1. - A case study on Banglalink -

2. Report On
Customer Service in Telecom Sector
A case study on Banglalink
Course code: BUS 214
Course Title: Business Communication
Submitted to
Mr. Tanvir Ahmad Torophder
Course Instructor
Submitted by
Group Name: The LEGENDS of BBA
Name ID
Md. Ahadujjamanrony 1001010131
Faglul Karim Raihan 1001010142
Abdul Aziz 1001010127
Shafkath Tazwar Zaman 1001010139
Md. Mowdudur Rahman 1001010122
Munna Banik 1001010149
Sec-C, 24th batch
Department of Business Administration
Leading University, Sylhet
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3. Date of Submission: May 5, 2011
May 5, 2011
The course teacher
Business Communication
Leading University, Sylhet
Subject: Submission of Report
Dear Sir.
It is an enormous pleasure to submit our report titled “Customer Service in telecommunication:
A Study on Banglalink’ assigned as a requirement of our course related.
In preparing this report we have acquired many knowledge about Customer service of Banglalink
and other telecom company. We have tried our best to furnish the report with relevant data,
which we had to collect from employees of Banglalink and their customer. We hope this report will
help the telecom sector specially Banglalink to gather some insights on the windows to do further
studies in this aspect.
I would like to convey our tributes to you and thank you for giving us the opportunity to work on
this topic. Your queries in this aspect will highly be expected.
Please find enclosed here with a copy of questionnaire.
Thank you
Sincerely yours
Faglul Karim Raihan Ahadujjaman Rony
ID: 1001010142 ID: 1001010131
Abdul Aziz Shafkath Tazwar Zaman
ID: 1001010127 ID: 1001010139
3

4. Md. Mowdudur Rahman Munna Banik
ID: 1001010122 ID: 1001010149
Table of Contents
Chapter Name Page No.
Executive Summary viii
One Introduction 08-14
1.1 Origin of the Report 09
1.2 Background of the study 09
1.3 Objectives of the study 09
1.4 Scope 010
1.5 Limitations 010
1.6 Literature Review
10-11
1.7 Methodology 12-13
1.7.1 Primary data collection 12-13
1.7.1.1 Personal Observation 13
1.7.1.2 Face to face Interviews 13
1.7.2 Secondary data collection 13-13
1.8 Report Overview 13
1.9 Definitions:
14
1.10 Acronyms 14
Two Company overview 15-22
2.1 Background of the company 16
2.2 Product & service of the company 17-20
2.2.1 Product 17
2.2.2 service 19-20
2.3 Banglalink Customer Care 20
2.4 Banglalink sales and care centre 21
2.5 Network coverage of Banglalink 20
Three Major Findings 23-27
3.1 Major Findings of Banglalink 24
3.1.1 Barriers of Customer care 24
3.1.2 Banglalink prepaid Internet vs other companies
25
prepaid internet
4

5. 3.2 Other findings 26-27
Four The Ending of The Report 28-30
4.1 Conclusion 29
4.2 Recommendation 30
Five Appendix 31-41
5.1 Appendix 1 32-35
5.2 Appendix 2 36-39
5.3 Appendix 3 40-41
5.3.1 Data table 40
5.3.2 Bibliography 41
Acknowledgement
First of all we pay a special thanks to my almighty God, who made us able to complete this
report.
Then we would like to give thanks to Renowned Philanthropist Mr.Ragib Ali as he established
Leading University and we got this opportunity to read here.
After wards, we would like to express our heartfelt gratitude to Prof. Dr. Tufayel Ahmed, Head of
the Department of Business Administration, Leading University-Sylhet.
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6. We would like to thanks our course teacher Mr. Tanvir Ahmad Torophder, respected lecturer of
Leading University for giving us this chance to make a report and spending time from his busy
schedule to help us in shaping up this report.
I acknowledge with deep gratitude to Banglalink and their employees for giving us their valuable
time to give many information regarding our topic .
Our thanks also goes to our family members and many friends who are co-operated with us at any
of the steps of the report and continuously support us without any hesitation and make themselves
an important part of this job.
Executive Summery
Nowadays the world is very much competitive. So everyone has to be expert in both practical
knowledge and theoretical knowledge. On the whole the study that the customer service of
Banglalink is good. But they have to increase their network coverage.
Banglalink is continuously coming up with new ideas regarding its products and
services. Recently, the company is mainly focusing on the non-voice services.
Because, the company knows in near future, voice based services will reach
to the maturity stage, which will make the business growth constant to
some extents. Hence, the c o mp a n y i s trying to maintain its position in non-
voices services as well like SMS, Push-Pull, and Information related services at the
early growing stage. These services are working as a building block to increase
Banglalink’s service value.
6

7. Banglalink is continuously coming up with new ideas regarding its products and
services. Recently, the company is mainly focusing on the non-voice services.
Also, the c o mp a n y i s trying to maintain its position in non-voices services as well
like SMS, Push-Pull, and Information related services at the early growing
stage. These services are working as a building block to increase Banglalink’s
service value
The r e s u l t s revealed that c u s t o m e r satisfaction is a multidimensional
construct. In our study overall service quality refers to the rating of service
quality on a scale of 1 to 10. There were only t w o s i g n i f i c a n t
dimensions that w e r e i m p o r t a n t in determining t h e overall service quality of
Banglalink, that i s , reliability, tangibles. Among them reliability has the most
significant influence on the overall s e r v i c e q u a l i t y of Banglalink. After r e l i a b i l i t y ,
tangibles t h e next important dimension of Banglalink in determining the
overall service quality is empathy.
From the overall model summary we can say that, our model is 64 percent
compatible/fit in m e a s u r i n g the o v e r a l l service quality o f Banglalink.
Therefore it can be considered as a good model
Therefore we can say that w e are 9 6 percent co n fi d e n t that reliability h a s
significant influence on t h e o v e r a l l service quality of Banglalink. The literature
review was full of secondary information about the research. The terminological definition,
explanations of the terms and detail of the departments are clearly described in this part of the
research. Each of the categories are explained and ranked based on their importance after
analyzing the questionnaire. Activities like TV, outdoor, face to face interviews, press &
publications are the most talked about in this research.
Finally, this research will encourage further study and useful guidelines for these types of
researches
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8. Chapter 1
Introduction
1. Introduction
1.1 Origin of the study:
This report was assigned by Mr. Tanvir Ahmad Torophder Lecturer, Department of Business
Administration, Leading University, Sylhet, as a requirement for the fulfillment of BUS-214
Business Communication course. The report was submitted on May 3, 2008.
1.2 Background of the Study:
8

9. Telecommunication’ is a term coming from Greek and meaning ‘communication at distance’
through signals of varied nature coming from a transmitter to a receiver. In order to achieve
effective communication, the choice of a proper mean of transport for the signal has played (and
still plays) a fundamental role. The necessity of communication begun as early as the existence of
mankind on this earth . Communication has become the vital tool for mankind to strife prosperously
in this world.
The history of telecommunication began with the use of smoke signals and drums in Africa, the
Americas and parts of Asia. In the 1790s, the first fixed semaphore systems emerged in Europe;
however it was not until the 1830s that electrical telecommunication systems started to appear. This
article details the history of telecommunication and the individuals who helped make
telecommunication systems what they are today. The history of telecommunication is an important
part of the larger history of communication.
1.3 Objectives of the Study:
The objectives of the study are---
• To know about the customer service of Banglalink
• To know the regulation and deregulation regarding Call rates change in
Bangladesh.
• To know the standard of Banglalink’s customer service
• To know the satisfaction of Banglalink’s customer
• Performance Analysis of Banglalink
• Problems and Challenges of Banglalink
• Two know the standard of customer care.
• To know the position of Telecom sector in Bangladesh.
• To know about the Competition with other operators.
• To know the organizations opportunity for the caller.
• To know the Barriers of Customer service and different solutions.
• To suggest the different suggestion.
9

10. 1.4 Scope of the Study:
The report focuses on customer relationship management in corporate sales. It also determines the
loyalty factor of Banglalink. This report covers the present status of corporate sales as well as the
customer cause and effect relationship analysis of their promotional activities, their tariffs and
other issues. This study covers only sylhet city because of possible complexity and difficulty in
covering whole country and because of shortage of time and manpower required for the survey.
1.5 Limitations:
Despite of the researcher’s highest effort the report making is not free from limitations. Some of
those limitations are mentioned as follows:
One of the major limitations faced while conducting the study was to
communicate with the selected corporate clients because they were very busy with their
regular jobs and there are very limited number of customer center.
As we had more dependence on the primary s o u r c e s , so there might be some levels
of inaccuracy with those collected information.
Confidential information regarding past marketing and sales information was not
accurately obtained.
Many of the analysis on the obtained data are based upon our sole
interpretation. This in result might bring some biases, as lack of knowledge and depth
of understanding might hinder me to produce an absolute authentic and meaningful
report.
1.6 Literature Review:
There are lots of literature reviews for Banglalink customer care. Lots of says many thing about
Banglalink customer service. Some of these are given below. But most of says that Banglalink has
poor network. They suggest that Banglalink should increase their network coverage.
Mr. Muhammad Arshad, Head of Customer Care at Banglalink -An Orascom Company says
about Banglalink: Director Quality Assurance & Customer Retention:
10

11. The company grew from a subscriber base of 3 million in Oct 2004 to over 20 million in Sep -06
Responsible for
◊ Implementation a quality customer service to ensure maximum customer satisfaction and
establish Mobilink a truly customer focused company
◊ To optimize and standardize Customer Care processes & activities to ensure quality service
◊ Conduct in-house/out-sourced mystery survey to measure customer care performance
◊ Conduct TNA (Training Need Analysis) through various measures
◊ Ensure various training programs to cater all training needs at customer care
◊ Employee performance development program to improve employee skills and minimize turn over
◊ Comprehensive data analysis and Customer usages behaviour analysis to forecast and minimize
the possible churn through Business Intelligence
◊ Various BTL &ATL activities for retention based on Business Intelligence analysis through
proactive as well as reactive approach
Mr. Deluar Hossain Robin, a customer manager says Create Banglalink mobile remittance
transfer method for Bangladeshi. he also said that At our country the new Banglalink mobile
remittance method introduced and it is very easy for us to withdraw money. Banglalink mobile
company bring it for us to transfer money from several countries. By using this we are able to
withdraw money from anywhere at our country.Banglalink use several Bank for this system.
At this system a Banglalink mobile user get a sms then he show this sms at Banglalink customer
care then customer care representative give him the money. It is very easy.
Mr. Saurav Sinha, Dept. of English, DU says the network of Banglalink is so poor. He also said that
Banglalink is in second position as a mobile operator company in Bangladesh and it is increasing its
network coverage day by day. But last couple of days, the network has slowed down and it is really
hard to get network not only at villages but also in metropolitan city like Dhaka. It is frustrating
when we can't phone in our emergency times. A few days ago I was going to university and I had to
phone my village home. I could not make a call. Recently, it is happening frequently for poor
11

12. network. I along with other people, request humbly to concerned authority of Banglalink to take
immediate steps to make a smooth network.
1.7 Methodology:
In order to fulfill the objectives of the study both Primary and secondary data have been
collected.
1.7.1 Primary data collection
We have used three techniques of Primary Resources for my research and they are as followed:
θ Personal Observation.
θ Face to Face Interviews.
1.7.1.1 Personal Observation
Observation is the process of recognizing and noting people objects and occurrences
rather than asking for information. Informal observations remove the elements of Bias and effect
of reaction from research.
1.7.1.2 Face to face Interviews
As the field of study is limited within the Banglalink, It was decided that information will
be collected by direct face to face interviews. Face to face Interviews were held with ( Mr. Ali
Ashraf and some other). Business centre Manager of Banglalink Telecom ltd. And we had
collected customer survey from many corporate clients of different organization. Customer
survey had been conducted by 19 questions location at Sylhet city.
1.7.2 Secondary data collection
The secondary data were collected from the following sources:
• Internal newsletter of the company
• Various research journals of different research organizations
• Web pages
• Annual reports of the company
1.8 Report overview:
12

13. The study is presented in 5 chapters.
The First chapter of the study is called “Introduction” where I have given a short
introduction about the report. This chapter is based on the reason of the report, the objectives,
methodology and the significance of study.
In Research Methodology we have described how the report has done like I have used both
primary and secondary data. We have done practical deskwork, interviews and in the report a
few things we have given on the basis of personal observation. We have also gone through many
Internet websites, newspaper, and journals to collect data for the report.
We described about the objectives of the report and what is the plan regarding the report. The
problems that we have faced in doing this report and the limitations of this research project
are also described in this chapter.
The Second chapter “Company Overview” describes all about the organization where we have
done our report. Also We have tried to describe about the types of services, various products
and their call rate.
The Third chapter of the study is called “Major Findings” in this chapter we tried to describe our
all finding.
The Fourth chapter is called “Conclusion & Recommendation” which is prepared based on
the results obtained from the previous chapter.
The tenth and the last chapter include “Appendix, Data table” and the names of all the books
and resources from which I have collected the information and it is known as “Bibliography”
1.9 Definitions:
Customer service: is the provision of service to customers before, during and after a purchase.
According to Turban et al. (2002), “Customer service is a series of activities designed to enhance
the level of customer satisfaction – that is, the feeling that a product or service has met the customer
expectation."
13

14. Pre-paid: Prepaid is a system where you pay for your phone calls in advance. Prepaid gives you
the freedom to use your mobile within your budget. it is an excellent way to control your
expenditure.
Post-paid: Post-paid customers are those that are billed for their use of a carrier's services on a
monthly basis, based on either the terms of a contract or on the amount of services they have used.
Most mobile subscribers are of the post-paid type
1.10Acronyms:
1. SIM - Subscriber Identification module
2. ITU - International Telecommunication union
3. GDP - Gross Domestic Product
4. TMIB - Telecommunication Malaysia International Bangladesh
5. PBTL - Pacific Bangladesh Telecom Limited
6. SAARC - South Asian Association for Regional Corporation
7. GSM - Global System for Mobile Communication
8. BTRC - Bangladesh Telecommunication Regulatory Commission
9. BTTB - Bangladesh Telegraph and Telephone Board.
CUG - Closed User Group
VAS - Value Added Service
14

15. Chapter 2
Company Overview
2.1 Background of the Company:
Sheba Telecom (Pvt.) Ltd. was granted license in 1989 to operate in the rural areas of 199 upazilas.
Later it obtained GSM license in 1996 to extend its business to cellular mobile, radio telephone
services. It launched operation in the last quarter of 1997 as a Bangladesh-Malaysia joint venture.
15

16. In July, 2004, it was reported that Egypt based Orascom Telecom is set to purchase the Malaysian
stakes in Sheba Telecom through a hush-hush deal, as Sheba had failed to tap the business
potentials in Bangladesh mainly due to a chronic feud between its Malaysian and Bangladeshi
partners. An agreement was reached with Orascom worth US$25 million was finalized in secret.
The pact has been kept secret for legal reasons, considering financial fallout and because of the
feud.
The main reason for the undercover dealing was the joint venture agreement between the
Bangladeshi and the Malaysian partners, which dictates that if any party sells its Sheba shares, the
other party will enjoy the first right to buy that.
Integrated Services Ltd. (ISL), the Bangladeshi partner, was being ‘officially’ shown as purchasing
the shares held by Technology Resources Industries (TRI) of Malaysia for $15 million. ISL then
paid another $10 million to Standard Chartered Bank to settle Sheba's liabilities.
In September, 2004, Orascom Telecom Holdings purchased 100% of the shares of Sheba Telecom
(Pvt.) Limited (“Sheba”). It was acquired for US$60 million. Sheba had a base of 59,000 users, of
whom 49,000 were regular when it was sold. Afterward it was re-branded and launched its services
under the “Banglalink” brand on February 10, 2005. Banglalink’s license is a nationwide 15-year
GSM license and will expire in November, 2011.
In March, 2008, Sheba Telecom (Pvt.) Limited changed its name as Orascom Telecom Bangladesh
Limited, matching its parent company name.
2.2 Product & Services of Banglalink:
2.2.1 Product:
Banglalink offer two types of connection package pre-paid and pos-paid.
Pre-paid package:
Banglalink offers the following prepaid products:
16

17. • Banglalink Desh
• Banglalink Desh Ek Rate
• Banglalink Desh Ekrate Darun
• Banglalink Desh Rangdhanu
• Banglalink Desh 7fnf
Postpaid packages:
Banglalink offers following post-paid packages
Personal package 1 (Post- paid) :
 Provides you the lowest call rates
Waiver of monthly fee if usage is greater than Tk.500 (without VAT)
Duplicating mobile number facility
Up to 2 supplementary connections with attractive group talk rate.
Personal package 2 (Post- paid) :

Minimum monthly bill of Tk.1,000 at the lowest call rates
Monthly 150 FREE News SMS
FREE itemized bill
FREE golden number upon availability
Duplicating mobile number facility
Up to 2 supplementary connections with attractive group talk rate.
Personal Call & Control (Post- paid) :
Usage through recharging scratch card/I ‘top up
Lowest monthly fees
Helps you keep your usage within your control.
Special package:
ISD and E-ISD:
All Banglalink Sims are ISD and it has opportunity to call only 7.50/= to 55 countries by
using 012 code called economy ISD.
Corporate Package:
Banglalink has around 40 corporate clients using prepaid or postpaid service.
17

18. International Roaming:
It has roaming facilities in 5 country also. The fortunate matter is that within one month it is
going to inaugurate roaming service in over 400 operators of 159 country.
Price:
Pricing is one of the marketing mix tools that a company uses to achieve it marketing
objectives. Banglalink decides its service pricing on the basis of cost based pricing. They
always think about the consumer purchase capability. That’s why they try to fix a reasonable
price for the consumer.
Pre-paid (Standard) Package :
Connection fee : 450.00 Tk. (20 Tk. Talk Time Free)
1st pulse for first 30 sec and 15 sec pulse onwards
Any other operator tk - .99/min [9-5 pm] Any other
operator, tk- 1.45/min [5-12 pm] Banglalink to
Banglalink, tk- .25/min [12-9 pm] Banglalink to Other
operator, tk- .25/min [12-9 pm]
20% Incoming bonus.
4 (FnF) facility in any operator ( Banglalink to Banglalink 0.25 Tk or Banglalink to
Other operator .79)
VAT will be added as usual
SME Enterprise Package :
Connection Fee, 499.00 Tk (50 Tk. Talk Time Free, 50 Free SMS)
20 % Incoming Bonus.
Any other operator, tk - .99/min [9-5 pm] Any other
operator, tk- 1.25/min [5-12 pm] Banglalink to
Banglalink, tk- .25/min [12-9 pm] Banglalink to Other
operator, tk- .25/min [12-9 pm
1 sec pulse banglalink to banglalink & 15 sec pulse other operator
Minimum Monthly Bill tk - 100
4 (FnF) facility in any operator ( Banglalink to Banglalink 0.25 Tk or Banglalink to
Other operator .79) Vat
applicable
18

19. PCO Package:
Connection fee: 600 Tk
1 sec pulse
Payment facility in Cash Card
Minimum charge 500 Tk
. If monthly bill exceeds 2000 tk 5% exempted and if 4000 tk. 10% exempted.
2.2.2 Services:
Information based services:
• Information based services
• • Banglalink emergency
• • Blood bank
• • Healthlink
• • Banglalink jigyasha
• • I'info
• • Railway junction
• • Yellow pages
• • Sms (text, quotes & jokes ...)
• • International sms
• • Quran ivr
• • Namaz alert
Entertainment:
• Bbc bangla
• Banglalink timer sms
• Friend finder
• Golpo chora gaan
• Amar tune
• Mig33
• Banglalink messenger
• Song dedication
• Power menu
• Music station
• Sms email
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20. • Voice adda
• Voice portal
• Smsadda
• Ring tones
• logos
• Picture messages
Data based services:
Available data based services are:
» banglalink internet
» banglalink internet modem
» banglalink phonebackup
» vehicle tracking: ntrack
» stock info
» azan alert
Call management services:
available call management services are: » banglalink easy divert » voice message » call block » call
me back » missed call alert » conference call » call waiting » caller line identification presentation
Mobile financial services:
available mobile financial services are: » electronic money order with bpo » mobile train
ticket » mobile bill-pay » mobile remittance
2.3 Banglalink customer care:
Banglalink delivers customer care using its call centers and customer care networks.
Currently Banglalink provides customer care services to its clients through:
• Banglalink sales & care centres
• Banglalink points
Are aimed at providing a complete mobile solution, connections, handsets,
accessories and provide selected customer services like SIM replacement,
reconnection, bill payment etc. They are strategically located at key points
20

21. around the country. Kallol Group, a local distribution company, had partnered
with Banglalink to operate at least forty Banglalink points through out the
country. As of March, 2008, the deal with Kallol Group has been called off and
Banglalink is focusing on managing its own customer care centers.
• Banglalink service points
• Banglalink care lines are call centers serving customers 24 hours 7 days a
week with instant solutions.
2.4 Banglalink Sales & Care Centers:
Location
Dhaka ccc (Gulshan)
rangs arcade
ground floor, south side 153/a
gulshan north avenue
gulshan circle – 2
Dhaka ccc (Motijheel)
humayun court
ground floor, 21 motijheel c/a
Dhaka – 1000
Chittagong ccc
forum central, ground floor
787/863, m.m. ali road
golpahar circle
chittagong-4000.
Sylhet ccc
khairun vabon, 1st floor
mirboxtola
chowhatta
sylhet -3100
Rajshahi ccc
19a,cantonment road, ground floor
uttara clinic more
uposhahar
rajshahi
Khulna ccc
69, k.d.a. avenue, 1st floor
Khulna
2.5 Network coverage of Banglalink:
21

22. Network Coverage, now-a-days, has become most strategic strength for any operator and
Banglalink has given the highest priority regarding the coverage. At present, TBL has 668 BTS
around the Bangladesh and the distribution is like in Dhaka City (177), Dhaka Division (134),
Chittagong City (71), Chittagong Division (77), Khulna Division (50), Rajshahi Division (86),
Barisal Division (35) , Sylhet Division (38). In fact it has network coverage in 61 districts but the
truth is that the weakest part of the TBL is its low network coverage
22

23. Chapter 3
Major Findings
23

24. 3.1 Major Findings of Banglalink:
3.1.1 Barriers of Customer Care:
1. Bureaucracy
One important reason why customer service can suffer in organizations is due to bureaucracy. The
more layers and red tape an employee has to go through to service a client, the more difficult it can
be.
2. Overworked Staff
Overworked staff can be the result of understaffing, layoffs, rapid growth or assigning too many
tasks to too few people.
3. Underworked Staff
The exact opposite can have a similar effect on customer service. If your staff is underworked, they
will feel less challenged, under-appreciated and unimportant.
4. Having a Non-Caring Culture
The workplace culture can have a substantial effect on how customer service cases are handled. If
the workplace climate is one where customers are not cared for, where staff doesn’t care about their
work, or if the environment is not empowering, your staff will under-deliver whenever presented
with a customer service case.
5. Poor Accountability
If your staff is not held accountable for customer service, there is no reason for your staff to try
harder to make sure customers are happy.
6. Insufficient Systems
If the systems your staff uses when working with clients perform poorly, are slow, contain
insufficient data or doesn’t track your client data appropriately, you are going to run into a problem.
24

25. 7. Customer Value Hasn’t Been Communicated
If your staff has never been taught the value of customers to your organization, they will most likely
not know how to treat them.
8. Lack of Incentive
Your staff must be given the appropriate incentive to give clients outstanding service. If they are
not incented, you have given them no reason to go that extra mile for your customers.
3.1.2Banglalink pre-paid Internet vs other company’s pre-paid internet:
Banglalink Internet, initially it was only present in post paid connection, but, for about one year its
present both in pre paid and post paid connection.
As a pre paid Banglalink subscriber, I use unlimited Banglalink pre paid connection.
Other companies are the pioneer in mobile internet in Bangladesh. They provide various types
prepaid internet service.
But, now both companies provide average internet service, here I’m comparing between these two
mobile internet service providers.
Here is the comparison between other company’s prepaid internet & Banglalink prepaid internet:
3.1.2.1. ‘Unlimited internet’:
Other company doesn’t have this service, if you are someone who have to go for lots of download,
who has a rapid share account – obviously he can’t go for 3GB limited internet.
Here, Banglalink has the solution – they provide unlimited internet in prepaid connection.
3.1.2.2. ‘Value’:
Where Postpaid grameen phone value is 850tk monthly, there Banglalink provides this service for
650tk monthly.
Here, using Banglalink is better than other companies.
3.1.2.3. ‘Limited internet service’:
25

26. If you are some one who doesn’t go for lots of download, but, you have to browse a lot and always
need internet where ever you go and you don’t want to give lots of money for internet. Then, you
have to go for limited internet service.
Here is no choice for you, as this service is present only in other company’s prepaid internet. You
can you 1gb or 3gb according to your need. But, if you use Banglalink, you can not go for that kind
of service.
Value of 3 GB limited internet is more than Banglalink’s unlimited one!
3.1.2.4. Speed:
Hey, everyone knows about it, other companies are better than Banglalink in this field. But,
Banglalink isn’t bad as well. You can read my previous blow regarding Banglalink internet.
3.1.2.5. ‘Freedom of selecting call rate plan’:
Other company provides this service, but Banglalink doesn’t. You must be a Desh subscriber to use
it!
3.2 Other Finding:
There are some important findings, which are given below:
1. Customer does not get diversified corporate SIM packaging
2. Customer’s are not well-known about corporate services and tariff
3. District level govt. & private offices have no idea about corporate facilities
4. Existing customers are facing problems of billing system
5. The network of Banglalink is not satisfactory
6. Existing customers are not happy to promotional campaign
7. Maximum subscribers face network problem. Its graph shows 65% corporate clients are
not well satisfied with network facility cause they are agree with moderate. then
25% corporate clients are agree with better network bar and only 10% clients are
26

27. agree with best network bar. So it proves that maximum subscribers are not satisfied
with network facilities.
GRAPHICAL REPRESENTATION OF NETWORK
COVERAGE
70 Serie2
60 Series1
50
40
30
Series2
20
Series1
10
0
MODERATE BETTER
BEST
7. Customers want to get free hot line 24 hours service. It graph shows corporate clients want to
get 24 hours hotline service 24%.Then free hot line service want to get 68% and only
office time hot line service want to get 8%.
GRAPHICAL REPRESENTATION OF HOT LINE
SERVICE
70
60
50
40
30
20
10
0
24 HOUR HOTLINE SERVICE
27

28. Chapter 4
The Ending of the Report
28

29. 4.1Conclusion:
Banglalink Bangladesh ltd introduce in 2005. When service came with lower tariff was the
strong path to influence people about the new service. In that time Banglalink followed a smooth
marketing strategy. Banglalink formed a cheap rate for the first time in Bangladesh. Banglalink
maintains relation ship marketing policy as well. So that there sales volume is more then others.
At a time Banglalink takes also better position in consumer mind by its quality, attractive tariff
plan etc. I gather some essential information from my survey that has needed to improve in some
sector like network coverage, marketing strategy, promotional activities, customer satisfaction
etc. Finally it says that Banglalink estimates of life time relationship value accentuate the
importance of retaining current customers. Banglalink provides proper information to their
customer about new product or service. It is another good way to stay in touch and increase
sales or get referrals. Banglalink offer discount for valued customer to maintain good
relationship.
Report on Customer Relationship Management in corporate sales of Banglalink is the part of our
credit course of BBA Program. I learn so many things from this report about Banglalink
Bangladesh its service nature, its distributors, retailers, consumers and its overall marketing
condition in communication sector. This report will assist me to build up a better career in the job
section.
29

30. 4.2 Recommendations
Banglalink Bangladesh Ltd. can follow various measures to overcome these problems. Here are
some recommendations in this regard:
1. Banglalink corporate SIM packing must be different compare to other provider’s packages.
2. Corporate booklet must be necessary to inform about the corporate facilities.
3. Corporate proposal must be sent to the government or private offices at the district
levels through market coordination officers or dealers.
4. They should improve the performance of the billing system in a quick manner.
5. Attractive promotional items are necessary to satisfy the corporate clients.
6. Network facilities should be wide.
7. Promotional advertising must be necessary for corporate package.
8. Provide free 24 hours hotline service for corporate clients.
9. Corporate tariff must be lower than other packages.
10. They should develop new competitive packages for the corporate customers.
11. Increase the value added services.
12. Closed user group (CUG) must be needed for corporate package.
13. Should be monitor the existing customer and provide better service.
14. The complexity of the GPRS facility should be reduced.
30

31. Chapter 5
Appendix
Appendix - 1
Questionnaire For Customer
31

32. Dear customer, a very good moment to you. We are going to ask you some question about customer
service. Your furnished fare date will help us to assume the customer service in telecom sector.
Your personal perception and honest answer is considered vital importance for the success of our
study. No answer is considered right or wrong your identity will be kept confidential. Thank you
very much for your time and interest. Proceed us to start the survey, please.
Name:
…………………………………………………………………………………………………………
….
Age:
…………………………………………………………………………………………………………
…….
Occupation:……… ………………………………...
………………………………………………………
Q1: By which way do you take customer service from Banglalink?
o Website
o 121
o 123
o Customer Care Centre
Q2: What type of services do you take from Banglalink?
Services Yes No
MMS
SMS
International SMS
Internet
Money Transfer / Remittance
Railway Ticket
Miscall Alert
Call Block
3G
Welcome Tune
Q3: For recharge your balance what type of system do you use?
o i-top up
o Card
32

33. Q4: How much are you satisfied with all the services of Banglalink?
___|___|___|___|___|___|___|___|___|___|___
1 2 3 4 5 6 7 8 9 10
Q5: Do you think the call rate is reasonable?
o Yes
o No
o If no, what it should be-
Q6: Are you satisfied with Banglalink’s network coverage?
___|___|___|___|___|___|___|___|___|___|___
1 2 3 4 5 6 7 8 9 10
Q7: Did you visit any customer service centre?
o Yes
o No
If yes, how much time they spend for you-
Q8: How much are you satisfied with their service?
___|___|___|___|___|___|___|___|___|___|___
1 2 3 4 5 6 7 8 9 10
Q9: How would you evaluate the Internet package that you are currently using?
___|___|___|___|___|___|___|___|___|___|___
1 2 3 4 5 6 7 8 9 10
Q10: What is the difference between Banglalink and other services?
o Lower Call Rate
o Available Network
o Very Useful Customer Services
o Get Extra Facilities From Others
33

34. Q11: What Banglalink should do to improve their customer service ?
Q12: Do you think Banglalink has enough customer care centre?
o Yes
o No
o Not Sure
Q13: How long have you been using Banglalink connection?
o Recently
o Few Months
o 1-2
o From the beginning
o Can’t Remember
Q14: Which time slot you prefer to communicate for your business purpose?
o Corporate hour
o Off-peak hour
o Super off-peak hour
Q15: How much effective GPRS service in your business?
o Better
o not so good
o best
Q16: Banglalink one of the local mobile service provider how much it influence you in case of
link with mobile phone technology?
o Very much
o Moderate
o Not too much
34

35. Q17: What is the main influencer of you to connect with a mobile operator?
o Friends
o Family members o Corporate
dealers o Official
Q17: How much money per month (on an average) you spend for mobile service?
o Less than 500
o 500 - 1000
o 1000 - 3000
o 3000 and over.
Q18: Are you satisfied with current call rate?
o Yes
o No
Q19: Can you really talk from any place to every where?
o Yes
o No
o Yes, but sometimes face problems
35

36. Appendix 2
Questionnaire For Customer Manager
Dear Manager, a very good moment to you. We are going to ask you some question
about customer service. Your furnished fare date will help us to assume the customer
service in telecom sector. Your personal perception and honest answer is considered
vital importance for the success of our study. No answer is considered right or wrong
your identity will be kept confidential. Thank you very much for your time and
interest. Proceed us to start the survey, please.
Name:…………………………………………………………………………………………………………….
Age:……………………………………………………………………………………………………………….
Occupation:……… ………………………………...………………………………………………………
Q1: How long have you been working in this company?
Q2:please specify the following
Particulars Descreption
Number of customer
Number of customer
care center
Number of customer
manager
Q3:What type of service customer generally prefer?
36

37. Services Yes No
MMS
SMS
International SMS
Internet
Money Transfer /
Remittance
Railway Ticket
Miscall Alert
Call Block
3G
TV News
Welcome Tune
If you have internet service, Do you think that your cutomer are
satisfied with this service?
___|_ __|_ __|_ __|_ __|__
1 2 3 4 5
37

38. Q4:What type of problem do you generally face from customer?
Q8:How long do you noramlly take to provide service to a cutomer?
Q5: Is your company have enough network coverage?
Q5: Is your company have enough network coverage?
Q6: Is your company have any plan to increase network service?
Q7.Is the company have any special online customer service?
Q8: What are the difference between your company and other company ?
38

39. Q9: Do you provide any service on behalf of Government to your
customer ?
Q10:What types of problem customer generally ask to solve?
Q11:Does the rural area’s customer get same facilities like urben area’s
customer ?
Appendix 3
39

40. Appendix: 3
5.3.1 Data Tables:
The Graphical Representation of Corporate Client Respondents
Graphical Representation of Monthly average call volu
Low Level (250 Min/Month)19% Top Level (600 Min/Month)46%
Middle Level (450 Min/Month)35%
Top Level (600 M in/M onth) M iddle Level (450 M in/M onth) Low Level (250 Min/Month
According to the corporate survey, pie chart shows top level of corporate subscribers uses
average 600 minutes per month which percentage shows46%.Next mid level of corporate
subscribers uses average 450 minutes per month which percentage shows 35% and low level of
corporate subscribers uses 250 minutes which percentage shows 19%.It proves that
maximum corporate subscribers use more with satisfaction.
40

41. 5.3.2 Bibliography
1. 1st anniversary publication, Banglalink
2. Business for the 21st Century, 2003 by Steven J Skinner, John M. Ivancevich.
3. " Taking the measuring of Quality, " Service Savvy, March 1992, p.3
4. Report on “Mobile phones are everywhere” and The business section of The Daily
NEWAGE, Friday, may 18,2007,p.7.
5. Special feature of The Daily Prothom Alo on “2nd Anniversary Banglalink” Saturday, march
31 ,2007, p.18.
6. “Main story” and interview of “Mobile personality” of Monthly Magazine “THE
MOBILE” April 2007 p.7,1
7. Report of Banglalink on “SERVICE PROMOTION POLICY OF BANGLALINK BANGLADESH
LIMITED” in the year 2006.
8 Website
3.1 www.Banglalinkgsm.com.
3.2 www.wikipedia.org
9. Others Dealers
Retailers
Corporate clients
41

42. 42