Bp backnd anlysis latest

CONSUMER RESEARCH

Bhavishya Phal Backned

(50 interviews)

(MAY 2010)

Cellcast Confidential & Proprietary

Male 56%

Female44%

<17yrs 6%

18-25yrs 22%

26-35yrs 36%

36-50yrs 30%

>50yrs 6%

GENDER AGE GROUP

Demographics

• Bhavishya Phal Backend service has

maximum male participants

• There is participation from all the age

groups

• Maximum respondents are

graduates and from service class

18%12% 12%

0% 0%

58%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

INCOME

40%

14%

0% 0%

30%

16%

0%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

OCCUPATION

0%

20%24%

46%

10%

0%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

EDUCATION


C&S66%

DTH34%

Prepaid 64%

Postpaid 36%

PREPAID /POST PAID CONNECTION

Type Of Connection

CABLE & SATELLITE/DTH

The following table depicts:

• The number of prepaid & postpaid users having C&S connection in their homes

•The number of prepaid & postpaid users having DTH connection in their homes

Respondents/ Type

of Connection users

(%)

BHAVISHYA PHAL BACKEND

C&S DTH

PREPAID

USERS

POSTPAID

USERS

TOTAL

C&S

PREPAID

USERS

POSTPAID

USERS

TOTAL

DTH

44% 22% 66% 20% 14% 34%


Their viewing habits

Viewers have been bifurcated as :

First time watchers (Recently started watching)

LIGHT USER: Watches 1-2 times in a week

HEAVY USER: Watches 3-4 times in a week

ADDICT: Watches 5 times and above in a week

Stopped : Stopped watching

2%

32%

16%

50%

00%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

First Timer Light User Heavy User

Addict User

Stopped

Research Findings:

• 50% respondents (ADDICTED) watch our show more

than 5 times in a week

• 32% respondents (LIGHT USERS) watch our show at

least once or twice in a week

Reasons for watching only once/twice-

- Busy at work (20%)

- No time (10%)

- Busy studying(2%)

• 16% respondents (HEAVY USERS) watch our show 3-

4 times in a week

Reasons for not watching our show more frequently are-

- Spend time with family then TV(4%)

- Busy with work (4%)

- My time is not fixed (2%)

- No comments (6%)

• There are 2% first timers while nobody has stopped

watching our show.


Their participation patterns

Participants have been bifurcated as :

First timer(Recently started participating)

LIGHT USER: Participates 1-2 times in a week

HEAVY USER: Participates 3-4 times in a week

ADDICT: Participates 5 times and above in a week

Stopped : Stopped participating

8%

44%

38%

10%

0%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

First Timer Light User Heavy User

Addict User

Stopped

Research Findings :

• 44% respondents (LIGHT USERS) participate on our show

at least once or twice in a week

Reasons for participating only once/twice on our show-

- Call rates are high (32%)

- Calls not connecting faster (10%)

- Busy with work (2%)

• 38% respondents (HEAVY USERS) participate on our show

3-4 times in a week

Reasons for not participating on our show more frequently

are-

- Call rates are high (26%)

- Calls not connecting faster (8%)

- Want to spare some time with family (4%)

• Only 10% respondents (ADDICTED) participate on our

show more than 5 times in a week

• Only 8% are first timers whereas nobody has stopped

participating on our show


Comparative Data

VIEWERSHIP

PATTERN

OBSERVATIONS MADE:

1. The Addicts remain constant whereas the heavy participation has increased by 71%

2. Many respondents have shifted from light participation to heavy participation

3. Nobody has stopped participating on our show since the past 3 months

Comparison Feb 2010 April 2010 May 2010

Rare/Light 10% 38% 32%

Occ./Heavy 24% 24% 18%

Reg./Addict 66% 36% 50%

Stopped 0% 2% 0%

Comparison Feb 2010 April 2010 May 2010

Rare/Light 62% 76% 68%

Occ./Heavy 22% 14% 24%

Reg./Addict 16% 8% 8%

Stopped 0% 0% 0%

PARTICIPATION

PATTERN

OBSERVATIONS MADE:

1. Despite a dip in the no. of addicts last month, there is a 38% increase this month

2. Many respondents this month have started watching our show on a regular basis

3. Nobody has stopped watching our show


Reason for seeking an advice from astrologers

Why Bhavishya Phal Backend ?

What made them instantly call on Bhavishya

Phal Backend Service?

54%

40%

4% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Future decision

Accurate solution

Peace of mind

Get rid of evil spirit

98%

2%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

To get detailed solution

Couldn't understand during live show

counselling by live astrologer

None of the respondents have tried any other 24X7 astrologer based service


Backend Service

-USP & format

Comfortable & safe environment (caller problem confidentiality-8%)

- Receptive & helpful astrologers (20%)

- Detailed explanation (20%)

- Guidance to solution of problem/Alternate solution (24%)

IVR

- Calls don’t get connected easily (16%)

Price

- Call charges are high (46% respondents)

Convenience

We can call anytime -28% (i.e.24X7 counseling available)

The Way Forward

Enhance assurance on QUALITY of

service provided by 2 key quality

parameters:

1. Technical Competence in terms of

faster customer connectivity

2. Quality in Astrologer counseling

Wellness factors of backend service:

• USP of backend service

• 24X7 ease of availability

• Customer confidentiality

Challenging factors for backend

service:

• Customers are price sensitive and

their fluctuations in participation

pattern depends majorly on this

Driving factors for Backend service


Understood96%

Didn’t understand

4%

LANGUAGE

All solved

90%

Few left10%

QUERIES TIME TO NOTE DOWN ALL REMEDIES/SOLUTIONS

No problem

96%

Problem4%

• Backend Astrologers - All find the astrologers to be helpful, receptive and knowledgeable during the course of counseling

• Pace of communication- All find it medium and normal paced

Feedback about Backend Astrologers

10% said few queries are yet to be

solved so they will call againOnly 4% had difficulty in understanding

when the astrologer chanted some verses

in Sanskrit


Other Insights

• 10% have preference to talk to the same astrologer as they know the history of

the caller plus comfort level is more

• 12% have gender preference with 8% having a demand for female astrologers and

4% having a demand for male astrologers

• 58% want the solutions to be smsed to them

• 20% prefer other streams apart from Vedic and the break –up is as follows:

-12% prefer Tarot Card predictions

- 8% prefer Crystal Ball & Pendulum

• 24% are aware about codes of the backend astrologers and they are as follows:

Codes Name Of Astrologer

2 (2% respondents)01(6% respondents)1519 (2% respondents)22247981 (6% respondents)8890

Acharya NandanKishore Sharma


During TV

show92%

After placing a call, 8%

Awareness about services

AWARENESS : BACKEND SERVICE AWARENESS : APPOINTMENT SERVICE

Aware 16%

Not Aware, 84%

Out of 16% respondents who are aware about the

appointment service only 14% got to know during the TV

show whereas 2% got aware after placing the call


IVR Experience (Connecting To The Backend Astrologer)

Did you always get connected to us whenever you call at 5664466 for backend astrologer?

Following is the break –up of those respondents who waited for some time to get connected to the backend astrologers :

Waited to get connected to backend

astrologer

Respondents (%)

1-5 mins 58%

6-10mins 22%

11-15mins 8%

20-25mins 2%

• 90% respondents out of all respondents were connected to the backend astrologers at least once

Connectivity Issues While Availing Backend

Service

Respondents (%)

SOME WHO CONNECTED + NOT CONNECTED

in overall attempts

74% said they got connected sometimes and didn’t got

connected during their multiple attempts

ALWAYS CONNECTED 16% said they immediately got connected to the backend

astrologer during every attempt

NEVER CONNECTED despite several attempts 10% said they never got connected despite several

attempts

Source : Data tracked from CDR


IVR EXPIRIENCE

Disconnected from customer

end (34%)

Holding to get

connected (50%)

Automatically disconnected due

to network problem(6%)

Airtel & Reliance

Automatically disconnected due to

technical problem from our end (2%)

Hold Period % Respondents

<1min 4%

1-2mins 8%

2-3mins 22%

3-4mins 16%

4- 5mins 10%

5-10mins 24%

10-15mins 12%

20-25mins 4%

High Call Charges (18%)Balance not enough to call again(16%)

IVR Experience Of Customer

Data tracked from CDR

Got disconnected after 1 min

• Only 3% respondents found line is busy while connecting to 5664466

• 92% of the respondents faced problems after getting connected to 5664466


Other Insights

SERVICE RATING • Reasons for Excellent Rating (30%)

- 12% trust the TV show and hence the backend service

- 10% find the backend astrologers very good

- 6 % liked the solutions given by the backend astrologer

- 2% like the fact they can call anytime and avail the service

• Reasons for Good Rating (54%)

- 22% like the backend astrologers

- 14% say solutions given are really good

- 8% respondents find the 24X7 service as good

- 6% like the TV show and hence the backend service as well

- 4% get personalized and correct guidance from backend

astrologers

• Reasons for Average Rating (12%)

- 8% respondents find the call rates are high

- 4% complained calls don’t connect sometimes

• Reasons for Below Average Rating (2%) as find few

solutions given after multiple calls for the same problem

• Reasons for Poor Rating (2%) as find the service bad

30%

54%

12%

2% 2%

Excellent

Good

Average

Below Average

Poor


Summary

OUR TG

• Bhavishya Phal show has maximum male participants

• There is participation from all the age groups

• Deprived Class remains as our maximum participants

• Maximum participants are from Service background ,followed by Self-employed category

• Maximum participants have graduation as their highest educational degree

• Majority of the participants (66%) have cable & satellite connection & majority of participants use

prepaid mobile service.

VIEWERSHIP & PARTICIPATION

• 50% respondents (ADDICTED) watch our show more than 5 times in a week

• 44% respondents (LIGHT USERS) participate on our show 1-2 times in a week

SERVICE CONTENT

• 54% respondents say they call to seek advice about their FUTURE & CARRIER

• 98% respondents call instantly because they get detail solution to there problems

• All respondents have liked the backend service format, its astrologers and the concept of detailed

explanation with due respect to the confidentiality of the customer (caller) & his problems. However

62% respondents also find the calls charges and connectivity issues troublesome

• Only 4% had difficulty in understanding when the astrologer chanted some verses in Sanskrit

• 10% said few queries are yet to be solved so they will call again


• Only 4% had difficulty in noting down when the astrologer chanted some verses/sholkas in Sanskrit

• All find the astrologers to be helpful, receptive and knowledgeable during the course of counseling

• 10% have preference to talk to the same astrologer

• 58% want the solutions to be smsed to them

• 20% prefer other streams of which 12% prefer Taro Card Prediction & 8% prefer Crystal Ball & Pendulum

• Only 24% are aware about codes of the backend astrologers

• 90% respondents out of all respondents were connected to the backend astrologers at least once. On an

average 5 attempts were made by each respondent

• 58% respondents waited to get connected to the astrologer between [1-5]mins

• Only 16% respondents are aware about appointment service

• Out of 16% respondents who are aware about the appointment service only 14% got to know during the

TV show whereas 2% got aware after placing the call

• 54% respondents rated the service as Good

Summary

Education

Bp backnd anlysis latest