Background:
Telenor, Bangladesh Operation was suffering from poor customer satisfaction from its business consumer segment. Big corporate clients were switching to other operator.
Fact Finding:
At that time there was no customized service package and no priority service channel for business segment. Everybody had to visit their service booth to avail any sort of service.
Competitors Analysis:
Other 2 companies among 4 were introduced priority service channel for business customer but they were far behind from TELENOR due to superior network capability. But the situation was improving day by day.
Research method:
We divided the total country into 8 geographic zones. We selected 100 customer service officers from 100 service booth. Everyone was assigned to record real time conversation of 5 business customers within two months while they were availing service. Off course in some point they were poked by customer service officer to extract their aggression towards company, service, product etc.
Outcome & success:
Based on the findings the company opened up a new direct sales and service channel dedicated for business segment. Besides in every city a priority service booth was arranged. Finally the company launched a new data and voice package named business solutions for that segment with higher price than mass market. But it was an immense success and still continuing.
http://www.grameenphone.com/index.php?id=91
1 comment:
Yeah........
That is a valuable outcome of doing market research. Through marketing research, company can know customer buying behavior, their unstated needs and what they expect from company in terms of product and service. Moreover, there is also the most important activity that is the result from research should be implemented effectively and efficiently.
I participated a small marketing research relating to customer complaints. At that time, company received more and more complaints for charging higher price than competitors and even big customers made complaint why they were charged. The reason was that competitors were competing by price to get market share. As such, our customers thought that products were not worth as they paid instead of product quality. So, we conducted a research by creating questionnaire to get the reliable customer's information towards complaints. By the result, we created new services which were not available from other competitors and at the same time we carefully maintained the product quality. By doing so, customers' perception to higher price gradually changed and complaints could be reduced.
So, I strongly agree the marketing research is one of the valuable tools for every business.
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