, Seminars Participants, Field Managers & others

3. ACCOUNTS Fund, Salary & Bills Different Units, All Staff & Officers

4. STAFF / RECRUITMENT UNIT

Posting, Transfer, Increment & Retirement

All Staff & Officers

5. INSTALLATION / PLANNING UNITS

Issue of Specs, Exchange Installation & Expansion of Exchange Capacity

Area Managers, DETs etc

6. WELFARE UNIT Beneficiary Schemes, club, sports & culture

All Staff & Officers

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

drudgery

Self Image Building

EMPLOYEES ARE COMPANY’S 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 peoplerefuse to believe thata strange new thingcan be done,then they begin to think it can’t be done.

Then they see itcan be done.Then it is doneand all the worldwonders why it wasnot done before

CHANGE WITH CHANGE

SWOT ANALYSIS

CONVERT

THREATS WEAKNESS

OPPORTUNITIES

STRENGTH

‘Purpose of a business is to find and keep

customers’(Unknown)

 

‘A man without a smiling face must not open a shop’

(Chinese proverb)

BE PASSIONATE

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

FACT: It takes 12 positive service incidents to make

up for one negative incident.

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.

FACT: 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: 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.

______________ 

 SmileAcknowledge customers within 30 seconds (smile, eye contact, say ‘Hi’)

Speak to customers within 1 minute

Answer telephone before its 4th ring

Redress a customer’s concern immediately

Keep any promisesUse customer’s nameSeek customer feedbackSmile (Peter Kenyon)

THE ESSENTIALS

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

Online Gaming

DVR

PC

Instant Messaging, P2P Voice, Video &

File Sharing

Music Downloads

Lap Top

High Speed Internet

Telephony

Video Surveillance

Online Purchase

Residential Gateway i.e. ONU

PON

OLT

Internet

PSTN

Provider’s IP Backbone

Central Office

NAS

Video Servers

Storage Servers

Sensors &

Detectors

IP TVIP TV

Online GamingOnline

Gaming

DVRDVR

PCPC

Instant Messaging, P2P Voice, Video &

File Sharing

Instant Messaging, P2P Voice, Video &

File Sharing

Music Downloads

Music Downloads

Lap TopLap Top

High Speed Internet

High Speed Internet

TelephonyTelephony

Video Surveillance

Video Surveillance

Online Purchase

Online Purchase

Residential Gateway i.e. ONU

PON

OLT

Internet

PSTN

Provider’s IP Backbone

Central Office

NAS

Video Servers

Storage Servers

Sensors &

Detectors

Sensors &

Detectors