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7/27/2019 Crm in telecom
1/16
us omer e a ons pManagement
By:
Abir Lavasa 35102
Ayush Tripathi 35112Pawan Kumar 35128
Rahul Mathew Ponodath 35180
Effect of Customer Satisfaction uponCustomer Retention in Mobile Market
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30%
17%
28%
15%
6% 4%
Airtel Vodafone Idea Tata Docomo Reliance Others
Telecom Service Provider By users
Number of Mobile Users
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17%
8%
75%
0-6 months
6-12 months
More than 1 year
Duration of current Service provider
Duration for Current Service Provider
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Network coverage 7.00
Calls and SMS Charges 5.93Internet and other Value
Added Services 5.46
Customer care service 5.08
Attractive offers 4.15
Having user friendly website 4.11
Convenience at retail shop 3.93
Attractive offers 65.38% 26.92% 7.69%
Network coverage 90.38% 7.69% 1.92%
calls and Sms charges 86.54% 11.54% 1.92%
Internet and other Value
Added Services 84.62% 13.46% 1.92%
Customer care service 78.43% 19.61% 1.96%
Convenience at retail shop 57.69% 23.08% 19.23%
Having user friendly website 61.54% 25.00% 13.46%
Components that matter to the customer and rating:
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0%
10%
20%
30%
40%
50%
60%
Very satisfied Satisfied Neutral Dissatisfied Very Dissatisfied
6%
51%
21%19%
4%
Overall respondents:
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Attractive offers 50.00% 38.46% 11.54%
Network coverage 50.00% 11.54% 38.46%
Calls and SMS charges 44.23% 44.23% 11.54%
Internet and other Valued Added
services 46.15% 42.31% 11.54%
Customer care service 28.85% 40.38% 30.77%
Convenience at retail shop 42.31% 44.23% 13.46%
Having user friendly website 50.00% 38.46% 11.54%
Components that affect customer satisfaction:
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Parameter ratings:
Attractive offers 7.00
Calls and SMS charges 6.97
Internet and other Valued Added services 6.97
Having user friendly website 6.97
Convenience at retail shop 6.82
Network coverage 6.28
Customer care service 5.88
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Attractive offers 66.67% 21.21% 12.12%
Network coverage 66.67% 12.12% 21.21%
calls and Sms charges 60.61% 33.33% 6.06%
Internet and other Valued Added
Services 60.61% 36.36% 3.03%
Customer care service 30.30% 60.61% 9.09%
Convenience at retail shop 42.42% 54.55% 3.03%
Having user friendly website 60.61% 33.33% 6.06%
Very Satisfied/Satisfied Respondents
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Neutral Respondents
Attractive offers 27.27% 63.64% 9.09%
Network coverage 27.27% 27.27% 45.45%
calls and Sms charges 36.36% 54.55% 9.09%
Internet and other Valued Added services 36.36% 54.55% 9.09%
Customer care service 18.18% 27.27% 54.55%
Convenience at retail shop 54.55% 36.36% 9.09%
Having user friendly website 27.27% 54.55% 18.18%
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Very Dissatisfied/Dissatisfied Respondents
Attractive offers 28.57% 57.14% 14.29%
Network coverage 28.57% 7.14% 64.29%
Calls and SMS charges 21.43% 57.14% 21.43%
Internet and other Valued Added services 28.57% 35.71% 35.71%
Customer care service 28.57% 0.00% 71.43%
Convenience at retail shop 28.57% 21.43% 50.00%
Having user friendly website 42.86% 21.43% 35.71%
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55%
45%Yes
No
Switched Service
Provider
The new provider has a stronger signal coverage 56%
Had a better offer 29%
The possibility of switching without losing my telephone
number 26%
Dissatisfied with the charges applied by previous provider 24%I was dissatisfied with the customer service of the previous
provider 24%
The previous provider was very slow in responding to my
enquiries/problems 21%
The new provider has a good reputation in the telecom
industry 18%
The new provider was recommended by friends/relatives
who I trust 15%
Curious to try a new provider 12%
I was influenced by the advertisements of the new provider 3%
Reasons for Customer Switching
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29%
71%
yes
No
Calls and SMS charges 95.12%
Internet and other Valued Addedservices 95.12%
Convenience at retail shop 90.24%
Attractive offers 85.37%
Having user friendly website 85.37%
Customer care service 80.49%
Network coverage 75.61%
% of respondents voted for the factor % of respondents willing to switch
Determinant of Customer Retention
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Are you planning to switch ?
How satisfied are
you with your
current service
provider?
Yes No Total
Very satisfied2 4 6
Satisfied 6 54 60
Neutral 4 18 22
Dissatisfied 18 6 24
Very Dissatisfied
4 0 4
Total 34 82 116
Relationship between Customer Satisfaction and
Customer Retention
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Would you switch from your current mobile provider if you have a better offer?
How satisfied
are you with
your current
service
provider?
Yes No Total
Very satisfied 6 0 6
Satisfied 32 28 60
Neutral 14 8 22
Dissatisfied24 0 24
Very Dissatisfied
2 2 4
Total 78 38 116
Relationship between Customer Satisfaction and Customer
Loyalty
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Would you switch from your current
mobile provider if you have a better
offer?
Are you
plannin
g to
switch ?
yes No Total
yes 28 6 34
No
50 32 82
Total 78 38 116
Relationship between customer loyalty and the
determinants of customer retention
(I have intention to remain with my
current provider
because I have)
% of
retained
customerswilling to
switch if
have a
better offer
Attractive offers 68.00%
Network Coverage 63.00%
Calls and Sms Charges 55.00%
Internet and Value Added Services 64.00%
Customer Care Service 62.00%
Convenience at retail store 45.00%
Having user friendly Website 59.00%
Relationship between Customer Retention and Customer Loyalty
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Conclusion Customer satisfaction leads to customer retention: close to 71% of respondents who are satisfied are willing to stick to provider.
Customer retention does not always lead to customer loyalty:
close to 60% of respondents (very satisfied, satisfied and neutral) would switch ifthey got better offers,
In order to push satisfied customers to become loyal customers, the following are essetial:
ensure efficient and proper network,
keep customer interested with fresh offers at regular intervals,
this over a period of time would lead to loyalty,