CHAPTER 1

INTRODUCTION TO STUDY

1.1. INTRODUCTION TO MOBILE COMMUNICATION

One of the finest things that happened in 20th century is the use of
radio channels for personal mobile communication systems considered to be a
revolution of sorts in telecommunications, mobile communication is the fastest
growing market segment and the field of intense research. Mobile
communication today is, perhaps, the most powerful catalyst for change in
lifestyle of the people all over the world. Mobile communication slowly, but
surely is evolving as the backbone for business transactions, efficiency and
success silently taking over the role of the elder cousin PSTN.

The first mobile telephone service started in 1946 in St. Louis,

Missouri, USA as a manually operated system. Between 1950 and 1960, it
evolved as an automatic system with reduced cost and increased, but small
subscriber base. Mobile telephony service in its useful form appeared in
1960s.

The first generation mobile communication systems appeared in

1970s and remained till 1980s. They used analog transmission techniques for
the radio link and confined its users to their respective system areas for which
the mobile phone was designed. Capacity of the system was very limited and
roaming between the coverage areas of the different systems was
impossible. Apart from being very expensive, these systems provided poor
Quos and supported only voice communication.

1
 The second generation mobile communication systems grew out
of the limitations of the 1st generation systems. They supported large
subscriber base, carried both voice and data and have capability to design and
deliver new value added services. The radio link became digital enabling use
of versatile signaling capabilities and cross-network roaming. However,
multiple standards made seamless roaming across all the networks
impossible. GSM and CDMA emerged as the trend setting technologies. The
domination of the 2G systems in the mobile communication market became
apparent in second half of 1990s.

The design objectives of the third generation mobile systems are

to provide high functionality with seamless global roaming. Apart from
providing very high data rates, 3G systems seek to integrate the wire lines
systems with mobile systems. 3G would provide users consistent voice, data,
graphical, multi-media and video-based information service regardless of their
location in the network (Cordless, Cellular, Satellite, Fixed/Wire line and so
on….). 3G systems would also integrate the Intelligent Network (IN)
capabilities into mobile systems.

Basic to the design of a mobile communication system is the

ability of the user to liberate himself from the confines of a wired line and
therefore his freedom to move anywhere he wants. Mobile communication
systems therefore are required to provide seamless service while the customers
are on move transcending geographical and network borders. Provision of
service under such environment throws a number of challenging issues and the
way these issues are addressed and resolved makes each system different from
all others.

2
 In the process of making a decision to purchase or use the mobile
telecommunication services or Mobile Cellular Phone services, the consumer
is exposed to varied sources of information on various handsets available in
the market and the use of the handsets and the various cellular operators who
provide cellular services to the customers. The consumer’s perception of the
appropriateness and reliability of these sources contribute to the sources
effectiveness and help him/her to make the final choice. Information Search
as such an important pre-purchase activity in a purchase decision. The Need
and importance of information is based on products and services.

Consumer buying behavior concerned with the search for and use
of products/service information as a part of purchase decision making, which
concerns consumer reaction to alternate products/service information sources.
It identifies and analyses the factors which influence purchase decision.

3
 1.2 OBJECTIVES

 To study the satisfaction level of customers using the AIRTEL mobiles.

 To study customer buying behavior for the AIRTEL Cellular operator.
 To know the customer awareness for the AIRTEL cellular service
providers.
 To know customer response towards the AIRTEL in Solapur city.
 To study various factors affecting the buying behavior about AIRTEL.
 To know the current position of the company in market.
 To know the marketing strategies of AIRTEL.

IMPORTANCE

 It will guide the organization in designing appropriate marketing

strategies.
 It will also enable the company to know whether the mobile users are
satisfied or not.
 The study would helpful for the company to change the policies as per the
customer expectations.

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 1.3 SCOPE

 Geographical scope - Solapur city.

 The survey was not only restricted to consumer satisfaction but it was also
aimed to find out about consumer awareness.
 The study relates to the services provided by AIRTEL.

LIMITATIONS

 The study was Limited to a period of 50 days.

 The survey was restricted to Solapur city.

 Sample size was restricted to 100 respondents.

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 1.4 RESEARCH METHODOLOGY

The study carried out us exploratory in nature and the design is

used for publicity for further research. The study tries to find out the
customers behavior in the telecom sectors and the awareness for the various
services provided by the TATA Indicom Company.

DATA COLLECTION:

Data collection consist of originally collective information for

specific purpose at hand by interviewed people, it is the first hand information.

SECONDARY DATA:

It consist of information that already exists some were, have been

collected for another purpose. The two type of secondary source are as under:

6
 SAMPLING PLAN:

The sampling plan includes the followings:

1) Sampling unit:

It is the basic unit containing the elements of population to be

sampled. The population here is referred for the various cellular subscribers
from which the sample unit was surveyed

2) Sampling size:

The sample size for the survey was 40 people of various cellular
phone users in Solapur city.

3) Sampling method:

The method adopted was satisfied by random sampling where the

population is divided into mutually exclusive group and random samples are
drawn from each group.

4) Contact method:

Personal interviews of customers were taken to extract the

information with the help of questionnaire.

7
 CHAPTER 2

ORGANIZATION PROFILE

2.1 INDUSTRY PROFILE

The telecom industry is one of the fastest growing industries in India.

India has nearly 200 million telephone lines making it the third largest
network in the world after China and USA. With a growth rate of 45%, Indian
telecom industry has the highest growth rate in the world

History of Indian Telecommunications started in 1851 when the first

operational land lines were laid by the government near Calcutta (seat of
British power). Telephone services were introduced in India in 1881. In 1883
telephone services were merged with the postal system. Indian Radio
Telegraph Company (IRT) was formed in 1923. After independence in 1947,
all the foreign telecommunication companies were nationalized to form the
Posts, Telephone and Telegraph (PTT), a monopoly run by the government's
Ministry of Communications. Telecom sector was considered as a strategic
service and the government considered it best to bring under state's control.

The first wind of reforms in telecommunications sector began to flow

in 1980s when the private sector was allowed in telecommunications
equipment manufacturing. In 1985, Department of Telecommunications
(DOT) was established. It was an exclusive provider of domestic and long-
distance service that would be its own regulator (separate from the postal
system). In 1986, two wholly government-owned companies were created: the
Videsh Sanchar Nigam Limited (VSNL) for international telecommunications
and Mahanagar Telephone Nigam Limited (MTNL) for service in
metropolitan areas.

8
 In 1990s, telecommunications sector benefited from the general
opening up of the economy. Also, examples of telecom revolution in many
other countries, which resulted in better quality of service and lower tariffs,
led Indian policy makers to initiate a change process finally resulting in
opening up of telecom services sector for the private sector. National Telecom
Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for
the Indian telecommunications sector. In 1997, Telecom Regulatory Authority
of India (TRAI) was created. TRAI was formed to act as a regulator to
facilitate the growth of the telecom sector. New National Telecom Policy was
adopted in 1999 and cellular services were also launched in the same year.

Telecommunication sector in India can be divided into two

segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line
services consist of basic services, national or domestic long distance and
international long distance services. The state operators (BSNL and MTNL),
account for almost 90 per cent of revenues from basic services. Private sector
services are presently available in selective urban areas, and collectively
account for less than 5 per cent of subscriptions. However, private services
focus on the business/corporate sector, and offer reliable, high- end services,
such as leased lines, ISDN, closed user group and videoconferencing.

Cellular services can be further divided into two categories: Global

System for Mobile Communications (GSM) and Code Division Multiple
Access (CDMA). The GSM sector is dominated by Airtel, Vodafone-Hutch,
and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata
Indicom. Opening up of international and domestic long distance telephony
services are the major growth drivers for cellular industry. Cellular operators
get substantial revenue from these services, and compensate them for
reduction in tariffs on airtime, which along with rental was the main source of
revenue. The reduction in tariffs for airtime, national long distance,
international long distance, and handset prices has driven demand.

9
 The Indian telecommunications industry is one of the fastest
growing in the world and India is projected to become the second largest
telecom market globally by 2010.

Telecommunication Companies in India

With the advent of private telecommunication companies in India, the industry

witnessed introduction of mobile telephones into the Indian market and it
became popular amongst the Indian masses in no time. Today two types of
mobile phone service providers operates in the Indian market, like the
following -
Global System for Mobile Communications (GSM)
Code Division Multiple Access (CDMA)
The main binding objectives for all the telecommunication
companies operating in India are as follows -
To facilitate telecommunication for all
Ensuring quick availability of telephone connectivity
Achieve universal service access at affordable price covering all
Indian villages, as early as possible
Providing world class telecommunication services
Solving consumer complaints, resolve disputes, and special
attention to be given to public interface
To provide widest possible range of services at reasonable prices
To emerges as a major manufacturing base and major exporter of
telecommunication equipment
To protect the defense and security interests of the country
Three types of service providers exist in the Indian
telecommunication sector, like the following -
State owned companies like - Bharat Sanchar Nigam Ltd, Videsh
Sanchar Nigam Ltd and Mahanagar Telephone Nigam Ltd
Private Indian owned companies like - Reliance Infocomm and
Tata Teleservices.

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 Bharti Tele-Ventures Foreign invested companies like -
Hutchison-Essar, Bharti Tele-Ventures, Escotel, Idea Cellular, BPL Mobile,
Spice Communications etc.

List of mobile network operators of India

The breakup of wireless subscriber base in India as of September

2009 is given below

Operator Subscriber base

Bharti Airtel 110,511,416

Reliance Communications 86,117,663

Vodafone Essar 82,846,046

BSNL 58,756,598

Idea Cellular 51,454,402

Tata Teleservices 46,796,033

Aircel 25,728,633

MTNL 4,680,141

Loop Mobile 2,495,087

MTS India 1,960,532

HFCL Infotel 379,654

All India 471,726,205

2.2 COMPANY PROFILE

11
 Bharti Tele-Ventures is one of India's leading private sector
providers of telecommunications services based on an aggregate of 28,692627
customers as on September 30, 2006, consisting of 27,061,349 GSM mobile
and 1,631,278 broadband & telephone customers
The businesses at Bharti Tele-Ventures have been structured into
three individual strategic units (SBU’s) –
1) mobile services
2) broadband and telephone services (B&T)
3) enterprise services
The Mobile services group provides GSM mobile services across
India in 23 telecom circles, while B&T business group provides broadband &
telephone services in 94 cities. The Enterprise Services group has two
sub-units – carriers (long distance services) and services top corporates.
All these services are provided under theAirtel brand.
Bharti Enterprises has been at the forefront of technology and has
revolutionized telecommunications with its world class products and services.
Established in 1976, Bharti has been a pioneering force in the telecom sector
with many firsts and innovations to its credit.
Bharti provides a range of telecom services, which include
Cellular, Basic, Internet and recently introduced National Long Distance.
Bharti also manufactures and exports telephone terminals and cordless phones.
Apart from being the largest manufacturer of telephone instruments in India, it
is also the first company to export its products to the USA.
Bharti is the leading cellular service provider, with a footprint in
16 states covering all four metros. It has over 12 million satisfied customers
Bharti Enterprises has successfully focused its strategy on telecom while
straddling diverse fields of business. From the creation of'Airtel', one of
India's finest brands, to becoming the largest manufacturer and exporter of
world class telecom terminals under its'Beetel' brand, Bharti has created a
significant position for itself in the global telecommunications sector.
Bharti Tele-Ventures is today acknowledged as one of India's
finest companies, andits flagship brand 'Airtel', has over 12 million customers
across the lengthand breadth of India.While a joint venture with TeleTech Inc.,
USA marked Bharti’s successfulforay into the Customer Management

12
 Services business, Bharti Enterprises’dynamic diversification has continued
with the company venturing intotelecom software development. Recently,
Bharti has successfully launchedan international venture with EL Rothschild
Group owned ELRO HoldingsIndia Ltd., to export fresh Agri products
exclusively to markets in Europeand USA"What other operators have
achieved in one to two years, Bharti has done in just over a
month. In July 2002, one out of every two people buying a mobile across India
chose AirTel. We are truly proud to be spearheading the mobile revolution in
the country."
- Sunil Bharti Mittal, Chairman, Bharti Tele-Ventures in 2002

Vision
BY 2010 AIRTEL WILL BE THE MOST
ADMIRED BRAND IN INDIA:

13
LOVED BY MORE CUSTOMERS.
TARGETED BY TOP TALENT.
BENCHMARKED BY MORE BUSINESS.

AIRTEL
Airtel comes to you from Bharti Tele-Ventures Limited - a part of
the biggest private integrated telecom conglomerate, Bharti Enterprises. A
consortium of giants in the telecommunication business. In it's six years of

14
pursuit of greater customer satisfaction, AirTel has redefined the business
through marketing innovations, continuous technological up gradation of the
network, introduction of new generation value added services and the highest
standard of customer care.
Bharti is the leading cellular service provider, with an all India
footprint covering all 23 telecom circles of the country. It has over 12 million
satisfied customers. Cellular telephony was introduced in India during the
early 1990s. At that time, there were only two major private players, Bharti
(Airtel) and Essar
(Essar) and both these companies offered only post-paid services.
Initially, the cellular services market registered limited growth. Moreover,
these services were mostly restricted to the metros. Other factors
such as lack of awareness among people, lack of infrastructural facilities,
low standard of living, and government regulations were also responsible for
the slow growth of cellular phone services in India.
Although the cellular services market in India grew during the late
1990s (asthe number of players increased and tariffs and handset prices came
downsignificantly) the growth was rather marginal. This was because the
cellularservice providers offered only post-paid cellular services, which were
still
perceived to be very costly as compared to landline communications.
Following this realization, the major cellular service providers in
India,
launched pre-paid cellular services in the late 1990s. The main purpose of
these services was to target customers from all sections of society (unlike
post-paid services, which were targeted only at the premium segment).
Bharti’s Mission
To be globally
admired for
telecom services
that delight
customers.
We will meet global standards for telecom services that delight
customers

15
 through:
• Customer Service Focus
• Empowered Employees
• Cost Efficiency
• Unified Messaging Solutions
• Innovative products and services
• Error- free service delivery
Board of Directors
The Board of Directors of the Company has an optimum mix of
Executive and Non-Executive Directors, which consists of three Executive and
fifteen Non-Executive Directors.
The Chairman and Managing Director, Mr. Sunil Bharti Mittal, is
an Executive Director and the number of Independent Directors on the Board
is 50% of the total Board strength. The independence of a Director is
determined on the basis that such director does not have any material
pecuniary relationship with the Company, its promoters or its management,
which may affect the independence of the judgment of a Director.
The Board members possess requisite skills, experience and
expertise
required to take decisions, which are in the best interest of the
Company.
The composition of the Board is as under:
Sunil Bharti Mittal
Rajan Bharti Mittal
Akhil Gupta
Rakesh Bharti Mittal
Chua Sock Koong
N. Kumar
Kurt Hellstorm
Donald Cameron
Paul O’Sullivan
Professor V.S. Raju
Pulak Chandan Prasad
Bashir Abdullah Currimjee

16
Gavin Darby
Syeda Imam
Ajay Lal
York Chye Chang
Paul Donovan
Arun Bharat Ram
ACHIEVEMENTS
•First to launch Cellular service on November 1995.
•First operator to revolutionaries the concept of retailing with the
inauguration of AirTel Connect (exclusive showrooms) in 1995.
•First to introduce push button phone in India.
•First to expand it's network with the installation for second
mobile
switching center in April, 1997 and the first to introduce the
Intelligent
Network Platform First to provide Roaming to its subscribers by forming
an association called World 1 Network.
•First to provide roaming facility in USA. Enjoy the mobile
roaming
across 38 partner networks & above 700 cities Moreover roam
across
international destinations in 119 countries including USA, Canada, UK
etc with 284 partner networks.
•BHARTI announces aggrement with VODAFONE marking the
entry of
the World's Largest Telecom Operator into India
•Bharti Enterprises and AXA Asia Pacific Holdings Limited
announce
Partnership for a life insurance joint venture in India
Airtel Launches future factory - Centres of Innovation to Incubate
Pioneering Mobile Applications
•16 states, 600 million people. Only India's leading mobile service
offers
you the truly 'freedom-packed' Prepaid!

17
 •It is also the first company to export its products to the USA.

AirTel: Appropriating the value of 'expression'

Over the last couple of years, the market has grown considerably,
with
deeper penetration and wider usage of voice and data services, accompanied
by much higher competitive intensity," Atul Bindal, chief marketing officer,
Bharti TeleVentures, expands on this. "In this context, differentiating merely
on network, coverage and SMS is just not enough. You need to go beyond
all the rational identifiers - which are prerequisites in any case - and connect
at a deeper level. We needed a strong differentiator in an increasingly
commoditized and crowded market. We found this differentiator in a core
human truth that defines our category - which is that there are moments
when you need to make your point, when you need to be heard. Expressing
and communicating are perhaps two of the most basic emotions.Air Tel
enables you to make your point in the most expressive way,
anytime,
anywhere. The campaign is towards owning this through 'Express
yourself.' We believe 'Express yourself' allows us to connect at a deeper
level and create a long-term platform for the brand."
For AirTel, the challenge also lay in presenting a unified 'face' to
the
consumer. This assumes significance when viewed in the light of the
company's pre- and post-paid communication, which, in the past, had been
treated very differently. Brand image, as a result, was being driven in two
different dimensions. "Brand AirTel is a category leader straddling
completely different market segments such as consumer, business and
corporate, as well as different voice, data and payment platforms,"
says
Bindal. "'Express yourself' enables the brand to unify and connect across the
entire base of our existing and prospective customers."
One of the most obvious benefits of owning a property such as 'candid
expression' (and 'Express yourself') is the expansive nature of the thought.
"The moment you have as broad a canvas as 'Express yourself', it becomes

18
 easy for anyone working on the brand to come up with new ideas and
executions. That's what makes a good campaign idea," observes Rediff's
Prashant Godbole, who, along with creative partner Zarvan Patel, conceived
the campaign. This is just the proverbial tip of the iceberg, Patel adds. "We
will be taking the idea forward in many different ways in the forthcoming
work," he informs. Patel also credits his creative team for "fleshing out the
idea".
In October 2002, Magic led the market, with 30% of the market share.
Bharti claimed that its strategies were one of the most ambitious
experiments ever in the Indian pre-paid cellular telephony market. However,
given the increasing competitive pressure, doubts were being expressed
regarding the ability of Bharti's marketing initiatives to help Magic retain its
'Magic' in the future. AIRTEL’s ENTERPRISE SERVICES

The company is a part of Bharti Enterprises, and is India's leading provider

of telecommunications services. The businesses at Bharti Airtel have been
structured into three individual strategic business units (SBU’s) - mobile
services, broadband & telephone services (B&T) & enterprise services. The
mobile services group provides GSM mobile services across India in 23
telecom circles, while the B&T business group provides broadband &
telephone services in 90 cities. The Enterprise services group has two sub-
units - carriers (long distance services) and services to corporates. All these
services are provided under the Airtel brand.
Our Services:
Voice Services
Mobile Services
Satellite Services

19
Managed Data and Internet Services
Managed e-Data Services

PROMOTIONAL STRATEGY
After the liberalization of the Indian Telecom Sector in 1994, the Indian
cellular market witnessed a surge in cellular services. By 2005, there were a
total of 12 players in the market with the five major players being Bharti
Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL),
Hutchinson-Essar limited (Hutch), Idea Cellular limited (Idea) and Reliance
India Mobile (RIM) (Refer Exhibit I).
All the players except RIM offered services based on the Global System for Mobile
(GSM) technology. RIM provided services based on Code Division Multiple Access
(CDMA) technology as well as GSM.
As competition in the telecom arena intensified, service providers took new
initiatives to woo customers. Prominent among these were - celebrity
endorsements, loyalty rewards, discount coupons, business solutions and
talk time schemes. The most important consumer segments in the cellular
industry were the youth segment and the business class segment. The youth
segment was the largest and fastest growing segment and was therefore
targeted most heavily by cellular service providers.
Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional
strategy. By 2004 it emerged the unprecedented leader commanding the
largest market share in the cellular service market. (Refer Exhibit II). Hutch
implemented the celebrity endorsement strategy partially, relying primarily
on its creative advertising for the promotion of its brand. BSNL, on the other
hand, attracted the consumer through its low cost schemes. Being a state
owned player, BSNL could cover rural areas, and this helped it increase its
subscriber base. Reliance was another player that cashed on its innovative
promotional strategies, which included celebrity endorsements and attractive
talk time schemes. Idea, relied heavily on its creative media advertising sans
celebrities.

20
 2.3 ORGANIZATIONAL CHART

AIRTEL LTD

Board of Director

CEO

Senior Manager

Manager

Assistant Manager

Area Sales Area Sales

Manager Manager
(Post Paid) (Pre Paid)

21
 CHAPTER 3

THEROTICAL FRAMEWORK

CUSTOMER SATISFACTION

Customer satisfaction, a business term, is a measure of how products and

services supplied by a company meet customer expectation. It is seen as a key
performance indicator within business and is part of the four perspectives of a
Balanced Scorecard.

In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy

There is a substantial body of empirical literature that establishes the benefits

of customer satisfaction for firms.

Customer Satisfaction in 7 Steps

It's a well known fact that no business can exist without customers. In the
business of Website design, it's important to work closely with your customers to
make sure the site or system you create for them is as close to their requirements as
you can manage. Because it's critical that you form a close working relationship with
your client, customer service is of vital importance. What follows are a selection of
tips that will make your clients feel valued, wanted and loved.

22
 1. Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with a
customer. If you're not used to this sort of thing it can be a pretty nerve-wracking
experience. Rest assured, though, it does get easier over time. It's important to meet
your customers face to face at least once or even twice during the course of a project.

My experience has shown that a client finds it easier to relate to and work
with someone they've actually met in person, rather than a voice on the phone or
someone typing into an email or messenger program. When you do meet them, be
calm, confident and above all, take time to ask them what they need. I believe that if a
potential client spends over half the meeting doing the talking, you're well on your
way to a sale.

2. Respond to Messages Promptly & Keep Your Clients

Informed

This goes without saying really. We all know how annoying it is to wait days
for a response to an email or phone call. It might not always be practical to deal with
all customers' queries within the space of a few hours, but at least email or call them
back and let them know you've received their message and you'll contact them about
it as soon as possible. Even if you're not able to solve a problem right away, let the
customer know you're working on it.

A good example of this is my Web host. They've had some trouble with
server hardware which has caused a fair bit of downtime lately. At every step along
the way I was emailed and told exactly what was going on, why things were going
wrong, and how long it would be before they were working again. They also
apologised repeatedly, which was nice. Now if they server had just gone down with
no explanation I think I'd have been pretty annoyed and may have moved my business
elsewhere. But because they took time to keep me informed, it didn't seem so bad, and
I at least knew they were doing something about the problems. That to me is a prime
example of customer service.

23
 3. Be Friendly and Approachable

A fellow SitePointer once told me that you can hear a smile through the
phone. This is very true. It's very important to be friendly, courteous and to make your
clients feel like you're their friend and you're there to help them out. There will be
times when you want to beat your clients over the head repeatedly with a blunt object
- it happens to all of us. It's vital that you keep a clear head, respond to your clients'
wishes as best you can, and at all times remain polite and courteous.

4. Have a Clearly-Defined Customer Service Policy

This may not be too important when you're just starting out, but a clearly
defined customer service policy is going to save you a lot of time and effort in the
long run. If a customer has a problem, what should they do? If the first option doesn't
work, then what? Should they contact different people for billing and technical
enquiries? If they're not satisfied with any aspect of your customer service, who
should they tell?

There's nothing more annoying for a client than being passed from person to
person, or not knowing who to turn to. Making sure they know exactly what to do at
each stage of their enquiry should be of utmost importance. So make sure your
customer service policy is present on your site -- and anywhere else it may be useful.

5. Attention to Detail (also known as 'The Little Niceties')

Have you ever received a Happy Birthday email or card from a company you
were a client of? Have you ever had a personalised sign-up confirmation email for a
service that you could tell was typed from scratch? These little niceties can be time
consuming and aren't always cost effective, but remember to do them.

Even if it's as small as sending a Happy Holidays email to all your

customers, it's something. It shows you care; it shows there are real people on the
other end of that screen or telephone; and most importantly, it makes the customer
feel welcomed, wanted and valued.

24
 6. Anticipate Your Client's Needs & Go Out Of Your Way to
Help Them Out

Sometimes this is easier said than done! However, achieving this supreme
level of understanding with your clients will do wonders for your working
relationship.

Take this as an example: you're working on the front-end for your client's
exciting new ecommerce endeavor. You have all the images, originals and files
backed up on your desktop computer and the site is going really well. During a
meeting with your client he/she happens to mention a hard-copy brochure their
internal marketing people are developing. As if by magic, a couple of weeks later a
CD-ROM arrives on their doorstep complete with high resolution versions of all the
images you've used on the site. A note accompanies it which reads:

"Hi, you mentioned a hard-copy brochure you were working on and I wanted
to provide you with large-scale copies of the graphics I've used on the site. Hopefully
you'll be able to make use of some in your brochure."

Your client is heartily impressed, and remarks to his colleagues and friends
how very helpful and considerate his Web designers are. Meanwhile, in your office,
you lay back in your chair drinking your 7th cup of coffee that morning, safe in the
knowledge this happy customer will send several referrals your way.

7.Honour Your Promises

It's possible this is the most important point in this article. The simple
message: when you promise something, deliver. The most common example here is
project delivery dates.

Clients don't like to be disappointed. Sometimes, something may not get

done, or you might miss a deadline through no fault of your own. Projects can be late,
technology can fail and sub-contractors don't always deliver on time. In this case a
quick apology and assurance it'll be ready ASAP wouldn't go amiss.

25
 Conclusion

Customer service, like any aspect of business, is a practiced art that takes
time and effort to master. All you need to do to achieve this is to stop and switch roles
with the customer. What would you want from your business if you were the client?
How would you want to be treated? Treat your customers like your friends and they'll
always come back.

26
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

1. Table showing customer awareness about Mobile services

providers.

MOBILE SERVICES AWARENESS

AIRTEL 90
IDEA 85
BSNL 70
TATA DOCOMO 42.5
RELIANCE 85
VODAFONE 22.5

INTERPRETATION

The above graph shows that awareness about mobile

services.90% peoples is aware the AIRTEL and the 85% people are aware
about IDEA. Very less no. of people are aware about Vodafone that is 22.5%

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 2. Table showing customer awareness about AIRTEL

AWARENESS NO.OF CUSTOMER

YES 94
NO 06
TOTAL 100

INTERPRETATION

The above graph shows the 94% peoples are aware about AIRTEL
and only 06% are not aware.

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3. Table showing the users of AIRTEL
USERS NO.OF CUSTOMERS
YES 89
NO 11
TAOAL 100

INTERPRETATION

From above table it can be interpreted that maximum number of

customers are using AIRTEL (94%). 06% People refuse to use AIRTEL
mobiles

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 4. Table showing the satisfaction about AIRTEL

SATISFACTION NO. OF CUSTOMERS

YES 66
NO 28

INTERPRETATION

It can be observed that overall satisfaction level of AIRTEL is

satisfactory. 70% of respondents are satisfied while 30% of the respondents are
not satisfied.

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 5. Table showing the most effective media preferred by consumer.

MEDIA NO. OF CUSTOMERS

ADVERTISEMENT 55
HOARDINGS 11
NEWSPAPERS 20
MOUTH PUBLICITY 08

INTERPRETATION

From above table it can be interpreted that maximum

numbers of customers are influencing from the media is advertisement i.e.
58%. The hoarding is preferred by people is very less.

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6. Table showing the factors influencing while choosing AIRTEL.

FACTORS NO. OF CUSTOMERS

BRAND IMAGE 10
COVERAGE 15
COST FACTOR 58
EXTRA FACILITIES 11

INTERPRETATION

The Above graph shows that the factors which are considered while
choosing the AIRTEL. The most of the customers are consider cost factor that is 58%.
The consideration about the network is very less.

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 7. Table showing no. of customers who call at customer care

CALL AT CUSTOMER CARE NO. OF CUSTOMERS

YES 60
NO 34

INTERPRETATION

The graph shows that the no. of customers are call at the
customer care. The 64% peoples are call at the customer care.

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 8. Table showing how long the customers are using the AIRTEL

PERIOD NO. OF CUSTOMERS

LESS THAN 6 MONTH 18
1 TO 2 YEARS 31
2 TO 3 YEARS 25
MORE THAN 4 YEARS 21

How long the customers are using the AIRTEL

LESSTHAN 6 MONTH 1 TO 2 YEARS
2 TO 3 YEARS MORE THAN 4 YEARS

22% 19%

26% 33%

INTERPRETATION

The above graph shows that period from how long the
customers are using the AIRTEL services. 33% peoples are using from the 1 to
2 years and the 19% people are using AIRTEL since less than 6 months.

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 9. Table showing the no. of customers who would like to
recommend AIRTEL to others.

RECOMMENDATION NO. OF CUSTOMERS

YES 70
NO 24

INTERPRETATION

The above graph shows that the peoples who recommend to

others to use the AIRTEL. 74% are recommending to others and 26% are not
recommended to others.

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 10. Table showing the customer satisfaction towards different
factors related to AIRTEL.
SERVICES EXCELLENT VERY GOOD GOOD AVERAGE POOR
NETWORK 25 20 24 28 18
SMS RATES 15 18 13 0 0
NEW SCHEMES 8 14 5 3 0
& OFFERS
CUSTOMER 3 11 9 6 1
CARE
RECHARGE 6 10 6 5 3
OUTLETS
CALL RATES 15 7 6 2 0
VALUE ADDED 4 6 15 5 0
SERVICES

E x c ellent V ery G ood good A verage P oor

35
30
25
20
15
10
5
0
Network S M S rates New Cus tom er Rec harge Call Rates V alue
s c hem es Care outlets A dded
and offers S ervic es
F ACTO RS

INTERPRETATION
Above graph shows that the customer satisfaction towards the services
provided by AIRTEL.
The satisfaction about NETWORK is AVERAGE that is 47%.
The satisfaction about SMS RATES is VERY GOOD that is 70%.
The satisfaction about NEW SCHEMES is VERY GOOD that is 47%.
The satisfaction about CUSTOMER CARE is VERY GOOD that is 36%.
The satisfaction about RECHARGE OUTLETS is VERY GOOD that is 33%.

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The satisfaction about CALL RAETS is EXELLENT that is 50%
The satisfaction about VALUE ADDED SERVICES is very goods that is 34%

CHAPTER 5

OBSERVATIONS AND FINDINGS

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1) It is observed that awareness about mobile services.90% peoples is aware the
AIRTEL and the 85% people are aware about IDEA. Very less no. of people
are aware about Vodafone that is 22.5%

2) It is observed that 94% people are Aware about AIRTEL and the remaining
6% are Not Aware about AIRTEL.

3) It is observed that 89% people are using the AIRTEL and 11% peoples are Not
Using the AIRTEL.

4) It is observed that 70% customers are Satisfied with the services provided by
AIRTEL. The Not Satisfied customers are 30%

5) It is found that the 58% people are come to know about AIRTEL by
Advertisement in TV. And only few i.e. 12% are preferred to Hoardings.

6) It observed that near about 62% customers are influenced by cost factor. And
the very less people are influenced by Network coverage.

7) It is observed that the 64% customers are call at the customer care.

8) It is found that the 74% customers would like to recommend others to use the
AIRTEL. And 26% people are they don’t want to recommend others to use.

9) It is observed that 33% peoples are using from the 1 to 2 years and the 19%
people are using AIRTEL since less than 6 months.

10) It is observed that the opinion about network is average, the opinion about
sms rates, new schemes and offers, customer care, recharge outlets are very

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good. It is found that the opinion about call rates is excellent and about value
added services is good.

CHAPTER 6

39
 SUGGESTIONS

1) AIRTEL should advertise more to make aware about its services. The
advertising campaign should be aggressive in order to make the customers aware
about the services and schemes of AIRTEL..

2) AIRTEL should introduce new schemes to increase its customers.

3) AIRTEL should provide more value added services to increase the satisfaction
level of customer and should launch variety of schemes to increase customer base.

4) AIRTEL should use hoarding as the advertising media because it creates

visual impression.

5) AIRTEL should develop the customer care center and make effective
communication with customers.

6) AIRTEL should try to tap the customers by offering attractive tariff plans so,
they can recommend others to use.

7) AIRTEL should maintain clarity in network coverage for the calls. The
networking and the coverage should be improved and it should be done with best
possible planning.

8) AIRTEL should make efforts to reduce talk time rates this will help customers
to talk more and company will get new customers.

CUSTOMER SATISFACTION AT AIRTEL

40
 I am the students of SVERI college of engg is conducting a survey and hereby
request you to fill up the questionnaire. The information provided by you will be kept
strictly confidential and will be used for academic purpose only.

Name: ________________

Age: ___ years

Sex: Male/Female

Contact no.: ___________

Signature: __________

1. Do you have a mobile phone?

o Yes
o No
2. How many telecommunications services do you aware?
o Airtel
o Tata docomo
o Idea
o Reliance
o BSNL
o Vodafone
3. Then which operator’s Service do you use?
o Airtel
o Tata docomo
o Idea
o Reliance
o BSNL
o Vodafone ( If not Tata docomo then go to Q15)

4. Are you aware about Airtel?

o Yes
o No (If No, then go to Q14)

5. From which source you came to know about Airtel?

o Advertisement
o Hoardings
o Newspapers
o Mouth Publicity
6. Since how long you are using Airtel services?

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 o Less than 1 month
o 2-6 months
o 6-12 months
o More than 1 year

7. Which are the influencing factors for choosing cellular operator?

o Brand Image
o Coverage
o Cost Factor
o Extra Facility
8. Which services are more helpful to you while using Airtel services?
o Call rates
o SMS service
o Network
o Value Added Services
9. Do you call at customer care?
o Yes
o No
If yes, how often you call at customer care?
o Daily
o Once a week
o Once a month
o Occasionally
10. What are the reasons to call customer care?
o Value added services
o Information regarding new schemes
o Other queries
o Complaining

11. Rate the following services on the basis of your satisfaction.

Services Excellent Very Good Fairly good Average Poor

Network
SMS rates
New schemes and offers
Customer Care
Recharge outlets

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Call Rates
Value Added Services
12. Would you like to recommend Airtel to others?
o Yes
o No
13. What makes you unaware about Airtel?
o Less Advertisement
o Less Publicity
o Others
o (If others then mention ____________________)
14. Why you are not using Airtel services?
o Lack of awareness
o Poor Services
o Poor network
15. Give your suggestions to help in serve you better.
______________________________________________________________
______________________________________________________________
______________________________________________________________
______

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