Project report on

“STUDY OF CUSTOMER CARE ANALYSIS OF RELIANCE

WORLD”

Submitted as partial fulfillment of MBA (PGP) Degree

Submitted By Submitted to
Manish Babu Sharma Mr. Anand Bhatt

Alesco Business School

A.B. Road, Talavali Chanda, Near Ansal Township, Indore-01

1
 DECLARATION

I hereby declare that the project report entitled, Study “A STUDY OF CUSTOMER CARE
ANLYSIS OF RELIANCE WORLD ” is an authentic work done by me.

The project was undertaken as a part of the course curriculum of MBA (PGP) programme at
ALESCO BUSINESS SCHOOL, INDORE This has not been submitted to any other
examination body earlier.

Signature
Manish Babu Sharma
Semester III

2
 CERTIFICATE

This is to certify that “Manish Babu Sharma” of Semester III of (2009-11 batch) in Alesco
Business School, Indore has carried out a Summer Internship Project entitle “A STUDY OF
CUSTOMER CARE ANLYSIS OF RELIANCE WORLD ”.

The work done by him is genuine and authentic.

The work carried out by the student was found satisfactory. We wish him all the success in
career.

Mr. Anand Bhatt

Faculty Guide

3
 ACKNOWLEDGEMENT

Completion of project and writing of report is a satisfying event and the pleasant part is the
opportunity to thank those who inspired, contributed and cooperated in it.

I would like to avail this opportunity to express my sincere thanks to all those who have
helped me in making this summer training project a success. Even a most vivid collection of
words admittedly to express my heartfelt thanks towards one and all those who have
selflessly assisted me in my expedition of carrying out this project.

I feel deeply bestowed in acknowledging Mr. Vikas Kushwah Without his valuable guidance
and help during this summer training project on the topic “A STUDY OF CUSTOMER
CARE ANLYSIS OF RELIANCE WORLD ”.

I have immense gratitude for Mr. Ansul Shriwastav for putting into enthusiasm in myself at
every aspect of my summer training project.

I am also thankful to my institute “ALESCO BUSINESS SCHOOL” and all the respected
members of the placement cell for recommending my name for this project.

Above all I wish to thank my Faculty guide Mr. Anand Bhatt who has helped me immensely
make this project a success.

Manish Babu Sharma

Semester-III

4
 PREFACE

Today’s dynamic environment is becoming more and more complex as well as important.
Due to entry of private telecom company’s competition become huge. Service is the only key
by which company increases their market share.

The topic is “A STUDY OF CUSTOMER CARE ANLYSIS OF RELIANCE WORLD ”.

Our research project deals about service quality and convincing power of Reliance Web
World. In this report, we have studied & evaluated the services offered by the Reliance Web
World. It includes the companies profile and the market share of different telecom
companies.

We had given a brief conceptual explanation of company. We had done study to evaluate the
service quality of Reliance Web World. This section also contains our findings and
conclusions.

Although we have tried our level best to prepare this report an error free

report every effort has been made to offer the most authenticate position

with accuracy.

Contents Page No.

Chapter-1
Introduction 7-15
Awards
Current Scenario
Growth
Main Subsidiaries
Board Of Directors
Reliance World Organization Chart
Module at reliance

Chapter-2 16-17

5
Company Vision & Mission

Chapter-3 18-19
My Key Responsibility Area

Chapter-4 20-25
Product & Service
Prepaid Mobile Service’s Plan
Price list Of Mobile Handset

Chapter-5 26-28
Queries & Question

Chapter-6 29-33
Customer Retention
Strategies for Customer Retention
Conclusion

Chapter-7 34-35
Retention Tools

Chapter-8 TABLE OF CONTENTS 36-38

Recommendation
References

6
 CHAPTER-1
INTRODUCTION

INTRODUCTION

“Make the tools of information and communication available to people at an affordable cost.
They will overcome of illiteracy and lack of mobility” : Late Dhirubhai Ambani.

It was with this belief in mind that Reliance Communication (formely Reliance
Infocom)started laying 60,000 route kilometers of a pan-India fibre optic backbone. This

7
backbone was commissioned on 28 December 2002,the auspicious occasion of dhirubhai ‘s
70th birthday, though sadly after his unexpected demise on 6 july 2002.

Reliance Communication has a reliable, High capacity, integrated (both wireless and wire
line) and convergent (voice ,data and video) digital network. It is capable of delivering a
range of services spanning the entire infocom (Information and Communication) value chain,
including infrastructure and services –for enterprises as well as individual, applications and
consulting. Today, Reliance Communication is revolutionizing the way India Communicates
and networks, truly bringing about a new way of life.

It is the flagship company of the Reliance Anil Dhirubhai Ambani Groups. The Reliance Anil
Dhirubhai Ambani Group currently has a net worth in excess of Rs. 64,000 crore(US$13.6
billion),cash flow of Rs. 13,000 crore(US$2.8 billion),net profit of Rs. 8,400 crore (US$1.8
billion).Reliance Communication is India’s foremost and truly integrated telecommunication
service provider. The company, with a customer base of 100 million including over 2.5
million individual overseas retail customer, ranks among the top 5 Telecom companies in the
world by number of customer in a single country. Reliance Communication corporate
clientele includes 2,100 indian and multinational corporations, and over 800 global, regional
and domestic carriers

Reliance-Anil Dhirudhai Ambhai Group, an offshoot of the Reliance Group fonnded by Shri
Dhirubhai Ambani(1932-2002),is among India’s top three private sector business house on all
major financial parameters, with a market capitalization of Rs.325,000
crore(US$81billion),net assets in excess of Rs.115,000 crores(us$29 billion),and net worth to
the tune of Rs. 55,000 crores (US$14 billion).

Across different companies the group has a customer base of over 100 million,the largest in
India, and a shareholder base of over 12 million, among the largest in the world.

Though its products and services, the reliance-ADA Group touches the life of 1 in 10 Indians
every single day.It has a business presence that extends to over 20000 towns and 4.5 lakhs
villages in india,and 5 continents across the world.

The interest of the group range from communication (Reliance Communication)and financial
services (Reliance Capital Ltd),to generation, transmission and distribution of power
(Reliance energy),infrastructure and entertainment.

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Awards:-

2009

Reliance World won the first prize in the service Retail category and was awarded the
VM&RD Retail Design Award for its store in Mulund(Mumbai)at the In-Store Asia 2009
award function.

It is capable of delivering a range of services spanning the entire infocomm (information and
communication) value chain, including infrastructure and services — for enterprises as well
as individuals, applications, and consulting. Today, Reliance Communications is
revolutionizing the way India communicates and networks, truly bringing about a new way of
life.
2008

Reliance world was presented with the frost & Sullivan Market Leadership award for its
outstanding contribution to the video conferencing industry and achieving a customer-based
leading position in the market in 2007-2007.

2007

Polycot-the industry leader in unified collaboration solutions-presented Reliance World with

the Top Service provider award.

2006

9
Reliance World received the market leadership award for video conferencing services for thr
year 2005-2006 instituted by frost &Sullivan.polycon-the industry leader in unified
collaboration solutions.

2005

At one of India’s biggest awards for the organized retail sector-the 1st ICICI Bank Retail
Excellence in Marketing Awards to Reliance World was bestowed with the ‘launch of the
year and Fastest Growing Retailer of the Year’ awards.

The event honored only top retail professionals but also recognized innovations and best in
class operations in the industry.

Reliance World Was awarded the Frost &Sullivan Market Leadership award for VC services
in 2004-2005.

2004

Reliance World won the Retail Launch of the year award for being a retail store with unique
positioning, products, pricing and promotion. It was a launch that captured the attention of
the industry, consumers and media for its innovative launch.

Current Scenario

20 million Reliance Communications (formerly Reliance Communications Ventures) is one

of India's largest providers of integrated communications services. 

The company has more customers and serves individual consumers, enterprises, and carriers,
providing wireless, wire line, long distance, voice, data, and internet communications
services through a number of operating subsidiaries. 

The company sells communications and digital entertainment products and services through
its chain of Reliance Web World retail outlets. The company's Reliance Infocomm subsidiary
provides wireless communications services throughout India. Reliance Communications is
part of the Reliance - Anil Dhirubhai Ambani Group. 

The current network expansion undertaken by Reliance is the largest wireless network
expansion undertaken by any operator across the world. It was with this belief in mind that
Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route
kilometers of a pan-India fiber optic backbone. This backbone was commissioned on 28
December 2002, the auspicious occasion of Dhirubhai’s 70th birthday, though sadly after his
unexpected demise on 6 July 2002.Reliance Communications has a reliable, high-capacity,
integrated (both wireless
We will offer unparalleled value to create customer delight and enhance business
productivity. 

We will also generate value for our capabilities beyond Indian borders and enable millions of
India's knowledge workers to deliver their services globally.

10
Growth
Working at breakneck speed, from late 1999 to 2002,Reliance Infocom built the back bone
for a digital India -60,000 kilometers of fiber optic backbone, crisscrossing the entire country.
The valuation of Reliance 9 Infocom, the telecom and convergance major of the Reliance
group, has been pegged at about Rs. 60,000 Crore(roughly around $13 billion),even as six
major private equity investors are understood to be in the race for a 10 percent stake in the
company.

Presently Reliance Infi has 100 million subscriber ,taking the post-paid and pre-paid
subscribers together. The company expects to hit the 150million subscriber mark by
September, and 15 million by march 2015.the company achieved a break-even in sep
2009,and ended fiscal 2009 with a small net profit. Reliance industry has a current market
capitalization of about Rs. 80,000 crore. RelianceInfocomm closed a $300 million syndicated
team loan with a final maturity of seven years,in the company’s first international
borrowing.this is the largest international debt to be raised by any Indian telecom
company;The company will have to pay 1.7%plus labor in the first year for the $300 million
loan.

Main subsidiaries

Reliance Telecommunication limited(RTL)

In july 2007,the company announced it is buying US-based managed Ethernet and

applications delivery services company yipes enterprise service for a cash amount of Rs.
1200 crore rupees (equivalent of USD 300 million),the deal was announced of the overseas
acquisition.the Reliancr Group has emalgamated the United States-based Flag telecom for
$210 million [roughly Rs 950 crore(Rs 9.50 billion)].RTL operates in Madhya Pradesh.West
Bengal,himachal Pradesh,Orissa,Bihar,Assam,Kolkata &Northeast offering GSM services.

Reliance Globalcom

RGL owns the world largest private undersea cable system spanning 65,000 kms seamlessly
integrated with Reliance Communication over 110,000 kms of domestic optic fiber provides
a robust Global Services delivery platform connecting 40 key business maeket in india,the
middle east,asia, Europe,&the US.

Reliance Communication Infrastructure Limited(RCIL)

11
RCIL providr internet Data center (IDC) services located in Mumbai and Bangalore.RCIL
currently has IDC capacity of 304,000 sq ft with the market share close to 60%.

Reliance BigTV Limited

Reliance Big TV launched in August 2008 and acquired 1 million subscribes within 90 days
of launch,the fastest ramp-up ever achieved by any DTH operator in the world.Reliance Big
TV offers its 1.7 million customer DVD quality picture across a bouquet of over 200
channels using the latest,state-og-the-art MPEG 4 technology.

Board of Directors

Shri Anil D. Ambani

Chairman, Promoter, non-executive &non independent director

Prof. J Ramachandran

Non-independent director

Shri S.P. Talwar

Independent director

Shri Deepak Shourie

Independent Director

Shri A.K. purar

Independent Director

12
Reliance World organization chart

STORE MANAGER

VC Team leader/mob.handset Team lead BBC OE

leadlea....BBC

CCA-Mobile FSA CCA-BBC

13
The Two Module at Reliance

Customer convenience center (C3)

This module has been offer telephony (Reliance India mobile, Reliance india phone)and
related services. Customer visit this module for:

 Enquiries/purchase of phones, connections and accessories

 Services requirements
 Purchase of recharge vouchers

Broadband Centre (BBC)

Leveraging Reliance’s Broadband connectivity,the broadband Centre offers a

complete digital experience with services like Broadband Surfing,Online
Gaming,Video Conferencing……!
Services at the BBC are available to members. Registration for membership is a
simple process where in Demographic Data is collected from customers in an online

14
Registration Process. Member can access the online services at any Reliance World
across the country using a Unique Login ID/Password combination.

Video Conferencing
The soundproof Video Conferencing room with the latest Conferencing room with the
latest conferencing equipment metamorphoses easily into a meeting chamber,a virtual
classroom or a press club,depending on the customer’s need.

15
 CHAPTER:-2

COMPANY VISION & MISSION

16
 VISION

By,2015 be amongst the top 3 most valued Indian companies, providing information,
communication & entertainment services, and being the industry benchmark in customer
experience, employee centricity and innovation.

MISSION

We will create world-class benchmarks by:

 Meeting and exceeding Customer expectations with a segmented approach

 Establishing,re-engineering and automating process to make them customer centric,
efficient and effective.
 Incessant offering of Products and Services that are value for money and excite
customers.
 Providing a Network experience that is best in the industy.
 Building Reliance into an iconic Brand which is benchmarked by others and lead
industry in Intention to Purchase and Loyality.
 Developing a professional Leadership team that inspires, nurtures talent and
propagates RCOM values by personal example.

17
 CHAPTER - 3

MY KEY RESPONSIBILITY AREA

18
In Reliance world my key responsibility area were-

 Sales

 Customer care

Sales

In sales department, my work was to sale the products of Reliance eg. -Handset,CDMA &
GSM sim,Reliance Net Connector and Big TV.

Customer care

In Customer Care Zone customer come with immense problem & Quarries and my work was
there, just solve the problems of them and try to retain them.

Some time customers were not happy with the services & they switch to another company so
retain the customer was also one of the task.

19
 CHAPTER-4

PRODUCT & SERVICES

20
Reliance World involves in selling of many communication gadgets,which provide services
to the users by using communication technology like-CDMA,GSM……….!

CDMA

Code Divison Multiple Access (CDMA) is a radically new concept in wireless

communication. It has gained widespread international acceptance by cellular radio system
operators as an upgrade that will dramatically increase both their system capacity and the
service quality. It has likewise been chosen for development by the majority of the winners of
the united states Personal Communication System spectrum auction.It may
seem,however,mysterious for those who are not familiar with it.

CDMA is a form of spread-spectrum ,a family of digital communication techniques that have

been used in military application for many years. The core principle of spread spectrum is the
use of noise-likecarrier waves, and, as thX4EB e name implies, bandwidths much wider than
that required for simple point-to-point communication at the same data rate. Originally there
were two motivations; either ti resist enemy efforts to jam the communication (anti-jam, or
AJ), or to hide the fact that communication was even taking place, sometime callec low
probability of intercepy (LPI).It has a history that goes back to the early days of World War
II.

The use of CDMA for civilian mobile radio application is novel. It was proposed
theoretically in the late 1940s,but the practical application in the civilian market place did not
take place until 40 years later. Commercial application became possible because of two
evolutionary developments. One was the availability of very low cost, high density digital
integrated circuits, which reduces the size, weight and cost of the subscriber station to an
acceptably low level. The other was the realization that optimal multiple access
communication requires that all user stations which do regulate their transmitter powers to
the lowest that will achieve adequate signal quality.

GSM

Welcome to Reliance Mobile GSM service with 3G ready network capabilities Reliance
Mobile is the only operator in the country with CDMA & GSM dual technology. Reliances’
next generation GSM network lets you enjoy seamless coverage across india and unleashes a
world of endless possibilities.Beyond calling and messaging,it lets you e-mail,mms,dounload
videos,get live cricket scores,listen to music of your choice,blog and even surf the net. All
this made very simple,flexible and convenient to meet your every demand sl let’s get started

21
and explore our unparalled services that will bring alive your conversation and enrich your
every experience like never before.

Product & services

Reliance World offers a wide spectrum of Next-Gen GSM and CDMA handset of different
mobile brands and models,Blackberry handhelds, Home phones, Reliance Net connect and a
range of mobile accessories. Reliance World’s Customer Care Associate will assist you while
your purchase.

 Prepaid Mobile Services

 Postpaid Mobile Services
 Handsets
 Relaince Net Connect(HSD)
 Big TV

Prepaid Mobile Services’ Plans:-

GSM Prepaid Tariff Plans:-

1. Starter Packs-

Denomination Validity Balance Call Tariff

S-S S- S-LL S-STD L-SMS

N-
I-SMS
GSM SMS
99sp 0 Days 1 0.99 0.99 0.99 1.30 1 1.5 5
SP 175 30 Days 30/- 0.99 0.99 0.99 1.30 1 1.5 5
SP 249 120 Days 0 0.99 0.99 0.99 1.30 1 1.5 5
SP 499 180 Days 50/- 0.30 0.99 0.99 1.30 1 1.5 5
SP 321 Life Time 33 0.99 0.99 0.99 1.30 1 1.5 5
SP 50 30 Days 1/- 1.99 1.99 1.99 2.99 1 1.5 5

Acquisition offer on Starter Pack-

Entry Point- Per Sec Flexi Per Min Flexi Per Call Flexi
FRC’s Plan Pack Rs. Plan 53 Pack Rs. Plan 51 Pack Rs.
4/- 3/- 2/-
Talk Time 30 0 30 50 30 50
Tariff(All 1p/sec 1p/sec 50p/min 50p/min 1.20p/3min 1/3mins

22
 Calls) s
SMS 50p 50p 50p 50p 50p 50p
Tariff Validity 1 Year 1 Year 1 Year 1 Year 1 Year 1 Year
Incoming LifeTime Life Time Life Time Life Time Life Time Life Time
validity

Postpaid Plans:-

Monthly Commitiment SMS

Tariff Plan Code Month Free Total Local/ Intercirc Internatio
Plan ly Usage Monthly Intracir le nal
Rental Commitm cle
ent
NJ 199 NJ 199 199 Rs. 150 199 Re. 1 Re.2 Re.5
SOHO SOHO
NJ 444 RS. 444 Re. 1 Re.2 Re.5
444(MP 444(Loc
CG al+Std)
ONLY)
MY On- 425 Rs. 450 425 0.50 Re.2 Re.5
net425
MY On- 770 Onnet 770 Re. 1 Re.1 Re.5
net 770 Mobile
Unlimite
d Free
MY MY Truly 995 Rs. 995 995 Re. 1 Re.2 Re.5
Truly Unlimited
Unlimite
d 995*
MY 475 Rs. 250 475 Rs.1 Re.2 Re.5
Roaming
475
Jadoo Jadoo 249 249 Rs. 150 249 50p Re.1 Re.5
249 (MP
Only)
Jadoo Jadoo 199 199 NA 199 Re.1 Re.2 Re.5
199
Simple Simple 99 99 Rs. 99 99 50p 50p Re.5
99
Simple Simple 399 399 Rs. 399 399 50p 50p Re.5
399 Modified
Modified
Simple Simple PPS 199 Rs. 150 199 50p 50p Re.5
PPS 199 199

23
 SimpleP Simple PPC 299 Rs. 299 299 50p 50p Re.5
PC 299
MY MY Local 299 Rs. 300 299 Re.1 Re.2 Re.5
Local 299
299

Price list of Mobile Handsets:-

S.no. Model no. Price

1 LG6150 2825/-
2 LG3610 1349/-
3 LG3630 1449/-
4 LG3540 1049/-
5 LG6200 3399/-
6 LG6700 4999/-
7 SAMSUNG-M569 5999/-
8 SAMSUNG SCH-S379 6995/-
9 SAMSUNG CDMA GURU-519 4595/-
10 SAMSUNG CDMA GURU M519 2395/-
11 SAMSUNG F309 5645/-

12 SAMSUNG W259 4795/-

13 SAMSUNG GURU B559 6495/-
14 LG6300-OPM 1990/-
15 SAMSUNG 699 5950/-
16 SAMSUNG SCH-F219SETBLACK 2990/-
17 SAMSUNG CORBY-SPEED F339 8580/-
18 NOKIA-6275 6525/-
19 MICROMAX-C112-CDMA 1725/-
20 MICROMAX X250 GSM 3020/-

HSD Prepaid tarrif plans:

Voucher Data usage Validity Closure

200 1 GB 1 Week

24
 250 300 MB 30 Days
500 700 MB 30 Days
715 1 GB 30 Days
935 3GB 30 Days
1210 1 GB 30 Days
1379 10 GB 30 Days
1500 6 GB 3 Month
1925 15 GB 30 Days
3000 18 GB 18 month

Voucher Data Usage Validity Closure Data

750 5GB 30 Days
550 3GB 30 Days
330 2GB 30 Days

Big TV

DTH or Direct-to-Home television has revolutionized the way we watch TV.Besides offering
a better viewing experience,DTH services also offer more channel choice and a host of
interactive services.

Reliance Big TV has taken the revolution further.By introducing MPEG-4 technology for the
first time in india. Reliance BIG TV transforms your TV viewing experience and offers
spectacular entertainment. From blockbuster movies,up-to-the-minute news to all your
favorites programs at the click of a button,Reliance BIG TV brings unlimited hours of fun
and entertainment for the entire family.

It has fantastic features like pure digital viewing experience,more channel choice,many
exclusive movie channales , pay per view cinema, easy programming guid , interactive
services , parental control , 24 * 7 customer service and lots more.

25
 CHAPTER-5

QUERIES & QUESTIONS

26
In Reliance world customer come with immense no. of queries & these queries are
related to issue like-

1.Prepaid connection

2.Roaming

3.Call management services

4.Sim related

1.)Prepaid connection:-

A.What documents do I need to get a new prepaid connection?

B. How do I check balance and validity?

C. How do I transfer mobile ownership?

D. What is GPRS and how can I get it?

E.What is R World? What do I need to do to use R World?

2.)Roaming

A. How do I activate national roaming service?

B.  What are the national roaming charges?

C. What are the international call rates?

27
D. How can I contact customer service when I am using Reliance cell phone abroad?

3.)Call management Services

A. Can I get a record of missed calls while my phone was switched off?

B. What is a missed call alert? How can activate and deactivate the service?

C. What is a voice mail service? How can activate and deactivate the service?

4.Sim Related

A.  What are the charges to replace the SIM?

B.  Why is my SIM card blocked?

C.  I have lost my mobile phone. How do I get a replacement of my handset and SIM?

D.  How can I get a duplicate SIM card?

E. Can I block my number? How long does it take to block the number after placing the
request?

28
 CHAPTER-6

CUSTOMER RETENTION

29
Customer Retention in Reliance world

After so many year of corporatization of Reliance, a customer-focused approach among its

employees is still not present. In this era of intense competition, it is very important for any
service company to understand that merely acquiring customers is not sufficient because
there is a direct link between customer retention over time and profitability & growth.
Customer retention to a great extent depends on service quality and customer satisfaction. It
also depends on the ability of the organization to encourage customers to complain and then
recover when things go wrong. Complaints are natural part of any service activity as mistakes
are an unavoidable feature of all human endeavor and thus also of service recovery. Service
recovery is the process of putting things right after something goes wrong in the service
delivery

Importance of Customer Retention

Why are customers more profitable for service firms over a period of time? There are a
number of reasons for this. To begin with, to acquire a customer a company incurs
promotional costs like advertising, sales promotion etc. It is said that it costs five times more
to attract a new customer than retaining one. The operating cost decreases when a
customer stays. Services being rich in experience and credence qualities, it takes some time

30
for customers to get accustomed to it and once they are used to the service and are satisfied
with the service provider ,they tend to purchase more over a period of time.

As they remain satisfied with a service provider, they spread a positive word of mouth, which
is very effective in case of services for attracting new customers. Longer the customer stays
with an organization, more the organization knows about him, which enables it to offer
customized services which make it difficult for the customer to defect. This may even
provide opportunities to the organization to charge price premium by offering individualized
services which may be difficult for the competitors to offer.

Considering the importance of retaining customers in service business, Reichheld & Sasser
coined a term ‘Zero Defection’. They highlighted that companies can boost profits by almost
100% by retaining just 5% more of their customers. Further, it is also very important to
understand the life time value of a customer. For example, if an average customer of BSNL
pays Rs. 500 per month and stays with the company for 20 years., his average lifetime value
will be Rs. 500x 12x 20=Rs. 1,20,000. Further, if by a positive word of mouth, he brings just
one more customer to the organization, his value to the organization doubles. Therefore, it is
important for all the employees in the organization to understand the life time value of their
customers. Once they understand it, they will treat the customer accordingly and will focus
on building relationship with the very people who keep them in business.

Reasons for customer Switching

The reasons for customer switching can be identified as following:

1. Pricing (High price, unfair pricing, deceptive pricing)

2. Inconvenience (Wait for service, wait for appointment)
3. Core service failure (Service mistakes, Billing errors)
4. Service encounter failure (Uncaring, impolite, unresponsive behavior)
5. Response to service failure (Negative response, no response, reluctant response)
6. Competition (Found better service)
7. Ethical problem (Cheating, Unsafe)
8. Involuntary switching (customer moved, provider closed)

An important aspect of the above is that six out of the eight service switching factors are
controllable from a service organization’s point of view.

31
Strategies for Customer Retention

(A) Complaint Management System

Any worthwhile complaints management system has to have following basic features:

a) Visibility: Customer should know where to complain.

b) Accessibility: Customer should know how to complain. As a rule of thumb, the more
formal the system for lodging complaints, the less accessible it is to customers.
c) Responsiveness: Complaints need to be dealt quickly. The quicker the complaints are
dealt with, the higher the customer satisfaction.
d) Customer-focused approach: A service provider who adopts customer-focused
approach, invites complaints and indicates commitment of resolving complaints by its
words and actions in all fairness.
e) Accountability: Someone in the organization has to take responsibility for complaint
handling.
f) Continuous Improvement: This is about looking at the root causes and fixing them.

A good complaint management system must ensure that that complainant is kept informed,
the staff understands the complaint processes, complaints are taken seriously and employees
are empowered to deal with situations.

(B) Service Recovery Strategies

Consider the following incident regarding an airlines (British Airways). “An aircraft door
was left open in a rainstorm before take off and a passenger near the door unfortunately got
showered. The flight attendant not only did everything that was routine- offered to have the
customer’s garments cleaned and made sure that a customer relations representative
contacted the customer later to demonstrate that they genuinely cared- but also made special
gesture by offering the passenger a complimentary choice of certain tax free goods.”

It is very important for service companies to have service recovery strategies which can be
applied in case of service failure. The following steps are useful in an effective service
recovery system.

32
 1. Measure the costs of effective service recovery. It should include the indirect cost
also, when a customer departs unhappily.
2. Break customer silence and listen closely for complaints.
3. Act fast.
4. Train and empower employees. The front line people must be trained and empowered
by the organization.
5. Close the customer feedback loop.

(C) Managing Customer Waiting

Sometimes, it is not possible to match demand & capacity, and hence waiting by customers
becomes inevitable. While reducing waiting time is important for a marketer, it is equally if
not more, important to reduce the customer’s perceived waiting time. If a customer’s
perceived waiting time is less, he will be more satisfied with the service.

Various ways of managing customer waiting are as follows:

1. The organization should analyze its operational processes in order to identify and remove
inefficiencies or bottlenecks, if any.
2. In case waiting cannot be avoided, a reservation system can be used.
3. Since unoccupied time feels longer than occupied time, keep customer occupied by
installing distractions that entertain and physically involve them. For example, TV sets,
magazines reading material can be provided in waiting area.
4. Provide ‘waiting duration information’ i.e. information about the expected length of wait
and/or ‘queuing information’ i.e. a customer’s position in queue with continuous update.
5. If unexpected delays occur, explanation should be given to the customer. This helps in
reducing uncertainty and customer irritation. The key is to impress upon the customer that
he has not been forgotten. Simple things like providing a glass of water or a cup of tea to
the waiting customer can do wonders.
6. Keep resources not serving customer out of sight. This can be done by keeping idle
employees out of view and conducting activities that do not involve customer interactions
out of customer’s sight.
7. Try to reduce pre-service waiting time by transferring some of the pre-service waiting to
the service encounter phase.
8. A smiling service person who knows his job well can be very helpful in overcoming
many negative effects of waiting. Therefore, training and incentive/ rewards for providing
good service should be made.

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Conclusion

Today’s customers are becoming harder to please. They are smarter, more price conscious,
more demanding, less forgiving and they are approached by many more competitors with
equal or better offers. The challenge is not to produce satisfied customers; several
competitors can do this. The challenge is to produce delighted and loyal customers. If these
customers are retained with the organization, they become really profitable by way of
increase in purchasing, reduced operating costs, price premiums and through referrals. Too
many companies suffer from customer churn i.e. high customer defection. It is like adding
water to a leaking bucket. . Various strategies such as measuring customer life time value,
efficient complaint management system and service recovery strategies can be really helpful
in retaining customers

CHAPTER-6

RETENTION TOOLS

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Important Tools being used by Reliance

Reliance World uses so many tools to retain the customers. Out of those tools I did use some
tools during my internship in order to perform my job and to retain the customers.

As I did my internship in Reliance World store as Customer Convincing Executive,So I could

use several tools, these are as follow:-

1.Retention Team

2.Plan Migration

3.Free message

4.Increase in credit limit

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5.Bill discount

I use these all the technique in reliance world……

CHAPTER-7

RECOMMENDATION

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During my training period I feel company need to improve some areas,,so here are some
suggestion for them-

1.)They should arrange one generator in Reliance Word, because some time due to bad
electricity, systems are not able to work properly .

2.)They should more focus on their Network Services.

References

WWW.google.com.in

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WWW.rcomm.co.in

WWW.relianceada.com

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