Report on Grameen Phone Ltd

8/9/2019 Report on Grameen Phone Ltd

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CHAPTER – 1

1.1 Background of the Re ort

Grameen%hone is the leading (ellular )et %rovider in Bangladesh. Grameen%hone

started their business approximatel! " !ears. Grameen%hone is operating in the market

for long time. *uring this time Grameen%hone went for different t!pes of mergers as

well as ac+uisitions. The! gained success from the ver! beginning of their operation

and were capable enough to hold the success !ear after !ear. Grameen%hone main

competitors are , T L B,)GL, L#) (#T/( LL and T L T,L . 0ne of the

strongest sides of Grameen%hone is its customer1s service and management ship.

1.! "#$ective% of the %tudy

Grameenphone believes in service a service that leads to good business and good

development. Telephon! helps people work together raising their productivit!. This

gain in productivit! is development which in turn enables them to afford a telephone

service generating a good business. Thus development and business go together. The

objectives of this stud!2

• To anal!se long term customer management ship results.

• To have an overview of market position and market share.

• To have an overview of the Technolog! used.

• To determine how Grameenphone is promoting their new services to their

subscribers through tele-marketing.

• To determine how the! are motivating their customers to take their different

services in tele-communication.• To determine Grameenphone cost advantages for telemarketing using through

own infrastructure.

• To determine the wa! of positioning their products among the existing

subscribers.

• To determine their customer retention polic!.

• ffects of tele-marketing in revenue generation.

• ,nal!zing their strateg! of subscriber1s attitude changing towards compan!.

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1.* +imitation% of the %tudy

# had to work within some limitations like 5

Grameenphone a good number of emplo!ees in their (ustomer &anagementsdivision4 # could not interview most of them due to office hour work pressure.

The Tele-marketing is new concept in Grameenphone so gathering information

was ver! critical.

*ue to time constraints could not go through a depth research.

There is no numerical data available for tele-marketing to present calculative

figures and to appl! the tests.

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6 "? ''' connections are divided among the four mobile operators. The market share of

the mobile operator is as follows2

Grameen%hone Ltd. is the market leader in the cellular industr! in Bangladesh. The

coverage area of mobile operators is also increasing rapidl!. ,t present Grameen%hone

has the coverage in six divisional head +uarters including 7? districts. The compan! has

a long distribution channel which comprises of 39' $ales 0utlet and A' #ndividual

,gents all over the countr! other than its own.

(ompetition in the cellular industr! has increased among the operators and now a da!1s

customer has more alternatives. ,s a results of this start up prices has gone down and

eventuall! market penetration in all possible segments has become possible.

uge demand a combination of competitive markets private ownership and foreign

investment has created an environment for rapid growth in the cellular industr! in

Bangladesh. ,lthough the demand of the mobile phone is ver! high some of the

constraining factors have hampered the industr!1s growth. The main obstacle to the

growth of this industr! is insufficient interconnection with BTTB. &an! potential

clients are being discouraged to subscribe mobile phone due to this reason. owever it

seems that with the growth of mobile phone in the countr! the demand for fixed lines

will be decreased in the near future.

The growth in the cellular industr! is contributing ver! positivel! in the local econom!.

Lot of job opportunities has been created for the countr! where thousands of people are

jobless. &oreover cellular network all over the countr! has built a basic

communication infrastructure for the countr! which will definitel! attract the C*# in

the countr!. Cinall! it can be said that mobile pone now a da!s has become a necessit!rather than a luxur!.

The potential growth of telecom sector in Bangladesh is bright due to the countr!Ds

large population and relativel! a small number of phones. 0nl! > out of 3''' people in

Bangladesh have either a fixed or a mobile phone. #n comparable #ndia there are 36 per

3''' people.

The simplest wa! to understand the potential of telecom in Bangladesh is comparingthe countr!Ds situation with that of #ndia. conomicall! #ndia is indeed comparable to

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Grameenphone launched services in Bangladesh on 6A &arch 3==9 with 96 emplo!ees.

#t has taken lease of 8ailwa! fiber optics on $eptember 1=9 for 6' !ears. #n Cebruar!

6''' Grameenphone received G$& (ommunit! ,ward from G$& Eorld (ongress

Crance and in Iune 6''' Grameenphone started service in all A divisional towns.

Grameenphone started to provide services to all people in the countr! irrespective of

their location. Grameenphone was offered a cellular license in Bangladesh b! the

&inistr! of %osts and Telecommunications on )ovember 6" 3==A. The (ompan!

launched its service on &arch 6A 3==9 the #ndependence *a! of Bangladesh. #n

3==A Bangladesh Government was arranging an auction off private cell phone

licenses4 then on behalf of *r. &uhammad /unus :Grameen Bank1s founder< anot-for -profit private compan! called Grameen Telecom was created. #n turn

Grameen Telecom created a for -profit compan! called Grameenphone found a

foreign partner and put in a bid4 Grameenphone received one of the four licenses.

Grameenphone makes its profits b! serving wealthier urban customers. But from the

point of view of the Grameen famil! and its strong anti-povert! mission the for-profit

urban-onl! Grameenphone exists for onl! one reason2 To fund with its profits the

extension of cell phones into rural Bangladesh in order to provide entrepreneurial

opportunit! to Grameen Bank members through Jillage %hone. ,s *r. /unus puts it

KGrameenphone is merel! what we need to do Grameen Telecom1s Jillage %hone.K

!.& Cu)ture

Grameenphone has a conducive and safe working environment. Besides focusing on

customers and communities the! are committed to treating their emplo!ees with#ntegrit! dignit! and respect. The (ompan!1s intent is to establish good working

management ship through a mutual understanding of expectations.

The! believe in working in a team and demonstrate team spirit to maximize and excel

in standard +ualit! service to their valued subscribers in the area of telecommunication.

mplo!ees1 work in an environment where the! feel valued responsible and supported

b! the authorit! as well as b! their colleagues.

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!.11 /rameen hone=% 9a)ue%

3. (aring for customers6. #ntegrit!7. $ense of rgenc!>. (reativit!?. $peed!A. onest!9. mpowerment". (ourage

Jalues can be showed as follows combine. (ompan!1s values guide the actions and

behaviors of emplo!ees to fulfill its vision. %eoples of different (&0ss-cultural

sections join a compan! and work together. $o each ; ever! emplo!ee of that

(ompan! should adhere to these vales as the ideolog! of the (ompan!.

Jalues are ver! important for the (ompan! to reach its vision. mplo!ees1 willingness

; commitment to the compan! is important in demonstrating values in their personal

and professional lives.

Fig 2.2 rameen!hone has a standard set of values that all emplo"ees should practice.

Honesty

ach ; ever! emplo!ee should be honest in hisFher part of job as well as the

whole perspectives.

onest! is the !ardstick which restrain emplo!ees from discarding their job

rather accomplishing the job with care.

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Honesty

Reliability

Commitment Values


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This is a virtue that helps each and ever! emplo!ee to be lo!al with hisFher

deeds.

onest emplo!ees take the goodwill of the compan! into account seriousl!.

Reliability

8eliabilit! means that customers colleagues suppliers competitors and societ!

must be able to rel! on them.

Their dealings with customers should be positive and professional so that the!

have trust on them.

The! measure b! efficienc! a high degree of service customer satisfaction the

+ualit! of their public management.

Their approach and iterations facilitate effective communication with customers

and emplo!ees therefore people outside as well as within the (ompan! have

confidence on each other.

Commitment

(ommitment stands for individual1s willingness to contribute to theeffectiveness of the (ompan!1s Growth ; $ervice.

,ll emplo!ees must work hard to challenging goals. 8esponsibilit! should be

taken for the development and implementation of their own work plans.

The desire to meet up commitment comes from the emplo!ee1s soul.

ach emplo!ee should have interest to attain personal and professional

development in hisFher job and use hisFher creativit! learn new things have the

opportunit! to take on greater responsibilit! and contribute to the (ompan!success.

!.1! /rameen hone=% Cha))enge

The famous slogan of Grameenphone is – >Connectivity i% Productivity? .

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!.1& Shareho)der% of /rameen hone

$hareholders of Grameenphone :G%< bring together experiences from different parts of

the world. This is particularl! enriched b! the uni+ue in-depth experience of Grameen

Bank an institution dedicated to povert! alleviation through collateral-free small loansin the rural areas of Bangladesh. The foreign shareholders from )orwa! Iapan and the

nited $tates -countries that have been working as close partners of Bangladesh in its

struggle for economic progress since independence - bring a rich heritage of human

progress in technolog! business cooperation free market competition and socio-

economic institution building.

Telenor

Ehich owns A6@ of G% is the state-owned telecommunication compan! in )orwa!

operating since 3""?. #t is amongst the oldest most sophisticated and diversified

telecom companies in the world. The compan! has a long histor! of successful

cooperation with other operators and governments in and out of )orwa!. TelenorDs

home base )orwa! has the highest densit! of mobile phones in the world and one of

the most competitive markets in the field. Telenor has been pla!ing a pioneering role in

the development of G$& one the latest and most successful versions of cellular

technologies.

Grameen Telecom

The second largest shareholder owning 7"@ of G% has been established b! Grameen

Bank which believes that a lack of communication facilities in the rural areas is one of

the major obstacles to rapid economic development in the rural areas of Bangladesh.Grameen TelecomDs deep understanding of the people and culture of Bangladesh helps

G% to build up convenient and cost-effective communication facilities in the rural areas

which in turn create more jobs and open up business opportunities there.

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The%e t o com anie% o n %hare% of /rameenPhone in the fo))o ing manner-

Com any Percentage of %hare

Telenor A6.'

rameen Telecom 7".'

Table 2.2: #hares of rameenphone.

Fig 2.$: The graph sho%ing the percentage of #hare

3>

18000 300006 000

191!11

260000

01997 1998 1999 "e#$00 2001 %ay

THE YEARS

SUBSCRIBRE INCREASING RATE

SHAREHOLDERS

Grameen&ele#om'Banglade(h&elenor' )or*ay


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!.1' Coverage of /rameen hone &Fig 2.'(

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!.1* Product +ine of /rameen hone

Grameen%hone the number 3 mobile %hone operator in Bangladesh4 connected to

G$& ='' one of the most advanced mobile communication s!stems in the world.

Grameen%hone hope to serve its customers with utmost dedication and are committedto provide subscriber with a highl! reliable mobile customer service and most

innovative products and value added services for subs convenience.

Fig 2.): !roducts of rameenphone

3A

Product )ine of /rameenPhone

Post Paid

GP Regular GP National

Anytime300Anytime 500

Pre-Paid

E !" E !"

Gold Pre-paid

Djui e


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#ptional 'eatures:

G% regular and G% )ational $ubscribers can choose an! 7 G% numbers as his Criends

and Camil!M numbers. )o matter where subs are Nwithin G% coverageO one can call

these 7 numbers at a reduced rate. Tk. 3.?Fmin. da! ; night 6> hours without an!

additional monthl! fee.

!upplementary 'eatures:

Ca))er ,2- *ispla! of the phone number of an incoming call in !our handset before the

call is answered.

Ca)) @aiting- Ehile talking to the first caller subscriber will hear a special tone

informing !ou about the second call on the line. ,t that moment subscriber can put the

first caller on hold and talk to the second caller.

Ca)) Conference- 8eceiving calls from multiple callers can be supplemented b!

joining these multiple callers so as to enable them to talk to each other. $ubscriber will

be able to communicate with a group consisting of maximum ten callers.

Ca)) 2ivert- (all *ivert lets subscriber redirect or re-route hisF her call to another

Grameen%hone mobile or an! other fixed :if !ou have BTTB connectivit!< or mobile

phone.

Ca)) Barring- nables subscriber to restrict certain t!pes of calls to be made from

another mobile. This feature is especiall! important for securit! purposes.

3"

&enefits Products:

)o network mobilit! charge and inter zonal charge.

(redit limit of Taka 3''' on airtime usage

7 G% numbers P tk.3.?Fmin for 6> hours round the clock

3? second pulse from 6 nd minute

)o securit! deposit.

)o incoming charge while national roaming


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J&$ is a uni+ue answering machine.

#t provides !ou with a personal electronic mail box in our voice mail center.

#t records !our personalized greetings as well as stores !our incoming voice

messages.

#t records incoming voice messages if subscriber are2

R 0utside G%Ds coverage area or

R Bus! or

R $impl! switched off !our mobile.

#t provides 6>-hour automatic secretarial service

&akes subscriber available to subscriber1s calling part! an!time

0ax and 2ata-

This service enables a G% subs to sendFreceive fax and data though their handsets b!

connecting to %(FLaptop.

3e % Service !!!

This is a news broadcasting service jointl! provided b! G% and %rothom ,lo4 *ail!

$tar. , subscriber can call 66 from hisFher G% mobile hone and listen to the latest news

highlights in nglish or bengli of their coice.

Channe)–, Program Schedu)e !*!*

6?6? is a (hannel5# program schedule service. , subscriber can call this number from

hisFher G% mobile phone and listen to (hannel # program highlights.

Event Ba%ed S ort% 4 date !This and event based sports update service. #n respect to special sports events for ex2

international and national cricket events G% updates the latest news which can be

accessed b! dialing 6''6.

,ftar And Sehri Timing 1*1*

*uring the month o f 8amada a subscriber can listen to the timing of iftar and sehri in

*haka ad adjacent areas.

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!.1*.! PRE PA,2 SER9,CE

#ntroduction of Grameen%honeDs %re-%aid $ervice is another development of mobile

telephon! in Bangladesh. %re-paid service has )ational 8oaming facilit! and a flatairtime charge of Tk. A per minute. There is no incoming charge and also for inter

zonal. This service helps the subscriber to control costs. #t frees the subscriber from the

hassles of pa!ing bills securit! deposits and line rents. But it contains nearl! all

services available in other G% products.

1. Ea%y /o)d

as! Gold is a pre-paid product with BTTB NLocal )E* and #$*O connectivit!. 0ne

can connect to all mobiles and BTTB lines. #t has no network mobilit! charge with

which subscriber can move around throughout the countr! with !our G% mobile phone

Nwithin G% coverageO.

!. Ea%y Pre aid

as! pre-paid product with mobile to mobile connectivit!. 0ne can make and receive

calls to and from all mobiles Nwithin G% coverageO. #t has no network mobilit! charge

with which subscriber can move around throughout the countr! with !our G% mobile

phone Nwithin G% coverageO.

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#ptional 'eatures:

&! as! will enable subs to call one G% number for onl! Tk.7Fmin for 6> hrs.

!upplementary 'eatures:

Ca))er ,2- *ispla! of the phone number of an incoming call in !our handset before the

call is answered

Ca)) @aiting- Ehile talking to the first caller !ou will hear a special tone informing

subscriber about the second call on the line. ,t that moment subscriber can put the first

caller on hold and talk to the second caller.

66

&enefits Products:

BTTB NLocal )E* and #$*O connectivit! for Ea%y /o)d

)ational 8oaming Cacilit!. #t has no inter zonal charge and no networkmobilit! charge.

)o (redit limit

Clat rate of A Tk for first 6 min and > Tk from 7 rd min.

6' sec pulse after 3 st minute for mobile to mobile


)o #ncoming for Ea%y Pre aid

#ncoming from BTTB Taka 6 form 3 st minute onwards for Ea%y /o)d

0ne &! E !" number P tk.7Fmin 6> hours round the clock

)o &onthl! Bills

)o $ecurit! *eposits

)o &onthl! ,ccess Cees

)o Eaiting for ,ctivation

#nstant (onnection

,$/ Joice &ail $ervice free of monthl! rents

,$/ (ards of Cour *ifferent Jalues and (olorsG$& Ceatures like (aller #* (all *ivert Joice &ail $ervice &&$. waiting.


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be able to communicate with a group consisting of maximum ten callers.

Ca)) 2ivert- (all *ivert lets subscriber redirect or re-route subscribers1 call to another

Grameen%hone mobile or an! other fixed :if !ou have BTTB connectivit!< or mobile

phone.


subscriber1s mobile. This feature is especiall! important for securit! purposes.

9a)ue Added Service%

!hort (essage !ervice )!(!*

$&$ in mobile acts like an advanced pager.

$ubscriber can send and receive text messages of up to 3A' characters directl!

from one G% mobile to another G% mobile.

Cax and *ata $ervice :currentl! available onl! to corporate clients


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S(S Pu%h Pu)) Service%

Eith %ush-%ull service subs can enjo! more than 3A' contents Q2 sage #nfo

%a!ment $tatus of last bill $ports news mergenc! numbers 8estaurants ,irline and

railwa! timing travel info etc. xample2 to know the contact numbers to taxi cabcompanies2

Go to the message option of handset.

Erite taxiM

$end the sms to 6'''

$ubs will receive the list of taxi cab numbers in return.

9oice (ai) Service D9(S

J&$ is a uni+ue answering machine.

#t provides !ou with a personal electronic mail box in our voice mail center.

#t records !our personalized greetings as well as stores !our incoming voice

messages.

#t records incoming voice messages if subscriber are2

0utside G%Ds coverage area or Bus! or

$impl! switched off !our mobile.

#t provides 6>-hour automatic secretarial service

&akes subscriber available to subscriber1s calling part! an!time

0ax and 2ata-

This service enables a G% subs to sendFreceive fax and data though their handsets b!

connecting to %(FLaptop.

3e % Service !!!

This is a news broadcasting service jointl! provided b! G% and %rothom ,lo4 *ail!

$tar. , subscriber can call 66 from hisFher G% mobile hone and listen to the latest news

highlights in nglish or bengli of their coice.

6>


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Channe)–, Program Schedu)e !*!*

6?6? is a (hannel5# program schedule service. , subscriber can call this number fromhisFher G% mobile phone and listen to (hannel # program highlights.

Event Ba%ed S ort% 4 date !This and event based sports update service. #n respect to special sports events for ex2

international and national cricket events G% updates the latest news which can be

accessed b! dialing 6''6.

,ftar And Sehri Timing 1*1*

*uring the month o f 8amada a subscriber can listen to the timing of iftar and sehri in

*haka ad adjacent areas.

!.1*.& $+uice

2$uice is a mobile subscription for young people who use the mobile phone for

communication and entertainment . $o ----• *juice provides the most re)evant voiceF me%%aging and content %ervice% and

constitute a strong and differentiated mobile )ife%ty)e offering .• *juice aims to support customer lifest!le interests and enhance their mobile

experience.• *juice is registered trademark owned b! Telenor and is currentl! operating in

)orwa! $weden kraine and ungar!.1• Telenor is a leading provider of mobile voice and value added services in the

$candinavian region (entral astern urope and $outh ast ,sia and embraces

operation in 36 countries.

Gouth %egment i% )arge)y unta ed and untargeted b! the current mobile operators

of Bangladesh which itself is a significant potential market :>'@ ,pprox.


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• ,f the otentia) target grou i% targeted no then the transition from !outh to

higher age group : stablished (onsumer or Business $egments< can be attained

which will assist in total life c!cle management of a significant subscriber base

:lo!alt!'<• Group &essage•

:max 3' groups with max 6? members<• $ubscriber will be charged per group member

6A


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network mobilit! feature with which subscriber can move around throughout the

countr! with !our G% mobile phone.

!upplementary 'eatures: Ca))er ,2- *ispla! of the phone

number of an incoming call in !our handset before the call is answered

Ca)) @aiting- Ehile talking to the first caller subscriber will hear a special tone

informing !ou about the second call on the line. ,t that moment subscriber can put the

first caller on hold and talk to the second caller.



be able to communicate with a group consisting of maximum five callers.

Ca)) 2ivert- (all *ivert lets subscriber redirect or re-route subscriber1s call to another

Grameenphone mobile or an! other fixed :if subscriber have BTTB connectivit!< or

mobile phone.


another mobile. This feature is especiall! important for securit! purposes.

6"

&enefits Products:

&onthl! 7'' minutes :billed duration< of talk time free of charge

Eith comparison to similar post paid products subs can save Tk. >?' ever!month.

)o monthl! access fee

)ational 8oaming Cacilit! and no inter zonal and no network mobilit! charge.

Clat rate of > Taka per minute after 3 st free 7'' minutes at peak hr and 7 Takaat off peak hour.

3? sec pulse after 3 st minute


)o #ncoming charges form &obile to mobile

%eak hour ".'' a.m. to 33.'' p.m. and off peak hour is 33.'' p.m. to ".'' a.m.


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9a)ue Added Service%

Service for the rura) oor 9i))age Phone

stablishing a nationwide network gives fair access to all geographical areas. Crom a

business point of view this strateg! serves both the long distances as well as the rural

markets. This emphasis on rural coverage brings a much-needed infrastructure in theunderdeveloped rural areas.

#n collaboration with Grameen Bank which provides mi(&0-credit onl! to the rural

poor G% utilizes the bank borrowers to retail telecom services in the rural areas.

Leveraging on Grameen Bank borrowers reduces the distribution costs of

Grameen%honeDs rural services contributing to the profitabilit! of this segment.

B! bringing electronic connectivit! to rural Bangladesh Grameen%hone is bringing the

digital revolution to the doorsteps of the rural poor and unconnected. B! being able to

connect to urban areas or even to foreign countries a whole new world of opportunities

are opening up for the villagers in Bangladesh. Grameen Bank borrowers who provide

the services are uplifting themselves economicall! through a new means of income

generation while at the same time providing valuable telephone service to their fellow

villagers. Thus the telephone becomes a weapon against povert!.

6=

$hort &essage $ervice :$&$<Eireless ,pplication %rotocol NE,%O$&$ %ush-%ull $ervicesJoice &ail $ervice :J&$<Cax and *ata2

)ews $ervice N666O(hannel5# %rogram $chedule N6?6?Ovent Based $ports pdate N6''6O#ftar ,nd $ehri Timing N3?3?O


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,n%ta Care

Grameen%hone introduces ,3STA CARE an automated service with #ntegrated Joice

8esponse N#J8O s!stem to meet !our G% service related +ueries 6?-hours a da! 7A?

da!s in a !ear.

#f a G% %ost %aid subscriber wants to know hisFher recent Billing updates ,ccount ;

%a!ment status credit limit and polic! billing procedure etc. eFshe simpl! call 367 or

hisFher desired 0T-code from his G% mobile

#f an! G% subscriber has a +uer! on G%1s after sales service procedures coverage

information existing products tariff value added services international roaming G$&features or information on emergenc! numbers travel or even eating out and lot more

heFshe has to call 36> or desired 0T-code from hisFher G% mobile.

2irect Hot Code 2ia)ing

ot-code dialing allows one to get information without going through the menu s!stem.0ne can directl! call to the ot-code numbers to avail !our desired information.

7'

P"ST PA,2 ,3STA CARE 1!&

B,++,3/ 4ER,ESF PR"CE24RES I BA3J 2ETA,+S

Bill uer! 367=3%a!ment $tatus367=6(onnection $tatus367=7$ecurit!

*eposit (redit limit ; %olic!367=> ow we bill !ouU367=? ow to pa!U

367=A#temized bill367=9


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76

P"ST PA,2 I PRE PA,2 ,3STA CARE 1!&

SER9,CES Jalue ,dded $ervices36>=33#nternational

8oaming36>=36(ustomer &anagements (enters36>=37 andset $ervice

(enters36>=3>Lost %hone 8econnection ; $#& (hange

%rocedures36>=3?,ddress (hange %rocedures36>=3A&igration ; 0wnership

Transfer36>=39

PR"24CT I 3ET@"RJ ,30"R(AT,"3 %resent package and

price36>=63G& products36>=66Tariff36>=67%oint of sales

centers36>=6>%repaid information36>=6?G% coverage36>=6AG$& features

36>=69

/E3ERA+ ,30"R(AT,"3 ospital ; (linics36>=73Cire brigade and

,mbulance36>=76%o=lice station ; legal ,id36>=77Travel

#nformation36>=7>Taxi (ab36>=7? otel ; 8estaurant36>=7A*istrict ; countr!

(ode36>=79


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!.18 "rgani5ation 4nit%

2e artment%K2ivi%ion% of /rameenPhone8ecentl! management has brought a change in the organizational structure in view of

need of time. ,s of the recent change line function of the compan! comprises of the 7

different tasks. These are2

Build ; 0perate

$ell

(are

,ccordingl! 7 main divisions were identified as the line organization part of the

compan!. These are2

Technical *ivision

$ales and &arketing *ivision and

(ustomer &anagement *ivision.

!.18.1 Technica) 2ivi%ion

Technical division is split into two parts2

8oll -0ut *ivision2 8esponsible for building the network.

0perations *ivisions2 8esponsible for operation and maintenance of the network.

Re% on%i#i)itie% of the P)anning Section

8esponsible for mainl! Base $tation related planning

8esponsible for planning of data transmission e+uipment from Base $tation toswitch

8esponsible for B$( :Base $tation (ontroller< and &$( :&obile $witch (enter<related planning.

8esponsible for timel! suppl! of e+uipment8esponsible for negotiating with hose owner for building Base $tation on therooftop.

8esponsible for roaming agreement with other countries.

Re% on%i#i)itie% of the ,m )ementing Section

8esponsible for construction ; maintenance of Base station room ,ntenna pipe%ower suppl! etc.

8esponsible for installation of Base $tation ardware.8esponsible for start-up and pilot operation of Base $tation.

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"rgan gram of Technica) 2ivi%ion

Fig 2.,

7>

+ a # a n t , C o ( t C o n ( t r o lle r -A d m in . / 0 0 o r t

" e 0 / t y & e # h n i# a l " i re # t o rC o n ( / l t a n tC o n ( / l t a n t

P r o 1e # t " e 0 a r tm e n t

% a n a g e r2 A 3 4n t e rn a t io n a l 5 e a m in g " e 0 a r tm e n t

% a n a g e rC o m m i( ( io n in g

% a n a g e r4 n ( t a l l a t i o n

% a n a g e r

C i6 il 7 o r k ( C o n ( t r / # tio n

% a n a g e rC i6 il 7 o r k ( % a in t e n a n # e

" e 0 / t y G e n e r a l % a n a g e r4 m 0 le m e n t a tio n " e 0 t .

+ a # a n t% a n a g e r

" o # / m e n t a tio n

% a n a g e r) e g o t i a t i o n (

% a n a g e r& r a n ( m i( ( io n P l a n n i n g

% a n a g e r

* i t# h P l a n n i n g

% a n a g e r5 a d i o P l a n n i n g

" e 0 / ty G e n e r a l % a n a g e rP l a n n in g " e 0 t .

% a n a g e rB a ( e t a tio n y ( t e m

% a n a g e r

) e t * o r k % a n a g e m e n t

% a n a g e r* i t# h i n g y ( t e m

" e 0 / ty G e n e r a l % a n a g e r2 0 e r a tio n 3 % a in t e n a n # e C e n t re

P r o 1e # t % a n a g e rP a k ( e y 5 e g i o n a l C e n t re

P r o 1e # t % a n a g e r

C & G 5 e g io n a l C e n t r e

P r o 1e # t % a n a g e r" h a k a 5 e g i o n a l C e n t re

P r o 1e # t G e n e r a l % a n a gP r o 1e # t " G %

5 e g io n a l " e 0 t .

" i r e # t o r& e # h n i # a l " i6 i ( io n


36/84

!.18.! (arketing and Sa)e% 2ivi%ion of /rameen hone

The following chart shows different department under &arketing *ivision.

Fig: 2.

7?

*G&$ales *ept.

&anager (hannel $ales

*eput!&anager (orp. sales

*eput! &anager %re-%aid $ales

*G& &arketing

&anager (ommunication

&anager%roduct ; %laning

*G& 8egional *ept

(hittagong

hulna

Dire tor!ar"eting # $ales

Assistant Proje ts


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Sa)e% 2e artment of /rameenPhone

,s its name suggests this department involves in the selling procedure of G% and thusenjo!s the responsibilit! of direct interface with the customers.

Re% on%i#i)itie% of Sa)e% 2e artment

&arket surve! and collecting the feedback

%articipation in exhibition

%articipation in opening of dealers outlet

#nstant deliver!

#ntroducing ; selling new packages

Collow up with existing subscribersBuilding up managements with subscribers.

2i%tri#ution Channe) of /rameenPhone

,nfo-

#nfo center provides spot solutions. ere subscribers can get subscription. '> trained and

friendl! people are serving at #nfo (enter from "am-Apm. There is also '3 $ales ;

Logistics 0fficer who is responsible for providing $#& :$ubscribers #dentification

&odule< cards and handsets to the subscribers and distribution of marketing items.

2ea)er%-

'6 persons are responsible in dealing with *ealers at *haka and (hittagong each. There

are '> *ealers at present-Clora Grameen Telecom and Brothers Butterfl!.

Cor orate Sa)e% 0orce-

'9 0fficers are read! to serve an! corporate in *haka and '? persons at (hittagong.

Product I (arket P)anning of /rameenPhone

%roduct ; &arket %lanning *epartment :% ; &%< is a vital part of Grameenphone in

terms of its importance and role.


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The central innovative department of Grameenphone is the % ; &% department. This

department facilitates communication between the different departments about existing

and new products F packages of Grameen%hone. % ; &% also manages and co-ordinates

information about different products. % ; &% evaluate the possibilities and develop new

products.

% ; %& is responsible for communication with different departments about existing

products.

% ; &% gets feedback from $ales (ustomer &anagement and &arket (ommunication

departments regarding (ustomer needs and &arket re+uirements. Ceedback helps in

redefining an existing product.

)ew ideas are developed after evaluation of market demands. % ; &% gives shape and

form to berg ideas in the process of developing a new product. % ; &% is responsible to

co-ordinate with 0peration ; &aintenance #nformation $!stem and Billing departments

to get solutions check the functionalit! of %roduct features and prices. Bundling and un-

Bundling of services to create new packages can be a useful wa! of satisf!ing customer

needs.

% ; &% facilitates launch of the products within Grameenphone. Training and support for

a product to all departments within Grameenphone is also the responsibilit! of thisdepartment. % ; &% develops the main marketing message for products working closel!

with &arketing department. % ; &% develops the main marketing message for products

working closel! with &arketing department. % ; &% will also support $ales and

(ustomer (are department about new product launch.

(arket Communication of /rameenPhone

0unction%

The functions of marketing department are manifold. owever the main function can be

articulated as to develop product and promote.

#n order to accomplish this function some steps have to follow. The! are2

)eed determination b! market surve! through secondar! data.

To develop product within G%1s resources.


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%ricing of the product.

To obtain necessar! approval from the management

(ompetitor1s activit! anal!sis

(oncept building for promotional activities. #t includes advertisement in the leasing

dailies in the most effective manner within a given budget to arrange out-door

advertisement hoarding promotions of gift items like dair! calendar etc.

Besides the above-mentioned functions this department is also responsible for all kinds

of publications of G%. #t is the responsibilit! of the marketing department to design and

publish monthl! )ewsletter of G%.

&arketing department also support various departments in performing their job. ,fter the

market surve! for an example the! can suggest 8adio %lanning department about the

approximate no. of probable subscribers of a particular area and the potential of

#nternational 8oaming.

#n the above-mentioned wa! marketing department pla!s an important role in the smooth

functioning of G%.

Se))ing rocedure of /rameenPhone

To build management with the clients to make a good rapport with them to

acknowledge them about the G% service its advantages coverage area and above

all to provide information about G% in a convincing manner.

all the necessar! arrangements to sale the product which includes handout G%

application form ; brochures

elp the customer to fill up the application form including the agreement.

Tell ; help the customer to pa! the amount for subscription including govt. fee and

securit! deposit in the designated banks in cash.

8eceive the completed application form with bank deposit slip and all the

documents check carefull! and ensure the signature with date.

&ake a photocop! of the $#& card with its number mobile number and #* number.


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#nform the subscriber to contact (ustomer (are *epartment on 367 for further

in+uir!.

Thanks the customer for choosing G%

Corward the subscriber1s file to the Billing department for activation.

!.18.& Cu%tomer (anagement 2e artment DC(2 of /rameen hone

(ustomer &anagement *ivision of G% has different units that are involved in ensuring

all post sale services of our valued customers. Collowing is a brief description of the

activities of these divisions2

Ca))K,mage (anagement-

The (all &anagement handles all calls made in the hotline b! the customers to provide

+ualit! post5sales services 6>-hour round the clock. $ales department procures the

business and #mage center keep the business with the compan! for long period. 0nce

management ship is established #mage center is doing the business with the subscribers. #t

works with the objective to meet all kinds of +ueries from customer and provide the

optimum solutions.

Cu%tomer (anagement Center DC(C -

The (&( handles all the customers face to face to provide +ualit! post5sales services to

keep the business with the compan! for long period. 0nce management ship is

established like #mage center (&( is doing the business with the subscribers in person.

#t works with the objective to meet all kinds of +ueries from customer and provide the

optimum solutions.

Grameenphone provides instant services through its six Cu%tomer (anagement Center

in five division. ,ll t!pes of services regarding connection network coverage and

handset problems are dealt with. The customers can walk in at these centers for solution

to an! t!pe of problem regarding G% mobiles. The compan! has different units within the

customer management department to support and to take care of instant action regarding


41/84

fax lost phones pa!ments of bill activation and an! other problem that needs instant

solution.

Cor orate Cu%tomer Service-

This unit is responsible for providing all post-sale services to corporate accounts. This

unit doing the business with the corporate subscribers in person over phone. #t works

with the objective to meet all kinds of +ueries from customer and provide the optimum

solutions.

The ,mage (anagementF the Cu%tomer (anagement Center and the Cor orate

Cu%tomer Service are making the bridge between the customers and compan!. Besides

$ales ; &arketing division this are the (&*1s three departments who deals customers

directl!. #t works to ensure customers satisfaction and also to motivate the people in

Grameenphone service. #n (&* previousl! named subscription unit renamed as

customer demografic and activation :(*,< unit communication units are working also

Table 2.$: #ervice offering from the +mage Center

Contractua) Bi))ing "rder Entry /enera) Service(hange of ,ddress #nformation of Billing

s!stem8eplacement of the$#& (ard

%roduct #nformation

0wnership Transfer #nformation for the#nvoice %roblem

Jalue ,dded $ervice (overage#nformation

(hange of $ubscription $ending the 8evisedBill

8emove the%assword

andset #nformation

Transfer of Vone 8e+uest for #temizedBill

*ifferent Ceatures.

8e+uest for the,dditional $ervice

$tatus of the *eposit

The (ain Activitie% of the ,mage Center

,mage Bui)ding Activitie%- The main activities of (orporate (ustomer (are and the hotlines are to move towards the customer satisfaction. $o it will start with the image

building activities b! welcome call after activation.


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(anagement Bui)ding Activitie%- (ustomer care will send the letter b! mentioning theG%1s contact point and available service agreement. This service is exclusivel! for the(orporate (ustomers onl!.

Fig 2. : /rgan gram of Customer Management 0ivision.

,dditionalG&

,G&

*eput!G&

*eput!G&

*eput!G&

(anager (anager (anager (anager (anager

*&

*eput!&anager

*&

*&

2irector


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#mmediatel! after the recruitment separate emplo!ee file is opened comprising all the

relevant information of the particular emplo!ee. This personal file is prepared

maintained and updated b! 8*. #n fact one of the main responsibilities of 8* is

updating of all the personal file of the emplo!ee.

%erformance appraisal is another main function of 8 &anagement. %erformance

appraisal is an! personnel decision that influences the status of the emplo!ee regarding

his confirmation increment promotion and transfer.

/P erformance a rai%a)

0n completion of probation

0n completion of one !ear of service.

Performance of an em )oyee take% )ace #y fo))o ing %ome %te %

a< Iob anal!sis

b< $et up performance standard and

c< ,ppraisal interview.

+eave management

Leave management is an important function. 8 has opened a leave management

database to obtain current leave status of all the emplo!ees of Grameen%hone. #t

provides emplo!ees about their leave status when it is necessar!.

8 &anagement also deals with some personnel functions like show cause termination

*ismissal discharge and resignation. #t also issues circular as ; when re+uired conduct

department in+uir! and all other functions related to 8.

Human Re%ource% 2eve)o ment of /rameen hone

,n organization1s performance and resulting productivit! are directl! proportional to the

+uantit! and +ualit! of its human resources. Ehile emplo!ee performance must be

evaluated in economic terms of efficienc! and effectiveness it can be best achieved

through recognizing and enhancing the human dignit! of each emplo!ee. The +ualit! of


45/84

the human resources can be effectivel! increased through education training and

personal development. uman 8esources *evelopment functions aim to increase the

+ualit! of the human resources especiall! through training.

! training involves the follo%ing steps,ssessing training needs$election of the participants(onduct training programs.

2ifferent training rogram% of /P

G% %rovides both local and overseas training on the basis of the need anal!sis of theemplo!ee.

+oca) training#nductionF0rientation training %rogram falls under inside G% training categor!. ,fter

joining it is the responsibilit! of the 8 to conduct inductionForientation training to the

newl! recruited personnel to provide a general introduction of the compan!. To prepare

training plan participant1s list and training schedule for induction training - 8

department does all. #nside G% training will cover &anagement training will cover

&anagement training and *epartment training in near future. 0ut side G% training means

to take part in training programs offered b! different training institutionsFuniversities on

different subjects. 0verseas training2 ,fter need assessment emplo!ees who need

overseas training are sent abroad for overseas training. xpenses of overseas training are

generall! borne b! G%. The particular emplo!ee who has been selected for training has to

sign a suret! bond for specific period of time for overseas training.

Be%ide% the a#ove mentioned ork%F %ome routine function% of HR2 are

%repare maintain and update training related database.%repare career development plan

%repare induction training manualFmodules

valuate training program

&ake agreement between G% ; emplo!ees for overseas training

To communicate with different local training institutions

To communicate with trainersFinstructors.


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HR (anagement ,nformation Sy%tem of /rameenPhone

8-$ Cunctions involve-

To maintain ; update emplo!ee database

&aintain emplo!ee related different statistics,n! other works which re+uires updating emplo!ee data.

Though job has been classified and assigned according to the nature of the functions of

8 *epartment the job is accomplished and the responsibilit! is carried out co-

operativel!. 8* pla!s a ver! crucial role in the functioning of G%. This is a ver!

flexible and open department as it alwa!s has to gather and store current and exact data

and information regarding the emplo!ee and the organization.

!.18.* Admini%trative 2ivi%ion

The term ,dministrationM is associated with misconceptions and controversies.

speciall! in the context of Bangladesh it represents a bureaucratic organizational set up

with t!pical characteristics of red-tape-ism centralization of power and authorit!

favoritism nepotism and so on. ,dministration *ivision of Grameen%hone is set up with

a view to break out from the so-called conventional s!stem of bureaucrac! and strives to

be different in all respects.

dministration $ivision encourages to:

*evelop the leadership +ualit! in such a manner that the organization can

grow like a disciplined famil!.

8eward for discipline hard work and efficienc!.

&aintain a +ualit! conducive and enjo!able work environment.

&aintain congenial and health! interdepartmental managements to ensure

uniformit! in objectives.


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Eork with an open s!stem approach to ensure effective communication flow2

Fig 2. : /rgan gram of Administration 0ivision

!.18.8 0inance 2ivi%ion of /rameen honeCinance division comprises three departments namel! #nformation s!stems Cinance and%rocurement.

Structure of 0inance 2ivi%ion

Fig 2.1

*epartment of finance is an integral part of finance division. The main role of thisdepartment is define in under2

,ttends to financial planning and control

Budget and budgetar! control

%rovide management information

*evelopment of s!stem and method

nsure proper internal control over the compan!

*irector Cinance

&anager Cinance

&anager

#nformation $!stem

&anager

%rocurement

Director Administration

Manager HR

Manager Office

Manager Sec rit!


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,nal!sis of financial statement for future action

#nformation flow for inter-department and external using

(o-ordination with external organization and internal department.

@ork force-

Eorking team of this department consist a total nine :'=< members including xecutive

&anager Cinance who is responsible for overall and inter-departmental management of

this department. Cor overall supervising and proper internal control purpose finance

department device in four segments where a several section as re+uired based on work

volume and a manager :individuals< is responsible for all activities performed b! the

sections. ,t present there is a managerial position confirmed dul! for accounts segment

based in *haka. There is also a total $ix-:'A< accounts officer including (hittagong

office and a cashier in the cash office based in *haka.

!.18.: ,nformation Sy%tem% D,S of /rameen hone

Re% on%i#i)itie%-

#$ is responsible to manage the following areas-

)T $erverFEorkstations,lpha $erver $!stem

&ailF#nternet $!stem

%,BQ $!stems.

)T $erver serves in the following wa!2

• ,ll the *esktops and portables while in networks are connected to )T server.

• )T $erver is used for -

a< *ata sharing b< (entralizing datac< *ata securit!d< %rintinge< lectronic mail.

,lpha $erver is used for -

a< (ustomer activationFdeactivation b< ,dding and barring features to the customers


49/84

c< (ustomers in+uiriesd< Generation billse< (urrent and previous status of customer

#$ mainl! works with $witch and (ustomer (are department #$ maintains and managesthe server oriented application software which is known as (,B$ 6'''.

Billing and (ustomer (are use (,B$ 6''' and in this wa! the! are closel! related with#$ *epartment.

(ai)K,nternet of /rameen hone

,ll the G% 0fficials have their own -mail address which helps in eas! communication

and eas! data transfer. #$ handles all mail and #nternet related issues and problems.

PAB %y%tem of /rameenPhone

,ll the desk telephones are connected to the %,BQ s!stem which helps in connecting G%

officials and the out side world.

#n short the whole G% for its da! to da! activities like computer application %,BQ

phone s!stem -mail etc. which is a must to carr! out the regular duties are all managed

b! #$.

Ehenever user face an! problem related to the above-mentioned activities #$ members

are alwa!s active to provide instant help.

!.18.; "ther 2ivi%ion% of /rameenPhone

,nformationThis is a department responsible for information flow both within and outside theorganization. )ow ? persons are working in this department.

/R,P

G8#% represents for- Grameen%hone 8ailwa! #ntegration project. This is a special projectto integrate the telecom department of railwa! :B8T$< and Grameen%hone. This projectwill end up with a merger with 8oll - 0ut and 0perations division.


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Regu)atory I +ega)

This division is responsible for booking after the regulator! obligation and legal findingof the (ompan!. )ow onl! two people are in this division excluding the director.

!.1: Em )oyee Standard of Conduct

The compan! offers a wonderful and friendl! working environment in the office.

Grameen hone has conducive and safe working environment. The (ompan!1s intent is to

establish a good working management ship through a mutual understanding of

expectations. The! believe in working in a team and demonstrate team spirit to maximize

and excel in standard +ualit! service to their valued subscribers in the area of

telecommunication. mplo!ees work in an environment where the! feel valued

responsible and supported b! the authorit! as well as b! their colleagues.

Grameenphone also takes preventive and safet! measures to avoid all sorts of hazardous

situation that might take place in some areas of technical functions.

Eith its present status G% aims to expand and grow at a faster pace b! utilizing the best

possible opportunities and expansion of )etwork throughout the whole countr!. This

enormous task re+uires dedicated devoted and committed manpower.

!.1; ,ndu%try Ana)y%i%

&obile telecommunication industr! in Bangladesh is still in growth stage. 0nl! four

companies are currentl! operating in the countr!. #t was a +uestion that whether the

market of the countr! is suitable for this expensive technolog! or not. But after few !ears

of introduction it has become one the biggest industries of the countr!.

#n the first half of ='1s (it! (ell started the journe! of mobile industr! in Bangladesh. #n

the first few !ears it was the onl! compan! in the industr!. )aturall! the price was too

high and the general people could not afford mobile phone during that period of time.

The compan! targeted onl! the higher class of the societ!. *uring that time price of

mobile was above Tk ?' '''FR. )aturall! the growth of the industr! was too slow. $o

the government decided to bring more companies in the market and break the monopol!.


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,fter careful evaluation the government decided to provide three licenses to Grameen

Telephone T& #nternational :, T L< and $heba Telecom :Banglalink< and Teletalk.

(it! (ell is using ,&%$ :,dvanced &obile %hone $!stem< technolog! all of these rest

companies are using G$& :Global $!stem for &obile< technolog!. G$& is the most

popular mobile telecommunication technolog! in the world. ,bout A'@ of the cell phone

users of the world use G$& technolog!.

# have alread! mentioned that the mobile telecommunication industr! is now in the high

growth stage. The number of mobile users in the countr! is approximatel! ?' '' ''' and

among them G%1s subscribers are over 7> '' '''.,lthough the mobile industr! in

Bangladesh is of four private companies and newl! Tele-talk of BTTB is operating G%

is still leading the wa! with a sharp distance.

!.17 S@"T Ana)y%i% of /rameen hone

Strength%-

Good 0wner $tructure

,vailabilit! of Backbone )etwork :0ptical fibber<

Cinancial $oundness

&arket Leader

Brand )ame F Grameen #mage

$killed uman 8esource

Largest Geographical (overage

Good uman 8esource and #nfrastructure #nstallation all over the countr! through

Bangladesh 8ailwa! and Grameen Bank

,ccess to the widest rural distribution network through Grameen Bank


52/84

igh thical $tandard

ighest and advanced value added service provider.

@eakne%%e%-

&ixture of different cultures is used as an excuse not to solve problems

Too much inside out thinking in the compan!.

*ifferent departments not working together.

%oor interconnection with BTTB.

(omplicated price structure

Billing $!stem can1t handle sophisticated billing.

)o long-term *istributionF(hannel strateg!.

" ortunitie%-

conomic growth of Bangladesh.

)ew and better interconnection agreement

uge need for telecom services

#ncreased intentional activities in Bangladesh

*eclining prices for handsets

Cuture privatization of the fixed network

)ew international gatewa!

*emand for inter-cit! communication

Growth in other operator will give more connection.

Threat%-


53/84

&ore rigid government regulations.

&ore influence of competitors on the fixed network

(hange of government might lead to competitors having more clout

*evaluation of Taka

)ational catastrophes.

$abotage of installation.

)on-co-operation of government and fixed %$T) :%ublic $ervice Telephone

)etwork


54/84

The topic of m! internship project is (ustomer satisfaction ; retention through Tele-

marketingM. # am doing m! internship in the largest cellular compan! of Bangladesh4

Grameenphone Ltd. # have been working their in customer demographic and activation4 a

unit of (ustomer &anagement *ivision. There are 3"9 manpower is working in the

(ustomer &anagement *ivision and in the Tele-marketing total 9 people are working

dail! and in the (ustomer *emographic and ,ctivation unit "3 people are working.

,s Grameenphone is a service compan! it alwa!s aims to retain its1 customers through

+ualit! customer service. ven though customer lo!alt! is possible through customer

management ship there is alwa!s room for customer dissatisfaction which hampers

customer lo!alt!. ence in order to maintain lo!alt! it is ver! important to maintain a

good management ship with the customer.

$o here m! job is to entr! proper wa! as data from prepaid subscriber form and the next

project will be to promote and provide different services to the subscribers over telephone

on the basis of the current data entr!. That means m! actual job is to satisf! customers b!

meeting their different +ueries and promoting and creating the awareness of G%1s

different services and also pursue the subscribers to be retained.

&.! Te)e marketing DThe 3e Conce t

#n 3==A Grameenphone started its journe! and never stopped in this hard walk wa! of

establishing itself and reaching to the mass people with their +ualit! services. ver! time

the! have tried to bring something new something good for both the customers and for

the compan!. Their continuous research on market and customers and their willingness to

provide better services than before has made them the market leader for a long time.

Their (ustomer &anagement (enters and the hotline services are the best in the present

telecommunication industr!. To continue this advancement the! have bring a new concept

in the telecommunication sector which is 5 Tele-marketingM.

The present market demand and business scenario in Bangladesh forced them to bring

this new concept to maintain the customer1s satisfaction level. 0n 3> th Cebruar!16''?

Tele-marketingM started its journe!. #n the beginning it started with promoting the


55/84

(R2

Te)emarketing

C(2

Sa)e% I(kt.

"therdivi%ion

C(2 L ,T

Cu%tomerSegmentation

0eed#ack

TargetSu#%cri#er

Pre%erved2ata#a%e

Fig $.1: Tele-marketing Flo% chart

features of their existing products to their existing customers. Tele-marketing concept

means the wa! of marketing the compan! products and delivering services over phone to

the subscribers which is +uite new in our countr!. #n this case Grameenphone is the

pioneer. Tele-marketing4 a sub-division of (ustomer &anagement *ivision of

Grameenphone take birth in the head office Gulshan *haka and continuing their

activities to enhance the customer service more in future.

&.& Activitie% of Te)e marketing

The basic activities of Tele-marketing is to contact the subscribers over phone and get the

feed back and side b! side promoting their products the features etc. #n Grameenphone

tele-marketing working process are listed below-


56/84


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&.' E%ta#)i%hment Co%t and Ex en%e% of Te)e marketing

There is no additional costing for establishing the tele-marketingM project. The tele-

marketing is running on the established infrastructure of (ustomer &anagement

*ivision. #t does not re+uire an! kind of extra e+uipments and there was enough resource

in call center which helped tele-marketing to run on successfull! and without an! cost.

To run this project there were some expenses which is ver! little in amount that was

recovered from the revenue generated from call center. The expenses were 5 hiring

people training and refreshment expenses and the monthl! compensation for the tele-

marketers.

Tele-marketer

%hone %( *atabase

$ubscriber

Ceedback

Fig $.2: Tele-marketing %orking process


58/84

&.* Em )oyee% DThe (arketer%

Cor tele-marketing 9 part times and internee emplo!ees are working in two shifts. These 9

marketers are working under the supervision of an (ustomer &anagement 0fficer who is

responsible for all kinds of activities in tele-marketing. Then he will report to the General&anager of (&*. $o the tele-marketing structure is 5

Fig $.$: Telemarketing structure

The recruitment for tele-marketing is handled b! the uman 8esource *ivision of

Grameenphone. ,nd according to their recruiting policies the! invites part timers and

internee students to work for tele-marketing project. ,n formal interview and medical test

is arranged for the candidates. ,fter their recruitment (&* arranges training sessions

which is usuall! a four da!s long training period. #n the training sessions different

respective emplo!ees from different divisions of G% give lectures and audio visual

lessons. ,fter the training period the new emplo!ees who are actuall! the marketers

started their practical job of tele-marketing.

&.8 ,m act of Te)emarketing on Cu%tomer Sati%faction

2irectorF C(2

/enera) (anager

Cu%tomer (anagement"fficer DSu ervi%or

C(""

C(" C(" C(" C(" C(" C("


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(ustomer satisfaction is a ver! important factor for toda!1s companies. ,ll the successful

companies tr! to match the customer1s expectation with their delivered services. $atisfied

customers are ver! important for the companies because the! bring the benefits. $atisfied

customers are the customers whose needs are fulfilled and the! are ver! much +ualit!

service conscious. The! retain with the compan! for longer times and refer to others

about the companies. Through the satisfied customers companies get extra promotion and

lo!al customer for longer time. Grameenphone is also ver! much concerned about

satisf!ing customers. The call center of help line #J8 customer managements centers all

are the main factors of customer1s satisfaction for G%. But still customers sometimes

don1t like to get these services due to financial factors and sometimes for other issues like

availabilit! time constraints etc. $o through tele-marketing Grameenphone reached one

step more in raising customer satisfaction than other mobile operators. (ause when tele-

marketers calls an subscriber and take care of hisFher problems and indirectl! sending the

message to the subscriber that the! are their valuable customer and Grameenphone is

alwa!s there to help them b! knocking customer1s door4 then the compan! image in front

of the customer changes and their desired satisfactor! issues meets.

&.: ,m act of Te)e marketing in revenue generation

Tele-marketing activities of Grameenphone are helping them to generate huge revenue.Like-

♣ Tele-marketers are promoting the new product campaigns over phone. $o the

customers are directl! getting the news from Grameenphone. Then the! are

bu!ing the new packages and thus G% sales go higher.

♣ Tele-marketers are promoting the value added services :J,$< provided b! G%. $o

customers are using the services and from J,$ huge revenue comes out.

♣ ,s tele-marketers works for retaining customers so G% gets lo!al customers and

this lo!al customer makes repeat usages of the services.


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♣ Though tele-marketing the customers are getting educated about the product

features and other services. Then the! tr! these services at least once. $o the huge

number of customers of G% is generating a huge amount of revenue for the

compan! in the trial period.

♣ Tele-marketers are motivating customers and then drive their needs to use the G%

products and more and more in future. ,nd b! assuring the better services the!

are satisf!ing customers. so the satisfied customers are also referring to others.

Thus G% is getting more word of mouth communication and the benefit is the

compan! getting more customers and the revenues is on the wa!.

♣ Tele-marketing are continuing with Grameenphone1s existing infrastructure and

so Grameenphone will earn huge benefit with extra low cost. $o for this it has

needed its emplo!ee salar! and maintenance of %(.


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CHAPTER '

Theoretica) and Techno)ogica) Ana)y%i% of Te)emarketing

'.1 /T(S DTe)e marketing Soft are Too)%

Grameenphone is using an database software named GT&$M which is custom made and

used for preserving the information1s gathered from the customers field b! field. B! using

this software the tele-marketing people can easil! generate an! report based on the

+ueries. #t makes their works ver! easier and saves time. Two screen shots of GT&$ is

given below2

0ig '.1- /T(S Screen %hot- 1


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Fig '.$: Motivation process and customer retention

Ehen a customer has an! unfulfilled needs or desired service from Grameenphone then

heFshe gets tensed and this drives to a specific behavior that heFshe needs to fulfill that

needs or desire4 in the mean time their learning from other sources helps to think about

meeting their demands. $o the Grameen tele marketers what reall! do is 4 the! educate

the subscribers and motivates to act in the specific behavior and then in the cognition

process subscribers finds that the! are learned about their needs with the help of Tele-

marketers and now the! know how to fulfill their demand and the! goes for it. $o Tele-

marketer are reducing tensions of customers and b! educating them motivating to use the

services more or approaching to new services.

4nfu)fi))edneed% and

de%ireTen%ion 2rive Behavior /oa)

+earning

Cognitiveroce%%

Ten%ionReduction


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&otivating customers tele-marketers also promoting the products and services of

Grameenphone which is more effective than other advertisement media.

&anagement ship marketing is a philosoph! of doing business a strategic orientation that

focuses on keeping and improving current customers rather than on ac+uiring new

customers. The main benefit of this theor! is customers prefer to have an ongoing

management ship with one compan! than to switch continuall! among other companies.

Tele-marketing of Grameenphone is exactl! retaining their customers following this

management ship marketing philosoph!.

Fig '.': Management ship marketing philosoph"

B! maintaining a management with the customers Grameenphone will get man! benefits

like when the! are providing +ualit! services the customer1s satisfaction will be raised

and it will lead to them to be with the compan! for long time. $o Tele-marketers are

making an management with the customers and this leading the customers repeat usages

of Grameenphone services4 so the profits are increased and then all these things are

Cu%tomer%ati%faction

ua)ity %erviceCu%tomerretention Iincrea%ed rofit%

Em )oyeeRetention


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helping indirectl! to retains internal emplo!ees also. Through Tele-marketing customer

retention is easier than an! other media and the cost is lower also.

'.& ,ntrervie re%u)t% and Ana)y%i%

ere # have depicted the interview +uestion that # had asked to the emplo!ees in

Grameenphone4 and the some answer samples. #n the end of each +uestion # have

anal!zed the result of the interview.

ue%tion M 1- how Tele-marketing was establishedU

Em )oyee an% er-

♣ #ts an outbound service that Grameenphone lacks before4 that1s wh! it was

brought upM

♣ &arketing 8esearch *ivision (ustomer &anagement *ivision and others

division combined planned for brining up this new serviceM.

♣ (ompan! perspective was to change the customer1s attitude towards G%M.

Ana)y%i%-

&! anal!sis sa!s ver! few emplo!ees exactl! knows how Tele-marketing was

established4 but to some extent their raised points are right. Tele-marketing was

established due to the growing market competition to motivate the existing and new

customers of G% and to retain them. #t1s a new tool to increase the customer1s satisfaction

and to promote with lower costs. #ts not onl! the sub-division of (ustomer &anagement

*ivision but other departments are also related to its activities.


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ue%tion M '- *o !ou think Tele-marketing is an effective promotional toolU

Em )oyee an% er-

♣ ,t the moment it1s the best tool in tele-communication sector for promoting

servicesM.

♣ )o #t has a reverse effects during promotionM

Ana)y%i%-

,ccording to the emplo!ees answer it was found that most of them thinks its an new

promotional tool and Grameenphone brings it just because the! are the pioneer in

telecommunication sector. But its true as a promotional tool it1s ver! effective but

sometimes it has some reverse effects like subscribers might feel disturbed and get bore

of it.

ue%tion M *- Ehat is usage of the preserved data base of Tele-marketingU

Em )oyee an% er-

♣ #t is used for &arketing 8esearch *ivisionM.

♣ Ee can get some useful findings from this dataM.

♣ This data is need for segmenting the marketM.

Ana)y%i%-

The preserved data is mainl! used for marketing research purpose. Crom the customer responses &8* can find out their desires and future demands and can come up with newideas. Besides this another usage of this data is get the idea of G%1s actual market

segment.

ue%tion M 8- *o !ou think Tele-marketing is helping in generating revenueU

Em )oyee an% er-

♣ 0f course it is its generating a big amountM.

♣ #t1s a great weapon to generate revenueM.


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Ana)y%i%-

,bsolutel! Tele-marketing is helping Grameenphone to generate huge amount of

revenues. Because Tele-marketers are promoting motivating and retaining customers so

the sales and usage of the services is increasing.

ue%tion M :- *o !ou think tele-marketing is appropriate for customer retentionU

Em )oyee an% er-

♣ #t1s the perfect wa! of retaining a subscriber and solving hisFher problem and

offering better serviceM.

♣ $ame as helpline services.M

Ana)y%i%-

&! anal!sis sa!s tele-marketing is the best wa! to retain a customer in tele-

communication business. Through the help line services it1s not possible to make them

understand that the compan! reall! cares about its customers4 because customers are

pa!ing for the help line service and the! don1t give attention in persuasive matters.

ue%tion M ;- what are the future prospects of Tele-marketing in G%U

Em )oyee an% er-

♣ The future is brightM.

♣ There is a great opportunit! of expanding G%1s services through tele-marketing

and it can be a separate unitM.

Ana)y%i%-

,nal!sis sa!s that the future of Tele-marketing in G% is ver! bright. Because this section

is directl! related to customers and the! can get the direct feedback from the customers

for an! other division of Grameenphone. This section can create more emplo!ment

opportunit! in future. There is some argument among the emplo!ees of G% that some


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Tele-marketing should be directl! supervised under the &arketing 8esearch

*ivision because then the emplo!ees of both division will have more chance to

share ideas.

The usage of preserved data should be shown to the marketers so that the! can

realize the implication of their jobs.

There are technical problems in the software of Tele-marketing it should be bug

free and updated one.

To improve customer satisfaction on tele-marketing as well as in the (&* division there

is no other scope remain except ensuring the work through $. Cor this a full implement

able suggestion has given below2

*.1 Ca)) Regi%tering Sy%tem-

3. (ustomer 8elations and &anagement

6. (all 8egistering $!stem

7. Benefits of a (all 8egistering $!stem

>. %roduct Ceatures?. (all 8egistering $!stem &odules

*.1.1 Cu%tomer Re)ation% and (anagement

Customer Contact Center: The customer contact center integrates customer touch-points

and provides service through one multi-channel gatewa!. The customer contact center

whether it is a help desk a call center or on-line support via email or chat is about how

!our customers experience !our organization. (ustomers leave the customer contactcenter experience with either a positive or negative impression about !our compan!.

Call Center and Help $es-: The department that handles customer in+uiries - t!picall!

via the telephone fax or email.


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Customer Interactive Center )CIC* 2 elp desks and support environments that are

highl! interactive. (#( leverages technolog! human resources and methodologies to

create raving fans while utilizing e-$ervice and e-$upport for outstanding customer

satisfaction.

Customer Retention 2 %rocesses that identif! prioritize and improve areas of

performance that have the greatest impact on customer lo!alt!. The objective is to keep as

man! customers as possible keep them satisfied keep them lo!al and keep them for life.

0rganizations measure their performance over time and against competitors and how the!

drive customer feedback through the organization to build lasting customer management

ships.

Customer !upport 2 %rovides timel! expert support to resolve customer problems and

+ueries sent b! email phone fax or in person.

e!ervice system 2 , sophisticated scripted online help s!stem andFor a knowledge base of

technical notes and previousl! offered customer solutions. e$ervice is a (ustomer $ervice

(enter management s!stem that allows customers to find solutions on their own.

.ive !upport/!ervice 2 (ustomer service representatives who answer customer +uestions

via the telephone in real time.

#n0line !upport/!ervice 2 0n line support from an internal help desk allows businesses

of an! size to dramaticall! improve customer service b! providing emplo!ees access to

problem resolution information through #ntranets. ,n external help desk allows

customers to access customer service information through the Eeb. Both s!stems enable

companies to resolve problems faster leading to improved service and greater overall

customer satisfaction.


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*.1.! Ca)) Regi%tering Sy%tem

,s telecommunications and networking technologies continue to evolve and the

availabilit! of capital ebbs and flows service providers must carefull! choose thosesolutions that will allow them to keep pace with technological change to offer enhanced

services to their customers and to capture significant returns on investment. )ext-

generation network e+uipment with scalabilit! and economics unmatched b! legac!

e+uipment meet all of these re+uirements. )etworks convergence is now considered the

ol! GrailM of the telecom world. This convergence can be categorized in several wa!s

and will have a significant effect within various network domains. ,t the end of the da!

ever! network operator1s goal will be to provide seamless connectivit! between different

domains and to carr! calls end-to-end W packaged with a suite of services a(&0ss those

domains .

*espite customer ambivalence however venture capital continues to pour into

e+uipment startups and competitive carriers who claim that the!Dll be able to capitalize on

convergence

,ctual example like B%L Telecom LT* believes that #nnovation does not have to be a

random unpredictable process. )or must a compan!1s abilit! to innovate depend on

chance or other variables that are difficult to control. 0nce the causal factors are

identified and tools are developed to control these factors the output can be predicted 5

transforming innovation from an art to a science The s!stem developed b! B%L Telecom

is a multi-utilit! %lug-in module that is designed to be operational for both &obile

0perators as well as #nternet $ervice %roviders.

The (all 8egistering $!stem is a complete solution to facilitate (all (enter operations. #t

is a ver! powerful flexible and reliable s!stem for domestic and international

settlements offering the functionalit! and the performance re+uired b! toda!Ds d!namic

telecommunications market.


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%rovides all the details pertaining to the customer on the entr! of &obile number or the sername.

%rovides detailed information on subscribers such as customer code price groupcontract status bill c!cle device details service details credit card details #& #

details etc.

#t also provides information about invoice details pa!ment details bill viewscredit details and credit histor!.

#nformation like ticklers generated air-usage detail air amount land chargesroaming charges and a complete list of call details are also provided.

#t also maintains a histor! of past services availed b! customer with a status anddescription.

The s!stem also maintains a complaint histor!.

#nternal messaging to enhance first hand communication between the (all (enter and the respective department

ser ,dministration and grant of ser rights

8outing of the complaints to the concerned departments

$creen pop-ups to have the latest strategies and business proposals on !our finger

tips

eeps track of the average turn ,round Time or T,T between the initiation of acomplaint to its response time0verview of the complaint histor! for a given subscriber against his mobilenumber or his sername in case of #nternet 0perations

8eport generation on the basis of the &obile number or the sername of a$ubscriber

,utomation of the s!stem for better functionalit!

*.1.* Ca)) Regi%tering Sy%tem (odu)e%

The (all 8egistering s!stem involves following > (ore modules2ser ,dministration

(omplaintsD (onfiguration

(ustomer (omplaintsD istor!


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$ 8eports

B! following call registering s!stem techni+ue properl! Grameenphone can give better

services to its customer.

*.! /,S 4%e in Te)ecommunication% /ro ing

To be competitive telecommunications providers depend on a smoothl! functioning

workflow process that integrates information for marketing demand forecasting

engineering customer management operations support and fleet management. ,lthough

telecommunications providers generall! have the same needs for information how the

work flow is organized can var! significantl! from compan! to compan!.

/,S


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Fig).1: Telecommunications companies are integrating +# into the overall %ork flo%.

Telecommunications companies are integrating G#$ into the overall work flow.

istoricall! telecommunications companies have used an assortment of information

s!stems-some developed in-house some purchased-that were never designed to work

together. Ehen these s!stems were implemented there was no perceived re+uirement for

information sharing. Toda! telecommunications companies operate networks that have

e+uipment from multiple vendors and lease bandwidth and antenna sites from other

companies. &ergers with or ac+uisition of other companies re+uire the incorporation of

or at least interaction with completel! foreign networks. The need for information

sharing within companies and interoperabilit! between s!stems has been recognized b!

the telecommunications industr! for a long time. 0riginall! founded in 3"A? as

#nternational Telegraph nion the #nternational Telecommunications nion :#T <

promotes standards in e+uipment that guarantee generalized interconnection between

communication s!stems. To improve interoperabilit! #T has developed the

Telecommunications &anagement )etwork :T&)< a method of standardizing business

organization. This hierarch! of support s!stems specifies interoperabilit! through the useof industr!-standard protocols. Geospatial applications need to support this same level of

interoperabilit! if G#$ is to work well within this T&)-structured environment.

&an! current applications of G#$ in the telecommunications industr! began as

departmental tools that worked within a well-defined scope. These G#$-based tools have

helped automate business processes and increase the efficienc! of operations. The

following sections describe how telecommunications companies have integrated G#$ into

the overall work flow.

*.!.1 (arketingK(arket Segmentation

Telecommunications providers are tied to geograph! more closel! than man! other t!pes

of businesses. The! operate within service areas and the infrastructure that delivers

services is linked directl! to the location of each customer. Telecommunications

companies segment the characteristics for both consumer and business customers


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geographicall! using G#$. This not onl! lets them market more effectivel! but also helps

them forecast the demand for services. Both targeting customers and predicting where

and when growth will occur involves integrating corporate intelligence demographic

data and information about the progress of building projects in the area with location

data and appl!ing various modeling techni+ues. The information obtained from this

anal!sis drives network investment budgets and marketing campaigns.

*.!.! " eration% Su ort Sy%tem%

0perations $upport $!stems :0$$< make sure that the network functions properl!. 0$$

includes activities such as network monitoring outage management billing and testing.

Eith a shared G#$ database staff members have instant access to customer status and

histor! existing plant records and signal +ualit! information to support updates

maintenance and repairs to the network. #ntelligent objects modeled in ,rcG#$ not onl!

have rules that speed the design process but also can reflect the status of network

elements. , +uer! can identif! features in a network element la!er that are at "' percent

of capacit! more than half of the time. The switches base stations and other features

selected b! this +uer! would be candidates for capacit! enhancements. The abilit! to

anticipate problems and prevent outages before the! occur is another tool that enables

carriers to be more competitive and reduce costs. This so-called Knear real-timeKmonitoring of networks necessitates integration of several s!stems using industr!

standard interoperabilit! protocols.

*.!.& Ca acity and Ca ita) P)anning

#nformation generated b! marketing and market segmentation activities that define

current and future communication demands can be used to create a logical network of

capacities and estimate the capital spending re+uired to build this cap

Documents

Report on Grameen Phone Ltd