Customer Care

Challenging Telecom Scenario – What are our challenges? • • • • • • • • •

Attitude towards the customer Competition Price war High quality man power ADC /USOF ???? Unified Licensing Unbundling (may happen in future) Marketing and Selling attitude Pace of new service/technology induction

CUSTOMER ? CUST ME MER OR

ATITHI DEVO BHAVA

ERA

OF

MULTI

PLI CIT Y

Su ppli ers ’ Ma rk et    

Buyers’ Ma rket  

CHOIC E I S THE ESS ENCE

CUSTOMER CARE AS A

LIFESTYLE

Traditional organization chart

Customers Top manage ment

C

C

Front-line people u

u

Middle management

s

s

Middle management

t

Front-line people

o

o

Top manage ment

m e

Customers

t

m e

r

r

s

s

Modern customer-oriented organization chart

All profi t comes

from customers

So if no customers = no profit and no profit = no business then no customers = no business

Therefor e customers ARE bus iness

the

“ Figures are your history, customers are your present and future. “ --- Philip Kotler

The ground reality

TRAI Report & COAI Statistics

Some statistics Indian Telecom Statistics (December 08) • • • • • • • • •

Total telephone subscriber base 384.79 Over all Tele-density 33.23% Fixed-line user base 37.9 Wireless user base (GSM+CDMA+WLL(F)) 346.89 GSM Subscribers 257.84 CDMA Subscribers 89.05 Monthly new additions (Wireline + Wireless) 10.66 Monthly new additions (Wireless) 10.81 Broadband subscribers 5.45 (Subscriber numbers is in million)

Some websites (www.) • • • • • • • • •

trai.gov.in coai.in auspi.in telecomindiaonline.com indiatelecomnews.com bsnl.co.in punjab.bsnl.co.in intranet.bsnl.co.in intranetpb.bsnl.co.in

Image Building Image = Doing work + Publicity 90%

10%

DO WHAT YOU SAY & SAY WHAT YOU DO

Organizational Image Building • • • • •

Quality at competitive price Marketing Brand building Govt. credibility Customer Driven

We are no. 1

THINK

Relationship Marketing Origin: - A concern for customer retention as against customer acquisition - Built on emotions - Organisations are created to create and retain customers - One to one bond (Super Market example) Conclusion: So need for developing a frame work in marketing to shift focus from transaction orientation to customer retention on long term basis on a win-win status. Customer profile / Data mining - need of the hour

SOME

IN TERE STIN G FACTS

 Studies show that customers tell twice as many people about a bad experience as they tell about a good one.  A typical dissatisfied customer will tell 8 to 10 people about his or her problem.  Seven out of 10 complaining customers will do business with you again if you resolve the complaint in their favour.  If you resolve a complaint on the spot 95 per cent of complaining customers will do business with you again.

 It’s easier to get present customers to buy 10 per cent

more than to increase your customer base by 10 per cent.

 Firms selling services depend on existing customers for

85-95 per cent of their business.  Eighty per cent of successful new product and service ideas come from customer ideas.  It costs six times more to attract a new customer than it does to keep and old one.

DEVEL OP

CU STO ME R

LO YALI TY

TYPES OF CUSTOMERS EXTERNAL CUSTOMERS RECIPIENT OF END PRODUCTS/ SERVICES VALUE FOR SERVICES REVENUE PROVIDERS

INTERNAL CUSTOMERS FUNCTIONAL UNITS WITHIN THE COMPANY/DEPT. INTERNAL TO ORGANISATION RENDER SERVICE AGAINST TARGET/OBJECTIVES

HOW CUSTOMER CARE ?

L

A W

A S

K

Knowledge)

( LOOKS, ACTION, WORDS )

( Attitude , Skill ,

HOW CUSTOMER CARE ? VARIOUS TECHNIQUES COURTEOUS BEHAVIOUR PATIENT HEARING / EMPATHY QUALITY vis-à-vis PRICE IDENTIFY THE PROBLEM & FIND SOLUTION (IA example) AVOID TALL PROMISES BE POSITIVE RESPECTING CUSTOMER TIME

(PPort example)

CSCs / CALL CENTRES – ONE STOP SOLUTION

WH AT AR E CU STOM ERS ?  Customers are the most important people ever, in the office, in person, by mail or by telephone.

 Customers are not dependent on us – we are dependent on them.

 Customers are not an interruption to our work – they are the purpose of it.

 We are not doing them favours by serving them – they are doing us favours by giving us the opportunity to do so.

 Customers are not outsiders to our business – they are a part of it.  Customers are not cold statistics – they are flesh-and-blood human beings with feelings and emotions like our own, and with biases and prejudices.  Customers are not people to argue or match wits with. Nobody ever won an argument with a customer. This is what customers are.  Customers make a successful company and successful employees.

CUSTOMER CARE POPULAR CONCEPT

(Pareto)

‘20% customers give 80% revenue.’ ‘20% unsatisfied customers make 80% harm.’

CATE GO RIES OF CUSTO MER Delighted Customers

Satisfied Customers

Dissatisfied Customers

RE MEMB ER

What you

What you Provide

< = >

Dissatisfied

Promised and/or What They Expected

Delighted Satisfied

“ Customer satisfaction is no longer good enough to survive today’s competitive market place. What is needed is customer delight.” - Tom Peters

Delig ht = Expecta tio n + 1

+ 1s +1% + 1 more smile + 1 additional item + 1 more personal contact + 1 bit more thought fullness + 1 extra minute of your time + 1 check to make sure all’s now OK + 1 telephone call to ensure the customer’s happy + 1 anything else that will delight your customers

INTERNAL CUSTOMER CARE BIGGEST ASSET

OUR EMPLOYEES

TOTAL PARTICIPATION OF EMPLOYEES. COHESIVE EFFORT / INTENSIVE BOND COLLECTIVE RESPONSIBILITY (We and not I)

INTERNAL CUSTOMER CARE MUTUAL TRUST AND COOPERATION. ORGANISATIONAL COMMITMENT. NO EGO PLEASE. CONDUCIVE WORK ENVIRONMENT. STRONG MOTIVATION.

INTERNAL SERVICE PROVIDERS AND THEIR CUSTOMERS S. No.

INTERNAL SERVICE PROVIDER

NAME OF SERVICE

WHO ARE THE CUSTOMERS

1.

STORES WING

Issue of stores e.g. Cables, Instrument,Drop Wire,TSF kits etc.

Area Manager, TDMs DE / External

2.

TRAINING CENTRE

Training Courses, Seminars

Participants, Field Managers & others

3.

ACCOUNTS

Fund, Salary & Bills

Different Units, All Staff & Officers

4.

STAFF / RECRUITMENT UNIT

Posting, Transfer, Increment & Retirement

All Staff & Officers

5.

INSTALLATION / PLANNING Issue of Specs, Exchange UNITS Installation & Expansion of Exchange Capacity

Area Managers, DETs etc

6.

WELFARE UNIT

All Staff & Officers

Beneficiary Schemes, club, sports & culture

Self Image Building • • • • • • • • •

Boss VS Drives his men Depends on Authority Evokes fear Says I Says Who is Wrong Knows how it is done Abuses men Demand respect Makes work a drudgery

Leader Inspires them Depends on good will Radiates love Says WE Says What is wrong Knows how to do it Uses them Commands respect Makes work a joy

EMPLOYEES ARE COMPANY’S ONLY SUSTAINABLE COMPETITIVE ADVANTAGE.

YOU WILL BE SURPRISED TO SEE HOW FAST MOTIVATED PEOPLE CAN RUN

HELP YOUR PEOPLE

CHOOSE A JOB THEY LOVE

A MAN WHO DOES NOT LOVE HIS WORK IS LOSING THE BEST PART OF HIS PERKS.

At first people refuse to believe that a strange new thing can be done, then they begin to think it can’t be done. Then they see it can be done. Then it is done and all the world wonders why it was not done before

CHANGE WITH CHANGE SWOT ANALYSIS CONVERT

THREATS

OPPORTUNITIES

WEAKNESS

STRENGTH

‘Purpose of a business is to find and keep customers’ (Unknown)

BE PASSIONATE  

‘A man without a smiling face must not open a shop’ (Chinese proverb)

SOME COLD HARD FACTS ABOUT WINNING AND KEEPING CUSTOMERS FACT:

On average, one dissatisfied customer will tell 11 others who on average will tell 5

others FACT: make

It takes 12 positive service incidents to up for one negative incident.

FACT:

A typical business hears from only 4% of its dissatisfied customers. The other 96% just go quietly away and 91% of them will never come back. FACT: do

Seven out of 10 complaining customers will business with you again if you resolve the

CT:

The average Australian business will turn over 10-30% of its existing customers this year – most because of poor service. Most of these customers could have been retained.

CT:

Businesses with low service quality lose 2% market share a year. Those with high service quality gain 6% market share a year.

CT:

Businesses providing quality service can charg up to 9% more for their products and services

CT:

It costs 6 times as much to gain a new custom as it does to keep an old one.

CT:

A really satisfied customer will, on average, generate at least 7 extra customers. ______________

 

THE ESSENTIALS

Smile Acknowledge customers within 30 seconds (smile, eye contact, say ‘Hi’) Speak to customers within 1 minute Answer telephone before its 4th ring Redress a customer’s concern immediately Keep any promises Use customer’s name 

Must • • • • • •

8 to 8 CSC working hours Product Demonstration Centres Salesman Approach by all Positive & Efficient CSC staff Single Window Concept Aggressive Marketing (A/V presentations on latest products, pamphlets, Service booklets etc )

• Working Knowledge of PCs

The Today •Basic Landline •Broadband •Mobile (GSM & CDMA) •BD/LL/Corporate NW •Value Added services •Misc.

The Tomorrow •Number portability •3G and beyond (iphone, Blackberry etc) •NGN (Convergent network) •WiMax/EVDOs •All optical N/W (EPON & GEPON) •Total solution

The Future - Digital Home Connected through FTTH Network Online Purchase

IP TV PC

Video Surveillance Music Downloads

Internet

DVR

O L T

PSTN

Provider’s IP Backbone

Central Office

Residential Gateway i.e. ONU

PON

High Speed Internet

NAS Sensors & Detectors

Storage Servers Video Servers

Lap Top Telephony

Instant Online Messaging, P2P Gaming Voice, Video & File Sharing