1. INTERNATIONAL INSTITUTE OF PLANNING AND MANAGEMENT
AHMEDABAD
End term project
SUBMISSION
ON
Service Marketing
Submitted To:
Proff Himanshu Vaidya
Submitted By:
By
Pratik K S Negi
SS/09-11/ISBE/HR

2. Question- you have to select a sector from the service industry. Then select a topic (price, place, or any
feature to help the marketing of that particular service sector?
Solution
The sector that I have chosen for the service marketing is – technical customer care support industry
Company that I have chosen is – Convergys India services limited
Service Sector in India
Service Sector in India today accounts for more than half of India's GDP. According to data for the
financial year 2006-2007, the share of services, industry, and agriculture in India's GDP is 55.1 per cent,
26.4 per cent, and 18.5 per cent respectively. The fact that the service sector now accounts for more
than half the GDP marks a watershed in the evolution of the Indian economy and takes it closer to the
fundamentals of a developed economy. Services or the "tertiary sector" of the economy covers a wide
gamut of activities like trading, banking & finance, infotainment, real estate, transportation, security,
management & technical consultancy among several others. The various sectors that combine together
to constitute service industry in India are:
Trade
Hotels and Restaurants
Railways
Other Transport & Storage
Communication (Post, Telecom)
Banking
Insurance
Dwellings, Real Estate
Business Services
Public Administration; Defence
Personal Services
Community Services
Other Services

3. What is customer service industry?
Customer service is a series of activities designed to enhance the level
of customer satisfaction – that is, the feeling that a product or service
has met the customer expectation."
Its importance varies by product, industry and customer; defective or
broken merchandise can be exchanged, often only with a receipt and
within a specified time frame. Retail stores will often have a desk or
counter devoted to dealing with returns, exchanges and complaints, or will perform related
functions at the point of sale.
Customer service may be provided by a person (e.g., sales and service representative), or by
automated means called self-service. Examples of self service are Internet sites. However, In the
Internet era, a challenge has been to maintain and/or enhance the personal experience while
making use of the efficiencies of online commerce. Writing in Fast Company, entrepreneur and
customer systems innovator Micah Solomon has made the point that "Online customers are
literally invisible to you (and you to them), so it's easy to shortchange them emotionally. But this
lack of visual and tactile presence makes it even more crucial to create a sense of personal,
human-to-human connection in the online arena."
Customer service is normally an integral part of a company’s customer value proposition. In
their book Rules to Break and Laws to Follow, Don Peppers and Martha Rogers, Ph.D. write that
"customers have memories. They will remember you, whether you remember them or not."
Further, "customer trust can be destroyed at once by a major service problem, or it can be
undermined one day at a time, with a thousand small demonstrations of incompetence
Rules of best customer service
Good customer service is the lifeblood of any business. You can offer promotions and slash
prices to bring in as many new customers as you want, but unless you can get some of those
customers to come back, your business won’t be profitable for long. Good customer service is all
about bringing customers back. And about sending them away happy – happy enough to pass
positive feedback about your business along to others, who may then try the product or service
you offer for themselves and in their turn become repeat customers.
If you’re a good salesperson, you can sell anything to anyone once. But it will be your approach
to customer service that determines whether or not you’ll ever be able to sell that person

4. anything else. The essence of good customer service is forming a relationship with customers – a
relationship that that individual customer feels that he would like to pursue.How do you go about
forming such a relationship? By remembering the one true secret of good customer service and
acting accordingly; “You will be judged by what you do, not what you say.”
1) Answer your phone.
Get call forwarding. Or an answering service. Hire staff if you need to. But make sure that
someone is picking up the phone when someone calls your business. (Notice I say “someone”. People
who call want to talk to a live person, not a “fake recorded robot”.) For more on answering the phone,
see Phone Answering Tips to Win Business.
2) Don’t make promises unless you WILL keep them.
Not plan to keep them. Will keep them. Reliability is one of the keys to any good relationship,
and good customer service is no exception. If you say, “Your new bedroom furniture will be delivered on
Tuesday”, make sure it is delivered on Tuesday. Otherwise, don’t say it. The same rule applies to client
appointments, deadlines, etc.. Think before you give any promise – because nothing annoys customers
more than a broken one.
3) Listen to your customers.
Is there anything more exasperating than telling someone what you want or what your problem
is and then discovering that that person hasn’t been paying attention and needs to have it explained
again? From a customer’s point of view, I doubt it. Can the sales pitches and the product babble. Let
your customer talk and show him that you are listening by making the appropriate responses, such as
suggesting how to solve the problem.
4) Deal with complaints.
No one likes hearing complaints, and many of us have developed a reflex shrug, saying, “You
can’t please all the people all the time”. Maybe not, but if you give the complaint your attention, you
may be able to please this one person this one time - and position your business to reap the benefits of
good customer service.
5) Be helpful - even if there’s no immediate profit in it.
The other day I popped into a local watch shop because I had lost the small piece that clips the
pieces of my watch band together. When I explained the problem, the proprietor said that he thought
he might have one lying around. He found it, attached it to my watch band – and charged me nothing!
Where do you think I’ll go when I need a new watch band or even a new watch? And how many people
do you think I’ve told this story to?
6) Train your staff (if you have any) to be ALWAYS helpful, courteous, and knowledgeable.
Do it yourself or hire someone to train them. Talk to them about good customer service and
what it is (and isn’t) regularly. Most importantly, give every member of your staff enough information
and power to make those small customer-pleasing decisions, so he never has to say, “I don’t know, but
so-and-so will be back at...”
7) Take the extra step.
For instance, if someone walks into your store and asks you to help them find something, don’t
just say, “It’s in Aisle 3.” Lead the customer to the item. Better yet, wait and see if he has questions
about it, or further needs. Whatever the extra step may be, if you want to provide good customer

5. service, take it. They may not say so to you, but people notice when people make an extra effort and will
tell other people.
8) Throw in something extra.
Whether it’s a coupon for a future discount, additional information on how to use the product,
or a genuine smile, people love to get more than they thought they were getting. And don’t think that a
gesture has to be large to be effective. The local art framer that we use attaches a package of picture
hangers to every picture he frames. A small thing, but so appreciated.
If you apply these eight simple rules consistently, your business will become known for its good
customer service. And the best part? The irony of good customer service is that over time it will bring in
more new customers than promotions and price slashing ever did!
About the company
Convergys Corporation (CVG) is a corporation based in Cincinnati, Ohio that provides customer
relationship services, outsourced human resources management, consulting and professional services,
billing services, and multichannel self-care technology system to its clients. Most of its clients are
companies in the telecommunications, financial services, technology, government, and employee care
The company grew from Cincinnati Bell Information Systems and MATRIXX, both subsidiaries of
Cincinnati Bell, and AT&T Solutions Customer Care (formerly AT&T American Transect), which was sold
to Cincinnati Bell in 1998; an IPO in 1998 made it a fully independent company. Since then, Convergys'
headquarters in Cincinnati, Ohio, has acquired numerous companies and expanded its business to
employ nearly 75,000 employees who serve clients in more than 70 countries, speaking more than 35
languages, from 85 sites across North America, Europe, the Middle East, India and Asia (most notably in
the India and the Philippines), the Pacific, and Latin America. Convergys provides Customer support to
companies like General Motors and Comcast.

6. Customer Solutions BY CONVERGYS
Customer Service: Consumer Support, Business-to-Business Support, Technical Support, Back Office,
Customer Management Effectiveness
Customer Acquisition: Direct Response, Sales and Order Support, Back Office, Customer Management
Effectiveness
Customer Retention: Loyalty and Churn Management, Back Office, Customer Management
Effectiveness, Convergent Rating, Charging and Billing
Technical support help desk : technical support for all operating systems, DSL , RDSL , dial up connection
help lines, mergers with major giants from Us and Australia for the technical trouble shooting.
Now coming to the point technical customer care support by Convergys
What is technical support that Convergys India gives to customer from US and Australia
DSL and non DSL technical help
Remote access for computer issues
Dslam issue and Mac support (addressing and loop support)
Router and modem trouble shooting, email and outlook support
Network (wired and wireless trouble shooting), VOIP troubleshooting
Customer credit check and payments by customer
DBS maintenance for the customers
Service catered by the customer from the domicile company
For the same many offshore giants in DSL, Dial-up and LAN network trouble shooting can be handled
like
Optus (Australia) -------- Thane center
AT & T (USA) -------- Mumbai center

7. Will be discussing the factor why the technical support center has been chosen from Optus (Australia)
Majorly the reasons why the offshore company with providing the business outsourced
Price Factor
Both factors majorly contributed for the technical service helpdesk
Place Factor setup in the center
Place features that help the Technical support industry in INDIA (example – Convergys)
 Outsourcing to India is really cheap
 Overhead expenditure and currency conversion is really cheap
 The outsourcing is actually done to US (but the service is transported to India for the $ exchange
is pretty less)
 The wage determination and remuneration are quite less in the context to holding the service in
there domicile country
 The wages paid are really good as
compared to the industry
standards in India.
 There is already a high tensile
VOIP and data transmission line
between Australia and India that
makes the process cheap if
outsourced to any other part of
the world.
 The whole working is centrally
controlled from Delhi and all the
support staff is based in Delhi and
other centers work as dumb
terminals
 The terminals, peripherals and transport and other facilities are catered by 3rd party vendors
Transport
 Alpha transport
 V-link transport
 Sheth transport
House keeping
Sodexho
Computer
Wipro tech
Canteen
Private vendors
Premises
Leasing and licensing

8.  Other expenses are also curtailed to maximize the return
 Plus at every level optimum training and development is used for the process to curtail
maximum benefits from the process
 People with maximum experience are taken to stop iteration that hits the industry hard and
yield the training expenses to shoot up as new entrants require fresh training needs
 Retention bonus and quarterly salary appraisal are an initiative to make sure that the employee
doesn’t leave the organization
 Long term perspective is considered for every employee so that the organization goes with
building the old talent that is stagnant
Place features that help the Technical support industry in INDIA (example – Convergys)
 Competition is there from the Singapore belt but the voice quality
 India has a geographical location that helps in the direct access to the VOIP lines and satellite
access
 Indians have the neutral voice accent that gives an upper edge to the customer help lines
 Stress handling and difficult situation handling is asset to Indians when they work
 Indians do personalize the issue for the cause that any problem is handled in a very polite
manner and empathetically solutions are given.
 Indian the underemployment is a various threat to the economy but the way it has proved to be
a boon for giving the employment to the youth
 Indians are technically sound
 Indians have a tendency to grab things faster as multiple windows interface and many software
applications have to be utilized for the troubleshooting.
 Indian are very proactive in a approach to solve the queries.
Conclusion
Thus technical support customer service industry has come by and large as in comparative to
the IT sector of the country as per the rules and guidelines the sector gives a large opportunity to the
people who are by and large very good with their communication skills with a basic skills and traits that
are required by the customer service executive. The CSI –(customer satisfaction index has to be taken
care) for the same. Indian have been the pro customer service industry and major FDI investment have
been made in the sector only. The industry norms and rules are very futile and fragile for the executive
to work. The work timings though are not that good and though there personal life and social life is
affected by the work environment. Thus we can say in the economy of development the day and night
shift has become a mere formality and the sector is by and large contributing to the service industry and
the call centers of help desk that are emerging in all the major hubs in india are majorly giving youth the
ample amount of opportunity to work and earn there livelihood. Though the coin has two sides.but the
fact is that service driven economy we have to cater the sector the call center. Though the industry has
mass distribution in all the capitals round india but the fact is that it has given theladder to the people to
work for a cause. At last would like to conclude on a note that technical support or customer care are
basic needs of people those who are habitual to customer support. For the same India has to develop
that strong base and have to lever the use of its talent that can give us the upper edge to be a market
leader in customer service sector.
Pratik K.S Negi
ISBE (SS -09-11/ HR)