Bharti Airtel implemented a customer relationship management (CRM) system to address issues with their growing customer base including low customer retention and resolution rates. Their three step program involved evaluating technology and processes, restructuring internally, and piloting the new CRM system. The CRM system provided personalized customer service, enabled cross-selling and upselling, increased first time resolution rates to over 90%, and reduced acquisition costs, resulting in improved customer satisfaction and savings. Airtel is now expanding their CRM system through e-CRM initiatives with IBM to provide more online services.

1. Customer Relationship Magic at – BHARTI AIRTEL

8. IMPLEMENTATION

18. e-CRM at Airtel

20. KEEP FOCUS ON WHAT IS IMPORTANT, RATHER THAN TECHNOLOGY CRM rapidly evolving from technology-centric to a business-value effort.