Services Marketing of Airtel

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Services Marketing of Airtel

  1. 1. Overview• Bharti Airtel Limited, commonly known as Airtel operates in 20countries across South Asia, Africa and the Channel Islands.• Airtel is the third largest in-country mobile operator bysubscriber base, behind China Mobile and China Unicom.• Bharti Airtel is the first Indian telecom service provider toachieve Cisco Gold Certification.• Its network—base stations, microwave links, etc.—is maintainedby Ericsson and Nokia Siemens Network whereas businesssupport is provided by IBM.• On 31 May 2012, Bharti Airtel awarded the three-year contractto Alcatel-Lucent for setting up an Internet Protocol accessnetwork (mobile backhaul) across the country.
  2. 2. Intangibility VariabilityInseparability PerishabilityCharacteristics of Services
  3. 3. Ads-Cues for Tangibility
  4. 4. Perishable
  5. 5. Variability
  6. 6. Extended Marketing Mix of ServicesPeople• 21,299(2012)• Day care for kids• Easyday grocerycenter• Sabbatical policyPhysical Evidence• Ads• Websites• LOGO• SIM Cards, Vouchers• Employee attire
  7. 7. ProcessCheck variousplansPick the bestplanGet a sim cardActivate theserviceproviderUse thevariousservicesEvaluate theserviceSwitch/Stay
  8. 8. Consumer Evaluation ProcessBased onexperiencequalities(Networkquality)Credencequalities(Valueaddedservices)
  9. 9. Total Product ConceptMake & ReceivecallsSMS, No calldrops,UninterruptednetworkInternet, VAS3G/4G PotentialAugmentedGenericExpected
  10. 10. Service Marketing Triangle“enabling the promise”“setting the promise”“delivering the promise”COMPANYEMPLOYEES CUSTOMERS
  11. 11. GAPS Model of Service QualityGreat serviceLeading serviceprovider in IndiaCustomer Gap
  12. 12. Provider GapKnowledge (India’s 3G/4Gcapability)Service Design &Standards (Limited plans forthe postpaid market)Service Performance(Connectivity and service levelsdropped)Communication (Promisedservice not applicable forrural consumers)
  13. 13. Customer Expectation LevelsIdealNormativeExperience BasedAcceptableMinimum tolerable3G/4G, PersonalisedplansSMS, Call,InternetValue added servicesUninterrupted networkMake/Receive Calls
  14. 14. Factors Influencing Desiredand Predicted ServicePredictedServiceExplicit ServicePromises (Stay connected)Implicit ServicePromises(Good network & VFM)Word-of-MouthPast ExperienceZoneofToleranceVAS, Zero call drops, Amazing network clarityMake/Receive calls, continuousnetwork
  15. 15. Customer Perceptions of Quality & CustomerSatisfactionQUALITYSERVICE?VALUECUSTOMERSATISFACTIONCUSTOMERLOYALTYPersonal factorsSituationalfactors
  16. 16. 5 Dimensions of Service QualityReliability• BrandAmbassadors(Rahman,Shahrukh,Sachin)Assurance• SIM cards, Ads, Service centers, sponsoreventsTangiblesEmpathyResponsiveness
  17. 17. ReliabilityResponsivenessEmpathy
  18. 18. The Service EncounterTypeRemotePhoneFace-to-faceOpportunitiesCustomeracquisitionReinforcequality
  19. 19. Common Themes in CriticalService Encounters ResearchRecoveryCopingAdaptabilitySpontaneity
  20. 20. Service Recovery
  21. 21. Adaptability
  22. 22. CopingWhen your customer service executive is of no use
  23. 23. Spontaneity
  24. 24. Service Recovery StrategiesAct QuicklyProvide adequateexplanationsTreat Customer FairlyCultivate Relationshipwith customersONE STOP SHOP
  25. 25. Learn RecoveryExperiencesLearn from lostcustomersFail- safe serviceEncourage andtrack complaints
  26. 26. Learn RecoveryExperiencesLearn from lostcustomersFail- safe serviceEncourage andtrack complaints
  27. 27. Learn RecoveryExperiencesLearn from lostcustomersFail- safe serviceEncourage andtrack complaints

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