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CRM Strategy Implementation
at Mobilink GSM
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CRM Strategies and Their Outcomes
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1/15/2010
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Background and Introduction:
Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, started its operations in 1994,
and has become the market leader both in terms of growth as well as having the largest
customer subscriber base in, Pakistan - a base of over 24 million and growing. We pride
ourselves on being the first cellular service provider to operate on a 100% digital GSM
technology in Pakistan that also provides state-of-the-art communication solutions to its
customers.
Mobilink offers exclusively designed tariff plans that cater to the communication needs of a
diverse group of people, from individuals to businessmen to corporate and multinationals. To
achieve this objective, we offer both postpaid (Indigo) and prepaid (JAZZ) solutions to our
customers. Compared to our competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands
are the largest brands of their kind in the Pakistan cellular industry.
Mobilink provides the most extensive network coverage footprint across Pakistan through an
integrated technology infrastructure in more than 5,000 cities, towns, villages, and countless
remote destinations, including International Roaming in 110 countries through 300
partner operators.
The company directly employs over 4,000 people and has the largest distribution network
with 200,000 outlets across Pakistan. Mobilink corporate social responsibility program
contributes significantly in key areas of health, education, social uplift and cultural development
causes in Pakistan and the company is the official cellular service of the Pakistan Cricket Board.
Mobilink is the only corporate in Pakistan to issue a 'high-yield' bond worth US$ 250 million in
the International Market and has portrayed a positive image of the country as a secure
destination for business activity.
Tariff Plans
How you express yourself, defines who you are. With indigo, not only can you express more with
exclusive value-added services, but also enjoy more choice in plans and discounted airtime
rates. Contoured to become part of your expression, indigo ensures that you derive utmost value
out of all your communications, and feel free to be yourself.
one hundred
If you want to enjoy postpaid privileges with the least amount of line rent, this package is for you.
Welcoming you aboard the postpaid lifestyle, i-one hundred also offers the best SMS rates
keeping in mind your utmost convenience
Details Tariffs
four hundred
For those who want to spend less and talk more. Postpaid affordability comes into play with i-four
hundred, where you start enjoying free minutes and a competitive tariff – for an indigo experience
attuned to your monthly usage
Details Tariffs
nine hundred
An ideal package if you are seeking a blend of value and economy. A package that not only gives
you more FREE minutes, but also FREE GPRS usage
Details Tariffs
Line Rent Rs. 900
fifteen hundred
For the best call rates and utmost value for money. This package features 1500 FREE minutes
and even more FREE GPRS usage – so you can enjoy sheer comfort in making strong
connections
Details Tariffs
unlimited
For power users who want to live the connected dream. Bundled with maximum free minutes, free
data services and the best call rates; i-unlimited has all what it takes to be the choicest tariff plan
for extensive usage
Details Tariffs
Basic Premium
Other Operators
1200 1200
(Mobile)
Other Operators
1000 1000
(Landline)
Rs. Rs.
Call Mobilink
0.30/min 0.30/min
Rs. Rs.
Other Operators
1.05/min 1.05/min
In Prepaid package Jazz, is being offer to those who are not heavy users of the mobile phones.
Jazz One
One network, one nation, one rate … one brand, Jazz! Introducing Jazz One, which proves
that it pays to be part of the biggest network in Pakistan.
Based on the premise of simplicity, Jazz One truly brings our promise of freedom to life. The
freedom to call anyone, anytime, anywhere at the lowest rates ever.
Details Rates
Jazz Budget
Jazz budget is now more powerful than ever with an amazing package, and a completely fresh
look! Offering remarkable rates and package features, it is the best way to stay in touch with
millions of Mobilink family members in Pakistan.
Details Rates
Jazz Easy
Welcome to the world of Jazz Easy, the most affordable package that provides access to the best
rates to call across Pakistan. Jazz Easy customers can not only enjoy calling at amazingly low call
rates for Mobilink numbers, they also benefit tremendously from the fabulous rates to call on any
other network.
Bond with the best rates with Jazz Easy!
Details Rate
For the first time ever, a package designed especially for ladies – Jazz Ladies First is your
command on the very best. From sizzling recipes to tips on looking your best are all an SMS away.
Remarkably low calls rates.
Women around the globe love to talk for hours on end, and Jazz understands this need to the
fullest, thus introducing its brand new revolutionary offer, where you can talk for as low as Rs. 5 /
hour! This enticing new offer is surely every woman's dream come true, bringing forth a product
that will now satiate their desire to talk more and more for hours.
Details Rates
Calls to Any Mobilink number (11pm - 7am) Rs. 5.00 / hour (1,2)
Calls to all mobile networks & Landline numbers Rs. 2.50 / min
in Pakistan
Jazz Octane
Jazz Octane Tariffs
Details Rates
Calls to all mobile networks & Landline numbers Rs. 1.25 / 30 sec
in Pakistan
Taking another step forward in offering greater value-addition during the roaming experience,
Mobilink now allows both outbound and inbound international roamers the opportunity to earn
miles/points simply by making mobile phone calls. In collaboration with Travelling Connect,
Mobilink is the first and only cellular operator in Pakistan to offer such a loyalty program
specifically for the benefit of international roamers.
Mobilink subscribers need only register with Travelling Connect as well as any loyalty program
given below. Upon manual network selection of participating mobile networks when traveling
abroad, subscribers will then be able to earn value points. Through this initiative, Mobilink also
provides inbound roamers (foreign visitors) the opportunity to earn value points on the respective
loyalty programs while in Pakistan.
Yet again, Mobilink introduces first-of-its-kind product that will provide unparalleled convenience to
thousands of Pakistanis who send and receive money orders through the Pakistan Post Office. All
those people who had to wait for days for transaction completion can finally avail instant money
transfer via Mobile Money Order (MMO) service by Mobilink.
So now all one needs is a Mobilink connection and a Mobile Money Account to send and receive
money orders conveniently and immediately.
Service Features
MMO allows you to perform the following basic functions
1. Cash Deposit: Depositing money in Mobile account
2. Cash Withdrawal : Taking out money from Mobile account
3. Transfer Money: Sending money to someone
4. Balance Check: Checking available amount in Mobile account
In order to be able to use this service you need to register first. However, you may receive money
sent by other registered customers to you even without registering. To view details for each of
these functions check FAQ section.
The first step to building a firm CRM foundation is implementing a comprehensive data
management system that will clean, integrate, de-duplicate, and segmented data. Additionally
the data management system should track and produce useful metrics like customer buying
behavior over time and reveal propensity to churn, and an accurate ROI for any marketing
campaign launched. This is challenging step and requires a team that possesses strong data
management, statistical, and financial-analytical skills.
The second step is operational. Once this data is captured, hygienically processed and
segmented, it must then be delivered to sales, customer/client service, and any other customer-
facing channel. This lets employees know which appeals will apply to which customers will add
the most value.
The third, and perhaps most difficult, is shifting the entire organization's attention from acquiring
new customers to maximizing the lifetime value of current customers.
Restructuring the Chinese telecom industry... will it bring sustainable 'rational competition'? That
waits to be seen. However, tested across the world are CRM strategies that have proved
successful in the past, and when applied to China's maturing telecom industry will no doubt
promote competitive advantage across the board, while simultaneously improving the customer
experience.
Dovetail CRM delivers a comprehensive package that includes customer service and support,
logistics management, web services, customer self service, and knowledge management
capabilities. We are experts at closing the gap between where you are and where you need to
be. Our web-based, customer-driven solutions are easy to customize, highly scalable, and can
seamlessly integrate into existing enterprise applications.
Today, when investing in technology solutions and services, it’s all about product agility with a
low TCO (total cost of ownership) and a measurable ROI (return on investment). Dovetail CRM
delivers this and more. Our solutions will increase productivity, lower costs, improve customer
satisfaction, and extend both the life and usefulness of existing Amdocs/Clarify deployments.
This, combined with our impeccable professional services, translates to a no risk solution to
your legacy Amdocs/Clarify CRM problems.
CRM Implementation Road Map: Part 3 -- Global Rollout CRM Implementation Road
Map: Part 2 -- Pilot Programs
Interview #1
Question: Sir how did you find Customer care while using Jazz
MOBILINK is getting worst in terms of services in case of both prepaid (Jazz) &
post paid (indigo). The worst thing is that even their help line is out of order many times. You
won't believe the message it says while dialing 111. it is "Sorry this is not a valid number"
Just imagine what kind of company is this...!
When the company is informed about this, they just make shit commitments...
In their recent ad they claim to be the best customer care company but in reality they are the
worst...
Another important matter is the theft of balance. I & few of my friends have many times
experienced this type of balance deduction from MOBILINK.
Shame on you MOBILINK officials.
My suggestion is that MOBILINK should close telecom business and open a club where not only
they can enjoy like before but can also continue robbing people in different ways. (Which they
are master in)
I have converted my number to another network which is even better than MOBILINK and I also
suggest other to do the same...
Interview # 2
Question: Madam, how much you are satisfied with the complain handling of Mobilink?
A helpline which always responds but what's the use. Each time you call, they
say your complaint has been forwarded. Next time when you ask the status, they have nothing
and again repeat the same old questions and all. No matter how many times you call the
complaint is just forwarded, I wonder where it's forwarded to? The dust bin?
Interview # 3
Interview # 4
Question: Sir, how did you find after sales communication of Mobilink?
It's been 2.5 years that I've been requesting Mobilink customer service to update
my address in their database, still to no avail. It's strange that I receive my bills on the right
address but any other communication from other departments goes to my old Karachi address.
This shows that their system is not computerized with a central database as they claim. I've
made formal complaints at least half a dozen times and twice they even called me back to
confirm it has been updated. Yet it stays the old one to date. I've given up now. What is one to
do?
Interview # 5
Question: Ma’am, while using Indigo how did you find the VAS of Mobilink?
Mobilink is a huge company worth more than $2 billion. It started off really
small. They have earned all their money from here from Pakistan. Since past 2 months when I
am talking after few minutes I start getting my voice back (not every time at least 3-4 times a
day). I hate it and then I have to call them back Mobilink earns that way. They don’t' give you
your 100% discount minutes. They cheat over all. They don’t' care about indigo people and are
more after those JAZZ people. They spends millions of $ in those stupid ads like JAZZ BUDGET
and they can't improve or invest that money on their service. I mean people will use Mobilink if
they have good rates and good service. Mobilink is more expensive than all the other brands
even though they have this terrible service. I am using Mobilink since 2000 and I think I will
change it. I give them Rs. 10,000 every month. They have no gift system. Like my friend got 880
points from Warid after good billing. But Mobilink doesn't cares at all. Last month I lost 2000
points and then I called them up and got my points back. They cheat like I said. And they have a
terrible service.
Competitors of Mobilinkgsm
1. Ufone
2. Telenor
3. Warid
4. Zhong
5. Instaphone
Recommendations
The eCRM storm has begun and executives in every major telco company will have to formulate
and execute eCRM strategy rapidly in order to keep up with competition. eCRM is a new
chapter in Customer Relationship Management. eCRM allows companies to build one - to - one
relationships with millions of customers(www.cio.com). Through numerous interactions,
companies provide on - going value to customers and gradually gain their confidence, trust and
loyalty.
Today the Internet is a given, the web is a significant economic and social force, and email is the
predominant form of written business communication. With the development of technology, new
elements will be added into eCRM, such as wireless. These technologies are no longer options
for businesses to consider; rather, they are fundamental components of the business
environment - requirements for any business that is to grow and thrive in the New Economy.
Ignoring any of these components of the New Economy may mean disaster for a company
Interview 1:
sir:
please please please tell me how can i register my ufone no through
sms,,????????????????????/ i m waitng fr your reply ,,please
Interview 4:
mubbashir
yeh number mujhe tang karte rehti hai 03363015038, 03313378514, 03363805720,
03313378379, 03322845314,03313371860,,3313778682.. yeh number hai jo mujhe din rat
mujhe tang karte rehti hai plzzzzzzzzzzz un ko block karo warna main yeh sub number army
main do ga bohat dafa un number ki complent b ki hai muger kohe asar nahe parta akher
QQQQQQQQQQQQQ.....................
Interview 5:
Interview 6:
Bad/Poor service
it is very difficult to get a straight connection. i always have to dial any number 2 or 3 times
before my call is connected. moreover the voice quality is very poor, it breaks very often. maybe
i have to jump of a plane to get a clear voice. if ufone could spend a bit more on service quality
than tv ads. (the ads are good, but my idea of a mobile connection is to be able to make calls). if
this keeps up i will change my connection to some other network and will take my friends and
family with me. WAKE_UP UFONE PEOPLE
Telenor CRM related Customer Issues:
Interview 1:
Complaint
mai telanor prepaid sim use kar rahi hun but kuch month se koi meray number ka data nikal
raha hai mujhay ye maloom karna hai k kon nikal raha hai or konsay frnchiz se.sim mera hai
phir q kisi ko ijazat dyty hai aap log k data nikaly.mujhay is se buhat barha masla hogaya hai is
ka zemedar kon hai?
Interview 2:
Interview 1:
Customer Service
Impolite and inefficient.
first the wait time was 5 min and zero sec then 5 min 4 sec then 5 min 12 sec then 5 min and 13
sec. i had to wait for like 7 mins to talk to a representitive and mr taimoor was a rude man. All he
did was to forward my call and now i have to wait another 24 hrs for problem that has persisted
for more than 3 weeks, and this was my second call and to add insult to injury i had to pay for all
that bull crap.
Interview 2:
TEASING ME
Aslamu Alaikum.
Sir please take an action against this no 0322-5256324.
Sir this no is calling me since a night and when i receive call nobody speak, i have call him/her
after his regular calling but he/she did not receive my call.
Sir I request pls do some thing Becuase we are realy in trouble due to this no.
Sir when You reply me,I'll send you my warid no on he/she was calling. Sir i hope you check
his/her call history that which no is used by him/her only the purpose of teasing.
I am thanksful to you.
Sheraz.
Interview 4:
i am facing problem
dear sir
i , m facing problem due to this number. 0322.7401300.
It is teasing me alot via missed calls/sms
so please block this number.
thanks and regards.
usman ghani
Interview 5:
www.scibd.com
www.google.com
www.wikipedia.com
www.mobilinkgsm.com
www.ufone.com
www.telenorpk.com
www.waridtel.com
www.dovetailsoftware.com