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Airtel Crm

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  • 1. Customer Relationship Magic at – BHARTI AIRTEL
  • 2.  
  • 3.  
  • 4. WHAT IS CRM ?
    • Business approach that understands, anticipates and manages the need of current and potential customer of an organization.
    • Integrating People, Processes and Technology of an organization
    • Effective use of Information about customer to maximize customer satisfaction as well as cost reduction and increased profitability for an organization
  • 5.
    • When Bharti had started out operations (1995), the whole system was manual
    • Only 40 percent of the customer issues were getting resolved
    • Were not meeting the customer’s expectations
    • Customer loyalty was a major concern.
  • 6.
    • Had many local players (dealers, vendors etc)
    • Had huge issues in meeting the demands of the growing customer base.
    • Were not able to centralize the services and give a common brand experience.
    • Was hard to service customers across sectors.
    • The subscriber base was growing at a healthy 15-20%. Airtel crossed the 1 million mark in 2002.
  • 7.
    • Not able to recharge amounts anywhere in India. One had to carry scratch cards.
    • Not able to pay bills anywhere in India
    • Low customer retention
    • Hutch’s (now Vodafone) customer service was rated far superior.
  • 8. IMPLEMENTATION
  • 9. Three Step Program
    • Evaluation:
      • Technology evaluation
      • Equipment and technical evaluation was done
      • GAP analysis
  • 10. Three Step Program
    • Internal restructuring and reengineering
      • Analyze issues surrounding scalability,
      • Business growth
      • Market and regulatory environments
  • 11. Three Step Program
    • Implementation
        • Pilot launched
        • Feedback received with problems and suggestions
        • After reengineering user validation was sought
        • All these were rolled into Airtel’s Roadmap for CRM
  • 12.  
  • 13.  
  • 14. Your anytime, anywhere customer service
    • E-CRM ( customer history and credentials ready )
    • Changes that provide extra services like customized bills, payment collection centers, activation process
    • Monitor the customer’s actions
    • It also work as a communication tool to spread awareness and build brand image
  • 15. BENEFITS
    • Customer segmentation
    • Cross selling and up selling of relevant schemes
    • Market analytics like records of customer profiles, profile, payment history etc
    • Generation of accurate leads and SMS bursts that target only the right customers based on their segmentation is possible
    • First time resolution has increased from 40 % to more than 90 %.
  • 16. BENEFITS
    • Customized and simplified bill formats, payment collection centers, network deployments, and the activation process was enabled
    • Better value added services were provided
    • It facilitated knowledge sharing amongst employees.
    • Started e-billing
    • Online customer support on new system
    • Reduced cost of customer or customer acquisition cost
  • 17. BENEFITS
    • Customized offers based on usage profiles.
      • Discounts on reaching threshold
      • Recharge offers to low worth users
      • Invitations to movie screenings and events
      • Up selling of services to select customers
    • CRM automatically suggests products to customer when they announce to leave Airtel.
    • Has resulted in savings because of fewer calls.
  • 18. e-CRM at Airtel
  • 19. e-CRM Initiatives
    • After implementation of the Oracle CRM, Airtel now implementing e-CRM.
    • e-CRM implementation partner is IBM
    • Would provide a host of services now running on Oracle CRM
      • Online customer support
      • Customer profiling
      • Web interface
      • Sales management for vendors and partners
  • 20. KEEP FOCUS ON WHAT IS IMPORTANT, RATHER THAN TECHNOLOGY CRM rapidly evolving from technology-centric to a business-value effort.