Report on Robi, Bangladeshi Telecompany

Telecom industry is one of the significant industries of Bangladesh. There are some very strong participants in this sector, which has made this a very competitive market. Despite the high entry costs, new companies are gradually coming into this industry. Currently there are 6 competitors in this telecom market in our country. AXIATA Group take over the ownership of AKTEL and very recently they have been reformed with new slogan, new motto and last but not the least, they have changed their brand name to ROBI from what it was earlier, AKTEL. Good quality with providing full customer satisfaction is the main mission of ROBI.

As because AXIATA Group came with a new name and new mission, they have set their target customers primarily will be young generation and apart from that they will try to reach more of their existing customers with their new products and services and also they want to make huge contribution in the socio-economy of our country. So their focus is to provide refreshment to the customers in a comparatively cheaper call rates and other customer services.

ROBI have some competitors for example: GrameenPhone Ltd, Bangla Link, Airtel Bangladesh, City Cell Ltd, and Tele Talk. ROBI wants to make huge impression in this industry and they ill try to capture more and more market shares, so they will inform all aged people by following advertising and other sales promotion. As it has changed their name, it is little bit difficult to capture the customer’s attraction and once the customers will familiar with the product, and then it will be very easy to launch our product in its selected areas. ROBI is always trying to focus improving its products and services based on customer demand, satisfaction and preferences.

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Primary Objective:

The primary objective of this project is to learn about the Training and Development process of the ROBI mobile company.

Report objective:

• Detailed information about Training and development process of the company.
• To focus on different types of Training programmes, Supervisor of the programmes, Trainee, Trainer, Training time, Training place, Training needs, Trainee evaluation.
• To focus on different Development programmes and different Development process.
• To know the problems of Training and Development process and recommendation for that problems.

Methodology

We used Secondary data to make this report. And that is why the data and information is taken from newspaper, business magazines, and catalogs and also from the internet.

Limitations

The major limitation factor for this report was primarily the reluctance and strict devotion to confidentiality maintenance attitude shown by the official website of ROBI mobile company. Moreover, some information was withheld to preserve privacy of the company. So, we couldn’t give the exact information always. Most of all we had very little time to finish this project. If we had some time more the project could have been better. But inspite of that we have tried our level best to make the report data more meaningful.

Company Overview

Robi is a dynamic and leading countrywide GSM communication solutions provider. It is a joint venture company between Axiata and NTT DoCoMo, Japan. Robi was officially commenced its operations in 1997 among the pioneers GSM mobile telecommunications provider in Bangladesh.

Covering all 64 districts of the country, Robi has become the first mobile operator to connect Tetulia and Teknaf, the northern and southern most points of Bangladesh and the first to provide seamless coverage along the Dhaka-Chittagong highway. Robi supports 2G voice, CAMEL phase 2 and GPRS/EDGE service with high speed internet connectivity. It has the widest International Roaming coverage in Bangladesh connecting 440 operators across 203 countries.

Robi’s GSM service is based on a robust network architecture and cutting edge technology such as Intelligent Network (IN), which provides peace-of-mind solutions in terms of voice clarity, extensive nationwide network coverage, and multiple global partners for international roaming. Robi customer centric solution includes value added services (VAS), quality customer care, easy access call centers, digital network security, and flexible tariff rates. With its strengths and competencies developed over the years, Robi aims to provide the best quality service experience in terms of coverage and connectivity to its customers all over Bangladesh.

Vision:

To be a leader as a Telecommunication Service Provider in Bangladesh.

Mission:

ROBI aims to be achieving its vision through being number “One” not only in terms of market share, but also by being an employer of choice with up-to date knowledge and products geared to address the ever changing needs of our budding nation.

Theme:

“Customer First” Major Milestones of ROBI:

• First time introduced the 'mobile Plus (PSTN Incoming Connectivity only) Product Services' in Bangladesh.
• First time introduced the Tele-Ramadan (Timing of Iftar and Sehri during Ramadan) under Tele-info Services in Bangladesh.
• First time introduced the Seamless Coverage throughout the Dhaka- Chittagong Highway and named it as 'Chittagong Dhaka Corridor (CDC)'.
• First time introduce the full fledged IVR based Customer Services (Call Center) in telecom market.
• First time introduced cellular services in the most northern part of Bangladesh by launching ROBI Service in Rangpur and Dinajpur in 2002.
• TMIB brought Twenty Six (26) Districts and the outskirts under ROBI network by the end of Year 2002 successfully.
• Introduced the automatic system generated bill amount and payment request for the Post-paid subscribers in 2002.

The automatic unbarring facility, after necessary payment making by the subscribers, is also a part of this system. Today, ROBI is recognized as a leading brand in Bangladesh and this is driven by our persistent pursuit of quality and technology, putting it clearly ahead of the rest. The future with ROBI is promised to be exciting as we strive to employ the best resources and latest technology in offering many more innovative and exciting products and services Statement of the Topic We have selected the topic of Determination of Training and Development needs in ROBI for our report.

Training Programmes in ROBI

The training program is a vital link in the process of converting the recruit into productive representatives. The money, which is spent on recruiting and selecting people, may be wasted if their selection is not followed up with the proper training programs. Additionally, experienced reps may not improve or even maintain their productivity if they are not provided with an adequate amount of continual training. So the purpose of training is to relate and improve the specific performance related skills, attitudes, perception and behaviors require people’s success with the state of readiness of the force.

As ROBI is the leading provider of telecom services, they always want to serve their best. That is why, they have very strong and effective training department to train the best training to their employees. At ROBI the top-level management believes that their primary competitive advantage comes from their employees. In the ever-changing mobile industry, all of they must continuously upgrade their skills and knowledge in order to maintain this competitive advantage. Their training programs are based on the job natures and the performance of the employees.

Their goal is to attract, retain and motivate the very best and to do that they support training, development, and business education. Importance of Training and Development Process in ROBI Training and Development is the field concerned with organizational activity aimed at bettering the performance of individuals and groups in organizational settings. In other words it means taking human inputs recruited or even existing employees and turning them into productive part of the company. ROBI believes that Training programs should be taken as a continual, ongoing process, which improve the scenario in different dimensions such as:

• Training process is conducted to provide the freshers the basic knowledge which is required to perform their specific job perfectly.
• Robi provides practice session for the new employees, to implement the basic knowledge. Because Robi believes on the more practice the more perfect empolyee.
• Training provides the people with better improved knowledge, working habits, working techniques which are essential part to achieve both employee and company satisfaction and thus retaining them in the long run.
• Training programs also help trainee to develop positive attitude about themselves and company as a whole.

As a developing country, Bangladeshi people, in general, are not very aware about the technological changes that are taking place. Through Training and Development process ROBI wants to make the each and every employee that much capable so that they can prove themselves as one of the most vital weapons to achieve overall, long-run goals of the organization. And from these discussions we can realize that how important the Training and Development process is in ROBI.

Training Process in ROBI

ROBI uses different training technique depending on the training content, urpose of the training program, participants of the program as well as time required for the completion of the training. The training program of ROBI is conducted before sending the entry level employees to the workstation. The training need of each employee is analyzed through two processes: TNA: Training Need Analysis  and SGA: Skill Gap Analysis. The results of these two Training Need Analysis processes measures how much training each employee needs There are two types of training process:

In-house training:

This training is provided through the vendors. Employee supervisors or line managers provide a coaching for the new employees. In coaching, lectures are delivered to provide knowledge related to the specific jobs. A lecture is the best way to present a basic outline of a subject in a shorter time to a larger number of trainees than any of the other techniques. For example, when information about ROBI’S products, new services, and new findings in the research and company information, market condition is to be given to the trainees then the training department adopts lectures.

With this technique, a trainer can handle a higher number of participants and give greater volume of information within a short time period

Foreign training:

To implement new technology Robi have to train their new employees from foreign countries. They have arranged for international training for their employees according their performance . In this case the employee has to sign a Bond assuring the company that he will not leave company next few years. This duration varies based on the training. Employees are mainly sent to Malaysia for this higher training.

The cost of relocations, the whole expense of food and housing are providing by ROBI Company as long as they are in the abroad for training. Job rotation: ROBI provide job rotation to the entry-level employees. In this process they don’t send their employee of one department to another department for training. What they do is that they just send employee of one branch to another or one region to another.

Discussion:

In ROBI, when any new system is launched or when there is any need for changing the technique or policies, discussion is used as a training method where both the trainer and the trainees can share their thoughts and opinions.

During the leadership training, induction training as training on advanced selling skill; the training department usually prefers discussion. Sometimes, when cases are given to the trainees to solve the problem and suggest recommendation, group discussion also takes place among the trainees. Supervision of training by ROBI HR Department Though the training programs are provided by different departments, the overall supervision is upon the HR department. They look after the overall process and do some routine functions. They are as follows:

• Prepare, maintain and update training related database.
• Prepare career development plan
• Prepare induction training manual/modules
• Evaluate training program
• To Make agreement between ROBI and employees for overseas training
• To communicate with different local training institutions
• To communicate with trainers/instructors.

Objectives of Training Programs in ROBI

A primary objective of many training programs is to teach the force how to be more productive. Usually, a person’s productivity will increase with experience.

But if training can substitute for some of the needed experience, higher productivity levels should be reached earlier.

Training Plan

Training gives new employees the skills required to perform their jobs perfectly. So make the training program perfect ROBI plans some steps, which are helpful for the fresher. ROBI follows the following steps to conduct training. ?

Trainee:

As newly hired person doesn’t have enough knowledge about the company and his job, training can help them in this regard. Although experienced people have knowledge about their job still they need training to cope with the changing world.

Training needs:

ROBI mainly follows ‘need based training’. That is, whenever the supervisor finds that his/her subordinates’ need sufficient training; they immediately take necessary steps and arrange training programs. They are as follows:

• Performance testing
• Job analysis
• Force survey
• Performance survey
• Observation

Timing of the training

Timing of the training has two basic attitudes. Some organizations prefer training first than go for the job, where as some organizations want training based on after job performance.

ROBI, the Training programs are made as yearly basis for providing training on techniques and skills for all level of their employees including the ones from other departments because they believe that in a organization everybody needs to have skill. The marketing department, sales department and HR department altogether do the overall plan. This yearly plan for training is enhanced by the monthly meetings held in every spots where ROBI has subsidiaries. These meetings are referred to as Pre- cycle Briefing meeting. These meetings try to find out in which areas and for which employees training is needed.

In the beginning of the training, expectations from each participant in the training program are assessed and according to that the managers design the content of the training. At every meeting, each department discuss and analysis the performance of the worker of their department in the past month and identifies whether they are performing accordingly or not. If someone fails to perform and cannot reach the objective then the need for training arises. Plan of every individual department also has significant impact on the training plan because only proper training can ensure the implementation of the plan.

The yearly plan for providing training makes sure that it can be helpful for the achievement of the objective of the plan. The training department plans the training before 2-3 months from the time intended to provide the training to the employees. The Training Manager is responsible for preparing the budgeting, plan on which training for whom in all department, planned actions, and also give guidelines to the Human Resource Department for recruitment and selection. However, Training Manager specifically works with the related training.

According to the company’s perspective, everybody should have knowledge about their related job. So, the Training Manager plans what type of training is required for new recruits and the existing personnel and how the training is going to change the current performance and will help in achieving the desired level of performance. Both the managers analyze the performance of the trainee after attending the training program taken place in the last month and set strategy for the next month’s training plan.

Training place

Training can be provided in both centralized and decentralized manner. Centralized training occurs when all the people come to one central location (often home office) to have training. On the other hand decentralized training of people is usually held in field or regional offices. ROBI follows both centralized and decentralized training. General management training program for the top level executives are mainly held in the home office because centralized school normally has more formal facilities for training than are available in the field. As top-level executives need more advanced training, that’s why, it usually held in the head-office.

On the other hand, those whose works are mainly field based, they often have to go with their senior people to the field, have to do on-the-job training, attend seminars, conferences etc to increase their outer knowledge.

Trainer:

A trainer is the person on whom the success or failure of the whole training program is dependent. There are three types’ trainers by, they are

• Regular line executives
• Staff personnel
• Outside specialists.

Because each has certain advantages, it is not unusual to find organizations using all these three types as well as using one or two types. It basically depends on the size of the firm, the characteristics of the product line, the focus of the training where the sessions are held etc. ROBI has both line executive trainer and outside specialists. The HR manager and senior supervisor usually train their own force. In that way, the trainer can get better understanding about the laggings of their force and can take necessary steps according to that. On the other hand, force also get known environment because of their own supervisor as their trainer. Robi also bring outside specialists from abroad like Malaysia.

In this way, they get the most advance and recent information from their competitors.

Trainee Evaluation:

In ROBI, The effectiveness of a training program is measured by evaluation of the trainees. This evaluation is necessary in terms of assessing the value of the training and in terms of improving the design of future programs. There are mainly four outcomes based on which the organization evaluates the success or failure of each training program. The four outcomes are- reaction, learning, behavior and results.

After each training session, each must have to submit an ‘annual assessment’. In the annual assessment, each trainee is asked to do report regarding the training program and is asked to do presentations on the items they have learnt. During the training, quizzes and assignments are also given among the trainees. The effects of training on their performance are evaluated through the performance they have done after taking part in the training compared to the performance they used to do before the training and by this the organization measure the effectiveness of that training program.

The trainees who have gone abroad for attending the training program are required to submit a report regarding on the materials taught in the whole training program. This type of evaluation helps both the trainers as well as the trainees. The trainees can compare their own performance and try to improve according to that. The trainers can judge the effectiveness of training and can develop better strategy for the upcoming training program.

Development Programmes in ROBI

Management development is any attempt to managerial performance by imparting knowledge, changing attitudes, or increasing skills. For the past few years management developments focus has been shifting from preparing managers to fill higher level slots to preparing them to meet the challenges of managing in past paced environment. Increasingly, therefore, the emphasis is on developing a manager’s ability to learn and make decisions under conditions of rapid change. The management development program may be aimed at filling a specific position, such as CEO, perhaps with one of two potential candidates. When it is an executive position to be filled, the process is usually called succession planning. Succession planning refers to the process through which senior level openings are planned for and eventually filled.

Importance of Development Programmes in ROBI

When ROBI selects their own employees to fill the vacant higher positions they look for the employee who are ready to get the higher position. As they do not follow the personnel replacement chart or position replacement card they have to make those employees ready to acquire the higher position ROBI conducts development program for them. It helps those employees to have the ability to take decisions those are required in the higher-level position.

Those who deserve the higher position receive a development process conducted by ROBI but it’s true that their development programs are not well organized though they take some necessary steps for developing their employees who are working inside the organization.

 Way of Conducting Development Process:

Before starting a development program they analyze the employees to what extent they need the development to be fit for the higher position. To analyze this they go through SGA (skill gap analysis). On the basis of the SGA every employee has to have a yearly 40 hours development process. It depends on the current skill of those employees. Every employee of ROBI (from manager to managing director) goes through a career succession planning. Through this career succession planning employees develops their skills to deserve the vacant higher position.

The Development Process:

To conduct a development process ROBI follows the following on the jobs techniques:

Job rotation:

ROBI provide job rotation to the managerial employees also. But the idea of ROBI’s job rotation policy is limited only to the department. That means they don’t send their employees of one department to another department.

What they do is that they just send employee of one branch to another or one region to another. For example, for job rotation they send Marketing manager of Chittagong branch to the Marketing department of Dhaka branch as a manager which position is vacant, but they don’t send a marketing manager to the sells department or HR department or any other branches.

Junior Board:

It is used for operational decisions in most cases. But sometimes it is used to take very few strategic decisions (example: to design training program). To attend junior board all employees should already receive the initial coaching.

In junior board top level managers have a sit with the sub-ordinates and encourage them to provide possible suggestions regarding a decision. The sub-ordinates try to give suggestions through brainstorming using the knowledge provided in the initial coaching.

Problems of Training and Development Programs in Robi

Though ROBI follows most of the rules and regulations of standard training programs but still they have some problems with their existing training and development programs. Some of the problems are listed below:

• They don’t have action-learning program.
• As a result employees don’t get scope to increase their project skill and to know about the problems of another department.
• They don’t concentrate on off the job training. We know, off the job training is sometimes more important to know about the job.
• Review system is not strong enough. As a result it becomes quite difficult to understand how effective the training was.
• Lack of motivation in the training side. ROBI don’t motivate that much while employees took training. They took training just like they are doing their regular jobs.
• Less scope of developing for the senior employees. Senior employee especially the aged employees don’t have sufficient idea about the changing environment of technology.

Recommendation and Ways of Implement of Training and Development Programs in Robi

In order to solve the problems with the existing training and development system, we recommend the following suggestion. The ways of implementing those recommendations is also discussed. 1. From the problem part, we become able to know that ROBI don’t follow action learning training and off the job training.

We would not recommend implementing action learning training. But ROBI should provide off the job training. Because, for some sectors or jobs off the job training is more valuable than on the job training. In order to implement off the job training in the company they can follow those steps:

• Select the sectors and employee for this training.

A time horizon for the training. It will be selected by the discussion with the employees. Then the trainer would be selected. They don’t need to hire new trainer for this, they can provide off the job training ith their existing trainer. Sufficient training materials should be provided to the employees.

• They should motivate employee to give more concentration on their training.

The reason is that motivations don’t cost enough money, but it helps to the employees to learn rapidly. If they are motivated and learn the job then not only they will be benefited, at the same time they will serve the company with their best effort. In order to motivate them, ROBI can provide them various incentives, like- informing them about the benefit of the training, how it will help them, etc.

• Senior employees should also be developed always.

We already mentioned that in ROBI senior employees do not get enough facilities and time to develop themselves. As a result they always have lack of idea about the technological change. In order to provide training for the senior employees ROBI may need to provide different sessions like action learning, case study method, management games. So, it may cost ROBI. But in the long run, they will be benefited.

Conclusion

ROBI is trying to cope up with the changing market situation and that is why they have come with a new name, new slogan and new mission.

To be very frank, the telecom sector of our country is totally dominated by GrameenPhone Ltd, with its extreme superior network coverage and customer services. Also in last year, Bharti Airtel made its entrance in our country by capturing the ownership of WARID telecom. So this telecom industry will be in a fluctuating situation within a very short time. Technologically ROBI is lagging behind far more than GP. So to make progress and capture the more market share it needs drastic steps to make improvement.

ROBI has a very passionate and hard working marketing department, very dedicating customer service team who are trying their level best to take ROBI one step ahead because previously its slogan was ONE STEP AHEAD. Although its slogan has been changed but its vision should be like this to cement its place into this industry. We hope ROBI will be successful with its new brand name and its products and services.

Bibliography

1. http://www. robi. com.
2. www. google. com
3. www. en. wikipedia. org
4. www. gsmworld. com
5. www. btrc. gov. bd
6. www. aktel-users-group. blogspot. com

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