The Marketing Section
Welcome to the marketing section of the Marketing and Customer Service Division at Tanesco.
We are a team of marketing experts and engineers working towards ensuring customer satisfaction by informing and educating customers on our products and services and how they meet their various needs. Our starting point is an in-depth understanding of customers’ needs. We do this by conducting research for the purpose of understanding and anticipating our customers’ needs and also for the purpose of informing development of products, services and policies that are customer orientated.
We also undertake various promotional activities so as to raise customer awareness and acceptance of Tanesco services and products,
The marketing function at Tanesco is fairly new and so many wonder as to why we have such a function in the first place. Well, here are the reasons:
In line with the above, Marketing department in TANESCO have been charged with the role of identifying, anticipating and satisfying customers requirements. The Marketing department has set the following as strategies aimed at fulfilling customers’ wishes and expectations.
1. DEVELOPING A CUSTOMER SERVICE CULTURE BY TRAINING ALL STAFF ON CUSTOMER SERVICE EXCELLENCE.
2. CUSTOMER EDUCATION
The marketing section conducts educational campaigns to customers on areas such as the need and process for reporting emergency cases, steps involved in service line connection, procedures for raising claims against loss in of property or equipment due to electric faulty etc.
The campaigns we run also help to keep customers informed of our products and services, as well as where and how the same can be obtained. Similarly through education, customers are informed on the various activities performed by TANESCO in order to give customers proper know how as well as to clear customer doubts for all issues that were misinformed. The education is to be done via:
3. INTERNAL MARKETING:
Charity begins at home or so they say, it is in this light that the marketing section ensures that its internal customers – staff – are the first and foremost target of all its campaigns. Once products are known and accepted within the company, it is easier and more effective to promote the product to external customers.
Marketing to internal customers is done through the following media mix:
4. MARKET RESERCH
Proper marketing is only possible if one understands the needs and wants of customers. For that reason, the marketing section undertakes frequent market survey with a view to understanding the needs, wants, preferences and attitudes of customers towards our products and services. The insight so obtained helps in developing strategies for promoting our services to the market.
5. ESTABLISHMENT OF HELP DESK FOR ESCALATING QUERIES AND COMPLAINS.
Establishment of a centralized call centre some time in 2010 will enhance service quality by providing customers with a means for communicating with us on 24/7 basis via phone and e-mail. Staff will also be able to track queries or complaints logged at various stages. The centre will be staffed with highly trained and experienced individuals who are capable of handling customers’ queries or complaints and ensuring they are resolved to the customer’s satisfaction.
6. PRODUCT PROMOTION
Every year Tanesco introduces new services and improves existing ones. Whenever this happens, marketing undertakes promotion campaigns for the purpose of informing customers on the availability and benefits accruing to customers from using these services. Promotion campaigns are also carried out to persuade customers on the suitability and usefulness of our products to customers needs.
As for relatively older products and services, marketing undertakes promotion campaigns as a means to remind customers that such services still exist.
7. CUSTOMER ADVISORY SERVICES
Improper use of electricity may lead to losses of money and property of our customers. Our Marketing Engineers pay frequent visits to customers especially Large Power Users in order to establish whether they consume electricity efficiently.
Where customers use of electricity reveal efficiency gaps, our engineers give them free advise on how to use electricity economically thus reducing their operating expenses. This is done through a process technically known as demand side management.
8. GETTING CLOSER TO OUR CUSTOMERS.
The marketing section appreciates that bringing services closer to customers improves our responsiveness to customers needs. Recently, Tanesco has established new service districts in all the three Tanesco regions in Dar es Salaam.
The newly opened Tanesco service districts are Kigamboni, Yombo, and Mbagala in Temeke region; Kimara in Kinondoni South region; Industrial Area, Gongo la Mboto and Tabata in Ilala region; as well as Mbezi and Tegeta in Kinondoni North region.