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217

CUSTOMER RELATIONSHIP MANAGEMENT

STRATEGIES ADOPTED BY MOBILE

COMPANIES IN PUNJAB

ER. MOHINDER PRATAP SINGH DHILLON

Research Scholar

School of Management Studies

Punjabi University, Patiala

Note: The information provided by you would be kept confidential & would be used

only for academics purposes.

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QUESTIONNAIRE FOR MOBILE COMPANIES

Q1. Name of the Company:

____________________________________________

Q2. Name of the Respondent:

_____________________________________________

Q3. Designation:

_______________________________________________________

Q4. Qualification: Matric Graduate

Post Graduate Any other

Q5. How long you are working with the present organization? (In years or months)

_______________________________________________________________

__

Q6. What is your parent Company?

_______________________________________

Q7. According to you, why customers choose your Company over the others?

Location of the Store

Parking facility of the Store

Prompt and hastlefree service

Company culture

Staff’s behavior towards customers

Reputation/Goodwill of the company

Innovative services

Technology adoption

Reasonable service charges

Convenient working hours

Cost rates suitable to the customers

Decor/layout of the company

Any other (Please specify)

Q8. When was the last time the customer service policy was revisited or rewritten?

There is no written policy

Rewritten more than five years ago

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Rewritten within the last two years

Updated every year

Our formal policy is updated constantly based upon client’s needs

Q9. Does your organization enjoy a high degree of repeat business and customer

loyalty

based upon the level of service they provide?

Little to none

There is concern about lost clients

We work hard at providing good service in an effort to retain clients

We enjoy high client loyalty and repeat business based upon great

service

Very few if any clients are ever lost based upon poor service.

Q10. Do you think your clients are ever taken for granted?

Yes - frequently

Sometimes

Not very often

Hardly ever

Never

Q11. If you were your organization’s client, would you recommend changes?

Yes, a great many

I can think of a number of things we could do better

I can think of a few things we could do better

There are one or two things we could improve

I can’t think of anything we could change

Q12. What is the level of personal contact etiquette displayed by the average staff

member?

Very poor, even rude on occasion

Leaves something to be desired

Usually pretty good, they seem to care

Trained in personal contact and better than average

Exceptionally well trained and skillful in building relationships

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Q13. How well do you know the details of the customer service policy?

There is no policy

I know where to find it if I need it

I know the policies reasonably well

Learning the policy is part of our training, I know it well

All staff are well trained in customer service, we live and breathe the

policies

Q14. To what extent do you think the organization is proactive versus reactive?

Almost totally reactive

Highly reactive

More proactive than reactive

Highly proactive

Almost totally proactive - everything is well planned in advance

Q15. How is the morale overall in your organization?

Very low

Not bad

Pretty good

Very high

Exceptionally high

Q16. What type of Marketing Research is being conducted?

Regarding Product

Regarding Place

Regarding Price

Regarding Promotion

Regarding People

Regarding Physical Evidence

Regarding Process

Any other (please Specify)

Not aware

Q17. The conclusions drawn from the Marketing Research are used for:

Give priorities (1 to 6)

1. General Market data

2. Customer database

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3. Identifying customer groups

4. Understanding customer requirements

5. Grievance handling

6. Enhancing the quality of service

Q18. How do you conduct the customer survey?

Interview method

Observation method

Sending questionnaire through mail

Point of purchase questionnaire

Any other (Please specify)

Does your Company believes in Data Mining?

Q19. Is there any complaint management procedure implemented in your company?

Yes No

Q20. When you introduced new service in the Company, what is the reaction of the

employees towards it?

Very interested in the new service

Somewhat interested in the new service

Neither interested nor disinterested in the new service

Disinterested in the new service

Highly disinterested in the new service

Q21. What type of training schedule you have for the employees in the fast

changing Mobile Company environment? (Write in few lines)

-

_______________________________________________________________

__

-

_______________________________________________________________

__

Q22. How often you provide the employees with orientation training?

-

_________________________________________________________________

Q22. What aspects are emphasized in your training schedule?

Give Priorities: (1 to 5)

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1. General operation management

2. Customer relationship management

3. Teamwork

4. Employee’s relationship management

5. Any other (please Specify)

Q23. Are your employees happy by adopting new technologies?

Yes No Can’t say

Q24. Does your company organizes customer meet

Yes No

Q25. What is the focus area of these meets?

Customer handling

Customer grievance handling

Enhancement of customer awareness

Listen to the suggestions of the customers

Enhancement of customer relationship marketing

Any other (Please Specify)

Q26. Do you believe in handling customer grievances?

Yes No

Q27. What type of promotional-mix, your company emphasize upon :

Advertisement: Newspaper Magazine

T.V. Radio, Hoarding

Personal selling: Company staff Company associate staff

Sales promotion: Contests Price Discounts

Coupons Free gifts

Publicity: Reference of clients Account holders

Q28. What facility you have for the illiterate customer?

________________________________________________________________

Q29. What steps you have taken in the past one year to enhance the customer

services

or building customer relationship?

_______________________________________________________________

_______________________________________________________________

Q30. Where are your pricing strategies aimed at?

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Maximizing Profits

Maximizing market share

Building image/goodwill

Prevent competition from entering the market

Any other (please Specify)

Q32. What specific training you are providing to the employees for building

customer relationship?

_______________________________________________________________

_______________________________________________________________

Q33. What is your customer turnover in last two years?

_______________________________________________________________

______________________________________________________________

Q34. How many new customers have joined your company in last one year?

_______________________________________________________________

Q35. Who are your competitors?

_______________________________________________________________

_______________________________________________________________

224

QUESTIONNAIRE FOR MOBILE-CUSTOMERS

SECTION - A

Q.1 For how long you are associated with this mobile company

Less than one year

01-02 years

02-03 years

More than 3 years

Q.2 Why do you choose this mobile company? (Rank according to 5 priorities)

o Company’s reputation and good image

o Front Desk Staff politeness and kindness

o Customer Care Staff politeness and kindness

o Long-term relationships with customers

o Accuracy in Bill handling

o Ability of computerization

o Well made Tariff plans

o Staff professional knowledge

o Soundness of mobile company

o Good and Effective Advertisement

o Reach to the customer

o Connectivity of the mobile network

o Active in new business district

o Follow Government policy

Q.3 Rate the following parameters to determine the Service Quality of the bank.

(Rating Scale: Very Poor = 1; Poor = 2; O.K.= 3; Good = 4; Very good = 5)

o Is the mobile service provider trustworthy?

o Does it give consistent service every time?

o Does it deliver what it promises?

o Does it help you out of the difficult situation with letter and spirit?

o Is your money safe with the mobile company?

o Does your service provider assure you of confidentiality?

o Does it clear your doubt when there is need for it?

o Does it guides / counsel / advise you of the foreseen risk?

o Is your service provider store conveniently located?

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o Is it easily approachable when the need arise?

o Does supervisor come forward for your help as the need arises?

o Is there 24 hours service for the convenience of customers?

o Does customer care listen to you in case you have a complaint?

o Does your service provider uses technical language in case it communicates

with you ?

o Does your service provider apprise you of the new schemes, it starts through

communication?

o Does your service provider disseminate the information, which is for the better

service or related to the customer?

o Does your service provider understand your liking/ disliking?

o Does your service provider accommodate your schedule while delivering the

services?

o Does your service provider listen to your advice?

o Does your service provider encourage customer participation in service

delivery?

o Does your service provider displays latest technology?

o Does the service provider employees wear formal dress?

o Does your service provider have latest signage, stationery, visiting cards,

name plates etc?

o Are promises delivered?

o Do you become satisfied right the first time?

o Does your work completed timely and accurately?

o Is the employee whom you are dealing with, willing to listen to your query.?

o Does the employee gives you the solution to your problem promptly and

accurately?

o Does the responsiveness behaviour backed by knowledge and positive

attitude?

o Does the employee processes the transaction without fumbling around?

o Are the employees knowledgeable and guides you well?

o Does the employee know what he is doing?

o Does the service provider gives you instant/timely and accurate information

whenever it is required?

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o Are the employees polite towards the customer?

o Does the service provider show helpful attitude towards the customer?

o Are the employees friendly and willing to solve the problem out of system

also?

Q.4 Rate the following Parameters of Trust? (No Trust at all = 1 to Full Trust =

5)

o Accurate representation of product

o Discusses product needs

o Helps to achieve financial objectives

o Tries to understand needs

o Have my best interests at heart

o Adopts problem-solving approach

o Recommends suitable products

o Tries to find best products

o Applies selling pressure

o Implies lack of control

o Emphasizes persuasion

o Agrees only to please

o Tries to make me buy

o Stretches the truth

o Talks first and listens later

o Convinces me to buy too much

o Paints rosy picture of products

o Recommendations based on what can be sold

Q.5 Rate the following Parameters of Satisfaction ((Rating Scale : Not at all

Satisfied = 1; Not Satisfied = 2; O.K.= 3; Satisfied = 4; Fully Satisfied = 5)

o The appearance of the service provider’s physical facilities, equipment,

personnel, and communication materials

o The ability of the service provider to perform the promised service dependably

and accurately

o The willingness of the service provider to help customers and provide prompt

service

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o The knowledge and courtesy of the service provider employees and their

ability to convey trust and confidence

o The caring, individualized attention the service provider provides to its

customers

o Is satisfied with this service provider

Q.6 Rate the following Parameters of Commitment (Rating Scale: No Commitment

= 1; Not Sure = 2; Full Commitment = 3)

o To continue to do business at this service provider

o Continue to do business with this service provider even if it increases its fees

o Would recommend the service provider to colleagues

o Will purchase new services from the service provider.

o Rates highly the service quality of the service provider

Q.7 Rate the following Parameters of Confidence (Rating Scale: Very Low = 1; Low

= 2; Not Sure = 3; High = 4; Very High = 5)

o My service provider is always available to help in a crisis.

o My service provider often comes forward with positive suggestions to help my

business.

o I am confident in the advice I get from my service provider.

o I am confident that my service provider understands small businesses.

o I can rely on my service provider to find ways of meeting my business’s

changing financial needs.

Q.8 Please check the Relationship Dimensions (Rating Scale: Very Poor = 1; Poor =

2; O.K.= 3; Good = 4; Very good = 5)

a. Reliance and caring

• “I get the feeling that service provider really cares about me”

• “I rely on service provider to give me good financial advice”

b. How I am made to feel

• “I like the way I am treated by the staff at service provider”

• “I am treated with respect by service provider staff”

c. Feeling locked in

• “I often feel intimidated when dealing with service provider staff”

• “Sometimes I get the feeling I am trapped in dealing with service provider k

staff”

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d. Individual staff closeness

• “I really am much closer to some of the employees than I am to service

provider itself”

• “I spend a lot of time talking with staff at the service provider”

e. Uncertainty about value

• “I could probably get better services at another service provider”

• “I could probably get better service at another service provider”

f. Diligence in financial matters

• “I like to keep a close eye on my bill account”

• “I try to keep up to date on changes in bill rates”

g. Trust

• “I am honest in my dealings with the service provider”

• “I feel my confidentially are safe with the service provider”

h. My financial institution by choice

• “I deal with the service provider because I want to, not because I have to”

i. Disinclination to switch

• “Moving my account to another service provider is just not worth the effort”

j. Perceived complexity

• “I find service provider today very complicated and difficult to understand”

Q.9 What is your overall assessment on the scale of 1 to 5 about the following

parameters. (1 = not satisfied to 5 = fully satisfied)

o Commitment

o Attentive/help

o Friendliness

o Care

o Courtesy

o Responsiveness

o Flexibility

o Competence

o Comfort

o Communication

o Availability

o Access

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o Cleanliness/tidy

o Security

o Reliability

o Functionality

o Integrity

o Aesthetics

Q.10 Do you think to switch over to other service provider? (Customer Retention)

Yes Not Sure No

If the answer is “Yes” for which following reason? (rate according to priority)

o Bureaucratic inflexibility

o Relationship deterioration

o Poor service

o Competitor pricing

o Refusal to discuss problems

o Technical errors

o Untrustworthy

o Involuntary switching

o Turnover account manager

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SECTION - B

(Personal Profile / Demographic factors)

Q.11 Name of the Respondent: _________________________________________

Q.12 Age :

18 - 25 25 - 30

30 - 25 35 - 40

40 - 45 45 and above

Q.13 Sex

Male Female

Q.14 Marital status : ___________________________________________

Q.15 Family size

1 - 2 3 - 4 5 and

above

Q.16 Education

Illiterate Matric

Under-Graduate Graduate

Post-Graduate Any other (Please specify)

Q.17 Occupation

Business Service

Agriculture Retired

Housewife Student

Any other (please specify)

Q.18 Individual income (Per month)

Under - 5000 5000 - 10000

10000 - 15000 15000 - 20000

20000 and above

Q.19 Family income (Per Month)

Under - 5000 5000 - 15000

15000 - 25000 25000 - 35000

35000 and above

Q.20 Living place

Urban Area Semi-Urban Rural Area