E2-E3

Management

CUSTOMER CARE

For internal circulation of BSNL only

 WELCOME
• This is a presentation for the E2-E3
Management Module for the Topic:
Customer Care
• Eligibility: Those who have got the
Upgradation to from E2 to E3.
• This presentation is last updated on 15-3-
2011.
• You can also visit the Digital library of
BSNL to see this topic.
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 Lesson Objective
Define Customer Care
Understand Touch Points
Framework of Customer Care
Customer Relationship Management
Degree of customer care and customer
segmentation
Regulatory dimension
BSNL system for customer care

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 What is Customer Care?
Customer service is the provision of service to
customers before, during and after a purchase.
Customer service is a series of activities
designed to enhance the level of customer
satisfaction – that is, the feeling that a product or
service has met the customer expectation.
Customer care can be defined as comprising of
„all tasks and activities by a company directed to
satisfy a customer across all touch points at
various stages of customer life cycle for a
mutually beneficial relationship‟.

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 Customer Care

Relationship
Manufacturing Service
management
economy economy
economy

Increased importance on customer interaction

as a high tech environment has decreased
personal contacts
Today by greeting the customer “How are you
doing today” – we make the customer feel less
like a number and more like a human being.

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 CUSTOMER CARE DEPENDS THREE
PILLARS WITHIN THE COMPANY
TECHNOLOGY
-Delivery mechanisms
PROCESS
-Convergent billing wherein a customer will be able to
get single bill for all services availed from bsnl be it
landline, internet, mobile, wll, broadband, lease line
etc. Across the country
PEOPLE
-Front end
-Back end
-Customer relationship managers (crms) to take care
of group of customers and providing them a single
window interface.
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Expectations of modern customers are
Customer wants all queries to be solved at one
place – Single Window Concept.
Customer wants all queries to be solved over
phone itself. – Call Centre
Customer wants they should get consistency-
Across all Touch Points
Customers wants the information should be
available on fingertips- IVRS
Customer wants service to be provided at their
doorsteps.

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 Good customer service

Good customer service means:

Providing a quality product or service
Satisfying the needs/wants of a customer
Resulting in repeat customer

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 Good customer service result in
Continued success

Increased profits

Higher job satisfaction

Improved company or organization morale

Better team work

Market expansion of services/products

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 Customer service

Good customer service = lasting relationship

Average customer service = steady

relationship that could be lost

Poor customer service = lost business

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What does the customer desires

Friendliness

Empathy

Fairness

Participation

Alternatives

Information

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Ten rules of great customer service

1) Commit to quality service

• Create a positive experience for the
customer.
• Go above and beyond customers
expectations
2) Know your products
• Help win a customers trust and confidence

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Ten rules of great customer service

3) Know your customers

• Tailor your service approach to their needs and
buying habits.
• Get to the root of customer dissatisfaction by
talking to people and understanding complaints.
4) Never argue with a customer
• Be solution focused rather problem focused

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Ten rules of great customer service

5) Treat people with courtesy and respect

• Every contact a customer leaves an impression
• Use phrases like “sorry to keep you waiting","
thank you for your order”, “you‟re welcome” & “
its been a pleasure helping you”.
6) Don’t leave customer hanging
• All communication with customer needs to be
handled with a sense of urgency

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 Ten rules of great customer service
7) Always provide what you promise
• Failure to do this is a sure way to loose credibility
with your customer
• If you cant make good on your promises,
apologize and offer some type of compensation
such as discount or free delivery
8) Assumed that customers are telling the truth
• The majority of customer don‟t like to complaint
and they will go out of their way to avoid it.

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 Ten rules of great customer service
9) Focus on making customers and not making
sales
• Focus on the quality rather than the volume of the
sale.
• Research shows that it costs 6 times more to attract a
new customer than it does to keep an existing one.
10) Make it easy to buy
• Make the process simple and user friendly

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 Culture of commitment

The transmission from ordinary to extra

ordinary happens through “culture of
commitment”,
where front line people reflect to the outside
the intense pride and ownership they are
experiencing from inside.

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 Internal/external customer
Who is external customer?
―The term external customer includes not just
the paying customer but also any one who
receives the benefit of the goods and the
services.

Who is an internal customer?

―Internal customers are specific people and
departments who play a role in helping you to
serve the external customer

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Polite and friendly alternatives
I don’t know - I will find out
No – what I can do is
That’s not my job- let me find out the right
person who can help you with
You are right this is bad- I understand how
you feel
That’s not my fault- lets see what we can do
about this
Calm down – I apologize
I want you to – lets.

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 Customer interfaces

Consumer Grievances Redressal Mechanism :

–Complaints are being booked on “198” Toll Free
Service, Grievances can be booked on “1094” (for
Circle Office) or “1095” (for District Office).
–Public Grievance Officers are available right from
Corporate Office to SSA (Secondary Switching
Area) level.
–Customer Service Centres have been opened.
Open House Session
Telephone Adalats

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 CRM

Customer relationship management (CRM) is a term

applied to the processes implemented by a company to
handle its contact with the customers.

CRM software is used to support these processes,

storing information of the current and prospective
customers.

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 CRM
Details on any customer contacts can also be stored
in the system. The rationale behind this approach is to
improve services provided directly to customers and to
use the information in the system for targeted marketing
and sales purposes.

Information in this system can be edited, accessed

and utilized by employees in different departments,
such as sales, marketing, customer service,
professional development, performance management,
human resource development, planning& material
management.
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 Regulatory awareness

TRAI has issued certain guidelines regarding

customer care to be followed by all service providers.

All complaints -by e-mail, phone or post are to be

registered within 24hours.

Consumer grievance redress process with respect

to fault, complaints and billing disputes is printed on
the reverse of each bill.

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 Regulatory awareness

All details related to call and tariff details are to be

provided in the bills, payment procedures and list of
points at which payments can be made also to be
intimated through the bills.

No forcible change in tariff plan for six months for

customers.

Chargeable value added services cannot be given

in activated mode Do not Call registry [SMS 53733
DNC ACT/DEACT & 1500, 1909]
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 Regulatory awareness

Minimum three level grievance handling mechanism

(Call center, physical office level-1& II)

Time limit for redressal of grievance of consumers by

Call Centres.

Unless specified elsewhere, all complaints relating to

fault or disruption of service or disconnection of service
shall be redressed within three days from the date of
registration of complaint;

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 Regulatory awareness

Unless specified elsewhere, all other complaints shall

be redressed within seven days from the date of
registration of complaint;

Where lesser time limit has been specified by any

other law for the time being in force or other regulations
of TRAI or DOT or by BSNL for redressal of grievance,
the Call Centres shall redress the grievances of the
consumer within such specified time.

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 BSNL call center numbers/help desk

For basic services including broadband services:

1500- Nationally accessible

For GSM Mobile services : 9400024365/1503

For Broadband &Internet services : 1800-424-1600

For MPLS & Other Data services : 1800-425-1957

Sancharnet Internet Help desk service : 1957

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 BSNL call center numbers/help desk

Managed Network Services : 1800-233-3334

Video Conferencing: Email: [email protected] ,

Fax: +91-11-23737760

Audio Conferencing: Email: [email protected] ,

Fax: +91-11-23737760

Web Conferencing(CEPL) Toll Free : 1800-111-233

,Ph No. : 011-45092300,

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BSNL call center numbers/help desk

Ph No. : 011-45092311, E-mail:

[email protected]
E-Track Fleet Management Solution:
Number 1800 425 1425
Blackberry Service : Toll-free 1505 ( from
BSNL Network ), 1800 180 1505 ( from BSNL
Network ), +91 9416001505 ( from other
network ), email support:
[email protected]
b) Public Grievance Cells:
Telecom Circle HQ‟s :12727
SSA HQ‟s :12728
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For internal circulation of BSNL only