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 THEREQUIREMENT 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 MANAGEMENTLOVELY PROFESSIONAL UNIVERSITY

JALANDHAR-NEW DELHI G.T ROADPHAGWARA

PUNJAB

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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.

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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

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Table Of Contents1. 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

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11. CONCLUSION 30

12. REFERENCES 31

13. ANNEXURE 33

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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 company’s 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 sub-disciplines 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.

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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 they’re 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 best-in-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. That’s 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

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practices should include bringing clients and social media together at every juncture. As client relationships grow, collect details from their social media profiles to help foster long-term relationships.

1.2 Importance of CRMCustomer 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 cost-effective. 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.

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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 today’s 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 sectorTelecommunications 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 (NTP-2012) 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 sectorThe 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 product-centric to a customer-centric organization required to succeed in a competitive market. Information Technology and Telecommunication are constantly evolving industries in terms

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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 e-mails, letters, phone calls, etc. Total unification with billing, order, service and

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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 company’s 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 CRMTelecom 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 ValueTelecom 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

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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 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

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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, 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 life-cycle 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

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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. 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 research’s 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

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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.

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

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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.

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 management’s 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

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Certain objectives have determined in order to facilitate the study to analyse CRM in mobile telecom services-

1. 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 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 STUDYPresents 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 METHODOLOGY6.1 Research design

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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 processExisting 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)

(figure 1)

6.3 ANALYSING TECHNIQUES6.3.1 InstrumentThe 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 AnalysisFor 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.

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Target population (active mobile users)

Sampling frame (various telecom service providers)

Sampling technique (non probabilistic ,convenience) )sampling) Sample size (100)

Execution

Data

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 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 COLLECTIONSurvey 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 INTERPRETATIONAnalysis 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-

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8.1 FOR DEMOGRAPHIC PROFILE

(a) Type of mobile services used by customers-

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?

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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.

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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.

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(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 that’s 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 staff 

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55% Customers perceive that the employees of their service provider have sufficient knowledge about their products and services which they offer. This clearly shows that customer’s 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

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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 )  ? 

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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 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.

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8.2.1 INDEPENDENT SAMPLE T-TEST( To find the influence of CRM between prepaid and post-paid)

Table no. 1

Group Statistics

Plan N Mean Std. Deviation Std. Error Mean

Knowing Prepaid 78 2.1026 .94786 .10732

Postpaid 22 2.0909 1.23091 .26243

Understand_by_c.care Prepaid 78 2.0513 .78785 .08921

Postpaid 22 2.0455 .89853 .19157

knowledge_staff Prepaid 78 2.0256 .72029 .08156

Postpaid 22 2.0000 .87287 .18610

responsibilty_need Prepaid 78 2.1282 .97180 .11003

Postpaid 22 1.9091 .81118 .17294

responsne_enquirees Prepaid 78 2.1154 .95320 .10793

Postpaid 22 1.8636 .71016 .15141

informed_process Prepaid 78 2.0769 .96388 .10914

Postpaid 22 2.0455 .84387 .17991

perform_service_right Prepaid 78 2.1154 .75560 .08555

Postpaid 22 2.2727 1.16217 .24778

employee_perform_right Prepaid 78 1.9615 .74629 .08450

Postpaid 22 1.7727 .68534 .14612

well_informed_service Prepaid 78 2.0897 .77604 .08787

Postpaid 22 2.3636 .84771 .18073

friendly_handling_queries Prepaid 78 1.9872 .84506 .09568

Postpaid 22 2.0909 1.06499 .22706

call_peak_hours Prepaid 78 2.3333 .92113 .10430

Postpaid 22 2.1364 .71016 .15141

provide_sufficient_coverage Prepaid 78 2.0256 .82138 .09300

Postpaid 22 1.6364 .65795 .14028

Each_service_good Prepaid 78 2.1026 .81527 .09231

Postpaid 22 2.1818 .79501 .16950

satisfied_customer_service Prepaid 78 1.5000 .50324 .05698

Postpaid 22 1.5455 .50965 .10866

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Table No. 2

Sig. (2-

tailed)

Mean

Difference

Std. Error

Difference

95% Confidence Interval of the

Difference

Lower Upper

Knowing .962 .01166 .24507 -.47467 .49798

.967 .01166 .28353 -.56876 .59207

Understand_by_c.care .976 .00583 .19622 -.38357 .39522

.978 .00583 .21132 -.42533 .43699

knowledge_staff .888 .02564 .18240 -.33632 .38761

.900 .02564 .20318 -.38958 .44087

responsibilty_need .336 .21911 .22684 -.23105 .66928

.292 .21911 .20498 -.19527 .63350

responsne_enquirees .253 .25175 .21886 -.18257 .68607

.183 .25175 .18594 -.12284 .62633

informed_process .890 .03147 .22679 -.41858 .48152

.882 .03147 .21043 -.39456 .45750

perform_service_right .450 -.15734 .20738 -.56889 .25420

.553 -.15734 .26213 -.69596 .38127

employee_perform_right .289 .18881 .17711 -.16265 .54027

.271 .18881 .16879 -.15342 .53104

well_informed_service .155 -.27389 .19118 -.65328 .10549

.183 -.27389 .20096 -.68343 .13564

friendly_handling_queries .633 -.10373 .21647 -.53332 .32586

.677 -.10373 .24639 -.60776 .40030

call_peak_hours .356 .19697 .21248 -.22469 .61863

.290 .19697 .18385 -.17380 .56774

provide_sufficient_coverag

e

.044 .38928 .19052 .01120 .76735

.026 .38928 .16831 .04946 .72909

Each_service_good .686 -.07925 .19577 -.46775 .30925

.684 -.07925 .19300 -.47128 .31278

satisfied_customer_service .710 -.04545 .12182 -.28719 .19628

.713 -.04545 .12269 -.29494 .20404

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

Independent sample T-test is used to identify the difference 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 different between prepaid and post-paid 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 difference 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.

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9. LIMITATION:- Research conduct in LPU only. That is main limitation of the study Only 100 respondent may be some of them not fill questionnaire properly. Some of data is primary and some of secondary data that’s difficult to make co-

relation 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 company’s 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. 

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Commissions-management functionality enables to create incentives for company’s 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 company’s 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.

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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.241–262.

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CUNNINGHAM, S.M. (1967), “Perceived risk and brand loyalty. In: D. COX (Ed.) RiskTaking and Information Handling in Consumer Behaviour”, (Boston, Harvard UniversityPress), pp. 507- 523.

DAY, G.S. (1969),“A two-dimensional concept of brand loyalty”, Journal of Adver tisingResearch, 9, pp. 29 - 35.

MAHAPATRA, S.S. AND KHAN, M.S. (2006) “Neural approach for service qualityassessment: a case study”, Industrial Engineering Journal, Vol. 35, No. 7, pp.30–35.

LIN, W.C., LIU, C.F. AND CHU, C.W. (2005), “Performance efficiency evaluation of theTaiwan’s shipping industry: an application of data envelopment analysis”, Proceedings ofthe Eastern Asia Society for Transportation Studies, Vol. 5, pp.467–476.

AHIRE, S L; GOLHAR, D Y AND WALLER, M A (1996),”Development and Validation ofTQM Implementation Constructs”, Decision Sciences, 27(1), 23-56.BERRY, L.L., ZEITHAML, V.A. & PARASURAMAN, A. (1990), “Five imperatives forimproving service quality”, Sloan Management Review, Summer, 31(4), pp. 29 - 38.

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ANNEXURE- Questionnaire

Dear Sir/Madam, Good morning/afternoon/eveningCould 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.

Name-Age- Gender-Contact No-Email id-

1. 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

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7. In your most recent customer service experience, how did you contact the representative? a. In person b. Telephone c. Internet d. Through a dealer e. Others

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

A. I was taken care of immediatelyB. Within 3 minutesC. 3-5 minD. 5-10 minE. 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?

A. Awareness of the service –provider

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B. Friends recommendedC. Retailer influencedD. Advertisement influenceE. Market share of service providerF. 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 Strongly agree

Agree

Neutral Strongly Disagree

Disagree

You usually contact with Telecom Customer Care for solution of enquiries or problemsYou are always Being listened and understood by customer care. You find sufficient product knowledge from Telecom staff You find responsible staff to meet your needsThe 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?

You are able to make calls at peak hours?

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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.

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