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    Final Report of Service Marketing

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    Zeeshan Brave
    The team evaluated Mobilink's call center services through mystery calls made at different times and shifts. They found that morning shift CSOs were more active and helpful while evening shift CSOs seemed rushed. Data analysis showed pickup times, listening skills, and satisfaction varied between shifts. To improve, Mobilink should reduce CSO rush in busy periods, limit unnecessary SMS messages, call customers at convenient times, and better train CSOs to communicate solutions.

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    Final Report of Service Marketing

    Uploaded by

    Zeeshan Brave
    157 views14 pages
    The team evaluated Mobilink's call center services through mystery calls made at different times and shifts. They found that morning shift CSOs were more active and helpful while evening shift CSOs seemed rushed. Data analysis showed pickup times, listening skills, and satisfaction varied between shifts. To improve, Mobilink should reduce CSO rush in busy periods, limit unnecessary SMS messages, call customers at convenient times, and better train CSOs to communicate solutions.

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    service Marketing Evaluation of Moblink Jazz

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    The team evaluated Mobilink's call center services through mystery calls made at different times and shifts. They found that morning shift CSOs were more active and helpful while evening shift CSOs seemed rushed. Data analysis showed pickup times, listening skills, and satisfaction varied between shifts. To improve, Mobilink should reduce CSO rush in busy periods, limit unnecessary SMS messages, call customers at convenient times, and better train CSOs to communicate solutions.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    157 views14 pages

    Final Report of Service Marketing

    Uploaded by

    Zeeshan Brave
    The team evaluated Mobilink's call center services through mystery calls made at different times and shifts. They found that morning shift CSOs were more active and helpful while evening shift CSOs seemed rushed. Data analysis showed pickup times, listening skills, and satisfaction varied between shifts. To improve, Mobilink should reduce CSO rush in busy periods, limit unnecessary SMS messages, call customers at convenient times, and better train CSOs to communicate solutions.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 14

    National College of Business Administration &

    Economics

    SERVICE MARKETING
    Presented to:
    Sir Basit Afzal
    Presented by:
    Ayyaz Hassan

    2151260

    Ali Hassan

    2143390

    Osama Rashid

    2151258

    Hamza Waseem

    2151259

    Company Selected:
    Mobilink

    EXECUTIVE SUMMARY

    As the world of telecommunications advances, Moblink promises its customers to


    stay ahead, developing and evolving, to go beyond their expectations.
    The team of Service Marketing students has evaluated the service of call centers of
    Moblink through mystery calling. For this evaluation process we talked to the
    customer services officer (CSO) in different timings as well as different shifts. We
    have properly worked on this assignment before actual calling. Because our major
    concerns was that no CSO can judge that someone is checking or evaluating him.
    We have found that the attitudes and behaviors of CSOs changes within the shifting.
    Our data analysis shows that in morning shift the CSOs are active and listen to the
    customer carefully and try his/her best to solve the queries of customers. In evening
    shift the behavior of CSOs shows that they are too much busy and they are in hurry
    because they have too many calls in queue so they try to minimize the discussion
    and mostly they try to focus on SMS service. They do not properly guide the
    customer whereas they say that I will send you the SMS which will guide you in
    detail.
    One thing we observed was very annoying that after each call we have received 8 to
    10 SMS one after other related to our query. Which I think disturb us instead of
    guiding us.

    METHODOLOGY
    To evaluate the services of Moblink call centers we have used the methodology of
    mystery calling. Mystery calling is calling from a number and using fake names with
    some complains and issues so that we can evaluate the service level of the
    company and understand the behaviors of CSOs. We plan the situations and try to
    trap the CSOs to evaluate their service delivery and prepare a script for mystery
    calls. All of us have worked and prepare the scripts in which we have number of
    questions to ask as a customer. We have selected the 10 best scripts out of them
    and evaluate different CSOs on the basis of these scripts.

    Then we divide these 10 scripts in all of us and set a target of three days in which
    they have to call maximum 10 times by using these scripts. So all four members can
    call on help line almost 40 times in three days with different names and numbers and
    timings.
    We also decide that we will be evaluating the services of call centers not only on the
    service delivery of CSOs but on shifts as well i.e., morning, evening and night shifts,
    So that we can evaluate the services as a whole.
    The detail of calls is as below:

    Total calls 34
    Calls at morning time 8
    Calls at afternoon time 10
    Calls at evening and night time 16

    No of

    Pickup

    Greeti

    Use

    Call

    Pace of

    Active

    Phrasin

    Polite &

    calls

    time

    ng

    of

    ending

    voice

    listening

    pleasan

    nam

    1
    2
    3
    4
    5
    6
    7

    excellent
    excellent
    good
    excellent
    poor
    excellent
    excellent

    Yes
    Yes
    Yes
    Yes
    Yes
    Yes
    Yes

    e
    yes
    yes
    no
    yes
    no
    yes
    yes

    yes
    yes
    yes
    yes
    yes
    yes
    yes

    good
    excellent
    poor
    good
    excellent
    good
    satisfactor

    excellent
    excellent
    good
    excellent
    excellent
    excellent
    excellent

    good
    excellent
    poor
    excellent
    good
    good
    satisfact

    good
    good
    poor
    good
    good
    good
    satisfact

    excellent
    good
    excellent
    excellent
    good

    ory
    good
    excellent
    excellent
    good
    good

    good
    good
    good
    excellen
    good

    8
    9
    10
    11
    12

    good
    good
    good
    excellent
    satisfactor

    Yes
    Yes
    Yes
    Yes
    Yes

    no
    yes
    yes
    yes
    no

    yes
    yes
    yes
    yes
    yes

    y
    good
    excellent
    excellent
    good
    good

    13

    y
    satisfactor

    Yes

    yes

    yes

    excellent

    excellent

    excellent

    excellen

    14

    y
    excellent

    Yes

    no

    yes

    good

    good

    satisfact

    good

    15
    16
    17

    good
    good
    satisfactor

    Yes
    Yes
    Yes

    yes
    yes
    no

    yes
    yes
    yes

    excellent
    good
    excellent

    excellent
    good
    excellent

    ory
    excellent
    good
    excellent

    good
    good
    satisfact

    18
    19

    y
    poor
    poor

    Yes
    Yes

    yes
    yes

    yes
    yes

    good
    poor

    good
    satisfactory

    good
    satisfact

    satisfact
    satisfact

    20
    21

    good
    good

    Yes
    Yes

    yes
    no

    yes
    yes

    good
    satisfactor

    excellent
    good

    ory
    excellent
    good

    good
    satisfact

    22

    satisfactor

    Yes

    yes

    yes

    y
    good

    excellent

    excellent

    good

    23
    24

    y
    excellent
    satisfactor

    Yes
    Yes

    yes
    yes

    yes
    yes

    excellent
    satisfactor

    excellent
    satisfactory

    excellent
    good

    good
    good

    25
    26

    y
    excellent
    satisfactor

    Yes
    Yes

    yes
    yes

    yes
    yes

    y
    good
    good

    good
    excellent

    good
    good

    good
    good

    27

    y
    poor

    Yes

    yes

    yes

    satisfactor

    good

    good

    satisfact

    28

    satisfactor

    Yes

    no

    yes

    y
    good

    satisfactory

    good

    good

    29
    30
    31
    32
    33

    y
    good
    poor
    good
    excellent
    satisfactor

    Yes
    Yes
    Yes
    Yes
    Yes

    yes
    yes
    no
    yes
    yes

    yes
    yes
    yes
    yes
    yes

    good
    good
    excellent
    good
    satisfactor

    excellent
    good
    excellent
    excellent
    good

    excellent
    good
    excellent
    good
    good

    excellen
    good
    good
    satisfact
    satisfact

    y
    34

    good

    y
    Yes

    no

    yes

    good

    excellent

    excellent

    EVALUATION CRITERIA
    The main parameters which we have set for this evaluation process are:1.
    2.
    3.
    4.
    5.
    6.
    7.
    8.
    9.
    10.

    Call pick up time by CSOs (after tape recording and menus detail)
    Greetings
    Introduction of CSOs
    Call ending greetings
    Voice of CSOs (Clarity)
    Active Listening
    Accent and pronunciation of CSOs
    Behavior and attitude
    FCR (First call resolution)
    Overall satisfaction level

    All four members of this evaluation process strictly follow these parameters and we
    have decided to note down all the findings on a piece of paper. These findings are
    attached.

    Pickup time was measured in excellent, good, satisfactory and poor.


    Starting greetings were measured in Yes or No
    Introduction by CSOs was measured in Yes or No
    Ending greetings was measured in Yes or No
    Voice of CSOs (Clarity) was measured in excellent, good, satisfactory and

    poor
    Active Listening was measured in Excellent, good, satisfactory and poor
    Accent and pronunciation of CSOs was measures in excellent, good

    satisfactory and poor


    Behavior and attitude were measured in Excellent, Good, Satisfactory and

    poor
    FCR (First call resolution) was measured in Yes or No

    good

    Overall satisfaction level was measured in Excellent, good, satisfactory and


    poor

    Analysis:
    Pickup Time
    12
    10
    8
    6
    4
    2
    0

    Excelent

    Good
    Excelent

    Good

    Satisfactory
    Satisfactory

    Poor

    Poor

    Pace of Voice
    20
    18
    16
    14
    12
    10
    8
    6
    4
    2
    0

    Excelent

    Good
    Excelent

    Good

    Satisfactory
    Satisfactory

    Poor

    Poor

    Active Listening
    25
    20
    15
    10
    5
    0

    Excelent

    Good
    Excelent

    Satisfactory
    Good

    Poor

    Poor

    Phrasing
    18
    16
    14
    12
    10
    8
    6
    4
    2
    0

    Excelent

    Good
    Excelent

    Good

    Satisfactory
    Satisfactory

    Poor

    Poor

    polite & pleasent


    25
    20
    15
    10
    5
    0

    Excelent

    Good
    Excelent

    Good

    Satisfactory
    Satisfactory

    Poor

    Poor

    Overall satisfaction level


    16
    14
    12
    10
    8
    6
    4
    2
    0

    Excelent

    Good
    Excelent

    Good

    Satisfactory
    Satisfactory

    Poor

    Poor

    Greeting
    Yes

    No

    34

    Ye s

    No

    Call ending
    Yes

    No

    34

    Ye s

    No

    Use of Name
    30

    28

    25
    20
    15
    10

    5
    0

    Yes

    No
    Yes

    No

    FCR
    Yes

    No

    16

    18

    Ye s

    No

    Pickup time during different shifts


    of morning, afternoon and evening:
    Morning time
    6
    5
    4
    3
    2
    1
    0

    Excelent

    Good
    Excelent

    Satisfactory
    Good

    Poor

    Poor

    Afternoon time
    7
    6
    5
    4
    3
    2
    1
    0

    Excelent

    Good
    Excelent

    Satisfactory
    Good

    Poor

    Poor

    Evening Time
    6
    5
    4
    3
    2
    1
    0

    Excelent

    Good
    Excelent

    Good

    Satisfactory
    Satisfactory

    Poor

    Poor

    Overall satisfaction in morning,


    afternoon and evening

    Morning time
    4.5
    4
    3.5
    3
    2.5
    2
    1.5
    1
    0.5
    0

    Excelent

    Good
    Excelent

    Good

    Satisfactory
    Satisfactory

    Poor

    Poor

    Afternoon Time
    7
    6
    5
    4
    3
    2
    1
    0

    Excelent

    Good
    Excelent

    Good

    Satisfactory
    Satisfactory

    Poor

    Poor

    Evening Time
    9
    8
    7
    6
    5
    4
    3
    2
    1
    0

    Excelent

    Good
    Excelent

    Good

    Satisfactory
    Satisfactory

    Poor

    Poor

    Conclusion:
    Overall service quality of Mobilink is satisfactory but everything has a chance of
    improvement so do they have.
    They need to improve their service quality especially in peak hours and shift ending
    times when CSOs try to finish the call as soon as possible. They seems in hurry in
    these times.
    They also need to focus on what customer need to know not on what he could also
    need to know because too much SMS sending to the customers could irritate them.
    They should also call the customers in convenient times for their feedbacks and
    problem resolution.
    Sometime they did not communicate the solution of the problem especially when it
    comes to packages and charges. Few of CSOs dont even have proper information
    and they just write down the problem so, they could be trained well to handle this
    type of situations.

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