Project on

ANALYSIS OF TQM SIX BASIC APPROACHES OF MOBILINK

Reshaping Lives

Submitted To:
MADAM SAIRA TAJDAR

INAMULLAH KHAN TAJIK HAMEEDULLAH KHAN WAJID ALI M.ALI SHAH SYED HIZBULLAH

Submitted By:

Submission Date: April 30, 2008

INSTITITUTE OF COMPUTER & MANAGEMENT SCIENCES HAYATABAD PESHAWAR

Total Quality Management

Table of Contents
1. Int o!"#t$on
1 Acknowledgement 2 Group Introduction

%. Abo"t O &an$'at$on
3 4 5 " ( History And Background Information Products And Packages lectronic !ommunication #ission$ %ision &f #o'ilink )tructure And Hierarc*y

(. TQM
+ ,efinition - )i. Basic Approac*es

). Con#l"s$on
10 )uggestions And /ecommendation 11 !onclusion 12 Appendi.

*. Refe en#es

Total Quality Management 2

A#+no,le!&e-ents
0irst of all$ our most sincere t*anks are due to our Allah$ t*e merciful$ wit*out w*ose 'enign consent t*is piece of researc* work would *a1e 'een impossi'le2 &ur special t*anks goes to our parents and kind teac*ers w*ose *elp and support and special prayers went along eac* and e1ery stage2 3*en of course$ t*e #anager )er1ice !enter Mr.Ardisher Kiyani$ w*o was generous enoug* to spare *is precious time and was always accessi'le$ #anager !ustomer )er1ices$ Mr. Shabbir Khan$ w*o made *imself a1aila'le e1ery minute we met *im for 4uestions and for t*e 1ital information regarding t*e company and all t*e employees w*om we met for our 4ueries2

Total Quality Management 3

. o"/ Int o!"#t$on

3*is is a group assignment done on t*e practices of 3otal 5uality #anagement and its Basic !oncepts in #o'ilink$ 'y fi1e students of #BA 6H/#7 3 rd semester$ of Institute of !omputers and #anagement )ciences$ Hayata'ad Pes*awar2

Inamulla* 8*an 3a9ik #2 Ali )*a* Hameedulla* 8*an )yed Hi:'ulla* ;a9id Ali

)tudents of #BA 6H/#7 semester 3rd$ 2<<+2

;e 1isited t*e company for se1eral times and make inter1iews wit* t*e management and staff of t*e company2

Total Quality Management 4

H$sto 0 an! Ba#+& o"n! Info -at$on

#o'ilink is t*e largest and most dependa'le mo'ile ser1ice pro1ider in Pakistan2 )tarted in 1--2$ 'y #otorola as t*e pioneer in G)# mo'ile tec*nology in Pakistan$ #o'ilink soon 'ecame t*e nationwide language of mo'ile p*ones2 Hig*ly ad1anced tec*nology$ e.cellent network co1erage and fle.i'le p*one packages made #o'ilink a success2 It 'ecame t*e mo'ile p*one ser1ice pro1ider for official use and t*e general pu'lic2 =ater on$ due to some management set'ack$ #o'ilink did suffer a 'it of slow down until taken o1er 'y an gyptian !ommunication !ompany$ &rascom 3elecom2 3*e *ig*ly professional management and sound Policies of &rascom soon re1i1ed #o'ilink in Pakistan and put it 'ack on track2 3oday #o'ilink *as million of customers all o1er Pakistan$ gi1ing t*em *ig*ly dependa'le ser1ice e1en in t*e most remote and *ard to reac* areas in Pakistan2

P o!"#ts an! Pa#+a&es1

Mobilink is 'asically dealing in two products w*ic* are different in features2

>o daily c*arges =ow outgoing rates >ow life time 1alidity of ?a:: )cratc* !ards2 Bot* t*e products *a1e t*eir own salient features@

Total Quality Management 5

)pecial /ates for 0riends and 0amily Hour of free calls Best connecti1ity .cellent International /oaming

ELECTRONIC COMM2NICATION
Mobilink also pro1ides different electronic ser1ices on mo'iles and nets2

3AP 43$ eless A//l$#at$on P oto#ol5

Mobilink *as pro1ided ;AP ser1ices for its customers t*at ena'le t*em to gat*er information from t*e net2 3*us connecting t*e people to t*e Internet2 In simple words #o'ile InternetA ;AP 6;ireless Application Protocol7 is t*e standard way for a mo'ile p*one to access and recei1e content from t*e Internet2 Bou can 'rowse t*ousands of ;AP ena'led pages$ get information like news$ weat*er etc2 entertain yourself wit* 9okes$ and games$ communicate using email$ actually t*e way internet is$ its impossi'le to gi1e a w*ole list of t*ings you can do wit* ;AP2

Total Quality Management 6

SMS 4S6o t Messa&$n& Se 7$#e5

Mobilink )#) pro1ides you t*e option to stay in touc* wit* ot*er customers in an economical way$ and you donCt e1en *a1e to talk2 3*ey *a1e also started MMS 6multimedia messaging ser1ice72 >ow t*ey *a1e pro1ided a new ser1ice of messaging to t*e ufone num'er2

8AL2E A99E9 SER8ICES

MOBILINK GSM *as always 'een t*e market leader w*en it comes to introducing stateDofDt*eDart communication ser1ices and solutions for its customers2 #o'ilinks %alue Added )er1ices makes t*eir e.isting package more attracti1e$ all for our con1enience2 ;e can now 'enefit from t*e ser1ices$ w*ic* will gi1e us all t*e freedom we need$ making mo'ile communications more e.citing$ con1enient and en9oya'le2 3*is section will walk us t*roug* ser1ices$ w*ic* are not only useful 'ut also costDeffecti1e for 'ot* 'usiness as well as personal use2 3*ese include t*e 1ery 'asic yet indispensa'le ser1ices like %D #ail to t*e more inno1ati1e and sop*isticated ones like GD#ail$ Internet !*at$ and =ogo !omposer etc2 Mobilink is confident t*at t*eir inno1ati1e and e.citing new ser1ices will 'ring a'out a re1olution in t*e way we look at mo'ile communications2

Total Quality Management 7

.:Ma$l
3*is is an added 'enefit t*at your friends$ family and colleagues can now send you eDmails of up to 1"< alp*anumeric c*aracters on your mo'ile from anyw*ere in t*e world using t*eir own eDmail accounts2 Bou get your own GD#ail address E<3<<6your MOBILINK G)# num'er7 Fmo'ilinkgsm2comE w*ic* 'ecomes your mo'ile eDmail EGDmailE account2 3*is ser1ice is a1aila'le for )tar su'scri'ers 6Post Paid7 only2

MISSION AN9 8ISION OF MOBILINK MISSION

3o pro1ide total solutions to our %alua'le !ustomers t*roug* 4uality in people and ser1ices to get t*e optimum financial result2

8ISION
3o 'e t*e leading telecommunication ser1ices pro1ider in Pakistan 'y offering inno1ati1e communication solutions for our customers w*ile e.ceeding s*are*older 1alue and employee e.pectation2

Total Quality Management 8

OR.ANI;ATIONAL STR2CT2RE AN9 HEIRARCHY1

President and ! & !*ief 0inance &fficer !*ief Information &fficer %ice President Administration G Human /esources %ice President !ustomer )er1ices %ice President !orporate Affairs !*ief 3ec*nical &fficer

Total Quality Management 9

;e met t*e !ustomer )er1ices manager and !ustomer !enter #anager for our discussion and 4ueries a'out #o'ilink2 3*ey discussed a'out t*e !ustomer )er1ices department in detail2 !ustomer )er1ice is di1ided into t*ree :ones >ort*$ !entral )out*

1ery :one *as its own ,irector2 !entrally t*ere is one %P 6%ice President7 of !ustomer )er1ice and t*ree ,irectors2 0urt*er t*ese :ones *a1e its own regions2 >ort* *as two /egions2 !entral and sout* *as four /egions2 1ery region *as its own manager w*o is known is /# 6/egional #anager7 )er1ice !enter #anagers and all t*e franc*ises report to t*e /egional #anager2

%ice President V. . !ustomer Ser"i#es !ustomer )er1ices

!ustomer )er1ices !ustomer ser"i#e Dire#tors ,irectors

Total Quality Management 10

$ort% /egion >ort*

!entral /egion !entral

Sout% /egion )out*

TOTAL Q2ALITY MAN.EMENT

TQM may 'e defined as t*e p*ilosop*y and a set of guiding principles t*at represents t*e foundation of a continuously impro1ing organi:ation2

ANALYSIS OF TQM SIX BASIC APPROACHES

3*e purpose of 35# is to pro1ide a 5uality Product or )er1ice to customers$ w*ic* will in turn increase producti1ity and lower cost2 ;it* a *ig*er 4uality product and lower price competiti1e position in t*e market place will 'e en*anced2 3*ere are si. 'asic approac*es of 35#2 ;e will apply all t*ese on #o'ilink and see *ow successfully #o'ilink practices t*ese 'asic concepts of 35#2

Total Quality Management 11

1. A COMMITTE9 AN9 IN8OL8E9 MANA.EMENT1

In e1ery organi:ation$ t*e management is t*e *eart and soul2 It is t*e management$ w*ic* runs and looks after t*e organi:ationCs acti1ities and its welfare$ and pro1ides a longDterm organi:ational support2 At #o'ilink t*ere is a well s*aped and supporting management team$ w*ic* works in a friendly en1ironment2 3*ere is an e.cellent flow of communication2 3*e o1er all atmosp*eres in a model !ustomer )er1ice !enter is 1ery friendly$ open up2 3*ere is a culture of )elfD)er1ice and employees s*are different e4uipments2 !ommunication is mostly written and formal2 3*ere is software known as DPoint$ w*ic* allows t*e multiple users to see communication going on t*roug*out Pakistan2 Any communication w*ic* is done may 'e seen anyw*ere2 3*ere is a selfDser1ice culture$ w*ic* means t*at e1ery'ody does *is work wit*out calling peon or assistant always2 3*ere is a strong and *ealt*y coDordination among different departments$ w*ic* results in good ser1ice and follows up for t*e customers2

%. FOC2S ON THE C2STOMERS1

3*e key to an effecti1e 35# programme is its focus on t*e customers2 An e.cellent place to start is 'y satisfying Internal !ustomers2 It is t*e Internal !ustomers or employees w*ic* if satisfied will try to satisfy t*e e.ternal customers2 #o'ilink is aware of t*is fact2 It takes good care of its internal customers2 A special team is made for t*is purpose$ known as !all !oDordination 3eam$ a nationwide team t*at looks only after employees *elp lines and sol1e t*eir pro'lems of network2 3*ere are 15 #em'ers from different departments2 It *as a *elping attitude towards its employees2 #o'ilink is not t*at muc* into e.panding its customer 'ank rat*er it gi1es muc* attention to retaining t*e e.isting clientele2

Total Quality Management 12

As for e.ternal customer #o'ilink gi1es super' !ustomer )er1ice2 It ne1er lets a customer lea1e #o'ilink2 !ustomer )er1ices &fficers take good care of t*e customerCs complaints no matter w*ere it is coming from$ a top e.ecuti1e of a multiDnational or a farmer in t*e remote nort*ern areas2 ;e were told t*at if a #o'ilink customer wants to discontinue #o'ilink ser1ices$ t*e customer ser1ices pro1ide *imH*er wit* a free )im to 'e used any time in future$ so t*at a customer is not lost e1en t*en2

(. EFFECT8E 3ORKFORCE 2TILI;ATION1

35# is an organi:ationDwide c*allenge t*at is e1eryoneCs responsi'ility2 All personnel must 'e trained in 35#$ so t*at t*ey can effecti1ely participate on pro9ect teams2 #o'ilink is 1ery responsi1e to t*is c*allenge2 It knows t*e importance of t*e employees training2 It gi1es t*oroug* training programmes to its employees on different le1els and make sure eac* and e1ery 'ody is well trained and fully e4uipped wit* t*e latest tec*nology so t*at t*ey can work 'etter for t*e organi:ational goals2 1ery manager tries *is team mem'ers are punctual in timings2 Absentees: 3*ere is a IJero 3oleranceK policy for A'senteeism2 An employee is gi1en two warnings for a'senteeism and on t*ird *eHs*e is fired2 Working o!rs: ;orking *ours are <-@<< to 1(@3< *rs wit* a 45minutes lunc* 'reak 'ut usually it is s*rinked depending on t*e customerCs presence2

Total Quality Management 13

). CONTIN2O2S PROCESS IMPRO8EMENT1

3*ere must 'e a continual stri1ing to impro1e all 'usiness and production processes2 5uality impro1ement pro9ects suc* as onDtime deli1eryL order entry efficiency$ 'illing error rate$ customer satisfaction$ and supplier management are a few good e.amples to 'egin wit*2 #o'ilink is e.tremely sensiti1e to customer satisfaction 'y promptly answering t*eir 4uires and complaints and keeping a good follow up on it2 A complaining customer is usually called e1ery 2< minutes to c*eck w*et*er t*e pro'lem is sol1ed or not2 &1erD'illing or any suc* complaints are dealt wit* at once and follow up is gi1en to customers2 Ne" #onne$tions: >ew !onnections are made functional as soon as possi'le to a1oid customerCs displeasureL calls are monitored so t*at any complaint regarding o1erD'illing can 'e easily answered2 Hig* tec* computeri:ed systems keep a track of call records t*at is accessi'le t*roug*out Pakistan 'y any customer ser1ice representati1e t*roug* *isH*er personnel I, entry2

*. S2PPLIERS AS PARTNERS1
In any organi:ation$ suppliers are of 1ital importance2 A partnering relations*ip rat*er t*an an ad1ersarial one must 'e de1eloped and maintained wit* suppliers2 It is suppliers$ w*ic* can 'oost a 'usiness or sack it 'y timely or delayed supplies2 Li%e Ti&e 'elationshi(: #o'ilink 'elie1es a lifetime relations*ip wit* its suppliers2 /ig*t from t*e scratc* w*en optical fi'er is fi.ed underground to t*e final stage w*en )ims is made for customers$ #o'ilink stays in good terms wit* its suppliers knowing its importance2 #ain ser1ers tec*nically known as H=/ 6Home =ocation /egisters7

Total Quality Management 14

and %=/ 6%isitor =ocator /egister7 are made 'y #otorola and Alcatel$ two M2)2 firms and )iemens a German firm$ well known for its 4uality and performance2 Si&s I&(orted: )ims is imported from Germany and !*ina 'y long time suppliers of t*e same product2 3*e Antenna or towers as usually known 6B3)7 are manufactured 'y companies like >okia and )iemens2 ;it* passage of time$ t*ese towers are now locally manufactured 'y small Pakistani companies and #o'ilink encourages t*em also2

Net"ork:

<. PERFORMANCE MEAS2RE1

Total Quality Management 15

Performance measures suc* as upDtime$ percent nonDconforming$ a'senteeism and customer satisfaction s*ould 'e determined for eac* functional area2 3*ese measures s*ould 'e posted so t*at e1eryone can see it2 At #o'ilink$ all t*ese measured are seriously dealt wit*2 !ustomer )atisfaction is on top of course2 mployeeCs performance is monitored2 'e"ards: 3*ey are gi1en targets to ac*ie1e and upon successful completion t*ey are gi1en rewards for moti1ation2 0or e.ample on ac*ie1ing 1< #illion customers t*e salary dou'les or triples2 Basic salaries are 'eing en*anced2 !ategories are set for pays Group known as A2$ wit* 'asic of 3<$<<< and A1$ w*ic* is *ig*er2 Appraisals are gi1en e1ery year e1en if no promotion is gi1en2

S2..ESTIONS = RECOMMEN9ATIONS

;e )uggest and recommend t*e #o'ilink G)# company t*e following points 6w*ic* we got from our researc* pro9ect on t*is Particular company7 so t*at 'y paying attention to t*ese point #o'ilink can go furt*er in t*e long way to success and can get a sta'ile stand in t*e market2 12 #o'ilink must pay attention to suc* a competiti1e market t*ey r at and take step toward it2 22 #o'ilink &nly 0ocus on t*eir current customers and t*ey donCt pay attention to prospect customers and t*at is w*y no prospect customer switc* to #&BI=I>8 t*ey go for ot*er connections due to following reason2 32 3*e *ig* call rates$ and )ms !*arges$ and also t*ey *ig* c*arge for t*e !onnection Parc*es compare to its competitors2

Total Quality Management 16

42 !ompany must *ire e.perts People in itCs administration to compete wit* en1ironment2

CONCL2SION
35# is a pro1en tec*ni4ue to guarantee sur1i1al in world class economy2 As we *a1e seen t*e purpose of 35# is to pro1ide a 4uality product or ser1ice to customers w*ic* in turn will increase producti1ity and lower t*e costs2 0or any company to 'e successful in todayNs competiti1e world$ following t*e si. 'asic concepts of 35# is simply indispensa'le2

APPEN9IX
Inte 7$e, Q"est$ons
12 ;*at is t*e History of #o'ilinkO 22 ;*at is t*e Hierarc*y of #o'ilinkO 32 Is management properly supporting t*e &rgani:ationO 42 How is t*e coDordination 'etween management and internal customersO 52 Are internal customers satisfied wit*in t*e organi:ationO "2 Is management gi1e time to t*eir internal customersO (2 How do you treat t*e e.ternal customersO

Total Quality Management 17

+2 Are t*e employees well trained in t*eir 9o'O -2 Is t*ere any policy for internal customers to train t*emO 1<2 ,o you stri1e to impro1e t*e production processO

11. How many suppliers does u *a1eO

122 ,o you treat your supplier as a partnerO 132 Is t*ere any reward system or incenti1es for t*e employeesO

REFERENCES1
12 #r2Ardis*er 8iyani P* >o@ <<-2D3<<D+5<--55 #anager !ustomer )er1ices #o'ilink$ Mni1ersity /oad Pes*awar2 22 #r2)*a'eer 8*an P* >o@ <<-2D-1D5(<4+(3D4 #anager !ustomer /elation #o'ilink$ Mni1ersity /oad Pes*awar2

Total Quality Management 18