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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 MULTI PLI CIT Y

Su ppli ers ’ Ma rk et
 

 
Buyers’ Ma rket
 

CHOIC E I S THE ESS ENCE


CUSTOMER CARE

AS A

LIFESTYLE
Traditional organization chart

Customers
Top
manage
ment C C
Front-line people
u u

s s
Middle management
t Middle management t

o o
Front-line people
m Top m
manage
e e
ment
Customers r r
s s

Modern customer-oriented organization chart


All profi t comes from customers
So if no customers = no profit
and no profit = no business
then no customers = no business

Therefor e customers ARE the


bus iness
“ 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 IN TERE STIN G 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.
DEVEL OP
CU STO ME R LO YALI TY
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 ?

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


WH AT AR E CU STOM ERS ?

 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.’


CATE GO RIES OF
CUSTO MER

Delighted Customers

Satisfied Customers

Dissatisfied Customers
RE MEMB ER

What you
What you Promised
Provide < = > 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
Delig ht = Expecta tio n +
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. INTERNAL SERVICE PROVIDER NAME OF SERVICE WHO ARE THE
No. CUSTOMERS

STORES WING Issue of stores e.g. Cables, Area Manager, TDMs


1. Instrument,Drop Wire,TSF DE / External
kits etc.
TRAINING CENTRE Training Courses, Seminars Participants, Field
2. Managers & others
ACCOUNTS Fund, Salary & Bills Different Units, All
3. Staff & Officers
STAFF / RECRUITMENT Posting, Transfer, Increment All Staff & Officers
4. UNIT & Retirement
INSTALLATION / PLANNING Issue of Specs, Exchange Area Managers,
5. UNITS Installation & Expansion of DETs etc
Exchange Capacity
WELFARE UNIT Beneficiary Schemes, club, All Staff & Officers
6. sports & culture
Self Image Building

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
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 people
refuse to believe that
a strange new thing
can be done,
then they begin
to think it can’t 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 OPPORTUNITIES

WEAKNESS 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

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
CT: 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.

CT: Businesses with low service quality lose 2%


market share a year. Those with high service
quality gain 6% market share a year.

CT: Businesses providing quality service can charg


up to 9% more for their products and services

CT: It costs 6 times as much to gain a new custom


as it does to keep an old one.

CT: 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 customer’s concern
immediately
Keep any promises
Use customer’s name

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
Online
IP TV Purchase

PC

Video
Internet Surveillance
DVR Music
Downloads
O Residential
L PON Gateway
PSTN
T i.e. ONU

Central NAS
High Speed
Provider’s IP
Office Internet
Backbone Sensors
&
Storage Detectors
Servers
Video
Servers Lap Top
Instant
Telephony Online Messaging, P2P
Gaming Voice, Video &
File Sharing