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Report
On
Grameen Phone
Topic: Customer Satisfaction ofGrameenPhone
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Ack nowledgement
First I would like to thank my supervisor Masud Ibn Rahman, AssistantProfessor, Faculty of business & Economics who has provided me an attentiongrabbing course that exposed one more transparently to know users reaction oftelecommunication sector (Grameen Phone Customer Satisfaction ofBangladesh Ltd.).I am also thankful to those respondents who filled up thequestionnaire, which helped me to make this paper. Without their help,collecting primary data for users reaction would have been difficult. I extendmy thanks to the personal working in BGP customer satisfaction to provide me
some important information. I am ever thankful to my suspected teacher ofDaffodil International University from whom, I have been learningcontinuously.
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Executive Summery
As a market leader, GrameenPhone is continuously coming up with new ideas regarding its
products and services. Recently, the company is mainly focusing on the non-voice services.
Because, the company knows in near future, voice based services will reach to the maturity
stage which will make the business growth constant to some extents. Hence, the company is
trying to maintain the leading position in non-voices services as well like SMS, Push-Pull, and
Information related services at the early growing stage. These services are working as a
building block to increase GPs service value.
Coming up with innovative service is easier than making subscribers aware of services. Hence
through this internship report I have tried to analyze the present situation of the cellular phone
industry in Bangladesh and GPs position there in, find out the services that Grameen phone is
presently providing to its valued customers & their satisfaction level. 15 million people out of
140 million total citizen of Bangladesh are presently using cell phone; it means that out of
every 9 people one is using cell phone. In the third world country like Bangladesh the amount
of users is amazing. Grameenphone holds almost 61% market share of telecom industry that is
out of every 10 users 6 belongs to Grameenphone. So GrameenPhone marketing strategy
should be Profitable growth & expanding market share through satisfying existing customers.
I have also made a comparative service analysis of various cellular phone companies in
Bangladesh and drawn some valuable recommendation to GrameenPhone to be the market
leader in future in this competitive market.
A comprehensive survey was conducted to know about GPs present position in the market and
its present service condition that is providing to its valued customers. The survey report shows
that Grameen phone is still a market leader in this industry but as it is becoming more
competitive day by day so Grameen phone should revise its service packages, quality with
more conveniently for the customers.
Among the other cellular phone companies GrameenPhone has some unique competitive
advantages in this industry in Bangladesh so if it is possible for GP to provide better services
with continuous innovative products it will add value to the company. Otherwise, in the long
run new innovation services will not give its ultimate success.
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Table of Contents
TopicsPage
No.
Executive Summary
Chapter -1 1-5Introduction
Chapter -2 6-11
Situation Analysis: An overview of theWireless Phone Industry
Chapter -3 12-29
Company Profile
Chapter -4 30-56Customer Management Division
Chapter -5 57-66
A comparison of service among the wirelessphone operators
Chapter -6 67-78
Customer Satisfaction & survey findings
Chapter -7 79-84Recommendation & Conclusion
Appendix-1 85-86
Appendix-2 87
Appendix-3 88-89
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INTRODUCTION
GrameenPhone (GP) today is apparently the largest mobile telecommunication industry in
Bangladesh. It operates its function with an aim to accomplish two principal targets. Firstly, as
with other commercial organizations, it operates in such a manner that it receives a good
economic return on the investment. Nonetheless, secondly, it contributes significantly to the
economic development of the country in making telecommunication a popular medium for
exchange of information.
GP, in its operation, has to address a large number of customers throughout the country. It is
therefore imperative to get to the customers to know their impression on the services of this
important communication medium. This encouraged the researcher to choose the topic of this
internship programme as Customer satisfaction of GrameenPhone.
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Background of the Industry:
In a highly populated country like Bangladesh, telecommunication can play a vital role to boost
the economy and social level of people. The introduction of cellular phones has dramatically
changed the lives of businesses and individuals.
As there is a growing trend of workers turning from farming to other occupations, the need for
mobiles is increasing among the thousands of impoverished villages. The overall efficiency of
other business has increased as an aftermath of the government's decision of deregulating the
telecommunications sector, which until the late 1980s had been a state monopoly.
Privatization of the telecommunications sector began in 1989, when Sheba and BRTA were
awarded 25-year licenses to install and operate fixed-wire lines and wireless services in rural
areas. The same year, Pacific Telecom Bangladesh got the government's permission to launch
the country's first cellular phone and paging service sold under brand name CityCell incollaboration with a Hong Kong-based company. The company targeted only the higher class
of the society. During that time price of mobile was above Tk 50,000/=. Naturally, the growth
of the industry was too slow. CityCell had a virtual monopoly until 1996, when the government
gave licenses to three more companies to operate cell phones in Bangladesh. So, the
government decided to bring more companies in the market and break the monopoly.
After careful evaluation the government decided to provide three licenses to GrameenPhone,
TM International (AkTel), and Sheba Telecom (Banglalink). Only CityCell is using Code
Division Multiple Access (CDMA) technology, AkTel, GrameenPhone, Banglalink these three
companies are using GSM (Global System for Mobile) technology. GSM is the most popular
mobile telecommunication technology in the world. About 60% of the cell phone users of the
world use GSM technology.
These three new companies entered the market, not only helped trim down over-dependence on
BTTB's fixed-line system, but also made mobile phones cheaper and easier to get. The price of
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a cell phone came down from $2,000 to as low as $100, depending on the features of the
handset and SIM price is only Tk.200-300.
A definite development has been observed in the Business Market with comparatively high
expectations. Customer maturity and anticipation regarding technology has increased over
time. Rumors regarding new entrants have groomed expectations in the market. Consequently,
people are expecting cheaper handsets with lowered airtime.
The existing Cellular phone companies in Bangladesh are CityCell (Pacific Bangladesh
Telecom Limited), GrameenPhone Ltd., AkTel Ltd. Banglalink and TeleTalk. Among these
company GrameenPhone, AkTel and Banglalink adopted GSM technology and Citycell the
market pioneer started with CDMA technology.
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Objectives of the Study:
This Programme was designed to accomplish three objectives. The objectives were identified
through a closer interaction and exchange of views with the management of CMD. The
objectives are:
To find out the satisfaction level of GrameenPhone subscribers.
To locate specific areas of dissatisfaction of the GP users.
To analysis the year-wise contribution of GrameenPhone to the national treasury.
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METHODOLOGY
Based on the topic chosen, the researcher was assigned the task in the Customer Management
Division (CMD) in GP. This divisions consists of a big team of about 1500 employees. Its
functions relate with the customer service after the sales occur. Prime functions and activities
of the GP Customer Management Divisions cater to all after-sales services starting from
activation of subscriptions, all customer contacts (Centralized Call Center, Customer Relations
Centers, and centralized Customer Communications), billing, bank communication, bill
collection throughout the country, helpline services, GPSDs etc.
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Limitations of the Study:
GrameenPhone basic strategy is widening its market through its emerging countrywide
network. As a result of this strategy, the subscribers are from different segments or from
different income levels. Moreover, the subscribers are scattered all over the country.
The time constraint confined the study mostly on the data collected in Dhaka zone. Moreover,
it was not possible to get all required internal information of the company as these are treated
as confidential to the company.
The outcome of the study can thus be regarded exploratory, and may not be treated as absolute
for the whole country. In latter case a more comprehensive study is required.
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SITUATION ANALYSIS
An Overview of the Wireless Phone Industry
Telecom Market Growth:
At the initial stage of the mobile telecom industry because of high startup cost and high tariff
there was only a few numbers of subscribers. In 1997 there were approximately 23,000 mobile
subscribers around the country with a low market penetration rate (.02%). At present, the
number of mobile users in the country is approximately 5.87 million and among them GPs
subscribers are over 3.5 million. Right now, in mobile industry, Bangladesh has four privatecompanies and newly TeleTalk a sister concern of BTTB has entered in the market with a
target to get 0.25 million subscribers by first 6 months of launch and 1 million by 2006.
TeleTalk has offered lower rate with PSTN connection all over the country. The total number
of districts covered in mobile industry has been increased to 61 in 2004 from 1in 1997. The
total telecom growth has increased to 55% in 2004 from 19% in 1998. Initially, mobile growth
rate was too high which was 178% in 1998 and now it is come into 67% in 2004. That means
this industry is now going to its maturity stage. From the comparison of different operators
subscriber base, it can be concluded that GP is still leading the way with a sharp distance.
Though Citycell is the first mobile operator in Bangladesh, it is not doing its business so good.
It is increasing its subscriber from 2000 in 1997 to 6149111 in 2005. On the other hand, AkTel
is growing its subscribers faster than Citycell which is from 3000 in 1997 to 3000000 in 2005.
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1999 2000 2001 2002 2003 2004 2005 2006 2007
Market
Penetration
0.02
%
0.05
%
0.10
%
0.21%0.53
%
0.87% 1.88% 3.13%3.61%
Districts
Covered1 2 26 36 40 49 59 61
61
obile Growth
rate
178
%96% 121% 149% 65% 116% 67%
120%
ecom Growth
Rate19% 17% 34% 66% 42% 40% 55%
65%
Subscribers base
ameenone
18,000
30,000
60,000
191,690
471,371
775,310
1878,000
2424,177
6159111
ycell2,000
19,00
0
26,20
033,500
100,0
00
160,00
0
225000
0
370,00
0
35000
00
Tel3,000
12,00
0
28,50
034,200
96,00
0
150,00
0
300,00
0
1000,0
00
28000
00
nglaLink- 3,000
11,00
019,000
27,00
060,000 70,000
100,00
0
10000
00
eTalk - - - - - - - - 60000Table : Development of the Telecom Market 1997-2005
The penetration rate of mobile phone industry in Bangladesh is increasing rapidly. The rate was
increasing slowly from 1997 to 1999. After that, the rate was increasing faster and now till
Nov 05 the penetration rate is 3.61% and only GrameenPhones penetration rate is 2.12%.
Fixed network penetration is .72%.
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Market Share of Mobile Operators:
The mobile phone market consists of five operators. Out of which, 61% share of the market
belongs to GP, 3% to CityCell, 28% to AkTel, 7% to Banglalink and the rest of 1% to
TeleTalk as of Nov, 05. GP holding the major share maintains a market leader strategy to all
other players in the market. The telecom market intends to grow at penetration rate of more
than 3.48%; where GP has already penetrated at 2.12%.
Market Share of Mobile Operators (2005)
61%
28%
7%
3%1%
TeleTalTeleTalk
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Competitive Position of the mobile operator:
Table : Relative position of mobile phone operators
TargetCustome
r
Price &
TariffQuality Technology Strategy
Corporate
/
Individua
l
LowDeteriorati
ng servicesCDMA
Network
expansion &
attractive
products
Corporate
/SME/
Individua
l
Competitiv
e
High
quality
service but
limited
coverage
GSM
Increase
coverage and
market share
Corporate
/SME/
Individua
l
Very
affordable
Low
quality and
limited
coverage
GSM
Increase
coverage andMarket share
Corporate
/
SME/
Individua
l
Competitiv
e
Good
network
with wider
coverage
GSM
To maintain
the no. 1
position as a
cell phone
operator
Target customers are almost same for the four mobile operators. Regarding to price and tariff,
AkTel and GrameenPhone are very much competitive. Banglalinks price and tariff is very
affordable and Citycell is able to give low price to its subscribers. In case of service quality and
network coverage, GrameenPhone is leading the number one position among them. Only
Citycell use CDMA technology and others three use GSM technology. By this, Citycell
differentiates its products from the others. Except GP, Other operators recent strategy is
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increase coverage and market share through attractive products. On the other hand, GPs
strategy is to maintain its number one position.
Highlights of Competitive Positioning of Mobile Operators:
The operators have been engaged in intense competition in terms of start-up cost
and tariff. Most of the competitors of GP has adopted and will adopt network
expansion strategy.
The mobile phone market consists of four operators, out of which, 61% share (End
of 2005) of the market belongs to GP.
Good relationship with regularity authority is strength of some of the other
mobile operators while GP has achieved it to some extent by abiding by laws and
showing positive results.
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10. Network And Network Coverage OF Grameen Phone:
GrameenPhone aims to build a full range of service all over the country. The company has
targeted to build extensive network all over the country. For better coverage, GP has taken
1600 Km fiber optic cable network leased from Bangladesh Railway. In April 2004, GP had
750 base stations. Now till Oct05, it has 1750 base stations. Furthermore, considering the
subscribers need of quality network and extensive coverage, the company is planning to set up
another thousand base stations in the following year. Recently GP has doubled its speech
quality 900GSM MHz to 1800GSm MHz. Already the company has expanded its network to
61 districts out of 64 districts and 400 upazillas out of 460 upazillas. Its the only company
which covers the most of the land areas with its net work. Approximately 52% land area is
covered by GrameenPhones network. In over all, GrameenPhone offers the most competitive
network facility to its subscribers, and continue improving it. Existing coverage areas are
divided into six zones according to the divisional boundary. These are
Dhaka Sylhet
Chittagong Rajshahi
Khulna Barisal
District Covered
2636 40
47
60 61 61
210
10
20
30
40
50
60
70
1997 1998 1999 2000 2001 2002 2003 2004 Mar' 05
Year
Districts
Figure : GrameenPhones district coverage.
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Figure : Net Work coverage of GrameenPhone.
The zone in which a subscriber is registered with GrameenPhone is that subscriber's Home
Zone, and all other zones are Remote Zones.
Area under GP network covered
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CUSTOMER MANAGEMENT DIVISION
The Customer Management Division of GrameenPhone Ltd. provides a full range of after-sales
service customized to the needs of the valued customers. Efforts are made to offer complete
service through all the contact points dedicated for GP customers at every opportunity through
Call Center, Customer Management Centers and Customer Communication.
The Slogan Of CMD is:
We believe inInvolve & Evolve
Give sustaining positive experience to the customers by understanding and fulfilling/exceeding
their service expectations at appropriate time and prices. Make the customer experience as the
main differentiator to stand tall in the market.
The organgram of Customer Management Division:
Figure: Organogram of Customer Management Division
Customer Managementdivision
Bidyut Kumar Basu
Communication
Human
CapitalTraining &
CompetenceDevelopment
ServiceQuality
Technology forCustomer
Experiance
ProcessImprovement
ProgramOfficer
Budget andFollow up
CallCenterPostpaid
CallCenter
PrePaid
CustomerManagement
Center
CallingCenter
CreditManagement
Collectionand
Banking
Corporatecustomer
IRCustomerService
CustomerDemographic
andActivation
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Products and services that have been successful
GP-Regular, the oldest product of GrameenPhone retains its popularity through
its full connectivity to all networks including fixed line telephony services.
EASY Pre-Paid, because of Low flat tariff and nationwide mobility, its a Pre-
paid service, no monthly rent required and instant use due to pre-activation, no hassles
of bill payment.
Information Service through mobile because of easy access, interesting theme,
and reasonable rate and for being new and innovative.
Village phone because of use of Grameen Banks borrower network and for
having access to BTTB & ISD.
Subscription Unit
Customer Management Division (CMD) of GrameenPhone Limited is consists of 15 units;
Subscription Unit is one on them. This is the unit that remains very close to the customer and
always busy to meet the satisfaction of GPs valued customer.
Subscription Services
Subscription Unit is the unit that performs its job in touch with all other divisions. The
following figure [Fig-3.1] shows us the subscription services in a whole.
i) Sales and Marketing
Sales and marketing is one of the important services of subscription. Among theservices they allocate phone number for various packages. They planed for new
product and packages. They receive the subscription papers all over the countryfrom the dealers.
ii) Technical
Subscription unit also has some technical responsibilities. Among them quality
assurance of the SIM features, testing the SIM, SIM problem is important.
iii) Legal
Subscription service also deals with the legal issue and various legal procedures.
iv) IT
Subscription Unit also has IT services. This service mainly develop the customize
software for maintaining the customer database and other soft wares to maintain
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efficient customer relation. All the Customer Relation Centers all over the country
are connected with central database. This network maintenance is also a
subscription units service.
Fig : Subscription Services
Finance
Another important service of subscription unit is to monitor the international
roaming facilities of the subscriber as well as the credit of the subscriber.
This is the flow of subscription services.
SUBSCRIPTION
SERVICES
Sales & Marketing Number allocation Activation Papers
International Roaming Subscription Paper Receiving
Product and Planning Test SIM
Technical Quality Assurance
Test SIM Pre Paid Reconnection
SIM Problem
IT Software Development
Networking between all CRC
Legal Procedure
Finance International Roaming
Subscriber
InformationCenter
Dealers orAgents
Sales
Center
Fax orcourier
Services
InstantServices
Corporate Care
Sales andMarketing
Hotline- 155
Check,Provisioning,
QualityCheck
Activation,Migration,
SIM Change,International
Roaming,WAP
Numberallocation
Manualfiling
ElectronicFiling
Sorting
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Fig: Subscription Services flow Chart
CUSTOMER SATISFACTION
The Customers are in the mainstream of sales oriented services. The success of such companies
largely depends on the satisfaction of the customers .The buyers are happy if the product and/or
the services meet their expectations. If their requirements do not meet the expectations the
buyers become discontented, they are delighted when the performance fulfils their
requirements.
Customers past buying experiences, the opinion of friends, associates, marketer, competitor
information and promises lead to the expectations. Marketer must be careful to set the right
level of expectations. If they set expectations too low, they may satisfy those who buy but fail
to attract enough buyers. In contrast, if they raise expectations too high, buyers are likely to
bedisappointed. Dissatisfaction can arise either from a decrease in product and service quality
or from an increase in customer expectations. In either case, it presents an opportunity for
companies that can deliver superior customer value and satisfaction.
To-day most successful companies have taken the strategy of are raising expectations and
delivering performance to match. Such companies track their customers expectations,
perceived company performance, and customer satisfaction. Highly satisfied customers
produce several benefits for the company. Satisfied customers are fewer prices sensitive remain
customers for a longer period and talk favorably to others about the company and its products
and services.
Although the customer centered firm seeks to deliver high customer satisfaction relative to its
competitors, it does not attempt to maximize customer satisfaction. A company can always
increase customer satisfaction by lowering its price and increasing its services, but it may result
in lower profits. Thus, the purpose of marketing is to generate customer value profitably.
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Now, we have a very good idea regarding the importance of customer satisfaction. So, it is also
important for the company to know about the satisfaction level of the customers. When any
problem is identified, it becomes easier to solve the problem.
The next part of this paper has focused on the Customer Satisfaction Factors of
GrameenPhone. It is done through a research survey to find out the customer satisfaction
level of GrameenPhone.
Customer Satisfaction Factors of GP:
GrameenPhone is a fast growing mobile company. In mobile telecommunication industry, there
are direct and indirect factors that influence customer satisfaction. Here focus on the most
important factors that influence customer satisfaction at GrameenPhone which relates with after
sales services.
Airtime:
Air time is the core offering of GrameenPhone, So, quality of communication network
availability, etc, are the most important customer satisfaction factors, quality of airtime depends
on the ratio of subscribers and transmission base station. It the numbers of subscribers are
increased without developing the network, quality of airtime goes down
After Sales Services:
After sales services is very important in the mobile telecommunication industry. GP has
extensive after sales customer care tools. Here foucus on these step by step.
1. Helpline:
GP is the first company that introduced 24hours helpline in Bangladesh. In this part of my
paper I tried to focus on the existing operations of the helpline service of GP.which will enable
us to understand the importance of the helpline service.
A GP subscriber needs to dial 122, 121,148 to reach Grameen Phone Helpline. It is a computer
aided information base to afford immediate access to the information about the subscribers, but
the operations are done manually. After dialing 122, 121,148 subscribers are first welcomed by
an automated and standarilized process. Then he needs to wait for few seconds. After that the
subscriber reaches the Customer Manager. CM starts the conversation with a greeting. The
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subscriber explains his/her problems to the CM (some basic queries are enclosed in
Appendix-2)
If the inquiry is regarding general information, the customer relations officer does not need to
take help of information system. She/he just provides the information and the subscriber keep
the phone.
There are some queries that are much more personalized and the CM needs to get into the
account of that particular subscriber to provide the service. In some case, the subscriber just
keeps the complaint/ request and later action is needed to be taken.
Customer need to pay TK. 4 per minute to take the service from helpline.
2 Interactive Voice Responses (IVR):
This newly introduced service by GrameenPhone. This is automated helpline service. A GP
subscriber needs to dial 123 to reach this service. After that she/he can get information
regarding the bill, usage, credit policy, bank name that receives GPs bill and so on by choosing
different options.Itisfree of charge for the first minute, from the second minute the subscriber
needs to pay tk.2 per minute.
3. Information Centers:
Most of the problems of the subscribers are solved by the helpline service. But there are some
problems that can not be solved there. Subscriber need to come physically to deal with that
problems.Grameen Phone has seven customer relation centers and 380 GPSDs which provide
services all over the country.
These Customer Relation Centers are situated in the prime divisional head quarters like Dhaka,
Chittagone, Sylhet, Rajshahi and Khulna and GPSDs situated all most everywhere in
Bangladesh. In these information centers the subscribers can come directly with their problems
like billing, address change, SIM change, handset problems, etc.
These after sales services are very crucial to keep subscribers satisfied regarding
GrameenPhone.
Survey Findings:
In order to measure the satisfaction of the customers a series of questions were asked to the
customers with the help of a questionnaire, the data from these questions are tabulated below.
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For clear understanding, the overall satisfaction has been divided into satisfaction with the
package and satisfaction with the after sales service. As already mentioned, the survey was
conducted among hundred GrameenPhone subscribers, it was conducted in the information
center as subscribers from different areas in Dhaka come to this center
Interpretation of Survey Data:
a. I use GrameenPhone because it is the best:
Strongly Agree 25%
Agree 55%
Neither Agree nor Disagree 15%
Disagree 5%
Strongly Disagree 0%
b. I use GP mobile as it has additional features in comparison to other operators.
Strongly Agree 29%
Agree 63%
Neither Agree nor Disagree 8%
Disagree 0%
Strongly Disagree 0%
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c. Price of Gramophones different package is affordable.
Strongly Agree 4%
Agree 49%
Neither Agree nor Disagree 13%
Disagree 23%Strongly Disagree 11%
d. I am satisfied with the service (quality of airtime and network availability) of GP.
Strongly Agree 9%
Agree 26%
Neither Agree nor Disagree 24%
Disagree 30%
Strongly Disagree 11%
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e. Whenever I want to have a GP connection, I can get it.
Strongly Agree 23%
Agree 28%
Neither Agree nor Disagree 17%
Disagree 19%
Strongly Disagree 13%
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f. GP helpline is very helpful in meeting my queries and other needs
Strongly Agree 10%
Agree 35%
Neither Agree nor Disagree 20%
Disagree 15%Strongly Disagree 20%
g. GP helpline is very helpful in meeting my queries and other needs
Strongly Agree 9%
Agree 40%
Neither Agree nor Disagree 20%Disagree 15%
Strongly Disagree 10%
h. Billing rate of GP is low:
Strongly Agree 3%
Agree 18%
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Neither Agree nor Disagree 14%
Disagree 37%
Strongly Disagree 28%
i. Criterias important while purchasing any cellular service
Criteria No. of subscribers
Network Coverage 68International Roaming 11Value added Services 12After Sales service 16Easy Bill Payment System. 37
As we can see from the above table and the chart, maximum number of subscribers would
purchase a cellular service which has a good network coverage, apart from that the other
criteria which is they consider after network coverage is easy bill payment system.
j. Criterias which were considered while purchasing GrameenPhone
Criteria No. of subscribers
0
10
2030
40
50
60
70
No. of
s ubscribers
68
111216
37
Network Coverage
International Roamin
Value add ed Service
After Sa les service
Easy Bill Paymen t
System.
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Network Coverage 68International Roaming 8Value added Services 724 hrs customer service 48Pre-paid facility and bill
payment facility
37
From the chart and the table above it can be seen that most of the subscribers purchased
GrameenPhone due its network coverage. Also by looking at the figures the bill payment
system and the 24 hrs customer service were the other common attributes which attracted the
subscribers to purchase GrameenPhone
k. Satisfaction with the after sales service
When you are faced with a problem what do you do?
Criteria No. of subscribers
Call up the GP hotline 54Write a letter 6Go to the Information center 48
0
10
20
30
40
50
60
70
No. ofsubscribers
68
111216
37
Network Coverage
International Roaming
Value add ed S ervices
After Sales service
Easy Bill Payment
System.
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From the above table it can be seen that most of the subscribers either call up the GP hotline or
they go to the information center.
l. Are the GP employees able to solve your problem regarding the following
criterias?
Criterias Always Sometimes Never N/A Total
Billing 32 25 4 39 100Bar/ unbar line 29 22 2 47 100After sales service 49 31 5 15 100Special service (International
roaming)
17 21 2 60 100
Value Added services 60 22 18 18 100Total 187 121 31 179 100
From the table above it can be seen that regarding almost every criteria, the Grameen Phone
employees are able to solve the problem most of the time.
But at the same time there is quite a large number who always do not get a solution to their
problem this occur because for certain queries a subscriber has to go to the information center
and GrameenPhone has only one information center, due to this shortage a customer is made to
wait long hours in a queue. Also many times when the line takes more than a day to be
reconnected.
0
1020
30
40
50
60
No. of
subscribers
54
6
48
Call up the GP
hotline
Write a letter
Go to the
Information center
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m. Subscribers perception of the different Grameen Phone package
What is your perception of GrameenPhone?
Excellent, I amfully
satisfied
Good, butthe
servicescould beimproved
Alright, I useGP because no
othercompany
offers
Bad, I amlooking
foralternative
Total
Which GPprepaid
6 34 14 0 54
Grameen GP regular 3 9 1 0 13
Phone GPGP 1 12 2 1 16
Package
do youuse?
Regular
GP-GP
0 14 1 3 17
Total 10 69 18 3 100
It can be seen from the above table that most of the subscribers from every package perceive
their respective packages as good packages but they feel that the services can be improved.
According to the four faces of customer loyalty by Smart Loyalty, we could consider the 10%
to fall under truly loyal customers as highly satisfied, 69% of the subscribers could be
considered as accessible because they feel that the services can be improved, these subscribers
want to give a chance to GP to earn their loyalty. 18% could be considered as trapped because
they use GrameenPhone as no other company offers them the services and only 3% fall under
High-risk as these subscribers do not like the GrameenPhone services and are looking for
alternatives.
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Negative attributes: Neither agree or disagree + disagree =33+20 = 53Positive attributes: agree + strongly agree = 28+19 =47
n. Opinion whether GrameenPhone subscribers would remain loyal if another
company came up with packages of similar features.
Disagree Neither agree ordisagree
Agree Stronglyagree
Total
WhichGrameen
Phonepackage
do youuse?
GP prepaid 9 17 20 8 54GP regular 3 3 3 4 13
GPGP 5 5 3 3 16regularGPGP
3 8 2 4 17
Total 20 33 28 19 100
Some Representative Additional Comments:
Helpline is not so easy to reach.
Behavior of helpline officers is quite rough.
Helpline gives support to solve our problem.
Info Centers take a whole day to solve a small problem.
In Dhaka city, there should be more info centers, especially in old side.
Prepaid connections are very difficult to avail.
Billing rate should be reduced, it is too high.
GrameenPhone does not think about the subscribers, their main intensions are to make
money.
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Finding on Analysis
Several frequency distribution have been constructed to find the answersregarding the customers perspective of grameen phone line users. By the
analysis. Some limitation of grameen providers have been identified. The most
important finding of the analysis is customers have claimed some problem on
their network system. It is found that some of the customer of grameen hardly
got connected after calling more then 4 or 5 times. This problem happens
especially in case of connecting outside Dhaka . it is found from the analysis on
customers occupation that the grameen is being more used by the students. Also
the have been frequently changing their choices regarding mobile service
providers. By proper customer care, once they catch this group for long
time,they can better perform in the market. Analysis shows that80% of the
customers use prepaid lines. One of the significant finding from the analysis is
that customer who use grameen , use the line because of minimum call charge
compared to other. So further study is needed to understand the related
problems and the company should offer more facilities to the competitors to
increase their customer and present users satisfaction.
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RECOMMENDATION & CONCLUSION
The means to overcome the needs of the customers have been discussed in this chapter. These
lead to the various recommendations given in chapter 7. Hopefully these recommendations will
create awareness to GrameenPhone authority to resolve the problems of the customers.
Analysis of the Results:
It is already discussed that GrameenPhone is the leading company in the mobile
telecommunication industry in Bangladesh. This has been possible because it has a created a
superior image in comparison to the other operators. In other words, GP has a clear advantage
over competitors.
GrameenPhone has some additional advantageous features in comparisons to its competitors.
There is easier access to person to person contract. Another important thing is that GP users are
mostly satisfied with the initial price of GP connections and handsets. Before GPs introduction
to the market, mobile phones were virtually out of reach to the major part of the current market.
Moreover, GrameenPhone subscribers are happy with the country wide network.
However, there is dissatisfaction among the GP users with the service of the company. Many
important factors are acting as reasons behind this overall dissatisfaction. Quality of airtime
and network availability is not satisfactory.Grameen Phone connections are difficult to reach
sometimes. It so happens that the subscribers used to pay extra money to get the access. This is
especially true for prepaid service. It is encouraging that very recently situation has improved
to a certain extent bases on the findings in this report.
The Info Centers of GP are very important for some after sales services. But, there is
shortage of capacity of this service, In Dhaka Info Centers are located at Gulshan,
Dhanmondhi, Mothijheel, Uttara, these four centers cannot cope with the demand of vastly
populated Dhaka city. The GP helpline is also an important customer care tool. But it is also in
shortage of capacity. Subscribers need to spend significant amount of time to reach the
helpline. Behavior of the helpline CM is also sometimes unmanageable. They are to handle
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continuous queries. So it may so happen at times the CMs cannot keep up smiling voice and
amenable behavior.
Most of the subscribers are not happy with the billing rate of GP.They think it is too high in the
context of Bangladesh, But they are still using the service as GP is still more easily accessible.
Many newer companies are coming up with the lower price; it is thus a great challenge to GP to
face,
Another significant dissatisfaction of the GP users is that most of the GP connections aremobile to mobile. Access to BTTB is rare. Wider access with BTTB will boast the subscribers.Most alarming thing is that most of the GrameenPhone users are not loyal towards thecompany. If BTTB or any other company comes up with same sort of services, the GPsubscribers might switch to that company
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References
1. James Brian Quinn, Jordan J. Baruch and Penny Cushman Paquette1987,
Technology in Services, Scientific American
2. Image Guide Book & Intranet of GrameenPhone
3. Divisional Annual report(Customer Management Division)-July-2005
4. Charles W.L.Hill and Gareth R. Jones, Strategic Management
5. Cooper & Schindler, Business Research Method
6. Newsletter of GrameenPhone Limited
7. Web Site: www.grameenphone.com
Annual Report
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Sample Questioner
1. Users Name:
2. Age:
3. Occupation:
4. Length of phone use:.
5. Type of sim card: Pre-Paid Post-Paid
6. Reason for using the line: Minimum call charge Good network
Minimum pulseSpecial Bonus
Others
7. Per month Expense:7 100 500 501 -1000
1001 -2000 More than 2000
8. Location of users: Dhaka Out side Dhaka
9. Problems from Grsmeen use: Bad network
No network in village
Others
No problem
10. Do you wannachange your line? Yes No
If yes why-
Often network problem faced
No voice SMS
sometime charged more
Others