Effect of base transceiver shortage on customer churn in mobifone

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business HOANG THU THAO EFFECT OF BASE TRANSCEIVER SHORTAGE ON CUSTOMER CHURN IN MOBIFONE MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: PGS.TS TRAN HA MINH QUAN Ho Chi Minh City – Year 2020 Table of contents INTRODUCTION……………………………………………………….2 1.1 Overview of the telecommunication industry in Vietnam…………….2 1.2 Vietnam telecommunication industry challenges from 2013 to 2018 1.2.1 Development internet service – 3G/4G…………………… …… 1.2.2 Network Transfer Services .5 1.3 Profile of MobiFone Telecom Corporation – Mobifone……………….5 1.3.1 Mobifone organizational structure industry……………………….6 PROBLEM ANALYSIS…………………………………………………7 2.1 Mobifone symptom………………………………………………………8 2.2 Initial Cause-effect map……………………………………………… 15 2.2.1 Relationship between service quality (SERVIQUAL model) and the first problem………………………………………………………………… 18 2.2.2 Other problems…………………………………………………… 22 PROBLEM IDENTIFICATION……………………………………… 22 CAUSE VALIDATION………………………………………………… 25 4.1 List of causes……………………………………………… ………… 26 4.1.1 Inappropriate telecommunication infrastructure…………… … 26 4.1.2 Poor quality service………………………………………… … 28 4.1.3 Inappropriate pricing……………………………………………….28 4.1.4 Inappropriate competitive strategies ……………………………….31 4.2 Cause evaluation……………………………………………………… ….33 4.2.1 Application of the service quality (SERVIQUAL) model in the telecommunication industry……………………………………………… 33 4.2.2 Final caused-effect map…………………………………………….36 ALTERNATIVE SOLUTION……………………………………………38 5.1 Priority solutions to BTS shortage……………………………………….38 5.2 Adding solutions to quality of service……………………………………39 5.3 Action Plan……………………………………………………… ………41 REFERENCES APPENDIX Appendix 1: Complaint from Facebook Page of Mobifone (Data collected from Dec/2018 to Apr/2019) Appendix 2: Depth interview with internal staffs Appendix 3: Transcript of Causes evaluation and solution (second interview) List of Tables Table 1: Report on the situation of deploying MNP service of the MIC Table 2: Report on the situation of deploying MNP service of the MIC Table 3: Report on the situation of deploying MNP service of the MIC Table 4: Summarized data from the beginning of MNP service Table 5: Summarized data from the beginning of MNP service Table 6: Summary of customer feedback on Mobifone service Table 7: Annual report of total number of BTS of Mobifone from 2005 to 2013 Table 8: The estimated budget forMobifone from Jan to Sep, 2020 List of Figures Figure 1: Market Share of 3G Data service between providers in 2016 Figure 2: Vietnam data mobile report in Quarter 2, 2017 Figure 3: Mobifone organizational structure, 2017 Firgure 4: Summarized data from 16/11/2018 – 30/10/2019 Figure 5: Report on the situation of New Subscribers during MNP (16/11/2018 – 24/03/2019) Figure 6: Initial cause-effect map Figure 7: Conceptual Model of Service Quality Figure 8: The Engel-Blackwell-Miniard Model Figure 9: Updated causes-effect map Figure 10: Annual report of total number of BTS of Mobifone from 2005 to 2013 Figure 11: Final cause-effect diagram Abbreviations and Acronyms ICT Information and communications technologies MNP Mobile Number Portability QoS Guaranteed quality of service RBV Resource Based View ROA Return On Return ROE Return On Equity TV Television VMS Vietnam Mobile Telecom Services Company VNPT Viet Nam Post and Telecommunication Group EXECUTIVE SUMMARY In 2018, when the Ministry of Culture and Information (MIC) officially launched MNP, the statistics showed that the current number of Mobifone customers has left this provider and switched to using other telecommunication providers such as Viettel, Vina This rivals obviously have the same situation but with Mobifone, this is an alert for the company to look back on the quality of its service By making interview, literature review and analyzing the data in 2018-2019 “Service Quality could not adapt Customer needs” is the main problem make customer switch to other providers The result of research and interview defined causes affected to problem These causes has been validated and evaluated to define the level of important to company As the discussion, Lack of base transceiver is the main cause Based on these causes, alternative solution has been suggested and discussed to find the suitable one for Mobifone To make clear for the solution, an action plan was made This action plan is expected to help Mobifone improve their Network Coverage Quality and Service customer 1 INTRODUCTION 1.1 Overview of the telecommunication industry in Vietnam In the ‘Doi Moi’ economic refomrs that began in 1986, the telecommunications sector in Viet Nam was seen as an essential factor, and the economy achieved a remarkable result through structural reform measures that deviate from the conventional state monopoly mold Currently, the Vietnam telecommunication industry is dominated by three major service providers, namely, Viet Nam Post and Telecommunication Group (VNPT) – Vinaphone, MobiFone Telecom Corporation – Mobifone, and Army Telecommunications Group – Viettel During the first half of 2017, Vietnam’s telecom advertising reported a 127 per cent rise in full profits of 213 trillion dong ($ 9.38 billion), with major commitments from Viettel, with 55 per cent of Vietnam Post and Telecommunications company sales (31 per cent), and Mobifone (9.9 per cent) Telecoms groups announced double-digit revenue growth, supported by supporters switching from G to G services, just as G services recently sent by suppliers Starting estimates from the Information and Communivations Ministry said that there were around 130 million mobile endorsers as of June, including 68.8 million G customers, 54.2 million G customers and 7.3 millino landline supporters The sum of wired broadband Network endorses continued growth over the primary half, hitting 10.11 million supporters Three major Vietnamese telecommunications groups during the time propelled 4G benefits in large urban communities, and are struggling to convey the nation’s service by the year-end Driving supplier Viettel said its all-out backers, with 61 million local customers, grew to about 100 million The gathering declared revenue for the duration approaching 117 trillion dollars, and pre-tax income of 21 trillion dollars, achieving virtually a large portion of its year-round goals Worldwide revenue ranged from 25 per cent to $600 million, mostly from flexible adminitrations, particularly G and e-wallet administrations, and huge technology innovation projects for governments and organizations Viettel is focused on $1.4 billion in overseas sales, a 29 per cent rise year – on – year, and adapting to the target of 50 million endorses in 2017 elsewehere The organization hopes to finish building network base in Mynmar, and this year will provide G broadband service in its 10 overseas markets1 The outputs of each of the three major players in Vietnam’s telecommunications industry are presented below Viet Nam Post and Telecommunication Group (VNPT) - Vinaphone: general sales combined were 53,770 billion VND, reaching 101.2% of the projection, rose 6.3% compared to the year 2016 Besides, the telecommunications and technology revenue reached 48,380 billionVND, up by 6% compared to the last year MobiFone Telecom Corporation - Mobifone: MobiFone's recruitment reached 19 million new subscribers, exceeding 1.1% of the projection which was set out in 2017 and 11% growth compared to the year 2016 Revenues reached 38,439 billion VND that was over 107.2% of the year’s projection, growing 14.5% over the year of 2016 Profit before tax in the year 2017 was estimated to reach 5,204 billion, reaching 100% of the target Army Telecommunications Group - Viettel: Revenues reached 226,558 billion VND completing 100% of the company target The net profit before tax reached 43,200 billion VND, achieving the 101% of the projection Rate of profit before tax/equity 34.1%, complete 100.4% of the plan In 2017, leading to Viettel's recruitment increase by 7.4 million new subscribers 1.2 Vietnam telecommunication industry challenges from 2013 to 2018 This section presents the major challenges faced by the Vietnam telecommunication industry between 2013 and 2018 Nikkei Asia (2017) Vietnam telecom market posts strong growth Asian Review 1.2.1 Development internet service – 3G/4G Regarding the 3G service market, in 2016, the number of 3G mobile subscribers of Viettel accounted for 57.7% of the total 3G subscribers, an increase of more than 16% compared to 2013 The market share of Vinaphone was 23.9%, an increase of 1.4% compared to 2013 To the contrary, the market share of 3G services of Mobifone reduced from 33.5% in 2013 to 16.1% in 2016 The market shares of the three major players in the industry are shown in figures and below Figure 1: Market Share of 3G Data service between providers in 2016 (Source: White Book of MIC, 2017) Figure 2: Vietnam data mobile report in Quarter 2, 2017 (Source: Q & Me Vietnam Market Research in 2017) helmet or raincoat to loyal customers who come to the store to confirm the message to be received, then e will confirm it but the gift has not arrived at the store, sympathetic waiting for the message when No call So far it's 2019 but I still haven't seen the gift yet Thế LinhMobifone promotion to load card less, sometimes required to submit via Mobifone next tool and online, 20% promotion that makes customers miserable Một Vợ Ba Con Use for decades now nothing called preferential policies Triet Nguyen Use for years without promotion data plan More than a dozen years Network transfer keeping numbers is a priority Quang Minh Mobifone makes it difficult to easily transfer networks I decided to quit the sim Despite being wrong for 10 years, they have not been entitled to any promotions Rates are expensive Low quality Nguyen Kts No longer interested in promotion MNP Le Van Son Thank you for letting me move to another 15 network Create more than 10 new requests for transfer After reading this article, I decided that I was very smart a Rep: Le Xuan Dien Le Van Son Uncle moved is happy I have done it 10 times in more than half a month and I haven't finished Mobifone service and extremely poor quality Hai Le From January 24, 2019, I have made two requests to change network numbers, but so far, it has been hindered by Mobifone with very unreasonable reasons such as "the system is faulty, request to make love." "" I have also reported this issue to the Ministry of Information and Communications and its agency, the Telecommunications Department (contact@vnta.gov.vn, attached photo) Through this post, thanks to you to report the relevant departments to handle always help me, but the customer was not satisfied already but also made dishonest measures to hold on is not okay! Thank you! Hoàng Phong The situation is that I inhibited my use of postpaid mobifone for quite a long time, and I have not been able to sign up to Viettel for the first time because there is still time to sympathize with the Kn101 postpaid package of the holy mobifone automatically renewed, you ask the employee when the time of commitment says it is February 16, 2019 but today the second transfer also failed to call the hotline it said due to mobifone regulation through / 1/2019 subscriber commits to use 720 days of the holy KN101 57 package that mobifone offers but in the meantime I have canceled the unused KN101 package too inhibited too disappointed about mobifone Phuong Anh Pham Business is extremely boring Network transfer service keeps number as a general service, now making up one reason after another to cancel its strong transfer request The first time the transfer is canceled, the call center is informed that the sim is still eligible Filtering the pile again to the procedure again, canceled for the second time This time, I called to report that there was not enough charge I don't know how to pay in advance Mobifone please handle this case definitely for me Joe Hanoi I have to make some noise on some fanpage & forums about the problem of network portability You guys created this game like a test of endurance and patience of users Lâm Nguyen mobifone opened the network switch to something but when you want to switch back to another network without a transfer, you won't notice when opening the network switch, the sympathy is 720 days The call center called for a complaint, told me to call again im re xog after the next day and also told me to wait for 24 hours and did not see the call to compose yccm to call again or the reason the device shutdown did not explain and then canceled the network transfer request such as So let's go ahead and keep the net I have been using Mobi sim for over 10 years and more mobi for more than year Since the birth of this cat game, it has also been determined to switch to another network for easy contact with friends Too frustrated with your customer support Woe to the customer Chon Tuyet I also missed the subscription later Tied th When registering M179 package Only 170p out of network I want to convert MC 299 package Ie th close 299ng Also not supported (These packages are far behind VD 149 of vinaphone) Mobil only knows that for example new customers need old customers If you want to go or transfer to another network, it depends At the end of the breakup contract is just right Tien LeMobifone has given a roaming network, but Mobifone's staff informed: Currently, Mobi's network is in the process of upgrading, so it cannot be transferred After I said my friend had just moved days ago, he said that because he still had legal problems (what message service is there - on the vina network that I switched to the newspaper) But obviously I thoroughly checked before 58 changing the network and canceled all Mobifone services and also checked on the operator switchboard saying that he was eligible to switch the network After sending the message, the network will be stuck again Please reappointment 72h to reply days before that, I also took 72 hours to check the information of promotion services, something said I agreed to use year while I did not dk any service What a trick! Just wait and see if Mobifone answers what the service is entangled with (Of course the employee call stating that he was eligible was recorded) Hồng Hơn The network is doing business like a pile of garbage that requires network transfer, making it difficult for customers to take every reason Nguyễn Đạt MNP cancelled me times Such a bad service company Nguyễn Đạt I am asking why I did not allow network transfer in TEXT then it is ALWAYS times canceled already Esc MNP violates the contract, ask specific contract how the switchboard does not know what is it? Hieu Tranad I checked my phone number 0905380916, asked for a violation, when I was unable to borrow it when I switched to viettel, my family tried to repair viettel, said it was too busy, annoyed me😔 Phuong Anh Pham I have already reflected on the switchboard and the switchboard has checked, still fully qualified But don't give me a chance to switch to other network Đỗ Quang Minh Hi MobiFone, I have been a kind customer with Mobifone for many years But never pressing like today: I used to use the number: 0936.01.86xx But for now I use it I level should only listen to the main I have used the package of 69k / month and have been advised that if I want to change the package, I must use it for at least months From March to April, I have called the switchboard times to ask about changing the package to another package The call takers of the above times will reply after April 26, 2019 Yet now I go 5km to the transaction point to pay and transfer other packages, the nv said no Call the operator after 12 months ??? So in about times calling on the radio, times said after April 26 can be transferred? It is hard to understand Not to mention the service attitude of the operator I feel very urgent 59 Call Center Duong Hoang Xuan Hello! Nothing good I've reported 20 more than half a month now does not solve anything for me service Not resolved then your side also closed the customer's reflection without notifying customers any sentences, so your side has to consider the customer out? Even one of the chief singers on March 6, 2019 called me at 21:00 saying that the next day there will be staff to contact me to solve that I have waited until now (March 10, 2019) who contacted - you promised he would get used to it, right? Just now, I called 18001090 and another brother came to me (DS 1552) & he said it was really cured or his brain had no wrinkles Because I reported a very poor condition of 4G signal in Tank Armor (Bac Tu Liem, Hanoi), did she report that the staff came to Thanh Ha and Hai Duong to check? What is this? Can someone answer for me? If Mobifone only needs to say that 4G is not provided, I will apologize to you for the unpleasant words, you just need to text me to confirm that I am sorry immediately Over here you have to understand that customers spend money to buy services rather than going to ask you, so the service you provide must be a bit kind I use the subscriber number: 0936100981 The problem I reflected, I said too much already, I not want to talk here again If you can support me, you should check the switchboard 18001090 for me, ask why my problem is reflected forever but not resolved completely I paid for the service, not asking for it! Viet NguyenMobifone does not have a daily or hourly 4G subscription like Viettel With no live chat customer care staff On my mobifone application Hai Long Nguyen please be friendly and supportive to customer Thomas Ly Today called mobifone switchboard, promised according to the old version "will answer in 48 hours" Why promise times 48 hours already Trung Do Mobiphone works like a brick, blocking messages from people, how the / 6-10 / cannot solve, calling the Store to solve Hoa Hong Staff are not working politely to customers Hồng Hơn The network is doing business like a pile of garbage that requires network transfer, making it difficult for customers to take every reason Cherry Nguyễn Why is it unusable after renewing 3G? No one answered the call on the switchboard Mỹ Đinh Mobifone cheats customers very professionally, lies very impartially, without responsibility Tricking 60 customers to pay hot fee payment and then ignoring not returning the excess money when customers come to liquidate the contract? No business has such a culture! Esc MNP violates the contract, ask specific contract how the switchboard does not know what is it? Hieu Tran vague mobi system, did the sim operator have any advance payment in the previous day? The mobi switchboard could not answer, asked customers to go to the store, because the switchboard was not authorized That day I recorded a callback Đỗ Quang Minh Hi MobiFone, I have been a kind customer with Mobifone for many years But never pressing like today: I used to use the number: 0936.01.86xx But for now I use it I level should only listen to the main I have used the package of 69k / month and have been advised that if I want to change the package, I must use it for at least months From March to April, I have called the switchboard times to ask about changing the package to another package The call takers of the above times will reply after April 26, 2019 Yet now I go 5km to the transaction point to pay and transfer other packages, the nv said no Call the operator after 12 months ??? So in about times calling on the radio, times said after April 26 can be transferred? It is hard to understand Not to mention the service attitude of the operator I feel very urgent Quốc Bảo The network despised real customers, after weeks passed, did not resolve, nor called to notify at all, their money in the account can not be traded, damn it Tien LeMobifone has given a roaming network, but Mobifone's staff informed: Currently, Mobi's network is in the process of upgrading, so it cannot be transferred After I said my friend had just moved days ago, he said that because he still had legal problems (what message service is there - on the vina network that I switched to the newspaper) But obviously I thoroughly checked before changing the network and canceled all Mobifone services and also checked on the operator switchboard saying that he was eligible to switch the network After sending the message, the network will be stuck again Please reappointment 72h to reply days before that, I also took 72 hours to check the information of promotion services, something said I agreed to use year while I did not dk any service What a trick! Just wait and see if Mobifone answers what 61 the service is entangled with (Of course the employee call stating that he was eligible was recorded) Nguyễn Đạt I am asking why I did not allow network transfer in TEXT then it is ALWAYS times canceled already Nguyễn Ngọc Thắng About 14h30p on 20/5/2019, I went to 140 Cau Giay to complete the procedure to get my sim back (due to the loss) After completing the procedure, the staff there gave me a new sim When I got home, I discovered that I had given the wrong number to my subscription number I called the Call Center 18001090 to reflect the incident, the switchboard called me to let them call 140 Cau Giay to handle but nearly an hour later I did not receive any calls to handle this problem I continued to call 090 229 93 25 to ask for a quick answer, at first the phone was busy, after that no one answered the phone So what ??????????? Duc Nguyen Let me ask the issue of Mobi 3G side is very urgent day 10k D10 package that almost every month to call the switchboard and get familiar sentences turn off the phone again, it and the end 10k / day I want Mobi to return it when customers can not use but still collect please Hieu Tran The mobi map system is blurry, did the previous day ask if my sim had any money? The mobi switchboard could not answer, asked customers to go to the store, because the switchboard was not authorized That day I recorded a callback Trung Do Blocked from sending messages on June 7, 2019 to June 9, 2019 for instructions on going to Support Store, making calls, and continuing to make more calls, Mobiphone Like a robot (I'm really sorry Because of this inconvenience, I sent Mr Len's information to the relevant department to resolve.) Mobiphone staff learned the lesson like a duck Appearance Nghia Vu What are the official websites of MobiFone now? I see a page (https://mobifone4g.net/goi-cuoc-goimobifone) posting promotion packages of MobiFone, but when I visit http://www.mobifone.vn, I don't have one On My MobiFone software, there are no details of these packages Because the information on the official channels (http://www.mobifone.vn and My MobiFone) is incomplete, hard to see and compare is the disadvantages of MobiFone On My Viettel software, they very easy to view, complete information Recommend MobiFone to have the adjustment plan 62 Dominic Phạm My suggestion is that mobifone is worse than the other networks, but to the apps that say it is terrible Bad, not upgrade the interface, the function has reached I log in to top up the remote for parents also When the app was installed, no one clicked `` switch network keep number '' to Mobifone Others Pham Anh Tuan Mobifone proposed eSIM to go ?, Since when is a leading service provider after vinaphone and viettel to deploy eSIM ?, while iphone users using Mobifone are very crowded Thien NhanMy sim has been used for over years and I have registered and taken pictures clearly at Mobifone center The process of using the sim card with the original ID no less than times, but yesterday I tried to press the password sent to 1414 to check that the subscriber information is only the name of the true owner, the remaining information ID card is changed strangely Good luck but check but not know if accidentally lost / damaged sim going to work again will always take the sim Bored of this business network's snatch Dinh Tayto Change sim 4g times and then still have other people to call the subscriber, switch to 3g to use it okay Bye mobifone Hà Phương This Mobifone is too much time for business Commitment to pay after sims 18 months month, pay 250k after the contract is closed, then pay in advance then by the way Ni Na Nguyen What kind of business sim buy million off the power has not been months and a half and now say cancel the sim to buy back, so sim registration number what business is so good to sell and watch the sim to cancel continue to sell this is what you call trading Vũ Minh I think MobiFone is very interested in the users :)) postpaid but it does not mean to use gas, when there are unusually high fees, the service is limited And admin, can I ask that I usually pay on the 27th of the month but now I request the payment immediately? Vân Hoàng I cannot load the card, it is reported that you cannot top up the account, please call 9090 what to Sim, I ran out of money to call 9090 Khanh Nam YuRi Damaged Sim, I go to 80 Nguyen Du District to replace a new sim, wait 40 minutes before the turn While looking at the hated slow-working staff line Services that are like asking for a seal at a government agency 63 Review how to work offline mobiphone Thành VũMobifone only supports B-phones for new subscribers, right? Or prepaid to postpaid subscribers are supported but still have to pay 60-80% of the device value ??? Customer care loyal good too nearly 20 years already Appendix 2: Depth interview with internal staffs Interviewee: Ms Quyen Nguyen –Senior Service operation # Question Do you know that there are a ▪ lot of complains about your service quality during the MNP time and customer is changing to other providers now? By your experience in work, ▪ what you think what causes of customer churn are? ▪ Response Yes, because of being responsible for monitoring of general jobs related to service quality such as call center/customer relationship or promotion of Mobifone Could you explain clearly why ▪ customers changed a lot during MNP period? Because there are other sim users in the family, they should convert to make phone calls and save money This is like a crowd effect because only a few family members or friends or the work environment use that individual will change as well Do want to innovate should try to switch because the age of switching to other providers is most young people ( 25 yrs – 35 yrs olds : 78%; 35 yrs olds – 45 yrs olds : 22% ) The network in some areas is not good so they cannot connect to the network ▪ ▪ Call center received 80% of comment/call from direct customers Mobifone’s Agency at Store received 20% of comment/call from direct customers Based on findings from as ▪ urvey conducted on facebook, it was established that more of the customers’ complaints were related to customer service ▪ quality and less on promotion, you think these are the ▪ reasons for customer churn? There are times when system changes are undertaken but the staffs fail to update the same on time, which lead to inability to effectively solve customers’ issues Issues related to poor network could either be attributed to their phones or sim problems In relation to promotion, Mobifone does not offer all packages Can you explain more clearly ▪ how customer service system in customer care works? Receiving: Receiving only the call of the customer, but any questions that are available on the internal system will answer with the customer always 64 ▪ ▪ ▪ With the number of about ▪ 100,000 calls (Mobifone II only) within month from customers, will the staff guarantee to solve it all? ▪ Do you think customer service ▪ attitudes and behaviors are also factors that drive customers away? Earlier, I stated that promotion ▪ include rate However, according to findings of the survey of Facebook Users, it established that there are customers whose money was deducted without reason, could this also be a cause ▪ Processing: questions received by the Customer Service department will be forwarded to this department This department will issue to related department liên Relevant department will call Output Department  Output will call to customer to give answer Providing information: tasking to "synthesize and compile" the information brought down by the corporation update to the internal system, make the information as simple as possible so that the receiving and processing department can understand and respond to customers Quality monitoring: monitor Input & Output parts  Listen only and adjust comments Probably because Mobifone has designed a standard to answer customers, only special cases related to the Journalist or internal or confidential information, the reception department will ask directly about the manager of Customer department in Mobifone II We also have other channels to support the call recording from customers ( such as Mobifone application, facebook messenger … ) I don't think so because the staff on my side is well trained on this If so, only a few individuals and my side has the monitor department recorded Maybe, this I can also give a reason if customers keep deducting money unreasonably, but I also want to share Their customers are charged for the packages they registered impersonally via SMS, after a while they forgot, so the packages automatically renewed However, there were times when the mobifone system failed and the call center staff handled it to return customers At Mobifone II, I have a team of Product development, this team will plan to develop new packages and take them to the Head Quarter for approval, Head quarter will summarize and meet with affiliates to unify, then give Department of Information Technology MIC to browse and deploy 65 Interviewee 2: Ms Hang Tran – Customer service executive # Question Do you know that there are a ▪ lot of complains about your service quality during the MNP time and customer is changing to other providers now? By your experience in work, ▪ what you think are the causes of customer churn are? Response Yes I know I am handling a lot of files for customer to change to other providers Could you explain clearly why ▪ customers changed a lot during MNP period? First, I realized that some customers are unhappy about the lack of support from the department personnel, for example they told Mobifone has not helped customers solve a problem for the plan you're using or longawaited customer in the hassle of trouble the customer is experiencing Moreover, the auto computer information response system normally relied on by company hardly satisfies customer‘s demand Customers would be more satisfied from a live chat with the staff Is there anything related to ▪ Customer service which can be considered as the cause ? Mobifone trained us very well but sometime, the information I got from the Answer System is not suitable with the questions of customer However, there are some customers who are not impatient so they easy complain us about Mobifone service Mobifone developed the CRM very closely to customers’ issue But sometime, due to some reason come from outside then we cannot solve immediately ▪ Which is the outside reason are ▪ you talking here ? ▪ There are some simple reasons I got from my customers such as deducting money to much for no reason, enable connect to internet data and so on This customer’s location is quite far from our BTS so they are difficult to connect to wifi Or even in some rural areas, we have not equipped BTS  For this case, I can only advise them “ restart their phone or upgrade the data package “ I found some customers told me Viettel also have some attractive promotion for their family such as Viettel gives the free SIM/ Card to the parents in Countryside who has children living in City for Studying or Working By this way, whole family uses Viettel service About the Internet package, Vinaphone also have 66 more internet data than Mobifone when you even pay the same rate  I will try to convince them change to other package I thought is suitable for them With the number of about ▪ 100,000 calls (Mobifone II only) within month from customers, will the staff guarantee to solve it all? Do you think customer service ▪ attitudes and behaviors are also factors that drive customers away? Earlier, I stated that promotion ▪ include rate However, according to findings of the survey of Facebook Users, it established that there are customers whose money was deducted without reason, could this also be a cause No problem with that Not really, Mobifone meets weekly between Call Center team and its agents to make sure there are no errors in customer care Sometimes I also see the system of selfdeduction, and most if the amount is large and unreasonable, the customer will call back to reflect, the Mobifone side after checking the verification will solve this problem This is not the cause 67 Interviewee 3: Mr Tai Tran – Director of Mobifone in Area # Question Do you know that there are a ▪ lot of complains about your service quality during the MNP time and customer is changing to other providers now? By your experience in work, ▪ what you think are the causes of customer churn are? Could you explain clearly why ▪ customers changed a lot during MNP period? ▪ Earlier, I stated that promotion ▪ include rate However, according to findings of the survey of Facebook Users, it established that there are customers whose money was deducted without reason, could this also be a cause ▪ Can you share with me about ▪ difficulty of expanding BTS of Mobifone ? Response To be honest, MNP is judged over a period of time It partly reflects the business situation of Mobifone and the general market According to him, there are reasons he thinks is the cause: the network quality and the packages are not really suitable The network quality of Mobifone can be considered as a weak point because the number of their BTS stations is not as much in coverage as that of Viettel Mobifone is facing restrictions in applying for construction permits Mobifone is planning to deploy more than 30,000 number of 3G and 4G stations all over the country in the current 2019 year However, this is not easy because the installation of the base station needs to have a well-licensed location I don’t think so because based on the market, Customer service quality of Mobifone is one of the best services We also used Outsourcing for this job and all system works well to support customers’ needs Mobifone also has their own CRM system for lease to other enterprises The only issue here is lack of infrastructure so we cannot conduct as initial plan Mobifone has originally used Vinaphone's BTS system, but has only been separated since 2014 The shared use causes some difficulties for Mobifone in independently developing the infrastructure later Mobifone is gradually becoming an Equity Telecommunication Company 68 Appendix 3: Transcript of Causes evaluation and solution (second interview) # Questions According to the issues I Ms Quyen I agree that all the mentioned have learned, Mobifone like factors other customer retention Interviewee telecommunication Answers can effect directly to companies, has three main Ms Hang In my opinion, It may be customer issues: access service because it is the first place quality, customer service & to contact/receive all requests and price In comments from customers which issues BTS and your opinion, will affect The customers? price is also important However, the rate/ service is equal between providers Because our rate based on the Standard of the communication market Mr Tuan Network quality As I said before That is quite difficult because Mobifone used to rent the same BTS equipment with Vinaphone before but it has been separated for about 4-5 years ago However, this can only be done by branch managers, Branch director can not decide anything related to Company facilities, especially BTS expansion Talking about the quality of Ms Quyen At first, I also said that it could be network access, you have customer’s equipment or external any suggestions to be able to factors At the same time, on the improve the access network issue of expanding BTS station, it quality/ coverage? is also a cost issue of the company Ms Hang This issue related directly to Head 69 Office in the HaNoi so I can not advise Mr Tuan In my opinion, if increasing the number of BTS stations is difficult, Mobifone can increase the connectivity of each station during the peak time Currently, not all areas need to use 4G / 5G networks The company should make surveys to guide the right development of customers' needs, avoiding waste Talking about the quality of Ms Quyen First, service and unappropriate corporation department needs to rate, come up with a closer tariff in you have any the Head Office ‘s addressing customer requirements advice? Training employees and building a good workforce to take care of customers via the switchboard / facebook (main customer service channel ) About pricing strategy, I don’t have advice because I see it is reasonable Ms Hang Head office’s information & policy need to be informed, updated as soon as possible and clearest so employees can promptly respond to customers Some complains deducting money That the is come from unreasonably Operating and Administrative department should 70 build the clear policy such as specific syntax to check current service (customers can check publicly ) Mr Tuan In my opinion, the quality of customer service is quite good However, the level of customer service staff in some areas is sometimes uneven (eg mountainous areas, suburbs…) Head office should have campaigns or training programs to check the level/ knowledge of customer care staff in different areas This will be rolled out to each Regional Branch and reported every quarter in turn - Regarding to price, we need develop the competitive rate and diversify the price package for each segment of customer I can not advise about deducting money issue, instead of we can improve our other customer services / tool and channel to improve the competitive ability 71 ... The summary of complaints recorded from the survey conducted on Facebook is found in Appendix 11 Step 3: Conducting in- depth interviews with internal staff of Mobifone Based on the findings from... since its founding MobiFon Corporation now offers a variety of services, including telephone, email, interet, IPTV/cable TV, business solutions, and investment services The main services of Mobifone. .. Truong Son, Dist 10, HCMC ) who is mainly responsible for operational activities and has comprehensive information on the situation in Mobifone Area II The areas of responsibility include customer