Customer Retention

Management
Overview:
In the current global scenario, it is imperative for an organization to constantly acquire
and retain customers to ensure its own growth and profitability. However, as we all know,
acquiring customers is much more expensive than retaining them. Thus more and more
organizations are considering retention of their existing customers as crucial. Airtel too
feels the same and has come up with a formal retention process to enable Customer
Care Executives handle churn requests and retain customers better.

Key Deliverables:
By the end of this module you would be able to:

Explain what is churn and the different types of churn.

Follow the correct steps to facilitate customer retention.
Facilitate customer churn following the required steps.

Duration:
3 hours
SUMMARY:
Airtel has a subscriber base of over a million subscribers. To manage such a huge base
of subscribers and constantly provide satisfactory customer service to each one of
them is a huge task in front of all the Airtel employees.

At times the levels of customer service are not satisfactory for the customers and
therefore the customers may wish to leave Airtels services. Such a scenario is
called as Voluntary Churn. In this situation the customer himself wishes to quit
Airtels services.

There are times when the customer defaults in making payments. In such
circumstances, Airtel tries to encourage such customers to either move onto the
prepaid category or to quit Airtel services. This process is known as Involuntary
Churn.

As was mentioned in the module on Customer Service, it is much easier to retain a

customer than to get a new customer. With this being the case, Airtel has designed
a Customer Win Back Process, following which it tries to win back its customers
who have quit using Airtels services on a voluntary or involuntary basis.

The concept of Safe Custody was introduced to the participants in the module on Other
Services as a part of the Value Added Services. At times, the customers request for
safe custody but then do not take up the service again. In such a scenario, Airtel has
to make outbound calls to these people to check upon their need for the service and
inform them about the activation formalities. Hence, safe custody process is also a
part of the overall retention process as it is important for Airtel to retain customers
who leave their numbers in Airtels safe custody also.
Introduction
Instructions to Say: Imagine this scenario. You are a regular at a restaurant
Facilitator located in the outskirts of Delhi. You make it a point to go
there at least once a month. You love the food and the
ambience of the place. Once when your friends come to visit
Delhi you decide to take them to the place. On reaching there
you find out that there is a 20-minute waiting period. You
decide to wait on. However, the waiting period gets extended.
Finally after 45 mins you get to enter the place. It is very
crowded. You manage to order food convincing your friends
that the food would make the wait worthwhile. However, the
food too is delayed and the rotis served to you are burnt at
the ends.
How would you feel after going through this experience?

Generate a discussion amongst the participants. Then say,

Airtel has a subscriber base of over one million subscribers.

This makes it the largest cellular services provider in the
country. As a Customer Care Executive, you play a key role in
keeping the customers happy. However, this is not an easy
task. The amount of competition that exists in the cellular
industry creates additional pressure on organizations to
manage their customer base better. In such a scenario,
customer retention becomes very important.

Discussion Points What in your understanding is customer retention?

Instructions to Discuss the various answers provided by participants. Then

Facilitator summarize the discussion with the help of the following slide.

Slide Customer Retention

Customer Retention is a continuous process of focused

marketing attention on existing customers.

It is the philosophy of treating customers so well that they lack

any reason to go anywhere else.
Discussion Points Why is customer retention important?

Instructions to Discuss the various answers provided by participants. Share

Facilitator the following slide with them to summarize the discussion.

Slide Importance of Customer Retention

Customer retention is an important tool for todays

organizations because:

1. Acquiring new customers is eight times as expensive

as retaining an existing customer.
2. The value of profits realized form a satisfied and
retained customer continually increases over his
lifetime.

Instructions to Say: When subscribers decide to move out of Airtels

Facilitator services, the process is called churn. What do you
understand by the word churn in this context?

Discuss the answers provided by them. Then show them the

following slides.

Slide Churn

When the customer has decided to quit a particular service,

the process is called as Churn.
Slide Types of Churn

There are two types of churns:

Voluntary churn
Involuntary churn

It is important to determine the type of churn

and therefore, treat the customer accordingly.

Slide Voluntary churn

The process where a customer wants to quit a particular

service as a result of his own free will is known as Voluntary
churn.

Slide Involuntary churn

The process where a customer defaults in payments for a

particular service and is therefore encouraged by the service
provider to quit it is known as involuntary churn.

Instructions to Say: Airtel works proactively towards retaining the customers

Facilitator who are inclined to go in for a voluntary churn. For this they
follow the proactive churn process.

Instructions to Ask the participants to respond to the following questions.

Facilitator

Discussion Points 1. What are the different sources from which Airtel can
detect customer requests for proactive churn?
2. What process needs to be followed on receiving this
request?

Instructions to Discuss and then share the following slides with the
Facilitator participants.
Slide Proactive Churn:
Input
Activation Report
AON Report
ECRM Report

Identify Allocation Close looping Customer Customer

list of to CIG team on open- Communica Retention
ended issues
targeted tion on
through QRT
customer Close
s Looping

Output
Retention of Subscriber

QRT => Query Resolution Team

Discussion Points 1. Who will provide inputs for this process?

2. Who will use the output of this process?

Instructions to Discuss the answers provided by the participants and share

Facilitator the following slide with them.

Slide 1. Supplier of inputs:

CIG team
SMG team
IT team

2. Users of Output:
Subscribers
CIG team
SMG team
RMG team
Instructions to Say: Airtel also works reactively towards retaining the
Facilitator customers who are detected to be the ones inclined towards
involuntary churn. For this they follow the reactive churn
process.

Instructions to Ask the participants to respond to the following questions.

Facilitator

Discussion Points 1. What are the different sources from which Airtel can
detect customer requests for reactive churn?
2. What process needs to be followed on receiving this
request?

Slide Reactive Churn:

Input
ECRM report on churn request
Exposure/Overdue report

Subscriber 1st level 2nd level Subscriber

Defaults/Requ retention/outboun retention/field Retained
ests for churn d attempt to visit for /Churned
contact customer involuntary
churn

Output
Retention of Subscriber
Churn of subscriber

Discussion Points 1. Who will provide inputs for this process?

2. Who will use the output of this process?

Instructions to Discuss the answers provided by the participants and share

Facilitator the following slide with them.
Slide 1. Supplier of inputs:

CIG team
SMG team
IT team

2. Users of Output:
Subscribers
CIG team
SMG team
RMG team
Voluntary Churn:

Instructions to Say: Voluntary churn happens when a customer decides to

Facilitator leave the network on his own. This may be consequent to,
Better offering by competitors.
Inadequate services from Airtels end.
Other reasons (e.g. people leaving the city/country
etc.)

Ask two participants to come to the front and sit back-to-back.

Then ask them to enact the following role-play

Role-Play Customer Care Executive: You are an Airtel Customer Care

Executive. You receive the following call while you are on
duty. What should you do?

Customer: You are Vikas. You have been an Airtel customer

for the past five years. Of late, you have been facing some
problems in your monthly invoices. You have repeatedly
called up the Airtel Customer Care Centre to speak to them
regarding the discrepancies in your bills on STD calls. You
know that you have not made several of the calls and are not
even aware of those numbers. However, as per the policy,
you have been given a certain amount of waiver at times, and
on other instances you have had to pay up the STD charges.
This has made you upset. You are now of the opinion that this
issue is never going to get resolved.

Hence, you call up Airtel Customer Care Centre placing a

request for churn.

Instructions to There are two scenarios. In case the Customer Care

Facilitator Executive handles the call well then show them the following
slide.

However in case the Customer Care Executive is unable to

handle the call, say, In case of a churn request, the
Customer Care Executive should try and do the following.
Slide Customer Retention

Proactively delight the customer to ensure continued

subscription.
Re-connect/Win back customers who have decided to
exit the network.

Instructions to Now say, In case the customer still wants to churn then there
Facilitator is a specific process that the Customer Care Executive
requires to follows

Now share the following slides with them.

Slide First Level Retention

Customer requests for canceling the

postpaid connection (TAT: 0 days)

Understand Customer problems and try and retain

customer as per Delegation of Authority (TAT: 0 days)

Yes No
Customer
Retained
(TAT: 0
days) 2nd Level
Raise note Retention
in eCRM

Note: TAT => Turn Around Time

Instructions to Customer requests for canceling the postpaid

Facilitator connection: Customer requests for a cancellation of the Post
Paid Connection Account by walking into one of the Connects
/ Lobby or Calls the Hotline.
TAT: 0 days
Responsibility: RCC/CCE
 Understand Customer problems and try and retain
customer as per Delegation of Authority: The RCC
Executive / CCE requires to Understand the Customers
Concerns and try and resolve it with their Delegation of
Authority.
TAT: 0 days
Responsibility: RCC/CCE

Customer Retained: If the Customer is retained and

satisfied, then update the ECRM system as a FTR case. All
FTR Cases need to be updated in the System.
TAT: 0 days
Responsibility: RCC/CCE

Customer not retained: Move to 2nd level retention.

First level retention does not always take place. When such a
scenario arises the customer request for churn needs to be
escalated.

Now ask the participants to respond to the following question.

Instructions to Discuss the answers provided by the participants. Then say,

Facilitator
If First Level Retention does not take place, the call is
escalated to the Senior Executive. The Senior Executive then
follows some specific steps to retain the customer. This is
known as Second Level Retention.

Now divide the batch into groups of two participants each and
provide them each with a set of cards. Now say, As per your
understanding, arrange the following cards in a flow on your
table. Visualize the process that you feel would be followed
for second level retention while arranging the cards.

Card Game Place the given cards in the sequence you think is followed
for Second Level Retention.
Instructions to For the above game, the following cards will have to be
Facilitator created by Airtel.

Card No. Text

Card 1 Customer not retained through 1st time
resolution
Card 2 Inform customer and transfer the call to the
Senior Executive
Card 3 Request the customer to call 888
Card 4 Customer Speaks to the Senior Executive
Card 5 Customer does not speak to the Senior
Executive

Review the sequences crated by various groups. Then, share

the following slides with the participants.

Slide Second Level Retention

Customer not retained through 1st time

resolution (TAT: 0 days)

Inform customer and

transfer the call to the Request
Senior Executive (TAT: the
0 days) customer to
call 888
(TAT: 0
days) (TAT:
0 days)
1. 2.

Customer Speaks Customer does

to the Senior not speak to the
Executive Senior Executive
Instructions to Explain each step using the following explanation.
Facilitator
Inform customer and transfer the call to the Senior
Executive/Request customer to call 888: If the customer is
not convinced to be retained the RCC /CCE, then the
Customer is informed and the call transferred to 888 to a
Senior Executive. The Senior Executive then tries to convince
the Customer to stay on Airtel network. The Senior Executive
is then required to understand the Problem / Issues of the
Customer in detail.
TAT: 0 days
Responsibility: RCC/CCE

Slide Second Level Retention

1.
Customer Speaks to the Senior Executive

Probe and Understand customer issues and

offer solutions/enables to retain customers (TAT:
0 days)

Yes No
Customer
Retained

Customer
Raise note wants to
in eCRM churn
(TAT: 0 days)

Instructions to Explain each step using the following information.

Facilitator
Probe and Understand customer issues and offer
solutions/enables to retain customers: The retention
executive needs to probe the Customer to find out the
reasons for his leaving the Airtel Network. He needs to
understand the Problems / Issues that the Customer faced
and try and help solve the Customers problems. He needs to
offer Solutions as per his / her Delegation of Authority Matrix
to the Customer.
TAT: 0 days
Responsibility: Retention Executive

Raise note in eCRM: If the Customer is retained and

satisfied, then the ECRM system is updated. All Retention
FTR and Non FTR cases are logged in the system.
TAT: 0 days
Responsibility: Retention Executive
Slide Churn Process

Customer wants to churn

Register details with reasons for churn into the

system (TAT: 0 days)

Ask customer to fill Subscriber Cancellation

Advice (SCA) at FSO and give to RCC (TAT: 0
days)

RCC forwards the SCA to Corporate Sales

Officer (CSO) (TAT: 0 days)
*
Make calls to customers who have applied for
cancellation (TAT: 0 and 1 days)

Instructions to Explain each step using the following information.

Facilitator
Register details with reasons for churn into the system: If
the Retention Executive is not able to retain the
Customer, then request from the Customer is taken for
Churn and a valid reason is input into the relevant
fields.
TAT: 0 days
Responsibility: Retention Executive

Ask customer to fill Subscriber Cancellation Advice

(SCA) at FSO and give to RCC: The customer is requested
to fill the Subscribers Cancellation Advice (SCA) at the
Connect / Lobby.
TAT: 0 days
Responsibility: Retention Executive

RCC forwards the SCA to Corporate Sales Officer (CSO):

RCC executive forwards the SCA to CSO for Signature
Verification and canning of the SCA forms. A list of all
Authenticated Cases is sent to the retention team.
TAT: 0 days
Responsibility: RCC Executive
 Make calls to customers who have applied for
cancellation: Retention Executive makes calls to the
Customers who have applied for Cancellations. Calls are also
made to the Customers who did not speak to the Executive
on being transferred to 888.
TAT: 0 & 1 days
Responsibility: Retention Executive

Slide Churn Process

2.
Customer does not speak to the Senior
Executive

*
Make calls to customers who have applied for
cancellation

Slide Churn Process

*
Make calls to customers who have applied for
cancellation

Send all cases for permanent withdrawal to

CSO & risk and credit team (TAT: 10 days)

Risk and Credit team Verify usage of the

customer (TAT: 5 days after last billing)

Yes No
Usage <
Security
Deposit
(TAT: 5 days
A after last billing)
Collections
Process for
Recovery
(TAT: 5 days
after last
billing)
Instructions to Explain each step using the following information.
Facilitator
Send all cases for permanent withdrawal to CSO & risk
and credit team: All the Suspended cases are sent for
Permanent Withdrawal to the Corporate Sales Officer and the
Risk & Credit Team (SMG).
TAT: 10 days
Responsibility: Retention Executive

Risk and Credit team Verify usage of the customer:

Executive verifies the Usage of the Customer who is
Churning.
TAT: 5 days after last billing cycle.
Responsibility: Risk and Credit Senior Executive

Usage < Security Deposit: Check is done to see if the

Usage is Less than the Security Deposit or Not?
TAT: 5 days after last billing cycle.
Responsibility: Recovery Executive

Collections Process for Recovery: If the Usage is Greater

than the Security Deposit, then the case is referred to the
Collections Recovery Process.
TAT: 5 days after last billing cycle.
Responsibility: Recovery Executive

Slide Churn Process

A - Usage < Security Deposit

Channel Accounting makes refund cheques (TAT: 9

days after last billing)

Issue come back letter for each case and hand over
to channel accounting (TAT: 9 days after last billing)

Dispatch refund cheques along with come back

offer letter (TAT: 9 days after last billing)
Instructions to Explain each step using the following information.
Facilitator
Channel Accounting makes refund cheques: If the
Customers usage is less than the Security Deposit, then
the balance amount needs to be refunded to the
Customer. Follow the Refund Process.
TAT: 9 days after bill cycle
Responsibility: Executive Channel Accounting

Issue come back letter for each case and hand over to
channel accounting: The retention team issues a Come
Back letter to the customer. This come back letter is handed
over to the Channel Accounting team.
TAT: 9 days after bill cycle
Responsibility: Retention Executive

Dispatch refund cheques along with come back offer

letter: The Channel Accounting team dispatches the refund
Cheque and the Come back letter to the Customer.
TAT: 9 days after bill cycle
Responsibility: Executive Channel Accounting

Say: The details of the voluntary churn process along with

the individual responsibility for each step is provided in the
concept note of the participants manual.
Involuntary Churn:
Instructions to Say: Involuntary churn usually happens when the customer
Facilitator defaults in making payments. In such circumstances the
Customer Care Executive should ensure that the customer
moves on from being a postpaid subscriber to a prepaid
subscriber category, instead of leaving the network all
together.

Ask the participants the following question.

Discussion Points How is the first contact with a customer made for an
involuntary churn?

Instructions to Discuss the answers provided by the participants and share

Facilitator the following slide with them.

Slide Involuntary Churn

Generate report of subscribers

who have not paid on or before
due date (TAT: Daily)

Send SMS to all above subscribers for

payments reminders (TAT: Two times every
month before barring)

Yes No
Subscriber
makes
payment

Generate List of B
subscribers who have
made payment (TAT:
Daily)
Instructions to Explain the above steps with the help of the following
Facilitator information.

Generate report of subscribers who have not paid on or

before due date: The Recovery executive generates a report
of all the Subscribers who have defaulted on their Payments
and have payments overdue.
TAT: Daily
Responsibility: Recovery Executive

Send SMS to all above subscribers for payments

reminders: A SMS is sent to all the Subscribers reminding of
their Payments Due. Standard SMS text is followed.
TAT: 2 times every month before barring
Responsibility: Recovery Executive

Generate List of subscribers who have made payment:

List for all Subscribers who have made the payment of their
bill after receiving the reminder SMS is generated.
TAT: Daily
Responsibility: Recovery Executive

Discussion Points In case that the subscriber fails to make the payment after
receiving the SMS, how would you handle him?

Instructions to Discuss the answers to the above questions with the

Facilitator participants. Now say:
There are some specific steps that need to be followed in
case a subscriber fails to make payments after receiving an
alert. These steps are explained in greater detail in the
following slides.
Slide Involuntary Churn

B - Make outbound pre barring auto dialer calls to

subscribers on their mobiles/landline for payment
reminder (TAT: Once before barring for every cycle)

Yes No
Subscriber
makes
payment (TAT:
Daily)

Generate List of
C
subscribers who
have made
payment. (TAT:
Daily)

Instructions to Explain the above steps with the help of the following
Facilitator information.

Make outbound pre barring auto dialer calls to

subscribers on their mobiles/landline for payment
reminder: If the Subscriber still hasnt made the payment
after sending the reminder SMS, then Outbound pre-barring
Auto dialer calls are made to the Subscribers on their Mobile /
Landline number.
TAT: 1 time before barring for every cycle.
Responsibility: Outbound Executive

Subscriber makes payment: Post the Outbound call to the

Customer, check whether the Customer has made the
payment or Not?
TAT: Daily
Responsibility: Recovery Executive

Generate List of subscribers who have made payment:

List for all Subscribers who have made the payment of their
bill after the Outbound call was made to the Customer is
generated.
TAT: Daily
Responsibility: Recovery Executive
Discussion Points If the subscriber does not make the payment, even on
receiving the outbound call, what would you do?

Instructions to Discuss answers to the above question. Say.

Facilitator Call barring is the only solution in such circumstances. On
doing this, usually the customer realizes his mistake and
makes the payment immediately.

Now share the following slide with the participants.

Slide Involuntary Churn

C Bar outgoing calls for all subscribers who have

not made payments X days after due date (TAT:
Once every month for all bill cycles)

Generate report for all subscribers who have been

barred because of non-payment (TAT: Daily)

Send SMS to all subscribers for whom the outgoing

calls have been barred (TAT: Two times every month
for each bill period)

Yes No
Subscriber
makes
payment
(TAT: Daily)

Generate List
of subscribers D
who have
made payment
(TAT: Daily)
Instructions to Explain the above steps with the help of the following
Facilitator information.

Bar outgoing calls for all subscribers who have not made
payments X days after due date: Outgoing calls for all the
Subscribers who have not paid the dues within X days from
the Due Date and whose Outstanding is more than the X
Amount - Control Limit for the Dunning process are barred.
TAT: 1 time every month for all bill cycles
Responsibility: Recovery Executive

Generate report for all subscribers who have been barred

because of non-payment: Recovery Executive generates a
list of all the Subscribers who have been barred because of
payment Overdue. The Barring reports are generated Bill
Cycle wise.
TAT: Daily
Responsibility: Recovery Executive

Send SMS to all subscribers for whom the outgoing calls

have been barred: Recovery Executive sends SMS to all the
Customers for whom the outgoing calls have been Barred
because of Non payment of Dues.
TAT: Two times every month for each bill period
Responsibility: Recovery Executive

Subscriber makes payment: Check whether the Customer

has made the Payment after the reminder SMS were sent.
TAT: Daily
Responsibility: Recovery Executive

Generate List of subscribers who have made payment:

Generate list for all Subscribers who have made the payment
of their bill after receiving the reminder SMS.
TAT: Daily
Responsibility: Recovery Executive

Discussion Points What should be the next step in the process? What should
the recovery executive do?

Instructions to Discuss the answers provided by the participants. Then say,

Facilitator Airtel tries to retain its customers at all levels. Even after no
payments have been made after several reminders, Airtel
tries and contacts the customer with further reminders and
retention strategies. Some of this can be seen in the following
slides.
Slide Involuntary Churn

D Call barred subscribers on their mobiles for

payment reminders on first five days (TAT: Once in a
month)

Yes No
Subscriber
makes
payment
Retention
oriented calls to
Generate List of subscribers
subscribers who (TAT: Once in a
have made month)
payment (TAT:
Daily)

Unbar
subscribers
Instructions to Explain the above steps with the help of the following
Facilitator information.

Call barred subscribers on their mobiles for payment

reminders on first five days: If the Customer has not made
the Payments even after the reminder SMS, then Telecalling
is done to the Barred Customers and reminders on payments
are given for the 1st 5 Days.
TAT: One time in a month for each bill period
Responsibility: Outbound Executive

Generate List of subscribers who have made payment

and unbar them: List of all Subscribers who have made the
payment of their bill after the Telecalling by the Outbound
executive had been done is generated.
TAT: Daily Online for every billing period
Responsibility: Recovery Executive/CCE

Retention oriented calls to subscribers who have not

made the payment: Calls are made to the Subscribers who
still havent paid their dues. Retention Oriented calls are
made to all Subscribers.
TAT: Once a month for each bill period
Responsibility: Outbound Executive

Instructions to Say: Retention oriented calls may result in payments from

Facilitator the subscriber. But in case he is not interested in continuing
with Airtels services, he would still not make the payment.
The following slides explain Airtels stance in such cases and
provides the steps to be followed to ensure recovery.
Slide Involuntary Churn

Retention oriented calls to subscribers.

Yes Subscriber No
makes
payment
Generate list of
subscribers who
Generate List of have not made
subscribers who payments after X
have made days of barring
payment (TAT: calls and have
Daily) outstanding >
300 (TAT: As per
billing period)

Unbar Cases. Also unbar

for cases where Suspend
subscriber provides account
receipt number.

Instructions to Explain the above steps with the help of the following
Facilitator information.

Generate List of subscribers who have made payment

and unbar cases: List of all Customers who have made the
Payments and have been update in the Post Paid Billing
system is generated. CCE unbars customers who provide the
receipt number for the Payment.
TAT: Daily
Responsibility: Recovery Executive/CCE

Generate list of subscribers who have not made

payments after X days of barring calls and have
outstanding > 300 and suspend account: List of all the
Customers who still have not cleared their Dues after X days
of Barring is generated and such Customers are Suspended.
TAT: As per billing period
Responsibility: Recovery Executive
Instructions to Say: Once the subscribers account gets suspended, Airtel
Facilitator provides the subscriber another opportunity to reactivate the
account by making the required payment. In case the
subscriber does not do that, then the following process is
followed.

Show the following slides to the participants.

Slide Involuntary Churn

Generate list of accounts suspended for
involuntary reasons (TAT: As per billing period)

Yes No
Subscriber
makes
payment (TAT:
Daily)
Permanently
Reconnect deactivate
account (TAT: 6 accounts that
hours) are not
reconnected
within 90 days
(TAT: Within 90
days)

Is outstanding
> deposit (TAT:
As per billing
Yes No
period)
Recovery
Refund to
to handle
subscriber
(TAT: As per
billing
(TAT: As per
period) billing period)
Instructions to Explain the above steps with the help of the following
Facilitator information.

Generate list of accounts suspended for involuntary

reasons: List is generated for all the Accounts, which have
been suspended for Involuntary reasons.
TAT: As per billing period
Responsibility: Senior Executive Collections

Subscriber makes payment: Checks are made on if the

Subscriber has made the payment or Not?
TAT: Daily
Responsibility: Recover/RCC/CCE

Reconnect account: If the Subscriber has made the

Payment, then Account is reconnected within 6 Hours of the
Payment made by the Subscriber.
TAT: 6 hours
Responsibility: Recover/RCC/CCE

Permanently deactivate accounts that are not

reconnected within 90 days: If the Subscriber does not
make the Payment, then the Subscribers Account to be
Permanently deactivated which are not re-connected within
90 Days of Suspension.
TAT: Within 90 days
Responsibility: Business Control Executive

Is outstanding >deposits: Checks are made on whether the

Subscribers Outstanding Amount is greater than the Security
Deposit amount.
TAT: As per billing period
Responsibility: Recovery business control

Recovery to handle: If the Outstanding is Greater than the

Security Deposit, then Recovery Process is followed.
TAT: As per billing period
Responsibility: Recovery business control

Refund to subscriber: If the Outstanding amount is less than

Security Deposit, then Refund is made to the Subscribers. By
following the Refund Process.
TAT: As per billing period
Responsibility: Recovery business control.

Say: The details of the voluntary churn process along with

the individual responsibility for each step is provided in the
concept note of the participants manual.
Win Back Process:
Instructions to Say: In this competitive environment, it is not easy to lose
Facilitator customers as a consequence of either voluntary of involuntary
churn. Thus, at times even though the customer churns, or is
deactivate for some period of time, Airtel tries to get in touch
with the customers again and win them back with special
schemes and promotions. This process is known as the Win
Back Process.

Discussion Points In your opinion, how can a customer be won back?

Instructions to Discuss the answers provided by the participants. Then show

Facilitator them the following slide and explain the concept of winning
back customers to them.
Slide Win Back Process

Generate a list of customers

deactivated for > 60 days
(TAT: 1st week of the month)

Send letters to all deactivated customers

requesting reconnection within 60 days with
special offers (TAT: Within 60 days)

Customer letters Customers to be

to be sent for 2 facilitated with
months (TAT: Smooth
Monthly) Activation (TAT:
As and When)
Instructions to Explain the above steps with the help of the following
Facilitator information.

Generate a list of customers deactivated for > 60 days:

List is generated for all the Subscribers who have been
deactivated form the Network for Less than or equal to 60
Days.
TAT: 1st week of the month
Responsibility: Retention Executive

Send letters to all deactivated customers requesting

reconnection within 60 days with special offers: Retention
executive sends letters to all the Deactivated Customers to
come back to the Airtel Network and they can be Reactivate
within 60 Days with a Special Offer.
TAT: Within 60 days
Responsibility: Retention Executive

Send letters to all deactivated: Check whether the

Customer has Opted to return to the Airtel network?
TAT: Daily
Responsibility: Retention Executive

Customer letters to be sent for 2 months: If the Customer

has not responded or come back to the Airtel Network, then
letters are sent to the Customers for 2 Months.
TAT: Monthly
Responsibility: Retention Executive

Customers to be facilitated with Smooth Activation: If the

Customers have responded positively and have accepted to
return to the Airtel network, then it is ensured that the
Customer goes through a smooth Activation process.
TAT: As and when
Responsibility: Retention Executive
Safe Custody Process:
Instructions to Say: All of you already know about the concept of safe
Facilitator custody. It was explained in the module on Other Services as
one of the Value Added Services offered by Airtel to its
customers. In this section of the retention process, we would
be focusing on the process to be followed while provisioning
safe custody for a customer. Let us look at the steps that
entail this process in greater detail.

Share the following slide with the participants.

Slide Safe Custody Process

Customer places request for Safe Custody

By calling By going to
Hotline the FSO

Follow the The case

Inbound Call passes over
Handling to the
process retention
team

Instructions to Ask the participants to read the following scenario and answer
Facilitator the question at the end of it.

Scenario You are an Airtel Customer Care Executive. You receive a call
from Anita an Airtel postpaid customer. She wishes to place
her mobile number into safe custody for the next two months
as she is going to be out of the country for the next two
months. You tell her that you would provision her request right
away. She wishes to know the amount of time that you would
require to provision the same. What would be your answer to
this question?
Instructions to Discuss the answers provided by the participants. Then share
Facilitator the following slide with the participants.

Slide Safe Custody Process

The SLA for a safe custody service is 4 hours.

Instructions to Ask the participants to respond to the following question.

Facilitator

Discussion Point What happens if the customer does not get his number
activated within the safe custody period?

Instructions to Share the following slide with the participants.

Facilitator

Slide Safe Custody Process

An Outbound Customer Care Executive calls up the

customer 75 days after the activation of the safe
custody service.

Subscriber is not Subscriber wishes

contactable / does to retain the
not wish to retain number.
the number.

Activate customer
Deactivate the account after
account. receiving security
deposit.
Module Summary:
Instructions to Divide the batch into two separate groups. Tell the
Facilitator participants,
We are now going to play a game called the Verbal Volley
Ball. I will name a process and pick up one group to start the
game. The group starting the game has to speak out the first
step of the process I have named. The other group then
within a period of less than 5 seconds after completion of the
first step needs to speak out the second step and so on. The
teams will alternate with the various steps. In case a team is
not able to state the step within 5 seconds, or states it
wrongly, the other team would win a point, if they can relate
the step correctly. The team with the highest score wins.

Then speak out the following processes one by one and let
the teams speak out the various steps.

Proactive Churn
Reactive Churn
First Level Retention
Second Level Retention
Voluntary Churn
Involuntary Churn
Win Back Process.
Safe Custody Process
Quiz:
Instructions to Ask the participants to respond to the following questions.
Facilitator

Quiz Match the following:

(10 mins) 1.

Sr. Step Sr. TAT

No. No.
1. 1st level retention a. Within 90 days
2. Verifying customer b. 6 hours
usage for voluntary
churn
3. Dispatch refund step c. Once each month for
each bill period
4. Call from pre barring d. As and when
auto dialler
5. Retention oriented e. First week of every
calls month
6. Generating list of all f. Once before barring for
accounts for every cycle
involuntary reasons
7. Permanent g. O days
deactivation of
accounts
8. Reconnection of h. 5 days post the bill
accounts after cycle
suspension
9 Generating list of i. As per the billing period
customers
deactivated for >60
days
10. Smooth activation j. 9 days after the bill
facilitation cycle

2. State the names of the respective teams for the following

steps:

a. Request the customer to call 888 to speak to the

Senior Executive.
b. Register details in the system with valid reasons for
churn.
c. Forward Subscriber Cancellation Advice to Corporate
Sales Officer for signature verification.
 d. Dispatch refund cheque along with come back offer
letter.
e. Sending payment reminder SMS to all subscribers.
f. Making outbound pre barring auto dialler calls to the
subscribers.
g. Generate list of all accounts suspended for involuntary
reasons.
h. For involuntary churn, is outstanding > security
deposit?
i. Generating list of all subscribers who have been
deactivated for > 60 days.
j. Permanent deactivation of accounts not reconnected
within 90 days of suspension.
k. Handling safe custody requests from FSO partners.
l. Calling up the customer after 75 days of activation of
the safe custody service.

Instructions to Now provide the participants with the correct answers.

Facilitator
1. 1 (g); 2 (h); 3 (j); 4 (f); 5 (c); 6 (i); 7 (a); 8 (b); 9 (e); 10
(d)
2.
a. RCC/CCE
b. Retention Executive
c. RCC
d. Executive Channel Accounting
e. Recovery Executive
f. Outbound Executive
g. Senior Executive Collections
h. Recovery Business Control
i. Business Control Executive
j. Retention Team
k. Outbound Customer Care Executive