Executive Summary s20

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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.

Executive Summary i

List of Figure …………..……………………………… v

List of Tables vi

CHAPTER NO. 1 INTRODUCTION 7

1.1 Telecom Sector of Pakistan 7

1.2 About China Mobile Pakistan (CMPak) 7

1.3 About ZONG 8

1.4 Company’s Vision 8

1.5 Mission Statement 9

1.6 Core Values 9

1.6.1 Commitment to Customer Satisfaction 9

1.6.2 Passion for Business Excellence 9

1.6.3 Trust and Integrity 9

1.6.4 Respect for People 9

1.6.5 Responsible Corporate Citizen 9

1.7 Major Competitors 9

1.8 Customer Services Centers 10

1.8.1 Mission of Customer Service Center 10

1.8.2 Customer Service Center of Sahiwal 10

1.9 Product and Services 10

1.9.1 Post paid 11

1.9.2 Prepaid 11

1.9.2.1 ZONG 65 Package 11

1.9.2.2 ZONG Free Package 11

1.9.2.3 ZONG 12 Anny Package 12

1.9.2.4 ZONG Z20 Package 12

1.9.2.5 ZONG Aik Second Package 12

1.9.3 Other Services and Offers 12

1.9.3.1 Break Time Offer (BTO) 14

1.9.3.2 Late Night Offer (LNO) 14

1.9.3.3 Location Base Charging (LBC) 14

1.9.3.4 Friends and Family FNF) 14

1.9.3.5 Happy Hour 14

1.9.3.6 Super Free Number 14

1.9.3.7 Conference Call 14

1.9.3.8 SMS Packages 14

1.9.3.9 GPRS Packages 15

1.9.3.10 Ramzan Value Time Offer 15

1.9.3.11 E-Care 15

1.9.3.12 Missed Call Alert 16

1.9.3.13 Dial Tune 16

1.9.3.14 ZONG Mobile Offer 16

1.9.3.15 BlackBerry Special Discount Offer 17

1.9.3.16 Call Forwarding 17

1.9.3.17 Book Your Number (BYN) 17

1.9.3.18 Call Waiting 17

1.9.3.19 ZONG Bijli Offer 17

1.9.3.21 ZONG Fone on Hai Offer 18

1.9.3.20 ZONG Family Pack 18

1.9.3.21 Voice Bundle 18

1.9.3.22 Bara Recharge 18

1.9.3.23 Block Unwanted Calls and SMS 18

1.9.3.24 Mobile Number Portability (MNP) 18

1.9.3.25 Mobile Music Channel 18

1.9.3.26 Unlimited Free Number 19

1.9.3.27 ZONG Weekly Infotainment 19

1.9.3.28 Student Entrepreneur Program (SEP) 19

1.9.4 Other Special Features 19

CHAPTER NO. 2 BUSINESS OPERATIONS 20

2.1 SWOT Analysis of ZONG Customer Service Center 21

2.1.1 Strengths of ZONG Customer Service Center 21

2.1.2 Weaknesses of ZONG Customer Service Center 22

2.1.3 Opportunities of ZONG Customer Service Center 22

2.1.4 Threats of ZONG Customer Service Center 22

2.2 Marketing Strategy of ZONG 23

2.2.1 Marketing Mix 23

2.2.1.1 Product 23

2.2.1.2 Price 23

2.2.1.3 Promotion 24

2.2.1.4 Place 24

2.3 Competitive Strategy 25

2.3.1 Differentiation 25

2.4 Business Process Analysis 25

2.4.1 Customer Service Center Process 25

2.4.1.1 Prepaid Sale 25

2.4.1.2 Book Your Number 25

2.4.1.3 Handset Sale Process 26

2.4.1.4 SIM Replacement 26

2.5 ZONG Intranet 27

2.6 Knowledge Base System (KBS) 27

2.7 Complaint Management System 27

2.8 CRM System 28

2.9 Business Process Management 28

CHAPTER NO. 3 LEARNING AS A STUDENT INTERN 29

3.1 My Duties During Internship 29

3.1.1 Details Of My Duties 29

3.2 Accomplishments 30

3.4 New Knowledge Acquired 31

3.5 Problems Encountered 31

3.6 How This Experience Impact My Career? 32

Glossary 33

Appendices 34

References 35

List of Figures

Figure 2.1: Departmental Structure…………………………………………….20

Figure 2.2: Structure of CSC Sahiwal…………..………………………………21

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:

Ø Mobilink

Ø Ufone

Ø Warid

Ø ZONG

Ø 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 cater[1] to the fastest growing Pakistani market and win over the demanding Pakistani customer, it will be offering unprecedented[2] 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. CMPak is geared to offer neatly packed VAS[3] 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 congestion[4]. ZONG will be supported 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 [5] for number one spot. ZONG would offer its customers with entertaining and innovative VAS[6] 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”

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 envoy[7] 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 Passion 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

Currently there are four mobile operators operating in Pakistan which are competing against ZONG, Which are:

Ø Mobilink

Ø Ufone

Ø Warid

Ø 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, account 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-feburary-2008, which is situated at 511/Bvii, Jail road, Civil lines, Sahiwal. Here one CSC[8] manager, 5 CSR[9] 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.

Ø Postpaid

Ø Prepaid

Ø 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:

Ø 100 Line rent package

Ø 300 Line rent package

Ø 600 Line rent package

Ø 1200 Line rent package

Ø 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:

Ø ZONG 65 package

Ø ZONG free package

Ø ZONG 12 anny package

Ø ZONG Z20 package

Ø ZONG aik second package

1.9.2.1 ZONG 65 Package

ZONG 65 package offers its customer:

Ø 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:

Ø For the first time in Pakistan you can make free calls for life!

Ø Choose one favorite ZONG number and call from mid night to 7am-absolutly free!

Ø During break time hours call all ZONG numbers at Rs.3.99 per hour from noon to 2 pm.

Ø Now you can call up to 10 FNF[10] numbers.

Ø 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:

Ø Call or SMS for only 75 paisa to any network and any time!

Ø 30 second billing.

Ø 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!

Ø Happy hour needs to be activated by customer; every action/modification will be charged at Rs. 5.

Ø 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:

Ø Per second billing.

Ø Make call for just 4 paisa per second any network any time!

Ø 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:

Ø BTO[11]

Ø LNO[12]

Ø LBC[13]

Ø FNF[14]

Ø Happy hour

Ø Super free number

Ø Conference call

Ø SMS[15] packages

o Daily, weekly, fortnight and monthly SMS packages

o Zulu SMS package ( @2.50+tax per day)

Ø GPRS[16] packages

Ø Ramzan value time offer

Ø E-care

Ø Missed call alert

Ø Dial tune

Ø ZONG Mobile offer

Ø Black Berry special discount offer

Ø Call forwarding

Ø BYN[17]

Ø Call waiting

Ø ZONG bijli offer

Executive Summary s20