Beruflich Dokumente
Kultur Dokumente
A Study on
Customer Service of Warid Telecom
International Limited.
PREPARED FOR
PREPARED BY
Sir,
Sincerely Yours
………………………………….
A.K.M. Arifuzzaman Talukder
MBA, 2nd Batch
Id: 073-14-0045
Faculty of Business
ASA University Bangladesh
Date: 17/09/09
I hereby certified that this Internship report titled “A Study on Customer Service of Warid
Telecom International Limited” Is a bonafide record of the research work done by A.K.M.
Arifuzzaman Talukder, MBA student of ASA University Bangladesh having ID 073-14-0045.
This report represents an independent and original work prepared on the basis of primary and
secondary data collected and analyzed by the candidate. This report has not been accepted for
any other degree and is not concurrently submitted in candidature of any other degree.
The entire work has been planned and carried out by the candidate under my supervision and
guidance. In my opinion, this report is sufficient in terms of scope and quality for the award of
the degree of Master of Business Administration (MBA) from ASA University Bangladesh.
……………………………
I also express my warm gratitude and cordial thanks to another supervisor Dewan
Hamid altamas Manager, Quality Assurance, Customer Service Under the
guidance of Jafri Shamim, Manger, Customer Service, Warid Telecom
International & for his kind prior permission and introducing me to different
sections where received generous helps. His direction, critical comments, criticism,
generous patience greatly helped me in improving the research capability, writing
skills. It would have been quite impossible to carry on the report and give it a final
shape without his encouragement.
And last, but not the least, my heartiest thanks and deepest gratitude is to my
parents and family members for their long encouragement patience, sacrifice and
tolerance showed to me during my study period.
INTRODUCTION
MBA academic program is the building up of the theoretical knowledge about business administration
which is the base of practical knowledge. MBA project work is an attempt to provide business students an
orientation to a real life business situation in which we can observe and evaluate the use and applicability
of the theoretical concepts which were taught in the classrooms. As per norm this report is the
requirement of the fulfillment of the project work. This report is the out come of our work in Warid
Telecom International Limited
Broad Objectives of the Study: To find out whether quality in customer service retains customers.
1. To find out whether (pre & post sale-) customer service can make an operator ‘different’
(better or worse in customer perception) from its competitors -
2. To identify the effect of product / service availability on customers’ perception
3. To identify the effect of lead time variability on customers reaction toward an operator
4. To identify the effect of ‘system recovery time’ on customers’ level of satisfaction
5. To find whether having a shadow system makes customers satisfied
6. To identify the effect of system information availability on customers’ perception toward
an operator
7. To identify effect of post-sale support system on customer perception
8. Mystery survey at different mobile operators Business Centers in order to observe the
overall impression of the Customer Service Representatives (CSRs).
9. To find out the satisfaction level of Warid Telecom’s subscriber.
10. Compare Warid with other operators Customer Services.
¾ Time Limitations
¾ Covers only Dhaka City (outside Dhaka city was not possible)
¾ Lack of Manpower
¾ Banglalink has a Care Center inside the Airport which was not covered for entry
restriction
¾ The company does not have sufficient source of secondary data and collecting of
data was not smooth.
¾ Analyzing financial data is much more confusing and complicated than any other
data.
¾ Sample sizes for Warid, Tele Talk and City Cell subscribers are short of the
planned so any deductions based on these samples regarding Tele Talk and City
Cell might not be statistically correct
¾ Many of the findings & concepts from the qualitative study could not be
accommodated. Some of them (as following) were dropped from quantitative
survey:-
¾ Respondents of the quantitative survey have shown a tendency to over state the
time for which they are using the current operator
Cell Phones are everywhere and their use is growing. Basically a cell phone is a radiotelephone
and its application is growing because of the rapid rise of digital computers and very small and
powerful microprocessors. One of the most important advantages of microprocessors is their
ability to do very complicated operations with high reliability.
The problem with early radiotelephones was that they quickly ran out of available frequencies,
i.e. channels. Often a wealthy individual with a radio telephone in his car would have one of his
employees make a series of calls starting very early in the morning to reserve a channel for
himself and guarantee that he could have his radio telephone available as he was being driven to
work.
The problem was that to be useful, a radiotelephone had to work throughout a whole
metropolitan area, and a large area even back then made for a large number of users. The
problem could be solved by having many small areas (now called cells) which all shared the
same frequencies. A small area only had a small number of users so that the number of
frequencies was adequate. In principle doing automatic switchovers from one cell to another
could solve this problem, but such automatic switches were very complicated to implement.
Enter the digital computer, it was capable of doing the complex job of managing the switchover
so that the call would not be lost, and the modern cell phone was born.
At first the speech was analog, and the logic to manage the switchover was digital (i.e. done by a
digital computer). These types of cell phones are known today as analog phones even though the
switching is digital. A true all digital cell phone, however, would also represent the speech as a
series of numbers, i.e. in digital form. A cell phone which also digitizes the speech improves the
The cell phone was invented by Bell Labs from about 1947 to 1967, but a controversy has arisen about
this. According to an Associated Press Article in the April 12th issue of the San Francisco Chronicle, Page
D3 and an April 3, 2003 Chronicle Article, the Cell Phone was invented by Martin Cooper who at that
time was a vice-president at Motorola. Both articles state that he made the first cell phone call in 1973 on
a street corner in New York using a base station at the top of a tall building in that city. Motorola
introduced its cell phone in 1983 after five generations, 15 years, and $90 million; but as mentioned
above, the first commercial cell phone service was started by NTT in Japan on December 3, 1979.
This by no means the whole story, however, Cooper himself in the 10th paragraph of the April 3rd
Chronicle article states that “Bell Labs had invented this thing called Cellular Technology”. What Martin
Cooper apparently did was build a relatively small radiotelephone, which could be carried by a person. He
did not develop the idea and the mechanism for automatically switching over when a phone went from
one cell to another. The true inventor of the cell phone is the person or group who developed the concept
of small cells and implemented the automatic switchover system and this was Bell Labs.
Finally the explosion of cellular technology, which we now see around us today, was caused by the
Microprocessor, i.e. a computer on a small single chip. Intel primarily pioneered this although Motorola
and AMD have played significant roles.
To understand the potential demand for cell phones in Bangladesh, let us look at some of the key
macro-indicators of the country. With a population of nearly 147 million people living in an area
slightly larger than the United Kingdom, Bangladesh (total land area 133,910 square kilometer)
is the most densely populated country in the world, with roughly 1079 people per square
kilometer. More than 80% of its population lives in the rural areas, where two thirds of the
population is engaged in agricultural activities. Its standing in the Human Development Index
(HDI) remains almost unchanged at 137th position, according to the United Nations Development
Bangladesh is also one of the world's ten poorest countries, with a GDP per capita of USD$ 421
with a lower average of USD$ 171 for rural areas. However, the GDP per capita PPP is USD$
2,000, with a growth rate of nearly 5% in the last 5 years. It has been often cited that
Bangladesh’s low level of income is the main reason for its low level of penetration.
In a country such as Bangladesh where the state owned operator, the Bangladesh Telegraph &
Telephone Board (BTTB), dominates the landline telephone system and provides poor services
and infrastructure, cellular phones tend to be substitute for landlines. According to the year end
review of BTRC in 2006, there were approximately 1.5 million fixed line and 17 million mobile
communications. In terms of topography, Bangladesh is a flat country where 90% of the country
is dominated by alluvial river plains, which does not raise more than 10 meters above sea level.
The highest peak is Keokradang (1230 Meter), 80 K. M. South-West of Chittagong in the Hill
Tracts. The flatness facilitates the construction of base stations and improves its coverage area.
Besides reviewing the macro indicators to identify potential demand, consumer demand for
cellular services has also been studied. A case study conducted by the Telecommunications
Development Group for the “Canadian International Development Agency (CIDA)”, found that
there was a consumer willingness to pay for cellular phone services and a significant consumer
surplus experienced by the villagers. According to the report, the consumer surplus for a single
phone call from a village to Dhaka (the costs of a call that replaces the physical trip to the city
and the costs of wages) ranges from 2% to 12% of mean monthly household income, which
BACKGROUND OF WARID
TELECOM
The Dhabi Group is a multinational company based in the UAE, which owns and operates a wide
range of business concerns that are spread across 3 different continents. It has a diversified
business interest in the institutions that have enjoyed commercial success as a result of its strong
financial resources and extensive management expertise. The Abu Dhabi Group's major
investments are in the following sectors:
¾ Telecommunications
¾ Hospitality services
¾ Property development
¾ Oil exploration and supplies
¾ Banking and financial services
¾ Automobile industries.
Warid Telecom takes pride in being backed by the Abu Dhabi Group, one of the largest groups
in the Middle East and in Pakistan.
Warid Telecom is currently operational in Bangladesh and Pakistan, while it is also setting pace
to initiate its operation in Uganda & Congo. Within the markets Warid is already operating, it
has quickly developed a large customer base and established itself as one of the leaders of
telecom service sector.
In Bangladesh, Warid Telecom commenced its operations under a landmark MOU agreed upon
by the Dhabi Group and the Government of Bangladesh worth USD 1 billion, out of which USD
750 million was exclusively committed for investment in the telecommunication sector of the
country. Succeeding the MOU signing, the BTRC license for telecom service provision was
issued to Warid Telecom, followed by the signing of interconnectivity agreement with all the
existing telecom companies of Bangladesh.
In May 10th, 2007, Warid Telecom launched its commercial operations in Bangladesh with a
network encompassing 26 districts. By November 2007, the network had been expanded to cover
61 districts and being used by 2 million customers.
The subscriber base of over 2 million users in our first year of operation alone serves as a
testament to Warid telecom's customer-driven business mandate. These achievements have only
been possible due to Warid's uncompromising commitment to provide maximum network
coverage and clear connectivity at the most affordable price.
VISION
Warid Telecom's vision is "To be the leading national communication provider with a
strong international presence."
To become the essential communication provider in Bangladesh of high quality voice and
innovative data services by offering affordable products and services to all market segments and
to become an integral part of their everyday lives.
¾ Simplicity
¾ Honesty
¾ Innovation
¾ Quality
¾ Dynamic
¾ Friendly
CORE VALUE
The Network
At the corner stone of Warid Telecom’s operational agenda is ensuring that comprehensive
network coverage is provided to all subscribers across all locations. In this context, Warid
Telecom has decided to opt for GSM (Global System for Mobile Communication) technology
for its network in Bangladesh, as it is the global standard for digital cellular telephone service.
GSM networks support enhanced data applications and more than 1 billion customers in 109
countries are using this technology. Warid Telecom would be launching its cellular services
based on 900 and 1800 GSM technology, in order to optimize the utilization of frequency, thus
ensuring the highest quality and service.
Warid Telecom’s GSM network is set to cover 61 districts of Bangladesh to ensure that our
service can seamlessly reach out to every corner of the country. We are also in the process of fast
expanding our nationwide network to cover all thanas by the end of 2007.
We are partners with some of the leading vendors in the telecom industry who help in providing
the best and the latest network solutions for our businesses. These vendors include cellular giants
Ericsson, Nortel, Siemens, Cisco and Huawei.
We have made no compromise on investments required for research and development. With a
projected capital expenditure of over US $700 million, Warid Telecom has been set up to
provide a premium quality GSM service, which will reach out to most parts of Bangladesh by the
end of 2007.
Our mandate for doing businesses by keeping customers at the forefront is reflected in our 'one
stop' concept for all your telecom requirements. We have the maximum number of Sales and
Customer Service Centers countrywide, equipped with cutting edge technologies to ensure that
customer needs and demands are catered for in the shortest possible time. Our highly trained and
well-groomed team of Customer Service Executives is on hand 24 hours to provide you support
in any area- all to make sure that your communication experience with use is facilitated in the
smoothest way possible
Best Practices
We believe in a process driven setup with comprehensive business processes covering all our
activities. All business processes are ETOM compliant as per accredited international standards.
Innovation
Warid is committed to providing superior level of professional services to all its customers -
before, during and after the deployment of our leading solutions. To accommodate our
customer's demands, we have deployed a state-of-the-art 2.5G EDGE compliant network. There
are also innovative services of various standards that cater to a wide spectrum of users.
Warid Telecom believes in working with strategic partners and employees for long term relationships. As
a consequence of the above Warid Telecom is looking for the following to deliver its vision: Strategic
vendors and partners to assist in rolling out these services in a timely and efficient manner with a focus on
turnkey solutions and premium propositions; Strong partners to assist in launching these services and
creating effective sales & marketing / business development opportunities for all to operationally and
financially gain; Consultants and experts to help deliver this vision; Well rounded employees who wish to
become part of this adventure.
MAJOR INVESTMENTS
1. Bank Alfalah Limited: Fully licensed commercial bank with operation in the major
financial areas of Bangladesh. They also have many branch networks in Pakistan.
2. United Bank Limited: A leading commercial bank in Pakistan with a vast branch
network of approximately 1,100 branches including 23 international branches.
4. Iranian Sanden Industries PJS Co.: A joint venture with Sanden Singapore to
manufacture car air conditioners in Iran. The project has the capacity to produce up to
300,000 air conditioning units per annum
12. Le Royal Meridien Hotel, Abu Dhabi, previously known as the Abu Dhabi Grand
Hotel, is a 5-star hotel in the heart of Abu Dhabi. It will soon be offering 300 deluxe
rooms, suites and other facilities.
14. Dhabi Drilling Offshore Rig operations in collaboration with Sedco Forex
15. Al Ain Palace Hotel: A 4-star hotel in Abu Dhabi Dhabi Enterprises Leasing:
Leasing a number of groups and real estate properties across Abu Dhabi.
Mr. Mumtaz Ahmad Khan is General Manager Human Resource & Administration in Warid
Telecom International Limited, Bangladesh. He bags over thirty five years of varied and
multidimensional experience where his major work association has been with the telecom sector.
He is PhD in Human Resource Development (HRD)
Mr. Ashraful H. Chowhdury is the General Manager of Government and Operator Relations. He
has 22 years of experience in Private Sector Business Development, HRD Management &
Personnel Administration, Project Management & Corporate Communication, International
Marketing and Export Development, ICT & Telecommunication Project Management in South
Asia, Europe, Scandinavia, North America and the Caribbean.
Mr. Mahboob Hossain is leading the Sales Division of Warid Telecom International Limited. His
work experience in telecom sector is around ten years. Prior to joining Warid, he was heading
Direct Sales of the Sales Discipline in Grameenphone. He has also been a part of RANGS
Electronics where he was taking care of the operations pertaining to sales and marketing.
Mr. Merchant possesses 15 years of long and enriched international financial management
experience in various celebrated companies like, Ernst & Young and Advanced Telecom Co - a
pioneer prepaid calling card company, in Saudi Arabia, British Telecom - in Saudi Arabia & the
UAE, & Hewlett Packard in Canada.
Mr. Azmat Mushtaq Khan is handling the business affairs pertaining to strategic planning and
business development. He has completed his MBA from Asian Institute of Technology, 1997. As
the precursor to developing a strategic plan, it is desirable to clearly identify the current status,
objectives and strategies of an existing business or the latest thinking in respect of a new venture.
He has the ability to work on such lines and develop business strategies for the Company.
Mr. Nauman Fakhar has joined Warid Telecom International Limited on May 07, 2008 as Head
of Customer Service Division. He bags 11 years of work experience both in telecom and banking
sectors. Before joining Warid, he served in Telenor Pakistan as a lead in Customer Relationship
Management. He also worked in American Express Bank for around eight years in various
positions.
BEC
CEO
ADVISOR
CSO
CIO CCO
GM
Divisional
Managers
Asst.
Managers
R.M.C
Z.S.M Sr.Executive
B.C.M Jr.Executive
F.M
Warid Telecom (Pvt.) Ltd. Head office is in EFU House on Jail road, Lahore. Warid has the maximum
number of Sales and Customer Service Centers countrywide, backed by two state-of-the-art Contact
Centers of international standards that are equipped with the right facilities to ensure real-time online
services. Their highly trained and well-groomed team of Customer Service Executives provides round-
the-clock-support. Warid has setup Corporate Lounges, with a customer-friendly environment to provide
personalized care to our corporate clients. Furthermore, an extensive network of franchises, kiosks and
mobile units ensure easy and convenient accessibility. Different divisions, department and functionaries
working in the head office are
1.Marketing
2. Human Resources
5. Administration
8. Legal Affairs
Marketing is one of the core departments of any Telecom industry. Marketing consists of five
divisions
Marketing
Segmentation and Strategy Marketing
Finance Marketing
Communications Marketing
Operations Loyalty
Warid Telecom has divided its segmentation and strategy division into five segments on the basis
of their characteristics. Markets consist of buyers and buyers differ in one or more ways. They
may differ in their wants, resources, locations, buying attitudes and buying practices. The core
concept behind companies using marketing segmentation concept is to divide large
homogeneous markets into smaller segments that can be reached effectively and efficiently with
products and services that satisfy needs, wants, desires and trends of certain segment.
¾ Age
¾ Educational background
¾ Gender
¾ Income
¾ National, regional or other geographical areas of origin
¾ Social class
¾ Religion
¾ Culture
¾ Behaviors
¾ Population
¾ Tele density in area to be segmented
Now, the roles and responsibilities of different segments are to consider above characteristics
and then to
¾ Develop an idea that would satisfy the above considerations. The idea can be
1. Development of a product or service; that idea is then shaped in the form of the
product or services with the help of Products and Services department, I.T and
Engineering departments to develop a product or service.
2. Event to improve sales, public relations, brand awareness e.g. events such as
Kabaddi Takkar Series between Pakistan and India in collaboration of Pakistan
Kabaddi Federation, Tape Ball tournament and Concerts.
After getting the idea approved by the authorities by preparing a feasibility report. The next
step is to get documentation done for idea conversion costs.
¾ Idea Conversion Costs that note and getting it approved by the authorities. After getting
the idea approved will be incurred in converting an idea into reality. This step includes
developing a CEO note. CEO note is developed with the help of departments related to
the project.
¾ Artworks, TVCs elaborating the ideas are designed by the communications department
and then it is forwarded to marketing operations for execution of ideas.
Postpaid Segmentation Section designs marketing activities to better satisfy the needs of
postpaid consumers.
Youth drives a nation; similarly, youth is taken by cellular companies as a segment which can
drive other segments as well and affect trends of customers of other segments too. If the youth is
targeted in better way, lot of customers can be gained. Warid Floodlight Tape Ball tournament
for youth segment is one of such examples.
Corporate segment is niche segment which can be source of great revenue for organization.
Corporate Segmentation section develops idea that can provide maximum support and facilities
to their most profitable segment. Ongoing “Black Berry Campaign” is one of its examples.
Corporate segments are provided with
Marketing operations is the part of marketing that is responsible for executing the ideas,
turning scraps into whole and giving best possible finishing to the idea. Marketing
Operations slogan is “we are those, who execute ideas”.
Warid Telecom has divided its marketing operations division into five parts and each
part is responsible for carrying out its related tasks. Everything that is seen in market
from retailer facias to wall chalking, event branding to billboards, pole signs to panels,
road branding to posters, banners to flyers, everything is done by operations. Artworks
for the marketing collaterals are provided by the marketing communications. Any
execution mishandled by operations team can result in failure of great ideas.
Retail operations include branding done at retail shops; that includes facias, availability signs at
shops e.g. Easy load Availability.
¾ City Branding
¾ Wall Chalking
¾ Shutter Paints
¾ Retail Fascia’s
¾ Events
¾ Gantries
¾ Billboards
¾ Pole signs
¾ Sponsoring traffic signs
¾ Streamers
¾ Hoardings
Warid has a well maintained collateral section in marketing operations division that is
responsible for following collaterals supporting Warid promotions and campaigns
¾ Tariffs
¾ Flyers
¾ Standees
¾ Posters
¾ Coupons
¾ Catalogues
¾ Visual aids
¾ Web content
¾ Brochures
¾ Leaflets
5. Events
Warid not only participates in events but also organizes such events and activities that highlights
its commitment to have good public relations, create brand awareness, taking social
responsibilities programs. Instances of such events include Warid sponsoring OIC IT and
Telecom expo and conference 2008, taking part in ITCN 2008.
¾ tournaments
¾ conferences
¾ parties
¾ seminars
¾ CSR activities
Marketing communications in Warid Telecom deals with artworks to be used in BTL & ATL
advertising, then its execution and broadcasting in print and electronic media. Above the line is a
type of advertising through media such as TV, cinema, radio, print, banners and search engines
to promote brands. Major uses include television and radio advertising, web and Internet banner
ads.
1. ATL Section
The ATL section of marketing communication comprises of team responsible for
9 Artworks of campaigns
9 TVCs
9 MMR
9 Newsletters
9 Press releases for media
¾ Contacting with
¾ Electronic media including Televisions, websites and webzines for issues related to
broadcasting TVCs and sponsorship
¾ Print media including news papers and magazines for placing advertisement of
campaigns, giving press releases, sponsoring columns and special information
such as sports events, special occasion such as namaz timings, Iftar and sehri
timings
The artwork designing section is responsible for providing artworks to be used in ATL
and BTL advertising. The artwork designing section
Warid has a division in marketing department that is responsible for financial activities
incurred related to marketing promotions, campaigns, and events. It is not a big division;
its main purpose is to act as interface b/w marketing and finance departments.
Marketing Finance is responsible for
Loyalty Division
Business Overview
Warid has eleven customer care centers around the country located at key locations. These
centers are directly run by Warid itself. Warid has another 120 franchises spread across
Bangladesh, the largest chain of retail outlets in the country, which is further backed up by a
chain of sub-franchises, affinity partners & distributors. SIM Cards, Scratch Cards and
sometimes mobile sets are sold at these outlets. Bill collection for post paid users and Zem top up
for pre-paid users can also be availed at the franchises. These franchises directly appoint dealers
and sub-dealers in their designated areas
Uttara Business Centre, Siaam Tower, Dhaka - Mymensingh Road, Plot No. 15, Sector-3,
Uttara Uttara, Dhaka-1230
Rangamati Business
New Court Road, Rangamati.
Center
Khagrachori Business
Syed Building,Shapla Chattar, Khagrachori
Center
Bandorban Business
Abeda Plaza (Ground floor) Opposite of Govt. High School,
Center
Bandorban
1 Uttara House-9, (1st Floor), Road-12, Sector-6, Uttara Model Town, Dhaka
36 Tangail Al-Hur Super Market (Talukder Market), Old Bus Stand, Tangail
40 CTG Road Shop # 71, 73, AR Rahman Super Market, Shidhirgonj, Narayangonj
47 Rajbari
65 Agrabad Shakoza Plaza, Gr. Fl, Amir Hossain Dubash Rd, Chittgaong
73 CXB - Tekpara Kalur Dokan, Takpara, Tarabaniar Chora, Main Road Cox's Bazar
74 CXB - Kolatoli / Jhowtola Hotel Holiday; Jhawtola, Main Road; Cox's Bazar
87 Sherpur Road Amicus Center, Mofiz Paglar More, Sherpur Road, Bogra
103 Jessore - Palbari More Zahurul Huq Market; Murtir Morr; Palbari, Jessore
104 Khulna - Boyra Shahnaz Complex, Boyra Bazar Bus Stand, Khulna
105 Newmarket Plot # 11, Alek Mansion, besides New Market, KDA avenue, khulna
106 Daulatpur 780, Khan-A-Sabur Road; Doulatpur Bus Stand; Pabla, Khulna
107 Shib Bari / KDA City Trade Centre, 75 KDA avenue, Khulna
111 Barashal - Sadar Road S.S. Tower, 109, Sadar Road, Barisal
In order to find what are the strengths, weaknesses, opportunities and threats facedby Warid
Telecom International. How can they increase their market share in Bangladesh Cellular
industry?
Strengths of Warid
Weaknesses of Warid
¾ A developing market
¾ Mergers, joint ventures or strategic alliances
¾ Could develop new products
¾ Extension to overseas
¾ Decline of major competitors
¾ Technologically better environment
¾ New launches
¾ More customers after relaunch
LEARNING AS A STUDENT
INTERN
Duties
This program was designed to accomplish three objectives. These objectives were identified
through a closer interaction and exchange of views with the management of CS. The objectives
are as follows:
(1) Mystery survey at different mobile operators Business Centers in order to observe the
overall impression of the Customer Service Representatives (CSRs).
(2) To find out the satisfaction level of Warid Telecom’s subscriber.
(3) Compare Warid with other operators Customer Services.
Target Groups
(3) Aktel
(4) Banglalink
Based on the topic chosen, my supervisor was assigned me to visit different Business Centers of
all the mobile operators to show the current status of their Customer Service Divisions. The
prime functions and activities of the Warid Quality Assurance department is control all the
activities of the Customer Service department which includes Centralized Call Centers,
Customer Relations Centers, Business Centers and Franchises.
¾ Project Planning
General Information
Name of the mystery shopper
Name of the company
Location of the business center
Date & time
Name of the csr/counter number
(applicable for warid telecom only)
SURVEY DIVISION
Franchise Yes No
Called 786 Yes No
Q7 Did Greeter guide you towards the counter YES NO Don’t know
Q14 Did you come for the same problem previously YES NO Don’t know
Q16 Overall your work was done Quickly Late Very late
DEMOGRAPHICS PROFILE
¾ BBC (Banani Business Center):It’s in the top position among all business centers in
Bangladesh.
¾ MBC (Motijheel Business center): Its in the second position.
¾ DBC (Dhanmondi Business Center): This business center is in the third position.
¾ UBC (Uttara Businees Center): Uttara Business Center holds the fourth position.
¾ SBC (Shyamoli Business Center): It has the lowest score and takes the last position.
100%
75%
50%
10% 10%
0%
Score
-150%
-145%
-200%
BBC MBC DBC UBC SBC
Percentage Score 75% 10% -55% 10% -145%
Busness Center
Topics WT GP AT BL CC C
Was there a greeter in Business Center Reception 11 73% 9 60% -15 -100% 4 67% -6 -100% 1
Did greeter welcome you Reception -1 -7% -5 -33% -15 -100% 4 67% -6 -100% 1
Was Queue machine working Reception -1 -7% 15 100% -15 -100% 0 0% -6 -100% 1
Did greeter give you the token Reception -1 -7% -7 -47% -7 -47% 2 33% -6 -100% 1
Did greeter guide you towards the counter Reception -9 -60% -13 -87% -15 -100% 0 0% -6 -100% 1
Dress of the CSR CSR Perf. 15 100% 7 23% 13 87% 6 100% 2 33%
-
Product knowledge CSR Perf. -18 -60% 12 40% 8 27% 4 -33% 12 100% 1
Overall impression of the CSR CSR Perf. -3 -20% -7 -47% 3 20% 0 0% -2 -33%
Was your problem resolved FCR -2 -7% 6 20% 16 53% 4 33% 4 33%
Overall are you satisfied BC Perf. -12 -80% -16 -53% 8 27% 0 0% 2 17%
Overall your work was done BC Perf. -6 -13% 6 13% 12 27% 9 50% 15 83%
From the above table it is clearly seen that, according to the position in points and percentage
Aktel is in the top position and City cell is in the lowest position. Warid is in the third position
among all the industries.
80%
60%
40%
20%
0% Reception
WT GP AT BL CC CSR Perf.
S c o re
-20%
FCR
-40% BC Perf.
-60%
-80%
-100%
-120%
Operator Name
100%
90%
80%
70%
60%
50%
40% WT
30%
20% GP
S c o re
10%
0% AT
-10%
-20% BL
-30%
-40% CC
-50%
-60%
-70%
-80%
-90%
-100%
Was Did Was Did Did Attentive Way of Product Overall Was your Overall Overall
Dress of
there a greeter Queue greeter greeter ness of talking of knowledg impressi problem are you your work
the CSR
greeter in welcome machine give you guide the CSR the CSR e on of the resolved satisfied was
WT 73% -7% -7% -7% -60% 100% 7% 0% -60% -20% -7% -80% -13%
GP 60% -33% 100% -47% -87% 23% 7% -20% 40% -47% 20% -53% 13%
AT -100% -100% -100% -47% -100% 87% 47% 7% 27% 20% 53% 27% 27%
BL 67% 67% 0% 33% 0% 100% 33% 67% -33% 0% 33% 0% 50%
CC -100% -100% -100% -100% -100% 33% 100% 0% 100% -33% 33% 17% 83%
Questions
¾ Most of the cases Warid, Grameen Phone & Bangla Link Greeter was present
¾ Warid CSR were less attentive while City Cell CSR are most attentive towards
customers
40%
30%
20%
Score
10%
0%
-10%
-20%
Score
WT -10%
GP 1%
AT 3%
BL 31%
CC 13%
Operator Name
WT GP AT BL CC
Reception
¾ Training on Greeting & Gesture will help us to achieve maximum service quality
CSR Performance
¾ CSRS are not attentive to the customers and most of the cases more interested in
side talking, SMS Checking
¾ The way of Talking of the CSR are failed to ensure good Customer Experience
¾ CSR should stop interacting with each other and should not use Cell phone for
personal use while serving customers
¾ The knowledge level of the complex situation handling are not similar
¾ Daily Refreshers on Top Queries will help them to provide more efficient and
effective service
¾ Dhanmondi Business Center is too small so most of the time customers need to
wait outside business center. We can
Decorate with plants and arrange some sitting arrangements so that they
can relax
¾ Dhanmondi Business Center is too small so most of the time customers need to
wait outside business center. We can
Decorate with plants and arrange some sitting arrangements so that they
can relax while waiting
CONCLUSION AND
RECOMMENDATIONS
With some changes at higher level including advisor to CEO, G.M Marketing much has
improved this year in Warid Telecom market rating. Warid Telecom certainly has
potential to capture good market and to give tough time to the competitors, but for this
at least following steps should be taken
¾ Warid telecom is offering cheap rates for its prepaid and postpaid customers as
Compared to its competitors but the main area they are lacking is the way to
Communicate it to customers.
Tariff Procurement
Noun. Price, rate; protective tax Noun. Purchase, sale, acquisition
Hoarding Operations
Noun. Billboard (British usage); temporary Noun. Act of operating; working,
tall fence made of boards enclosing a performance, handling; venture,
construction site; fence made of hurdles; undertaking;
temporary balcony made of wood that is
hung from the upper walls from which
missiles could be dropped
Marketing Public Relations
Act or process of buying or selling at a A deliberate, planned and sustained effort to
market; development of a strategy for the establish and maintain positive
sales of a certain product; promotion and understanding, good image, between a
selling services; distribution of goods company and its publics. Such publics
include customers, shareholders, employees
etc.
Sales Customer Service
Total revenue amount collected for goods The process of meeting every customer need,
and services provided; see also gross sales, before, during and after the sale; the dept.
net sales, return on sales. Sales charge - responsible for looking after the customer.
same as commission
Major Reference
(1) Newsletter of Warid Telecom Bangladesh Limited
(2) Newsletter of Grameen phone
(3) Newsletter of Banglalink
(4) Annual Report and Press Release of All Telecom
Web Addresses
www.dictionary.com
www.waridtel.com.bd
www.grameenphone.com
www.banglalinkgsm.com
www.aktel.com
www.citycell.com