Tata Docomo's new customer care initiatives

A Kannada speaking customer from Karnataka, for example, traveling to Amritsar (Punjab), can speak to a call centre person in Kannada if he needs any help form the service operator. This was made possible by linking a mobile number with preferred language selected the first time the customer called a call centre in his or her home circle.

“Our system has been programmed to identify a mobile number with preferred language and accordingly the call gets diverted to a representative who speaks that language,” explained Tata Docomo Chief Operating Officer — Karnataka & Regional Head—South Yatish Mehrotra.

Tata Docomo’s research has also revealed that most customers prefer to talk to a person rather than an interactive voice recorder which takes a caller through a lengthy cumbersome options-driven system. The company, therefore, has created an option that allows a caller to speak to a customer care executive by pressing ‘9’ after the language option. Mehrotra claimed that large investments in call centres help Tata Docomo to pick up calls within 10 seconds for 98 per cent of calls.

Tata Docomo has also introduced — Live Chat that allows a registered customer to chat live with an agent on the company’s website to get any issues resolved. After introducing ‘one paisa per second’ call rate a year ago for local and STD calls, recently Tata Docomo launched an ISD Pack that allows its subscribers in Karnataka making international calls to any phone in the US and Canada at 1 paisa per second. The ISD Pack is available at Rs 198 with a talk time of Rs 140 with validity of 30 days.

The company also introduced ‘Pay per site’ scheme for Tata Docomo internet users who only browse 2 or 3 sites regularly can now be free from monthly rentals and packs.