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International Journal of Business and Management Invention (IJBMI)
Mobile Customer Experience
1. INDIAN INSTITUTE
OF SOCIAL WELFARE
AND BUSINESS MANAGEMENT
Voice of
Mobile
Customers
Souvik Anurag Subham Anwesha Sayan Ankan & Shailja
A
PGDTM
Presentation
by
2. Preface
Today mobile phones have become much more than
a simple communications device.
Mobile phones have become the ultimate necessity.
Customers prefer to stay connected not only through
voice, but also through internet.
2/27/2016 ICT MANAGEMENT SEMINAR 2016 2
3. Current Scenario
India's Telecommunication network is the second largest in
the world .
Total Mobile Subscriber in India : 1 billion.(Nov ‘15).
Total internet users : 317 million
Internet penetration : 30%.
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4. Objective
To Identify the areas of concern for mobile customers
and recommend to telcos for enhancement of service
level thereby improving their business result.
2/27/2016 ICT MANAGEMENT SEMINAR 2016 4
5. Scope
Mobile customers using voice & data in urban areas.
2/27/2016 ICT MANAGEMENT SEMINAR 2016 5
Kolkata
Bangalore
Hyderabad
Chennai
Mumbai
New Delhi
Pune
Major Focus :
KOLKATA
3rd in terms of
Mobile Growth
6. Customers’ satisfaction is the key differentiator in today’s
market :
Multiple Operator
Tele-density >100%
New Technology
2/27/2016 ICT MANAGEMENT SEMINAR 2016 6
Rationale
7. Methodology
2/27/2016 ICT MANAGEMENT SEMINAR 2016 7
1
• Capture Voice of Customers
2
• Evaluate Experience
3
• Analyze
4
• Identify Areas of Improvement
5
• Recommendation to Telcos
6
• Future Plan
8. Implementation
No. of respondents : 200
Online survey.
Customers’ interview.
16 questions on major areas of concern.
2/27/2016 ICT MANAGEMENT SEMINAR 2016 8
10. Age Group & Location
2/27/2016 ICT MANAGEMENT SEMINAR 2016 10
Most of the respondents belong to the age group 22-32yrs.
Most of the respondents belong to Kolkata.
3%
71%
2%
6%
1%
4%
1% 12%
Location
Delhi Kolkata Mumbai Bangalore
Chennai Hyderabad Pune Others
11%
63%
11%
15%
Age Group
upto 21yrs 22- 32 yrs 32- 45yrs 45yrs & Above
11. Data Usage Location
2/27/2016 ICT MANAGEMENT SEMINAR 2016 11
27%
7%
9%
55%
2%
Home
Office/College
On the go
All the above places
Others
Mobile subscribers prefers to use data all the time.
12. Areas of Dissatisfaction
• Call Drop & Repeat Call
• Excessive Charging
• Lower Data Speed
• Spam Call or Messages
2/27/2016 ICT MANAGEMENT SEMINAR 2016 12
92
50
45
71
37 35
20
5
0
20
40
60
80
100 Low Signal
Spam Calls
Spam Messages
Data Speed much Lower than
expected
Excessive Charging
All of the above
No issues with Service
Provider
Others
13. Concern Areas
2/27/2016 ICT MANAGEMENT SEMINAR 2016 13
13%
7%
56%
10%
2%
11%
2%
Data Speed much Lower than…
Excessive Charging
Low Signal
No issues with Service Provider
Others
Spam Calls
Spam Messages
All Network
10%
8%
66%
6%
0%
8%
2%
Data Speed much Lower than…
Excessive Charging
Low Signal
No issues with Service Provider
Others
Spam Calls
Spam Messages
Vodafone
17%
13%
52%
7%
0%
9%
2%
Data Speed much Lower than…
Excessive Charging
Low Signal
No issues with Service Provider
Others
Spam Calls
Spam Messages
Airtel
17%
0%
33%
25%
0%
21%
4%
Data Speed much Lower than…
Excessive Charging
Low Signal
No issues with Service Provider
Others
Spam Calls
Spam Messages
BSNL
Low Signal strength is the major issue of concern
14. 2/27/2016 ICT MANAGEMENT SEMINAR 2016 14
Null Hypothesis :
H0 : What irritates the
user, is dependent on
the location from which
phone is acessed
Test of Hypothesis :
As both the variables
are categorical, we use
Chi Square Test
P values : 0.6532
As this value is greater
than 0.5, we hereby
accept the null
hypothesis.
Does Customers’ Dissatisfaction
Depend on Data Usage Location?
• A Chi Square Test Analysis
15. 2/27/2016 ICT MANAGEMENT SEMINAR 2016 15
3%
6%
66%
3%
3%
17%
3%
Office/College Usage
Data Speed much
Lower than expected
Excessive Charging
Low Signal
No issues with Service
Provider
Others
Spam Calls
Spam Messages
12%
8%
50%
8%
2%
13%
8%
Home Usage
Does Customers’ Dissatisfaction
Depend on Data Usage Location?
16. Does Customers’ Dissatisfaction
Depend on City?
2/27/2016 ICT MANAGEMENT SEMINAR 2016 16
Null Hypothesis :
H0 : What irritates the
user, is dependent on
the city
Test of Hypothesis :
As both the variables are
categorical, we use Chi
Square Test
P values : 0.3442
As this value is less than
0.5, we hereby reject the
null hypothesis. The
alternative hypothesis
becomes true here
• A Chi Square Test Analysis
17. 2/27/2016 ICT MANAGEMENT SEMINAR 2016 17
Null Hypothesis :
H0 : What irritates the
user, is dependent on the
age of user
Test of Hypothesis :
As both the variables are
categorical, we use Chi
Square Test
P values : 0.915
As this value is greater
than 0.5, we hereby
accept the null hypothesis.
Type of grievances is very
much dependent on the
age of user
Does Customers’ Dissatisfaction
Depend on Age?
• A Chi Square Test Analysis
18. 2/27/2016 ICT MANAGEMENT SEMINAR 2016 18
14.89%
8.51%
6.38%
46.81%
6.38%
2.13%
10.64%
4.26%
Age = 22 to 32 years
All of the above
Data Speed much Lower
than expected
Excessive Charging
Low Signal
No issues with Service
Provider
Others
Spam Calls
Spam Messages
20%
40%
20%
10%
10%
Age ≥ 45 years
Does Customers’ Dissatisfaction
Depend on Age?
19. Social Networking
2/27/2016 ICT MANAGEMENT SEMINAR 2016 19
81.25%
74.02%
57.14%
42.85%
87.50%
89.61%
92.80%
71.42%
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
upto 21 yrs
22-32 yrs
32-45yrs
45 and above
Facebook User vs Whatsapp
User in Kolkata
Whatsapp
Facebook
81.25%
87.17%
85.71%
66.60%
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
upto 21 yrs
22-32 yrs
32-45yrs
45 and above
Preference of Social Apps in
Kolkata
• NOW and WOW Factor.
• Mobile Data Users’ Indulgence on Social Networking.
20. Data Pack Preference
2/27/2016 ICT MANAGEMENT SEMINAR 2016 20
100%
100%
56%
66%
17%
40%
11%
11%
40%
11%
11%
83%
20%
22%
13%
0% 20% 40% 60% 80% 100%
1 day plan
14 day plan
3 day plan
7 day plan
Monthly Plan
Others
Data Usage Pattern – Age Wise
22- 32 yrs
32- 45yrs
45yrs & Above
upto 21yrs
Age 22-32 yrs:1day & 3day data pack.
Age 32 and above:14 day data pack
21. Monthly Spending
2/27/2016 ICT MANAGEMENT SEMINAR 2016 21
Most mobile subscriber spends from Rs100-300 monthly for
data.
Monthly expenses for customers varies with service provider.
0
10
20
30
40
50
60
Airtel Vodafone BSNL Aircel
Subscribers Expense Pattern
100 and below 100-300 300-600 600 and above
22. Leads to Churn
Finding Other
Operators
Attractive
Customer
Dissatisfaction
Customers’ Satisfaction
2/27/2016 ICT MANAGEMENT SEMINAR 2016 22
64.70%
49.01%
61.53%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Airtel Vodafone BSNL
Subscriber Preferring their Current
Mobile Operator Only
23. Recommendation
2/27/2016 ICT MANAGEMENT SEMINAR 2016 23
Ensure availability of proper signal
Internet connectivity with better and consistent data speed
Better quality of service
Affordability
24. Conclusion
2/27/2016 ICT MANAGEMENT SEMINAR 2016 24
We conducted survey to understand mobile customers.
Gathered their responses and analyzed it.
Various areas of concerns were identified.
Message was conveyed to telcos for improvement of
their service level.
25. Areas of Improvement
Number of respondents.
More face-to-face interaction.
Further penetration regarding coverage and data usage.
2/27/2016 ICT MANAGEMENT SEMINAR 2016 25