Role Definition of Channel Management Team - Detailed Duties and Responsibilities for Franchisee Managers

1. BHARAT SANCHAR NIGAM Ltd. • (A Govt. of India Enterprise) • Office of Principal General Manager (Mobile Services) • Rajasthan Circle- Jaipur-302008. •  To, • All SSA Heads • Rajasthan Telecom Circle • No. Sys-Unit/Project Vijay/Genl/10-11/25 Dated: 09/07/2010 • Sub:- Role definition of Channel Management Team •  Ref:- BSNL HQ letter no.10-15-2010-TMO(VIJAY) dated 02.07.2010. • During teleconferencing with SSAs, it is felt that staff involved in project Vijay i.e. Channel Management Team is not fully aware of the duties assigned to them, so kindly find enclosed herewith detailed role of Channel Management Team (CMT) at SSA level. The activity has been classified as daily, weekly etc. The same may be circulated amongst CMT members for awareness. • Encl: a/a • DGM (PM-S&M)

2. Project Vijay Role of Project Vijay Channel Management Team 25 May 2010

3. Agenda Franchisee Manager 2

4. Key objectives of the Franchisee manager Increase Reach Ensure that all retailers in the FM territory are served by BSNL Franchisee and are properly recorded Increase Sales Help Franchisees in increasing sales and meeting targets Monitor Performance Monitor Franchisee and FoS Performance Resolve Franchisee Issues Help in resolving franchisee issues / queries Resolve Retailer Issues Help in resolving franchisee-retailer issues as highlighted by the RMC/RMs Visit Franchisee every day; Manage up-to 2 Franchisees 3

5. Key Activities for FM to perform - Preparation • Preparation Activities Before going to Franchisee Premises • Get prioritized list of retailers by FoS for franchisees from SancharSoft • Monthly target set for franchisee (target for sale of SIM, sale of Recharge, # retailers billed and # FoS) • Collect data on Franchisee Performance • Primary sales: # of SIMs, Recharge value • Secondary sales: # of SIMs, Recharge value • # of retailers billed for SIM and RCV • # of FOS appointed • # of activations • # of CAF received/ pending • Compile RM Feedback on issued raised by retailer regarding FoS and franchisee • Collect POS Material (pamphlets of new schemes, marketing material, etc.) • Complete understanding of latest offers and schemes running for franchisees and retailers

6. Key Activities for FM to perform – at Franchisee Premises Increase Reach and ensure its measurement • Activities at Franchisee Premises • Handover prioritized list of retailers to FoS and franchisee • Follow up on FoS Appointment and beat plan creation • Suggest franchisee to create a retailer as FoS in far fetched areas who can serve material to other retailers near by • Note and verify any changes in FoS appointments (make corresponding changes on SancharSoft) • Review with FoS • Review why a particular retailer is not being served – data to come from RM Tracking template and total secondary sales number on SancharSoft • Random visit to market with FoS to be made in areas where problems persist and retailers not being served • Ensure secondary sales are recorded against correct retailers – and not against sub-franchisees • Ensure CTOPUP is issued to all retailers (feedback from RM Tracking template and SancharSoft) and properly recorded on SancharSoft • Ensure proper and timely entry of CAF on SancharSoft by franchisee

7. Key Activities for FM to perform – at Franchisee Premises • Activities at Franchisee Premises • Ensure all schemes and plans are known to franchisees and FoS • Supply appropriate POS materials to franchisee for distribution • Collect feedback from FoS on what retailers want and important competitor hot schemes • Follow up on targets set for franchisee and provide timely reminders • Performance Management parameters to be discussed with franchisee • SIM and Recharge Sales • Retailers billed on SancharSoft • FoS Appointment status against targets • Review on retailer coverage with FoS • Discuss and resolve retailer wise issues raised by RMs with FoS / franchisee Increase Sales Monitor Performance Resolve Retailer Issues

8. Key Activities for FM to perform – at Franchisee Premises • Activities at Franchisee Premises • Ensure provision of SancharSoft login and training • Document issues/ queries of Franchisee, and actions steps to address them • Availability of SIMs/ Recharge with AO sales • Cross-selling by other franchisees • Replacement of RCVs/ SIM • Delay in payment of commission • Delay in addition of CTOP SIMs to tree • Infrastructure – CCN node, BB link, etc. • Tariff info, trade scheme details, etc. • Others Resolve Franchisee Issues

9. Checklist for Franchisee Manager Check-list item FMT template • Provision of prioritized list of retailers in Franchisee's area (post area demarcation) • FOS appointment • FOS mapping and beat plan creation for FOS • Start of provision of retailer-wise secondary sales • Provision of SancharSoft login and training • Provision of infrastructure – CCN node, BB link, etc. • Collection of data from SancharSoft • Primary sales: # of SIMs, Recharge value • Secondary sales: # of SIMs, Recharge value • # of retailers billed for SIM and RCV • # of FOS appointed, details • # of activations; # of CAF received/ pending • Review with FoS on retailer coverage • Get CTOPUPs issued and ensure entry of secondary sales and CAF entry • Documentation of issues/ queries of Franchisee, actions steps to address them • Performance management and review of Franchisee • Review sales/ retailer billed against targets • Review Franchisee performance against checklist • Discuss reasons; finalize action steps to meet targets and checklist items • Compilation and review with SSA sales head • Review Franchisee performance, checklist; FMT perf. against checklist • Communication/ action on issues raised by RMC/ RMs • Communication of targets • Supply of POS material to Franchisee • Retailer list • FoS Status • FoS Daily Template • Retailer wise sales • Sales • Retailer wise sales • Retailer wise sales • FoS Status • Activations, CAF • Issue log • FMT Daily Report • FMT Daily Report • PoS material 1 Initial set-up and fortnightly review of channel norms 2 Daily activities 3 Monthly activities 8

10. Agenda Retailer Manager 9

11. Key Objectives of the Retailer Manager Collect Retailer Feedback Collect retailer feedback on services provided by franchisee Increase Reach Ensure the retailers not stocking BSNL product are issued CTOPUP and BSNL products by the franchisee FoS Increase Sales Help in increasing the sales of your territory retailers Retailer Satisfaction Ensure higher level of retailer satisfaction by listening and resolving their concerns Manage up-to ~300 retailers; Visit each retailer twice a month (~25 visits per day)

12. Key Activities for RM to perform – Preparation • Activities to perform Before visiting Retailers • Review of last visits made in area – targeting high priority BSNL retailers and retailers not stocking BSNL products • Contact information of the area FoS and Franchisee • Sufficient number of copies of feedback forms • Sufficient number of CTOPUP application forms • Collect POS Material (Glow signs, Other marketing pamphlets etc.) • Complete understanding of latest offers and schemes running for retailers • Compiled retailer wise information from SancharSoft* * Will be available on SancharSoft soon

13. Key Activities for RM to perform at Retailer Shop • Activities to perform at retailer shop • Collect information from retailers on key questions (Feedback Form provided) • Whether selling BSNL SIM? • Whether selling BSNL recharge? • Whether FoS visiting regularly? • Whether POS material available? • BSNL CTOPUP Number issued • Commission and discounts being provided by franchisee • Note the retailers not selling BSNL products and not having CTOPUP SIMs and get the form for CTOPUP issue filled • Follow up with RMC, FM and FoS to issue the CTOPUP to the retailer* • Add new retailer information in SancharSoft • Help update old retailer information on SancharSoft Collect Retailer Feedback Increase Reach * Detailed Flow chart depicted later

14. Key Activities for RM to perform at Retailer Shop • Activities to perform at retailer shop • Provide information about latest schemes for retailers and later products and tariff information • Ensure FoS has also informed about the same and has written those schemes on retailer book • Mention good things about BSNL tariff plans and new developments at BSNL (avoid too many complaining discussions regarding BSNL) • Collect information on hot competitor schemes and high selling products • Note down all concerns of retailers and raise at appropriate levels (RMC, SH, FM) • Complains of FoS / franchisee • Replacement of expired products • CTOPUP related issues • Others • Joint visits with FoS twice a month to resolve all retailer concerns Increase Sales Retailer Satisfaction

15. What to do when RM finds a non-BSNL retailer? Inform about commission and discounts given to retailers, direct FRC benefit, retailer bonanza schemes, trade schemes. Clarify misconceptions (if any) Convince him to keep a small for trial Is Retailer interested in BSNL business? No Yes Is FoS visiting the retailer? Is Retailer now interested in BSNL business? Yes Yes No Yes No Ask if concerns with FoS or other issues. Attempt to resolve if any Get CTOPUP form filled and submit Keep a note for the retailer. Contact RMC and FoS for further efforts and try to resolve concerns Get CTOPUP form filled and submit Call FoS and inform about retailer interest in stocking BSNL Follow up with RMC and FoS till converted Follow up FoS till CTOPUP issued and business started If unresolved concerns, contact RMC/SH

16. Illustrative Typical day in the life of the Retailer Manager SSA Office • Review with RMC • Submit filled in templates, collect blank templates • Provide data on # of visits, retailers visited • Highlight issues with certain retailers – discuss possible ways to resolve (e.g. unwilling to talk) • Provide CTOP-UP forms filled in/ cross-selling cases verified (give details of cross-selling case to RMC) Market • Market visits (nearly 5)– travel via motorcycle • Visits in town area: Fill in templates, resolved issues • E.g. Retailer has issue with Franchisee due to inventory replacement issue; Coordinated with RMC/ FMT to get Franchisee to talk to retailer • Market visits (nearly 15)– travel to rural area in sub-district (3-4 villages) and return • Fill in daily reports at each retailer • Addressed issues at some (availability of material, tariff info not available, etc.) 10 am – 11 am 11 am – 1 pm 2 pm – 7 pm Note: The above representation is illustrative only and not an indication of actual timings 15

17. Agenda Retailer Manager Coordinator 16

18. Clear role defined for Retailer Manager Coordinator in the new channel management team Daily review of RMs performance Process coordination Daily action on data collected by RMs • Allocate area (i.e. retailer to RM) • One RM in one franchisee’s area only Create journey plan for RMs • Visit ~250-300 retailers, each twice a month Coordinate daily process with RMs • Provide blank templates • Collect filled templates from RMs Monitor data entry • Appoint data entry operator • Coordinate with data entry operator to ensure daily data entry (with lag of 1-2 days) Conduct validation visits with RMs • Visit retailers with RMs journey plan • One day visit with each RM per month • No of visits made against required No of templates of each type filled and submitted • Daily report (per visit) • Questionnaire (every 2nd visit) • Issue log • Area checklist • New retailer contracts No of new CTOP-UP SIMs/ forms issued • Under Daily report No of cross selling cases verified • Compilation and review of RMT daily report with SSA sales head Retailer wise data provided to respective FM/ Franchisee) with copy to SSA sales head • Material availability (SIM, RCV) • Whether serviced by Franchisee FOS, freq. • Whether CTOP UP SIM is available • Issues • Working of CTOP UP SIMs • Replacement of RCV/SIM inventory • POS material not available • Tariff/product info not available • Other specific franchisee issues • New retailers added in database • Updated to FMT/F (and SancharSoft) • New CTOP-UP SIM/forms to FMT/F Retailer wise data to SSA sales head for action • Cross selling (verified/ informed) • Extractions • Commissions by Franchisee • POS material Each RMC to manage up-to 10-15 retailer managers 17

19. Illustrative Typical day in the life of the Retailer Manager Coordinator • Discussion with 5-6 RMs (in person) • Collection of filled templates, distb. of blank templates • # of visits and reason for low numbers • Discuss urgent/pending retailer issues; Plan a short visit in the evening for the same • 2.Call up absentee RMs, check status and send into field to conduct retailer visits • Provide templates to data-entry operator, discuss progress on #of reports entered • Obtain latest filled-in data via email • Lunch • Receive calls from RMs, clarify questions relating to tariff details to specific retailers • Fill in/ copy relevant data in the RMC template • Compile RMT daily report sheet and send across to SSA sales head • Retailer Manager calls on phone: Discuss with retailer (retailer is unhappy with service standards) • Compile specific retailer-wise data based from "output" sheet for each FM/ F and send across (e.g. material availability, replacement of inventory, etc.) • Discuss cases with FMs on phone • Compile specific data for SSA sales head – on cross-selling cases verified • Go on short market visit with one RM as planned • Speak to retailers to resolve issues • (unhappy with franchisee service) Market visit • Review with SSA sales head - Review # of visits, templates fiiled in, etc. • SSA sales head speaks to specific RM who has not reported • Discuss retailer-wise data sent to FMTs/ F • Discuss specific cross-selling cases; Review against RMC checklist 10 am – 12 pm 12 pm – 2 pm 2 pm – 3 pm 3 pm – 4 pm 4 – 430 pm 5pm Note: The above representation is illustrative only and not an indication of actual timings 18

20. Checklist for Retailer Manager Coordinator - I RMC template sheet Check list item Set-up Allocate area (i.e. retailer to RM) Create journey plan for RMs Appointment and training of data entry operator Printing of templates for RMs • Retailer wise visits Daily process coordination Provision of sufficient blank template to RMs Collection of filled in templates from RMs Coordination of data entry of filled in templates Validation visit as per plan Daily review of RM performance • No of visits made vs. required • No of templates of each type filled in/submitted • Daily report • Questionnaire • Issue log • New retailers • Area checklist • No of cross selling cases verified • No of new CTOP SIMs/forms issued 19

21. Checklist for Retailer Manager Coordinator - II RMC template sheet Check list item • Compilation and review of RMT daily report with SSA sales head • Provision of retailer wise data to respective FM, with copy to SSA sales head • Material availability (SIM) • Material availability (RCV) • Whether serviced by Franchisee FOS, frequency • Whether CTOP UP SIM is available • Issues • Provision of new retailers found/ retailer information updated • Respective FMT/ Franchisee • Addition in Sanchar Soft • Provision of new CTOP SIM/ forms list to resp. FM/ Franchisee • Provision of retailer wise data to SSA sales head for (information and actions) • Cross selling (verified/provided) • Extractions (SIM/RCV) • Commissions by Franchisee • POS material • RMT daily reports • Retailer wise output • New retailer contacts • Retailer wise output Daily action on data collected by RM Monthly action on data collected by RM 20

22. Agenda SSA sales head 21

23. Role of SSA sales head - I Setup of team and infrastructure Set-up of channel norms 1 2 • Creation of required channel management team specified by circle • Franchisee managers • Retailer Manager Coordinators • Retailer manager • Set-up of required infrastructure (details under norms) • Facilities for channel management team • Vehicles for delivery to Franchisee doorstep • Set-up of Sanchar Soft • Logins provided to franchisee, FMs, RMC • Training provided to Franchisee (Including employees) • Consolidation of priorities retailer database • Area demarcation and allotment of retailers • Set-up of target setting process • Set-up of ordering and delivering process • Set-up of addressal of cross-selling process • Set-up of troubleshooting process • Across AO sales, CAF In-charge, Mobile wing • Set-up of POS material allocation • Implementation of allowances/KPAs Manage all sales activities, channel management team and norms implementation in SSA 22

24. Role of SSA sales head - II Daily review with CMT Monthly activities Troubleshooting and escalation 3 4 5 • Review achievement against respective checklists • Franchisee Manager(s) • Retailer Manager Coordinators • Review achievements against targets • SIM, RCV sales • # of retailers billed • Collate SSA report and review with circle level node • Compile FMT daily reports and RMT daily reports • Review SSA report with Circle level node/ Rollout Manager • Target setting for franchisees and communications • On the 1st of the month • Allocation of POS material • Monthly/depending on availability • Visits (planned, surprise checks) • Visit franchisee with FMT once-twice a month • Market visits with franchisee FOs, franchisee and FMT • Accompany RMC on validation visits • Escalation/addresal of cross-selling issues • Necessary action against concerned franchisees as per norms • Trouble shooting across SSA departments • Follow-up on pending issues highlighted by FMT/RMC • Escalation of issues to circle nodes • On policy matters (suggestions, etc) Manage all sales activities, channel management team and norms implementation in SSA 23

25. Illustrative Typical day in the life of the SSA Sales Head • Begin compiling SSA sales head reports based on FMT daily report and RMT daily reports • 2.Review FMT reports and key issues • Discuss action steps with FMT • FM highlights key issues e.g. AO sales not responsive • Discuss pending issues with mobile wing/ AO sales • Set up Sanchar Soft training for new franchisee personnel with AO sales • Lunch • Compile SSA sales head report and send to Circle level node • Based on retailer-wise data from RMC, speak to concerned FM (with least material availability) and press for action • Discussion with circle level node/ Rollout mgr on SSA performance; Key bottlenecks • Surprise visit to F premises to meet FOS; Accompany FOS/ FMT for short market visit to get feedback from retailers • Review with FM to understand specific issues in the mobile wing • Discuss issues with mobile wing, and fix timelines for resolution • Review with RMC on RMT daily report • Discuss cross-selling instances verified • Discuss cross-selling instances with SSA head for future course of action Market visit 10:30 am – 12 pm 12 pm – 2 pm 2 pm – 3 pm 3 pm – 4:30 pm 4:30 pm – 5:30 pm 5:30 pm – 6 pm Note: The above representation is illustrative only and not an indication of actual timings 24

26. Checklist for SSA sales head - I Check list item • Creation of channel management team • Appointment of Franchisee Managers • Appointment of Retailer Manager Coordinators • Appointment of Retailer Managers • Set-up of required infrastructure • Facilities for FMT and RMCs – Computer with broadband, office space, WLL phone • Facilities for RMs – WLL phone • Vehicles for delivery to Franchisee doorstep Set-up for team and infrastructure 1 2 • Set-up of Sanchar Soft • Logins provided to Franchisee, FMs, RMC • Training provided to Franchisee (Including employees) • Consolidation of priorities retailer database • Area demarcation and allotment of retailers • Set-up of target setting process • Set-up of ordering and delivering process • Set-up of addressal of cross-selling process • Set-up of troubleshooting process • Across AO sales, CAF In-charge, Mobile wing • Set-up of POS material allocation • Implementation of allowances/KPAs Set-up of channel norms 25

27. Checklist for SSA sales head - II Check list item Relevant sheet • FMT Daily Report • RMT Daily Report • FMT Daily Report • SSA Head Report • POS material Daily review with CMT • Review achievement against respective checklists • Franchisee Manager (s) • Retailer Manager Coordinators • Review achievements against targets • SIM, RCV sales • # of retailers billed • Collate SSA report and review with circle level node • Compile FMT daily reports and RMT daily reports • Review SSA report with Circle level node 3 Monthly activities • Target setting for franchisees and communications • On the 1st of the month • Allocation of POS material • Monthly/depending on availability • Visits (planned, surprise checks) • Visit franchisee with FMT once-twice a month • Market visits with franchisee FOS, franchisee and FMT • Accompany RMC on validation visits 4 26

28. Checklist for SSA sales head - III Check list item Troubleshooting and escalation • Escalation/addresal of cross-selling issues • Necessary action against concerned franchisees as per norms • Trouble shooting across SSA departments • Follow-up on pending issues highlighted by FMT/RMC • Escalation of issues to circle nodes • On policy matters (suggestions, etc) 5 27