customer satsfaction gp

7/31/2019 Customer Satsfaction GP

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Report

On

Grameen Phone

Topic: Customer Satisfaction ofGrameenPhone


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Ack nowledgement

First I would like to thank my supervisor Masud Ibn Rahman, AssistantProfessor, Faculty of business & Economics who has provided me an attentiongrabbing course that exposed one more transparently to know users reaction oftelecommunication sector (Grameen Phone Customer Satisfaction ofBangladesh Ltd.).I am also thankful to those respondents who filled up thequestionnaire, which helped me to make this paper. Without their help,collecting primary data for users reaction would have been difficult. I extendmy thanks to the personal working in BGP customer satisfaction to provide me

some important information. I am ever thankful to my suspected teacher ofDaffodil International University from whom, I have been learningcontinuously.


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Executive Summery

As a market leader, GrameenPhone is continuously coming up with new ideas regarding its

products and services. Recently, the company is mainly focusing on the non-voice services.

Because, the company knows in near future, voice based services will reach to the maturity

stage which will make the business growth constant to some extents. Hence, the company is

trying to maintain the leading position in non-voices services as well like SMS, Push-Pull, and

Information related services at the early growing stage. These services are working as a

building block to increase GPs service value.

Coming up with innovative service is easier than making subscribers aware of services. Hence

through this internship report I have tried to analyze the present situation of the cellular phone

industry in Bangladesh and GPs position there in, find out the services that Grameen phone is

presently providing to its valued customers & their satisfaction level. 15 million people out of

140 million total citizen of Bangladesh are presently using cell phone; it means that out of

every 9 people one is using cell phone. In the third world country like Bangladesh the amount

of users is amazing. Grameenphone holds almost 61% market share of telecom industry that is

out of every 10 users 6 belongs to Grameenphone. So GrameenPhone marketing strategy

should be Profitable growth & expanding market share through satisfying existing customers.

I have also made a comparative service analysis of various cellular phone companies in

Bangladesh and drawn some valuable recommendation to GrameenPhone to be the market

leader in future in this competitive market.

A comprehensive survey was conducted to know about GPs present position in the market and

its present service condition that is providing to its valued customers. The survey report shows

that Grameen phone is still a market leader in this industry but as it is becoming more

competitive day by day so Grameen phone should revise its service packages, quality with

more conveniently for the customers.

Among the other cellular phone companies GrameenPhone has some unique competitive

advantages in this industry in Bangladesh so if it is possible for GP to provide better services

with continuous innovative products it will add value to the company. Otherwise, in the long

run new innovation services will not give its ultimate success.


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Table of Contents

TopicsPage

No.

Executive Summary

Chapter -1 1-5Introduction

Chapter -2 6-11

Situation Analysis: An overview of theWireless Phone Industry

Chapter -3 12-29

Company Profile

Chapter -4 30-56Customer Management Division

Chapter -5 57-66

A comparison of service among the wirelessphone operators

Chapter -6 67-78

Customer Satisfaction & survey findings

Chapter -7 79-84Recommendation & Conclusion

Appendix-1 85-86

Appendix-2 87

Appendix-3 88-89


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INTRODUCTION

GrameenPhone (GP) today is apparently the largest mobile telecommunication industry in

Bangladesh. It operates its function with an aim to accomplish two principal targets. Firstly, as

with other commercial organizations, it operates in such a manner that it receives a good

economic return on the investment. Nonetheless, secondly, it contributes significantly to the

economic development of the country in making telecommunication a popular medium for

exchange of information.

GP, in its operation, has to address a large number of customers throughout the country. It is

therefore imperative to get to the customers to know their impression on the services of this

important communication medium. This encouraged the researcher to choose the topic of this

internship programme as Customer satisfaction of GrameenPhone.


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Background of the Industry:

In a highly populated country like Bangladesh, telecommunication can play a vital role to boost

the economy and social level of people. The introduction of cellular phones has dramatically

changed the lives of businesses and individuals.

As there is a growing trend of workers turning from farming to other occupations, the need for

mobiles is increasing among the thousands of impoverished villages. The overall efficiency of

other business has increased as an aftermath of the government's decision of deregulating the

telecommunications sector, which until the late 1980s had been a state monopoly.

Privatization of the telecommunications sector began in 1989, when Sheba and BRTA were

awarded 25-year licenses to install and operate fixed-wire lines and wireless services in rural

areas. The same year, Pacific Telecom Bangladesh got the government's permission to launch

the country's first cellular phone and paging service sold under brand name CityCell incollaboration with a Hong Kong-based company. 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. CityCell had a virtual monopoly until 1996, when the government

gave licenses to three more companies to operate cell phones in Bangladesh. 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 GrameenPhone,

TM International (AkTel), and Sheba Telecom (Banglalink). Only CityCell is using Code

Division Multiple Access (CDMA) technology, AkTel, GrameenPhone, Banglalink these three

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.

These three new companies entered the market, not only helped trim down over-dependence on

BTTB's fixed-line system, but also made mobile phones cheaper and easier to get. The price of


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a cell phone came down from $2,000 to as low as $100, depending on the features of the

handset and SIM price is only Tk.200-300.

A definite development has been observed in the Business Market with comparatively high

expectations. Customer maturity and anticipation regarding technology has increased over

time. Rumors regarding new entrants have groomed expectations in the market. Consequently,

people are expecting cheaper handsets with lowered airtime.

The existing Cellular phone companies in Bangladesh are CityCell (Pacific Bangladesh

Telecom Limited), GrameenPhone Ltd., AkTel Ltd. Banglalink and TeleTalk. Among these

company GrameenPhone, AkTel and Banglalink adopted GSM technology and Citycell the

market pioneer started with CDMA technology.


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Objectives of the Study:

This Programme was designed to accomplish three objectives. The objectives were identified

through a closer interaction and exchange of views with the management of CMD. The

objectives are:

To find out the satisfaction level of GrameenPhone subscribers.

To locate specific areas of dissatisfaction of the GP users.

To analysis the year-wise contribution of GrameenPhone to the national treasury.


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METHODOLOGY

Based on the topic chosen, the researcher was assigned the task in the Customer Management

Division (CMD) in GP. This divisions consists of a big team of about 1500 employees. Its

functions relate with the customer service after the sales occur. Prime functions and activities

of the GP Customer Management Divisions cater to all after-sales services starting from

activation of subscriptions, all customer contacts (Centralized Call Center, Customer Relations

Centers, and centralized Customer Communications), billing, bank communication, bill

collection throughout the country, helpline services, GPSDs etc.


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Limitations of the Study:

GrameenPhone basic strategy is widening its market through its emerging countrywide

network. As a result of this strategy, the subscribers are from different segments or from

different income levels. Moreover, the subscribers are scattered all over the country.

The time constraint confined the study mostly on the data collected in Dhaka zone. Moreover,

it was not possible to get all required internal information of the company as these are treated

as confidential to the company.

The outcome of the study can thus be regarded exploratory, and may not be treated as absolute

for the whole country. In latter case a more comprehensive study is required.


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SITUATION ANALYSIS

An Overview of the Wireless Phone Industry

Telecom Market Growth:

At the initial stage of the mobile telecom industry because of high startup cost and high tariff

there was only a few numbers of subscribers. In 1997 there were approximately 23,000 mobile

subscribers around the country with a low market penetration rate (.02%). At present, the

number of mobile users in the country is approximately 5.87 million and among them GPs

subscribers are over 3.5 million. Right now, in mobile industry, Bangladesh has four privatecompanies and newly TeleTalk a sister concern of BTTB has entered in the market with a

target to get 0.25 million subscribers by first 6 months of launch and 1 million by 2006.

TeleTalk has offered lower rate with PSTN connection all over the country. The total number

of districts covered in mobile industry has been increased to 61 in 2004 from 1in 1997. The

total telecom growth has increased to 55% in 2004 from 19% in 1998. Initially, mobile growth

rate was too high which was 178% in 1998 and now it is come into 67% in 2004. That means

this industry is now going to its maturity stage. From the comparison of different operators

subscriber base, it can be concluded that GP is still leading the way with a sharp distance.

Though Citycell is the first mobile operator in Bangladesh, it is not doing its business so good.

It is increasing its subscriber from 2000 in 1997 to 6149111 in 2005. On the other hand, AkTel

is growing its subscribers faster than Citycell which is from 3000 in 1997 to 3000000 in 2005.


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1999 2000 2001 2002 2003 2004 2005 2006 2007

Market

Penetration

0.02

%

0.05

%

0.10

%

0.21%0.53

%

0.87% 1.88% 3.13%3.61%

Districts

Covered1 2 26 36 40 49 59 61

61

obile Growth

rate

178

%96% 121% 149% 65% 116% 67%

120%

ecom Growth

Rate19% 17% 34% 66% 42% 40% 55%

65%

Subscribers base

ameenone

18,000

30,000

60,000

191,690

471,371

775,310

1878,000

2424,177

6159111

ycell2,000

19,00

0

26,20

033,500

100,0

00

160,00

0

225000

0

370,00

0

35000

00

Tel3,000

12,00

0

28,50

034,200

96,00

0

150,00

0

300,00

0

1000,0

00

28000

00

nglaLink- 3,000

11,00

019,000

27,00

060,000 70,000

100,00

0

10000

00

eTalk - - - - - - - - 60000Table : Development of the Telecom Market 1997-2005

The penetration rate of mobile phone industry in Bangladesh is increasing rapidly. The rate was

increasing slowly from 1997 to 1999. After that, the rate was increasing faster and now till

Nov 05 the penetration rate is 3.61% and only GrameenPhones penetration rate is 2.12%.

Fixed network penetration is .72%.


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Market Share of Mobile Operators:

The mobile phone market consists of five operators. Out of which, 61% share of the market

belongs to GP, 3% to CityCell, 28% to AkTel, 7% to Banglalink and the rest of 1% to

TeleTalk as of Nov, 05. GP holding the major share maintains a market leader strategy to all

other players in the market. The telecom market intends to grow at penetration rate of more

than 3.48%; where GP has already penetrated at 2.12%.

Market Share of Mobile Operators (2005)

61%

28%

7%

3%1%

TeleTalTeleTalk


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Competitive Position of the mobile operator:

Table : Relative position of mobile phone operators

TargetCustome

r

Price &

TariffQuality Technology Strategy

Corporate

/

Individua

l

LowDeteriorati

ng servicesCDMA

Network

expansion &

attractive

products

Corporate

/SME/

Individua

l

Competitiv

e

High

quality

service but

limited

coverage

GSM

Increase

coverage and

market share

Corporate

/SME/

Individua

l

Very

affordable

Low

quality and

limited

coverage

GSM

Increase

coverage andMarket share

Corporate

/

SME/

Individua

l

Competitiv

e

Good

network

with wider

coverage

GSM

To maintain

the no. 1

position as a

cell phone

operator

Target customers are almost same for the four mobile operators. Regarding to price and tariff,

AkTel and GrameenPhone are very much competitive. Banglalinks price and tariff is very

affordable and Citycell is able to give low price to its subscribers. In case of service quality and

network coverage, GrameenPhone is leading the number one position among them. Only

Citycell use CDMA technology and others three use GSM technology. By this, Citycell

differentiates its products from the others. Except GP, Other operators recent strategy is


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increase coverage and market share through attractive products. On the other hand, GPs

strategy is to maintain its number one position.

Highlights of Competitive Positioning of Mobile Operators:

The operators have been engaged in intense competition in terms of start-up cost

and tariff. Most of the competitors of GP has adopted and will adopt network

expansion strategy.

The mobile phone market consists of four operators, out of which, 61% share (End

of 2005) of the market belongs to GP.

Good relationship with regularity authority is strength of some of the other

mobile operators while GP has achieved it to some extent by abiding by laws and

showing positive results.


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10. Network And Network Coverage OF Grameen Phone:

GrameenPhone aims to build a full range of service all over the country. The company has

targeted to build extensive network all over the country. For better coverage, GP has taken

1600 Km fiber optic cable network leased from Bangladesh Railway. In April 2004, GP had

750 base stations. Now till Oct05, it has 1750 base stations. Furthermore, considering the

subscribers need of quality network and extensive coverage, the company is planning to set up

another thousand base stations in the following year. Recently GP has doubled its speech

quality 900GSM MHz to 1800GSm MHz. Already the company has expanded its network to

61 districts out of 64 districts and 400 upazillas out of 460 upazillas. Its the only company

which covers the most of the land areas with its net work. Approximately 52% land area is

covered by GrameenPhones network. In over all, GrameenPhone offers the most competitive

network facility to its subscribers, and continue improving it. Existing coverage areas are

divided into six zones according to the divisional boundary. These are

Dhaka Sylhet

Chittagong Rajshahi

Khulna Barisal

District Covered

2636 40

47

60 61 61

210

10

20

30

40

50

60

70

1997 1998 1999 2000 2001 2002 2003 2004 Mar' 05

Year

Districts

Figure : GrameenPhones district coverage.


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Figure : Net Work coverage of GrameenPhone.

The zone in which a subscriber is registered with GrameenPhone is that subscriber's Home

Zone, and all other zones are Remote Zones.

Area under GP network covered


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CUSTOMER MANAGEMENT DIVISION

The Customer Management Division of GrameenPhone Ltd. provides a full range of after-sales

service customized to the needs of the valued customers. Efforts are made to offer complete

service through all the contact points dedicated for GP customers at every opportunity through

Call Center, Customer Management Centers and Customer Communication.

The Slogan Of CMD is:

We believe inInvolve & Evolve

Give sustaining positive experience to the customers by understanding and fulfilling/exceeding

their service expectations at appropriate time and prices. Make the customer experience as the

main differentiator to stand tall in the market.

The organgram of Customer Management Division:

Figure: Organogram of Customer Management Division

Customer Managementdivision

Bidyut Kumar Basu

Communication

Human

CapitalTraining &

CompetenceDevelopment

ServiceQuality

Technology forCustomer

Experiance

ProcessImprovement

ProgramOfficer

Budget andFollow up

CallCenterPostpaid

CallCenter

PrePaid

CustomerManagement

Center

CallingCenter

CreditManagement

Collectionand

Banking

Corporatecustomer

IRCustomerService

CustomerDemographic

andActivation


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Products and services that have been successful

GP-Regular, the oldest product of GrameenPhone retains its popularity through

its full connectivity to all networks including fixed line telephony services.

EASY Pre-Paid, because of Low flat tariff and nationwide mobility, its a Pre-

paid service, no monthly rent required and instant use due to pre-activation, no hassles

of bill payment.

Information Service through mobile because of easy access, interesting theme,

and reasonable rate and for being new and innovative.

Village phone because of use of Grameen Banks borrower network and for

having access to BTTB & ISD.

Subscription Unit

Customer Management Division (CMD) of GrameenPhone Limited is consists of 15 units;

Subscription Unit is one on them. This is the unit that remains very close to the customer and

always busy to meet the satisfaction of GPs valued customer.

Subscription Services

Subscription Unit is the unit that performs its job in touch with all other divisions. The

following figure [Fig-3.1] shows us the subscription services in a whole.

i) Sales and Marketing

Sales and marketing is one of the important services of subscription. Among theservices they allocate phone number for various packages. They planed for new

product and packages. They receive the subscription papers all over the countryfrom the dealers.

ii) Technical

Subscription unit also has some technical responsibilities. Among them quality

assurance of the SIM features, testing the SIM, SIM problem is important.

iii) Legal

Subscription service also deals with the legal issue and various legal procedures.

iv) IT

Subscription Unit also has IT services. This service mainly develop the customize

software for maintaining the customer database and other soft wares to maintain


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efficient customer relation. All the Customer Relation Centers all over the country

are connected with central database. This network maintenance is also a

subscription units service.

Fig : Subscription Services

Finance

Another important service of subscription unit is to monitor the international

roaming facilities of the subscriber as well as the credit of the subscriber.

This is the flow of subscription services.

SUBSCRIPTION

SERVICES

Sales & Marketing Number allocation Activation Papers

International Roaming Subscription Paper Receiving

Product and Planning Test SIM

Technical Quality Assurance

Test SIM Pre Paid Reconnection

SIM Problem

IT Software Development

Networking between all CRC

Legal Procedure

Finance International Roaming

Subscriber

InformationCenter

Dealers orAgents

Sales

Center

Fax orcourier

Services

InstantServices

Corporate Care

Sales andMarketing

Hotline- 155

Check,Provisioning,

QualityCheck

Activation,Migration,

SIM Change,International

Roaming,WAP

Numberallocation

Manualfiling

ElectronicFiling

Sorting


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Fig: Subscription Services flow Chart

CUSTOMER SATISFACTION

The Customers are in the mainstream of sales oriented services. The success of such companies

largely depends on the satisfaction of the customers .The buyers are happy if the product and/or

the services meet their expectations. If their requirements do not meet the expectations the

buyers become discontented, they are delighted when the performance fulfils their

requirements.

Customers past buying experiences, the opinion of friends, associates, marketer, competitor

information and promises lead to the expectations. Marketer must be careful to set the right

level of expectations. If they set expectations too low, they may satisfy those who buy but fail

to attract enough buyers. In contrast, if they raise expectations too high, buyers are likely to

bedisappointed. Dissatisfaction can arise either from a decrease in product and service quality

or from an increase in customer expectations. In either case, it presents an opportunity for

companies that can deliver superior customer value and satisfaction.

To-day most successful companies have taken the strategy of are raising expectations and

delivering performance to match. Such companies track their customers expectations,

perceived company performance, and customer satisfaction. Highly satisfied customers

produce several benefits for the company. Satisfied customers are fewer prices sensitive remain

customers for a longer period and talk favorably to others about the company and its products

and services.

Although the customer centered firm seeks to deliver high customer satisfaction relative to its

competitors, it does not attempt to maximize customer satisfaction. A company can always

increase customer satisfaction by lowering its price and increasing its services, but it may result

in lower profits. Thus, the purpose of marketing is to generate customer value profitably.


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Now, we have a very good idea regarding the importance of customer satisfaction. So, it is also

important for the company to know about the satisfaction level of the customers. When any

problem is identified, it becomes easier to solve the problem.

The next part of this paper has focused on the Customer Satisfaction Factors of

GrameenPhone. It is done through a research survey to find out the customer satisfaction

level of GrameenPhone.

Customer Satisfaction Factors of GP:

GrameenPhone is a fast growing mobile company. In mobile telecommunication industry, there

are direct and indirect factors that influence customer satisfaction. Here focus on the most

important factors that influence customer satisfaction at GrameenPhone which relates with after

sales services.

Airtime:

Air time is the core offering of GrameenPhone, So, quality of communication network

availability, etc, are the most important customer satisfaction factors, quality of airtime depends

on the ratio of subscribers and transmission base station. It the numbers of subscribers are

increased without developing the network, quality of airtime goes down

After Sales Services:

After sales services is very important in the mobile telecommunication industry. GP has

extensive after sales customer care tools. Here foucus on these step by step.

1. Helpline:

GP is the first company that introduced 24hours helpline in Bangladesh. In this part of my

paper I tried to focus on the existing operations of the helpline service of GP.which will enable

us to understand the importance of the helpline service.

A GP subscriber needs to dial 122, 121,148 to reach Grameen Phone Helpline. It is a computer

aided information base to afford immediate access to the information about the subscribers, but

the operations are done manually. After dialing 122, 121,148 subscribers are first welcomed by

an automated and standarilized process. Then he needs to wait for few seconds. After that the

subscriber reaches the Customer Manager. CM starts the conversation with a greeting. The


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subscriber explains his/her problems to the CM (some basic queries are enclosed in

Appendix-2)

If the inquiry is regarding general information, the customer relations officer does not need to

take help of information system. She/he just provides the information and the subscriber keep

the phone.

There are some queries that are much more personalized and the CM needs to get into the

account of that particular subscriber to provide the service. In some case, the subscriber just

keeps the complaint/ request and later action is needed to be taken.

Customer need to pay TK. 4 per minute to take the service from helpline.

2 Interactive Voice Responses (IVR):

This newly introduced service by GrameenPhone. This is automated helpline service. A GP

subscriber needs to dial 123 to reach this service. After that she/he can get information

regarding the bill, usage, credit policy, bank name that receives GPs bill and so on by choosing

different options.Itisfree of charge for the first minute, from the second minute the subscriber

needs to pay tk.2 per minute.

3. Information Centers:

Most of the problems of the subscribers are solved by the helpline service. But there are some

problems that can not be solved there. Subscriber need to come physically to deal with that

problems.Grameen Phone has seven customer relation centers and 380 GPSDs which provide

services all over the country.

These Customer Relation Centers are situated in the prime divisional head quarters like Dhaka,

Chittagone, Sylhet, Rajshahi and Khulna and GPSDs situated all most everywhere in

Bangladesh. In these information centers the subscribers can come directly with their problems

like billing, address change, SIM change, handset problems, etc.

These after sales services are very crucial to keep subscribers satisfied regarding

GrameenPhone.

Survey Findings:

In order to measure the satisfaction of the customers a series of questions were asked to the

customers with the help of a questionnaire, the data from these questions are tabulated below.


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For clear understanding, the overall satisfaction has been divided into satisfaction with the

package and satisfaction with the after sales service. As already mentioned, the survey was

conducted among hundred GrameenPhone subscribers, it was conducted in the information

center as subscribers from different areas in Dhaka come to this center

Interpretation of Survey Data:

a. I use GrameenPhone because it is the best:

Strongly Agree 25%

Agree 55%

Neither Agree nor Disagree 15%

Disagree 5%

Strongly Disagree 0%

b. I use GP mobile as it has additional features in comparison to other operators.

Strongly Agree 29%

Agree 63%


Disagree 0%



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c. Price of Gramophones different package is affordable.

Strongly Agree 4%

Agree 49%


Disagree 23%Strongly Disagree 11%

d. I am satisfied with the service (quality of airtime and network availability) of GP.

Strongly Agree 9%

Agree 26%


Disagree 30%



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e. Whenever I want to have a GP connection, I can get it.

Strongly Agree 23%

Agree 28%


Disagree 19%



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f. GP helpline is very helpful in meeting my queries and other needs

Strongly Agree 10%

Agree 35%


Disagree 15%Strongly Disagree 20%

g. GP helpline is very helpful in meeting my queries and other needs

Strongly Agree 9%

Agree 40%

Neither Agree nor Disagree 20%Disagree 15%


h. Billing rate of GP is low:

Strongly Agree 3%

Agree 18%


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Disagree 37%


i. Criterias important while purchasing any cellular service

Criteria No. of subscribers

Network Coverage 68International Roaming 11Value added Services 12After Sales service 16Easy Bill Payment System. 37

As we can see from the above table and the chart, maximum number of subscribers would

purchase a cellular service which has a good network coverage, apart from that the other

criteria which is they consider after network coverage is easy bill payment system.

j. Criterias which were considered while purchasing GrameenPhone


0

10

2030

40

50

60

70

No. of

s ubscribers

68

111216

37

Network Coverage

International Roamin

Value add ed Service

After Sa les service

Easy Bill Paymen t

System.


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Network Coverage 68International Roaming 8Value added Services 724 hrs customer service 48Pre-paid facility and bill

payment facility

37

From the chart and the table above it can be seen that most of the subscribers purchased

GrameenPhone due its network coverage. Also by looking at the figures the bill payment

system and the 24 hrs customer service were the other common attributes which attracted the

subscribers to purchase GrameenPhone

k. Satisfaction with the after sales service

When you are faced with a problem what do you do?


Call up the GP hotline 54Write a letter 6Go to the Information center 48

0

10

20

30

40

50

60

70

No. ofsubscribers

68

111216

37

Network Coverage

International Roaming

Value add ed S ervices

After Sales service

Easy Bill Payment

System.


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From the above table it can be seen that most of the subscribers either call up the GP hotline or

they go to the information center.

l. Are the GP employees able to solve your problem regarding the following

criterias?

Criterias Always Sometimes Never N/A Total

Billing 32 25 4 39 100Bar/ unbar line 29 22 2 47 100After sales service 49 31 5 15 100Special service (International

roaming)

17 21 2 60 100

Value Added services 60 22 18 18 100Total 187 121 31 179 100

From the table above it can be seen that regarding almost every criteria, the Grameen Phone

employees are able to solve the problem most of the time.

But at the same time there is quite a large number who always do not get a solution to their

problem this occur because for certain queries a subscriber has to go to the information center

and GrameenPhone has only one information center, due to this shortage a customer is made to

wait long hours in a queue. Also many times when the line takes more than a day to be

reconnected.

0

1020

30

40

50

60

No. of

subscribers

54

6

48

Call up the GP

hotline

Write a letter

Go to the

Information center


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m. Subscribers perception of the different Grameen Phone package

What is your perception of GrameenPhone?

Excellent, I amfully

satisfied

Good, butthe

servicescould beimproved

Alright, I useGP because no

othercompany

offers

Bad, I amlooking

foralternative

Total

Which GPprepaid

6 34 14 0 54

Grameen GP regular 3 9 1 0 13

Phone GPGP 1 12 2 1 16

Package

do youuse?

Regular

GP-GP

0 14 1 3 17

Total 10 69 18 3 100

It can be seen from the above table that most of the subscribers from every package perceive

their respective packages as good packages but they feel that the services can be improved.

According to the four faces of customer loyalty by Smart Loyalty, we could consider the 10%

to fall under truly loyal customers as highly satisfied, 69% of the subscribers could be

considered as accessible because they feel that the services can be improved, these subscribers

want to give a chance to GP to earn their loyalty. 18% could be considered as trapped because

they use GrameenPhone as no other company offers them the services and only 3% fall under

High-risk as these subscribers do not like the GrameenPhone services and are looking for

alternatives.


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Negative attributes: Neither agree or disagree + disagree =33+20 = 53Positive attributes: agree + strongly agree = 28+19 =47

n. Opinion whether GrameenPhone subscribers would remain loyal if another

company came up with packages of similar features.

Disagree Neither agree ordisagree

Agree Stronglyagree

Total

WhichGrameen

Phonepackage

do youuse?

GP prepaid 9 17 20 8 54GP regular 3 3 3 4 13

GPGP 5 5 3 3 16regularGPGP

3 8 2 4 17

Total 20 33 28 19 100

Some Representative Additional Comments:

Helpline is not so easy to reach.

Behavior of helpline officers is quite rough.

Helpline gives support to solve our problem.

Info Centers take a whole day to solve a small problem.

In Dhaka city, there should be more info centers, especially in old side.

Prepaid connections are very difficult to avail.

Billing rate should be reduced, it is too high.

GrameenPhone does not think about the subscribers, their main intensions are to make

money.


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Finding on Analysis

Several frequency distribution have been constructed to find the answersregarding the customers perspective of grameen phone line users. By the

analysis. Some limitation of grameen providers have been identified. The most

important finding of the analysis is customers have claimed some problem on

their network system. It is found that some of the customer of grameen hardly

got connected after calling more then 4 or 5 times. This problem happens

especially in case of connecting outside Dhaka . it is found from the analysis on

customers occupation that the grameen is being more used by the students. Also

the have been frequently changing their choices regarding mobile service

providers. By proper customer care, once they catch this group for long

time,they can better perform in the market. Analysis shows that80% of the

customers use prepaid lines. One of the significant finding from the analysis is

that customer who use grameen , use the line because of minimum call charge

compared to other. So further study is needed to understand the related

problems and the company should offer more facilities to the competitors to

increase their customer and present users satisfaction.


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RECOMMENDATION & CONCLUSION

The means to overcome the needs of the customers have been discussed in this chapter. These

lead to the various recommendations given in chapter 7. Hopefully these recommendations will

create awareness to GrameenPhone authority to resolve the problems of the customers.

Analysis of the Results:

It is already discussed that GrameenPhone is the leading company in the mobile

telecommunication industry in Bangladesh. This has been possible because it has a created a

superior image in comparison to the other operators. In other words, GP has a clear advantage

over competitors.

GrameenPhone has some additional advantageous features in comparisons to its competitors.

There is easier access to person to person contract. Another important thing is that GP users are

mostly satisfied with the initial price of GP connections and handsets. Before GPs introduction

to the market, mobile phones were virtually out of reach to the major part of the current market.

Moreover, GrameenPhone subscribers are happy with the country wide network.

However, there is dissatisfaction among the GP users with the service of the company. Many

important factors are acting as reasons behind this overall dissatisfaction. Quality of airtime

and network availability is not satisfactory.Grameen Phone connections are difficult to reach

sometimes. It so happens that the subscribers used to pay extra money to get the access. This is

especially true for prepaid service. It is encouraging that very recently situation has improved

to a certain extent bases on the findings in this report.

The Info Centers of GP are very important for some after sales services. But, there is

shortage of capacity of this service, In Dhaka Info Centers are located at Gulshan,

Dhanmondhi, Mothijheel, Uttara, these four centers cannot cope with the demand of vastly

populated Dhaka city. The GP helpline is also an important customer care tool. But it is also in

shortage of capacity. Subscribers need to spend significant amount of time to reach the

helpline. Behavior of the helpline CM is also sometimes unmanageable. They are to handle


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continuous queries. So it may so happen at times the CMs cannot keep up smiling voice and

amenable behavior.

Most of the subscribers are not happy with the billing rate of GP.They think it is too high in the

context of Bangladesh, But they are still using the service as GP is still more easily accessible.

Many newer companies are coming up with the lower price; it is thus a great challenge to GP to

face,

Another significant dissatisfaction of the GP users is that most of the GP connections aremobile to mobile. Access to BTTB is rare. Wider access with BTTB will boast the subscribers.Most alarming thing is that most of the GrameenPhone users are not loyal towards thecompany. If BTTB or any other company comes up with same sort of services, the GPsubscribers might switch to that company


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References

1. James Brian Quinn, Jordan J. Baruch and Penny Cushman Paquette1987,

Technology in Services, Scientific American

2. Image Guide Book & Intranet of GrameenPhone

3. Divisional Annual report(Customer Management Division)-July-2005

4. Charles W.L.Hill and Gareth R. Jones, Strategic Management

5. Cooper & Schindler, Business Research Method

6. Newsletter of GrameenPhone Limited

7. Web Site: www.grameenphone.com

Annual Report
http://www.grameenphone.com/http://www.grameenphone.com/


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Sample Questioner

1. Users Name:

2. Age:

3. Occupation:

4. Length of phone use:.

5. Type of sim card: Pre-Paid Post-Paid

6. Reason for using the line: Minimum call charge Good network

Minimum pulseSpecial Bonus

Others

7. Per month Expense:7 100 500 501 -1000

1001 -2000 More than 2000

8. Location of users: Dhaka Out side Dhaka

9. Problems from Grsmeen use: Bad network

No network in village

Others

No problem

10. Do you wannachange your line? Yes No

If yes why-

Often network problem faced

No voice SMS

sometime charged more

Others

customer satsfaction gp

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