it is very helpful for management

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SUMMER TRAINING REPORT
ON
“CUSTOMERSATISFACTION”
Indian Institute of Tourism and Travel Management, Gwalior
(An Organization Ministry of Tourism, Government of India)
Submitted To
Dr.Monika Prakash
Chairmain(services)
IITTM Gwalior Submitted By
Narendra Kumar Koli
Enrollment No.
1113033
PGDM (services)
4th
Semester (2011-13)
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CERTIFICATE
This is to certify that the project done on “COSUMER
SATISFACTION”. Submitted to INDIAN INSTITUTE OF TRAVEL
AND TOURISM MANAGEMENT GWLIOR by NARENDRA KUMAR
KOLI in partial fulfillment by the requirement for the award of degree of
PGDM(services) is a bonafide work carried by her under my supervision
and guidance. This work has not been submitted to anywhere else for my
degree/diploma. The original work was carried during 15 May to 10st
of
July 2012 in BHARTI AIRTEL LIMITED.
Mukesh Gupta
Segment manager
Gwalior (mp)
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SELFDECLARATIONCERTIFICATE
I hereby declare that the project entitled “CUSTOMERSATISFACTION”
Submitted for the PGDM is my original work and the project has not
formed the basis for the Award of any other degree.
Signature of the Student: Narendra Kumar Koli
Place: Gwalior
Date
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ACKNOWLEDGEMENT
The satiation and euphoric that accompany the successful completion of the task would
be incomplete without the mention of the people who made it possible. After all,
success is the epitome of hard work, severance, undeterred missionary, zeal, steadfast,
determination and most of all encouraging guidance. So, immense gratitude, I
acknowledge all those whose guidance and encouragement served as a ³beacon light´
and crowned my effort with success.
I sincerely thanks Mr. Mukesh Gupta {AIRTEL} LTD. Gwalior for giving opportunity to
associate myself to the India’s largest telecom company and to carry out my project
titled
“CUSTOMERSATISFACTION”
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PREFACE
The boom in Indian economy leads to the growth of Telecom Industry with the
significant expansion. As this project has been undertaken in Bharti Airtel Pvt. Ltd.
which is the strongest player in the market among the private players. In this project
researcher has experienced the customer satisfaction level of the existing customers of
airtel Landline and Broadband. Researcher also experienced about the consumer
behavior and the strategies of the company & sales to maintain the huge customer
base.Researcher has done a extensive market research about the problem and the
factors associated with it. On the basis of the observed data and the analysis certain
recommendations have been given for the future exploration of the organization
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TABLE OF CONTENTS
TOPIC PAGE
(1) INTRODUCTION 07-16
Company Profile 07
Vision Mission & Values 08
Business Area 09-10
Product & Services 11-12
Competitors in the market 12-15
Background of the problem 15
Rational of the Study 15
The Scope 16
(2) REVIEW OF LITERATURE 17-26
Customer Satisfaction 19
Tools for tracking & measuring Customer Satisfaction 20-23
Relationship marketing: The Success of BHARTI 23-26
(3) OBJECTIVE OF STUDY 23
(4) OBSERVATION, ANALYSIS & DISCUSSION 24-28
Data Observation
Analysis & Discussion
(5) CONCLUSION 28
(6) RECOMMENDATIONS 29
(7) BIBLIOGRAPHY 30
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INTRODUCTION
BHARTI AIRTEL LIMITED: The Company Profile
. Bharti Tele-ventures Limited was incorporated on July 7, 1995, for promoting
investments in telecommunication services. Its subsidiaries operate telecom services
across India. Bharti is India’s leading private sector telecommunications services
provider, with a customer base of approximately 17.53 million: 16.33 million mobile
and 1.2 million fixed line customers.
Bharti Tele-Ventures Limited (a part of Bharti enterprises) have been structured
into two main strategic business groups - the Mobility Leaders business group and the
Infotel Leaders business group. The Mobility business group provides GSM mobile
services across India in 23 telecom circles, while the Infotel business group provides
broadband & telephone services, long distance services and enterprise services. All
these services are provided under the AirTel brand. The company is the only operator
to provide mobile services in all the 23 circles in India. The company also provides
telephone services and Internet access over DSL in 15 circles.
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VISION
TO BE GLOABALY ADMIRED FOR TELECOM SERVICES THAT DELIGHT
CUSTOMERS
MISSION
To meet global standards for telecom services that delight customers through:
 Customer service focus
 Empowered
 Innovative services
 Cost efficiency
VALUES
 Customer: Be responsive towards the needs of the
customers.
 People: Trust and respect the employees.
 Learning: Continuously improve services –
innovatively & expeditiously.
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 Community & Partners: Be transparent and sensitive in the dealing with
all
stakeholders.
BUSINESS AREA
 Cellular Services: Bharti has been a pioneering name in the Indian Telecom
Industry. In Delhi itself Bharti launched first mobile service under the name of
AirTel. Today AirTel’s mobile footprint extends across the country in 21
Telecom circles. Its service standards compare with very best in the world.
 Fixed Line Services: Bharti Tele-Ventures became the first private fixed-line
service provider in India. It is now promoted under the Airtel brand. Recently,
the Government opened the fixed-line industry to unlimited competition. Airtel
has subsequently started providing fixed-line services in the six states ie- 5
circles of NCR, Haryana, Madhya Pradesh, chattisgadh, Karnataka & Tamil
Nadu.
 Internet & Broad Band: AirTel Enterprise services bring comprehensive
suits of data technology. It provides DSL Services over optical fibers with
dedicated line. So it is 5 times faster than Analogue Connection. It is most
preferred high-speed internet service (over 2,50,000 subscriber nation wide).
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 National long distance Service: To provide National Long Distance(NLD)
Services, Bharti has laid 25,000 km of optical fibre with presence in 200 cities.
It is also interconnected with all leading cellular operators, fixed line service
providers.
 International long distance Service: To provide this service across Asia
Pacific region it has laid i2i submarine cable network along 3,200 km and the
landing stations are Singapore and Chennai.
PRODUCTS & SERVICES OFFERED WITH AIRTEL LANDLINE
& BROAD BAND
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(1) ISDN: Integrated Service Digital Network (ISDN) is a standard, all-digital
access technology that allows simultaneous, integrated voice and data capabilities over
ordinary telephone lines.
An ISDN PRI is configured with 30 bi-directional B (Bearer) channels and one
D (Data) channel. It allocates all signaling and call control requirements to the D
channel, leaving the 30 B channels free for any mix of voice and circuit switched data.
ISDN BRI is suitable for both residential and commercial purpose, configured
with 2 bi-directional B channels and 1 D channel.
(2) BROADBAND: With the speed of 512 Kbps AirTel Broadband is
approximately 5 times faster than an analogue connection. Larger data application,
faster file transfer, streaming multimedia and heavy duty surfing every thing we can
imagine is now easily possible with this facility. Superior server technology and a
dedicated port provide total security to data, both stored and in transit. Bharti also
provide round the clock Customer Support.
(3) WiFi: Now we can access the Internet facility wirelessly with WiFi.
We can use net anywhere we need it, what only we have to do just login into corporate
LAN from any where in the premises. We don’t need to stick to our workstation for
using the Internet facility. There is no need to load DSL driver on PC or laptop, just
connect the PC or laptop to Ethernet port or over WiFi, and we can start surfing.
(4) Centrex: Airtel Centrex is also called a virtual EPABX for offices, at
various locations. Its intercom calling facility (between Centrex lines) lets us call our
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colleagues in other branches for free. The Centrex is part of Airtel’s robust high-tech
switching system, which assures high reliability and security.
SOME OTHER SERVICES:
(1) Group Pulsing
(2) Roaming on Landline
(3) Voice Mail Service
(4) Hunting Service
(5) 3-Party Conferencing
(6) Audio Conference
(7) Remote Video Surveillance over the Internet
COMPETITORS IN THE MARKET
Now days in the market each and every company has to face a stiff competition
for its survival. AirTel, which is the strongest brand among the private service provider
in the Indian Telecom Industry, has been facing a tough competition by some other
telecom giants like MTNL, Reliance & Tata Indicom.
(1) MAHANAGAR TELEPHONE NIGAM LIMITED (MTNL):
MTNL was setup in 1986 by Govt. of India to upgrade the quality of telecom
services, expand the telecom network, and introduce new services and to raise revenue
for Telecom department in the key metros like Delhi & Mumbai. It has a strong
financial base, market share of 13% and customer base more than over 4.75 million
lines.
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Govt. of India currently hold 56.25 % stake n the company. Services provided
by the company:
(i) Basic Services: Plain old Telephone service through digitalized public
switched telephone network.
(ii) Garuda: Technically most advance and most affordable in Delhi. Call
rate – 40 paise/min & Rent – 200/- per month
(iii) ISDN: For voice, Data & Video.
(iv) Internet: PSTN & ISDN dialup Internet Access.
(v) Dolphin: GSM based cellular service
(vi) Answering machine Service, Leased Circuit & Trunk Service.
(2) RELIANCE INFOCOM:
Reliance - Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group
founded by Shri Dhirubhai H. Ambani (1932-2002), ranks among India’s top three
private sector business houses in terms of net worth. Reliance – ADA Group’s flagship
company, Reliance Communications, is India's largest private sector information and
Communications Company with over 20 million subscribers.
Services provide by the company:
(1) Reliance GSM services: Reliance Infocom has launched very old
GSM services in mobility in some of the states like Bihar, Jharkhand, Orissa up, delhi
etc.
(2) Reliance India Mobile:
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PAN India network and town coverage.
• 80,000 kms of optic fiber backbone.
Wireless network covering over 2,400 cities/towns, to expand to over 5,700
cities AND 4,00,000 villages by December.
• 4,300 Base Transceiver Stations (BTSs) across the country, to increase to
around 8,500 by December.
(3) Reliance Broadband:
A flexibility to choose the speed from the range of 100 kbps to 8000 mbps.
 Bonus bandwidth of 100, 300, 600 instead of 64, 212, 524.
 Charging of net surfing is also available in per minute tariff.
TATA INDICOM:
Tata indicom is another main competitor of Airtel in the market due its strong presence
of it in the CDMA mobility, broadband and WLL fixed phone segment.
Tata Indicom fixed phone: - Tata Indicom offers almost instant phone connections. Get
Tata Indicom Landline Phone services based on the state of the art Optical Fibre
Cable-based backbone. Enjoy greater voice clarity and say goodbye to excessive
billing.
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• Tata Indicom Phone Connections Advantage
• • Superior voice clarity
• • Instant and hassle - free connections
• • Accurate billing
• • Secure and tamper – proof lines
• • Responsive and friendly service
• • 24 x 7 friendly customer service
BACKGROUND OF THE PROBLEM
As we know that now a days there is enormous competition exist in each area
of market and the circumstances are similar also in the case of Telecom Industry. To
face this competition this is very essential for any of the organization to do a proper
planning, implementation and taking proper feedback about the process. By doing
these things any organization might be able to deliver better product, services or the
combination of both.
“ To measure the customer satisfaction level of existing users of AirTel
The motive of undertaking such task was quite clear to the researcher.
Organization simply wanted to take proper feedback of their customers. They wanted
to know what exactly their customers feel about the services of Bharti and about the
brand of AirTel. What are the strong features of AirTel and what are its weaknesses or
where they lag, by knowing all these facts they could improve their quality of service.
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THE RATIONALE OF THE STUDY
There was a time when government had a monopoly in the telecommunication sector.
But in the year 1999 deregulation in telecom sector, brought a number of private
players, which gave stiff competition in the monopoly market. Telecom Tariff has been
changed rapidly because of this deregulation. Deregulation has opened up a new
market for telecom services. Now days in telecom sector there are three types of
service provider:
1. Fixed Landline Service Provider
2. Wireless Local Loop Service Provider
3. GSM Service Provider
4. CDMA Service Provider
To survive in this competitive market each and every company tries to provide
better service at lowest possible price to the consumer. As we know Bharti provides
services in Fixed Landline and GSM area under its brand Airtel. And Airtel is very
strong brand in the market.
By doing this project the researcher will be able to understand what is the
present perception of the consumer about Airtel landline & Broadband and what is the
exact satisfaction level of its existing customers .
THE SCOPE
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As we know very well that Airtel is market leader among private sector players in
Indian Telecom Industry so, there is a huge pressure upon the company (Bharti Tele-
ventures Pvt. Limited) to retain its position in the market. BTL is facing several
challenges from its competitors mainly MTNL, Reliance & Tata Indicom. More over
the main challenge is to retain the present customer base and try to increase it by
providing them better service at affordable price.
 This project will help the company to know its market reputation.
 As this project mainly deals with the consumer perception about Airtel and its
competitors. The organization may utilize this work to focus it customer with
greater perfection.
 By using this project the organization may find some remedy, if there will be
any sort of dissatisfaction about the service amongst the customers.
REVIEW OF LITERATURE
CUSTOMER SATISFACTION
Company’s first task is to create customers but today customers face a vast
array of product and Brand choices, prices and suppliers. How do customer make their
choices?
We believe that customer’s estimate which offer will deliver the most value.
Customers are value maximizers within the bound of search of cost and limited
knowledge, mobility and income. They form an expectation of value and act on it.
Whether or not the offer leaves up to the value expectation affects customer’s
satisfaction and their repurchase probability.
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Our premise is that buyers will buy from the firm they perceive to offer the
highest delivered customer value and total customer cost.
Customer delivered value = (Total Customer value – Total Customer cost).
 Total customer value is the bundle of benefits customers expect from a
given product or a service.
 Total customer cost is the bundle of costs customers expect to incur in
evaluating, obtaining and using the product and service.
 Satisfaction is a person’s feeling of pleasure or disappointment resulting
from comparing a product’s perceived performance and expectations.
Many companies are aiming for high satisfaction because customers who are
just satisfied still find easy to switch when better offer comes along. Those who are
highly satisfied are much less ready to switch. High satisfaction or delight creates an
affinity with the brand not just a rational preference. The result is high customer
loyalty.
Some of today’s most successful companies are raising expectation and
delivering performance to match. These companies are aiming for TCS (Total
Customer Satisfaction).
TOOLS FOR TRACKING AND MEASURING CUSTOMER
SATISFACTION
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[1] Complaint and suggestion systems: -
A customer-centered organization makes it easy for its customers to deliver
suggestions and complaints. Many restaurants and hotels provide forms for guests to
report their likes and dislikes. A hospital could place suggestion boxes in the corridors,
supply comment cards to exciting patients and hire a patient advocate to handle
patient’s grievances. These information flows provide these companies with many
good ideas and enable them to act more rapidly to resolve problem.
[2] Customer satisfaction surveys: -
Many companies obtain a direct measure of customer satisfaction by conducting
periodic surveys. They send questionnaires or make telephone calls to a random
sample of their recent customers and ask if they were very satisfied, satisfied,
somewhat dissatisfied or very dissatisfied. With various aspects of company’s
performance while collecting customer satisfaction data it is useful to ask additional
question to measure the customer’s repurchase intuition, those will normally be high if
the customers satisfaction is high. It is also useful to measure customer’s willingness to
recommend the company and brand to other person. A high positive word of mouth
indicates that the company is producing high customers satisfaction.
[BHARTI TELEVENTURES PVT. LTD HAS ADOPTED ABOVE
MENTIONED STRATEGY TO MEASURE THE SATISFACTION LEVEL OF
ITS CUSTOMER.]
[3] Lost Customer analysis: -
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Company should contact customers who have stopped buying or who have
switched to another service provider or supplier to know why this happened. Not only
it is important to conduct exit interviews when customer first stop buying but also to
monitor the customer loose rate which if increasing clearly indicates that the company
is failing to satisfy its customers.
ATTRACTING AND RETAINING CUSTOMER
To improve their relations with their partners in the supply chain, many companies are
intent on developing stronger bonds and loyalty with their ultimate customers. In the
past many companies took their customers for granted. Their customers may not have
had many alternatives of supply or all suppliers were equally deficient in the service or
the market was growing so fast that the company did not worry about satisfying its
customers. Clearly things have changes.
THE NEED FOR CUSTOMER RETENTION
The cost of attracting a new customer is estimated to be 5 times the cost of keeping a
current customer happy. It requires a great deal of effort to induce satisfied customers
to switch away from their current suppliers.
Unfortunately most marketing theory and practice centered on the art of attracting new
customers rather than retaining existing ones. The emphasis traditionally has been on
making sales rather than bui;lding relationship. The focus has been on reselling and
selling rather than on caring for the customer afterwards. Today however, most of the
companies are recognizing the importance of satisfying and retaining current
customers. There are two ways to strengthen customer retention: -
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[1] One is to erect high switching barriers. Customers are less inclined to
switch to another suppliers when this would involve high capital cost, high
search cost and the cost of loyal customer discounts and so on.
[2] The better approach is to deliver high customer satisfaction. This makes it
harder for competitors to overcome switching barriers by simply offering
lower prices. The task of creating strong customer loyalty is called
Relationship Marketing. Relationship Marketing embraces on those steps that
companies undertake to know and serve better their valued individual
customers.
RELATIONSHIP MARKETING: THE KEY OF SUCCESS OF
BHARTI AIRTEL PVT. LTD.
If you want to study the practical aspect of marketing theories then it can be done only
by seeing that how organizations implement those theories in their working process
definitely with some modifications. Here researcher has tried his best to examine the
process involved in attracting and retaining customers which are the main fundas of
Customer Relationship Marketing (CRM).
There are certain steps involved in customer relationship development process.
 Suspects: For Airtel everyone who might conceivably buy the landline or its
broadband connection. The sales team looks hard at the suspects i.e., the need
of the customer, budget and the expectation about the service. So, they can
determine who are the most likely prospects.
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 Prospects: The people who have a strong potential interest in the Telecom
services and the ability to pay for it.
 Disqualified prospects: When sales team studies the prospects properly and
when they find they have poor credit and would be unprofitable company
assuming them as a disqualified prospect.
Note: Above three steps are termed as the process of COLD CALLING.
 First time customers: After Cold Calling sales team visits to the qualified
prospect then they do detailing to them about the services, try to match the
prospect’s need and the product profile. So, this is the process to convert
qualified prospects into first time customers.
 Repeat customers: Now the main process of CRM starts with providing better
After sales service to the customers. Company tries to satisfy the customers and
build a strong relationship with them. They do not want to loose customer due
to their dissatisfaction because according to their view
“ A satisfied customer can give you 10 more customer but a dissatisfied
customer can cut your 100 prospective customer.”
 Clients: the company then acts to convert repeat customers into client’s
people who buy only from the company in the relevant product category.
Some cautions in measuring customer satisfaction level
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When customer rates their satisfaction with element of the company’s
performance the company needs to recognize that two customers can report
being “highly satisfied” for different reasons. One may be easily satisfied most
of the time and the other might be hard to please but was pleased on this
occasion. Company should also note that manager and sales people could
manipulate their ratings and customer satisfaction. They can also try to exclude
unhappy customers from the survey. Another danger is that if customers know
that the company will go out of its way to please customers many express high
dissatisfaction in order to receive more concession.
OBJECTIVE OF THE STUDY
Any researcher must be very clear about the objective of his study or
research.
MAIN OBJECTIVE:
To find out whether the existing users of Airtel are satisfied? And which factors
play important role to satisfy customers.
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SPECIFIC OBJECTIVE:
To obtain the desired result researcher needed to know:
How many customers use the broadband services of Airtel ?
• What is the brand image of Airtel in consumers mind?
• Which features of Airtel do customers like most?
• What are the expectations of consumers from Airtel?
OBSERVATION, ANALYSIS & DISCUSSION
DATA OBSERVATION
[Q.1] Market Segment: -
(a) Commercial (b) Residential
Market Segment
Statistics
Market Segment
Frequency Percent Valid Percent
Cumulative
Percent
Valid Commercial 43 26.5 26.5 26.5
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Residential 119 73.5 73.5 100.0
Total 162 100.0 100.0
Remarks:
Here we can see the distribution of Airtel in residential (73.5%) and commercial
(26.5%) segment. But it has been also experienced that the penetration of Airtel in
commercial area is much higher than residential i.e. approximately 43% in commercial
segment.
How did you get aware about Airtel Landline & Broadband services?
(a) Banners & Hoardings (b) Sales people
(c) Tele calling (d) Newspaper
(e) References (f) Others
Awareness about service
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Banners &
Hoardings
21 13.0 13.0 13.0
Sales People 109 67.3 67.3 80.2
Tele Calling 3 1.9 1.9 82.1
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News Paper 6 3.7 3.7 85.8
References 1 .6 .6 86.4
Others 22 13.6 13.6 100.0
Total 162 100.0 100.0
Remarks:
Among different means of awareness we can see from the graph 67% people get aware
about the services from the sales people. By applying ONE SAMPLE T-TEST on the
variable to check whether it realy depict the population or not, researcher found the
significance level .000, which is less than .005. Hence it did not occur by chance the
data
is significantly important.
Do you think brand image of Airtel is stronger than others?
(a) Yes (b) No
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About Brand Image of AirTel
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 155 95.7 95.7 95.7
No 7 4.3 4.3 100.0
Total 162 100.0 100.0
Remarks:
When users were asked about the Brand image of Airtel, 96% said its image is strong
and 4% said it is not. By applying on the variable to check whether it really depict the
population or not, researcher found the significance level .000, which is less than .005.
Hence it did not occur by chance the data is significantly important.
Voice Clearity
Frequency Percent Valid Percent
Cumulative
Percent
Valid Average 6 3.7 3.7 3.7
Good 33 20.4 20.4 24.1
Excellent 123 75.9 75.9 100.0
Total 162 100.0 100.0
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Remarks:
The above graph shows about voice clarity of airtel landline it is excellent The tatal
75.9% customer tells its excellent and only 3.7% are not agree with statement which is
very low so we can conclude it is a excellent feature provided by airtel
CONCLUSION
During this project researcher went through the working culture of the organization,
functionalities of sales team and the identification of market potentiality apart of the
data collection about the given problem. So, as a whole it can be said organization
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emphasize more on teamwork, motivating the employees and building the friendly
environment. According to the company more than 90% of the business (sales) is done
through direct marketing by their enthusiastic sales team. Since this project is all about
customer satisfaction & sales about the service so it highly depend on the way of
delivering services Since Airtel is the strongest service provider among private players
and customers also perceive it as a strongest brand. So it has to maintain a high
customer base with providing them complete satisfaction. Practicing a proper
Customer Relationship Management can only do it and Bharti implement it properly.
So why it is now among top names in the world.
RECOMENDATIONS
Since the project tries to reveal the level of customer satisfaction of Airtel users and
important factors related with it.
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Since the maximum business is done through direct marketing so there should be
proper planning and guidelines for the sales team.
 Motivation in terms of monetary and non-monetary for the sales people is must
and the responsibility of this should be on direct supervisor.
 It has been also found that there is a large no. of wrong commitments done by
sales people with the customers in the market due to the extreme pressure of
sales target, which leads to customer dissatisfaction. Organization must check it
immediately because it is harming the Brand Image of Airtel.
 There should be a proper and efficient communication channel within the
organization both for employees as well as customers.
 They should provide much better After Sales Services, because this is a
decision making variable for the customers.
 Billing Process should be more transparent because it leads to the reliability
about Brand.
BIBLIOGRAPHY
Websites:
 www.airtel.com
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 www.Comtel.com
 . www.scribd.com
 www.wikipedia.org
 www.Codeproject.com
 www.Projectstoday.com
 www.Freelancer.com
 www.Slideshare.net
 www.airtel.in
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