TATA DOCOMO Customer Satisfaction

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TATA DOCOMO Customer Satisfaction


<p>SUBHARTI INSTITUTE OF EDUCATION AND MANAGEMENTPROJECT REPORT ON</p> <p>CUSTOMER SATISFACTION (TATA DOCOMO)</p> <p>SUBMITTED IN THE PARTIAL FULFILLMENT OF REQUIREMENT FOR THE AWARD OF THE DEGREE OF</p> <p>MASTER OF BUSINESS ADMINISTRATIONSubmitted byRICHA DIXIT</p> <p>Under the Guidance ofMr. S.N. TIWARI</p> <p>PREFACEThe project work entitled A STUDY ON JOB CUSTOMER</p> <p>SATISFACTION OF TATA DOCOMO Job Satisfaction is the favorableness or un-favorableness with which the employee views his work. It expresses the amount of agreement between ones expectation of the job and the rewards that the job provides. Job Satisfaction is a part of life satisfaction. The nature of ones environment of job is an important part of life as Job Satisfaction influences ones general life satisfaction. Job Satisfaction, thus, is the result of various attitudes possessed by an employee. In a narrow sense, these attitudes are related to the job under condition with such specific factors such as wages. Supervisors of employment, conditions of work, social relation on the job, prompt settlement of grievances and fair treatment by employer. However, more comprehensive approach requires that many factors are to be included before a complete understanding of job satisfaction can be obtained. Such factors as employees age, health temperature, desire and level of aspiration should be considered. Further his family relationship, Social status, recreational outlets, activity in the organizations etc. Contribute ultimately to job satisfaction.</p> <p>ACKNOWLEDGEMENT</p> <p>A large number of individuals have contributed to project. This project is a humble attempt to sketch done the contribution of all those persons who have directly or indirectly given their precious time and help along with proper guidance for making this report in the following shape. First of all I would like to thank Mr. S.N. Tiwari, project co-ordinater (manager H.R), TATA DOCOMO, MEEURT without whose permission project of TATA DOCOMO would have been castle in the air. Who always helped me and provided me relevant books and data in the subject to enable to prepare the project. And also I would like to give thank to Mr.Janmejay sing, Asst. Engineer (H.R) whos supported to me, and my teacher Ms Shikha. Lastly but not the least, I pay my gratitude to my parents, family members, friends, faculty members of B.I.E.M and all executives of TATA DOCOMO, MEERUT for their moral support and whole hearted co-operation in drafting this report.</p> <p>Richa Dixit</p> <p>DECLARATION</p> <p>I, shalini verma student of third SEM B.I.E.M College have completed the Project on Customer satisfaction For the Academic Year 2010-11. The information given in this project is true to the best of my knowledge.</p> <p>CONTENTSr.No. Chapter 1 Chapter 2 Chapter 3 Chapter 4 Topic Company Profile Job satisfaction Objectives Research Methodology</p> <p>Chapter 5 Chapter 7 Chapter 8 Chapter 9</p> <p>Observation &amp; Findings Suggestions Bibliography Annexure</p> <p>EXECUTIVE SUMMARYTATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on the GSM platform arising out of the Tata Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata Teleservices has received a pan-India license to operate GSM telecom services, under the brand TATA DOCOMO and has also been allotted spectrum in 18 telecom Circles. TTSL and has already rolled out its services in various circles. India is the fastest growing major mobile market in the world.Building on leading position in the market,TTSL. Aims to capitalize on the growth</p> <p>potential to significantly increase the subscriber base and market share. The telecomm sector is increasing day by day and the competition is getting more and tougher. Initially Tata service was providing CDMA and after tighup with DOCOMO they come up in GSM as TATA DOCOMO.</p> <p>The project is about customer satisfaction for Tata Teleservices Limited with special Reference to GSM prepaid customer in Bhubaneswar. As the title suggest, how the customer is satisfied with the service of Tata tele service through GSM prepaid mobile. The primary objective of this research project is to find the satisfaction level of GSM prepaid mobile user and to find out the reason why user prefer any particular technology. The second objective was to study the features of the technology. The research was carried out in survey method. The data for this research was collected by two methods. Primary data was collected with the help of questionnaires and interviews. Different questionnaires were used for GSM and non existing users. Secondary data regarding company profile and GSM information was collected from internet. The sampling technique used was random sampling. The sampling size was 200 for each GSM, non existing user. Working for Tata tele service tough for a limited period was a pleasure for me not only because I worked for one of the largest company but also because I learnt a lot about Tata. I came to know about the different behaviors of the customers.</p> <p>INTRODUCTIONTheoretical Framework Customer SatisfactionThe 21-century belongs to the service sector. The customer of yesteryear was a silent person who uncomplainingly purchased the goods from the market place. There is a new customer emerging today. Customer satisfaction can be defined as, customer satisfaction is the feeling derived by the consumer when he compares the actual performance of the products with the performance that he expects of it.</p> <p>The measurement of the customer satisfaction typically begging when a company realizes that their customer s are the people who provide the revenues that, hopeful, will cover expenses. Most companies start by establishing a customer satisfaction baseline. Then they target year by year improvement. Understanding customer requirement and delivering superior quality goods and services to achieve composer satisfaction lead to the retention and growth of the customer. General Idea about the satisfied customer: Satisfaction is a personas feeling of the pleasure or disappointment. It is resulting from comparing a products perceived performance with his or her expectations from it. Satisfaction is more of an emotional concept. Today organization are aiming at high satisfaction rather then at customer delight because customers who are just satisfied still find it easy to switch over when a batter offers comes along. Those who are highly satisfied are much less ready to switch over. High satisfaction or delight creates an emotional bound with the brand and customer starts looking at an offering emotionally and just rationally. The aim of marketing is to meet and satisfy target customers needs and wants but knowing customer is never simple. Customer may state their needs and wants but act otherwise. They may not be in touch with their deeper motivations. They may respond to influential to change their mind at the last minute. Some of todays most successful companies are raising expectation and delivering performances to match. These companies are aiming at TCS- Total customer Satisfaction.</p> <p>Increasing competition (whether for-profit or nonprofit) is forcing businesses to pay much more attention to satisfying customers. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.</p> <p>Customer Loyalty These four factors will greatly affect your ability to build a loyal customer base: Products that are highly differentiated from those of the competition. Higher-end products where price is not the primary buying factor. Products with a high service component. Multiple products for the same customer. Loyal Customers and Loyal Workforces Building customer loyalty will be a lot easier if you have a loyal workforcenot at all a given these days. It is especially important to retain those employees who interact with customers such as sales people, technical support, and customer-service people. Many companies give a lot of attention to retaining sales people but little to support people. The increasing trend today is to send customer-service and technical-support calls into queue for the next available person. This builds no personal loyalty and probably less loyalty for the firm. Before going this route, be sure this is what your customers prefer.</p> <p>Instant FeedbackRecently, many organizations have implemented feedback loops that allow them to capture feedback at the point of experience. For example, National Express, one of the UK's leading travel companies invites passengers to send text messages whilst riding the bus. This has been shown to be useful as it allows companies to improve their customer service before the customer defects, thus making it far more likely that the customer will return next time.</p> <p>Listen to your customers.</p> <p>Is there anything more exasperating than telling someone what you want or what your problem is and then discovering that that person hasnt been paying attention and needs to have it explained again? From a customers point of view, I doubt it. Can the sales pitches and the product babble. Let the customer talk and show them that you are listening by making the appropriate responses, such as suggesting how to solve the problem.</p> <p>TOOLS FOR TRACKING AND MEASURING CUSTOMER SATISFACTIONComplain and suggestion systems:A customer centered organization makes it easy for its customer to deliver suggestion and complaints. Many restaurants and hotels provide forms for guests to report what they liked and disliked there. Some companies establish hot lines whit toll-free telephone numbers. Companies are also adding Web pages E-mail to facilitate two way communications</p> <p>Satisfaction customer survey:</p> <p>Studies show that although customers are dissatisfied with one out of every four purchases, less than 5 percent of dis satisfied customer will complain. Most customers buy less or switch over to other suppliers. Responsive companies measure customer satisfaction directly by conducting periodic survey s. They send questionnaires or make telephone calls to a random sample of recent customer.</p> <p>Lost customers analysis:Companies should contact customer who have stopped buying or who have switched over to another supplier to learn why this happened. Not only it is important to conduct exit interviews when customers first stop buying, but it is also necessary to monitor the customer loss rate.</p> <p>PROMOTIONAL ACTIVITIESPromotion is fundamentally a tool to help apprise consumers of products and services available to them. However, promotional activities today include various forms of advertising as well as promotional gimmicks such as dirigibles at football games, coupons, and frequent flier miles. The goal of promotion is no longer simply product awareness, but brand awareness, product loyalty and even corporate image. Many different promotions have come under criticism, particularly when they are judged to be illegal or unfair. Bait-and-switch refers to the practice of advertising one product at a low price, but having none of that product on hand when consumers arrive to make the purchase. Conveniently, this</p> <p>technique results in the seller having other, similar, more expensive products available. Putting aside the issue of promotional activities that are illegal, there remain examples of promotions that may be unscrupulous, or perhaps merely prejudicial. The potential for this arises when promotional activities are not directly associated with the product or service that is ostensibly being promoted. As an example, Virginia Slims sponsored a women's tennis tournament for many years. The sport of tennis received the financial backing, and the cigarette was associated with a popular sport and received considerable publicity as its name was mentioned in legitimate sports coverage.</p> <p>SOME WELL KNOWN WAYS OF PROMOTIONAL ACTIVITIES: Notes of Testimonials it gives the user a clear idea of how/what been the feedback of previous users. Press Releases of company/product. Mention of awards/ social activity/ donations/ welfare activities. Personalized features like address book, message boards, newsletter, newsgroups, mailing lists, e-mail, free space, chat room, cool pages, job vacancy, links to various channels (news, stock/gold prices, entertainment, sports, cultural) has</p> <p> Links to other sites respective to their field. Ad-banners/ link exchange Event promotion: taking advantage of upcoming festivals, concerts, events. Promotional activities (gifts, discounts, free offers, coupons). Multi Lingual site. If target audience is in other countries, than a web site in that country's language becomes a must.</p> <p>Need of the studyThe present study is beneficial to TATA Teleservicesas it provides an integrated compact and comprehensive report about response towards telecomm sector in particular and overall organization activities in general. It also helps the organization in analyzing the perception of individuals towards communication business.</p> <p>OBJECTIVES OF THE PROJECT The objectives of this study/project as follows: To study customer satisfaction level regarding the product and the product must be known. To study customer satisfaction level regarding the value added services. The usage of the value added services is to be know by the organization in order to implement new innovation in future services. To study the customer satisfaction regarding the customer care services and after sales service.</p> <p> To study the benefits that the product was offering that the competitors were not offering and to study if the customer were satisfied with the benefits.</p> <p>SCOPE OF THE STUDY The study was conducted in the city of Bhubaneswar to find out the level of customer satisfaction of Tata users. The scope of the study only was confined to find out customer satisfaction. The studies proceed only on the prepaid customers of Tata communication. The scope of the study covered an in-depth analysis of the satisfaction of the customer in the city of Bhubaneswar.</p> <p> The scope of the study is to analyze the brand preferences and consumer perception. The scope of the study is also to know, what the customer expect from the company and what they provide.</p> <p>PROMOTIONAL ACTIVITIESFollowing Promotional Activities have been done: Performed canopy activities and leaflet distribution for brand promotion as well as product promotion. Hired persons (male &amp; female both) for A+ category outlet for the promotion of product. Leaflet distribution through newspapers. Introduce GPRS pack to create demand in youngsters, eg. Rs. 10/day with 2GB downloads. Putting banners on auto rickshaw for product promotion.</p> <p> Launched Bangkok trip for retailer on SIM card sales target achievement. (Target-1200 activation in two months; Bangkok trip either Rs.30, 000.) Started lucky draw for customer for every SIM card purchased. Created achiever c...</p>