CUSTOMER RELATIONSHIP MANAGEMENT

Zain Ansari Nikita Gupta

The customer is the most important person on our premises. He is not dependent on us we are dependent on him. He is not interruption to our work he is the purpose of it .He is not an outsider to our business he is a part of it. We are not doing favor by serving him. He is doing a favor by giving an opportunity to do so. -

Mahatma Gandhi

CUSTOMER RELATIONSHIP MANAGEMENT

Process of creating and maintaining relationships with business customers or consumers A holistic process of identifying, attracting, differentiating, and retaining customers Integrating the firms value chain to create enhanced customer value at every step An integrated cross-functional focus on improving customer retention and profitability for the company.

CHANGING BUSINESS SCENARIO - NEED FOR CRM

WHY CRM?

It costs six times more to sell to new customer than to sell to an existing one. A typical dissatisfied customer will tell 8-10 people By increasing the customer retention rate by 5%, profits could increase by 85% Odds of selling to new customers = 15%, as compared to those for existing customers (50%) 70% of the complaining customers will remain loyal if problem is solved 90% of companies do not have the sales and service integration to support e-commerce.

CRM PRINCIPLES
Customer Acquisition - Gain the greatest number of new Best customers as early in their lifespan as possible. Customer Retention - Retain and expand your business and relationships with your customers through up selling, cross selling and servicing. Customer Loyalty - Offer programs to ensure that your customers happily buy what you offer only from you. Cost Reduction - Reduce costs related to marketing, sales, customer service and support. Improve Productivity Enhance your e-business strategies.

INTRODUCTION
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises.

Bharti Airtel Limited, is Indias largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel is structured into three strategic business units - Mobile services, Telemedia services and Enterprise services.
The mobile business provides mobile & fixed wireless services using GSM technology.

WITHOUT CRM

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.

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 .

CHALLENGES
Acquired licenses for new circles & implemented CRM immediately. Migration strategy Existing customer base did not suffer. All circles go live by first quarter of 2004 Unified process Imparting training

WITH CRM

Airtel is now able to give its customer more value to money.

Able to provide its customers different schemes and services depending upon airtime usage.
Manage to segregate their workflow with the help of CRM tool.

BEFORE & AFTER CRM

Before 40% customer issues got resolved After 90% issues got resolved

Benefits: Manage customer expectation. Provide innovative products & services. Make customers loyal

WHAT IS ORACLE CRM

Oracle CRM is a Customer Relationship Management system developed by Oracle Corporation. Oracle customer relationship management (CRM) enables organizations to transform the customer experience. With an unmatched range of products, industry expertise, and deployment options, Oracle is

BENEFITS OF CRM TO AIRTEL

Customer segmentation Market analytics like records of customer profiles, payment history etc Customized and simplified bill formats, many payment collection centers.

First time resolution has increased from 40 % to more than 90 %.

Understanding of customers likes and dislikes.

WHAT IS E-CRM
As activities to manage customer relationships by using the Internet, web browsers or other electronic touch points. E-CRM allows customers to access company services from more and more places, since the Internet access points are increasing by the day. eCRM is the customerfacing internet portion of CRM.

 After implementation of the Oracle CRM, Airtel has now implemented 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.

IT HELPS IN
Linked to host of other back end systems.
E-CRM ( customer history and credentials ready. Changes that provide extra services like customized bills, payment collection centers, activation process. Monitor the customers actions.

It also work as a communication tool to spread awareness and build brand image.

With such a narrow window, we have to make sure we score every X` time. We use CRM analytics to generate accurate leads from a customer database. Were going to try and capitalize on information.

Anurag Parashar, Head, Customer Service Delivery, Bharti Televentures

Thanks