Communication Process in Grameen Phone
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Transcript of Communication Process in Grameen Phone
1.1 Introduction:
Grameen Phone Ltd. is the largest multinational company, operating in Bangladesh that believes
in service to their huge number of customers. Telephony helps to people to work together and to
raise their productivity. This gain in productivity is development, which in turn enables them to
afford a telephone service, generating a good business. Thus development and business go
together. However, to run its business Grameen phone divides its communication process into
three sectors. These are explained below:
Communication with the customer
Communication in the organization
Communication with the dealers or agents
1.2 Objective of the Study
The primary purpose of the report is the fulfillment of the course requirement. The main
objectives of the report are as follows:
To fulfill the partial requirement of the “Business communication” course offered in
BBA program
To explore advantages provided by the skill of Business communication and contribution
to the profitability of the organizations as well as economy of Bangladesh.
It will also enable me to improve my skill on report writing. As corporate executive put
great value on report writing as an important element in management success, this part of
the course will prepare me to face the future challenges of corporate world.
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To analyze the benefit of applying the skill of communication in organizations.
To analyze how GP build up their communication system
1.3 Methodology
Source of data:
I would like to make sure that I have all the necessary data required to come up with effective
result. Therefore, I have combined both primary and secondary data collection method. All data
related to this study is attached with the appendix.
A. Primary source of data:
Interview of Customer Manager working at GP
B. Secondary source of data:
Internet
Newspaper archive.
Annual Report of GP 2010
1.4 Significance of the study
The reason behind choosing this topic: there are basically 3 reasons behind choosing this topic:
1. It is one of the most important matter for us how a large multinational company operates
their communication process.
2. What is the main communication strength of maintaining large scale of customers?
3. How GP keep up its employees and agents motivated by communication process?
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1.5 Limitation of the study
In doing this study we have to face some limitations, those are –
Employers were not interested to talk.
Employees reluctant to share internal matter.
For understandability we had to use very simple statistical tools.
We were not able to collect enough information from government research agency.
2. Findings & Analysis
2.1 Communication method with Customers:
After fourteen years of operation, Grameen Phone has about 30 million subscribers as of May
2008. To retain the current subscriber and to increase the number of them, Grameen phone has to
communicate its customer continuously. As a result it comes to know about customer’s
problems, expectations and demands from the company. To do so, Grameen phone gets linked
to its subscriber 24 hours throughout the year by providing information. Moreover, the company
fascinates the customer by giving every type of facilities such as sim replacement, change of
address and so on in their customer care centre. To provide these services, the company
communicates with its customers through direct or indirect method. These methods are described
below.
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Product and Service:
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Direct Method
Through this direct process, the effective communication of Grameen phone with its customer
occurs in a two way, face to face situation where both verbal and non verbal symbols and
languages are apparent to both parties, which can be called level 1 communication. Moreover the
company deals with its subscribers by level 2 communication where a two ways, but now face to
face verbal situation occurs. Both in these two types of communication, instant feedback are
available. As a result, the company can gradually learn about what subscriber wants from the
company and can fill its subscribers demands, expectations and solve problems as per as its
ability. However, after learning about the expectation, demand and problem of subscriber,
Grameen phone divide these things into three segments and these are Request
Complains
Queries
After doing so, then Grameen phone inform their management by doing email in the internet.
Actually, in the whole process of corresponding, Grameen phone prefers to email
communication. Thus, the company makes a link or communication network between
subscribers and management. There are some kinds of examples on direct method are shown
below through which Grameen phone be connected with customers.
*111*# all time get to any information
121 hot line service:
Message service & Email contacts
Customer Management centre
121 HOTLINE SERVICE
GrameenPhone Ltd. Launched “GP Service Month” from March 1, to further improve the
delivery of after-sales services Enjoy prioritized customer service by simply dialing 121.
Dedicated customers care managers are available round-the-clock, 24 hours a day and 7 days a
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week only to serve you better. Business Solutions postpaid subscribers can call 121 absolutely
free of cost.
Customer Management Centre
In an effort to provide after-sales services closer to where the customers live, more than 8000 GP
Service Desks have been opened around the country, located in all upazilas in the 61 districts
where the GrameenPhone network has coverage. These GP Service Desks are equipped to
provide most of the after-sales services and are open from 10am-6pm on all weekdays. In
addition, all the 600 GP Customer Centers located in the divisional cities now remain open from
8am-8pm every day including all holidays.
Email And Message Service
On the other side, if any subscriber wants to inform about their problems, they can do it through
email contact or message service also. As a result, they can be linked with GP very closely.
Indirect Method
On the other side, Grameen phone communicate with its subscribers through indirect method by
level 3 communications where a two way, face to face verbal communication does not occur.
Only written or printed documents or photo images are circulated on bill board and
advertisements are telecast on television and so on. As a result, instant feedback is not available
in this process. Thus the company informs their facilities of sim card to subscribers. Some kinds
of indirect method are also given below:
Advertisement on television
Advertisement on bill board
Advertisement on newspaper.
Advertisement on internet.
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2.2 Communication Methods In The Organization:
To achieve its operating goals, Grameen phone’s needs to direct and coordinate its
interdependence of units and individuals toward a desired point. As a result, a formal
organization structure results from efforts to achieve coordination. On the other side,
coordination results from effective communication and well organized programs or systems.
There is a formalized hierarchy of Grameen phone has been shown below.
Here, organization chart defines the scope of the organization. The people generally occupy roles
and perform functions in all those spaces in the organization chart, the pictured structure could
seldom be considered a final answer. However, to conduct function, the officials of GP have to
contact with each other. Generally, GP believes in informal communication when they usually
talk to each other. But, to submit a proposal, report to their management, they prefer to email
communication better. They do not submit these things by direct handing over. On the other side,
their communication in mobile by colleague to colleague is free as they have their own company
mobile sim.
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Organogram Of GP
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2.3 Communication Flow In The GP
The flow of communication within the organization may be upward, downward, or horizontally
directed. Grameen Phone Limited has downward and upward communication flows which are
following:
Downward Communication:
Downward communication is that form superior to subscriber-from boss to employee, and from
policy maker to operating personnel. Five elements of downward communication are following:
Job instruction: Teaching new or current employees how to do a particular task.
Rationale: The justification for the organization and its goals; how a particular function fits into
the total organization.
Information: Orientation to the company – its rules, practices, procedures, and history.
Feedback about job performance: Supervisors evaluation or appraisa lof employee
performance.
Ideology: The effort to convey to and install in employees a degree of enthusiasm, loyalty, or
support for the organization.
This flow, of course, related to the hierarchical structure of the organization.
Upward Communication:
When management requests information from lower organizational levels, the resulting
information becomes feedback to the request. This is called upward communication. This
communication keeps management informed about the feelings of subordinates, helps
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management identity both difficult and potentially promotable employees, and paves the way for
even more effective downward communication.
Basically these two types of communication flow are used by the Grameen phone.
2.4 Communication System In GP
Every organization has two types of communication system. Grameen Phone is not except from
them. It has also two types of communication system which are following:
External System:
This system is typified by the formal organization chart which is shown in the page 24. This
system is used to control individual and group behavior and to achieve organizational goals.
Some elements of external system are following:
Business letter
Report writing
Business proposal
Memorandum report etc.
Internal System
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The internal system develops as people interact within the formal, external system and certain
behavior patterns emerge, patterns which accommodate social and psychological needs. In
internal system, both formal and informal elements of communication are used which are
following:
Grapevine
Face to face communication
PABX
Mobile
Letter etc.
2.5 Communication With The Agents
The products and services of Grameen Phone are sold through the following channels: Grameen
Phone at present has 450 Point of Sales all over Bangladesh in order to sell their mobile phones.
These Point of Sales include
11 Dealers and their Franchises.
78 Outlet agents.
52 Individual agents.
Among the 11 Dealers, at present-Flora, Grameen Telecom, Brothers and Butterfly, are the
leading ones, with the maximum number of franchises. Besides their products, Grameen phone
also sell service. Services are sold through Info Centers and Hotline.
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Info center provides spot solutions. Here subscribers can get subscription. Trained and friendly
officers are serving at Info Center from 8am-6pm. There is also 01 Sales & Logistics Officer
who is responsible for providing SIM (Subscribers Identification Module) cards and handsets to
the subscribers and distribution of marketing items. At present there are 6 Info centers, two in
Dhaka and rest four in the other four regional heads, namely, Chittagong, Rajshahi, Sylhet and
Khulna. Not only has that Grameen Phone interacted with the agents in the following way:
Mobile phone
Online
Face to face communication.
Basically these are the communication process GP used in operate their organization.
3. Conclusion:
By conducting survey I am able to reach this point that the communication skill of Grameen
Phone is really overwhelming. Not only that its effectiveness in communication helps it in a
large way to achieve itsorganizational goal. The communication process of grameen Phone helps
the organization to enlarge its business. So there is no doubt that “Business communication
skill is important for a business to achieve its organizational goal”.
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3. References
Grameenphone Annual Report 2010
“Business communication and English” by William C. Himetreet and Wayne
Murlin Baty.
“Business communication and English” by Lecica.
http://www.grameenphone.com/
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