CUSTOMER SERVICE AND SALES PERFORMANCE OF MTN-UGANDA LIMITED

ABSTRACT

This is a study about customer service and sales performance at MTN Uganda.

MTN group was first incorporated in south Africa in 1994.The liberalization of Ugandan

Economy and the telecommunication industry in 1990 after being monopolized by the

Ugandan government, lead to the launching of the third national mobile telecommunication

operator (MTN) in 1998.MTN has grown to be the leading telecommunication company in

Uganda, have over 1236000 customers, 63% market share.

On 21 October 1998 MTN launched commercial services in Uganda, just six months after

signing the second National operator (SNO) license.

The license required that provide 89000 lines in the first five years of operation.

I% of MTN' gross annual revenues was to be submitled Uganda communication's

commission (UCC).

Submission of reports on subscriber numbers to UCC

Submission of tariffs before they are communicated to the public.

In 8 years in which MTN has operated in the country, Uganda's teledensity has risen from one

of the lowest in Africa at only 0.27% to 5.8% today. The massive increase in market size is

largely due to MTN Uganda's goal of making telecommunications accessible to the services,

backed by efficient distribution and innovation marketing, has seen MTN Uganda's

subscriber base swell.

A qualitative design was used to find out and explain sales performance and customer service

care. Qualitative design was also used to yield numeric presentations as supporting

information to the data findings. In general, study employed a cross section of survey design

which was found absolutely necessary because a cross section of different categories of the

respondents in the target population was studied at one point in time.

The statement of the problem states that la1owledge about the sales performance and customer

service care and its effect on performance of the company remains limited. Further, though it

is evident that MTN is the leading Telecom Company in Uganda, little is known about its

sales performance and customer care service ~hus a need to venture in this field of research.

Therefore, this study will explore the sales performance of MTN Uganda and Customer

service, its effect on company performance and generate information that would help m

addressing the short falls in sales and customer care performance.

V

The purpose of the study is to I enable MTN understand its sales performance and the quality

of customer service care.

The study will help customers to get personal satisfaction and fulfillment of services from

MTN.

The findings of the study will enable MTN identify areas that need improvement in sales

performance and customer care.

The broad goal of the study was to find out sales performance and customer care at MTN

Uganda.

The specific objectives include the following,

Determine the significant relationship between customer service and sales performance of

MTN-Uganda Limited.

To find out the overall performance of sales at MTN Uganda.

To find out the shortcomings that still exist in sales performance at MTN Uganda

The study covered Kampala city and the MTN Head office, Customer care departments at

Shoprite and Garden City.

The literature review concentrated on sales performance and the customer service care. It

analyses work from many scholars in the area of sales and customer care.

The findings indicated that46% of the customers interviewed thought that the MTN customer

care was very good, 20% thought the services were good, 30% thought the services were fair

and 3% indicated that the services were poor. This signifies that o average the MTN customer

care services were good.

The findings indicated that improvement in customer care has led to improvement in general

performance of sales by 33%, 16%, 43%, 3% and 3% respectively.

This implies that improvement in customer care is synonymous with mcrease m sales

performance.

Like any other entity, it would be ridiculous to suggest that MTN had no shortcomings in their

sales performance despite recording a steady growth over the years. The study analyses the

problems of MTN in sales performance ad customer care.

The study suggests recommendations for the purpose of improving sales performance and

customer care services at MTN.