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TELECOM WE & OUR CUSTOMERS

TELECOM WE & OUR CUSTOMERS. Challenging Telecom Scenario. What are our challenges? Attitude towards the customer Competition Price war High quality man power ADC /USOF ???? Unified Licensing Unbundling (may happen in future) Marketing and Selling attitude

rosalyn-hebert
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TELECOM WE & OUR CUSTOMERS

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  1. TELECOM WE & OUR CUSTOMERS

  2. Challenging Telecom Scenario • What are our challenges? • Attitude towards the customer • Competition • Price war • High quality man power • ADC /USOF ???? • Unified Licensing • Unbundling (may happen in future) • Marketing and Selling attitude • Pace of new service/technology induction

  3. CUSTOMER ? CUST ME MER OR ATITHI DEVO BHAVA

  4. ERA OF MULTIPLICITY Suppliers’ Market Buyers’ Market CHOICE IS THE ESSENCE

  5. CUSTOMER CARE AS A LIFESTYLE

  6. C u s t o m e r s C u s t o m e r s Traditional organization chart Customers Top management Front-line people Middle management Middle management Front-line people Top management Customers Modern customer-oriented organization chart

  7. All profit comes from customers So if no customers = no profit and no profit = no business then no customers = no business Therefore customers ARE the business

  8. “ Figures are your history, customers are your present and future. “ --- Philip Kotler

  9. The ground reality TRAI Report & COAI Statistics

  10. Some statistics Indian Telecom Statistics (December 08) • Total telephone subscriber base 384.79 • Over all Tele-density 33.23% • Fixed-line user base 37.9 • Wireless user base (GSM+CDMA+WLL(F)) 346.89 • GSM Subscribers 257.84 • CDMA Subscribers 89.05 • Monthly new additions (Wireline + Wireless) 10.66 • Monthly new additions (Wireless) 10.81 • Broadband subscribers 5.45 (Subscriber numbers is in million)

  11. Some websites(www.) trai.gov.in coai.in auspi.in telecomindiaonline.com indiatelecomnews.com bsnl.co.in punjab.bsnl.co.in intranet.bsnl.co.in intranetpb.bsnl.co.in

  12. Image Building Image = Doing work + Publicity 90% 10% DO WHAT YOU SAY & SAY WHAT YOU DO

  13. Organizational Image Building • Quality at competitive price • Marketing • Brand building • Govt. credibility • Customer Driven We are no. 1

  14. THINK

  15. Relationship Marketing Origin: - A concern for customer retention as against customer acquisition - Built on emotions - Organisations are created to create and retain customers - One to one bond (Super Market example) Conclusion: So need for developing a frame work in marketing to shift focus from transaction orientation to customer retention on long term basis on a win-win status. Customer profile / Data mining - need of the hour

  16. SOME INTERESTING FACTS • Studies show that customers tell twice as many people about a bad experience as they tell about a good one. • A typical dissatisfied customer will tell 8 to 10 people about his or her problem. • Seven out of 10 complaining customers will do business with you again if you resolve the complaint in their favour. • If you resolve a complaint on the spot 95 per cent of complaining customers will do business with you again.

  17. It’s easier to get present customers to buy 10 per cent more than to increase your customer base by 10 per cent. • Firms selling services depend on existing customers for 85-95 per cent of their business. • Eighty per cent of successful new product and service ideas come from customer ideas. • It costs six times more to attract a new customer than it does to keep and old one.

  18. DEVELOP CUSTOMER LOYALITY

  19. TYPES OF CUSTOMERS EXTERNAL CUSTOMERS RECIPIENT OF END PRODUCTS/ SERVICES VALUE FOR SERVICES REVENUE PROVIDERS INTERNAL CUSTOMERS FUNCTIONAL UNITS WITHIN THE COMPANY/DEPT. INTERNAL TO ORGANISATION RENDER SERVICE AGAINST TARGET/OBJECTIVES

  20. HOW CUSTOMER CARE ? L A W ( LOOKS, ACTION, WORDS ) AS K( Attitude , Skill , Knowledge)

  21. HOW CUSTOMER CARE ? VARIOUS TECHNIQUES COURTEOUS BEHAVIOUR PATIENT HEARING / EMPATHY QUALITY vis-à-vis PRICE IDENTIFY THE PROBLEM & FIND SOLUTION (IA example) AVOID TALL PROMISES BE POSITIVE RESPECTING CUSTOMER TIME (PPort example) CSCs / CALL CENTRES – ONE STOP SOLUTION

  22. WHAT ARE CUSTOMERS? • Customers are the most important people ever, in the office, in person, by mail or by telephone. • Customers are not dependent on us – we are dependent on them. • Customers are not an interruption to our work – they are the purpose of it. • We are not doing them favours by serving them – they are doing us favours by giving us the opportunity to do so.

  23. Customers are not outsiders to our business – they are a part of it. • Customers are not cold statistics – they are flesh-and-blood human beings with feelings and emotions like our own, and with biases and prejudices. • Customers are not people to argue or match wits with. Nobody ever won an argument with a customer. This is what customers are. • Customers make a successful company and successful employees.

  24. CUSTOMER CARE POPULAR CONCEPT (Pareto) ‘20% customers give 80% revenue.’ ‘20% unsatisfied customers make 80% harm.’

  25. CATEGORIES OF CUSTOMER Delighted Customers Satisfied Customers Dissatisfied Customers

  26. REMEMBER What you Promised and/or What They Expected What you Provide < = > Dissatisfied Delighted Satisfied

  27. “ Customer satisfaction is no longer good enough to survive today’s competitive market place. What is needed is customer delight.” - Tom Peters

  28. Delight = Expectation + 1

  29. + 1 % + 1 more smile + 1 additional item + 1 more personal contact + 1 bit more thought fullness + 1 extra minute of your time + 1 check to make sure all’s now OK + 1 telephone call to ensure the customer’s happy + 1 anything else that will delight your customers

  30. INTERNAL CUSTOMER CARE OUR EMPLOYEES BIGGEST ASSET TOTAL PARTICIPATION OF EMPLOYEES. COHESIVE EFFORT / INTENSIVE BOND COLLECTIVE RESPONSIBILITY (We and not I)

  31. INTERNAL CUSTOMER CARE MUTUAL TRUST AND CO-OPERATION. ORGANISATIONAL COMMITMENT. NO EGO PLEASE. CONDUCIVE WORK ENVIRONMENT. STRONG MOTIVATION.

  32. INTERNAL SERVICE PROVIDERS ANDTHEIR CUSTOMERS

  33. Self Image Building Boss VS Leader • Drives his men Inspires them • Depends on Authority Depends on good will • Evokes fear Radiates love • Says I Says WE • Says Who is Wrong Says What is wrong • Knows how it is done Knows how to do it • Abuses men Uses them • Demand respect Commands respect • Makes work a Makes work a joy drudgery

  34. EMPLOYEES ARE COMPANY’S ONLY SUSTAINABLE COMPETITIVE ADVANTAGE. YOU WILL BE SURPRISED TO SEE HOW FAST MOTIVATED PEOPLE CAN RUN

  35. HELP YOUR PEOPLE CHOOSE A JOB THEY LOVE A MAN WHO DOES NOT LOVE HIS WORK IS LOSING THE BEST PART OF HIS PERKS.

  36. At first peoplerefuse to believe thata strange new thingcan be done,then they begin to think it can’t be done. Then they see itcan be done.Then it is doneand all the worldwonders why it wasnot done before

  37. CHANGE WITH CHANGE SWOT ANALYSIS CONVERT THREATS OPPORTUNITIES WEAKNESS STRENGTH

  38. ‘Purpose of a business is to find and keep customers’ (Unknown)

  39. BE PASSIONATE ‘A man without a smiling facemust not open a shop’ (Chinese proverb)

  40. SOME COLD HARD FACTSABOUT WINNING AND KEEPING CUSTOMERS FACT: On average, one dissatisfied customer will tell 11 others who on average will tell 5 others FACT: It takes 12 positive service incidents to make up for one negative incident. FACT: A typical business hears from only 4% of its dissatisfied customers. The other 96% just go quietly away and 91% of them will never come back. FACT: Seven out of 10 complaining customers will do business with you again if you resolve the complaint in their favour. If you resolve it on the spot, 95% will do business with you again.

  41. FACT: The average Australian business will turn over 10-30% of its existing customers this year – most because of poor service. Most of these customers could have been retained. FACT: Businesses with low service quality lose 2% market share a year. Those with high service quality gain 6% market share a year. FACT: Businesses providing quality service can charge up to 9% more for their products and services. FACT: It costs 6 times as much to gain a new customer as it does to keep an old one. FACT: A really satisfied customer will, on average, generate at least 7 extra customers. ______________

  42. THE ESSENTIALS • Smile • Acknowledge customers within 30 seconds (smile, eye contact, say ‘Hi’) • Speak to customers within 1 minute • Answer telephone before its 4th ring • Redress a customer’s concern immediately • Keep any promises • Use customer’s name • Seek customer feedback • Smile • (Peter Kenyon)

  43. Must • 8 to 8 CSC working hours • Product Demonstration Centres • Salesman Approach by all • Positive & Efficient CSC staff • Single Window Concept • Aggressive Marketing (A/V presentations on latest products, pamphlets, Service booklets etc ) • Working Knowledge of PCs

  44. The Today • Basic Landline • Broadband • Mobile (GSM & CDMA) • BD/LL/Corporate NW • Value Added services • Misc.

  45. The Tomorrow • Number portability • 3G and beyond (iphone, Blackberry etc) • NGN (Convergent network) • WiMax/EVDOs • All optical N/W (EPON & GEPON) • Total solution

  46. The Future - Digital Home Connected through FTTH Network

  47. SAMPARK Eternal relation ...... ...... with Customers

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