c Ê






 
 

Airtel misses out on index because its performance on the network touch point is poor as compared to
other parameters. This is evident even in the TRAI reports as Airtel was the only CSP which did not meet
the benchmarks set by TRAI in the call setup success rate.

7.5 Airtel ÿ


  
 6.96

7 Idea  

6.318
 6.5 6.06
5.833
Reliance  
 6
 Vodafone  
5.5
5
Airtel Idea Reliance Vodafone


{
 AUDIT & ASSESSMENT OF QoS, West Zone ʹ Maharastra circle, pp20)
 G Ê 




 

Vodafone tops the experience index followed by Idea, Airtel and Reliance. Cellular service providers
have long realized the techniques of CRM, and customer satisfaction, but the delight factor is still
missing. The service providers investing more in providing better experience levels stand a better chance
to earn more. A rising trend between ARPU and SACEI is established.

 !

7.20

 
 

 7.00

6.80 Airtel 305 6.11
 6.60 Idea 266 6.51

 6.40 Reliance 224 6.11
 6.20


 Vodafone 274 7.09
6.00
200 220 240 260 280 300 320



Trend line: As SACEI

increases, ARPU increases
 - Ê "#$% %&'()

Out of 300 respondents surveyed an overwhelming 74% of the responded that they will not switch their
current service provider in near future. But on being quizzed further out of these 74% an alarming chunk
of 44% responded positive to switching their service provider is they were allowed to retain the same
mobile number. Non availability of MNP plays a major role in forced loyalty.

Also 50% out of the remaining 26% who were planning to switch, i.e. 13% of the entire sample were
switching because they had a bad experience with their current service provider where as 5% will be
forced to switch because of change in location, company offering a new connection etc. reasons.

-   (
*{

   (
* 

100%
Bad Exp
80%
18% Compulsive switch
Yes 60%
8% Others
Don't know 40%
No Incentives
No 20%
74%
0% Same Service

Yes No No MNP
 # Ê +
&%


( 

The average experience level of the customer lies at 6.49/10 (SACEI). Only Vodafone manages to break
that barrier, leading the pack at SACEI of 7.09. Idea just manages to cross the line at 6.51, followed by
Airtel and Reliance.

10.00
9.00
8.00 7.09
7.00 6.38 6.51
6.11 6.11
5.73
6.00 4.96
5.00
4.00
3.00
2.00
1.00
0.00

50% of the customers are relatively satisfied with their mobile services, but only 16% agree to fact that
they are being provided excellent top of the class service by their service providers. Here in lies the
difference between satisfying a customer and making him/her a diehard fan of your brand. Service
providers must fast realize the fact that retaining customers is always an easier and cheaper option
rather than obtaining a new one. As the Indian telecom industry faces consolidation in the upcoming
years players providing this delight factor, making the customer feel royal are bound to go ahead in the
race.


 &


*

&
POOR VERY POOR VERY >8 A+
6% 0% VERY GOOD GOOD
16% GOOD 8-6 A
VERY GOOD NEUTRAL NEUTRAL 4-6 B
GOOD 28% POOR 4-2 C
NEUTRAL VERY POOR <2 C-
GOOD
POOR 50%
VERY POOR
7.25 7.09
7.00
6.75 6.51
6.50 6.38 Industry
6.11 6.11 Mean = 6.49
6.25
6.00
5.73
5.75
5.50
5.25
5.00

ÀÊ 400Mn subscriber base includes the high paying customers. CSP shd focus on retaining these
rather than investing money in attaining new customers which are in the bottom of the pyramid
if they want to retain profit levels

5.Ê SACEI ratio: shows potential of CSPs to current delight level provided.
6.Ê 24 params imp vs performance index
7.Ê Bucket matrix.
8.Ê Key recommendations for service providers to increase their experience levels͙