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Ufone Quality Management

by

Faiza Majid

&sahar Amjad

International Islamic university

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Quality

Quality generally refers to a certain degree

or level of excellence

Quality

Quality ofDesign

Quality ofConformance

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Quality of Design To design its service Ufone focuses on a necessity which is

affordable by the common man.

Since its inception, Ufone has positioned its brand for masses.

In keeping with the upcoming competition and market dynamics,Ufone increased its focus on the youth segment (which comprises60% of the population), with the Prepay brand.

By designing market focused products with a better quality. Ufonewas successful in achieving its goals.

Ufones Prepay brand is now considered to be one of the mostfavored brands by the youth market

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Quality of Design

Ufone has been designing its services to cater almost forall type of customers like:

Public Demand: Lower/Rural youth Uwon: Socio economic class

5 ka 15: Ladies

Post Pay: Business Class

Uth package: Youth

UKissan: hard-working farmers.

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Quality of

conformance To drive excellent customer experience through high

network service quality.

PTCL/Ufone used Framework to transform and

centralize its Network Operations Center (NOC).

The project also enabled accelerated business growth:

the number of broadband subscribers tripled in 2009,

and the coverage area doubled.

Ufone and teradata.

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How well the company is

managing its quality? Out of5 telecom giants, Ufone is the second largest cellular

service provider

famous for the interesting and enjoyable advertisements,

competing really hard to gain first position.

confident to will attract new customers.

Ability to retain its existing customer base with a high level of

customer satisfaction via optimum network service and a 24 hour

call center facility.

Offer packages the most competitive prices in the market with no

compromise on quality of service. offer lowest rates with better quality service.

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How well the company is

managing its quality? From the day first Ufone has been listening to its customer. Ufone,

before the launch the company, it was already in the news, the reason

was the logo of the company which was chosen by the potential

customers of the company in a poll.

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Landmark by Ufone

Ufone offered free incoming call first time in Pakistan in Cellular

services.

It was first to launch the GPRS services

First to introduce Multi-media Messaging Service (MMS)

First mover in providing Prepaid roaming in Pakistan.

Ufone also Nominated as Best Brand ofThe Year at The

Telecoms World Awards Middle East

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Total Quality Management

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Ufone is doing improvement in there every field all the

time.

They are improving the sound quality; the

management is working hard for total quality. Ufone wants to give us a better and the best

connection which can equal every other connection.

As the Slogan of the Ufone says its all about U so it

cares about its people and the members of Ufone. It wants to give the best to its customers with the best

quality and minimum rate.

Total Quality Management

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Benchmarks

Ufone is using humorous theme in its ads which has

become its benchmark. People enjoy watching,

discussing and following Ufone ads the most. And it isthe biggest achievement of ufone in recent times.

offer lowest rates with better quality service.

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Competitive Advantage

Currently Ufone is enjoying the following competitive

advantages:

Introduced the service of GPRS and hence took thecompetitive advantage.

Lowest overall call rates

Value added Services (VAS)

Call block service

And they are enough from there promotion perspective.

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COMPETITIVE

STR

AT

EGY Ufones competitive strategies are Customer

intimacy and Differentiation. Ufone has always

taken keen interest in serving better to its users.

UN matchless call and SMS rates have given an

edge to Ufone against its competitors.

We can consider Warid telecom as the major competitor today, because of its rates. But Ufone

outclass Warid with better quality and coverage.

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Ufone satisfies its customers by providing best of

the postpaid service. In postpaid Ufone

differentiate itself on the basis of:

Quality

Price

Technology

Differentiation Strategy

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Continuous Improvement

Ufone has made an interface on their website as

Complaints & Feedback page in which Ufone is

actually taking feedback and complaints of itscustomer , by asking them to share their thoughts

with Ufone and work on it because Ufone is

committed to provide the highest standard of

services to customers via its brand experience andsales service.

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Employee

Empowerment:

Extrinsically motivated employees but for

Ufone intrinsic are more important

Employee satisfaction.

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Training Of PersonnelTraining Of Personnel:

Ufone has its own trainers who provide

training to all levels of management.

foreign trainers - outsourced training.

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Objectives ofTraining:

employees will be able to handle angry

customers.

There performance level will increase.

Sense of how to deal with customers increases.

Will be able to deal with the aggression of

people

They will understand the ways to manage thereanger and also of customers. Group

cohesiveness will increase