Grameenphone Bangladesh
Transcript of Grameenphone Bangladesh
Executive Summary
This report is based on job experience of three months
at Grameenphone Ltd. the leading telecommunication
network provider in Bangladesh. The report is divided
into two parts- the organization part and the project
part. The organization part discusses the mission,
purpose, organization structure and the basic business
activities of Grameenphone. Grameenphone started their
business approximately 8 years back. In the project I
try to highlight the importance of telecommunication
business through proper customer satisfaction and
telemarketing to improve customer involvement with
Grameenphone. So to increase telemarketing in this
business GP can use MIS for its continuous improvement
of service and retention of customer satisfaction.
0
CHAPTER – 1
1.1 Background of the Report
GrameenPhone is the leading Cellular Net Provider in
Bangladesh. GrameenPhone started their business
approximately 8 years. GrameenPhone is operating in the
market for long time. During this time GrameenPhone went
for different types of mergers as well as acquisitions.
They gained success from the very beginning of their
operation and were capable enough to hold the success year
after year. GrameenPhone main competitors are AKTEL,
BANGLA LINK, CITYCELL and TELETALK. One of the strongest
sides of GrameenPhone is its customer’s service and
management ship.
1.2 Objectives of the study
1
Grameenphone believes in service, a service that leads to
good business and good development. Telephony helps people
work together, raising their productivity. This gain in
productivity 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 study:
To analyse long term customer management ship
results.
To have an overview of market position and market
share.
To have an overview of the Technology used.
To determine how Grameenphone is promoting their new
services to their subscribers through tele-marketing.
To determine how they 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 way of positioning their products
among the existing subscribers.
To determine their customer retention policy.
Effects of tele-marketing in revenue generation.
Analyzing their strategy of subscriber’s attitude
changing towards company.
1.3 Significance of the study
2
Grameenphone is dealing with customers on a daily basis;
greater customer satisfaction will lead to greater
customer loyalty. By promoting and retaining through tele-
marketing they can achieve many advantages. Like –
1. Positioning: customer retention and raising satisfaction
will help Grameenphone to identify its current
position and hence find out ways to reduce the gap
between loyal and disloyal customers. It will also
help Grameenphone to identify future prospects for
the company.
2. It helps to understand how customers feel about the company: it
identifies behaviors and attitudes of the customers
i.e. how customers feel about the company. This will
help Grameenphone to be more responsive and to change
their behavior towards the company.
3. Greater customer care adds value: the greater advantages
will be – Reduced cost of sales due to better
customer retention, profitability gains from expanded
management ships and new revenue from customer
referrals and the rate of using new services.
1.4 Methodology of the study
This study is based on the primary and secondary data. The
primary data collection process was the informal
3
interviews of different employees in Customer Management
Division of Grameenphone and from the learning’s of my
practical work experiences as Tele-marketing employee.
There are 187 employees (fulltime & part-time) working
there and I have chosen randomly from them to interview.
The secondary data is collected from the Grameenphone
brochures, websites, annual reports and some text books.
1.5 Limitations of the study
I had to work within some limitations like –
Grameenphone a good number of employees in their
Customer Managements division; I could not interview
most of them due to office hour work pressure.
The Tele-marketing is new concept in Grameenphone, so
gathering information was very critical.
Due 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 apply
the tests.
4
CHAPTER – 2
2.1 Telecommunication Industry in Bangladesh: An Overview of Grameen Phone
Since the introduction of mobile phones in August 1993,
the telecom industry in Bangladesh has undergone dramatic
changes for the last 8 years. The potential growth of the
telecom industry in Bangladesh is very prospective due to
the country’s large population and relatively a small
5
number of phones. Only 4 out of 1000 people in Bangladesh
have either a fixed or a mobile phone.
At present there are four mobile operators in Bangladesh
i.e. Pacific Bangladesh, the analog cellular operator,
GrameenPhone (launched its GSM services in the second
quarter of 1997), TMIB (launched its services in the
summer of 1997), and Sheba Telecom (launched its services
in the middle of 1998).
Fig 2.1: Market share of mobile operators
The telecom market in Bangladesh is comprised of half a
million-phone connections of which 82% i.e. 410,000 phone
connections is provided by the fixed line network,
Bangladesh Telegraph and Telephone Board (BTTB). The
remaining 18% i.e. about 2,85,000 connections are divided
6
among the four mobile operators. The market share of the
mobile operator is as follows:
GrameenPhone Ltd. is the market leader in the cellular
industry in Bangladesh. The coverage area of mobile
operators is also increasing rapidly. At present,
GrameenPhone has the coverage in six divisional head
quarters including 35 districts. The company has a long
distribution channel, which comprises of 170 Sales Outlet
and 60 Individual Agents all over the country other than
its own.
Competition in the cellular industry has increased among
the operators and now a day’s customer has more
alternatives. As a results of this, start up prices has
gone down and, eventually market penetration in all
possible segments has become possible.
Huge demand, a combination of competitive markets, private
ownership and foreign investment has created an
environment for rapid growth in the cellular industry in
Bangladesh. Although the demand of the mobile phone is
very high, some of the constraining factors have hampered
the industry’s growth. The main obstacle to the growth of
this industry is insufficient interconnection with BTTB.
Many potential clients are being discouraged to subscribe
mobile phone due to this reason. However it seems that
with the growth of mobile phone in the country, the demand
for fixed lines will be decreased in the near future.
7
The growth in the cellular industry is contributing very
positively in the local economy. Lot of job opportunities
has been created for the country where thousands of people
are jobless. Moreover, cellular network all over the
country has built a basic communication infrastructure for
the country, which will definitely attract the FDI in the
country. Finally it can be said that mobile pone now a
days has become a necessity rather than a luxury.
The potential growth of telecom sector in Bangladesh is
bright, due to the country's large population and
relatively a small number of phones. Only 4 out of 1000
people in Bangladesh have either a fixed or a mobile
phone. In comparable India, there are 12 per 1000 people.
The simplest way to understand the potential of telecom in
Bangladesh is comparing the country's situation with that
of India. Economically, India is indeed comparable to
Bangladesh. While the nominal per capita income in
Bangladesh is about 15% lower than that in India,
Bangladesh has a slightly higher per capita income than
India when purchasing power is taken into account. The two
countries have virtually identical income distributions
and the share of their respective economies in the non-
agricultural sectors. The following table (with data from
1994-1996) illustrates a general comparison of Bangladesh
with its neighbors.
8
The telecom market in Bangladesh is comprised of half a
million-phone connections of which 82% i.e. 410,000 phone
connections is provided by the fixed line network,
Bangladesh Telegraph and Telephone Board. The remaining
18% i.e. about 85,000 connections are divided among mobile
operators: Pacific Bangladesh, the analog cellular
operator, GrameenPhone (launched its GSM services in the
second quarter of 1997), TMIB (launched its services in
the summer of 1997), and Sheba Telecom (launched its
services in the middle of 1998).
Thailand is also shown here as model developing countrythat Bangladesh could follow.
Bangladesh
SriLanka India Pakist
an Thailand
FIXED LINES
Telephones lines per100 people
Faults per 100lines/month
Faults repaired nextworking day
Local call completionrate
Connection fee, US$
Monthly subscription,US$
Local call, US$
0.23
49
47
23
497
3.7
0.04
1
25
75
40
263.1
1.6
0.05
1.07
18
84
92
57.1
4.7
0.05
1.62
9
80
70
88.9
1.8
0.06
4.69
-
-
-
133.2
4.0
0.04
9
CELLULAR PHONES
Cellular phones per100 people
Total subscribers –1995
Total subscribers -1996
0.00
3300
5000
0.32
58,000
105,100
0.01
48,500
285,000
0.05
62,000
103,600
2.08
1,253,361
1,765,630
Table 2.1 Comparative position of some Asian developing countries.
GrameenPhone Limited, the number one and leading mobile
company in the area of telecommunication in Bangladesh. Of
the four mobile operators, GP managed to grab 61% of the
market share only by providing cost-effective & the best
service available in the market of Mobile
Telecommunication. GP has made its expansion not only in
the urban areas, but also it has stretched its network in
the rural areas for the economic empowerment of the rural
people. GrameenPhone has made a special arrangement with
Grameen Telecom, an affiliate of Grameen Bank, in
providing cellular services in the rural country with an
aim to cover the whole of it by 2001.
GP believes Excellency in its service towards the
subscribers. It is growing and at the same time being
competitive. To keep up this upward trend and leading
position absolute dedication to understanding and
fulfilling their customers’ need with the appropriate mix
of standard service, reliability, improved technology, and
skilled as well as dedicated manpower is necessary.
10
2.2 Organization History
The concept of mobile telephony became largely familiar
and phenomenal in Bangladesh in the early 90s. The
government of Bangladesh awarded Grameenphone a nationwide
digital cellular license on November 1996.
Grameenphone has been established by a consortium
involving Grameen Telecom of Bangladesh, an affiliate of
the world famous Grameen Bank.
Telenor AS, the main Norwegian Telecommunication Company
Marubeni Corporation, one the largest trading and
investment companies in Japan; and Gonofone Development
Corporation, a telecommunication development company in
the United States. Besides these shareholder or ownership,
GP’s other investors are – NORAD, CDC IFC, ADB.
Grameenphone launched services in Bangladesh on 26 March
1997 with 72 employees. It has taken lease of Railway
fiber optics on September ’97 for 20 years. In February
2000 Grameenphone received GSM Community Award from GSM
World Congress, France and in June 2000, Grameenphone
started service in all 6 divisional towns.
11
Grameenphone started to provide services to all people in
the country, irrespective of their location. Grameenphone
was offered a cellular license in Bangladesh by the
Ministry of Posts and Telecommunications on November 28,
1996. The Company launched its service on March 26, 1997,
the Independence Day of Bangladesh. In 1996, Bangladesh
Government was arranging an auction off private cell phone
licenses; then on behalf of Dr. Muhammad Yunus (Grameen
Bank’s founder) a not-for-profit private company called
Grameen Telecom was created. In turn Grameen Telecom
created a for-profit company called Grameenphone, found a
foreign partner, and put in a bid; Grameenphone received
one of the four licenses.
Grameenphone makes its profits by serving wealthier urban
customers. But from the point of view of the Grameen
family and its strong anti-poverty mission, the for-
profit, urban-only Grameenphone exists for only one
reason: To fund, with its profits, the extension of cell
phones into rural Bangladesh in order to provide
entrepreneurial opportunity to Grameen Bank members
through Village Phone. As Dr. Yunus puts it, "Grameenphone
is merely what we need to do Grameen Telecom’s Village
Phone."
2.3 Culture
12
Grameenphone has a conducive and safe working environment.
Besides focusing on customers and communities, they are
committed to treating their employees with Integrity,
dignity and respect. The Company’s intent is to establish
good working management ship through a mutual
understanding of expectations.
They believe in working in a team and demonstrate team
spirit to maximize and excel in standard quality service
to their valued subscribers in the area of
telecommunication. Employees’ work in an environment where
they feel valued, responsible and supported by the
authority as well as by their colleagues.
2.4 Company Strategy
GrameenPhone's basic strategy is coverage of both urban
and rural areas. The Company has devised its strategies so
that it earns healthy returns for its shareholders and at
the same time, contributes to genuine development of the
country. In short, it pursues a dual strategy of good
business and good development.
Serving the mass market is one of GP's primary goals. By
serving the general public as opposed to niche markets,
the Company plans to achieve economies of scale and
healthy profits. At the same time, service to the general
public means connectivity to a wider population and
general economic development of the country.
13
In contrast to the "island" strategy followed by some
companies, which involves connecting isolated islands of
urban coverage through transmission links, Grameenphone
builds continuous coverage, cell after cell. While the
intensity of coverage may vary from area to area depending
on market conditions, the basic strategy of cell-to-cell
coverage is applied throughout Grameenphone's network. In
addition, GP has positioned itself to capitalize on the
declining prices of handsets, making its goal to serve the
general public realistic.
2.5 Business Performance
Between 1991 and 1996, mobile telephone services in
Bangladesh were provided by a single company, Pacific
Bangladesh Telecom Ltd. (PBTL) that targeted the country’s
relatively small urban elite. The market expanded
significantly when new licenses for relatively small urban
elite. The market expanded significantly when new licenses
for GSM networks were awarded in 1996. However,
Grameenphone’s competitors have not been able to expand
beyond subscriber bases in the tens of thousands.
Grameenphone, meanwhile, has experienced rapid growth.
2.6 GP Vision
14
“To be leading provider of telecommunication services all
over Bangladesh with satisfied customers and shareholders,
and enthusiastic employees.”
2.7 GP Mission Statement
GrameenPhone Ltd. aims at providing reliable, widespread,
convenient mobile and cost effective telephone services to
the people in Bangladesh irrespective of where they live.
Such services will also help Bangladesh keep pace with
other countries including those in South Africa region and
reducing her existing disparity in telecom services
between urban and rural areas.
2.8 Purpose of Grameenphone
GrameenPhone has a dual purpose:
I. To receive an economic return on its
investments.
II. To contribute to the economic development of
Bangladesh where telecommunications can play a
critical role.
2.9 The People
The people who are making it happen- the employees- are
young, dedicated and energetic. All of them are well
educated at home or abroad, with both sexes (genders) and
minority groups in Bangladesh being well represented. They
know in their hearts that Grameenphone is more than just
15
about phones. This sense of purpose gives them the
dedication and the drive, producing the biggest coverage
and subscriber-base in the country. Grameenphone knows
that the talents and energy of its employees are critical
to its operation and treats them accordingly.
2.10 The result
By bringing electronic connectivity to rural Bangladesh,
Grameenphone is delivering the digital revolution to the
doorsteps of the poor and unconnected. By being able to
connect to urban areas or even to foreign countries, a
whole new world of opportunity is opening up for the
villagers in Bangladesh. Grameen Bank borrowers who
provide the services are uplifting themselves economically
through a new means of income generation while at the same
time providing valuable phone service to their fellow
villagers. The telephone is a weapon against poverty.
2.11 Grameenphone’s Values
1. Caring for customers2. Integrity3. Sense of Urgency4. Creativity5. Speedy6. Honesty7. Empowerment8. Courage
16
Values can be showed as follows combine. Company’s values
guide the actions and behaviors of employees to fulfill
its vision. Peoples of different CMOss-cultural sections
join a company and work together. So each & every employee
of that Company should adhere to these vales as the
ideology of the Company.
Values are very important for the Company to reach its
vision. Employees’ willingness & commitment to the company
is important in demonstrating values in their personal and
professional lives.
Fig 2.2 GrameenPhone has a standard set of values that all employees shouldpractice.
Honesty
Each & every employee should be honest in his/her
part of job as well as the whole perspectives.
Honesty is the yardstick, which restrain employees
from discarding their job rather accomplishing the
job with care.
17
Honesty
Reliability
Commitment Values
This is a virtue that helps each and every employee
to be loyal with his/her deeds.
Honest employees take the goodwill of the company
into account seriously.
Reliability
Reliability means that customers, colleagues,
suppliers, competitors and society must be able to
rely on them.
Their dealings with customers should be positive and
professional so that they have trust on them.
They measure by efficiency, a high degree of service,
customer satisfaction, the quality of their public
management.
Their approach and iterations facilitate effective
communication with customers and employees,
therefore, people outside as well as within the
Company have confidence on each other.
Commitment
Commitment stands for individual’s willingness to
contribute to the effectiveness of the Company’s
Growth & Service.
All employees must work hard to challenging goals.
Responsibility should be taken for the development
and implementation of their own work plans.
18
The desire to meet up commitment comes from the
employee’s soul.
Each employee should have interest to attain personal
and professional development in his/her job and use
his/her creativity, learn new things, have the
opportunity to take on greater responsibility and
contribute to the Company success.
2.12 Grameenphone’s Challenge
The famous slogan of Grameenphone is – “Connectivity isProductivity”.
2.13 Shareholders of Grameenphone
Shareholders of Grameenphone (GP) bring together
experiences from different parts of the world. This is
particularly enriched by the unique in-depth experience of
Grameen Bank, an institution dedicated to poverty
alleviation through collateral-free small loans in the
rural areas of Bangladesh. The foreign shareholders from
Norway, Japan, and the United States -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 technology, business
cooperation, free market competition, and socio-economic
institution building.
19
Telenor
Which owns 62% of GP, is the state-owned telecommunication
company in Norway operating since 1885. It is amongst the
oldest, most sophisticated, and diversified telecom
companies in the world. The company has a long history of
successful cooperation with other operators and
governments in and out of Norway. Telenor's home base,
Norway, has the highest density of mobile phones in the
world and one of the most competitive markets in the
field. Telenor has been playing a pioneering role in the
development of GSM, one the latest and most successful
versions of cellular technologies.
Grameen Telecom
The second largest shareholder owning 38% of GP, has been
established by 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 Telecom's deep understanding
of the people and culture of Bangladesh helps GP 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.
20
These two companies own shares of GrameenPhone in thefollowing manner:
Company Percentage ofshare
Telenor 62.0
Grameen Telecom 38.0
Table 2.2: Shares of Grameenphone.
Fig 2.3: The graph showing the percentage of Share
21
2.15 Product Line of Grameenphone
GrameenPhone, the number 1 mobile Phone operator in
Bangladesh; connected to GSM 900, one of the most advanced
mobile communication systems in the world. GrameenPhone
hope to serve its customers with utmost dedication and are
committed to provide subscriber with a highly reliable
mobile customer service and most innovative products and
value added services for subs convenience.
23
Fig 2.5: Products of Grameenphone
2.15.1 POST PAID SERVICE
1. GP Regular:
GP Regular connects to all GrameenPhone mobiles and to
other mobiles, subject to interconnection agreement with
other mobile operators, within GrameenPhone's coverage
area. GP Regular is product with BTTB [Local, NWD, and
ISD] connectivity. Subscribers can connect to all mobiles
24
Product line of GrameenPhone
Post Paid
GP Regular GP National
Anytime300 Anytime 500
Pre-Paid
EASY EASY Gold Pre-paid
Djuice
and BTTB lines. It has no network mobility charge and no
inter zonal charge, with which one can move around
throughout the country with subs GP mobile phone [within
GP coverage]. This product has a credit limit of Tk. 1000
on airtime usage without any security deposit. There are
no incoming charges from mobile to mobile. There are
incoming charges from BTTB [1st minute free, tk. 2 from 2nd
minute] and while subs in roaming situation.
2. GP National:
GP National is another addition of post-paid products with
mobile to mobile connectivity of GrameenPhone. This mobile
can make and receive calls to and from all mobiles [with
in GP coverage]. It has no network mobility charge and no
inter zonal charge, with which one can move around
throughout the county with GP mobile phone. This product
has a credit limit of Tk. 1000 on airtime usage without
any security deposit. There are no incoming charges from
mobile.
25
Benefits Products:
BTTB [Local, NWD, and ISD] connectivity
Credit limit of Taka 1000 on airtime usage
3 GP numbers @ tk.1.5/min for 24 hours round the clock
15 second pulse from 2nd minute
No security deposit.
Incoming: 1st minute free, taka. 2 from 2nd minute
Optional Features:
GP regular and GP National Subscribers can choose any 3 GP
numbers as his “Friends and Family” numbers. No matter
where subs are [within GP coverage], one can call these 3
numbers at a reduced rate. Tk. 1.5/min. day & night 24
hours, without any additional monthly fee.
Supplementary Features:
Caller ID: Display of the phone number of an incoming call
in your handset before the call is answered.
Call Waiting: While talking to the first caller,
subscriber will hear a special tone informing you about
the second call on the line. At that moment subscriber can
put the first caller on hold and talk to the second
caller.
Call Conference: Receiving calls from multiple callers can
be supplemented by joining these multiple callers so as to
enable them to talk to each other. Subscriber will be able
to communicate with a group consisting of maximum ten
callers.
26
Benefits Products:
No network mobility charge and inter zonal charge.
Credit limit of Taka 1000 on airtime usage
3 GP numbers @ tk.1.5/min for 24 hours round the clock
15 second pulse from 2nd minute
No security deposit.
No incoming charge while national roaming
Call Divert: Call Divert lets subscriber redirect or re-
route his/ her call to another GrameenPhone mobile or any
other fixed (if you have BTTB connectivity) or mobile
phone.
Call Barring: Enables subscriber to restrict certain types
of calls to be made from another mobile. This feature is
especially important for security purposes.
Value Added Services
Short Message Service (SMS)
SMS in mobile acts like an advanced pager.
Subscriber can send and receive text messages of up to
160 characters, directly from one GP mobile to another
GP mobile.Fax and Data Service (currently available only to corporate
clients):
Subscriber can use your mobile phone attached to a
computer to send faxes or transfer data.
No need to have connection with a fixed line.
Subscriber can use this service even when you are on
the move within GP's coverage area.
Wireless Application Protocol [WAP]
This is a tool to access information from internet though
GP mobile phones. Subscriber can also access his/ her
yahoo e-mail account through GP WAP service. Subs should
have a WAP enabled handset to avail the service. To give
better service to all package products, the upcoming
27
service of Grameenphone is EDGE (Enhanced Data Rates for
Global Evolution) which is upto 8 times higher than GPRS
(General Packet Radio Service). This is an advanced mobile
technology which enables high speed mobile internet and
data services.
SMS Push-Pull Services
With Push-Pull service, subs can enjoy more than 160 contents
EX: Usage Info, Payment Status of last bill, Sports news,
Emergency numbers, Restaurants, Airline and railway timing,
travel info etc. Example: to know the contact numbers to taxi
cab companies:
Go to the message option of handset.
Write “taxi”
Send the sms to 2000
Subs will receive the list of taxi cab numbers in return.
Voice Mail Service (VMS)
VMS is a unique answering machine.
It provides you with a personal electronic mail box in
our voice mail center.
It records your personalized greetings as well as
stores your incoming voice messages.
It records incoming voice messages if subscriber are:
= Outside GP's coverage area or
= Busy or
= Simply switched off your mobile.
28
It provides 24-hour automatic secretarial service
Makes subscriber available to subscriber’s calling
party anytime
Fax and Data:
This service enables a GP subs to send/receive fax and
data though their handsets by connecting to PC/Laptop.
News Service [222]
This is a news broadcasting service jointly provided by GP
and Prothom Alo; Daily Star. A subscriber can call 22 from
his/her GP mobile hone and listen to the latest news
highlights in English or bengli of their coice.
Channel–I Program Schedule [2525]
2525 is a Channel–I program schedule service. A subscriber
can call this number from his/her GP mobile phone and
listen to Channel I program highlights.
Event Based Sports Update [2002]
This and event based sports update service. In respect to
special sports events for ex: international and national
cricket events, GP updates the latest news, which can be
accessed by dialing 2002.
Iftar And Sehri Timing [1515]
During the month o f Ramada, a subscriber can listen to
the timing of iftar and sehri in Dhaka ad adjacent areas.
29
2.15.2 PRE-PAID SERVICE
Introduction of GrameenPhone's Pre-Paid Service is another
development of mobile telephony in Bangladesh. Pre-paid
service has National Roaming facility and a flat airtime
charge of Tk. 6 per minute. There is no incoming charge
and also for inter zonal. This service helps the
subscriber to control costs. It frees the subscriber from
the hassles of paying bills, security deposits and line
rents. But it contains nearly all services available in
other GP products.
1. Easy Gold
Easy Gold is a pre-paid product with BTTB [Local, NWD, and
ISD] connectivity. One can connect to all mobiles and BTTB
lines. It has no network mobility charge, with which
subscriber can move around throughout the country with
your GP mobile phone [within GP coverage].
2. Easy Pre-paid
Easy pre-paid product with mobile to mobile connectivity.
One can make and receive calls to and from all mobiles
[within GP coverage]. It has no network mobility charge,
with which subscriber can move around throughout the
country with your GP mobile phone [within GP coverage].
30
Optional Features:
My Easy will enable subs to call one GP number for onlyTk.3/min for 24 hrs.
Supplementary Features:
Caller ID: Display of the phone number of an incoming call
in your handset before the call is answered
Call Waiting: While talking to the first caller, you will
hear a special tone informing subscriber about the second
31
Benefits Products:
BTTB [Local, NWD, and ISD] connectivity for Easy Gold
National Roaming Facility. It has no inter zonal charge and no network mobility charge.
No Credit limit
Flat rate of 6 Tk for first 2 min and 4 Tk from 3rd min.
20 sec pulse after 1st minute for mobile to mobile
No security deposit.
No Incoming for Easy Pre-paid
Incoming from BTTB Taka 2 form 1st minute onwards for Easy Gold
One My EASY number @ tk.3/min 24 hours round the clock
No Monthly Bills
No Security Deposits
No Monthly Access Fees
No Waiting for Activation
Instant Connection
EASY Voice Mail Service, free of monthly rents
EASY Cards of Four Different Values and Colors
GSM Features like Caller ID, Call Divert, Voice Mail Service, MMS. waiting.
call on the line. At that moment subscriber can put the
first caller on hold and talk to the second caller.
Call Conference: Receiving calls from multiple callers can
be supplemented by joining these multiple callers so as to
enable them to talk to each other. Subscriber will be able
to communicate with a group consisting of maximum ten
callers.
Call Divert: Call Divert lets subscriber redirect or re-
route subscribers’ call to another GrameenPhone mobile or
any other fixed (if you have BTTB connectivity) or mobile
phone.
Call Barring: Enables subscriber to restrict certain types
of calls to be made from subscriber’s mobile. This feature
is especially important for security purposes.
Value Added Services
Short Message Service (SMS)
SMS in mobile acts like an advanced pager.
Subscriber can send and receive text messages of up to
160 characters, directly from one GP mobile to another
GP mobile.
Fax and Data Service (currently available only to
corporate clients):
Subscriber can use your mobile phone attached to a
computer to send faxes or transfer data.
32
No need to have connection with a fixed line.
Subscriber can use this service even when you are on
the move within GP's coverage area.
Wireless Application Protocol [WAP]
This is a tool to access information from internet though
GP mobile phones. Subscriber can also access subs yahoo e-
mail account through GP WAP service. Subs should have a
WAP enabled handset to avail the service.
SMS Push-Pull Services
With Push-Pull service, subs can enjoy more than 160
contents EX: Usage Info, Payment Status of last bill,
Sports news, Emergency numbers, Restaurants, Airline and
railway timing, travel info etc. Example: to know the
contact numbers to taxi cab companies:
Go to the message option of handset.
Write “taxi”
Send the sms to 2000
Subs will receive the list of taxi cab numbers
in return.
Voice Mail Service (VMS)
33
VMS is a unique answering machine.
It provides you with a personal electronic mail box in
our voice mail center.
It records your personalized greetings as well as
stores your incoming voice messages.
It records incoming voice messages if subscriber are:
Outside GP's coverage area or
Busy or
Simply switched off your mobile.
It provides 24-hour automatic secretarial service
Makes subscriber available to subscriber’s calling
party anytime
Fax and Data:
This service enables a GP subs to send/receive fax and
data though their handsets by connecting to PC/Laptop.
News Service [222]
This is a news broadcasting service jointly provided by GP
and Prothom Alo; Daily Star. A subscriber can call 22 from
his/her GP mobile hone and listen to the latest news
highlights in English or bengli of their coice.
Channel–I Program Schedule [2525]
2525 is a Channel–I program schedule service. A subscriber
can call this number from his/her GP mobile phone and
34
listen to Channel I program highlights.
Event Based Sports Update [2002]
This and event based sports update service. In respect to
special sports events for ex: international and national
cricket events, GP updates the latest news, which can be
accessed by dialing 2002.
Iftar And Sehri Timing [1515]
During the month o f Ramada, a subscriber can listen to
the timing of iftar and sehri in Dhaka ad adjacent areas.
2.15.3 Djuice
Djuice is a mobile subscription for young people who use
the mobile phone for communication and entertainment. So
----
• Djuice provides the most relevant voice, messaging
and content services, and constitute a strong and
differentiated mobile lifestyle offering.
• Djuice aims to support customer lifestyle interests
and enhance their mobile experience.
• Djuice is registered trademark owned by Telenor, and
is currently operating in Norway, Sweden, Ukraine and
Hungary.’
• Telenor is a leading provider of mobile voice and
value added services in the Scandinavian region,
35
Central Eastern Europe and South East Asia and
embraces operation in 12 countries.
Youth segment is largely untapped and untargeted by the
current mobile operators of Bangladesh, which itself is a
significant potential market (40% Approx.).
• If the potential target group is targeted now, then
the transition from youth to higher age group
(Established Consumer or Business Segments) can be
attained, which will assist in total life cycle
management of a significant subscriber base
(loyalty).
• Majority of the Youth segment tends to be more tech
savvy, early users of new technology, high user of
data services (SMS) and uses mobile phone as the
primary mode of communication.
Business Objective djuice
GrameenPhone is now launching djuice, with its own
identity and value propositions (‘reasons to buy’)
tailored to the youth segment’s mobile behavior,
preferences and lifestyle
djuice will be an instrument for GrameenPhone to
strengthen the position in the youth market through a
strong and differentiated mobile and lifestyle
offering with targeted communication.
djuice will be the tool to;
get new customers
36
Increase usage and adoption of new non voiceservices (increase non-voice ARPU)
increase loyalty strengthen GP brand
djuice Start-up kit
Tk. 50/- free airtime with every subscription with avalidity of 15 days
First 50 SMS absolutely free (GP to GP) djuice SIM Xtra Card User guide PIN/PUK Letter
djuice highlights• djuice SIM (simply bigger and better) • freedom to store up-to 200 friends’ numbers through
the e-phonebook feature
• messages(max 40)
• Group Message
• (max 10 groups with max 25 members)
• Subscriber will be charged per group member
• Dedicated djuice menu to secure easy access to
attractive SMS and voice based services
2.15.4 ANYTIME
1. Anytime 500
This is the new product lauched same as previous post
products like Anytime 450. But the difference is
subscribers can enjoy Taka 500 free at first and Bundled
fee 1500 per month. But after that Anytime 450 package
product has been converted to Anytime 500. ‘Anytime 500’
37
is a post paid product with BTTB (Local/NWD/ISD)
connectivity. Anytime 500 offers first month of
connectivity 500 minutes (billed duration) of talk time
free of charge. It has no network mobility charge and no
inter zonal charge, with which one can move around
throughout the country with your GP mobile phone.
2. Anytime 300
‘Anytime 300’ is a post paid product with mobile to mobile
connectivity. Anytime 300 offers a monthly 300 minutes
(billed duration) of talk time free of charge. It has
network mobility feature, with which subscriber can move
around throughout the country with your GP mobile phone.
38
Benefits Products:
Monthly 300 minutes (billed duration) of talk time free of charge
With comparison to similar post paid products, subs can save Tk. 450 every month.
No monthly access fee
National Roaming Facility and no inter zonal and no network mobility charge.
Flat rate of 4 Taka per minute after 1st free 300 minutes at peak hr and 3 Taka at off peak hour.
15 sec pulse after 1st minute
No security deposit.
No Incoming charges form Mobile to mobile
Peak hour 8.00 a.m. to 11.00 p.m. and off peak hour is 11.00 p.m. to 8.00 a.m.
Benefits Products:
Monthly 450 minutes (billed duration) of talk time free of charge
With comparison to similar post paid products, subs can save Tk. 500 every month.
BTTB [Local, NWD, and ISD] connectivity.
National Roaming Facility
Flat rate of 4 Taka per minute after 1st free 450 minutes.
15 sec pulse after 1st minute
No security deposit.
No Incoming charges form Mobile to mobile
Incoming from BTTB Taka 2 form 2st minute onwards
Supplementary Features: Caller ID: Display of
the phone number of an incoming call in your handset
before the call is answered
Call Waiting: While talking to the first caller,
subscriber will hear a special tone informing you about
the second call on the line. At that moment subscriber can
put the first caller on hold and talk to the second
caller.
Call Conference: Receiving calls from multiple callers can
be supplemented by joining these multiple callers so as to
enable them to talk to each other. Subscriber will be able
to communicate with a group consisting of maximum five
callers.
39
Benefits Products:
Monthly 300 minutes (billed duration) of talk time free of charge
With comparison to similar post paid products, subs can save Tk. 450 every month.
No monthly access fee
National Roaming Facility and no inter zonal and no network mobility charge.
Flat rate of 4 Taka per minute after 1st free 300 minutes at peak hr and 3 Taka at off peak hour.
15 sec pulse after 1st minute
No security deposit.
No Incoming charges form Mobile to mobile
Peak hour 8.00 a.m. to 11.00 p.m. and off peak hour is 11.00 p.m. to 8.00 a.m.
Call Divert: Call Divert lets subscriber redirect or re-
route subscriber’s call to another Grameenphone mobile or
any other fixed (if subscriber have BTTB connectivity) or
mobile phone.
Call Barring: Enables subscriber to restrict certain types
of calls to be made from another mobile. This feature is
especially important for security purposes.
Value Added Services
Service for the rural poor [Village Phone]
Establishing a nationwide network gives fair access to all
geographical areas. From a business point of view, this
strategy serves both the long distances as well as the
rural markets. This emphasis on rural coverage brings a
much-needed infrastructure in the underdeveloped rural
areas.
40
Short Message Service (SMS)Wireless Application Protocol [WAP]SMS Push-Pull Services Voice Mail Service (VMS)Fax and Data:News Service [222]Channel–I Program Schedule [2525]Event Based Sports Update [2002]Iftar And Sehri Timing [1515]
In collaboration with Grameen Bank, which provides miCMO-
credit only to the rural poor, GP utilizes the bank
borrowers to retail telecom services in the rural areas.
Leveraging on Grameen Bank borrowers reduces the
distribution costs of GrameenPhone's rural services,
contributing to the profitability of this segment.
By bringing electronic connectivity to rural Bangladesh,
GrameenPhone is bringing the digital revolution to the
doorsteps of the rural poor and unconnected. By 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 economically
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
poverty.
Insta Care
GrameenPhone introduces INSTA CARE an automated service
with Integrated Voice Response [IVR] system to meet your
GP service related queries, 25-hours a day, 365 days in a
year.
If a GP Post Paid subscriber wants to know his/her recent
Billing updates, Account, & Payment status, credit limit
41
and policy, billing procedure etc. He/she simply call 123
or his/her desired HOT-code from his GP mobile
If any GP subscriber has a query on GP’s after sales
service procedures, coverage information, existing
products, tariff, value added services, international
roaming, GSM features or information on emergency numbers,
travel or even eating out and lot more he/she has to call
124 or desired HOT-code from his/her GP mobile.
Direct Hot Code Dialing
Hot-code dialing allows one to get information withoutgoing through the menu system. One can directly call tothe Hot-code numbers to avail your desired information.
42
POST PAID INSTA-CARE 123
BILLING QUERIES, PROCEDURES & BANK DETAILS
Bill Query 12391Payment Status12392Connection
Status12393Security Deposit, Credit limit &
Policy12394How we bill you?12395How to pay?
12396Itemized bill12397
43
POST PAID & PRE-PAID INSTA-CARE 123
SERVICES Value Added Services124911International
Roaming124912Customer Managements Centers124913Handset
Service Centers124914Lost Phone, Reconnection & SIM
Change Procedures124915Address Change
Procedures124916Migration & Ownership Transfer124917
PRODUCT & NETWORK INFORMATION Present package and
price124921GM products124922Tariff124923Point of sales
centers124924Prepaid information124925GP
coverage124926GSM features 124927
GENERAL INFORMATION Hospital & Clinics124931Fire
brigade and Ambulance124932Po9lice station & legal
Aid124933Travel Information124934Taxi Cab124935Hotel &
Restaurant124936District & country Code124937
2.16 Organization Units
Departments/Divisions of GrameenPhoneRecently management has brought a change in the
organizational structure in view of need of time. As of
the recent change, line function of the company comprises
of the 3 different tasks. These are:
Build & Operate
Sell
Care
Accordingly 3 main divisions were identified as the line
organization part of the company. These are:
Technical Division
Sales and Marketing Division and
Customer Management Division.
2.16.1 Technical Division
Technical division is split into two parts: Roll -Out Division: Responsible for building the
network. Operations Divisions : Responsible for operation and
maintenance of the network.
Responsibilities of the Planning SectionResponsible for mainly Base Station related planningResponsible for planning of data transmissionequipment from Base Station to switchResponsible for BSC (Base Station Controller) and MSC(Mobile Switch Center) related planning.Responsible for timely supply of equipment
44
Responsible for negotiating with hose owner forbuilding Base Station on the rooftop.Responsible for roaming agreement with othercountries.
Responsibilities of the Implementing SectionResponsible for construction & maintenance of Basestation room, Antenna pipe, Power supply etc.Responsible for installation of Base Station Hardware.Responsible for start-up and pilot operation of BaseStation.
Organ gram of Technical DivisionFig 2.6
45
2.16.2 Marketing and Sales Division of GrameenphoneThe following chart shows different department under Marketing Division.
46
Fig: 2.7
47
DGMSales Dept.
Manager Channel Sales Deputy Manager Corp. sales
Deputy Manager Pre-Paid Sales
DGM Marketing
Manager Communication Manager Product & Planing
DGM Regional Dept
Chittagong
Khulna
DirectorMarketing & Sales
Assistant Projects
Sales Department of GrameenPhone
As its name suggests this department involves in the sellingprocedure of GP and thus enjoys the responsibility of directinterface with the customers.
Responsibilities of Sales DepartmentMarket survey and collecting the feedbackParticipation in exhibitionParticipation in opening of dealers outletInstant deliveryIntroducing & selling new packagesFollow up with existing subscribersBuilding up managements with subscribers.
Distribution Channel of GrameenPhone
Info:
Info center provides spot solutions. Here subscribers can
get subscription. 04 trained and friendly people are serving
at Info Center from 8am-6pm. There is also 01 Sales &
Logistics Officer who is responsible for providing SIM
(Subscribers Identification Module) cards and handsets to
the subscribers and distribution of marketing items.
Dealers:
02 persons are responsible in dealing with Dealers at Dhaka
and Chittagong each. There are 04 Dealers at present-Flora,
Grameen Telecom and Brothers, Butterfly.
Corporate Sales Force:
07 Officers are ready to serve any corporate in Dhaka and 05
persons at Chittagong.
Product & Market Planning of GrameenPhone
Product & Market Planning Department (P & MP) is a vital
part of Grameenphone in terms of its importance and role.
The central innovative department of Grameenphone is the P &
MP department. This department facilitates communication
between the different departments about existing and new
products / packages of GrameenPhone. P & MP also manages and
co-ordinates information about different products. P & MP
evaluate the possibilities and develop new products.
P & PM is responsible for communication with different
departments about existing products.
P & MP gets feedback from Sales, Customer Management and
Market Communication departments regarding Customer needs
and Market requirements. Feedback helps in redefining an
existing product.
New ideas are developed after evaluation of market demands.
P & MP gives shape and form to berg ideas in the process of
developing a new product. P & MP is responsible to co-
ordinate with Operation & Maintenance, Information System
and Billing departments to get solutions check the
functionality of Product features and prices. Bundling and
un-Bundling of services to create new packages can be a
useful way of satisfying customer needs.
P & MP facilitates launch of the products within
Grameenphone. Training and support for a product to all
departments within Grameenphone is also the responsibility
of this department. P & MP develops the main marketing
message for products working closely with Marketing
department. P & MP develops the main marketing message for
products working closely with Marketing department. P & MP
will also support Sales and Customer Care department about
new product launch.
Market Communication of GrameenPhone
Functions
The functions of marketing department are manifold. However
the main function can be articulated as to develop product
and promote.
In order to accomplish this function, some steps have to
follow. They are:
Need determination by market survey through secondary
data.
To develop product within GP’s resources.
Pricing of the product.
To obtain necessary approval from the management
Competitor’s activity analysis
Concept building for promotional activities. It 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 dairy, calendar etc.
Besides the above-mentioned functions, this department is
also responsible for all kinds of publications of GP. It is
the responsibility of the marketing department to design and
publish monthly Newsletter of GP.
Marketing department also support various departments in
performing their job. After the market survey, for an
example, they can suggest Radio Planning department about
the approximate no. of probable subscribers of a particular
area and the potential of International Roaming.
In the above-mentioned way, marketing department plays an
important role in the smooth functioning of GP.
Selling procedure of GrameenPhone
To build management with the clients, to make a good
rapport with them, to acknowledge them about the GP
service, its advantages, coverage area, and above all to
provide information about GP in a convincing manner.
all the necessary arrangements to sale the product which
includes handout GP application form & brochures
Help the customer to fill up the application form
including the agreement.
Tell & help the customer to pay the amount for
subscription including govt. fee and security deposit in
the designated banks in cash.
Receive the completed application form with bank deposit
slip and all the documents, check carefully and ensure
the signature with date.
Make a photocopy of the SIM card with its number, mobile
number and ID number.
Inform the subscriber to contact Customer Care
Department on 123 for further inquiry.
Thanks the customer for choosing GP
Forward the subscriber’s file to the Billing department
for activation.
2.16.3 Customer Management Department (CMD) of
Grameenphone
Customer Management Division of GP has different units that
are involved in ensuring all post sale services of our
valued customers. Following is a brief description of the
activities of these divisions:
Call/Image Management:
The Call Management handles all calls made in the hotline by
the customers to provide quality post–sales services 24-hour
round the clock. Sales department procures the business and
Image center keep the business with the company for long
period. Once management ship is established Image center is
doing the business with the subscribers. It works with the
objective to meet all kinds of queries from customer and
provide the optimum solutions.
Customer Management Center (CMC):
The CMC handles all the customers face to face to provide
quality post–sales services to keep the business with the
company for long period. Once management ship is
established, like Image center, CMC is doing the business
with the subscribers in person. It works with the objective
to meet all kinds of queries from customer and provide the
optimum solutions.
Grameenphone provides instant services through its six
Customer Management Center in five division. All types of
services regarding connection, network, coverage and handset
problems are dealt with. The customers can walk in at these
centers for solution to any type of problem regarding GP
mobiles. The company has different units within the customer
management department to support and to take care of instant
action regarding, fax, lost phones, payments of bill,
activation and any other problem that needs instant
solution.
Corporate Customer 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. It
works with the objective to meet all kinds of queries from
customer and provide the optimum solutions.
The Image Management, the Customer Management Center and the
Corporate Customer Service are making the bridge between the
customers and company. Besides Sales & Marketing division,
this are the CMD’s three departments who deals customers
directly. It works to ensure customers satisfaction and also
to motivate the people in Grameenphone service. In CMD
previously named subscription unit renamed as customer
demografic and activation (CDA) unit, communication units
are working also,
Table 2.3: Service offering from the Image Center
Contractual Billing Order Entry GeneralService
Change of Address Information ofBilling system
Replacement ofthe SIM Card
ProductInformation
OwnershipTransfer
Information forthe InvoiceProblem
Value AddedService
CoverageInformation
Change ofSubscription
Sending theRevised Bill
Remove thePassword
HandsetInformation
Transfer of Zone Request forItemized Bill
DifferentFeatures.
Request for theAdditionalService
Status of theDeposit
The Main Activities of the Image Center
Image Building Activities: The main activities of CorporateCustomer Care and the hot lines are to move towards thecustomer satisfaction. So it will start with the imagebuilding activities by welcome call after activation.
Management Building Activities: Customer care will send theletter by mentioning the GP’s contact point and availableservice agreement. This service is exclusively for theCorporate Customers only.
Fig 2.8: Organ gram of Customer Management Division.
2.16.4 Human Resources of GrameenphoneHuman Resources (HR) Department, an important ofAdministration Division plays very vital role in the total
Additional GM
AGM
Deputy GM
Deputy GM
Deputy GM
Manager Manager Manager Manager Manager
DM
Deputy Manager
DM
DM
Director
functioning of G P. Employee recruitment, selection,transfer, promotion, training, performance appraisal - allthese are conducted by HR division. The informal structureof HR according to its functions can be classified intothree main categories they are:
Human Resource Management (HRM)Human Resource Development (HRD)Human Resource management Information system (HR- MIS)
HR Management functions
Manpower planning is an important function of HR managementsection. Two major activities in this function are:
Planning and forecasting the organizations short ternand long term human resource requirements. Analyzing the jobs in the organization and determiningskills and abilities that are needed.
Manpower planning is a lengthy process involving severalsteps. it starts from need assessment and ends withrecruitment. At first, all the departments after employee need analysissend their requirement to HRD through their respectivedivisions. After obtaining necessary approval from themanagement, HRD sets target, and prepare recruitmentplanning. According to job specification HR goes forrecruitment.
Recruitment Process
Give advertisement in the daily newspapersReceive applications and file them,Shortlist of the applicantsFix date and time of a preliminary interview
Contact with the applicants and inform them about theinterview over telephone or letterFix further date and time for final interview if it isrequired and inform the interviewee accordinglyTo prepare appointment letter for the finally selectedinterviewee Give appointment to the person with a detail jobdescription.
Immediately after the recruitment separate employee file is
opened comprising all the relevant information of the
particular employee. This personal file is prepared,
maintained and updated by HRD. In fact one of the main
responsibilities of HRD is updating of all the personal file
of the employee.
Performance appraisal is another main function of HR
Management. Performance appraisal is any personnel decision
that influences the status of the employee regarding his
confirmation, increment, promotion, and transfer.
GP performance appraisalOn completion of probationOn completion of one year of service.
Performance of an employee takes place by following somesteps
a) Job analysis
b) Set up performance standard and
c) Appraisal interview.
Leave management
Leave management is an important function. HR has opened a
leave management database to obtain current leave status of
all the employees of GrameenPhone. It provides employees
about their leave status when it is necessary.
HR Management also deals with some personnel functions like
show cause, termination, Dismissal, discharge, and
resignation. It also issues circular as & when required,
conduct department inquiry, and all other functions related
to HR.
Human Resources Development of Grameenphone
An organization’s performance and resulting productivity are
directly proportional to the quantity and quality of its
human resources. While employee performance must be
evaluated in economic terms of efficiency and effectiveness,
it can be best achieved through recognizing and enhancing
the human dignity of each employee. The quality of the
human resources can be effectively increased through
education, training, and personal development. Human
Resources Development functions aim to increase the quality
of the human resources especially through training.
GP training involves the following steps
Assessing training needs Selection of the participantsConduct training programs.
Different training programs of GP
GP Provides both local and overseas training on the basis ofthe need analysis of the employee.
Local trainingInduction/Orientation training Program falls under inside GP
training category. After joining, it is the responsibility
of the HR to conduct induction/orientation training to the
newly recruited personnel to provide a general introduction
of the company. To prepare training plan, participant’s
list, and training schedule for induction training - HR
department does all. Inside GP training will cover
Management training will cover Management training and
Department training in near future. Out side GP training
means to take part in training programs offered by different
training institutions/universities on different subjects.
Overseas training: After need assessment employees who need
overseas training are sent abroad for overseas training.
Expenses of overseas training are generally borne by GP.
The particular employee who has been selected for training
has to sign a surety bond for specific period of time for
overseas training.
Besides the above mentioned works, some routine functions of HRD
are
Prepare, maintain and update training related database.Prepare career development planPrepare induction training manual/modules Evaluate training program
Make agreement between GP & employees for overseastrainingTo communicate with different local traininginstitutions To communicate with trainers/instructors.
HR Management Information System of GrameenPhone
HR-MIS Functions involve-To maintain & update employee databaseMaintain employee related different statisticsAny other works which requires updating employee data.
Though job has been classified and assigned according to the
nature of the functions of HR Department, the job is
accomplished and the responsibility is carried out co-
operatively. HRD plays a very crucial role in the
functioning of GP. This is a very flexible and open
department, as it always has to gather and store current and
exact data and information regarding the employee and the
organization.
2.16.5 Administrative Division
The term “Administration” is associated with misconceptions
and controversies. Especially in the context of Bangladesh,
it represents a bureaucratic organizational set up with
typical characteristics of red-tape-ism, centralization of
power and authority, favoritism, nepotism and so on.
Administration Division of GrameenPhone is set up with a
view to break out from the so-called conventional system of
bureaucracy and strives to be different in all respects.
Administration Division encourages to:
Develop the leadership quality in such a manner that
the organization can grow like a disciplined family.
Reward for discipline, hard work and efficiency.
Maintain a quality, conducive and enjoyable work
environment.
Maintain congenial and healthy interdepartmental
managements to ensure uniformity in objectives.
Work with an open system approach to ensure
effective communication flow:
Fig 2.9: Organ gram of Administration Division
DirectorAdministratio
n
ManagerHR
ManagerOffice
ManagerSecurity
2.16.6 Finance Division of GrameenphoneFinance division comprises three departments, namely, Information systems, Finance and Procurement.
Structure of Finance Division
Fig 2.10
Department of finance is an integral part of financedivision. The main role of this department is define inunder:
Attends to financial planning and controlBudget and budgetary controlProvide management information Development of system and methodEnsure proper internal control over the companyAnalysis of financial statement for future actionInformation flow for inter-department and external usingCo-ordination with external organization and internaldepartment.
Work force:
DirectorFinance
ManagerFinance
Manager
Information System
Manager
Procurement
Working team of this department consist a total nine (09)
members including Executive Manager Finance who is
responsible for overall and inter-departmental management of
this department. For overall supervising and proper
internal control purpose finance department device in four
segments where a several section as required based on work
volume and a manager (individuals) is responsible for all
activities performed by the sections. At present there is a
managerial position confirmed duly for accounts segment
based in Dhaka. There is also a total Six-(06) accounts
officer including Chittagong office and a cashier in the
cash office based in Dhaka.
2.16.7 Information Systems (IS) of Grameenphone
Responsibilities:IS is responsible to manage the following areas-
NT Server/WorkstationsAlpha Server SystemMail/Internet SystemPABX Systems.
NT Server serves in the following way: All the Desktops and portables while in networks are
connected to NT server. NT Server is used for -
a) Data sharing b) Centralizing datac) Data security
d) Printing e) Electronic mail.
Alpha Server is used for -a) Customer activation/deactivationb) Adding and barring features to the customersc) Customers inquiriesd) Generation billse) Current and previous status of customer
IS mainly works with Switch, and Customer Care departmentIS maintains and manages the server oriented applicationsoftware which is known as CABS 2000.
Billing and Customer Care use CABS 2000 and in this way theyare closely related with IS Department.
Mail/Internet of Grameenphone All the GP Officials have their own E-mail address, whichhelps in easy communication and easy data transfer. IShandles all mail and Internet related issues and problems.
PABX system of GrameenPhone All the desk telephones are connected to the PABX system
which helps in connecting GP officials and the out side
world.
In short, the whole GP for its day to day activities like
computer application, PABX phone system, E-mail etc. which
is a must to carry out the regular duties, are all managed
by IS.
Whenever user face any problem related to the above-
mentioned activities, IS members are always active to
provide instant help.
2.16.8 Other Divisions of GrameenPhone
InformationThis is a department responsible for information flow bothwithin and outside the organization. Now 5 persons areworking in this department.
GRIPGRIP represents for- GrameenPhone Railway Integrationproject. This is a special project to integrate the telecomdepartment of railway (BRTS) and GrameenPhone. This projectwill end up with a merger with Roll - Out and Operationsdivision.
Regulatory & LegalThis division is responsible for booking after theregulatory obligation and legal finding of the Company. Nowonly two people are in this division excluding the director.
2.17 Employee Standard of Conduct
The company offers a wonderful and friendly working
environment in the office. Grameen hone has conducive and
safe working environment. The Company’s intent is to
establish a good working management ship through a mutual
understanding of expectations. They believe in working in a
team and demonstrate team spirit to maximize and excel in
standard quality service to their valued subscribers in the
area of telecommunication. Employees work in an environment
where they feel valued, responsible and supported by the
authority as well as by their colleagues.
Grameenphone also takes preventive and safety measures to
avoid all sorts of hazardous situation that might take place
in some areas of technical functions.
With its present status GP aims to expand and grow at a
faster pace by utilizing the best possible opportunities and
expansion of Network throughout the whole country. This
enormous task requires dedicated, devoted and committed
manpower.
2.18 Industry Analysis
Mobile telecommunication industry in Bangladesh is still in
growth stage. Only four companies are currently operating in
the country. It was a question that whether the market of
the country is suitable for this expensive technology or
not. But after few years of introduction, it has become one
the biggest industries of the country.
In the first half of 90’s City Cell started the journey of
mobile industry in Bangladesh. In the first few years it was
the only company in the industry. Naturally the price was
too high and the general people could not afford mobile
phone during that period of time. The company targeted only
the higher class of the society. During that time price of
mobile was above Tk 50,000/=. Naturally, the growth of the
industry was too slow. So, the government decided to bring
more companies in the market and break the monopoly.
After careful evaluation the government decided to provide
three licenses to Grameen Telephone, TM International
(AKTEL), and Sheba Telecom (Banglalink) and Teletalk. City
Cell is using AMPS (Advanced Mobile Phone System)
technology, all of these rest companies are using GSM
(Global System for Mobile) technology. GSM is the most
popular mobile telecommunication technology in the world.
About 60% of the cell phone users of the world use GSM
technology.
I have already mentioned that the mobile telecommunication
industry is now in the high growth stage. The number of
mobile users in the country is approximately 50,00,000 and
among them GP’s subscribers are over 34,00,000.Although the
mobile industry in Bangladesh is of four private companies
and newly Tele-talk of BTTB is operating , GP is still
leading the way with a sharp distance.
2.19 SWOT Analysis of Grameenphone
Strengths:
Good Owner Structure
Availability of Backbone Network (Optical fibber)
Financial Soundness
Market Leader
Brand Name / Grameen Image
Skilled Human Resource
Largest Geographical Coverage
Good Human Resource and Infrastructure Installation all
over the country through Bangladesh Railway and Grameen
Bank
Access to the widest rural distribution network through
Grameen Bank
High Ethical Standard
Highest and advanced value added service provider.
Weaknesses:
Mixture of different cultures is used as an excuse not
to solve problems
Too much inside out thinking in the company.
Different departments not working together.
Poor interconnection with BTTB.
Complicated price structure
Billing System can’t handle sophisticated billing.
No long-term Distribution/Channel strategy.
Opportunities:
Economic growth of Bangladesh.
New and better interconnection agreement
Huge need for telecom services
Increased intentional activities in Bangladesh
Declining prices for handsets
Future privatization of the fixed network
New international gateway
Demand for inter-city communication
Growth in other operator will give more connection.
Threats:
More rigid government regulations.
More influence of competitors on the fixed network
Change of government might lead to competitors having
more clout
Devaluation of Taka
National catastrophes.
Sabotage of installation.
Non-co-operation of government and fixed PSTN (Public
Service Telephone Network).
Risk of fire in GP’s Installations.
Price war.
Non-availability of funds.
BTTB has limited capacity for interconnections.
New Tele-talk; a cheaper mobile phone service is
launching which is government owned.
CHAPTER 3
Customer Satisfaction & retention through Telemarketing
3.1 Introduction
The topic of my internship project is “Customer satisfaction
& retention through Tele-marketing”. I am doing my
internship in the largest cellular company of Bangladesh;
Grameenphone Ltd. I have been working their in customer
demographic and activation; a unit of Customer Management
Division. There are 187 manpower is working in the Customer
Management Division and in the Tele-marketing total 7 people
are working daily and in the Customer Demographic and
Activation unit 81 people are working.
As Grameenphone is a service company, it always aims to
retain its’ customers through quality customer service. Even
though customer loyalty is possible through customer
management ship, there is always room for customer
dissatisfaction, which hampers customer loyalty. Hence, in
order to maintain loyalty it is very important to maintain a
good management ship with the customer.
So, here my job is to entry proper way 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 entry. That means, my
actual job is to satisfy customers by meeting their
different queries and promoting and creating the awareness
of GP’s different services and also pursue the subscribers
to be retained.
3.2 Tele-marketing (The New Concept)
In 1996, Grameenphone started its journey and never stopped
in this hard walk way of establishing itself and reaching to
the mass people with their quality services. Every time they
have tried to bring something new, something good for both
the customers and for the company. 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 Customer Management Centers and the
hotline services are the best in the present
telecommunication industry. To continue this advancement
they have bring a new concept in the telecommunication
sector which is – “Tele-marketing”.
The present market demand and business scenario in
Bangladesh forced them to bring this new concept to maintain
the customer’s satisfaction level. On 14th February’2005
“Tele-marketing” started its journey. In the beginning it
started with promoting the features of their existing
products to their existing customers. Tele-marketing concept
means the way of marketing the company products and
delivering services over phone to the subscribers which is
quite new in our country. In this case Grameenphone is the
MRD
Tele-marketing
CMD
Sales & Mkt.
Other division
CMD + IT
Customer Segmentation
Feedback
Target Subscriber
Preserved
Database
Fig 3.1: Tele-marketing Flow chart
pioneer. Tele-marketing; a sub-division of Customer
Management Division of Grameenphone take birth in the head
office, Gulshan Dhaka and continuing their activities to
enhance the customer service more in future.
3.3 Activities of Tele-marketing
The basic activities of Tele-marketing is to contact the
subscribers over phone and get the feed back and side by
side promoting their products, the features etc. In
Grameenphone tele-marketing working process are listed
below-
Calling subscribers over phone.
Make a query for their problems.
Promoting the new features.
Providing the instant services and information.
Creating awareness among the customers of their ignored
issues, which is very useful for them.
Giving solutions to the subscribers problem and if
necessary informing to the respective persons.
Collecting the personal information such as occupation,
age range etc. from customers.
Calling back to the customers if needed.
Generating daily, weekly and monthly report on the
working progress and reporting to the respective
departments.
Running special promotional campaigns.
Running different campaigns like new activation,
prepaid users , reconnections etc.
3.4 Establishment Cost and Expenses of Tele-marketing
There is no additional costing for establishing the “tele-
marketing” project. The tele-marketing is running on the
established infrastructure of Customer Management Division.
It does not require any kind of extra equipments and there
was enough resource in call center which helped tele-
marketing to run on successfully and without any cost.
Tele-marketer
Phone PC Database
Subscriber
Feedback
Fig 3.2: Tele-marketing working process
To run this project, there were some expenses which is very
little in amount that was recovered from the revenue
generated from call center. The expenses were – hiring
people, training and refreshment expenses and the monthly
compensation for the tele-marketers.
3.5 Employees (The Marketers)
For tele-marketing 7 part times and internee employees are
working in two shifts. These 7 marketers are working under
the supervision of an Customer Management Officer who is
responsible for all kinds of activities in tele-marketing.
Then he will report to the General Manager of CMD. So the
tele-marketing structure is –
Fig 3.3: Telemarketing structure
Director, CMD
General Manager
Customer Management Officer
(Supervisor)
CMO O CMO CMO CMO CMO CMO CMO
The recruitment for tele-marketing is handled by the Human
Resource Division of Grameenphone. And according to their
recruiting policies they invites part timers and internee
students to work for tele-marketing project. An formal
interview and medical test is arranged for the candidates.
After their recruitment, CMD arranges training sessions
which is usually a four days long training period. In the
training sessions, different respective employees from
different divisions of GP give lectures and audio visual
lessons. After the training period, the new employees who
are actually the marketers started their practical job of
tele-marketing.
3.6 Impact of Telemarketing on Customer Satisfaction
Customer satisfaction is a very important factor for today’s
companies. All the successful companies try to match the
customer’s expectation with their delivered services.
Satisfied customers are very important for the companies
because they bring the benefits. Satisfied customers are the
customers whose needs are fulfilled and they are very much
quality service conscious. They retain with the company for
longer times and refer to others about the companies.
Through the satisfied customers companies get extra
promotion and loyal customer for longer time. Grameenphone
is also very much concerned about satisfying customers. The
call center of help line, IVR, customer managements centers
all are the main factors of customer’s satisfaction for GP.
But still customers sometimes don’t like to get these
services due to financial factors and sometimes for other
issues like availability, time constraints etc. So through
tele-marketing Grameenphone reached one step more in raising
customer satisfaction than other mobile operators. Cause
when tele-marketers calls an subscriber and take care of
his/her problems and indirectly sending the message to the
subscriber that they are their valuable customer and
Grameenphone is always there to help them by knocking
customer’s door; then the company image in front of the
customer changes and their desired satisfactory issues
meets.
3.7 Impact of Tele-marketing in revenue generation
Tele-marketing activities of Grameenphone are helping themto generate huge revenue. Like-
Tele-marketers are promoting the new product campaigns
over phone. So the customers are directly getting the
news from Grameenphone. Then they are buying the new
packages and thus GP sales go higher.
Tele-marketers are promoting the value added services
(VAS) provided by GP. So customers are using the
services and from VAS huge revenue comes out.
As tele-marketers works for retaining customers, so GP
gets loyal customers and this loyal customer makes
repeat usages of the services.
Though tele-marketing the customers are getting
educated about the product features and other services.
Then they try these services at least once. So the huge
number of customers of GP is generating a huge amount
of revenue for the company in the trial period.
Tele-marketers are motivating customers and then drive
their needs to use the GP products and more and more in
future. And by assuring the better services, they are
satisfying customers. so the satisfied customers are
also referring to others. Thus GP is getting more word
of mouth communication and the benefit is the company
getting more customers and the revenues is on the way.
Tele-marketing are continuing with Grameenphone’s
existing infrastructure and so Grameenphone will earn
huge benefit with extra low cost. So for this it has
needed its employee salary and maintenance of PC.
CHAPTER-4
Theoretical and Technological Analysis of Telemarketing
4.1 GTMS (Tele-marketing Software Tools)
Grameenphone is using an database software named “GTMS”
which is custom made and used for preserving the
information’s gathered from the customers field by field. By
using this software the tele-marketing people can easily
generate any report based on the queries. It makes their
works very easier and saves time. Two screen shots of GTMS
is given below:
Fig 4.1: GTMS Screen shot: 1
4.2 Motivation and Retention through Tele-marketing
One of the most important tasks of Tele-marketing is to
motivate customers. Grameenphone tele-marketers are also
motivating their customers for using the services and other
value added services to get the full flavor of the product
benefits. This motivation process can be described according
to the following model:
Fig 4.3: Motivation process and customer retention
When a customer has any unfulfilled needs or desired service
from Grameenphone then he/she gets tensed and this drives to
a specific behavior that he/she needs to fulfill that needs
or desire; in the mean time their learning from other
sources helps to think about meeting their demands. So the
Grameen tele marketers what really do is ; they educate the
Unfulfilled needs
and desire
Tension Drive Behavior
Goal
Learning
Cognitive process
Tension Reduction
subscribers and motivates to act in the specific behavior
and then in the cognition process subscribers finds that
they are learned about their needs with the help of Tele-
marketers and now they know how to fulfill their demand and
they goes for it. So Tele-marketer are reducing tensions of
customers and by educating them motivating to use the
services more or approaching to new services.
Motivating customers, tele-marketers also promoting the
products and services of Grameenphone, which is more
effective than other advertisement media.
Management ship marketing is a philosophy of doing business,
a strategic orientation that focuses on keeping and
improving current customers, rather than on acquiring new
customers. The main benefit of this theory is customers
prefer to have an ongoing management ship with one company
than to switch continually among other companies. Tele-
marketing of Grameenphone is exactly retaining their
customers following this management ship marketing
philosophy.
Fig 4.4: Management ship marketing philosophy
By maintaining a management with the customers Grameenphone
will get many benefits like when they are providing quality
services the customer’s satisfaction will be raised and it
will lead to them to be with the company for long time. So
Tele-marketers are making an management with the customers
and this leading the customers repeat usages of Grameenphone
services; so the profits are increased and then all these
things are helping indirectly to retains internal employees
also. Through Tele-marketing, customer retention is easier
than any other media and the cost is lower also.
4.3 Intrerview results and Analysis
Customer satisfactio
n
Quality service
Customer retention & increased profits
Employee Retention
Here I have depicted the interview question that I had asked
to the employees in Grameenphone; and the some answer
samples. In the end of each question I have analyzed the
result of the interview.
Question # 1: how Tele-marketing was established?
Employee answer:
“ Its an outbound service that Grameenphone lacks
before; that’s why it was brought up”
“Marketing Research Division, Customer Management
Division and others division combined planned for
brining up this new service”.
“Company perspective was to change the customer’s
attitude towards GP”.
Analysis:
My analysis says, very few employees exactly knows how Tele-
marketing was established; 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 GP and to retain them. It’s a new tool to
increase the customer’s satisfaction and to promote with
lower costs. Its not only the sub-division of Customer
Management Division but other departments are also related
to its activities.
Question # 2: What are the main objectives of Tele-marketing
GP?
Employee Answer:
“Data collection for market research”.
“Promoting products and Value added services.”
Building Company images to the customers that GP care
about them”.
“It’s a part of Call Center, to help them as out bound
service”.
Analysis:
The interesting observation from the interviews is most of
the employees in Customer Management Division is not aware
of the main objectives and activities of Tele-marketing
clearly. Many of them failed to list all the objectives. The
main objective of Tele-marketing is to educate the
subscribers about the products and services, then by
providing better instant service retaining the existing
customers and to change the customers perception about
Grameenphone and its services.
Question # 3: How much was the establishment costing and
expenditure of this subdivision?
Employee answer:
“There is no extra investment for this”.
“I don’t have any idea”.
“Extra expenditures are only the training expenses and
the compensation for marketers”.
Analysis:
Analysis says and supports the collected data that for Tele-marketing no extra invest was required; because it wasestablished in the call center where all the necessaryequipments are available from the beginning.
Question # 4: Do you think Tele-marketing is an effective
promotional tool?
Employee answer:
“At the moment it’s the best tool in tele-communication
sector for promoting services”.
“No, It has a reverse effects during promotion”
Analysis:
According to the employees answer it was found that most of
them thinks its an new promotional tool and Grameenphone
brings it just because they are the pioneer in
telecommunication sector. But its true as a promotional tool
it’s very effective but sometimes it has some reverse
effects like subscribers might feel disturbed and get bore
of it.
Question # 5: What is usage of the preserved data base of
Tele-marketing?
Employee answer:
“It is used for Marketing Research Division”.
“We can get some useful findings from this data”.
“This data is need for segmenting the market”.
Analysis:
The preserved data is mainly used for marketing researchpurpose. From the customer responses MRD can find out theirdesires and future demands and can come up with new ideas.Besides this, another usage of this data is get the idea ofGP’s actual market segment.
Question # 6: Do you think Tele-marketing is helping in
generating revenue?
Employee answer:
“Of course it is , its generating a big amount”.
“It’s a great weapon to generate revenue”.
Analysis:
Absolutely 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.
Question # 7: Do you think tele-marketing is appropriate for
customer retention?
Employee answer:
“It’s the perfect way of retaining a subscriber and
solving his/her problem and offering better service”.
“Same as helpline services.”
Analysis:
My analysis says, tele-marketing is the best way to retain a
customer in tele-communication business. Through the help
line services it’s not possible to make them understand that
the company really cares about its customers; because
customers are paying for the help line service and they
don’t give attention in persuasive matters.
Question # 8: what are the future prospects of Tele-
marketing in GP?
Employee answer:
“The future is bright”.
“There is a great opportunity of expanding GP’s
services through tele-marketing and it can be a
separate unit”.
Analysis:
Analysis says that the future of Tele-marketing in GP is
very bright. Because this section is directly related to
customers and they can get the direct feedback from the
customers for any other division of Grameenphone. This
section can create more employment opportunity in future.
There is some argument among the employees of GP that some
portion of them thinks Tele-marketing should be stayed in
touch with Call Center; and some says it should be an
independent section. According to me Tele-marketing should
be run under call center cause the working process and all
the necessary setup is totally related to the call center.
Question # 9: Is there any lacking in present Tele-marketing
activities?
Employee answer:
“It’s perfect in starting position”.
“Do not have any idea”.
Analysis:
In regard to this question I have got both negative and
positive responses, but the truth is most of the employees
of customer managements division are not very familiar with
the tele-marketing activities so they think this is the
standard format for the moment. But as an employee of Gp, I
would say still there are some lacking in Tele-marketing
working process.
Question # 10: Why do you think part timer’s and internee
employees are suitable for tele-marketing job?
Employee answer:
“Part timer and internee employees have working
flexibility which required in tele-marketing”.
“Part-timers are most suited for this position, because
a full time employee can’t do the repetitive job on
daily basis”.
Analysis:
My analysis says, it’s true that a full timer employee isnot only responsible for this kind of repetitive job, theyhave more responsibilities besides their regular duties. Sothe part timers and the internee students are best suited
for this kind of job. But some times in special campaignssome experienced full time employees should be there toassist them.
CHAPTER - 5
Recommendations
Here are some recommendations for Grameenphone to improve
their Tele-marketing services to provide better customer
service so that they can raise the customer satisfaction
level and retain more.
As tele-marketing is a new concept in Grameenphone, it
should have a permanent setup for having a good working
environment.
Tele-marketing employees are facing accommodation
problems daily, so the authorities should take care of
this fact to arrange a permanent place or corner only
for tele-marketing.
As the internee students come to GP only for 3 months,
so recruiting them in tele-marketing is not an good
idea because after their leaving Tele-marketing section
will have manpower problem. So its better to recruit
more part timers than internee students.
The job of tele-marketing is a repetitive one, so the
marketers lose their concentration on doing the same
job day after day. As the tele-marketers are advanced
in all kind of product and service information, they
should give support to the hotlines also for some
times. this kind of rotation will help them to be
enthusiastic.
More off the job training should be arranged for the
Tele-marketing employees.
As the job is totally over phone and each employee is
representing the company to the customers so more
supervision on handling the conversation is necessary.
Tele-marketing should be directly supervised under the
Marketing Research Division, because then the employees
of both division will have more chance to share ideas.
The usage of preserved data should be shown to the
marketers so that they 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 CMD division, there is no other scope remain
except ensuring the work through MIS. For this a full
implement able suggestion has given below:
5.1 Call Registering System:
1. Customer Relations and Management
2. Call Registering System
3. Benefits of a Call Registering System
4. Product Features
5. Call Registering System Modules
5.1.1 Customer Relations and Management
Customer Contact Center: The customer contact center integrates
customer touch-points and provides service through one
multi-channel gateway. The customer contact center, whether
it is a help desk, a call center, or on-line support via
email or chat, is about how your customers experience your
organization. Customers leave the customer contact center
experience with either a positive or negative impression
about your company.
Call Center and Help Desk: The department that handles customer
inquiries - typically via the telephone, fax, or email.
Customer Interactive Center (CIC): Help desks and support
environments that are highly interactive. CIC leverages
technology, human resources and methodologies to create
raving fans while utilizing e-Service and e-Support for
outstanding customer satisfaction.
Customer Retention: Processes that identify, prioritize, and
improve areas of performance that have the greatest impact
on customer loyalty. The objective is to keep as many
customers as possible, keep them satisfied, keep them loyal,
and keep them for life. Organizations measure their
performance over time and against competitors and how they
drive customer feedback through the organization to build
lasting customer management ships.
Customer Support: Provides timely, expert support to resolve
customer problems and queries sent by email, phone, fax, or
in person.
eService system: A sophisticated scripted online help system
and/or a knowledge base of technical notes and previously
offered customer solutions. eService is a Customer Service
Center management system that allows customers to find
solutions on their own.
Live Support/Service: Customer service representatives who
answer customer questions via the telephone in real time.
On-line Support/Service: On line support from an internal help
desk, allows businesses of any size to dramatically improve
customer service by providing employees access to problem
resolution information through Intranets. An external help
desk allows customers to access customer service information
through the Web. Both systems enable companies to resolve
problems faster, leading to improved service and greater
overall customer satisfaction.
5.1.2 Call Registering SystemAs telecommunications and networking technologies continue
to evolve and the availability of capital ebbs and flows,
service providers must carefully choose those solutions that
will allow them to keep pace with technological change, to
offer enhanced services to their customers and to capture
significant returns on investment. Next-generation network
equipment, with scalability and economics unmatched by
legacy equipment, meet all of these requirements. Networks
convergence is now considered the “Holy Grail” of the
telecom world. This convergence can be categorized in
several ways and will have a significant effect within
various network domains. At the end of the day, every
network operator’s goal will be to provide seamless
connectivity between different domains and to carry calls
end-to-end — packaged with a suite of services aCMOss those
domains.
Despite customer ambivalence, however, venture capital
continues to pour into equipment startups and competitive
carriers who claim that they'll be able to capitalize on
convergence
Actual example like BPL Telecom LTD believes that Innovation
does not have to be a random, unpredictable process. Nor
must a company’s ability to innovate depend on chance or
other variables that are difficult to control. Once the
causal factors are identified and tools are developed to
control these factors, the output can be predicted –
transforming innovation from an art to a science The system
developed by BPL Telecom is a multi-utility Plug-in module
that is designed to be operational for both Mobile Operators
as well as Internet Service Providers.
The Call Registering System is a complete solution to
facilitate Call Center operations. It is a very powerful,
flexible and reliable system for domestic and international
settlements, offering the functionality and the performance
required by today's dynamic telecommunications market.
Features such as User Administration, Internal Messaging,
Complaints Trace ability, Report Generation have been
successfully incorporated into the CRS.
Furthermore, the system provides a comprehensive view of the
complete Complaint Cycle, the origin of the Complaint by
opening it’s status, its routing to the respective concerned
department, and the action taken or the delay and the
closing of the complaint status.
The system can be fully automated with a Screen Pop Up to
provide customer interaction without the need of human
intervention.
Your customers are hungry for everything a mobile data-
enhanced world promises, and they’d like it now, with
specialized devices, naturally, and with superior content.
Creating exceptional value and staying ahead of the mobile
industry’s metamorphosis is all so vital.
5.1.3 Call Registering System benefits efficiencyThe CRS modules have enhanced features that involve faster
and easier access to the Database. As it’s a Front-end
application, the .exec file is highly portable and can be
used with minimum internal and external memory
Ease of Use: The CRS is a product which the people of
various backgrounds and qualifications can use and apply to
daily business activities.
Flexible User Interface Design: All configurations and basic
process are front-end GUIs, which are easy to understand and
use.
Extendibility: As this product has been developed with areusable background, it can hence be customized to thecurrent market trends and customer requirements.
5.1.4 Product Features
Provides all the details pertaining to the customer, onthe entry of Mobile number or the Username.
Provides detailed information on subscribers such ascustomer code, price group, contract status, billcycle, device details, service details, credit carddetails, IMEI details, etc.
It also provides information about invoice details,payment details, bill views, credit details and credithistory.
Information like ticklers generated, air-usage detail,air amount, land charges, roaming charges and acomplete list of call details are also provided.
It also maintains a history of past services availed bycustomer with a status and description.
The system also maintains a complaint history.
Internal messaging to enhance first hand communicationbetween the Call Center and the respective department
User Administration and grant of User rights
Routing of the complaints to the concerned departments
Screen pop-ups to have the latest strategies andbusiness proposals on your finger tips
Keeps track of the average turn Around Time or TATbetween the initiation of a complaint to its responsetime
Overview of the complaint history for a givensubscriber against his mobile number or his Username incase of Internet Operations
Report generation on the basis of the Mobile number orthe Username of a Subscriber
Automation of the system for better functionality
5.1.5 Call Registering System Modules
The Call Registering system involves following 4 Coremodules:
User Administration
Complaints' Configuration
Customer Complaints' History
MIS Reports
By following call registering system technique properly
Grameenphone can give better services to its customer.
5.2 GIS Use in Telecommunications Growing
To be competitive, telecommunications providers depend on a
smoothly functioning workflow process that integrates
information for marketing, demand forecasting, engineering,
customer management, operations support, and fleet
management. Although telecommunications providers generally
have the same needs for information, how the work flow is
organized can vary significantly from company to company.
GIS
Fig5.1: Telecommunications companies are integrating GIS into the overall workflow.
Telecommunications companies are integrating GIS into the
overall work flow. Historically telecommunications companies
have used an assortment of information systems-some
developed in-house, some purchased-that were never designed
to work together. When these systems were implemented, there
was no perceived requirement for information sharing. Today
telecommunications companies operate networks that have
equipment from multiple vendors and lease bandwidth and
antenna sites from other companies. Mergers with, or
acquisition of, other companies require the incorporation
of, or at least interaction with, completely foreign
networks. The need for information sharing within companies
and interoperability between systems has been recognized by
the telecommunications industry for a long time. Originally
founded in 1865 as International Telegraph Union, the
International Telecommunications Union (ITU) promotes
standards in equipment that guarantee generalized
interconnection between communication systems. To improve
interoperability, ITU has developed the Telecommunications
Management Network (TMN), a method of standardizing business
organization. This hierarchy of support systems specifies
interoperability through the use of industry-standard
protocols. Geospatial applications need to support this same
level of interoperability if GIS is to work well within this
TMN-structured environment.
Many current applications of GIS in the telecommunications
industry began as departmental tools that worked within a
well-defined scope. These GIS-based tools have helped
automate business processes and increase the efficiency of
operations. The following sections describe how
telecommunications companies have integrated GIS into the
overall work flow.
5.2.1 Marketing/Market Segmentation
Telecommunications providers are tied to geography more
closely than many other types of businesses. They operate
within service areas and the infrastructure that delivers
services is linked directly to the location of each
customer. Telecommunications companies segment the
characteristics for both consumer and business customers
geographically using GIS. This not only lets them market
more effectively 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 applying various modeling techniques. The information
obtained from this analysis drives network investment
budgets and marketing campaigns.
5.2.2 Operations Support Systems
Operations Support Systems (OSS) make sure that the network
functions properly. OSS includes activities such as network
monitoring, outage management, billing, and testing. With a
shared GIS database, staff members have instant access to
customer status and history, existing plant records, and
signal quality information to support updates, maintenance
and repairs to the network. Intelligent objects modeled in
ArcGIS not only have rules that speed the design process but
also can reflect the status of network elements. A query can
identify features in a network element layer that are at 80
percent of capacity more than half of the time. The
switches, base stations, and other features selected by this
query would be candidates for capacity enhancements. The
ability to anticipate problems and prevent outages before
they occur is another tool that enables carriers to be more
competitive and reduce costs. This so-called "near real-
time" monitoring of networks necessitates integration of
several systems using industry standard interoperability
protocols.
5.2.3 Capacity and Capital Planning
Information generated by 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 required to
build this capacity. GIS is widely used in decision support
for capital planning. Effective capacity planning uses
current data describing the existing plant, the demand
information from the marketing phase, and network
performance information from OSS.
5.2.4 Wireline Engineering
Wireline engineering systems are GIS applications that work
with the design and geographic layout of a company's outside
plant infrastructure. Engineering applications allow for
quick review and modeling of network routes, automation of
the work order process, and high volume cartographic output
to support technicians in the field. ArcGIS can model
intelligent objects in the network and associate rules with
features. Through the use of industry-specific data models,
real-world behavior can be captured in these objects. For
example, a fiber cable object can be created with rules that
would not allow it to connect to a copper splice. This
capability greatly enhances design performance. Because they
use an industry-standard development platform, ArcGIS-based
engineering systems are interoperable. Third party software
that schematically represents networks has been integrated
with ArcGIS so that users can toggle between logical and
physical views of the network. Engineering applications
allow for quick review and modeling of network routes,
automation of the work order process, and high volume
cartographic output to support technicians in the
field.Wireless Engineering Nowhere is competition in the
telecommunications industry more intense than in the
wireless sector. While most second generation networks have
rolled out, new wireless network technologies are forcing
carriers to redesign all or parts of their networks.
Designing and building a wireless network is a costly
process that involves several iterations of planning and
testing. Having paid handsomely for third generation (3G)
licenses, many carriers are highly motivated to reduce the
cost of building new networks. Performing sophisticated GIS
analysis on optimized geographic data can reduce planning
and design costs. In some cases, effective use of geographic
resources has made the difference between success or failure
for a telecommunications company. Preliminary analysis with
GIS uses customer, terrain, and landownership information
and provides planners with potential antenna sites. The
initial network configuration is evaluated using wave
propagation modeling that simulates the wireless coverage
resulting from a configuration. Once an optimal model is
devised, engineers test the configuration in the field. The
process is repeated until the configuration provides optimal
coverage for the area. Wireless engineering applications
illustrate that sharing information and geographic data
between phases of the work flow can reduce data redundancy
while streamlining processes. Using GIS to limit the number
of design iterations and curtail costly field testing
provides significant savings for telecommunications
providers.
With GIS, call center operators can access all the
information on a customer and the associated network based
on location.
5.2.5 Customer Relationship Management
In today's competitive telecommunications market, customer
service is the number one differentiator for companies.
Customer Relationship Management (CRM) applications improve
the management ship between the company and its customers.
Timely service provisioning, response to customer queries,
and reporting on network performance are aspects of CRM.
With GIS, call center operators can access all the
information on a customer and the associated network based
on location. Databases containing information on outside
plant infrastructure, signal quality, and equipment can be
integrated using GIS and made available using a corporate
Intranet.
Fig 5.2: CRM handling layers.
In CRM, Tier 1 handling means the customer's issue is
resolved with the initial call.
Tier 2 calls require initiating a trouble-ticket and
obtaining additional information. Carriers who have
successfully implemented GIS support for CRM achieve higher
Tier 1 handling and customer service is performed more
quickly and economically. With CRM contacts at an all-time
high, improving CRM operations can make a big impact on the
bottom line of a carrier. In the wireless sector, "churn"
refers to the rate that customers jump from one service
provider to another. For many carriers, customer churn is
the single largest cost factor. GIS improves the speed and
quality of contact handling, augments customer satisfaction,
and reduces churn.
Customer Management ship Management (CRM) is the crucial
interface between a telecommunications carrier and its
customers and prospects. GIS gives call center operators an
instant view of a customer location, nearby facilities,
requests for services, and signal quality. GIS dramatically
reduces service request turnaround times by integrating
historical network and customer data with a Trouble
Ticketing system.
5.2.6 Fleet Management/Dispatch
Communications companies must manage and route service
vehicles for outage response and service provisioning. An
efficient dispatch process balances drive times,
territories, and the skill sets of individual technicians.
GIS routing applications can produce itineraries that take
each of these factors into account. Optimizing the dispatch
and routing of service vehicles results in significant cost
and time savings and increased customer satisfaction because
technicians can often specify time windows for service calls
of two hours or less.
5.2.7 Putting It All Together: Enterprise GIS
When GIS applications servicing various phases of the work
flow are interoperable and a networked GIS distributes
geographic data to desktops and mobile devices, the value of
GIS to the organization moves well beyond that of a
departmental tool. For example, a sales representative can
make a compelling business case for the sale of bandwidth to
a corporate prospect by showing the prospect's location in
management to the telecommunications company's
infrastructure. Network infrastructure provided by AM/FM
systems is used for decision support in the provisioning
process. Technicians in the field locate the correct
manhole, pole, or access point by using the same data.
Coverage maps and testing data for wireless networks can be
instantly viewed by call center operators dealing with
customer complaints. More complex applications include
geospatial data in data warehousing systems and are used in
conjunction with On Line Analytical Processing (OLAP)
clients to add a "where" dimension to corporate business
intelligence.
The ArcGIS 8.1 suite is a fully scalable GIS that can work
in a heterogeneous environment and support the tools,
databases, and networks that telecommunications companies
require. ESRI is working to integrate GIS applications in
the TMN hierarchy. This will improve enterprise deployments
and resolve interoperability issues. Field engineering tools
and the use of mobile networks making geographic information
available through wireless devices to business and consumer
users will further increase the value of GIS.
Telecommunications executives who make complex decisions
will find GIS indispensable for decision support. GIS
provides an overview of the company and the work flow. The
addition of location services driven by GIS will generate
additional revenue for telecommunications carriers and their
business partners.
The investment telecommunications companies make in
geospatial data and technology will yield benefits in
business process automation, improved decision support, and
value-added services for years to come.
CHAPTER - 6
Conclusion
Since 1996 Grameenphone is driving its car on the high way
of telecommunication industry of Bangladesh and they have
achieved the position of market just because of their
quality service, extensive marketing research, and well
infrastructure and for an exclusive management team; where
the competitors are far behind them. Grameenphone has got
the highest number of subscriber, but it does not mean that
they have they highest number of satisfied customers. To
raise the satisfaction level GP brought the “tele-marketing”
concept in the telecommunication industry of our country.
They are very much successful in launching this kind of
service and from the above discussions of the impacts of
tele marketing on customer satisfaction, motivation and
retention and revenue generation proves that they are using
trying to use this new concept as weapon to get the
satisfied customers and to retain them for longer times. But
the interview results and other analysis show that still
there are some lacking in this section. Grameenphone needs
to develop their tele-marketing section more to use it more
efficiently and it would be possible on if the required
changes were made.
CHAPTER - 7
Bibliography:
1. GrameenPhone Website: www.grameenphone.com
2. GrameenPhone annual reports
3. Intranet of Grameenphone named: http//Neptune.exchange
4. GrameenPhone News Letter
5. Basic Labor Law of Bangladesh
6. A. A. Khan, Bangladesh Labor and Industrial Law, Pravati
Prakashani, New Super Market, Dhaka, 2002.