Executive Summary

This report consists of three chapters. In first chapter I talked about all the telecom
companies in Pakistan. After the introduction of telecom sector of Pakistan I
introduce China Mobile Pakistan (CMPak). And also a little bit introduction of ZONG.
Than I talk about mission and vision of ZONG. Its core values are also a part of this
chapter. I also mention the competitors which are competing with ZONG. And after
that I talked about mission of the customer service centers and a brief introduction of
Customer Service Center of Sahiwal. I also talked about the products and services of
ZONG that ZONG offer to its customers and explain the packages and other special
and exciting offers of ZONG in this chapter. In second chapter of this report
organizational structure and the structure of CSC Sahiwal is shown I also do SWOT
analysis of Customer Service Center of Sahiwal in this chapter. Marketing strategy of
ZONG and competitive strategy of ZONG also included in this chapter. Business
processes are also included in this chapter. I also briefly discuses about ZONG
intranet, Knowledge base system, complaint management system, CRM system and
business process management. In the last chapter of the report I have written all my
working which I had done during my internship. Also write down about task which
was assigned to me. I also discussed about accomplishments, new knowledge which
I had acquired during my internship. Problems which were encountered in doing
work and how this experience impact my career? I also discussed in this chapter.

Table of Contents
Executive Summary.......................................................................................................i
List of Figure ......................................................v
List of Tables................................................................................................................vi
CHAPTER NO. 1 INTRODUCTION.............................................................................7
1.1 Telecom Sector of Pakistan................................................................................7
1.2 About China Mobile Pakistan (CMPak) ..............................................................7
1.3 About ZONG .......................................................................................................8
1.4 Companys Vision ..............................................................................................8
1.5 Mission Statement .............................................................................................9
1.6 Core Values ........................................................................................................9
1.6.1 Commitment to Customer Satisfaction........................................................9
1.6.2 Passion for Business Excellence.................................................................9
1.6.3 Trust and Integrity.........................................................................................9
1.6.4 Respect for People.......................................................................................9
1.6.5 Responsible Corporate Citizen....................................................................9
1.7 Major Competitors...............................................................................................9
1.8 Customer Services Centers..............................................................................10
1.8.1 Mission of Customer Service Center .........................................................10
1.8.2 Customer Service Center of Sahiwal ........................................................10
1.9 Product and Services .......................................................................................10
1.9.1 Post paid ....................................................................................................11
1.9.2 Prepaid ......................................................................................................11
1.9.2.1 ZONG 65 Package...............................................................................11
1.9.2.2 ZONG Free Package...........................................................................11
1.9.2.3 ZONG 12 Anny Package.....................................................................12
1.9.2.4 ZONG Z20 Package............................................................................12
1.9.2.5 ZONG Aik Second Package................................................................12
1.9.3 Other Services and Offers .........................................................................12
1.9.3.1 Break Time Offer (BTO).......................................................................14
1.9.3.2 Late Night Offer (LNO)........................................................................14
1.9.3.3 Location Base Charging (LBC)............................................................14
1.9.3.4 Friends and Family FNF).....................................................................14
ii

1.9.3.5 Happy Hour..........................................................................................14

1.9.3.6 Super Free Number.............................................................................14
1.9.3.7 Conference Call...................................................................................14
1.9.3.8 SMS Packages....................................................................................14
1.9.3.9 GPRS Packages..................................................................................15
1.9.3.10 Ramzan Value Time Offer.................................................................15
1.9.3.11 E-Care ...............................................................................................15
1.9.3.12 Missed Call Alert................................................................................16
1.9.3.13 Dial Tune............................................................................................16
1.9.3.14 ZONG Mobile Offer............................................................................16
1.9.3.15 BlackBerry Special Discount Offer....................................................17
1.9.3.16 Call Forwarding..................................................................................17
1.9.3.17 Book Your Number (BYN).................................................................17
1.9.3.18 Call Waiting........................................................................................17
1.9.3.19 ZONG Bijli Offer.................................................................................17
1.9.3.21 ZONG Fone on Hai Offer...................................................................18
1.9.3.20 ZONG Family Pack............................................................................18
1.9.3.21 Voice Bundle......................................................................................18
1.9.3.22 Bara Recharge...................................................................................18
1.9.3.23 Block Unwanted Calls and SMS........................................................18
1.9.3.24 Mobile Number Portability (MNP)......................................................18
1.9.3.25 Mobile Music Channel.......................................................................18
1.9.3.26 Unlimited Free Number.....................................................................19
1.9.3.27 ZONG Weekly Infotainment...............................................................19
1.9.3.28 Student Entrepreneur Program (SEP)...............................................19
1.9.4 Other Special Features..............................................................................19
CHAPTER NO. 2 BUSINESS OPERATIONS............................................................20
2.1 SWOT Analysis of ZONG Customer Service Center........................................21
2.1.1 Strengths of ZONG Customer Service Center...........................................21
2.1.2 Weaknesses of ZONG Customer Service Center......................................22
2.1.3 Opportunities of ZONG Customer Service Center.....................................22
2.1.4 Threats of ZONG Customer Service Center..............................................22
2.2 Marketing Strategy of ZONG............................................................................23
2.2.1 Marketing Mix.............................................................................................23
iii

2.2.1.1 Product.................................................................................................23
2.2.1.2 Price.....................................................................................................23
2.2.1.3 Promotion............................................................................................24
2.2.1.4 Place....................................................................................................24
2.3 Competitive Strategy.........................................................................................25
2.3.1 Differentiation.............................................................................................25
2.4 Business Process Analysis...............................................................................25
2.4.1 Customer Service Center Process.............................................................25
2.4.1.1 Prepaid Sale........................................................................................25
2.4.1.2 Book Your Number..............................................................................25
2.4.1.3 Handset Sale Process.........................................................................26
2.4.1.4 SIM Replacement................................................................................26
2.5 ZONG Intranet...................................................................................................27
2.6 Knowledge Base System (KBS).......................................................................27
2.7 Complaint Management System.......................................................................27
2.8 CRM System.....................................................................................................28
2.9 Business Process Management.......................................................................28
CHAPTER NO. 3 LEARNING AS A STUDENT INTERN .........................................29
3.1 My Duties During Internship..............................................................................29
3.1.1 Details Of My Duties...................................................................................29
3.2 Accomplishments..............................................................................................30
3.4 New Knowledge Acquired.................................................................................31
3.5 Problems Encountered.....................................................................................31
3.6 How This Experience Impact My Career?........................................................32
Glossary......................................................................................................................33
Appendices.................................................................................................................34
References..................................................................................................................35

iv

List of Figures
Figure 2.1: Departmental Structure.20
Figure 2.2: Structure of CSC Sahiwal..21

List of Tables
Table 1.1 SMS package..15

vi

CHAPTER NO. 1
INTRODUCTION
This chapter is all about introduction of ZONG and CSC Sahiwal. This chapter
consists of nine parts. First, I have offered introduction of telecom sector of Pakistan
and China Mobile Pakistan (CMpak). Than a little bit introduction of ZONG. After that
I come to tell about ZONGs vision and mission and core values. Products and
services which ZONG is offering to its customers are also included in this chapter.
1.1 Telecom Sector of Pakistan
Pakistan mobile industry at the moment is experiencing growth explosion. Though
the existing players are trying hard to meet the growing demand still there is a huge
amount of unmet demand in the country as against the supply of connection by the
operating mobile companies.
Currently there are five mobile operators operating in Pakistan, Which are:
Mobilink
Ufone
Warid
ZONG
Telenor
1.2 About China Mobile Pakistan (CMPak) i
China Mobile Pakistan (CMPak) is 100% subsidiary of China Mobile. The pioneering
overseas setup of China Mobile came through acquisition of license from Millicom to
operate a GSM network in Pakistan. So far CMPak has invested more than US$
1500 million in telecom sector in Pakistan till the end of year 2008. With ambitious
plans to cater1 to the fastest growing Pakistani market and win over the demanding
Pakistani customer, it will be offering unprecedented 2 coverage, voice and data
services as well as wide range of tariff options to choose from. CMPaks edge comes
from the experience and expertise of running the worlds largest telecom service and
the commitment they make to setting quality and customer relation standards.

1
2

Supply, Provide
Unmatched

CMPak is geared to offer neatly packed VAS 3 product that will benefit the individuals,
cooperate as well as small business. Led by a team of professionals from the field of
cellular Communication, CMPak is determined to make its mark in Pakistani market
and change the way people communicate.

1.3 About ZONG ii

Recently China Mobile Company in Pakistan after replacing the code 0304 with 0314
now introduced its new brand called ZONG formally paktel. With introductory
slogan Say everything or Sub Kah Do and started its advertising campaign at
popular print and electronic media outlets. ZONG is the first international brand of
China Mobile being launched in Pakistan. The company often cited as China Mobile
Pakistan. It meant to empower and liberate the people of Pakistan in every nook and
corner of country. It will become a part of their hearts, their minds and bring about a
change in their lives that every one desired but few thought would be possible. The
core essence of ZONG is to allow people to communicate at will. Without worrying
about tariffs, network coverage, capacity issues or congestion 4. ZONG will be
supported by ground breaking communications, trend setting customer service and
unmatched product offering which will refine rules of game and establish ZONG as a
serious contender

for number one spot. ZONG would offer its customers with

entertaining and innovative VAS 6 and will empower them by giving a wide verity of
products, services and content to choose from. We are privileged to be the
pioneering country introducing this brand with others to follow. And GOD willing,
together we will also make ZONG a success story for others to try and replicate.
1.4 Companys Vision iii
Making Communication Exciting

Value Added Service

Overcrowded
5
Nominee
6
Value Added Service
4

1.5 Mission Statement iv

To be the leading mobile operator of Pakistan by continuously innovating and
offering exceptional quality services; to be a good corporate citizen and envoy 7 of
friendship between China and Pakistan
1.6 Core Values

1.6.1 Commitment to Customer Satisfaction

Customers are the heart of our success. Customers placed their confidence and
trust on ZONG. In return, ZONG will make sure to anticipate customers needs and
deliver and deliver services, quality and value beyond their expectations.
1.6.2 Passion for Business Excellence
ZONG try for excellence in all that the do. This commitment to delivering world-class
quality translates to unmatched service and value for our customers and all stake
holders.
1.6.3 Trust and Integrity
ZONG take pride in practicing the highest ethical standards in an open and honest
environment. ZONG take personal responsibility for their actions and treat everyone
fairly, and with trust and respect.
1.6.4 Respect for People
ZONGs relationship drives their business. ZONG respect and esteem their
employees and all stakeholders. ZONG believe in team work empowerment and
honor.
1.6.5 Responsible Corporate Citizen
As the market leader, ZONG recognize and fulfill its responsibility towards our
country and the environment we live in. ZONG contribute to worthy causes and are
dedicated to the development and progress of society.
1.7 Major Competitors
Pakistan mobile industry at the moment is experiencing growth explosion. Though
the existing players are trying hard to meet the growing demand still there is a huge
7

Messenger

amount of unmet demand in the country as against the supply of connection by the
operating mobile companies.
Currently there are four mobile operators operating in Pakistan which are competing
against ZONG, Which are:
Mobilink
Ufone
Warid
Telenor
But in Sahiwal there are only Telenor, Warid and Ufones Customer Service Center
are working.
1.8 Customer Services Centers
1.8.1 Mission of Customer Service Center

vi

To realize the perceived value of the customers and build higher expectations
through excellence in service
Customer Services department exists to serve customer. Any queries customer may
have about getting a connection, account information, coverage details, information
about their franchises, value added services, SMS information, anything at all you
that you want to know about them and their services.
1.8.2 Customer Service Center of Sahiwal

vii

Customer Service Center where I do my internship started working on 12-feburary2008, which is situated at 511/Bvii, Jail road, Civil lines, Sahiwal. Here one CSC 8
manager, 5 CSR9 which are assigned different duties and one finance officer is
working and I was working there as SE (student entrepreneur).
1.9 Product and Services

viii

ZONG offers a wide range of new services to serve customers even better. Below is
a brief introduction of all these services.
Postpaid
8
9

Customer service center

Customer service Representative

10

 Prepaid
Other services and offers
1.9.1 Post paid ix
Exciting news for ZONG,s postpaid customers, ZONG has introduced some new
postpaid packages and may be the most feature rich in market. Now, ZONGs
postpaid packages comes with the free mins on-net and off-net, and also unlimited
SMS, 15 MB of free GPRS quota and many more. Packages are given below:
100 Line rent package
300 Line rent package
600 Line rent package
1200 Line rent package
2000 Line rent package
If customer comes to purchase postpaid SIM than he can avail packages which are
given above. On post paid SIM there is no default package customer will select any
of the above packages according to his need and deposit line rent according to the
package and package will be changed.
1.9.2 Prepaid x
When a customer purchase a prepaid SIM its default package is 80 piasa per 30
second but customer can avail any of the following packages:
ZONG 65 package
ZONG free package
ZONG 12 anny package
ZONG Z20 package
ZONG aik second package
1.9.2.1 ZONG 65 Package
ZONG 65 package offers its customer:
ZONG 65 offers call rate of 65 paisa per 30 second any time any network
1.9.2.2 ZONG Free Package
ZONG free package offers its customer:
11

 For the first time in Pakistan you can make free calls for life!
Choose one favorite ZONG number and call from mid night to 7am-absolutly
free!
During break time hours call all ZONG numbers at Rs.3.99 per hour from
noon to 2 pm.
Now you can call up to 10 FNF10 numbers.
The free number can be modified once in a month.
1.9.2.3 ZONG 12 Anny Package
ZONG 12 anny package offers its customer:
Call or SMS for only 75 paisa to any network and any time!
30 second billing.
Talk for an entire hour of your liking-any hour, for only Rs. 4.99 and for first
time in Pakistan you can change the hour every day!
Happy hour needs to be activated by customer; every action/modification will
be charged at Rs. 5.
FNF rate apply for 24 hours, for those customers who have subscribed for
happy hour, FNF rates will not be applicable during that hour.
1.9.2.4 ZONG Z20 Package
The concept of behind this package is to promote the value of time and the
importance of choti but zaroori baat.
1.9.2.5 ZONG Aik Second Package
ZONG aik second package its customer:
Per second billing.
Make call for just 4 paisa per second any network any time!
Call five FNF numbers for just 2 paisa per second.
1.9.3 Other Services and Offers xi
ZONG has always provided its customer with the best offers and services some of
them are given below:

10

Friends and family

12

 BTO11
LNO12
LBC13
FNF14
Happy hour
Super free number
Conference call
SMS15 packages
o Daily, weekly, fortnight and monthly SMS packages
o Zulu SMS package ( @2.50+tax per day)
GPRS16 packages
Ramzan value time offer
E-care
Missed call alert
Dial tune
ZONG Mobile offer
Black Berry special discount offer
Call forwarding
BYN17
Call waiting
ZONG bijli offer
ZONG fone on hai offer
ZONG family pack
Voice bundle
Achi SIM
Bara recharge
Block unwanted call and SMS
11

Break time offer

Late night offer
13
Location base charging
14
Friends and family
15
Short message service or text message
16
General packet radio service
17
Book your number
12

13

 MNP18
Mobile Music channel
Unlimited free number
ZONG weekly infotainment
SEP19
1.9.3.1 Break Time Offer (BTO)
ZONG offers Break time offer now call on any ZONG number at Rs.3.99 from noon
to 2 pm, and on Friday from noon to 4 pm. This offer is on ZONG free package.
1.9.3.2 Late Night Offer (LNO)
ZONG offers late night offer now add call from mid night to 7 am @ Rs. 3.99 per
hour. This offer is on ZONG free package.
1.9.3.3 Location Base Charging (LBC)
ZONG has always provided its customer with the best offers and services and in
continuation of efforts ZONG now brings LBC. LBC is in more than 40 cities through
which the customer can enjoy free ZONG to ZONG calls @ only Rs. 7+tax per day.
1.9.3.4 Friends and Family FNF)
ZONG brings special rates for your friends and family members add FNF numbers in
almost all prepaid and postpaid packages.
1.9.3.5 Happy Hour
ZONG brigs happy hour talk for an entire hour of your liking-any hour, for only Rs.
4.99 and for first time in Pakistan you can change the hour every day.
1.9.3.6 Super Free Number
ZONGS gives you an opportunity to talk to one number free whole month @ 499 Rs.
+tax.
1.9.3.7 Conference Call
Now five members can talk to each other at one time ZONG brings to you
conference call service. Now activated on all prepaid and postpaid numbers.
18
19

Mobile number portability

Student entrepreneur program

14

1.9.3.8 SMS Packages

ZONG now introduces its newest and most competitive SMS bundle @ Rs. 2.5 plus
tax daily. New unlimited SMS bundle Offers:

Table 1.1:
Packages
Daily SMS bundle
Weekly SMS bundle
Fortnightly SMS bundle
Monthly SMS bundle

SMS
500 SMS 100 MMS per day
1000 SMS
500 SMS per day
500 SMS per day

Limit
1 day
7 days
15 days
30 days

Price
3.99+tax
10+tax
50+tax
80+tax

1.9.3.9 GPRS Packages

Please be updated that now ZONG have a new and exciting GPRS packages for
ZONG customers.
Packages are as fellows:
Hourly package(Time Based Package)
Monthly packages- for prepaid user
o 2 GB20 bundle
o 4 GB bundle
o Truly unlimited
1.9.3.10 Ramzan Value Time Offer
By subscribing to ZONGs ramzan value time offer, all ZONG customers can avail
lowest call rates from 1st 29th ramzan.
By subscribing to ZONGs ramzan value time offer, all ZONG customers can avail on
net call rates of 2.99/hour.
1.9.3.11 E-Care xii
No need to walk into a Customer Support Center or make a call to get such
modifications done. Our customers now have this facility in the comfort of their
homes and offices. Through Prepaid eCare, customers can enjoy the following
features online:
Web Portal Activation / Subscription for:
20

Giga byte

15

 SMS bundle
GPRS21
Call/SMS Block
FnF22
BYN23
Queries like:
Customer information query
Recharge history
Call record
Change requests like:
Package change
Change FnF
Change call forwarding
1.9.3.12 Missed Call Alert
No is miss call now, ZONG brings miss cal alerts for its customer. A message will be
sent to you that this number called you if your phone is:
Busy
Not answered
Out of reached
Not responding
1.9.3.13 Dial Tune
Now your friends and family or any one who call you will listen to the song of your
choice. ZONG brings dial tune facility for its valuable customers. Just dial 230 to
activate this service.
1.9.3.14 ZONG Mobile Offer
ZONG is once again all set to launch the latest handset bundle offer for its valued
subscribers and we are proud to announce the launch of 3rd Mobile Phone.

21

General packet radio service

Friends and family
23
Book your number
22

16

Considering the immense success of previous handset offers, ZONG is back with
another handset deal with the latest handset on the offer that is bound to catch
customers interest and generate hefty sales. Details of the offer are as below:
Handset offer with new ZONG SIM @ 1,500/-*
Handset free resources
1,000 minutes (on-net)
1,000 SMS (any network)
Features of handset:
FM Radio
Torch
Memory 300 phonebook entries
1.9.3.15 BlackBerry Special Discount Offer
ZONG continues to bring innovative and exciting products and promos to the market.
The introduction of BlackBerry Discount Offer is another feather in the cap of ZONG
that puts the amazing world of BlackBerry services within reach for all.
1.9.3.16 Call Forwarding
Another exciting and new service from ZONG now you can forward your incoming
call to other number if your phone is:
Busy
Not answered
Out of reached
Not responding
1.9.3.17 Book Your Number (BYN)
Now you can book your number yourself by visiting our website. Book your number
and this number will come to your door step.
1.9.3.18 Call Waiting
Never miss any call, ZONG brings you call waiting service. With this service no
important call will be missed by you.

17

1.9.3.19 ZONG Bijli Offer

Right when the energy crises are on the peak and electricity load-shedding is on its
height, ZONG has come up with Bijli Offer. I will call this a just in time offer, because
it is giving what common customers may want in these time.
The innovative Bijli campaign gives all new ZONG prepaid customers a chance for
automatic daily lucky draw entries to win hundreds of UPS, generators, rechargeable
fans and rechargeable lights every day.
1.9.3.21 ZONG Fone on Hai Offer
Now just keep your phone on and win many prizes like free SMS, Free minutes (onnet), car and many more.
1.9.3.20 ZONG Family Pack
Now with ZONG Family Pack, subscribers can call to their three family numbers
without being worrying about the time limit or additional charges. Though, free calls
are not for all ZONG numbers but to a group of three, that could be your family or
friends.
1.9.3.21 Voice Bundle
ZONG has introduced Voice bundles. Now you can avail more minutes in less cost.
1.9.3.22 Bara Recharge
ZONG has launched Bara Recharge a special campaign to reward subscribers each
time they recharge their balance. ZONGs Bara Recharge is the perfect solution for
prepaid subscribers who will receive instant and guaranteed free airtime in
proportion to the loaded amount, every time they recharge their balance.
1.9.3.23 Block Unwanted Calls and SMS
ZONG offers another exciting service, now you can block not only calls but also SMS
as well. So, there is complete liberty from an ambitious numbers.
1.9.3.24 Mobile Number Portability (MNP)
With this new offer from ZONG, you and all of your family members and friends on
other mobile networks can port into ZONG. They will all be able to keep their existing

18

numbers and code and switch to ZONG network and can enjoy ZONGs exciting
services.
1.9.3.25 Mobile Music Channel
For the first time in Pakistan ZONG introduce SMS- search of song. Now you can
search song of your choice.
1.9.3.26 Unlimited Free Number
ZONG offer unlimited ZONG free numbers to the subscribers of ZONG FREE
package. Now call on a specific number unlimitedly.
1.9.3.27 ZONG Weekly Infotainment
ZONG has launched a Weekly Infotainment bundle. You can now obtain three
different infotainment services at the same time on a weekly basis.
1.9.3.28 Student Entrepreneur Program (SEP)
For the first time in Pakistan ZONG has established a concrete earning opportunity
for students. If you are currently enrolled in a university program and you want to
earn a decent pocket money then ZONG has an amazing solution for you. Just get
yourself registered as SE in any CSC of ZONG anywhere in Pakistan. And avail that
chance to get sales experience and also enjoy profit as well.
1.9.4 Other Special Features
Yaari call
Zongopedia
Video on demand
Islamic portal
Sports
Ringtones
Games
Buddy chat rooms
Wallpapers
Breaking news

19

This chapter was all about introduction of ZONG and its products and services. In
next chapter Business operations of ZONG will be explained.

20

CHAPTER NO. 2
BUSINESS OPERATIONS
Second chapter of this report is devoted to the business operations of ZONG. In this
chapter first departmental structure of ZONG CSC department is discussed and also
structure of CSC Sahiwal also describe in this chapter. I also offer SWOT analysis of
ZONG CSC Sahiwal. Marketing and competitive strategy is also offered in this
chapter. In the end of this chapter business operations of CSC Sahiwal are
discussed.
Fig 2.1: Departmental Structure xiii

CEO
COO
DRICTOR Customer
Service
Regional Manager
Central 1
CSC Manager
Customer Service
Representative
Finance Officer
Regional Manager
Central 2
Regional Manager North
Regional Manager South

21

Fig 2.2: Structure of CSC Sahiwal

xiv

CSC
Manager

CSR (Value
added
services)

CSR
(prepaid
information)

CSR
(postpaid
information)

CSR
(MNP)

CSR
(GPRS
setting)

Finance
officer

In CSC24 Sahiwal one CSC manager which have all the responsibility of CSC and
under CSC manager five CSR are working all CSR 25 are assigned different works
like value added services, prepaid, postpaid, MNP 26, GPRS and other works and one
finance manager is also working there.
2.1 SWOT Analysis of ZONG Customer Service Center
The SWOT27 analysis covers strengths, weakness, opportunities and threats.
Strengths and weakness are generally internal attributes. Opportunities and threats
are generally external attributes. So, SWOT analysis of CSC Sahiwal is given below:
2.1.1 Strengths of ZONG Customer Service Center
Strengths are defined as any activity the organization does well or any unique
resources the organization has. Some strengths of ZONG Customer Service Center
are given below:
All the products and services which ZONG is offering are available here in this
CSC of Sahiwal. And also all the services of ZONG are activated and
deactivated here.
Motivated, educated and qualified staff makes services more reliable and
satisfy customers.

24

Customer service center

Customer service Representative
26
M0obile number portability
27
Strengths weakness opportunities threats
25

22

2.1.2 Weaknesses of ZONG Customer Service Center

Weaknesses are defined as any activity the organization does not do well or the
resources the organization needs but it does not posses. According to my point of
view following are the some weaknesses of ZONG Customer Service Center:
Number of CSR is not sufficient here in CSC Sahiwal, customer some time
should have to wait for their turn a bit.
The staff of CSC is not involved in more outdoor activities.
2.1.3 Opportunities of ZONG Customer Service Center
Opportunities are defined as positive trend of organization in external environment.
According to my point of view following are the some opportunities of ZONG
Customer Service Center:
Sales of this CSC can be increased if more and more outdoor activities
(establish stall outside like in market or anywhere) are being done by the
management of this CSC.
SE28s are very good for this CSC because customer get information on the
go.
2.1.4 Threats of ZONG Customer Service Center
Threats are defined as the negative trends of organization in environment.
According to my point of view following are the some threats of ZONG Customer
Service Center:
Competitors are the biggest threat for any company. Here also exist Warid,
Ufone and Telenors CSCs so they are biggest threat for ZONG CSC.
Policies of TMA29 are also some time threatening when they are on outdoor
activity. When staff of CSC Sahiwal wants to do outdoor activity it must have
to get NOC from TMA Sahiwal and TMA Sahiwal has its own limitations.
Another threat is that according to PTA30 rules any one can switch to other
mobile network which they think are reliable and due to signal problem and
call drop complains customers are leaving ZONG.

28

Student Entrepreneur
Tehsil munsipal authority
30
Pakistan Telecommunication Authority
29

23

2.2 Marketing Strategy of ZONG

2.2.1 Marketing Mix
"Marketing Mix" is set of correlated tools that work together to achieve companys
objectives, they are:
Product
Price
Promotion
Place
2.2.1.1 Product
Product means offerings of a company, and ZONG is offering its customers Services
as well as products. In services ZONG is offering followings:
Postpaid packages
Prepaid packages
Value added services
Postpaid packages are generally for business class and in postpaid ZONG are
offering many other packages like 100 line rent, 300 line rent, 600 line rent, 1200 line
rent and 2000 line rent. Prepaid packages are for low and middle class in prepaid
ZONG also offer many packages like 12 anny, 65 paisa, free package and aik
second package. And also many exciting value added services like missed call alert,
ramzan value time offer, dial tune, E-care, happy hour and many more exciting
offers. And products like mobile phone and for postpaid ZONG offers blackberry.
2.2.1.2 Price
ZONG is offering its products and services at a low price so ZONG is using price
penetration because all the packages (postpaid and prepaid) are very low priced and
also other value added services are also very low in cost. Some of them are
absolutely free of cost like:
Missed call alert
E-care
MNP31
Conference call
31

Mobile number portability

24

 Subscription of SMS packages

As Ufone is giving its customers uth package and it charge its customers hourly rate
but ZONG gives its customers a package called location base charging it charge you
only one time charges and then whole day free and many more other.
ZONG also using bundle pricing like SMS packages, voice bundle and mobile phone
offers.
2.2.1.3 Promotion
ZONG is promoting its products and services in many ways like:
Print media
Billboards
TV ads
Mobile promotions
Through Local cable
Internet
In print media print ads and newspapers are include if ZONG is offering something in
a specific place than ZONG use print media like print ads and newspapers.
Billboards are use in all over the country. On many TV channels Ads are promoting
ZONG. Mobile promotions like in Multan and Lahore when trucks and buses
decorated with ZONG logos and advertising about LBC 32 and Lahore unlimited
offers. On many websites ZONG is promoting its packages and offers and also
ZONG has its own commercial web site www.zong.com.pk.
2.2.1.4 Place
Place means that how a company reach to its customers or how a customer can get
product of a company. ZONG is reaching to its customers in the following manners:
Franchises
Customer service centers
Retailers
Through Student Entrepreneurs

32

Location base charging

25

Franchises and customer service centers are there for customers and also
customers can get ZONGs products and services from retailers and student
entrepreneurs.
2.3 Competitive Strategy
2.3.1 Differentiation
Differentiation is how your product is different from your competitors it can be done in
many ways like products differentiation, features differentiation, low price and many
others, for this differentiation a company should have to create a critical success
factor and ZONG is having a critical success factor of low rates and quality services.
ZONG claim that ZONG offers quality products and services in low pries.
2.4 Business Process Analysis
2.4.1 Customer Service Center Process
Opening CSR33 greets customer and ask what he can do for him:
2.4.1.1 Prepaid Sale
For the sale of prepaid connection following are the required steps:
CSR receive the customer request and required documents for prepaid
connection and verify customer as per the verification parameter.
CSR will ask the customer to provide CNIC34.
CSR will check through BOSS system 35 if customer has already 10
subscriptions.
CSR will fill CSAF36 and get signed by the customer.
CSR will hand over Customer & finance copy to customer and guide him/her
to cash counter.
Cashier will mark the cash paid stamp and sign the customer copy and hand
over SIM card and customer copy to customer.

33

Customer service Representative

Computerized national identity card
35
Activity base system
36
Cellular service agreement form
34

26

2.4.1.2 Book Your Number

Customer walks in for booking of his/her number. Following are the required steps to
follow:
CSR will inform customer regarding the price of BYN.
CSR will confirm MSIDN37 to be booked.
CSR will ask the customer to provide CNIC.
CSR will check through BOSS system.
CSR will check number availability in BYN portal.
CSR will log the request in BYN portal with:
o Customer name
o CNIC
o Contact number
o Address of customer
A unique ticket number will be generated.
CSR will ask customer to fill in CSAF.
CSR route the customer towards finance counter and finance officer will follow
the payment process and give SIM to customer.
2.4.1.3 Handset Sale Process
Customer walks in for the purchase of handset following are the required steps to
follow:
CSR will guide customer about bundle deal of handset.
If customer agrees, CSR will ask customer to select the MSIDN form stock.
CSR will verify customer as per verification process.
CSR will ask customer to fill CSAF.
CSR will rout the customer to finance counter for payment and handset
collection.
Finance officer will perform the functions of BOSS system.
Finance officer will associate MSIDN with IMEI 38 of hand set in BOSS system.
Finance officer will record transaction in BOSS system.
37
38

The dial able number that a caller use to reach mobile subscriber
International mobile equipment identity

27

 Finance officer will ask the customer to open the packing of handset to check
if accessories (handset + charger + warranty card) are complete.
Finance officer will take warranty card from customer and after signing and
stamp, he will hand over the warranty card and handset and customer copy to
customer.
2.4.1.4 SIM Replacement
Customer walks in to replace his/her SIM following are the required steps to follow:
CSR will verify the customer as per verification parameters.
CSR will inform the customer about SIM replacement charges (if any).
CSR will fill CSF39 and get it signed by the customer and attaches a copy of
CNIC.
CSR will process the SIM replacement in BOSS.
CSR will hand over the customer copy and finance copy to customer and
guide customer to cash counter.
Cashier will get CSF copies and payment from customer.
Cashier will record transition in BOSS.
Cashier will hand over SIM40 and payment receipt to customer.
CSR will CSF to data warehouse for filling.
2.5 ZONG Intranet
ZONG intranet is software program which have each and everything in it about
ZONG. And this can be opened only in the arena of CSS. Loaded with everything
this is very useful thing for CSR and other employee.
2.6 Knowledge Base System (KBS)
This is also software program which is loaded with all the activities and other
information like:
Products and services
Basic VAS41
New VAS
39

Customer service form

Subscriber identity module
41
Value added services
40

28

 Retailer information
789 activation and deactivation SIM
668 campaign
Office timings
And many more.
2.7 Complaint Management System
In this section CSR can record or resolve the complaints of customer and their own
regarding their work like:
IT issues
Process issues
Query and log
Managing configurations
2.8 CRM System
CRM system42 where from CSR can login the system and do his work or duties.
2.9 Business Process Management
A web-based program through which employees of CSC can generate or initiate
requests like:
Announcements
ID card request
IT equipments
IT requests
Leave application
Visiting card request
And more other requests also.
This chapter was all about business operations of ZONG CSC Sahiwal. How ZONG
is competing with its competitors and what is its marketing and competitive strategy.
In the next chapter, I will discuss about my learning as a student intern.

42

Customer relationship management system

29

CHAPTER NO. 3
LEARNING AS A STUDENT INTERN
In this chapter, I discussed about my duties during internship. Accomplishments, new
knowledge gained during exercise of practical life, problems which encountered in
the way of completion of my targets are briefly discussed. In the end of this chapter, I
talked about my experience and how this experience impacts my career.
3.1 My Duties During Internship
In my internship I was assigned outdoor duties which include:
Selling SIMs of ZONG ( telesales activities)
Selling miniload ( Top Up)
MNP43s
Giving customers information about packages and other services.
3.1.1 Details Of My Duties
For Top up (Selling Mini Load)
From your ZONG telesales SIM Go to ZONG menu select E-TOP from menu:
To recharge a number
o Retail charging
o New charging now
o Enter service password
o Phone number without zero e.g.(31xxxxxxxx)
o Enter amount which you want to transfer
o Number recharged.
To check your top up balance
o Choose balance query
To Pair44 A Number, Active A Number
Go to ZONG menu from telesales SIM and select Telesales from menu and:
Select special number choice (to check that number is available or not)
43
44

Mobile number portability

Giving number to a non personal SIM

30

o Exact number
o Number start with
o Number ends with
o Number contain
If your desired number is available, you will receive a message as under
1. 31xxxxxxxx
To Pair45 A Number
First book that number again go to telesales and choose NUMBER BOOKING menu
than:
Enter the number which is checked
Now a message will come
Number <31xxxxxxxx> Booking OK. Please use HLR<x> SIM for activation.
Once the desired numbers is booked then go back to telesales menu and chose
NUMBER ACTIVATION and enter:
MSISDN (that number which was booked earlier)
ICCID (serial number of the SIM)
CNIC (customers ID card number)
Name (customers name)
Address (customer address)
On successful pairing a message will come:
Bind successful. Welcome to Zong
Now inform the customer that SIM is active now but to enjoy ZONGs exciting
services call 789 and give your information than you can enjoy ZONGs exciting
services.
Being a student of MARKETING it was a great experience for me to have chance to
get in the market and do this work.
3.2 Accomplishments
As far as my accomplishments are concerned I was given a target of sales, my
target was to sell minimum 30 SIMs with 100 recharge anywhere in the country. For
45

Giving number to a non personal SIM

31

completing this I had to do a lot. I went to my city where I thought I can make more
sales. I established stall there and tried to sell my product and also I go nearby cities
to sell my SIMs and miniload, and I also did one to one marketing in many areas to
increase my sales. It had a good impact on sales. More over me worked with my
friends and newly opened franchise in my city Ali Pur.
NOTE: my sales data and revenue analysis is attached.
3.4 New Knowledge Acquired
Being a student of MARKETING it was a great experience for me to have chance to
get in the market and do this work. And I also learn how to deal wit customer as I
thought if you want to make sale you should go to the customer or customer come to
you, you should have a smiling face to greet the customer, and if customer do not
buy your product than you should leave a good impression on that customer
because if in future that customer need your product than it will come to you to buy
that product.
As I told that I was given a target of sales I learn a lot during my internship how to
deal, who to avoid difficult situations and how to create demand for your product. I
myself make many policies to make sales because selling a SIM 46 was not a difficult
task to do customer is ready to take SIM from you but to sell him recharge of Rs.100
was a bit difficult, so keep in view the cost of SIM and load I make many polices to
sell. Even I sold free SIMs too (get number of your choice in Rs.160 with 160
balance) and many more policies like this.
3.5 Problems Encountered
During my time in the field I encountered many problems like:
Cross questions of customers
Customers having much knowledge about other networks offerings
Pricing problem
I face those problems very well, and I was able to neglect those problems. But in
sale you should have to be cool and calm because nobody wants to loss his
46

Subscriber identity module

32

customers. I also do this because in between sale was stopped than I came with one
to one marketing go to the customer to sell my product and was very much
successful doing this.
Another problem was that customer was ready to take SIM but without recharging, it
was a very difficult thing to convince that customer to recharge at the spot.
3.6 How This Experience Impact My Career?
It was a great experience in the field, before the completing my studies I got a
chance to get in the market and do some work. When I will get in my practical life
soon after completing my degree this experience will go whit me and will be very
beneficial for me in the field. Because in the any kind of job in marketing or sales
department in Pakistan you should have to interact with the customer and try to fulfill
the needs and wants of the customers.

33

Glossary
VAS:

Value Added Service

CSC:

Customer Service Center

UAE:

United Arab Emirate

FNF:

Friends and Family

MB:

Mega Byte

BTO:

Break Time Offer

LNO:

Late Night Offer

LBC:

Location Base Charging

SMS:

Short Message Service

GPRS:

General Pocket Radio Service

BYN:

Book Your Number

MNP:

Mobile Number Portability

SEP:

Student Entrepreneur Program

GB:

Giga Byte

NP:

Non-Personal

MMS:

Multi-Media Messaging Service

ATM:

Automated Tele Machine

CSR:

Customer Service Representative

CNIC:

Computerized National Identity Card

CSAF:

Cellular Service Agreement Form

CSF:

Cellular Service Form

CRM:

Customer Relationship Management

SIM:

Subscriber Identity Module

IMEI:

International Mobile Equipment Identity

NADRA:

National Database Registration Authority

MSISDN:

Dial able Number that Caller Use to reach a mobile subscriber

34

Appendices
Appendices A:
Internship completion certificate
Appendices B:
Cellular Service Agreement Form
Appendices C:
MNP Request Form
Appendices D:
No objection Form
Appendices E:
Sales data and revenue analysis

35

References

36

http://www.zong.com.pk/aboutus_ccmc.html
http://www.zong.com.pk/about_us.html
iii
Interanet.ZONG.com/home/vision
iv
Interanet.ZONG.com/home/mission
v
Interanet.ZONG.com/home/values
vi
Interanet.ZONG.com
vii
Arshad, U.( 10th august, 2010), CSC Sahiwal
viii
http://www.zong.com.pk/packages.html
ix
http://www.zong.com.pk/packages_postpaid.html
x
http://www.zong.com.pk/packages_prepaid.html
xi
http://www.zong.com.pk/index_value_added_page.html
xii
http://ecare.zong.com.pk:8080/aiecare/index.jsp
xiii
Arshad, U.( 10th august, 2010), Departmental structure of ZONG CSCs
xiv
Arshad, U.( 10th august, 2010), structure of CSC Sahiwal
i

ii