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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.
i
Table of Contents
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
ii
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
iii
2.2.1.1 Product.................................................................................................23
2.2.1.2 Price.....................................................................................................23
2.2.1.3 Place....................................................................................................24
2.2.1.4 Promotion............................................................................................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
iv
List of Figures
v
List of Tables
vi
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.
7
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.
4
Overcrowded
5
Nominee
6
Value Added Service
7
Messenger
8
1.6 Core Values v
9
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.
“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.
vii
1.8.2 Customer Service Center of Islamabad
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 CSR9 which are assigned different duties and one finance officer is
working and I was working there as SE (student entrepreneur).
8
Customer service center
9
Customer service Representative
10
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
11
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.
xi
1.9.3 Other Services and Offers
ZONG has always provided its customer with the best offers and services some of
them are given below:
BTO11
LNO12
LBC13
10
Friends and family
11
Break time offer
12
Late night offer
13
Location base charging
12
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
SEP19
14
Friends and family
15
Short message service or text message
16
General packet radio service
17
Book your number
18
Mobile number portability
19
Student entrepreneur program
13
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.
Table 1.1:
14
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
20
Giga byte
21
General packet radio service
22
Friends and family
23
Book your number
15
Queries like:
Customer information query
Recharge history
Call record
Change requests like:
Package change
Change FnF
Change call forwarding
16
Torch
Memory 300 phonebook entries
17
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.
18
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.
This chapter was all about introduction of ZONG and its products and services. In
next chapter Business operations of ZONG will be explained.
19
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.
CEO
COO
DRICTOR Customer
Service
Regional Manager
Central 1
CSC Manager
Customer Service
Representative
Finance Officer
Regional Manager
Central 2
20
Fig 2.2: Structure of CSC Islamabad xiv
CSC
Manager
In CSC24 Sahiwal one CSC manager which have all the responsibility of CSC and
under CSC manager five CSR are working all CSR 25 are assigned different works
like value added services, prepaid, postpaid, MNP 26, GPRS and other works and one
finance manager is also working there.
24
Customer service center
25
Customer service Representative
26
M0obile number portability
27
Strengths weakness opportunities threats
21
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.
28
Student Entrepreneur
29
Tehsil munsipal authority
30
Pakistan Telecommunication Authority
22
2.2 Marketing Strategy of ZONG
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 them are
absolutely free of cost like:
Missed call alert
E-care
MNP31
Conference call
Subscription of SMS packages
31
Mobile number portability
23
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 then 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 something in
a specific place than ZONG use print media like print ads and newspapers.
Billboards are use in all over 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 LBC 32 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
24
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.
25
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 Contact 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.
26
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.
39
Customer service form
40
Subscriber identity module
41
Value added services
27
Process issues
Query and log
Managing configurations
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.
42
Customer relationship management system
28
CHAPTER NO. 3
43
Mobile number portability
44
Giving number to a non personal SIM
29
o Exact number
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.
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 anywhere in the country. For
completing this I had to do a lot. I went to my city where I thought I can make more
45
Giving number to a non personal SIM
30
sales. I established stall there and tried to sell my product and also I go nearby cities
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.
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 SIM 46 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.
I face those problems very well, and I was able to neglect those problems. But in
sale you should have to be cool and calm because nobody wants to loss his
customers. I also do this because in between sale was stopped than I came with one
46
Subscriber identity module
31
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 without recharging, it
was a very difficult thing to convince that customer to recharge at the spot.
32
Glossary
33
Appendices
Appendices A:
Cellular Service Agreement Form
Appendices B:
MNP Request Form
Appendices C:
No objection Form
Appendices D:
Sales data and revenue analysis
34
References
35
i
http://www.zong.com.pk/aboutus_ccmc.html
ii
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
Zahid Anwar.( 10th august, 2010), CSC Islamabad
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
Zahid Anwar.( 10th august, 2010), Departmental structure of ZONG CSCs
xiv
Zahid Anwar.( 10th august, 2010), structure of CSC Islamabad