Implementation of CSMM (Customer Satisfaction Measurement and Management) to improve service quality and increase customer loyalty of Airtel Bangladesh Limited

Abstract

Customer is a vital component to any successful business today. Measuring your service quality is an important step to ensuring consistency and stability in all your company's dealings with their most important asset. There are many good ways to accurately assess the quality of your service. Telecommunications Service Providers, driven by competition, legislation, and increasing customer requirements, need to continuously monitor the quality of the service provided, while simultaneously reducing costs in order to remain competitive in the marketplace. To address these issues, many management teams have turned to Quality Management techniques to solve specific problems that they encountered, such as Six Sigma for process stability and defect reduction; and Continuous Improvement; As a student BBA program, I got the opportunity to pursue my internship program in such a multinational telecom company. The report has been prepared in align with my job responsibilities and experiences at Airtel. Throughout my internship period, I have dealt with the quarterly Airtel prepaid customer satisfaction measurement and management. Customer Satisfaction Measurement and Management is quarterly research in a descriptive way where data is collected from a renowned Marketing and Social research firm and are analyzed quantitatively. The research findings show that there are several factors that make the customers dissatisfied regarding Airtel. Poor network quality, excessive service alerts from Airtel and sudden call drop etc. are the areas for customer dissatisfaction. On the other hand, the customers are satisfied for the high speed newly launched 3G service, price of new prepaid connection, availability of the prepaid recharge cards/Ezee load, tariffs of the prepaid packages, lives enriching value added services, and for customer supports after sales. However, the overall analysis gives us clear insights on how the service can be improved in several attributes and help us find out the loyalty level of our existing customers. And at the end of the project, some recommendations are given to help the Airtel management so that they can deploy appropriate decisions to retain customers with high satisfaction.