2. Jan 13, 2015 2
Dharamveer Gupta
Role in the organization Basic Information
• Understanding of different
functions at Idea
Educational Background
•PGDM – Xavier Institute of Management, Bhubaneswar
•BBA (Marketing) - Smt. J.D.Birla Inst., Kolkata in 2009
Work experience
•Internship Deloitte Consulting India Pvt Ltd (April, May
2014)
•Managed Family Business M/s Jai Kiran Onion
Company for 33 months
Interests
•Reading
•Playing outdoor sports like volleyball and basketball
•Passionate about cooking
INTRODUCTION
3. • Sales Stint
• Marketing Stint
• Service Delivery Stint
• Q & A
Agenda
4. SALES
(July 2014)
Objective - Communication in Postpaid in Indore 1; Realities & Challenges
and methods to improve it
Mentors : Mr. Bhuvneshwar S Chauhan
Mr. Rajeev Bhardawaj
Mr. Dhiraj Sharma
5. 5
Postpaid at IDEA in
MPCG
Survey of MY IDEA outlets
and Analysis
Observations
Analysis
POSTPAID in
MPCG circle
FY 2014 Annual
revenues at 162.7
Crores
Q1 FY15 – 44,792
new connections
Q1, FY15 – 6642
MNP activations
achieved
5634 Data Packs
and Combo Sales
in Q1 FY15
FY 2014 Annual
revenues at 52.4
Crores
Q1, FY15 – 15,012
New connections
Q1, FY15 – 1950
MNP activations
achieved
2486 Data Packs
and Combo Sales
in Q1 FY15
POSTPAID
in INDORE-1
32.2%
33.51%
29.36%
44.1%
Engagement Outcome
6. Postpaid at IDEA in
MPCG
Survey of MY IDEA outlets
and Analysis
Observations
Analysis
Engagement Outcome
Survey Questionnaire
1. Sales
10.53
%
47.37
%
31.58
%
10.53
%
< 100> 200
100 - 150
Cat B
Category of Outlets
Average Walkin
When do you get the targets?
– 100% responded beginning of
the month
Do you get the Achievement status of Sales Targets? –
100% responded as YES
Oral by
TSM/ASM
10.5%
Mail by
TSM/ASM
15.8%
73.7%
Mail & Oral by
TSM/ASM
Mode of Communication Achievability of Targets
Score = 3.82 out of 5
Current mode of
communication
Satisfaction Score = 3.5
out of 5
42.1 %
57.9 %
MI Survey.htm
Cat C
150 - 200
7. Observations
Analysis
Engagement Outcome
3. FOS (Fleet on Street) & Infrastructure2. Commission Structure
Commission
Calculation Complexity
Index = 1.99
Commission Structure
Understandability
Index = 3.5
Commission Payout
Satisfaction
Index = 3.2
Commission Policies
Satisfaction Index = 3
** Note – All the scores above are out of 5 with 1 being the least and 5
being the maximum
Average FOS Size = 3.8
Required Average FOS
Size = 4.6
FOS Satisfaction
Score = 2.86
Postpaid at IDEA in
MPCG
Survey of MY IDEA outlets
and Analysis
8. Observations
Analysis
Engagement Outcome
Sales
• No notification system for CAF
rejections and resons for it
• Duplicate Bill cannot be printed
with the existing software and
hence a lot of pety complaints
which could have been avoided
• Escalation of problems is time
consuming
• Pospaid problem handling is
slower as compared to Prepaid
Commission Structure
• Target setting is a one-way
process. Lack of discussions
with franchisee owner w.r.t
setting of targets and justification
for it
• Complex Commission Policy
structure. The commission paid
is distributed in 8 heads as
compared to 3 heads before
• Variable days of Payouts as
compared to that of prepaid
• Disatisfaction because of unfair
incentivisation as compared to
smaller outlets
FOS & Infrastructure
• Basic Salary is less
• Customers sometimes do not
trust the authenticity of FOS
because of lack of identity cards
• Frequency of training is less
• Lack of Direct incentives
• Negligent engagement activities
from the organisation
Postpaid at IDEA in
MPCG
Survey of MY IDEA outlets
and Analysis
9. • Real Time Notification System to be incorporated
in the existing software
• This system will notify the MY IDEA outlet with the
reason for rejection of CAF
CAF
Notification
Tab
• The factility to print duplicate bills from the
prefalent software should be incorporated which
was not before.
.
Duplicate Bill
• Speeden up the New
Customer Acquisition
Process
• Better Communication
This will decrease BNR
complaints, late
payments, and improve
the communication
process
FOS Connect
• Accessory kit and Identity Card to FOS
• FOS Engagement meets to be held where top
performers are appreciated
Increase in connect
with Idea
Motivated employees
perform better
Recommendations What is it? BENEFIT to IDEA
Observations
Analysis
Engagement Outcome
Postpaid at IDEA in
MPCG
Survey of MY IDEA outlets
and Analysis
10. Week 3 Week 4Week 1 Week 2
Current FOS
Required FOS
Gap (FOS)
Action plan to cover gap
Last 3 months Avg Sales
Present month Target
MNP
Pre to Post
Fresh Acquisitions
Action Plan
Weak wise Target Split
MNP
Pre to Post
Fresh Acquisitions
Special Support
ASM (Signature) TSM (Signature) Channel Partner (Signature)
“MY IDEA Monthly Plan Sheet”
Month -
Franchisee Name
Observations
Analysis
Engagement Outcome
Postpaid at IDEA in
MPCG
Survey of MY IDEA outlets
and Analysis
12. Idea Music Station
Rs 36/ 30 days for 360
mins
IVR, SMS, OBD, WAP
543213
MUSIC
Standard Price Points
Communication modes
Short Code
Airtel Music
Rs 30/ 30 days for 300
mins
IVR, SMS, OBD
543213
Vodafone Music
Rs 30/ 30 days for 300
mins
IVR, SMS, OBD, WAP
543213
Dialer Tone
Rs 15/song charges for
90 days, Rs 36/ 30 days
subscription
IVR, SIVR, OBD
56789
RING BACK TONE
Standard Price Points
Communication modes
Short Code
CRICKET
Standard Price Points
Communication modes
Short Code
HelloTune
Rs 15/song charges for
90 days, Rs 36/ 30 days
subscription
IVR, SMS, USSD
Caller Tune
Rs 15/song charges for
90 days, Rs 36/ 30 days
subscription
IVR, SMS, USSD
Match Day – Rs 6/match
day
Monthly pack – Rs 60
SIVR, OBD, IVR
12137
Match Day – Rs 5/match
day
Monthly pack – Rs 30
SIVR, OBD, SMS
Match Day – Rs 5/match
day
Monthly pack – Rs 30
SIVR, OBD, SMS
1. Product analysis of VAS across competitors (MPCG)
13. ASTROLOGY
Standard Price Points
Communication modes
Short Code
MCI (Missed Call
Information)
Standard Price Points
Communication modes
Short Code
PPU – Rs 9/minute
Subscription based –
Rs.36/ 30 days and
Rs.3.99/minute
IVR, USSD, SMS, OBD
53300
PPU – Rs 1/ transaction
Subscription based –
Rs 36/ 30 days
SIVR, OBD
12136
PPU – Rs 1/ transaction
Subscription based –
Rs 30/ 30 days
SMS
PPU – Rs 3/ transaction
Subscription based –
Rs 30/ 30 days
SMS
PPU – Rs 9/minute
Subscription based –
Rs.30/ 30 days and
Rs.3/minute
IVR, USSD, SMS, OBD
PPU – Rs 9/minute
Subscription based –
Rs.30/ 30 days and
Rs.3/minute
IVR, USSD, SMS, OBD
1. Product analysis of VAS across competitors (MPCG)
** Note – PPU is Pay Per Usage
14. 2. Increasing VAS penetration across DND customers (MPCG)
DND BASE
48,93,933
Prepaid
46,71,113
Postpaid
2,22,820
Non-VAS
43,75,237
VAS users
2,95,876
Non-VAS
2,07,819
VAS users
15,001
3.97%
27.95%
65.70%
2.38%
Prepaid OSCC
IVR
Others DND in CAF
DND - Mode of Activation
Highlights
** Note – OSCC stands for Outbound Service Call Centre
15. IVR , SIVR
MY IDEA
Mobile Bills
• DND customers use IVR, SIVR portals
• The first voice here would be that of informing the customer to
activate the Partial DND and the line would be directed towards
1901
• A lot of customers visit MY Idea outlets
• Awareness of benefits of Partial DND by the front end
executives.
RATIONALE
•The DND base in MPCG is 26.87% of EOP (End of Period) base.
•The main objective would be that of converting them from “Complete DND” to “Partial DND”.
•This would in turn increase the communication and highly segmented products would be promoted
based on their RPU
Recommendations
• Mobile bills sent to Postpaid customers can be used as a
communication tool.
• Partial DND Service can be promoted on the right hand side
corner of the bill
16. SERVICE DELIVERY
(September 2014)
Objective – Postpaid Activation Turnaround Time (TAT) reduction for new
connections and Prepaid to Postpaid conversions
Mentors : Mrs. Rashi Saxena
Mr. Jitendra Sharma
Mr. Amit Hardia
17. CAF Activation Process in Postpaid in Indore
Customer submits
documents to
Channel partner
Offline entry by
Channel partner in
CRYSTAL
CPV ClosureOffline to Online Waiver
ONICRA a Third Party Agency collects the
form from Channel Partner and delivers it
to the Zone Activation Office
Account gets
activated
CRM Activities
18. Offline entry by
Channel Partner
Reaches CAF Activation
Centre
CAF Indexing/Barcoding
CAF Activation Officer –
Physical check
L1 AUDIT
(Barcode, Doc Count,
Accept/Reject)
L2 AUDIT - CAF Activation
Officer (Compares offline
entry with Form Hardcopy)
Make it ONLINE
4 - 5
hrs
120
mins
30 mins
60 mins
30 mins
30 mins
Observations
CHANNEL PARTNER
•Rejected CAF are expected to be returned the same day for reftification.
•1st level audit to be in place to control CAF rejection post submition to
runner.
•Arranging new CAFs pertains to L1 audit will lead to delay in activation
•CPV in Process – Detailed reasons not available in Crystal
•Offline entry done to block special numbers too where actual customer not
present
CAF Collection Agency – ONICRA
•List of CAFs to be collected from respective Channel Partner are not
carried by runner
CAF Activation Centre
•Offline Correction rights are not extended to SPA level
•Offline entry made but forms do not reache the same day
•Too many phone calls from Channel Partners concerning activation of
CAFs which decreases their productivity.
** Note - time taken is an estimated avg for 50
CAF
Offline to Online
19. Offline entry by
Channel Partner
CPV Allocation by SD to
PEARL (CPV Agency)
Pearl Executive uploads the
excel sheet on their software
Beat wise allocation by Pearl
Backend Executive to Field
Agents
Field Agents do the CPV
and give their feedback on
Pearl Handheld device
Pearl executive updates
the CPV outcome on
Crystal
MIS report sent to
concerned managers at
Idea by EOD
Max 6
hrs
1-2
hrs
5 mins
20 mins
2-3 hrs
30 mins
Observations
ALLOCATION for CPV
•CPV Manually allocated to Agency
•Incorporate pending CPV daily in the CPV list sent to Agency
•Real Time allocation not happening
CPV Agency
•CPV process followed by Agency is automated post receiving data from
Idea
Others
•Numbers remain offline in the system for upto 15 days which decreases the
TAT
•Lack of consolidated reports in Crystal with repect to all the beneficiaries
involved
•Lack of Automation in some activities
`
CPV Process
20. 11.36%
1.12%
1.23% 10.1%
20.77%
0.36%
2.06%
CAF not received, Validation
Pending – 35.31%
Waiver Approval Pending
– 4.77%
CPV in Process
– 30.29%
Analysis
`
TAT analysis for August 2014 – New and Pre to Post conversions
21. Analysis – 24hrs Activations
Top Channel types contributing to CAF delay
Channel type CAF Delay CAF received Grand Total Contribution Delay Weighted
MY IDEA 1470 2802 4272 30% 34.41% 10.44%
DSA 764 1077 1841 13% 41.50% 5.43%
EBU DST 749 1607 2356 17% 31.79% 5.32%
ICSL 555 1357 1912 14% 29.03% 3.94%
TDSA 323 960 1283 9% 25.18% 2.29%
Top Zones contributing to CPV delay
Zone < 24 Hrs > 24 Hrs Grand Total Contribution Delay Weighted
INDORE-1 2899 1395 4294 31% 32.49% 9.91%
BHOPAL 2122 916 3038 22% 30.15% 6.51%
RAIPUR-1 1179 442 1621 12% 27.27% 3.14%
GWALIOR 572 439 1011 7% 43.42% 3.12%
BILASPUR 796 364 1160 8% 31.38% 2.59%
Top contributors of each channel type towards CAF delayMicrosoft Excel
Worksheet
** Note – All the figures above are for the month of August
22. OTHERS
Entries which are Offline for
more than 5 days to be removed
and the respective number to be
released in Open Market
How – Functional
Improvements in CRYSTAL
CAF Activation Centre
Instant update of CAF rejection
on Crystal which then sends a
notification/ mailer on Channel
Partner’s screen
How – Automation/Flash
through CRYSTAL to channel
partner by a CAF tracking system
CHANNEL PARTNER
Major contributors to delay and
rejections of CAF should be
checked upon and constantly
monitored
** 55% offline entries are done
within 5pm and 45% are done
after 5pm
CAF Collection Agency
Provide a consolidated list to
CAF Collection Agents
regarding the details of the
CAFs to be collected from
respective Channel Partner
How – Enhancements in
CRYSTAL
CPV Third Party Agency
Allignment of Pearl’s software
-reasons for rejection of CAF or
In-Process with remarks in
CRYSTAL
How – Reasons for rejection or
In-Process to be the same in
both
Recommendations
