The document describes a pilot project called "3R" (Relationship, Revenue, Retention) aimed at strengthening relationships with customers, increasing revenue through customized products and services, and improving retention through win-win solutions. Agents in the project will provide solutions to customer issues, guide them on phone functions and services, and generate leads while building relationships. The project expects to improve customer perception of the mobile operator and increase word-of-mouth referrals. Agents will be evaluated based on revenue and retention metrics.

1. Project 3R
(Relationship, Revenue & Retention)
Article by Srinivason U for IIMK- Newsletter
This 2012 will demand more on Customer Experience & drive more on Customer
Comfort., we should try a way out to satisfy the Customer Need and have our
Revenue Grows-Up significantly.
To understand the Customer Better and Leverage our Service to Last Mile,
From Call Center we will roll-out a Pilot Project called “3R ” – where by the
Relationship with the Customer and Company strengthens , Revenue get
multiplies based on the Customized Products, Innovative Services & Retention
drives on Win-Win Solutions.
Currently we receive about 0.18 Calls in a day from Postpaid & HV Prepaid Base,
all these Customers currently enjoy the facility of “Direct Access @ Agent “they
will not go thru IVR.. The Whole Objective is how to en-cash maximum mileage
from this base, by stretching the Capability of Infrastructure & Manpower.
Expected Outcome – Customer Perception :-
By trying out this Project, we should be able to develop / create psychology
factor on Customer’s Mind ‘that this Mobile Operator Agent “Has more
Knowledge on Mobile Technology, Capable of Providing Best VAS Product /
Solution, Truly trying to Help me “and this will have the in-direct impact
‘Customers will feel “Proud” of being associated with Mobile Operator and
spread Word of Mouth ‘ Mobile Operator is “Value for Money”.
Agent Responsibility:-
Agent will provide the Solution for “Purpose of Call”……. And also proactively >
>>> Guide, Assist, Coach, Educate & Help the Customer!!

2. a. Guiding the customer ‘How to get the Best out of his “Handset” / Explaining the
Capability & Functions of his Handset.
b. Assisting him to choose the appropriate VAS for his need.
c. Teach on Self Service Options & Short Codes.
d. Generate Reference / Sales Leads
e. Educate the Customer on availability of various Mobile Application &
Technology Trend – Push the Links..
f. Gathering Market Intelligence: While talking to customers.. Identify the Gaps in
our system, Challenges faced & Market Trends.
g. Engage customers thru Relationship Buildings on Social Networking – Extract
maximum KYC
h. Help the Customer on Emergency (Accident & Roaming)
Task / Capability:
a. This Team will be fully driven for Revenue Generation from this HVC Base.
b. The Agent KPI will be based on Revenue & Retention, the Salary / Incentive will
be in-line with the KPI.
c. Daily Monitoring, Weekly Review to address Concerns & Challenges.
d. To Get inducted to this Team, the Agents must have the Personalization &
Customer Orientation scores more than 90% Plus.
e. This Team should undergo “Personalization & Interaction “Training Module –
Similar to Clear trip / Citibank Training Program.
f. Will have access to Internet / Smart phones & Mobile Tech Magazines
Note - Workings:-
Customers / category:
1. Postpaid
2. Dongle / I-Phone / Blackberry
3. Rs.300 plus ARPU Prepaid Subscribers
4. Senior Citizen Customers
Article by Srinivason U for IIMK- Newsletter