summer internship project(2)

West Bengal University of Technology
Summer Project Report
“Analyzing the high value win back customers”
At
By
Surender Singh
WBUT Regn No: 141360710103 of 2015-2016
WBUT ROLL No: 13600914103
Army Institute of Management
Kolkata

TABLE OF CONTENTS
Authorisation
Certificate from Guides
Declaration by the Student
Acknowledgements
ExecutiveSummary
1. Introduction
1.1 Company Profile…………………………....1
1.2 Objectives of the Study…………………….5
1.3 Scope and Limitations……………………...6
2. Methodology
2.1 Researchmethodology……………………8
2.2 Data collection……………………………...10
2.3 Data Analysis and interpretations…….…..11
3. Findings and recommendations
3.1 Findings…………………………………..….20
3.2 Recommendation…………………………...22
Appendices& Annexure
References

GUIDANCE-cum-COMPLETION CERTIFICATE
This is to certify that Mr. Surender Singh, WBUT Regn No
141360710103 of 2015-2016, WBUT Roll No 13600914103 ,has
Undertaken the projecttitled “Analysis of high value win back customers”
Under our guidance from 16th
June 2015 to 10th
July 2015 at Bharti Airtel
Ltd has completed the said project successfully.
Full Signature of Internal Guide
DECLARATION

I hereby declare that this Project report entitled “Analysis of
High Value Win back Customers” submitted by me to the Army
Institute of Management Kolkata, is a bonafide work undertaken by
me under the guidance of Senior Marketing Manager, Mr. Kunal
Chaddha faculty of AIMK and it is not submitted to any other
university or institution for the award of any degree or diploma /
certificate or published any time before.
Signature
Name of the Student

ACKNOWLEDEMENT
I take this opportunity to express my profound gratitude and deep regards to all
those who contributed in bringing my internship project to a successful closing. I am
obliged to acknowledge exemplary guidance, monitoring and constant
encouragement throughout the course of this project of the following people.
 Senior Marketing Manager & company guide : Mr. Kunal Chaddha
 Faculty Guide : Prof. Sougata Majumdar
I would like to thank my company guide and other employees for giving me this
opportunity to understand the marketing and operations practices in the Telecom
sector.
I would like express my profound and sincere gratitude to Army Institute of
Management, Kolkata for providing me with the opportunity to do my project at Bharti
Airtel Ltd. Throughout the time I had a wonderful experience about this project.
At last I would like to thank my parents and friends who have directly or indirectly
helped me this project.

Executive summary
The present business scenario is totally customer oriented. Each company faces stiff
competition from competitors, each provides the best services at competitive rates.
As a result customer has lot of choices to get the best at the least cost. To face this
competition, it is very important to know customer’s behavior towards different
products and services.
This Project is aimed at winning High value customers who have switched/shifted to
other telecom operators. For this different strategies were adopted by Airtel and to
understand its impact on the perception of Airtel customers.
Research has showed that it is far more costly to win a new customer than it is to
maintain an existing one, and there is no better way to retain a customer than to
exceed his expectations. For this is essential to know the level of customer
satisfaction and dissatisfaction. The focus of my research was the measurement of
customer dissatisfaction level for the services provided by Bharti Airtel. My job was
to collect the feedback from the customers and also to get their suggestions and
tempting offers about other products. There can be no better opportunity to interact
with the internal customers of the organization. Finally the results of the research
verify that offering the customers with varied offers and making them aware about
how they can avail their best offers helped the organization to win back their
customers. It has also been verified that keeping the customer satisfied is the best
strategy to not retain the existing customers but also to expand the business to new
horizons.

1 | P a g e
COMPANY PROFILE
Bharti Airtel Limited is a leading global telecommunication company headquartered
in New Delhi, India. It operates in 20 countries across South Asia, Africa, and
the Channel Islands. Airtel has a GSM network in all countries in which it operates,
providing 2G, 3G and 4G services depending upon the country of operation. Airtel is
the world's fourth largest mobile telecommunications company by subscribers, with
over 275 million subscribers across 20 countries as of July 2014. It is the largest
cellular service provider in India, with 192.22 million subscribers as of August
2014. Airtel is the Second largest in country mobile operator by subscriber base,
behind China Mobile.
BhartAirtel is the largest provider of mobile telephony and second largest provider
of fixed line in India, and is also a provider of broadband and subscription
television services. It offers its telecom services under the "Airtel" brand, and is
headed by Sunil Bharti Mittal. Bharti Airtel is the first Indian telecom service provider
to achieve Cisco Gold Certification. It also acts as a carrier for national and
international long distance communication services. The company has a submarine
cable landing station at Chennai, which connects the submarine cable
connecting Chennai and Singapore.
Airtel is credited with pioneering the business strategy of outsourcing all of its
business operations except marketing, sales and finance and building the 'minutes
factory' model of low cost and high volumes. The strategy has since been copied by
several operators. Its network—base stations, microwave links, etc.—is maintained
by Ericsson and Nokia Siemens Network whereas IT support is provided by IBM,
and transmission towers are maintained by another company (Bharti Infratel Ltd. in
India).

2 | P a g e
Organization Structure
CORPORATE STRUCTURE
Airtel has two distinct Customer Business Units (CBU) with focus on B2C (Business
to Customer) and B2B (Business to Business) segments. Airtel's B2C business unit
deals with servicing the retail consumers, homes and small offices providing mobile,
fixed line, DTH and m-commerce services while the B2B unit deals with large
corporate accounts.

3 | P a g e
AWARDS & RECOGNITIONS
Bharti Airtel won top honors at the prestigious 2014 Frost & Sullivan India
Information & Communications Technology (ICT) Awards. Airtel won 3 awards:
Enterprise Telecom Service Provider of the Year, Large Enterprise Segment,
Enterprise Telecom Service Provider of the Year, SMB (Corporate) Segment, and
Enterprise 3G Service Provider of the Year under the Enterprise Telecom Services‟
category for its exemplary growth and performance.
Bharti Airtel was honored with the Dun & Bradstreet (D&B) Corporate award in the
Telecom Services sector at the D&B Manappuram Finance Corporate Awards 2014
in Mumbai
B Srikanth, Global CFO, Bharti Airtel Ltd, was honored with the "Best Performing
CFO in the Telecom Sector" award at the 8th edition of India's most coveted awards
for the finest CFOs the CNBC TV18 CFO Awards 2013.
Airtel Ranked "No.1 Service Brand" in the annual Brand Equity Most ' Trusted
Brands Survey 2014.
Bharti Airtel won "Top Treasury Team Asia 2014" in Adam Smith Awards Asia 2014
Airtel won the Best Treasury Team in Asia Pacific at the Finance Asia Corporate
Treasurer Awards 2014
Airtel won the DSCI Excellence Award for Security in Telecom at the NASSCOM
DSCI Annual Information Security Summit 2014.
Airtel won the "Best Mobile Product" for Wynk Music under Telecom Service
Providers Category and "My Favorite Service Provider" award under the Pubic Poll
Awards Category at the prestigious ET Telecom awards 2014.
Airtel won the "Enterprise Mobile App 2014" award for Airtel mGovernance solution
and "Unified Communication Solution" award for Biznet video solution at the Aegis
Graham Bell Awards the biggest Innovation Award in the field of Telecom, Internet,
Media & Entertainment (TIME).

4 | P a g e
Product & Services
Bharti Airtel Limited is a leading global telecommunications company with operations
in 20 countries across Asia and Africa. Headquartered in New Delhi, India, the
company ranks amongst the top 4 mobile service providers globally in terms of
subscribers. In India, the company’s product offerings include –
 2G, 3G and 4G mobile wireless services
 Mobile commerce
 Fixed line services
 High speed DSL Broadband
 IPTV
 DTH
 Enterprise services, including, National and International long term services to
carriers
Business Divisions
1. Mobile services
Bharti Airtel offers GSM services in all the 22 telecom circles of India and is
the largest in the mobile service providers in the country, based on the
number of customers.
2. Telemedia Services
The group offers high speed broadband with the best in class network. With
fixed line services in 87 cities, we help you stay in touch with your friends &
family and keep you updated round the clock
3. Airtel Business
Airtel business provides a broad portfolio of services to large Enterprise,
Government, Small & Medium businesses and carrier customers. It is India's
leading and most trusted provider of communication and ICT services,
offering services that include voice, data, network integration, data center &
managed services, enterprise mobile applications and digital media.
4. Digital TV Services

5 | P a g e
OBJECTIVES OF THE STUDY
Research Primary objective
High value win back customers.
To comprehensively understand following parameter selected for
studied:
 To analyze in detail as to what are high value customers.
 To have a proper understanding of the existing call rate, data tariffs of Airtel
and of other operators.
 To cover up a calling base of around 1500 customer for sampling.
 To understand the grievances of the customer.
 Make a detailed report whether he /she is using the sim of Airtel or not.
 To note the different reasons of their dissatisfaction which may range from
costly data packs, costly call rates, a call drop due to some network problem.
 To represent this in the form of charts and tables so that a profound
relationship could be established.
 To recommend ways as to how can the customers be fetched back.
 To suggest rate changes in any schemes offered by the company to generate
the awareness among the customers.
 To find how many people are interested in rs.21 tariff valid for 30 days having
a call rate of 30 p/min Local and STD.
 To develop this innovative service for the high value customer.

6 | P a g e
SCOPE AND LIMITATIONS
As we all aware about the fact that Airtel is a market leader among all private sector
operators in Indian Telecommunication Industry so, there is a huge pressure on the
company (Bharti Airtel) to retain its position in the market. BTL(Below the line) is
facing several challenges from its competitors mainly MTNL, Reliance, idea, Tata
Indicom, Aircel & Uninor. More over the major challenge the company is facing is to
retain the current customer base and try to increase it by providing them better
services at minimum possible prices.
 This research work will aid the company to understand the reasons behind
the decreased usage of high value customers and perception of people
towards the company.
 This research work mainly deals with the consumer usage of Airtel and its
counter-parts. The organization may utilize this project to focus on their
customer with great perfection.
 By using this task the organization can take some remedial measures, if
there is any sort of dissatisfaction about the services amongst the customers.
 By using this project other operators can also improve their services.
Limitations of the Study
 Company refused to share their confidential data with us.
 Guided by single mentor of the company.
 Study work is done within the frame work of mentor.

7 | P a g e
CHAPTER 2: METHODOLOGY
MARKETING RESEARCHPROCESS
Define the problem &
Research Objective
Develop the Research Plan
Determine the research
method
Collect the Information
Analyze the Information
Present the Findings

8 | P a g e
2.1 RESEARCH METHODOLOGY
Step 1: Defining the problem and research objective:
An old proverb says, “A problem well defined is half solved”. The basic aim behind
the project was to find out as to why customers are shifting towards other telecom
services over Airtel, how we can fetch those customers back and to promote the Rs
tariff.
Step 2: Developing the research plan:
The second stage of marketing research calls for developing the most efficient plan
for gathering the need information. Designing a research plan calls for decisions on
the data source, research approaches, research instruments, sampling plan and
contact methods. While doing the research, the plan was gathering primary data to
gain a first-hand experience and use the secondary data to analyze and come to
conclusion on the observations made above.
Research Approaches:
Primary data can be collected in four ways, namely Observational Research, Focus-
Group Research, Survey Research and Experimental Research.
In this project the first and the third type: Observational Research & Survey
Research approach has been used. The survey technique is best suited for
descriptive research.
Step 3: Determine research method and devise questionnaire:
Research instruments: The research instrument used here is questionnaire.
Questionnaire: A questionnaire consists of questions presented to respondents for
their answers. Because of its flexibility, the questionnaire is the instrument used here
to collect primary data. A sample copy of the questionnaire used in the project
enclosed in the APPENDIX section and briefly discussed in data analysis and
interpretation section.
Sampling plan: This plan calls for three decisions:
1. Sampling Unit: who is to be surveyed?
Answer: Those customers who were the part of Airtel for quite some time but
inadvertently shifted to other telecom sectors such as, Aircel, Idea, Uninor,
etc.

9 | P a g e
2. Sample Size: This was decided depending upon, as many number of people
that could be covered in a period of two months. During my project I got
feedback from 664 customers.
3. Sampling: The sampling method used was convenient sampling.
Step 4: Collecting the information:
The data collection phase of marketing research is generally the most expensive and
the most prone to error. In case of Airtel, as stated above the data was collected
using a questionnaire in the sampling unit defined above, asking varied questions
from customers and by observation.
Step 5: Analyzing the information:
The penultimate step in the marketing research process is to extract pertinent
findings from the collected data. The data is tabulated and pie charts have been
developed to analysis the data. They have been analyzed to take out its importance
and implications for the recommendations to be made at the end of the report.
Step 6: Presenting the findings:
As a last step of marketing research, the researcher presents the findings to the
relevant parties. The findings should not overwhelm management with lots of
numbers and fancy statistical techniques, but rather should present major findings
that are relevant to the major marketing decisions facing the management. Care has
been taken to see that there are no enormous data which jumbles the thinking
process of the users of the report.

10 | P a g e
2.2 DATA COLLECTION:
Primary sources:
 Collection of data through customers. For that Telephonic calls were
conducted.
Secondary sources:
 Through Company profile, Internet.
 Through Journals.
Design data collection forms and Questionnaire:
The questionnaire designed for collection of primary data contains mainly closed
ended questions in order to save the time. The questionnaire is kept short and
simple which provides all the required data. The questionnaires are given in the
appendix at the end of project.
Determination of sample plan and size:
As mentioned above UP East comprises of large area and assessing the whole area
is not possible. Since it is not possible to conduct 100% sampling, so random
sampling was done in selective areas and covered 664 customers in UP East areas.
The material used for purpose of primary data collection is a particular set of
questionnaire for the customers. After collection of relevant data the process of data
analysis has been conducted.

11 | P a g e
2.3 DATA ANALYSIS AND INTERPRETATION:
1. Customer Status
Contact
Status
Particulars Base Count Contrib.%
Contacted 664 49%
Non
Contacted 700 51%
Total 1,364 100%
Inference:
As we can see that here we have the base count of 1364 customers of which 49%
were contacted, while 51% couldn’t be reached due to various reasons, which
includes phones were Not reachable, Switched off, Ringing but didn’t pick up etc.
664 ,
64%
700 ,
51%
1,364 ,
100%
Base Count
Contacted
Non Contacted
Total

12 | P a g e
2. Contacted vs. not contacted
Attempted
calls By
itself
Calls Contacted 664 48.7%
Doesn't exist 14 1.0%
Number Busy 6 0.4%
Didn't pick up 535 39.2%
Switched Off 145 10.6%
Total 1,364 100.0%
Inference:
From above diagram out of 1364 sample size 48.7% were connected calls, 39.2%
didn’t pick up , 1% of the calls were not existing and 10.6% of the customers cell
were on the switched off mode.
664 , 49%
14 , 1%6 , 0%
535 , 39%
145 ,
11%
Calls Contacted
Doesn't exist
Number Busy
Didn't pick up
Switched Off

13 | P a g e
2. Reason for decreased usage of existing customer of
Airtel service
Reason for
decreasing
the usage
of existing
airtel
customer
Network Problem 16 3%
Tariff are costly 319 52%
Balance
deductions 60 10%
Roaming and
shifted base 153 25%
Call rate costly 67 11%
Total 615 100%
Inference:
Knowing the area where the customers are dissatisfied is very important. This helps
the company to improve in the areas where they are less satisfied.
1. 3% of the customers facing the network problem.
3%
52%
10%
25%
11%
Network Problem
Tariff are costly
Balance deductions
Roaming and
shiftedbase
Call rate costly

14 | P a g e
2. 52% have complained about the tariffs, which are costly as
compared to other telecom operators.
3. 10% have complained about the unnecessary balance deductions.
4. 25% of the customers have either shifted their base to other city or
are on roaming.
5. Remaining 11% have complained about the call rates been too
costly
3. Do you have a dualSim. If yes,then of which operator?
Do you
have a
secondary
SIM and
which
operator?
Do not have 2nd
SIM 256 40%
Airtel 53 8%
Uninor 98 15%
Aircel 87 13%
Vodafone 35 5%
BSNL 30 5%
Tata Docomo 41 6%
Idea 37 6%
RCOM 10 2%
Total 647 100%
Inference:
Knowing the other Telecom service providers is important. The
competitors of Airtel should be known so as to know which other Operators the
customers prefer.

15 | P a g e
4. You use second sim for what purpose?
Voice 532 81%
Data 7 1%
Both 121 18%
Total 660 100%
5. Do have a second sim of Airtel?
Yes 53 8%
No 611 92%
Total 664 100%
81%
1%
18%
Voice
Data
Both

16 | P a g e
6. Do you want tariff of Rs21 all local STD calls Rs30paisa/min?
Particular Base count Contrib.%
Interested 302 46%
Not interested 347 53%
Already using 5 1%
Rs199 3 0%
Total 657 100%
8%
92%
Yes
No

17 | P a g e
7. Do you Dial *121*1# to know their best offer ?
Particular Base count contrib.%
Made him aware 603 93%
Aware 45 7%
Total 648 100%
46%
53%
1% 0%
Interested
Not interested
Already using
Rs199
93%
7%
Made him aware
Aware

18 | P a g e
8. Do you want to give any suggestion as to how we can make your
services better?
Particular Base count Contrib.%
call rate should be
cheap 59 9%
cheap data pack 11 2%
Improve
connectivity(Network) 12 2%
Offer more scheme 47 7%
Satisfied 165 25%
stop balance
deduction 67 10%
Tariff should be
cheap 241 37%
No 58 9%
Total 660 100%
0% 2% 2%
7%
25%
10%
37%
9%
call rate should be
cheap
cheap dada pack
Improve
connectivity(Networ
k)
Offer more scheme

19 | P a g e
Inference:
Knowing the areas of improvement of services will help the company to
modify the required areas according to customer’s needs.
1. Here 9% of the customers demand of cheap call rates.
2. 2% of the customers demand of cheap data packs.
3. 2% of the customers want that the bad air problem should be taken care off.
4. 7% of the customers demand of more schemes.
5. 10% of the customers’ requests to put a pause put unnecessary balance
deductions.
6. While 37% of the customers demand that the tariff rates should be subsidized.
7. And 25% of the customers are satisfied with the services of Airtel and do not
want to make any recommendation.

20 | P a g e
CHAPTER 3: FINDINGS AND RECOMMENDATIONS
3.1 FINDINGS:
 Majority of customer are losing interest toward the Airtel connection because
of Costly Call rates as compared to other Telecom-Services, like
(Reliance,Uninor,Tata docomo Aircel etc).
 From the data majority of high value customer are coming from remote area
and keeping the financial conditions into consideration they find the tariffs and
call rates too costly
 Unawareness about the plans, due to which they have to pay more than what
is required and resulting into customer deviation towards other Telecom-
services, as highlighted above.
 Roaming charges are also comparatively on a higher side due to which the
consumers incline more towards the other brands.
 Consumers grow Frustrated with repeated occurrence of “BAD AIR”.
 The Schemes offered by Airtel is on a lower scale as compared to other
telecom services like Idea,Aircel,Uninor etc.
 Internet speed is not very appreciative. So to escape this issue people are
using other Services to get an internet access.
 Takes sizeable time for the tariff activation due to which customers are
restless.
 Unneeded subtraction from their balance.
 High Degree of Illiteracy. As from the telephonic interviews we come to know
that more than 70% people were unaware as to how to check their best offers.

21 | P a g e
3.2 RECOMMENDATIONS:
“Even great empires were built by keeping the people of the
kingdom happy and satisfied”
Airtel is growing Indian telecom sector market. After analyzing the sample size of
1364 customer base the outcome of project we recommended to the company as to
how we can fetch our high value customer are as follows:
 Airtel should provide more special offers to the customer who are availing
the services of other operators so that they can switch back to Airtel.
 Airtel should come up with some innovative plans which subsidies the call
rates and tariff plans, and customers can be kept satisfied.
 The data packs offered by the company are on a higher side due to which
people are shifting towards other operators..If the company need to fetch their
customers and at the same time retain their current customers it is very
important to bring down the rates a bit ,if not, too much because companies
like uninor, Idea, Aircel etc are offering the same services at very cheap
rates.
 71% of the customers were unaware about that they can know or avail their
best offers by dialing *121*1#. So awareness should be created among them
so that they do not miss out on any of their best offers.
 Unnecessary deductions should be checked. These deductions are in the
form VAS (Value added service). So in order to check these deductions all
the added services can be removed.

22 | P a g e
RESULTS:
Following measures were taken by the company to improve the services towards
their customers:
 EOCN: End of call notification
As people were complaining of unnecessary deductions from their balance so
in order to keep them in the loop of their balance, this practice was taken
where people will receive a notification after every call they make.
Once subscribed to End of call notification you can receive a notification
regarding your call cost and remaining account balance every time you end
the call.
 SMS: Sending message service
Message service was provided by the company as to make their customers
aware about their best offers.
 OBD: Outbound details
IVR(Interactive voice Response) systems can be used for outbound calls, as IVR
systems are more intelligent than many predictive dialer systems, and can use call
progress detection to recognize different line conditions as follows:
 Answer (the IVR can tell the customer who is calling and ask them to wait for an
agent)
 Answered by voice mail or answering machine (in these circumstances the IVR
system can leave a message)
 Fax tone (the IVR can leave a TIFF image fax message)
 Divert messages (the IVR will abandon the call)
 No answer

23 | P a g e
 PCA: Pre call announcements
Pre-Call Announcement (PCA) is an active communication tool for addressing
the needs of mobile subscribers. It enables playing of pre-recorded messages
of operators’ promotional or informational purposes to an originating caller,
before the outbound commencement of the call takes place. Informing a
caller of any additional charges prior to the call -is one such form of PCA.
After the announcement, the call proceeds as normal from the caller. PCA
gives flexibility for the administrator to configure a set of business rules for
executing scheduled announcements or to deploy announcements in real-
time.

24 | P a g e
Conclusion
In order to achieve customer loyalty, the journey promises to be tough and never ending. Finally,
today’s customer is very sensitive to issues like responses to complaints Customers’
expectations constantly keep increasing, especially from a growing sector like telecom
where the choices they have are ample, the customers get close to being insatiable. Highquality
and low cost are no longer USPs’ (Unique Selling Proposition) forany service provider. These are
assumed. Today’s mobile user wants more. Firstly, the customer is constantly in search of
a better “offer” that fits his / her need. Hence loyalty is a rarity in the telecom business. With
TRAI (Telephone Regulatory Authority of India) implementing the MNP (Mobile Number
Portability), the difficulty in using a new number while switching service
providers is eliminated. The service providers will have to constantly endeavor to maintaintheir
market shares. Secondly, branding and other promotional activities seem to help only to a point,
tariffs, call rates etc. These and such other issues deserve special concern.

25 | P a g e
Annexure
Questionnaire
Dear Sir/Madam,
Name of the customer:
Mobile number:
1. As I can see from the database that you have reduced your
usage to a minimal level from the last couple of months, so
sir may I know the reason behind it as to why you have
reduced your usage?
 Call rates are costly
 Tariff are costly
 Unnecessary deductions
 Roaming
 Connectivity problem
2. Do you use any other sim apart from Airtel? If yes, which
one?
 Aircel
 Uninor
 Reliance
 Vodafone
 Bsnl
 Tata docomo
 Single sim User
 Airtel
3. May I know the reason as to why you are availing the
services of other companies over Airtel?

26 | P a g e
4. What is the purpose you are using the sim? Whetherit is for
voice calling or Internet connectivity or for both?
 Voice calling
 Internet connectivity
 Both
5.Which recharge you prefermost of the time?
6.Which data pack you generally go for?
7. Do you face with the problem of BAD AIR/Call completion?
 Yes
 No
8. If we provide you with a tariff of Rs 21 which is valid for a
month and it reduces your Local and STD call rates to
30paise per minute Sir would you be interested to avail this
offer?
 Want rs21 tariff
 Not interested
 Using
9. Do you frequently dial *121*1# to know your bestoffers.If Not
then you can dial *121*1# to avail the bestoffers on your
network.
 Made them aware
 Unaware
 Aware

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