1. Q.2 What are the key parameters used by Airtel to
undertake CRM activities. Are they adequate?
• Creating a customer database -A necessary first step to a
complete CRM solution is the construction of a customer
database or information file. This is the foundation for any
customer relationship management activity.
• Segmentation of customers, which has helped in providing
customers more value for their money. Airtel offers different
tariff plans to different segments like students, professionals,
etc.
• Airtel has appointed a chief customer officer (CCO) whose
job focuses only on customer interactions.
• Implementation of Oracle CRM platform- This helped Airtel
to have proper workflow automation, Facilitation of
knowledge sharing and Integration with the billing system.

2. • Implementation of GIS system- With GIS, call center
operators can access all the information on a customer and
the associated network based on location. GIS improves
the speed and quality of contact handling, augments
customer satisfaction, and reduces churn.
• Airtel has also implemented an e-CRM platform to create a
central database of customer information, to enable pan-
India access and service delivery.
The CRM activities taken by Airtel was not adequate as the
customers also seek the price of the value added services
which they are giving thus, creating the value of money is
the ongoing trend of the telecom industry.

3. Q.4 If you are heading the marketing of Airtel what
would you have done to create an effective, efficient
and a better CRM model.
• airtel world SIM for international travellers enabling
outbound travellers to retain their local number while
roaming internationally at a fraction of the cost, allowing
customers to save upto 85 percent on international calls.
• Unified Service Management Centre (uSMC), to enhance the
quality of customer experience and provide best in class
services to the customers.
• MAMO (My Airtel My Offer) is Africa's first marketing tool
offering segmented and personalised offers to both active
and inactive customers. A single number, '141' is being
advertised inviting customers to listen to their customised
offers with the option of fulfillment. The offers range from
voice (local and international), SMS, VAS and data depending
on customers' usage and activity.