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MGT300 GROUP ASSIGNMENT(CASE STUDY ON CELCOM FACES NETWORKDISRUPTION)GROUP: JBA1113GPREPARED BY:NAME NO MATRIC ANIS AFRINA BINTI MAZLAN 2019244706 NURIN SYABRINA BINTI NORDIN 2019259318 NURUL ANISAH BINTI MOHD KAMIL 2019205158 SYARIFAH SYAMILA BINTI SYED IBRAHIM 2019242548 MARDIHA BINTI MAZLAN 20192...

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MGT300 GROUP ASSIGNMENT (CASE STUDY ON CELCOM FACES NETWORK DISRUPTION)

GROUP: JBA1113G PREPARED BY:

1. 2. 3. 4. 5. 6.

NAME ANIS AFRINA BINTI MAZLAN NURIN SYABRINA BINTI NORDIN NURUL ANISAH BINTI MOHD KAMIL SYARIFAH SYAMILA BINTI SYED IBRAHIM MARDIHA BINTI MAZLAN ILLIYANA BINTI MOHD NORSHAM

PREPARED FOR : MADAM HAIRIANI ABDUL HAMID

SUBMITTED ON : 20th December 2020

NO MATRIC 2019244706 2019259318 2019205158 2019242548 2019242924 2019242934

TABLE OF CONTENT

1.0 Introduction .................................................................................................................. 3 2.0 Issue............................................................................................................................... 4 3.0 Discussion and Solutions ............................................................................................ 5 4.0 Conclusion .................................................................................................................... 6 5.0 Recommendation .......................................................................................................... 7 5.1 Upgrading 3G/4G Signal Coverage ......................................................................... 7 5.2 Customer Service Network ………………………………………………………………..7 5.3 Improve Data Plan Package ………..………………………………………………….....7 6.0 References ...………………………..…………………………………………………………..8

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1.0 INTRODUCTION

The telecommunication sector is made up by companies that make communication possible around the world. Whether it is through or mobile phones, internet, through wire or wirelessly. These telecommunication companies make a platform that allows transferring data in words, voice, audio or video to be sent anywhere around the world. Telecom operators are providing network connectivity to telecom companies. High speed internet access, which can deliver data applications such as broadband information services and interactive entertainment. Telecommunications has become an increasingly important basic industry, which can help the economy and a continued growth of technological advances in every nation. The continuing advances in highspeed internet services and connectivity between devices keep driving innovation within the sector. Many of the industry focus is on providing faster mobile data services, especially in high resolution video. Essentially, the driving forces are toward quicker and clearer services, increased connectivity and multiapplication usage. Same goes to Celcom telecommunication company which is the oldest mobile telecommunications provider in Malaysia. Celcom offered to their customer a broader and more extensive internet coverage nationwide in Malaysia, compared to other cellular operators. Celcom had a 90% nationwide mobile service coverage with 3G availability and in 2018, Celcom improved its network experience, especially with the expansion of its 4G and 4G LTE-A population coverage to 88% and 76%. In this study, we are selecting Celcom Telecommunication Company as our investigation on the high speed internet access problem that they had faced. This problem has make their users feel frustrated and furious about the malfunction of their internet access when it happened. This research was intended to come out with the solution of the selecting problem in this case study. This research was developed through reviews of the existing platform for user feedbacks towards Celcom and stated information article about Celcom.

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2.0 ISSUE

The issue that we selected for our case study is regarding the famous network provider in Malaysia which is Celcom and their never ending problem with a connection disruption towards their customer that affected the customer daily activities. Based on the article, this might be the 6th time Celcom user is facing this problem. Due to the Covid-19 pandemic, most of Malaysian work from home and students like us will be having online class. This data services and network disruption will surely affected by what they were doing. this unexpected occurrence of network and data disruption is making the user feeling stress, as they all have an important task, meeting and exam to do. As in the article, you can see that there are several people who their work cannot be done because of the network disruption. Every time this data services and network disruption happen, the Twitter app will be full of user complaining. The keyword ‘Celcom’ will be in the trending topic on number 1. This shows just how many user is affected with this problem. Even though the problem was solved in a few hours, this shows that the efficiency of IT metric is low. This can be seen because the system could not handle the throughput, speed and availability of the network and their own user. The effectiveness of the network is also having trouble because of all the complain that were received and the customer satisfaction is not excellent.

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3.0 DISCUSSION AND SOLUTIONS

First issue from Celcom are line problem frequency. Celcom do not announce any notice to their customers on official web site or personally to customers and then make the customers mad because do not know what actually happen. In the same time, the internet problem always happens and it is like Celcom do not take any action to solve this problem. To solve this problem, their customer service worker should inform their customer by sending a message about the network interruption. This may help the customer less frustrated or angry towards the problem because they know what is happening. Also, it is better to give approximate time on how long the network problem will be fix. Next, customer service of Celcom is not efficient because they never take any action if they got complain from the customers. We can see the effect of this problem a lot of customers complain on Twitter until Celcom become trending on social media. It is will affect their brand name and face of big company in Malaysia. The solution for this issue is, the customer service’s staff should be send to training for their IT efficiency so they can improve their skills on how to reply quickly in a proper way to their customer. It also can improve their CRM with the customer. Workers in another part also should be alert with what happen and cooperate with each other to handle the situation. Reported on 30th August 2016 at New Straits Times, CEO of Celcom changes and have some issued about the nationality. This news and changers of top management will affect the organization based on manager’s style of working and how they command the employees. This will give a big change on worker’s productivity and service they offer to the customers. For this problem, the manager should improve his leadership style and be a better manager. A good manager should care about their worker and take action in any inconvenient situation. With a good leader, it can change the workers to be more efficient and alert when working. In the other hand, Celcom faces problem about some area are lack of internet service. If we can see not all places in Malaysia have a Celcom internet coverage even in the town. Normally, the customer will take an expensive data plan for the best service but the result is still the same. It is not giving any benefits to the customer and they will change telco company for better services. For this issue, the solution is their staff should find the problem and fix the problem quickly. They should be alert with their customers’ complaint and take immediate action. They also can give their customer suitable data plan to their customer according to their place. So, they must give the best performance for their customer so that their customer will be satisfied with Celcom services.

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4.0 CONCLUSION

Based on what we have point out about the various problem towards the efficiency and effectiveness towards the Celcom network and data disruption that the customer experience, based on their review and complain, the Celcom team need to work harder in upgrading or improve their services towards their data and network. This is because the efficiency and effectiveness is important. Based on the efficiency IT metrics, the transaction speed and system availability is one of the important factors. The transaction speed is the amount of time a system to works. This means that the company need to full fill this criteria. Besides that, system availability is where the number of hours available to the user. Meanwhile, on the effectiveness IT metric side, the company cannot satisfy the level of customer satisfaction. This point is very important as this will be the impression of the company towards other people. The customer satisfaction need to be satisfy and this will make the company excel in everything. Therefore, this issue can be concluded that every company will always experience hardship or problems, but it also means that constant servicing and improving is essential.

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5. RECOMMENDATION

5.1 Upgrading 3G / 4G signal coverage. Nowadays, even if you are in an urban or rural area it still does not guarantees you to get good cellular signals. Even though Celcom claims that they have the best coverage among all the telecommunication companies in Malaysia, but there is still no official announcement to justify the claim. As we know that Celcom in the middle of working to deploy the 5G network, it would be better if they stabilize and upgrading the 3G and 4G signal coverage first before they focused massively on the 5G network. A lot of customers complain that even though their phones stated a 4G signal but the connection was still slow. This show that Celcom signal coverage was still unstable.

5.2 Customer service system. This problem might be solved if Celcom improves their ways to entertain customers. Even though they have a “Contact Us” section on their website and Facebook page, the problem is when they mostly replied to a customer complaint with an auto-message system. It is frustrating since an auto-message sometimes could not full fill customer requests and lastly wasted customer time. Therefore, all Celcom staff should have deep knowledge about their service so they can immediately understand and respond to customer inquiries without using help from auto-message. Since the backbone of every successful business is customers themselves so Celcom should not turn off their customers easily and lastly causing them to lose a customer because of the bad customer service experience.

5.3

Improve data plan package.

As has been mentioned before, many of the Celcom customers complained that Celcom's internet plan was expensive and not worth it. Hence, Celcom should add more quotas in their internet plan, so the customers will not regret buying it. Not only that, but they can also offer internet plans based on customer preference and budget. As an example, for the customer that still a student, they can recommend unlimited data and call with renewable data for the hotspot at half price. Since nowadays student uses a lot of data for hotspot so they need to buy a new internet plan when the quota exhausted. For customers who are rarely using mobile data, they can recommend a quota internet plan at a cheaper price. This surely will make it easier for the customer to choose their internet plans and stay loyal to Celcom. 7

6.0 REFERENCES

1. Alexander Wong, 2020 November 5, [UPDATE] Celcom faces network disruption, data services

affected,

https://www.soyacincau.com/2020/11/05/celcom-data-network-

disruption-issue-xrs/

2. Business Times, 2016 August 30, Aziata defends appointment of foreigner as Celcom’ss

CEO,

https://www.nst.com.my/news/2016/08/169365/axiata-defends-

appointment-foreigner-celcoms-ceo

3. Said, M. F., & Adham, K. A. (2015). P1: Competing in the Broadband Service Industry. Asian

Case

Research

Journal,

19(01),

59-101.

https://www.theedgemarkets.com/article/celcom-ready-deploy-5g-matter-monthssays-ceo

4. Knapp, D. (2014). A guide to customer service skills for the service desk professional. Nelson

Education.

https://www.qualtrics.com/experience-

management/customer/service-tips-skills/

5. Bruzzone, A. (2012). Guidelines for ferry transportation services (Vol. 152). Transportation Research Board. https://www.nap.edu/read/14644/chapter/2

6. Amir, E., & Lev, B. (1996). Value-relevance of nonfinancial information: The wireless communications industry. Journal of accounting and economics, 22(1-3), 3-30. https://www.investopedia.com/ask/answers/070815/what-telecommunicationssector.asp

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