Bharti Airtel implemented Oracle's E-Business CRM suite to address inefficiencies in managing customer processes and data across its operations in 20 countries. Previously, Airtel's various business processes used independent applications, resulting in low customer retention rates and an inability to provide centralized customer service. The CRM implementation established a central customer database accessible to all business units. It enabled Airtel to gain insights into customer behavior, improve customer service through unified billing and support, and develop targeted retention and marketing campaigns.

1. MANAGEMENT
INFORMATION SYSTEM
& CYBER SECURITY
FEBIN SAMUEL EAPEN
SUBIN JOHN MATHEWS
S 2 MBA
MACFAST
THIRUVALLA

2. CRM tools aid Airtel in the efficient
handling of customer support
processes

3. INTRODUCTION
❖ Bharathi Airtel is a leading global telecommunications company with
operations in 20 countries.
❖ Bharti Airtel Limited is an Indian global telecommunication services
company based in New Delhi,India.
❖ It operates in 60 countries across South Asia and Africa.
❖ Airtel provides GSM,3G,4G,LTE and volte mobile services.

4. ❖ When Airtel started its operations all customer processes where
manual and a complaint resolution stood at 40 %.
❖ The inability of a firm to provide a common brand experience and
centralised service to customers led to the establishment of
centralised CRM.

5. ❖ Oracle's E-business CRM offered services in the areas of campaign
management,sales management,order entry and customer services.
❖ In a nutshell the CRM tool has enabled the Firm to develop its
retention and loyalty plans, provide accurate bills,and take feedback
on all services.

6. Problem Identification
❖ Inefficiency to manage the billing operations
❖ Low customer retention
❖ Each process (call center,Sales and so on)had its own applications
which function independently
❖ Lack of unified customer data by management

7. Solutions
❖ Adoption of Oracle's E-Business CRM suite.
❖ Installation of WAN in major locations.
❖ Establishment of Extranet at vendor and dealers outlets.
❖ Implementation of OLTP and OLAP.
❖ Implementation of Oracle streams Replication(OSR).
❖ Usage of Oracle Discoverer.

8. Question and answers
Q)What are the problem faced by Airtel prior to implementation of a CRM
application?
Sol: The inability of the firm to provide a common brand experience and
centralised service to all customers,irrespective of their location, put
additional pressure on the Firm.There was no process in place to manage
the billing operation.As a result,customer retention was low and so was the
quality of service as compared to that of the competitors.Each process of
Airtel has had its own application,each of which functioned Independently
to the others.This did not allow the management to have a unified view of
customer data.

9. Q)What was the need for a central database at Airtel? what functions has
the OSR provided in Airtel's CRM tool?
Sol: The turnaround time for queries was quite high because of
heterogeneous nature of the databases, each have a different underlying
data scheme, depending relations,size and technology to address this
issue,another central database was created to serve as common dedicated
reporting database

10. Any changes occurring in the underlying objects in the source database
would keep replicating in the destination database.The synchronised
database environment now served the purpose of reporting on
operational and analytical CRM queries.

11. Q)How has the CRM application at Airtel helped in market segmentation?
Sol :Airtel uses CRM to retrieve reports from the synchronised dedicated
database.This make a real time data available to users.The Firm is able to
achieve a unified view of its customer data across all product and
services.This had enabled Airtel offer special Loyalty programs and
incentive schemes in a targeted manner. It utilises data to cross-sell and
up-sell relevant products and services to customers.

12. Q)what is the difference between operational and analytical CRM
at Airtel?
Sol : The Operational CRM look after the day to day call center
activities,the customer call cell is divided into four departments:Hotline,
care Touch,Retention and outbound.The analytical CRM is largely used
for business development activities. It is used to measure the success of
its product and services by tracking customer acquisition cost,conversion
rates etc..

13. .