Final Zong Internship Report 6q155v

ZONG (Customer Service Center)

Internship Report Supervised By: Ghulam Hussain (Lecturer) Submitted by: Salman Zahoor (MBASP09-59)

Submitted at Department of Management Science

COMSATS Institute of Information Technology

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Executive Summary This report consists of three chapters. In first chapter I talked about all the telecom companies in Pakistan. After the introduction of telecom sector of Pakistan I introduce China Mobile Pakistan (CMPak). And also a little bit introduction of ZONG. Than I talk about mission and vision of ZONG. Its core values are also a part of this chapter. I also mention the competitors which are competing with ZONG. And after that I talked about mission of the customer service centers and a brief introduction of Customer Service Center of Sahiwal. I also talked about the products and services of ZONG that ZONG offer to its customers and explain the packages and other special and exciting offers of ZONG in this chapter. In second chapter of this report organizational structure and the structure of CSC Sahiwal is shown I also do SWOT analysis of Customer Service Center of Sahiwal in this chapter. Marketing strategy of ZONG and competitive strategy of ZONG also included in this chapter. Business processes are also included in this chapter. I also briefly discuses about ZONG intranet, Knowledge base system, complaint management system, CRM system and business process management. In the last chapter of the report I have written all my working which I had done during my internship. Also write down about task which was assigned to me. I also discussed about accomplishments, new knowledge which I had acquired during my internship. Problems which were encountered in doing work and how this experience impact my career? I also discussed in this chapter.

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Table of Contents Executive Summary .................................................................................................... i List of Figure …………..……………………………… ................................................. vi List of Tables ............................................................................................................. vii CHAPTER NO. 1 INTRODUCTION ........................................................................... 8 1.1 Telecom Sector of Pakistan .............................................................................. 8 1.2 About China Mobile Pakistan (CMPak) ............................................................ 8 1.3 About ZONG .................................................................................................... 9 1.4 Company’s Vision ............................................................................................ 9 1.5 Mission Statement ......................................................................................... 10 1.6 Core Values ................................................................................................... 10 1.6.1 Commitment to Customer Satisfaction ..................................................... 10 1.6.2 ion for Business Excellence.............................................................. 10 1.6.3 Trust and Integrity .................................................................................... 10 1.6.4 Respect for People ................................................................................... 10 1.6.5 Responsible Corporate Citizen ................................................................. 10 1.7 Major Competitors........................................................................................... 10 1.8 Customer Services Centers ............................................................................ 11 1.8.1 Mission of Customer Service Center ....................................................... 11 1.8.2 Customer Service Center of Sahiwal ....................................................... 11 1.9 Product and Services ..................................................................................... 11 1.9.1 Post paid ................................................................................................. 12 1.9.2 Prepaid .................................................................................................... 12 1.9.2.1 ZONG 65 Package ............................................................................ 12 1.9.2.2 ZONG Free Package ......................................................................... 12 1.9.2.3 ZONG 12 Anny Package ................................................................... 13 1.9.2.4 ZONG Z20 Package .......................................................................... 13 1.9.2.5 ZONG Aik Second Package .............................................................. 13 1.9.3 Other Services and Offers ....................................................................... 13 1.9.3.1 Break Time Offer (BTO) ..................................................................... 15 1.9.3.2 Late Night Offer (LNO) ....................................................................... 15 1.9.3.3 Location Base Charging (LBC) .......................................................... 15 1.9.3.4 Friends and Family FNF) ................................................................... 15 iii

1.9.3.5 Happy Hour ........................................................................................ 15 1.9.3.6 Super Free Number ........................................................................... 15 1.9.3.7 Conference Call ................................................................................. 15 1.9.3.8 SMS Packages .................................................................................. 15 1.9.3.9 GPRS Packages ................................................................................ 16 1.9.3.10 Ramzan Value Time Offer ............................................................... 16 1.9.3.11 E-Care ............................................................................................ 16 1.9.3.12 Missed Call Alert .............................................................................. 17 1.9.3.13 Dial Tune ......................................................................................... 17 1.9.3.14 ZONG Mobile Offer .......................................................................... 17 1.9.3.15 BlackBerry Special Discount Offer ................................................... 18 1.9.3.16 Call Forwarding ................................................................................ 18 1.9.3.17 Book Your Number (BYN)................................................................ 18 1.9.3.18 Call Waiting ...................................................................................... 18 1.9.3.19 ZONG Bijli Offer ............................................................................... 18 1.9.3.21 ZONG Fone on Hai Offer ................................................................. 19 1.9.3.20 ZONG Family Pack .......................................................................... 19 1.9.3.21 Voice Bundle.................................................................................... 19 1.9.3.22 Bara Recharge ................................................................................. 19 1.9.3.23 Block Unwanted Calls and SMS ...................................................... 19 1.9.3.24 Mobile Number Portability (MNP)..................................................... 19 1.9.3.25 Mobile Music Channel...................................................................... 19 1.9.3.26 Unlimited Free Number .................................................................... 20 1.9.3.27 ZONG Weekly Infotainment ............................................................. 20 1.9.3.28 Student Entrepreneur Program (SEP) ............................................. 20 1.9.4 Other Special Features ............................................................................ 20 CHAPTER NO. 2 BUSINESS OPERATIONS .......................................................... 21 2.1 SWOT Analysis of ZONG Customer Service Center ...................................... 22 2.1.1 Strengths of ZONG Customer Service Center.......................................... 22 2.1.2 Weaknesses of ZONG Customer Service Center .................................... 23 2.1.3 Opportunities of ZONG Customer Service Center.................................... 23 2.1.4 Threats of ZONG Customer Service Center ............................................. 23 2.2 Marketing Strategy of ZONG........................................................................... 24 2.2.1 Marketing Mix ........................................................................................... 24 iv

2.2.1.1 Product .............................................................................................. 24 2.2.1.2 Price................................................................................................... 24 2.2.1.3 Promotion .......................................................................................... 25 2.2.1.4 Place .................................................................................................. 25 2.3 Competitive Strategy....................................................................................... 26 2.3.1 Differentiation ........................................................................................... 26 2.4 Business Process Analysis ............................................................................. 26 2.4.1 Customer Service Center Process ........................................................... 26 2.4.1.1 Prepaid Sale ...................................................................................... 26 2.4.1.2 Book Your Number ............................................................................ 26 2.4.1.3 Handset Sale Process ....................................................................... 27 2.4.1.4 SIM Replacement .............................................................................. 27 2.5 ZONG Intranet ................................................................................................ 28 2.6 Knowledge Base System (KBS)...................................................................... 28 2.7 Complaint Management System ..................................................................... 28 2.8 CRM System ................................................................................................... 29 2.9 Business Process Management...................................................................... 29 CHAPTER NO. 3 LEARNING AS A STUDENT INTERN ....................................... 30 3.1 My Duties During Internship ............................................................................ 30 3.1.1 Details Of My Duties ................................................................................. 30 3.2 Accomplishments ............................................................................................ 31 3.4 New Knowledge Acquired ............................................................................... 32 3.5 Problems Encountered ................................................................................... 32 3.6 How This Experience Impact My Career? ....................................................... 33 Glossary ................................................................................................................... 34 Appendices............................................................................................................... 35 References ............................................................................................................... 38

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List of Figures Figure 2.1: Departmental Structure…………………………………………….20 Figure 2.2: Structure of CSC Sahiwal…………..………………………………211

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List of Tables Table 1.1 SMS package………….………………………………………….15

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CHAPTER NO. 1 INTRODUCTION This chapter is all about introduction of ZONG and CSC Sahiwal. This chapter consists of nine parts. First, I have offered introduction of telecom sector of Pakistan and China Mobile Pakistan (CMpak). Than a little bit introduction of ZONG. After that I come to tell about ZONG’s vision and mission and core values. Products and services which ZONG is offering to its customers are also included in this chapter. 1.1 Telecom Sector of Pakistan Pakistan mobile industry at the moment is experiencing growth explosion. Though the existing players are trying hard to meet the growing demand still there is a huge amount of unmet demand in the country as against the supply of connection by the operating mobile companies. Currently there are five mobile operators operating in Pakistan, Which are: Mobilink Ufone Warid ZONG Telenor 1.2 About China Mobile Pakistan (CMPak) i China Mobile Pakistan (CMPak) is 100% subsidiary of China Mobile. The pioneering overseas setup of China Mobile came through acquisition of license from Millicom to operate a GSM network in Pakistan. So far CMPak has invested more than US$ 1500 million in telecom sector in Pakistan till the end of year 2008. With ambitious plans to cater1 to the fastest growing Pakistani market and win over the demanding Pakistani customer, it will be offering unprecedented2 coverage, voice and data services as well as wide range of tariff options to choose from. CMPak’s edge comes from the experience and expertise of running the world’s largest telecom service and the commitment they make to setting quality and customer relation standards.

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Supply, Provide Unmatched

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CMPak is geared to offer neatly packed VAS3 product that will benefit the individuals, cooperate as well as small business. Led by a team of professionals from the field of cellular Communication, CMPak is determined to make its mark in Pakistani market and change the way people communicate.

1.3 About ZONG ii Recently China Mobile Company in Pakistan after replacing the code 0304 with 0314 now introduced its new brand called “ZONG” formally “paktel”. With introductory slogan “Say everything” or “Sub Kah Do” and started its advertising campaign at popular print and electronic media outlets. ZONG is the first international brand of China Mobile being launched in Pakistan. The company often cited as China Mobile Pakistan. It meant to empower and liberate the people of Pakistan in every nook and corner of country. It will become a part of their hearts, their minds and bring about a change in their lives that every one desired but few thought would be possible. The core essence of ZONG is to allow people to communicate at will. Without worrying about tariffs, network coverage, capacity issues or congestion4. ZONG will be ed by ground breaking communications, trend setting customer service and unmatched product offering which will refine rules of game and establish ZONG as a serious contender

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for number one spot. ZONG would offer its customers with

entertaining and innovative VAS6 and will empower them by giving a wide verity of products, services and content to choose from. We are privileged to be the pioneering country introducing this brand with others to follow. And GOD willing, together we will also make ZONG a success story for others to try and replicate. 1.4 Company’s Vision iii “Making Communication Exciting”

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Value Added Service Overcrowded 5 Nominee 6 Value Added Service 4

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1.5 Mission Statement iv “To be the leading mobile operator of Pakistan by continuously innovating and offering exceptional quality services; to be a good corporate citizen and envoy7 of friendship between China and Pakistan” 1.6 Core Values v 1.6.1 Commitment to Customer Satisfaction Customers are the heart of our success. Customers placed their confidence and trust on ZONG. In return, ZONG will make sure to anticipate customer’s needs and deliver and deliver services, quality and value beyond their expectations. 1.6.2 ion for Business Excellence ZONG try for excellence in all that the do. This commitment to delivering world-class quality translates to unmatched service and value for our customers and all stake holders. 1.6.3 Trust and Integrity ZONG take pride in practicing the highest ethical standards in an open and honest environment. ZONG take personal responsibility for their actions and treat everyone fairly, and with trust and respect. 1.6.4 Respect for People ZONG’s relationship drives their business. ZONG respect and esteem their employees and all stakeholders. ZONG believe in team work empowerment and honor. 1.6.5 Responsible Corporate Citizen As the market leader, ZONG recognize and fulfill its responsibility towards our country and the environment we live in. ZONG contribute to worthy causes and are dedicated to the development and progress of society. 1.7 Major Competitors Pakistan mobile industry at the moment is experiencing growth explosion. Though the existing players are trying hard to meet the growing demand still there is a huge 7

Messenger

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amount of unmet demand in the country as against the supply of connection by the operating mobile companies. Currently there are four mobile operators operating in Pakistan which are competing against ZONG, Which are: Mobilink Ufone Warid Telenor But in Sahiwal there are only Telenor, Warid and Ufone’s Customer Service Center are working. 1.8 Customer Services Centers 1.8.1 Mission of Customer Service Center vi “To realize the perceived value of the customers and build higher expectations through excellence in service” Customer Services department exists to serve customer. Any queries customer may have about getting a connection, information, coverage details, information about their franchises, value added services, SMS information, anything at all you that you want to know about them and their services. 1.8.2 Customer Service Center of Sahiwal vii Customer Service Center where I do my internship started working on 12-feburary2008, which is situated at 511/Bvii, Jail road, Civil lines, Sahiwal. Here one CSC8 manager, 5 CSR9 which are assigned different duties and one finance officer is working and I was working there as SE (student entrepreneur). 1.9 Product and Services viii ZONG offers a wide range of new services to serve customers even better. Below is a brief introduction of all these services. Postpaid 8 9

Customer service center Customer service Representative

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Prepaid Other services and offers 1.9.1 Post paid ix Exciting news for ZONG,s postpaid customers, ZONG has introduced some new postpaid packages and may be the most feature rich in market. Now, ZONG’s postpaid packages comes with the free mins on-net and off-net, and also unlimited SMS, 15 MB of free GPRS quota and many more. Packages are given below: 100 Line rent package 300 Line rent package 600 Line rent package 1200 Line rent package 2000 Line rent package If customer comes to purchase postpaid SIM than he can avail packages which are given above. On post paid SIM there is no default package customer will select any of the above packages according to his need and deposit line rent according to the package and package will be changed. 1.9.2 Prepaid x When a customer purchase a prepaid SIM its default package is 80 piasa per 30 second but customer can avail any of the following packages: ZONG 65 package ZONG free package ZONG 12 anny package ZONG Z20 package ZONG aik second package 1.9.2.1 ZONG 65 Package ZONG 65 package offers its customer: ZONG 65 offers call rate of 65 paisa per 30 second any time any network 1.9.2.2 ZONG Free Package ZONG free package offers its customer: For the first time in Pakistan you can make free calls for life! 12

Choose one favorite ZONG number and call from mid night to 7am-absolutly free! During break time hours call all ZONG numbers at Rs.3.99 per hour from noon to 2 pm. Now you can call up to 10 FNF10 numbers. The free number can be modified once in a month. 1.9.2.3 ZONG 12 Anny Package ZONG 12 anny package offers its customer: Call or SMS for only 75 paisa to any network and any time! 30 second billing. Talk for an entire hour of your liking-any hour, for only Rs. 4.99 and for first time in Pakistan you can change the hour every day! Happy hour needs to be activated by customer; every action/modification will be charged at Rs. 5. FNF rate apply for 24 hours, for those customers who have subscribed for happy hour, FNF rates will not be applicable during that hour. 1.9.2.4 ZONG Z20 Package The concept of behind this package is to promote the value of time and the importance of “choti but zaroori baat”. 1.9.2.5 ZONG Aik Second Package ZONG aik second package its customer: Per second billing. Make call for just 4 paisa per second any network any time! Call five FNF numbers for just 2 paisa per second. 1.9.3 Other Services and Offers xi ZONG has always provided its customer with the best offers and services some of them are given below: BTO11 LNO12 10 11

Friends and family Break time offer

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LBC13 FNF14 Happy hour Super free number Conference call SMS15 packages o Daily, weekly, fortnight and monthly SMS packages o Zulu SMS package ( @2.50+tax per day) GPRS16 packages Ramzan value time offer E-care Missed call alert Dial tune ZONG Mobile offer Black Berry special discount offer Call forwarding BYN17 Call waiting ZONG bijli offer ZONG fone on hai offer ZONG family pack Voice bundle Achi SIM Bara recharge Block unwanted call and SMS MNP18 Mobile Music channel Unlimited free number ZONG weekly infotainment 12

Late night offer Location base charging 14 Friends and family 15 Short message service or text message 16 General packet radio service 17 Book your number 18 Mobile number portability 13

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SEP19 1.9.3.1 Break Time Offer (BTO) ZONG offers Break time offer now call on any ZONG number at Rs.3.99 from noon to 2 pm, and on Friday from noon to 4 pm. This offer is on ZONG free package. 1.9.3.2 Late Night Offer (LNO) ZONG offers late night offer now add call from mid night to 7 am @ Rs. 3.99 per hour. This offer is on ZONG free package. 1.9.3.3 Location Base Charging (LBC) ZONG has always provided its customer with the best offers and services and in continuation of efforts ZONG now brings LBC. LBC is in more than 40 cities through which the customer can enjoy free ZONG to ZONG calls @ only Rs. 7+tax per day. 1.9.3.4 Friends and Family FNF) ZONG brings special rates for your friends and family add FNF numbers in almost all prepaid and postpaid packages. 1.9.3.5 Happy Hour ZONG brigs happy hour talk for an entire hour of your liking-any hour, for only Rs. 4.99 and for first time in Pakistan you can change the hour every day. 1.9.3.6 Super Free Number ZONGS gives you an opportunity to talk to one number free whole month @ 499 Rs. +tax. 1.9.3.7 Conference Call Now five can talk to each other at one time ZONG brings to you conference call service. Now activated on all prepaid and postpaid numbers. 1.9.3.8 SMS Packages ZONG now introduces its newest and most competitive SMS bundle @ Rs. 2.5 plus tax daily. New unlimited SMS bundle Offers:

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Student entrepreneur program

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Table 1.1: Packages

SMS

Limit

Price

Daily SMS bundle

500 SMS 100 MMS per day

1 day

3.99+tax

Weekly SMS bundle

1000 SMS

7 days

10+tax

Fortnightly SMS bundle

500 SMS per day

15 days

50+tax

Monthly SMS bundle

500 SMS per day

30 days

80+tax

1.9.3.9 GPRS Packages Please be updated that now ZONG have a new and exciting GPRS packages for ZONG customers. Packages are as fellows: Hourly package(Time Based Package) Monthly packages- for prepaid o 2 GB20 bundle o 4 GB bundle o Truly unlimited 1.9.3.10 Ramzan Value Time Offer By subscribing to ZONG’s ramzan value time offer, all ZONG customers can avail lowest call rates from 1st – 29th ramzan. By subscribing to ZONG’s ramzan value time offer, all ZONG customers can avail on net call rates of 2.99/hour. 1.9.3.11 E-Care xii No need to walk into a Customer Center or make a call to get such modifications done. Our customers now have this facility in the comfort of their homes and offices. Through Prepaid eCare, customers can enjoy the following features online: Web Portal Activation / Subscription for: SMS bundle GPRS21

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Giga byte General packet radio service

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Call/SMS Block FnF22 BYN23 Queries like: Customer information query Recharge history Call record Change requests like: Package change Change FnF Change call forwarding 1.9.3.12 Missed Call Alert No is miss call now, ZONG brings miss cal alerts for its customer. A message will be sent to you that this number called you if your phone is: Busy Not answered Out of reached Not responding 1.9.3.13 Dial Tune Now your friends and family or any one who call you will listen to the song of your choice. ZONG brings dial tune facility for its valuable customers. Just dial 230 to activate this service. 1.9.3.14 ZONG Mobile Offer ZONG is once again all set to launch the latest handset bundle offer for its valued subscribers and we are proud to announce the launch of 3rd Mobile Phone. Considering the immense success of previous handset offers, ZONG is back with another handset deal with the latest handset on the offer that is bound to catch customers’ interest and generate hefty sales. Details of the offer are as below: Handset offer with new ZONG SIM @ 1,500/-* Handset free resources 22 23

Friends and family Book your number

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1,000 minutes (on-net) 1,000 SMS (any network) Features of handset: FM Radio Torch Memory 300 phonebook entries 1.9.3.15 BlackBerry Special Discount Offer ZONG continues to bring innovative and exciting products and promos to the market. The introduction of BlackBerry Discount Offer is another feather in the cap of ZONG that puts the amazing world of BlackBerry services within reach for all. 1.9.3.16 Call Forwarding Another exciting and new service from ZONG now you can forward your incoming call to other number if your phone is: Busy Not answered Out of reached Not responding 1.9.3.17 Book Your Number (BYN) Now you can book your number yourself by visiting our website. Book your number and this number will come to your door step. 1.9.3.18 Call Waiting Never miss any call, ZONG brings you call waiting service. With this service no important call will be missed by you. 1.9.3.19 ZONG Bijli Offer Right when the energy crises are on the peak and electricity load-shedding is on its height, ZONG has come up with Bijli Offer. I will call this a just in time offer, because it is giving what common customers may want in these time. The innovative Bijli campaign gives all new ZONG prepaid customers a chance for automatic daily lucky draw entries to win hundreds of UPS, generators, rechargeable fans and rechargeable lights every day.

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1.9.3.21 ZONG Fone on Hai Offer Now just keep your phone on and win many prizes like free SMS, Free minutes (onnet), car and many more. 1.9.3.20 ZONG Family Pack Now with ZONG Family Pack, subscribers can call to their three family numbers without being worrying about the time limit or additional charges. Though, free calls are not for all ZONG numbers but to a group of three, that could be your family or friends. 1.9.3.21 Voice Bundle ZONG has introduced Voice bundles. Now you can avail more minutes in less cost. 1.9.3.22 Bara Recharge ZONG has launched Bara Recharge a special campaign to reward subscribers each time they recharge their balance. ZONG’s Bara Recharge is the perfect solution for prepaid subscribers who will receive instant and guaranteed free airtime in proportion to the loaded amount, every time they recharge their balance. 1.9.3.23 Block Unwanted Calls and SMS ZONG offers another exciting service, now you can block not only calls but also SMS as well. So, there is complete liberty from an ambitious numbers. 1.9.3.24 Mobile Number Portability (MNP) With this new offer from ZONG, you and all of your family and friends on other mobile networks can port into ZONG. They will all be able to keep their existing numbers and code and switch to ZONG network and can enjoy ZONG’s exciting services. 1.9.3.25 Mobile Music Channel For the first time in Pakistan ZONG introduce SMS- search of song. Now you can search song of your choice.

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1.9.3.26 Unlimited Free Number ZONG offer unlimited ZONG free numbers to the subscribers of ZONG FREE package. Now call on a specific number unlimitedly. 1.9.3.27 ZONG Weekly Infotainment ZONG has launched a Weekly Infotainment bundle. You can now obtain three different infotainment services at the same time on a weekly basis. 1.9.3.28 Student Entrepreneur Program (SEP) For the first time in Pakistan ZONG has established a concrete earning opportunity for students. If you are currently enrolled in a university program and you want to earn a decent pocket money then ZONG has an amazing solution for you. Just get yourself ed as SE in any CSC of ZONG anywhere in Pakistan. And avail that chance to get sales experience and also enjoy profit as well. 1.9.4 Other Special Features Yaari call Zongopedia Video on demand Islamic portal Sports Ringtones Games Buddy chat rooms Wallpapers Breaking news This chapter was all about introduction of ZONG and its products and services. In next chapter Business operations of ZONG will be explained.

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CHAPTER NO. 2 BUSINESS OPERATIONS Second chapter of this report is devoted to the business operations of ZONG. In this chapter first departmental structure of ZONG CSC department is discussed and also structure of CSC Sahiwal also describe in this chapter. I also offer SWOT analysis of ZONG CSC Sahiwal. Marketing and competitive strategy is also offered in this chapter. In the end of this chapter business operations of CSC Sahiwal are discussed. Fig 2.1: Departmental Structure xiii

CEO COO

DRICTOR Customer Service Regional Manager Central 1 CSC Manager

Customer Service Representative Finance Officer

Regional Manager Central 2 Regional Manager North

Regional Manager South

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Fig 2.2: Structure of CSC Sahiwal xiv

CSC Manager

CSR (Value added services)

CSR (prepaid information)

CSR (postpaid information)

CSR (MNP)

CSR (GPRS setting)

Finance officer

In CSC24 Sahiwal one CSC manager which have all the responsibility of CSC and under CSC manager five CSR are working all CSR25 are assigned different works like value added services, prepaid, postpaid, MNP26, GPRS and other works and one finance manager is also working there. 2.1 SWOT Analysis of ZONG Customer Service Center The SWOT27 analysis covers strengths, weakness, opportunities and threats. Strengths and weakness are generally internal attributes. Opportunities and threats are generally external attributes. So, SWOT analysis of CSC Sahiwal is given below: 2.1.1 Strengths of ZONG Customer Service Center Strengths are defined as any activity the organization does well or any unique resources the organization has. Some strengths of ZONG Customer Service Center are given below: All the products and services which ZONG is offering are available here in this CSC of Sahiwal. And also all the services of ZONG are activated and deactivated here. Motivated, educated and qualified staff makes services more reliable and satisfy customers.

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Customer service center Customer service Representative 26 M0obile number portability 27 Strengths weakness opportunities threats 25

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2.1.2 Weaknesses of ZONG Customer Service Center Weaknesses are defined as any activity the organization does not do well or the resources the organization needs but it does not posses. According to my point of view following are the some weaknesses of ZONG Customer Service Center: Number of CSR is not sufficient here in CSC Sahiwal, customer some time should have to wait for their turn a bit. The staff of CSC is not involved in more outdoor activities. 2.1.3 Opportunities of ZONG Customer Service Center Opportunities are defined as positive trend of organization in external environment. According to my point of view following are the some opportunities of ZONG Customer Service Center: Sales of this CSC can be increased if more and more outdoor activities (establish stall out side like in market or any where) are being done by the management of this CSC. SE28s are very good for this CSC because customer get information on the go. 2.1.4 Threats of ZONG Customer Service Center Threats are defined as the negative trends of organization in environment. According to my point of view following are the some threats of ZONG Customer Service Center: Competitors are the biggest threat for any company. Here also exist Warid, Ufone and Telenor’s CSCs so they are biggest threat for ZONG CSC. Policies of TMA29 are also some time threatening when they are on outdoor activity. When staff of CSC Sahiwal wants to do outdoor activity it must have to get NOC from TMA Sahiwal and TMA Sahiwal has its own limitations. Another threat is that according to PTA30 rules any one can switch to other mobile network which they think are reliable and due to signal problem and call drop complains customers are leaving ZONG.

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Student Entrepreneur Tehsil munsipal authority 30 Pakistan Telecommunication Authority 29

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2.2 Marketing Strategy of ZONG 2.2.1 Marketing Mix "Marketing Mix" is set of correlated tools that work together to achieve company’s objectives, they are: Product Price Promotion Place 2.2.1.1 Product Product means offerings of a company, and ZONG is offering its customers Services as well as products. In services ZONG is offering followings: Postpaid packages Prepaid packages Value added services Postpaid packages are generally for business class and in postpaid ZONG are offering many other packages like 100 line rent, 300 line rent, 600 line rent, 1200 line rent and 2000 line rent. Prepaid packages are for low and middle class in prepaid ZONG also offer many packages like 12 anny, 65 paisa, free package and aik second package. And also many exciting value added services like missed call alert, ramzan value time offer, dial tune, E-care, happy hour and many more exciting offers. And products like mobile phone and for postpaid ZONG offers blackberry. 2.2.1.2 Price ZONG is offering its products and services at a low price so ZONG is using price penetration because all the packages (postpaid and prepaid) are very low priced and also other value added services are also very low in cost. Some of then are absolutely free of cost like: Missed call alert E-care MNP31 Conference call 31

Mobile number portability

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Subscription of SMS packages As Ufone is giving its customers uth package and it charge its customer’s hourly rate but ZONG gives its customers a package called location base charging it charge you only one time charges and than whole day free and many more other. ZONG also using bundle pricing like SMS packages, voice bundle and mobile phone offers. 2.2.1.3 Promotion ZONG is promoting its products and services in many ways like: Print media Billboards TV ads Mobile promotions Through Local cable Internet In print media print ads and newspapers are include if ZONG is offering some thing in a specific place than ZONG use print media like print ads and newspapers. Billboards are use in allover the country. On many TV channels Ads are promoting ZONG. Mobile promotions like in Multan and Lahore when trucks and buses decorated with ZONG logos and advertising about LBC32 and Lahore unlimited offers. On many websites ZONG is promoting its packages and offers and also ZONG has its own commercial web site www.zong.com.pk. 2.2.1.4 Place Place means that how a company reach to its customers or how a customer can get product of a company. ZONG is reaching to its customers in the following manners: Franchises Customer service centers Retailers Through Student Entrepreneurs Franchises and customer service centers are there for customers and also customers can get ZONGs products and services from retailers and student entrepreneurs. 32

Location base charging

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2.3 Competitive Strategy 2.3.1 Differentiation Differentiation is how your product is different from your competitors it can be done in many ways like products differentiation, features differentiation, low price and many others, for this differentiation a company should have to create a critical success factor and ZONG is having a critical success factor of low rates and quality services. ZONG claim that ZONG offers quality products and services in low pries. 2.4 Business Process Analysis 2.4.1 Customer Service Center Process Opening CSR33 greets customer and ask what he can do for him: 2.4.1.1 Prepaid Sale For the sale of prepaid connection following are the required steps: CSR receive the customer request and required documents for prepaid connection and customer as per the verification parameter. CSR will ask the customer to provide CNIC34. CSR will check through BOSS system35 if customer has already 10 subscriptions. CSR will fill CSAF36 and get signed by the customer. CSR will hand over Customer & finance copy to customer and guide him/her to cash counter. Cashier will mark the cash paid stamp and sign the customer copy and hand over SIM card and customer copy to customer. 2.4.1.2 Book Your Number Customer walks in for booking of his/her number. Following are the required steps to follow: CSR will inform customer regarding the price of BYN. CSR will confirm MSIDN37 to be booked. 33

Customer service Representative Computerized national identity card 35 Activity base system 36 Cellular service agreement form 37 The dial able number that a caller use to reach mobile subscriber 34

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CSR will ask the customer to provide CNIC. CSR will check through BOSS system. CSR will check number availability in BYN portal. CSR will log the request in BYN portal with: o Customer name o CNIC o number o Address of customer A unique ticket number will be generated. CSR will ask customer to fill in CSAF. CSR route the customer towards finance counter and finance officer will follow the payment process and give SIM to customer. 2.4.1.3 Handset Sale Process Customer walks in for the purchase of handset following are the required steps to follow: CSR will guide customer about bundle deal of handset. If customer agrees, CSR will ask customer to select the MSIDN form stock. CSR will customer as per verification process. CSR will ask customer to fill CSAF. CSR will rout the customer to finance counter for payment and handset collection. Finance officer will perform the functions of BOSS system. Finance officer will associate MSIDN with IMEI38 of hand set in BOSS system. Finance officer will record transaction in BOSS system. Finance officer will ask the customer to open the packing of handset to check if accessories (handset + charger + warranty card) are complete. Finance officer will take warranty card from customer and after g and stamp, he will handover the warranty card and handset and customer copy to customer. 2.4.1.4 SIM Replacement Customer walks in to replace his/her SIM following are the required steps to follow: 38

International mobile equipment identity

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CSR will the customer as per verification parameters. CSR will inform the customer about SIM replacement charges (if any). CSR will fill CSF39 and get it signed by the customer and attaches a copy of CNIC. CSR will process the SIM replacement in BOSS. CSR will hand over the customer copy and finance copy to customer and guide customer to cash counter. Cashier will get CSF copies and payment from customer. Cashier will record transition in BOSS. Cashier will hand over SIM40 and payment receipt to customer. CSR will CSF to data warehouse for filling. 2.5 ZONG Intranet ZONG intranet is software program which have each and every thing in it about ZONG. And this can be opened only in the arena of CSS. Loaded with every thing this is very useful thing for CSR and other employee. 2.6 Knowledge Base System (KBS) This is also software program which is loaded with all the activities and other information like: Products and services Basic VAS41 New VAS Retailer information 789 activation and deactivation SIM 668 campaign Office timings And many more. 2.7 Complaint Management System In this section CSR can record or resolve the complaints of customer and their own regarding their work like: 39

Customer service form Subscriber identity module 41 Value added services 40

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IT issues Process issues Query and log Managing configurations 2.8 CRM System CRM system42 where from CSR can the system and do his work or duties. 2.9 Business Process Management A web-based program through which employees of CSC can generate or initiate requests like: Announcements ID card request IT equipments IT requests Leave application Visiting card request And more other requests also. This chapter was all about business operations of ZONG CSC Sahiwal. How ZONG is competing with its competitors and what is its marketing and competitive strategy. In the next chapter, I will discuss about my learning as a student intern.

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Customer relationship management system

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CHAPTER NO. 3 LEARNING AS A STUDENT INTERN In this chapter, I discussed about my duties during internship. Accomplishments, new knowledge gained during exercise of practical life, problems which encountered in the way of completion of my targets are briefly discussed. In the end of this chapter, I talked about my experience and how this experience impacts my career. 3.1 My Duties During Internship In my internship I was assigned outdoor duties which include: Selling SIMs of ZONG ( telesales activities) Selling miniload ( Top Up) MNP43s Giving customers information about packages and other services. 3.1.1 Details Of My Duties For Top up (Selling Mini Load) From your ZONG telesales SIM Go to ZONG menu select E-TOP from menu: To recharge a number o Retail charging o New charging now o Enter service o Phone number without zero e.g.(31xxxxxxxx) o Enter amount which you want to transfer o Number recharged. To check your top up balance o Choose balance query To Pair44 A Number, Active A Number Go to ZONG menu from telesales SIM and select Telesales from menu and: Select special number choice (to check that number is available or not) o Exact number 43 44

Mobile number portability Giving number to a non personal SIM

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o Number start with o Number ends with o Number contain If your desired number is available, you will receive a message as under 1. 31xxxxxxxx To Pair45 A Number First book that number again go to telesales and choose NUMBER BOOKING menu than: Enter the number which is checked Now a message will come Number <31xxxxxxxx> Booking OK. Please use HLR<x> SIM for activation. Once the desired numbers is booked then go back to telesales menu and chose NUMBER ACTIVATION and enter: MSISDN (that number which was booked earlier) ICCID (serial number of the SIM) CNIC (customers ID card number) Name (customers name) Address (customer address) On successful pairing a message will come: Bind successful. Welcome to Zong Now inform the customer that SIM is active now but to enjoy ZONG’s exciting services call 789 and give your information than you can enjoy ZONG’s exciting services. Being a student of MARKETING it was a great experience for me to have chance to get in the market and do this work. 3.2 Accomplishments As far as my accomplishments are concerned I was given a target of sales, my target was to sell minimum 30 SIMs with 100 recharge any where in the country. For completing this I had to do a lot. I went to my city where I thought I can make more sales. I established stall there and tried to sell my product and also I go nearby cities 45

Giving number to a non personal SIM

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to sell my SIMs and miniload, and I also did one to one marketing in many areas to increase my sales. It had a good impact on sales. More over me worked with my friends and newly opened franchise in my city Ali Pur. NOTE: my sales data and revenue analysis is attached. 3.4 New Knowledge Acquired Being a student of MARKETING it was a great experience for me to have chance to get in the market and do this work. And I also learn how to deal wit customer as I thought if you want to make sale you should go to the customer or customer come to you, you should have a smiling face to greet the customer, and if customer do not buy your product than you should leave a good impression on that customer because if in future that customer need your product than it will come to you to buy that product. As I told that I was given a target of sales I learn a lot during my internship how to deal, who to avoid difficult situations and how to create demand for your product. I myself make many policies to make sales because selling a SIM46 was not a difficult task to do customer is ready to take SIM from you but to sell him recharge of Rs.100 was a bit difficult, so keep in view the cost of SIM and load I make many polices to sell. Even I sold free SIMs too (get number of your choice in Rs.160 with 160 balance) and many more policies like this. 3.5 Problems Encountered During my time in the field I encountered many problems like: Cross questions of customers Customers having much knowledge about other network’s offerings Pricing problem I face those problems very well, and I was able to neglect those problems. But in sale you should have to be cool and clam because nobody wants to loss his customers. I also do this because in between sale was stopped than I came with one

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Subscriber identity module

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to one marketing go to the customer to sell my product and was very much successful doing this. Another problem was that customer was ready to take SIM but with out recharging, it was a very difficult thing to convince that customer to recharge at the spot. 3.6 How This Experience Impact My Career? It was a great experience in the field, before the completing my studies I got a chance to get in the market and do some work. When I will get in my practical life soon after completing my degree this experience will go whit me and will be very beneficial for me in the field. Because in the any kind of job in marketing or sales department in Pakistan you should have to interact with the customer and try to fulfill the needs and wants of the customers.

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Glossary VAS:

Value Added Service

CSC:

Customer Service Center

UAE:

United Arab Emirate

FNF:

Friends and Family

MB:

Mega Byte

BTO:

Break Time Offer

LNO:

Late Night Offer

LBC:

Location Base Charging

SMS:

Short Message Service

GPRS:

General Pocket Radio Service

BYN:

Book Your Number

MNP:

Mobile Number Portability

SEP:

Student Entrepreneur Program

GB:

Giga Byte

NP:

Non-Personal

MMS:

Multi-Media Messaging Service

ATM:

Automated Tele Machine

CSR:

Customer Service Representer

CNIC:

Computerized National Identity Card

CSAF:

Cellular Service Agreement Form

CSF:

Cellular Service Form

CRM:

Customer Relationship Management

SIM:

Subscriber Identity Module

IMEI:

International Mobile Equipment Identity

NADRA:

National Database Registration Authority

MSISDN:

Dial able Number that Caller Use to reach a mobile subscriber

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Appendices Appendices A: Internship completion certificate Appendices B: Cellular Service Agreement Form Appendices C: MNP Request Form Appendices D: No objection Form Appendices E: Sales data and revenue analysis

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Provisional Internship Certificate

36

Sales data

37

Cellular Service Agreement Form

38

MNP Request Form

39

No Objection Certicate

40

References

i

http://www.zong.com.pk/aboutus_ccmc.html http://www.zong.com.pk/about_us.html iii Interanet.ZONG.com/home/vision iv Interanet.ZONG.com/home/mission v Interanet.ZONG.com/home/values vi Interanet.ZONG.com vii Arshad, U.( 10th august, 2010), CSC Sahiwal viii http://www.zong.com.pk/packages.html ix http://www.zong.com.pk/packages_postpaid.html x http://www.zong.com.pk/packages_prepaid.html xi http://www.zong.com.pk/index_value_added_page.html xii http://ecare.zong.com.pk:8080/aiecare/index.jsp xiii Arshad, U.( 10th august, 2010), Departmental structure of ZONG CSCs xiv Arshad, U.( 10th august, 2010), structure of CSC Sahiwal ii

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