TELECOM

1
TELECOM WE OUR CUSTOMERS
2
Challenging Telecom Scenario

• What are our challenges?
• Attitude towards the customer
• Competition
• Price war
• High quality man power
• ADC /USOF ????
• Unified Licensing
• Unbundling (may happen in future)
• Marketing and Selling attitude
• Pace of new service/technology induction

3
CUSTOMER ?

• CUST ME MER
• OR
• ATITHI DEVO BHAVA

4

• ERA OF MULTIPLICITY
• Suppliers Market
•  
•  
• Buyers Market
•  
• CHOICE IS THE ESSENCE

5

• CUSTOMER CARE
• AS A
• LIFESTYLE

6

Traditional organization chart
Customers
Top management
Front-line people
Middle management
Middle management
Front-line people
Top management
Customers
Modern customer-oriented
organization chart
7
All profit comes from customers So if no
customers no profit and no profit no
business then no customers no
business Therefore customers ARE the business
8
Figures are your history, customers are
your present and future. --- Philip
Kotler
9
The ground reality

• TRAI Report
• COAI Statistics

10
Some statistics

• Indian Telecom Statistics (December 08)
• Total telephone subscriber base 384.79
• Over all Tele-density 33.23
• Fixed-line user base 37.9
• Wireless user base (GSMCDMAWLL(F)) 346.89
• GSM Subscribers 257.84
• CDMA Subscribers 89.05
• Monthly new additions (Wireline Wireless) 10.66
• Monthly new additions (Wireless) 10.81
• Broadband subscribers 5.45
• (Subscriber numbers is in million)

11
Some websites(www.)

• trai.gov.in
• coai.in
• auspi.in
• telecomindiaonline.com
• indiatelecomnews.com
• bsnl.co.in
• punjab.bsnl.co.in
• intranet.bsnl.co.in
• intranetpb.bsnl.co.in

12
Image Building

• Image Doing work Publicity
• 90 10
• DO WHAT YOU SAY
• SAY WHAT YOU DO

13
Organizational Image Building

• Quality at competitive price
• Marketing
• Brand building
• Govt. credibility
• Customer Driven
• We are no. 1

14
THINK
15
Relationship Marketing
Origin - A concern for customer
retention as against
customer acquisition - Built on
emotions - Organisations are created to
create and retain
customers - One to one bond (Super
Market example) Conclusion So need for
developing a frame work in marketing to shift
focus from transaction orientation to customer
retention on long term basis on a win-win
status. Customer profile / Data mining - need of
the hour
16

• SOME INTERESTING FACTS
• Studies show that customers tell twice as many
  people about
• a bad experience as they tell about a good
  one.
• A typical dissatisfied customer will tell 8 to
  10 people about
• his or her problem.
• Seven out of 10 complaining customers will do
  business with
• you again if you resolve the complaint in
  their favour.
• If you resolve a complaint on the spot 95 per
  cent of
• complaining customers will do business with
  you again.

17

• Its easier to get present customers to buy 10
  per cent
• more than to increase your customer base by 10
  
• per cent.
• Firms selling services depend on existing
  customers for
• 85-95 per cent of their business.
• Eighty per cent of successful new product and
  service
• ideas come from customer ideas.
• It costs six times more to attract a new
  customer than
• it does to keep and old one.

18
DEVELOP CUSTOMER LOYALITY
19
TYPES OF CUSTOMERS
EXTERNAL CUSTOMERS
RECIPIENT OF END PRODUCTS/ SERVICES
VALUE FOR SERVICES
REVENUE PROVIDERS
INTERNAL CUSTOMERS
FUNCTIONAL UNITS WITHIN THE COMPANY/DEPT.
INTERNAL TO ORGANISATION RENDER SERVICE AGAINST
TARGET/OBJECTIVES
20
HOW CUSTOMER CARE ?
L
A
W
(
LOOKS,
ACTION,
WORDS )
A S K ( Attitude , Skill ,
Knowledge)
21
HOW CUSTOMER CARE ?
VARIOUS TECHNIQUES
COURTEOUS BEHAVIOUR
PATIENT HEARING / EMPATHY
QUALITY vis-à-vis PRICE
IDENTIFY THE PROBLEM FIND SOLUTION (IA
example)
AVOID TALL PROMISES BE POSITIVE RESPECTING
CUSTOMER TIME (PPort example) CSCs / CALL
CENTRES ONE STOP SOLUTION
22

• WHAT ARE CUSTOMERS?
• Customers are the most important people ever, in
  the
• office, in person, by mail or by telephone.
• Customers are not dependent on us we are
• dependent on them.
• Customers are not an interruption to our work
  they
• are the purpose of it.
• We are not doing them favours by serving them
  
• they are doing us favours by giving us the
  opportunity
• to do so.

23

• Customers are not outsiders to our business
• they are a part of it.
• Customers are not cold statistics they are
• flesh-and-blood human beings with feelings
• and emotions like our own, and with biases and
  
• prejudices.
• Customers are not people to argue or match
• wits with. Nobody ever won an argument with
• a customer. This is what customers are.
• Customers make a successful company and
• successful employees.

24
CUSTOMER CARE
POPULAR CONCEPT (Pareto)
20 customers give 80 revenue.
20 unsatisfied customers make 80 harm.
25
CATEGORIES OF CUSTOMER
Delighted Customers
Satisfied Customers
Dissatisfied Customers
26
REMEMBER
What you Promised and/or What They Expected
What you Provide
lt gt
Dissatisfied
Delighted
Satisfied
27
Customer satisfaction is no longer good enough
to survive todays competitive market place. What
is needed is customer delight. - Tom Peters
28
Delight Expectation 1
29
1s
1 1 more smile 1 additional item 1 more
personal contact 1 bit more thought fullness
1 extra minute of your time 1 check to make
sure alls now OK 1 telephone call to ensure
the customers happy 1 anything else that will
delight your customers
30
INTERNAL CUSTOMER CARE
OUR EMPLOYEES
BIGGEST ASSET
TOTAL PARTICIPATION OF EMPLOYEES.
COHESIVE EFFORT / INTENSIVE BOND
COLLECTIVE RESPONSIBILITY (We and not I)
31
INTERNAL CUSTOMER CARE
MUTUAL TRUST AND CO-OPERATION.
ORGANISATIONAL COMMITMENT.
NO EGO PLEASE.
CONDUCIVE WORK ENVIRONMENT.
STRONG MOTIVATION.
32
INTERNAL SERVICE PROVIDERS ANDTHEIR CUSTOMERS
S. No. INTERNAL SERVICE PROVIDER NAME OF SERVICE WHO ARE THE CUSTOMERS
1. STORES WING Issue of stores e.g. Cables, Instrument,Drop Wire,TSF kits etc. Area Manager, TDMsDE / External
2. TRAINING CENTRE Training Courses, Seminars Participants, Field Managers others
3. ACCOUNTS Fund, Salary Bills Different Units, All Staff Officers
4. STAFF / RECRUITMENT UNIT Posting, Transfer, Increment Retirement All Staff Officers
5. INSTALLATION / PLANNING UNITS Issue of Specs, Exchange Installation Expansion of Exchange Capacity Area Managers, DETs etc
6. WELFARE UNIT Beneficiary Schemes, club, sports culture All Staff Officers
33
Self Image Building

• Boss VS Leader
• Drives his men Inspires them
• Depends on Authority Depends on good will
• Evokes fear Radiates love
• Says I Says WE
• Says Who is Wrong Says What is wrong
• Knows how it is done Knows how to do it
• Abuses men Uses them
• Demand respect Commands respect
• Makes work a Makes work a joy
• drudgery

34
EMPLOYEES ARE COMPANYS ONLY SUSTAINABLE
COMPETITIVE ADVANTAGE.
YOU WILL BE SURPRISED TO SEE HOW FAST MOTIVATED
PEOPLE CAN RUN
35
HELP YOUR PEOPLE
CHOOSE A JOB THEY LOVE
A MAN WHO DOES NOT LOVE HIS WORK IS LOSING THE
BEST PART OF HIS PERKS.
36
At first peoplerefuse to believe thata strange
new thingcan be done,then they begin to think
it cant be done. Then they see itcan be
done.Then it is doneand all the worldwonders
why it wasnot done before
37
CHANGE WITH CHANGE
SWOT ANALYSIS
CONVERT
THREATS
OPPORTUNITIES
WEAKNESS
STRENGTH
38
Purpose of a business is to find and keep
customers (Unknown)
39
BE PASSIONATE
  A man without a smiling face must not open a
shop (Chinese proverb)
40
SOME COLD HARD FACTS ABOUT WINNING AND KEEPING
CUSTOMERS

FACT On average, one dissatisfied customer will
tell 11 others who on average will tell 5
others FACT It takes 12 positive service
incidents to make up for one negative
incident. FACT A typical business hears from
only 4 of its dissatisfied customers. The
other 96 just go quietly away and 91 of them
will never come back. FACT Seven out of 10
complaining customers will do business with
you again if you resolve the complaint in
their favour. If you resolve it on the spot, 95
will do business with you again.
41
FACT The average Australian business will turn
over 10-30 of its existing customers this
year most because of poor service. Most of
these customers could have been retained.
FACT Businesses with low service quality lose
2 market share a year. Those with high
service quality gain 6 market share a
year. FACT Businesses providing quality service
can charge up to 9 more for their products
and services. FACT It costs 6 times as much to
gain a new customer as it does to keep an old
one. FACT A really satisfied customer will, on
average, generate at least 7 extra
customers. ______________  
42
THE ESSENTIALS

•  
• Smile
• Acknowledge customers within 30 seconds (smile,
  eye contact, say Hi)
• Speak to customers within 1 minute
• Answer telephone before its 4th ring
• Redress a customers concern immediately
• Keep any promises
• Use customers name
• Seek customer feedback
• Smile
• 
  (Peter Kenyon)

43
Must

• 8 to 8 CSC working hours
• Product Demonstration Centres
• Salesman Approach by all
• Positive Efficient CSC staff
• Single Window Concept
• Aggressive Marketing
• (A/V presentations on
  latest products, pamphlets, Service booklets etc
  )
• Working Knowledge of PCs

44
The Today

• Basic Landline
• Broadband
• Mobile (GSM CDMA)
• BD/LL/Corporate NW
• Value Added services
• Misc.

45
The Tomorrow

• Number portability
• 3G and beyond (iphone, Blackberry etc)
• NGN (Convergent network)
• WiMax/EVDOs
• All optical N/W (EPON GEPON)
• Total solution

46
The Future - Digital Home Connected through FTTH
Network
47
SAMPARK
Eternal relation ...... ...... with
Customers