anupam_goswami
New member
Xavier Institute of Management, Bhubaneswar
Business Process Automation Individual assignment
Nokia Care in India
Submitted to: Prof. Sanjay Mohapatra
Submitted by: Anupam Goswami (U108011)
Table of Contents
Nokia India 3
Executive summary 3
Overview of Nokia India 4
Vision 4
Mission 4
Goals 4
Business Strategy 4
Operation strategy 4
Nokia India Care 5
Mission 5
Goals of Nokia India Care 5
Stakeholders 5
Objectives of BPA at Nokia India Care 5
Strategy 6
Application strategy 6
Technology management strategy 7
Change management strategy 7
Training plan 8
Processes and procedures 9
Transactions 11
Data 11
Knowledge management 11
Expert system 12
Business intelligence 12
Return on investment 12
Qualitative 12
Quantitative 12
Costs 12
Bibliography 13
Nokia India
Executive summary
The project report deals with basic structure and functioning of Nokia Care India. The company provides after sales service through Nokia care centers located in various cities. These care centers are equipped with the latest technology and interconnected with the care centers throughout the country.
With the mission of low cost products and high customer satisfaction, the study sets out talk about the various ways to automate the business processes focused on addressing customer request, repairing products/components and recycling.
While following the BPA framework, the strategy has been divided into three major classifications: Application strategy for automation and integration of the process; Technology management strategy; and Change management strategy which also incorporate the comprehensive training program necessary.
The framework enables collection of data, analysis followed by useful implementation through development of expert system and business intelligence which keeps all the processes continuously evolving and efficient, thus increasing customer delight.
Overview of Nokia India
Nokia has been a pioneer of the cellular technology growth for India when it started with the first cellular call made a decade ago through a Nokia handset and over a Nokia network.
Businesses in India include:
• Devices business • R & D centers
• Services business • Design Studio
• Infrastructure business • Manufacturing in India
Vision
“Our promise is to help people feel close to what is important to them”
People want to be truly connected, independent of time and place, in a way that is very personal to them. And, Nokia’s promise is to connect people in new and better ways.
Mission
Nokia’s mission is to increase customer base by reducing cost and enhanced customer satisfaction.
Goals
• Become leader of enterprise mobility, while focusing on the voice, multimedia and mobile services
• Overtake rivals in terms of technology and features, while maintaining cost advantage
• Increase fraction of handsets with touch screens and Symbian user interface
• Improve growth rate in sales by 25% in two years by improving penetration into tier 3 cities and villages taking advantage of the increasing tele-density
• Improve post sale services to improve customer satisfaction indices
• Recycle and improve technologies to reduce cost of owning a handset by 10% in a year
• Good and responsible contribution in societies of operation while reducing waste to minimum
Business Strategy
Nokia’s strategy is to build trusted consumer relationships by offering compelling and valued consumer solutions that combine beautiful devices with context enriched services. It focuses on the strategy to lower the cost of owning and operating a mobile phone and to bring the benefits of mobile telephony to people in emerging markets.
Operation strategy
• Improve production flexibility to manage the reducing product life cycles
• Enhance production process efficiency & access to cheaper resources like components, skilled labor
• Increase the product variety to satisfactorily cater the needs of the customer from the mass to HNW
• Better quality of handsets to act as a competitive advantage
• Keep customer at the center while developing a product using feedback, primary research, CRM etc.
• Promote customer care as a key differentiator
• Go green by encouraging recycling and using environment friendly or disposable material
Nokia India Care
Mission
Derived from the corporate goals and strategies, its mission is the high commitment towards the customer and focus on providing excellent post sales services.
Goals of Nokia India Care
These goals have been developed based on the external facing operation strategies:
• Extended customer care service over the original manufacturer’s limited warranty
• Customer ease
• Encourage recycling of products
• Quality servicing within record time through higher location penetration, state of the art technology, engineers etc. modeled on the global Nokia care
• Monitor performance of care centers and use fee
Stakeholders
• Customers
• Nokia care work force
• Hardware vendor
• Society and environment
Objectives of BPA at Nokia India Care
To reach the goals described above, it is necessary to automate the processes keeping the following expectations/objectives:
• Improve customer loyalty and retention levels by increasing efficiency and effectiveness of responses to customer requests
• Bring flexibility to accommodate varying servicing plans
• Reduce costs
• Improve response times
• Simplify process for better understanding and use by customer
• Reduce post purchase support costs for customers
• Automate service delivery by using location centric approaches to identify problem location, nature, response responsibility
Strategy
Application strategy
Developed while keeping in mind the functions of Nokia Care, these strategies have been decided modeled by the management as well as the work force with the BPA objectives as the mould.
• CRM
o eCare customer support to enhance the quality and effectiveness of call center remedies
o Remote management to be used in case the local care center lacks the expertise remedy a problem
• Hardware and services support
o Capture and route customer requests efficiently
o Enterprise wide application hub to integrate all processes and technologies
o Sequence of computer instructions to allow technical support regardless of experience
o Managed scripts to deploy exact comprehension at the front end
o Near real time update of repair status on web site for viewing by customers
• Integration with component or software manufacturer
o Records of problems with a component or software is sent as a report to the manufacturers
o Component inventory replenished on a periodic basis by keeping the manufacturer updated on a real time basis
• Automate billing support
o Online user friendly platform for change in payment method along with authorization which modifies all such instances with Nokia database
• Service experience
o Efficient knowledge management for product development
o Use expert system for handling customer requests as well as enable workforce to better serve trouble shooting requests
o Use business intelligence to evolve internal processes, routing requests and product development
• Web based platform
o Regularly updated platform integrated with the central database and tools used internally by the Nokia care workforce
o Use of forms, email service to enable communication between customer and Care center
o Use of expert system to direct queries and help troubleshoot to enable faster responses
• Monitoring
o Trimester reviews with customers on all areas to integrate Care, Sales, Pricing, R&D, Quality etc.
o Use of scorecards to identify improvement areas against benchmarks
o Use of expert system and MIS reports to bi-annual strategy reviews
• Recycling
o Equipment to separate components of mobile for proper disposal
o Recycle material after extraction
Technology management strategy
Change management strategy
Training plan
Processes and procedures
• Product price and availability
o Locate care center addresses, contact information, opening times through the website
Input: area, city details
o Locate store addresses, contact information, opening times through the website
Input: area, city details along with searched service classifications
• Diagnostics/Product malfunction and care points
o Repair
Each of the following processes are further subdivided based on product/service classifications
• Care center locator
• Online service appointment
• Online status of phone repairs requiring job sheet number
• Battery advice requiring batter identification number followed by common troubleshooting steps
• Care protect is classified based on product series range, location and registration. It extends the manufacturer’s limited warranty and provides support, repair and maintenance using one upfront price. It can be obtained at any Nokia retailer or care center. Repair or replace on certain conditions without any further deductions or fees. It provides several checks on parts or conditions which are not covered to avoid litigation and provide a clear understanding to the customer
o Procedure: Purchase the service – Register the product – Retrieve certificate – Contact care center – Return product – Follow status online
• Warranty
o Common problems: Contains a list of common problems along with solutions based on feedback and mining and analysis of historic data. In case of problem not being solved by these steps, the customer is advised to visit a care center
o Warranty
Provides a set of parts/components and conditions of use which are not covered, limitation of liability, obligations
Procedure to claim warranty service:
• Procedure: Call care center – return product or affected part before warranty expiry – provide proof of purchase – follow repair status online
o Recycle
Procedure: Store data using pc-suite – Remove SIM and memory cards - Locate nearest recycling point – Separate into components like charger, batteries, packaging etc.
Procedure of recycling: Warranty return – Take back – Raw material extraction – Material production – Component production – Product assembly - Use
• Troubleshooting
o Nokia discussions with other users and Nokia experts. Classified by products, software, media, top solutions etc.
o FAQ
o Nokia PC Suite: Downloaded from the website
Procedure: Download and install the tool – Connect device to computer – Synchronize – Backup and restore – Manage files, contacts, calendar, calls, messages, multimedia
• Contact Nokia care
o Ask Nokia: Classification based on topic, message, address
o Nokia careline: Contact, repair, store locator
• Nokia account
o Procedure: Find product status – Register – Get tips and tricks, promotions and demos on email
• Billing
o Understanding the bill statement
o Online request for the statement: Register product – Link bank account – Transfer of funds to Nokia
o Change billing method: Old contact info and payment method details – New contact info and payment method details – Information of credit - Authorization
• Request routing and remedying
o Procedure: Classify request based on product / component / software / multimedia / warranty / care protect – Locate care center location – Engineer – Return of part/product – Required set of instructions or manuals on dashboard to remedy – Contact Nokia global care if reqd. - Product is returned – Store and process the request history by data warehousing followed by mining
Transactions
Each transaction might require location details, registration details, job sheet number, product detail etc. depending on the procedure to avail a service
Data
The data from each transaction contains customer and product details, history of problems associated with each, product, software, multimedia further classified by region of sale, manufacturing and assembly base, remedial history along with iterations are stored in a central database which is indexed for proper classifications and secured by access control for the internal users.
Knowledge management
Strategies and practices to spot, fashion, characterize, allocate and facilitate implementation of the experiences and learning to create a proprietary knowledge to serve as a competitive advantage while providing better customer after sales services. Tools like process mapping or based on work models can be used.
It will again be done at four levels:
• Transaction models for automation related to routine processes
• Development of capability and experience
• Integrate processes and teams
• Learning and framing strategies
Open communication is encouraged in day to day activities along with development of strategies by the workforce. The global organization incorporates Nokia India Care in its matrix structure to align the care center employees and the strategies followed by them with the global practices after taking into account the local differences. KM is then used to better understand the trends and requirements of customers and utilize this knowledge in product development
Expert system
Using the processed output from the knowledge management system and analyzing the historic data the expert system is to be built. Internally it will help automate the request routing process to avoid confusion and speed up response to customer requests. It will also be used to build or evolve the dashboard to enable the engineers better handle the requests by using automated set of instructions and solutions or approaches to more frequent problems. It also has external use by providing frequent trouble shooting methods directly to the customer on the website. It is absolutely essential to build the Nokia care suite for use by the customers.
Business intelligence
Uses of BI include:
• Development of products
• Doing what if or simulation analysis on changing technology and customer interaction strategies
• Forecasting
• Answering or routing rather uncommon customer requests
Return on investment
Qualitative
• Develop a competitive advantage over crowded competitors
• Build customer understanding
• Better customer communication
• Improved quality and remedying requests
• Increased flexibility in processes
• Streamline process integration
• Empower work force
Quantitative
• Reduce downtime, work force requirements
• Improve productivity, efficiency and effectiveness with fast customer access
• Reduce time on administration and increase time allotted to handle customer requests
• Reduce costs
• Faster product introduction
Costs
• Hardware: Upgrades or new
• Software: Core or support
• Communication: Basic and integration
• Training: Technology, executive, external conferences, six sigma etc.
• Support and maintenance
WACC= around 12.2%
Bibliography
• Nokia's Strategy in India | Business Strategy Case Studies | Case Study in Business, Management
• Introducing Nokia Care Protect for your Nokia phone | Manila Bulletin Newspaper | Find Articles at BNET
• Nokia - Care centers EoL in Asia - Case studies - Environment - Corporate responsibility
• Press releases - Nokia India
• Nokia Care India ? Customer Care / Support Center Phone Number Once Upon A Time In India
• http://www.nokia.co.in/get-support-and-software/contact-us
• Nokia India Launches First Care Centre In Mumbai
• Best Billing and Customer Solution | Global Mobile Awards | GSMA
• http://www.nokia.com/NOKIA_COM_1/Co...Environment_/Publications/env_report_2000.pdf
• http://www.serviceinstitute.com/CSE_AM_March09.pdf
• http://net.educause.edu/ir/library/pdf/EQM0044.pdf
Business Process Automation Individual assignment
Nokia Care in India
Submitted to: Prof. Sanjay Mohapatra
Submitted by: Anupam Goswami (U108011)
Table of Contents
Nokia India 3
Executive summary 3
Overview of Nokia India 4
Vision 4
Mission 4
Goals 4
Business Strategy 4
Operation strategy 4
Nokia India Care 5
Mission 5
Goals of Nokia India Care 5
Stakeholders 5
Objectives of BPA at Nokia India Care 5
Strategy 6
Application strategy 6
Technology management strategy 7
Change management strategy 7
Training plan 8
Processes and procedures 9
Transactions 11
Data 11
Knowledge management 11
Expert system 12
Business intelligence 12
Return on investment 12
Qualitative 12
Quantitative 12
Costs 12
Bibliography 13
Nokia India
Executive summary
The project report deals with basic structure and functioning of Nokia Care India. The company provides after sales service through Nokia care centers located in various cities. These care centers are equipped with the latest technology and interconnected with the care centers throughout the country.
With the mission of low cost products and high customer satisfaction, the study sets out talk about the various ways to automate the business processes focused on addressing customer request, repairing products/components and recycling.
While following the BPA framework, the strategy has been divided into three major classifications: Application strategy for automation and integration of the process; Technology management strategy; and Change management strategy which also incorporate the comprehensive training program necessary.
The framework enables collection of data, analysis followed by useful implementation through development of expert system and business intelligence which keeps all the processes continuously evolving and efficient, thus increasing customer delight.
Overview of Nokia India
Nokia has been a pioneer of the cellular technology growth for India when it started with the first cellular call made a decade ago through a Nokia handset and over a Nokia network.
Businesses in India include:
• Devices business • R & D centers
• Services business • Design Studio
• Infrastructure business • Manufacturing in India
Vision
“Our promise is to help people feel close to what is important to them”
People want to be truly connected, independent of time and place, in a way that is very personal to them. And, Nokia’s promise is to connect people in new and better ways.
Mission
Nokia’s mission is to increase customer base by reducing cost and enhanced customer satisfaction.
Goals
• Become leader of enterprise mobility, while focusing on the voice, multimedia and mobile services
• Overtake rivals in terms of technology and features, while maintaining cost advantage
• Increase fraction of handsets with touch screens and Symbian user interface
• Improve growth rate in sales by 25% in two years by improving penetration into tier 3 cities and villages taking advantage of the increasing tele-density
• Improve post sale services to improve customer satisfaction indices
• Recycle and improve technologies to reduce cost of owning a handset by 10% in a year
• Good and responsible contribution in societies of operation while reducing waste to minimum
Business Strategy
Nokia’s strategy is to build trusted consumer relationships by offering compelling and valued consumer solutions that combine beautiful devices with context enriched services. It focuses on the strategy to lower the cost of owning and operating a mobile phone and to bring the benefits of mobile telephony to people in emerging markets.
Operation strategy
• Improve production flexibility to manage the reducing product life cycles
• Enhance production process efficiency & access to cheaper resources like components, skilled labor
• Increase the product variety to satisfactorily cater the needs of the customer from the mass to HNW
• Better quality of handsets to act as a competitive advantage
• Keep customer at the center while developing a product using feedback, primary research, CRM etc.
• Promote customer care as a key differentiator
• Go green by encouraging recycling and using environment friendly or disposable material
Nokia India Care
Mission
Derived from the corporate goals and strategies, its mission is the high commitment towards the customer and focus on providing excellent post sales services.
Goals of Nokia India Care
These goals have been developed based on the external facing operation strategies:
• Extended customer care service over the original manufacturer’s limited warranty
• Customer ease
• Encourage recycling of products
• Quality servicing within record time through higher location penetration, state of the art technology, engineers etc. modeled on the global Nokia care
• Monitor performance of care centers and use fee
Stakeholders
• Customers
• Nokia care work force
• Hardware vendor
• Society and environment
Objectives of BPA at Nokia India Care
To reach the goals described above, it is necessary to automate the processes keeping the following expectations/objectives:
• Improve customer loyalty and retention levels by increasing efficiency and effectiveness of responses to customer requests
• Bring flexibility to accommodate varying servicing plans
• Reduce costs
• Improve response times
• Simplify process for better understanding and use by customer
• Reduce post purchase support costs for customers
• Automate service delivery by using location centric approaches to identify problem location, nature, response responsibility
Strategy
Application strategy
Developed while keeping in mind the functions of Nokia Care, these strategies have been decided modeled by the management as well as the work force with the BPA objectives as the mould.
• CRM
o eCare customer support to enhance the quality and effectiveness of call center remedies
o Remote management to be used in case the local care center lacks the expertise remedy a problem
• Hardware and services support
o Capture and route customer requests efficiently
o Enterprise wide application hub to integrate all processes and technologies
o Sequence of computer instructions to allow technical support regardless of experience
o Managed scripts to deploy exact comprehension at the front end
o Near real time update of repair status on web site for viewing by customers
• Integration with component or software manufacturer
o Records of problems with a component or software is sent as a report to the manufacturers
o Component inventory replenished on a periodic basis by keeping the manufacturer updated on a real time basis
• Automate billing support
o Online user friendly platform for change in payment method along with authorization which modifies all such instances with Nokia database
• Service experience
o Efficient knowledge management for product development
o Use expert system for handling customer requests as well as enable workforce to better serve trouble shooting requests
o Use business intelligence to evolve internal processes, routing requests and product development
• Web based platform
o Regularly updated platform integrated with the central database and tools used internally by the Nokia care workforce
o Use of forms, email service to enable communication between customer and Care center
o Use of expert system to direct queries and help troubleshoot to enable faster responses
• Monitoring
o Trimester reviews with customers on all areas to integrate Care, Sales, Pricing, R&D, Quality etc.
o Use of scorecards to identify improvement areas against benchmarks
o Use of expert system and MIS reports to bi-annual strategy reviews
• Recycling
o Equipment to separate components of mobile for proper disposal
o Recycle material after extraction
Technology management strategy
Change management strategy
Training plan
Processes and procedures
• Product price and availability
o Locate care center addresses, contact information, opening times through the website
Input: area, city details
o Locate store addresses, contact information, opening times through the website
Input: area, city details along with searched service classifications
• Diagnostics/Product malfunction and care points
o Repair
Each of the following processes are further subdivided based on product/service classifications
• Care center locator
• Online service appointment
• Online status of phone repairs requiring job sheet number
• Battery advice requiring batter identification number followed by common troubleshooting steps
• Care protect is classified based on product series range, location and registration. It extends the manufacturer’s limited warranty and provides support, repair and maintenance using one upfront price. It can be obtained at any Nokia retailer or care center. Repair or replace on certain conditions without any further deductions or fees. It provides several checks on parts or conditions which are not covered to avoid litigation and provide a clear understanding to the customer
o Procedure: Purchase the service – Register the product – Retrieve certificate – Contact care center – Return product – Follow status online
• Warranty
o Common problems: Contains a list of common problems along with solutions based on feedback and mining and analysis of historic data. In case of problem not being solved by these steps, the customer is advised to visit a care center
o Warranty
Provides a set of parts/components and conditions of use which are not covered, limitation of liability, obligations
Procedure to claim warranty service:
• Procedure: Call care center – return product or affected part before warranty expiry – provide proof of purchase – follow repair status online
o Recycle
Procedure: Store data using pc-suite – Remove SIM and memory cards - Locate nearest recycling point – Separate into components like charger, batteries, packaging etc.
Procedure of recycling: Warranty return – Take back – Raw material extraction – Material production – Component production – Product assembly - Use
• Troubleshooting
o Nokia discussions with other users and Nokia experts. Classified by products, software, media, top solutions etc.
o FAQ
o Nokia PC Suite: Downloaded from the website
Procedure: Download and install the tool – Connect device to computer – Synchronize – Backup and restore – Manage files, contacts, calendar, calls, messages, multimedia
• Contact Nokia care
o Ask Nokia: Classification based on topic, message, address
o Nokia careline: Contact, repair, store locator
• Nokia account
o Procedure: Find product status – Register – Get tips and tricks, promotions and demos on email
• Billing
o Understanding the bill statement
o Online request for the statement: Register product – Link bank account – Transfer of funds to Nokia
o Change billing method: Old contact info and payment method details – New contact info and payment method details – Information of credit - Authorization
• Request routing and remedying
o Procedure: Classify request based on product / component / software / multimedia / warranty / care protect – Locate care center location – Engineer – Return of part/product – Required set of instructions or manuals on dashboard to remedy – Contact Nokia global care if reqd. - Product is returned – Store and process the request history by data warehousing followed by mining
Transactions
Each transaction might require location details, registration details, job sheet number, product detail etc. depending on the procedure to avail a service
Data
The data from each transaction contains customer and product details, history of problems associated with each, product, software, multimedia further classified by region of sale, manufacturing and assembly base, remedial history along with iterations are stored in a central database which is indexed for proper classifications and secured by access control for the internal users.
Knowledge management
Strategies and practices to spot, fashion, characterize, allocate and facilitate implementation of the experiences and learning to create a proprietary knowledge to serve as a competitive advantage while providing better customer after sales services. Tools like process mapping or based on work models can be used.
It will again be done at four levels:
• Transaction models for automation related to routine processes
• Development of capability and experience
• Integrate processes and teams
• Learning and framing strategies
Open communication is encouraged in day to day activities along with development of strategies by the workforce. The global organization incorporates Nokia India Care in its matrix structure to align the care center employees and the strategies followed by them with the global practices after taking into account the local differences. KM is then used to better understand the trends and requirements of customers and utilize this knowledge in product development
Expert system
Using the processed output from the knowledge management system and analyzing the historic data the expert system is to be built. Internally it will help automate the request routing process to avoid confusion and speed up response to customer requests. It will also be used to build or evolve the dashboard to enable the engineers better handle the requests by using automated set of instructions and solutions or approaches to more frequent problems. It also has external use by providing frequent trouble shooting methods directly to the customer on the website. It is absolutely essential to build the Nokia care suite for use by the customers.
Business intelligence
Uses of BI include:
• Development of products
• Doing what if or simulation analysis on changing technology and customer interaction strategies
• Forecasting
• Answering or routing rather uncommon customer requests
Return on investment
Qualitative
• Develop a competitive advantage over crowded competitors
• Build customer understanding
• Better customer communication
• Improved quality and remedying requests
• Increased flexibility in processes
• Streamline process integration
• Empower work force
Quantitative
• Reduce downtime, work force requirements
• Improve productivity, efficiency and effectiveness with fast customer access
• Reduce time on administration and increase time allotted to handle customer requests
• Reduce costs
• Faster product introduction
Costs
• Hardware: Upgrades or new
• Software: Core or support
• Communication: Basic and integration
• Training: Technology, executive, external conferences, six sigma etc.
• Support and maintenance
WACC= around 12.2%
Bibliography
• Nokia's Strategy in India | Business Strategy Case Studies | Case Study in Business, Management
• Introducing Nokia Care Protect for your Nokia phone | Manila Bulletin Newspaper | Find Articles at BNET
• Nokia - Care centers EoL in Asia - Case studies - Environment - Corporate responsibility
• Press releases - Nokia India
• Nokia Care India ? Customer Care / Support Center Phone Number Once Upon A Time In India
• http://www.nokia.co.in/get-support-and-software/contact-us
• Nokia India Launches First Care Centre In Mumbai
• Best Billing and Customer Solution | Global Mobile Awards | GSMA
• http://www.nokia.com/NOKIA_COM_1/Co...Environment_/Publications/env_report_2000.pdf
• http://www.serviceinstitute.com/CSE_AM_March09.pdf
• http://net.educause.edu/ir/library/pdf/EQM0044.pdf