CUSTOMER SATISFACTION
3. Information Centers:
Most of the problems of the subscribers are solved by the helpline service. But there are some problems that can not be solved there. Subscriber need to come physically to deal with that problems.Grameen Phone has seven customer relation centers and 380 GPSDs which provide services all over the country.
These Customer Relation Centers are situated in the prime divisional head quarters like Dhaka, Chittagone, Sylhet, Rajshahi and Khulna and GPSDs situated all most everywhere in Bangladesh. In these information centers the subscribers can come directly with their problems like billing, address change, SIM change, handset problems, etc.
These after sales services are very crucial to keep subscribers satisfied regarding GrameenPhone.
Survey Findings:
In order to measure the satisfaction of the customers a series of questions were asked to the customers with the help of a questionnaire, the data from these questions are tabulated below.
For clear understanding, the overall satisfaction has been divided into satisfaction with the package and satisfaction with the after sales service. As already mentioned, the survey was
conducted among hundred GrameenPhone subscribers, it was conducted in the information center as subscribers from different areas in Dhaka come to this center
Interpretation of Survey Data:
a. I use GrameenPhone because it is the best:
Strongly Agree 25%
Agree 55%
Neither Agree nor Disagree 15%
Disagree 5%
Strongly Disagree 0%
25%
b. I use GP mobile as it has additional features in comparison to other operators.
Strongly Agree 29%
Agree 63%
Neither Agree nor Disagree 8%
Disagree 0%
Strongly Disagree 0%
29%
Strongly Agree Neither Agree Strongly Disagree
Farctors
c. Price of Gramophone’s different package is affordable.
Strongly Agree 4%
Agree 49%
Neither Agree nor Disagree 13%
Disagree 23%
Strongly Disagree 11%
4%
Strongly Agree Agree Neither Agree Disagree Strongly Disagree
Farctors
d. I am satisfied with the service (quality of airtime and network availability) of GP.
Strongly Agree 9%
Agree 26%
Neither Agree nor Disagree 24%
Disagree 30%
Strongly Disagree 11%
9%
Strongly Agree 23%
Agree 28%
Neither Agree nor Disagree 17%
Disagree 19%
Strongly Disagree 13%
23%
f. GP helpline is very helpful in meeting my queries and other needs
Strongly Agree 10%
Agree 35%
Neither Agree nor Disagree 20%
Disagree 15%
Strongly Disagree 20%
10%
Strongly Agree Neither Agree Strongly Disagree
Farctors
g. GP helpline is very helpful in meeting my queries and other needs
Strongly Agree 9%
Agree 40%
Neither Agree nor Disagree 20%
Disagree 15%
Strongly Disagree 10%
9%
h. Billing rate of GP is low:
Strongly Agree 3%
Agree 18%
Neither Agree nor Disagree 14%
Disagree 37%
Strongly Disagree 28%
3%
i. Criteria’s important while purchasing any cellular service
Criteria No. of subscribers
Network Coverage 68
International Roaming 11
Value added Services 12
After Sales service 16
Easy Bill Payment System. 37
68
As we can see from the above table and the chart, maximum number of subscribers would purchase a cellular service which has a good network coverage, apart from that the other criteria which is they consider after network coverage is easy bill payment system.
j. Criteria’s which were considered while purchasing GrameenPhone
Criteria No. of subscribers
Network Coverage 68
International Roaming 8
Value added Services 7
24 hrs customer service 48
Pre-paid facility and bill payment facility
37
From the chart and the table above it can be seen that most of the subscribers purchased GrameenPhone due its network coverage. Also by looking at the figures the bill payment system and the 24 hrs customer service were the other common attributes which attracted the subscribers to purchase GrameenPhone
k. Satisfaction with the after sales service
When you are faced with a problem what do you do?
Criteria No. of subscribers
Call up the GP hotline 54
Write a letter 6
Go to the Information center 48
68
From the above table it can be seen that most of the subscribers either call up the GP hotline or they go to the information center.
l. Are the GP employees able to solve your problem regarding the following criteria’s?
Criteria’s Always Sometimes Never N/A Total
Billing 32 25 4 39 100
From the table above it can be seen that regarding almost every criteria, the Grameen Phone employees are able to solve the problem most of the time.
But at the same time there is quite a large number who always do not get a solution to their problem this occur because for certain queries a subscriber has to go to the information center and GrameenPhone has only one information center, due to this shortage a customer is made to wait long hours in a queue. Also many times when the line takes more than a day to be reconnected.
m. Subscribers’ perception of the different Grameen Phone package
What is your perception of GrameenPhone?
Excellen
It can be seen from the above table that most of the subscribers from every package perceive their respective packages as good packages but they feel that the services can be improved.
According to the four faces of customer loyalty by Smart Loyalty, we could consider the 10%
to fall under truly loyal customers as highly satisfied, 69% of the subscribers could be considered as accessible because they feel that the services can be improved, these subscribers want to give a chance to GP to earn their loyalty. 18% could be considered as trapped because they use GrameenPhone as no other company offers them the services and only 3% fall under High-risk as these subscribers do not like the GrameenPhone services and are looking for alternatives.
Negative attributes: Neither agree or disagree + disagree =33+20 = 53 Positive attributes: agree + strongly agree = 28+19 =47
n. Opinion whether GrameenPhone subscribers would remain loyal if another company came up with packages of similar features.
Disagree Neither agree or
disagree Agree Strongly
agree Total
GP prepaid 9 17 20 8 54
GP regular 3 3 3 4 13
GPGP 5 5 3 3 16
Which Grameen
Phone package
do you use?
regular
GPGP 3 8 2 4 17
Total 20 33 28 19 100
Some Representative “Additional Comments”:
Helpline is not so easy to reach.
Behavior of helpline officers is quite rough.
Helpline gives support to solve our problem.
Info Centers take a whole day to solve a small problem.
In Dhaka city, there should be more info centers, especially in old side.
Prepaid connections are very difficult to avail.
Billing rate should be reduced, it is too high.
GrameenPhone does not think about the subscribers, their main intensions are to make money.