Customer Satisfaction- In Idea Celluar Ltd Satya

8/12/2019 Customer Satisfaction- In Idea Celluar Ltd Satya

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TABLE OF CONTENTSPage No

CHAPTER-1 1-11

• INTRODUCTION

• NEED FOR THE STUDY

• SCOPE OF THE STUDY

• OBJECTIVES OF THE STUDY

CHAPTER-2 12-35

• LITERATURE REVIEW

CHAPTER-3 36-!

• INDUSTRY PROFILE

• CO"PANY PROFILE

CHAPTER- #-5$

• DATA ANALYSIS % INTERPRETATION

CHAPTER-5 6&-62

• FINDIN'S

• RECO""ENDATIONS

APPENDE( 63-65

• )UESTIONNAIRE

• BIBLIO'RAPHY

1



CHAPTER-1

INTRODUCTION

Customer satisfaction, a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a key

performance indicator within business and is part of the four perspectives of a Balanced

Scorecard.

In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of

business strategy.

here is a substantial body of empirical literature that establishes the benefits of customer

satisfaction for firms.

Customer satisfaction is one of the main ob!ectives of any organi"ation. #very

organi"ation tries to know the customer satisfaction about their products. So a study on

customer satisfaction helps the organi"ation as well as me to gain a vast knowledge over

the real world tastes and preferences of customer

$hether the buyer is satisfied after purchase depends on the offers performance in

relation to the buyer%s expectations. In general satisfaction is a person%s feelings of

pleasure or disappointment resulting from comparing a products perceived performance

in relation to his or her expectations.

NEED FOR THE STUDY

Customer Satisfaction plays a ma!or role for the growth of the company in the modern

market scenario. he basic idea of this study is to find the customer satisfaction towards

&



Idea cellular ltd. he needs have to be recogni"ed and necessary steps have to be taken to

make the changes.

India is growing rapidly and changes are dynamic. 'eople are changing, the preference

and the demand is changing. he market also has to change accordingly.

he purpose of customer satisfaction is not only for retaining the customers but also

attracting new customers and increasing the sales also creating and maintenance of brand

awareness.

In this competitive market the level of customer satisfaction decides the success of any

product and any company. he right customers have to be targeted and the right strategy

should be implemented at the right time. his will give the desired results.

OBJECTIVES OF THE STUDY

• o measure the satisfaction level of the customers.

• o analy"e factors influencing the customers.

• o improve the retention of the customers.

• o find out the problems faced by the customers in the process.

• o identify what type of strategies are suitable for the company to reach the

targeted customers.

SCOPE OF THE STUDY

Idea cellular ltd is spread all over ('. )y Scope is limitation to (nanthapur *one . he

scope of the study is to identify the customer satisfaction towards Idea cellular ltd. It is

aimed at enlightening the company about different steps to be taken up to increase the

share of Idea cellular with regard other competitors and also to make the company to

provide better customer satisfaction.

+



he scope of the study is only confined to the area covered under (nantapur "one and

only confined in studying about the customer satisfaction towards Idea cellular.

"ETHODOLO'Y OF THE STUDY

(fter the ob!ective of the study has been clearly stated, the next step in formal research

pro!ect is to determine the sources from which the data is reuired to be collected. he

data collection is an interesting aspect of the study. -or the purpo *e of achieving data

effectively the information consists of two kinds of data.

REASONS FOR WIDE USE OF THIS "ETHOD+

It can secure both uantitative and ualitative information directly from the

respondents.

It is the only method of directly measuring attitudes and motivations.

Sa,.e S/0e / Sample si"e of 100 respondents was taken.

Sa,./g e4/e /

(ll the respondents were selected on random basis. So far every surveyed entity, the

respondents are an essential prereuisite. -or broader perspective the customers were

contacted directly and by there association.

Re*ea74 I*7,e /

( standard uestionnaire was prepared for the collection of data from the various

respondents. he uestionnaire was designed to keep ob!ectives of the study with the aim

of collecting important information for the study.



It is uite flexible in terms of the types of data to be assembled, the method

of collection or the timing of research

'rimary data.

Secondary data

he primary data are those, which are collected freshly and for the first time, from

the customers directly.

he secondary data are those which have already been collected by someone or

else which have been passed through statistical process.

Co..e/o o8 P7/,a79 Daa /

'rimary data has been collected directly from the customers of various age groups

by using the following methods.

2uestionnaire.

Interview.

Customers are often reluctant to take the time to respond the surveys. -or this, the

uestionnaire is made interesting, ob!ective, unambiguous and easy to complete truthfully

and completely. In interview, oral discussion is used as a tool for data collection.

3



Seo:a79 :aa/

hese are collected from the compendiums, 4ournals, annual reports, manuals,

organi"ation chart, materials from net and the theoretical concept compiled from various

books has been properly verified for the relevance of the study.

LI"ITATIONS OF THE STUDY

he report to know customer satisfaction levels was constructed after a study was as in

all visits inputs were collected to give a clear picture on the sub!ect. 5owever, a more

accurate and comprehensive study could have been made but for the constrains

mentioned below.

he survey results are based on the information gathered from respondents. It

may possible that information supplied might be other biased or exaggerated and the

results might be influenced by various factors, which are beyond the control of the

survey.

he sample selected is limited to 100 customers only.

he time was a ma!or constraint, as the time is restricted to a short period it is not

possible to gather more information.

)any of the respondents were busy with their work.

6



CHAPTER-2

LITERATURE REVIEW

INTRODUCTION

7ne thing that we have in common is that we all are Consumers. In

-act everybody in this world is a consumer. #very day of our life we are buying and

consuming an incredible variety of goods and services. 5owever, we all have different

tastes, likes, dislikes, and adopt different behavior patterns while making purchase

decisions.

he term Consumer Behavior refers to the Behavior that Consumers display in searching

for purchasing using evaluation and disposing in searching for purchasing using

evaluating and disposing of products and services that they exact will satisfy of how

individuals make decisions to send their available resources 8time, money and effort9 on

consumption related items. It includes the study of :$hat they buy;, :$hy they buy;,

:$hen they buy it;, :$here they buy it;, :how often they by it; and :how often they use

it;.

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C*o,e7 Sa/*8a/o A7/.e* 87o, "a7;e/gP7o8*

(s competition continues to increase, businesses are forced to find new and innovative

ways of creating and keeping new customers. =oyalty means profitability. ake the first

step toward developing positive relationships with your customers by allowing us to

share our experience and knowledge about the art of customer satisfaction with you. $e

have accumulated customer satisfaction articles and other relevant articles into an easily

navigated database which is readily available whenever you need a fresh perspective.

By (drian hompson

-ebruary 11th &006

It>s a well known fact that no business can exist without customers. In the business of

$ebsite design, it>s important to work closely with your customers to make sure the site

or system you create for them is as close to their reuirements as you can manage.

Because it>s critical that you form a close working relationship with your client, customer

service is of vital importance. $hat follows are a selection of tips that will make your

clients feel valued, wanted and loved.

1< Eo7age Fae-o-Fae Dea./g*

his is the most daunting and downright scary part of interacting with a customer. If

you>re not used to this sort of thing it can be a pretty nerve/wracking experience. ?est

assured, though, it does get easier over time. It>s important to meet your customers face to

face at least once or even twice during the course of a pro!ect.

)y experience has shown that a client finds it easier to relate to and work with someone

they>ve actually met in person, rather than a voice on the phone or someone typing into an

email or messenger program. $hen you do meet them, be calm, confident and above all,

@



take time to ask them what they need. I believe that if a potential client spends over half

the meeting doing the talking, you>re well on your way to a sale.

2< Re*o: o "e**age* P7o,.9 % =ee Yo7 C./e* I8o7,e:

his goes without saying really. $e all know how annoying it is to wait days for a

response to an email or phone call. It might not always be practical to deal with all

customers> ueries within the space of a few hours, but at least email or call them back

and let them know you>ve received their message and you>ll contact them about it as soon

as possible. #ven if you>re not able to solve a problem right away, let the customer knowyou>re working on it.

( good example of this is my $eb host. hey>ve had some trouble with server hardware

which has caused a fair bit of downtime lately. (t every step along the way I was emailed

and told exactly what was going on, why things were going wrong, and how long it

would be before they were working again. hey also apologi"ed repeatedly, which was

nice. Aow if they server had !ust gone down with no explanation I think I>d have been

pretty annoyed and may have moved my business elsewhere. But because they took time

to keep me informed, it didn>t seem so bad, and I at least knew they were doing

something about the problems. hat to me is a prime example of customer service.

3< Be F7/e:.9 a: A7oa4a>.e

( fellow Site 'ointer once told me that you can hear a smile through the phone. his is

very true. It>s very important to be friendly, courteous and to make your clients feel like

you>re their friend and you>re there to help them out. here will be times when you want

to beat your clients over the head repeatedly with a blunt ob!ect / it happens to all of us.

It>s vital that you keep a clear head, respond to your clients> wishes as best you can, and at

all times remain polite and courteous.



< Ha?e a C.ea7.9-De8/e: C*o,e7 Se7?/e Po./9

his may not be too important when you>re !ust starting out, but a clearly defined

customer service policy is going to save you a lot of time and effort in the long run. If a

customer has a problem, what should they do If the first option doesn>t work, then what

Should they contact different people for billing and technical enuiries If they>re not

satisfied with any aspect of your customer service, who should they tell here>s nothing

more annoying for a client than being passed from person to person, or not knowing whoto turn to. )aking sure they know exactly what to do at each stage of their enuiry should

be of utmost importance. So make sure your customer service policy is present on your

site // and anywhere else it may be useful.

5< Ae/o o Dea/. @a.*o ;o a* T4e L/.e N/e/e*

5ave you ever received a 5appy Birthday email or card from a company you were a

client of 5ave you ever had a personali"ed sign/up confirmation email for a service that

you could tell was typed from scratch hese little niceties can be time consuming and

aren>t always cost effective, but remember to do them.

#ven if it>s as small as sending a 5appy 5olidays email to all your customers, it>s

something. It shows you careD it shows there are real people on the other end of that

screen or telephoneD and most importantly, it makes the customer feel welcomed, wanted

and valued.

6< A//ae Yo7 C./e* Nee:* % 'o O O8 Yo7 Wa9 o He.

T4e, O

Sometimes this is easier said than doneE 5owever, achieving this supreme level of

understanding with your clients will do wonders for your working relationship.

10



ake this as an example you>re working on the front/end for your client>s exciting new

ecommerce endeavor. Fou have all the images, originals and files backed up on your

desktop computer and the site is going really well. Guring a meeting with your client

heHshe happens to mention a hard/copy brochure their internal marketing people are

developing. (s if by magic, a couple of weeks later a CG/?7) arrives on their doorstep

complete with high resolution versions of all the images you>ve used on the site. ( note

accompanies it which reads

5i, you mentioned a hard/copy brochure you were working on and I wanted to provide

you with large/scale copies of the graphics I>ve used on the site. 5opefully you>ll be able

to make use of some in your brochure.

Four client is heartily impressed, and remarks to his colleagues and friends how very

helpful and considerate his $eb designers are. )eanwhile, in your office, you lay back in

your chair drinking your <th cup of coffee that morning, safe in the knowledge this happy

customer will send several referrals your way.

!< Hoo7 Yo7 P7o,/*e*

It>s possible this is the most important point in this article. he simple message when you

promise something, deliver. he most common example here is pro!ect delivery dates.

Clients don>t like to be disappointed. Sometimes, something may not get done, or you

might miss a deadline through no fault of your own. 'ro!ects can be late, technology can

fail and sub/contractors don>t always deliver on time. In this case a uick apology and

assurance it>ll be ready (S(' wouldn>t go amiss.

Co.*/o

Customer service, like any aspect of business, is a practiced art that takes time and effort

to master. (ll you need to do to achieve this is to stop and switch roles with the customer.

$hat would you want from your business if you were the client 5ow would you want to

be treated reat your customers like your friends and they>ll always come back.

11



C*o,e7 *a/*8a/o

Customer satisfaction, a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a key

performance indicator within business and is part of the four perspectives of a Balanced

Scorecard.

In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of

business strategy.

here is a substantial body of empirical literature that establishes the benefits of customer

satisfaction for firms.

Customer satisfaction is one of the main ob!ectives of any organi"ation. #very

organi"ation tries to know the customer satisfaction about their products. So a study on

customer satisfaction helps the organi"ation as well as me to gain a vast knowledge over

the real world tastes and preferences of customer

$hether the buyer is satisfied after purchase depends on the offers performance in

relation to the buyer%s expectations. In general satisfaction is a person%s feelings of

pleasure or disappointment resulting from comparing a products perceived performance

in relation to his or her expectations.

(s this definition makes clear, satisfaction is a function of perceived performance and

expectations. If the performance falls short of expectations, the customer is dissatisfied. If

the performance matches the expectations, the customer is satisfied. If the performance

exceeds expectations, the customer is highly satisfied or delighted.

)any companies are aiming for high satisfaction because customers who are !ust

satisfied still find it easy to switch when a better offer comes along. hose who are highly

satisfied are much less ready to switch. 5igh satisfaction or delight creates an emotional

bond with the brand, not !ust a rational preference. he result is high customer loyalty.

Jerox%s senior management believes that a very satisfied or delighted customer is worth

1&



10 times as much to the company as a satisfied customer. ( very satisfied customer is

likely to stay with Jerox many more years and buy more than a satisfied customer will.

5ow do buyers form their expectations -rom past buying experience, friends and

associates advice and marketers and competitors information and promises. If marketers

raise expectations too high, the buyer is likely to be disappointed, -or example, 5oliday

Inn ran a campaign a few years ago called KAo Surprises% Fet hotel guests still

encountered a host of problems, and 5oliday Inn had to withdraw the campaign.

5owever, if the company sets expectations too low, it won%t attract enough buyers

8although it will satisfy those who do buy9.

Some of today%s most successful companies are raising expectations and delivering

performances to match. hese companies are aiming for CS/ total customer satisfaction.

Jerox for example, guarantees Ktotal satisfaction% and will replace at its expense any

dissatisfied customer%s euipment within a period of three years after purchase. Cigna

advertises :$ell never be 100L satisfied until you are, too.; (nd one of 5onda%s ads

says :7ne reason our customers are so satisfied is that we aren%t.; Aissan invites

potential infinity buyers to drop in for a :guest drive; 8not a :test drive;9 because the

4apanese word for customer is :honored guest.; =ook at what high satisfaction can do

Saturn In the late 1@0s, Saturn 8Meneral )otors% newest car division9 changed the whole

buyer N seller relationship with a Aew Geal for car buyers here would be a fixed price

8none of the traditional haggling9D a +0/day guarantee or money backD salespeople on

salary, not on commission 8none of the traditional hard sell9. 7nce a sale is made, the

sales staff surrounds the new owner for commemorative photo, with everyone smiling.

he company%s fifth anniversary celebration at the ennessee headuarters was attended

by more than 000 Saturn from all across the country. Said Saturn%s president :Saturn is

more than a car it%s a whole new way of doing things, of working with our customers and

with one another.;

( customer%s decision to be loyal or to defect is the sum of many small encounters with

the company. Consulting firm -orum Corporation says that in order for all these small

1+



encounters to add up to customer loyalty, companies need to create a :branded customer

experience;. 5ere%s how Canadian 'acific 5otels, a chain with &< properties, did !ust

that.

1<2<1 A**7/g C*o,e7 Sa/*8a/o+

hose who enter to buy, support me. hose who come to flatter, please me. hose who

complain, teach me how I may please others so that more will come. 7nly those who hurt

me are displeased but do not complain. hey refuse me permission to correct my errors

and thus improve my service. / )arshall -ield.

he attitude of the professional is summed up in this statement. It establishes the

customer as the person to whom you are responsible. Customers support youD therefore,

they deserve OI' treatment.

$hen your customers are happy, you are happy. $hen they complain, you are unhappy,

but you examine the complaint calmly and see it as an opportunity to learn as well as

satisfy their needs. he uote echoes the fear that customers will not vocali"e their

dissatisfaction, but instead take their business elsewhere.

here>s another uote that>s even more important to salespeople and companies

immediately upon making a sale//

he Sale Begins $hen the Customer Says...Fes.

In the old days, It used to be, he Sale Begins $hen the Customer Says...A7, but that>s

a totally Inappropriate attitude to embrace in today>s customer/driven business

environment.

1





Buyer>s remorse refers to the regret that a buyer feels after making a purchase. It could

be caused by selective perception, user error, or the client>s error. $hatever the reason,

the full benefits of the product are not reali"ed.

Buyer>s remorse can also be caused by the economics of the purchase until the benefits

prove themselves to be cost effective, a buyer regrets having made the purchase. It is the

responsibility of the salesperson to assuage these fears by assuring the client that his

investment is wise and sound. ?eiterate some of the selling points that convinced him to

buy it originally, present data, and put him at ease.

1.&.+ 5andling Customer Complaints

$hether your customer>s complaint is legitimate or not, follow it up with a service call.

$henever possible, do it personally instead of sending someone from the customer

service department. It provides the personal service that your customer appreciates and it

may obviate the need for a technician or serviceman to call. (s an alternative, both of you

can go together to handle customer complaints. Peep the following guidelines in mind

1. Gon>t procrastinate making the call.

7ften the problem is not as serious as it sounds. Some customers read the riot act when

they call about a complaint. ( delay in responding will only irritate your client more.

&. (dmit mistakes and apologi"e.

4ust because you made the sale does not mean you can become defensive about your

company, product or service. #ven the most reputable companies make mistakes and

have problems with their products. Fou may want to restate the customer>s complaint to

show that you are listening and have an understanding of the problem.

+. Show compassion for your customer.

16



$hether the complaint proves to be true or false, show your customer that you are

concerned and will investigate the problem immediately. 5elp the customer calm down

by saying, I can understand why you feel the way you do.

. (ctively listen to your customer>s complaint.

alking will make him feel less anxious about it. =et your customer vent his feelings

before you react to the situation. Be sympathetic and encourage the customer to blow

up. (fterward, he>ll feel betterD this means he>ll be in a better frame of mind.

3. Gon>t pass the buck to your company or someone else within it.

his may take the blame off you, but it undermines the integrity and organi"ation of the

company, and your customer will lose confidence in your firm.

1.&. )aintaining Customer Satisfaction

he philosophy behind maintaining your customers is simpleD now that you have them,

maintain them. $hen you consider the amount of time and money invested in them, you

cannot afford to lose them. his investment goes beyond your personal expenditures. It

also includes your firm>s advertising and marketing costs to reach that particular market

segment. Four customers, therefore, should be treated as if the life of your business

depended on them / which it doesE

1.&.3 13 $ays to Peep Four Customer Satisfied

1. Show them that you think of them.

Send them helpful newspaper clippings or articles, cartoons related to their business and

5ere>s an idea I thought you>d en!oy notes. Send your clients ChristmasHAew Fear>s

cards, birthday cards, and thank you notes.

1<



&. Grop by to show them new products and brochures and offer additional services.

(lways make an appointment before making your callE ?espect your clients> time as you

do your own.

+. 7ffer a sample gift to enhance the use of your product.

See how they are utili"ing your product or service and suggest other ways that they can

benefit from it. hey may not be reali"ing its full potential.

. 7ffer customer discounts on new products or services to encourage additional

business.

3. $hen new employees are hired, offer to train them free of charge in the use of your

product.

6. ?epay or compensate them for lost time or money caused by problems encountered

with your product.

If you pinch pennies, your customer may do the same.

<. Be personal.

?ecord details about your client>s life and enter these in your file. It>s so much nicer to

say to someone, 5ow is Bob rather than, 5ow>s your husband

@. ell the truth.

=ies have a way of coming back to haunt you.

. (ccept returns without batting an eyelash.

In the long run, they are much less expensive than finding a new customer.

10. Be ethical.

1@



Peep all your information about the account confidential.

11. Be certain that your company follows through on its commitment.

his includes delivery, installation, packaging, and so on.

1&. Show your appreciation for their referrals by reporting back to them on the outcome.

1+. If your company has a newsletter, obtain permission from your successful clients to

write about them in it.

Aaturally, you would send them a copy.

1. Peep track of their results with your product and meet periodically to review the

entire picture 8their business, industry, trends, competition, etc.9

13. Peep the lines of communication forever open.

(s in any relationship, you must be able to exchange grievances, ideas praises, losses,

and victories.

$hat all of this comes down to is that you should be willing to go the extra mile foryour accounts. hey extra effort you expend now will be repaid handsomely in the future.

he bottom line in maintaining your clients is service, service and more service. Be there

for your customers and they>ll want to stick with you. If you meet their needs, they>ll

think twice before switching to another company, even if they>ve voiced some serious

concerns. )ake new clients, but keep the old. 7ne is silver and the other gold. Gevelop

the gold you have and the silver may take care of itself.

1.&.6 Customer satisfaction measurement

1



In the final phase of the pro!ect, research findings will be used to build a model of

customer satisfaction management for each customer segment. Qltimately, 2IC will be

able to give its members an ob!ective measurement of the industry>s uality as perceived

by the customer. hat overall index will serve as a benchmark on the state of uality for

the 'HC industry. )embers will also be able to use this information to determine which

areas of product and service performance have the greatest impact on overall uality, and

will be able to target improvement efforts in an informed and efficient manner. -or the

first time, the industry as a whole will have addressed customer/perceived value, as other

sectors of the Q.S. economy have done.

Ooice of the system preliminary research results

Surveys and in/depth interviews with industry leaders revealed general agreement that

the market is in a tumultuous state, with pricing very soft for all but the most catastrophic

coverage. (s revenue thins, expense concerns rise. =eaders cite inefficiencies in

technology and product delivery both within and across firms. Coupled with this internal

change, customer demands and expectations for value and service continue to evolve.

he senior managers expressed genuine concern for customer/perceived uality and

value, as well as the need to better understand and measure it.

1.&.< Customer Satisfaction in < Steps

It>s a well/known fact that no business can exist without customers. In the business of

$ebsite design, it>s important to work closely with your customers to make sure the site

or system you create for them is as close to their reuirements as you can manage.

Because it>s critical that you form a close working relationship with your client, customer

service is of vital importance. $hat follows are a selection of tips that will make your

clients feel valued, wanted and loved.

1. #ncourage -ace/to/-ace Gealings

&0





you>re their friend and you>re there to help them out. here will be times when you want

to beat your clients over the head repeatedly with a blunt ob!ect / it happens to all of us.

It>s vital that you keep a clear head, respond to your clients> wishes as best you can, and at

all times remain polite and courteous.

. 5ave a Clearly Gefined Customer Service 'olicy

his may not be too important when you>re !ust starting out, but a clearly defined

customer service policy is going to save you a lot of time and effort in the long run. If a

customer has a problem, what should they do If the first option doesn>t work, then

what Should they contact different people for

billing and technical enuiries If they>re not satisfied with any aspect of your customer

service, whom should they tell

here>s nothing more annoying for a client than being passed from person to person, or

not knowing who to turn to. )aking sure they know exactly what to do at each stage of

their enuiry should be of utmost importance. So make sure your customer service policy

is present on your site // and anywhere else it may be useful.

3. (ttention to Getail 8also known as >he =ittle Aiceties>9

5ave you ever received a 5appy Birthday email or card from a company you were a

client of 5ave you ever had a personali"ed sign/up confirmation email for a service that

you could tell was typed from scratch hese little niceties can be time consuming and

aren>t always cost effective, but remember to do them.

#ven if it>s as small as sending a 5appy 5olidays email to all your customers, it>s

something. It shows you careD it shows there are real people on the other end of that

screen or telephoneD and most importantly, it makes the customer feel welcomed, wanted

and valued.

&&



6. (nticipate Four Client>s Aeeds R Mo 7ut 7f Four $ay to 5elp hem

7ut

Sometimes this is easier said than doneE 5owever, achieving this supreme level of

understanding with your clients will do wonders for your working relationship.

ake this as an example you>re working on the front/end for your client>s exciting new

ecommerce endeavor. Fou have all the images, originals and files backed up on your

desktop computer and the site is going really well. Guring a meeting with your client

heHshe happens to mention a hard/copy brochure their internal marketing people are

developing. (s if by magic, a couple of weeks later a CG/?7) arrives on their doorstep

complete with high/resolution versions of all the images you>ve used on the site. ( noteaccompanies it, which reads

5i, you mentioned a hard/copy brochure you were working on and I wanted to provide

you with large/scale copies of the graphics I>ve used on the site. 5opefully you>ll be able

to make use of some in your brochure.

Four client is heartily impressed, and remarks to his colleagues and friends how very

helpful and considerate his $eb designers are. )eanwhile, in your office, you lay back inyour chair drinking your <th cup of coffee that morning, safe in the knowledge this happy

customer will send several referrals your way.

<. 5onor Four 'romises

It>s possible this is the most important point in this article. he simple message when you

promise something, deliver. he most common example here is pro!ect delivery dates.

Co.*/o

Customer service, like any aspect of business, is a practiced art that takes time and

effort to master. (ll you need to do to achieve this is to stop and switch roles with the

&+



customer. $hat would you want from your business if you were the client 5ow would

you want to be treated reat your customers like your friends and they>ll always come

back.

Measuring customer satisfaction

7rgani"ations are increasingly interested in retaining existing customers while targeting

non/customersD measuring customer satisfaction provides an indication of how

successful the organi"ation is at providing products andHor services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation

of the state of satisfaction will vary from person to person and productHservice to

productHservice. he state of satisfaction depends on a number of both psychological and

physical variables which correlate with satisfaction behaviors such as return and

recommend rate. he level of satisfaction can also vary depending on other options the

customer may have and other products against which the customer can compare the

organi"ation>s products.

Because satisfaction is basically a psychological state, care should be taken in the effort

of uantitative measurement, although a large uantity of research in this area has

recently been developed. $ork done by Berry, Brodeur between 10 and 1@ defined

ten >2uality Oalues> which influence satisfaction behavior, further expanded by Berry in&00& and known as the ten domains of satisfaction. hese ten domains of satisfaction

include 2uality, Oalue, imeliness, #fficiency, #ase of (ccess, #nvironment, Inter/

departmental eamwork, -ront line Service Behaviors, Commitment to the Customer and

Innovation. hese factors are emphasi"ed for continuous improvement and organi"ational

change measurement and are most often utili"ed to develop the architecture for

satisfaction measurement as an integrated model. $ork done by 'arasuraman, *eithaml

and Berry between 1@3 and 1@@ provides the basis for the measurement of customer

satisfaction with a service by using the gap between the customer>s expectation of

performance and their perceived experience of performance. his provides the measurer

with a satisfaction gap which is ob!ective and uantitative in nature. $ork done by

Cronin and aylor propose the confirmationHdisconfirmation theory of combining the

gap described by 'arasuraman, *eithaml and Berry as two different measures

&



8perception and expectation of performance9 into a single measurement of performance

according to expectation. (ccording to Marbrand, customer satisfaction euals perception

of performance divided by expectation of performance.

he usual measures of customer satisfaction involve a survey with a set of statements

using a =ikert echniue or scale. he customer is asked to evaluate each statement and

in term of their perception and expectation of performance of the organi"ation being

measured.

Methodologies

he Qniversity of )ichigan>s (merican Customer Satisfaction Index 8(CSI9 is the

scientific standard of customer satisfaction. (cademic research has shown that the

national (CSI score is a strong predictor of Mross Gomestic 'roduct 8MG'9 growth, and

an even stronger predictor of 'ersonal Consumption #xpenditure 8'C#9 growth. 7n the

microeconomic level, research has shown that (CSI data predicts stock market

performance, both for market indices and for individually traded companies. Increasing

(CSI scores has been shown to predict loyalty, word/of/mouth recommendations, and

purchase behavior. he (CSI measures customer satisfaction annually for more than &00

companies in + industries and 10 economic sectors. In addition to uarterly reports, the

(CSI methodology can be applied to private sector companies and government agencies

in order to improve loyalty and purchase intent. wo companies have been licensed to

apply the methodology of the (CSI for both the private and public sector C-I Mroup,

Inc.applies the methodology of the (CSI offline, and -oresee ?esults applies the (CSI to

websites and other online initiatives.

he Aet 'romoter? score is a management tool that can be used to gauge the loyalty of a

firm>s customer relationships. It serves as an alternative to traditional customer

satisfaction research. Companies obtain their Aet 'romoter Score by asking customers a

single uestion 8usually, 5ow likely is it that you would recommend us to a friend or

colleague9. Based on their responses, customers can be categori"ed into one of three

groups 'romoters, 'assives, and Getractors. In the net promoter framework, 'romoters

are viewed as valuable assets that drive profitable growth because of their

repeatHincreased purchases, longevity and referrals, while Getractors are seen as liabilities

&3



that destroy profitable growth because of their complaints, reduced purchasesHdefection

and negative word/of/mouth. Companies calculate their Aet 'romoter Score by

subtracting their L Getractors from their L 'romoters.

he Pano model is a theory of product development and customer satisfaction developed

in the 1@0>s by 'rofessor Aoriaki Pano that classifies customer preferences into five

categories (ttractive, 7ne/Gimensional, )ust/Be, Indifferent, ?everse. he Pano model

offers some insight into the product attributes which are perceived to be important to

customers. Pano also produced a methodology for mapping consumer responses to

uestionnaires onto his model.

S#?O2Q(= or ?(#? is a service/uality framework that has been incorporated into

customer/satisfaction surveys 8e.g., the revised Aorwegian Customer Satisfaction

Barometer9 to indicate the gap between customer expectations and experience.

4.G. 'ower and (ssociates is another measure of customer satisfaction, known for its top/

box approach and automotive industry rankings. 4.G. 'ower and (ssociates> marketing

research consists primarily of consumer surveys and is publicly known for the value of its

product awards.

7ther research and consulting firms have customer satisfaction solutions as well. hese

include (.. Pearney>s Customer Satisfaction (udit process, which incorporates the

Stages of #xcellence framework and which helps define a company%s status against eight

critically identified dimensions.

C*o,e7 Sa/*8a/o a C7//a. Co,oe o8 P7o8/a>/./9

#xceptional customer service results in greater customer retention, which in turn results

in higher profitability. Customer loyalty is a ma!or contributor to sustainable profit

growth. o achieve success, you must make superior service second nature of your

organi"ation. ( seamless integration of all components in the service/profit chain N

employee satisfaction, value creation, customer satisfaction, customer loyalty, and profit

and growth N links all the critical dynamics of top customer service.

&6



Sadly, mature companies often forget or forsake the thing that made them successful in

the first place a customer/centric business model.

hey lose focus on the customer and start focusing on the bottom line and uarterly

results. hey look for ways to cut costs or increase revenues, often at the expense of the

customer.

hey forget that satisfying customer needs and continuous value innovation is the only

path to sustainable growth. his creates opportunities for new, smaller companies to

emulate and improve upon what made their bigger competitors successful in the first

place and steal their customers.

C*o,e7 Eea/o*

Customer is defined as anyone who receives that which is produced by the individual or

organi"ation that has value. Customer expectations are continuously increasing. Brand

loyalty is a thing of the past. Customers seek out products and producers that are best

able to satisfy their reuirements. ( product does not need to be rated highest by

customers on all dimensions, only on those they think are important.

=a/0e "/:*e

• Customer/driven strategy for improvement N any management activity should

eventually lead to increased customer satisfaction... )ore

Cao P7o:/o S9*e, @C'S9

he Canon 'roduction System 8C'S9 is about1. #nvironmentally/conscious manufacturing and logistics

&. 2uality/oriented methods

+. =ower costs

. Shorter deadlines

3. (ll aim for maximum customer satisfaction.

&<



C*o,e7* 8o7 L/8e

By Brian racy

he purpose of a business is to create and keep a customer. If a business successfully

creates and keeps customers in a cost/effective way, it will make a profit while

continuing to survive and thrive. If, for any reason, a business fails to attract or sustain a

sufficient number of customers, it will experience losses. oo many losses will lead to the

demise of the enterprise.

(ccording to Gun and Bradstreet, the single, most important reason for the failure of businesses in (merica is lack of sales. (nd, of course, this refers to resale%s as well as

initial sales. So your company%s !ob is to create and keep a customer, and your !ob is

exactly the same. ?emember, no matter what your official title is, you are a salesperson

for yourself and your company...

C*o,e7 Sa/*8a/o I..*/o a: T7a

oday, it would be difficult to find a company that doesn>t proudly claim to be acustomer/oriented, customer/focused, or even/customer driven enterprise. But look closer

at how these companies put their assertions into practice, and often you discover an array

of notions and assumptions that range from superficial and incomplete to misguided.+

Some examples of customer satisfaction illusion include

• believing that by conducting market surveys and focus groups you know all there

is to know about your customers

• believing that investing in awareness programs for employees and putting

customers> pictures on the cover of your annual report is enough to achieve customer

satisfaction

• believing that the !ob of C#7 is done by giving his or her direct phone number to

some valued customers

&@



(ll these approaches are well intentioned, but all of them offer, at best, partial solutions

to their customer satisfaction, and all, as a result, fall short.+

here is nothing wrong with the notion of customer satisfaction per se. he problem

comes with its pursuit, which if fraught with peril. )ost plans to improve customer

satisfaction stand on two shaky N and dangerous N assumptions. $hat they create is an

illusion N the customer satisfaction trap. oo often, measurements of customer

satisfaction are misleading N they tell you very little about where you are, and they can>t

show you where to go.

P7oe**-,aage: Ee77/*e

( process/managed enterprise supports, empowers and energi"es employees, encourages

their initiative, enables and allows its people to perform process work. 'rocess work is

work that is focused on the customer, work that is directed toward achieving results

rather than being an end in itself, work that follows a disciplined and repeatable design.

'rocess work is work that delivers the high/level of performance that customers now

demand.6... )ore

Bee8/* o8 B*/e** P7oe** "aage,e

he payoffs of process mastery can be breathtaking. Costs melt away, uality goes

through the roof, and time spans shrink to a fraction of what they were. In 1 5ammer

and Company6 surveyed do"ens of companies that had adopted the process approach to

work and business.

• In order fulfilment, cycle times had typically decreased by 60L to 0L

• 'erfect orders 8those delivered on time, with no mistakes9 had increased by

&3L

hese improvements in process performance paid off in the critical enterprise currencies

of customer satisfaction, customer retention, and corporate profits...

C*o,e7 Sa/*8a/o /* Pa7a,o

Customer Satisfaction

5ow important are your customers to you

&



I have had a couple of my readers on my Give site email me saying how they had

contacted a particular Give shop that I recommended, only to get a blunt negative

response.

Fou see they rang the shop to get more information # mailed to them as they were too

busy to get in for themselves. 7ne of these gentlemen was going to spend in excess of

+000.00 and to get the response that he did was very off putting, not to mention making

me ending up looking a bit stupid for the ?ecommendation.

his annoys me no end as I hear how tight and how hard some shops have had it over the

winter period only to be treated like this really makes me start to wonder. 5ere are a few

uestions that I would like to put forward to the Give Shops of Aew *ealand.

5ow important are your customers to you

$ould you not do your best to provide info that could lead to a repeat customer

5ow many shops would not email information to a potential customer

(re your customers only important to you when you are not busy

Go you think summers coming so no worries now

$hy complain about how slow things are then not trying to do your best to please a

customer

'lease send me your opinions as I will eagerly await your replies.

$hen I am asked for advice on what Give Shops are best to deal with I look at all the

shops in the local area and recommend the closest to the customer that I know will

provide a good service. aking this very negative feedback I have had it will be

interesting to see this shops response.

Give 'lanet aims to build a one on one relationship not only with business owners but

also the potential customers that freuent these services. I spend on average 1@ hours a

day on the computer and Internet 6 days a week with -our hours a day responding to my

visitors. his is not a way of earning money as I am doing my best to promote my

country to the world.

)y firm belief is to build solid relationships, friendships and trust. 7nce you have these

key factors in place and maintain a good rapport both with customers and businesses, will

you be able to make small profits along the way.

+0



.L of the Give Shops and Charter operators in A* I am sure will do their best to

look after customers or potential customers within reason. But the above in my personal

opinion is atrocious. 5opefully this would have been a miscommunication on both

parties.

CHAPTER-3

INDUSTRY PROFILE % CO"PANY PROFILE

INDUSTRY PROFILE

I7o:/o

he Indian elecommunications network with 36&.&1 million connections is the fifth

largest in the world and the second largest among the emerging economies of (sia.

oday, it is the fastest growing market in the world and represents uniue opportunities

for Q.S. companies in the stagnant global scenario. he total subscriber base, which has

grown by 0L in &003, is expected to reach @+ million in &01&. (ccording to

Broadband 'olicy &00, Movernment of India aims at million broadband connections

and 1@ million internet connections by &011. he wireless subscriber base has !umped

from ++.6 million in &00 to 3&3.13 million in &011. Conseuently, wireless now

accounts for 0L of the total telephone subscriber base, as compared to only 0L in

&00+. $ireless subscriber growth is expected to bypass & million new subscribers per

month by &01&. he wireless technologies currently in use are Mlobal System for )obile

Communications 8MS)9 and Code Givision )ultiple (ccess 8CG)(9. here are

primarily MS) and 3CG)( operators providing mobile services in 1 telecom circles

and metro cities, covering &000 towns across the country.

+1



E?o./o o8 4e /:*79-I,o7a "/.e*oe*

5istory of Indian elecommunications

Fear

1@31 -irst operational land lines were laid by the government near Calcutta

8seat of British power9

1@@1 elephone service introduced in India1@@+ )erger with the postal system

1&+ -ormation of Indian ?adio elegraph Company 8I?9

1+& )erger of #C and I? into the Indian ?adio and Cable Communication

Company 8I?CC9

1< Aationali"ation of all foreign telecommunication companies to form the

'osts, elephone and elegraph 8'9, a monopoly run by the

Movernment%s )inistry of Communications

1@3 Gepartment of elecommunications 8G79 established, an exclusive

'rovider of domestic and long/distance service that would be its own

regulator 8separate from the postal system9

1< elecom ?egulatory (uthority of India created.

1 Cellular Services are launched in India. Aew Aational elecom 'olicy is

adopted.

&000 Go becomes a corporation, BSA=

&00& (nother ma!or step was to set up the Qniversal Service 7bligation -und

with effect from (pril 1, &00&

&00+ Qnified access license regime was introduced in Aovember%&00+

&011 Introduction of +M.

+&



"ao7 P.a9e7*

here are three types of players in telecom services

T /State owned companies 8BSA= and )A=9T /'rivate Indian owned companies 8Idea Cellular ,?eliance and ata eleservices .9

T /-oreign invested companies 8Oodafone, Bharti ele/Oentures,

#scotel, B'= )obile, Spice Communications9

Te.e4o9 S>*7/>e7* @W/7e.e** a: La:./e 36&.&1 million 8Gec &0119

Ce..4oe* 3&3.13 million 8Gec &0119

La: L/e* +<.06 million 8Gec &0119

B7oa: Ba: S>*7//o <.@+ million 8Gec &0119

"o4.9 Ce.. 4oe A:://o 1.&0 million 8Gec &0119

Te.e:e*/9 <.@L 8Gec &0119

P7oee: e.e:e*/9 @+ million, 6.6L of population by &01&.

W/7e.e** e.e4oe*

he )obile telecommunications system in India is the second largest in the world and it

was thrown open to private players in the 10s. he country is divided into multiple

"ones, called circles 8roughly along state boundaries9. Movernment and several private

players run local and long distance telephone services. Competition has caused prices to

drop and calls across India are one of the cheapest in the world. he rates are supposed to

go down further with new measures to be taken by the Information )inistry. he mobile

service has seen phenomenal growth since &000. In September &00, the numbers of

mobile phone connections has crossed fixed/line connections. India primarily follows the

MS) mobile system, in the 00 )5" band. ?ecent operators also operate in the

1@00 )5" band. he dominant players are (irtel, ?eliance Infocomm, Oodafone, Idea

cellular and BSA=H)A=. here are many smaller players, with operations in only a few

states. International roaming agreements exist between most operators and many foreign

carriers.

++

http://en.wikipedia.org/wiki/GSM

http://en.wikipedia.org/wiki/Airtel

http://en.wikipedia.org/wiki/Reliance_Infocomm

http://en.wikipedia.org/wiki/Vodafone

http://en.wikipedia.org/wiki/Idea_cellular


http://en.wikipedia.org/wiki/BSNL

http://en.wikipedia.org/wiki/MTNL

http://en.wikipedia.org/wiki/Roaming

http://en.wikipedia.org/wiki/GSM

http://en.wikipedia.org/wiki/Airtel


http://en.wikipedia.org/wiki/Vodafone





http://en.wikipedia.org/wiki/Roaming



he breakup of wireless subscriber base in India as of Gecember &01+ is given below

7perator Subscriber base

Bharti (irtel 11@,@6,0+1

?eliance Communications +,<3,61+

Oodafone #ssar 1,01,3

BSA= 6&,@61,&1

Idea Cellular 3<,611,@<&

ata eleservices 3<,+&,

(ircel +1,0&+,<

)A= ,@<3,1+

)S India +,0&,<1

=oop )obile India &,6,<+0

Qninor 1,&0@,1+0

5-C= Infotel +1,@6&

Stel 11,11

(ll India 3&3,1<,&&

he list of ten states 8including the metros )umbai, Polkata and Chennai in their

respective states9 with largest subscriber base as of april &01+ is given below

State Subscriber base $ireless density>

)aharashtra 3@,<@, 31.6

Qttar 'radesh 3<,0++,31+ &6.+&

amil Aadu 3,,60 6+.66

(ndhra 'radesh +<,1&6,0@ &.3@

$est Bengal +&,30,0 +.&@

Parnataka &@,@6<,<+ 6.<6

?a!asthan &<,<&,+3 +.0

Mu!arat &<,<3,3@3 3.

Bihar &<,+,@6 &3.0

)adhya 'radesh &,&+,<+ ++.0

(ll India <1,<&6,&03 +<.<1

+

http://en.wikipedia.org/wiki/Bharti_Airtel

http://en.wikipedia.org/wiki/Reliance_Communications

http://en.wikipedia.org/wiki/Vodafone_Essar


http://en.wikipedia.org/wiki/Idea_Cellular

http://en.wikipedia.org/wiki/Tata_Teleservices

http://en.wikipedia.org/wiki/Aircel


http://en.wikipedia.org/wiki/MTS_India

http://en.wikipedia.org/wiki/Loop_Mobile_India

http://en.wikipedia.org/wiki/Uninor

http://en.wikipedia.org/w/index.php?title=HFCL_Infotel&action=edit&redlink=1

http://en.wikipedia.org/wiki/Stel

http://en.wikipedia.org/wiki/Maharashtra

http://en.wikipedia.org/wiki/Uttar_Pradesh

http://en.wikipedia.org/wiki/Tamil_Nadu

http://en.wikipedia.org/wiki/Andhra_Pradesh

http://en.wikipedia.org/wiki/West_Bengal

http://en.wikipedia.org/wiki/Karnataka

http://en.wikipedia.org/wiki/Rajasthan

http://en.wikipedia.org/wiki/Gujarat

http://en.wikipedia.org/wiki/Bihar

http://en.wikipedia.org/wiki/Madhya_Pradesh

http://en.wikipedia.org/wiki/Communications_in_India





http://en.wikipedia.org/wiki/Vodafone_Essar


http://en.wikipedia.org/wiki/Idea_Cellular


http://en.wikipedia.org/wiki/Aircel


http://en.wikipedia.org/wiki/MTS_India

http://en.wikipedia.org/wiki/Loop_Mobile_India

http://en.wikipedia.org/wiki/Uninor


http://en.wikipedia.org/wiki/Stel







http://en.wikipedia.org/wiki/Rajasthan

http://en.wikipedia.org/wiki/Gujarat

http://en.wikipedia.org/wiki/Bihar

http://en.wikipedia.org/wiki/Madhya_Pradesh



$ireless density was calculated using pro!ected population of states from the natural

growth rates of &001/&011 and population of &011 census.

La:./e*

=andline service in India is primarily run by BSA=H)A= and ?eliance Infocomm

though there are several other private players too, such as ouchtel and ata

eleservices. =andlines are facing stiff competition from mobile telephones. he

competition has forced the landline services to become more efficient. he landline

network uality has improved and landline connections are now usually available on

demand, even in high density urban areas. he breakup of wire line subscriber base in

India as of September &011 is given below

7perator Subscriber base

BSA= &@,6,6

)A= +,31,3

Bharti (irtel &,&@,&3

?eliance Communications 1,13&,&+<

ata eleservices 1,00+,&61

5-C= Infotel 163,<@

eleservices =td 3,1@1

(ll India +<,+06,++

he list of eight states 8including the metros )umbai, Polkata and Chennai in their

respective states9 with largest subscriber base as of September &011 is given below.

State Subscriber base

)aharashtra 3,6,1&

amil Aadu +,6&0,<&

Perala +,3+,&11

Qttar 'radesh &,@0+,0

Parnataka &,<31,&6

Gelhi &,6+&,&&3

$est Bengal &,0,&3+

+3




http://en.wikipedia.org/wiki/Touchtel









http://en.wikipedia.org/w/index.php?title=Teleservices_Ltd&action=edit&redlink=1



http://en.wikipedia.org/wiki/Kerala



http://en.wikipedia.org/wiki/Delhi







http://en.wikipedia.org/wiki/Touchtel









http://en.wikipedia.org/w/index.php?title=Teleservices_Ltd&action=edit&redlink=1



http://en.wikipedia.org/wiki/Kerala



http://en.wikipedia.org/wiki/Delhi




(ndhra 'radesh &,<<,<33

I:ea N (n Idea can change your life.

T9e N subsidiary of (dithya Birla group

Fo:e: N 13

Hea:a7e7* N )umbai, )aharashtra, India.

I:*79 N elecommunication

+6





*

P7o:* N Sim Cards, Gata card, mobiles.

We>*/e N httpHHwww.ideacellular.com

BOARD OF DIRECTORS

)r.Pumar )angala Birla8Chairman9

Smt.?a!ashree Birla

)r.San!eev (ga8)anaging Girector9

)r.(run hiagara!an

)s.ar!ani Oakil

)r.)ohan Myani

)r.Mian'rakash Mupta

)r.?.C.Bhargava

)r.'.)urari

)r.Biswa!it (.SubramanianGr.?akesh 4ain

)r. 4uan Oillalonga Aavarro

Gr. 5ansa $i!ayasuriya8(lternate to )r.4uan Oillalonga Aavarro9

+<

http://www.ideacellular.com/




"aage,e Tea,

Co7o7ae Lea:e7*4/ Tea,

)r.San!eeva(ga, )anaging Girector

)r.(kshaya )oondra, Chief -inancial 7fficer )r.(nil P.andan, Chief echnalogy 7fficer

)r.'rakash P.'aran!ape, Chief Information 7fficer

)r.'radeep Shrivastava, Chief )arketing 7fficer

)r.Aavanit Aarayan,Chief Service Gelivery 7fficer

)r.Oinay P.?a"dan, Chief 5uman?esource 7fficer

)r.?a!at P.)ukar!i, Chief Corporate (ffairs 7fficer

)r.?a!esh P.Srivastava, Chief )aterialsR 'rocurement 7fficer

)r.(mbrish 4ain, Girector/7perations

)r. 5imanshu Papania, Girector N 7perations

C/7.e Hea:*

)r. Iyer Subbaraman S., Chief 7perating 7fficer, (ndhra 'radesh

)r. ?a!endra Chourasia, Chief 7perating 7fficer, )adhya 'radesh R Chattisgarh

)r. Oirad Paul, Chief 7perating 7fficer, Qttar 'radesh 8$est9, Gelhi R 5aryana

)r. . M. B. ?amakrishna, Chief 7perating 7fficer, Perala

)r. Sashi Shankar, Chief 7perating 7fficer, )umbai

)r. '.=akshminarayana, Chief 7perating 7fficer, )aharashtra R Moa

)r. Aao"er -iro"e (ibara, Chief 7perating 7fficer, Qttar 'radesh 8#ast9

)r. Sunil Pataria, Senior Oice 'resident / 7perations, ?a!asthan

)r. (rul Bright, Senior Oice 'resident / 7perations, Mu!arat

)r. ). G. 'rasad, Senior Oice 'resident / 7perations, Bihar

)r. ). Srinivas, Senior Oice 'resident / 7perations, amil Aadu R Chennai

)r. Siva Manapathi, Chief 7perating 7fficer, Parnataka

)r. (nish ?oy, Chief 7perating 7fficer, 'un!ab, 4RP and 5imachal 'radesh

+@



)r. Oi!ay Mrover, Chief 7perating 7fficer, #ast 8Polkata, ?est of $est Bengal, 7rissa R

A#S(9

"AJOR "ILE STONES

1$$5

Incorporated as Birla Communications =imited

7btained licenses for providing MS)/based services in the Mu!arat and )aharashtraCircles following the original MS) license bidding process.

1$$6

Changed name to Birla (R Communications =imited following !oint venture

between Mrasim Industries and (R Corporation

1$$!

Commenced operations in the Mu!arat and )aharashtra Circles

1$$$)igrated to revenues share license fee regime under Aew elecommunications 'olicy

8A'9

2&&&

)erged with ata Cellular =imited, thereby acuiring original license for the (ndhra

'radesh Circle

2&&1

(cuired ?'M Cellular =imited and conseuently the license for the )adhya 'radesh8including Chattisgarh9 Circle

Changed name to Birla ata (R =imited

7btained license for providing MS)/based services in the Gelhi Circle following the

fourth operator MS) license bidding process

2&&2

+



Changed name to Idea Cellular =imited and launched Idea brand name

Commenced commercial operations in Gelhi Circle

?eached the one million subscriber mark

2&&3

?eached the two million subscriber mark

2&&

Completed debt restructuring for the then existing debt facilities and additional funding

for the Gelhi Circle.

(cuired #scotel )obile Communications =imited 8subseuently renamed as Idea

)obile Communications =imited9

?eached the four million subscriber mark

-irst operator in India to commercially launch #GM# services &003

2&&5

Subscriber base as on Gecember +1, &003 6,<+,6&

?eached the five million subscriber mark

urned 'rofit 'ositive

$on an (ward for the Bill -lash service at MS) (ssociation (wards in Barcelona,

Spain

Sponsored the International Indian -ilm (cademy (wards

2&&!

Subscriber base as on Gecember +1, &00< 1&,&,30

Became part of the (ditya Birla Mroup subseuent to the (( Mroup transferring its

entire shareholding in the Company to the (ditya Birla Mroup

(cuired #scorts elecommunications =imited 8subseuently renamed as Idea

elecommunications =imited9

?estructuring of debt

0



=aunch of the Aew Circles

?eached the 10 million subscriber mark

?eceived =etter of Intent from the Go for a new Q(S =icense for the )umbai Circle

?eceived =etter of Intent from the Go for a new Q(S =icense for the Bihar Circle

through (ditya Birla elecom =imited. (BA=, the parent of (ditya Birla elecom

=imited, pursuant to a letter dated Aovember &&, &00<, agreed to transfer its entire

shareholding in (ditya Birla elecom =imited to the Company for the consideration of

?s. 100 million.

2&&$

Subscriber base as on Gecember +1, &00 &1,03,0&<

$on an award for the C(?# service in the Best Billing or Customer Care Solution

at the MS) (ssociation (wards in Barcelona, Spain

Initial 'ublic 7ffering aggregating to ?s.&@,1@< million and =isting of #uity Shares on

the Bombay Stock #xchange and the Aational Stock #xchange

)erger of seven subsidiaries with Idea Cellular =imited

?eached the twenty million subscriber mark

2&1&

Subscriber base as on Gecember +1, &010 0,016,13+

Idea acuired licences for 'un!ab, Parnataka, amil Aadu R Chennai, $est Bengal,

7rissa, Polkata, (ssam, Aorth #ast and 4ammu R Pashmir

(cuired Spice Communications with the operating circles of 'un!ab and Parnataka

=aunched services in )umbai metro in the largest single metro city launch, ever

=aunched services in Bihar

2&11

Subscriber base as on Gecember +1, &011 3<,611,@<&

Idea becomes a pan/India operator

1



#merging Company of the Fear / fastest growing mobile operator in the world%s fastest

growing telecom market

CHAPTER-

DATA ANALYSIS % INTERPRETATION

1< DISTRIBUTOR SCHE"ES

D/*7/>o7 S4e,e* No< o8 *o,e7* G

Ye* 62 62

No 3# 3#

Toa.

&



Distributor Schemes

62%

38% Yes

No

-rom the above table we can observe that among 100 customers, 6& were

Satisfied with the schemes provided by the distributor and +@ were Aot satisfied.

2< RECHAR'E SCHE"ES+

Re4a7ge S4e,e* No< o8 *o,e7* G

'oo: 22 22

A?e7age 5 5

Nee: o I,7o?e 2 2

+



Recharge Schemes

22%

54%

24%

Good

Average

Need toImrove

-rom the above table we can observe that among 100 customers, && were

Satisfied with the ?echarge Schemes and there is need to improve in this area.

3< BEST CO"PETITOR FOR IDEA+

Co,e/o7 8o7 I:ea No< o8 *o,e7* G

A/7e. 3$ 3$

Vo:a8oe 26 26

Doo,o 21 21

Re./ae 1 1



!ometitor

3"%

2#%

26%

#4%

Airte$

oda&o'e

Docomo

Re$ia'ce

-rom the (bove table, we came to say that (irtel is the best competitor for idea followed by

Oodafone, Gocomo and ?eliance.

< AWARENESS OF SCE"ES UPDATES+

Aa7ee** o8

S4e,e* U:ae*

No< o8 C*o,e7* G

Ye* @ @No 3& 3&

3



A(are'ess o& Schemes udates

48%52%

Yes

No

-rom the (bove table, we can say that it has a mixed reaction with almost eual number of yes

and no.

5< HI'HEST RECHAR'E PER DAY+

H/g4e* Re4a7ge

Pe7 Da9

No< o8 *o,e7* G

5&& 21 21

5&& 6! 6!

1&&& 12 12

6



)ighest Recharge

#5%

2*%

65%

+5**

,5**

,#***

-rom the above table, we can observe that our customers has greater that 300 has there highest

recharge per day.

6< RECHAR'ES FLE(IBLE TO YOU+

Re4a7ge* 8.e/>.e o 9o No< o8 C*o,e7* G

Ye* !2 !2

No 2# 2#

<



Recharge -$e.ib$e

/2%

28%

Yes

No

-rom the above data, we can conclude that <&L of customers are satisfied with the flexibility of

recharge and &@L of customers are not satisfied with it.

!< "AR'IN CO"PARITIVE WITH OTHERS

"a7g/ Co,a7a/?e /4 o4e7*No< o8 C*o,e7* G

Ye* 6 6

No 36 36

@



0argi' !omaritive

64%

36%

Yes

No

-rom the (bove data, it reveals that 6L of customers are satisfied with the margin comparative

with others and +6L of the customers are expecting more margins. )a!ority of the people i.e. 6L

are satisfied with the margin.

#< DISTRIBUTOR "EETS+

D/*7/>o7 "ee* No< o8 C*o,e7* G

Da/.9 & &

Wee;.9 1# 1#

"o4.9 #2 #2





Advertiseme't Strateg1

2#%

43%

36% Good

Average

Need toImrove

-rom the above collected data, we can say that the maximum of the customers were not satisfied

with the advertisement strategy.

1&< DEACTIVATION PROBLE"S+

Dea/?a/o P7o>.e,* No< o8 C*o,e7* G

Ye* 5$ 5$

No 1 1

31



Deactivatio' rob$ems

5"%

4#% Yes

No

-rom the above information, we can say that the 3L of our customers faced the deactivation

problems even after submitting the document and 1L of our customers didn%t face any problems.

11< HI'HEST ACTIVATION THIS "ONTH+

H/g4e* A/?a/o No< o8 *o,e7* G

A/7e. 2 2

I:ea 2! 2!

Vo:a8oe 15 15

Doo,o 3 3

3&



)ighest Activatio' &or this 0o'th

24%

2/%#5%

34% Airte$

Idea

oda&o'e

Docomo

-rom the above collected data, we can say that the +L of our customers have Gocomo has the

highest activation this month, followed by Idea with &<L, (irtel with &L and Oodafone with

13L.

12< HI'HEST REVENUE SALE THIS "ONTH+

H/g4e* Re?ee No< o8 *o,e7* G

A/7e. 3& 3&

I:ea 26 26

Vo:a8oe 2& 2&

Doo,o 2 2

3+



)ighest Reve'ue

3*%

26%

2*%

24%

Airte$

Idea

oda&o'e

Docomo

-rom the above collected data, we can say that the +0L of our customers have (irtel has the

highest revenue this month, followed by Idea with &6L, Gocomo with &L and Oodafone with&0L.

CHAPTER-5

FINDIN'S

F7o, 4e 7e*o*e* o8 1&& *o,e7* 4e 8/:/g* a >e ./*e: a*+

19 (s per findings, )a!ority of the ?espondents were satisfied with the schemes provided by distributor.

&9 (s per findings, )a!ority of the ?espondents were not satisfied with the recharge

schemes.

3



+9 (s per findings, )a!ority of the ?espondents feels that (irtel is the best competitor for

Idea. Some of them feel that Gocomo is the best competitor.

9 (s per findings, we can say that it has a mixed reaction. Some of the ?espondents are

aware of the updates of schemes and some are not aware of them.

39 (s per findings, )a!ority of our ?espondents have above 300 has highest recharge per

day.

69 (s per findings, )a!ority of the ?espondents were satisfied with the flexibility of

recharges.

<9 (s per findings, )a!ority of the ?espondents are satisfied with the margin

provided by Idea. Some of the ?espondents are expecting more margins from us.

@9 (s per findings, we can say that our distributor meets them monthly.

9 (s per findings, )a!ority of the ?espondents are satisfied with our advertisement

strategy. Some of the ?espondents are not satisfied with our advertisement strategy.

109 (s per findings, )a!ority of the ?espondents are facing deactivation problems even

after submitting the documents.

119 (s per findings, we can say that Gocomo has the highest activation that month

and Idea comes second.

1&9 (s per findings, we can say that our ?espondent has highest revenue with

Gocomo that month and Idea comes second.

33



RECO""ENDATIONS

(n attempt has been made to suggest to the Idea Cellular ltd a few measures. hese

suggestions have been made within the preview of the data available.

19 Innovative recharge schemes must be introduced to attract the customers.

&9 he company must reach out to the customers to give them updates about the new

schemes.

+9 Innovative efforts must be launched to improve the advertisement strategy.

36



9 Gocuments have to be cleared regularly from the retailers and must give prior

notice to the retailers about the documents which are accepted by company.

39 Innovative packaging can give a company an advantage over

Competitors.

69 (dditional benefits must be given to customers to improve the activations.

)UESTIONNAIRE

8he information furnished by the respondent is strictly for (cademic year purpose only9

Dea7 Re*o:e:, as a part of research, a survey is taken up to study the C*o,e7

Sa/*8a/o towards the Idea cellular ltd. kindly provide the following information.

Aame =ocation

(ge Mender )H-

219 Is our Gistributor providing enough services FesHAo

2&9 5ow is our recharge schemes

(9 Mood

3<



B9 (verage

C9 Aeed to Improve

2+9 Since how long you have been using idea cellular ltd

a9 Below 1 year

b9 Below & years

c9 Below + years

d9 (bove + years

29 (re you aware of our schemes updates FesHAo

239 what is your highest recharge per month

(9 U300

B9 V300

C9 V1000

269 Is our recharges flexible to you FesHAo

2<9 5ow many times you visit distributor point

(9 Gaily

b9 $eekly

C9 )onthly

2@9 5ow is our advertisement strategy

(9 Mood

B9 (verage

C9 Aeed o Improve

29 Go you have any deactivation problem after submitting the documents

FesHAo

2109 (re you satisfying with idea cellular ltd. 'roducts

a9 5ighly satisfied

3@



b9 Satisfied

c9 )oderate

d9 Gissatisfied

2119 are you facing any network problems

a9 Fes

b9 Ao

21&9 are you satisfy with the customer care service

a9 5ighly satisfied

b9 Satisfied

c9 )oderate

d9 Gissatisfied

21+9 why you are using idea cellular ltd.

a9 -or network

b9 -or brand image

c9 -or offers

d9 -or others

219 Go you have any suggestions

T4a; 9o

BIBLIO'RAPHY

Te Boo;*

'hilips Potler

)arketing )anagement by ?a!anSaxsena

)arketing )anagement by ?amaswamy and Aamakumari

3



We>*/e*+

www.ideacellular.com

httpHHwww.tradechakra.comHindian/economyHindustriesHtelecom.html

httpHHwww.iimcal.ac.inHcommunityHconsclubHreportsHtelecom.pdf


http://www.tradechakra.com/indian-economy/industries/telecom.html

http://www.iimcal.ac.in/community/consclub/reports/telecom.pdf


http://www.tradechakra.com/indian-economy/industries/telecom.html

http://www.iimcal.ac.in/community/consclub/reports/telecom.pdf

Documents

Customer Satisfaction- In Idea Celluar Ltd Satya