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

2.14 Coverage of Grameenphone (Fig 2.4)

22

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


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 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 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.




to communicate with a group consisting of maximum ten

callers.


route subscribers’ call to another GrameenPhone mobile or

any other fixed (if you have BTTB connectivity) or mobile

phone.


of calls to be made from subscriber’s mobile. This feature

is especially important for security purposes.


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


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 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:



BTTB [Local, NWD, and ISD] connectivity.

National Roaming Facility

Flat rate of 4 Taka per minute after 1st free 450 minutes.




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.




to communicate with a group consisting of maximum five

callers.

39

Benefits Products:



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.




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.


route subscriber’s call to another Grameenphone mobile or

any other fixed (if subscriber have BTTB connectivity) or

mobile phone.


of calls to be made from another mobile. This feature is

especially important for security purposes.


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

Fig 4.2: GTMS Screen shot: 2

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.

http://www.grameenphone.com/

Grameenphone Bangladesh

Documents

Transcript of Grameenphone Bangladesh