Customer Relationship Management (Airtel)

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“Think fresh, deliver more”

A Presentation

Team 3 :

Rakesh Arora - 02 Ashish Bansal - 03
Nikhil Doshi - 09 ...

 About the company
 The Old School
 Implementation
 Issues faced during implementation
 Benefits
 Issues...

• Empowering People - to do their best
• Being Flexible - to adapt to the changing
environment and evolving customer nee...

 “ We at Airtel always think in fresh and
innovative ways about the needs of our
customers and how we...

•The Company has ensured
that the waiting time in the
Airtel world is low.

•The Company has made the
systems as the Custo...

“They Communicate what they serve”
And make the intangible thing Tangible.
13

A value-added service (VAS) is popular as a telecommunications industry term for

non-core services or, in short, all serv...

Billing

Call Center VAS

Communication

...

•Airtel brings voice assisted turn-by-turn navigation with Way
finder Navigator™ on BlackBerry 8800/8820/8310/Storm
•If yo...

M-Commerce has a distinctive advantages namely flexibility.
Through the mobile phone, consumers can conduct business
trans...

•“Gaana bolo Hello Tune Pao”, Simplest way to find the
Hello Tune of your choice
•Call 543215 and say the name of your son...

Problems faced and reasons for implementation

 When Bharti had started out operations
(1995), the whole system was manual
 Only 40 percent of the customer iss...

 Had many local players (dealers, vendors
etc)
 Had huge issues in meeting the demands
of the growing custom...

 Not able to recharge amounts anywhere in
India. One had to carry scratch cards.
 Not able to pay bills anywhere...

 Individual modules for each of the
processes
 Order processing
 Project management
 Billing
...

A simple thing comes to my mind: How?

 Evaluation:
 Technology evaluation
 Equipment and technical evaluation was done
 GAP analysis

...

• Internal restructuring and reengineering
• Analyze issues surrounding scalability,
• Business growth
• Market and ...

• Implementation
• Pilot launched
• Feedback received with problems and suggestions
• After ree...

 "As part of our vision, we intend to provide
AirTel services anywhere and at any time.
A customer should get t...

 Business approach that understands, anticipates and manages
the need of current and potential customer of an organ...

 Installed a WAN
 Mutiple Leased lines on all major locations
 Initiated the process of setting up an
extrane...

 Oracle CRM went live in the first quarter
of 2004
 Managed to overcome many technical
problems
 Technolo...

 Operational CRM
 Workflow
 Day-to-day activities
 Analytical CRM
 Customer information
 Busines...

 Marketing
 Planning
 Campaign Management
 Lead Management
 Sales
 Activity Management
 Knowledge Man...

Issues and solutions, always go hand in hand

 Problem getting user community
(employees) to accept it
 Users forced to work harder to create
processes an...

 Integration of services across all 23 circles
and upgrading the organization to provide
newer services like up...

 Airtel had many independent systems,
which had to be integrated.
 This also involved porting data from each
...

ORACLE adds Magic to AirTel

 Customer segmentation
 Cross selling and up selling of relevant schemes
 Market analytics like records of customer
p...

 Customized and simplified bill formats,
payment collection centers, network
deployments, and the activation pr...

 It facilitated knowledge sharing amongst
employees.
 Started e-billing
 Customized offers based on usage
...

 The customer gets the same level of
service across India especially from call
centers.
 Reduced cost of cus...

 Automatic escalation of problem to
superior authority on breaching pre-set
time limit.
 CRM automatically s...

Thou shalt perfect the art of perfection

 Functional
 Monitoring how the customers interact with the
organization using the various modules of the
...

 Change Management
 Oversee enhancement
 Constantly improve customer experience
 Aligning CRM to Airtel’s ...

The way forward

 After implementation of the Oracle CRM,
Airtel now implementing e-CRM.
 e-CRM implementation partner is IBM
 ...

Creating Perception & Delivering Value as per Gap Analysis
53

Service Recovery @ Airtel

 Retention plans
 Loyalty Plans
 100% bill accuracy guarantee.(Key driver)
 ...

 Ensuring Feed Back from all in Airtel World.

 Ensuring Feedback on all calls from 121.

 Feedback survey done...

 Word of mouth

Service Marketing Presentation 56

Lets talk global

“With such a narrow window, we have to
make sure we score every time. We use
CRM analytics to generate accurate leads
from...

 The results so far have been promising
 Airtel has been presently riding on the
telecom boom.
 CRM’s effecti...

 The call centre should be more equipped to
divulge more information.
 Increase in advertisement to compete aga...

Please dial 121 for answers

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