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Executive Summary
This report consists of three chapters. In first chapter I talked about all the telecom
companies in Pakistan. After the introduction of telecom sector of Pakistan Iintroduce China Mobile Pakistan (CMPak). And also a little bit introduction of ZON.
Than I talk about mission and !ision of ZON. Its core !alues are also a part of this
chapter. I also mention the competitors "hich are competin# "ith ZON. And after
that I talked about mission of the customer ser!ice centers and a brief introduction of
Customer $er!ice Center of $ahi"al. I also talked about the products and ser!ices of
ZON that ZON offer to its customers and e%plain the packa#es and other special
and e%citin# offers of ZON in this chapter. In second chapter of this report
or#ani&ational structure and the structure of C$C $ahi"al is sho"n I also do $'OT
analsis of Customer $er!ice Center of $ahi"al in this chapter. Marketin# strate# of
ZON and competiti!e strate# of ZON also included in this chapter. usiness
processes are also included in this chapter. I also briefl discuses about ZON
intranet* +no"led#e base sstem* complaint mana#ement sstem* C,M sstem and
business process mana#ement. In the last chapter of the report I ha!e "ritten all m
"orkin# "hich I had done durin# m internship. Also "rite do"n about task "hich
"as assi#ned to me. I also discussed about accomplishments* ne" kno"led#e "hich
I had ac-uired durin# m internship. Problems "hich "ere encountered in doin#
"ork and ho" this e%perience impact m career I also discussed in this chapter.
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Table of Contents
/%ecuti!e $ummar.......................................................................................................i
0ist of 1i#ure 2222..222222222222....................................................!
0ist of Tables................................................................................................................!i
CHAPTER NO. 1 INTRO!CTION............................................................................. 3
4.4 Telecom $ector of Pakistan................................................................................3
4.5 About China Mobile Pakistan (CMPak) ..............................................................3
4.6 About ZON .......................................................................................................7
4.8 Compan9s :ision ..............................................................................................7
4.; Mission $tatement .............................................................................................nlimited 0ree -um#er..................................................................... 4ust in time offer* because
it is #i!in# "hat common customers ma "ant in these time.The inno!ati!e i>li campai#n #i!es all ne" ZON prepaid customers a chance for
automatic dail luck dra" entries to "in hundreds of P$* #enerators* rechar#eable
fans and rechar#eable li#hts e!er da.
1.,.3.21 -/0 one on 8ai ffer
No" >ust keep our phone on and "in man pri&es like free $M$* 1ree minutes (onH
net)* car and man more.
1.,.3.2 -/0 amily Pac
No" "ith ZON 1amil Pack* subscribers can call to their three famil numbers
"ithout bein# "orrin# about the time limit or additional char#es. Thou#h* free calls
are not for all ZON numbers but to a #roup of three* that could be our famil or
friends.
1.,.3.21 Voice Bun!le
ZON has introduced :oice bundles. No" ou can a!ail more minutes in less cost.
1.,.3.22 Bara $ec*ar#e
ZON has launched ara ,echar#e a special campai#n to re"ard subscribers each
time the rechar#e their balance. ZON9s ara ,echar#e is the perfect solution for
prepaid subscribers "ho "ill recei!e instant and #uaranteed free airtime in
proportion to the loaded amount* e!er time the rechar#e their balance.
1.,.3.23 Bloc ?n+ante! Calls an! S)S
ZON offers another e%citin# ser!ice* no" ou can block not onl calls but also $M$
as "ell. $o* there is complete libert from an ambitious numbers.
1.,.3.24 )o&ile /um&er Porta&ility 5)/P
'ith this ne" offer from ZON* ou and all of our famil members and friends on
other mobile net"orks can port into ZON. The "ill all be able to keep their e%istin#
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numbers and code and s"itch to ZON net"ork and can en>o ZON9s e%citin#
ser!ices.
1.,.3.2% )o&ile )usic C*annel
1or the first time in Pakistan ZON introduce $M$H search of son#. No" ou can
search son# of our choice.
1.,.3.26 ?nlimite! ree /um&er
ZON offer unlimited ZON free numbers to the subscribers of ZON 1,//
packa#e. No" call on a specific number unlimitedl.
1.,.3.29 -/0 =eely "nfotainment
ZON has launched a 'eekl Infotainment bundle. ou can no" obtain three
different infotainment ser!ices at the same time on a "eekl basis.
1.,.3.2( Stu!ent Entrepreneur Pro#ram 5SEP
1or the first time in Pakistan ZON has established a concrete earnin# opportunit
for students. If ou are currentl enrolled in a uni!ersit pro#ram and ou "ant to
earn a decent pocket mone then ZON has an ama&in# solution for ou. Just #et
ourself re#istered as $/ in an C$C of ZON an"here in Pakistan. And a!ail that
chance to #et sales e%perience and also en>o profit as "ell.
1.,.4 t*er Special eatures
aari call
Zon#opedia
:ideo on demand
Islamic portal
$ports
,in#tones
ames
udd chat rooms
'allpapers
reakin# ne"s
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This chapter "as all about introduction of ZON and its products and ser!ices. In
ne%t chapter usiness operations of ZON "ill be e%plained.
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CHAPTER NO. "
#!SINESS OPERATIONS
$econd chapter of this report is de!oted to the business operations of ZON. In this
chapter first departmental structure of ZON C$C department is discussed and also
structure of C$C $ahi"al also describe in this chapter. I also offer $'OT analsis of
ZON C$C $ahi"al. Marketin# and competiti!e strate# is also offered in this
chapter. In the end of this chapter business operations of C$C $ahi"al are
discussed.
)i* ".19 e6artmental Structurexiii
C/O
COO
@,ICTO, Customer
$er!ice
,e#ional Mana#erCentral 4
,e#ional Mana#erCentral 5
,e#ional Mana#er North
,e#ional Mana#er $outh
C$C Mana#er
Customer $er!ice,epresentati!e
1inance Officer
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i# 2.2@ Structure of CSC Sa*i+al xiv
In C$C58$ahi"al one C$C mana#er "hich ha!e all the responsibilit of C$C and
under C$C mana#er fi!e C$, are "orkin# all C$, 5;are assi#ned different "orks
like !alue added ser!ices* prepaid* postpaid* MNP5=* P,$ and other "orks and one
finance mana#er is also "orkin# there.
".1 S:OT Analysis of 0ON'Customer Service Center
The $'OT
53
analsis co!ers stren#ths* "eakness* opportunities and threats.$tren#ths and "eakness are #enerall internal attributes. Opportunities and threats
are #enerall e%ternal attributes. $o* $'OT analsis of C$C $ahi"al is #i!en belo"B
2.1.1 Stren#t*s of -/0 Customer Service Center
$tren#ths are defined as an acti!it the or#ani&ation does "ell or an uni-ue
resources the or#ani&ation has. $ome stren#ths of ZON Customer $er!ice Center
are #i!en belo"B
All the products and ser!ices "hich ZON is offerin# are a!ailable here in this
C$C of $ahi"al. And also all the ser!ices of ZON are acti!ated and
deacti!ated here.
Moti!ated* educated and -ualified staff makes ser!ices more reliable and
satisf customers.
24Customer ser!ice center25
Customer ser!ice ,epresentati!e26M?obile number portabilit27$tren#ths "eakness opportunities threats
C$CMana#er
C$, (:alueadded
ser!ices)
C$,(prepaid
information)
C$,(postpaid
information)
C$,(MNP)
C$,(P,$settin#)
1inanceofficer
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2.1.2 =eanesses of -/0 Customer Service Center
'eaknesses are defined as an acti!it the or#ani&ation does not do "ell or the
resources the or#ani&ation needs but it does not posses. Accordin# to m point of
!ie" follo"in# are the some "eaknesses of ZON Customer $er!ice CenterB Number of C$, is not sufficient here in C$C $ahi"al* customer some time
should ha!e to "ait for their turn a bit.
The staff of C$C is not in!ol!ed in more outdoor acti!ities.
2.1.3 pportunities of -/0 Customer Service Center
Opportunities are defined as positi!e trend of or#ani&ation in e%ternal en!ironment.
Accordin# to m point of !ie" follo"in# are the some opportunities of ZON
Customer $er!ice CenterB
$ales of this C$C can be increased if more and more outdoor acti!ities
(establish stall outside like in market or an"here) are bein# done b the
mana#ement of this C$C.
$/57s are !er #ood for this C$C because customer #et information on the
#o.
2.1.4 *reats of -/0 Customer Service Center
Threats are defined as the ne#ati!e trends of or#ani&ation in en!ironment.
Accordin# to m point of !ie" follo"in# are the some threats of ZON Customer
$er!ice CenterB
Competitors are the bi##est threat for an compan. ere also e%ist 'arid*
fone and Telenor9s C$Cs so the are bi##est threat for ZON C$C.
Policies of TMA5
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"." -ar+etin* Strate*y of 0ON'
2.2.1 )aretin# )ix
SMarketin# Mi%S is set of correlated tools that "ork to#ether to achie!e compan9s
ob>ecti!es* the areB
Product
Price
Promotion
Place
2.2.1.1 Pro!uct
Product means offerin#s of a compan* and ZON is offerin# its customers $er!ices
as "ell as products. In ser!ices ZON is offerin# follo"in#sB
Postpaid packa#es
Prepaid packa#es
:alue added ser!ices
Postpaid packa#es are #enerall for business class and in postpaid ZON are
offerin# man other packa#es like 4?? line rent* 6?? line rent* =?? line rent* 45?? line
rent and 5??? line rent. Prepaid packa#es are for lo" and middle class in prepaid
ZON also offer man packa#es like 45 ann* =; paisa* free packa#e and aik
second packa#e. And also man e%citin# !alue added ser!ices like missed call alert*
ram&an !alue time offer* dial tune* /Hcare* happ hour and man more e%citin#
offers. And products like mobile phone and for postpaid ZON offers blackberr.
2.2.1.2 Price
ZON is offerin# its products and ser!ices at a lo" price so ZON is usin# pricepenetration because all the packa#es (postpaid and prepaid) are !er lo" priced and
also other !alue added ser!ices are also !er lo" in cost. $ome of them are
absolutel free of cost likeB
Missed call alert
/Hcare
MNP64
Conference call31Mobile number portabilit
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$ubscription of $M$ packa#es
As fone is #i!in# its customers uth packa#e and it char#e its customer9s hourl rate
but ZON #i!es its customers a packa#e called location base char#in# it char#e ou
onl one time char#es and then "hole da free and man more other.ZON also usin# bundle pricin# like $M$ packa#es* !oice bundle and mobile phone
offers.
2.2.1.3 Promotion
ZON is promotin# its products and ser!ices in man "as likeB
Print media
illboards
T: ads
Mobile promotions
Throu#h 0ocal cable
Internet
In print media print ads and ne"spapers are include if ZON is offerin# somethin# in
a specific place than ZON use print media like print ads and ne"spapers.
illboards are use in all o!er the countr. On man T: channels Ads are promotin#
ZON. Mobile promotions like in Multan and 0ahore "hen trucks and buses
decorated "ith ZON lo#os and ad!ertisin# about 0C65 and 0ahore unlimited
offers. On man "ebsites ZON is promotin# its packa#es and offers and also
ZON has its o"n commercial "eb site """.&on#.com.pk.
2.2.1.4 Place
Place means that ho" a compan reach to its customers or ho" a customer can #et
product of a compan. ZON is reachin# to its customers in the follo"in# mannersB
1ranchises
Customer ser!ice centers
,etailers
Throu#h $tudent /ntrepreneurs
320ocation base char#in#
25
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1ranchises and customer ser!ice centers are there for customers and also
customers can #et ZONs products and ser!ices from retailers and student
entrepreneurs.
2.3 Competitive Strate#y
2.3.1 ;ifferentiation
@ifferentiation is ho" our product is different from our competitors it can be done in
man "as like products differentiation* features differentiation* lo" price and man
others* for this differentiation a compan should ha!e to create a critical success
factor and ZON is ha!in# a critical success factor of lo" rates and -ualit ser!ices.
ZON claim that ZON offers -ualit products and ser!ices in lo" pries.
".; #usiness Process Analysis
2.4.1 Customer Service Center Process
Openin# C$,66#reets customer and ask "hat he can do for himB
2.4.1.1 Prepai! Sale
1or the sale of prepaid connection follo"in# are the re-uired stepsB
C$, recei!e the customer re-uest and re-uired documents for prepaid
connection and !erif customer as per the !erification parameter.
C$, "ill ask the customer to pro!ide CNIC68.
C$, "ill check throu#h O$$ sstem6; if customer has alread 4?
subscriptions.
C$, "ill fill C$A16=and #et si#ned b the customer.
C$, "ill hand o!er Customer finance cop to customer and #uide himher
to cash counter.
Cashier "ill mark the cash paid stamp and si#n the customer cop and hand
o!er $IM card and customer cop to customer.
33Customer ser!ice ,epresentati!e34
Computeri&ed national identit card35Acti!it base sstem36Cellular ser!ice a#reement form
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2.4.1.2 Boo
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1inance officer "ill ask the customer to open the packin# of handset to check
if accessories (handset char#er "arrant card) are complete.
1inance officer "ill take "arrant card from customer and after si#nin# and
stamp* he "ill hand o!er the "arrant card and handset and customer cop tocustomer.
2.4.1.4 S") $eplacement
Customer "alks in to replace hisher $IM follo"in# are the re-uired steps to follo"B
C$, "ill !erif the customer as per !erification parameters.
C$, "ill inform the customer about $IM replacement char#es (if an).
C$, "ill fill C$16
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,etailer information
37< acti!ation and deacti!ation $IM
==7 campai#n
Office timin#s
And man more.
".4 Com6laint -ana*ement System
In this section C$, can record or resol!e the complaints of customer and their o"n
re#ardin# their "ork likeB
IT issues
Process issues
Quer and lo#
Mana#in# confi#urations
".7 CR- System
C,M sstem85"here from C$, can lo#in the sstem and do his "ork or duties.
".( #usiness Process -ana*ement
A "ebHbased pro#ram throu#h "hich emploees of C$C can #enerate or initiate
re-uests likeB
Announcements
I@ card re-uest
IT e-uipments
IT re-uests
0ea!e application
:isitin# card re-uest
And more other re-uests also.
This chapter "as all about business operations of ZON C$C $ahi"al. o" ZON
is competin# "ith its competitors and "hat is its marketin# and competiti!e strate#.
In the ne%t chapter* I "ill discuss about m learnin# as a student intern.
42Customer relationship mana#ement sstem
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CHAPTER NO. %
&EARNIN' AS A ST!ENT INTERN
In this chapter* I discussed about m duties durin# internship. Accomplishments* ne"
kno"led#e #ained durin# e%ercise of practical life* problems "hich encountered in
the "a of completion of m tar#ets are briefl discussed. In the end of this chapter* I
talked about m e%perience and ho" this e%perience impacts m career.
%.1 -y uties urin* Interns,i6
In m internship I "as assi#ned outdoor duties "hich includeB
$ellin# $IMs of ZON ( telesales acti!ities) $ellin# miniload ( Top p)
MNP86s
i!in# customers information about packa#es and other ser!ices.
3.1.1 ;etails f )y ;uties
)or To6 u6 Sellin* -ini &oa8/
1rom our ZON telesales $IM o to ZON menu select /HTOP from menuB To rechar#e a number
o ,etail char#in#
o Ne" char#in# no"
o /nter ser!ice pass"ord
o Phone number "ithout &ero e.#.(64%%%%%%%%)
o /nter amount "hich ou "ant to transfer
o Number rechar#ed.
To check our top up balance
o Choose balance -uer
To Pair;;A Number> Active A Number
o to ZON menu from telesales $IM and select Telesales from menu andB
$elect special number choice (to check that number is a!ailable or not)
43Mobile number portabilit44i!in# number to a non personal $IM
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o /%act number
o Number start "ith
o Number ends "ith
o Number containIf our desired number is a!ailable* ou "ill recei!e a messa#e as under
4. 64%%%%%%%%
To Pair;A Number
1irst book that number a#ain #o to telesales and choose NM/, OO+IN menu
thanB
/nter the number "hich is checked
No" a messa#e "ill come
Number U64%%%%%%%%V ookin# O+. Please use 0,U%V $IM for acti!ation.
Once the desired numbers is booked then #o back to telesales menu and chose
NM/, ACTI:ATION and enterB
M$I$@N (that number "hich "as booked earlier)
ICCI@ (serial number of the $IM)
CNIC (customers I@ card number) Name (customers name)
Address (customer address)
On successful pairin# a messa#e "ill comeB
#in8 successful. :elcome to 0on*
No" inform the customer that $IM is acti!e no" but to en>o ZON9s e%citin#
ser!ices call 37< and #i!e our information than ou can en>o ZON9s e%citin#
ser!ices.
ein# a student of MA,+/TIN it "as a #reat e%perience for me to ha!e chance to
#et in the market and do this "ork.
%." Accom6lis,ments
As far as m accomplishments are concerned I "as #i!en a tar#et of sales* m
tar#et "as to sell minimum 6? $IMs "ith 4?? rechar#e an"here in the countr. 1or
45i!in# number to a non personal $IM
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completin# this I had to do a lot. I "ent to m cit "here I thou#ht I can make more
sales. I established stall there and tried to sell m product and also I #o nearb cities
to sell m $IMs and miniload* and I also did one to one marketin# in man areas to
increase m sales. It had a #ood impact on sales. More o!er me "orked "ith m
friends and ne"l opened franchise in m cit Ali Pur.
NOTE9m sales data and re!enue analsis is attached.
%.; Ne=
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customers. I also do this because in bet"een sale "as stopped than I came "ith one
to one marketin# #o to the customer to sell m product and "as !er much
successful doin# this.
Another problem "as that customer "as read to take $IM but "ithout rechar#in#* it
"as a !er difficult thin# to con!ince that customer to rechar#e at the spot.
%.2 Ho= T,is Ex6erience Im6act -y Career@
It "as a #reat e%perience in the field* before the completin# m studies I #ot a
chance to #et in the market and do some "ork. 'hen I "ill #et in m practical life
soon after completin# m de#ree this e%perience "ill #o "hit me and "ill be !er
beneficial for me in the field. ecause in the an kind of >ob in marketin# or sales
department in Pakistan ou should ha!e to interact "ith the customer and tr to fulfill
the needs and "ants of the customers.
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'lossary
:A$B :alue Added $er!ice
C$CB Customer $er!ice CenterA/B nited Arab /mirate
1N1B 1riends and 1amil
MB Me#a te
TOB reak Time Offer
0NOB 0ate Ni#ht Offer
0CB 0ocation ase Char#in#
$M$B $hort Messa#e $er!ice
P,$B eneral Pocket ,adio $er!ice
NB ook our Number
MNPB Mobile Number Portabilit
$/PB $tudent /ntrepreneur Pro#ram
B i#a te
NPB NonHPersonal
MM$B MultiHMedia Messa#in# $er!ice
ATMB Automated Tele Machine
C$,B Customer $er!ice ,epresentati!e
CNICB Computeri&ed National Identit Card
C$A1B Cellular $er!ice A#reement 1orm
C$1B Cellular $er!ice 1orm
C,MB Customer ,elationship Mana#ement
$IMB $ubscriber Identit Module
IM/IB International Mobile /-uipment Identit
NA@,AB National @atabase ,e#istration Authorit
M$I$@NB @ial able Number that Caller se to reach a mobile subscriber
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A66en8ices
A66en8ices A9
Internship completion certificate
A66en8ices #:
Cellular $er!ice A#reement 1orm
A66en8ices C9
MNP ,e-uest 1orm
A66en8ices 9No ob>ection 1orm
A66en8ices E9
$ales data and re!enue analsis
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References
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ihttpB""".&on#.com.pkaboutusWccmc.htmliihttpB""".&on#.com.pkaboutWus.htmliiiInteranet.ZON.comhome!isionivInteranet.ZON.comhomemissionvInteranet.ZON.comhome!aluesviInteranet.ZON.comviiArshad* .( 4?thau#ust* 5?4?)* C$C $ahi"alviiihttpB""".&on#.com.pkpacka#es.htmlixhttpB""".&on#.com.pkpacka#esWpostpaid.htmlxhttpB""".&on#.com.pkpacka#esWprepaid.htmlxihttpB""".&on#.com.pkinde%W!alueWaddedWpa#e.htmlxiihttpBecare.&on#.com.pkB7?7?aiecareinde%.>spxiiiArshad* .( 4?thau#ust* 5?4?)* @epartmental structure of ZON C$CsxivArshad* .( 4?thau#ust* 5?4?)* structure of C$C $ahi"al
http://www.zong.com.pk/aboutus_ccmc.htmlhttp://www.zong.com.pk/about_us.htmlhttp://www.zong.com.pk/packages.htmlhttp://www.zong.com.pk/packages.htmlhttp://www.zong.com.pk/packages_postpaid.htmlhttp://www.zong.com.pk/packages_prepaid.htmlhttp://www.zong.com.pk/index_value_added_page.htmlhttp://ecare.zong.com.pk:8080/aiecare/index.jsphttp://www.zong.com.pk/aboutus_ccmc.htmlhttp://www.zong.com.pk/about_us.htmlhttp://www.zong.com.pk/packages.htmlhttp://www.zong.com.pk/packages_postpaid.htmlhttp://www.zong.com.pk/packages_prepaid.htmlhttp://www.zong.com.pk/index_value_added_page.htmlhttp://ecare.zong.com.pk:8080/aiecare/index.jsp