Airtel implemented an Oracle CRM system to centralize its customer relationship management processes across India. This was done to improve customer service and retention as the company was facing issues with a decentralized, manual system. The implementation involved restructuring processes, integrating different systems, overcoming technical challenges, and training employees. Since rolling out CRM, Airtel has seen benefits like increased first contact resolution, customized offers, and a consistent customer experience nationwide. It aims to further enhance CRM through e-commerce initiatives and analytics to maximize customer lifetime value.

1. “Think fresh, deliver more”
A Presentation
Team 3 :
Rakesh Arora - 02 Ashish Bansal - 03
Nikhil Doshi - 09 Mayank Sancheti - 22
Pinkesh Shah- 24 Anshul Vyas - 28

2.  About the company
 The Old School
 Implementation
 Issues faced during implementation
 Benefits
 Issues faced after implementation
 e-CRM initiatives
 Concluding remarks

9. • Empowering People - to do their best
• Being Flexible - to adapt to the changing
environment and evolving customer needs
• Making it Happen - by striving to change the status
quo, innovate and energize new ideas with a strong
passion and entrepreneurial spirit
• Openness and transparency - with an initiate desire
to do good
• Creating Positive Impact – with a desire to create a
meaningful difference in society.
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11.  “ We at Airtel always think in fresh and
innovative ways about the needs of our
customers and how we want them to feel.
We deliver what we promise and go out
of our way to delight the customer with
a little bit more”
Source: Mr. Rajvinder Singh ( Sales Head Airtel Ahmedabad)
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12. •The Company has ensured
that the waiting time in the
Airtel world is low.
•The Company has made the
systems as the Customer
wants.
Source: Airtel World @ S.G.Highway.
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13. “They Communicate what they serve”
And make the intangible thing Tangible.
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14. A value-added service (VAS) is popular as a telecommunications industry term for
non-core services or, in short, all services beyond standard voice calls and fax
transmissions but, it can be used in ANY service industry for the services providers
provide for no cost to promote their main service business. In telecommunication
industry on a conceptual level, value-added services add value to the standard service
offering.
Source: Brand Equity (Economic Times)
14

15. Billing
Call Center VAS
Communication
Hiring Advertising
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16. 16

17. •Airtel brings voice assisted turn-by-turn navigation with Way
finder Navigator™ on BlackBerry 8800/8820/8310/Storm
•If you enter a destination you will be guided to it, both by voice
directions and on the map. All you have to do is choose how to
get there, by car, public transportation or by bike.
Source: Airtel World @ S.G.Highway.
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18. M-Commerce has a distinctive advantages namely flexibility.
Through the mobile phone, consumers can conduct business
transactions without being fixed at a computer terminal or being
physically present at the shop. In essence, M-Commerce offers
personalization and real time transactions while on the move.
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19. •“Gaana bolo Hello Tune Pao”, Simplest way to find the
Hello Tune of your choice
•Call 543215 and say the name of your song or movie to search
for your favorite Hello Tune.
Source: Airtel World @ S.G.Highway.
Service Marketing Presentation 19

20. Problems faced and reasons for implementation

21.  When Bharti had started out operations
(1995), the whole system was manual
 Only 40 percent of the customer issues
were getting resolved
 Were not meeting the customer’s
expectations
 Customer loyalty was a major concern.

22.  Had many local players (dealers, vendors
etc)
 Had huge issues in meeting the demands
of the growing customer base.
 Were not able to centralize the services
and give a common brand experience.
 Was hard to service customers across
sectors.
 The subscriber base was growing at a
healthy 15-20%. Airtel crossed the 1

23.  Not able to recharge amounts anywhere in
India. One had to carry scratch cards.
 Not able to pay bills anywhere in India
 Low customer retention
 Hutch’s (now Vodafone) customer service
was rated far superior.

24.  Individual modules for each of the
processes
 Order processing
 Project management
 Billing
 Customer details
 Call center operations
 Direct Marketing
 Sales Management
 Channel Management

25. A simple thing comes to my mind: How?

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

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

28. • 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
• Technology • Internal • Pilot
Step evaluation Step restructuring Step program
• GAP • Re- • Feed back
1 Analysis 2 engineering 3 cycle

29.  "As part of our vision, we intend to provide
AirTel services anywhere and at any time.
A customer should get the same quality of
service no matter which of our call centers
he contacts. This has been our vision, and
because of that we have gone in for a
centralized application like CRM,“ -
Amrita Gangotra, Group Chief, IT
Solution Engagement

30.  Business approach that understands, anticipates and manages
the need of current and potential customer of an organization.
 Integrating People, Processes and Technology of an organization
 Effective use of Information about customer to maximize
customer satisfaction as well as cost reduction and increased
profitability for an organization

32.  Installed a WAN
 Mutiple Leased lines on all major locations
 Initiated the process of setting up an
extranet to reach out to vendors and
dealers
 Storage Area Network (SAN) was put in
place
 The main data center is located at
Gurgaon

33.  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.

34.  Operational CRM
 Workflow
 Day-to-day activities
 Analytical CRM
 Customer information
 Business development

35.  Marketing
 Planning
 Campaign Management
 Lead Management
 Sales
 Activity Management
 Knowledge Management (FAQs, How to
guides)
 Call Center Support
 Opportunity Management

36. Issues and solutions, always go hand in hand

37.  Problem getting user community
(employees) to accept it
 Users forced to work harder to create
processes and re-engineer systems
around the new implementation
 CRM Training for all related employees
 Even best in class products are known to
fail because of poor training

38.  Integration of services across all 23 circles
and upgrading the organization to provide
newer services like up selling of relevant
schemes, customized SMS burst etc.
 Maintaining the service levels at the same
time enabling transition to CRM
implementation.

39.  Airtel had many independent systems,
which had to be integrated.
 This also involved porting data from each
system which totally went to terabytes.
 Had to design a proper workflow
automation
 Facilitation of knowledge sharing.

40. ORACLE adds Magic to AirTel

41.  Customer segmentation
 Cross selling and up selling of relevant schemes
 Market analytics like records of customer
profiles, profile, payment history etc
 Generation of accurate leads and SMS bursts
that target only the right customers based on
their segmentation is possible
 First time resolution has increased from 40 % to
more than 90 %.

42.  Customized and simplified bill formats,
payment collection centers, network
deployments, and the activation process
was enabled
 Better value added services were
provided
 “Why shouldn’t a person from Pune,
holidaying in Kashmir, be able to make
payments?”

43.  It facilitated knowledge sharing amongst
employees.
 Started e-billing
 Customized offers based on usage
profiles.
 Discounts on reaching threshold
 Recharge offers to low worth users
 Invitations to movie screenings and events
 Up selling of services to select customers
 Online customer support on new system

44.  The customer gets the same level of
service across India especially from call
centers.
 Reduced cost of customer or customer
acquisition cost
 System is highly scalable as the number
of subscribers increase.
 Airtel reached the 50 million subscriber
mark recently.

45.  Automatic escalation of problem to
superior authority on breaching pre-set
time limit.
 CRM automatically suggests products to
customer when they announce to leave
Airtel.
 Has resulted in savings because of fewer
calls.

46. Thou shalt perfect the art of perfection

47.  Functional
 Monitoring how the customers interact with the
organization using the various modules of the
CRM
 Visibility of business transactions across India
 Operational
 Monitor SLAs
 Maintenance and modification
 Data flow

48.  Change Management
 Oversee enhancement
 Constantly improve customer experience
 Aligning CRM to Airtel’s vision and growth
objectives
 Finding the right CRM Managers has been
a burning issue in India.

49. The way forward

50.  After implementation of the Oracle CRM,
Airtel now implementing e-CRM.
 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

51. 51

52. 52

53. Creating Perception & Delivering Value as per Gap Analysis
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54. Service Recovery @ Airtel
 Retention plans
 Loyalty Plans
 100% bill accuracy guarantee.(Key driver)
 Offer of the day.
 World on finger tips
Service Marketing Presentation 54

55.  Ensuring Feed Back from all in Airtel World.
 Ensuring Feedback on all calls from 121.
 Feedback survey done every week.
 Feedback from vendors.
Service Marketing Presentation 55

56.  Word of mouth
Service Marketing Presentation 56

59. Lets talk global

60. “With such a narrow window, we have to
make sure we score every time. We use
CRM analytics to generate accurate leads
from a customer database. We’re going to
try and capitalize on information.”
— Anurag Parashar, Head,
Customer Service Delivery, Bharti Televentures

61.  The results so far have been promising
 Airtel has been presently riding on the
telecom boom.
 CRM’s effectiveness would be put to test
during slump.
 Airtel chose the right implementation
partners
 This model would be implemented across
all group companies.

62.  The call centre should be more equipped to
divulge more information.
 Increase in advertisement to compete against
Vodafone.
Service Marketing Presentation 62

63. Please dial 121 for answers