Abstract:
Zong Pakistan is one of the most renowned mobile network
operators in Pakistan. The company has recently expanded its
services and now provides one of the fastest running internet
services by using not only sim cards but many various types of
devices like Mobile Broadband (MBB) Device. The launch of these
Mobile Broadband Devices was a huge success but the company was
still facing some issues which were minimizing the outcome and
revenue that was being generated through them. We provided the
much needed consultancy to Zong Pakistan by identifying one of
the major problems, Customer Churn and providing appropriate
strategies to overcome this issue.
Previously, a lot of work has been done to identify the reasons
that cause customer churn, and to overcome this issue by
eliminating those reasons. We studied some of them in detail and
thought of new efficient ways to resolve this issue. To resolve
problems like customer churn, we had to compare the problems
that ZONG was facing with other major competitors like Telenor,
Warid and PTCL. Things like, having numerous manufacturers for
the MBB devices and giving unrealistic and unachievable targets
to its franchises were the root causes of this problem that the
company had been facing for quite a long time now. The MBB
devices are manufactured by Huawei, FibreHome and ZTE. The
design and quality of the device manufactured by one
manufacturer is different from the rest. A single product having
numerous types is the first reason why customer can think that
the quality of the product might be compromised.
Customer churn was a problem that gave rise to some other
problems as well, such as brand name being spoiled. To minimize
customer churn and all the problems related to it, we presented
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a comprehensive and efficient marketing strategy that would not
only reduce the chances of customer churn but also enhance the
revenue and improve the brand name of the company. We gave
importance to social media as well, which is one of the rising
and undeniable means of marketing. Furthermore, we focused on
improvement of Sales Management within the company.
For finding all the relevant information to diminish customer
churn, we contacted our external guide Mr. Arsalan and after a
lot of research, several meetings and discussions, we were
finally able to make an effective strategy to minimize the issue.
