Services Marketing Of Mobilink SWOT Services

1. Muhammad Aseem Riaz
• SP14-EX-0036
Muhammad Zakaria
• SP14-EX-0047
Services Marketing
Mobilink Pakistan

2. Services Marketing 2015
2
Mobilink GSM -Introduction
Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a
telecommunication service provider in Pakistan. Mobilink started operations in 1994 as the first GSM
cellular Mobile service in Pakistan by MOTOROLA Inc., later it was sold to Orascom, an Egypt-based
multi-national company. It has become the market leader both in terms of growth as well as having the
largest customer subscriber base in Pakistan - a base of over 24 million and growing. Mobilink prides
itself on being the first cellular service provider to operate on a 100% digital GSM technology in Pakistan
that also provides state-of-the-art communication solutions to its customers.
Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group
of people, from individuals to businessmen to corporate and multinationals. To achieve this objective,
Mobilink offers both postpaid (Indigo) and prepaid (JAZZ) solutions to its customers. Compared to its
competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in
the Pakistan cellular industry.
In addition to providing advanced voice communication services that makes the lives of millions that
much easy, Mobilink also offers a host of value-added-services in its Mobilink World brand to its prized
customers. At the same time, Mobilink places high importance to its coverage, which is why I
t covers its customers in 5000+ cities and towns nationwide as well as over 100 countries on international
roaming service. Mobilink is also the official telecommunication service provider for the Pakistan Cricket
Board (PCB). The company was awarded the license to operate in Azad Jammu and Kashmir (AJK) on 27
June-2006.
Facts about Mobilink GSM
Company Structure Private Limited
Genre Subsidiary
Parent Orascom Telecom Egypt
Owner Naguib Sawiris
Founded 1994
Founder Motorola USA
Industry Telecommunication
Headquarters 42 Kulsum Plaza, Blue Area, Islamabad.
Area served 5000 cities, towns, and villages across Pakistan
Revenue 250.2 million USD (3rd quarter, 2006)
Website www.mobilinkgsm.com

3. Services Marketing 2015
3
Mobilink Vision
“To be the leading Telecommunication Services Provider in Pakistan by offering innovative
Communication solutions for our Customers while exceeding Shareholder value & Employee
Expectations”.
Goals and Objectives
Expand the business.
Provide better service to people in the field of telecommunication.
Retaining the role of a leading telecommunication company.
Attract maximum customers and satisfy them.
Excel in meeting customer needs.
Seek employee involvement, continuous improvement and enhanced performance goals.
SWOT ANALYSIS
STRENGTHS
 The company excels in marketing, sales and customer services.
 It has the advantage of having a huge and loyal customer base.
WEAKNESSES
 Network problem is the biggest weakness for Mobilink for which it faces major criticism or
complaints.
 The company is also vulnerable with post paid debts.
OPPORTUNITIES
 The company has opportunities in the field of wireless and 3G technology.
 It can also further capitalize on the emerging trend of value added services.
THREATS
 With lots of competition coming into the telecommunication industry of Pakistan, buyer’s
growing bargaining power is the strongest threat to the company.

4. Services Marketing 2015
4
The Gap Model Example of Mobilink:
Consumer Example:
The Listening Gap:
Delay Launching of 3G Service nationwide.
The Service Design & Standard Gap:
Mobilink claims that it has taken a different route than other local operators by not commercially
launching its 3G service and rather offering 3G mobile internet to the customers free of charge, that is
without any data or speed limit.
The Service Performance Gap:
Mobilink needs a lot of investment, which they will (or can) do but only gradually. “Whatever
investments they’re doing now will take time to show results. There are various phases of network
deployment such as ordering equipment, delivery times, installation, testing, commissioning, etc. etc and
each of these phases require time and resources to get working”.
The Communication Gap:
Whatever the case is, customers are the ultimate beneficiaries who are getting 3G services for free.
Corporate Example:
Customer
The customer is a large network of privately owned schools spread across Pakistan. They have one of the
highest number of enrollment in country and provide quality education from kindergarten up until A-
levels.
Problem
The school wants to stay in touch with parents on a real-time basis and on a more personal level as they
feel that annual PTA meetings are not enough. They want to engage parents in the academic life of their
children. However, due to the high level of enrollment, calling up parents individually is costly, time
consuming and ineffective. It is also difficult to inform parents about emergency situations in a timely
manner.
Solution
The customer requires a solution that allows them to communicate with the parents instantly and in a cost
effective manner. After consulting and learning the customer’s business needs, Mobilink’s Business
solution experts recommended the Campaign Management Tool (CMT), a business communication
solution which will help the school admin to establish a direct link with the parents via SMS. After a short

5. Services Marketing 2015
5
training, the school admin were given access to the web based solution. The school now has a simple and
direct communication platform with the parents. The parents can also reply to the messages in case of
queries and receive instant automated or manual replies, becoming more involved in the academic lives of
their children.
Outcome
The school can now:
Inform parents about the progress of their child
Update parents about activities and events at school
Send parents attendance and other reports
Notify parents if their child arrived late or failed to reach at school
Announce public holidays and vacations
Advise parents about emergency situations
Save time, energy and valuable resources
Save cost on SMS rates with bulk purchase
Key Solution Features
No need to invest in new systems or install dedicated machinery as CMT being a cloud solution integrates
seamlessly with school’s existing ERP
A simple software with an easy-to-use and understand interface that can be operated by anyone from
school admin with basic computer knowledge
Easy management of a complicated and lengthy address books
Send and receive SMS for two way communication
Downloadable analytics and reports for future reference
Customer Evaluation:
Corporate Example:
The Customer, one of the largest commercial banks in Pakistan, has 67 years of experience in the banking
industry. They have a customer base of over 4 million, a local branch networkof approximately 1200 and
an international presence in Dubai, Sri Lanka, Bahrain and Hong Kong.
Problem

6. Services Marketing 2015
6
With a branch network spread across Pakistan and stringent regulatory requirements requiring zero
downtime and high redundancy, the Bank was facing severe challenges due to unreliable access media
and over dependence on multiple vendors. In order for them to maintain the required customer experience
in a highly competitive industry, the bank was already using a state-of-the-art ERP. The ERP required low
latency, zero packet loss and high-throughput access services for it to function effectively.
Solution
Keeping in view the challenge at hand, the Bank engaged Mobilink BSD in order to find a long term and
reliable solution for branch connectivity. Considering the stature of the customer, high service levels were
imperative in order to achieve operational excellence.
After evaluating customer requirements, a team of Mobilink business solution experts proposed Point to
Multipoint Wireless (Virtual Fiber) access for connecting the Bank’s branches that were spread across 65
locations. VSAT was proposed at sites that were outside the coverage area due to remoteness. The
branches were delivered in a record time, resulting in the Bank acquiring a managed networking solution
which provided them with a secure and scalable communication network to satisfy their connectivity
needs.
Customer Perception
Mobilink has once again proven to be the best service provider for International Roaming (IR) services,
as per a recent survey conducted by the Pakistan Telecom Authority (PTA).
The survey is a part of an effort by the regulatory authority to ensure provision of quality services to
cellular service subscribers who travel beyond Pakistan’s borders for work or leisure. The operators were
judged on the quality of their International Roaming services and billing parameters.
This is the second time Mobilink has emerged as the nation’s top preference for mobile communication
and services in 2011. The company was previously ranked as “excellent” among all cellular service
providers in the country, according to the results of the “customer’s perception survey” held
“Mobilink has always strived to bring forth unmatched quality of services for its subscribers. The ranking
we have achieved is a reflection of Mobilink’s efforts and the trust it has earned amongst the masses.”

7. Services Marketing 2015
7
SERVQUAL:
Tangibles:
Appearance of physical facilities, equipment, personnel, and communication materials..
Reliability:
Ability to perform the promised service dependably and accurately.
Responsiveness:
Willingness to help customers and provide prompt service.
Assurance:
Knowledge and courtesy of employees and their ability to convey trust and confidence.
Empathy:
Caring, individualized attention the firm provides its customer.
Customer Satisfaction
Coverage
Mobilink provides the widest coverage network, covering more than 5000+ cities, towns, and villages
across Pakistan. It connects over 24 million family members every second of the day with exceptional
voice quality due to its broad coverage. The coverage is expanding day by day, and it is claimed by the
management that soon the only other thing covering Pakistan more than Mobilink would be the clear blue
sky.

8. Services Marketing 2015
8
Mobilinkis Pakistan’s leading cellular and Blackberry service provider. With over 34 million subscribers,
Mobilink maintains market leadership through cutting-edge, state of the art technology, the strongest
brands, and the largest portfolio of value added services, a broadband carrier division providing next
generation internet technology as well as the country’s largest voice and data network with over 8,500
cell sites.
Customers’ Expectations
Mobilink has launched an economical recharge promotion titled as the “Rupee 1 Offer”. The offers
heralds another milestone in Mobilink’s history of innovative offers designed to exceed customer’s
expectations.
With this offer, Mobilink customers can call any Mobilink number at Re.1+Tax per hour, while any call
to other local networks will cost Re.1+Tax per minute. The offer allows customers the convenience to

9. Services Marketing 2015
9
make international calls on landline numbers in the United States of America, Canada & United Kingdom
at the same cost of Re.1+Tax per minute.
Bilal Munir Sheikh, Chief Commercial Officer, Mobilink speaking about the latest offer highlighted,
“Mobilink strives to bring out innovative and affordable offers for our customers with the strongest
network throughout Pakistan. The “Re. 1 Offer” is specially designed to provide the most economical
opportunity for both local and international dialing customers to connect with their families and loved
ones.’’
Corporate SocialResponsibility:
Mobilink Foundation:
Mobilink Foundation was established in December 2007 it reflects the commitment of Mobilink and its
employees to benefit the community. The Mobilink Foundation is a grant-giving organization, which
provides support for the local community not only financially but also through dedicated volunteer hours.
Volunteers are their best asset and by aligning their efforts with those of the Foundation Mobilink enable
the Mobilink Foundation to meet its objectives in a united way.1) Health and Education2) Troch bearers
Mission statement: “Our vision is free access to education for children and primary healthcare for all
Pakistanis”

10. Services Marketing 2015
10
New Service Development:
STRATEGIES AT MOBILINK
The findings mentioned reflect three types of major strategies employed by the organization at various
levels. Namely they are:
1) Corporate level strategy
2) Business level strategy
3) Functional level strategy
Corporate Level Strategy
As their corporate level strategy, Mobilink entered into partnerships with different organizations. On the
basis of findings, it appears that for the past few years (1999-2003), Mobilink had a focus on internal
growth. All this is evident from the fact that since the deregulation of the mobile service industry of
Pakistan, Mobilink has undertaken various efforts to ensure that it changes its stance from concentrating
on its existing market to growing its market presence. The main reason for this change is mainly to keep
up with the competition and to retain and increase its market share. This transition is obvious in
Mobilink’s repositioning itself and hitting the market with a new face with the catchphrase “Reshaping
communication” With the threat of new entrants into the industry after the deregulation, Mobilink’s
strategy took a new turn. To keep abreast with the company, Mobilink took the following steps during the
last 2 years. Expanded its international roaming Service scope in 14 more countries including Vietnam,
Germany, Bangladesh, Ukraine, Iran, Venezuela, Nigeria, South Africa, Ethiopia, Uganda, Sudan,
Bahrain, Caribbean Islands. Bilateral roaming agreements signed with 100 countries around the world to
have true roaming service operational in 151 operators of the world.
PROMOTIONAL CAMPAIGNS LAUNCHED- JAZZ BUNDLE OFFERS
These bundles include a handset, a JAZZ connection and airtime worth Rs. 200
INTERNATIONAL SUMMER PROMOTION:
Discounted international tour packages to Sri Lanka, Malaysia and Maldives.
Business Level Strategy
As the business level strategy it has focused on differentiation strategy ever since it started. Mobilink has
always made successful attempts to distinguish their products or services from other in the industry. They
make their product unique through, advertising. Highly creative people in the marketing department
Billboards, TV commercials, bringing in famous personalities from media to endorse their packages
Distinctive Product Features. Value added services online billing. GPRS enabled. Mobilink also started 3
friend and family number with a charge of 2.25/min still expensive as compared to Warid but giving
incentive to subscriber there is an additional cost of RS 25 to add friends and family number..

11. Services Marketing 2015
11
International roaming Bilateral roaming agreements signed with 100 countries around the world to have
true roaming service operational in 151 operators of the world.
Functional Level Strategy
New Technology
New technology Introduced GSM tech-excluding the AMPS, GPRS system-fast and inexpensive.
MOBILINK GSM Short Message Service Center allows Vehicle Tracking and Fleet Management
services that are being provided by Tracker (Pvt.) Ltd., under the brand name of C-Track, a company
licensed by Pakistan Telecom Authority (PTA). Tracker currently operates from Karachi but can provide
these facilities at all those locations where GSM coverage is available. The differentiation strategy is
usually targeted at people who are not particularly concerned with price, so it can be quite profitable e.g.
indigo and blackberry are relatively expansive packages; blackberry is mainly targeted for the business
class who can afford it. In this way, the revenue generation remains high. Mobilink offers tariff plans that
are exclusively designed to cater to the communication needs of a diverse group of people, taking into
account occasional users to businessmen. To achieve this objective, mob offers both postpaid (Indigo,
relatively expensive) and the prepaid (JAZZ, relatively inexpensive) solutions to their customers
New Service Strategy Matrix:
Share Building:
Those entire customers who are enhancing financing for mobilink by availing different services.
Diversification:
Creating Segmentation for new users, Mobilink can go to launch a handset same like its competitors did.

12. Services Marketing 2015
12
Service Development:
Offering Mobile Banking facility to customers.
PhysicalEvidence:
Where the service being delivered, physical evidence is the element of the service mix which allows the
consumer to make judgments on the organization. Mobilink is focusing on clean, friendly environment,
consumers will make perceptions based on their sight of the service provision which will have an impact
on the organizations perceptual plan of the service. Mobilink is working in following areas:- Sales and
service centers-Franchises-Retailers-JSR
Guidelines for Physical Evidence Strategy
 -Recognize strategic impact of physical evidence.
 -Blueprint physical evidence of service.
 -Clarify strategic roles of servicescape.
 -Assess/identify physical evidence opportunities.
 -Be prepared to update and modernize evidence.
 -Work cross-functionally
Corporate Social Responsibility:
Mobilink Foundation:
Mobilink Foundation was established in December 2007 it reflects thecommitment of Mobilink and its
employees to benefit the community. The Mobilink Foundation is a grant-giving organization, which
provides support for the local community not only financially but also through dedicated volunteer hours.
Volunteers are their best asset and by aligning their efforts with those of the Foundation Mobilink enable
the Mobilink Foundation tomeet its objectives in a united way.1) Health and Education2) Troch bearers
Mission statement: “Our vision is free access to education forchildren and primary healthcare for all
Pakistanis”
Service Recovery:
Service Failure:
A service failure is generally described as service performance that falls below a customer’s expectation
in such a way that leads to customer dissatisfaction. Service recovery refers to the actions taken by an
organization in response to a service failure. Failures occurs for all kind of reasons, not available, late,
slow, incorrect and so forth

13. Services Marketing 2015
13
Service Recovery Effects:
An effective service recovery strategy has multiple potential impacts. It can increase customer satisfaction
and loyalty and generate positive word-of-mouth communication
A well-designed, well documented service recovery strategy also provides information that can be used to
improve service as part of a continuous improvement effort. It also increase the likelihood of “doing it
right the first time”
HowCustomer Respond:
Dissatisfied customer can choose to complain on the spot to the service provider, giving the company the
opportunity to respond immediately, Example: On Franchise or talking with the service quality officer on
the phone call.
Customer who does not complain immediately may choose to complain later to the provider by phone, in
writing etc, these people are called voice response or seeking redress.
Some customers choose not to complain directly to the provider but rather spread negative word of mouth
about the company to friends, relatives and coworkers
Finally, customers may choose to complain to third parties such as Better Business Bureau, to consumer
affairs arms of the government, to a licensing authority, to a professional association, or potentially to a
private attorney

14. Services Marketing 2015
14
Service Recovery:
Make the Service Fail-Safe – Do It Right the First Time:
If service provider do it right the first place then the recovery is unnecessary, customers get what they
expect, and the costs of redoing the service and compensating for error can be avoided. Companies follow
different techniques for error free service, Zero defects, TQM and Poka yokes to improve service
reliability.
Encourage and Track Complaints:
Even in a zero defection organization that aims for 100% service quality, failure occurs. A critical
component of a service recovery strategy is thus to encourage and track complaints. In some cases
technology can anticipate problems and complaints before they happen, allowing service employees to
diagnose problems before the customer.
Feedback or complaint service provide best role here, Customer service representative wish to solve the
problem immediately but due to some network issue sometime they can’t, but they properly track the
complaint and send SMS to customer to ask either problem has been solved or not.
Act Quickly:
Complaining customers want quick responses. Research has found that more than half of all customers
who have problems resolved immediately or within 24 hours are “completely satisfied” with the action
taken by the company.
Mobilink Employees are trained and has empowered to solve the problem as they occur.
Provide Adequate Explanations:
Research suggests that after service failure, further dissatisfaction can be reduced if an adequate
explanation is provided to the customer, but it must have two primary characteristics, the content of the
explanation must he appropriate, relevant and factual, secondly, the style of the delivery of the
explanation or how the explanation is delivered.
CSR first listen you, what is your problem and then explain you in detail what is the solution, and try to
solve at the spot.
Cultivate Relationships with Customers:
Additional benefit of relationship marketing is that if the firm fails in service delivery, those customers
who have a strong relationship with the firm are often more forgiving of service failure and more open to
the firm’s service recovery efforts. Research suggests that strong customer – firm relationships can help
shield the firm from the negative effects of failures on customer satisfaction.
In corporate level, Public Relation officer got the special training from mobilink on how to retain the
client and make customer agree for the next services.

15. Services Marketing 2015
15
For this, Mobilink has started to offer replace of PTCL; you can minimize the cost of internal
communication without using PTCL and PABX, It is just possible if you have relation with your client
and they are satisfied with your services.
Service Guarantee:
A guarantee is a particular type of recovery tool. In a business context, a guarantee is a pledge or
assurance that a product offered by a firm will perform as promised, and if not then some form of
reparation will be undertaken by the firm. Although guarantees are relatively common for manufacturing
products, they have only recently been used for services.
Characteristics of Effective Guarantees:
 Unconditional
 Meaningful
 Easy to Understand
 Easy to Invoke
Mobilink now a days is promoting his Offer for “1 Minute free offer” if your call gets disconnected
during call, so mobilink can return you one minute free on each call drop, Because they have trust on their
network quality and services.
Servicescape
Actual physical facility in which the service is performed, delivered, and consumed.
Roles of Servicescape
Package
The servicescape and other elements of physical evidence essentially wrap the service and convey to
consumers an external image of what is inside
Particularly important in creating expectations for new customers and for newly established service
organizations that are trying to build a particular image.
The packaging role extended to the appearance of contact personnel through their uniforms.
Packaging of Mobilink start from the first look (dressing) of the employee, the way of attitude, dealing
and make customer understand and solve the problems, all the aspect from environment to customer
dealing will come in this part.
Socializer
The socializer design of the servicescape aids in the socialization of both employees and customers in the
sense that it helps convey expected roles, behaviors, and relationships.

16. Services Marketing 2015
16
The goal is to be the customers third place that is a place where customers think of spending time when
not at work or at home.
Mobilink different packages helps in this role, from explaining and create awareness in customer to usage
of all packages.
Differentiator
The design of the physical facility can differentiate a firm from its competitors and signal the market
segment that the service is intended for.
Given new packages, value added services (Mobile Banking, Money Transfer etc) changes in the physical
environment can be used to reposition a firm and or to attract new market segment.
Facilitator
How the setting is designed can enhance or inhibit the efficient flow of activities in the service setting,
making it easier or harder for customers and employees to accomplish their goals. Poor and inefficient
design may frustrate both customers and employees.
Mobilink trying to increase their service network to all over Pakistan, so that consumer can use the
mobilink for all purpose at anywhere.
Employees’Roles inService Delivery:
Sales force serves as the companies personal links to the customers. Mobilink fast paced growth is fueled
by the foundation of innovation and the relentless work of 4000 dynamic team members.
The sales force members are some of the best talent in the country and can be distinguished from others
on the basis of their convincing power. The have the passion and the spirit to challenge the norms, and so
they are the part of winning team.
Sales Force Objective:
The chief objective of Mobilink’s sales force is not only to encourage sales but also to diagnose
customer’s problem and to propose an effective solution thus satisfying them completely. They play a
strong role in improving customer profitability.
Salesforce Structure
Mobilink’s sales force manages following types of sales force:
· Technical and Application Engineers
· Service Personal

17. Services Marketing 2015
17
· Distributor Sales Force
Sales Force Compensation
Mobilink has attractive compensation packages for its sales force. Along with a fixed amount i.e. salaries,
they are also offered variable amounts such as lucrative commissions. Benefits such as paid leaves as well
as accident benefits are also offered to the sales force.
The Service Triangle:
In this part mobilink creates expectation of the customer from is marketing strategies in this external
marketing of the mobilink are the efforts that the firm engages in to develop its customers’ expectations
by advertising and promotion in different malls and events and make promises to customers regarding
what is to be delivered. Interactive marketing we can see in the franchise of the mobilink where some
time we don’t get what they promise to us and we just returned back with dis hope. Like If we see the
example of any service plan which they offer but due to hidden charges deduction customer get
disappointment from the service and asked for the promises which company claim in the start of the
service. More Employee satisfied more customer satisfied strategy use here for satisfy the customers.
Employee Training:
Employee Training and Development Mobilink recognizes that the personal and professional growth of
its employees is a critical goal of its responsibility towards its people. Professional growth is also an
integral need for the enhancement of an organization’s culture. Therefore, Mobilink strives to ensure that
its employees excel at their work and develop their leadership skills through cross-training, education
assistance, and multidisciplinary skills.
Sustaining our Employee:
Mobilink’s success has been built upon the ability to attract, hire and retain some of the most talented
people from across Pakistan and abroad. Mobilink’s work environment is inclusive and diverse, with the
organization being an equal opportunity employer for both genders as well as people with special needs.
Mobilink adheres to the most stringent principles of merit in recruitment, compensation and promotion
decisions to ensure all of our employees are treated fairly. Mobilink also aims to be the ‘Employer of
Choice’ for college graduates and conducts nation-wide ‘Talent Drives’ to identify and select the next
generation of Mobilink’s leadership. In addition to rewarding excellence, Mobilink also strives to provide
its employees with leadership opportunities to ensure their personal and professional growth. This has
resulted in the development of high performance teams who thrive in a culture that puts emphasis on
professionalism and results.

18. Services Marketing 2015
18
Customer Role in Service Delivery:
Customers play the unique and varied roles in service delivery and co-creation. As they are present during
service production, customers can contribute to or detract from the successful delivery of the service and
to their own satisfaction. In a manufacturing context, rarely does the production facility contend with
customer presence on the factory floor, nor does it rely on the customer’s immediate real-time input to
manufacture the product.
As customers are participants in service production and delivery, they can potentially contribute to the
widening of gap 3, the service performance gap. This is, customers themselves can influence whether the
service meets customer-defined specifications. Finally, the service performance gap may be widened not
through actions or inactions on the part of the customers, but because of what other customers do during
the service.
Customersas Productive Resources:
Service customers have been referred to as “partial employees” of the organization-human resources who
contribute to the organization’s productive capacity. Customer’s inputs can affect the organization’s
productivity through both the quality of what they contribute and the resulting quality and quantity of
output generated.
Some of one’s contribute to give suggestions regarding service packages of the Mobilink.
Customers as Contributors to Service Quality & Satisfaction:
Another role customers can play in service co-creation and delivery is that of contributor to their own
satisfaction and the ultimate quality of the service they receive.
In this section, Mobilink get help from the customer satisfaction by using their feedback method for this
they placed feedback technology pad at the desk of the customer representative with the likert type of
options are available, from excellent to bad. At this level customer provide feedback at the spot. If he
talks on the service quality representative on the phone call or by visiting franchise they show their
satisfaction level.
Customers as Competitors:
A final role played by service customers is that of potential competitor. If self-service customers can be
viewed as resource of the firm, or as “partial employee,” they could in some cases partially perform the
service or perform the entire service for themselves and not need the provider at all. Thus, customers in a
sense are competitors of the companies that supply the service. It depends on following: Expertise
capacity, Resource capacity, Time capacity, Economic rewards, Psychic rewards, Trust, and Control.
Customers can and often do choose to fully or partially produce the service themselves. Thus in addition
to recognizing that customers can be productive resources and co-creators of quality and value,
organizations also need to recognize the customer’s role as a potential competitor.

19. Services Marketing 2015
19
Mobilink provides many other value added services except GSM & GPRS packages, Mobilink offer
money transfer, pay your electricity bill, mobile banking etc so at this level some time customer don’t
want to entertain with this facility and try to go for other.
Strategies for Enhancing Customer Participation
For Increase the participation of the different segment of the customer, Mobilink started a focus on
parents for their children for this they offer below service.
The customer requires a solution that allows them to communicate with the parents instantly and in a cost
effective manner. After consulting and learning the customer’s business needs, Mobilink’s Business
solution experts recommended the Campaign Management Tool (CMT), a business communication
solution which will help the school admin to establish a direct link with the parents via SMS. After a short
training, the school admin were given access to the web based solution. The school now has a simple and
direct communication platform with the parents. The parents can also reply to the messages in case of
queries and receive instant automated or manual replies, becoming more involved in the academic lives of
their children.