Services Marketing Assignment

Team Members: Juhi Raj Ritika Singh Raman Singh Sameer Kapur Urvashi Soneja

Table of Contents
About Airtel ............................................................................................................................................. 2 Services Offered by Airtel ....................................................................................................................... 2 Service Delivery ....................................................................................................................................... 3 Flower of Services ................................................................................................................................... 4 Information: ........................................................................................................................................ 4 Order Taking ....................................................................................................................................... 5 Hospitality ........................................................................................................................................... 5 Caretaking ........................................................................................................................................... 5 Exceptions ........................................................................................................................................... 6 Billing and Payment ............................................................................................................................ 6 7 Ps ......................................................................................................................................................... 7 Product .................................................................................................................................................... 7 Price ........................................................................................................................................................ 7 Place ........................................................................................................................................................ 8 Promotion ............................................................................................................................................... 9 People ................................................................................................................................................... 10 Physical Evidence .................................................................................................................................. 10 Process .................................................................................................................................................. 10 What is CRM?? ...................................................................................................................................... 11 CRM Technology Architecture At Airtel ................................................................................................ 11 CRM systems provided by ORACLE ................................................................................................... 12 CRM implementation in two domains: ......................................................................................... 12 Modules used at Airtel: ................................................................................................................. 12 Issues faced during implementation............................................................................................. 13 Benefits of ORACLE CRM ............................................................................................................... 13 Issues faced after implementation ............................................................................................... 14 The way forward: .............................................................................................................................. 15

1|Page

About Airtel
Bharti Airtel is an Indian telecommunications services company headquartered at New Delhi, India. It operates in 20 countries across South Asia, Africa and the Channel Islands. Airtel has GSM network in all countries, providing 2G, 3G and 4G services depending upon the country of operation. Airtel is the worlds third largest telecommunications company with over 261 million subscribers across 20 countries as of August 2012. Services offered: Fixedline telephony Mobile Telephony Broadband Internet Digital Television

Services Offered by Airtel

Supporting Services
SMS Recharge and SIM availability in other shops Voice VAS Customer Care Centers
Caller Tunes Pay for special services

Data Services

Core service

Billing Services

2|Page

Service Delivery
Sim Recharge Customer Complaints Blackberry and iPhone devices Payment of bills Document submission information and activation about plans and supplementary services

Customers Airtel Pay men Websi te

Recharge Customer Complaints Blackberry and iPhone devices Payment of bills information and activation about plans and supplementary services

Other Shops Sim Recharge Document submission

3|Page

Flower of Services

Information:
Plans About the Airtel centers (Location, contact number..) Advertising about new products (eg. Launch of iPhone 5) Transparent billing details Email and SMS for due payments Sources Website Airtel Centers Other small shops Recommendation: Information about hidden taxes
4|Page

Order Taking
Website Airtel Centers Other small shops Recommendations: Continuation of the Services provided at home by executives (post paid connections) which had been stalled lately.

Hospitality
Call center executives behavior Quick resolution of complaints within a specified time Recommendation Installation of coffee, tea vending machines at Offices to engage them during waiting time.

Caretaking
Safe keeping of documents Ensuring no illegal use of the documents Privacy of customers call details Safety of the customers data on GPRS Recommendation Stop providing customer number to advertising companies

5|Page

Exceptions
Refund of not called for plan updates ( not always done) Recommendations: Always refund the plans not asked for by customers

Billing and Payment

Billing Websites Physical payment kiosks Other small shops Payment Credit Card Debit Card Cash Net banking Recommendations Executive should come home for collecting payments Increase the number of physical payment kiosks

6|Page

7 Ps Product
GSM Network, both Prepaid and Post-paid Fixed line phone DTH TV Internet connections: Mobile internet (GPRS), Broadband Connection, 3G internet, 4G LTE (USB sticks) Airtel money Selling iPhone in India International facilities through calling cards and prepaid world SIMs m-commerce

Price
Tariff analysis of major players in the market reveals that Airtel is not the cheapest service provider. They enjoy an advantageous position in the telecom market due to factors like: Customer based pricing strategy Skimming pricing Charging high price initially and reducing it over time Competitive pricing Always on toes to compete with the new competition and compete with their pricing structures Maintaining Quality By maintaining quality of their products and services they are able to maintain their introductory price over a long time Flexible Pricing Setting different prices in different markets based on: o Geographic Location They try to put different prices based on locations o Time of delivery Delivery of services matters a lot to improve image of the company, so Airtel believes in providing correct product at correct time. Eg. VAS

7|Page

o The complexity of the product:- Pricing of Airtel also depends on the complexibility of its product and span of availability Over the last few years, Airtel has provided its customers various facilities on the price front: I. Total Cost Control: a) Customers can recharge their phones with a denomination of their choice Easy Recharge: a) Airtel was the pioneer of e-recharge facility being provided to customers 24-hour Recharge via ATM: a) Allows recharge of Airtel Prepaid round-the-clock at nearest ATM. Internet Recharge: a) Airtel prepaid can be recharged online. However, customer survey shows that the usability of Airtels online recharge portal is poor as compared to that of its competitors. Roaming: a) Airtel was the pioneer in reducing roaming tariffs controlled by TRAI

II.

III.

IV.

V.

Place
Airtel's aim is to help customers as quickly and as efficiently as possible at first point of contact. The customers have the option to email Airtel directly, useful telephone numbers, quick links to store locations, payment centres and many other facilities. The major point of contact is the Airtel Relationship Centre where one can get a new Airtel connection, subscribe to any value added services and get more information on them, pay bills or get a new handset. Airtel provides its customers with the following facilities: Extensive presence across 23 circles Airtel customer care touch points Setting up convenient service centres in market places helps to increase visibility and improves accessibility to customers. Distributors like grocery stores / small outlets etc Internationally offers telecom services in 18 countries across Indian subcontinent and Africa.It includes three countries in Indian subcontinent: India, Sri Lanka & Bangladesh and fifteen African countries, namely;

8|Page

 Burkina Faso, Chad, Democratic Republic of the Congo, Republic of the Congo, Gabon, Ghana, Kenya, Madagascar ,Malawi, Niger, Nigeria, Sierra Leone, Tanzania, Uganda and Zambia.

Promotion
Airtel is one of the best known brands in India. Not as many people relate with Bharti as much as they do with Airtel. That is because its brand Airtel is so successful. Bharti is now piggybacking on the success of its brand Airtel to create a giant conglomeration. Recently Bharti unveiled its new logo. Airtel is known for being the first mobile phone company in the world to outsource everything except marketing and sales. Airtels marketing teams emphasis lies in relating with the customer and his/her idols. Airtel has consciously made an effort to make the best in business its brand ambassadors. This is easily visible in the following cases: Celebrity endorsers like Saif Ali Khan, Kareene Kapoor, Shah Rukh Khan, AR Rahman, and Sachin Tendulkar Bharti Airtel signed a five-year deal with ESPN Star Sports to become the title sponsor of the Champions League Twenty20 cricket tournament. The tournament itself is named "Airtel Champions League Twenty20." On May 9, 2009 Airtel signed a major deal with Manchester United Football Club. As a result of the deal, Airtel gets the rights to broadcast the matches played by the team to its customers. Clearly, all its celebrity endorsers are the best in their field. Sponsoring the Champions League is also a conscious effort of relating with the champion/best. Also, Manchester United is arguably the worlds best football team Other than projecting the image of being the best in business, Airtel engages in marketing activities typical of all firms of its size: Extensive print and video advertising Tie up with leading handset manufacturers like Nokia, Samsung and HTC to provide Airtel connections as a part of the package Sponsoring socially relevant community programs across country, for example, organising painting competitions for children, educational facilities for marginalised children Sponsoring popular events like half marathons, concerts and boat races Airtels advertisements are always very distinct and present the brand as very energetic, youthful and essential. Airtel came up with many ad-specific taglines like 'Har ek Friend Zaroori Hai' and stood out to be one of the most loved campaign and was the second most awarded campaigns, winning 7 metals (trophies) including 2 Gold, 4 Silver and 1 Bronze.

9|Page

People
Total of 20,675 employees as quarter ending Dec 2011 Dedicated and passionate workforce One of the best customer support in country The Best Employers Awards in India 2011 One of the top 5 best employers in the Aon Hewitt Study BT-Indicus-PeopleStrong Survey of Indias Best Employers 2011: Ranked No.10 in the Best Companies to Work For

Physical Evidence
Great network of airtel offices makes customers reach very easy They have offices across 18 countries in Indian sub-continent and Africa. It includes three countries in Indian subcontinent and fifteen African countries Separate post-paid billing centres Aggressive campaigning; stalls, mobile vans, activities in malls Network towers, websites, their presence in small brick and mortar shops

Process
New User registration: Done via Airtel centers, grocery shops etc Customer grievance handling process: 121 is the customer care number for all their services, and it can be dialled from anywhere in India. Huge customer care employees support for smooth functioning and processes Recharge process: Multiple interfaces like grocery shops, websites, chemists and so on Billing process: Airtel offices, dedicated billing kiosks, executives bill collection, online bill payment and Airtel Money

10 | P a g e

What is CRM??
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

CRM Technology Architecture At Airtel

IT is the bread and butter now at Airtel 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

11 | P a g e

CRM systems provided by ORACLE

"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, ORACLE 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

CRM implementation in two domains:

Operational CRM Workflow Day-to-day activities

Analytical CRM Customer information Business development

Modules used at Airtel:

Marketing Planning Campaign Management Lead Management Sales Activity Management Knowledge Management (FAQs, How to guides)
12 | P a g e

 Call Center Support Opportunity Management

Issues faced during implementation

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 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. 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.

Benefits of ORACLE CRM

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 %. Customized and simplified bill formats, payment collection centers, network deployments, and the activation process was enabled Better value added services were provided
13 | P a g e

 Why shouldnt a person from Pune, holidaying in Kashmir, be able to make payments? 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 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. 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.

Issues faced after implementation

Functional Monitoring how the customers interact with the organization using the various modules of the CRM Visibility of business transactions across India

Operational
14 | P a g e

Monitor SLAs Maintenance and modification Data flow

 Change Management Oversee enhancement Constantly improve customer experience

Aligning CRM to Airtels vision and growth objectives Finding the right CRM Managers has been a burning issue in India.

The way forward:

e-CRM at Airtel 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

15 | P a g e