Report on Warid Telecom International

1 Internship Report: Warid


A Study on

Customer Service of Warid Telecom

International Limited.


“A Study on Customer Service of Warid Telecom

International Limited”

PREPARED FOR

Mr. Monjur Murshed

Asst. professor Faculty of Business

ASA University Bangladesh.

PREPARED BY

A.K.M. Arifuzzaman Talukder MBA, 2nd Batch

ID No. 073-14-0045 Faculty of Business

ASA University Bangladesh.

Date of Submission: 27th September 2009


Date: 15/09/09

Mr. Monjur Murshed Asst. professor Faculty of Business and Supervisor ASA University Bangladesh

Subject: Submission of Internship Report.

Sir,

It is my pleasure to submit the report on “A Study on Customer Service of Warid Telecom International Limited” as a part of my Internship Report in spring 2009.

I have enjoyed preparing this Internship report which enriched my practical knowledge of the theoretical concept. I tried to reflect the practical operational aspects of the organization which is complementary to the theoretical lessons.

Should you need any further information to evaluate the Internship report, it would be my immense pleasure to furnish you the same.

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.

……………………………

Mr. Monjur Murshed Asst. professor Faculty of Business and Supervisor ASA University Bangladesh

C E R T I F I C A T E


At first my heartiest thanks to Almighty Allah allowing me to prepare my report and in the same time I would like to express my sincere gratitude and cordial thanks to my reverend teacher and Supervisor Mr. Monjur Murshed Asst. professor, ASA University Bangladesh, for his constant supervision, moral support, valuable instructions and helpful advice during the course of studies and research work. 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.

I am also grateful to all of my colleagues of Warid Telecom International and to my friends. 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.

ACKNOWLEDGEMENT


The mandatory internship in MBA (regular) program is very beneficial to have

practical exposure of how things really go in the market. Being a student who

wants to make a mark in marketing field, the best place to gain practical

understanding of marketing was to do internship in the customer service,

marketing department of telecom industry. I took the internship with Warid

Telecom International which stands as a prominent name in Telecom industry. I

am proud to work as an internee with Warid and this experience will surely help

me in my future assignments as a marketing professional. The absolute guidance

and concern of higher management, perfect working environment with immense

cooperation of the staff of all departments especially the Customer Service

department facilitated in making my internship a wonderful learning experience in

all aspects. Internship duration offered to me was twelve weeks and based on

projects with marketing collateral section; new city launches section, events

section, BTL advertising section, prepaid segment section and mainly Quality

assurance section Through these projects, I was able to get direct interaction with

staff of Customer service, procurement and logistics, marketing, marketing

communications, public relations, information technology, administration and

human resources departments of Warid telecom.

EXECUTIVE SUMMARY


Chapter one INTRODUCTION................................................................................9 INTRODUCTION AND BACKGROUND ......................................10 Chapter Two HISTORY OF CELL PHONE .........................................................13 Chapter Three BANGLADESH AND CELL PHONE INDUSTRY .......................16 Chapter Four BACKGROUND OF WARID TELECOM .....................................19 The Network ........................................................................................... 23 Research & Development ....................................................................... 23 Our place at the technological frontier .................................................. 24 Exclusive Customer Care........................................................................ 24 Best Practices.......................................................................................... 24 Innovation ............................................................................................... 24 Policies.................................................................................................... 25 Chapter Five BUSINESS STRUCTURE AND STRATEGY ..................................27 Chapter Six DEPARTMENTS .................................................................................33 Segmentation and Strategy Division...................................................... 35 Process Flow in Marketing Department ................................................ 36 Sections of segmentation and strategy Division .................................... 37 Marketing Operations Division ............................................................. 38 Marketing Communications Division.................................................... 41 Marketing Finance Division .................................................................. 42 Loyalty Division .................................................................................... 42 Warid Telecom Internationl in Dhaka................................................................ 45 Warid Telecom Internationl in Comilla ............................................................. 48 Warid Telecom Internationl in Chittagong. ....................................................... 49 Warid Telecom Internationl in Sylhet................................................................ 50 Warid Telecom Internationl in Bugora. ............................................................. 51 Warid Telecom Internationl in Khulna. ............................................................. 52 Chapter Seven THEORIES IMPLEMENTATION ...................................................54 Strengths of Warid .................................................................................. 55 Weaknesses of Warid.............................................................................. 55 Opprortunities for Warid ........................................................................ 56 Threats for Warid.................................................................................... 56 Chapter Eight LEARNING AS A STUDENT INTERN ..........................................57 Duties...................................................................................................... 58 Target Groups ......................................................................................... 58 Method of Survey ................................................................................... 59 Chapter Nine FINDINGS..........................................................................................70 Reception ................................................................................................ 71 CSR Performance ................................................................................... 71 First Contact Resolution ......................................................................... 72 Overall Business Center Performance .................................................... 72 Chapter Ten CONCLUSION AND RECOMMENDATIONS ...........................73 Chapter Eleven GLOSSARY......................................................................................75

TABLE OF CONTANETENTS


INTRODUCTION

1


INTRODUCTION AND BACKGROUND WARID Telecom

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.

Specific Objectives of the Research:

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.

ORIGIN OF THE REPORT

OBJECTIVES OF THE STUDY


The scope of the study is limited within telecommunication business in

Bangladesh. It is also limited within the organization of Warid Telecom

International. And for that reason that information was very much restrictive within

the organization as the telecommunication business is going to be very much

competitive. Here we discuss with the topics related to the profile of the

organization, Customer Service Activities of Warid Telecom International.

Time Limitations

Covers only Dhaka City (outside Dhaka city was not possible)

Lack of Manpower

Banglalink has a Care Center inside the Airport which was not covered for entry

restriction

SCOPE OF THE STUDY


The company does not have sufficient source of secondary data and collecting of

data was not smooth.

Analyzing financial data is much more confusing and complicated than any other

data.

It was really difficult for me to accumulate confidential financial data.

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

Many of the findings & concepts from the qualitative study could not be

accommodated. Some of them (as following) were dropped from quantitative

survey:-

o Development of new features in mobile packages

o Role of pricing in customer perception etc.

Customer service (a comprehensive construct) was replaced by 6 parameters –

product/service availability, lead time variability, availability of shadow system,

system recovery time, availability of system information, and availability of post

sales support service.

Respondents of the quantitative survey have shown a tendency to over state the

time for which they are using the current operator

LIMITATIONS


History of cell Phone

2


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

GENERAL


sound quality; gets rid of static on the line, and incidentally, increases the battery life by 3 to 5

times.

Since also making the speech digital was even more complicated than just making the switchover

digital, the true all digital cell phone had to wait for microprocessors to get smaller and more

powerful. This has now been achieved, and one can have truly high quality cell phone service

with the new digital units. All digital cell phones have now become so capable, the call rates so

low, and the battery life so long that it makes sense for some businesses to have only cell phones

for their business extensions.

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.

INVENTOR OF CELL PHONE


BANGLADESH AND CELL

PHONE INDUSTRY

3


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

Report released last year.

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

subscribers available in the country.

ECONOMIC CONDITION OF BANGLADESH


For poor countries and rural areas, it is cheaper to build mobile infrastructure than fixed line

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

translates to a saving of 132 to 490 TK.


BACKGROUND OF WARID

TELECOM

4


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:

Telecommunications Hospitality services Property development Oil exploration and supplies Banking and financial services 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.

ABOUT WARID


Based on the NGN (Next-Generation) network, Warid Telecom's operational activities in Bangladesh aim to achieve a new and modern corporate identity, which is congruent with the dynamic changes taking place in the telecom industry today. With a reflection of a new strategy, our aim is to be perceived not only as a telecommunication operator of voice services, but also as a universal provider of comprehensive communications services for both residential and business 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.

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.

Warid Telecom's brand values include:

Simplicity Honesty Innovation Quality Dynamic Friendly

VISION


Establish and sustain as a customer centric organization Provide high quality and innovative communication services, through state of the art

infrastructure and a team of professionals Continuously develop, motivate and empower our people Achieve profitable growth for all our stakeholders

Warid Telecom's brand values include: Quality - We want to make a difference to people's lives. Our optimism is contagious. We are passionate about what we do and we have confidence in ourselves. Simplicity - For us, clarity comes through simplicity. We recognize that we are people communicating with other people. We are always direct and easy to understand. Innovation - We constantly look to do things differently and in a better way. We give color to all that we do. We are ready to push the boundaries and take risks. Honesty - We are always open and honest. We say what we do and we do what we say. Friendliness - We enjoy working and succeeding together by building close relationships. While we have a sense of purpose, we also have a sense of humor. We consider the needs both of our customers and of each other.

MISSION

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.

Research & Development

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.

KEY STRENGTHS


Our place at the technological frontier

Warid has pioneered in key technologies which include the following:

Custom-made network for Bangladesh’s environment Congestion-free connectivity in all coverage areas Roll out plan for complete national populated coverage by 200X Future professional network (GPRS compatible and 3G upgraded with soft switch and

media gateway architecture) State of the art IP based contact center and leading data center

Exclusive Customer Care

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.


Policies

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.

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.

3. Alfalah Exchange Company: Fully licensed exchange company in Abu Dhabi

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

5. J.C. Maclean and Co.: Manufacturers of high quality furniture

6. Neo Pharma LLC: Manufacturers of pharmaceutical products

MAJOR INVESTMENTS


7. National Telesystems and Services (NTS): A joint Venture with Bin Jaber Group Ltd. and Thales International Middle East Holding S.A.L.

8. Al Jazira Management Mall: Management joint venture

9. Abu Dhabi Vegetable Oil Company: Manufacturer of edible oils

10. Nama Development Enterprises: Representation of leading companies in the UAE in the field of oil and gas, engineering, equipment suppliers, consultants etc.

11. Wholly Owned Properties and Companies

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.

13. Dhabi Contracting: A special category construction company

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.


BUSINESS STRUCTURE AND STRATEGY

Warid Telecom

5


Mr. Muneer Farooqui Chief Executive Officer Mr. Muneer Farooqui is the CEO of Warid Telecom International Ltd. He is holding a Master degree in Computer Science from Preston University, USA. He has professional experience of more than 16 years of continuous advancement and expertise in process re-engineering, CS, sales, international business, product support & systems implementations.

Mr. Mumtaz Ahmad Khan, Ph.D General Manager HR & A

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 General Manager of Govt & Operator Relations

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.

WARID TELECOM TEAM


Mr. Mahboob Hossain General Manager, Sales Division

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. Yasir Ishaq Ansari Chief Information Officer

Mr. Yasir I. Ansari is the CIO of Warid Telecom International, Bangladesh. He bags 15 years of Systems Engineering and Management experience in IT and Data networking with “Tier 1” technology firms. Expertise in design, commissioning, policy making and delivery of cost-effective, high performance information technology infrastructures and applications to address complex business problems.

Mr. Amyn Merchant Chief Financial Officer

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 Deputy General Manager Strategic Planning & Business Development

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 Head of Customer Service

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.


ADVISOR

GM

CSO CCO

Asst. Managers

CIO

Divisional Managers

BEC

CEO

Sr.Executive

Jr.Executive

F.M

B.C.M

Z.S.M

R.M.C

ORGANIZATIONAL STRUCTURE


.

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

3. Financial Accounting & Revenue Assurance

4. Sales & Customer Services

5. Administration

6. Products & Services

7. Procurement & Logistics

8. Legal Affairs

9. Engineering & Information Technology

10. Audit & Risk Services

11. Quality Assurance

12. International Business

13. Public Relations 1

4. Operations and Project Management

15. Govt. Relations

ORGANIZATIONAL DEPARTMENTALIZATION


DEPARTMENTS

Warid Telecom

6


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

Each of above divisions consists of sections

Segmentation and Strategy Division

Marketing Operations Division

Marketing Communications

Division Masses Segment Retail Operations ATL Youth Segment New City Launches Artworks designing Female Segment BTL Postpaid Segment Collaterals Prepaid Segment Events

Loyalty Division Marketing Finance Division Sales Records Signing CEO notes Issues related to payments Preparing PRs Keeping financial records

MARKETING DEPARTMENT


Segmentation and Strategy Division 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.

Characteristics that govern segmentation and strategy development in Telecom industry

specifically mobile services according to a certain segment are

Age

Educational background

Gender

Income

National, regional or other geographical areas of origin

Social class

Religion

Culture

Behaviors

Population

Tele density in area to be segmented

Now, the roles and responsibilities of different segments are to consider above characteristics

and then to


Process Flow in Marketing Department

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.

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.

Artworks, TVCs elaborating the ideas are designed by the communications department

and then it is forwarded to marketing operations for execution of ideas.


Sections of segmentation and strategy Division

1. Postpaid Segment Section Postpaid Segment is the one which includes individuals with good income and usage more than that of prepaid customers. Postpaid customers •

Pay bill at the end of month depending on the service used. Pay specific amount in line rent every month, no matter they use service or not. Enjoy better range of value added services than prepaid customers.

Postpaid Segmentation Section designs marketing activities to better satisfy the needs of postpaid consumers.

2. Masses Segment Section Masses Segment is the biggest segments involving most no of people. Masses segmentation section develops marketing ideas and activities to perform, so that masses customers enjoy maximum benefits. Consumers from masses segments use relatively less. Masses customers

Pay before using the service. Enjoy basic and VAS services Have less brand loyalty in most cases. Ready to switch to other mobile services in case of cheaper services.

3. Female Segment Section Importance of role of females cannot be overlooked in this modern era. That’s why Warid Telecom has also developed females segment as a separate segment. The role of Female segmentation section is to develop ideas that would entertain female population in Pakistan. Currently ongoing “Zem Baton ke committee Campaign” promoted by Bushra Ansari is such an example.


4. Youth Segment Section 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. 5. Corporate Segment Section 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

Best possible VAS Better rates Security and Network Solutions Corporate Series for employees

Marketing Operations Division 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.


1. Retail Operations Section Retail operations include branding done at retail shops; that includes facias, availability signs at shops e.g. Easy load Availability. Retail operations is responsible for

Spotting the retail shops Finalizing the terms and conditions for contracting Installing Facias / Retail branding

2. New City Launches Section

A new city launch refers to the branding or marketing promotions whenever Warid has launched its service in a new city. The responsibility of this section is to create prelaunch hype and attraction once a service is launched. Branding options that are used so often are

City Branding Wall Chalking Shutter Paints Retail Fascia’s Events

3. BTL (Below the line) Advertising Section Below the line advertising section of Warid typically focuses on direct means of communication, most commonly direct mail, e-mail, hoardings, gantries, billboards, pole signs, and traffic signs at prime locations to maximize response rates. Warid Telecom is a telecom company, so here direct mail and email can’t be used effectively. In case of Warid Telecom; the focus is on use of

Gantries Billboards Pole signs Sponsoring traffic signs Streamers Hoardings


4. Marketing Collaterals Section Warid focuses a lot on effective use of collaterals to create hype for campaigns and events. Marketing collateral, in marketing and sales, is the collection of media used to support the sales of a product or service. These sales aids are intended to make the sales effort easier and more effective. Warid has a well maintained collateral section in marketing operations division that is responsible for following collaterals supporting Warid promotions and campaigns

Tariffs Flyers Standees Posters Coupons Catalogues Visual aids Web content Brochures 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. These events include sponsoring and organizing

tournaments conferences parties seminars CSR activities


Marketing Communications Division

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. Marketing Communications division divided into two sub-divisions 1. ATL Section The ATL section of marketing communication comprises of team responsible for

Preparing content for

Artworks of campaigns TVCs MMR Newsletters Press releases for media

Contacting with

Electronic media including Televisions, websites and webzines for issues related to broadcasting TVCs and sponsorship

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 2. Artworks Designing to be used in ATL and BTL The artwork designing section is responsible for providing artworks to be used in ATL and BTL advertising. The artwork designing section

Design artworks itself Outsource artworks to different artworks designing agencies


Marketing Finance Division 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

Signing CEO notes from authorities Preparing PRs Keeping financial records of costs incurred Issues related to payments of vendors as per invoices

Loyalty Division

Loyalty division of Warid Marketing Department designs marketing programs to benefit

the loyal customers that can be prepaid customers, but in most cases Post-paid and

Corporate clients. Loyalty programs are structured marketing efforts that reward, and

therefore encourage, loyal buying behavior which is potentially in benefit of Warid.

Loyalty benefits can include loyalty card, rewards card, points card, advantage card, or

club card. Examples of such programs are McDonalds Campaign. Loyalty division is

responsible for

Identifying loyal customers

Designing marketing programs to benefit the loyal customer

Keeping up-to-date profiles of loyal customers: their buying records and patterns

Carrying out regular campaigns for the post-paid and corporate clients


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

Business Center of Warid Telecom Internationl.

Business Center Address

Tajwar Center Tajwar Center House#34 Road#19/A, Banani, Dhaka 1213

ASA Tower ASA Tower (Ground Floor) 23/3 Khilji Road, Shyamoli Dhaka-1207

Novera Tower, Dhanmondi

Novera Square Road #2 House#5 Dhanmondi, Dhaka

Motijheel 64/1, Purana Paltan Motijheel Commercial Area, Dhaka 1000

Quaderi Chamber, Chittagong

Quaderi Chember, 37 Agrabad Commercial area, Chittagong

Rahman Tower, Sylhet Rahman Tower, House#A/2 Bangabir, Naiorpool Sylhet

Dolphin Housing, Bogra Dolphin Housing, Jaleshwaritola, Bogra 5800

SALES AND CUSTOMER SERVICES DEPARTMENT


Parent's Plaza, Rajshahi Parents Plaza Alupotty, Ghoramara Boalia, Rajshahi

Uttara Business Centre, Uttara

Siaam Tower, Dhaka - Mymensingh Road, Plot No. 15, Sector-3, Uttara, Dhaka-1230

Cox's Bazar Business Center

Hotel Sayeman (Ground Floor) Baharchara, Cox’sBazar – 4700.

Rangamati Business Center

New Court Road, Rangamati.

Khagrachori Business Center

Syed Building,Shapla Chattar, Khagrachori

Bandorban Business Center

Abeda Plaza (Ground floor) Opposite of Govt. High School, Bandorban


Franchise Center of Warid Telecom Internationl in Dhaka.

Sl # Area Franchise Location

1 Uttara House-9, (1st Floor), Road-12, Sector-6, Uttara Model Town, Dhaka

2 Tejgaon 58, Shahid Tajuddin Ahmed Sharani, Goldeen Plaza, 1st Floor, Rasulbag, Mohakhali, Dhaka

3 Shamoly 1107/A Ring Road; Baitul Aman Housing Society; Shyamoli; Adabor; Dhaka - 1207

4 Savar EPZ Hasan Apartment Gate, Beside Hasem Plaza, Savar EPZ, Savar, Dhaka

5 Savar Bazar B-110, Bazar Road; Savar - 1340

6 Mirpur 11 House # 01, Road # 03, Block # A, Mirpur # 6, Mirpur, Dhaka

7 Mirpur 01 10; Darus Salam Road; Mirpur-1; Dhaka - 1216

8 Kuril KA - 218/3 Kuril, Progoti Sharani; Dhaka - 1229

9 Kazi Para Darul Anam, 143, Senpara Parbata, Begum Rokeya Sharani, 1st Floor, Mirpur, Dhaka - 1216

10 Kachukhet 75, Ibrahimpur, Kachukhet, Dhaka.

11 Hatirpool 345/3, Sonargaon Road; Hatirpool; Dhaka - 1205

12 Dhanmondi Shop # 35, Road # 2, Dhanmondi, Dhaka-1205

13 Gulshan 121, Gulshan Avenue, Gulshan-1212, Dhaka

14 Farmgate A 78, Airport Road, Tejkunipara, Tejgaon, Dhaka - 1215

15 Farmgate B Centre Point Concord (Ground Floor), 14A & 31A Tejkunipara, Framgate, Dhaka-1215

16 Shabujbag 374/B, Khilgaon, Taltola, Dhaka - 1219

17 Sadarghat 43 Johnson Road, Sutrapur Dhaka - 1100


18 Rampura 64/B, Malibagh Chowdhury Para, Malibagh, Dhaka - 1219

19 Paltan 50/F Inner Circular Road

20 New Market Subastu Arcade, New Elephant Road, Dhaka-1205

21 Nawabpur 223/2A; Bangshal Road, Dhaka

22 Motijheel 131, Motijheel C/A; Dhaka - 1000

23 Mogbazar House # 227 (New),331 (Old) Outer Circular Road, Boro Mogbazar, Dhaka - 1217

24 Lalbag 37/7, Azimpur Road, Dhaka-1205

25 Keranigonj Shop # 4,5,6, Mona Trade City; Zinzira, Highway Road; Keraniganj, Dhaka

26 Jurain 325 South Jatrabari, 1st floor, Dhaka-1204

27 Jatra Bari 33/1, Uttar Jatrabari, 1st floor, Dhaka-1204

28 Badda 73/2, North Badda, Progoti Sharani, Dhaka.

29 Gazipur East 171/1, Hasan Banejoya Bitan, Jor Pukur Road, Joydevpur, Gazipur-1700

30 Gazipur West Tasnin Tower, B.I.D.C Road Joydevpur, Gazipur

31 Tongi Islamia Market, Mymensing Road, Tongi Bazar, Gazipur

32 Joydevpur Chandna Plaza,Dhaka Road, Chandna Chourasta, Gazipur

33 Sherpur M/S. Hafizur & Brothers,Section-B Kharampur, Sherpur Town,Sherpur-2100

34 Jamalpur Kathakoli Market, Doyamoyee More, Jamalpur Town, Jamalpur

35 Netrokana Imran Plaza,Choto Bazar, Netrokona

36 Tangail Al-Hur Super Market (Talukder Market), Old Bus Stand, Tangail

37 Mymensing West Holding # 33, C. K Ghosh Road, Ward # 16, Mymensingh


38 Mymensing East 15, Madan Babu Road, Mymensingh

39 Kishoregonj Station Road, Kishorgonj Sadar, Kishorgonj

40 CTG Road Shop # 71, 73, AR Rahman Super Market, Shidhirgonj, Narayangonj

41 Chashara 81/D, B.B.Road, Naryanganj

42 Bandar 638, Wilson Road; Ward No # 2; Bandar; Narayanganj

43 Fatullah Mostafiz Center, 72 Pagla road, Fatullah, Naryangong

44 Madaripur 1500 Shabujbag, Main Road, Madaripur

45 Faridpur Shamsul Ulum Biponi, Mujib sarak, Faridpur

46 Shariatpur 543/1, Tulashar, shariatpur sadar.

47 Rajbari

48 Narshindi 18 Islam Plaza, Narsinghdi Sadar

49 Manikganj 26, Shahid Sharani; Sunlife Insurance Building; Manikganj

50 Munshiganj 443 Jogodhatripara, Jubli Road, Ward-2, Munshigonj Sadar

51 Gopalganj Jimi Market Plaza (Ground Floor), D.C. Road , Gopalganj-8100.


Franchise Center of Warid Telecom Internationl in Comilla.

Area Franchise Location

Laxmipur Hazi Super Market,Bag Bari,Laxmipur

Feni - Mohipal Jahan Complex,SSK Road,Feni Mohipal

Brahmanbaria Ether Telecommunications,T.A Road Brahamanbaria

Chowmuhoni Star Plaza,Feni Road,Chowmuhoni,Noakhali

Chandpur Kalibari Moor,Stadium Road,Chandpur

Chawk Bazar Hazi Safar Ali Plaza,Kaporiapotti,Shatipotti,Chawk Bazar,Comilla

Race Course Rashid Steel House,Race Course,Comilla

Bishwa Raod Upozila Krishi Office,Poduar Bazar,Bishaw Road,Comilla

Feni - Sadar Rajia Mahal,Stadium Road,Sadar,Feni


Franchise Center of Warid Telecom Internationl in Chittagong.


61 Alankar Abdur rahim tower, A K Khan Morr, Alankor

62 Muradpur 158 CDA Avenue, Mohammadpur, Muradpur

63 Mohora Mohora Railgate, Kamal Bazar, Mohora

64 Wasa 335 CDA Avenue, Shah Puri Tower, Near Ispahani Mour, Chittagong 4000

65 Agrabad Shakoza Plaza, Gr. Fl, Amir Hossain Dubash Rd, Chittgaong

66 Halishahar House # 1; Road # 1; Block # L; Agrabad Access Road; Boropool, Chittagong

67 CEPZ Bandartila, Opposite Sailors Colony, Near EPZ, South Halishahar, Chittagong

68 Chomohoni 232, Sk. Mujib Road, Chittagong 4100,

69 GEC Hotel Pavalion Bldg, CDA Avenue, GEC, Chittagong.

70 Lal Dighi Momin Road, Andarkilla,Beside City Corporation, Chittagong

71 Kazir Dewri Fourm Center, Ground Floor, 23 MM Ali Road, Chittaging

72 New Market JBC Market, Station Road, Chittagong

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


Franchise Center of Warid Telecom Internationl in Sylhet.


75 Bandar Bazar Usmany & company, laldhigirpar,Sylhet. (Beside Rupaly bank),Sylhet

76 Pathantula, Subidbazar Patantula point, sunamgonj Road,Sylhet. (Beside pubali bank),Sylhet

77 Chowhatta Point 110 Mirboxtula,Chawhatta,Sylhet

78 Uposhahar Shahzalal Plaza,Shop no-6(Ground floor),Subanighat,Sylhet

79 Habiganj Habiganj sadar, Post office road,Habiganj

80 Sunamganj One palace market, Station road,Sunamganj

81 Moulvibazar - Sadar Dhaka Sylhet Road,Kushumbag area,(Beside patakhury shop), Moulvibazar

82 Srimangal Afzal Plaza,Moulvibazar Road, Srimangal


Franchise Center of Warid Telecom Internationl in Bugora.


83 Rajshahi - Greater Road Osman Super Market, Greater Road, Rajshahi

84 Rajshahi - Shaheb Bazar Moni Chattor, Shaheb Bazar, Rajshahi

85 Rajshahi - Laxmipur Laxmipur More, Rajshahi

86 Jhawtola Jautola, Borogola, Bogra

87 Sherpur Road Amicus Center, Mofiz Paglar More, Sherpur Road, Bogra

88 Shirajgonj SS Road, Sirajganj

89 Panchagarh Cinema Hall Road, Panchagarh

90 Dinajpur Lilyr Mor, Bahadur Bazar, Dinajpur

91 Thakurgaon Bus Stand Road, Takurgaon

92 Nilphamari Hazee Md. Mohsin Sadak, Nilphamari

93 Lalmunirhat Puran Bazar, Kalibari, Lalmonirhat

94 Kurigram Pouroshava Road, Kurigram

95 Gaibandha Park Road, Gaibandha

96 Natore Half Rasta, Natore

97 Joypurhat Pouro Biponi Bitan, Sadar Road, Joypurhat

98 Pabna Thana Road, Shalgaria, Pabna

99 Rangpur Station Road, Near Khkalque pamp, Rangpur

100 Naogaon Muktir More, Main Road, Naogaon

101 ChapaiNawabganj Nimtola More, C'PaiNawabganj


Franchise Center of Warid Telecom Internationl in Khulna.


102 Jessore - Dora Tana More/ Chowrasta.

Chowrasta Morr; Opposite of Singer Showroom; Jessore

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

108 Ferighat 1/4, KCC market;(besides Meena Bazar), Khan a Sabur Road, Khulna

109 Rupsha 97 Khan Jahan Ali Road, Khulna

110 Magura Vital Medical Services; East Side of Sadar Hospital; Opposite of Technical School & College; Magura

111 Barashal - Sadar Road S.S. Tower, 109, Sadar Road, Barisal

112 Barisal - DB Road / Police Line

Stall No. 1; East Police Line Road; Barisal - 8200

113 Meherpur Badal fancy market, Mail Road

114 Kushtia 136, N.S Road, Kushtia

115 Chuadanga Sayeed A. Kashem Road, Railbazar, Chuadanga

116 Jhenaidha H.S Road, Jhenaidha-7300

117 Narail Mochipol Moor, Rupganj Bazar, Narail

118 Satkhira Moni Super Market, Polashpool, Satkhira


119 Bagerhat 122 Khanjahan Ali Road, Bagerhat

120 Pirojpur Shatabdi Bhaban, Parer Hat Road, Pirojpur

121 Jhalakathi 16, Moha Monpari, Jhalokathi

122 Bhola Habib Hotel, Mohajan pottry, Sadar Road, Bhola

123 Barguna Katpotti Sadar Road, Barguna

124 Patuakhali Hotel Safari (Ground Floor), Sabujbagmor, Patuakhali


THEORIES IMPLEMENTATION

WARID TELECOM

7


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? The SWOT Analysis of Warid Telecom is given below .

Strengths of Warid

Superior product quality for customers

Better customer relationship than competitors

Extra features and services

Committed and efficient staff

Strong financial base

Products innovations ongoing

Good reputation among customers

Good packages according to the target market

Management is rational and understanding the situation

Low price as compared to quality provided

Weaknesses of Warid

Less time in market as compared to major competitors

Less coverage as compared to major competitors

Less experienced employees than competitors

“Seth organization”

Not able to capitalize on start

IN DEPTH SOWT ANALYSIS


Opportunities for Warid

A developing market

Mergers, joint ventures or strategic alliances

Could develop new products

Extension to overseas

Decline of major competitors

Technologically better environment

New launches

More customers after relaunch

Threats for Warid

Emerging companies in market

Unstable political conditions

New companies in market

High public expectations

Low prices of competing brands


LEARNING AS A STUDENT

INTERN

8


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

During my internship I used to visit the following target groups:

(1) Warid Telecom international limited

(2) Grameen Phone

(3) Aktel

(4) Banglalink

(5) City cell

LEARNING AS AN INTERN


Method of Survey

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.

Project Planning

Questionnaire & Evaluation Form Preparation

Train the Surveyor

Sampling & Perform the Survey

Data Entry & Validation

Database completion & Data Analysis


Sample Questionnaire for Business Center Mystery Shopping

February 2009

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)

Q1.Please tell us reason for your today’s visit

Q2.For resolution of this problem did you first go to?

Franchise Yes No Called 786 Yes No

SURVEY DIVISION

Service or sales Complaint New marketing promotion Fnf Sim repalcement Zem(prepaid) Internet Network Zahi(postpaid) Mms activation No coverage For sms Gprs activation Call does no connect Easy load Edge Call drop Vas Ownership No audio Easy load Noise in audio Package change Bamance transfer Handset setting Echo problem Bill payment Network busy To activation no. Signal fluctuating Deactivate no. Scratch card Termination of no. New sale(prepaid) New sale(postpaid) Other


SL NO.

QUESTION DETAILS

Q3 Was there a greeter in Business Center YES NO Don’t know

Q4 Did Greeter welcome you YES NO Don’t know

Q5 Was Queue Machine working YES NO Don’t know

Q6 Did Greeter give you the token YES NO Don’t know

Q7 Did Greeter guide you towards the counter YES NO Don’t know

Q8 Dress of the CSR YES NO Don’t know

Q9 Attentiveness of the CSR YES NO Don’t know

Q10 Way of talking of the CSR YES NO Don’t know

Q11 Product Knowledge YES NO Don’t know

Q12 Overall impression of the CSR YES NO Don’t know

Q13 Was your problem solved YES NO Don’t know

Q14 Did you come for the same problem previously YES NO Don’t know

Q15 Do you wish to continue using WARID YES NO Don’t know

Q16 Overall your work was done Quickly Late Very late

Q17 Over all are you satisfied YES NO


Q18. What did you like best today’s visit

Q19. What did you not like today’s visit

Q20.Overall Business Center cleanliness

Q21. Any suggestion for improvement

DEMOGRAPHICS PROFILE

Do you use Warid YES No

Do you use other connection YES No


Operators Gulshan/Banani Motijheel/Kakrail Dhanmondi Uttara Shamoli/Mirpur

GP -25% 13% 7% 12% -2% AT 5% 37% 28% -67% 12% BL 8% 53% 0% 0% 0% CC 5% 20% 0% 0% 0% WT 75% -10% -55% 10% -145%

LOCATION WISE INDUSTRIAL PERFORMANCE


BBC (Banani Business Center):It’s in the top position among all business centers in

Bangladesh. MBC (Motijheel Business center): Its in the second position. DBC (Dhanmondi Business Center): This business center is in the third position. UBC (Uttara Businees Center): Uttara Business Center holds the fourth position. SBC (Shyamoli Business Center): It has the lowest score and takes the last position.

Business center Score of the center percentage% BBC 15 75% MBC -2 10% DBC -11 -55% UBC 2 10% SBC -29 -145%

Area wise Warid Business Center Performance

75%

10%

-55%

10%

-145%

-200%

-150%

-100%

-50%

0%

50%

100%

Busness Center

Scor

e

Percentage Score

Percentage Score 75% 10% -55% 10% -145%

BBC MBC DBC UBC SBC

AREA WISE WARID BUSINESS CENTER PERFORMANCE


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%

Attentiveness of the CSR CSR Perf. 2 7% 2 7% 14 47% 4 33% 12 100% 1

Way of talking of the CSR CSR Perf. 0 0% -6 -20% 2 7% 8 67% 0 0%

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.

CATEGORY WISE INDUSTRY PERFORMANCE


WT GP AT BL CC Reception -1% -1% -89% 33% -100%CSR Performance. 5% 1% 37% 33% 40%FCR -7% 20% 53% 33% 33%BC Performance. -47% -20% 27% 25% 50%

Category wise Industry Performance

-120%

-100%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%

WT GP AT BL CC

Operator Name

Scor

e

ReceptionCSR Perf.FCRBC Perf.

Warid scored negative in all category except CSR Performance

Bangla Link Scored positive in all categories

AkTel & City Cell does not provide any Greeter


Questions WARID GP B.Link Aktel City Cell Was there a Greeter

in the BC Yes Yes Yes No NO

Did Greeter welcome you

Not in all BC

Not in all BC

Almost in all BC

No No

Was Queue machine work

Not all time Yes Yes No No

Did Greeter Give you the token

Not all time No Yes No No

Did Greeter guide you towards the

counter

Not all time Not all time Yes

No No

Dress of the CSR Well Dressed Not too good Well Dressed Well Dressed

Not too good

Attentiveness of the CSR

No No Yes Yes Yes

Way of talking of the CSR

Average Poor Excellent Quite good

Not too good

Product knowledge No YES No Yes Yes Overall Impression

on the CSR Bad

Bad

Good

Good

Bad

Was your problem

resolved No Yes Yes Yes Yes

Overall are you satisfied

No No Yes Yes Yes

Overall your work was done

Very late Late Quickly Late Quickly

QUESTION WISE INDUST


Question wise Industry Score

-100%-90%-80%-70%-60%-50%-40%-30%-20%-10%

0%10%20%30%40%50%60%70%80%90%

100%

Questions

Scor

e

WTGPATBLCC

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%

Was there a

greeter in

Did greeter

welcome

Was Queue

machine

Did greeter give you

Did greeter guide

Dress of the CSR

Attentiveness of the CSR

Way of talking of the CSR

Product knowledg

e

Overall impression of the

Was your problem resolved

Overall are you satisfied

Overall your work

was

Most of the cases Warid, Grameen Phone & Bangla Link Greeter was present

Bangla Link Greeters are more efficient than Warid Greeter

Warid CSR were less attentive while City Cell CSR are most attentive towards customers

Warid failed to provide First Contact Resolution

Warid is very late in case of Service Delivery


Total Score of the Customer Service Point of Telecom Operators[Industry Average 7%]

-20%-10%

0%10%20%30%40%

Operator Name

Scor

e

WT GP AT BL CC

WT -10%GP 1%AT 3%BL 31%CC 13%

Score

TELECOM OPERATORS PERFORMENCE


Findings

9


Reception

Most of the cases Greeters are available

The Greeters are not welcoming

The Queue Machine was not working properly

Greeters should be Welcoming & Friendly

Training on Greeting & Gesture will help us to achieve maximum service quality

CSR Performance

CSRS are not attentive to the customers and most of the cases more interested in side talking, SMS Checking

There is a significant Lack of Product Knowledge

Attitude of the CSR are not friendly & welcoming

The way of Talking of the CSR are failed to ensure good Customer Experience

CSR are not proactive

Immediate Training on Customer Service Etiquette is necessary

CSR should stop interacting with each other and should not use Cell phone for personal use while serving customers

FINDINGS FROM WARID TELECOM


First Contact Resolution

The knowledge level of the complex situation handling are not similar

Failed to provide complex queries solution

Daily Refreshers on Top Queries will help them to provide more efficient and effective service

Overall Business Center Performance

Banani & Uttara Business Centers’ performed best

Overall Business Center service delivery is very late

Motijheel Business Center is very uncomfortable due to Temperature and Crowd

Waiting Time is high

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

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

More AC needs to be setup for comfortable environment as customers need to

wait long for service

More AC needs to be setup for comfortable environment as customers need to wait long for service


CONCLUSION AND

RECOMMENDATIONS

10


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

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.

Seth Culture should be avoided.

Network should be enhanced to much more cities.

There should be consistency of brand ambassadors, jingles, colors and graphics in their print and electronic media ads to create strong brand recognition.

More regional departmentalization should be there, so as to create strong presence

and market analysis at regional levels.

More staff to should be hired in some departments to meet the requirements.

There should be more decentralization and employees should be encouraged for their ideas.

Compensation and benefits plans should be revised, as it can be used as a very

important tool to create motivation in employees.

CONCLUSION AND RECOMMENDATIONS


Glossary

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ATL (Above-the-line advertising) Term refers to main media expenditure, TV, print, radio, outdoor, cinema and its traditional accounting treatment. Now used for all traditional media expenses incurred through an agency; mainly used to create, maintain brand awareness/interest

BTL (Below-the-line advertising) Expenditure on promotional activities which are used to be managed within the company (now many specialized agencies take on these task); promotional activities other than 'above the line' e.g. sales promotion, POP, direct response are examples of BTL.

Tariff Noun. Price, rate; protective tax

Procurement Noun. Purchase, sale, acquisition

Logistics Activities involved with the orderly and timely acquisition and transportation of materials required for production, and with the storage, handling and dispatch of finished goods to customers.

Marketing Communications The formal and informal messages that sellers transmit to buyers; that can be systematic (planned) as well as the unsystematic (unplanned) promotion by a firm of its products to its markets.

Hoarding Noun. Billboard (British usage); temporary tall fence made of boards enclosing a construction site; fence made of hurdles; temporary balcony made of wood that is hung from the upper walls from which missiles could be dropped

Operations Noun. Act of operating; working, performance, handling; venture, undertaking;

Marketing Act or process of buying or selling at a market; development of a strategy for the sales of a certain product; promotion and selling services; distribution of goods

Public Relations A deliberate, planned and sustained effort to establish and maintain positive understanding, good image, between a company and its publics. Such publics include customers, shareholders, employees etc.

Sales Total revenue amount collected for goods and services provided; see also gross sales, net sales, return on sales. Sales charge - same as commission

Customer Service The process of meeting every customer need, before, during and after the sale; the dept. responsible for looking after the customer.

GLOSSARY


Loyalty The extent to which customers repurchase a particular product or brand.

Gross Domestic Product (GDP) The total market value of all final goods and services produced in a country in a given year; equals total consumer, investment and government spending, plus the value of exports minus the value of imports.

Franchise Verb. Grant a franchise to an individual or group; grant the right to vote

Warehouse Storage for goods and services prior to customer purchase

Corporate Governance 1. The control structure of a corporation. 2. The term used, following recent Government sponsored reports, to describe the policies and procedures that the company’s directors’ employ in their conduct of the company’s affairs, and their relationships with shareholders to whom they are responsible as managers of the shareholders interests in the company, and of its assets.

Vendor Noun. Salesman; supplier, equipment salesman (for example in the field of computers, etc.); automatic machine for selling goods

Quality Assurance The name given to the procedures used to ascertain that measurement data are good enough for their intended purpose. It involves 1. Quality control: those procedures and activities utilized to verify that the quality control system is operating within acceptable limits and to evaluate the quality of the data; and 2. Quality assessment: those procedures and activities utilized to verify that the quality control system is operating within acceptable limits and to evaluate the quality of the data.

Administration Noun. Management (of an office, project, etc.); execution of managerial duties; people in charge of directing or managing, supervisors, leadership


CEO: Chief Executive Officer RSM: Regional Sales Manager ZSM: Zonal Sales Manager GM: General Manager CIO: Chief Information Officer FM: Franchise Manager BCM: Business Centre Manager BEC: Board Executive Committee CEO: Chief Executive Officer GP: Grameen Phone AK: Aktel CC: Citycell BL: Banglalink

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

ABBREVIATIONS

Documents

Report on Warid Telecom International