Internship Report on Banglalink Telesales

1.Introduction
1.1.Background of the study:

In the world, without the practical knowledge, theoretical knowledge is valueless. From this point of philosophy, department of Business Administration of Manarat International University, has introduced an internship program with a view to achieve practical knowledge associated with the different fields of business. Therefore, after academic education this internship program is great opportunity for me to see the real business world, acquire practical knowledge and to be a smarter world business professional. The gained experience will be helpful to finish my BBA program. For the reason I do my internship at BANGLALINK.

Today, telephone is a part of our everyday life. Nowadays, the phone is not only used for making calls, among many other functions it’s used for communicating through text-messages and so called multi-media messages, as well as to connect us to the internet. The opportunities that lie in the telecom market seem endless and the growing demand for mobile telephony systems is creating a world-wide market. The telecom industry is nowadays not only by means of millions, but by means of billions. Actors in this industry are seeking the most profitable markets throughout the world.

There are six mobile phone operators exist in the telecom industry of Bangladesh Grameenphone, Banglalink, Aktel, Citycell, Warid, and Teletalk. All the telecom operators are competing with each other in different way. Providing telesales services are one of the ways for telecom operators to competing with each other for increase the number of subscribers. Since mobile phone has become very important for the users for day-to-day communication, mobile phone operators are providing so many other facilities to their customers apart from only talking over phone.

I am very much grateful to the authority of BANGLALINK for giving me the opportunity to complete my internship in this organization .

1.2.Rationale of the study:

This internship report contains all the information that I have gathered at the time of my internship program in BANGLALINK. My topic is report “Telesales Prospect & Practice of Banglalink”. All these information will help me to find out and identify various scopes and limitations advertisement policy of this company. This is the basic rationale behind the study. Besides, it would be a great opportunity for me to get practical knowledge about telesales of a company like BANGLALINK.

1.3.Objective of the study:
The study attempted to explore and examine the present telesales pattern of Banglalink. Especially the objectives of the study were as follows:
Broad Objectives:
To indentify and analyze the Telesales Prospect & Practice of Banglalink..

Specific Objective
To accomplish this objective we need to cover the following-

I.To identify the Telesales objectives & Working process of Banglalink

II.To evaluate how they take Observations through calls.

III.To evaluate the Customer Satisfaction about Banglalink Telesales

1.4.Scope & Duration of the study:

Defining the scope of the study is a broad aspect to be described. Still the Telesales Department helped me to prepare the report. On the other hand, due to some confidential resolutions there were difficulties to find out some information as well.

The study covers the Telesales Practice & Prospect of Banglalink .It focuses on Telesales of BANGLALINK. Theoretical knowledge is not enough for a student. There is far difference between theoretical knowledge and practical field. So, these two should be synchronized. This report is the result of three months internship at BANGLALINK. I worked as an internee in BANGLALINK from June 2 2012 to august 10 2012. In addition, I have completed this internship period successfully. Defining the scope of the study is a broad aspect to be described. Still the Telesales Department helped me to prepare the report. On the other hand, due to some confidential resolutions there were difficulties to find out some information as well.

1.5.Methodology of the study
This is a descriptive research, which has undertaken insights and understanding about Measurement of Working Strategies of BANGLALINK. This report is prepared based on primary and secondary sources. The relevant information has collected through direct interview of the personnel engaged in various department of BANGLALINK. The secondary information has collected from different files, company website, etc.

1.6 Types of research

This is a descriptive research by nature. It has connected with describing the characteristics of particular issues, specific prediction and narration of fact. 1.7 Sources of data:

For collecting the required data, I have used different sources or methods like the following: Primary Data: To collect all these data, I had to focus on my call with the customers who could give the actual information that was required to prepare an authentic report. •Direct conversation of Official records

•Observation of various organizational procedures
•Interview with the Customer, Co-workers.

Secondary Data: Referring to the secondary sources I mainly used the web site of Banglalink and other organizational documents that I could manage to study on the purpose of preparing the report.

•Annual report of BANGLALINK
•Official website-www.Banglalinkbd.com
•Manual of different departments

1.8 Limitation of the study:

Preparing such intense report, requires huge amount of information. While preparing this report, many limitation and hindrance have been faced to going on further. Still I managed to bring up the best within my access limit. The limitations those I confronted mostly are –

I.The major hindrance that I faced was, Banglalink Telesales Department was unwilling to share or disclose some information which was really required to prepare the report due to confidential issues. II.While conducting the study was to communicate with the selected corporate clients because they were very busy with their regular jobs. III.As, I had more dependence on the primary sources, so there might be some levels of inaccuracy with those collected information. Confidential information regarding past marketing and sales information was not accurately obtained.

2.Overview Of The Company

2.1 Background of the Banglalink

Orascom Telecom Holding S.A.E (OTH), one of the most dynamic telecommunications company in the world, was established in 1998. Originally an Egyptian company, headquartered in Giza, Egypt, now operates in more than 10 countries and has grown to become the largest and most diversified GSM (Global Systems for Mobile Communications) network operator in the Middle East, Africa and Asia. With nine licenses covering the region, Orascom Telecom has positioned itself as a leading telecommunications conglomerate in emerging markets of this region. In fact, most of its companies are leading the industry in the country they operate, notably Mobilink in Pakistan. It is also the largest capitalized company on the Cairo & Alexandria Stock Exchange.

Banglalink was the last addition to the GSM family of OTH when on October 20th, 2004. Orascom Telecom announced the actual purchase of Sheba Telecom with a cost of 60 M $, as well as the company’s re- branding under the name of Banglalink with the leveraging promise to provide the people in Bangladesh, quality service at the most affordable prices fitting to their communications needs. It is also worth mentioning that an unprecedented success of sales results followed the Commercial launch of Banglalink on the 10th of Feb 05.

In September 2004, Orascom Telecom Holding acquired a mobile services company, Sheba Telecom (Pvt.) Ltd. in Bangladesh with a nationwide GSM license valid until 2011. Since then, OTH has installed new management, upgraded the network and re-branded the company as Banglalink. Banglalink has rapidly deployed new network infrastructure, set up a distribution network and points of sale, and designed complete commercial plans to offer high quality voice and data telecommunications services at competitive prices to the people of Bangladesh.

OTH operates a GSM network in Bangladesh and provides a range of prepaid and postpaid voice, data and multimedia telecommunications services. As of 28 February 2010 banglalink already has 20 million subscribers. Banglalink has an approximate market share of 24 %.

2.2Company History
Month & YearParticulars & Events

November 1996Sheba received License for GSM
September 1998Operation Starts
April 2004Reached 50,000 Subscribers
September 2004Orascom took over Sheba
November 2005Launched new mass prepaid product “be linked” January 2006Reached 1 million subscribers
Launched prepaid new connection price after million mark promotion Launched total 18 Ladies first partners
May 2006Reached 2 million subscribers
October 2006Reached 3 million subscribers
September 2007launched desh Rong, a prepaid packages for heavy on-net users December 2007Reached 7.08 million subscribers, established itself as second largest operator overtaking AKTel June 2008Reached 9.46 million subscribers and continued to be the second largest operator. September 2008Reached 10.14 million subscribers and continued to be the second largest operator. February 2011Reached 20 million Subscribers

May 2011Merged With Vimpel Company

Table 1: Company’s History

2.3Parent Company – Orascom Telecom Holding
Few years ago, Orascom Telecom Holding has started their business and has already established themselves as one of the largest conglomerate telecommunication company in the world. Basically, they are doing their business in Middle East, Africa, and Pakistan and in Bangladesh as well. They are providing the GSM network.

They started their business in Egypt in 1998 with MobiNil and still they are expanding their business throughout the world. They have already owned a huge market share in many countries. But, in Bangladesh, they have taken over Sheba Telecom and started their business to provide the people of Bangladesh quality service at the most affordable prices suitable to their communications needs. 2.4 Vision:

Banglalink understands people’s needs best and will create and deliver appropriate communication services to improve people’s life and make it easier.

2.5 Mission:
Banglaink’s mission is to provide the best quality services to the customers, value to the shareholders, and a dynamic working environment for its employees.

2.6 Commercial Marketing and Sales:
Sheba re-branded its operation under the trade name “Banglalink” shortly after it was acquired by OTH. Banglalink provides its subscribers with basic voice services, messaging services and value-added services. Banglalink offers a prepaid and postpaid telephony service. Banglalink has entered into international roaming agreements with more than 250 operators. Banglalink provides customer support through a 24-hour a day, seven day a week call center.

Banglalink sells its mobile telecommunications services through indirect channels and Banglalink-owned shops. Banglalink has agreements with exclusive national distributors. In addition to this indirect channel, Banglalink owns and operates shops in major cities, which also act as a point of service and supports its customers.

Banglalink gives the highest importance on the quality of our coverage to ensure that the customers have the best experience while using the service.

2.7 Telesales Practice & Prospect of Banglalink

Hours of Operations of Customer Care Center:

•9:00am – 9:00pm

•3:00pm – 9:00pm (Fridays)

•9:00am – 6:00 (Saturdays) (Except Government Holidays)

Hours of Operations of System Support Unit:

•9:00am – 10:00pm (Except Fridays & Government Holidays)

Hours of Operations of Care Line:

•24 hrs / 7days a week.

Hours of Operations of Credit Management Unit:

•9:00am – 10:00pm (Except Fridays & Government Holidays)

Hours of Operations of Franchise Support Unit:

•9:00am – 8pm

Telemarketing Unit (telesales department)

•9:00am – 6:00pm (Except Fridays & Government Holidays

2.8 Operations in Bangladesh

Headquarter

Tigers’ Den,
House # SW (H) 04,
Bir Uttam Mir Shawkat Sharak,
Gulshan-1, dhaka-1212,

Sub office
Telesales and Campaign Department.
Land view building
3rd floor & 4th floor
Gulshan- 2

Sub Office 2
Customer Data Collection
Siam Tower, Jashim Uddeen Road
Uttara.

2.9 Numbering scheme

Banglalink uses the following numbering scheme: +880 19N1N2N3N4N5N6N7N8 Where, 880 is the ISD code for Bangladesh and is needed only in case of dialing from outside Bangladesh. 19 is the access code for Banglalink as allocated by the Government of Bangladesh. Omitting +880 will require using 0 in place of it instead to represent local call, hence 019 is the general access code. N1N2N3N4N5N6N7N8 is the subscriber number.

2.10 CSR (Corporate social responsibility):
Banglalink focuses its CSR on the field of followings:
•Tradition & culture of Bengal.
•Beautification of the city towns.
•It is the official sponsor of Bangladesh Tourism Corporation. •It has under taken the voting campaign to vote for Cox-bazaar and sunder-boon and •Cleaning Cox-bazaar.
•It has provided Trolley for the passengers of Zia International Airport •Telesales Prospect & Practice of Banglalink

2.11 Organization Chart

Figure 1: Banglalink’s Organisation Chart

2.12 Functional Department of Banglalink

Banglalink comprises of seven major departments. Those are as follows:

•Sales
•Marketing
•Human Resources
•Customer care
•IT & billing
•Administration
•Finance
Each department at Banglalink operates in different aspects but they are
inter-related and complement each other.

2.13 SWOT Analysis
SWOT is the acronym for Strengths, Weaknesses, Opportunities and Threats. It is an analytical framework to help summarize in a quick and concise way the risk and opportunities for any company across the value chain. A good SWOT should look into internal and external factors affecting the issue at hand. -Factors pertaining to the internal environment of the company. These are usually classified as Strengths (S) or Weaknesses (W) -Factors that pertaining to the external environment of the company. These are classified as Opportunities (O) or Threats (T).

2.14 Strengths
The prime strength that can also be perceived as the most competitive advantage of Banglalink is their current market share in the telecom industry. Secondly the company under which they are operating is the Egyptian telecom giant Orascom. So when they first invaded the market in 2000 their prospect customers were having a positive image. Their ability to deliver the innovative and customers focused services at the right time is also their another strength. Market segment in Asia is price sensitive. By following this trend Banglalink serves its customers with New and attractive pre-paid alongside Post-paid packages. Customer care department of Banglalink is rated as among the most efficient in the business can also be considered strength. Effective decision making abilities of Banglalink are also another significant factor that enables them to survive the cut-throat competition of the industry. Huge financial base of Banglalink enables to extend its operations. Tight control over sales process gives Banglalink strength. Low cost provider regarding its competitor.

Moreover its contribution to our economy can be notable.

2.15 Weaknesses
The greatest weakness of Banglalink™ is its network. Banglalink is weak from the side of network coverage in rural areas and villages though its network is strong enough in towns. The new management is trying to create a system where each individual is responsible and accountable for his duties. So bureaucracy creates in the Banglalink. There are inadequate human resources.

2.16 Opportunities
The people are ready to see Banglalink as a total different entity from its predecessor and are willing to give it another chance to re-invent its image in the market; not an issue to be taken lightly by the company. Still around 90% of Bangladeshis are not mobile users of which a great portion is living in rural areas. As 85% people of Bangladesh are living in rural areas, Banglalink has a great opportunity to capture a huge market share by offering the highest reasonable price and spreading strong & effective network coverage. 2.17 Threats

While in the true sense it had been Banglalink who started this price war with its M2M package, it has created a series of price cuts that many operators failed to afford. After eight years of high call charges, Grameen has finally decreased its rates. A threat not only for Banglalink but also for all other operators is new foreign investors are coming soon in the mobile industry of Bangladesh with huge capital and latest technologies who can develop country wide network over one day through satellite system.

3.Telesales objectives & Working process of Banglalink

Unless a company let people know how well it’s product or service is they won’t be able to benefit from it. Telesales is a way to bring the offers to the heart of the customers. Telesales Prospect & Practice of Banglalink is really remarkable. They had only target for 45, after that 65 and its increasing just for the success. Now this unit has a target of 100 sales individually in one month. All tele-callers are fulfilling their target with great satisfaction. Customers are now can get their connections, sim in front of them. There are some Business Development Officers who are responsible to reach the connections to the customers at Dhaka, Comilla, Chittagong and a portion of Norshingdhi. Banglalink is earning a huge amount of revenue from this Telesales department.

Banglalink’s revenue rose by 27 percent to $126 million in the first quarter of 2011, compared to the same period last year. Bangladesh’s second largest mobile phone operator reached a subscriber base of 22.13 million, 42 percent more than the same quarter of the previous year. Telesales not only for selling products through software, this unit also helps in gaining information about the position of Banglalink and also to improve where it needs. They are passionate about providing a high-quality Telesales service. They use effective methods of achieving objectives and delivering the needed results keeping in mind the requirements of their clients. They have a team of highly trained and experienced agents who are experts in leading a non-scripted, two-way conversation with customers to reaching great results. Their offices are equipped with the latest Contact Center technology designed to meet their goal to help Banglalink succeed.

3.1 Objective of telesales
•Increased sales and profits
•Reduced costs per sale
•Maximum phone productivity
•Increased number of appointments
•Increased customer base
•Increased lead generation
•Higher number of qualified leads
•Higher number of closed sales
•Better customer retention
•More immediate feedback
•Better results through test marketing
•Increased local, regional, or national market share
3.2 Working process of Telesales Department

3.3 Products offered by Telesales unit

Telesales department do not offer the prepaid sim to customers. They offer only Post-paid packages. In the telesales unit they offer 4 post-paid packages with one handset bundle package.They are– Inspire

High value (HV)
Bundle-1 (B1)
Bundle-2 (B2)
Handset bundle package.
This unit mainly focused on the Inspire Post-paid Packages. They have special number and facilities foe Engineer, Lawyers, Teachers and doctors.

3.4 Time
In Telesales department all the Tele-Callers have to enter the office at sharp 9.30am.works starts at 10.00am and finishes at 6pm.But Tele-callers have to leave at 6.30pm. 3.5 Tele-caller

There are 45 Tele-caller works in telesales department. They receive call from IT department in a software system. Then offer a duplicate number or any special number with many attractive offers. If customers want to get a new connection they just write down the name and address of the customer and put it down in software. By this software delivery officers get a sms with this information in their cell phone.

3.6 BDO (Banglalink sim delivery officer)

After got the sms delivery officers again do contact with the customer to make him/her ensure. Then he goes to customer address and gives them the sim. Positive side is BDOs have direct communication with the customer. So sometimes customers just call them for a sim. So they sale more than callers. But both have a monthly target, 100 for callers and 100 for BDOs. But the project is run only for Dhaka and Chittagong. And this type of sim customers cannot get from any customer care or Banglalink service point.

3.7 Customers
A Customer is anyone who uses our products or service either for himself/herself or for the purpose of converting it into further value addition to be passed on to someone else. 3.8 BDO Allocation-DHAKA Division

3.9 Observations through calls
Six Basic Needs of a Customer:
•Friendliness
•Understanding & Empathy
•Fairness
•Control
•Options & Alternatives
•Information

3.10 How to Say “NO”?
•Step 1: Never start with an outright ‘NO’
•Step 2: Offer alternatives
•Step 3: Let the customer know what he/she can do.
3.11 Handling Complaints:
•Listen
•Empathize
•Do not justify
•Acquire more information
•Agree to a course of action
•Follow through

3.12 Golden Rules of Service:
•Present a well groomed, neat appearance.
•Smile!
•Project confidence & warmth through your facial expressions. •Enjoy people!
•Welcome the customer by “Sir / Madam” or Name if permits •Listen carefully to what the customer has to say
•Beware of your body language and any annoying mannerisms •Always treat the customer courteously & with respect
•Show enthusiasm for your job
•Speak slowly and distinctly in a well-modulated voice.

3.13 Remove Communication Barriers:
•Language & Dialects – should not use (e.g. Chittagong or Sylhet accent, do not speak English if the customer does not) •Avoid using Jargons (e.g. MSC, VLR, Provisioning, Command error) •Do not be Reluctant to Communicate (pay attention to what the customer says and be genuinely/ interested) •Control
Your Emotion (take a break and share your feeling, remember a good experience you had) •Physical Disability (hearing problem, throat problem, broken voice •Don’t Make Noise (knocking desk top with fingers, play music on computers, sneeze or cough loudly) •Rectify mechanical/ technical fault (virus scan, LAN connection etc.)

3.14 Conversation Quality Improvement:
•Using the magic words-please, sorry, thank you
•Addressing the customer by name.
•Avoid saying negative words (impossible, difficult)
•Try using words in favor of the customer (let me try for you) •Repeat numerical and items
•Ask probing questions to get interested in the issue.
3.15 Customer Satisfaction about Banglalink Telesales

The inhabitant life in the urban especially in the Dhaka city is becoming more busy and complex than previous. In recent times many women are doing job out of the house as well as their husbands. As a result, both husband and wife could not find out any time for them self & for maintenance of their family also and that is the reason now they are inclined to slander to electric communication media as a way of communication method. More over because of high traffic jam on the street people’s life become stagnant in a single point. So people want to mobilize their life as telecommunication industry makes people life set in motion to any place in the universe at any time. Now, a person with a mobile phone is available for any time. There are few operators in the market to meet the growing demand of the city dwellers need of the busy life for communication. As a result there are hungry demands for communication to make life more mobile and mobile phone industry is ready to explore fulfillment of unmet demand.

For the high demand of the mobile phone there are many unmet demand are waiting to acquire mobile phone. But question arises whether the existing operators, particularly Banglalink™ can satisfy its subscribers need as per their requirement. During my internship programme I observed that Tele-Callers have to connect 150 calls per day. Among 20calls feel interested and rest not interested or wants to communicate later. But from 20 interest calls the customers buy the offers. Some people get instant sim. From my experience it is really an effective practice to promote and sell the products. There are some questions that Banglalink can answer and it raises the satisfaction of the customers. I asked some customers through my call and also during my work I Meet My supervisor and ask some questions to know about the level of satisfaction of the customers as because I did not get any data from Banglalink. Questions and answers are—– Why do your customers buy from your company instead of the competition?- Answer— Low call rate than Grameenphone, Low price

What are buying decisions based upon and what is important to your customers? Answer– Call rate
Are your customer’s needs being met by your current product or service offering? Answer- Yes
Are your customers staying loyal or are they shopping around? Answer –They are Loyal
Are you maximizing the relationships with your current customers? Answer –Yes. Telesales is for customer retention also.
Are your customers’ expectations being met?

Answer–Yes. They can have their products instantly on hand. Customer’s satisfaction is the first and foremost task for telesales department .Tele-callers are trained to behave in positive manner with the customers. Also, the customers are constant attention of the trainers and seniors for their performances. There is complete quality control over the executives for best service availability to their clients’ customers. Customers are always answered in the same language as desired by them. Tele-callers are trained to speak in callers’ language and tone so that there is no difficulty in sorting out the issues. All these factors contribute to the success of this departmentt and maintenance of customers by the concerned client or Company.

So it can be assumed that Telesales unit is satisfying the customer by their innovative planning’s and offers. Customers like the way that the callers are applying to introduce the offers. Customers Wants to listen carefully. It is very rare that customer do not want to listen. But somewhere a small lacking in their products compelled the customer to compare with the competitors like network of Grameen and Airtel.

3.16 Findings

A getting the outcome, we are now standing in such point from where we can conclude some points based on the analysis. The findings can be summarized as follows:

Most of the mobile users in Bangladesh are under youth group. Bangladesh is pre-paid driven mobile market.
The few people usually with high income level who use post-paid, now prefers Banglalink post-paid package for lower tariff, lower call rate without any security money. Customers like to use Banglalink sim most, as well as Grameen phone sim. Most of the subscribers are staying with Banglalink connection for its continuous attractive special offers. As a result a great portion is using Banglalink as a second SIM. Banglalink is in the highest position in making brand awareness. Already, it achieved more than 90% brand awareness. I-pack of Banglalink is a suitable offer after imposing tax on SIM in the national budget, 2005-06. People appreciate Banglalink for its innovative plan that is making the mobile market more competitive. And from it, customers are getting benefits. Overall Telesales department giving great effort to increase subscribers of Banglalink.

4.1Recommendations
As Banglalink is one of the reputed companies in Bangladesh, there are very little to recommend about their products and services. Banglalink has very low call rate and their connection price is also very low. But customer likes to buy their postpaid sim because they can get it from their home. So I think they can start home delivery system for some of their prepaid sim also. If they do some attention to their network system I think they can get more customers. Another thing is most of the customer get information about it from TV ad; they should give more billboard ad because billboard is now a popular media part. Some recommendations given below •Should make strong their network system

•Callers should have more convening power.
•Should more careful about customers privacy
•Deposit money should be low
•Should give any special gift to their high users.
•Attractive promotional items are necessary to satisfy the corporate clients as telesales is only focusing on Personal Packages. •Network facilities should be wide.

•They should develop new competitive packages for the corporate customers. •Increase the value added services
•Should be monitor the existing customer and provide better service. •The complexity of the GPRS facility should be reduced
•BANGLALINK GSM should have enough part timers to reduce the pressure of the full time employees. •BANGLALINK GSM should maintain a fully structured human resource department. •Space in office for the employees should be wide.

4.2 Conclusions

After analysis the whole report I can conclude that as the aspiration statement Banglalink as a novice cellular company has improved its condition within a very short time. It was done because of the right and proper marketing policy of the company. The marketing plan of the company has proven right for the organization because it’s spreading its business gradually. But still it’s not the biggest cellular company in the country. GP is the leader in the market and Banglalink has got lot of aspect to improve the situation. So be the market leader Banglalink must be very careful in the field of marketing plan and the success of the company is a matter of subject that how they are implementing the plan. They are improving and adding new technique for selling their product. It is must to agree that revenue is getting higher for the involvement of Telesales department of Banglalink. So if Banglalink become concern about the practice of this department it is for sure from 2million it will rise 3or 4 million. This will drive Banglalink to the path of becoming leader in telecommunication Industry. Though it is raising so prospect and practice of Telesales in Banglalink is admirable.

Affiliation report helps us to more efficient and more active to gather practical knowledge it efficient for practical life. I worked there practically with skilled and knowledgeable work force. I really enjoyed my internship program. I gathered practical & working experiences and knowledge about the selling strategy and different policies & practices of Telesales department.

I am really very much grateful to the authority of Human Resources Division of the Banglalink GSM, who created the opportunity of internship program for the students. I am also grateful to my instructor of Telesales department, all executives, officers and staff, who helped me with their cooperation and helpful attitude and for whom my mission was meaningful & enjoyable.

4.3 Bibliography

owww.banglalinkgsm.com
owww.google.com
ohttp://www.quotecatcher.com/Module/Article/ArticleView.aspx?idArticle=126 ohttp://telecom-infobd.blogspot.com/2009/12/banglalink.html ohttp://www.thedailystar.net/newDesign/news-details.php?nid=189156