customer satisfaction 2 b
TRANSCRIPT
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BENEFITS OF CUSTOMER SATISFACTION
Don't underestimate the value of customer satisfaction. It's becoming an important area of competition.
A high level of satisfaction can deliver many benefits, including:
Loyalty: a highly satisfied customer is a loyal customer.
Repeat purchase: a highly satisfied customer buys more products.
Referrals: a highly satisfied customer tells their family and friends about the product or service.
Retention: a highly satisfied customer is less likely to switch brands.
Reduced costs: a highly satisfied customer costs less to serve than a new customer.
Premium prices: a highly satisfied customer is willing to pay more for the product or service.
What do I need to do?
In order to place customers at the centre of community services it is essential to:
Understand customer and community needs, value customer feedback and deliver services that meet the needs of the
customer.
Measure satisfaction levels and incorporate feedback into service planning and service improvement initiatives.
Understand your customers, from their perspective
Delivering a service that makes a positive impression on your customers starts with understanding what good service is from their
point of view. What you do, how you do it, how well it 's done and doing it consistently are fundamental to meeting expectations and
satisfying needs.
Customer empowerment in service provision
Ensure customers participate in the assessment and program planning process to create services tailored to their specific
and individual needs.
Ensure customers are well informed, and assist them to participate in decision making regarding the service they receive.
Where appropriate, coordinate service plans for individuals to ensure a seamless service and assist with referrals to other
agencies.
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Measure customer satisfaction
There are a number of ways to determine what customers value and measure how satisfied they are with the services and products
provided. The most direct way is to use surveys, questionnaires and interviews, focus groups, telephone surveys and feedback via
email or the internet.
It is important to determine the purpose of measuring customer satisfaction and then tailor the collection of data accordingly. This
includes determining the appropriate research methods and that a statistically sound sample is collected to measure and obtain an
accurate picture of overall customer satisfaction.
The results need to be carefully analysed to ensure that opportunities for meaningful service improvements can be made.
Undertaking service improvement reviews based on the feedback provided strengthens overall customer relationships; trust and
confidence will build as customers witness the impact of their feedback to improve service delivery.
In this project, in order to measure Customer Satisfaction, I have taken a Telecom Company named IDEA CELLULAR and
conducted a survey in order to know how much the users of the company are satisfied by the services provided by them.
IDEA CELLULAR
IDEA Cellular is a publicly listed company, having listed on the Bombay Stock Exchange (BSE and the National Stock Exchange
(NSE) in March 2007.
As India's leading GSM Mobile Services operator, IDEA Cellular has licenses to operate in all 22 Service Areas. Presently,
operations exist in 12 Service Areas covering states of Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh,
Chattisgarh, Uttaranchal, Haryana, UP, Himachal Pradesh, Rajasthan and Kerala. With a customer base of over 28 million, IDEA
Cellular's footprint currently covers approximately 70% of India's telecom population. Services in Bihar & Jharkhand are expected to
be launched by end of Q2 08-09 and in Tamilnadu and Orissa before end of financial year 08-09.
http://www.ideacellular.com/ -
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A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has the distinction of offering the most customer friendly and
competitive Pre Paid offerings, for the first time in India in an increasingly segmented market.
Customer Service and Innovation are the drivers of this Cellular Brand. A brand known for their many firsts, Idea is only operator to
launch GPRS and EDGE in the country. Idea has received international recognition for its path-breaking innovations when it won the
GSM Association Award for Best Billing and Customer Care Solution for 2 consecutive years.
IDEA Cellular is part of the Aditya Birla Group, a US$ 24 billion corporation and in the league of Fortune 500. Anchored by an
extraordinary force of over 100,000 employees belonging to 25 different nationalities, over 50% of its revenues flow from its
overseas operations. The Group has been adjudged The Best Employer in India and among the Top 20 in Asia by the Hewitt-
Economic Times and Wall Street Journal Study 2007.
The combined holding of the Aditya Birla Group companies in IDEA stands at around 57 per cent. With ambitious future plans, the
company is poised for rapid growth across the whole country.
Our Service Areas
The Indian telecommunications market for mobile services is divided into 22 Service Areas classified into Metropolitan,
Category A, Category B and Category C service areas by the Government of India. These classifications are based
principally on a Service Areas revenue generating potential.
Our operational 12 Service Areas are broken up into Established and New Service Areas.
Established Service Areas
The established service areas are Delhi, Andhra Pradesh, Gujarat and Maharashtra, Haryana, Kerala, Madhya Pradesh and Uttar
Pradesh (West).
Licenses for the Maharashtra and Gujarat Service Areas were awarded in December 1995, with network rollout and commercial
launch achieved in 1997. In January 2001 the mobile operations in Andhra Pradesh Service Area were integrated with IDEA
through a merger with Tata Cellular Limited. In June 2001, the mobile operations in Madhya Pradesh Service Area were fully
integrated with IDEA through an acquisition of RPG Cellcom Limited. In October 2001, the license for Delhi Service Area was
acquired during the fourth mobile license auction, with network rollout and commercial launch in November 2002. In January
2004, Escotel Mobile Communications Private Limited (Escotel), was acquired with its original licenses in the Service Areas of
Haryana, Uttar Pradesh (West) and Kerala. All these Service Areas were re-branded and integrated with IDEA in June 2004.
New Service Areas
The New Service Areas are Uttar Pradesh (East), Rajasthan and Himachal Pradesh
Licenses for these New Service Areas were acquired through the acquisition of Escotel (Escorts Telecommunications Limited).
Following significant investment in the roll-out of network in the New Service Areas, amounting to approximately Rs. 4,678 million
upto September 30, 2006, a full commercial launch of mobile services was achieved in the New Service Areas between
September and November 2006 in a manner which also met the network roll-out requirements of the licenses in 2007.
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Coverage
Idea Cellular Ltd has seen phenomenal growth since its inception. Idea Cellular's footprint idea is to first achieve critical mass,
then drill deep instead of spreading thin.
In keeping with this, the company has been providing excellent service to its subscribers in various states. It controls a portfolio of
India's most attractive and contiguous telecom geographies, including the circles of Andhra Pradesh & Delhi (inclusive of NCR),
Gujarat, Haryana, Himachal Pradesh, Kerala, Madhya Pradesh & Chattisgarh, Mumbai, Maharashtra & Goa, Rajasthan, Uttar
Pradesh (W),Uttar Pradesh (E). With a footprint dominating the map of India, Idea Cellular accesses over 60% of India's total
telephony potential. The company is now poised to launch its services in new circles - namely Mumbai and Bihar
Idea Cellular Ltd, however, does not believe only in increasing geographic footprint - it also drills deep and successfully attempts
to provide excellent network coverage in all its circles of operations.
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BRAND INFORMATION
It is almost impossible to disintegrate brand Idea from the corporate Idea. Brand values are the company values and vise versa.
Brand Vision: It goes without saying that the brand vision of idea mirrors the companys vision. The brand mission statement
is...... To be the most customer-focused mobile service brand, continuously innovating to help liberate our customers from the
shackles of time & space.
IDEA - Brand Values
Innovate. Stimulate. Liberate....
It is these brand values, which have made us a formidable player in the telecom industry. Innovations that stimulate the customer
and liberate him from the shackles of time and space are the core of our brand. This is what we strive for. Nothing more, nothing
less, nothing else.
IDEA - Brand Mission
The India footprint Idea
Anywhere connectivity - bringing India closer.
The Technology Advantage Idea
Tomorrow's technology to enrich today.
The Customer Focus Idea
Make a single interaction a lasting relationship.
The Employee Focus Idea
Nurture the roots that nurture our ideas
ACHEIVEMENTS
Some Achievements of the Company are listed below:
2007
Won an award for the "CARE" service in the "Best Billing or Customer Care Solution" at the GSM Association Awards
in Barcelona, Spain
Initial Public Offering aggregating to Rs. 28,187 million and Listing of Equity Shares on the Bombay Stock Exchange
and the National Stock Exchange
Merger of seven subsidiaries with Idea Cellular Limited
Reached the twenty million subscriber mark
2006
Became part of the Aditya Birla Group subsequent to the TATA Group transferring its entire shareholding in the
Company to the Aditya Birla Group
Acquired Escorts Telecommunications Limited (subsequently renamed as Idea Telecommunications Limited)
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Launch of the New Circles
Received Letter of Intent from the DoT for a new UAS License for the Mumbai Circle.
Analysis
In order to find whether IDEA users are satisfied with the services provided by them, I have prepared a questionnaire. Most of the
respondents in my survey were college students, they all were carrying cell phones. The sample population in our survey was 50
and the method used was convenience sampling.
The results of my survey are listed below:-
Ans-1
Our parameter of defining the constant user of a cell phone are those who use it for at least 3-4 times a day, either for incoming or
outgoing, and we found that all of them fall into the category of constant users.
Ans-2
Almost 60% of our respondents were using two services simultaneously because of the reasons mentioned above, hence from here
our results were decided on two parameters i.e. the people who were using two services simultaneously and those were using just
one.
30 people were using 2 services and 20 were using one. Hence we get the data of 80 services. The results are listed below:-
a. Vodafone - 15
b. Idea - 7
c. Tata Indicom - 14
d. Airtel - 21
e. BSNL/MTNL - 5
f. Reliance - 18
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0
5
10
15
20
25
Vodafone Airtel Idea Tata
Indicom
Reliance BSNL/MTNL
A
Ans-3
The usage of the college students was almost the same but the people who were using two connections simultaneously were
spending more on the services availed, on one connection and were paying just the minimal amount which falls into the category of
200-300 and similar amount on the other connection too. Which makes their monthly expense on mobile to almost 500-600 Rs.
On the other hand there were few heavy users , whose monthly expenses go in the range to 800-1000 and even above. The results
are listed below:-
a) 200-300 - 18
b) 300-500 - 32
c) 500-800 - 15
d) 800-1000 - 10
e) 1000 and above - 5
0
5
10
15
20
25
30
35
200-300 300-500 500-800 800-1000 1000 and above
Ans-4
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Almost 85% of the respondents were satisfied with their service providers, the main reasons for opting for the particular service
provider was that this is a high involvement decision, they dont want to change their existing numbers, few opted for cheaper call
rates and few for free SMS services and various other factors. The remaining 15% were looking to switch because of one major
reason which is the network problem like in case of Idea users the network problem was more frequent.
85%
15%
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Ans-5
The respondents in our survey were more interested in availing the services which offer free calling to the same network numbers,
or the ones which have reduced the tariffs, or night calling etc. hence we found that almost all of are respondents were availing one
or the other facilities provided by the service provider.
Ans-6
The respondents who were using two connections comprised of mostly the ones who were using at least one postpaid connection,
so as to spend minimal on one for the incoming purpose and average on the other connection. We found that out of the total
connections surveyed i.e. 80 , around 32 were the postpaid connections and 48 were the prepaid ones. And also that out of 32, 23
were having two connections.
prepaid
60%
postpaid
40%
Ans-7
The major schemes used by the respondents were:-
Low tariff plans - 48
Night Calling - 63
Free SMS - 32
Free Calling - 18
Others - 35
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0
10
20
30
40
50
60
70
Low Tar iff Night Calling Fre e SM S Fr ee Calling Othe rs
Ans-8
Though for any consumer the charges of any scheme is always more. And the schemes of all the companies is almost same, hence
there is not much option left for the respondents. The respondents said that the charges are affordable to their pockets. But one
complaint that we came across was that the schemes offered sometimes becomes more confusing. There were many suggestions,
but more or less they were related to the convenience of the respondents.
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Ans-9
The respondents were not keen enough to change the service, the major reason for this is that of the after effects of changing the
number, though the respondents were aware of the scheme of the TRAI of continuing with the same number after changing the
service provider, but its still not available. The responses were more inclined towards Vodafone and Airtel due to the better
connectivity and various schemes offered.
Ans -10
Most of the respondents in our survey ranked the service used as good and the figures were 72 %, 23% ranked average, 3 % Poor
and just 1 % as Very Good.
23%
3%
73%
1%
Average
Poor
Good
Very Good
QUESTIONNAIRE
NAME OF THE RESPONDENT :________________________________
AGE : ________________________________
OCCUPATION : ________________________________
Q1. Are you a constant user of mobile?(yes/ no)
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Q2. Which telephone network do you use?
a) Vodafone
b) Idea
c) Tata Indicom
d) Airtel
e) BSNL/MTNL
Q3. How much do you usually spend on your mobile connection per month?
a) 200-300
b) 300-500
c) 500-800
d) 800-1000
e) 1000 and above
Q3. Do you wish to continue with this network? Why?
Q4. Do you avail the facilities provided by the service provider?
Q5. Are you a post paid/ prepaid customer?
Q6. What schemes do you usually avail? Kindly name those which are currently used by you.
Q7. Do you think the charges of various schemes reasonable? Give suggestions, if any.
Q8. Given an option to change the connection which other service would you like to take? Why?
Q9. Your response for the service being used?
a) Poor
b) Average
c) Good
d) Very good
Q10. Name any unique service that you used and like the most.