46525833 customer relationship management in ufone

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CUSTOMER RELATIONSHIP

MANAGEMENT IN UFONE(FINAL PROJECT REPORT)

Presented By:KULSUM WAHEED 80ABDUL REHMAN 23SAQIB ANJUM 22

SAADIA MAZHAR 131ARSHIMA MEHBUB 64

ZUBAIR

Presented To:Sir Salman Shahid

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ACKNOWLEDGEMENT

We first of all thank AllahAlmighty for supporting us,

then our respectable associatedean and teachers, the Ufone

employees and our familymembers and class friends for

providing us support to

complete this project.

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EXECUTIVE SUMMARY

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(Customer Relationship Management) An integrated information system that is used toplan, schedule and control the presales and postsales activities in an organization.

Ufone is a brand of PTML (Pakistan Telecommunication Mobile Limited), which is a PTCLs fullyowned subsidiary. This subsidiary was incorporated in 1998, but started to commence itsoperations on 29th January 2001 as a GSM 900s service provider. It has improved its financialperformance, and since the outset, it has expanded its coverage and customer base at a rapidpace and established itself as one of the leading cellular service providers in Pakistan.

Ufone has progressed a lot and currently has 20% market share, where as Mobilink has 33%

being at the highest level, telenor being the second with 24% share in market.

To constantly improve its performance, Ufone provides various types of trainings to its personnellike internal trainings, outsourced trainings, specified and general trainings. From salam tothanks for visiting Ufone, every thing is documented and is taught to the employees. Thisquality maintenance is done by a special department that monitors the relationship of personnelwith customers, co-workers, seniors and subordinates.

Ufone retains its loyal customers by providing them bonuses on revenues earned from them. Aspecial department consisting of personal executives provides door to door services to suchcustomers. Customers become loyal after a predefined time period and amount.

Ufone attains its competitors customers by launching ad campaigns with attractive offers forthem. Also it makes sure that customers are fully satisfied with its products and services. Callcentre records the calls for maintaining quality assurance standards.

Empowerment is the transfer of authorities from a senior to a junior or we can say delegatingpowers to another person is empowerment. Ufone is a very friendly employer and lets everypersonnel work efficiently. It lets every individual have the authority of taking decisions andperforming tasks at his own level in the best possible way. This freedom creates a sense ofownership in each employee and he becomes more concerned about his job. When the freedomlevel is created, employees feel happy to work with the organization and hence interact in a

friendly way with the customers, thus enhancing the organizations goodwill.

However, Ufone needs to provide more support to its customers when they face any problem. Itshould also provide its services in now and far areas and should minimize its network issues justas mobilink does. We will recommend Ufone to first concentrate on improving its networkreliability. This will increase Ufones goodwill and just like Mobilink, Ufone can acquire morecustomers than it has today.

Ufone needs to focus on the weaknesses and offer such products to the market, which may beatits direct competitors and future competitors. It should use its strengths to minimize itsweaknesses, overcome the threats and avail the opportunities which its competitors have not

availed yet.

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TABLE OF CONTENTS

1. Introduction to CRMA. Definition And Origin Of CRMB. Features Of CRM

C. Benefits Of CRM

D. Types Of CRME. Paretos LawF. CRM And CommunicationG. People And CRM

H. Moments Of Truth

I. Characteristics Of An Excellent CRM

J. Essential CRM FocusK. Achieving Good CRM

L. CRM As A ProcessM. Customers ExpectationsN. Generating A Customer Focused CRMO. CRMs Impact On OrganizationsP. Conditions Of CRMQ. Customers Wants And DemandsR, Why Do Organizations Undertake CRM?

S. Customer OrientationT. Steps For Effective CRMU. Customer Management In CRM

2. Introduction to Ufone

A. OriginB. Logo And Mission StatementC. Products And Value Added Services

D. Marketing StrategiesE. Target MarketF. Market ShareG. Competitive EdgeH. Market RankingI. SWOT Analysis

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899101112121213131414141415151516

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3. Research Done

A. Attitude/Interaction Of Ufone With CustomersB. Customer ManagementC. Training Of PersonnelD. Benefits Provided To Loyal Customers

E. Strategies To Maintain Customer SatisfactionF. Measurement Of Customer SatisfactionG. CRM Laws/Rules/Methods Followed

4. Conclusion

5. Recommendations

6. Empowerment In Ufone

7. Bibliography

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1. Introduction To Customer Relationship Management:

Definition And Origin Of CRM:

(Customer Relationship Management) An integrated information system that is used to

plan, schedule and control the presales and postsales activities in an organization.

CRM embraces all aspects of dealing with prospects and customers, including the call center,sales force, marketing, technical support and field service. The primary goal of CRM is toimprove long-term growth and profitability through a better understanding of customer behavior.CRM aims to provide more effective feedback and improved integration to better gauge thereturn on investment (ROI) in these areas.

Sales force automation (SFA), which became available in the late 1980s, was the firstcomponent of CRM. SFA, call center and automated field service operations were on paralleltracks in the 1990s and began to merge with marketing in the late 1990s to become CRM. Like

ERP, CRM is a very comprehensive system, and a myriad of packages provide a myriad ofoptions.

According to Glen Petersen, author of "ROI: Building the CRM Business Case," the mostsuccessful CRM systems are found in organizations that realign their business model forprofitability, not just redesign their information systems.

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Customer relationship management (CRM) is a widely-implemented strategy for managing a

companys interactions with customers, clients and sales prospects. It involves using technology toorganize, automate, and synchronize business processesprincipally sales activities, but also those formarketing, customer service, and technical support. The overall goals are to find, attract, and win newclients, nurture and retain those the company already has, entice former clients back into the fold, and

reduce the costs of marketing and client service. Customer relationship management describes a company-

wide business strategy including customer-interface departments as well as other departments.

Features Of CRM:

The old viewpoint in industry was: 'Here's what we can make - who wants to buy our product?'

The new viewpoint in industry is:

'what exactly do our customers want and need?' and

'what do we need to do to be able to produce and deliver it to our customers?'

This is a significant change of paradigm and a quantum leap in terms of how we look at

Benefits of effective CRM:There are significant business benefits which accrue from an effective, integrated CustomerRelationship Management approach. These include:

Reduced costs, because the right things are being done (ie., effective and efficientoperation)

Increased customer satisfaction, because they are getting exactly what they want (ie.,exceeding expectations)

Ensuring that the focus of the organization is external

Growth in numbers of customers

Maximization of opportunities (E.g., increased services, referrals, etc.) Increased access to a source of market and competitor information

Highlighting poor operational processes

Long term profitability and sustainability

Forward thinking organizations understand the vital need to maintain a strategic focus on CRMand to resource and manage it appropriately.

Types Of CRM:When it comes to application of CRM, three broad classifications are possible. They are:

Operational CRM

Analytical CRM

Collaborative CRM

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Pareto's Law ('The Pareto Principle'):Pareto's Law is commonly known as the 80:20 rule. Typically in any organization:

20% of customers account for 80% of your turnover

20% of customers account for 80% of your profits

20% of customers account for 80% of your service and supply problemsIt is important to know is which customers fit into which category and then to manage themaccordingly.

Highly satisfied customers who perceive a high value in your products and services commonlymake excellent advocates for your organization - nurture these customers and give the specialtreatment.

Dissatisfied customers who perceive a low value in your products and services are potentialsaboteurs. These customers could have little or no loyalty and may actively 'engage' againstyour organization. Therefore you should seek to rebuild relationships and trust, and a new basisfor a future relationship, or manage the separation with dignity, professionalism and integrity.

CRM And Communications:

Communication is central to any successful relationship. In terms of Customer RelationshipManagement, communication needs to be consistent and high quality; as determined by:

on time

focused

relevant

reliable

coherent

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Importantly also, for effective communications it's the message and meaning that isreceived that counts, irrespective of what the communicator thinks they've said, or written.Communications must be judged most vitally by the reaction of the receiver. If the reaction is notgood then the communication is poor.

The information contained in a CRM system allows communication to be directed at the correctaudience, in the correct way. The communication system must also encourage and facilitate

honest and actionable feedback.Feedback from customers - especially complaints - are essential for good organizationalperformance and ongoing development. Most organizations avoid, discourage and hide fromcomplaints. Don't. Complaints are free guidance for improving your quality, and freeopportunities to increase customer loyalty.

People And CRM:As with any other business process your people have a huge impact on the success of the CRMprocess.

Successful and effective Customer Relationship Management people tend to display the

following key characteristics: positive attitude

people orientation

organizational skills

analytical skills

customer focus (natural empathy)

understanding of the link between CRM and profitability

On the subject of empathy: Empathy is about understanding, not necessarily agreeing.

Effective customer focus enables the organization and its staff to see both sides, and to workwith the customer to arrive at a mutually satisfactory and sustainable solution. Agreement aloneamounts to capitulation, which is neither practicable nor sustainable.

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Moments Of Truth:'Moments of truth' are encounters with customers which cause them to form a view of theorganization based on how they are engaged, particularly compared to their expectations.

Expectations can be met, exceeded or disappointed. Moments of truth can therefore be positive,in the case of meeting and exceeding expectations, or negative, in the case of disappointment.

Monitoring the 'moments of truth' allows the company to focus on improving areas responsiblefor negative customer experiences.

Remedial action to prevent repetition is crucial. A single mistake is forgivable. A repeat rarely is.

If you put things right your customers will see that they are important to you. Put things right andyou will be seen as a supplier who knows how to manage quality.

Organizations that fail to put right things that go wrong, might as well say to the customer, "Youare not important to us". Failing to put things right and to prevent reoccurrence says of theorganization "We are not capable of managing quality service."

Bear in mind also that research has proven time and again that when an an issue of poor

service to a customer is satisfactorily resolved by a supplier, the customer increases their loyaltyto the supplier to a higher level than existed prior to the problem.

An approach to managing 'moments of truth' involves 'continuous improvement'. This entailsprocesses that continually monitor, check and resolve negative moments of truth by ensuringalterations happen to the customer process, and integrating theses changes into 'business asusual'. Here are the elements of such an approach:

define the cycle of service

identify negative moments of truth

define the reasons (ie., root causes - not symptoms)

develop solution/s test solution(s)/review/amend

implement

monitor impact on the cycle of service

This is similar to the EPACA model - the helix of continuous improvement.

Negative moments of truth carry a lot of weight with the customer and will adversely affect therelationship.

To maximize positive moments of truth - set standards in your processes.

Standards using SMART criteria Standards (which may also be objectives) can be establishedusing the SMART framework.

Specific

Measurable

Agreed

Realistic

Time-bound

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Characteristics Of Excellent CRM:The following characteristics are associated with delivery of excellent CRM:

reliability

responsiveness

accessibility safety

courtesy

consideration

communication

recognizing the customer

competence

Focus On Building Relationships:The essential CRM focus of any organization should be on developing core competencies, andan overall strategy of building customer relationships. In this way, all efforts in the organizationcan be aligned to:

customers and the culture of exceeding of customer expectation

understanding and managing the people impact on the culture of the organization

customers being recognized and treated as partners

the value of relationship-building being valued

service being seen as a value-adding activity

reward and recognition being based on customer focus ie., 'going the extra mile'

evidence of corporate support for service activity

Achieving Good CRM:Achieving effective Customer Relationship Management requires many organizations to adopt anew perspective. Consider the following:

traditional customer service is something you 'do to' the customer

modern Customer Relationship Management is 'done with' the customer

The second statement is emphasises the big differences between conventional traditional

customer service, and the modern progressive CRM approach.Your relationships with customers should be ongoing, cooperative, and built for the long term.

Organizations who have many transitory relationships with customers consequently have tospend a lot of money on finding new customers.

The cost of keeping existing customers is a tiny fraction of the cost of acquiring new customers.

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CRM As A Process:CRM can be regarded as a process, which has:

identifiable inputs

identifiable components identifiable characteristics, which define CRM for your organization and customer base

capacity for improvement and evolution over time

Customers' Expectations:If an organization cannot at least meet its customers' expectations it will struggle.

Ideally a business organization should exceed its customers' expectations, thereby maximisingthe satisfaction of its customers, and also the credibility of its goods and services in the eyes ofits customers.

Customers normally become delighted when a supplier under-promises and over-delivers. Toover-promise and under-deliver is a recipe for customers to become very dissatisfied.

Rule No 1 - You cannot assume that you know what a customer's expectations are ... You mustask.

Rule No 2 - Customer expectations will constantly change so they must be determined on an on-going basis.

The expectations of different customers for the same product or service will vary according to:

social and demographic factors

economic situation

educational standards competitor products

experience

Therefore, given all these variable factors, it is no surprise that one size certainly does not fit all.

Ask your customers what is important to them. Find out why your customers do business withyou. There are a wide variety of relationship drivers. For example:

quality

price

product location

customer service

When you ask you might discover some factors that you'd perhaps never even considered, forexample:

health and safety support

systems compatibility

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contract structure

distribution flexibility

technical support

troubleshooting and problem-solving, to name just a few

Generating A Customer Focused CRM Solution:So what do we need to make this quantum leap of customer integration?

A new way of thinking:

change in paradigm

change in the messages sent and received

change in the overall culture

And a new way of doing things:

processes that are capable and effective

structures and systems that support a business centred on its customers

connectivity (end-to-end processes) both internally and externally (eg., with suppliers)

How CRM Impacts On The Organization:CRM can have a major impact on an organization through:

shifting the focus from product to customer

streamlining the offer to what the customer requires, not want the organization can make

highlighting competencies required for an effective CRM process

CRM conditions:The organization and the customers both have sets of conditions to consider when building therelationship, such as wants and needs of both parties;

organizations need to make a profit to survive and grow

customers want good service, a quality product and an acceptable price

Good CRM can influence both sets of conditions.

Customers Wants And Demands:Most obviously, and this is the extent of many suppliers' perceptions, customers want cost-

effective products or services that deliver required benefits to them. (Benefits are what theproducts or services do for the customers.) Note that any single product or service can deliverdifferent benefits to different customers. It's important to look at things from the customer'sperspective even at this level.

More significantly however, customers want to have their needs satisfied. Customers' needs aredistinctly different to and far broader than a product or service, and the features and benefitsencompassed. Customers' needs generally extend to issues far beyond the suppliers'proposition, and will often include the buying-selling process (prior to providing anything), theway that communications are handled, and the nature of the customer-supplierrelationship.

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Modern CRM theory refers to the idea of 'integrating the customer'. This new way of looking atthe business involves integrating the customer (more precisely the customer's relevant people

and processes) into all aspects of the supplier's business, and vice versa. This implies arelationship that is deeper and wider than the traditional 'arms-length' supplier-customerrelationship.

The traditional approach to customer relationships was based on a simple transaction or trade,

and little more. Perhaps there would be only a single point of contact between one person oneach side. All communication and dealings would be between these two people, even if thecustomers' organization contained many staff, departments, and functional requirements(distribution, sales, quality, finance, etc).

The modern approach to customer relationship management is based on satisfying all of theneeds - people, systems, processes, etc - across the customer's organization, such as might beaffected and benefited by the particular supply.

Why do organizations undertake CRM?CRM is a new concept to many organizations. If it's new to you, here's why most forward-

thinking organizations devote lot of energy and resources to the set up and management of aCRM capability.

Steps For Effective CRM:Successful organizations use three steps to build customer relationships:

determine mutually satisfying goals between organization and customers

establish and maintain customer rapport

produce positive feelings in the organization and the customers

Customer Orientation:A firm in the market economy survives by producing goods that persons are willing and able tobuy. Consequently, ascertaining consumer demand is vital for a firm's future viability and evenexistence as a going concern. Many companies today have a customer focus (or marketorientation). This implies that the company focuses its activities and products on consumerdemands. Generally there are three ways of doing this: the customer-driven approach, thesense of identifying market changes and the product innovation approach.

In the consumer-driven approach, consumer wants are the drivers of all strategic marketingdecisions. No strategy is pursued until it passes the test of consumer research. Every aspect of

a market offering, including the nature of the product itself, is driven by the needs of potentialconsumers. The starting point is always the consumer. The rationale for this approach is thatthere is no point spending R&D funds developing products that people will not buy. Historyattests to many products that were commercial failures in spite of being technologicalbreakthroughs.

A formal approach to this customer-focused marketing is known as SIVA (Solution, Information,Value, Access). This system is basically the four Ps renamed and reworded to provide acustomer focus.

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The SIVA Model provides a demand/customer centric version alternative to the well-known 4Pssupply side model (product, price, placement, promotion) of marketing management.

Product Solution

Price Value

Place Access

Promotion Information

If any of the 4Ps had a problem or were not there in the marketing factor of the business, the businesscould be in trouble and so other companies may appear in the surroundings of the company, so the

consumer demand on its products will become less.

Customer Management:Why manage customers? Customers are the usual source of income for an organization. (If notthen they will certainly leverage your income, as in the case of readers of a free publicationwhich is funded by advertising. As such there are two types of customers: the readers and theadvertisers).

Customers are also an exceptional source of information - information which is vital to enable abusiness to succeed; ie., giving customers what they want.

Managing customers entails:

knowing what customers want and need - which enables you to focus your productionand service efforts

knowing which products or customers have most growth potential - which enables you tofocus on developing highest potential

knowing which products or customers are most or least profitable - which enables you tofocus on maximising profit

knowing which customers will be advocates and supporters - which enables you toprovide references, case studies, and to safely test new products and services

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2. Introduction To Ufone:Origin:

Pak Telecom Mobile Limited (PTML) is a wholly owned subsidiary of...Pakistan

Telecommunication Corporation Limited (PTCL) that started its operations in January2001underthe brand nameUfone. As a result ofPTCLsprivatization, Ufone became a part of theEmirates Telecommunication Corporation Group (Etisalat) in2006.

Since its inception, Ufone has focused on the people of Pakistan, empowering them with themost relevant communication modes and services that enable them to do a lot more than justtalk, at a price that suits them the most. Along with the claim of lowest call rates, clear sound andbest network, Ufone offers its customers simplified tariffs with no hidden charges. With a strongand uniquely humorous communication direction that has now become Ufones signature acrossall advertising media, Ufone gives its customers many reasons to smile.

This customer focus and best offering has allowed Ufone to build a subscriber base ofover20million in less than a decade. Ufone has network coverage in 10,000locations andacross all major highways of Pakistan. Ufone currently caters for International Roaming to morethan288live operators in more than160countries.Ufone also offers Pakistans largest GPRS& BlackBerry Roaming coverage available with more than200Live Operatorsacross122countries. More recently, Ufone has become a focused and intensive leader in VAS,constantly introducing innovative services, which have been the first of their kind in the Pakistanicellular industry. According to recent Ufones position analysis done by PTA, it has a subscriberbase of 23.26 million customers(2010).

As the world of telecommunications advances, Ufone promises its customers to stay ahead,

developing and evolving, to go beyond their expectations, because at Ufone,its all about U.

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Pakistan Telecommunciation Mobile Ltd. (PTML),

Ufone

Type Private

Industry Telecommunication

Genre Subsidiary

Founded January 29, 2001

Founder(s) Pakistan Telecommunication Company Ltd

Headquarters Islamabad, Pakistan

13-B, F-7 Markaz

Area served 2336 cities of Pakistan, GT Road, Super Highway &

Motorway

Key people Abdul Aziz, CEO

Products Pre Pay,Post Pay

Revenue Rs.5.1 billion PKR (first quarter 2006-07).

Parent PTCL Pakistan

Website www.ufone.com

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http://en.wikipedia.org/wiki/Pakistan_Telecommunication_Company_Ltdhttp://en.wikipedia.org/wiki/Pakistanhttp://www.ufone.com/http://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/File:Ufone_logo.pnghttp://en.wikipedia.org/wiki/Pakistan_Telecommunication_Company_Ltdhttp://www.ufone.com/


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Logo And Mission Statement:Ufone shows the You Attitude through its logo and mission statement, which means that ittreats its customer as a king and thinks to maximize its efforts to the maximum level and providemaximum satisfaction to the customers and retain them. Ufones mission statement states thatto be the best cellular option for U, and its logo says its all about U.

Products And Value Added Services:

The main products are PREPAY and POSTPAY. When Ufone was launched, it offered AIMSconnections. With the advancement in technology, it started to offer GSM based services to its

customers from 2002 onwards.

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When Ufone got a positive feedback from its customers, who could give more revenue to Ufone,it started to offer its POSTPAY services as well. Currently, its earning more revenue fromPREPAY customers.

Ufone offers 11 packages of different rates. It provides basic VAS like ULoan, UShare, UTopup,UTunes, Song Catcher, Song Dedicator, Ufone SMS Buddies, Awaz SMS, Ufone Phonebook

Saver, Conference Call, Call Block Service, Music Station, Collect Call, Ur EDGE etc.

Also, Ufone offers products like blackberry phones along with solutions, accessories, UfoneApplication portal etc. Currently, Ufone is the biggest Blackberry Solutions provider in Pakistan.Also its all sms and call packages are economical and highly affordable and meet customersrequirements. Ufone also provides high speed net for mobile phone browsing.

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Marketing Strategies:

Ufone uses advertisements, campaigns, broachers, or sends calls and messages to customers,to let them know about the new products and offers. Currently Ufone is advertising after every15days about its new promotions and products. Ufone uses direct approach in which it directlytells to its competitors that Ufone can compete with them and defeat them very well. Ufoneprovides quality services to its customers and has a separate department for check and balanceof quality.

Target Market:

Ufones target market is not limited to one person or similar type people. It offers products thatsatisfy all the basic needs of customers. For youth it has launched the Uth package, ghanta freepackage and super ghanta offer. For youngsters and elders it provides packages like prepay life,U Circle etc. Ufone keeps into consideration that all age groups must take maximum benefit fromUfone. By doing so they help Ufone to increase its goodwill.

Market Share:

Ufone is constantly earning revenues. As per PTA following is the growth ratio of various cellularcompanies in Pakistan.

Province Wise Subscriber Share:

As of December 2009, as per PTAs quarterly report, Ufone had following number of subscribers

in four provinces:

Punjab: 10,982,829

Sindh: 4,746,935

Khyber Pakhtoon Khawan: 2,071,866

Balochistan: 540,675

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Voice Traffic:

In last six months, Punjab naturally contributed highest share of outgoing voice traffic, i.e. 54

percent followed by Sindh that shared 28 percent. Khyber Pakhtoon Khawan generated 13

percent of total voice traffic for Ufone with Balochistan standing last with 5 percent traffic share.

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Voice Revenues

Following Graph Shows average revenue generated for one outgoing minute. It varies in different provincesbecause of different selection of tariff plans in different regions.

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Note: Revenues details are for Voice traffic only. It does not include SMS, GPRS and other details.

As evident from last graph that Punjab and Sindh share lower ARPUs, thats apparently because

higher SMS usage and intelligent tariff plan selection (Reference: outgoing

minutes/revenues/per minute revenues details)

Competitive Edge:Following table tells about the differences between various networks in Pakistan.

Network Mobilink Telenor Ufone Warid Zong

Packages 6 8 11 6 6

FNF 33 (talkshawk), 5

(Djuice) 55, 10 (Glow 1

and 2)5, 10 (FreePackage)

Peak Time 7am-11pm 7am-11pm 7am-12am 7am-11pm-

Off PeakTime 11pm-7am 11pm-7am 12am-7am 11pm-7am

Misc. For FreePackege

Bank Links NoTameerati Bank

(EasyPaisa)

HBL(Upayment) No No

Internet10Rs. Per

MB 10 rs. Per MB.10Rs. Per

MB10MB for Rs.

3510 Rs. Per

Hour

Subscribers31.45 M

(Oct 2010)24.01 (Oct

2010)20.19 (Oct

2010)17.16 (Oct

2010)7.78 (May

2010)

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Ufone gets a competitive edge over its competitors when we compare its packages with othernetwork packages. Also it offers more VAS (value added services) than any network doesassuring maximum services quality. Moreover it is competing strongly with its strong competitors

like Mobilink and Telenor. It has a thoughtful approach whenever it offers any new product inthe market. Either the product contains unique features, or follows low cost leadership and focusstrategy, or it offers the same products as its competitors do. However mostly it prefers to launchthose products which are unique in their features. It has a separate department that monitors itsquality, and regularly trains its employees to ensure that services are provided with maximumquality.

Market Ranking:

As far as market ranking is concerned, according to PTA, mobilink comes at the first number,

telenor at the second, ufone at the third, warid at the fourth and zong at the last number. Thisrating is done according to the number of subscribers, the churn rate (port in/port out ratio) ofthese cellular companies and the customer satisfaction with the services and network.

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Mobilink remained the largest cellular company with a 33 per cent market share while Telenorwas the fastest growing player by gaining 2 percentage points to 24 per cent, according to data

released by the Pakistan Telecommunications Authority.

Ufones share declined to 20 per cent in fiscal 2010 which ended in June.

Telenor firmed its second place in market share during fiscal 2010 and bridged a difference of 4

percent with its rival Ufone, which had held the position for many years. Telenor and Ufone had

almost the same market share in fiscal 2009.

The data revealed that 1.18 million new cell phone users were added in the month of June, an

increase of 1.21 per cent on monthly basis.

Slowing pace of tariff cuts indicates that cellular companies are shifting focus towards bundling

and value-added services.

Product bundling involves offering several products for sale as one combined product.

Focus on less penetrated rural areas should lift subscribers by 14 per cent to 13 million in fiscal

year 2011, said KASB analyst Muhammad Saqib Sajjad in his research report. Ufone added the

most new users in June with 388,000 while Warid added 286,000 and Mobilink 219,000.

Annual and quarterly reports of PTA reveal the progress rates of these companies. Researchreveals that people are more satisfied with Mobilink and Telenor due to their networks signalsquality. Due to improved technology because of privatization of PTML, many positive changesare seen in Ufone, like development of CRM department etc., which results in giving more goodservices than any other network does.

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SWOT Analysis:

Following is the SWOT analysis review of Ufone as per the research is concerned.

Strengths:

1. Good packages2. Highest number of prepay subscribers3. Constant revenues generation4. Employees are given benefits like motivation by boss, bonuses, promotions and other

benefits etc.5. Special Personal Executives department for loyal customers door to door services.6. More reserves for advertisements, campaigns etc.7. Special training to employees from Assalamu Alaikum to Thankyou for visiting Ufone.8. Satellite based technology.

Weaknesses:

1. Lack of access in now and far areas.2. Slow net speed.3. Network issues are seen frequently.

4. Less manual guidance provided by helpline.5. Some products are expensive (e.g. UCircle).6. No MSN MESSENGER and YAHOO MESSENGER support.

Opportunities:

1. Banking Sector (bills payment and service like EASY PAISA)2. Car Tracking3. To link up industries4. Coverage in now and far areas

Threats:

1. Offers of same type by Ufones competitors, mobilink and telenor.2. Warid may become a future competitor.3. Presently telenor is the challenge for Ufone.4. Network issues.

3. Research Done:

We have done research about the working of Ufone, its environment, its treatment with itsemployees and their treatment with customers.

We acquired basic information regarding CRM from Ufones manager main regional officebranch located on mini market side on 31st December 2010.

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We were warmly welcomed by the manager and found everyone cooperative there to provide usall the information we needed for our project.

We found that Ufone had 5 people on the front desk who were directly dealing with customersby listening to their problems, satisfying them and were dealing the aggressive customerspatiently and were providing solutions to the customers and the customers got satisfied fromthem as soon as they left the Ufone office. Following is a review of the questions we asked from

Ufone manager and the answers that we got from him.

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Mr. Usman MahoonManager Sales & Services CenterUFone

Research Question: CRM In Ufone

Interaction/Attitude Of Ufone Personnel With Customers:

Ufone gives proper training to its staff to focus on the communication skills, to have patienceelement in them and have guts to convince the customers to become the loyal customers byalways send them satisfied as they leave the office. This is important because if ufone loses onecustomer, then it loses more 100 customers. Everything from a Salam said by a guard, toThanks for visiting Ufone by a customer relationship manager is pre-recorded in a documentedform. Ufone gives employment to those people who are efficient in communication skills likeclearly speaking the words, avoiding usage of vague words and using the words which areeasily understood by the customer, carefully selecting words while communicating anything tothe customer because the employee represents his company while talking to the customer,

having tolerance level to avoid aggressiveness while dealing with hyper customers, having goodlistening skills to understand the words spoken by customer as he has originally intended, etc.

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This means that Ufone wants everything to be perfect. UFONE is constantly working hard tointroduce its Value Added Services to the market for maximum customer satisfaction. And as thediagram shows, Ufone has personnel directly interacting with customers, who send thecustomers satisfied to their homes before leaving UFONE office..

Customer Management:

Ufone focuses on the 10 commandments rule it has posted on its office wall. Ufone believes inSERVICE FIRST rule and trains to its employees (personnel) to follow this rule. It treats itscustomers as a king because one dissatisfied customer dissatisfies the other customers as well.

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Training Of Personnel Training:

Personnel mean all levels of management. Ufone has its own trainers who provide training to alllevels of management. This type of training is called internal training. It also calls foreign trainersfor maintaining international standards. This type is called outsourced training. Specific trainingfocuses on the important things needed to be taught to the personnel. This means that thistraining differs from person to person. Where as general training is given to every individualworking at Ufone, like personality grooming etc.

Following things are taught to Ufones personnel.

a. Soft skillsb. How to handle difficult customers?c. How to deal customers in a good way?d. Communication skillse. CRM software usagef. Personality grooming.

Benefits provided to loyal customers:Ufone has set a specific time period and amount spent for declaring customers as LoyalCustomers. When the customers spend that particular amount of money, be it be prepay orpostpay customers, or they use their Ufone SIM(system integrated module) for a particular timeperiod, then Ufone calls them its Loyal Customers.

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When customers become loyal to the company, they avail door to door services from a speciallymaintained department consisting of Personal Executives.

These customers are provided bonuses from the revenues earned from them. Also they areallowed to participate in certain campaigns and promotion programs of Ufone. These customersalso avail special offers like discount on bills, free SMS and calls.

Strategies To Maintain Customer Satisfaction:

Ufone personnel are taught to deal with the customers with the courteous attitude. Alsopromotion policies are developed from time to time to retain the customers lost. This is done bygiving discounts on calls rates, giving free SMS bundles, free minutes etc., to the customers who

dont use their SIMs for 2 to 3 months. Call centre records the calls done by customers tomaintain quality assurance. Greeting messages are sent to customers on religious events. Also,birthday messages or cards are sent to the loyal customers. Door step services are provided tothe customers. These services give a competitive edge to Ufone.

Measurement Of Customer Satisfaction:

Ufone measures its customers satisfaction by recording their calls as they call the help line.Also, it conducts surveys, campaigns etc., that help it to know what do the customers want, whatare their basic needs, and to how much extent they are satisfied. It has a special departmentwhich takes necessary steps from time to time to constantly improve its quality. The best thing in

Ufone is, that it accepts the complains going against it, and satisfies the customers, that thosepointed out issues will be solved. This department measures the churn rate (port in/port outratio). It finds out the reasons that why are its customers shifting from Ufone to any othernetwork. Then it analyses the faults in its network and takes necessary steps to minimize them.

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CRM Laws/Rules/Methods Followed:

Ufone focuses on the basic definition of CRM, which measures the satisfaction level ofcustomers. No specific rules or laws are applied. However, Ufone uses a custom built softwarefor maintaining the customers records, their complains, and any suggestions or solutionsprovided to them. Ufone keeps a proper check and balance on its personnel. For any problemdue to personnel, necessary steps are taken against such problem creating employees.

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Conclusion:Ufone is continuously striving to compete in terms of its market share from 20% to more than33%, which is the market share of Mobilink. However the SWOT analysis of Ufone tells, thatthere are still many weaknesses in it which should be minimized. This can be done by offeringunique products to the market that follow the focus strategy. Also Ufone should provide suchoffers that provide maximum features to the youth like messenger support etc.

5.Recommendations:Following are the recommendations by us for the research we have done regarding CRM inUfone:i. Call centre executives must provide complete information regarding any problem faced by thecustomer rather than sending them reference SMS.ii. Ufone must enhance its network by using latest satellite based technology, so that thecustomers remain satisfied from the company.iii. Ufone must focus on providing latest products to the customers.iv. Ufone should keep on improving its products and services from time to time and follow thecost leadership and differentiation strategies.

6. Empowerment In Ufone:

Empowerment is the transfer of authorities from a senior to a junior or we can say delegatingpowers to another person is empowerment. Ufone is a very friendly employer and lets everypersonnel work efficiently. It lets every individual have the authority of taking decisions andperforming tasks at his own level in the best possible way. This freedom creates a sense ofownership in each employee and he becomes more concerned about his job. When the freedomlevel is created, employees feel happy to work with the organization and hence interact in afriendly way with the customers, thus enhancing the organizations goodwill.

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4. BibliographyReferences are taken from websites, whose details are as under:

1. Topic: Ufone Introduction:

Year: 2010

Author: Ufone, Wikipedia

URL:http://www.ufone.com/about.aspx

http://en.wikipedia.org/wiki/Pakistan_Telecommunication_Company_Ltd

2. Topic: Other NetworksYear: 2010

Author: Wikipedia,

URL:http://en.wikipedia.org/wiki/Telenor

3. Topic: List Of Operating Networks In Pakistan

Year: 2010

Author: Wikipedia, PTA website

URL:http://en.wikipedia.org/wiki/List_of_telephone_operating_companies#Pakistan

http://en.wikipedia.org/wiki/List_of_mobile_network_operators_of_the_Asia_Pacific_region#Pakistan

4. Topic: Ufones profile and outlook

Year: 2010

Author: tecompk

URL:http://telecompk.wordpress.com/2006/11/12/ufone-profile-and-outlook/

5. Topic: Ufones Market Share

Year: 2010

Author: Kinn

URL:http://kninn.blogspot.com/2010/04/market-share-of-ufone.html

6. Topic: Telenor Pakistan Results for Q3 2010: Market Share 23%, Subscribers 24M

Year: 2010

Author: Babar Bhatti

URL:http://telecompk.net/2010/10/28/telenor-pakistan-results-for-q3-2010-market-share-23-subscribers-24m/

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http://www.ufone.com/about.aspxhttp://en.wikipedia.org/wiki/Pakistan_Telecommunication_Company_Ltdhttp://en.wikipedia.org/wiki/Telenorhttp://en.wikipedia.org/wiki/List_of_telephone_operating_companies#Pakistanhttp://en.wikipedia.org/wiki/List_of_mobile_network_operators_of_the_Asia_Pacific_region#Pakistanhttp://telecompk.wordpress.com/2006/11/12/ufone-profile-and-outlook/http://kninn.blogspot.com/2010/04/market-share-of-ufone.htmlhttp://telecompk.net/2010/10/28/telenor-pakistan-results-for-q3-2010-market-share-23-subscribers-24m/http://www.ufone.com/about.aspxhttp://en.wikipedia.org/wiki/Pakistan_Telecommunication_Company_Ltdhttp://en.wikipedia.org/wiki/Telenorhttp://en.wikipedia.org/wiki/List_of_telephone_operating_companies#Pakistanhttp://en.wikipedia.org/wiki/List_of_mobile_network_operators_of_the_Asia_Pacific_region#Pakistanhttp://telecompk.wordpress.com/2006/11/12/ufone-profile-and-outlook/http://kninn.blogspot.com/2010/04/market-share-of-ufone.htmlhttp://telecompk.net/2010/10/28/telenor-pakistan-results-for-q3-2010-market-share-23-subscribers-24m/


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7. Topic: Mobilink Losing Ground To Telenor And Ufone

Year: 2010

Author: Alaiwah

URL:http://alaiwah.wordpress.com/2010/12/29/mobilink-losing-ground-to-zong-and-ufone/

8. Topic: Telecom Report

Year: 2010

Author: Zoha N Quratulain

URL:http://www.slideshare.net/ZOHANQUR/telecommunication-survey-2010/download

9. Topic: Mobile companies progress

Year: 2010

Author:

URL:http://www.pakreviews.com/business/update/financial-insight-pakistan-cellular-industry-%E2%80%93-2010

10. Topic: Telecom Updates

Year: 2010

Author: The Express Tribune

URL:http://tribune.com.pk/story/40007/mobile-phone-users-cross-99m-mark/

11. Topic: Ufone SWOT ANALYSIS

Year: 2010

Author: Adam

URL:http://www.freeswotanalysis.com/telecommunication-companies-swot-analysis/101-ufone-swot-analysis.html

12. Topic: Ufone Outshines Once again

Year: 2010

Author: Yasir Ameen

URL:http://www.telecomrecorder.com/2010/12/03/ufone-outshines-once-again-records-profits-up-92-revenues-up-16-in-1qfy10/

13. Topic: Ufone Province Wise Traffic And Revenues Details

Year: 2010

Author: Amir Ataa

URL:http://propakistani.pk/2010/07/07/ufones-province-wise-voice-revenues-details/

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http://alaiwah.wordpress.com/2010/12/29/mobilink-losing-ground-to-zong-and-ufone/http://www.slideshare.net/ZOHANQUR/telecommunication-survey-2010/downloadhttp://www.pakreviews.com/business/update/financial-insight-pakistan-cellular-industry-%E2%80%93-2010http://tribune.com.pk/story/40007/mobile-phone-users-cross-99m-mark/http://www.freeswotanalysis.com/telecommunication-companies-swot-analysis/101-ufone-swot-analysis.htmlhttp://www.telecomrecorder.com/2010/12/03/ufone-outshines-once-again-records-profits-up-92-revenues-up-16-in-1qfy10/http://propakistani.pk/2010/07/07/ufones-province-wise-voice-revenues-details/http://alaiwah.wordpress.com/2010/12/29/mobilink-losing-ground-to-zong-and-ufone/http://www.slideshare.net/ZOHANQUR/telecommunication-survey-2010/downloadhttp://www.pakreviews.com/business/update/financial-insight-pakistan-cellular-industry-%E2%80%93-2010http://tribune.com.pk/story/40007/mobile-phone-users-cross-99m-mark/http://www.freeswotanalysis.com/telecommunication-companies-swot-analysis/101-ufone-swot-analysis.htmlhttp://www.telecomrecorder.com/2010/12/03/ufone-outshines-once-again-records-profits-up-92-revenues-up-16-in-1qfy10/http://propakistani.pk/2010/07/07/ufones-province-wise-voice-revenues-details/


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14. Topic: Competitve Edge of Ufone

Year: 2010

Author: JS GLOBAL ONLINE

URL:http://www.jsglobalonline.com/researchReports/Pakistan%20Telecom.pdf

15. Topic: Empowerment:

Year: 2004

Author: Wikipedia

URL:http://en.wikipedia.org/wiki/Empowerment

16. Topic: Customer Relationship Management

Year: 2010

Author: Anonymous

URL:http://www.answers.com/topic/customer-relationship-management#ixzz1BDAR5Ond

17. Topic: Types Of CRM Solutions

Year: Not Available

Author: Not Available

URL:http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1075422944&type=RESOURCES

18. Topic: Types Of CRM

Year: 2010

Author: Wikipedia

URL:http://www.tutorial-reports.com/software/crm/types.php

19. Topic: CRM - principles, strategy, solutions, applications, systems, software, and ideas for effective

customer relationship management

Year: 2010

Author: Not Available

URL:http://www.businessballs.com/crmcustomerrelationshipmanagement.htm
http://www.jsglobalonline.com/researchReports/Pakistan%20Telecom.pdfhttp://en.wikipedia.org/wiki/Empowermenthttp://www.answers.com/topic/customer-relationship-managementhttp://www.jsglobalonline.com/researchReports/Pakistan%20Telecom.pdfhttp://en.wikipedia.org/wiki/Empowermenthttp://www.answers.com/topic/customer-relationship-management

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