Etisalat is one of the leading telecom operators in the Middle East. Central to its success is its focus on quality products and customer service management.
“Over the past few years we have received international recognition and awards both in the Middle East and North Africa. Such achievements are only possible through our commitment to providing quality products and the highest level of customer service,” says Abdulla Jaddah Vice President of Etisalat’s corporate quality division.
Abu Dhabi-based Etisalat is renowned for the quality and number of its services, which include mobile and fixed telecommunications and internet. The corporation manages and operates a number of networks on a regional and international level and currently has 20 million mobile phone users. It is the second-largest Arab telecom company by market value.
Three cornerstones
The desire to become the “best combination” in the telecommunications sector in terms of growth and profitability is based on the three cornerstones of customer service, innovation and quality products.
“Telecom customers today are more demanding than ever before,” says Mr Abdulla, “They want products, service and solutions that reflect the latest in technology, are tailored to their needs and affordably priced. Etisalat has now put in place the vision, tools and channels to address our customers’ needs,” says Mr Abdullah.
Etisalat has taken important steps to ensure the quality of its products. For the past 7 years, DNV has provided ISO 9000 certification standard services to the telecom giant. “Basically, quality management is what companies practice to ensure that their procedures conform to the customer's requirements. Moving away from ad hoc processes gives our customers, like Etisalat, an overview that makes their internal processes easier to manage, measure, and improve. It’s the first step on a journey towards continual business improvement,” says Torger Baardseth, DNV Industry’s country manager in the Middle East and adds,“Etisalat is constantly looking for ways to improve its efficiency and services. Their achievements represent a hallmark which other telecom operators throughout the region are also trying to achieve.”
“We operate in several countries so it is important that our products and systems are certified according international standards that are recognised and accepted in the markets we serve,” says Mr Abdullah.
Expanding operations
Entering new and promising markets is an important ingredient of Etisalat’s expansion plans and is the driving force behind the corporation’s ambition to be among the top telecom operators in the world. A major step in this direction was taken through its success in winning the third mobile telecommunications network (GSM) license in Egypt last year. Etisalat expects to almost double the number of its mobile users to 40 million as it expands in 17 other countries, including Egypt, Pakistan, Nigeria and Saudi Arabia.
Other international investments are also showing positive signs. By 2007 year end more than 9 million subscribers signed for Etisalat’s Mobily services in Saudi Arabia. This is a note worthy achievement given that the Saudi population is only 27 million.
Atlantique telecom’s (owned by Etisalat) expansion into the Ivory Coast has been equally successful. Almost 700,000 subscribers representing a 21 per cent market share was achieved in the first 6 months of service. Significant changes are also underway in Pakistan Telecommunication Company Limited (PTCL) to streamline and modernise operations. Mr. Ahmad Bin Ali, Vice President of Etisalat’s corporate communication department, firmly believes that continued improvement and change will place this company, also owned by Etisalat, in a position to fully realise the immense potential of the telecoms market in which PTCL operates.
“We strongly believe that overseas operations such as these will boost Etislat’s profitability, strengthen its regional and international presences and add more value for the corporation’s stakeholders,” says Mr Ahmad Bin Ali.
Etisalat’s activities are translating into record revenues and profitability. 2006 revenues totalled AED 16.3 billion, representing a 27 per cent increase over 2005.
While emphasising the importance of quality and customer service management, Mr Ahmad Bin Ali is also quick to praise the efforts of Etisalat’s entire workforce. “Our success would not have been possible without their hard work, dedication and loyalty,” he says and concludes, “We have seen that our tailor-made services and solutions, both in the UAE and overseas markets, are widely appreciated by our customers and we will work hard to deserve their trust and confidence in the future.
