Scw 952 - Research Methodology

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As per TRA report in 2014, 55,555 mobile numbers were successfully transferred out of the 190,185 mobile number porting requests received by telecom operators since the official launch of the Mobile Number Portability (MNP) service in December 2013. The implementation process of the service that enables the switch from one provider to another whilst keeping their original phone number has reached 30%.

TRA has received several complaints from subscribers regarding the rejection of their MNP applications without having a solid reason for the rejection, and is working on verifying many of these cases with the licensees. The Authority will continue to monitor the MNP process along with the accredited service providers in the UAE, and take all necessary actions whenever the need arises. TRA previously requested both "Etisalat and “du” to remove some of their ad campaigns due to them not complying with the regulatory framework, and would like to thank the operators for removing the material in due time.

There is many reasons behind the changing the customer mind to transfer from operator – to – operator depending on customer services quality, mobile services quality, promotions & good offers & the overall prices.

The last survey from TRA explaining the quality of services proposed to customer as per below figure depending on customer satisfaction:

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The above figure explains the customer satisfaction of 2015-Survey that’s means after MNP service launched comparing with the previous figure you can find that we have low satisfaction for both operators of 83.5% that’s means it less than 7.22%.

This research will help TRA & both operator to make a new survey to get a new feedback from the customer to know the exact reason of un-happiness, in-additon of new MNP customers, some of them are not happy so the solution to increase the percentage of them to create a special offers for them, this will help marketing team in both organizations & also to increase a market share in UAE.

Any one from Du wants to switch to Etisalat has to go to Etisalat Website to know the right procedure & vice versa. As per both operator customer have to submit right documents & to pay the payments before switching.

Problem Statement:

The major issue that we can evaluate here is the competitions between two operators of why those customers transferred? Percentage for each operator (port in / port out), the impact performance / satisfaction of service quality, all of this can be created a new & strong completion between two operators. We will focus to analyze below questions:

- What is the Satisfaction Scale for MNP Customers on the Procedures & New Services that Provided by Etisalat & Du? This question is very important to know the difficultly procedures faces the customers during the switching, this will fix any issues that the customer faced with new opportunity to get better offer from other operator & to inform the quality of service.

- What is the whole Percentage for Etisalat & Du? As I am working in Etisalat, I have the rights to know the percentage of MNP customers so I asked my friend in MNP – Processing Department to support me in this task, below table is showing the last statistical value gained from Jan – 2017 tell this moment but as per RTA it is only 40% from whole customers have been switched.

Operator

Port-In

Port-Out

Porting-Out %

Porting-In %

Etisalat

29051

16584

36.34%

63.66%

Du

16584

29051

36.66%

36.34%

Total

45635

45635

100%

100%

- What is the role of customer service to respond to MNP customers to follow up their applications because as per TRA, it should be only maximum 48 hours? This will define the customer service center whether good or bad. That’s all stakeholder in this field in both operator have to follow up the customer application with the concern team.

- What is the MNP customer demands while they are switching? Of course the customers are not switching to bad operator, they know what they are doing but this will help us to know the exact customer demands.

- What it the specific reasons behind the switching? This question is my major reason for writing this proposal. We need to know by surveying the customer feedback about this reasons & what they are suggesting?

- What is the final customer satisfaction? This will help us to design & create new packages or plans that can be satisfied by our customers.

All of the above questions will be explained in below details one by one.

Research Objective:

The primary objective of this research is to identify what is the general understanding of the MNP customer demands & their satisfaction. More than 40% of Du & Etisalat Customers were not happy about their services that’s why TRA designed a new service can be fairly impartial for both sides, customer & operators. Because the customer will choose his operator & can be changed later to other one as per the policy & procedures agreed by both operators.

- Objective will be to get the customer feedback about the procedures of switching specifically what is the right procedures to apply for porting in/porting out.

- Second objective will focus on the solutions that can be proposed to both operators for improvement their services & quality of the services after getting the customer feedback to increase the competition between Du & Etisalat in UAE-Market.

Literature Review:

Previously a conducted research on the market place will be viewed which can be done for other countries in same region on