Mobile use among low-income micro- entrepreneurs in Sri

Mobile use among low-income micro-

entrepreneurs in Sri Lanka, India, Bangladesh: role

of telecom customer service

Paper by Shazna Zuhyle & Roshanthi Lucas Gunaratne

Presented by Helani GalpayaPresented by Helani Galpaya

ICMB, 5 June 2014

This work was carried out with the aid of a grant from the International Development Research Centre, Ottawa, Canada and the Department for International Development , UK.

Context [of larger research project]

• Q1: Economic development/growth of poor.

• Q1.1: Can ICTs play a role? – Jensen (2009), others/emerging literature: YES

• Q1.1.1: Use low. How to encourage the use of ICTs? – Increase ICT use in delivering other services in other sectors (e.g. eGov,

electricity)

– Increase customer centricity of those services to serve user needs using ICTs

– Increase customer centricity of the ICT (telecom) service itself �increased likelihood to use

• Study the customer experience in 3 sectors– telecom, electricity, government services

– Different levels of competition

• In relation to a specific group: urban, low-income, Micro Entrepreneurs

Exit vs. Voice (Hirschman, 1970)

• Telecom - exit possible– Is exit sufficient to improve the service?

• YES, in theory

• NO, a low quality equilibrium possible

• BUT exit is not anonymous

Does possibility of exit weaken incentives for voice? – Does possibility of exit weaken incentives for voice?

– Or increase value of voice?

• Electricity, govt services: no exit possible – Voice ‘only’ way to improve?

• In relation to a particular group: urban low income MEs

Research methods

• First: from supplier point of view– How are customers served? How is the relationship

managed?

– Interviews with service providers + Desk research

• Then: from user point of view• Then: from user point of view– How are exit and voice options exercised?

• What is used? What are problems? Satisfied with service? What type of interactions?

– Quantitative: Sample survey of 3,180 MEs

– Qualitative: in-depth interviews/focus group discussions of 76 participants and 12 on-site observations at sites of service provision

4

Definitions: Urban, low-income MEs

• Micro-entrepreneurs (MEs) = those employing

0 -9 employees– paid part or full time workers

– inclusive of family members

• Low income = MEs in socio-economic • Low income = MEs in socio-economic classification (SEC) D and E– SEC based on education and job of chief wage earner

– Close correlation to income

• Urban = definition used by the National Statistics Office in each country

A ‘weak city’ and ‘strong city’ in each

country identified

• Strong/weak determined by proxy indicators – India: Human Development Index by state + City Competitiveness

Report

– Sri Lanka: various poverty measures by province (Central Bank data)

– Bangladesh: poverty + literacy + electrification rates

• India: – Strong city: Delhi – Strong city: Delhi

– Weak city: Patna (Bihar)

• In Sri Lanka: – Strong = Colombo (Western Province);

– Weak = Kurunegala, Kuliyapitiya, Puttalam & Chilaw (North Western province)

• Bangladesh– Strong = Dhaka

– Weak = Ghaibanda+ Kurigram

No country had registry of MEs. Closest

possible data used to determine quotas

• India : National Sample Survey Organisation, Non-agricultural Enterprises in the Informal Sector in India 1999 – 2000. – Sector distributions (manufacturing, service, trade)

– With and without hired workers

– Businesses with male and female proprietors

• Bangladesh: Economic Census (BD Bureau of Statistics)– Number of small establishments (of <10 employees) in manufacturing,

trade, services

– Number of small establishments based on employment (0, 1-3 and 4-9 employees)

• Sri Lanka: Census of Industry (2003/2004) and Census of Trade and Services (2003/2006) by Department of Census and Statistics– Used to determine enterprise size and sector distributions

More on sampling method

• A Snowballing sample was also used to achieve some difficult quotas (e.g. females or MEs having 4-9 employees)

• Adjustments in the middle of field work– SEC C allowed in Delhi to achieve quotas for MEs

employing 4-9 people

– SEC B2 allowed in Patna to achieve quotas for MEs – SEC B2 allowed in Patna to achieve quotas for MEs employing 1-3 and 4-9 people

• India– Cities divided into wards by Election Comnission of India:

16 selected

– Within each ward, streets listed alphabetically; every third street selected

• More in METHODLOGY NOTE (@www.lirneasia.net) or paper

Quantitative study: 3180 MEs surveyed.

455

638

485

Kurunegala,

Kuliyapitiya,

Puttalam &

Patna915

1279

986

Gaibandha &

460641

501

455485

Bangladeshi cities Indian cities Sri Lankan cities

Dhaka

Puttalam &

Chilaw

Colombo

Delhi

Kurigram

Qualitative research after the survey to

understand why and to re-design services

• The survey: answers the WHAT questions

• Qualitative research:

– answers WHY questions

– for envisioning (better) solutions

• 88 protocols

– Day ethnographies at sites of service provision

– In-depth interviews with service providers

– In-depth interviews with MEs

– Community group design activities

India (IN) sample similar to Bangladesh

(BD) in age & female participation. IN least

literate compared to BD and Sri Lanka (LK)

Bangladeshi cities

Indiancities

Sri Lankancities

Average age 36 36 42

Female micro-entrepreneurs 9% 12% 26%

Illiterate or primary schooling only 39% 87% 29%

Numeracy lowest in India

9%

69%46%

81%

13%

30%

40%

50%

60%

70%

80%

90%

100%

14%

19%

0%

10%

20%

30%


I cannot recognize or write numbers

I can recognize numbers but cannot write them

I can read and write numbers but cannot do any calculations

I can do simple addition, subtraction & multiplication etc.

I can calculate interest rates, tax calculations etc.

Please tell me about your numerical abilities (as % low-income MEs)

Broadly even distribution of MEs in Trade,

Services & Manufacturing compared to BD, LK

30%

68%

33%

53%

50%

60%

70%

80%

90%

100%

7%

38%

13%

25%

30%

34%

0%

10%

20%

30%

40%

50%


Manufacturing Services Trade

Type of business (as % of low-income MEs)

61% of MEs in IN have a variable

location; much less in BD and LK

13%

71%

17%

41%

13%

11%

48%

8%

20%

30%

40%

50%

60%

70%

80%

90%

100%

8% 3%

24%5% 16%

0%

10%

20%


From a part of my home that I own

From a part of my rented home

From an fixed location that I own, outside my home

From a fixed location that I rent, outside my home

Variable location for which I pay

Variable location for which I do not pay

Others

Could you tell us where your business is located? (as % low-income MEs)

More MEs operate from a variable

location in strong city (Delhi)

82% 60%

12%

22%21%

59%37%

0%10%20%30%40%50%60%70%80%90%

100%

Strong city Weak cities Strong city Weak city Strong city Weak cities


From a part of my home that I own

From a part of my rented home

From an fixed location that I own, outside my home

From a fixed location that I rent, outside my home

Variable location for which I pay

Variable location for which I do not pay

Others

Could you tell us where your business is located? (as % low-income MEs)

Most businesses started using savings

Few used formal loans

68%

25%

7%

14%

12%

19%

17%

11%

9% 5%

40%

50%

60%

70%

80%

90%

100%

47%

68%

47%

0%

10%

20%

30%


Own savings Inherited

Gifted Borrowing from friends and relatives

Bank loan Loan from a local money lender/NGO/Other

Sale or mortgaged the assets

How did you get the money to start your business? Tell the main source (as % of low-income

MEs)

Own-savings used more in strong city.

Borrowings from friends/family more common

in weak city

80%

57%

11%

27%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0%

10%

20%



Own savings Inherited

Gifted Borrowing from friends and relatives

Bank loan Loan from local money lender/ NGO/ other

Mortgage or sale of assets

How did you get the money to start your business? Tell the main source (as % of low-income

MEs)

Bank accounts, but not separate one for

business

39%

45%

70%

30%

40%

50%

60%

70%

80%

15%

1%

12%

0%

10%

20%


Separate bank account just for business Personal bank account

Does your business have a separate bank account to use just for business purposes?

(as % of low-income MEs)

Do you have any bank account in your name? (as % of low-income MEs)

All MEs normally deal with cash

60%

70%

80%

90%

100%

How do you normally do make or receive payments in your business? [MC] (as % low-income MEs)

0%

10%

20%

30%

40%

50%

Cash Cheque Online banking Mobile Money

transfers

Informal

handwritten notes


Extra income will be used for both

personal and business use

86%60%

70%

80%

90%

100%

Can't say86%

0%

10%

20%

30%

40%

50%


Can't say

Both

Only home use

Only business

If you have extra income / profit from business, will you utilize it for business or home use?

(as %low-income MEs)

In–person preferred to mobile phones

when interacting with customers

40%

50%

60%

70%

80%

90%

100%

0%

10%

20%

30%

40%


Interacting with customers in-person is preferred over mobile for business

Interacting with customers in-person is not preferred over mobile for business

Can't say

Do you think: interacting with customers in-person is preferred than mobile phone in your

business? (as % low-income MEs)

In–person also preferred to mobile

when interacting with suppliers

40%

50%

60%

70%

80%

90%

100%

0%

10%

20%

30%

40%


Interacting with suppliers in-person is preferred over mobile for business

Interacting with suppliers in-person is not preferred over mobile for business

Can't say

Do you think: interacting with suppliers in-person is preferred than mobile phone in your

business? (as % low-income MEs)

EXIT, VOICE, EVERYTHING

INBETWEEN

26

Mobiles the only dominant ICT used for business

in all 3 countries. Internet (on any device)

hardly used

40%

50%

60%

70%

80%

90%

100%

0%

10%

20%

30%

Landline (including

CDMA)

Mobile phone Computers/laptop Internet via

computer

Internet via mobile


Do you use _________for your business related activities? (% low income MEs)27

Lower use of mobiles for business in the

weaker cities

40%

50%

60%

70%

80%

90%

100%

0%

10%

20%

30%



Do you use mobile phones for your business related activities? (% low income MEs)

Mobiles used to contact/coordinate with

customers & suppliers, to find info

22%37% 36%

12%

23%35%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Please tell us the most important reason to use a mobile phone for business

(% low income MEs who use mobiles for business)

22%

0%

10%

BangladeshI cities Indian cities Sri Lankan cities

To contact or coordinate with suppliers

To contact or coordinate with customers

To contact or coordinate with with employees

To access a wider set of people of relevance to my business

To act or contact others in an emergency

To get information relevant to my business

No particular reason

29

One big player (with clear rural-centric

strategy?) dominates in weaker city in India…

27%16%

3% 2%1%

Strong city

BhartiAirtel

Reliance Mobile

Vodafone

20%

4%

11%

4% 0%

3%

Weak citiesUse mobile for

businessUse mobile for

business

7%

35%

0%

9%

Vodafone

BSNL

Tata Indicom

Idea Cellular

Aircel

MTNL

Other

45%

11%

2%

Who is your main mobile telecom service provider?


…and Sri Lanka (2nd largest operator has

rural-targeted strategy)

3% 12%

Strong city

Dialog Telekom

44%31%

2%

4%

Weak cities

Use mobile for

business

Use mobile for

business

50%

13%

22%

Mobitel

Etisalat

Hutch

Airtel

44%

19%

31%



But BD’s largest operator dominates

urban and rural

2%

0%

10%

Strong city

Grameen Phone29%

3%

0% 0%

Weak cities

Use mobile for

business

Use mobile for

business

40%

14%

34%

Robi

BanglaLink

CityCell

TeleTalk

Airtel

60%

8%

29%



Majority of MEs use pre-paid mobiles. Of

post-paid in LK, 44% on special package

for small business

60%

70%

80%

90%

100%

44%

On

special

package

as SME

owner

Is your mobile phone connection pre-paid? (% low income MEs who use mobiles for business)

0%

10%

20%

30%

40%

50%

60%


33

Non-consumption (exit): say they don’t need it, or

too expensive

59%

38%

65%75%

30%

40%

50%

60%

70%

80%

90%

100%

59%

33%24%

0%

10%

20%

30%


It is too expensive for me to afford

I don't see a need to use a mobile for business

Cannot get a connection where I live

I am restricted from purchasing a phone by a particular person

What is the main reason you don’t use a mobile phone for business?

(% low income MEs who don’t use a mobile for business)34

Supply Side: TOP, MOP & urban markets saturated. Telcos

target rural, BOP and SME customers through media and

word of mouth

Targeting IN LK BD

BOP /

SME

Targeting

- Operators sell cheap

operator branded

handsets with SIMs

- Door-to-door sales of

data packages in villages

to encourage data use

by BOP

- Designated teams to

- Special plans offered in

areas that host the lowest

revenue generating BTS

- Some operators sell cheap

operator branded handsets

handle SMEs (biz with

under 10 connections,

and expenditure USD 25-

50/months)

with SIMs

- SME teams actively search

for SMEs and give them

customized bundled SIM

offers.

Coverage & friends factor in choosing

the service provider

32%

10% 13%

11%

28% 24%

19%19% 17%

40%

50%

60%

70%

80%

90%

100%

What is the most important reason for selecting the service provider?

(% low income MEs who use mobiles for business

30% 28% 29%

10% 13%

0%

10%

20%

30%


Coverage Most friends on same network

Suggested by a friend/ family Cheap prices

Good package for small businesses like mine Good customer care by the service provider

Shop keeper suggested Other

36

Supply Side: efforts in understanding social networks

Targeting IN LK BD

Social

Network

Analysis

-Customers are being

offered various group

schemes targeting

family/friends’

networks.

-Customers from rival

networks have been

approached, but it is not

the status quo

-Network Analysis used to

find most valuable

customers of rival networks

and special offers are made

to them

- Limited to high end

Low incentive for ME to self-identify.

Need for Bundled Services

• Tailor make marketing strategies – not blanket promotions

– needed. Micro-segment (The McKinsey Quarterly, 2008)

• Additional services to those who ID themselves

– E.g financial products

• Use Transaction Generated Data (TGD) to generate • Use Transaction Generated Data (TGD) to generate

predictive models to design financial products or

propensity models for marketing (CGAP, 2012)

– Establishing creditworthiness

• Significant opportunity: obtaining credit

38

MNOs have access to an abundance of

data – how much of it is being used?

- mMoney / mWallet use

(avg daily balance,

frequency of payment, type

of payments, purchases)

- Level of credit at time of - Monthly use

- VAS

39

Adapted from CGAP, 2012

Directly relevant for financial services Less directly relevant for financial services

- Level of credit at time of

top up, + other

- Age on network

-Internet use

- Monthly use

- Calling network

- Time of use

- Location

- Social media use

- Response to surveys

- Language used to contact

service provider

Low income MEs recharge more than other

BOP. Value in identifying and giving

differentiated service?

Average recharge per month (USD)

Bangladeshi

cities

Indian

cities

Sri Lankan

cities

BOP pre-paid mobile owners (2011) 1.61 1.99 3.18BOP pre-paid mobile owners (2011) 1.61 1.99 3.18

Low-income MEs who use pre-paid for

business (2013) 8.91 6.21 10.67

Low-income Mes who use post-paid for

business (2013) N/A N/A 12.3

40

N/A = sample didn’t contain MEs who used a post-paid connections (i.e. all were pre-paid)

Exit: Most low-income MEs have only one

SIM.

65%

84% 89%

20%

30%

40%

50%

60%

70%

80%

90%

100%

More than 2

2

1

Bangladesh India Sri Lanka

Low income MEs who use mobiles for

business (2013)

35% 16% 11%

BOP mobile owners (Teleuse@BOP 2011) 18% 11% 17%

Please tell me how many active mobile SIM cards/connections you have in total that you

regularly use?(% low income MEs who use mobiles for business)

0%

10%

20%


1

Multiple SIM ownership

41

Exit: Only 5% of MEs changed their

telecom provider in the last year

50%

60%

70%

80%

90%

100%

3% 5% 4%0%

10%

20%

30%

40%


Changed the provider Did not change the provider

Did you change your primary telecom service provider in the last year?

(% low income MEs who use a mobile for business) 42

Better Network Connectivity the main reason for

changing Service Provider. Price important in India

35

18

60%

70%

80%

90%

100%Most of my contacts

use the new service

provider

I was unhappy with

the customer care

4433

35

10

33

0%

10%

20%

30%

40%

50%

60%

India Sri Lanka

No particular reason

To get a better

packages

To get better network

connectivity

Supply side: Operator attempts to win back

customers. But limited to high-value users

IN SL BD

Method of

retaining/

win back of

customers

Conducts predictive

analysis to identify

unsatisfied

customers about to

Some operators have

specialized units for

customer win back.

Disconnecting customers

Reactive only (don’t

predict before a

customer leaves)

customers customers about to

disconnect before

they leave the

network and make

special offers.

Disconnecting customers

are contacted and efforts

made to resolve issues

(e.g., waiving some charges

to ensure customer remains

on the network). Success

rate: 25%-30% a month

For prepaid, send

SMS to customers

with expiring

connections.

Call drops & coverage problems are main problems.

VAS related problems in IN and BD

50%

60%

70%

80%

90%

100%

Please tell me the mobile phone related problems you have faced

(% low income MEs who use a mobile for business) [MC]

0%

10%

20%

30%

40%

Call drops Coverage

problems

Billing related Activation of

VAS service

without

knowledge of

customer

Unsubscribing

from some

services

SIM not

working

Unable to call

other networks

BangladeshI cities Indian cities Sri Lankan cities

45

Supply Side: VAS activation/ deactivation is one of

the most common problems (according to call

center logs)

IN LK BD

Common

complaints

-VAS activation/

deactivation

- Billing disputes

-Fraudulent Fair

Use Policy: for

-VAS activation/

deactivation

-Recharge card

pin erased

-Non-receipt of

-VAS activation/

deactivation

-Billing disputes

(many due to not

understanding Use Policy: for

example keeping

broadband

meters

“deliberately”

faulty

-Non-receipt of

bills

-Payments not

updated in system

understanding

dynamic pricing)

-EDGE/GPRS

speeds too low

Problems worse in weak city IN

30%

40%

50%

60%

70%

80%

90%

100%

Experience with service provider – YES (% low income MEs who have interacted with service

provider)

0%

10%

20%

30%

Call drops Coverage

problems

Billing related Activation of

VAS service

without

knowledge of

customer

Unsubscribing

from some

services

SIM not

working

Strong city Weak city

Network dis-connectivity / call drops affect

their business

50%

60%

70%

80%

90%

100%

Does network dis-connectivity / call drops affect your business?

(% low income MEs who use a mobile for business

0%

10%

20%

30%

40%

50%


Example: Network Coverage / Frequent Call Drops

impacting business

“There are times when

there is no network

coverage because of which

I lose out on my business. I

wish there was a way to

resolve this instantly.”

49

Name: Asif AliAge: 56 yearsEducation: Grade 9Occupation: Rental company dealing with furniture, cutlery, glasswareNumber of Employees: Four (Family members)

I have been running my business for the 15 years and I need good telecom service for my business. I need to be constant touch with my customers to follow up with them about their requirements and my payments.

70% in LK use mobiles for business purposes

40% in LK say connectivity issues affects their livelihood

Network dis-connectivity / call drops affect

their business more in the weaker cities

50%

60%

70%

80%

90%

100%

Can't say

0%

10%

20%

30%

40%



Can't say

No

Yes

Does network dis-connectivity / call drops affect your business?

(% low income MEs who use a mobile for business

Voice: Indian MEs complained when a

problem was experienced. BD, LK MEs less

likely

50%

60%

70%

80%

90%

100%

Have you complained about these problems to the telecom service provider?

(% low income MEs who have mobile related problems)

0%

10%

20%

30%

40%


51

Interaction with telcos are not very

frequent

65%

38%

50%

9%17% 20%

50%

60%

70%

80%

90%

100%

Can't remember

Never

8%

30%

10%

10%

12%

13%

0%

10%

20%

30%

40%

50%


More than a few months ago

Few months ago

0-4 weeks

When was the last interaction with the service provider?

(% low income MEs who use mobiles for business)52

Many think there is no use of complaining;

some don’t know how to get in touch

27%

51%

15%

50%

60%

70%

80%

90%

100%

Why did you not complain to the service provider?

(% low income MEs who faced problems but didn’t complain)

71%

49%

83%

0%

10%

20%

30%

40%

50%

Bangladesh India Sri Lanka

It's of no use/ did not think it was worth complaining

I do not know how to contact them

I am scared of them

Others

53

Interactions are mostly through call

center of telco

92%

38%

7%

28%

40%

50%

60%

70%

80%

90%

100%

56%69%

0%

10%

20%

30%

40%


Through the call center

Walk-in to the authorized agent / operator's stores

SMS

Others

How do you normally contact your telecom service provider?

(% low income MEs who have interacted with service provider)54

Supply side: At call centers too, customers are

treated differently according to profitability

• Operator owned Contact Points differentiate among customers based on

- high value, AoN, importance etc.

- Waiting is time varied (e.g. <10s highest value, <20s medium value, <30s everyone

else) based on star rating

• Most operators have a unified view of the customer through their CRM system.

• Contact Points

IN LK BD

Call

Charges for

call centre

Regulator

mandates a toll-

free call centre

Post-paid – Free

Pre-paid – charged

after 3rd call. LKR3

per min

Some MNOs charge for all calls, while others offer

free calls to postpaid customers. Charge is 2 taka

/min while cost to MNO is 16 taka. (BTRC wanted to

offer it free but the call centre calls increased from

2000-26000 calls per day).

• Contact Points

- Operator owned and run flagship stores; Franchised stores ; Retailers; Contact Centers:

(Voice, IVR, USSD, Live Chat, Skype, SMS, eMail, Facebook, etc.)

90% 90% 93%

60%

70%

80%

90%

100%

Majority who complained say complaints

have been attended to

90% 90% 93%

0%

10%

20%

30%

40%

50%

Bangladeshi cities Indian cities Sri Lankan citiesYes No

Have any of your major complaints NOT been attended by the service provider?

(% low income MEs who complained)56

E-reload from agents dominate in BD; Scratch

cards in LK. No distinct way of recharging in

IN

78%

50%

17%

45%

64%

30%

40%

50%

60%

70%

80%

90%

100%

How do you normally recharge your mobile? Give the most used option

(% low income MEs who use pre-paid)

50%

31%

0%

10%

20%

30%


Reload from a shop/agent/dealer

Scratch cards

Reload from others (family members/friends)

Internet top-ups or reload

I gave money to someone else to go recharge it for me

57

However reloads used more than

scratch cards in weak city IN

34%

78%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0%



Reload from a shop/agent/dealer

Scratch cards

Reload from others (family members/friends)

Internet top-ups or reload

I gave money to someone else to go recharge it for me

How do you normally recharge your mobile? Give the most used option

(% low income MEs who use pre-paid)

Beyond voice: Use of cameras, games

and SMSBangladeshi

cities

Indian

cities

Sri Lankan

cities

Games 38% 37% 22%

Video recorder/ camera 42% 30% 21%

SMS 43% 28% 49%

Dual SIM 22% 19% 9%Dual SIM 22% 19% 9%

Touch Screen 11% 12% 9%

Mobile Internet 7% 3% 7%

MMS, picture messaging facility 6% 2% 5%

Apps for social networking 5% 1% 7%

Email 3% 1% 4%

Google Maps 3% 1% 3%

Features normally used (% low income MEs who use mobiles for business)59

Polite service. Overall high

satisfaction. LK generally ranks higher

Interaction with the telecom service providerBD cities IN cities LK cities

I was treated politely by the office / call center personnel 93% 91% 97%

The waiting time to reach the concerned officer was satisfactory 54% 73% 78%

The time taken to resolve the problem / answer the query was satisfactory 72% 77% 83%The time taken to resolve the problem / answer the query was satisfactory 72% 77% 83%

I am satisfied by the action taken by the operator 74% 61% 85%

I find the automated responses (IVR) in call center helpline are clear 82% 58% 50%

Information on how to contact the service provider is /was readily available 62% 44% 77%

Information on procedures to file complaints is/was readily available 64% 52% 77%

All the information relevant to my work/query/problem was easily available 82% 83% 91%

Call center agent redirected me to use (IVR, Internet, USSD etc.) without answering

the query. 33% 32% 18%

The interaction with the office was carried out in my language or language I

chose/preferred 94% 78% 88%

Tracking my application or complaint through a phone / the Internet was possible 32% 26% 51%

Service provider interaction overall

better in LK

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


provider)

0%

10%


61

A closer look at IN performance

20%

30%

40%

50%

60%

70%

80%

90%

100%


provider)

0%

10%

I was

treated

politely

Information

relevant was

available

easily

Time taken

to resolve

the problem

was

satisfactory

Waiting

time was

satisfactory

I am

satisfied by

the action

taken by the

operator

Automated

responses

are clear

Information

on

procedures

to file

complaints

was

available

Information

on how to

contact the

service

provider

was readily

available

Call center

agent

redirected

me to use

(IVR,

Internet,

USSD etc)

without

answering

the query

Experience with provider better in weaker

cities in India….

20%

30%

40%

50%

60%

70%

80%

90%

100%

0%

10%

20%

I w

as

tre

ate

d p

oli

tely

Wa

itin

g t

ime

to

re

ach

an

off

ice

r w

as

sati

sfa

cto

ry

Tim

e t

ak

en

to

re

solv

e t

he

qu

ery

wa

s

sati

sfa

cto

ry

Sa

tisf

ied

by

th

e a

ctio

n t

ak

en

by

th

e

op

era

tor

I fi

nd

th

e a

uto

ma

ted

re

spo

nse

s (I

VR

) in

ca

ll

cen

ter

he

lpli

ne

are

cle

ar

Info

rma

tio

n o

n h

ow

to

co

nta

ct t

he

se

rvic

e

pro

vid

er

is /

wa

s re

ad

ily

av

ail

ab

le

Info

rma

tio

n o

n p

roce

du

res

to f

ile

com

pla

ints

is/w

as

rea

dil

y a

va

ila

ble

Info

rma

tio

n r

ele

va

nt

wa

s a

va

ila

ble

Ca

ll c

en

ter

ag

en

t re

dir

ect

ed

me

to

use

(IV

R,

Inte

rne

t, U

SS

D e

tc)

wit

ho

ut

an

swe

rin

g

the

qu

ery

Th

e in

tera

ctio

n w

ith

th

e o

ffic

e w

as

carr

ied

ou

t in

my

lan

gu

ag

e o

r la

ng

ua

ge

I

cho

se/p

refe

rre

d

Tra

ckin

g a

pp

lica

tio

n/c

om

pla

int

thro

ug

h

ph

on

e/I

nte

rne

t w

as

po

ssib

le

IN strong city IN weak city

Experience with service provider – YES (% low income MEs who have interacted with service provider)

BD – strong/weak city comparison

30%

40%

50%

60%

70%

80%

90%

100%

0%

10%

20%

30%

I w

as

tre

ate

d p

oli

tely

Wa

itin

g t

ime

to

re

ach

an

off

ice

r w

as

sati

sfa

cto

ry

Tim

e t

ak

en

to

re

solv

e t

he

qu

ery

wa

s

sati

sfa

cto

ry

Sa

tisf

ied

by

th

e a

ctio

n t

ak

en

by

th

e

op

era

tor

I fi

nd

th

e a

uto

ma

ted

re

spo

nse

s (I

VR

) in

ca

ll

cen

ter

he

lpli

ne

are

cle

ar

Info

rma

tio

n o

n h

ow

to

co

nta

ct t

he

se

rvic

e

pro

vid

er

is /

wa

s re

ad

ily

av

ail

ab

le

Info

rma

tio

n o

n p

roce

du

res

to f

ile

com

pla

ints

is/w

as

rea

dil

y a

va

ila

ble

Info

rma

tio

n r

ele

va

nt

wa

s a

va

ila

ble

Ca

ll c

en

ter

ag

en

t re

dir

ect

ed

me

to

use

(IV

R,

Inte

rne

t, U

SS

D e

tc)

wit

ho

ut

an

swe

rin

g

the

qu

ery

Th

e in

tera

ctio

n w

ith

th

e o

ffic

e w

as

carr

ied

ou

t in

my

lan

gu

ag

e o

r la

ng

ua

ge

I

cho

se/p

refe

rre

d

Tra

ckin

g a

pp

lica

tio

n/c

om

pla

int

thro

ug

h

ph

on

e/I

nte

rne

t w

as

po

ssib

le

BD strong city BD weak city


LK – strong/weak city comparison

30%

40%

50%

60%

70%

80%

90%

100%

0%

10%

20%

30%

I w

as

tre

ate

d p

oli

tely

Wa

itin

g t

ime

to

re

ach

an

off

ice

r w

as

sati

sfa

cto

ry

Tim

e t

ak

en

to

re

solv

e t

he

qu

ery

wa

s

sati

sfa

cto

ry

Sa

tisf

ied

by

th

e a

ctio

n t

ak

en

by

th

e

op

era

tor

I fi

nd

th

e a

uto

ma

ted

re

spo

nse

s (I

VR

) in

ca

ll

cen

ter

he

lpli

ne

are

cle

ar

Info

rma

tio

n o

n h

ow

to

co

nta

ct t

he

se

rvic

e

pro

vid

er

is /

wa

s re

ad

ily

av

ail

ab

le

Info

rma

tio

n o

n p

roce

du

res

to f

ile

com

pla

ints

is/w

as

rea

dil

y a

va

ila

ble

Info

rma

tio

n r

ele

va

nt

wa

s a

va

ila

ble

Ca

ll c

en

ter

ag

en

t re

dir

ect

ed

me

to

use

(IV

R,

Inte

rne

t, U

SS

D e

tc)

wit

ho

ut

an

swe

rin

g

the

qu

ery

Th

e in

tera

ctio

n w

ith

th

e o

ffic

e w

as

carr

ied

ou

t in

my

lan

gu

ag

e o

r la

ng

ua

ge

I

cho

se/p

refe

rre

d

Tra

ckin

g a

pp

lica

tio

n/c

om

pla

int

thro

ug

h

ph

on

e/I

nte

rne

t w

as

po

ssib

le

LK strong city LK weak city


Supply Side: Operators in all three countries

conduct customer satisfaction surveys

IN LK BD

Customer

satisfaction

measurement

Customer

satisfaction

surveys are

commissioned by

TRAI and

operators

Customer

satisfaction surveys

by operators (SMS

post complaint

resolution and face-

to-face)

Customer satisfaction surveys

are commissioned by operators.

CxOs randomly call customers

with complaints and takes

responsibility to solve problem at

leadership meetings

LK telecom expenditure comparable to

IN, BD. Electricity much higher

15

20

25

LKR

3297

LKR

67

0

5

10

15


Avg monthly payment: Electricity Avg monthly recharge: Telecom

LKR

1345

How much is your average monthly electricity bill and mobile recharge (prepaid)?

(% low-income MEs who use electricity and telecom for business with supply from electricity co.)

USD

Conclusions

• Low expression of voice– Low ability analyze voice

– Need to reduce transaction cost of expressing voice

– [voice not just about feedback; design of interface/service important]

• Pre-paid: difficult to identify individuals on exit– Demographic data needed– Demographic data needed

• Few more years before poor MEs get differentiated service– Age on network (AON) and profitability decide if customer is ‘valued’

to operator

– Our date hints at value

• Low incentives for an ME to self-identify– Bundling other services

– Chicken and egg (lack of demographic data to design bundles)

• Untapped market

Documents

Mobile use among low-income micro- entrepreneurs in Sri