1. INDIAN INSTITUTE
OF SOCIAL WELFARE
AND BUSINESS MANAGEMENT
Voice of
Mobile
Customers
Souvik Anurag Subham Anwesha Sayan Ankan & Shailja
A
PGDTM
Presentation
by

2. Preface
 Today mobile phones have become much more than
a simple communications device.
 Mobile phones have become the ultimate necessity.
 Customers prefer to stay connected not only through
voice, but also through internet.
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3. Current Scenario
 India's Telecommunication network is the second largest in
the world .
 Total Mobile Subscriber in India : 1 billion.(Nov ‘15).
 Total internet users : 317 million
 Internet penetration : 30%.
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4. Objective
To Identify the areas of concern for mobile customers
and recommend to telcos for enhancement of service
level thereby improving their business result.
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5. Scope
Mobile customers using voice & data in urban areas.
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Kolkata
Bangalore
Hyderabad
Chennai
Mumbai
New Delhi
Pune
Major Focus :
 KOLKATA
 3rd in terms of
Mobile Growth

6. Customers’ satisfaction is the key differentiator in today’s
market :
 Multiple Operator
 Tele-density >100%
 New Technology
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Rationale

7. Methodology
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1
• Capture Voice of Customers
2
• Evaluate Experience
3
• Analyze
4
• Identify Areas of Improvement
5
• Recommendation to Telcos
6
• Future Plan

8. Implementation
 No. of respondents : 200
 Online survey.
 Customers’ interview.
 16 questions on major areas of concern.
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9. Observation & Analysis
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10. Age Group & Location
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 Most of the respondents belong to the age group 22-32yrs.
 Most of the respondents belong to Kolkata.
3%
71%
2%
6%
1%
4%
1% 12%
Location
Delhi Kolkata Mumbai Bangalore
Chennai Hyderabad Pune Others
11%
63%
11%
15%
Age Group
upto 21yrs 22- 32 yrs 32- 45yrs 45yrs & Above

11. Data Usage Location
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27%
7%
9%
55%
2%
Home
Office/College
On the go
All the above places
Others
Mobile subscribers prefers to use data all the time.

12. Areas of Dissatisfaction
• Call Drop & Repeat Call
• Excessive Charging
• Lower Data Speed
• Spam Call or Messages
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92
50
45
71
37 35
20
5
0
20
40
60
80
100 Low Signal
Spam Calls
Spam Messages
Data Speed much Lower than
expected
Excessive Charging
All of the above
No issues with Service
Provider
Others

13. Concern Areas
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13%
7%
56%
10%
2%
11%
2%
Data Speed much Lower than…
Excessive Charging
Low Signal
No issues with Service Provider
Others
Spam Calls
Spam Messages
All Network
10%
8%
66%
6%
0%
8%
2%
Data Speed much Lower than…
Excessive Charging
Low Signal
No issues with Service Provider
Others
Spam Calls
Spam Messages
Vodafone
17%
13%
52%
7%
0%
9%
2%
Data Speed much Lower than…
Excessive Charging
Low Signal
No issues with Service Provider
Others
Spam Calls
Spam Messages
Airtel
17%
0%
33%
25%
0%
21%
4%
Data Speed much Lower than…
Excessive Charging
Low Signal
No issues with Service Provider
Others
Spam Calls
Spam Messages
BSNL
Low Signal strength is the major issue of concern

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Null Hypothesis :
H0 : What irritates the
user, is dependent on
the location from which
phone is acessed
Test of Hypothesis :
As both the variables
are categorical, we use
Chi Square Test
P values : 0.6532
As this value is greater
than 0.5, we hereby
accept the null
hypothesis.
Does Customers’ Dissatisfaction
Depend on Data Usage Location?
• A Chi Square Test Analysis

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3%
6%
66%
3%
3%
17%
3%
Office/College Usage
Data Speed much
Lower than expected
Excessive Charging
Low Signal
No issues with Service
Provider
Others
Spam Calls
Spam Messages
12%
8%
50%
8%
2%
13%
8%
Home Usage
Does Customers’ Dissatisfaction
Depend on Data Usage Location?

16. Does Customers’ Dissatisfaction
Depend on City?
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Null Hypothesis :
H0 : What irritates the
user, is dependent on
the city
Test of Hypothesis :
As both the variables are
categorical, we use Chi
Square Test
P values : 0.3442
As this value is less than
0.5, we hereby reject the
null hypothesis. The
alternative hypothesis
becomes true here
• A Chi Square Test Analysis

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Null Hypothesis :
H0 : What irritates the
user, is dependent on the
age of user
Test of Hypothesis :
As both the variables are
categorical, we use Chi
Square Test
P values : 0.915
As this value is greater
than 0.5, we hereby
accept the null hypothesis.
Type of grievances is very
much dependent on the
age of user
Does Customers’ Dissatisfaction
Depend on Age?
• A Chi Square Test Analysis

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14.89%
8.51%
6.38%
46.81%
6.38%
2.13%
10.64%
4.26%
Age = 22 to 32 years
All of the above
Data Speed much Lower
than expected
Excessive Charging
Low Signal
No issues with Service
Provider
Others
Spam Calls
Spam Messages
20%
40%
20%
10%
10%
Age ≥ 45 years
Does Customers’ Dissatisfaction
Depend on Age?

19. Social Networking
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81.25%
74.02%
57.14%
42.85%
87.50%
89.61%
92.80%
71.42%
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
upto 21 yrs
22-32 yrs
32-45yrs
45 and above
Facebook User vs Whatsapp
User in Kolkata
Whatsapp
Facebook
81.25%
87.17%
85.71%
66.60%
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
upto 21 yrs
22-32 yrs
32-45yrs
45 and above
Preference of Social Apps in
Kolkata
• NOW and WOW Factor.
• Mobile Data Users’ Indulgence on Social Networking.

20. Data Pack Preference
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100%
100%
56%
66%
17%
40%
11%
11%
40%
11%
11%
83%
20%
22%
13%
0% 20% 40% 60% 80% 100%
1 day plan
14 day plan
3 day plan
7 day plan
Monthly Plan
Others
Data Usage Pattern – Age Wise
22- 32 yrs
32- 45yrs
45yrs & Above
upto 21yrs
 Age 22-32 yrs:1day & 3day data pack.
 Age 32 and above:14 day data pack

21. Monthly Spending
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 Most mobile subscriber spends from Rs100-300 monthly for
data.
 Monthly expenses for customers varies with service provider.
0
10
20
30
40
50
60
Airtel Vodafone BSNL Aircel
Subscribers Expense Pattern
100 and below 100-300 300-600 600 and above

22. Leads to Churn
Finding Other
Operators
Attractive
Customer
Dissatisfaction
Customers’ Satisfaction
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64.70%
49.01%
61.53%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Airtel Vodafone BSNL
Subscriber Preferring their Current
Mobile Operator Only

23. Recommendation
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 Ensure availability of proper signal
 Internet connectivity with better and consistent data speed
 Better quality of service
 Affordability

24. Conclusion
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 We conducted survey to understand mobile customers.
 Gathered their responses and analyzed it.
 Various areas of concerns were identified.
 Message was conveyed to telcos for improvement of
their service level.

25. Areas of Improvement
 Number of respondents.
 More face-to-face interaction.
 Further penetration regarding coverage and data usage.
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26. Thank You !!
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