Case Study of Telecom Industry with reference to Airtel & Vodafone

1. CRM IN TELECOM INDUSTRY (GROUP 3)

2. GROUP MEMBERS
• Sagar Amale – A1035
• Ankita Tirodkar – A1049
• Chetanya Mndachali – B1036
• Kalpesh Kadakuntla – B1051
• Aniket Nar – B1057
• Raju Basani – A1007

3. INTRODUCTION TO TELECOM INDUSTRY
 India is world’s second-largest telecommunications market
 Market size is 62.34 bn $ which is likely to grow with 103.9 bn $ in 2020
 Major investments in this industry every year
 One of the most EMERGING MARKETS/INDUSTRY in India

5. PLAYERS IN THE MARKET

6. MARKET SHARE OF THE PLAYERS
AIRTEL
25%
Vodafone
19%
Idea
17%
Reliance
9%
Aircel
9%
Bsnl
6%
Jio
13%
Others
2%
Market Share
AIRTEL Vodafone Idea Reliance Aircel Bsnl Jio Others

7. CUSTOMER RELATIONSHIP MAGIC
IN AIRTEL

8. ABOUT AIRTEL
• Airtel was established in 1985
• Bharti Airtel has been a pioneering force in the Telecom sector.
• Airtel comes from Bharti Airtel limited,
• India’s largest integrated and the first telecom service provider with a footprint in all the 23 telecom
circles.
• Four individual strategic units – Mobile service, Airtel Telemedia services, enterprise services &
digital TV services
• The market share of Airtel is 15.86 bn $ out of 62.34bn $ market size

9. WHY CRM IN AIRTEL?
• In 1995 when they started out with operations the whole system was manual
• Only 40% of the issues are solved
• Customer expectations were not met
• Customer loyalty was a major concern
• Low customer retention

10. THREE STEP PROGRAM
• Evaluation:
• Technology evaluation
• Equipment and technical evaluation was done
• GAP analysis
•Technology
evaluation
•GAP Analysis
Step
1
•Internal
restructuring
•Re-
engineering
Step
2
•Pilot program
•Feed back
cycle
Step
3

11. THREE STEP PROGRAM
• Technology
evaluation
• GAP Analysis
Step
1
• Internal
restructuring
• Re-
engineering
Step
2
• Pilot program
• Feed back
cycle
Step
3
• Internal restructuring and reengineering
• Analyze issues surrounding scalability,
• Business growth
• Market and regulatory environments

12. THREE STEP PROGRAM
• Technology
evaluation
• GAP Analysis
Step
1
• Internal
restructuring
• Re-
engineering
Step
2
• Pilot program
• Feed back
cycle
Step
3
• 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

13. SERVICES PROVIDED BY AIRTEL

14. CRM USED IN AIRTEL
• CURRENTLY AIRTEL IS USING I-CRM PLATFORM. “AS PART OF THEIR VISION,
THEY INTEND TO PROVIDE AIRTEL SERVICES ANYWHERE AND AT ANY TIME.
• I-CRM ALLOWS A COMPANY TO DEFINE THE VALUE OF A PROCESS, AND
IMPROVE IT.
• BEFORE CHOOSING ITS CRM TOOL, BHARTI EVALUATED MANY OPTIONS. IT
CONSIDERED FACTORS LIKE:
1) PROPER WORKFLOW AUTOMATION
2) FACILITATION OF KNOWLEDGE SHARING
3) INTEGRATION WITH THE BILLING SYSTEM.

16. CRM TECHNOLOGY ARCHITECTURE

17. ORACLE CRM
• Oracle CRM went live in the first quarter of 2004
• Managed to overcome many technical problems
• Technology partners include Oracle, SUN Microsystems, IBM and HP.
• Voice services (IVR) are provided by Nortel which was integrated with Oracle CRM.

18. TWO SIDES OF A COIN
• Operational CRM
• Workflow
• Day-to-day activities
• Analytical CRM
• Customer information
• Business development

19. E-CRM AT AIRTEL
THE WAY FORWARD

20. E-CRM INITIATIVES
• 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

21. • Retention plans
• Loyalty Plans
• 100% bill accuracy guarantee.(Key driver)
• Offer of the day.
• World on finger tips
21
Service Recovery @ Airtel

22. FEEDBACK
22
• Ensuring Feed Back from all in Airtel World.
• Ensuring Feedback on all calls from 121.
• Feedback survey done every week.
• Feedback from vendors.

23. BEST CRM STRATEGY OF AIRTEL

25. CRM IN
VODAFONE

26. ABOUT VODAFONE
• Vodafone Group plc is a British multinational telecommunications company headquartered
in London
• It is the world's 2nd-largest mobile telecommunications company measured by both
subscribers and 2013 revenues (behind China Mobile), and had 434 million subscribers as of
31 March 2014.
• It has approximately 185 million customers
• The market share is 11.84bn $ of the market size 62.34bn$

27. VODAFONE STRATEGY IN INDIA

28. CRM IN VODAFONE
CUSTOMER
Identific
ation
Different
iation
Interactio
n
Customiza
tion

29. BUILDING VODAFONE’S CRM
• Vodafone ads play a great role in building up CRM. The ads in which the pug, two friends,
Zoozoo’s, etc have made a mark on the customers.
• The Vodafone outlets help their customers in dealing with the problems by attending to every
customer and by providing them with info or solution

30. E – CRM IN VODAFONE
• Vodafone uses the 5 E in E-CRM

31. 5E IN E- CRM
Electronic
channels
Enterprises
Empowerment
Economics
Evaluation

34. CONCLUSION
• CRM is a must in order to compete in the market
• It requires dedication to maintain effective CRM
• It adds expectations & Loyalty
• Customer Loyalty may create Sustainable Economical Advantage

35. REFEREENCES
• http://www.ibef.org/industry/telecommunications.aspx
• https://en.wikipedia.org/wiki/Mobile_network_operators_of_India
• https://www.statista.com/statistics/258797/market-share-of-the-mobile-telecom-industry-
in-india-by-company/
• https://www.ukessays.com/essays/marketing/customer-relation-management-in-the-
vodafone-group-marketing-essay.php