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Project Title STUDY ON MOTIVATIONAL THEORIES USED IN 24/7 CUSTOMER PVT LTD

EXECUTIVE SUMMARY The Project aims to study the Motivational Theories used at 247 Customer Pvt Ltd. The objective for the study is to understand the motivational concept used in the company, which not only aims to achieve the Organization goal but also focus on employee satisfaction.

1. INDUSTRY PROFILE
BPO stands for business process outsourcing. It involves outsourcing of operations and responsibilities of any business to a third party. It can be also said that the company has replaced inhouse services and hired an outside firm for hiring its services. The back office functions, like accounting, finance, writing and human resources are some of the services done through the business process outsourcing by the firms. Most of the BPO jobs are technology based and are popular as ITES-BPO jobs. ITES is used for Information Technology Enabled Services. Other sub-segments of business process outsourcing industry are Legal Process Outsourcing (LPO) and Knowledge Process Outsourcing (KPO). The BPO industry is India is one of the major job providers. It offers jobs not just to first time job seekers, but also too retired professionals and persons working from home. Most of the BPO industry in India caters to multinational corporations of the west. Other nations like Philippines, China and South Africa have BPO vacancies; Indian market enjoys a commanding position when it comes to outsourcing jobs. Most of the BPO jobs are concentrated in big cities like Hyderabad, Bangalore, Chennai, Pune, Mumbai, Kolkata, Patna and the capital, New Delhi. Companies are now outsourcing from small towns of India. The BPO industry is expected to expand in 2012 to small towns and villages. Most of the outsourcing jobs in the India are by the United States and European multinational companies. AsiaPacific also hires services from Indian companies. Most of the outsourcing jobs are for financial functions. Call Center Jobs are an Important part of the BPO Industry. Talk about BPO industry and the call-center jobs come to mind. These jobs attract the students and entry-level professionals. According to surveys, about 70% of the outsourcing jobs earning is from call centers. These jobs provide employment and good money. Besides, industry exposure, new career path and good working environment are other facts, which make call center jobs attractive. These jobs do not require any specialized degree or prior experience. BPO Industry in 2012 The BPO Industry is expected to create more job opportunities in the country. Small towns and rural areas are improving their infrastructure and setting up BPO units. Cheap labor and untapped skilled professionals in these regions are the new markets for the BPO firms. According to the National Association of Software Services and Companies (NASSCOM), the geographical location, large pool of talent and positive work-place policy helps the BPO Industry to grow and expand. In addition, the ability to provide uninterrupted services is another good reason for the BPO industry to flourish.

FY2012 is a landmark year while the Indian IT-BPO industry weathered uncertainties in the global business environment, this is also the year when the industry is set to reach a significant milestone aggregate revenue for FY2012 is expected to cross USD 100 billion. Aggregate IT software and services revenue (excluding hardware) is estimated at USD 88 billion.

Information technology (IT) industry in India has played a key role in putting India on the global map. IT industry in India has been one of the most significant growth contributors for the Indian economy. The industry has played a significant role in transforming Indias image from a slow moving bureaucratic economy to a land of innovative entrepreneurs and a global player in providing world class technology solutions and business services. The industry has helped India transform from a rural and agriculture-based economy to a knowledge based economy. Information Technology has made possible information access at gigabit speeds. It has made tremendous impact on the lives of millions of people who are poor, marginalized and living in rural and far flung topographies. Internet has made revolutionary changes with possibilities of e-government measures like e-health, e-education, e-agriculture, etc. Today, whether its filing Income Tax returns or applying for passports online or railway e-ticketing, it just need few clicks of the mouse. Indias IT potential is on a steady march towards global competitiveness, improving defense capabilities and meeting up energy and environmental challenges amongst others.

BPO Industry in future -

IT-BPO services will be instrumental in the economic and social rise of India in the coming decade. As a result, the domestic IT-BPO market is expected to grow in parallel with the growth of the Indian economy. The upbeat domestic IT-BPO (excluding hardware) spending trend will continue in FY2013 as the industry is expected to grow at 13-16 per cent. IT-BPO exports is expected to grow 11-14 per cent in FY2013.Suitably exploiting these emerging opportunities both in the global and domestic markets can help India reach USD 100 billion in IT-BPO (excluding hardware) revenues by FY2013, an overall growth of 12-15 per cent.

2. COMPANY PROFILE

2.1 Background and Inception of the company


24/7 Customer is Headquartered in Silicon Valley, USA, 24/7 Cusomter is a global online technology and operations company with over 9,000 employees worldwide. 24/7 Cusomter was founded in April 2000 by P V Kannan and Shanmugam Nagarajan and was later funded by Mike Mortiz. 24/7 Customer provides full-spectrum consulting, technology and business process outsourcing solution. In a crowded and intensely competitive marketplace for such offerings, we have built a reputation and core differentiating attribute around our unique Business Outcomes-based model. Armed with over three decades of IT Services experience and our distinctive philosophy of Accountable for Clients Business powered by the iTOPS (Integrated Technology and Operations) platform, our multi-location global organization consistently delivers effective solutions to over 300 active global clients, including a large number of Fortune 1000 companies. Our customer footprint spans across verticals like: banking & financial services; insurance & healthcare; life sciences; manufacturing, retail, distribution & logistics; media, entertainment, leisure & travel; communication, energy & utilities; federal government; and independent software vendors. Our comprehensive portfolio of services includes application development and management, verification & validation, enterprise application solutions, infrastructure management, customer interaction services & business process outsourcing, product & engineering solutions, and business & technology consulting.

24/7 Customer has a 9 contact centres and they are located in India (2 delivery centres), Philippines (4 delivery centers) and 1 each in Guatemala, Nicaragua and China, which deliver services in nine different languages to customers across North America, Europe, Asia and Australia. 24/7 manages over 2.5 Billion interactions through its 9 global contact centers and has transformed over 20 million of these interactions into predictive experiences using its Px platform. 24/7 Customer. develops online predictive technologies through integration of SaaS and contact center operations which enables them to deliver customer service in real time. 24/7 transforms customer interactions of large telecom, financial services, retail, technology and travel companies from traditional contact channels such as phone and email to predictive and personalized online interactions.

2.2. Nature of Business


IT service management or IT service support management (ITSM or ITSSM) refers to the implementation and management of quality IT services that meet the needs of the business. IT service management is performed by IT service providers through an appropriate mix of people, process and information technology.

24/7 Customer, our goal is to make it simple for consumers to connect with companies to get things done. Our software platform and consumer-focused design leverage big data to help companies anticipate, simplify, and learnand by so doing, provide smarter and more effective multi-channel customer service. A new framework is needed. Three pillars define our unique approach to reinventing consumer focused customer service:

Anticipate We make consumer interactions intuitive by predicting what people want and giving them an easy way to get things done in the channel of their choice. Our predictive technology leverages big data to provide companies with real intelligence about their consumers based on identity, location, behavior and analysis of massive amounts of data from historical interactions. Our technology delivers this predictive power to your online, speech, and mobile self-servicechannels, as well as to your chat and voice agents. The result is a truly personalized approachone thats completely relevant to the context of the moment and the tasks your consumers are trying to complete.

Simplify We make things easy for consumers by seeing the world from their perspective. Our sophisticated technology delivers a simplicity that allows people to engage in an intuitive way with the companies they do business with and get the answers they need. Our software initiates a set of interactions that provide an immersive experience across channels, devices and modes of inputfrom online, speech, and mobile self-service to chat and beyond. Its all about removing potential pain for consumers and replacing it with magical efficiency.

Learn Our software learns by using big data that enables enterprises to continuously understand more about their consumers. Its an interactive intelligence that powers insights and improves consumer experiences by building on the pastand ensuring that every new interaction, with each individual, gets better all the time.

2.3. VISION, MISSION AND QUALITY POLICY Our Vision 'Changing the rules to deliver high-impact outcomes for a new technology-enabled world.' Our Mission 3-30-3-1 The specific milestones we must achieve by 2017. 3 - $3 billion in revenues 30: 30% of total revenue from Business outcomes Contracts 3: Amont the top 3 in the preferred employers list. 1: No.1 in earnings growth Quality Policy 247 Customer capitalizes on the strength of our numerous combined synergies and core capabilities including: deep domain and delivery expertise; focus on micro-verticals; suites of IP-led solutions, methodologies and frameworks; technology alliances and service partnerships; secure & scalable delivery infrastructure across geographies; and mature quality management based on ISO, SEI-CMMi, Six Sigma, ITIL and COPC standards; to be an effective and reliable transformation partner to our varied client base. 2.4. Products and Services At 247 Customer we think about consumers and the journeys they take to get things done with a company. We build software applications that simplify the common journeys a consumer undertakes.

A consumer journey is a series of interactions that lead to a specific outcome for the consumerone that can be as complex as resolving questions about a first bill or as straightforward as a credit card fraud alert. Our application suites, powered by our 247 Predictive experience Platform, are tailored to industry-specific consumer journeys. These applications resolve the common issues that cause problems for the consumer and escalate costs for the enterprises. The [24]7 platform powers these interactions across all your selfservice and agent-assisted channelsonline, speech, or mobile. The list of Services are

Industry Solutions Communications Bill Inquiry Financial Services Fraud Alert Travel Flight Re-accommodation Retail Inventory Check Technology Technical Troubleshooting

2.5. Area of Operations Globally

HEAD QUARTERS

1. United States of America 2. United Kingdom 3. Australia


DELIVERY CENTERS

1. 2. 3. 4.

Bangalore Hyderabad Manila Center 1, Philippines Manila Center 2, Philippines

5. Guatemala 6. Nicaragua

2.6. Ownership pattern

Board of Directors

PV Kannan - Co-founder and Chief Executive Officer Shanmugam Nagarajan - Co-founder and Chief People Officer Michael Moritz - Managing Member at Sequoia Capital Ram Shriram - Managing Partner at Sherpalo Ventures, LLC George Shaheen - George Shaheen

2.7. COMPETITORS INFORMATION

Aegis Global Solution IGates Solution Wipro BPO Accenture BPO Convergys India Pvt. Ltd. IBM

2.8. Infrastructural facilities: 247 Customer Pvt ltd is located on Embassy Golf Link Business Park, near Domlur is surrounded by various companies in the vicinity. The locality is entrusted with good amenities which is necessary for the existence of a company. The facilities are: Front office reception Conference rooms Help Desk Separate work floor for different division/department Spacious cubicles with computer and laptop facilities Office has complete access to internet thru Wifi connectivity

Cafeteria Library Rest rooms Logistic & Transport space area Systematic parking arrangements Separate storage area for files ATM facility. Recreation centre (Gym & Indoor games) Wellness centre (Clinic & Beds available for relaxation) Auditorium Upgraded computer systems & Server rooms

2.9. Awards and Recognition:

247 Customer Ranks in Top 50 on Forbes Americas Most Promising Companies List
[24]7 is Changing the World of Customer Service by using Big Data and Prediction to Make Customer Interactions Simple.

Speech Technology Magazine Star Performers, 2012


Selected for the smart pairing, combining Microsoft and Voxify with [24]7 for multimodal self-service and customer care.

2011 Ovum Decision Matrix: Hosted Speech Applications in North America


Voxify, now part of [24]7 Inc., was recognized in Ovums shortlist as the top speech application vendor. The award included the highest ranking in the Technology Assessment part of the decision matrix.

2010 Ovum Decision Matrix: Selecting a Speech Applications Vendor


Voxify, now part of [24]7 Inc., was recognized as the top speech application vendor. This recognition included the highest overall technology assessment score and was awarded after an extensive evaluation of its solution maturity, interoperability, and data integration.

2010 Winner Speech Self Service Suite


Voxify, now part of [24]7 Inc., secured the top spot this year among a pool of more than 30 vendors. The company led the field in customer satisfaction and its ability to integrate and also received high marks for its ability to customize.

2010, [24]7 earns patent for a ground-breaking technology in customer interactions


[24]7, the pioneer in predictive interaction solutions, announced today that it has received a patent from the United States Patent and Trademark Office (USPTO) for its innovative customer contact management system. This pioneering system redefines the way a company interacts with its customers across devices by transforming reactive contacts into smart interactions. [24]7 Inc. has built its predictive interaction platforms based on the technology described in this patent.

2.10. Work Flow Model


Usually H R is a major function in any organization. As its name suggests, its intervention in over all organizational functions where ever Human Resources are involved, its from recruiting any resource till the exit. Human resource Department actually bridges the gap between Employee and Management in terms of expectations, revenue etc., However the main revenue of the company is received from non-core processes. There will be following work flow chart

2.11 Future growth and Prospects Visual Speech is mobile solution for IVR. It is the smart multimodal solution that enables speech, touch, and visual display in interactions. It makes customer service and sales interactions simple by extending your IVR to a mobile web experience. Benefits of this technology Increases clients business from 50- 70 % Enables in decision making Improves efficiency in service Interactive voice response (IVR) is a technology that allows a computer to interact with humans through the use of voice and DTMF (Dual tone Multi- Frequency Signaling) tones input via keypad. 24/7 Customer has adopted this technology.

In telecommunications, IVR allows customers to interact with a companys host system via a telephone keypad or by speech recognition, after which they can service their own inquiries by following the IVR dialogue. IVR systems can respond with prerecorded or dynamically generated audio to further direct users on how to proceed. IVR applications can be used to control almost any function where the interface can be broken down into a series of simple interactions. IVR systems deployed in the network are sized to handle large call volumes. IVR technology is also being introduced into automobile systems for hands-free operation. Current deployment in automobiles revolves around satellite navigation, audio and mobile phone systems. The McKinsey 7S model was named after a consulting company, McKinsey and Company, which has conducted applied research in business and industry. The McKinsey 7S Framework was created as a recognisable and easily remembered model in business. The seven variables, which the authors term "levers", all begin with the letter "S". These seven variables include structure, strategy, systems, skills, style, staff and shared values.

1. STRATEGY-

Strategy is the plan of action an organisation prepares in response to, or anticipation of, changes in its external environment. The plan devised to maintain and build competitive advantage over the competition. Strategy is differentiated by tactics or operational actions by its nature of being premeditated, well thought through and often practically rehearsed. It deals with essentially three questions 1. Where the organisation is at this moment in time? 2. where the organisation wants to be in a particular length of time and 3. How to get there. Thus, strategy is designed to transform the firm from the present position to the new position described by objectives. 2. STRUCTUREStructure is defined as the skeleton of the organisation or the organisational chart. Business needs to be organised in a specific form of shape that is generally referred to as organisational structure. Organisations are structured in a variety of ways, dependent on their objectives and culture. The structure of the company often dictates the way it operates and performs. Traditionally, the businesses have been structured in a hierarchical way with several divisions and departments, each responsible for a specific task such as human resources management, production or marketing. Many layers of management controlled the operations, with each answerable to the upper layer of management. Although this is still the most widely used organisational structure, the recent trend is increasingly towards a flat structure where the work is done in teams of specialists rather than fixed departments. The idea is to make the organisation more flexible and devolve the power by empowering the employees and eliminate the middle management layers.

3.SYSTEM
It is a standard method set up to achieve or perform a set of activities where number of entities are engaged and are co-ordinated to reach a set of objective. System exists in technical and non- technical activity. However it is the standard procedure set up in each of its process and by each team, quality heads, business analysts 24/7 Customer uses ERP ( Enterprise Resource Planning) and IVR (Interactive Voice Response) technology

4.STYLE
Manager has to perform many roles in an organisation and how they handle various situations will depend on their style of management. The management style is an overall method of leadership used by the management. Leadership style is the pattern of behaviour, which a leader adopts in influencing behaviour of subordinates. Autocratic leadership style is adopted by the organisation. Policy making and formulating strategy decisions rest with top management team. They plan out everything and order their subordinates to work according to their rules. It has proved to be very efficient during certain situations and conditions. Autocratic leadership works

positively during emergency and stressful situations. When such situations arise in a company or organization, most people are confused and are not able to reach a common solution.

5.STAFF
Organisations are made up of humans and it's the people who make the real difference to the success of the organisation in the increasingly knowledge-based society. The importance of human resources has thus got the central position in the strategy of the organisation, away from the traditional model of capital and land. It is also important for the organisation to instil confidence among the employees about their future in the organisation and future career growth as an incentive for hard work. Majority employees are in operations team. Total manpower is 10,000 and above. 6.SKILL Skill refers to dominant attributes or capabilities that exist in the organization. This includes competencies of the employees working for the organization. Following are the different skills required for different hierarchal levels in the company:

Top Level Managerial

Middle level Technical and conceptual skill

Lower Level Techinical Skills

Managerial Skills:

PG in related stream. Empathy. Communication. Listening skills. Leadership. Division of work. Obstacle removal. Administrative skills. Decision making skill

Team Leaders Skills: Soft Skills Supervision skills Specialised in nature of work Team Management Technical skills required for job Academics / Experience Minimum Bachelors Degree Minimum experience of 5 + Years in relevant field

Executive Skills. Minimum 12th Pass or degree. Good communication Proficiency in English Initiative. Good team player

7.SHARED VALUES
The interconnecting center of McKensy model is shared value. What does the organization stands for and what it believes in. Longer-term vision and all that values that shapes the destiny of the organization. Quality leading to customer satisfaction shall be top priority, this will be achieved by complying to the requirement of quality management system

and continuously improve its effectiveness. Employee shall be trained and motivated to enhance the quality of their work competencies and skills.

SWOT ANALYSISSWOT analysis is a strategic planning method used to evaluate Strengths, Weaknesses, Opportunities and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strategic Planning has been the subject of much research. Strengths: characteristics of the business or team that give it an advantage over others in the industry. Weaknesses: are characteristics that place the firm at a disadvantage relative to others. Opportunities: external chances to make greater sales or profits in the environment. Threats: external elements in the environment that could cause trouble for the business. Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs.

Strengths One of the leading Customer service company. It contains multiple process and services in its domain. Availability of Low Cost and Skilled Manpower provides competitive advantage to industry It has a competent staff working for the progress of the company. It is globally recognised and has their presence

Weakness As it is service oriented industry and company is entirely dependent on manpower Company is depended upon IT industry in terms of technology, manpower , new services Employee instability is high in the company

Opportunities It is knowledge and service oriented industry and seeks up gradation of skill sets and technology. Demand in international market Company has scope to widen its services

Threats Interntional and national economy poses a threat to the compay. Competition from other developing countries. Changes in government policies.

4. ANALYSIS OF FINANCIAL STATEMENT

6.LEARNING EXPERIENCEThe project was carried out in 24/7 Customer Limited for a period of 10 weeks. It enabled me to understand overall style of functioning of the company. The challenges and problems faced by employees which will come in the practical implications of any strategy or techniques in the real life situation. Following are the aspects which I learnt here. They are: Delegation of Authority in their respective departments Roles and responsibility of the each individual in the organization. About BPO Industry Work culture in an organization Application of motivational theories in an organization
Knowledge regarding the strategies applied to optimum utilization of available resources

Importance of the leadership and communication skills Impetus role of training and development

The Project study provided an opportunity to relate class room learning with reality of management. By constant interaction with the people including the executives, the supervisor has indeed widened my horizon of knowledge.

PART-B:

GENERAL INTRODUCTION:

Human resource aims for the effective utilization of Manpower to achieve the Organization goal which would also help in maximizing the output and develop the talent of employees. Human resource has been regarded as the most important asset in an organization. The human resource plans, directs, organizes and controls all the other resources in the firm to ensure that the objectives are met. It should be noted that, it is expected that the senior management in a firm should appreciate the employees in the junior positions so that they can feel motivated to work towards the achievement of the goals of the firm Motivation Motivation is an employees intrinsic enthusiasm and drives to accomplish activities related to work Motivation is that internal drive that causes an individual to decide to take action. An individuals motivation is influenced by biological, intellectual, social and emotional factors. As such, motivation is a complex, not easily defined, intrinsic driving force that can also be influenced by external factors. Motivation is defined by Lam & Tang (2003) as the driving force within individuals that drive them physiologically and psychologically to pursue one or more goals to fulfil their needs or expectations. For Wilbert (2009), maintaining motivation is creating and perpetuating the climate, which brings harmony and equilibrium into the entire work group for the benefit of all who are involved (p. 32). Since it is the work of a manager to employ effective motivation, he/she should always be aware of the environment and the status condition of his/her employees.

Furthermore, motivation means an inner wholesome desire to exert effort without the external stimulus of money. It is the ability of indoctrinating the personnel with a unity of purpose and maintaining a continuing, harmonious relationship among all people (Thwala & Monese, 2003). This is done through linking the companys objectives to the needs and interests of the employees.

Motivation is a process that starts with a physiological deficiency or needs that activates behavior or a drive that is aimed at a goal or incentive. Thus the process of motivation lies in the meaning of and relationship among needs, drives and incentives.

NEEDS

DRIVES

GOALS/INCENTIVES

NEED: Need is a deficiency. Needs are created whenever there is a physiological imbalance. DRIVE: Drive is a deficiency with direction. They are action oriented and provide an emerging thrust towards goal accomplishment. INCENTIVES: Incentive is anything that will alleviate a need to reduce a drive.

OBJECTIVES OF MOTIVATION: It is a fact that most of us use only a small portion of our mental and physical abilities. To exploit the unused potential in people, they are to be motivated. Needless to say that such exploitation results in greater efficiency higher production and better standard of living of the people. There are different types of motivation such as Achievement Motivation Affiliation Motivation Competence Motivation Power Motivation Attitude Motivation Intrinsic Motivation Fear motivation

Extrinsic Motivation

Achievement Motivation It is the drive to pursue and attain goals. An individual with achievement motivation wishes to achieve objectives and advance up on the ladder of success. Here, accomplishment is important for its own shake and not for the rewards that accompany it.

Affiliation Motivation It is a drive to relate to people on a social basis. Persons with affiliation motivation perform work better when they are complimented for their favorable attitudes and co-operation.

Competence Motivation It is the drive to be good at something, allowing the individual to perform high quality work. Competence motivated people seek job mastery, take pride in developing and using their problem-solving skills and strive to be creative when confronted with obstacles. They learn from their experience.

Power Motivation It is the drive to influence people and change situations. Power motivated people wish to create an impact on their organization and are willing to take risks to do so.

Attitude Motivation Attitude motivation is how people think and feel. It is their self-confidence, their belief in themselves, their attitude to life. It is how they feel about the future and how they react to the past. Incentive Motivation It is where a person or a team reaps a reward from an activity. It is You do this and you get that, attitude. It is the types of awards and prizes that drive people to work a little harder. Fear Motivation Fear motivation coercions a person to act against will. It is instantaneous and gets the job done quickly. It is helpful in the short run.

Motivation is based on three specific aspects such as the arousal of behavior, the direction of behavior, and persistence of behavior. Arousal of behavior involves what activates human behavior and direction of behavior is concerned with what directs behavior towards a specific goal. Persistence of behavior is concerned with how the behavior is sustained. Various studies have been conducted to understand the different motives that drive a person to success. Motives are categorized into three: Homeostatic Motives Non homeostatic Motives Learned or Social Motives.

Motives such as thirst, hunger, respiration, and excretion are included in homeostatic motives. Non homeostatic motives include required activities such as seeking shelter and curiosity about the environment. Curiosity, a desire for novelty, power, achievement, social affiliation, and approval are considered as learned motives or social motives.

IMPORTANCE OF MOTIVATION
1. Organizations are run by people; hence, managers cannot afford to avoid a concern with human behavior at work. This is because the motivated employees are more productive and quality-conscious than apathetic ones. 2. Motivation as a pervasive concept affects and is also affected by a host of factors in the organizational milieu. It enables managers to understand why people behave as they behave. 3. Organizational effectiveness becomes, to some extent, the question of managements ability to motivate its employee. Hence, an appreciation of motivation helps the managers how to motivate their employees. 4. Machines become necessary in case of complex technology. However, these remain inefficient vehicles of effective and efficient operations without man to operate them. Therefore. Organizations need to have employees with required capability and willingness to use the advanced complex technology to achieve the organizational goal. 5. With the realization that organizations will run in more complex milieu in future, an increasing attention has been given to develop employees as future resources [a talent bank]. This facilitates the managers to draw upon them as and when organizations grow and develop.

GENERAL THEORIES OF MOTIVATION

A.

THEORIES BASED ON HUMAN NEED

1. Maslows Need Hierarchy Theory


Maslows theory is based on the human needs. In essence he believed that once a given level of need is satisfied, it no longer serves to motivate man. Then, the next higher level of need has to be activated in order to motivate the man.

I. PHYSIOLOGICAL NEED: These needs are basic of human life and hence include food, clothing, shelter, air, water and necessities of life. These needs relate to the survival and maintenance of human life. They exert tremendous influence on human behavior. These needs are to be met first at least partly before higher level needs emerge. Once physiological needs are satisfied, they no longer motivate the man. II. SAFETY NEED: After satisfying the physiological needs, the next needs felt are called safety and security need. These needs find expression in such desires as economic security and protection prompted to work more. Like physiological needs, these become inactive once they are satisfied. III. SOCIAL NEEDS: Man is a social being. He is, therefore, interested in social interaction, companionship, belongingness, tec. It is this socializing and belongingness why individuals prefer to work in groups and especially older people go to work. IV. SELF ESTEEM NEEDS: These needs refer to self-esteem and self-respect. They include such needs which indicate self-confidence, achievement, competence, knowledge and independence. The organization. However, inability to fulfill these needs results in feeling like inferiority, weakness and helplessness. V. SELF ACTUALISATION NEEDS: This level represents the culmination lower, intermediate and higher needs of human beings. In other words, the under the need hierarchy model is the need for self-actualization. This fulfillment. The word self-actualization was coined by Kurt Goldstein and become actualized in what one is potentially good at. of all the final step refers to means to

According to Maslow, the human need follow a definite sequence of domination. The second need does not arise until the first is reasonably satisfied, and the third need does not emerge until the first two needs have been reasonably satisfied and it goes on. The other side of the

need hierarchy is that human needs are unlimited. However, Maslows need hierarchy theory is not without its detractors. The main criticisms of the theory include the following: a. The need may or may not follow a definite hierarchical order. So to say, there may be overlapping in need hierarchy,. For example, even if safety need is not satisfied, the social need may emerge. b. The need priority model may not apply at all times in all places. c. Researches show that mans behavior at any time is mostly guided by multiplicity of behavior. Hence, Maslows preposition that one need is satisfied at one need is satisfied at one time is also if doubtful validity. d. In case of some people, the level of motivation may be permanently lower. For example, a person suffering from chronic unemployment may remain satisfied for the rest of his life if only he/she can get enough food.

2. Herzbergs Motivation Hygiene Theory


The psychologist Frederic Herzberg extended the work of Maslow and proposed a new motivation theory popularly known as Herzbergs Motivation Hygiene [Two Factors] Theory. Herzberg conducted a widely reported motivational study on 200 accountants and engineers employed by firms in and around Western Pennsylvania. He asked these people to describe two important incidents at their jobs: [1] When did you feel particularly good about your job and [2] when did you feel exceptionally bad about your job? He used the critical incident method of obtaining data. The responses when analyzed were found quite interesting and fairly consistent. The replies respondents gave when they felt good about their jobs were significantly different from the replies given when they felt bad. Reported good feelings were generally associated with job satisfaction, whereas bad feeling with job dissatisfaction. Herzberg labeled the job satisfiers motivators, and he called job dissatisfies hygiene or maintenance factors. Taken together, the motivators and hygiene factors have become known as Herzbergs two-factor theory of motivation. According to Herzberg, the opposite of satisfaction is not dissatisfaction. The underlying reason, he says, is that removal of dissatisfying characteristics from a job does not necessarily make the job satisfying. He believes in the existence of a dual continuum. The opposite of satisfaction is no satisfaction and the opposite of dissatisfaction is no dissatisfaction. According to Herzberg, todays motivators are tomorrows hygiene because the later stop influencing the behavior of persons when they get them. Accordingly, ones hygiene may be the motivator of another. However, Herzbergs model is labeled with the following criticism also: a. People generally tend to take credit themselves when things go well. They blame failure on the external environment. b. The theory basically explains job satisfaction, not motivation. c. Even job satisfaction is not measured on an overall basis. It is not unlikely that a person may dislike part of his/her job, still thinks the job acceptable.

d. This theory neglects situational variable to motivate an individual.

THEORIES BASED ON HUMAN NATURE


1. McGregors Participation Theory
Douglas McGregor formulated two distinct views of human being based on participation of workers. The first basically negative, labeled Theory X, and the other basically positive, labeled Theory Y. Theory X is based on the following assumptions: i. People are by nature indolent. That is, they like to work as little as possible. ii. People lack ambition, dislike responsibility, and prefer to be directed by others. iii. People are inherently self-centered and indifferent to organizational needs and goals. iv. People are generally gullible and not very sharp and bright

Theory Y based on following assumes that: i. People are not by nature passive or resistant to organizational goals. ii. They want to assume responsibility. iii. They want their organization to succeed. iv. People are capable of directing their own behavior. v. They have need for achievement. McGregor tried to dramatize through his theory X and Y is to outline the extremes to draw the fencing within which the organizational man is usually seen to behave. The fact remains that no organizational man would actually belong either to theory X or theory Y. In reality, he/she shares the traits of both. What actually happens is that man swings from one set or properties to the other with changes in his mood and motives in changing environment.

2. Urwicks Theory Z
Much after the propositions of theories X and Y by McGregor, the three theorists- Urwick, Rangnekar, and Ouchi-propounded the third theory labeled as Z theory. The two propositions in Urwickss theory are that: i. Each individual should know the organizational goals precisely and the amount of contribution through his effort towards these goals. ii. Each individual should also know that the relation of organizational goals is going to satisfy his/her needs positively. In Urwicks view, the above to make people ready to behave positively to accomplish both organizational and individual goals However, Ouchis Theory Z has attracted the lot of attention of management practitioners as well as researchers. It must be noted that Z does not stand for anything, is merely the last alphabet in the English Language. Theory Z based on following four postulates: i. Strong Bond between Organization and Employees ii. Employee Participation and Involvement iii. No Formal Organization Structure iv. Human Resource Development Ouchis Theory Z represents the adoption of Japanese management practices [Group decision making, social cohesion, job security, holistic concern for employees, etc.] by the American Companies. In India, Maruti-Suzuki, Hero-Honda, etc apply the postulates of theory Z.

Following are some of the motivating techniques used by the company to motivate employee:
By respecting the workers as a human being and individual.. Giving feedback.

Balance of work. Being equitable, unprejudiced, impartial, objective. By providing promotions, increase in responsibilities and status. By giving bonus and incentives. By providing advance when they need. By providing training.

INTRODUCTION TO THE STUDY:


The design of the study is that grand plan for conducting the research. It is a blue print of various activities to be undertaken. In fact, it is conceptual structure with in the research conducted. It constitutes the method adopted for collection measurement and analysis of data. This is on e of the most important step in the research process. Decision regarding when, by means of what, how much, etc. concerning an enquiry of the research study constitutes the research design. A research design is an arrangement of condition necessary for the study in the manner the aims to combine relevance research purpose with the economy.

STATEMENT OF THE PROBLEM:


The problem selected for the research is to make an attempt in study on Employee Motivation at 24/7 Customer. Employee motivation in the organization is very much important to retain the effective and efficient employee and to achieve the organization goal. The attempt in this project study is to collect details about the employee motivation and to evaluate those details and to suggest suitable alternative system and procedures for improving the motivation to the employees.

OBJECTIVES OF THE STUDY: To know the motivation factors in the organization. To suggest some measures to increase the motivation level in organization. To know how motivation is influence employees performance in the organization. SCOPE OF THE STUDY:

The study concentrates on the employee motivation system adopted by the 24/7 Customer. This study covers employees at all the levels. It enables the organization to evaluate the success of its present employee motivation system and get feedback to upgrade the system.

METHODOLOGY:
Research design: This project study is an DESCRIPTIVE STUDY. Sample size: Refers to the number of elements to be introduced in the study. The important decisions that have to be taken while adopting a sample technique depends on the sample source. In this study the number of respondents is: The sample size is 100,which includes management and non-management employees. Sampling frame: It has covers Managers, Team leaders and Executives. Sampling Method: The sampling method chosen here is random sampling. In random sampling, each item or element of the population has an equal chance of being chosen at each draw. Data collection: Primary data:

This primary data was collected through a structured questionnaire as placed in the project report at annexure. The questionnaire was carefully planned to cover aspects of the employee motivation. Secondary data:

The secondary data was collected from journals, company manuals, employee records and company websites. LIMITATIONS OF STUDY: The study was conducted for a very limited period.

The collection of data is restricted to a sample size of 100 respondents. Respondents were reluctant to give information. The assumptions are based on the answers given by a limited number of employees.

Data analysis/design and interpretation of the study

1. How do employees feel about company? Table1: Table shows what an employee feels about the company which will decide morale level of employees. Sr. No 1 2 3 Response They feel safe, valued and taken care of Taken advantage, dispensable and invisible Partly Yes and Partly No Total Respondents 40 40 20 100 Percentage 40 40 20 100%

Graphical Representation:

Employee feels towards their company


45 40 35 30 25 20 15 10 5 0 They feel safe, valued and Taken advantage, taken care of dispensable and invisible
Source: Primary Data

Respondents

Partly Yes and Partly No

Analysis: 60 % feels that company has taken care of them safely and valued them

Interpretation. Analysis shows that the basic motivation theory of Maslows hierarchy is achieved by the organization by providing them safety and security in work environment and its work culture. 2. Are you free to find your own solutions?

Table: Shows whether employees have empowerment techniques used by the company because empowering authority and responsibility is also one kind of motivation technique.

Sr. No 1 2 3

Response Yes Sometimes No Total

Respondents 35 25 40 100

Percentage 35 % 25 % 40 % 100 %

Source: Primary Data

Graphical Representation:

Are you free to find your own solution


45 40 35 30 25 20 15 10 5 0 Yes Sometimes No

Respondents

Analysis :45 % of the employees feel that they are free to take decision and 40 % do not feel so.

Interpretation: From the above analysis we can understand that an opportunity to find their own solution is not equally distributed among all the level in the organization. This acts as a demotivating factor as all are not given an option to find a solution

3. Where will you find yourself after two year? Table: Shows future planning of employee with the company, this will determine their determination toward their job and life. This will be evaluated by their present performance. Sr. No 1 Response Will have career growth Planned to move to different department or process Plans for higher studies Expects increment in salary Move to another organisation Total
Source: Primary Data

Respondents 43

Percentage 43 %

15

15 %

5%

24

24 %

13

13

100

100 %

Graphical Representation

After 2 years employees expectation


Respondents 43 24 15 5 Will have career growth Planned to Plans for higher move to studies different department or process Expects increment in salary Move to another organisation 13

Analysis: 43 % employees expects career growth. 15 % employees plans for different career option within the organization. A 24 % employee looks forward for increment only and not career growth.

Interpretation: In this graph we can see majority of employees want to be promoted after two year that shows their positive attitude towards their work. It can be inferred that employees will work hard to get promotion. 5 % employees do not plan to continue in their career and seems to have other alternatives in their career option.

4. What motivates you most? Table: This will determine how an employee can be motivated so as to make his work done effectively. This will also tells about expectation of employee from his job.

Sr. No 1

Response Appreciation / Recognition Work itself Financial Rewards

Respondents 31

Percentage 31 %

2 3 4

12 45 8

12 % 45 % 8%

Peers/ Team leaders/ Managers (Work Environment)

Additional Responsibility Total

4%

100

100 %

Graphical Representation:

Employees Motivation factors in 24/7 Customer


50 40 30 20 10 0 Appreciation / Recognition Work itself Financial Rewards Peers/ Team leaders/ Managers (Work Envronment) Additional Responsibility

Respondents

Analysis: Data collected from the employees depicts that 45 % of them get motivated from financial or expects financial rewards such as incentives, international trips etc., 31% of them feel that appreciation / recognition motivates them

Interpretation: In this graph as we can see employees feel that financial reward gives them maximum motivation when compared to other motivational factors, however, appreciation/ recognition too plays a role in boosting the morale of an employee.

5. Do you have proper materials and equipment you need to do work right? Table: To know whether an employee is satisfied with the material and equipment provided for work Sr. No 1 2 Response Yes No Respondents 82 18 Percentage 82 % 18 %

Total

100

100%

Graphical Representation:

Availibility of proper materials and equipments to employees


No 18%

Yes 82%

Analysis: 82 % employees have agreed that proper materials and equipments are available to them to perform given task. Interpretation: This graph shows about the work of HR Support system in contribution towards employees performance. It shows how human resource is supportive in enabling employees to perform their roles and responsibilities.

6. Do you give your opinion and it seems to be counted? Table: To know if there is any importance to the opinion and suggestions of subordinates.

Sr. No 1 2 3

Response Yes Sometimes No Total

Respondents 45 37 18 100

Percentage 45% 37% 18% 100%

Graphical Representation:

Consideration of employees opinion


Yes Sometimes No

18% 45% 37%

Analysis: 45% employees have agreed that their opinion is been considered by their superiors and management and have expressed their gratitude towards management. An important observation is that 37% employees have experienced their opinion has been considered and have given an opportunity to express their suggestion in work process. Interpretation: Employees are of the opinion that organization does not consider their opinion for all the matters.

7. The thing which demoralize you? Table: To know about the reasons due to which employee gets demoralize

Sr. No

Response

1 2 3 4

Work Load Working Environment Working hours Others Total

Respo ndent s 42 8 45 5 100

Percentage

42% 8% 45% 5% 100%

Graphical Representation:

Factors that demoralises employees


Work Load Working Environment 5% Working hours Others

42% 45%

8%

Analysis: 42 % employees get demotivated due to work load and 45 % employees get demotivated due to long working hours.

Interpretation: Majority of the employees feel that work load demoralize them and long work hours. (Table 4 Additional responsibility boost employee morale 4%)

8. Comment of satisfaction level for each of the following as highly satisfied, satisfied and dissatisfied. Table: To get the knowledge of satisfaction level of employees belonging to following categories.
Sr. No 1 Response L Work environment M H L 2 Working hours M H L 3 Work load M Respondents 8 42 45 100 40 41 19 100 40 30 Percentage 8% 42% 45% 100% 40% 41% 19% 100% 40% 30%

H L 4 Availability of technology, equipment and infrastructure M

30 100 10 20

30% 100% 10% 20%

H Total

70 100

70% 100

Graphical Representation:
70 60 50 40 30 20 10 0 Work environment Working hours Work load Availability of technology, equipment and infrastructure 8 L

Analysis: On the basis of satisfaction level 45 % of employees feel that the working environment is highly satisfactory and only 8 % think that its lowest.19% of employees feel that the working hours are highly satisfied but 41% think its medium. 30% of employees feel that they are satisfied with their work load. 30% think medium and 40% are dissatisfied. Interpretation: from the above analysis one can infer that majority of the employees are not satisfied with work load and working hours. But working environment and equipments and technology availability seems to be highly satisfied by them.

9. In the last 2-4 years have you had any opportunity at work to grow and learn?

Table: To know about how many employees got promoted to the next level which will explain about performance appraisal programs of the company.

Sr. No 1 2 3

Response Yes No Not Applicable Total

Respondents 45 55 0 100

Percentage 45 % 55 % 0% 100%

Graphical Representation:

Opportunity to grow and learn

Yes No Not Applicable

Conclusion: 45% of employees said that they got the opportunity at work to grow and learn but 55% of them said they are not able to get any such opportunity. Interpretation: From the above we can understand that employees feel that their work is monotonous in nature and there has been no opportunity to learn now things or to grow in the company the promotion are stagnant

10. Are your associates committed in doing equality work [Joint work]? Table: This will tell about whether employees are working together for each other or selfish, whether they take care of their own work [calls] or help the others [joint calls], this will also tells about their working nature with colleagues.

Sr. No 1 2

Response Yes No Total

Respondents 60 40 100

Percentage 60 % 40 % 100%

Graphical Representation:

Sharing of work

Yes No

Analysis: : As we can see that 80% employees say that their associates are committed in doing equality work but 20% of them feel that they are undertaken by their co-workers. Interpretation: from the above we know that many employees are not getting the required support from the team members and there is lack of co-ordination between team members.

11. Do you find lack of communication between you and your superiors? Table: To know whether there is communication gap between superior and subordinates.

Sr. No 1 2

Response Yes No

Respondents 75 25

Percentage 75 % 25 %

Total

100

100%

Graphical Representation:

Communication between Superior and Subordinate


Yes No

25%

75%

Analysis: 75 % of them find lack of communication with their superiors Interpretation: There is a no clear flow of communication and an understanding between the superior and the subordinate.

12. Do you have regular seminar workshops and live projects for learning and development? Table: To know about development programs running in company are attended by the employees and conducted by higher level of management or not.

Sr. No 1 2

Response Yes No Total

Respondents 55 45 100

Percentage 55 % 45 % 100%

Graphical Representation:

Learning and Development

No 45%

Yes 55%

Analysis : 55 % of employees agreed that there is opportunity to learn in the organisation Interpretation: The employees feel that the company has not provided much scope for having new changes and about methodology to do the work in new way.

13. What determines your morale? Table: To know the reason which represents the employees moral. Sr. No 1 2 3 4 Response Feeling of Togetherness Need for a clear goal or objective to be achieved Supportive and simulative leadership Expectation of Success attainment of goal Total towards to Respondents 20 15 30 35 100 Percentage 5% 10 % 40 % 45% 100%

Graphical Representation:

Morale determination factors


Respondents 35 30 20 15

Feeling of Togetherness

Need for a clear goal or objective to be achieved

Supportive and simulative leadership

Expectation of Success towards to attainment of goal

Analysis: 20% of employees feel that feeling of togetherness adds to their morale in an orgnanisation.30% employees looks for supportive leadership to achieve their goals and they are highly motivated when the attainment of goal is as per their expectation Interpretation: From the above analysis it can be said that while setting up a goal for employees, employees should also agree with the management that will boost the morale and creates interest in achieving it. At the same time other factors such as supportive leadership, togetherness and clarity in goal or objective too will enable the employee to perform well.

14. Which kind of rewards can motivate you? Table: To know about the things, can motivate the employees as per their own consideration.

Sr. No 1 2 3 4

Response Money Promotion Tours with family Gift voucher Total

Respondents 40 40 10 10 100

Percentage 40 % 40 % 10 % 10 % 100%

Graphical Representation:

Rewards
Money Promotion Tours with family Gift voucher

10% 10% 40%

40%

Analysis: 40% employees feel that promotion motivate when promotion and money is rewarded in token for their performance. Other factors such as tour with family and gift voucher is also considered Interpretation: Equal weightage is given to promotion and money as an expectation by an employee

15. What is the need of motivating employees in an organization, from the point of view of employee? Objective: To know, why the motivation is important from the point of view of employee. Sr. No 1 2 3 4 Response Psychological Need Self Actualization Need Esteem Need To Increase Productivity Total Graphical Representation: Respondents 10 0 10 80 100 Percentage 10 % 0% 10 % 80 % 100%

Psychological Need Esteem Need

Self Actualization Need To Increase Productivity

Analysis: 80 % employees believe that employees are motivated to increase the productivity and to facilitate them to perform their task smoothly Interpretation: Employees feel that they are motivated so that the productivity in a company can increase rather than catering to their psychological for promotion.

FINDINGS:
Opportunity to find their own solution by employees is vulnerable in different hierarchy. Less than 50 % employees are confident about their career growth in the organization Financial reward is the highest motivational factor compared to other factors. Employees opine that organization do not consider all the suggestions given to management. Working hour is not been appreciated by the employees Only 45% employees agree that they have been given opportunity to grow and learn. Their work seems to be monotonous in nature. There is mutual understanding between the employees while performing their roles and responsibilities. 75 % employees experience that there is lack of communication between superiors and subordinates Work environment has caused immense satisfaction among the employees Employees perceive that motivation strategies adopted by the company is to increase productivity of an organization Supportive leadership and expectation of success towards attainment of goal has been added as the motivational factor.

SUGGESTIONS:
The company should introduce competitive compensation package to increase morale and job satisfaction of the employees. In order to improve social status and prestige of employees they should be paid more allowances including certain benefits and services. To reduce work load and responsibility more personnel should be recruited Number of shifts to be increased to reduce the burden of work load. Other motivational factor should be well thought and the same to be introduced in HR Strategy

Relationship between superior and subordinate must be cordial for smooth running of the business. This can be achieved by allowing them to participate in decision making, providing favorable working environment.

Informal meetings to be conducted to recognize the problems faced by the employees within the organization and management. Company cannot always afford to consider suggestion of the employees however they should be able to make them understand regarding HR norms and regulations adopted by an organisation

CONCLUSION From the above analysis it can be concluded that organization has considered constructive measures to boost the morale of employees and has tried to understand their basic needs. It has provided them an opportunity for internal and external development in attaining their personal and professional growth. However, company need to take certain measures to save employees interest in term of work responsibility. Non- monetory rewards to be well thought-out by the organization.

MOTIVATIONAL THEORIES USED IN 24/7 CUSTOMER PVT LTD BANGALORE STAFF QUESTIONNAIRE
Name: _______________________ DOB: ___________ Designation: ____________ Address: ______________________________________________________________ Educational Qualification: ________________________ Marital Status: __________ Department: ___________________________________ Date of Joining: _________ 1. How do employees feel about company? a. They feel safe, loyal, valued and taken care off b. Taken advantage, dispensable and invisible c. Partly Yes and Partly No 2. Are you free to find your own solutions? a. Yes b. Sometimes c. No

3. Where will you find yourself after 2 year? Sl.no. a b c d e Career Options Will have career growth Planned to move to different department or process Plans for higher studies Expects increment in salary Move to another organisation Please Tick

4. What motivates you most? Sl.no. a b c d e Motivational Factor Appreciation / Recognition Work itself Financial Rewards Peers/ Team leaders/ Managers (Work Environment) Additional Responsibility Please Tick

5. Do you have proper materials and equipment you need to do work right? [Yes / No] 6. Do you give your opinion and it seems to be counted? a. YES b. Sometimes c. NO 7. The thing which demoralize you. a. Work load b. Working Environment c. Working Hours d. Others 8. Comment of satisfaction level for each of the following as highly satisfied, satisfied and dissatisfied. a. Work environment [low, medium, high] b. Working hours [low, medium, high] c. Work load [low, medium, high] d. Availability of technology, equipment and infrastructure [low, medium, high] 9. In the 2-4 year have you had any opportunity at work to grow and learn? [Yes / No / NA] 10. Are your associate are committed in doing equality work (Joint work)? [Yes / No]

11. Do you find lack of communication between you and your superiors? [Yes / No] 12. Do you have regular seminar workshops and live projects for learning and development? [Yes / No] 13. What determines your moral? Sl.no. a b c d Morale Determinants Feeling of togetherness Need for a clear goal or objective to be achieved Supportive and simulative leadership Expectation of success towards to attainment of the goal Please Tick

14. Which kind of rewards motivate you? a. Money b. Promotion c. Tours with family d. Gift voucher 15. What is the need of motivating employees in an organization? From the point of view of employees? a. Psychological needs b. Self actualization need c. Esteem need d. To increase the productivity