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Ufone Quality Management
INTERNATIONAL ISLAMIC UNIVERSITY
Operational Management
SUBMITTED BY:
Faiza Majid.
Sahar Amjad.
SUBMITTED TO:
Sir Ishtiaq Alam.
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Ufone Quality Management
Date: 30th dec.011
Comments
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S
ignature
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Acknowledgement letter
First of all we bow our heads before Almighty Allah who enabled us
to accomplish this project and granted us with his mercy, Blessings and
help through out the stages of this work.
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Ufone Quality Management
We are thankful to Sir Ishtiaq Alam for providing us such nice
opportunity of making doing this project and this report from which we have
learnt a lot. We are also thankful to our parents who supported us and
helped us in making this project, as it has to be.
As we are also students so mistakes, if any are purely a coincidence and
we apologize for them.
ContentsCOMPANY PROFILE.....................................................................................................2
MISSION..................................................................................................................2
VISION.....................................................................................................................3
Departments in Ufone.............................................................................................3
Structure of the Organization:................................................................................3
Ufones Management Strives for......................................................................4
Ufone always goes for Effectiveness because they only focus on their Goal
Attainment (by Ufone personnel):.......................................................................4
Level of priority.......................................................................................................4
Quality:...................................................................................................................4
Ufone Managing Quality.............................................................................................4
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Ufone Quality Management
How well the company is managing its quality?........................................................4
Landmark by Ufone:............................................................................................5
Ufone and teradata....................................................................................................6
Total Quality Management:........................................................................................7
Ufone Quality management:...................................................................................8
Benchmarks:...........................................................................................................8
Competitive advantage:.........................................................................................8
Differentiation Strategy:.........................................................................................9
Continuous improvement:......................................................................................9
Employee empowerment:.....................................................................................10
Training Of Personnel Training:.........................................................................10
MANAGEMENT CONTROL SYSTEM:........................................................................10
Franchise working Process:...............................................................................11
Reasons for customer switching:.......................................................................11
Quality Certification:.............................................................................................12
Cost of quality:......................................................................................................12
Billing system of Ufone:.....................................................................................16
Social Responsibility.............................................................................................17
Customer satisfaction...........................................................................................17
Benefits provided to loyal customers:...............................................................17
Strategies to Maintain Customer Satisfaction:...................................................17
Measurement of Customer Satisfaction:............................................................18
Measurement of Customer Satisfaction:
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Ufone Quality Management
COMPANY PROFILE
The company commenced its operations under the brand name of Ufone from
Islamabad on January 29 2001. Ufone expanded its coverage and has added new
cities and highways to its coverage network. After the privatization of PTCL, Ufone
is now owned by Etisalat. During the year, as a consequence of PTCLs
privatization, 26% of its shares were acquired by Emirates Telecommunication
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Ufone Quality Management
Corporation (Etisalat). Being part of PTCL, the management of Ufone has also been
handed over to Etisalat. During the years, Ufone continued on the path to success.
The Company further expanded its coverage and has added new cities and
highways. Ufone has network coverage in more than 5885 locations and across all
major highways of the country. During the year Ufone adopted the policy of
simplified tariffs with no hidden charges, which resulted in positive impacts on the
usage trends of subscribers as well as total subscriber base, which has increased to
19.4 million. Ufone currently caters for International Roaming to more than 230 live
operators in more than 130 countries and introduced International roaming facility
for Prepaid subscribers in Saudi Arabia, United Kingdom, United Arab Emirates,
Singapore, Portugal, Thailand, Cyprus, Bangladesh, Uzbekistan, Tunisia, Sri Lanka,
Belgium and Kuwait with lowest rates, featuring no security deposit and activation
charges. GPRS Roaming facility is available with more than 115 Live Operators
across 85 countries. The company has also been awarded a new License forproviding cellular services in Azad Jammu & Kashmir and Northern Areas.
MISSION
"Ufone, it's all about U! We are where you want to be At Ufone we aim to provide
you with wider coverage, superior connectivity, clear signals & voice quality.
Wherever you are, Ufone keeps you connected."
VISION
To be the leading telecommunication service provider in Pakistan by offering
innovate communication solutions for our customers while exceeding shareholder
value & employee expectation.
Departments in Ufone
The Following departments are currently working:
Human Resource Management
Marketing Department
Commercial Department
Sales Department
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Finance Department
Payroll Department
Information Technology Department
Engineering Department
Administration
Auditing Department
Customer Care Sales & Services Center
Structure of the Organization:
In Ufone the hierarchy is very lean, in general the whole setup is centralized, all the
matters are to be reported to the main company and all the policies and targets are
approved at the higher level. But at the department level the structure is
decentralized.
In our point of view it has a hybrid organization structures this is the best structure
which best suits fast changing industries especially cellular industry. Because to
make work formally done hierarchy should be there so that people have a head on
them to whom they are suppose to report , not only this lower management a lower
non managerial people need leaders or someone to guide and look after them from
higher level. According to Ufone personnel, in telecom industry we need creativity,speed, and execution, written communication, attitude, knowledge & skills that are
why we prefer new and young talent thats why we hire fresh graduate each year.
So unless and until people dont have freedom to express their views and purpose
new ideas such organization cannot grow, and to support this view within each
department people should have decision making power and this can be done by
decentralizing.
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Ufone Quality Management
Ufones Management Strives for
Ufone always goes for Effectiveness because they only focus on their Goal
Attainment (by Ufone personnel):
Level of priority
Low cost
Value added services
Packages
Customer services
Better quality service (connectivity and coverage)
Quality:Quality generally refers to a certain degree or level of excellence. The American
National Standards Institute and the American Society for Quality Control defined
quality as;
The totality of features and characteristics of a product or service that bears on its
ability to satisfy given needs.
Ufone Managing Quality
How well the company is managing its quality?
In Pakistan we have 5 telecom giants working at their level best. Ufone, being thesecond largest cellular service provider, which is famous for the interesting andenjoyable advertisements, competing really hard to gain first position. Hence in
such competitive environment, quality factor counts a lot; with this the companiescan easily grab its customer attention. As stated in Ufones mission statement thatthey are aiming to provide a quality service. Which means Ufone is poised to face
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Ufone Quality Management
the ever increasing challenges of the market and is confident it will attract newcustomers. It has the ability to retain its existing customer base with a high level ofcustomer satisfaction via optimum network service and a 24 hour call center
facility. Ufone packages offer the most competitive prices in the market with nocompromise on quality of service. Ufone face very strong competition from itscompetitors. It must offer lowest rates with better quality service. New features andservices should be introduced to make its customers loyal, happy and satisfied.
A strong focus will be on maintaining high quality of service, which is always abenchmark of Ufone, increasing usage and exploring new revenue streams onvalue added services, market visibility through various market initiatives to fulfillsubscribers satisfaction and demand and above all to increase the value ofinvestment for the shareholders
From the day first Ufone has been listening to its customer. If you see, the progress
in telecom Sector of Pakistan started a new journey with the dawn of newmillennium but the year which really brought a start was 2001. At that time therewere 3 cellular services providers networks were working in Pakistan, by the end offirst month of the new 2001 another cellular company came into the scene, Ufone,before the launch the company, it was already in the news, the reason wasthe logo of the company which was chosen by the potential customers of thecompany in a poll and the other reason was the interesting TV advertisement ofthis company.
Landmark by Ufone:
Ufone offered free incoming call first time in Pakistan in Cellular services. It was first to launch the GPRS services
First to introduce Multi-media Messaging Service (MMS) First mover in providing Prepaid roaming in Pakistan. Ufone also Nominated as Best Brand of The Year at The Telecoms World
Awards Middle East
Quality of Design (quality from the point of view of customer and involves
designing quality characteristics into a product.)
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Ufone Quality Management
To design its service Ufone focuses on a necessity which is affordable by the
common man. Since its inception, Ufone has positioned its brand for masses. In
keeping with the upcoming competition and mar ket dynamics, Ufone increased
its focus on the youth segment (which comprises 50% of the population), with
the Prepay brand. By designing market focused products with a better quality.
Ufone was successful in achieving its goals. Ufones Prepay brand is now
considered to be one of the most favored brands by the youth market and is
followed by other mobile operators launching their respective brands for the
youth market.
Ufone has been designing its services to cater almost for all type of customers
like:
Public Demand: Lower/Rural youth
Uwon: Socio economic class
5 ka 15: Ladies
Post Pay: Business Class
Uth package: Youth
UKissan: hard-working farmers.
Ufone introduces different unique value added services to fulfill the day to day
changing needs and demands Plus Ufone Sales & Service Centers have been set up
to provide its customers quality services all under one roof you can walk in to any
Ufone Sales & Service Center for services like: Connection purchase, Bill payment,
SIM Activation, Number blocking in case of lost or stolen SIMs, Number change,Address change , Missed Call Notification, Call Forwarding, Conference Call , FNF
Activation / Change etc.
Quality of conformance (quality from the manufacturer's perspective
and seeks to ensure that the product is produced according to design.)
To drive excellent customer experience through high network service quality,
PTCL/Ufone used Framework to transform and centralize its Network Operations
Center (NOC).
The project also enabled accelerated business growth: the number of broadband
subscribers tripled in 2009, and the coverage area doubled.
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Ufone Quality Management
Ufone and teradata: Teradata Pakistan is the world's leading Enterprise Data
Warehousing solutions provider . Today, more than 60% of the world's most
admired global companies use Teradata Pakistan's technology along with our
proven, time-tested leadership in data warehousing, Teradata paksitan' s offers a
wide variety of solutions for Customer Relationship Management, Supply and
Demand Chain Management, Financial Services, Enterprise Risk Management and
much more. Add accolades and awards from Gartner Intelligent Enterprise ,DM
Review and many other industry experts, and Teradata Pakistan is clearly the best
choice.
Abdul Aziz, chief executive officer, Ufone, said, "Ufone is constantly striving to
provide a very high quality of service and support to our customers across the
country. We have invested in Teradata's technology to better understand our
customers and gain insight into their needs to be able to respond with matching
services and offerings at competitive prices."
Since 2001 Ufone's analytical solutions from Teradata have provided a
comprehensive platform for intelligently storing information and analyzing those
information reserves. Ufone uses this information to re-invent its business to not
only offer innovative services but also to continuously enhancing quality of
services.
Ufone Not at its Best!
When we see PTA's stats, it is evident that Ufone has failed to produce solid sales
in recent months. Along with this down turn in sales, we see a decline in company'smorale that reflects through Ufone's marketing trends, promotions, advertisementsand its work force interactions.If we look at stats for 2008 and first half 2009 for Ufone, you will agree thatcompany did pretty well in grabbing customers along with it showed positivefinancial results.
It is not just a co-incidence that departure of Asher Yaqoob and emergence ofEtisalat's management marks the starting point of Ufone's decline. Ufoners willagree that Asher Yaqoob was the person who lifted Ufone back in 2007-08 when itwas facing serious marketing and network issues.Under Asher, Ufone offered most VAS than ever, and it is again not a co-incidencethat Ufone has stopped offering new VAS since Asher left Ufone.
Etisalat's involvement in Ufone's management is causing another source ofconfusion amongst the employees. First Saoud Abdulaziz Bin Hadef Al Shamsi was
http://feedproxy.google.com/~r/Propakistani/~3/xl-auQurC-8/?utm_source=feedburner&utm_medium=emailhttp://propakistani.pk/2009/08/02/akbar-khan-replaces-asher-yaqub-cmo-ufone/http://propakistani.pk/2009/10/02/ufone-gets-deputy-ceo/http://propakistani.pk/2009/10/02/ufone-gets-deputy-ceo/https://feedads.g.doubleclick.net/~a/N5ToSzmN5FPM4AalyGnDS-w2R1E/17Mjn0RqLxNPJbdylQ2doh7Rbdw/1/pahttps://feedads.g.doubleclick.net/~a/N5ToSzmN5FPM4AalyGnDS-w2R1E/17Mjn0RqLxNPJbdylQ2doh7Rbdw/0/pahttp://feedproxy.google.com/~r/Propakistani/~3/xl-auQurC-8/?utm_source=feedburner&utm_medium=emailhttp://propakistani.pk/2009/08/02/akbar-khan-replaces-asher-yaqub-cmo-ufone/http://propakistani.pk/2009/10/02/ufone-gets-deputy-ceo/http://propakistani.pk/2009/10/02/ufone-gets-deputy-ceo/8/3/2019 ufone quality managemnt
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Ufone Quality Management
appointed as deputy CEO then Walid Irshad became group CEO of PTCL and Ufonein parallel. Ufone's management is sandwiched between Etisalat's officials, hencenot given a free hand to play the game. If we look at company's attitude towards
work force, a hint of strictness can easily be felt.We have seen what Etisalat's management did to PTCL and now its Ufone's turn tobear the brunt.
If we talk about services, we see a major shift in Ufone's policy for monetizing inevery possible way. This part is defaming the company amongst the customers.
In terms of promotions, Ufone is heavily relying on SIM lagao offer and despite ofthe demand, we are not seeing any 30 second package from the company. (Youcan avail 30 second package through voice bundles, but there is no recognizedoffer like Zong, Telenor, Mobilink and Warid are offering)
Total Quality Management:
A philosophy of management that is driven by continual improvement and
responding to customer needs and expectations
The term Quality management has a specific meaning within many business
sectors. This specific definition, which does not aim to assure 'good quality' by the
more general definition (but rather to ensure that an organization or product is
consistent), can be considered to have four main components: quality planning,
quality control, quality assurance and quality improvement. Quality management is
focused not only on product/service quality, but also the means to achieve it.
Quality management therefore uses quality assurance and control of processes as
well as products to achieve more consistent quality.
Ufone Quality management:
Ufone is doing improvement in there every field all the time. They are improving
the sound quality; the management is working hard for total quality Ufone wants to
give us a better and the best connection which can equal every other connection.
As the Slogan of the Ufone says its all about U so it cares about its people and
the members of Ufone. It wants to give the best to its customers with the best
quality and minimum rate.
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Ufone Quality Management
Benchmarks:
Ufone is using humorous theme in its ads which has become its benchmark. People
enjoy watching, discussing and following Ufone ads the most. And it is the biggestachievement of ufone in recent times.
Competitive advantage:
Its an advantage over competitors gained by offering consumers greater value
than competitors offer. Ufone strategizes to gain more and more competitive
advantages. It also uses these competitive advantages well enough for its
promotion. Currently Ufone is enjoying the following competitive advantages:-
Introduced the service of GPRS and hence took the competitive advantage.
Lowest overall call rates
Value added Services (VAS)
Call block service
Corporate color
COMPETITIVE STRATEGY:
To cope up with the growing competition, Ufone has always been a head of its competitors. In
todays world, the only way to success is to gain a competitive edge. Ufones competitive
strategies are Customer intimacy and Differentiation. Ufone has always taken keen interest in
serving better to its users. UN matchless call and SMS rates have given an edge to Ufone againstits competitors. We can consider Warid telecom as the major competitor today, because of its
rates. But Ufone outclass Warid with better quality and coverage.
DIFFERENTIATION
In these days of intense competition marketers find it hard to differentiate their
services from those of competitors. Now customer care about only price. An
unsatisfied customer will immediately go for brand switching. Thus leaving a
customer unsatisfied and not meeting his/her demands is out of question for
marketers.
Differentiation Strategy:
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Ufone Quality Management
Ufone satisfies its customers by providing best of the postpaid service. In postpaidUfone differentiate itself on the basis of;
QualityPriceTechnology
Continuous improvement:
Ufone has made an interface on their website as Complaints & Feedback page in
which Ufone is actually taking feedback and complaints of its customer, by asking
them to share their thoughts with Ufone and work on it because Ufone is committed
to provide the highest standard of services to customers via its brand experience
and sales service.
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Ufone Quality Management
Customer complaint form
According to an article, Ufone Gain Profits 57%, Revenues 14% in FY11 (October
11, 2011), written by Bilal Sarwari, is that regardless of unfavorable financialcircumstances restricting development in Pakistan, still Ufone carried on to updateits network with some other improvements as well as enhance performance insmooth sequence which results in top quality of customer satisfaction. In the pastyear, Ufone launched a variety of revolutionary services to eye-catching call ratesserving the requirements of various users. The youth portion had been additionallyincreased by way of starting brand new packages and offers e.g. Uth Nonstop Offer,Uth Full Time Mufta Offer and Uth Alaa Offer. These kinds of presents receivedincredible reputation within the youngsters section adding significant profits.
Furthermore, one of many assignments concentrating on top quality customers hadbeen identified at international level and also Ufone had been presented with Best
Customer Services Innovation award from the prestigious Global TelecomsBusiness.
Employee empowerment:
Changes have been brought in Ufone due to HRM
Extrinsically motivated employees but for Ufone intrinsic are more important
Emplyoyee satisfaction.
Empowerment is the transfer of authorities from a senior to a junior or we can say
delegating powers to another person is empowerment. Ufone is a very friendly
employer and lets every personnel work efficiently. It lets every individual have theauthority of taking decisions and performing tasks at his own level in the best
possible way. This freedom creates a sense of ownership in each employee and he
becomes more concerned about his job. When the freedom level is created,
employees feel happy to work with the organization and hence interact in a friendly
way with the customers, thus enhancing the organizations goodwill
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Ufone Quality Management
Training Of Personnel Training:
Personnel mean all levels of management. Ufone has its own trainers who provide
training to all levels of management. It also calls foreign trainers for maintaininginternational standards. This type is called outsourced training. Specific training
focuses on the important things needed to be taught to the personnel. This means
that this training differs from person to person. Where as general training is given
to every individual working at Ufone, like personality grooming etc.
Objectives of Training:
After giving training to employees they will be able to handle angry
customers.
There performance level will increase
Will be able to deal with the aggression of people
They will understand the ways to manage there anger and also of customers.
Group cohesiveness will increase
MANAGEMENT CONTROL SYSTEM:
Is the process of evaluating, monitoring and controlling the various sub-units of
the organization so that there is effective and efficient allocation and utilization of
resources in achieving the predetermined goals
Ufone has got a well-established management control system, which is working
under the supervision of human resource department. The responsibility of thisdepartment is to make and review the conduct rules of Ufone. Through this
department they have been able to keep proper checks and balances on their
employees.
Ufone is basically equal employment opportunity organization. Almost 65% of its
employees are male and 35% are female. The job description of each and every
employee is predefined. Performance appraisal is done on annual basis. Average
age of Ufone employee is between 30 to 40 years. This shows that they prefer
young and energetic people for their middle and lower level management. High
profile well experienced persons are considered for top-level management. The
employees are indeed very satisfied and motivated
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Ufone Quality Management
The human resource of Ufone is highly skillful, educated and committed towards
their work. Mostly people working in Ufone are MBAs and masters in specialized
fields. According to them their human resource is their biggest assets and they
want committed people. Their human resource department is a well-established
department working on career development and compensation of their employees.
A continuous training is conducted inside and outside the organization to improve
the skills of the employee. On achieving different target different intrinsic and
extrinsic rewards are given. In Ufone the environment is very useful but friendly.
They also prefer young and energetic people. The reason according to them for this
is that young people can work for more hours.
Franchise working Process:
MIB:
MIB is abbreviation of management information bulletin, for rules and regulation of
every promotion, service or activities management route the MIB to the internal
mailing system which will be followed by the whole organization including
Franchise.
Credit Limit:
For doing activities like postpaid , prepaid activation , new connection, other
service charges franchisee deposit Rs. 500,000 as security deposit. Franchise is
allow to make the activities with this limit of Rs. 500,000 when limit is across then
franchise is follow to more deposit of the same amount for further activities
Reasons for customer switching:
The reasons for customer switching can be identified as following:
Pricing (High price, unfair pricing, deceptive pricing)
Inconvenience (Wait for service, wait for appointment)
Core service failure (Service mistakes, Billing errors)
Service encounter failure (Uncaring, impolite, unresponsive behavior)
Response to service failure (Negative response, no response, reluctant
response)
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Ufone Quality Management
Competition (Found better service)
Ethical problem (Cheating, Unsafe)
Involuntary switching (customer moved, provider closed)
Coverage in some areas is not strong due to lack of towers in those areas.
Like Narowal, Manga Mandi, Bhalwal.
Ufone helpline is not efficient, subscribers are facing problems due to it
Like they have to wait for the representative for a long time or the call is
dropped. And the line remains busy sometimes.
Abrupt induction of hefty number of new connections is resulting in adverse
affects on network due to overload
Quality Certification:
Ufone is not ISO certified organization. While Mobilink have ISO 9002 quality
management system certification for the billing, engineering department and
customer service contact center. Maybe that is why the Ufone is at the second
position in telecom industry.
Cost of quality:
Training Cost:
Ufone gives proper training to its staff to focus on the communication skills, to havepatience element in them and have guts to convince the customers to become the
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Ufone Quality Management
loyal customers by always send them satisfied as they leave the office. This isimportant because if ufone loses one customer, then it loses more 100 customers.Everything from a Salam said by a guard, to Thanks for visiting Ufone by a
customer relationship manager is pre-recorded in a documented form.
Hiring Cost:
Choosing the Right Person at Right Place in Right Time. Ufone Hire those people
who are efficient in communication skills because the employee represents his
company while talking to the customer. Hiring Cost is sunk cost means if who hire a
wrong person the cost you have incurred on recruiting him cant be return.
Ufone gives employment to those people who are efficient in communication skillslike clearly speaking the words, avoiding usage of vague words and using the wordswhich are easily understood by the customer, carefully selecting words whilecommunicating anything to the customer because the employee represents hiscompany while talking to the customer, having tolerance level to avoid
aggressiveness while dealing with hypercustomers, having good listening skills tounderstand the words spoken by customer as he has originally intended, etc.
This means that Ufone wants everything to be perfect. UFONE is constantly workinghard to introduce its Value Added Services to the market for maximum customersatisfaction.
There are certain Failure Factor of VAS as well , Although Ufone Vas is very
successful in market but some of the vas like UHealth, Ufone RishtaPoint,
Less awareness of product in consumer. Social Reliable ( Service like UHealth, Ufone rishat, people not much relay
socially)
Price ( price of some product is very high)
But still Ufone is struggling hard to serve best service.
Ufone has personnel directly interacting with customers, who send the customers
satisfied to their homes before leaving UFONE office.Ufone, the leader in
innovation, recently launched a mobile handset named the Uth Futura. Once again
Ufone has proven to be a pioneer in presenting the latest technology to the
Pakistani market. Till date there had been no gadget in the market professing togive the customers high speed 3G internet. With its introduction of Ufone has
presented a plethora of online opportunities for customers in partnership with PTCL.
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This unique handset has the ability to replace cutting edge technology with its
unique features and hi speed internet. Uth Futura is a dual mode GSM+EVDO
handset which gives the user lightning fast 3G internet speed of up to 3.1Mbps and
the ability to make calls, socialise and stream online videos.
Appraisal cost
To further exceed their customer expectations, a maintenance charge of 1.1% isdeducted on every recharge of ufone along with government taxes. At the time ofaccount recharge, a service charge of 5% (on scratch card/utopup face value) +Government taxes, on all transactions via ULoad or scratch cards. This is just todeliver the quality service to their customers.Ufone inspectors and Pakistan Telecommunication Authority (PTA) conduct
inspections, surveys, tests or performance audit of quality of Internet services of
Broadband Service Providers (BSPs) in order to ensure maximum customerssatisfaction in their respective coverage areas. BSPs will carry out quality testing
surveys of their Internet services on quarterly in addition to telecom regulators own
conducted surveys and tests in order to provide uninterrupted and speedy Internet
services to the users, Pakistan Telecommunication Authority stated in draft of
Broadband Quality of Service Regulations 2011. The BSP(s) shall extend full co-
operation and provide all assistance to the representative/ inspecting officer (s) in
carrying out the tests and surveys. The authority may engage, if circumstances so
require, third party/consultants to conduct quality of service audit, the draft
regulations added. The inspecting officer shall prepare an inspection report of such
QoS inspections, which clearly spell out the shortfalls observed during such
inspection. This report shall be provided to the BSPs. The BSPs shall immediately
take all remedial measures to remove the shortfalls identified in the report and
submit compliance report within 30 days by confirming that all stated shortfalls
have been removed. PTA regulations will be implemented by all BSP (s) in
accordance with defined the KPI(s) for Broadband services. These KPI(s) shall act as
benchmarks for determining QoS standards for Broadband from the consumers
perspective. The actual download speed available to the subscriber shall be
measured. Keeping the reasonable loading level in the intra network links up to ISP
node, and the fact that in general for normal broadband operations data rate is
lower than the advertised/plan data rate, the data speed must be at least 60% of
the advertised speed of broadband service plan, both download and upload, andthis must be experienced at least 70% of the time. For example, if users
broadband download service plan is 1000 Kbps, a pass result shall be considered if
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data speed is 600 Kbps or better. Each BSP(s) shall maintain record of all data
collected against each QoS parameter/factor tested as prescribed by the authority.
The data collected in the testing phase shall be submitted to the Authority within
thirty (30) days of the end of each quarter to which the data relates or at such
intervals as the authority may direct from time to time and in the form and format
as prescribed by the Authority. The BSP(s) shall keep a record of the said quality
tests and surveys, in such form and manner as the Authority may specify. This
record shall at all times be open to inspection and audit by the Authority or
representative of the Authority, with or without notice to the BSP(s).
Pakistan Telecommunication Authority (PTA) has issued regulations for all cellularoperators aimed at ensuring maximum subscribers satisfaction on the quality ofGPRS and EDGE services. The regulations shall be called GPRS/EDGE Quality ofService Standards Regulations, 2010. PTA has explained the criterion of the qualityof service shall be changed time to time keeping in view the emergence of newtechnology, demand of customers and capacity of cellular operators.
All licensees providing GPRS and EDGE services shall adopt the performancestandards termed mandatory requirement by the authority, which can modify,delete and add standards for rating on the basis of the extend of coveragedeployment and review of new technologies, the regulations stated. All operatorsshall carry out quality of service testing of GPRS/ EDGE in accordance withavailability network and services; link, upload and download speeds, mobility andretain-ability.
The test and surveys shall be designed to meet the applicability, end-to-endtesting, ease of measurement and similar treatment of rural and urban region interms of service offers. The PTA may depute its representative for supervisingquality of services surveys and testing to be carried out by operators themselves.
The cellular operators shall maintain record of all data collected against eachquality of service survey, testing and different factors, which will be submitted tothe authority at certain intervals. All record must be safe for next three years byoperators as necessary compliance.
The cellular operators must update their data in analytical form so it is always openfor inspection and audit of the authority or representative of authority, theregulations added.
The regulations said that the authority may conduct inspections, survey, test ormake surprise checks through its representative. It may also conduct performance
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audit of operators quality of service from time tot time to ensure that users oftelecommunication services get quality of services guaranteed by serviceproviders.
PTA may decide to provide information of frequency testing, geographical routesand testing times to operators in advance on the basis of consumer complainrecord, coverage claim of the cellular operator and previous results.
The cellular operators shall extend full co-operation with all required assistance toinspecting officer of PTA in carrying out testing and surveys. The authority mayengage, if required, a third party or a group of consultants to conduct a quality ofservice audit.
The inspecting officer shall prepare an inspection report of quality of serviceresults, which clearly spell out shortfall observed during the testing process andsubmitted to the operators. The cellular operators shall take all remedial measures
to remove the shortfalls identified in the report and submit a compliance reportwithin 30 days by confirming that all shortfalls have been removed.
PTA will publish test or survey results and rating of the operators for information ofgeneral public.
Failure cost(enternal/internal cost)
According to Ufone personnel, Ufone Not at its Best , by PTA's stats, it is evidentthat Ufone has failed to produce solid sales in recent months. Along with this downturn in sales, there is a certain decline in company's morale that reflects throughUfone's marketing trends, promotions, advertisements and its work forceinteractions. Stats for 2008 and first half 2009 for Ufone, says that company didpretty well in grabbing customers along with it showed positive financial results.Itis not just a co-incidence that departure of Asher Yaqoob and emergence ofEtisalat's management marks the starting point of Ufone's decline. According to it,that Asher Yaqoob was the person who lifted Ufone back in 2007-08 when it wasfacing serious marketing and network issues.Under Asher, Ufone offered most VASthan ever, and it is again not a co-incidence that Ufone has stopped offering newVAS since Asher left Ufone.
Etisalat's involvement in Ufone's management is causing another source ofconfusion amongst the employees. First Saoud Abdulaziz Bin Hadef Al Shamsi wasappointed as deputy CEO then Walid Irshad became group CEO of PTCL and Ufonein parallel. Ufone's management is sandwiched between Etisalat's officials, hencenot given a free hand to play the game. If we look at company's attitude towardswork force, a hint of strictness can easily be felt. We have seen what Etisalat'smanagement did to PTCL and now its Ufone's turn to bear the brunt. If we talk
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Ufone Quality Management
about services, we see a major shift in Ufone's policy for monetizing in everypossible way. This part is defaming the company amongst the customers.
In terms of promotions, Ufone is heavily relying on SIM lagao offer and despite ofthe demand, we are not seeing any 30 second package from the company. (Youcan avail 30 second package through voice bundles, but there is no recognizedoffer like Zong, Telenor, Mobilink and Warid are offering. Lastly I will talk aboutadvertisements, which were top notch once, but maybe Ufone needs to change theidea of hilarious scripts.
If we talk about Post-Pay , Although the product is very much popular in market but
there is some failure aspects of theproduct.
Lack awareness about packages in consumer mind.
Less advertisement about post pay.
Billing system (due to delay in bill delivery is very hot issue in Ufone )
Billing system of Ufone:
Powered by Huawei, Ufones billing system for postpaid customers is causing
problems, as it has stopped updating records for bill payments, call records,
reported by inside sources and Ufone customers. This system failure has resulted
into blockage of outgoing calls and GPRS data for those who reached their credit
limit. Reportedly, Ufones customers are unable to make their calls despite their bill
payments. Ufones customers have informed ProPakistani (blog for telecom related
news) as well that they are deprived of any outgoing calls and GPRS data. They
confirmed us that they are consistently calling helpline but CSRs are not givingthem any deadlines. However, CSRs are confirming that system is not available and
they cant help customers in this.
It merits mentioning here that this billing system was recently deployed by Huawei,
but it could not deliver the required standards. It may be recalled that we have
already reported increasing distance between Ufone and Huawei due to such
failures. When contacted Ufones spokesman regarding Ufones billing system
problems, he said that there is no such issue This is not the first time Huawei has
failed to deliver services. Since, the project of US 550 Million dollars was awarded
to Huawei to Ufone, we have consistently been hearing undeliverable reports. At
this point of time, when Persona and Zong are agressively promoting their Post Paidpackages, it would be difficult for Ufone to retain its position with such issues.
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Ufone lost at least 300,000 call records for its post paid numbers, last month,resulting into a total damage of at least 1.7 million rupees, told us sources in thecompany. Data was found missing for at least 11,000 post paid numbers, while
system didnt record their CDRs (Call Detailed Records), due to unknown error inUfones billing system. It was learned that at least 300,000 CDRs were foundmissing including local and/or international calls. It merits mentioning here thatUfone is using Huaweis billing solutions while we know that infrastructuremanufacturers (in most cases) provide after-sale support to cellular companies.When we asked about the incident, and whether Ufone, Huawei or the customer willbear the loss, Ufones spokesperson didnt respond to our query, despite severalreminders.
On other hands, Huaweis Spokesperson didnt confirm the situation nor denied.Ufones billing solution is facing issues since Huawei deployed it. Customers, in thepast, used to receive nominal bills one month while double bills the next month,
due to batch processing of records.
Social Responsibility
Ufone is not only a competitive telecom leader in the industry but an organization
that has always been working towards an orderly corporate social responsibility
plan including ways of supporting those in need .We asked the manager of Ufone
that what Socially Responsibility they have performed recently they told us that,
Employees of Ufone, one of the leading telecom companies of Pakistan, have
pledged one day basic salary as humanitarian aid to the devastated victims of the
conflict of Swat. Due to terrorist conflict in Swat, Dir, Buner and Malakand has
begun in the affected areas with over 700,000 people have displaced while manystill remain stranded. Due to continuous curfew and blocked main highways and
roads leading to troubled areas, people are struggling really badly. Ufone with a
unanimous decision of all the employees and management has decided to come
forward yet again and share the burden of these displaced immigrants. Mr. Abdul
Aziz, President & CEO Ufone Said: This gesture will not only help those in need but
also be in line with Ufones tradition of being a socially responsibly entity.
Ufone recently unveiled an exclusive web portal, www.pakistantumhetoho.com.pk
which advocates the positive side of the nation and in time will act as a preemptive
effort to counter the global negative tag associated with the country. The web
portal was launched through a press conference and numerous prominent mediapersonnel, bloggers and journalists were in attendance. Pakistan Tum He To Ho, is a
unique and vibrant campaign which promotes Pakistans rich culture and heritage.
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The web portal has a multitude of offerings which accentuate the great historical
significance of Pakistani festivals, music, art, tourism, food and ancient civilizations
etc. The web portal provides an opportunity for the people residing in Pakistan and
abroad to come together on one platform and obtain knowledge about the country
and appreciate the available content on the site which reflects the positivity and
the nationalistic spirit.
Customer satisfaction
Benefits provided to loyal customers:
Ufone has set a specific time period and amount spent for declaring customers asLoyal Customers. When the customers spend that particular amount of money,be it be prepay or postpay customers, or they use their Ufone SIM for a particulartime period, then Ufone calls them its Loyal CustomersWhen customers become loyal to the company, they avail door to door servicesfrom a specially maintained department consisting of Personal Executives.
These customers are provided bonuses from the revenues earned from them. Alsothey are allowed to participate in certain campaigns and promotion programs ofUfone. These customers also avail special offers like discount on bills, free SMS andcalls.
Strategies to Maintain Customer Satisfaction:
Ufone personnel are taught to deal with the customers with the courteous attitude.Also promotion policies are developed from time to time to retain the customerslost. This is done by
Giving discounts on calls rates. Giving free SMS bundles, free minutes etc., to the customers who dont use
their SIMs for 2 to 3 months. Call centre records the calls done by customers to maintain quality
assurance. Greeting messages are sent to customers on religious events. Birthday messages or cards are sent to the loyal customers. Door step services are provided to the customers. These services give a
competitive edge to Ufone.
Measurement of Customer Satisfaction:
Ufone measures its customers satisfaction by Recording their calls as they call the help line. Also, it conducts surveys, campaigns etc., that help it to know what do the
customers want, what are their basic needs, and to how much extent they
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are satisfied. Ithas a special department which takes necessary steps fromtime to time to constantly improve its quality.
The best thing in Ufone is, that it accepts the complains going against it, and
satisfies the customers, that those pointed out issues will be solved. It finds out the reasons that why are its customers shifting from Ufone to any
other network. Then it analyses the faults in its network and takes necessarysteps to minimize them.
Flow activities that are necessary to achieve the Quality
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