Upload
rashedul-islam-pavel
View
225
Download
0
Embed Size (px)
Citation preview
8/9/2019 Report on Grameen Phone Ltd
1/84
8/9/2019 Report on Grameen Phone Ltd
2/84
CHAPTER – 1
1.1 Background of the Re ort
Grameen%hone is the leading (ellular )et %rovider in Bangladesh. Grameen%hone
started their business approximatel! " !ears. Grameen%hone is operating in the market
for long time. *uring this time Grameen%hone went for different t!pes of mergers as
well as ac+uisitions. The! gained success from the ver! beginning of their operation
and were capable enough to hold the success !ear after !ear. Grameen%hone main
competitors are , T L B,)GL, L#) (#T/( LL and T L T,L . 0ne of the
strongest sides of Grameen%hone is its customer1s service and management ship.
1.! "#$ective% of the %tudy
Grameenphone believes in service a service that leads to good business and good
development. Telephon! helps people work together raising their productivit!. This
gain in productivit! is development which in turn enables them to afford a telephone
service generating a good business. Thus development and business go together. The
objectives of this stud!2
• To anal!se long term customer management ship results.
• To have an overview of market position and market share.
• To have an overview of the Technolog! used.
• To determine how Grameenphone is promoting their new services to their
subscribers through tele-marketing.
• To determine how the! are motivating their customers to take their different
services in tele-communication.• To determine Grameenphone cost advantages for telemarketing using through
own infrastructure.
• To determine the wa! of positioning their products among the existing
subscribers.
• To determine their customer retention polic!.
• ffects of tele-marketing in revenue generation.
• ,nal!zing their strateg! of subscriber1s attitude changing towards compan!.
3
8/9/2019 Report on Grameen Phone Ltd
3/84
8/9/2019 Report on Grameen Phone Ltd
4/84
1.* +imitation% of the %tudy
# had to work within some limitations like 5
Grameenphone a good number of emplo!ees in their (ustomer &anagementsdivision4 # could not interview most of them due to office hour work pressure.
The Tele-marketing is new concept in Grameenphone so gathering information
was ver! critical.
*ue to time constraints could not go through a depth research.
There is no numerical data available for tele-marketing to present calculative
figures and to appl! the tests.
7
8/9/2019 Report on Grameen Phone Ltd
5/84
8/9/2019 Report on Grameen Phone Ltd
6/84
6 "? ''' connections are divided among the four mobile operators. The market share of
the mobile operator is as follows2
Grameen%hone Ltd. is the market leader in the cellular industr! in Bangladesh. The
coverage area of mobile operators is also increasing rapidl!. ,t present Grameen%hone
has the coverage in six divisional head +uarters including 7? districts. The compan! has
a long distribution channel which comprises of 39' $ales 0utlet and A' #ndividual
,gents all over the countr! other than its own.
(ompetition in the cellular industr! has increased among the operators and now a da!1s
customer has more alternatives. ,s a results of this start up prices has gone down and
eventuall! market penetration in all possible segments has become possible.
uge demand a combination of competitive markets private ownership and foreign
investment has created an environment for rapid growth in the cellular industr! in
Bangladesh. ,lthough the demand of the mobile phone is ver! high some of the
constraining factors have hampered the industr!1s growth. The main obstacle to the
growth of this industr! is insufficient interconnection with BTTB. &an! potential
clients are being discouraged to subscribe mobile phone due to this reason. owever it
seems that with the growth of mobile phone in the countr! the demand for fixed lines
will be decreased in the near future.
The growth in the cellular industr! is contributing ver! positivel! in the local econom!.
Lot of job opportunities has been created for the countr! where thousands of people are
jobless. &oreover cellular network all over the countr! has built a basic
communication infrastructure for the countr! which will definitel! attract the C*# in
the countr!. Cinall! it can be said that mobile pone now a da!s has become a necessit!rather than a luxur!.
The potential growth of telecom sector in Bangladesh is bright due to the countr!Ds
large population and relativel! a small number of phones. 0nl! > out of 3''' people in
Bangladesh have either a fixed or a mobile phone. #n comparable #ndia there are 36 per
3''' people.
The simplest wa! to understand the potential of telecom in Bangladesh is comparingthe countr!Ds situation with that of #ndia. conomicall! #ndia is indeed comparable to
?
8/9/2019 Report on Grameen Phone Ltd
7/84
8/9/2019 Report on Grameen Phone Ltd
8/84
8/9/2019 Report on Grameen Phone Ltd
9/84
Grameenphone launched services in Bangladesh on 6A &arch 3==9 with 96 emplo!ees.
#t has taken lease of 8ailwa! fiber optics on $eptember 1=9 for 6' !ears. #n Cebruar!
6''' Grameenphone received G$& (ommunit! ,ward from G$& Eorld (ongress
Crance and in Iune 6''' Grameenphone started service in all A divisional towns.
Grameenphone started to provide services to all people in the countr! irrespective of
their location. Grameenphone was offered a cellular license in Bangladesh b! the
&inistr! of %osts and Telecommunications on )ovember 6" 3==A. The (ompan!
launched its service on &arch 6A 3==9 the #ndependence *a! of Bangladesh. #n
3==A Bangladesh Government was arranging an auction off private cell phone
licenses4 then on behalf of *r. &uhammad /unus :Grameen Bank1s founder< anot-for -profit private compan! called Grameen Telecom was created. #n turn
Grameen Telecom created a for -profit compan! called Grameenphone found a
foreign partner and put in a bid4 Grameenphone received one of the four licenses.
Grameenphone makes its profits b! serving wealthier urban customers. But from the
point of view of the Grameen famil! and its strong anti-povert! mission the for-profit
urban-onl! Grameenphone exists for onl! one reason2 To fund with its profits the
extension of cell phones into rural Bangladesh in order to provide entrepreneurial
opportunit! to Grameen Bank members through Jillage %hone. ,s *r. /unus puts it
KGrameenphone is merel! what we need to do Grameen Telecom1s Jillage %hone.K
!.& Cu)ture
Grameenphone has a conducive and safe working environment. Besides focusing on
customers and communities the! are committed to treating their emplo!ees with#ntegrit! dignit! and respect. The (ompan!1s intent is to establish good working
management ship through a mutual understanding of expectations.
The! believe in working in a team and demonstrate team spirit to maximize and excel
in standard +ualit! service to their valued subscribers in the area of telecommunication.
mplo!ees1 work in an environment where the! feel valued responsible and supported
b! the authorit! as well as b! their colleagues.
"
8/9/2019 Report on Grameen Phone Ltd
10/84
8/9/2019 Report on Grameen Phone Ltd
11/84
8/9/2019 Report on Grameen Phone Ltd
12/84
!.11 /rameen hone=% 9a)ue%
3. (aring for customers6. #ntegrit!7. $ense of rgenc!>. (reativit!?. $peed!A. onest!9. mpowerment". (ourage
Jalues can be showed as follows combine. (ompan!1s values guide the actions and
behaviors of emplo!ees to fulfill its vision. %eoples of different (&0ss-cultural
sections join a compan! and work together. $o each ; ever! emplo!ee of that
(ompan! should adhere to these vales as the ideolog! of the (ompan!.
Jalues are ver! important for the (ompan! to reach its vision. mplo!ees1 willingness
; commitment to the compan! is important in demonstrating values in their personal
and professional lives.
Fig 2.2 rameen!hone has a standard set of values that all emplo"ees should practice.
Honesty
ach ; ever! emplo!ee should be honest in hisFher part of job as well as the
whole perspectives.
onest! is the !ardstick which restrain emplo!ees from discarding their job
rather accomplishing the job with care.
33
Honesty
Reliability
Commitment Values
8/9/2019 Report on Grameen Phone Ltd
13/84
This is a virtue that helps each and ever! emplo!ee to be lo!al with hisFher
deeds.
onest emplo!ees take the goodwill of the compan! into account seriousl!.
Reliability
8eliabilit! means that customers colleagues suppliers competitors and societ!
must be able to rel! on them.
Their dealings with customers should be positive and professional so that the!
have trust on them.
The! measure b! efficienc! a high degree of service customer satisfaction the
+ualit! of their public management.
Their approach and iterations facilitate effective communication with customers
and emplo!ees therefore people outside as well as within the (ompan! have
confidence on each other.
Commitment
(ommitment stands for individual1s willingness to contribute to theeffectiveness of the (ompan!1s Growth ; $ervice.
,ll emplo!ees must work hard to challenging goals. 8esponsibilit! should be
taken for the development and implementation of their own work plans.
The desire to meet up commitment comes from the emplo!ee1s soul.
ach emplo!ee should have interest to attain personal and professional
development in hisFher job and use hisFher creativit! learn new things have the
opportunit! to take on greater responsibilit! and contribute to the (ompan!success.
!.1! /rameen hone=% Cha))enge
The famous slogan of Grameenphone is – >Connectivity i% Productivity? .
36
8/9/2019 Report on Grameen Phone Ltd
14/84
!.1& Shareho)der% of /rameen hone
$hareholders of Grameenphone :G%< bring together experiences from different parts of
the world. This is particularl! enriched b! the uni+ue in-depth experience of Grameen
Bank an institution dedicated to povert! alleviation through collateral-free small loansin the rural areas of Bangladesh. The foreign shareholders from )orwa! Iapan and the
nited $tates -countries that have been working as close partners of Bangladesh in its
struggle for economic progress since independence - bring a rich heritage of human
progress in technolog! business cooperation free market competition and socio-
economic institution building.
Telenor
Ehich owns A6@ of G% is the state-owned telecommunication compan! in )orwa!
operating since 3""?. #t is amongst the oldest most sophisticated and diversified
telecom companies in the world. The compan! has a long histor! of successful
cooperation with other operators and governments in and out of )orwa!. TelenorDs
home base )orwa! has the highest densit! of mobile phones in the world and one of
the most competitive markets in the field. Telenor has been pla!ing a pioneering role in
the development of G$& one the latest and most successful versions of cellular
technologies.
Grameen Telecom
The second largest shareholder owning 7"@ of G% has been established b! Grameen
Bank which believes that a lack of communication facilities in the rural areas is one of
the major obstacles to rapid economic development in the rural areas of Bangladesh.Grameen TelecomDs deep understanding of the people and culture of Bangladesh helps
G% to build up convenient and cost-effective communication facilities in the rural areas
which in turn create more jobs and open up business opportunities there.
37
8/9/2019 Report on Grameen Phone Ltd
15/84
The%e t o com anie% o n %hare% of /rameenPhone in the fo))o ing manner-
Com any Percentage of %hare
Telenor A6.'
rameen Telecom 7".'
Table 2.2: #hares of rameenphone.
Fig 2.$: The graph sho%ing the percentage of #hare
3>
18000 300006 000
191!11
260000
01997 1998 1999 "e#$00 2001 %ay
THE YEARS
SUBSCRIBRE INCREASING RATE
SHAREHOLDERS
Grameen&ele#om'Banglade(h&elenor' )or*ay
8/9/2019 Report on Grameen Phone Ltd
16/84
!.1' Coverage of /rameen hone &Fig 2.'(
3?
8/9/2019 Report on Grameen Phone Ltd
17/84
!.1* Product +ine of /rameen hone
Grameen%hone the number 3 mobile %hone operator in Bangladesh4 connected to
G$& ='' one of the most advanced mobile communication s!stems in the world.
Grameen%hone hope to serve its customers with utmost dedication and are committedto provide subscriber with a highl! reliable mobile customer service and most
innovative products and value added services for subs convenience.
Fig 2.): !roducts of rameenphone
3A
Product )ine of /rameenPhone
Post Paid
GP Regular GP National
Anytime300Anytime 500
Pre-Paid
E !" E !"
Gold Pre-paid
Djui e
8/9/2019 Report on Grameen Phone Ltd
18/84
8/9/2019 Report on Grameen Phone Ltd
19/84
#ptional 'eatures:
G% regular and G% )ational $ubscribers can choose an! 7 G% numbers as his Criends
and Camil!M numbers. )o matter where subs are Nwithin G% coverageO one can call
these 7 numbers at a reduced rate. Tk. 3.?Fmin. da! ; night 6> hours without an!
additional monthl! fee.
!upplementary 'eatures:
Ca))er ,2- *ispla! of the phone number of an incoming call in !our handset before the
call is answered.
Ca)) @aiting- Ehile talking to the first caller subscriber will hear a special tone
informing !ou about the second call on the line. ,t that moment subscriber can put the
first caller on hold and talk to the second caller.
Ca)) Conference- 8eceiving calls from multiple callers can be supplemented b!
joining these multiple callers so as to enable them to talk to each other. $ubscriber will
be able to communicate with a group consisting of maximum ten callers.
Ca)) 2ivert- (all *ivert lets subscriber redirect or re-route hisF her call to another
Grameen%hone mobile or an! other fixed :if !ou have BTTB connectivit!< or mobile
phone.
Ca)) Barring- nables subscriber to restrict certain t!pes of calls to be made from
another mobile. This feature is especiall! important for securit! purposes.
3"
&enefits Products:
)o network mobilit! charge and inter zonal charge.
(redit limit of Taka 3''' on airtime usage
7 G% numbers P tk.3.?Fmin for 6> hours round the clock
3? second pulse from 6 nd minute
)o securit! deposit.
)o incoming charge while national roaming
8/9/2019 Report on Grameen Phone Ltd
20/84
8/9/2019 Report on Grameen Phone Ltd
21/84
J&$ is a uni+ue answering machine.
#t provides !ou with a personal electronic mail box in our voice mail center.
#t records !our personalized greetings as well as stores !our incoming voice
messages.
#t records incoming voice messages if subscriber are2
R 0utside G%Ds coverage area or
R Bus! or
R $impl! switched off !our mobile.
#t provides 6>-hour automatic secretarial service
&akes subscriber available to subscriber1s calling part! an!time
0ax and 2ata-
This service enables a G% subs to sendFreceive fax and data though their handsets b!
connecting to %(FLaptop.
3e % Service !!!
This is a news broadcasting service jointl! provided b! G% and %rothom ,lo4 *ail!
$tar. , subscriber can call 66 from hisFher G% mobile hone and listen to the latest news
highlights in nglish or bengli of their coice.
Channe)–, Program Schedu)e !*!*
6?6? is a (hannel5# program schedule service. , subscriber can call this number from
hisFher G% mobile phone and listen to (hannel # program highlights.
Event Ba%ed S ort% 4 date !This and event based sports update service. #n respect to special sports events for ex2
international and national cricket events G% updates the latest news which can be
accessed b! dialing 6''6.
,ftar And Sehri Timing 1*1*
*uring the month o f 8amada a subscriber can listen to the timing of iftar and sehri in
*haka ad adjacent areas.
6'
8/9/2019 Report on Grameen Phone Ltd
22/84
!.1*.! PRE PA,2 SER9,CE
#ntroduction of Grameen%honeDs %re-%aid $ervice is another development of mobile
telephon! in Bangladesh. %re-paid service has )ational 8oaming facilit! and a flatairtime charge of Tk. A per minute. There is no incoming charge and also for inter
zonal. This service helps the subscriber to control costs. #t frees the subscriber from the
hassles of pa!ing bills securit! deposits and line rents. But it contains nearl! all
services available in other G% products.
1. Ea%y /o)d
as! Gold is a pre-paid product with BTTB NLocal )E* and #$*O connectivit!. 0ne
can connect to all mobiles and BTTB lines. #t has no network mobilit! charge with
which subscriber can move around throughout the countr! with !our G% mobile phone
Nwithin G% coverageO.
!. Ea%y Pre aid
as! pre-paid product with mobile to mobile connectivit!. 0ne can make and receive
calls to and from all mobiles Nwithin G% coverageO. #t has no network mobilit! charge
with which subscriber can move around throughout the countr! with !our G% mobile
phone Nwithin G% coverageO.
63
8/9/2019 Report on Grameen Phone Ltd
23/84
#ptional 'eatures:
&! as! will enable subs to call one G% number for onl! Tk.7Fmin for 6> hrs.
!upplementary 'eatures:
Ca))er ,2- *ispla! of the phone number of an incoming call in !our handset before the
call is answered
Ca)) @aiting- Ehile talking to the first caller !ou will hear a special tone informing
subscriber about the second call on the line. ,t that moment subscriber can put the first
caller on hold and talk to the second caller.
66
&enefits Products:
BTTB NLocal )E* and #$*O connectivit! for Ea%y /o)d
)ational 8oaming Cacilit!. #t has no inter zonal charge and no networkmobilit! charge.
)o (redit limit
Clat rate of A Tk for first 6 min and > Tk from 7 rd min.
6' sec pulse after 3 st minute for mobile to mobile
)o securit! deposit.
)o #ncoming for Ea%y Pre aid
#ncoming from BTTB Taka 6 form 3 st minute onwards for Ea%y /o)d
0ne &! E !" number P tk.7Fmin 6> hours round the clock
)o &onthl! Bills
)o $ecurit! *eposits
)o &onthl! ,ccess Cees
)o Eaiting for ,ctivation
#nstant (onnection
,$/ Joice &ail $ervice free of monthl! rents
,$/ (ards of Cour *ifferent Jalues and (olorsG$& Ceatures like (aller #* (all *ivert Joice &ail $ervice &&$. waiting.
8/9/2019 Report on Grameen Phone Ltd
24/84
Ca)) Conference- 8eceiving calls from multiple callers can be supplemented b!
joining these multiple callers so as to enable them to talk to each other. $ubscriber will
be able to communicate with a group consisting of maximum ten callers.
Ca)) 2ivert- (all *ivert lets subscriber redirect or re-route subscribers1 call to another
Grameen%hone mobile or an! other fixed :if !ou have BTTB connectivit!< or mobile
phone.
Ca)) Barring- nables subscriber to restrict certain t!pes of calls to be made from
subscriber1s mobile. This feature is especiall! important for securit! purposes.
9a)ue Added Service%
!hort (essage !ervice )!(!*
$&$ in mobile acts like an advanced pager.
$ubscriber can send and receive text messages of up to 3A' characters directl!
from one G% mobile to another G% mobile.
Cax and *ata $ervice :currentl! available onl! to corporate clients
8/9/2019 Report on Grameen Phone Ltd
25/84
S(S Pu%h Pu)) Service%
Eith %ush-%ull service subs can enjo! more than 3A' contents Q2 sage #nfo
%a!ment $tatus of last bill $ports news mergenc! numbers 8estaurants ,irline and
railwa! timing travel info etc. xample2 to know the contact numbers to taxi cabcompanies2
Go to the message option of handset.
Erite taxiM
$end the sms to 6'''
$ubs will receive the list of taxi cab numbers in return.
9oice (ai) Service D9(S
J&$ is a uni+ue answering machine.
#t provides !ou with a personal electronic mail box in our voice mail center.
#t records !our personalized greetings as well as stores !our incoming voice
messages.
#t records incoming voice messages if subscriber are2
0utside G%Ds coverage area or Bus! or
$impl! switched off !our mobile.
#t provides 6>-hour automatic secretarial service
&akes subscriber available to subscriber1s calling part! an!time
0ax and 2ata-
This service enables a G% subs to sendFreceive fax and data though their handsets b!
connecting to %(FLaptop.
3e % Service !!!
This is a news broadcasting service jointl! provided b! G% and %rothom ,lo4 *ail!
$tar. , subscriber can call 66 from hisFher G% mobile hone and listen to the latest news
highlights in nglish or bengli of their coice.
6>
8/9/2019 Report on Grameen Phone Ltd
26/84
Channe)–, Program Schedu)e !*!*
6?6? is a (hannel5# program schedule service. , subscriber can call this number fromhisFher G% mobile phone and listen to (hannel # program highlights.
Event Ba%ed S ort% 4 date !This and event based sports update service. #n respect to special sports events for ex2
international and national cricket events G% updates the latest news which can be
accessed b! dialing 6''6.
,ftar And Sehri Timing 1*1*
*uring the month o f 8amada a subscriber can listen to the timing of iftar and sehri in
*haka ad adjacent areas.
!.1*.& $+uice
2$uice is a mobile subscription for young people who use the mobile phone for
communication and entertainment . $o ----• *juice provides the most re)evant voiceF me%%aging and content %ervice% and
constitute a strong and differentiated mobile )ife%ty)e offering .• *juice aims to support customer lifest!le interests and enhance their mobile
experience.• *juice is registered trademark owned b! Telenor and is currentl! operating in
)orwa! $weden kraine and ungar!.1• Telenor is a leading provider of mobile voice and value added services in the
$candinavian region (entral astern urope and $outh ast ,sia and embraces
operation in 36 countries.
Gouth %egment i% )arge)y unta ed and untargeted b! the current mobile operators
of Bangladesh which itself is a significant potential market :>'@ ,pprox.
8/9/2019 Report on Grameen Phone Ltd
27/84
• ,f the otentia) target grou i% targeted no then the transition from !outh to
higher age group : stablished (onsumer or Business $egments< can be attained
which will assist in total life c!cle management of a significant subscriber base
:lo!alt!'<• Group &essage•
:max 3' groups with max 6? members<• $ubscriber will be charged per group member
6A
8/9/2019 Report on Grameen Phone Ltd
28/84
8/9/2019 Report on Grameen Phone Ltd
29/84
network mobilit! feature with which subscriber can move around throughout the
countr! with !our G% mobile phone.
!upplementary 'eatures: Ca))er ,2- *ispla! of the phone
number of an incoming call in !our handset before the call is answered
Ca)) @aiting- Ehile talking to the first caller subscriber will hear a special tone
informing !ou about the second call on the line. ,t that moment subscriber can put the
first caller on hold and talk to the second caller.
Ca)) Conference- 8eceiving calls from multiple callers can be supplemented b!
joining these multiple callers so as to enable them to talk to each other. $ubscriber will
be able to communicate with a group consisting of maximum five callers.
Ca)) 2ivert- (all *ivert lets subscriber redirect or re-route subscriber1s call to another
Grameenphone mobile or an! other fixed :if subscriber have BTTB connectivit!< or
mobile phone.
Ca)) Barring- nables subscriber to restrict certain t!pes of calls to be made from
another mobile. This feature is especiall! important for securit! purposes.
6"
&enefits Products:
&onthl! 7'' minutes :billed duration< of talk time free of charge
Eith comparison to similar post paid products subs can save Tk. >?' ever!month.
)o monthl! access fee
)ational 8oaming Cacilit! and no inter zonal and no network mobilit! charge.
Clat rate of > Taka per minute after 3 st free 7'' minutes at peak hr and 7 Takaat off peak hour.
3? sec pulse after 3 st minute
)o securit! deposit.
)o #ncoming charges form &obile to mobile
%eak hour ".'' a.m. to 33.'' p.m. and off peak hour is 33.'' p.m. to ".'' a.m.
8/9/2019 Report on Grameen Phone Ltd
30/84
9a)ue Added Service%
Service for the rura) oor 9i))age Phone
stablishing a nationwide network gives fair access to all geographical areas. Crom a
business point of view this strateg! serves both the long distances as well as the rural
markets. This emphasis on rural coverage brings a much-needed infrastructure in theunderdeveloped rural areas.
#n collaboration with Grameen Bank which provides mi(&0-credit onl! to the rural
poor G% utilizes the bank borrowers to retail telecom services in the rural areas.
Leveraging on Grameen Bank borrowers reduces the distribution costs of
Grameen%honeDs rural services contributing to the profitabilit! of this segment.
B! bringing electronic connectivit! to rural Bangladesh Grameen%hone is bringing the
digital revolution to the doorsteps of the rural poor and unconnected. B! being able to
connect to urban areas or even to foreign countries a whole new world of opportunities
are opening up for the villagers in Bangladesh. Grameen Bank borrowers who provide
the services are uplifting themselves economicall! through a new means of income
generation while at the same time providing valuable telephone service to their fellow
villagers. Thus the telephone becomes a weapon against povert!.
6=
$hort &essage $ervice :$&$<Eireless ,pplication %rotocol NE,%O$&$ %ush-%ull $ervicesJoice &ail $ervice :J&$<Cax and *ata2
)ews $ervice N666O(hannel5# %rogram $chedule N6?6?Ovent Based $ports pdate N6''6O#ftar ,nd $ehri Timing N3?3?O
8/9/2019 Report on Grameen Phone Ltd
31/84
,n%ta Care
Grameen%hone introduces ,3STA CARE an automated service with #ntegrated Joice
8esponse N#J8O s!stem to meet !our G% service related +ueries 6?-hours a da! 7A?
da!s in a !ear.
#f a G% %ost %aid subscriber wants to know hisFher recent Billing updates ,ccount ;
%a!ment status credit limit and polic! billing procedure etc. eFshe simpl! call 367 or
hisFher desired 0T-code from his G% mobile
#f an! G% subscriber has a +uer! on G%1s after sales service procedures coverage
information existing products tariff value added services international roaming G$&features or information on emergenc! numbers travel or even eating out and lot more
heFshe has to call 36> or desired 0T-code from hisFher G% mobile.
2irect Hot Code 2ia)ing
ot-code dialing allows one to get information without going through the menu s!stem.0ne can directl! call to the ot-code numbers to avail !our desired information.
7'
P"ST PA,2 ,3STA CARE 1!&
B,++,3/ 4ER,ESF PR"CE24RES I BA3J 2ETA,+S
Bill uer! 367=3%a!ment $tatus367=6(onnection $tatus367=7$ecurit!
*eposit (redit limit ; %olic!367=> ow we bill !ouU367=? ow to pa!U
367=A#temized bill367=9
8/9/2019 Report on Grameen Phone Ltd
32/84
73
8/9/2019 Report on Grameen Phone Ltd
33/84
76
P"ST PA,2 I PRE PA,2 ,3STA CARE 1!&
SER9,CES Jalue ,dded $ervices36>=33#nternational
8oaming36>=36(ustomer &anagements (enters36>=37 andset $ervice
(enters36>=3>Lost %hone 8econnection ; $#& (hange
%rocedures36>=3?,ddress (hange %rocedures36>=3A&igration ; 0wnership
Transfer36>=39
PR"24CT I 3ET@"RJ ,30"R(AT,"3 %resent package and
price36>=63G& products36>=66Tariff36>=67%oint of sales
centers36>=6>%repaid information36>=6?G% coverage36>=6AG$& features
36>=69
/E3ERA+ ,30"R(AT,"3 ospital ; (linics36>=73Cire brigade and
,mbulance36>=76%o=lice station ; legal ,id36>=77Travel
#nformation36>=7>Taxi (ab36>=7? otel ; 8estaurant36>=7A*istrict ; countr!
(ode36>=79
8/9/2019 Report on Grameen Phone Ltd
34/84
!.18 "rgani5ation 4nit%
2e artment%K2ivi%ion% of /rameenPhone8ecentl! management has brought a change in the organizational structure in view of
need of time. ,s of the recent change line function of the compan! comprises of the 7
different tasks. These are2
Build ; 0perate
$ell
(are
,ccordingl! 7 main divisions were identified as the line organization part of the
compan!. These are2
Technical *ivision
$ales and &arketing *ivision and
(ustomer &anagement *ivision.
!.18.1 Technica) 2ivi%ion
Technical division is split into two parts2
8oll -0ut *ivision2 8esponsible for building the network.
0perations *ivisions2 8esponsible for operation and maintenance of the network.
Re% on%i#i)itie% of the P)anning Section
8esponsible for mainl! Base $tation related planning
8esponsible for planning of data transmission e+uipment from Base $tation toswitch
8esponsible for B$( :Base $tation (ontroller< and &$( :&obile $witch (enter<related planning.
8esponsible for timel! suppl! of e+uipment8esponsible for negotiating with hose owner for building Base $tation on therooftop.
8esponsible for roaming agreement with other countries.
Re% on%i#i)itie% of the ,m )ementing Section
8esponsible for construction ; maintenance of Base station room ,ntenna pipe%ower suppl! etc.
8esponsible for installation of Base $tation ardware.8esponsible for start-up and pilot operation of Base $tation.
77
8/9/2019 Report on Grameen Phone Ltd
35/84
"rgan gram of Technica) 2ivi%ion
Fig 2.,
7>
+ a # a n t , C o ( t C o n ( t r o lle r -A d m in . / 0 0 o r t
" e 0 / t y & e # h n i# a l " i re # t o rC o n ( / l t a n tC o n ( / l t a n t
P r o 1e # t " e 0 a r tm e n t
% a n a g e r2 A 3 4n t e rn a t io n a l 5 e a m in g " e 0 a r tm e n t
% a n a g e rC o m m i( ( io n in g
% a n a g e r4 n ( t a l l a t i o n
% a n a g e r
C i6 il 7 o r k ( C o n ( t r / # tio n
% a n a g e rC i6 il 7 o r k ( % a in t e n a n # e
" e 0 / t y G e n e r a l % a n a g e r4 m 0 le m e n t a tio n " e 0 t .
+ a # a n t% a n a g e r
" o # / m e n t a tio n
% a n a g e r) e g o t i a t i o n (
% a n a g e r& r a n ( m i( ( io n P l a n n i n g
% a n a g e r
* i t# h P l a n n i n g
% a n a g e r5 a d i o P l a n n i n g
" e 0 / ty G e n e r a l % a n a g e rP l a n n in g " e 0 t .
% a n a g e rB a ( e t a tio n y ( t e m
% a n a g e r
) e t * o r k % a n a g e m e n t
% a n a g e r* i t# h i n g y ( t e m
" e 0 / ty G e n e r a l % a n a g e r2 0 e r a tio n 3 % a in t e n a n # e C e n t re
P r o 1e # t % a n a g e rP a k ( e y 5 e g i o n a l C e n t re
P r o 1e # t % a n a g e r
C & G 5 e g io n a l C e n t r e
P r o 1e # t % a n a g e r" h a k a 5 e g i o n a l C e n t re
P r o 1e # t G e n e r a l % a n a gP r o 1e # t " G %
5 e g io n a l " e 0 t .
" i r e # t o r& e # h n i # a l " i6 i ( io n
8/9/2019 Report on Grameen Phone Ltd
36/84
!.18.! (arketing and Sa)e% 2ivi%ion of /rameen hone
The following chart shows different department under &arketing *ivision.
Fig: 2.
7?
*G&$ales *ept.
&anager (hannel $ales
*eput!&anager (orp. sales
*eput! &anager %re-%aid $ales
*G& &arketing
&anager (ommunication
&anager%roduct ; %laning
*G& 8egional *ept
(hittagong
hulna
Dire tor!ar"eting # $ales
Assistant Proje ts
8/9/2019 Report on Grameen Phone Ltd
37/84
Sa)e% 2e artment of /rameenPhone
,s its name suggests this department involves in the selling procedure of G% and thusenjo!s the responsibilit! of direct interface with the customers.
Re% on%i#i)itie% of Sa)e% 2e artment
&arket surve! and collecting the feedback
%articipation in exhibition
%articipation in opening of dealers outlet
#nstant deliver!
#ntroducing ; selling new packages
Collow up with existing subscribersBuilding up managements with subscribers.
2i%tri#ution Channe) of /rameenPhone
,nfo-
#nfo center provides spot solutions. ere subscribers can get subscription. '> trained and
friendl! people are serving at #nfo (enter from "am-Apm. There is also '3 $ales ;
Logistics 0fficer who is responsible for providing $#& :$ubscribers #dentification
&odule< cards and handsets to the subscribers and distribution of marketing items.
2ea)er%-
'6 persons are responsible in dealing with *ealers at *haka and (hittagong each. There
are '> *ealers at present-Clora Grameen Telecom and Brothers Butterfl!.
Cor orate Sa)e% 0orce-
'9 0fficers are read! to serve an! corporate in *haka and '? persons at (hittagong.
Product I (arket P)anning of /rameenPhone
%roduct ; &arket %lanning *epartment :% ; &%< is a vital part of Grameenphone in
terms of its importance and role.
8/9/2019 Report on Grameen Phone Ltd
38/84
The central innovative department of Grameenphone is the % ; &% department. This
department facilitates communication between the different departments about existing
and new products F packages of Grameen%hone. % ; &% also manages and co-ordinates
information about different products. % ; &% evaluate the possibilities and develop new
products.
% ; %& is responsible for communication with different departments about existing
products.
% ; &% gets feedback from $ales (ustomer &anagement and &arket (ommunication
departments regarding (ustomer needs and &arket re+uirements. Ceedback helps in
redefining an existing product.
)ew ideas are developed after evaluation of market demands. % ; &% gives shape and
form to berg ideas in the process of developing a new product. % ; &% is responsible to
co-ordinate with 0peration ; &aintenance #nformation $!stem and Billing departments
to get solutions check the functionalit! of %roduct features and prices. Bundling and un-
Bundling of services to create new packages can be a useful wa! of satisf!ing customer
needs.
% ; &% facilitates launch of the products within Grameenphone. Training and support for
a product to all departments within Grameenphone is also the responsibilit! of thisdepartment. % ; &% develops the main marketing message for products working closel!
with &arketing department. % ; &% develops the main marketing message for products
working closel! with &arketing department. % ; &% will also support $ales and
(ustomer (are department about new product launch.
(arket Communication of /rameenPhone
0unction%
The functions of marketing department are manifold. owever the main function can be
articulated as to develop product and promote.
#n order to accomplish this function some steps have to follow. The! are2
)eed determination b! market surve! through secondar! data.
To develop product within G%1s resources.
8/9/2019 Report on Grameen Phone Ltd
39/84
%ricing of the product.
To obtain necessar! approval from the management
(ompetitor1s activit! anal!sis
(oncept building for promotional activities. #t includes advertisement in the leasing
dailies in the most effective manner within a given budget to arrange out-door
advertisement hoarding promotions of gift items like dair! calendar etc.
Besides the above-mentioned functions this department is also responsible for all kinds
of publications of G%. #t is the responsibilit! of the marketing department to design and
publish monthl! )ewsletter of G%.
&arketing department also support various departments in performing their job. ,fter the
market surve! for an example the! can suggest 8adio %lanning department about the
approximate no. of probable subscribers of a particular area and the potential of
#nternational 8oaming.
#n the above-mentioned wa! marketing department pla!s an important role in the smooth
functioning of G%.
Se))ing rocedure of /rameenPhone
To build management with the clients to make a good rapport with them to
acknowledge them about the G% service its advantages coverage area and above
all to provide information about G% in a convincing manner.
all the necessar! arrangements to sale the product which includes handout G%
application form ; brochures
elp the customer to fill up the application form including the agreement.
Tell ; help the customer to pa! the amount for subscription including govt. fee and
securit! deposit in the designated banks in cash.
8eceive the completed application form with bank deposit slip and all the
documents check carefull! and ensure the signature with date.
&ake a photocop! of the $#& card with its number mobile number and #* number.
8/9/2019 Report on Grameen Phone Ltd
40/84
#nform the subscriber to contact (ustomer (are *epartment on 367 for further
in+uir!.
Thanks the customer for choosing G%
Corward the subscriber1s file to the Billing department for activation.
!.18.& Cu%tomer (anagement 2e artment DC(2 of /rameen hone
(ustomer &anagement *ivision of G% has different units that are involved in ensuring
all post sale services of our valued customers. Collowing is a brief description of the
activities of these divisions2
Ca))K,mage (anagement-
The (all &anagement handles all calls made in the hotline b! the customers to provide
+ualit! post5sales services 6>-hour round the clock. $ales department procures the
business and #mage center keep the business with the compan! for long period. 0nce
management ship is established #mage center is doing the business with the subscribers. #t
works with the objective to meet all kinds of +ueries from customer and provide the
optimum solutions.
Cu%tomer (anagement Center DC(C -
The (&( handles all the customers face to face to provide +ualit! post5sales services to
keep the business with the compan! for long period. 0nce management ship is
established like #mage center (&( is doing the business with the subscribers in person.
#t works with the objective to meet all kinds of +ueries from customer and provide the
optimum solutions.
Grameenphone provides instant services through its six Cu%tomer (anagement Center
in five division. ,ll t!pes of services regarding connection network coverage and
handset problems are dealt with. The customers can walk in at these centers for solution
to an! t!pe of problem regarding G% mobiles. The compan! has different units within the
customer management department to support and to take care of instant action regarding
8/9/2019 Report on Grameen Phone Ltd
41/84
fax lost phones pa!ments of bill activation and an! other problem that needs instant
solution.
Cor orate Cu%tomer Service-
This unit is responsible for providing all post-sale services to corporate accounts. This
unit doing the business with the corporate subscribers in person over phone. #t works
with the objective to meet all kinds of +ueries from customer and provide the optimum
solutions.
The ,mage (anagementF the Cu%tomer (anagement Center and the Cor orate
Cu%tomer Service are making the bridge between the customers and compan!. Besides
$ales ; &arketing division this are the (&*1s three departments who deals customers
directl!. #t works to ensure customers satisfaction and also to motivate the people in
Grameenphone service. #n (&* previousl! named subscription unit renamed as
customer demografic and activation :(*,< unit communication units are working also
Table 2.$: #ervice offering from the +mage Center
Contractua) Bi))ing "rder Entry /enera) Service(hange of ,ddress #nformation of Billing
s!stem8eplacement of the$#& (ard
%roduct #nformation
0wnership Transfer #nformation for the#nvoice %roblem
Jalue ,dded $ervice (overage#nformation
(hange of $ubscription $ending the 8evisedBill
8emove the%assword
andset #nformation
Transfer of Vone 8e+uest for #temizedBill
*ifferent Ceatures.
8e+uest for the,dditional $ervice
$tatus of the *eposit
The (ain Activitie% of the ,mage Center
,mage Bui)ding Activitie%- The main activities of (orporate (ustomer (are and the hotlines are to move towards the customer satisfaction. $o it will start with the image
building activities b! welcome call after activation.
8/9/2019 Report on Grameen Phone Ltd
42/84
(anagement Bui)ding Activitie%- (ustomer care will send the letter b! mentioning theG%1s contact point and available service agreement. This service is exclusivel! for the(orporate (ustomers onl!.
Fig 2. : /rgan gram of Customer Management 0ivision.
,dditionalG&
,G&
*eput!G&
*eput!G&
*eput!G&
(anager (anager (anager (anager (anager
*&
*eput!&anager
*&
*&
2irector
8/9/2019 Report on Grameen Phone Ltd
43/84
8/9/2019 Report on Grameen Phone Ltd
44/84
#mmediatel! after the recruitment separate emplo!ee file is opened comprising all the
relevant information of the particular emplo!ee. This personal file is prepared
maintained and updated b! 8*. #n fact one of the main responsibilities of 8* is
updating of all the personal file of the emplo!ee.
%erformance appraisal is another main function of 8 &anagement. %erformance
appraisal is an! personnel decision that influences the status of the emplo!ee regarding
his confirmation increment promotion and transfer.
/P erformance a rai%a)
0n completion of probation
0n completion of one !ear of service.
Performance of an em )oyee take% )ace #y fo))o ing %ome %te %
a< Iob anal!sis
b< $et up performance standard and
c< ,ppraisal interview.
+eave management
Leave management is an important function. 8 has opened a leave management
database to obtain current leave status of all the emplo!ees of Grameen%hone. #t
provides emplo!ees about their leave status when it is necessar!.
8 &anagement also deals with some personnel functions like show cause termination
*ismissal discharge and resignation. #t also issues circular as ; when re+uired conduct
department in+uir! and all other functions related to 8.
Human Re%ource% 2eve)o ment of /rameen hone
,n organization1s performance and resulting productivit! are directl! proportional to the
+uantit! and +ualit! of its human resources. Ehile emplo!ee performance must be
evaluated in economic terms of efficienc! and effectiveness it can be best achieved
through recognizing and enhancing the human dignit! of each emplo!ee. The +ualit! of
8/9/2019 Report on Grameen Phone Ltd
45/84
the human resources can be effectivel! increased through education training and
personal development. uman 8esources *evelopment functions aim to increase the
+ualit! of the human resources especiall! through training.
! training involves the follo%ing steps,ssessing training needs$election of the participants(onduct training programs.
2ifferent training rogram% of /P
G% %rovides both local and overseas training on the basis of the need anal!sis of theemplo!ee.
+oca) training#nductionF0rientation training %rogram falls under inside G% training categor!. ,fter
joining it is the responsibilit! of the 8 to conduct inductionForientation training to the
newl! recruited personnel to provide a general introduction of the compan!. To prepare
training plan participant1s list and training schedule for induction training - 8
department does all. #nside G% training will cover &anagement training will cover
&anagement training and *epartment training in near future. 0ut side G% training means
to take part in training programs offered b! different training institutionsFuniversities on
different subjects. 0verseas training2 ,fter need assessment emplo!ees who need
overseas training are sent abroad for overseas training. xpenses of overseas training are
generall! borne b! G%. The particular emplo!ee who has been selected for training has to
sign a suret! bond for specific period of time for overseas training.
Be%ide% the a#ove mentioned ork%F %ome routine function% of HR2 are
%repare maintain and update training related database.%repare career development plan
%repare induction training manualFmodules
valuate training program
&ake agreement between G% ; emplo!ees for overseas training
To communicate with different local training institutions
To communicate with trainersFinstructors.
8/9/2019 Report on Grameen Phone Ltd
46/84
HR (anagement ,nformation Sy%tem of /rameenPhone
8-$ Cunctions involve-
To maintain ; update emplo!ee database
&aintain emplo!ee related different statistics,n! other works which re+uires updating emplo!ee data.
Though job has been classified and assigned according to the nature of the functions of
8 *epartment the job is accomplished and the responsibilit! is carried out co-
operativel!. 8* pla!s a ver! crucial role in the functioning of G%. This is a ver!
flexible and open department as it alwa!s has to gather and store current and exact data
and information regarding the emplo!ee and the organization.
!.18.* Admini%trative 2ivi%ion
The term ,dministrationM is associated with misconceptions and controversies.
speciall! in the context of Bangladesh it represents a bureaucratic organizational set up
with t!pical characteristics of red-tape-ism centralization of power and authorit!
favoritism nepotism and so on. ,dministration *ivision of Grameen%hone is set up with
a view to break out from the so-called conventional s!stem of bureaucrac! and strives to
be different in all respects.
dministration $ivision encourages to:
*evelop the leadership +ualit! in such a manner that the organization can
grow like a disciplined famil!.
8eward for discipline hard work and efficienc!.
&aintain a +ualit! conducive and enjo!able work environment.
&aintain congenial and health! interdepartmental managements to ensure
uniformit! in objectives.
8/9/2019 Report on Grameen Phone Ltd
47/84
Eork with an open s!stem approach to ensure effective communication flow2
Fig 2. : /rgan gram of Administration 0ivision
!.18.8 0inance 2ivi%ion of /rameen honeCinance division comprises three departments namel! #nformation s!stems Cinance and%rocurement.
Structure of 0inance 2ivi%ion
Fig 2.1
*epartment of finance is an integral part of finance division. The main role of thisdepartment is define in under2
,ttends to financial planning and control
Budget and budgetar! control
%rovide management information
*evelopment of s!stem and method
nsure proper internal control over the compan!
*irector Cinance
&anager Cinance
&anager
#nformation $!stem
&anager
%rocurement
Director Administration
Manager HR
Manager Office
Manager Sec rit!
8/9/2019 Report on Grameen Phone Ltd
48/84
,nal!sis of financial statement for future action
#nformation flow for inter-department and external using
(o-ordination with external organization and internal department.
@ork force-
Eorking team of this department consist a total nine :'=< members including xecutive
&anager Cinance who is responsible for overall and inter-departmental management of
this department. Cor overall supervising and proper internal control purpose finance
department device in four segments where a several section as re+uired based on work
volume and a manager :individuals< is responsible for all activities performed b! the
sections. ,t present there is a managerial position confirmed dul! for accounts segment
based in *haka. There is also a total $ix-:'A< accounts officer including (hittagong
office and a cashier in the cash office based in *haka.
!.18.: ,nformation Sy%tem% D,S of /rameen hone
Re% on%i#i)itie%-
#$ is responsible to manage the following areas-
)T $erverFEorkstations,lpha $erver $!stem
&ailF#nternet $!stem
%,BQ $!stems.
)T $erver serves in the following wa!2
• ,ll the *esktops and portables while in networks are connected to )T server.
• )T $erver is used for -
a< *ata sharing b< (entralizing datac< *ata securit!d< %rintinge< lectronic mail.
,lpha $erver is used for -
a< (ustomer activationFdeactivation b< ,dding and barring features to the customers
8/9/2019 Report on Grameen Phone Ltd
49/84
c< (ustomers in+uiriesd< Generation billse< (urrent and previous status of customer
#$ mainl! works with $witch and (ustomer (are department #$ maintains and managesthe server oriented application software which is known as (,B$ 6'''.
Billing and (ustomer (are use (,B$ 6''' and in this wa! the! are closel! related with#$ *epartment.
(ai)K,nternet of /rameen hone
,ll the G% 0fficials have their own -mail address which helps in eas! communication
and eas! data transfer. #$ handles all mail and #nternet related issues and problems.
PAB %y%tem of /rameenPhone
,ll the desk telephones are connected to the %,BQ s!stem which helps in connecting G%
officials and the out side world.
#n short the whole G% for its da! to da! activities like computer application %,BQ
phone s!stem -mail etc. which is a must to carr! out the regular duties are all managed
b! #$.
Ehenever user face an! problem related to the above-mentioned activities #$ members
are alwa!s active to provide instant help.
!.18.; "ther 2ivi%ion% of /rameenPhone
,nformationThis is a department responsible for information flow both within and outside theorganization. )ow ? persons are working in this department.
/R,P
G8#% represents for- Grameen%hone 8ailwa! #ntegration project. This is a special projectto integrate the telecom department of railwa! :B8T$< and Grameen%hone. This projectwill end up with a merger with 8oll - 0ut and 0perations division.
8/9/2019 Report on Grameen Phone Ltd
50/84
Regu)atory I +ega)
This division is responsible for booking after the regulator! obligation and legal findingof the (ompan!. )ow onl! two people are in this division excluding the director.
!.1: Em )oyee Standard of Conduct
The compan! offers a wonderful and friendl! working environment in the office.
Grameen hone has conducive and safe working environment. The (ompan!1s intent is to
establish a good working management ship through a mutual understanding of
expectations. The! believe in working in a team and demonstrate team spirit to maximize
and excel in standard +ualit! service to their valued subscribers in the area of
telecommunication. mplo!ees work in an environment where the! feel valued
responsible and supported b! the authorit! as well as b! their colleagues.
Grameenphone also takes preventive and safet! measures to avoid all sorts of hazardous
situation that might take place in some areas of technical functions.
Eith its present status G% aims to expand and grow at a faster pace b! utilizing the best
possible opportunities and expansion of )etwork throughout the whole countr!. This
enormous task re+uires dedicated devoted and committed manpower.
!.1; ,ndu%try Ana)y%i%
&obile telecommunication industr! in Bangladesh is still in growth stage. 0nl! four
companies are currentl! operating in the countr!. #t was a +uestion that whether the
market of the countr! is suitable for this expensive technolog! or not. But after few !ears
of introduction it has become one the biggest industries of the countr!.
#n the first half of ='1s (it! (ell started the journe! of mobile industr! in Bangladesh. #n
the first few !ears it was the onl! compan! in the industr!. )aturall! the price was too
high and the general people could not afford mobile phone during that period of time.
The compan! targeted onl! the higher class of the societ!. *uring that time price of
mobile was above Tk ?' '''FR. )aturall! the growth of the industr! was too slow. $o
the government decided to bring more companies in the market and break the monopol!.
8/9/2019 Report on Grameen Phone Ltd
51/84
,fter careful evaluation the government decided to provide three licenses to Grameen
Telephone T& #nternational :, T L< and $heba Telecom :Banglalink< and Teletalk.
(it! (ell is using ,&%$ :,dvanced &obile %hone $!stem< technolog! all of these rest
companies are using G$& :Global $!stem for &obile< technolog!. G$& is the most
popular mobile telecommunication technolog! in the world. ,bout A'@ of the cell phone
users of the world use G$& technolog!.
# have alread! mentioned that the mobile telecommunication industr! is now in the high
growth stage. The number of mobile users in the countr! is approximatel! ?' '' ''' and
among them G%1s subscribers are over 7> '' '''.,lthough the mobile industr! in
Bangladesh is of four private companies and newl! Tele-talk of BTTB is operating G%
is still leading the wa! with a sharp distance.
!.17 S@"T Ana)y%i% of /rameen hone
Strength%-
Good 0wner $tructure
,vailabilit! of Backbone )etwork :0ptical fibber<
Cinancial $oundness
&arket Leader
Brand )ame F Grameen #mage
$killed uman 8esource
Largest Geographical (overage
Good uman 8esource and #nfrastructure #nstallation all over the countr! through
Bangladesh 8ailwa! and Grameen Bank
,ccess to the widest rural distribution network through Grameen Bank
8/9/2019 Report on Grameen Phone Ltd
52/84
igh thical $tandard
ighest and advanced value added service provider.
@eakne%%e%-
&ixture of different cultures is used as an excuse not to solve problems
Too much inside out thinking in the compan!.
*ifferent departments not working together.
%oor interconnection with BTTB.
(omplicated price structure
Billing $!stem can1t handle sophisticated billing.
)o long-term *istributionF(hannel strateg!.
" ortunitie%-
conomic growth of Bangladesh.
)ew and better interconnection agreement
uge need for telecom services
#ncreased intentional activities in Bangladesh
*eclining prices for handsets
Cuture privatization of the fixed network
)ew international gatewa!
*emand for inter-cit! communication
Growth in other operator will give more connection.
Threat%-
8/9/2019 Report on Grameen Phone Ltd
53/84
&ore rigid government regulations.
&ore influence of competitors on the fixed network
(hange of government might lead to competitors having more clout
*evaluation of Taka
)ational catastrophes.
$abotage of installation.
)on-co-operation of government and fixed %$T) :%ublic $ervice Telephone
)etwork
8/9/2019 Report on Grameen Phone Ltd
54/84
The topic of m! internship project is (ustomer satisfaction ; retention through Tele-
marketingM. # am doing m! internship in the largest cellular compan! of Bangladesh4
Grameenphone Ltd. # have been working their in customer demographic and activation4 a
unit of (ustomer &anagement *ivision. There are 3"9 manpower is working in the
(ustomer &anagement *ivision and in the Tele-marketing total 9 people are working
dail! and in the (ustomer *emographic and ,ctivation unit "3 people are working.
,s Grameenphone is a service compan! it alwa!s aims to retain its1 customers through
+ualit! customer service. ven though customer lo!alt! is possible through customer
management ship there is alwa!s room for customer dissatisfaction which hampers
customer lo!alt!. ence in order to maintain lo!alt! it is ver! important to maintain a
good management ship with the customer.
$o here m! job is to entr! proper wa! as data from prepaid subscriber form and the next
project will be to promote and provide different services to the subscribers over telephone
on the basis of the current data entr!. That means m! actual job is to satisf! customers b!
meeting their different +ueries and promoting and creating the awareness of G%1s
different services and also pursue the subscribers to be retained.
&.! Te)e marketing DThe 3e Conce t
#n 3==A Grameenphone started its journe! and never stopped in this hard walk wa! of
establishing itself and reaching to the mass people with their +ualit! services. ver! time
the! have tried to bring something new something good for both the customers and for
the compan!. Their continuous research on market and customers and their willingness to
provide better services than before has made them the market leader for a long time.
Their (ustomer &anagement (enters and the hotline services are the best in the present
telecommunication industr!. To continue this advancement the! have bring a new concept
in the telecommunication sector which is 5 Tele-marketingM.
The present market demand and business scenario in Bangladesh forced them to bring
this new concept to maintain the customer1s satisfaction level. 0n 3> th Cebruar!16''?
Tele-marketingM started its journe!. #n the beginning it started with promoting the
8/9/2019 Report on Grameen Phone Ltd
55/84
(R2
Te)emarketing
C(2
Sa)e% I(kt.
"therdivi%ion
C(2 L ,T
Cu%tomerSegmentation
0eed#ack
TargetSu#%cri#er
Pre%erved2ata#a%e
Fig $.1: Tele-marketing Flo% chart
features of their existing products to their existing customers. Tele-marketing concept
means the wa! of marketing the compan! products and delivering services over phone to
the subscribers which is +uite new in our countr!. #n this case Grameenphone is the
pioneer. Tele-marketing4 a sub-division of (ustomer &anagement *ivision of
Grameenphone take birth in the head office Gulshan *haka and continuing their
activities to enhance the customer service more in future.
&.& Activitie% of Te)e marketing
The basic activities of Tele-marketing is to contact the subscribers over phone and get the
feed back and side b! side promoting their products the features etc. #n Grameenphone
tele-marketing working process are listed below-
8/9/2019 Report on Grameen Phone Ltd
56/84
8/9/2019 Report on Grameen Phone Ltd
57/84
&.' E%ta#)i%hment Co%t and Ex en%e% of Te)e marketing
There is no additional costing for establishing the tele-marketingM project. The tele-
marketing is running on the established infrastructure of (ustomer &anagement
*ivision. #t does not re+uire an! kind of extra e+uipments and there was enough resource
in call center which helped tele-marketing to run on successfull! and without an! cost.
To run this project there were some expenses which is ver! little in amount that was
recovered from the revenue generated from call center. The expenses were 5 hiring
people training and refreshment expenses and the monthl! compensation for the tele-
marketers.
Tele-marketer
%hone %( *atabase
$ubscriber
Ceedback
Fig $.2: Tele-marketing %orking process
8/9/2019 Report on Grameen Phone Ltd
58/84
&.* Em )oyee% DThe (arketer%
Cor tele-marketing 9 part times and internee emplo!ees are working in two shifts. These 9
marketers are working under the supervision of an (ustomer &anagement 0fficer who is
responsible for all kinds of activities in tele-marketing. Then he will report to the General&anager of (&*. $o the tele-marketing structure is 5
Fig $.$: Telemarketing structure
The recruitment for tele-marketing is handled b! the uman 8esource *ivision of
Grameenphone. ,nd according to their recruiting policies the! invites part timers and
internee students to work for tele-marketing project. ,n formal interview and medical test
is arranged for the candidates. ,fter their recruitment (&* arranges training sessions
which is usuall! a four da!s long training period. #n the training sessions different
respective emplo!ees from different divisions of G% give lectures and audio visual
lessons. ,fter the training period the new emplo!ees who are actuall! the marketers
started their practical job of tele-marketing.
&.8 ,m act of Te)emarketing on Cu%tomer Sati%faction
2irectorF C(2
/enera) (anager
Cu%tomer (anagement"fficer DSu ervi%or
C(""
C(" C(" C(" C(" C(" C("
8/9/2019 Report on Grameen Phone Ltd
59/84
(ustomer satisfaction is a ver! important factor for toda!1s companies. ,ll the successful
companies tr! to match the customer1s expectation with their delivered services. $atisfied
customers are ver! important for the companies because the! bring the benefits. $atisfied
customers are the customers whose needs are fulfilled and the! are ver! much +ualit!
service conscious. The! retain with the compan! for longer times and refer to others
about the companies. Through the satisfied customers companies get extra promotion and
lo!al customer for longer time. Grameenphone is also ver! much concerned about
satisf!ing customers. The call center of help line #J8 customer managements centers all
are the main factors of customer1s satisfaction for G%. But still customers sometimes
don1t like to get these services due to financial factors and sometimes for other issues like
availabilit! time constraints etc. $o through tele-marketing Grameenphone reached one
step more in raising customer satisfaction than other mobile operators. (ause when tele-
marketers calls an subscriber and take care of hisFher problems and indirectl! sending the
message to the subscriber that the! are their valuable customer and Grameenphone is
alwa!s there to help them b! knocking customer1s door4 then the compan! image in front
of the customer changes and their desired satisfactor! issues meets.
&.: ,m act of Te)e marketing in revenue generation
Tele-marketing activities of Grameenphone are helping them to generate huge revenue.Like-
♣ Tele-marketers are promoting the new product campaigns over phone. $o the
customers are directl! getting the news from Grameenphone. Then the! are
bu!ing the new packages and thus G% sales go higher.
♣ Tele-marketers are promoting the value added services :J,$< provided b! G%. $o
customers are using the services and from J,$ huge revenue comes out.
♣ ,s tele-marketers works for retaining customers so G% gets lo!al customers and
this lo!al customer makes repeat usages of the services.
8/9/2019 Report on Grameen Phone Ltd
60/84
♣ Though tele-marketing the customers are getting educated about the product
features and other services. Then the! tr! these services at least once. $o the huge
number of customers of G% is generating a huge amount of revenue for the
compan! in the trial period.
♣ Tele-marketers are motivating customers and then drive their needs to use the G%
products and more and more in future. ,nd b! assuring the better services the!
are satisf!ing customers. so the satisfied customers are also referring to others.
Thus G% is getting more word of mouth communication and the benefit is the
compan! getting more customers and the revenues is on the wa!.
♣ Tele-marketing are continuing with Grameenphone1s existing infrastructure and
so Grameenphone will earn huge benefit with extra low cost. $o for this it has
needed its emplo!ee salar! and maintenance of %(.
8/9/2019 Report on Grameen Phone Ltd
61/84
CHAPTER '
Theoretica) and Techno)ogica) Ana)y%i% of Te)emarketing
'.1 /T(S DTe)e marketing Soft are Too)%
Grameenphone is using an database software named GT&$M which is custom made and
used for preserving the information1s gathered from the customers field b! field. B! using
this software the tele-marketing people can easil! generate an! report based on the
+ueries. #t makes their works ver! easier and saves time. Two screen shots of GT&$ is
given below2
0ig '.1- /T(S Screen %hot- 1
8/9/2019 Report on Grameen Phone Ltd
62/84
8/9/2019 Report on Grameen Phone Ltd
63/84
Fig '.$: Motivation process and customer retention
Ehen a customer has an! unfulfilled needs or desired service from Grameenphone then
heFshe gets tensed and this drives to a specific behavior that heFshe needs to fulfill that
needs or desire4 in the mean time their learning from other sources helps to think about
meeting their demands. $o the Grameen tele marketers what reall! do is 4 the! educate
the subscribers and motivates to act in the specific behavior and then in the cognition
process subscribers finds that the! are learned about their needs with the help of Tele-
marketers and now the! know how to fulfill their demand and the! goes for it. $o Tele-
marketer are reducing tensions of customers and b! educating them motivating to use the
services more or approaching to new services.
4nfu)fi))edneed% and
de%ireTen%ion 2rive Behavior /oa)
+earning
Cognitiveroce%%
Ten%ionReduction
8/9/2019 Report on Grameen Phone Ltd
64/84
&otivating customers tele-marketers also promoting the products and services of
Grameenphone which is more effective than other advertisement media.
&anagement ship marketing is a philosoph! of doing business a strategic orientation that
focuses on keeping and improving current customers rather than on ac+uiring new
customers. The main benefit of this theor! is customers prefer to have an ongoing
management ship with one compan! than to switch continuall! among other companies.
Tele-marketing of Grameenphone is exactl! retaining their customers following this
management ship marketing philosoph!.
Fig '.': Management ship marketing philosoph"
B! maintaining a management with the customers Grameenphone will get man! benefits
like when the! are providing +ualit! services the customer1s satisfaction will be raised
and it will lead to them to be with the compan! for long time. $o Tele-marketers are
making an management with the customers and this leading the customers repeat usages
of Grameenphone services4 so the profits are increased and then all these things are
Cu%tomer%ati%faction
ua)ity %erviceCu%tomerretention Iincrea%ed rofit%
Em )oyeeRetention
8/9/2019 Report on Grameen Phone Ltd
65/84
helping indirectl! to retains internal emplo!ees also. Through Tele-marketing customer
retention is easier than an! other media and the cost is lower also.
'.& ,ntrervie re%u)t% and Ana)y%i%
ere # have depicted the interview +uestion that # had asked to the emplo!ees in
Grameenphone4 and the some answer samples. #n the end of each +uestion # have
anal!zed the result of the interview.
ue%tion M 1- how Tele-marketing was establishedU
Em )oyee an% er-
♣ #ts an outbound service that Grameenphone lacks before4 that1s wh! it was
brought upM
♣ &arketing 8esearch *ivision (ustomer &anagement *ivision and others
division combined planned for brining up this new serviceM.
♣ (ompan! perspective was to change the customer1s attitude towards G%M.
Ana)y%i%-
&! anal!sis sa!s ver! few emplo!ees exactl! knows how Tele-marketing was
established4 but to some extent their raised points are right. Tele-marketing was
established due to the growing market competition to motivate the existing and new
customers of G% and to retain them. #t1s a new tool to increase the customer1s satisfaction
and to promote with lower costs. #ts not onl! the sub-division of (ustomer &anagement
*ivision but other departments are also related to its activities.
8/9/2019 Report on Grameen Phone Ltd
66/84
8/9/2019 Report on Grameen Phone Ltd
67/84
ue%tion M '- *o !ou think Tele-marketing is an effective promotional toolU
Em )oyee an% er-
♣ ,t the moment it1s the best tool in tele-communication sector for promoting
servicesM.
♣ )o #t has a reverse effects during promotionM
Ana)y%i%-
,ccording to the emplo!ees answer it was found that most of them thinks its an new
promotional tool and Grameenphone brings it just because the! are the pioneer in
telecommunication sector. But its true as a promotional tool it1s ver! effective but
sometimes it has some reverse effects like subscribers might feel disturbed and get bore
of it.
ue%tion M *- Ehat is usage of the preserved data base of Tele-marketingU
Em )oyee an% er-
♣ #t is used for &arketing 8esearch *ivisionM.
♣ Ee can get some useful findings from this dataM.
♣ This data is need for segmenting the marketM.
Ana)y%i%-
The preserved data is mainl! used for marketing research purpose. Crom the customer responses &8* can find out their desires and future demands and can come up with newideas. Besides this another usage of this data is get the idea of G%1s actual market
segment.
ue%tion M 8- *o !ou think Tele-marketing is helping in generating revenueU
Em )oyee an% er-
♣ 0f course it is its generating a big amountM.
♣ #t1s a great weapon to generate revenueM.
8/9/2019 Report on Grameen Phone Ltd
68/84
Ana)y%i%-
,bsolutel! Tele-marketing is helping Grameenphone to generate huge amount of
revenues. Because Tele-marketers are promoting motivating and retaining customers so
the sales and usage of the services is increasing.
ue%tion M :- *o !ou think tele-marketing is appropriate for customer retentionU
Em )oyee an% er-
♣ #t1s the perfect wa! of retaining a subscriber and solving hisFher problem and
offering better serviceM.
♣ $ame as helpline services.M
Ana)y%i%-
&! anal!sis sa!s tele-marketing is the best wa! to retain a customer in tele-
communication business. Through the help line services it1s not possible to make them
understand that the compan! reall! cares about its customers4 because customers are
pa!ing for the help line service and the! don1t give attention in persuasive matters.
ue%tion M ;- what are the future prospects of Tele-marketing in G%U
Em )oyee an% er-
♣ The future is brightM.
♣ There is a great opportunit! of expanding G%1s services through tele-marketing
and it can be a separate unitM.
Ana)y%i%-
,nal!sis sa!s that the future of Tele-marketing in G% is ver! bright. Because this section
is directl! related to customers and the! can get the direct feedback from the customers
for an! other division of Grameenphone. This section can create more emplo!ment
opportunit! in future. There is some argument among the emplo!ees of G% that some
8/9/2019 Report on Grameen Phone Ltd
69/84
8/9/2019 Report on Grameen Phone Ltd
70/84
8/9/2019 Report on Grameen Phone Ltd
71/84
Tele-marketing should be directl! supervised under the &arketing 8esearch
*ivision because then the emplo!ees of both division will have more chance to
share ideas.
The usage of preserved data should be shown to the marketers so that the! can
realize the implication of their jobs.
There are technical problems in the software of Tele-marketing it should be bug
free and updated one.
To improve customer satisfaction on tele-marketing as well as in the (&* division there
is no other scope remain except ensuring the work through $. Cor this a full implement
able suggestion has given below2
*.1 Ca)) Regi%tering Sy%tem-
3. (ustomer 8elations and &anagement
6. (all 8egistering $!stem
7. Benefits of a (all 8egistering $!stem
>. %roduct Ceatures?. (all 8egistering $!stem &odules
*.1.1 Cu%tomer Re)ation% and (anagement
Customer Contact Center: The customer contact center integrates customer touch-points
and provides service through one multi-channel gatewa!. The customer contact center
whether it is a help desk a call center or on-line support via email or chat is about how
!our customers experience !our organization. (ustomers leave the customer contactcenter experience with either a positive or negative impression about !our compan!.
Call Center and Help $es-: The department that handles customer in+uiries - t!picall!
via the telephone fax or email.
8/9/2019 Report on Grameen Phone Ltd
72/84
Customer Interactive Center )CIC* 2 elp desks and support environments that are
highl! interactive. (#( leverages technolog! human resources and methodologies to
create raving fans while utilizing e-$ervice and e-$upport for outstanding customer
satisfaction.
Customer Retention 2 %rocesses that identif! prioritize and improve areas of
performance that have the greatest impact on customer lo!alt!. The objective is to keep as
man! customers as possible keep them satisfied keep them lo!al and keep them for life.
0rganizations measure their performance over time and against competitors and how the!
drive customer feedback through the organization to build lasting customer management
ships.
Customer !upport 2 %rovides timel! expert support to resolve customer problems and
+ueries sent b! email phone fax or in person.
e!ervice system 2 , sophisticated scripted online help s!stem andFor a knowledge base of
technical notes and previousl! offered customer solutions. e$ervice is a (ustomer $ervice
(enter management s!stem that allows customers to find solutions on their own.
.ive !upport/!ervice 2 (ustomer service representatives who answer customer +uestions
via the telephone in real time.
#n0line !upport/!ervice 2 0n line support from an internal help desk allows businesses
of an! size to dramaticall! improve customer service b! providing emplo!ees access to
problem resolution information through #ntranets. ,n external help desk allows
customers to access customer service information through the Eeb. Both s!stems enable
companies to resolve problems faster leading to improved service and greater overall
customer satisfaction.
8/9/2019 Report on Grameen Phone Ltd
73/84
*.1.! Ca)) Regi%tering Sy%tem
,s telecommunications and networking technologies continue to evolve and the
availabilit! of capital ebbs and flows service providers must carefull! choose thosesolutions that will allow them to keep pace with technological change to offer enhanced
services to their customers and to capture significant returns on investment. )ext-
generation network e+uipment with scalabilit! and economics unmatched b! legac!
e+uipment meet all of these re+uirements. )etworks convergence is now considered the
ol! GrailM of the telecom world. This convergence can be categorized in several wa!s
and will have a significant effect within various network domains. ,t the end of the da!
ever! network operator1s goal will be to provide seamless connectivit! between different
domains and to carr! calls end-to-end W packaged with a suite of services a(&0ss those
domains .
*espite customer ambivalence however venture capital continues to pour into
e+uipment startups and competitive carriers who claim that the!Dll be able to capitalize on
convergence
,ctual example like B%L Telecom LT* believes that #nnovation does not have to be a
random unpredictable process. )or must a compan!1s abilit! to innovate depend on
chance or other variables that are difficult to control. 0nce the causal factors are
identified and tools are developed to control these factors the output can be predicted 5
transforming innovation from an art to a science The s!stem developed b! B%L Telecom
is a multi-utilit! %lug-in module that is designed to be operational for both &obile
0perators as well as #nternet $ervice %roviders.
The (all 8egistering $!stem is a complete solution to facilitate (all (enter operations. #t
is a ver! powerful flexible and reliable s!stem for domestic and international
settlements offering the functionalit! and the performance re+uired b! toda!Ds d!namic
telecommunications market.
8/9/2019 Report on Grameen Phone Ltd
74/84
8/9/2019 Report on Grameen Phone Ltd
75/84
%rovides all the details pertaining to the customer on the entr! of &obile number or the sername.
%rovides detailed information on subscribers such as customer code price groupcontract status bill c!cle device details service details credit card details #& #
details etc.
#t also provides information about invoice details pa!ment details bill viewscredit details and credit histor!.
#nformation like ticklers generated air-usage detail air amount land chargesroaming charges and a complete list of call details are also provided.
#t also maintains a histor! of past services availed b! customer with a status anddescription.
The s!stem also maintains a complaint histor!.
#nternal messaging to enhance first hand communication between the (all (enter and the respective department
ser ,dministration and grant of ser rights
8outing of the complaints to the concerned departments
$creen pop-ups to have the latest strategies and business proposals on !our finger
tips
eeps track of the average turn ,round Time or T,T between the initiation of acomplaint to its response time0verview of the complaint histor! for a given subscriber against his mobilenumber or his sername in case of #nternet 0perations
8eport generation on the basis of the &obile number or the sername of a$ubscriber
,utomation of the s!stem for better functionalit!
*.1.* Ca)) Regi%tering Sy%tem (odu)e%
The (all 8egistering s!stem involves following > (ore modules2ser ,dministration
(omplaintsD (onfiguration
(ustomer (omplaintsD istor!
8/9/2019 Report on Grameen Phone Ltd
76/84
$ 8eports
B! following call registering s!stem techni+ue properl! Grameenphone can give better
services to its customer.
*.! /,S 4%e in Te)ecommunication% /ro ing
To be competitive telecommunications providers depend on a smoothl! functioning
workflow process that integrates information for marketing demand forecasting
engineering customer management operations support and fleet management. ,lthough
telecommunications providers generall! have the same needs for information how the
work flow is organized can var! significantl! from compan! to compan!.
/,S
8/9/2019 Report on Grameen Phone Ltd
77/84
Fig).1: Telecommunications companies are integrating +# into the overall %ork flo%.
Telecommunications companies are integrating G#$ into the overall work flow.
istoricall! telecommunications companies have used an assortment of information
s!stems-some developed in-house some purchased-that were never designed to work
together. Ehen these s!stems were implemented there was no perceived re+uirement for
information sharing. Toda! telecommunications companies operate networks that have
e+uipment from multiple vendors and lease bandwidth and antenna sites from other
companies. &ergers with or ac+uisition of other companies re+uire the incorporation of
or at least interaction with completel! foreign networks. The need for information
sharing within companies and interoperabilit! between s!stems has been recognized b!
the telecommunications industr! for a long time. 0riginall! founded in 3"A? as
#nternational Telegraph nion the #nternational Telecommunications nion :#T <
promotes standards in e+uipment that guarantee generalized interconnection between
communication s!stems. To improve interoperabilit! #T has developed the
Telecommunications &anagement )etwork :T&)< a method of standardizing business
organization. This hierarch! of support s!stems specifies interoperabilit! through the useof industr!-standard protocols. Geospatial applications need to support this same level of
interoperabilit! if G#$ is to work well within this T&)-structured environment.
&an! current applications of G#$ in the telecommunications industr! began as
departmental tools that worked within a well-defined scope. These G#$-based tools have
helped automate business processes and increase the efficienc! of operations. The
following sections describe how telecommunications companies have integrated G#$ into
the overall work flow.
*.!.1 (arketingK(arket Segmentation
Telecommunications providers are tied to geograph! more closel! than man! other t!pes
of businesses. The! operate within service areas and the infrastructure that delivers
services is linked directl! to the location of each customer. Telecommunications
companies segment the characteristics for both consumer and business customers
8/9/2019 Report on Grameen Phone Ltd
78/84
geographicall! using G#$. This not onl! lets them market more effectivel! but also helps
them forecast the demand for services. Both targeting customers and predicting where
and when growth will occur involves integrating corporate intelligence demographic
data and information about the progress of building projects in the area with location
data and appl!ing various modeling techni+ues. The information obtained from this
anal!sis drives network investment budgets and marketing campaigns.
*.!.! " eration% Su ort Sy%tem%
0perations $upport $!stems :0$$< make sure that the network functions properl!. 0$$
includes activities such as network monitoring outage management billing and testing.
Eith a shared G#$ database staff members have instant access to customer status and
histor! existing plant records and signal +ualit! information to support updates
maintenance and repairs to the network. #ntelligent objects modeled in ,rcG#$ not onl!
have rules that speed the design process but also can reflect the status of network
elements. , +uer! can identif! features in a network element la!er that are at "' percent
of capacit! more than half of the time. The switches base stations and other features
selected b! this +uer! would be candidates for capacit! enhancements. The abilit! to
anticipate problems and prevent outages before the! occur is another tool that enables
carriers to be more competitive and reduce costs. This so-called Knear real-timeKmonitoring of networks necessitates integration of several s!stems using industr!
standard interoperabilit! protocols.
*.!.& Ca acity and Ca ita) P)anning
#nformation generated b! marketing and market segmentation activities that define
current and future communication demands can be used to create a logical network of
capacities and estimate the capital spending re+uired to build this cap