“Simplifying Customer Service by Grameen Phone & Measurement of Customer Satisfaction”

CUSTOMER SATISFACTION SURVEY (QUESTIONAIRE):

Name: Phone Number: Age:

What is your overall satisfaction with Grameen Phone services?

Very Satisfied

Satisfied

Neutral

Dissatisfied

Very Dissatisfied

Please rate your level of satisfaction with each of the following:

Items Extremely Satisfied Satisfied Unsatisfied Extremely Unsatisfied

Product Quality

Product Cost (Per Min)

Call center Bill 121

Office Reachable

Customer Service

How long have you been using Grameen Phone?

Less than one month

One to six months

Six months to a year

One to three years

Over three years

CUSTOMER FEEDBACK ANALYSIS & SATISFACTION

Customers’ Perception on Call Center Experience (May’07 & June’ 07)

64% Customers are not satisfied with the cost required for 121 Hotline Service (10%

Negative change in satisfaction). 64% customers are not satisfied for waiting on queue (10%

Negative change).

28

23

37

42

44

31

38

32

32

40

23

-22

-27

-13

-8

-6

-19

-12

-18

-18

-10

-27

-50 -25 0 25 50

Easily Accessible

Do not have to wait on Queue

Easy Menu Option

Voice Clarity

Prefered Language selection isconvenient

Can Easily record payment info /complaints

Customer Managers - knowledgable &well trained

Customer Managers - able to solve theproblem on first call

Customer Managers - provide quicksolutions

Customer Managers - really listen &understand your problem

Satisfied with the cost that is paid forsolution

Positive PerceptionNegative Perception

25

18

37

44

44

33

40

34

33

42

18

-25

-32

-13

-6

-6

-17

-10

-16

-17

-8

-32

-50 -25 0 25 50

Easily Accessible

Do not have to wait on Queue

Easy Menu Option

Voice Clarity

Prefered Language selection isconvenient

Can Easily record payment info /complaints

Customer Managers - knowledgable &well trained

Customer Managers - able to solve theproblem on first call

Customer Managers - provide quicksolutions

Customer Managers - really listen &understand your problem

Satisfied with the cost that is paid forsolution

Positive PerceptionNegative Perception

Customer Loyalty Perception

38% Customers want to migrate to other GP product.88 % Customers are satisfied with Customer Service (2% positive change).Customer Loyalty is 88%.

Five Factor Analysis of Customer perceptions

Speed, Quality, Flexibility, Dependability, Cost on Customer Experience

38

42

32

38

37

43

45

-12

-8

-18

-12

-13

-7

-5

-50 -25 0 25 50

Continue existing product

May recommend tofriends/relatives to buy GP product

Do not want to Migrate to anotherGP Product

May buy another GP product ifrequired

Satisfied with Existing Product

Satisfied with customer service

Do not want to Switch operator

Positive PerceptionNegative Perception

38

41

31

40

37

44

44

-12

-9

-19

-10

-13

-6

-6

-50 -25 0 25 50

Continue existing product

May recommend tofriends/relatives to buy GP product

Do not want to Migrate to anotherGP Product

May buy another GP product ifrequired

Satisfied with Existing Product

Satisfied with customer service

Do not want to Switch operator

Positive PerceptionNegative Perception

4734

42

5

9

0 10 20 30 40 50

TV

News Paper

Bill Board

Radio

Internet

Others

From CMD Touch Point (Measurement on a scale)

Customer expectation reflection:

-65 35

-100 -50 0 50

1

Positive Negative

4.0 3.2

3.3

3.8

2.8 3.4

3.4

3.2

3.6

3.7

3.3

2.8

2.73.4

2.4

Quality

Speed

DependabilityFlexibility

Cost

Apr '07May '07Jun '07

Preferred Media For Marketing Products

Other Operator Service Quality

CUSTOMER EXPECTATION REFLECTION:

67

9

7

22

9

5

0 20 40 60 80 100 120 140

1

GrameenPhone Aktel Bangla Link Teletalk City Cell None of them

%New Products & Services as per

expectation

Overall satisfaction:

Identification of Problems that affect the quality of customer service provided by 121

Hotline:

From my sample survey, I have identified there some problem exists in rendering quality

service through hotline.

These problems may include:

1. Lack of inter- unit interaction.

2. Lack of training and development.

3. Inappropriate schedule of work for hotline members.

4. Absence of initiatives to improve the working tools used in hotline postpaid.

75

59

71

67

53

74

-25

-41

-29

-33

-47

-26

-60 -40 -20 0 20 40 60 80 100

Customer Service

CustomerManagersApproach

Prompt Service

GP officeReachable

Delivers as perExpectation

OverallSatisfaction

Positive PerceptionNegative Perception

5. Very small working place.

6. Lack of team spirit among the members.

Out of these problems, LACK OF INTER-UNIT INTERACTION is the most serve one affecting

the service quality of hotline unit.

In the later part, I have presented two real facts explaining how inter unit dependency is

important in providing customer service through hotline and at the end I have made some

recommendations in order to resolve this major problem and other problems as mentioned

above.

Recommendations to resolve the problems of Customer Service at Call Center:

Here I have made some recommendations to improve the call center by more inter-unit

interaction under CMD. As a result the customer service will be improved and customer will

get positive experiences from postpaid helpline services. The recommendations are-

Routine inter-unit meeting should be held every week on the overall customer

service related problems to find ways to resolve these problems more quickly and

in a better way.

Hotline team should be provided with training on the fundamental/basic activities

of all units, so the dependency on other units can be reduced to a great extent.

The communication among the units must be frequent, so all the units will get

follow-up on the current problems regularly.

The training and counseling unit must be re-arranged in order to improve the

quality of training. So, the level of job knowledge of both the new and existing

employees will be improved.

If any unit concerned with offering a particular service faces any difficulty in

rendering that service, that unit must give full-fledged information to Post-paid

unit in advance, so that customers can be served with proper explanation

regarding that service.

Here there are some other recommendations to remove the other problems as I have

mentioned before-

Human Capital Management of Customer Management Division must make new

policies to facilitate the proper utilization of manpower.

Technical unit of Grameen Phone must come up with new and advanced software

tools to facilitate the rendering of customer service in a better way.

The workplace of Helpline is very congested. So the space must be broadened or

even Helpline should be replaced to a new place if necessary.

Job rotation for every employee must be done on a regular basis to improve the

overall efficiency of Customer Management Division.

All of the employees should be encouraged to work as a team to take Grameen

Phone one step further in achieving its ultimate goal. To do this GrameenPhone must

give more emphasis on group achievement than it does right now.

As a corporate rule, in order to achieve the business objective of the company,

individual divisions should have their own objectives to support this. The divisional

objectives are far different compared to each other, according to their nature of job and

functional role. No doubt it is a great big teamwork that makes the business objective

happens. And considering GP’s success we can confidently say that we have such a winning

team to be proud of.

GP customer management division functions are evolving around its own objectives, which

are of continuous nature. The objectives of Customer Management Division are:

To maintain, develop and ensure quality customer service

To act per customer’s feedback

More Involve & Evolve

Ensuring after sales service at free of cost

Maintaining service channel throughout the country

Maintains cross functional team work to lead the company

As a result, it has been a year of great success for Customer Management division as well as

for Grameen Phone. Our subscriber base is near about 1.30 cores. In the context of

international industry this is quite an early achievement reaching such results. Such success

goes to CMD for their best quality customer service.

Now, they have bigger challenge to face in the near future of reaching higher number of

subscriber bases and establishing its support system. In order to face such challenges, the

employee needs to be real smart professionals with great self-motivation and proactive

attitude. And above all, they need teamwork. They believe, “we are the best bunch of

professionals here in our GP Team. It is our contribution to the company that will make GP a

brighter star in the country or even more”.

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