Mobitel CEO talks about success story in winning ‘Service Brand of the Year’ award

SLIM conducted an exclusive interview with Mobitel Ltd. Chief Executive Officer Nalin Perera. “At Mobitel we really care. We care for the people and the country. Ours is a customer-centric work ethic. Customers are our top priority. Our work begins and ends with them. We go to great lengths to keep them completely satisfied,” stated Nalin Perera at the interview.

The secret behind the organisation being able to win the ‘Service Brand of the Year’ award at the SLIM Brand Excellence Awards in both 2017 and 2018 is the culture and business environment that Mobitel has built over the years. With the service mindset practiced in the organisation, it came as no surprise that it won this prestigious award. At Mobitel, there is no compromising as it keeps raising the bar at every level.  

The service industry is challenging. Thus, consistently adding value to service becomes important. Likewise, professionalism is a must, if an industry is to thrive. How do people choose the service industry as their career? What pathways are open for them to arm themselves with a qualification? How do we infuse the vocation with professionalism? Most often than not, people choose the service industry by default. This should not be the case. A technologically driven industry entails stiff competition. On the other hand, Mobitel believes in being the ‘Best to market’ rather than the ‘First to market’. 

Innovation is the backbone of the Mobitel product team headed by its CEO, with the rest of the members consisting of the Heads of Marketing, Engineering, IT, Sales, Customer Care and Finance. Unbounded freedom is given to the teams so that their ideas are heard and put into motion if feasible. Mobitel encourages creativity and believes in recruiting young blood. A relaxed and casual culture goes hand-in-hand, breeding free thinkers. Perera explains, “Being a warm and welcoming nation for whom hospitality is second nature, this mindset change and paradigm shift should happen if organisations are to thrive. This is the core of our success.”

“At Mobitel we consider the customer as a priority. Thus, service is consistent at all levels. We believe in empowering staff to deal with customers proactively. In lieu of this, we have woven systems and procedures into the eco system of our company. For example, service level agreements between divisions expedite cross divisional functions and enable frontline staff to offer customers a fast and consistent service. Suppliers, business partners and all stakeholders including internal customers receive enhanced and consistent service delivery.

“We believe that no procedure or policy should become a barrier to deliver customer service. Therefore, we minimise red tape and transform our staff into enablers, while practicing flexibility in policies and procedures. Our philosophy is not to be constricted by policies and procedures, but to unfetter our employees and empower them to be decision-makers,” he notes further.

“This is also how we motivate our staff to offer a service beyond the norm – by implementing systems within certain frameworks that enable them to offer customers the ‘wow factor’ – not only through superior customer service, but also through discounts, concessions, offers and gifts. This makes both the customer and staff happy – firstly because the customer receives a higher standard of service and also gets more value for their money, and on the other hand, because the staff are empowered to make decisions on their own.

“Furthermore, among a number of service level innovations, we resort to short shifts, which improves productivity and energy, enabling staff to approach customers with new vigour. Additionally, the flat hierarchical system existent in our organisation creates better interaction and job satisfaction,” he adds.

Whatever systems, policies or procedures that a company wishes to implement it should begin from the top and cascade to the bottom. The internal culture enables one to provide the best to the nation. Mobitel believes in creating all-rounders not constricted to performing certain duties. Concluding the interview, he says, “Sri Lanka is a nation of people that are known for their warm smiles, hospitality and welcoming ways. It is this fact alone that will heal the country once more. Plus, a service that emanates from the heart will seal the rift and make Sri Lanka better than it ever was. Despite the struggles the tourism and hospitality industries are facing after the Easter Sunday bombings, we feel that the service industry is well geared to do its part beyond what is expected of it. But the confidence of the world must be rebuilt. If only our island nation could think – ‘Service’, ailing industries will revive themselves to their former glory. Or better yet – to new heights. We must all chip in with our little bit of service wherever the opportunity arises.” 

The Sri Lanka Institute of Marketing, the national body for marketing in Sri Lanka, plays a responsible role, arming entrants into the service sector with a three-month qualification in ‘Certificate in Services Marketing’ to uplift the service excellence of the Sri Lankan marketing fraternity. It covers the changing nature of services marketing environment, concepts and strategies unique to service businesses and provides skills to manage services efficiently and effectively. The program is ideal for those who are working in or managing service sectors in any organisation, dealing with internal or external customers.