LOVELY PROFESSIONAL UNIVERSITY

DEPARTMENT OF MANAGEMENT

ANALYZING CRM IN MOBILE TELECOM SERVICES - A

STUDY BASED ON CUSTOMER PERSPECTIVE
SUBMITTED TO LOVELY PROFESSIONAL UNIVERSITY
IN THE PARTIAL FULFILLMENT OF THE
REQUIREMENT OF AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED BY:
Sandeep Rai (11200275)
Priyanjali Srivastava (11200674)
Ravi Mehta (11207155)
UNDER THE SUPERVISION OF:
ASST. PROF. Lokesh Jasrai
DEPARTMENT OF MANAGEMENT
LOVELY PROFESSIONAL UNIVERSITY
JALANDHAR-NEW DELHI G.T ROAD
PHAGWARA
PUNJAB

DECLARATION

This is the report of the project work entitled ANALYZING CRM IN MOBILE
TELECOM SERVICES - A STUDY BASED ON CUSTOMER PERSPECTIVE
I hereby declare that project report is being submitted by me to BUSINESS
SCHOOL OF LOVELY PROFESSIONAL UNIVERSITY for the partial fulfilment of the
degree of MASTER OF BUSINESS ADMINISTRAION of Final year.
A copy of this project has been submitted to the administrative office. This project is
not submitted to any other organisation or university or college and is the outcome of my
work.

CERTIFICATE

I hereby certify that Aman Sharma, Munish Kumar, Renuka Sharma and Jasdeep
student of Masters of Business Administration- General at Lovely Professional University has
completed the Project Report on ANALYZING CRM IN MOBILE TELECOM
SERVICES - A STUDY BASED ON CUSTOMER PERSPECTIVE under my
guidance.

Mr. Lokesh Jasrai

Table Of Contents
4

1. INTRODUCTION

2-10

1.1 PRACTICES INVOLVED IN CRM

1.2 IMPORTANCE OF CRM
1.3 INDIAN TELECOMMUNICATION SECTOR
1.4 IMPORTANCE OF CRM IN TELECOMMUNICATION
1.5 TECHNIQUES OF CRM IN TELECOM SECTOR

2. REVIEW OF LITERATURE

11-16

3. OBJECTIVES

17

4. NEED FOR THE STUDY

17

5. SCOPE OF THE STUDY

18

6. RESEARCH METHODOLOGY

18-20

7. DATA COLLECTION

8. DATA ANALYSIS AND INTERPRETATION

21-22

9. LIMITATION

28

10. RECOMMENDATION

28- 29

11. CONCLUSION

30

12. REFERENCES

31

13. ANNEXURE

33

1 . INTRODUCTION
The extract of the information technology revolution and, in particular the World Wide Web
is the opportunity that made companies to afford in ways how they interact with their
customers. The Web allows companies to build better relationships with customers than has
been previously possible in the world without these features . By combining the abilities to
respond directly to customer requests and to provide the customer with a highly interactive,
customized experience, companies have a greater ability today to establish, nurture, and
sustain long-term customer relationships than ever before. These online capabilities
complement personal interactions provided through salespeople, customer service
representatives, and call centre. At the same time, companies can choose to exploit the low
cost of Web customer service to reduce their service costs and offer lower-quality service by
permitting only electronic contact. The flexibility of Web-based interactions thus permits
firms to choose to whom they wish to offer services and at what quality level. Customer
relationship management (CRM) is a model for managing a companys interactions with
current and future customers. It involves using technology to organize, automate, and
synchronize sales, marketing, customer service, and technical support. Customer Relationship
Management (or CRM) is a phrase that describes how your business interacts with your
customers. Most people think of CRM as a system to capture information about your
customers. However, that is only part of the picture. CRM is also about what you do with that
information to better meet the needs of your existing customers and identify new customers,
resulting in higher profits for you. Customer relationship management (CRM) has attracted
the expanded attention of practitioners and scholars. More and more companies are adopting
customer-centric strategies, programs, tools, and technology for efficient and effective
customer relationship management. They are realizing the need for in-depth and integrated
customer knowledge in order to build close cooperative and partnering relationships with
their customers. The emergence of new channels and technologies is significantly altering
how companies interface with their customers, a development bringing about a greater degree
of integration between marketing, sales, and customer service functions in organizations. For
practitioners, CRM represents an enterprise approach to developing full-knowledge about
customer behavior and preferences and to developing programs and strategies that encourage
customers to continually enhance their business relationship with the company.
Marketing scholars are studying the nature and scope of CRM and are developing
conceptualizations regarding the value and process of cooperative and collaborative
relationships between buyers and sellers. Many scholars with interests in several subdisciplines of marketing, such as channels, services marketing, business-to-business
marketing, advertising, and so forth, are actively engaged in studying and exploring the
conceptual foundations of managing relationships with customers.

1.1 Practices involved in CRM

Most of the organizations have dedicated world class tools for maintaining CRM systems into
their workplace. Some of the efficient practices used in most of the renowned organizations
are Sharing: Sharing information between all customer-facing functions marketing, sales,
service helps improve each one. From a service standpoint, sharing also helps create
persuasive new sources of revenue.
Offers: Many companies view specialized sales offers as the domain of, well, sales.
But the service center can also be a persuasive channel for special offers, provided
that theyre highly relevant. Providing personalized customers offers based on
customer profile and history increases customer loyalty.
Measurement: This is to ensure that specific mechanisms are in place to capture bestin-class customer care. No service program can excel unless it is defined that what
makes an excellent customer experience. That starts by measuring the customer care
the company provides. Customers are critical, but so are customer service personnel.
Thats why the company carefully monitors the call center, including agents job
satisfaction and attitude toward customers. When service excels, everyone wins.
Multi-channel: Every business needs to be a multi channel publisher now. This
includes mobile. Mobile is not wait and see for Marketers, it is here and now, so
their aim remains to get on board with deep mobile strategies. Multi-channel
strategies should also include plans for mobile wallets - which touches everything
from loyalty to payments (including alternative payments e.g. redemption of reward
and frequent flyer points at point-of-sale). While the eventual winners in the mobile
wallet platform space are yet to be determined, the time is now to begin executing on
the current strategy.
Customer Experience: Today, customers have more choices than ever and are more
frugal. This affords them the luxury of demanding more. In the current period the
CRM Marketer will be charged with offering a holistic experience across all company
touch points and developing the infrastructure that allows for knowledge sharing and
smart communication. Smart organizations hire a Chief Customer Experience Officer
to identify and capitalize on unmet expectations. Tactics like loyalty programs and
gamification will continue to play an integral role in the customer experience
development, but so will initiatives that enable a holistic experience.
Personalization and customization: In order to be effective in the coming future,
companies will seek to know more about its customers and use that insight to talk,
engage and interact with their customers more often and more meaningfully in new
and innovative ways (including dynamic content, apps, blogs to other social
networking). Nothing is stopping the companies from offering onsite curation,they
must just try it on offerings, or give discounts to selected customers on selected
products or services (including shipping and/or same day delivery) based on their
online behavior and/or value.
Cross-reference with client social media profiles: Some CRMs can track social
media buzz about a company and/or its products. If this happens then CRM best
practices should include bringing clients and social media together at every juncture.
9

As client relationships grow, collect details from their social media profiles to help
foster long-term relationships.
1.2 Importance of CRM
Customer Relationship management is the strongest and the most efficient approach in
maintaining and creating relationships with customers. Customer relationship management is
not only pure business but also ideate strong personal bonding within people. Development of
this type of bonding drives the business to new levels of success. Once this personal and
emotional linkage is built, it is very easy for any organization to identify the actual needs of
customer and help them to serve them in a better way. It is a belief that more the sophisticated
strategies involved in implementing the customer relationship management, the more strong
and fruitful is the business.
Looking at some broader perspectives given as below we can easily determine why a CRM
System is always important for an organization.
A CRM system consists of a historical view and analysis of all the acquired or to be
acquired customers. This helps in reduced searching and correlating customers and to
foresee customer needs effectively and increase business.
CRM contains each and every bit of details of a customer, hence it is very easy for
track a customer accordingly and can be used to determine which customer can be
profitable and which not.
In CRM system, customers are grouped according to different aspects according to the
type of business they do or according to physical location and are allocated to
different customer managers often called as account managers. This helps in focusing
and concentrating on each and every customer separately.
A CRM system is not only used to deal with the existing customers but is also useful
in acquiring new customers. The process first starts with identifying a customer and
maintaining all the corresponding details into the CRM system which is also called an
Opportunity of Business. The Sales and Field representatives then try getting
business out of these customers by sophistically following up with them and
converting them into a winning deal. All this is very easily and efficiently done by an
integrated CRM system.
The strongest aspect of Customer Relationship Management is that it is very costeffective. The advantage of decently implemented CRM system is that there is very
less need of paper and manual work which requires lesser staff to manage and lesser
resources to deal with. The technologies used in implementing a CRM system are also
very cheap and smooth as compared to the traditional way of business.
All the details in CRM system is kept centralized which is available anytime on
fingertips. This reduces the process time and increases productivity.
Efficiently dealing with all the customers and providing them what they actually need
increases the customer satisfaction. This increases the chance of getting more business
which ultimately enhances turnover and profit.

10

If the customer is satisfied they will always be loyal to you and will remain in
business forever resulting in increasing customer base and ultimately enhancing net
growth of business.
In todays commercial world, practice of dealing with existing customers and thriving
business by getting more customers into loop is predominant and is mere a dilemma.
Installing a CRM system can definitely improve the situation and help in challenging the new
ways of marketing and business in an efficient manner. Hence in the era of business every
organization should be recommended to have a full-fledged CRM system to cope up with all
the business needs.
1.3 Indian telecommunication sector
Telecommunications has evolved as a basic infrastructure like electricity, roads, water etc.
and has also emerged as one of the critical components of economic growth required for
overall socio economic development of the country. The Indian telecom sector has registered
a phenomenal growth during the past few years and has become second largest telephone
network in the world, only after China. A series of reform measures by the Government, the
wireless technology and active participation by private sector played an important role in the
exponential growth of telecom sector in the country. National Telecom Policy-2012 (NTP2012) has been announced during the current year with the primary objective of maximizing
public good by making available affordable, reliable and secure telecommunication and
broadband services across the entire country. Indian telecom industry is growing at a great
pace & India is expected to become a manufacturing hub for telecom equipment. Indian
telecom equipment manufacturing sector is set to become one of the largest sectors globally
by 2010. Due to rising demand for a wide range of telecom equipment, particularly in the
area of mobile telecommunications, has provided excellent opportunities to domestic and
foreign investors in the manufacturing sector. Globalization, liberalization and privatization
are the three most spoken words in today world. These initiatives paved way for all-round
reforms, especially in developing economies, like India. These countries realized that
development of effective and efficient means of communications and information technology
is important to push them onto the path of development. With the awareness spreading
around the world on the Information and Communications Technology (ICT), in the later part
of the 20th century countries, especially the developing ones, began to realize the importance
of an efficient telecommunication network for the development of the economy.
1.4 Contribution of CRM in telecom sector
The glory of Indian telecom is unparalleled. Extraordinary growth, exemplary innovation in
technology as well as services offered, constantly dropping prices of services, and a booming
subscriber base are some of the characteristics that define dynamics of this market today. As
competition multiplies rapidly, technological product offerings increase, customer churn
grows and revenue targets stiffen, telecommunication companies face some unparalleled
challenges. CRM solution for telecom helps carriers maximize account potential, increase
customer satisfaction and boost revenues. This is achieved by streamlining processes and
consolidating customer defragmented data spread across multiple systems, on a single
powerful technology platform. CRM next enables a seamless transformation from a productcentric to a customer-centric organization required to succeed in a competitive market.
Information Technology and Telecommunication are constantly evolving industries in terms
11

of technology, growth, global reach and understandably facing a high level of threat of
obsolescence. In the earlier days of Telecom, both customer relationship and billing used to
handle by one system only. As competition grew, there was a need to be competitive in
responding to the customer queries, paving the way for exclusive Customer Relationship
Management (CRM) systems. CRM evolved from being used by just the Customer service
team to solving customer inquiries, request and complaints across the organization.
Increasing competition and decreasing customer loyalty have led to the emergence of
concepts that focus on the nurturing of relationships to customers. Customer Relationship
Management (CRM) has emerged as an amalgamation of hardware, software, process,
applications and management commitment to improve customer service, retain customers,
and provide analytical capabilities. Times are tough for telecom service providers also as the
industry is experiencing a transformation from being a monopoly market to a competitive
market and many players are ready to grasp the hands of customers through numerous
measures like cutting the call charges and making other attractive offers. Retaining the
customers for survival has become a focal point and effective and personalized customer
relationship management is the mantra for telecom industry. The ultimate goal of CRM in
telecom sector is to provide a comprehensive suite of software applications that enable them
to increase revenue, productivity and customer satisfaction by managing, synchronizing and
coordinating customer interactions across all touch points including web, customer contact
centers, field organization and distribution channels. While telecom operators willingly spend
hundreds of millions to upgrade facilities, it is not at all clear that these investments, with
long-term paybacks, are the right ones to meet customer demand. In contrast, investment in a
CRM tool such as predictive analytics is very modest but generates payback in months not
years. Today, telecom managers, working in a highly competitive environment as a result of
deregulation, find that effective mass-market CRM is a top priority. Just as improvements in
technology led to an explosion of landline phone service, advances in communication
systems have generated a huge and growing market for both land-based and wireless services.
An effective CRM system includes tools such as a skilled customer care staff and leading
edge automation and workflow management software platforms. With this tool, it is possible
for a telecom company to track sales enquiries, trouble tickets, emails, telephone calls, and
customer satisfaction surveys.
1.5 Techniques of CRM in Telecommunication
These days, any communications service provider have got hands full. The market demands
constant upgrades to infrastructure and services, while average revenue per user stays flat and
customer churn makes the loyal customer an industry joke. A number of issues which can
challenge CRM adoption, including the vision and commitment of senior management,
choosing customers, creating new value, overcoming legacy investments and developing
meaningful e-CRM strategies. These issues are barriers in the telecommunications services
arena, too, although not always of equal significance. There are a number of dimensions that
merit special mention in this sector:
Customer database
It allows rendering data exchange productive due to the explicit customer profiles that
provide all needed data including facts and figures concerning interactions via emails, letters, phone calls, etc. Total unification with billing, order, service and
12

financial management systems allows to gather information and arrange inquiries

competently and fast. Furthermore, it is easily accomplished due to its incredibly
simple usability.
Problem solving system
This type of system helps to solve service issues by bringing about trouble tickets,
reviewing, singling out, and escalating problems. The system assists in mitigating
issues and closing trouble tickets.
Handling disputes system
It creates one single case for each complaint in a guided manner. The case contains all
relevant information such as who is involved, links to transactions and optically
archived documents, access to a notes function, and a history of the dispute.
Customer care and billing
This system makes billing information easy to access and transform. It allows to
observe customer histories, check out invoices and account balances. The system
accepts payments, makes credit advice, and reconnects services. Moreover, it instantly
responds to requests for information. It also distributes booklets with product
description and contract details.
Partner relationship management
It is implemented to make it possible for companys partners to share critical
information on sales forecasts, order flow, and delivery schedules. It ensures that
everyone is working toward total customer satisfaction and following common
marketing strategy.
Businesses Well Known for B2B CRM
Telecom service companies deploy sales representatives to cover business-to-business
accounts. These representatives know their accounts well indeed, but they are less
well supported by CRM technology than they might be. Opportunities exist, for
example, for each salesperson to be a CRM manager, reviewing the relative
importance of accounts, receiving suggestions for behavior management, and
selecting personalized and customized communications solutions to drive this
behavior. Software exists to ease this task.
Customers According to Value
Telecom companies have already assessed the value of their customers to the
company and have triaged customers by this value - Best, Average and Worst or
according to their profitability and potential for growth. Some telecom service
companies have used this triage as a basis to organize their companies according to
the value of the customer. They often have the processes in place to address each type
of customer efficiently and effectively. As suggested by comments from the preceding
section, there remain opportunities for some companies to more fully realize the value
potential of their customers through technology, to manage customer churn, to
increase the scope of services used from a single service provider, and to build a
learning relationship.
Respond to E-mails
It is no longer acceptable to receive a timely but irrelevant or impersonal response
obviously sent by an automated system. Software and service bureaus are available to
13

manage responses, analyze content in e-mails to auto-reply in context with

personalized messages. The right technology can provide an intelligent response to
every customer choice in real-time, unobtrusively.
2. REVIEW OF LITERATURE
Eskafi, Seyd hosseini, Yazd, (2013) they analyzed the new business trends, gaining
customers' satisfaction has a high order in the agenda of the organizations' objectives. The
purpose of this paper is to investigate the customers' value in relation to customer
relationship management (CRM). This research was a cross-sectional survey. The
population was comprised of the entire mobile subscribers of Khorasan-e-Razavi Telecom
Company in the first half of 2009. Satisfaction is one of the most influential variables
affecting brand loyalty. An enhancement in the perceived concrete and abstract drawbacks
of the purchased product under study (mobile) has not discouraged loyalty or satisfaction
Roos et. al (2013) they examined in this study When customers ' experiences are related
to actual behavior in customer relationships the results reveal five important areas for the
innovation focus: (1) Identification of customers in connection to customer support (2)
Availability of Internet customer support (3) Pro-activeness (4) Inter-activeness for full
understanding (5) Queues Customers may phone the companies and ask questions, they
can complain and they can ask for support regarding technical devises. However, most
research on the topic show customers being dissatisfied with the service they receive
under the label of customer -support. One frequently mentioned reason is long queues for
customers when they search for help and support on different issues, which again may be
caused by the fact that companies in their attempts to renovate the function mostly seem
to have focused on cost reducing, which has resulted in unsuccessful solutions seen from
the customers ' perspective.
Arora (2013) examined the role of service quality in developing long term relationship
with customers. The data has been collected from 262 mobile users of Indian Telecom
industry. The analysis has been done on the basis of Mean, Standard-Deviation,
Correlation and Regression.This study is about to Technological and economical
development has forced companies in competitive markets, to change their strategic
focus, as a result of which the Customer oriented organization is on the rise. In order to
stay ahead of the competition, companies are increasingly turning to their customers as a
means of securing their future competitive edge.CRM has become the mantra for success
and developing close relationship with customer has become most important in this
current era of intense competition and demanding customers, than has ever been. Telecom
players have realized the importance of constant service quality delivery to the customers
for long term sustainability.
Nguyen, Papadopoulos (2012) in this study they investigated the benefits of customer
relationship management system to a company in the context of customer centric age,
14

using a case study of CRM implementation in a local telecom service company in

Vietnam. The findings suggest that after a long time leading the telecom market, at the
moment, the company was facing stiff competition from new service providers. This
competition would be even stiffer after Vietnam joined WTO and the Vietnamese
telecom market will be open to competition in 2012. In such circumstance, CRM
played a very important role in offering many potential benefits to the company. The
findings confirm the existing literature in depicting the benefits of CRM system:
ameliorating the quality of sales, marketing and customer service. In addition, the
findings emphasise the important values of CRM towards strategy planning at strategic
level and the implementation of this strategy at both tactical level and management
level. Moreover, the research findings also explore the opportunities for the
establishment and development of organisational customer culture from the
implementation of a CRM system.
Bin, Ye, Yang (2011) this study about to the structure of customer communication
network provides us a natural way to understand customers relationships. Traditional
customer relationship management (CRM) methods focus on various customer
profitability models, and they are short of ways to understand the social interactions.
Graph mining and social network analysis provide ways to understand the relationships
between customers, and there are already a few applications in CRM using these
methods. To transform the traditional CRM methods from individuals to social groups,
we propose a novel technical framework (GCRM) to manage the social groups in massive
telecom call graphs. Our framework is based on a series of newly emerged methods for
social network analysis, such as group detecting, group evolution tracking and group lifecycle modeling in telecom applications. We analyze the relationships between social
groups and propose a method to find potential customers in these groups. To evaluate
GCRM, we present a comprehensive study to explore the group evolutions in real-world
massive telecom call graphs.
Haridasan and Venkatesh(2011) analyzed about the One such approach in the adoption of
an IT to move towards customers is the Customer Relationship Management (CRM). In
this context, it is absolutely essential to study the effectiveness of the CRM being
practiced by the mobile service providers. To evaluate the effectiveness, there are lots of
quantitative techniques available and some work in this area has already been done. But
there is a dearth of literature focusing on the relative efficiency. One advanced operations
research technique which evaluates the relative efficiency is the Frontier Analysis or Data
Envelopment Analysis (DEA). the liberalization and internationalization in
telecommunication, service quality has become an important means of differentiation and
path to achieve business success. . The emphasis here lies in identifying critical value
adding processes and redesigning them to become customer centric
Basahel (2011) he analyzed in this study about Customer Relationship Management
(CRM) is an integrated approach to manage and retain customers in an efficient way.
15

Service industries are seems to more keen to adopt CRM in order to meet frequent
changing customers behavior. The main aim of this research is to develop a conceptual
framework and find out how many the defined factors would affect the adoption of CRM
in telecommunication sector. Researcher is going to use several theories and literatures to
support the research and define these factors. According to these theories there are many
social factors are going to analyze in this research. To gain competitive advantage and
sustain in the market companies are adopting new and advance technologies. Two
approaches are available for research one is quantitative and another is qualitative. The
researchs problem was identified as addressing the defined factors would affect the
adoption of CRM in telecommunication sector.
Mazen Sh (2011) the purpose of this study is to ascertain customer satisfaction perception
of Customer Relationship Management (CRM) adoption by mobile telecom companies in
Saudi Arabia. This study surveys more than 440 mobile telecom customers to investigate
their opinion about the quality of offered customer services by mobile telecom companies
and its impact on customer satisfaction and hence customer. The study concentrates on
the main three channels used by mobile companies to provide customer services
(customer service offices, phone operator and web site services). Findings present
evidence that the quality of customer service significantly affect Ecumsptoirmicearl
satisfaction and thus customer loyalty. It is found that the majority of customers preferred
to use phone operator than office customer services.
Haridasan, V . (2011) analyzed that understanding the behavioral aspects that play a
greater role in understanding customer loyalty, improving service quality and thereby
enhancing CRM. Data collected from the residential users of mobile services from
Chennai is used for the study Faced with a growing market and increasing competition,
companies in the telecom business are adopting to the new technological imperatives in
order to out-perform their competitors. One such approach in the adoption of an
information technology (IT) to move towards customers is the Customer Relationship
Management (CRM).
Haridasan and Venkatesh (2011) analyzed the extent to which CRM is being practiced by
the mobile service providers, and identifies the effect of the service quality of the mobile
service providers on the Customer Loyalty. This paper attempts to use Data Envelopment
Analysis to assess the effectiveness of Mobile Service Providers, specifically a set of the
providers offering services in Chennai, Tamil Nadu and India. Detailed recommendations
are set forth, for appropriate interventions to address the specific gaps identified through
the gaps analysis. The analysis further provides useful information and opens up new
avenues for future research. The Indian Mobile Service Providers are using CRM
extensively to identify the needs of the customers and stretching out ways and means to
satisfy them. In this context, it is absolutely essential to study the effectiveness of the
CRM being practiced by the mobile service providers.
16

Sarah and Basahel (2011) this study was about Customer Relationship Management
(CRM) is an integrated approach to manage and retain customers in an efficient way.
Service industries are seems to more keen to adopt CRM in order to meet frequent
changing customers behavior. The main aim of this research is to develop a conceptual
framework and find out how many the defined factors would affect the adoption of CRM
in telecommunication sector. Researcher is going to use several theories and literatures to
support the research and define these factors. According to these theories there are many
social factors are going to analyze in this research. To gain competitive advantage and
sustain in the market companies are adopting new and advance technologies.
Pulevska (2008) analyzed about CRM (Customer Relationship Management) simply
defined, is the process of acquiring, retaining and growing profitable customers. It is a
methodology used to learn more about customers' needs and behaviors in order to develop
stronger relationships with them. There are many technological components to CRM, but
the more useful way to think about CRM is as a process that will help bring together lots
of pieces of information about customers, sales, marketing effectiveness, responsiveness
and market trends. Macedonian telecommunications is one of the biggest retail companies
in Macedonia providing telecommunication services. The CRM in the Macedonian
Telecommunications can be viewed from three different perspectives: 1) Department 2)
Philosophy 3) IT system. This paper elaborates these three perspectives of the CRM in the
Macedonian Telecommunications.
Lidij (2008) this study analyzed CRM (Customer Relationship Management) simply
defined, is the process of acquiring, retaining and growing profitable customers. It is a
methodology used to learn more about customers' needs and behaviors in order to develop
stronger relationships with them. There are many technological components to CRM, but
the more useful way to think about CRM is as a process that will help bring together lots
of pieces of information about customers, sales, marketing effectiveness, responsiveness
and market trends. The CRM in the Macedonian Telecommunications can be viewed from
three different perspectives: 1) Department 2) Philosophy 3) IT system.
Slavescu, Panait (2004) analyzed how to better support marketing decision makers in
identifying risky customers in telecom industry by using Predictive Models. Based on
historical data regarding the customer base for a telecom company, we proposed a
Predictive Model using Logistic Regression technique and evaluate its efficiency as
compared to the random selection. In the future, we will focus on extending our study by
integrating more business considerations and mining models in order to adjust the churn
models or redesign marketing activities for the telecom industry. They are making serious
investments in Customer Relationship Management (CRM) strategies. One of the
cornerstones in CRM is customer churn prediction, the practice of determining a
mathematical relation between customer characteristics and the likelihood to end the
business contract with the company.

17

Wilson (2002) analyzed in this study is about CRM is a concept that enables an
organization to tailor specific products and services to each individual customer according
to his/her need. In the most advanced scenario CRM may be used to create a
personalized, customized one to one experience that will make an individual customer
feel the sense of being cared for, thus opening up new marketing opportunities based on
the preferences , previous behavior and history of the customer.
Chavoshi1 (2001) This study is about Customer Relationship Management (CRM) plays
an important role in managing organization functions and processes in order to create a
long-term relationship among customers and stockholders. A study of its adoption is
essential to understand the factors influencing managements decision in adopting it. This
research studied the organizational characteristics, technology characteristics and
environmental factors on telecommunication and finance companies that have both low
and high intention to adopt CRM. A survey on the respondents from MSC companies and
a large CRM provider in Malaysia was conducted. This was followed by an interview
with the latter. Multiple regression method was used to calculate and to analyze the
correlations between the independent variables and their intention to adopt CRM.
Research shows that a set of organizational characteristics has the most influence on
adoption, followed by a set of environmental factors which is significant only for
companies that have lower intention to adopt CRM. Technology characteristics however,
are not relevant to Malaysian companies.

3. OBJECTIVES
Certain objectives have determined in order to facilitate the study to analyse CRM in
mobile telecom services1. To Study the existing CRM practices in telecom sector.
2. To study the importance and influence of CRM practices in telecom sector.
4. NEED FOR THE STUDY
18

The study would be conducted in order to understand the concept of CRM in telecom
sector and analyze the effectiveness in the telecommunications. The need of the study
is for some reasons as
For customer loyalty: In the present scenario customer loyalty is very difficult to
attain. As customer is the asset of the company so the need arises to retain them and
convert them into loyal customers. Therefore in order to do this job CRM is
required.
Switch over threat: There are so numerous service providers in the market and
competition is neck to neck. If the customer is not satisfied with the services offered
by one company he can easily shift to some other service provider. In order to retain
the customers again the need of CRM arises.
Number portability: This is another facility provided by telecom sector to enhance
the switchover. All the companies are trying their level best to attract customer and
providing number portability increases the chances of switchover. In order to retain
customer CRM is required so that a customer gets whatever his requirements are
and do not think to change the network.
Industry facing low ARPU: ARPU typically stands for Average Revenue Per User.
It is used mainly in the telecoms sector, where revenues can be roughly calculated
based on an average of all of its customers. ARPU is also used as a yardstick for
assessing the value of specific client groups, and assessing the products and
services which are marketed to those groups. For example, a low ARPU customer
might be targeted with bonus offers in order to increase their revenue contribution.
.
5. SCOPE OF THE STUDY
Presents study will be conducted on existing mobile telecom users in Jalandhar city. The
study will be primarily conducted for active mobile users in Jalandhar city mainly Aircel,
Airtel, Tata-Docomo, Reliance, Videocon, Idea and BSNL. The selection of these telecom
service providers is based on highest market share.

6. RESEARCH METHODOLOGY
6.1 Research design
Present study is descriptive in nature mainly focus on analyzing the CRM practices in
telecom sector. Existing mobile telecom users are considered target population for the study
and the subscribers of various service providers such as Tata Docomo, Airtel, Aircel,
Vodafone, Videocon, BSNL, Idea, Reliance will be used for sampling frame for the study.
6.2 Sampling design process
19

Existing mobile service users are considered target population and subscribers from various
telecom operators will be treated as sampling frame. For selecting the sample from the target
population we will use non probabilistic sampling technique that is convenience sampling
technique. For determining the sample size of study the most relevant literature are used, on
the basis of these literature the sample size will be taken as 100. The period for data
collection will be from December2013 to January 2014.(see figure 1)

Target population (active mobile users)

Sampling frame (various telecom service providers)
Sampling technique (non probabilistic ,convenience) )
sampling)
Sample size (100)
Execution
Data
(figure 1)

6.3 ANALYSING TECHNIQUES

6.3.1 Instrument
The presented study is descriptive in nature, to analyze the CRM practices. For making the
analysis of CRM practices a survey technique will be used for collecting the data. A self
administered questionnaire will be used as a survey instrument for collecting the data from
respondent.
6.3.2 Analysis
For making the inferences about population the study will contain two type of analysis Descriptive analysis
Inferential analysis
The descriptive analysis will be used for the summary of the data, certain descriptive
statistics such as mean, mode, median, standard deviation, variance will be used. The certain
graphs like bar charts will be used for illustrating the data. Certain univariate and bivariate
analysis techniques will be used for making the inferences about population. The objective
first and second will be achieved on the bases of secondary data and most relevant studies
related to the topic objective 3 and 4 will be solved on the basis of descriptive and inferential
analysis.
14. DATA COLLECTION
The main purpose of any data collection method is to enhance the decision making
ability of a decision maker. Data collection is the process of gathering and measuring
information on variables of interest, in an established systematic fashion that enables
one to answer stated research questions, test hypotheses, and evaluate outcomes. The
20

data collection component of research is common to all fields of study including

physical and social sciences, humanities, business, etc. While methods vary by
discipline, the emphasis on ensuring accurate and honest collection remains the same.
The goal for all data collection is to capture quality evidence that then translates to
rich data analysis and allows the building of a convincing and credible answer to
questions that have been posed. A formal data collection process is necessary as it
ensures that data gathered are both defined and accurate and that subsequent decisions
based on arguments embodied in the findings are valid. The process provides both a
baseline from which to measure and in certain cases a target on what to improve.
In this report we adopted Questionnaire tool for data collection which was included in
a survey method.
7.1 SURVEY METHOD OF DATA COLLECTION
Survey means gathering information from respondents for any pre-established
research objective. In a survey method, a structured questionnaire is given to the
respondents and information is obtained. The advantage of this method is that this
method gives an opportunity to the researcher to collect data at one time and its ability
to generate some standardized information as the same questionnaire is administered
to different respondents.
As mentioned a self administered questionnaire was prepared and was given to 100
consumers using different telecom services and were asked to fill a series of questions
about customer relationship management in telecom sector.
Convenience sampling method was used to get the data filled from the respondents.

15. DATA ANALYSIS AND INTERPRETATION

Analysis of data is a process of inspecting, cleaning, transforming, and modeling data
with the goal of discovering useful information, suggesting conclusions, and
supporting decision making. Data analysis has multiple facets and approaches,
encompassing diverse techniques under a variety of names, in different business,
science, and social science domains.
It is done when the data collection is completed and data is evaluated. Data analysis
shows the description of each and every question in the questionnaire. It gives the
detailed report and the reasons supporting that report.
From the data obtained from the questionnaire certain things can be analysed-

8.1 FOR DEMOGRAPHIC PROFILE

(a) Type of mobile services used by customers-

21

This was the response to the first question about the usage of telecom service provider and
was asked to know the popularity of the service provider. In order to access which is the most
used and least used operator the question was asked. The summary of response clearly shows
that Airtel is the most preffered brand used by most of the people. This can also be a reason
that most of the people are satisfied by the services of airtel. Hence it can be deducted that
airtel is providing better customer relationship services than other providers.

(b) Mode of plan used by customers

In our next question we surveyed about the preference of customers whether its prepaid or
postpaid connection and there was a drastic difference in results because prepaid customers
were 80% whereas postpaid only 20% . People preffered prepaid over postpaid his showed
that the services in prepaid connection were more feasible to customers than in postpaid
connection.
(c) How long are you using this mobile service?

22

When respondents were asked about their association with their current operator than it was
found that there are 40% people who are associated with their operator from 6 months-1 year,
this shows that they are quite satisfied with the services offered by their service provider.

8.2 ANALYSE THE EXISTING CRM PRACTICES IN TELECOM SECTOR

(a) Are you satisfied with your mobile service provider?

On checking the satisfaction level of customers towards their service providers it was
analysed that 68% people were satisfied customer this means that the companies are doing
good in maintaining customer relationships which resulted in satisfaction of people.
(b) In your most recent customer service experience, how did you contact the representative?

From this question the conclusion can be drawn that most of the customers nearly 60%
contact customer care for any query through phone, this means that they get the best type of
service through phone.
23

These people find feasible to contact through phone because of their problem being resoved
through phone in the past. This shows that companies are doing a lot to make their customer
call them to get their queries answered.

(c) About how long did you have to wait before speaking to a
representative?

In this question 55% of the respondents answered that they have to wait for 3 min before
speaking to customer care executive. This means there is a scope for companies to reduce this
time in order to give quick service to their customers and in this way they will be able to
retain their customers also. 15 % of the respondents told that they were taken care
immediately which means their service provider is playing smart and here it lies a great
opportunity for other to bridge the gap.

(d) About how long did it take to get this problem resolved?

The response was maximum as 43% respondents say that their problem
got resolved in less than a day and 8% said they got immediate resolution
this means that most of the customers have to wait for a day which can
act as a drawback for service provider.
24

(e) What are the key factors/reasons for your association with the current
cellular service provider?

Most of the respondents believe that the most important factor is advertisement influence
which is the responsible for their association with their current cellular service. This means
that people are very much influenced by advertisements in which they are informed about the
product and services of any company. Least number of people say that they got influenced by
market share of company for their association which shows that they are not bothered about
position of company, if they are satisfied with the services thats enough for them.
(f) Being listened to and understood by customer care.

Most important point in customer relatiship comes that whether customers are being listened
and understood by people of customer care executives . 46% respondents came out with
positive responses and agree that they are listened and understood by customer care .
This means companies are aware about managing customer relations.

(g) The product knowledge of Telecom staf

25

55% Customers perceive that the employees of their service provider

have sufficient knowledge about their products and services which they
ofer. This clearly shows that customers queries have been sorted by
these executives in the past. For this point also healthy customer
relationship is maintained that is why the customers are having faith in
their service provider.
(h) The timeliness of response to enquiries/problems

The response of the customers regarding the time period for handling response by company
then 45% respondents agree to it because they find that they are responded in less time and
very few no. of customers that is 1% disagree to this point.

(i)

Being kept informed and updated on progress

26

This is another important activity that company perform as customer

relationship management in order to retain customers and they are quite
successful in this task as 42% respondents believe that they are
constantly updated about the progress of their complaints and are happy
about the customer service provided by service providers.

(j) You are able to make calls at peak hours?

Peak hours for the company are the most busy hours in which they do not
handle queries of the customers and try to avoid calls from them but this
can prove to be a very good step towards retaining the customers by
managing relationship with them and it can be seen from the graph that
companies are well aware of this service because 46% respondents agree
that they can make calls at peak hours.
(k) Your service provider provides sufficient geographical coverage (on
highways, inside the buildings and basement ) ?

This point talks about the network coverage of service providers at

highways and basements of building where signals do not come and
people find difficult in communicating but companies have accomplished
27

this task as most of the respondents feel they that get the network
coverage at these places. To some who disagree the companies need to
provide this service in order to retain their customers.

8.2.1 INDEPENDENT SAMPLE T-TEST( To find the influence of CRM between

prepaid and post-paid)
Table no. 1

28

Group Statistics

Knowing

Understand_by_c.care

knowledge_staff

responsibilty_need

responsne_enquirees

informed_process

perform_service_right

employee_perform_right

well_informed_service

friendly_handling_queries

call_peak_hours

provide_sufficient_coverage

Each_service_good

satisfied_customer_service

Plan

Mean

Std. Deviation

Std. Error Mean

Prepaid

78

2.1026

.94786

.10732

Postpaid

22

2.0909

1.23091

.26243

Prepaid

78

2.0513

.78785

.08921

Postpaid

22

2.0455

.89853

.19157

Prepaid

78

2.0256

.72029

.08156

Postpaid

22

2.0000

.87287

.18610

Prepaid

78

2.1282

.97180

.11003

Postpaid

22

1.9091

.81118

.17294

Prepaid

78

2.1154

.95320

.10793

Postpaid

22

1.8636

.71016

.15141

Prepaid

78

2.0769

.96388

.10914

Postpaid

22

2.0455

.84387

.17991

Prepaid

78

2.1154

.75560

.08555

Postpaid

22

2.2727

1.16217

.24778

Prepaid

78

1.9615

.74629

.08450

Postpaid

22

1.7727

.68534

.14612

Prepaid

78

2.0897

.77604

.08787

Postpaid

22

2.3636

.84771

.18073

Prepaid

78

1.9872

.84506

.09568

Postpaid

22

2.0909

1.06499

.22706

Prepaid

78

2.3333

.92113

.10430

Postpaid

22

2.1364

.71016

.15141

Prepaid

78

2.0256

.82138

.09300

Postpaid

22

1.6364

.65795

.14028

Prepaid

78

2.1026

.81527

.09231

Postpaid

22

2.1818

.79501

.16950

Prepaid

78

1.5000

.50324

.05698

Postpaid

22

1.5455

.50965

.10866

Table No. 2

29

95% Confidence Interval of the

Knowing

Understand_by_c.care

knowledge_staff

responsibilty_need

responsne_enquirees

informed_process

perform_service_right

employee_perform_right

well_informed_service

friendly_handling_queries

call_peak_hours

provide_sufficient_coverage

Each_service_good

satisfied_customer_service

Sig. (2-

Mean

Std. Error

tailed)

Difference

Difference

Difference
Lower

Upper

.962

.01166

.24507

-.47467

.49798

.967

.01166

.28353

-.56876

.59207

.976

.00583

.19622

-.38357

.39522

.978

.00583

.21132

-.42533

.43699

.888

.02564

.18240

-.33632

.38761

.900

.02564

.20318

-.38958

.44087

.336

.21911

.22684

-.23105

.66928

.292

.21911

.20498

-.19527

.63350

.253

.25175

.21886

-.18257

.68607

.183

.25175

.18594

-.12284

.62633

.890

.03147

.22679

-.41858

.48152

.882

.03147

.21043

-.39456

.45750

.450

-.15734

.20738

-.56889

.25420

.553

-.15734

.26213

-.69596

.38127

.289

.18881

.17711

-.16265

.54027

.271

.18881

.16879

-.15342

.53104

.155

-.27389

.19118

-.65328

.10549

.183

-.27389

.20096

-.68343

.13564

.633

-.10373

.21647

-.53332

.32586

.677

-.10373

.24639

-.60776

.40030

.356

.19697

.21248

-.22469

.61863

.290

.19697

.18385

-.17380

.56774

.044

.38928

.19052

.01120

.76735

.026

.38928

.16831

.04946

.72909

.686

-.07925

.19577

-.46775

.30925

.684

-.07925

.19300

-.47128

.31278

.710

-.04545

.12182

-.28719

.19628

.713

-.04545

.12269

-.29494

.20404

H0 : the post-paid and prepaid customers are equally satisfied with CRM

30

Independent sample T-test is used to identify the diference of CRM

practices by telecom players between prepaid and post-paid customers. It
is evident from analysis that both type of customers are equally agree
with the CRM practices apart from 1 practice that is sufficient
geographical network coverage by the telecom provider.
The prepaid customer is having mean rating of 2.0 to while post-paid
customer is having mean rating of 1.6 it means post-paid customers are
more influenced with CRM as compare to prepaid customers.
It is also revealed from the P value of independent sample T test in table2.
All the P value are higher than 0.05 instead of only 1 factor that is
geographical coverage (0.04) hence it is less than 0.05 at 5 % level of
significance. Hence this factor is only diferent between prepaid and postpaid therefore we reject the null hypothesis for this factor.
8.2.2 INDEPENDENT SAMLE T TEST ( To find the influence of CRM between
male and female)
H0 : The male and female are equally satisfied with crm.
It is further evident that the crm practices used by telecom companies are
equally influenced for male and female customers as it is being found in
the table that factors of all the P values associated with CRM are more
than 0.05 at 5% level of significance shows no diference between the
CRM practices. Therefore we accept the hypothesis.

8.3 To study the importance and influence of CRM practices in telecom sector.
From the study that we conducted we found that crm is very important for retainng the
customer as well as to capture the new customers. Telecom service provider are now
investing a lot in crm activities as they have realized that crm is very beneficial in the current
scenario. We can deduce this solution from the secondary data that we studied.
While analyzing the influence of crm practices we found that level of satisfaction of
consumer has rise enough and they are looking forword for the providers who provide them
the best service and are always in close relationship with them.

9. LIMITATION: Research conduct in LPU only. That is main limitation of the study
31

Only 100 respondent may be some of them not fill questionnaire properly.
Some of data is primary and some of secondary data thats difficult to make corelation between two.
Limited time period.

10. RECOMMENDATION:

Customer database allows rendering data exchange productive due to the explicit
customer profiles that provide all needed data including facts and figures concerning
interactions via e-mails, letters, phone calls, etc. Total unification with billing, order, service
and financial management systems allows to gather information and arrange inquiries
competently and fast. Furthermore, it is easily accomplished due to its incredibly simple
usability.
Examples:- software, through android apps
Customer care and billing system makes billing information easy to access and
transform. It allows to observe customer histories, check out invoices and account balances.
The system accepts payments, makes credit advice, and reconnects services. Moreover, it
instantly responds to requests for information. It also distributes booklets with product
description and contract details.
Problem solving system helps to solve service issues by bringing about trouble
tickets, reviewing, singling out, and escalating problems. The system assists in mitigating
issues and closing trouble tickets.
Handling disputes system creates one single case for each complaint in a guided
manner. The case contains all relevant information such as who is involved, links to
transactions and optically archived documents, access to a notes function, and a history of the
dispute.
Detection of follow-up activities and tracking of cases implies a well-tested process
via workflow to authorized handlers. These measures reduce time to resolution and quickly
turn negative situations into positive ones.
Marketing tips allow to launch highly focused campaigns, adjusting products to
supposedly most concerned customers. They increase profitability and decrease costs. CRM
aims at optimizing the productivity, profitability, and effectiveness of marketing campaigns
and promotions through audience segmentation tools, lead management and reporting.
Sales and contract management supplies with the functionality required to shorten
sales cycles. It also increases revenues, maximizes productivity and optimizes direct, indirect,
and online channels. It helps to plan and forecast sales activities with greater accuracy and
organize territories according to a range of criteria, such as size, revenue, product lines, or
strategic accounts.
Partner relationship management makes it possible for companys partners to share
critical information on sales forecasts, order flow, and delivery schedules. It ensures that
everyone is working toward total customer satisfaction and following common marketing
strategy.

32

Commissions-management functionality enables to create incentives for companys

partners. This makes it possible to roll out new products and services quickly and easily,
supported by innovative remuneration models.
Analytics features give a window into every aspect of customer-related strategies
so it is precisely clear what works and why. Out-of-the-box functionality allows to identify
and target most profitable customer groups, gauge satisfaction and loyalty, track and predict
retention and churn.
11. CONCLUSION:The discussion above poses a conundrum for theorists who see a linear relationship between
competition and customer relationship. In a simplistic neo-classic economics framework
there is no room for operator in a competitive market to make even a single mistake: once the
product of one particular firm deteriorates, consumers will immediately notice this change
and switch to other telecom service provider. Therefore, competition is the essential
necessary condition for telecom operator to be customer oriented. In this sector with hyper
competition a minimum amount of CRM is not a differentiator but a norm of doing retain the
customer.

In this study we come to know that for any business it is important to create customer
and equally important to retain them with you. In highly competitive market place the
company has better understanding of customer will be able to respond quickly
changing circumstances.
Customer relationship management aim at increase customer value and customer
response, customer interaction, customer participation, and its also help in
customizing product.
Its help company to differentiate their offer in order to develop a strong relationship
with their customer which increase customer loyalty.
After studying this study we come to know that every telecom service provider
provide strong service but in terms of CRM they could different. Every company have
other way to customize their customer and provide them services accordingly.

Authorize companys personnel to answer inquiries and take immediate action. Constant
integration with billing, order, and service management systems provides the information
and tools to ensure customer satisfaction. Ensure full integration for solid customer data
within the company. Alter launched campaigns into more effective and productive ones,
thus, making them much more profitable. Raise profitability by gradual meliorating of
database marketing response rates, successful engaging of new customers, reinforcing
cross-selling and up-selling, and lowering churn. Gain sustainable competitive advantage.
CRM solution renders sufficient customer sustain and disposition, as well as professional
forecast of customer behavior, and accelerated time to market. Identify trends, uncover
emerging customer needs, and dynamically reallocate development resources. These are
the measures taken to design product and service offerings that will meet future demands.

33

12. REFERENCES
Chavoshi1, sim, hee (2001). A crm adoption model for malaysian telecommunication and
finance companies, journal of information systems research and innovation,
http://seminar.utmspace.edu.my/jisri/, 1-6
Agrawal l.m. (2003-2004)) customer relationship management (crm) & corporate
renaissance, journal of services research, volume 3, number 2, 149-171
Basahel (2011). Adoption of crm in telecommunication industry, brunel business school
doctoral symposium 28th & 29th march, 1-10
Haridasan, venkatesh (2011). Crm implementation in indian telecom industry evaluating the
effectiveness of mobile service providers using data envelopment analysis, international
journal of business research and management (ijbrm), (2), 110-127
Bin, ye, yang (2011). Group crm: a new telecom crm framework from social network
perspective, (http://sales.oracle.com/en-us), 1-13
Mazen sh (2011). The perception of customer relationship management adoption - case of
mobile companies in saudi arabia, ibima publishing journal of mobile technologies,
knowledge & society, article id 940658, 13-23
Slavescu E And Panait L. (2012). Improving Customer Churn Models as One of Customer
Relationship Management Business Solutions For The Telecommunication Industry,
Ovidius University Annals, Economic Sciences Series Volume Xii, Issue 1
,1-6
Hridasan V. (2012). CRM in mobile telecom services: a study on the impact of service
quality, service loyalty and loyalty indices on the performance of service providers, (ijbrm),
(2), 110-127

Arora, M. ( 2013). Role of crm in the changing face of indian telecom industry, vsrd
international journal of business and management research, 3(4), 137-144
ANATILIY, G.G. (2007),Using the DEA in efficiency management in industry,
International Journal of Productivity and Quality Management, Vol. 2, No. 2, pp.241262.

34

CUNNINGHAM, S.M. (1967), Perceived risk and brand loyalty. In: D. COX (Ed.) Risk
Taking and Information Handling in Consumer Behaviour, (Boston, Harvard University
Press), pp. 507- 523.
DAY, G.S. (1969),A two-dimensional concept of brand loyalty, Journal of Adver tising
Research, 9, pp. 29 - 35.
MAHAPATRA, S.S. AND KHAN, M.S. (2006) Neural approach for service quality
assessment: a case study, Industrial Engineering Journal, Vol. 35, No. 7, pp.3035.
LIN, W.C., LIU, C.F. AND CHU, C.W. (2005), Performance efficiency evaluation of the
Taiwans shipping industry: an application of data envelopment analysis, Proceedings of
the Eastern Asia Society for Transportation Studies, Vol. 5, pp.467476.
AHIRE, S L; GOLHAR, D Y AND WALLER, M A (1996),Development and Validation of
TQM Implementation Constructs, Decision Sciences, 27(1), 23-56.
BERRY, L.L., ZEITHAML, V.A. & PARASURAMAN, A. (1990), Five imperatives for
improving service quality, Sloan Management Review, Summer, 31(4), pp. 29 - 38.

35

ANNEXUREQuestionnaire
Dear Sir/Madam, Good morning/afternoon/evening
Could you please spare a few minutes to participate in our survey. We are students from
Lovely Professional University, Jalandhar and conducting this survey as a part of our
coursework to study the influence of CRM by mobile service operators on customer
satisfaction. We would be extremely grateful for your participation.
NameAgeGenderContact NoEmail id1. Which Mobile Service do you use?
(A) Airtel
(B) Idea
(C) Aircel
(D) Vodafone
(E) Reliance
(F) Tata docomo
(G) Videocon
(H) BSNL
2. What is the plan that you are using?
(a) Prepaid
(b) Post paid
3. How long are you using this mobile service?
(a) < 6 months
(b) 6month - 1year (c) 1year 2 year

(d) more than 2 year

4. Monthly expenditure per month on mobile services

(a) upto 500

(b) 500-1000

(c) 1000-2000

(d) more than 2000

5. Are you satisfied with your mobile service provider?

(a) Yes

(b) No

If no then reason ---------------------------------------6. Do you always search the information of other service providers?
a) Yes
b) No
7. In your most recent customer service experience, how did you contact the representative?
36

a.
b.
c.
d.
e.

In person
Telephone
Internet
Through a dealer
Others

8. About how long did you have to wait before speaking to a representative?

A.
B.
C.
D.
E.

I was taken care of immediately

Within 3 minutes
3-5 min
5-10 min
More than 10 min

9. Did the representative... (Select all that apply)

A. Quickly identify the problem
B. Appear knowledgeable and competent
C. Help you understand the cause and the solution to the problem
D. Handle issues with courtesy and professionalism

10. About how long did the service operator take to get the problem resolved?
A. Immediate Resolution
B. Less than a day
C. Between 2 and 3 days
D. Between 3 and 5 days
E. More than a week
F. The problem is still not resolved
11. What are the key factors/reasons for your association with the current cellular service
Provider?

37

A. Awareness of the service provider

B. Friends recommended
C. Retailer influenced
D. Advertisement influence
E. Market share of service provider
F. Other reasons
12. Are you loyal to your current brand of mobile service provider?
A. Continue with same company
B.
Continue with same company even if dissatisfied
C.
Change over to other company
D.
Discount using cell phones
13. Thinking about your last postal customer service experience, please rate your satisfaction
with the following:

Particulars

Strongl
y agree

Agre
e

Neutra
l

Strongl
y
Disagre
e

Disagre
e

You usually contact with Telecom

Customer Care for solution of enquiries
or problems
You are always Being listened and
understood by customer care.
You find sufficient product knowledge
from Telecom staff
You find responsible staff to meet your
needs
The
timeliness
of response to
enquiries/problems
Being kept informed and updated on
progress as per your need
Customer Care employees of your
telecom service provider perform the
service right the First time?
You are kept well-informed about the
progress of your complaints?
Customer care employees are friendly
and polite while handling your
complaints or Queries?
38

You are able to make calls at peak hours?

Your service provider provides sufficient
geographical coverage (on highways,
inside the buildings and basement ) ?
What do you think about all the services
of your provider? Did each services are
Equally good?
Overall, you are satisfied with the
customer service experience.

39