Interim Report

Name: Priyanka Manchanda

PRN: 13020741097

Title of the Project: CUSTOMER & RETAILER LIFECYCLE
MANAGEMENT AND INCREASING THE EFFICIENCY OF
TELECALLING SO AS TO INCREASE THE PROFITABILITY
OF THE COMPANY



Progress Report:
MTS India is an Indian subdivision of Russian Mobile
Tele Systems Telecommunication Company
headquartered in New Delhi, India. It provides wireless
voice, broadband Internet, messaging and data
services in India. MTS India is a subsidiary of Russian
conglomerate Sistema and operates across India with
over 16 million customers.
As a marketing Intern I have to work for improving
customer and retailer lifecycle management so as to
understand the perceptions of customers towards
different offers and their satisfaction with the services
offered by MTS in particular and to segment the
customers according to their usage so as to target
them.
The ongoing processes Im involved in are as follows-
1) Studying the market potential of MTS in comparison
to other operators and also the plans provided by
MTS with respect to other operators by conducting
marketing surveys aswell as interviewing the
customers aswell as the retailers all over Delhi to get
useful insights regarding the customer behavior.
2) Travelling to different zones(east Delhi and a bit of
south Delhi covered till now) to tell the
retailers(divided on the bases of priority based on
the revenue they earn for MTS) how they are doing
and if their sales have increased with respect to last
year then boost their confidence and tell them how
to earn more commission which in turn will increase
the sales and bring in more revenue for the
company.
Otherwise if the sales are down with respect to last
year tell them ways how they can improve and
increase their commissions like the other retailers
are doing.
3) Market the activity of MTS providing the best offers
for customers for both voice and data.Make the
retailers aware about the online portal 9958 which
will help them earn more commission and also
upgrade the customers for a higher recharge which
will increase our sales and revenue

4) Improve the relationship with the retailers by
getting their feedback on how our service can be
improved and what do they expect from us,if they
are having issues with providing our service note
them down and tell that to the concerned
authorities.Inform them about the regular offers
and provide them with MTS goodies.And add
posters of MTS wherever required.
5)Provide regular visits to the telecalling agency which
deals with our entire customer base and inform them
about the expiration of their recharges and provide
them with the best offers and schemes available.Also
note their complaints and maintain monthly record of
the recharges done.
6) In order to increase the efficiency of telecalling
notice the productivity of all the telecallers,note down
their telecalling pattern,and communication skills
whether theyre able to provide the customers with
the required information.Also improve their speed and
quality.
7) The project also involves customer engagement via
telephone,mails to know the customer perspective for
our product whether the customer is interested in the
product and whether its selling as expected in the
market.and if its not,then list the possible reasons and
alternatives for the same.
8)The project requires to be in constant touch with the
BRs(Branded Retailers) to bring out maximum sale of
the offers to the customers

Main Learnings:
1)CLM will ultimately help me in finding out the
untapped markets and how to exploit it to the fullest
and to the advantage of the company by directly
seeing the customer behavior and finding out their
needs
2) Also this project will help me understand how to
communicate effectively in the already cluttered
telecom market and help the company to extract
revenue from the target customer.
3) The project also involves CLIENT ON-BOARDING i.e.
pitching to the customers and is one of the most
critical functions for an organization as it directly
impacts client experience, servicing and relationships -
all of which, in turn, impact profits
4) The Purpose of the project studying Customer
lifecycle management through Retailers is to
understand the perceptions of Branded retailers (BRs)
towards different offers and satisfy them with different
offers by studying their behavior. This would help us in
generating extra revenue for the company as well as
the Branded Retailers (BRs).
5)I learnt that by being in constant touch with the BRs
to bring out maximum sale of the offers to the
customers the retailers feel a lot more satisfied and
try their best to increase their sale as well as their
commission
6) Airtel and Vodafone have dominated the telecom
market for years,competition for MTS is huge
7) Giving small retailers good hoardings and posters of
MTS which highlights and markets their stores makes
them more loyal towards our brand.


Challenges faced:
1) Since AIRTEL and Vodafone have dominated the
telecom industry for years so its very difficult to
gather interest of retailers towards MTS and to make
them listen to our offers and be loyal towards the
brand.
2) Theres a shortage of manpower in the telecalling
agency,MTS needs to hire more agencies to as to
provide a vigorous and satisfactory service to the
customers.
3) Theres a huge need to improve the budget of
marketing and advertising of MTS since the
competition is doing an aggressive marketing
4) MTS needs to get into the GSM market since CDMA
is very limited in itself and has a very less market
share.
5) There should be improvement in the schemes
offered by MTS like offering some combo schemes
along with their handsets so that the customer is
compelled to buy it.
6) Theres a lot of unskilled labour which needs
improvement in telecalling as well as marketing.