Executive Summary

This report consists of three chapters. In first chapter I talked about all the telecom

companies in Pakistan. After the introduction of telecom sector of Pakistan I

introduce China Mobile Pakistan (CMPak). And also a little bit introduction of ZONG.

Than I talk about mission and vision of ZONG. Its core values are also a part of this

chapter. I also mention the competitors which are competing with ZONG. And after

that I talked about mission of the customer service centers and a brief introduction of

Customer Service Center of Sahiwal. I also talked about the products and services of

ZONG that ZONG offer to its customers and explain the packages and other special

and exciting offers of ZONG in this chapter. In second chapter of this report

organizational structure and the structure of CSC Sahiwal is shown I also do SWOT

analysis of Customer Service Center of Sahiwal in this chapter. Marketing strategy of

ZONG and competitive strategy of ZONG also included in this chapter. Business

processes are also included in this chapter. I also briefly discuses about ZONG

intranet, Knowledge base system, complaint management system, CRM system and

business process management. In the last chapter of the report I have written all my

working which I had done during my internship. Also write down about task which

was assigned to me. I also discussed about accomplishments, new knowledge which

I had acquired during my internship. Problems which were encountered in doing

work and how this experience impact my career? I also discussed in this chapter.

i

Table of Contents

Executive Summary..................................................................................................... i

List of Figure …………..………………………………...................................................v

List of Tables..............................................................................................................vi

CHAPTER NO. 1 INTRODUCTION............................................................................7

1.1 Telecom Sector of Pakistan...............................................................................7

1.2 About China Mobile Pakistan (CMPak) ............................................................7

1.3 About ZONG .....................................................................................................8

1.4 Company’s Vision .............................................................................................8

1.5 Mission Statement ............................................................................................9

1.6 Core Values ......................................................................................................9

1.6.1 Commitment to Customer Satisfaction........................................................9

1.6.2 Passion for Business Excellence................................................................9

1.6.3 Trust and Integrity.......................................................................................9

1.6.4 Respect for People......................................................................................9

1.6.5 Responsible Corporate Citizen...................................................................9

1.7 Major Competitors.............................................................................................9

1.8 Customer Services Centers.............................................................................10

1.8.1 Mission of Customer Service Center ........................................................10

1.8.2 Customer Service Center of Sahiwal .......................................................10

1.9 Product and Services ......................................................................................10

1.9.1 Post paid ..................................................................................................11

1.9.2 Prepaid .....................................................................................................11

1.9.2.1 ZONG 65 Package.............................................................................11

1.9.2.2 ZONG Free Package..........................................................................11

1.9.2.3 ZONG 12 Anny Package....................................................................12

1.9.2.4 ZONG Z20 Package...........................................................................12

1.9.2.5 ZONG Aik Second Package...............................................................12

1.9.3 Other Services and Offers ........................................................................12

1.9.3.1 Break Time Offer (BTO).....................................................................14

1.9.3.2 Late Night Offer (LNO).......................................................................14

1.9.3.3 Location Base Charging (LBC)...........................................................14

1.9.3.4 Friends and Family FNF)....................................................................14

ii

1.9.3.5 Happy Hour........................................................................................14

1.9.3.6 Super Free Number............................................................................14

1.9.3.7 Conference Call..................................................................................14

1.9.3.8 SMS Packages...................................................................................14

1.9.3.9 GPRS Packages.................................................................................15

1.9.3.10 Ramzan Value Time Offer................................................................15

1.9.3.11 E-Care .............................................................................................15

1.9.3.12 Missed Call Alert...............................................................................16

1.9.3.13 Dial Tune..........................................................................................16

1.9.3.14 ZONG Mobile Offer...........................................................................16

1.9.3.15 BlackBerry Special Discount Offer...................................................17

1.9.3.16 Call Forwarding................................................................................17

1.9.3.17 Book Your Number (BYN)................................................................17

1.9.3.18 Call Waiting......................................................................................17

1.9.3.19 ZONG Bijli Offer................................................................................17

1.9.3.21 ZONG Fone on Hai Offer..................................................................18

1.9.3.20 ZONG Family Pack...........................................................................18

1.9.3.21 Voice Bundle....................................................................................18

1.9.3.22 Bara Recharge.................................................................................18

1.9.3.23 Block Unwanted Calls and SMS.......................................................18

1.9.3.24 Mobile Number Portability (MNP).....................................................18

1.9.3.25 Mobile Music Channel......................................................................18

1.9.3.26 Unlimited Free Number....................................................................19

1.9.3.27 ZONG Weekly Infotainment..............................................................19

1.9.3.28 Student Entrepreneur Program (SEP)..............................................19

1.9.4 Other Special Features.............................................................................19

CHAPTER NO. 2 BUSINESS OPERATIONS..........................................................20

2.1 SWOT Analysis of ZONG Customer Service Center.......................................21

2.1.1 Strengths of ZONG Customer Service Center..........................................21

2.1.2 Weaknesses of ZONG Customer Service Center.....................................22

2.1.3 Opportunities of ZONG Customer Service Center....................................22

2.1.4 Threats of ZONG Customer Service Center.............................................22

2.2 Marketing Strategy of ZONG...........................................................................23

2.2.1 Marketing Mix............................................................................................23

iii

2.2.1.1 Product...............................................................................................23

2.2.1.2 Price...................................................................................................23

2.2.1.3 Promotion...........................................................................................24

2.2.1.4 Place..................................................................................................24

2.3 Competitive Strategy.......................................................................................25

2.3.1 Differentiation............................................................................................25

2.4 Business Process Analysis..............................................................................25

2.4.1 Customer Service Center Process............................................................25

2.4.1.1 Prepaid Sale.......................................................................................25

2.4.1.2 Book Your Number.............................................................................25

2.4.1.3 Handset Sale Process........................................................................26

2.4.1.4 SIM Replacement...............................................................................26

2.5 ZONG Intranet.................................................................................................27

2.6 Knowledge Base System (KBS)......................................................................27

2.7 Complaint Management System......................................................................27

2.8 CRM System...................................................................................................28

2.9 Business Process Management......................................................................28

CHAPTER NO. 3 LEARNING AS A STUDENT INTERN ........................................29

3.1 My Duties During Internship............................................................................29

3.1.1 Details Of My Duties.................................................................................29

3.2 Accomplishments.............................................................................................30

3.4 New Knowledge Acquired................................................................................31

3.5 Problems Encountered....................................................................................31

3.6 How This Experience Impact My Career?.......................................................32

Glossary....................................................................................................................33

Appendices...............................................................................................................34

References................................................................................................................35

iv

List of Figures

Figure 2.1: Departmental Structure…………………………………………….20

Figure 2.2: Structure of CSC Sahiwal…………..………………………………21

v

List of Tables

Table 1.1 SMS package………….………………………………………….15

vi

CHAPTER NO. 1

INTRODUCTION

This chapter is all about introduction of ZONG and CSC Sahiwal. This chapter

consists of nine parts. First, I have offered introduction of telecom sector of Pakistan

and China Mobile Pakistan (CMpak). Than a little bit introduction of ZONG. After that

I come to tell about ZONG’s vision and mission and core values. Products and

services which ZONG is offering to its customers are also included in this chapter.

1.1 Telecom Sector of Pakistan

Pakistan mobile industry at the moment is experiencing growth explosion. Though

the existing players are trying hard to meet the growing demand still there is a huge

amount of unmet demand in the country as against the supply of connection by the

operating mobile companies.

Currently there are five mobile operators operating in Pakistan, Which are:

Mobilink

Ufone

Warid

ZONG

Telenor

1.2 About China Mobile Pakistan (CMPak) i

China Mobile Pakistan (CMPak) is 100% subsidiary of China Mobile. The pioneering

overseas setup of China Mobile came through acquisition of license from Millicom to

operate a GSM network in Pakistan. So far CMPak has invested more than US$

1500 million in telecom sector in Pakistan till the end of year 2008. With ambitious

plans to cater1 to the fastest growing Pakistani market and win over the demanding

Pakistani customer, it will be offering unprecedented2 coverage, voice and data

services as well as wide range of tariff options to choose from. CMPak’s edge comes

from the experience and expertise of running the world’s largest telecom service and

the commitment they make to setting quality and customer relation standards.

CMPak is geared to offer neatly packed VAS3 product that will benefit the individuals,

1 Supply, Provide2 Unmatched3 Value Added Service

7

cooperate as well as small business. Led by a team of professionals from the field of

cellular Communication, CMPak is determined to make its mark in Pakistani market

and change the way people communicate.

1.3 About ZONG ii

Recently China Mobile Company in Pakistan after replacing the code 0304 with 0314

now introduced its new brand called “ZONG” formally “paktel”. With introductory

slogan “Say everything” or “Sub Kah Do” and started its advertising campaign at

popular print and electronic media outlets. ZONG is the first international brand of

China Mobile being launched in Pakistan. The company often cited as China Mobile

Pakistan. It meant to empower and liberate the people of Pakistan in every nook and

corner of country. It will become a part of their hearts, their minds and bring about a

change in their lives that every one desired but few thought would be possible. The

core essence of ZONG is to allow people to communicate at will. Without worrying

about tariffs, network coverage, capacity issues or congestion4. ZONG will be

supported by ground breaking communications, trend setting customer service and

unmatched product offering which will refine rules of game and establish ZONG as a

serious contender 5 for number one spot. ZONG would offer its customers with

entertaining and innovative VAS6 and will empower them by giving a wide verity of

products, services and content to choose from. We are privileged to be the

pioneering country introducing this brand with others to follow. And GOD willing,

together we will also make ZONG a success story for others to try and replicate.

1.4 Company’s Vision iii

“Making Communication Exciting”

1.5 Mission Statement iv

“To be the leading mobile operator of Pakistan by continuously innovating and

offering exceptional quality services; to be a good corporate citizen and envoy7 of

friendship between China and Pakistan”

4 Overcrowded5 Nominee6 Value Added Service7 Messenger

8

1.6 Core Values v

1.6.1 Commitment to Customer Satisfaction

Customers are the heart of our success. Customers placed their confidence and

trust on ZONG. In return, ZONG will make sure to anticipate customer’s needs and

deliver and deliver services, quality and value beyond their expectations.

1.6.2 Passion for Business Excellence

ZONG try for excellence in all that the do. This commitment to delivering world-class

quality translates to unmatched service and value for our customers and all stake

holders.

1.6.3 Trust and Integrity

ZONG take pride in practicing the highest ethical standards in an open and honest

environment. ZONG take personal responsibility for their actions and treat everyone

fairly, and with trust and respect.

1.6.4 Respect for People

ZONG’s relationship drives their business. ZONG respect and esteem their

employees and all stakeholders. ZONG believe in team work empowerment and

honor.

1.6.5 Responsible Corporate Citizen

As the market leader, ZONG recognize and fulfill its responsibility towards our

country and the environment we live in. ZONG contribute to worthy causes and are

dedicated to the development and progress of society.

1.7 Major Competitors

Pakistan mobile industry at the moment is experiencing growth explosion. Though

the existing players are trying hard to meet the growing demand still there is a huge

amount of unmet demand in the country as against the supply of connection by the

operating mobile companies.

Currently there are four mobile operators operating in Pakistan which are competing

against ZONG, Which are:

Mobilink

9

Ufone

Warid

Telenor

But in Sahiwal there are only Telenor, Warid and Ufone’s Customer Service Center

are working.

1.8 Customer Services Centers

1.8.1 Mission of Customer Service Center vi

“To realize the perceived value of the customers and build higher expectations

through excellence in service”

Customer Services department exists to serve customer. Any queries customer may

have about getting a connection, account information, coverage details, information

about their franchises, value added services, SMS information, anything at all you

that you want to know about them and their services.

1.8.2 Customer Service Center of Sahiwal vii

Customer Service Center where I do my internship started working on 12-feburary-

2008, which is situated at 511/Bvii, Jail road, Civil lines, Sahiwal. Here one CSC8

manager, 5 CSR9 which are assigned different duties and one finance officer is

working and I was working there as SE (student entrepreneur).

1.9 Product and Services viii

ZONG offers a wide range of new services to serve customers even better. Below is

a brief introduction of all these services.

Postpaid

Prepaid

Other services and offers

1.9.1 Post paid ix

Exciting news for ZONG,s postpaid customers, ZONG has introduced some new

postpaid packages and may be the most feature rich in market. Now, ZONG’s

8 Customer service center9 Customer service Representative

10

postpaid packages comes with the free mins on-net and off-net, and also unlimited

SMS, 15 MB of free GPRS quota and many more. Packages are given below:

100 Line rent package

300 Line rent package

600 Line rent package

1200 Line rent package

2000 Line rent package

If customer comes to purchase postpaid SIM than he can avail packages which are

given above. On post paid SIM there is no default package customer will select any

of the above packages according to his need and deposit line rent according to the

package and package will be changed.

1.9.2 Prepaid x

When a customer purchase a prepaid SIM its default package is 80 piasa per 30

second but customer can avail any of the following packages:

ZONG 65 package

ZONG free package

ZONG 12 anny package

ZONG Z20 package

ZONG aik second package

1.9.2.1 ZONG 65 Package

ZONG 65 package offers its customer:

ZONG 65 offers call rate of 65 paisa per 30 second any time any network

1.9.2.2 ZONG Free Package

ZONG free package offers its customer:

For the first time in Pakistan you can make free calls for life!

Choose one favorite ZONG number and call from mid night to 7am-absolutly

free!

During break time hours call all ZONG numbers at Rs.3.99 per hour from

noon to 2 pm.

11

Now you can call up to 10 FNF10 numbers.

The free number can be modified once in a month.

1.9.2.3 ZONG 12 Anny Package

ZONG 12 anny package offers its customer:

Call or SMS for only 75 paisa to any network and any time!

30 second billing.

Talk for an entire hour of your liking-any hour, for only Rs. 4.99 and for first

time in Pakistan you can change the hour every day!

Happy hour needs to be activated by customer; every action/modification will

be charged at Rs. 5.

FNF rate apply for 24 hours, for those customers who have subscribed for

happy hour, FNF rates will not be applicable during that hour.

1.9.2.4 ZONG Z20 Package

The concept of behind this package is to promote the value of time and the

importance of “choti but zaroori baat”.

1.9.2.5 ZONG Aik Second Package

ZONG aik second package its customer:

Per second billing.

Make call for just 4 paisa per second any network any time!

Call five FNF numbers for just 2 paisa per second.

1.9.3 Other Services and Offers xi

ZONG has always provided its customer with the best offers and services some of

them are given below:

BTO11

LNO12

LBC13

FNF14

Happy hour10 Friends and family11 Break time offer12 Late night offer13 Location base charging14 Friends and family

12

Super free number

Conference call

SMS15 packages

o Daily, weekly, fortnight and monthly SMS packages

o Zulu SMS package ( @2.50+tax per day)

GPRS16 packages

Ramzan value time offer

E-care

Missed call alert

Dial tune

ZONG Mobile offer

Black Berry special discount offer

Call forwarding

BYN17

Call waiting

ZONG bijli offer

ZONG fone on hai offer

ZONG family pack

Voice bundle

Achi SIM

Bara recharge

Block unwanted call and SMS

MNP18

Mobile Music channel

Unlimited free number

ZONG weekly infotainment

SEP19

1.9.3.1 Break Time Offer (BTO)

ZONG offers Break time offer now call on any ZONG number at Rs.3.99 from noon

to 2 pm, and on Friday from noon to 4 pm. This offer is on ZONG free package.15 Short message service or text message16 General packet radio service17 Book your number18 Mobile number portability19 Student entrepreneur program

13

1.9.3.2 Late Night Offer (LNO)

ZONG offers late night offer now add call from mid night to 7 am @ Rs. 3.99 per

hour. This offer is on ZONG free package.

1.9.3.3 Location Base Charging (LBC)

ZONG has always provided its customer with the best offers and services and in

continuation of efforts ZONG now brings LBC. LBC is in more than 40 cities through

which the customer can enjoy free ZONG to ZONG calls @ only Rs. 7+tax per day.

1.9.3.4 Friends and Family FNF)

ZONG brings special rates for your friends and family members add FNF numbers in

almost all prepaid and postpaid packages.

1.9.3.5 Happy Hour

ZONG brigs happy hour talk for an entire hour of your liking-any hour, for only Rs.

4.99 and for first time in Pakistan you can change the hour every day.

1.9.3.6 Super Free Number

ZONGS gives you an opportunity to talk to one number free whole month @ 499 Rs.

+tax.

1.9.3.7 Conference Call

Now five members can talk to each other at one time ZONG brings to you

conference call service. Now activated on all prepaid and postpaid numbers.

1.9.3.8 SMS Packages

ZONG now introduces its newest and most competitive SMS bundle @ Rs. 2.5 plus

tax daily. New unlimited SMS bundle Offers:

Table 1.1:

Packages SMS Limit Price

Daily SMS bundle 500 SMS 100 MMS per day 1 day 3.99+tax

Weekly SMS bundle 1000 SMS 7 days 10+tax

Fortnightly SMS bundle 500 SMS per day 15 days 50+tax

14

Monthly SMS bundle 500 SMS per day 30 days 80+tax

1.9.3.9 GPRS Packages

Please be updated that now ZONG have a new and exciting GPRS packages for

ZONG customers.

Packages are as fellows:

Hourly package(Time Based Package)

Monthly packages- for prepaid user

o 2 GB20 bundle

o 4 GB bundle

o Truly unlimited

1.9.3.10 Ramzan Value Time Offer

By subscribing to ZONG’s ramzan value time offer, all ZONG customers can avail

lowest call rates from 1st – 29th ramzan.

By subscribing to ZONG’s ramzan value time offer, all ZONG customers can avail on

net call rates of 2.99/hour.

1.9.3.11 E-Care xii

No need to walk into a Customer Support Center or make a call to get such

modifications done. Our customers now have this facility in the comfort of their

homes and offices. Through Prepaid eCare, customers can enjoy the following

features online:

Web Portal Activation / Subscription for:

SMS bundle

GPRS21

Call/SMS Block

FnF22

BYN23

Queries like:

Customer information query

Recharge history20 Giga byte21 General packet radio service22 Friends and family23 Book your number

15

Call record

Change requests like:

Package change

Change FnF

Change call forwarding

1.9.3.12 Missed Call Alert

No is miss call now, ZONG brings miss cal alerts for its customer. A message will be

sent to you that this number called you if your phone is:

Busy

Not answered

Out of reached

Not responding

1.9.3.13 Dial Tune

Now your friends and family or any one who call you will listen to the song of your

choice. ZONG brings dial tune facility for its valuable customers. Just dial 230 to

activate this service.

1.9.3.14 ZONG Mobile Offer

ZONG is once again all set to launch the latest handset bundle offer for its valued

subscribers and we are proud to announce the launch of 3rd Mobile Phone.

Considering the immense success of previous handset offers, ZONG is back with

another handset deal with the latest handset on the offer that is bound to catch

customers’ interest and generate hefty sales. Details of the offer are as below:

Handset offer with new ZONG SIM @ 1,500/-*

Handset free resources

1,000 minutes (on-net)

1,000 SMS (any network)

Features of handset:

FM Radio

Torch

Memory 300 phonebook entries

16

1.9.3.15 BlackBerry Special Discount Offer

ZONG continues to bring innovative and exciting products and promos to the market.

The introduction of BlackBerry Discount Offer is another feather in the cap of ZONG

that puts the amazing world of BlackBerry services within reach for all.

1.9.3.16 Call Forwarding

Another exciting and new service from ZONG now you can forward your incoming

call to other number if your phone is:

Busy

Not answered

Out of reached

Not responding

1.9.3.17 Book Your Number (BYN)

Now you can book your number yourself by visiting our website. Book your number

and this number will come to your door step.

1.9.3.18 Call Waiting

Never miss any call, ZONG brings you call waiting service. With this service no

important call will be missed by you.

1.9.3.19 ZONG Bijli Offer

Right when the energy crises are on the peak and electricity load-shedding is on its

height, ZONG has come up with Bijli Offer. I will call this a just in time offer, because

it is giving what common customers may want in these time.

The innovative Bijli campaign gives all new ZONG prepaid customers a chance for

automatic daily lucky draw entries to win hundreds of UPS, generators, rechargeable

fans and rechargeable lights every day.

1.9.3.21 ZONG Fone on Hai Offer

Now just keep your phone on and win many prizes like free SMS, Free minutes (on-

net), car and many more.

17

1.9.3.20 ZONG Family Pack

Now with ZONG Family Pack, subscribers can call to their three family numbers

without being worrying about the time limit or additional charges. Though, free calls

are not for all ZONG numbers but to a group of three, that could be your family or

friends.

1.9.3.21 Voice Bundle

ZONG has introduced Voice bundles. Now you can avail more minutes in less cost.

1.9.3.22 Bara Recharge

ZONG has launched Bara Recharge a special campaign to reward subscribers each

time they recharge their balance. ZONG’s Bara Recharge is the perfect solution for

prepaid subscribers who will receive instant and guaranteed free airtime in

proportion to the loaded amount, every time they recharge their balance.

1.9.3.23 Block Unwanted Calls and SMS

ZONG offers another exciting service, now you can block not only calls but also SMS

as well. So, there is complete liberty from an ambitious numbers.

1.9.3.24 Mobile Number Portability (MNP)

With this new offer from ZONG, you and all of your family members and friends on

other mobile networks can port into ZONG. They will all be able to keep their existing

numbers and code and switch to ZONG network and can enjoy ZONG’s exciting

services.

1.9.3.25 Mobile Music Channel

For the first time in Pakistan ZONG introduce SMS- search of song. Now you can

search song of your choice.

1.9.3.26 Unlimited Free Number

ZONG offer unlimited ZONG free numbers to the subscribers of ZONG FREE

package. Now call on a specific number unlimitedly.

18

1.9.3.27 ZONG Weekly Infotainment

ZONG has launched a Weekly Infotainment bundle. You can now obtain three

different infotainment services at the same time on a weekly basis.

1.9.3.28 Student Entrepreneur Program (SEP)

For the first time in Pakistan ZONG has established a concrete earning opportunity

for students. If you are currently enrolled in a university program and you want to

earn a decent pocket money then ZONG has an amazing solution for you. Just get

yourself registered as SE in any CSC of ZONG anywhere in Pakistan. And avail that

chance to get sales experience and also enjoy profit as well.

1.9.4 Other Special Features

Yaari call

Zongopedia

Video on demand

Islamic portal

Sports

Ringtones

Games

Buddy chat rooms

Wallpapers

Breaking news

This chapter was all about introduction of ZONG and its products and services. In

next chapter Business operations of ZONG will be explained.

19

CHAPTER NO. 2

BUSINESS OPERATIONS

Second chapter of this report is devoted to the business operations of ZONG. In this

chapter first departmental structure of ZONG CSC department is discussed and also

structure of CSC Sahiwal also describe in this chapter. I also offer SWOT analysis of

ZONG CSC Sahiwal. Marketing and competitive strategy is also offered in this

chapter. In the end of this chapter business operations of CSC Sahiwal are

discussed.

Fig 2.1: Departmental Structure xiii

CEO

COO

DRICTOR Customer Service

Regional Manager Central 1

Regional Manager Central 2

Regional Manager North

Regional Manager South

CSC Manager

Customer Service Representative

Finance Officer

20

Fig 2.2: Structure of CSC Sahiwal xiv

In CSC24 Sahiwal one CSC manager which have all the responsibility of CSC and

under CSC manager five CSR are working all CSR25 are assigned different works

like value added services, prepaid, postpaid, MNP26, GPRS and other works and one

finance manager is also working there.

2.1 SWOT Analysis of ZONG Customer Service Center

The SWOT27 analysis covers strengths, weakness, opportunities and threats.

Strengths and weakness are generally internal attributes. Opportunities and threats

are generally external attributes. So, SWOT analysis of CSC Sahiwal is given below:

2.1.1 Strengths of ZONG Customer Service Center

Strengths are defined as any activity the organization does well or any unique

resources the organization has. Some strengths of ZONG Customer Service Center

are given below:

All the products and services which ZONG is offering are available here in this

CSC of Sahiwal. And also all the services of ZONG are activated and

deactivated here.

Motivated, educated and qualified staff makes services more reliable and

satisfy customers.

24 Customer service center25 Customer service Representative26 M0obile number portability27 Strengths weakness opportunities threats

CSC Manager

CSR (Value added

services)

CSR (prepaid

information)

CSR (postpaid

information)

CSR(MNP)

CSR (GPRS setting)

Finance officer

21

2.1.2 Weaknesses of ZONG Customer Service Center

Weaknesses are defined as any activity the organization does not do well or the

resources the organization needs but it does not posses. According to my point of

view following are the some weaknesses of ZONG Customer Service Center:

Number of CSR is not sufficient here in CSC Sahiwal, customer some time

should have to wait for their turn a bit.

The staff of CSC is not involved in more outdoor activities.

2.1.3 Opportunities of ZONG Customer Service Center

Opportunities are defined as positive trend of organization in external environment.

According to my point of view following are the some opportunities of ZONG

Customer Service Center:

Sales of this CSC can be increased if more and more outdoor activities

(establish stall outside like in market or anywhere) are being done by the

management of this CSC.

SE28s are very good for this CSC because customer get information on the

go.

2.1.4 Threats of ZONG Customer Service Center

Threats are defined as the negative trends of organization in environment.

According to my point of view following are the some threats of ZONG Customer

Service Center:

Competitors are the biggest threat for any company. Here also exist Warid,

Ufone and Telenor’s CSCs so they are biggest threat for ZONG CSC.

Policies of TMA29 are also some time threatening when they are on outdoor

activity. When staff of CSC Sahiwal wants to do outdoor activity it must have

to get NOC from TMA Sahiwal and TMA Sahiwal has its own limitations.

Another threat is that according to PTA30 rules any one can switch to other

mobile network which they think are reliable and due to signal problem and

call drop complains customers are leaving ZONG.

28 Student Entrepreneur29 Tehsil munsipal authority30 Pakistan Telecommunication Authority

22

2.2 Marketing Strategy of ZONG

2.2.1 Marketing Mix

"Marketing Mix" is set of correlated tools that work together to achieve company’s

objectives, they are:

Product

Price

Promotion

Place

2.2.1.1 Product

Product means offerings of a company, and ZONG is offering its customers Services

as well as products. In services ZONG is offering followings:

Postpaid packages

Prepaid packages

Value added services

Postpaid packages are generally for business class and in postpaid ZONG are

offering many other packages like 100 line rent, 300 line rent, 600 line rent, 1200 line

rent and 2000 line rent. Prepaid packages are for low and middle class in prepaid

ZONG also offer many packages like 12 anny, 65 paisa, free package and aik

second package. And also many exciting value added services like missed call alert,

ramzan value time offer, dial tune, E-care, happy hour and many more exciting

offers. And products like mobile phone and for postpaid ZONG offers blackberry.

2.2.1.2 Price

ZONG is offering its products and services at a low price so ZONG is using price

penetration because all the packages (postpaid and prepaid) are very low priced and

also other value added services are also very low in cost. Some of them are

absolutely free of cost like:

Missed call alert

E-care

MNP31

Conference call

31 Mobile number portability

23

Subscription of SMS packages

As Ufone is giving its customers uth package and it charge its customer’s hourly rate

but ZONG gives its customers a package called location base charging it charge you

only one time charges and then whole day free and many more other.

ZONG also using bundle pricing like SMS packages, voice bundle and mobile phone

offers.

2.2.1.3 Promotion

ZONG is promoting its products and services in many ways like:

Print media

Billboards

TV ads

Mobile promotions

Through Local cable

Internet

In print media print ads and newspapers are include if ZONG is offering something in

a specific place than ZONG use print media like print ads and newspapers.

Billboards are use in all over the country. On many TV channels Ads are promoting

ZONG. Mobile promotions like in Multan and Lahore when trucks and buses

decorated with ZONG logos and advertising about LBC32 and Lahore unlimited

offers. On many websites ZONG is promoting its packages and offers and also

ZONG has its own commercial web site www.zong.com.pk.

2.2.1.4 Place

Place means that how a company reach to its customers or how a customer can get

product of a company. ZONG is reaching to its customers in the following manners:

Franchises

Customer service centers

Retailers

Through Student Entrepreneurs

Franchises and customer service centers are there for customers and also

customers can get ZONGs products and services from retailers and student

entrepreneurs.

32 Location base charging

24

2.3 Competitive Strategy

2.3.1 Differentiation

Differentiation is how your product is different from your competitors it can be done in

many ways like products differentiation, features differentiation, low price and many

others, for this differentiation a company should have to create a critical success

factor and ZONG is having a critical success factor of low rates and quality services.

ZONG claim that ZONG offers quality products and services in low pries.

2.4 Business Process Analysis

2.4.1 Customer Service Center Process

Opening CSR33 greets customer and ask what he can do for him:

2.4.1.1 Prepaid Sale

For the sale of prepaid connection following are the required steps:

CSR receive the customer request and required documents for prepaid

connection and verify customer as per the verification parameter.

CSR will ask the customer to provide CNIC34.

CSR will check through BOSS system35 if customer has already 10

subscriptions.

CSR will fill CSAF36 and get signed by the customer.

CSR will hand over Customer & finance copy to customer and guide him/her

to cash counter.

Cashier will mark the cash paid stamp and sign the customer copy and hand

over SIM card and customer copy to customer.

2.4.1.2 Book Your Number

Customer walks in for booking of his/her number. Following are the required steps to

follow:

CSR will inform customer regarding the price of BYN.

CSR will confirm MSIDN37 to be booked.

CSR will ask the customer to provide CNIC.33 Customer service Representative34 Computerized national identity card35 Activity base system36 Cellular service agreement form37 The dial able number that a caller use to reach mobile subscriber

25

CSR will check through BOSS system.

CSR will check number availability in BYN portal.

CSR will log the request in BYN portal with:

o Customer name

o CNIC

o Contact number

o Address of customer

A unique ticket number will be generated.

CSR will ask customer to fill in CSAF.

CSR route the customer towards finance counter and finance officer will follow

the payment process and give SIM to customer.

2.4.1.3 Handset Sale Process

Customer walks in for the purchase of handset following are the required steps to

follow:

CSR will guide customer about bundle deal of handset.

If customer agrees, CSR will ask customer to select the MSIDN form stock.

CSR will verify customer as per verification process.

CSR will ask customer to fill CSAF.

CSR will rout the customer to finance counter for payment and handset

collection.

Finance officer will perform the functions of BOSS system.

Finance officer will associate MSIDN with IMEI38 of hand set in BOSS system.

Finance officer will record transaction in BOSS system.

Finance officer will ask the customer to open the packing of handset to check

if accessories (handset + charger + warranty card) are complete.

Finance officer will take warranty card from customer and after signing and

stamp, he will hand over the warranty card and handset and customer copy to

customer.

2.4.1.4 SIM Replacement

Customer walks in to replace his/her SIM following are the required steps to follow:

CSR will verify the customer as per verification parameters.

38 International mobile equipment identity

26

CSR will inform the customer about SIM replacement charges (if any).

CSR will fill CSF39 and get it signed by the customer and attaches a copy of

CNIC.

CSR will process the SIM replacement in BOSS.

CSR will hand over the customer copy and finance copy to customer and

guide customer to cash counter.

Cashier will get CSF copies and payment from customer.

Cashier will record transition in BOSS.

Cashier will hand over SIM40 and payment receipt to customer.

CSR will CSF to data warehouse for filling.

2.5 ZONG Intranet

ZONG intranet is software program which have each and everything in it about

ZONG. And this can be opened only in the arena of CSS. Loaded with everything

this is very useful thing for CSR and other employee.

2.6 Knowledge Base System (KBS)

This is also software program which is loaded with all the activities and other

information like:

Products and services

Basic VAS41

New VAS

Retailer information

789 activation and deactivation SIM

668 campaign

Office timings

And many more.

2.7 Complaint Management System

In this section CSR can record or resolve the complaints of customer and their own

regarding their work like:

IT issues

39 Customer service form40 Subscriber identity module41 Value added services

27

Process issues

Query and log

Managing configurations

2.8 CRM System

CRM system42 where from CSR can login the system and do his work or duties.

2.9 Business Process Management

A web-based program through which employees of CSC can generate or initiate

requests like:

Announcements

ID card request

IT equipments

IT requests

Leave application

Visiting card request

And more other requests also.

This chapter was all about business operations of ZONG CSC Sahiwal. How ZONG

is competing with its competitors and what is its marketing and competitive strategy.

In the next chapter, I will discuss about my learning as a student intern.

42 Customer relationship management system

28

CHAPTER NO. 3

LEARNING AS A STUDENT INTERN

In this chapter, I discussed about my duties during internship. Accomplishments,

new knowledge gained during exercise of practical life, problems which encountered

in the way of completion of my targets are briefly discussed. In the end of this

chapter, I talked about my experience and how this experience impacts my career.

3.1 My Duties During Internship

In my internship I was assigned outdoor duties which include:

Selling SIMs of ZONG ( telesales activities)

Selling miniload ( Top Up)

MNP43s

Giving customers information about packages and other services.

3.1.1 Details Of My Duties

For Top up (Selling Mini Load)

From your ZONG telesales SIM Go to ZONG menu select E-TOP from menu:

To recharge a number

o Retail charging

o New charging now

o Enter service password

o Phone number without zero e.g.(31xxxxxxxx)

o Enter amount which you want to transfer

o Number recharged.

To check your top up balance

o Choose balance query

To Pair44 A Number, Active A Number

Go to ZONG menu from telesales SIM and select Telesales from menu and:

Select special number choice (to check that number is available or not)

43 Mobile number portability44 Giving number to a non personal SIM

29

o Exact number

o Number start with

o Number ends with

o Number contain

If your desired number is available, you will receive a message as under

1. 31xxxxxxxx

To Pair45 A Number

First book that number again go to telesales and choose NUMBER BOOKING menu

than:

Enter the number which is checked

Now a message will come

Number <31xxxxxxxx> Booking OK. Please use HLR<x> SIM for activation.

Once the desired numbers is booked then go back to telesales menu and chose

NUMBER ACTIVATION and enter:

MSISDN (that number which was booked earlier)

ICCID (serial number of the SIM)

CNIC (customers ID card number)

Name (customers name)

Address (customer address)

On successful pairing a message will come:

Bind successful. Welcome to Zong

Now inform the customer that SIM is active now but to enjoy ZONG’s exciting

services call 789 and give your information than you can enjoy ZONG’s exciting

services.

Being a student of MARKETING it was a great experience for me to have chance to

get in the market and do this work.

3.2 Accomplishments

As far as my accomplishments are concerned I was given a target of sales, my

target was to sell minimum 30 SIMs with 100 recharge anywhere in the country. For

completing this I had to do a lot. I went to my city where I thought I can make more

45 Giving number to a non personal SIM

30

sales. I established stall there and tried to sell my product and also I go nearby cities

to sell my SIMs and miniload, and I also did one to one marketing in many areas to

increase my sales. It had a good impact on sales. More over me worked with my

friends and newly opened franchise in my city Ali Pur.

NOTE: my sales data and revenue analysis is attached.

3.4 New Knowledge Acquired

Being a student of MARKETING it was a great experience for me to have chance to

get in the market and do this work. And I also learn how to deal wit customer as I

thought if you want to make sale you should go to the customer or customer come to

you, you should have a smiling face to greet the customer, and if customer do not

buy your product than you should leave a good impression on that customer

because if in future that customer need your product than it will come to you to buy

that product.

As I told that I was given a target of sales I learn a lot during my internship how to

deal, who to avoid difficult situations and how to create demand for your product. I

myself make many policies to make sales because selling a SIM46 was not a difficult

task to do customer is ready to take SIM from you but to sell him recharge of Rs.100

was a bit difficult, so keep in view the cost of SIM and load I make many polices to

sell. Even I sold free SIMs too (get number of your choice in Rs.160 with 160

balance) and many more policies like this.

3.5 Problems Encountered

During my time in the field I encountered many problems like:

Cross questions of customers

Customers having much knowledge about other network’s offerings

Pricing problem

I face those problems very well, and I was able to neglect those problems. But in

sale you should have to be cool and calm because nobody wants to loss his

customers. I also do this because in between sale was stopped than I came with one

46 Subscriber identity module

31

to one marketing go to the customer to sell my product and was very much

successful doing this.

Another problem was that customer was ready to take SIM but without recharging, it

was a very difficult thing to convince that customer to recharge at the spot.

3.6 How This Experience Impact My Career?

It was a great experience in the field, before the completing my studies I got a

chance to get in the market and do some work. When I will get in my practical life

soon after completing my degree this experience will go whit me and will be very

beneficial for me in the field. Because in the any kind of job in marketing or sales

department in Pakistan you should have to interact with the customer and try to fulfill

the needs and wants of the customers.

32

Glossary

VAS: Value Added Service

CSC: Customer Service Center

UAE: United Arab Emirate

FNF: Friends and Family

MB: Mega Byte

BTO: Break Time Offer

LNO: Late Night Offer

LBC: Location Base Charging

SMS: Short Message Service

GPRS: General Pocket Radio Service

BYN: Book Your Number

MNP: Mobile Number Portability

SEP: Student Entrepreneur Program

GB: Giga Byte

NP: Non-Personal

MMS: Multi-Media Messaging Service

ATM: Automated Tele Machine

CSR: Customer Service Representative

CNIC: Computerized National Identity Card

CSAF: Cellular Service Agreement Form

CSF: Cellular Service Form

CRM: Customer Relationship Management

SIM: Subscriber Identity Module

IMEI: International Mobile Equipment Identity

NADRA: National Database Registration Authority

MSISDN: Dial able Number that Caller Use to reach a mobile subscriber

33

Appendices

Appendices A:

Internship completion certificate

Appendices B:

Cellular Service Agreement Form

Appendices C:

MNP Request Form

Appendices D:

No objection Form

Appendices E:

Sales data and revenue analysis

34

References

i http://www.zong.com.pk/aboutus_ccmc.htmlii http://www.zong.com.pk/about_us.htmliii Interanet.ZONG.com/home/visioniv Interanet.ZONG.com/home/missionv Interanet.ZONG.com/home/valuesvi Interanet.ZONG.comvii Arshad, U.( 10th august, 2010), CSC Sahiwalviii http://www.zong.com.pk/packages.htmlix http://www.zong.com.pk/packages_postpaid.htmlx http://www.zong.com.pk/packages_prepaid.htmlxi http://www.zong.com.pk/index_value_added_page.htmlxii http://ecare.zong.com.pk:8080/aiecare/index.jspxiii Arshad, U.( 10th august, 2010), Departmental structure of ZONG CSCsxiv Arshad, U.( 10th august, 2010), structure of CSC Sahiwal

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