Question No 01

Based strictly on the information in the case, how many possibilities do you see to segment
the telecommunication market?

Problems of the Customers:

 More/Overcharging of Telephone Bills

 Caller received a busy Signal
 A series of obscene telephone calls
 Making strange humming and crackling noises in the telephone, it difficult to hear what
the other person is saying

Phone Calls Destinations

 Local calls
 International Calls (Like Mexico and Other South America)

Times and Days of Calls

 Daily Calls
 Most Calls on Weekend
 Evenings Calls

Telephone Bills

 Higher Percentage of Bills

 Median Level of Bills (50% bills are high and 50% bills are lower side)
 Bottom 10% of all household subscriber bills
 75th Percentile of Bills

Value Add Services

 Subscribers of value add service

 Not Subscribers of value add service

Importance of Phone Calls

 Important Calls
 Less Important Calls
Questions No 02

As a customer service report, how would you address each of the problems and complaints
reported?

1. Winston Chen is complaints for the overcharging of Telephone bills due to many
international and local Calls. The Telephone Company should declare both international
and local calls rates.
2. Marie Portillo has missed many important calls due to callers received a signal busy.
The company should correct the telephone technical and mechanical problem of the
customers.
3. Eleanor Vanderbilt has been distressed to receive a series of obscene telephone bills.
The company should fit a filter in telephone system where unknown calls are blocks or
check in.
4. Richard Robbins house phone line making strange humming and cracking noises due to
this it is difficult to hear what another person is saying. The company should repair these
noises problems.

Questions No 03

As a marketing manager, do you see any marketing opportunities for the telephone
company in any of these complaints?

 The Telephone Company gives different packages to their customers for both
international and local calls for customer satisfaction.
 The company hired skillful and experience people to solve the problems of customer.
 The company used different software for the checking of unknown calls.
 The company should control the telephone bills for customer retention.
 The company replaces the old answering machine to new one.
 For customer satisfaction, the company should response immediately for customer
complaints.