Qos Cc Vas

VIKAS SHARMA

ANAMIKA

MANISH PANDEY

SAMEER VALOKAR

Presentation on

Quality of Service, Customer Care,VAS

RACHIT JOSHI

ARCHIT SARWAL

ADITI ROHIT DOSHI

Total Quality Management


TOTAL QUALITY MANAGEMENTAND CONTINUOUS IMPROVEMENT


Why TQM?

Ford Motor Company had operating losses of $3.3 billion between 1980 and 1982.

Xerox market share dropped from 93% in 1971 to 40% in 1981.

Attention to quality was seen as a way to combat the competition.


TQM

Total - Made up of the wholeQuality - degree of excellence a product or

service providesManagement - Act, art or manner of

planning, controlling, directing,….

Therefore, TQM is the art of managing the Therefore, TQM is the art of managing the whole to achieve excellencewhole to achieve excellence.


What does TQM mean?

Total Quality Management means that the organization's culture is defined by and supports the constant attainment of customer satisfaction through an integrated system of tools, techniques, and training. This involves the continuous improvement of organizational processes, resulting in high quality products and services.


What’s the goal of TQM?What’s the goal of TQM?

“Do the right things right the first time, every time.”


Another way to put itAnother way to put it

At it’s simplest, TQM is all managers leading and facilitating all contributors in everyone’s two main objectives:

(1) total client satisfaction through quality products and services; and

(2) continuous improvements to processes, systems, people, suppliers, processes, systems, people, suppliers, partners, products, and services.partners, products, and services.


Productivity and TQM

Traditional view: Quality cannot be improved without significant losses

in productivity.

TQM view: Improved quality leads to improved productivity.


Basic Tenets of TQM

The customer makes the ultimate determination of quality.

Top Management must provide leadership and support for all quality initiatives.

Preventing variability is the key to producing high quality.

Quality goals are a moving target, thereby requiring a commitment toward continuous improvement.

Improving quality requires the establishment of effective metrics. We must speak with data and facts not just opinions.


The three aspects of TQM

Counting

Customers

Culture

Counting

Customers

Culture

Tools, techniques, and training in their use for analyzing, understanding, and solving quality problems

Quality for the customer as a driving force and central concern.

Shared values and beliefs, expressed by leaders, that define and support quality.


Total Quality Managementand Continuous Improvement

TQM is the management process used to make continuous improvements to all functions.

TQM represents an ongoing, continuous commitment to improvement.

The foundation of total quality is a management philosophy that supports meeting customer requirements through continuous improvement.


Continuous Improvement versus Traditional Approach

Market-share focusIndividualsFocus on ‘who” and

“why”Short-term focusStatus quo focusProduct focusInnovationFire fighting

Customer focusCross-functional teamsFocus on “what” and

“how”Long-term focusContinuous improvementProcess improvement

focusIncremental

improvementsProblem solving

Traditional Approach Continuous Improvement


Quality Throughout

“A Customer’s impression of quality begins with the initial contact with the company and continues through the life of the product.”

◦ Customers look to the total package - sales, service during the sale, packaging, deliver, and service after the sale.

◦ Quality extends to how the receptionist answers the phone, how managers treat subordinates, how courteous sales and repair people are, and how the product is serviced after the sale.

“All departments of the company must strive to improve the quality of their operations.”


Value-based Approach

Manufacturing Dimensions◦ Performance◦ Features◦ Reliability◦ Conformance◦ Durability◦ Serviceability◦ Aesthetics◦ Perceived

quality

Service Dimensions Reliability Responsiveness Assurance Empathy Tangibles


The TQM System

CustomerFocus

ProcessImprovement

TotalInvolvement

LeadershipEducation and Training Supportive structureCommunications Reward and recognitionMeasurement

ContinuousImprovement

Objective

Principles

Elements

TELECOM APPROACH FOR QOS

CELLULAR SERVICE PROVIDER REPORT OF U.P(WEST)

SOURCE:TRAI

SERVICE LEVEL AGGREMENT(SLA)

A Service Level Agreement (SLA) is a formal definition of the relationship that exists between a service provider and its customer.

A SLA can be defined and used in the context of any industry, and is used to specify what the customer could expect from the provider, the obligations of the customer as well as the provider, performance,availability and security objectives of the service, as well as the procedures to be followed to ensure compliance with the SLA.

Service level agreements are often used when corporations outsource functions considered outside the scope of their own core competencies to third party service providers.

2. Typical Components of SLAsA service level agreement would typically contain the following information:1.A description of the nature of service to be provided: 2.The expected performance level of the service specifically its reliability and responsiveness: 3.The procedure for reporting problems with the service: 4.The time-frame for response and problem resolution: 5.The process for monitoring and reporting the service level : 6.The consequences for the service provider not meeting its obligations: 7.Escape clauses and constraints:

SLA EXAMPLE

AIRTEL WITH IBM AND COMVIVA TECHNOLOGY LTD.

BT WITH TECH-MAHINDRA AND INFOSYS.

STANDARDS FOR QOS

ISO 27001 STANDARD

(An International standard for ISMS)

ISO 27001 CERTIFIED Clients ISO 27001 CERTIFIED Clients

Semiconductor

Banking

Government

Electronics/Entetainment

IT Related

Telecommunication

Information Security is the preservation of: Confidentiality

ensuring that information is accessible only to those authorized to have access

Integrity safeguarding the accuracy and completeness of

information and processing methods Availability

ensuring that authorized users have access to information and associated assets when required

Information Security

•Provides a systematic approach to secure sensitive information

•Encompasses employees, processes and information systems

•Includes all the good information security practices

Information Security Management Systems (ISMS)

What is ISO 27001 standard

The formal standard against which organizations may seek independent certification of their Information Security Management Systems (ISMS) to provide a common base for developing organizational security standards and effective security management practice to provide confidence in inter-organizational dealings

What is ISO27001?

• AN INTERNATIONALLY RECOGNIZED STRUCTUREDMETHODOLOGY DEDICATED TO INFORMATION SECURITY• A MANAGEMENT PROCESS TO EVALUATE, IMPLEMENT AND MAINTAIN AN INFORMATION SECURITY MANAGEMENT SYSTEM (ISMS)• A COMPREHENSIVE SET OF CONTROLS COMPRISED OF BEST PRACTICES IN INFORMATION SECURITY

•APPLICABLE TO ALL INDUSTRY SECTORS•EMPHASIS ON PREVENTION

Development, Maintenance & Improvement

Cycle

1. Establish ISMS scope & policy 2. Perform Risk Assessment & Treatment Plan3. Prepare SOA

1. Establish ISMS scope & policy 2. Perform Risk Assessment & Treatment Plan3. Prepare SOA

1. Monitor & Review ISMS2. Mgt Review3. ISMS audit

1. Monitor & Review ISMS2. Mgt Review3. ISMS audit

1. Design & Implement ISMS2. Operate ctrls3.Manage resources & implement training programs4. Management of security incidents

1. Design & Implement ISMS2. Operate ctrls3.Manage resources & implement training programs4. Management of security incidents

1. ISMS improvement2. Preventive & Corrective Action

1. ISMS improvement2. Preventive & Corrective Action

Plan

Do

Check

Act

PDCA Model

STRUCTURE OF ISO27001:2005

Which organizations can undergo ISO 27001 certification?

Any organization that requires protection of Information Assets

Certify organizations in:•finance, banking and insurance•telecommunications•retail sectors •manufacturing sector•various service industries•transportation sector•Government bodies

Applications of 27001

Benefits and drivers:

Satisfying Customers’ Requirements Requirements from customers to posses a comprehensive security management system

Provision of Security Assurance Certification provides security assurance to the clients that the organization has a robust and reliable security management systems

Why ISO 27001 certification?

Contd..

Demonstration of Commitment: Certification serves as a guarantee of the effort put into rendering the organization secure at all levels

Showing of Compliance:Certification demonstrates to competent authorities that the organization observes all applicable laws and regulations.

Enhancing the Risk management: • Leads to a better knowledge of information systems, their weaknesses and how to protect them.• Ensures a more dependable availability of both hardware and data.

Increasing credibility and confidence• Partners, shareholders and customers are reassured when they see the importance afforded by the organization to protecting information.•Certification can help set a company apart from its competitors and in the marketplace.

ISO 27001 Certification Process

1. Application

2. DocumentationAssessment (Stage 1)

3. Preliminary Assessment (Stage 1)

4.Certification

Assessment (Stage 2)

5. Award of

Certificate(valid for 3 yrs)

6. Post-AwardRoutine

Surveillance

7. Renewal of Certificate(on the 3rd yr)

CERTIFICATION PROCESSCERTIFICATION PROCESS

IN INDIA……..Bharti Airtel, is a fully ISO 27001 Certified

Organization. Airtel has the unique distinction of being

awarded the largest number of certificates(29) to any company in India across sectors.

The ISO 27001 certification program encompassed all strategic business units - Mobile Services, Enterprise Services and Telemedia Services

It included all central and zonal office locations, data centers, network zones, landing stations, switch locations and Airtel Center.

TL9000 STANDARD

•. The TL 9000 Quality Management System (QMS) was created by QuEST Forum to meet the quality requirements of the worldwide telecommunications industry.

•It defines quality system requirements for the design, development, production, delivery, installation and maintenance of telecom products and services.

•It provides a measurement system that, when implemented, companies to track performance and improve results

TL 9000 includes four supplemental areas to the ISO standard: (1)Reliability and associated costs;

(2) software development and management;

(3) requirements for specialized service functions such as installation and engineering;

(4) requirements to address communications between telecom service providers and suppliers

BENEFITS OF TL9000

AS A BUYER :

By selecting suppliers that are TL 9000 certified, you are assured that they have a quality management system that has been systematically audited by an independent TL 9000 registrar.

AS A SUPPLIER:

TL 9000 certification, along with independent audits, allows you to save time and money by complying with only one quality standard. You save your customers the cost of on-site inspections.

How TL 9000 SUPPORTS TELCECOM BIZ

Network quality andreliability– Product and service quality– Software development

Customer/supplierrelationships– Quality of supplier services– Customer/supplier communicationand cooperation– Joint quality improvement efforts

CONTD…

Cycle time reduction– Speed to market– Delivery cycle time

Globalization– Eliminate multiple, overlappingstandards, metrics and audits

The Goals of TL 9000

• Establish and maintain a common set of telecom QMS requirements,thereby reducing the number of standards for the industry.

• Define effective cost and performance-based measurements to guide progress and evaluate the results of QMS implementation

•Foster a system that protects the integrity and use of telecom products — hardware, software and services

IN INDIA…….

Infosys Technologies (NASADQ: INFY) has been awarded the TL9000 certification by BVQI (Bureau Veritas Quality International). For the Infosys clients, this means lower total cost of ownership through shared goals on schedule adherence, zero defects, on-time service and improved productivity.

SIX SIGMA

Six Sigma is the new mantra for IT companies …

Six Sigma is:1. A change management approach2. An improvement approach3. A measurement approach

It uses the following three principles:• Focus on customers• Process orientation• Leadership based on metrics

Six Sigma for Telecom requires..

Leading software development companies have embraced Six Sigma :

Infosys Wipro TCS Motorola Texas Instrument Boeing Honeywell

Customer Care

Customer Care is the processing of meeting (and exceeding) customer expectations of service.

Customer service is the provision of service to customers before, during and after a purchase.

Customer Care is customer service that seek to acquire new customer, Provide superior customer satisfaction and build customer loyality.

Objectives of Customer Care

Achieving customer satisfaction .

24*7 Services.

Creating rapport and building loyalty .

Ability Of Customer Care

Customer Care

Customer Care

Customer CareCustomer Care

Functions OfFunctions Of

Customer SurveyCustomer Survey

Customer Relationship Mgmt

Customer Relationship Mgmt

Customer Service Advisor

Customer Service Advisor

Technical SupportTechnical Support

Sales ProcessSales Process

AwarenessAwareness

Non Technical Support

Non Technical Support

Strategies adopted by CC

Standardization

ISO 9004:2000 which is about performance improvements .

ISO 10001:2007 which guidlines the code of conduct on customer services.

ISO 10002:2004 which addresses the quality management on handling of customer complaints .

ISO 10003:2007 which is about dispute resolution .

The International Customer Service Standard (TICSS) .

Techniques Used in Customer Care

ACD (automatic call distribution).

Call Recording (call recording software) .

Email Management .

IVR (interactive voice response).

AHT (Average Handle Time) .

BTTC (best time to call).

CTI (computer telephony integration).

Issue tracking system.

Telecom Customer Care

Customer Care Organization Structure

Customer Care Structure

Telecom in Customer Care

In terms of no of call

Source : IMRB Report

Customer Care in Indian Telecom

www.hud.ac.uk/uni/customer/pdf/Customer_care_booklet_web.pdf

Customer Care Satisfaction in Telcos

Time Duration of the Call

Source: www.ibef.com

Source : www.ibef.com

Feb: 2008

VAS

Value added services

Telecom subscribers growth rate more than 50% in 2008.

Source - TRAI

Most of the subscribers are added from bottom of the pyramid with low usage.

Some alternative revenue streams are required to stop the decreasing ARPU.

VAS is the alternative stream.

Pre paid and Post paid market share. 2008

Opportunity for generating increase revenue through exploring potential value added services like subscription pack of news , alerts etc

Need for VAS

Decrease in ARPU despite increase in subscribers.

Decreasing call rates

Saturation in metro and urban areas

Increasing need and demand from consumer

Definition of VAS

VAS in telecom industry refers to non core services, the core or basic service being standard voice call and fax transmission.

VAS market

The current VAS industry is estimated at Rs 9760 crore by end june 2009 and Rs 16520 crore by end june 2010.

Source – IMRB report

VAS REVENUE IN INDIAN TELCOS

Source : ibef.com

Source : ibef.com

Source : ibef.com

Source : ibef.com

MVAS categories

Entertainment VAS

key contributor to MVAS industry

generates heavy usage and heavy revenue.

jokes, ringtones, games..

Info VAS

provide specific info to end users

news,stock updates..

mCommerce VAS

involve some transactions

buying movie tickets,transfer money from one bank to another.

Comparison of categories

Perceived and practical value

Perceived value – depend upon perceived rather than actual utility to the end user. When the immediate benefits may not be clear to subscriber, the value that the user derives from it largely depends on the marketing efforts.

Practical value – completely based on tangible benefits derived from the service. Benefits could be based on time, money etc

Pillars of VAS

Access device – lack of features like GPRS, GPS makes the number of MVAS futile

Content – it depends on geography

marketing of content is done by operators, not CA/CP.

regional content will give boost to MVAS market

challenge – different languages.

Infrastructure – setting up infra in rural areas going to play major role in growth of MVAS.

Technology - independent of geography

MVAS in rural areas.

Depends on some key factors –

1. Depend upon there need

2. Awareness for VAS

3. Easy and cheap access mode.

Communicating the VAS to rural people is bigger challenge

This can be done through regional SMS, separate SMS gateway needs to be installed.

Literacy level is another limitation

Nature of the Rural Market

Large Numbers

Low Density

Low Purchasing Power

Weak support infrastructure

Low VAS awareness (10%) & usage (1%)

Understanding the Rural Consumer

Consumers mainly use voice •SMS is difficult to use due to illiteracy and language problems•Most consumers cant even use the address book/ contacts feature•The phone is used mainly for limited purposes:–For business/ employment related enquires.–To enquire the well-being of relatives in nearby towns.–To call for help during an emergency.•Farmers/fishermen want to know market prices for their produce in cities that are nearby•Phone is not personal. A household or many families share phones•Primary & Secondary users•Intermediated Interaction scenarios

Info Services

Examples

Mandiprices in local markets.

Weather. Trains/Bus routes & timings. Local News. Investment Tips. Job opportunities in nearby commercial centers

Challenges

Cost

Low density; High investment per user. Consumer education. Localization (Content & Language).

Support Infrastructure.

Social structure.

MVAS ecosystem

Revenue distribution

Key factors playing role in revenue distribution

Platform – revenue share distribution depends on type of access mode used to deliver VAS. e.g if voice portal is used than technology enabler will get more revenue, as compared to SMS platform is used.

IPR – revenue distribution depends on type of content

Comparative analysis

VAS access modes

SMS platform

MVAS market is dominated by SMS in terms of revenue.

Voice platform

interactive voice response is used to deliver voice based value added services

GPRS platform

this contributes around 6-7% of the total MVAS revenue

Unstructured supplementary services data platform(USSD)

session based mechanism for delivery of service to the end consumers. These services are delivered through interactive voice session. Contribute around 2-3% on VAS revenue.

MMS platform

includes multimedia objects.in india it is in nascent stage

Evaluation of access modes

Drivers to growth of MVAS

Marketing effort by operators

Increase in user base

Price decline of VAS services

Entry of MVNO

Need for entertainment

mCommerce services

Local content

Barriers to growth

Limited awareness of services.

High cost of content.

Limited availability of local content.

No Transparency in Revenue sharing arrangements.

Exit barriers for MVAS consumers are high.

New services in VAS

Mobile marketing.

Mobile banking.

Location based services.

Mobile marketing

Growth drivers-

High penetration of mobile phones.

Usage of voice as a media for mobile marketing.

Mobile banking

Various modes –

SMS

USSD

Growth is driven by-

convenience of banking operations

greater reach to consumers

Challenges to m-banking-

security concerns

limited usage of GPRS

Location based services

High cost of LBS supporting devices –

GPS enables handsets act as roadblock for development of these services

MVAS market in India

Future of VAS in India

Consolidation of MVAS content provider’s market

Rational revenue structure

Rural MVAS market

Growth of mcommerce market

Differential pricing of content

Number portability

Business

Qos Cc Vas