project report on customer complaints management with customer experience and crm

8/17/2019 project report on customer complaints management with customer experience and crm

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Customer Complaints Management and Employee Responsiveness at Cellnet Solutions,

Cambridge Layout, Bangalore. (A Francise o! Airtel"

#.# A$R%EL& 'vervie

Airtel is registered and traded under the name Bharti Airtel Ltd, consortium of giants

in the telecommunication business. Airtel launched its services in Delhi on November

14, 1995. It is the largest cellular service rovider in India, !ith ""5."# million

subscribers as of Aril, "$15% Airtel has redefined the business through mar&eting

innovations, continuous technological u gradation of the net!or&, introduction of

ne! generation value added services and the highest standard of customer care.

- Airtel has consistentl' set the benchmar&s for the Indian cellular industr' to

follo!. (irst to launch )ellular service in Delhi on November, 1995.

- (irst oerator to revolutionaries the concet of retailing !ith the inauguration of

Airtel )onnect *e+clusive sho!rooms in 1995. -oda' Airtel has "$ )ustomer

)are -ouch oints called )onnects and over /5$ dealers in Delhi and N)0

to!ns.

- (irst to e+and its net!or& !ith the installation of second mobile s!itching center

in Aril, 199 and the first in Delhi to introduce the Intelligent Net!or& 2latform.

- (irst to rovide 0oaming to its subscribers b' forming an association called

3orld1 Net!or&.

- (irst to rovide roaming facilit' in 6A. 7n8o' the mobile roaming across /#

artner net!or&s above $$ cities :oreover roam across international

destinations in 119 countries including 6A, )anada, and ; etc !ith "#4

artner net!or&s.

#.) *$S%'R+

-able 1.1 < -able sho!ing =ighlights of Airtel>s histor', collaborations and

achievements are given belo!?

199

5

• Bharti -ele@entures Limited incororated on ul' , 1995.

• Bharti )ellular launched mobile services Airtel in Delhi.

199

C

• Bharti -elenet launched mobile services in =imachal 2radesh.

199

• Bharti -elenet obtained a license for roviding fi+edline services in :adh'a

2radesh circle.

•Bharti -elecom formed a 8oint venture, Bharti B-, for roviding @6A-

services.

R $nstitute o! Management, Bangalore -age #


2/48



199

#

• (irst Indian rivate fi+edline services launched in Indore in the :adh'a

2radesh circle on une 4, 199# b' Bharti -elenet thereb' ending fi+edline

services monool' of Do- *no! B6NL.

"$$$

•

6ing-el *through its investment coman' 2astel Limited acuired 6-7-seuit' interest in Bharti -ele@entures.

• Bharti -ele@entures acuired an additional effective euit' interest in Bharti

:obile resulting in Bharti -ele@entures holding an effective 4E euit'

interest in Bharti :obile.

"$$

1

• Bharti -ele@entures acuired euit' interest in Bharti )ellular from British

-elecom, thereb' ma&ing Bharti )ellular its 1$$E subsidiar'.

"$$

"

• Bharti launched mobile services in Fu8arat =ar'ana, ;erala, :adh'a 2radesh

circle, :aharashtra, :umbai, 2un8ab, -amil Nadu, and ttar 2radesh *3est

)ircle.

• Bharti listed on the National 6toc& 7+change, Bomba' 6toc& 7+change and

the Delhi 6toc& 7+change on (ebruar' 1#, "$$".

"$$

/

• Bharti entered into a license agreement !ith the Do- to rovide international

long distance services in India.

• Bharti launched fi+edline services in the Delhi, =ar'ana, and ;arnata&a and

-amil Nadu license areas.

"$$

4

• Bharti became the first rivate telecommunications services rovider to

launch international long distance services.

"$$

5

• Airtel launches video services for its F206 customers on (ebruar'"", "$$5.

• Airtel unveils ne! -@ ad featuring 6achin, 6haru&h.

• B-@L unveil fi+ed line, broadband services.

• Bharti lin&s 5m deal !ith No&ia for rural net!or& e+ansion.

"$$

C

• Airtel unveils 0e 1 6-D lans.

• Airtel sets u customer centre.

• 6unil :ittal bags )7G of the Hear a!ard.

"$$

• Bharti Airtel, telecom ma8or, has come out !ith a sle! of initiatives including

bu'ing out 6ing-els 5$ er cent sta&e in 8oint venture undersea cable

coman' Net!or& i"i for $ million.

"$$

9

• Bharti Airtel Airtel and m)he& announce milestone of Gne :illion users%

introduce a broad range of ne! m)ommerce services.

• 0egistered Gffice of the )oman' has been shifted to Aravali )rescent, 1,

R $nstitute o! Management, Bangalore -age )


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Nelson :andela 0oad, @asant ;un8, 2hase II, Ne! Delhi 11$ $$.

"$1

$

• Bharti Airtel submitted its bid for /F sectrum, the auction for !hich starts

from Aril 9.

• Bharti Airtel, Indias No.1 cellular carrier has !on broadband sectrum in four

circles. 7arlier, Bharti has said that it had tied u the entire financing

reuirement of / bn for the lanned bu', through a series of ban&s.

"$11 • 6BI and Airtel 8oin hands to usher in a ne! era of financial inclusion for

unban&ed India.

• Bharti Airtel signs agreement !ith No&ia 6iemens Net!or&s to e+and in "F

/F.

"$1

"

• Bharti Airtel, A+is Ban& in deal to rovide mobile ban&ing services in un

ban&ed areas.• Bharti and ualcomm announce artnershi for 4F.

• 3al:art li&el' to sta' !ith Bharti for ne! Indian multibrand retail oint

@enture.

"$1

/

• 7ducation is no! available an'time, an'!here !ith Airtel m7ducation.

• Airtel launches Ana )haual Indias first voice based one sto solution

ortal for value added services.

• Airtel launches 0e 1 7ntertainment 6tore> for its mobile customers.

"$1

4

• Airtel and Ale launch India>s first 4F on mobile

• Airtel /F services no! available in 2un8ab

• Bharti Airtel crosses /$$ million customers milestone Airtel 4F comes to

Nashi&

#. $S$'/, M$SS$'/ A/0 AL1ES

ision

Gur vision is to enrich the lives of our customers. Gur obsession is to !in customers

for life through an e+cetional e+erience.

Mission

=unger to !in customers for life.

alues

Alive

R $nstitute o! Management, Bangalore -age


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3e are alive to the needs of our customers. 3e act !ith assion, energ' and a cando

attitude to hel our customers realiJe their dreams. Innovation and an entrereneurial

sirit drive us if it can>t be done, !e>ll find a !a'.

$nclusive

Airtel is for ever'one !e chamion diversit', recogniJing the breadth and deth of

the communities !e serve. 3e !or& !ith them, anticiating, adating and delivering

solutions that enrich their lives. 3e do this b' having an oen mind and embracing

change.

Respect!ul

3e live the same lives as our customers, sharing the same 8o's and the same ains.

3e never forget that the' are !h' !e e+ist. 3e act !ith due humilit', al!a's oen

and honest, to achieve mutual resect.

R $nstitute o! Management, Bangalore -age 2


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#.2 B'AR0 'F 0$REC%'RS

-able 1." < -able sho!ing Board of Directors of the )oman'

Sl. /o. /ame 0esignation

# :r. 6unil Bharti :ittal )hairman

) :s. )hua 6oc& ;oong Director

:r. )raig 7hrlich Director

2 :r. :anish;e8ri!al Director

3 :s. Gbiageli 7Je&!esili Director

4 :r. 0a8an Bharti :ittal Director

5 :s. -an Hong )hoo Director

6 :r. 6hei&h (aisal -hani Al-hani Director

7 :r. Ben @er!aa'en Director

#8 :r. @ ; @is!anathan Director

## :r. D ; :ittal Director

#) :r. 6hishir 2ri'adarshi Indeendent Director

# :r. Foal @ittal :anaging Director )7G

#.3 '-ERA%$'/AL AREA A/0 B1S$/ESSES

)hart 1.1 < )hart sho!ing Gerational area and Business of Bharati

Bharti enterrises are a conglomerate in the telecom industr'. As it is clear from the



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grou structure given above. It is a urel' Indian based coman' earning its revenue

in crores and crores of ruees. Bharti is not onl' in India but also sread across the

!orld roviding its services.

• Barti Airtel Ltd 9 Bharti Airtel Ltd is Indias leading rovider of

telecommunications services. -he coman' has 4 distinct Business divisions

:obile telehone services, broadband services, long distance services and

enterrise services.

• Barti %ele%ec Ltd 9 Bharti -ele-ech Ltd manufactures and e+orts !orld

class telecom euiment under the brand Beetel

• %elecom Seycelles Ltd 9 -elecom 6e'chelles Ltd rovides telecom services

in 6e'chelles, under the brand Airtel

• Barti %eleso!t Ltd& Bharti -elesoft Ltd delivers bestinclass, revenue

critical @A6 roducts and services to telecom carriers.

%ele%ec Services ($ndia" Ltd 9 -ele-ech 6ervices *India Ltd is 8oint venture

!ith -ele-ech Inc., 6A. It offers a range of )ustomer :anagement 6ervices.

Field Fres Foods -vt. Ltd. & (ield (resh (oods 2vt. Ltd is Bhartis venture

!ith 7L 0othschild Frou o!ned 7L0G =oldings India Ltd., to e+ort fresh

Agri roducts e+clusivel' to mar&ets in 7uroe and 6A.

• Barti Retail -vt. Ltd 9 Bharti 0etail 2vt. Ltd. is a 1$$E subsidiar' of Bharti

7nterrises. Bharti 0etail !ill serve all regular shoing reuirements of an

average Indian household offering affordable rices, great ualit' !ider

choice. Bharti 0etail is loo&ing at launching its retail outlets in multile

consumer friendl' formats in several cities across India.

#.4 -R'01C%S

• )27 < )ustomer 2roert' 7uiment



7/48



Sl. /o -roducts

$1 AD6L :odem

$" Blac&berr'

$/ ))B

$4 )omressed @oice 6'stem

$5 ()-

$C :obile =andset

$ :odemGthers

$# N-

$9 -elehone Accessories

1$ -elehone Instrument

• I- 7I2:7N-6

• :A0;7-INF I-7:6

Sl. /o -roducts

$1 Advertising Agenc'K7+enses

$" :ar&et 0esearch 6tudies

$/ :ar&eting Items

• 6I-7 IN(0A6-)-07 7I2:7N-

• 6AL76 AND DI6-0IB-IGN

Sl. /o -roducts

$1 :obile )harging stations

$" 0echarge )ouons

$/ 6cratch )ards

$4 6I: )ards



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#.5 C'M-E%$%'RS

• @odafone

• Idea )ellular

•

0eliance• -ata )omm.

• B6NL

-ERF'RMA/CE 'F %*E C'M-A/+

-able1./


9/48



1. Renoned %elecom company> 3ith its " decades of rich e+erience in

telecom industr', this :N) had travelled far to become !orld>s /rd largest telecom

oerator overseas !ith oerations in nearl' "$ countries.

". *ig Brand E?uity> It is one of the ioneer brands in telecommunication

having a high brand recall and !ith a !hoing subscriber base. 3ith 0s.

"/,1#".4 crs. @aluation.

/. E@tensive in!rastructure> 3ith the formation of Indus to!er due to its

artnershi !ith Idea @odafone, the infrastructure of Airtel has e+tended in all

arts of the countr' resulting into nation!ide enetration.

4. Strategic Alliances> -he )oman' has to notch sta&eholders, namel' 6on'

7ricsson, No&ia and 6ing-el, and the recent one being Ale. 6uch strategic

alliances boost the brand euit' and the bottom line of the coman'.

5. %orc bearer o! te telecom $ndustry> 3ith its number 1 sot due to its

e+cellent services in develoing economies, Airtel has interconnected the life of

eole in a highl' efficient !a'. -hus, !here @odafone is an e+ternal entrant,

Airtel is a leading nation!ide la'er in India and the torchbearer of the telecom

industr' in India.

Weaknesses

'utsourced 'perations> Gutsourcing oerations heled Airtel in lo!ering its

cost. But on the other hand, the' are running the ris& of being deendent on some

other comanies !hich ma' affect its oerations.

enturing into A!rican operations> Although it>s been 4 'ears that Airtel has

acuired ain>s Africa business, but Airtel is still struggling to turn around the unit

!hich !as bought at a !ho' 9 billion dollars.

*ig 0ebt> 3ith its acuisitions turning out to bad investment, and credit being

high and margins being lo!, Airtel grou is under high debt. Airtel does not have

as dee oc&ets as @odafone.



10/48



Opportunities

Strategic -artnersip> 2artnering !ith smart hone comanies is going to be a

smart strateg' as far as :N2 *mobile number ortabilit' in India is concerned.

-his !ill ensure fi+ed cash flo!s in the future and a higher customer base.

Mar 3ith fierce cometition in the telecom industr'

shrin&ing margins, venturing out in ne! mar&etsKdeveloing economies !ill rove

fruitful for the coman'.

AS> @A6 *@alue Added services is going to future of the telecommunication

industr' b' secialiJing itself in this vertical Airtel can differentiate itself in

highl' cometitive mar&et. 3ith introduction of uniue services, Airtel can avail

higher margins.

1ntapped geograpy o! te current mar Although it is currentl' roviding

/F 4F services, but these services are limited to secific geograhical

locations. 7+ansion of these services to most of its regions !ill hel the coman'

get more margins and customers.

L%E> -he !hole !ireless !orld is moving to!ards L-7 *long term evolution or

4F. L-7 for mobile broadband can be a good solution for India !here fi+ed

broadband enetration is other!ise lo!. Airtel has ta&en the lead !ith this version

of L-7 in 1C cities, but delo'ment needs to catch u ace. Desite a !ea& L-7

ecos'stem in India, Airtel should ortra' itself as the embracer of that technolog'.

-he coman' lac&s nation!ide /F license !ith sectrum in 1/ out of "" telecom

service areas. Airtel>s L-7 net!or& for mobile broadband is still confined to onl'

1C cities in India.

Threats

;overnment Regulatory Frameor 3ith the auction of sectrum change in

the government olicies on a regular basis, it is a otential threat to the stabilit'

e+istence of this industr' thereb' affecting the la'ers.

Competition> 2rice !ar in the home mar&et and declining margins due to this is

adversel' affecting the overall business of the grou.

R $nstitute o! Management, Bangalore -age #8


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M/- (Mobile number portability"> :N2 gives the customer indeendence to

change the service rovider !hile retaining the number and as Airtel charges are

remium over other service roviders.

#.7 About te Store & Cellnet Solution, Cambridge Layout,Bangalore.

-he internshi !as conducted at )7LLN7- 6GL-IGN, )ustomer 0elationshi

6tore, )ambridge La'out, Bangalore < 5#$$$#. It !as established a decade ago and

has been renovated on regular basis and loo&s ver' aealing to customers. It is

o!ned b' )hannel 2artner :r. Arun ;umar. -he 6tore emlo'ees C staff *a 3omen

and 5 :en and a store manager. 7ver' staff is assigned !ith secific dut' relating to

cashier, bill collection, recharging, demonstration,

-he roducts and services rovided to customer are?

• Ne! )onnections for 2reaid, 2ostaid, Bradband, data card%

• Bill a'ments K reaid 0echarge%

• Airtel :one'%

demonstration of 4F seed and 4F Dongles.

-he store ma&es a bridge bet!een the customers and coman'. (ranchise is the onl'

deartment !hich deals customers directl'. Gnce relationshi is established,

)ustomer relationshi store is doing the business !ith the subscribers. It !or&s !ith

the ob8ective to meet all &inds of ueries from customer and rovide the otimum

solutions. It !or&s to ensure customers satisfaction.

#.#8$/%R'01C%$'/ %' %*E %'-$C

It is vitall' imortant that oerators deliver a consistent customer service across allretail outlets regardless of o!nershi. 3hen customers see the -elco>s> brandKlogo on

a store>s !indo! the' are unable to distinguish that store from an oerator o!ned

retail outlet, and e+ect to receive the same level of service.

-hings are changing raidl' in telecommunication industr'. -he act of urchasing a

6I: does not create a customer. -hat haens onl' !hen the 6I: is activated and the

customer starts using it. the need for retail outlets are to be more roactive in offering

R $nstitute o! Management, Bangalore -age ##


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assistance !ith 6I: activation and in roviding additional information, such as

identification of the telehone number and tou otions available.

In recent 'ears, a number of factors have combined to increase the oularit' of

services as !ell as a need to differentiate on customer e+erience. 3ith number

ortabilit' readil' available and an increase in contractfree offerings, customers have

little reason to remain lo'al.

C1S%'MER

-he !ord customer is derived from the !ord custom defined as a ractice follo!ed as

a matter of course among eole or societ'. A customer ma' be an individual or

business that urchases the goods or services roduced b' a business. -he customer is

the end goal of businesses, since it is the customer !ho a's for sul' and creates

demand. Businesses !ill often comete through advertisements or sales in order to

attract a larger customer base. A customer is one !ho a's for and commonl', uses

goods or services. sers are those individuals !ho are affected b', or !ho affect, the

roduct or service sulied. -hus, three elements might comrise the urchase? the

one !ho a's for, the one !ho selects, and the one !ho uses a roduct or services.

7ach element might comrise several individuals.

3=A- )6-G:706 07ALLH 3AN-M

• 0esonsive service and being treated as a valued customer are the most imortant

factors driving customer satisfaction !ith organiJations around the !orld.

•0oughl' onehalf of consumers in each countr' said that the' !ould be li&el' toloo& first to their e+isting roviders if the' needed a ne! roduct.

C1S%'MER C'M-LA$/% MA/A;EME/%

7ffective comlaints management s'stem imroves the organiJation>s caacit' and

rearedness to deal !ith comlaints about its decisions and actions aroriatel',

consistentl' and in a timel' manner. (urther, b' anal'Jing comlaints information, the

R $nstitute o! Management, Bangalore -age #)


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organiJation can identif' and address s'stemic and service related roblems and the

causes of recurring comlaints.

;ood service builds customer loyalty

If a coman' has effective customer comlaints s'stems in lace, man' of those

customers !ith uestions or roblems can be retained. 6atisfied comlainants can be

nearl' as, or even more lo'al than, customers !ho did not have a roblem.

A management hilosoh' that embraces customer satisfaction as a rimar' goal of

business, instead of defending the coman' in the face of comlaints, can change the

rules of the game for comanies. It shifts the emhasis from the cost of leasing a

customer to the value of doing so, and trusts frontline emlo'ees to use their

8udgment.

7+amle? in the case of British Air!a's customerrelations deartment it !as found

that the retention rate among those !ho comlain to customer relations has more than

doubled, !hile its return on investment *the value of business saved lus increased

lo'alt' and ne! business from referrals relative to the deartments total costs has

risen "$$E. -he reason being British Air!a's emlo'ees are never ha' to have

service failures but are eager to hear about them !hen the' occur because the' &no!

that ignorance is an'thing but bliss.

It is imortant that comanies coordinate comlaint management !ith others in their

distribution net!or&. 0etailers, bac&end offices, technical suort offices and service

outlets mutuall' benefit from &eeing one another informed of comlaints and

comlaint trends and cooerating !hen necessar' to see that comlaints are full' and

satisfactoril' resolved.

EM-L'+EE RES-'/S$E/ESS

7mlo'ee 0esonsiveness is the management>s !a' of creating an environment

!herein the emlo'ees can concentrate on their core functions, imrovise their

rofessional s&ills, enhance their caabilit' and imrove their roductivit'.

-he organiJations have to imrove resonsiveness to!ards customers b' creatinga!areness in the minds of emlo'ees b' training in )ustomer 6ervice 6&ills. 3hile



14/48



emlo'ees in frontline customer service ositions at the stores have firsthand

e+erience of customer needs, other staff members ma' not be a!are of the imact of

their bac&end !or& on customer satisfaction. (or e+amle, Accounts cler&s, can

damage customer relations if the' rovide inaccurate invoice on customers. Gr )all

center emlo'ees !ho have to transfer calls because the' cannot deal !ith an inuir'

themselves can also frustrate customers.

-he staff at the store needs to be atient, articulate, and able to balance fairl' the

interests of the coman' !ith those of the consumer. -he' also should be able to

communicate legitimate consumer comlaints to management to hel determine

!hether there is a need for changes in coman' olicies or rocedures.

All staff at the store should be familiar !ith the oerations of the coman' and !ith

its roducts and services. -raining can strengthen intervie!ing and communications

s&ills and heighten the staffs a!areness of the secial needs of consumers from

different cultural, economic or educational bac&grounds. Also, the staff should be

familiar !ith consumer rotection la!s and !ith the oerations of thirdart' disute

resolution mechanisms to !hich articularl' difficult comlaints ma' need to be

referred.

(inall', customerrelations ersonnel should have rofessional status, adeuate

salaries and oortunities for advancement consistent !ith the imortance

management assigns to the function. -he organiJation should also give attention

to!ards 7mlo'ee silence *i.e. in some situations !here emlo'ees !ithhold

information that might be useful to the organiJation of !hich the' are a art, !hether

intentionall' or unintentionall'. -his can haen if emlo'ees do not sea& u to a

suervisor or manager. -he causes are intense suervisor' control, suression of

conflicts b' the sueriors, oorl' conducted erformance revie!, constant negative

feedbac& from suervisors. -his shall lead to emlo'ees not !illing to sea& out

information !hich shall be beneficial to the organiJation.



15/48



C1S%'MER RELA%$'/S*$- MA/A;EME/%

)ustomer relationshi management *)0: has attracted the e+anded attention of

ractitioners and scholars. :ore and more comanies are adoting customercentric

strategies, rograms, tools, and technolog' for efficient and effective customer

relationshi management. -he' are realiJing the need for indeth and integrated

customer &no!ledge in order to build close cooerative and artnering relationshis

!ith their customers.

In an organiJation, sales reresentatives have the resonsibilit' of creating brand

a!areness and ma&ing roducts oular among the end users. -he' are the ones !ho

interact !ith the customers, understand their reuirements and fulfill their needs and

e+ectations.

-he' are using conventional aroaches that drive deartmental or functional silos in

delivering inconsistent and disintegrated e+eriences% demand more and more

resources in order to sta' in line !ith cometition% and deviate a!a' from achieving

designated business targets.

)0: no! focuses on customer e+erience. :anaging customer e+erience has thus

become one of the biggest challenges that businesses face. Gne ne! andunconventional !a' of building a -)7 *total customer e+erience model b' maing

touchoints and associated channels across entire customer lifec'cle, assessing the

current effectiveness of touchoints> e+erience, and otimiJing resources allocation

among touchoints and channels b' target ob8ectives.

C1S%'MER E-ER$E/CE MA/A;EME/%

)ustomer e+erience management is a strategic roosal to deal !ith situations !here

the goods or services on offer have become commodities. It sometimes emerges in the

form of detecting and managing e+eriences at all oints of contact !ith the

consumer, and sometimes aears in the guise of aroaching the sale in terms of

heling the customer. 7ither !a', the goal is to set the coman' aart from the

cometition.



16/48



7+amle?

6omebod' goes into a store. It is clean and tid'. -he customer finds !hat

sheKhe !ants and ta&es it to the chec&out counter. -he friendl' store cler&

ta&es the customer>s mone' in a'ment for the goods. Before the customer

leaves, the cler& sa's O=ave a nice da'P>Q

(rom the e+amle it can be understood from the customers> standoint that the

e+erience at the store !as good and might &ee visiting the store.

-ysical and emotional variables tat in!luence customer e@perience>

)ustomer e+erience comrises various h'sical variables time, cleanliness,

functionalit', temerature, environment, etc. and various emotional variables,

shaed b' the character traits of the erson involved and her !a' of erceiving and

rocessing the e+erience.

A variable such as !aiting time is oen to man' different interretations, deending

on the t'e of e+erience and on the secific erson concerned. B' adding emotional

variables to the e+erience assessment model the coman' can better understand ho!

customers erceive and resond to interactions !ith the coman'% this in turn enables

us to design better e+eriences. 7+erience is not measurable b' focusing on

conventional h'sical variables onl'.

-R'BLEM BAC;R'1/0

=o! man' times a da' do !e use our cell hone, land line, internet connection,

andKor cable televisionM -he ans!er leads to, ho! much !e rel' on our telecom

rovider*s. And 'et, !e don>t feel ha' !hen !e thin& of -elecom )oman' or

Internet )oman'.

3hen comared to other industries, telecom suffers from lo!er customer engagement

scores, higher incidence of customer roblems, and slo!er roblem recover' *data

available in the 2eole :etrics "$$9 :ost 7ngaged )ustomers 0eort.



17/48



-he huge customer base of man' telecom comanies is artiall' to blame. As these

comanies innovate to &ee u !ith their customers> social net!or&ing habits,

telecom customer service interactions have become increasingl' scattered and

inconsistent. As the number of customers increase, it becomes hard on art of the

coman' to carter full service to all their customers. -hese &inds of barriers lead to

creating roblem for the customer.

An audit b' the -elecom 0egulator' Authorit' of India through indeendent agencies

found that C$ La&h Airtel subscribers have comlained in the ast 15 months that

valueadded services had been activated !ithout their consent.

A stud' conducted b' anal'tics soft!are coman' @erint last 'ear sho!ed thattelecom tos the list of industr' sectors !ith the !orst customer service e+erience.

According to the reort, C4E of telecom customers e+erienced bad customer service.

In comarison, onl' 51E of customers in financial services faced oor customer

service.



18/48



).# S%A%EME/% 'F %*E -R'BLEM

It is e+tremel' imortant for Airtel to understand its osition in the minds of the

customer so as to continue to serve eole through its services as !ell as to increase

the value of its service. -he customer is regarded as the most imortant factor in the

industr' and in the econom'. -hat is !h' the hrase )ustomers are al!a's rightQ is

&no!n to all emlo'ees in an' organiJation to enable them to satisf' the customer at

all times.

:anaging the comlaints of customer and resonsiveness of emlo'ee to!ards

cusotmerare ver' imortant factors to the coman'. As stores are effective

media!here customers come face to face !ith the coman', all the roducts arecommunicated to the customers and all the uaries are addressed. -he resonsiveness

of emlo'ee !ith a!areness about secial needs of customers based on their

bac&groun or culture and roer communication s&ills to address customer comlaints

have a imact on customers> relationshi !ith the orgainsation. An organisation needs

to ta&e the comaints of customers> and use the same as oortunities to!ards

roviding better service. -his shall hel the organisation in retaining customer. A good

customer relation creates good brand value of the coman' and inversel' increases

sales.-he ro8ect is conducted to address the comlaints of customer at Airtel 6tores

i.e. !ith secific reference to )ellnet 6olutions, )ambridge La'out, Bangalore.

).) /EE0 A/0 RELEA/CE

It is noticed that the telecom roviders do not rovide the integrated service to the

customers and are oor at resonsiveness to!ards customers in secific to uic&

resonse and soft s&ills. It is also &no!n that the customer service is s&e!ed to!ards

the coman' rather than its customers, !hich has lead to shifting of customers form

one coman' to another. -his has dra!n management>s attention to!ards retaining

customers for long eriod.

-his ro8ect shall hel us and the organiJation in understanding their store

erformance to!ards managing comlaints of customers> and emlo'eeresonsiveness inside the store. -he e+erience of customers at the stores has an



19/48



imact on the erformance of the coman'. -his stud' !ill let the )oman' in

understanding its )ustomers comlaints at )ellnet 6olution, )ambridge La'out,

Bangalore and solve them.

). 'BEC%$ES 'F %*E S%10+

• -o &no! about the resonsiveness of staff to!ards customers at the store.

• -o find out the comlaints of customer in the store.

• -o &no! about the needs of the customers of Airtel.

• -o &no! the satisfaction level of the customers.

• -o ma&e recommendations on methods through !hich the store can adat

these variables to imrove service ualit' so as to enable them to satisf'

customers.

• -o address on the need of ubliciJing the comlaint management s'stem.

).2 SC'-E 'F %*E S%10+

-his reort renders a close anal'tical loo& at the Airtel 6tores !ith emhasis on

comlaints of customer in regards to store service and the service b' the coman'. It

is imortant for Airtel to &no! deel' about !hat customer needs. -he main urose

of this surve' is to find out solutions to!ards imroving customer service ualit'.

3ith cometition getting stiffer !ith man' cometitors in the industr', Airtel !ants to

&no! the general ercetion customer has about it. -he scoe of the stud' is limited

to the customers !ho visit )ellnet 6olution, )ambridge La'out, Bangalore.

).3 ME%*'0'L';+

%+-E 'F RESEARC*

-he research used in this reort is descritive in nature. Descritive research is a

stud' designed to deict the articiants in an accurate !a'. -hrough this

descritive research this reort see&s to determine the ans!ers to !ho, !hat, !ere



20/48



and ho! uestions of the Airtel India b' artl' 2rimar' and artl' 6econdar' data

anal'sis !as selected as the basic research method.

SAM-L$/; %EC*/$=1E

It is the rocess of learning about the oulation based on samle dra!n from it. -hus

in the samling techniue instead of ever' unit of the universe onl' a art of the

universe is studied and the conclusion are dra!n the basis for the entire universe. A

samle is a subset of oulation units.

)onvenience samling is selected as the samling techniue in this ro8ect because

the sub8ects are convenientl' accessible to me at the store.

)onvenience samling is a nonrobabilit' samling techniue !here sub8ects are

selected because of their convenient accessibilit' and ro+imit' to the researcher.

SAM-LE 1/$%

-he samle units selected for the surve' are the customers of Airtel, visiting the Airtel

store at )ambridge La'out, Bangalore. A total of 5$ resondents !ere surve'ed to

gather information to accomlish ob8ectives.

).4 S'1RCES 'F 0A%A

Data for this reort has been e+tracted mainl' from secondar' sources, as !ell as

rimar' sources through uestionnaires and indeth intervie!.

-R$MAR+ 0A%A-he rimar' data collection !as done though uestionnaire. -he data !as

collected from the customers !ho visited )ellnet 6olutions store during the

eriod of stud'. An in deth intervie! of the emlo'ees at the Airtel store

remises !as also done.

R $nstitute o! Management, Bangalore -age )8


21/48



S'1RCE 'F SEC'/0AR+ 0A%A

:a8orit' of the secondar' data !as obtained from the 8ournals and !ebsites

mainl' of 3i&iedia, mone'control *!ebsite, Annual reorts of the mobile

oerators, their official !eb sites and information obtained from the Internet.

).5 %''LS 1SE0 F'R A/AL+S$S

-he data collected through surve' is arranged in a table, the use of tables is ervasive

throughout all communication, research and data anal'sis. -he arrangement in tabular

format ma&es it easier for further anal'sis through use of :6 < 7+cel.

Frahical reresentation A grahical reresentation is a visual disla' of data andstatistical results. It is often more effective than resenting data in tabular form. -here

are man' different t'es of grahical reresentation and !hich is used deends on the

nature of the data and the t'e of statistical results. -he t'es of grahical

reresentation used in the stud' are?

• A bar cart or bar grah is a chart that resents Froued data !ith

rectangular bars !ith lengths roortional to the values that the' reresent.

-he bars can be lotted verticall' or horiJontall'.

•

-ie Cart is a t'e of grah in !hich a circle is divided into sectors that eachreresents a roortion of the !hole.

$si


22/48



-here are four stes to use the tool.

1. Identif' the roblem.

". 3or& out the ma8or factors involved.

/. Identif' ossible causes.

4. Anal'Je 'our diagram.

-his method is articularl' useful !hen tr'ing to solve comlicated roblems. -he

fishbone diagram identifies man' ossible causes for an effect or roblem. It can be

used to structure a brainstorming session.

S%E-S %' 1SE %*E %''L

Step #> $denti!y te -roblem

(irst, !riting do!n the e+act roblem faced. Identif' !ho is involved, !hat the

roblem is, and !hen and !here it occurs.

3riting the roblem in a bo+ on the lefthand side of a large sheet of aer, and dra!

a line across the aer horiJontall' from the bo+. -his arrangement, loo&ing li&e the

head and sine of a fish, gives sace to develo ideas.

Its imortant to define the roblem correctl'. B' considering all the causes,

management can develo a comrehensive understanding of the roblem.

Step )> :or< 'ut te MaDor Factors $nvolved

Identif'ing the factors that ma' be art of the roblem and dra!ing out as man' as

causes. -hen dra!ing a line off the sine of the diagram for each factor, and label

each line.

Step > $denti!y -ossible Causes

(or each of the factors considered in ste " and sho!ing the ossible causes as shorter

lines coming off the bones of the diagram. 3here a cause is large or comle+, then

R $nstitute o! Management, Bangalore -age ))


23/48



it ma' be best to brea& it do!n into subcauses. 6ho! these as lines coming off each

cause line.

Step 2> Analye te 0iagram

-his is the last stage, !here the diagram is sho!ing all the ossible causes of the

roblem that can be thought of.

Deending on the comle+it' and imortance of the roblem, no! investigate the

most li&el' causes further. -his ma' involve carr'ing out surve's. -hese !ill be

designed to test !hich of these ossible causes is actuall' contributing to the roblem.

Advantages o! !is bone analysis

-he fish bone !ill hel to visuall' disla' the man' otential causes for a secific

roblem or effect. It is articularl' useful in a grou setting and for situations in

!hich little uantitative data is available for anal'sis.

-he fish bone has an ancillar' benefit as !ell. Because eole b' nature often li&e to

get right to determining !hat to do about a roblem, this can hel bring out a more

thorough e+loration of the issues behind the roblem, !hich !ill lead to a more

robust solution.

).6 L$M$%A%$'/S 'F %*E S%10+

• -he time rovided for the stud' !as limited.

• It !as not ossible to stud' in deth.

• -he samle siJe for the research is limited onl' to the customers !ho visited

)ellnet 6olutions, )ambridge la'out, Bangalore.• 2ast erformance ma' not guarantee the future return.

• Lac& of information for the anal'sis art.

•



24/48



#. ;ender Classi!ication

-able /.$1? -able sho!ing the reresentation of :ale and (emale in the surve'.

/o. '! Respondents

-ercentage

Male /" C4

Female 1# /C

%otal 5$ 1$$

)hart /.$1? )hart sho!ing the reresentation of :ale and (emale in the surve'.

6!

"6!

Gender

#a$e

Fe%a$e

*6ources? -able /.$1

Analysis $nterpretation>

(rom the above table it can be stated that C4E of the resondents !ere male and

/CE of them !ere female.

It is also observed that most of them are in the age grou of "$/$ 'ears. -he

customers !ho are visiting the store are mainl' 'oungsters. -he' visit the store for

a'ing the bills, recharge, to &no! about ne! offers and file comlaints. -he

coman' should concentrate on attracting the female customers b' roviding them

secial offers.



25/48



). Age Classi!ication

-able /.$"? -able sho!ing the age grou of the resondents.

No. Of

Respondents

Percent

ageBelow

201 &

20-30 19 "'

30-40 16 "&

40-50 ' 16

>50 6 1&

() 1))

)hart /.$"? )hart sho!ing the age grou of the resondents.

&!

"'!

"&!

16!

1&!

No. Of Respondents

*e$o+ &) &)-") ")-) )-() ,()

*6ource? -able /.$"

Analysis and $nterpretation>

(rom the table and grah sho!n above, it is found that 4$E of the resondents !ere

belo! /$ 'ears but more than 1# 'ears, /"E of resondents are in the age grou of

/$4$ 'ears, 1CE of resondents !ere of age grou 4$5$ 'ears and remaining 1"E

of resondents !ere of age grou of more than 5$ 'ears.

(rom the stud' it !as found that most of the customers are 'oungsters and ma' be

!or&ing age grou. -he coman' is targeting to!ards attracting 'oung customers b'

roviding them attractive offers. -herefore the' are associated !ith Airtel for more

than " 'ears. It can be concluded that most of the customers are lo'al.



26/48



. Customers Association :it %e Company

-able /.$/? -able sho!ing customers association !ith the coman'?

/o. '! Respondents -ercentage

G Mont 1$ "$

49#) Monts # 1C

#9) +ears " 4

H) +ear /$ C$

%otal 5$ 1$$

)hart /.$/? )hart sho!ing customers association !ith the coman'.

%onth

6-1& %onths

1-& ears

,& ear

) ( 1) 1( &) &( ") "(

Custoers! "ssoc#at#on w#t$ t$e Co.

no. o/ Respon0ents

*6ource? -able /.$/


(rom the table and grah it is found that, C$E of resondents !ere associated !ith the

coman' for more than " 'ears, from the interaction !ith customers it !as also found

that most of them are using the services for more than C 'ears."$E of the resondents

!ere ne! customers, !ho oted the oerator through :N2 and National :N2, !ho

are ver' convinced about the services of Airtel. 1CE of the resondents !ere

associated !ith the coman' bet!een C1" months and 4E of resondents !ere

associated !ith the coman' bet!een 1" 'ears. 6ince most of the customers are

associated !ith the coman' for more than " 'ears, !e can sa' that the coman' has

lo'al customers !ho are ha' !ith the services rovided b' the coman'.

2. -lan 1sed By Customers



27/48



-able /.$4? -able sho!ing the lans used b' customers.


-repaid "$ 4$

-ost9-aid /$ C$%otal 5$ 1$$

)hart /.$4? )hart sho!ing the lans used b' customers.

40%

&0%

Plan Opted '( Custoers!

prepai0 postpai0

*6ource? -able /.$4


(rom the above table it is found that C$E of the resondents are 2ostaid customers

of the coman' and the rest of 4$E of them are reaid customers.

6ince it is a )ustomer 0elationshi 6tore of Airtel, C$E of the resondents !ere 2ost

2aid customers, as the coman' is focusing on romoting 2ost2aid services and the

customers !ho have oted this lan are !or&ing emlo'ees, !ho are able to manage

their budget. 3hereas4$E of the customers !ere reaid customers, !ho are most of

the time 'oungsters and eole !ith uneven income.



28/48



3. Customers 'pinion About %e Services -rovided By Company

-able /.$5? -able sho!ing the customers oinion on services of the coman'.


E@cellent C 1"ery ;ood "$ 4$

;ood "$ 4$

Fair " 4

-oor " 4

%otal 5$ 1$$

)hart /.$5? )hart sho!ing the customers oinion on services of the coman'.

)&6'

1)1&1161'&)

Custoers Op#n#on "'out)$e *er+#ces

no. o/ Respon0ents

*6ource? -able /.$5


(rom the above table and grah, it is found that, 1"E of the resondents are ver'

ha' about the services rovided b' Airtel. :ost of the customers *i.e. 4$E are of

the oinion that the services are good and another 4$E sa' it as ver' good. 3hereas,

4E of the sa' it is fair and another 4E sa' it as oor.

Nearl' 9$ E of the customers are ha' !ith the services rovided b' Airtel !here as

1$E of customers are unha', mainl' because of the roblem faced b' them in

relation to net!or& failure, dela' in activation and deactivation, etc. thus most of the

customers are ha' !ith the services rovided b' Airtel.



29/48



4. Customers 'pinion About %e 2; Services -rovided By Airtel

-able /.$C? -able sho!ing resondents oinion on 4F service rovided b' Airtel.


E@cellent 14 "#

ery ;ood 1# /C

;ood 14 "#

Fair $ $

-oor 4 #

%otal 5$ 1$$

)hart /.$C? )hart sho!ing resondents oinion on 4F service rovided b' Airtel.

e2e$$ent

3er goo0

goo0

/air

poor

) & 6 ' 1) 1& 1 16 1'

Custoers Op#n#on on 4G *er+#ce of "#rtel

no. o/ Respon0ents

*6ource? -able /.$C


As er the -able and Frah sho!n above, "#E of resondents sa' that the net!or& is

e+cellent, /CE of resondents sa' that the net!or&s as ver' good, another "#E of

resondents rated the 4F service to be good and remaining #E of the customers rated

it as oor.

(rom the above anal'sis, it is interreted that most of the customers are ha' !ith

the 4F service net!or& rovided b' Airtel. As Airtel is the first coman' to launch 4F

services in India through demos at store, the )ustomers are convinced about the seed

of 4F Net!or&. -hrough interaction !ith customers it !as found that the onl'

dra!bac& of 4F being internet net!or& fluctuation. -he coman' should !or& on

freuent internet net!or& fluctuations and tr' to solve this roblem.



30/48



5. Customers -re!erence %oards Recommending Airtel -roducts %o Friends

And Family

-able /.$? -able sho!ing resondents reference to!ards recommending Airtel to

their famil' and friends.


+es 44 ##

/o C 1"

%otal 5$ 1$$

)hart /.$? )hart sho!ing resondents reference to!ards recommending Airtel to

their famil' and friends.

''!

1&!

Recoondat#on to ,r#ends and ,a#l(

.es

no

*6ource? -able /.$


-he Frah sho!s that, ##E of the customers resonded that the' do recommend their

close once to ot for Airtel. Gnl' around 1"E said the' don>t recommend, as the'

!ere not ha' !ith the services.

(rom the anal'sis it is understood that most of the customers are recommending the

services of the Airtel to their famil' and friends. -he reason being secial offers

!hich the customers get, li&e, free minutes on add on connections, AtoA free calling,

etc. It is also imortant for the coman' to satisf' the unha' customers so that

customer ortabilit' can be reduced and avoided.



31/48



6. /umber o! times, Customers isit te Store during a Mont.

-able /.$#? -able sho!ing no. of times customer visiting the store during a month?


Iero "$ 4$

'ne to tree times "4 4#

More tan tree times C 1"

%otal 5$ 1$$

)hart /.$#? )hart sho!ing no. of times customer visiting the store during a month.

)(

1)1(&)&(

No. of t#es Custoer +#s#t t$e *tore

no. o/ Respon0ents

*6ource? -able /.$#


(rom the table and grah, it is found that 4$E of the customers don>t visit the store at

all on monthl' basis. Around 4#E of resondents visit store bet!een 1 to / times

during a month either for a'ing bills or to &no! about the offers or to recharge. And

onl' 1" E said, the'>d visit the store more than / times, as the' come to a' the bills

for their Dth bills, ostaid bill, get cororate connections, etc.

(rom the above anal'sis it is interreted that most of the customers visit the stores for

a'ment of bills, getting ne! connections, filling comlaints, to &no! about ne!

offers, etc. -he customers visit the store onl' !hen the' !ant some information else

customers don>t come to the store. -o &ee the stores active the coman' should

initiate some e+tra benefits to the customers.

7. Layout o! te Store.



32/48



-able /.$9? -able sho!ing customers oinion about la'out of the 6tore.


E@cellent "4 4#

Satis!actory "C 5"Bad $ $

%otal 5$ 1$$

)hart /.$9? )hart sho!ing customers oinion about la'out of the 6tore.

e2e$$ent satis/a2tor 4a0 tota$)

&)

)

6)

')

1))

1&)

a(out of t$e *tore

no. o/ Respon0ents

5er2entage

*6ource? -able /.$9


It !as found from the table that 4#E of the resondents rate store>s la'out as

e+cellent. Around 5"E of the customers rate it satisfactor'. And none said it as bad.

(rom the above anal'sis, it is interreted that the customers are ha' !ith the 6tore

La'out. -he store is located in a ver' convenient lace in )ambridge La'out, !ere

customers can easil' aroach the coman'. -he store has been decorated !ith good

loo&ing 4F holders and 4F demos to attract the customers at oint of sale.



33/48



#8. Reasons !or CustomerJs isiting te Store.

-able /.1$? -able sho!ing the reasons for customer visiting the store.


Bill -aymentKRecarge "$ 4$

%o no About '!!ers 14 "#

File A Complaint 14 "#

%o Meet Sta!! " 4

/e Connection 1C /"

%otal CC 1/"

)hart /.1$? )hart sho!ing the reasons for customer visiting the store.

4i$$ pa%entre2harge

to kno+ a4out o7ers

8$e a 2o%p$aint

to %eet sta7

ne+ 2onne2tion

) & 6 ' 1)1&1161'&)

Custoers coe to *tore for

no. o/ Respon0ents

*6ource? -able /.1$


(rom the table stated above, it is found that, 4$E of resondents come to store for

a'ment of their 2ostaid bills and to recharge. As it is a customer relationshi store,

eole usuall' go for a'ment of bills."#E of customers resonded that, the' visit the

store to &no! about the offers for their reaid connections and ne! roducts the'

!ant to bu'."#E of them also stated that the' visited the store for filing the

comlaints on various issues.

4E visited the store to meet the staff, for resolving their roblems and lan !ell for

their ostaid lan. And around /"E of the resondents !ho visited !ere the store for

getting ne! connection or for :N2.

R $nstitute o! Management, Bangalore -age


34/48



(rom the above anal'sis, it is interreted that stores are acting as interlin& bet!een

coman' and customers. )ustomers visit the stores for various reasons li&e, a'ment

of bills, recharge, filing comlaints, etc. -herefore, the stores are to be &et euied

!ith udated ver' freuentl'. -he coman' is focusing on attracting more customers

to store, b' demonstration of its services through demos. It !as observed that, there

!as a raise in sales of 4F roduct because of 4F demonstration at store.

##. Speci!ic -roblem Faced By Customers at te Store.


=ardl' fe! of the customers reorted roblems in secific to stores, i.e.

aro+imatel' 1$E of resondents. (rom the observation it !as found that most of

the roblems !ere technical in nature.

-he roblems stated !ere related to?

• Dela' in activation of the connections

• 0igid rules for getting the service i.e. to h'sical resence of customer for

availing the connection, i.e. no ro+'.

•

Negligence of staff to!ards addressing some unrecedented roblem faced b'customer.

It !as observed that most of the roblems !ere technical in nature and some of the

resondents had roblem !ith the !a' staff had treated them. -he coman' should

focusing on enhancing customer relation b' greeting ever' customers and giving

eual reference.



35/48



#). Clarity o! $n!ormation -rovided by Sta!!.

-able /.11? -able sho!ing the resondents oinion on the clarit' of information

rovided b' the staff at store?


E@tremely Clear "" 44

=uite Clear 1# /C

Moderately Clear # 1C

Sligtly Clear " 4

/ot At All Clear $ $

%otal 5$ 1$$

)hart /.11? )hart sho!ing the resondents oinion on the clarit' of information

rovided b' the staff at store.

!

"6!

16!!

Clar#t( of #nforat#on Pro+#ded

etre%e$ 2$ear uite 2$ear %o0erate$ 2$ear

s$ight$ 2$ear not at a$$ 2$ear

*6ource? -able /.11

0ata Analysis $nterpretation>

(rom the above table, it is anal'Jed that the staff are good at convincing the

customers about the roducts and services in an unambiguous and unbiased manner.

Around 44E of the resondents sa' the information rovided !as e+tremel'

clear./CE of them stated it as to be uite clear, 1CE as moderatel' clear as it !as the

confusion !hich the' had about the roducts. And onl' 4E said it as slightl' clear.

Gverall from the anal'sis, it is understood that the communication and convincing

abilit' of the staff is good, as most of the resondents have rated e+tremel' clear and

uite clear.

#. E@pectation o! Additional Bene!its by Customers.



36/48




:ost of the customers reorted about the tariff lans reductions, !hich are ver' high

!hen comared to other oerators and !ith the emlo'ee s&ills to!ards addressing

the comlaints of customers.

(rom the interaction !ith the customers it !as understood that, net!or& ualit' is the

most imortant factor for oting the services, follo!ed b' call charges, internet

ricing, etc. -he customers crave for best services at reasonable cost.

It costs much less to &ee an e+isting customer than to !in a ne! customer, so

retaining e+isting customers is more rofitable for business. It !ill be imortant for

the coman' to develo a good resonsive customer comlaint management s'stem

!ith olite soft s&ills. -his shall retain the customers of the organiJation.



37/48



#2. Co9'rdination beteen te Sta!! at te Store.

-able /.1"? -able sho!ing the customers observation on coordination bet!een staff

at the store?


E@cellent 14 "#

ery ;ood 1# /C

;ood 14 "#

Fair " 4

-oor " 4

%otal 5$ 1$$

)hart /.1"? )hart sho!ing the customers observation on coordination bet!een staff

at the store.

e2e$$ent

3er goo0

goo0

/air

poor

1

1'

1

&

&

&'

"6

&'

Co-ord#nat#on of *ta

no. o/ Respon0ents 5er2entage

*6ource? -able /.1"


As er customer>s observation, it is found that, "#E sa' that the coordination among

emlo'ees is e+cellent, /CE sa' the staff are ver' good at coordination among them.

Another "#E sa' it as to be 8ust good. But !hereas #E of them are of them believe

that it is fair and oor.

(rom the above anal'sis, it can be interreted that the staff at the store are ver' s&illed

and coordinate !ell among themselves and as !ell !ith the customers. 3hich is one

of the reasons for the store to sustain for so long is the coordination among the

emlo'ees !ill enhance the image of store in the e'es of customers and the' refer to

visit the store freuentl'.



38/48



#3. Customers 'pinion on te =uarries Being Addressed at te Store.

-able /.1/? -able sho!ing the rating of customers on addressing of uarries b' the

staff?


#91n!avorable " 4

) $ $

1$ "$

2 1# /C

3 & Favorable "$ 4$

%otal 5$ 1$$

)hart /.1/? )hart sho!ing the rating of customers on addressing of uarries b' the

staff.

1 & " ()

(

1)

1(

&)

&(

")

"(

)

*ta address#ng t$e /uarr#es

no. o/ Respon0ents

5er2entage

*6ource? -able /.1/


(rom the table and grah, it is found that, 4$E of the customers agree that their

uarries !ere addressed e+cellentl'. 1# resondents totaling to /CE sa' that the'

!ere ha' !ith the !a' the' !ere addressed b' the staff at stores. About "$E of the

customers sa' its average. And onl' " customers sa' the staff addressing !as bad

because of the roblem brought b' them !as unrecedented for the store staff.

(rom the anal'sis it can be concluded that, the staff are ver' good at addressing the

uarries of the customers.



39/48



#4. CustomerJs 'pinion on :riting Revie in Feedbac< Boo


40/48



#5. Customers 'verall E@perience at te Store.

/.15 -able sho!ing the overall e+erience of customers at the store.


ery Satis!ied "4 4#

Someat Satis!ied "$ 4$/eutral " 4

Someat 0issatis!ied " 4

ery 0issatis!ied " 4

%otal 5$ 1$$

)hart /.15? )hart sho!ing the overall e+erience of customers at the store.

'!

)!

!!!

Custoers 23per#ence at t$e *tore

3er satis8e0 so%e+hat satis8e0

neutra$ so%e+hat

0issatis8e0

3er 0issatis8e0

*6ource? -able /.15


(rom the table and grah it is found that 4#E of the customers are ver' satisfied about

their e+erience at the store.

About 4$E said, the' are some!hat satisfied and onl' " resondents have rated it

neutral, another " resondents have rated it some!hat dissatisfied and remaining "

have rated it as ver' dissatisfied.

(rom the above anal'sis and interaction !ith customers, it is found that customers are

attached to the store since man' 'ears. -he store is oerating since a decade, it has

been able earn good!ill for the coman'. 3hereas resondents !ho rated it as either

neutral or some!hat dissatisfied or ver' dissatisfied !ere unha' for the dela' in

getting the connection or for rules of -0AI for ne! connection. In total, the customers

are ha' !ith the services rovided b' the store.

#6. Suggestions !rom te Customers.



41/48




During the stud', most of the customers have suggested the coman' and the store on

the follo!ing asects?

• 0eduction of tariff rate.

• -he coman' store should be able rovide more information relating to the

customer>s connection.

• :ore fle+ibilit' to!ards getting ne! connections, !hich is related to the

-0AI regulation for the activation rocedure to be follo!ed b' the coman'.

• 2roer billing rocedure and activation of services after roer information to

customers.

R $nstitute o! Management, Bangalore -age 2#


42/48



Fisbone 0iagram

)hart /.1C? )hart sho!ing the (ishbone Diagram.

Metods>

:ethods are the rocesses and rocedures used b' customer service to deliver its

services. -hese could be?

:or

R $nstitute o! Management, Bangalore -age 2)

;usto%er

;o%p$aints

#anage%ent <

E%p$oee

Responsi3enes

5eop$e

#ateria$ #etho0

Work

En3iron%ent

Es2a$ation

;o%%uni2at

ion ski$$

5ro4$e%

So$3in Ski$$

5ro4$e%=no+$e0ge4

;R#A $i2ation

In2enti3e

Stru2tureWork >o+

#a2hine


43/48



the comlaints to advanced technical suort team or to managers !ho have authorit'

to resolve the roblems.

Macine>

In the conte+t of customer service, these are the tools available to the agents to do

their 8obs?

Customer Relationsip Management (CRM" Application (an e!!iciency !actor"


44/48



:or< Environment (an e!!ectiveness !actor" < )ustomer service is bound to be

oor if the !or& environment of the erson delivering it is oor. It !as observed that

the environment at the store !as ver' good. -he coordination of the staff !as rated to

be ver' good b' the resondents.

$ncentive Structure (could be bot an e!!iciency !actor and an e!!ectiveness

!actor"


45/48



2.# F$/0$/;S

According to m' surve' I came about !ith the follo!ing findings?

• Airtel has the best service !hen comared to its cometitors.• C$E of the customers are lo'al customers, as the' are associated !ith the

coman' for more than " 'ears.

• (rom interaction !ith customer it !as found that there is a need of imrovement

in resonsiveness of emlo'ees to!ards customers, !ith secific to soft s&ills.

• 4#E of resondents visit store bet!een 1 to / times during a month either for

a'ing bills or to &no! about the offers or to file comlaints.

• -he customer comlaints are not addressed roerl' from the call centers, for

!hich the' have to aroach 6tores to solve their comlaints.• )ustomers 0elationshi customer e+erience influence the lo'alt' of the

customer. -he stores are the touch oints for the coman', the service rovided

at store influence the customer, it is the lace !here customers are addressed b'

the coman' as a erson.

• 7ven after a lot of efforts, there is a threat of customer s!itching to other

net!or& roviders.

• :ore than 9$E of customers are ha' !ith the 4F service, the onl' dra!bac&

being internet net!or& fluctuation.• 5"E of the resondents have rated the la'out of the store as satisfactor'.

• Airtel has maintained to be the best in the industr' in relation to roer channel

of customer service, addressing to comlaints and imlementing roer

mar&eting strateg'.

• Nearl' CE of customers had rated the staffs> s&ill on addressing the uarries as

good.

• :ost of the roblems faced b' the customers are technical in nature and not

much !ith the stores.• 4#E of the resondents are ver' mush satisfied !ith their e+erience at the

store.



46/48



2.) C'/CL1S$'/

In a telecom services coman' li&e Bharti Airtel, airtime is considered a roduct. -he

coman' has managed to maintain the e+ectations of customers and rovide them

!ith innovative roducts and services in a manner !hich ma&es them lo'al. -hough

there is a rovision of s!itching behavior of customers, !hich need to be !ell

managed b' the coman' to be the mar&et leader.

In relation to the stores, the store !here the stud' !as conducted, the mano!er is

s&illed !ith the basics of roviding services. -hese stores are the bac&bone for the

coman', as the customers are connected to the coman' through this channel.

-he influence of resonsiveness of staff at the store shall attract more customers for

the coman', the faster resolution of comlaints at the store leads to retention of

e+isting customers and encourage customers to recommend to friends and famil'. -o

be successful, organiJations !ill need to imrove service, even as the' incur cost.

Aart from this, the' have also managed to simlif' their !or&flo! !ith the hel of

the )0: tools. -he !ell automated )0: hels the staff to rovide the needed

information to the customers on their need. It shall also hel in segregation of customers on their usage, !hich shall hel the staff to sell the roducts more

effectivel'.



47/48



2. REC'MME/0A%$'/S

• It is imortant for the coman' to understand and segregate customer needs

deending on the roduct and services he is bu'ing. Fiving the customer

reference on the mone' he or she is bringing to the coman' shall imrove the

customer lo'alt'.

• -he store should be able to rovide tailor made schemes for the customers, li&e, If

the customer is a heav' user then he should be offered some secial schemes for

!hich the )0: soft!are should hel them do that% and for normal users might be

given other schemes.

• -he staffs at these stores are to be trained !ell, as the' reresent the coman' to

the customers% the' are the touch oints !ho influence the brand a!areness.• -he consumer comlaint redressal s'stem is s&e!ed in favor of the telecom

comanies, !hich needs to be in favor of customers.

• 7nsure comlaints data is collected, anal'Jed and acted on, !ith reorting to the

management about the customer comlaints, eseciall' unrecedented comlaints.

• )learl' describe staff resonsibilities for comlaints handling and train staff in

those roles%

• 2ubliciJing the comlaint management s'stem, shall hel in instructing customers

of their resonsibilities can hel avoid misunderstandings and unnecessar'

comlaints.

• )ustomer feedbac& is ver' imortant for the coman' to develo customer

relationshi. As it is found from the stud' that most of the customers do not !rite

in feedbac& boo&. -he store should be encouraging customers to !rite their

feedbac& and should be laced in a visible and accessible location at the store.

• -he coman' should ensure roer coordination among the stores to smoothl'

resolve the comlaints of customers.



48/48



2.2 E-ER$E/CE A/0 LEAR/$/;

It !as a handson learning e+erience in Airtel 6tore. -he ro8ect at Airtel 6tore

heled to &no! about the roblems faced b' customer and their oinion on Airtel

stores. It gave a ractical e+osure !hich enabled to bridge the ga !ith the

theoretical asects learnt before. -he learning in customer service !as ho! staffs

manage their customers and solve their roblems.

-he stud' has heled the researcher to understand various roducts of Airtel and its

oerations. (rom the ro8ect, it has been an e+erience about imroving the 6ales

6&ills and understanding various factors of doing business. It has also enabled to

understand various concets and subconcet of )0:.

Gverall it !as a ractical learning in the coman' !hich mainl' focuses on the

ualit' services. -o management of the coman' believes that, success of the

organiJation deends on the satisfaction that customers get b' using the coman'>s

services. (inall' it !as a ractical learning about ho! a business is conducted.

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project report on customer complaints management with customer experience and crm

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