In this document, you will find the customer retention techniques adopted by warid telecom pakistan private limited. A company of warid international group UAE.

1. Customer Retention
Company Selected: Warid Telecom (PVT) Ltd
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What is Customer Retention?
“The processes through which a provider attempts to secure the longevity of the
relationship with its customers. Knowledge Discovery methods are very useful in
the identification of those actions which are likely to make profitable customers
loyal to the provider. These methods are also extremely useful in determining the
risk of attrition of a customer. Retaining profitable customers is the third step in
Customer Relationship Management.”
About Customer Retention:
Customer retention, often considered in replicate purchases, plays a substantial
task in making higher profits for any business. Businesses that do extremely well
in customer retention are usually positioned for long-term success and have power
over a far greater competitive edge over their competitors.
Now the question is very clear that how the business can maintain the customer
retention rate? There are many factors that are included in maintaining highest
customer retention rate; the most effective one probably belongs to superior
customer services. Customer service is designed to create a positive customer
experience in order to increase customer loyalty and ultimately, long-term
customer retention. You can easily observe the different customer services
department in any organization. Especially if you go to any office of
Telecommunication, you will find their people welcome you warm to offer their
customer services.
The picture below is describing the input and output for customer retention
programs.
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2. Pay Attention to Complaints:
It is one of the good tips to retain your customers. Just pay attention what
customer is saying. Don’t confab with customer harsh and you need to follow the
concept of “Customer is King”. By using this tip, you will be able to know more
about your product, because customer is going to use your product and aware
about it. You must listen to the complaints and compliments from customers as it
helps you to discover more. Use the same approach for customer compliments
too, using compliments as a point of reinforcement for what your company is
already doing right.
Example:
Warid is using this technique. When there’s any kind of complaint about service of
Warid, the CSR first listen to the complaint and then transferred it to the related
department. Then the representative of the department talks to the customer.
How It Helps Us To Decrease The Defection Rate:
When you listen to the customer carefully and happily, it would leave the good
image on customer. Then the customer would like to contact you again about any
queries without hesitation. The customer would feel lighter and create the good
image about you.
Ask Your Customers:
You will not find the easiest way to retain your customer than this one. In this, you
just need to ask your customer what exactly they are seeking from your business
and from your products. You can ask your customers by any mean like telephone,
survey, email or anything you have about your customer.
Example:
Let’s take the above example again. When the representative tries to solve the
problem of the customer, he again gives a call to the customer to know whether
the problem is solved completely or not, service is improving and efficient. Thus
they tries their best to satisfy the customer.
How It Helps Us To Decrease The Defection Rate:
When you ask your customers about the business and products, the customer
would feel kind of close relationship. By this, your customer will not irritate and
you’ll be successful in retaining your customer. This technique will also help you
decreasing marketing research expenses.
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3. Event Marketing:
It can be kind of expensive option to retain your customers but it works a lot. In
this, you conduct any event like seminar, discussion group, and conference. You
can invite your customers to take active part on those events too. These activities
make the good reputation of the business and people like to trust reputed
companies.
Example:
I remember that once Warid conducted a seminar (I’d also attended) on “Scope Of
IT in Pakistan” and they invited many high profile people including their high
valued customers to attend the seminar.
How It Helps Us To Decrease The Defection Rate:
By taking the above example, I just felt very calm, cool and I thought that at least
I’m important. That means that it makes the customer feel that they’re important
to organization. Because everybody likes to have self-respect. It definitely
decreases the defection rate.
Become Value Provider:
There are very few people or organization who exactly knows what value is?
Providing value to customers just means giving first and receiving second. When
you give something new and extra to your customer, absolutely the customer will
be delighted. It is also the best tactic to retain your customers as it gives the
reward to the customers.
Example:
Warid is also the member of Lahore Chamber Of Commerce. Warid is always
willing to retain their customers’ especially high valued customers. They sometime
offers exciting packages to those customers who’re the member of Lahore
Chamber Of Commerce. It also provided is VAS like Missed Call Alerts etc… Warid
once launched the McDonald offer to all prepaid customers. On using the balance
of 300, the subscriber is eligible to have one McDonalds deal. It was also
applicable for those who bought new sim.
How It Helps Us To Decrease The Defection Rate:
Whenever a customer is rewarded with extra and improved value, he becomes
delighted. So this is the good and effective way to retain the customers as it
makes the customer highly satisfied.
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4. Service With Smile:
In this, CSR tries to deal with the customers with a smile on his or her face to seek
the attention of the customer. CSR apply the approach of “Customer is always
right.” It makes the customers feel respectable and calm and helps to control any
unpleasant situation that may happen.
Example:
Warid’s customer service centers are located in major cities of Pakistan. The CSR
which have the duty to solve the problems of customers are very charming having
good facial expressions like smile that makes the customer feel good and
respectable. There is a saying of Hazrat Ali (A.S) that “wealth is the Sadqa of
respect”. That means that customers can be retained and defected due to respect.
How It Helps Us To Decrease The Defection Rate:
It may seem over the top, but this approach will reflect positively on your
business, product and services and an end-result will be outstanding customer
retention.
Loyalty Programs:
Loyalty programs used efficaciously by businesses such as the airlines industry are
really successful for marvelous customer retention. In this, you provide more than
just a value to your customers that satisfy customers more than the value. Loyalty
program can be in the shape of presenting specialty discounts for customers.
Example:
Warid’s loyalty program is the discount on monthly line rent. There’s criteria
defined with respect to line rent and security deposit and then subscriber is given
15% - 30% discount on monthly line rent. After subscriber deposited security
deposit, the discount on his/her monthly line rental will be implemented on the
next bill run, i.e. next month.
How It Helps Us To Decrease The Defection Rate:
Loyalty programs help the organization to retain the customers as the customer is
going to be royal for them. As far as Warid is concerned, it’s postpaid service
name is Zahi which means royal. When the loyalty is increases, per customer
revenue is also increase that means higher profit and low defection rate.
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