AIRTEL CRM

Ankita Chakrabarty (05)

Kevin Tharayil (21)
Mandhir Grewal (24)
Prerna Mehra (32)
Purvi Kapoor (36)
Sumeet Sandhu (53)
Vinita Punia (56)
 Bharti Airtel Limited
• Bharti Airtel is the flagship company of Bharti Enterprises.
• Established: July 07, 1995, as a Public Limited Company.
• Future Vision: By 2010 Airtel will be the most admired brand in India.
• Proportionate Revenue: Rs. 369,615 mil (year ended March 31, 2009-
Audited).
• Customer Base: 100 million.
• Airtel has a footprint in all the 23 telecom circles with a customer base
of 100 million as of May 2009.
• Airtel has a market share of 24.7% as of March 2009.
Bharti Airtel
• The businesses at Bharti Airtel have been structured into three
individual strategic business units (SBU’s)-

Airtel Telemedia Enterprise

Mobile Services
Services Services
EIGHT BUILDING
BLOCKS OF CRM
 CRM VISION
As part of our vision, we intend to provide
Airtel services anywhere and at any time. A
customer would get the same quality of
service no matter which of our call centers
the customer contacts.

It is vital for us to manage the expectations

of our customers and provide them with
innovative products and services in a
manner which makes them loyal.
 CRM VISION
• Empowering People - to do their best

• Being Flexible - to adapt to the changing environment and

evolving customer needs

• Making it Happen - by striving to change the status quo,

innovate and energize new ideas with a strong passion and
entrepreneurial spirit

• Openness and transparency - with an initiate desire to do good

• Creating Positive Impact – with a desire to create a meaningful

difference in making the experience with the product/service
better
Value Proposition

“We at Airtel always think in fresh and innovative

ways about the needs of our customers and how
we want them to feel. We deliver what we
promise and go out of our way to delight the
customer with a little bit more”.
CRM STRATEGY
Objectives
Provide a single window of service pan-India
across all 23 circles.
Process data and manage our large customer
database.
To be in sync with our culture of thinking fresh and
delivering more.
Provide around the clock service anytime,
anywhere.
Segments
Effective Interaction
VALUED CUSTOMER EXPERIENCE

The First telecom company in the world to receive the

ISO 9001:2000 certification from British Standards
Institute
Constant innovation of CRM technology apt for the
growing market.
Innovative VAS: e-recharge, e-recharge using SMS
The First to deploy Voice Quality Enhancers to
improve voice quality and acoustics
ORGANIZATION COLLABORATION
Already a leader in B2C, now venturing into B2B-
Bharti Airtel & Cisco.
Oracle for CRM software.
Tie up with Nokia, Black Berry.
Outsourced their VAS to Comviva.
Data feedback through Channel partners.
High-end servers from Sun and HP.
 Partnered with IFFCO to offer applications like
crop prices, weather updates & voice based
interface to rural market.
 CRM PROCESSES

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CRM TheirIts
Gets Into Clients
ElementInviting Them Into A Slippery
Garlands
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Bouquets
Airtel’s
The ability to chart
first collection marksoutthe
Thisanstart ofcombines
stage This Airtel’s
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provisioningwellsee
planned
an Airtel
welcome
client process
wishing
average life cycle allows
up-selling and cross selling. it
andto
Analytical to leave.
verification. Airtel includes
To keep
activates aavisit
churn
fromdown
a service
, Airtel uses
marketsteps
module different services.
in, CRM toThe
has customers
make account retention
andrepresentative
makespolicies
a and
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a call informing
processes to
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every is divided
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since clients can of the customer
first rating bringclients
clients
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based the Airtel
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Many clients
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andbeanalytical.
only approached Theonly
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this stage their first bill is
CRM deals
number with billing etc.
of times. generated.
CRM INFORMATION
Post deployment, the company now manages a single application stack as
opposed to the management of multiple applications pre-deployment.

MIS reports can now be viewed in real-time and online and performance
of teams and resources can also be monitored.

The application also allows segregation of work at a team/individual level.

It has also given the company access to a single knowledge repository at a
common level.

With the deployment, the company can now resolve customer faults 7
percent faster and has managed to reduce the re-occurrence of faults or
multiple failures by 3 percent.
CRM INFORMATION
The analytical module sits on a data warehouse, which contains
Customer profiles, usage patterns, demographics, revenue per
customer, and other information.

After Mr. XYZ’s frantic call, for instance, Airtel offered to bump up his
credit limit but also urged him to move to a talk plan that involved a
higher monthly rental, cheaper talk time and smarter roaming rates.

In the main, however, CRM is associated with retaining and servicing
customers.

 “Market analytics of a ready customer database can do wonders in

converting prospective customers into real ones.”
CRM TECHNOLOGY
Oracle CRM
Operational CRM
Went live in Q1 04
•Technology
Work flowpartners- Oracle, SUN micro-systems,
• IBM
Dayandto Day
HP. activities
IVR provided by Nortel-integrated to Oracle CRM.

Analytical CRM
• Customer information
• Business development
Modules Used At Airtel
Marketing
Planning
Campaign Management
Lead Management
Sales
Activity Management
Knowledge Management (FAQ’s, How to Guides)
Call center Support
Opportunity Management
CRM TECHNOLOGY
• After implementation of the Oracle CRM, Airtel’s 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
• Extranet
• 3G, ATM recharge, m-cheque.
• Better use of internet (Direct Communication channel)
• The way ahead - currently implementing i-CRM.
E-CRM Closed Loop Marketing

Marketing
Automation Analysis E-Channels E-promotion
• Predictive
Interests/Pref
modeling • Email
• Campaign CRM Data
• Pers Content
Repository Web
Management • Call Center Sales Call
• Historical • Purchases
Orders Billing
Analysis Action
CRM METRICS
Cases closed same day.
Number of cases handled by agent.
Number of service calls.
Average time to resolution.
Average number of service calls per day.
Percentage of service renewals.
Customer satisfaction level.
Complaint time-to-resolution.
Average number of service requests by type
Percentage compliance with service-level agreement (SLA).
IMPLEMENTATION
Three Step Program
Evaluation
Internal restructuring and re-engineering
Implementation

●
Internal
●
Technology Restructuri ●
Pilot
Step Evaluation Step ng Step Program
1 ●
Gap 2 ●
Re- 3 ●
Feedback
Analysis engineerin Cycle
g
Issues Faced
People
Technology
Processes
Need to work harder to create processes and re-
• Integration of otherwise
services across
independent
all 23 circles
engineer systems around new implementation
•Training
systems
Convergence helpsemployees
for all related to provide newer
•Best
services
Porting data
liketoo
products up
fromselling
can each
fail of
system
relevant
because which
of poor schemes,
went
training.
customized
into terabytes. SMS burst etc.
• Design
Maintaining
proper existing
work flow service
automation.
levels at the
• time of transition.
Facilitating and enabling knowledge
sharing.
Issues Post Implementation
Functional
Monitoring how customers interact with Airtel using
various modules of CRM.
Visibility of business transactions across India
Operational
Monitor SLAs
Maintenance and modification
Data flow
Issues Post Implementation
Change Management
Oversee enhancement
Constantly improve customer experience
Aligning CRM to Airtel’s vision and growth objectives.
Finding the right CRM managers has been a burning
issue in India.
KEY FINDINGS (15 Customers)
 Most (9) of the existing customers who were interviewed
were not happy with the customer service levels offered .They
The customers
complained thatwho were happy (6) with the service,
Airtel,
mentioned;
••Charged
That thethem for services
roaming not taken.was unmatched;
service provided
••Issued services
That the unaskedof services which they received was fulfilling;
up-gradation
••Connectivity and call of
The ease of payment drops;
phone bills;
••That the service of needs
The addressing 121- thethrough
helplinespecific
was not really helpful
packages whichin answering
worked
all queries
well as well
for them as addressing the complaints;
(students/youth/SIMS).
• That the complaints went unanswered for a long time;
• That the complaints were best solved through online complain
resolution, by shooting a mail to the nodal officer by citing reference
number of contact with the call centre executive.

 
BEST PRACTICES
• Build a Team • Dialogue With Your
• Business Objectives Customers
• Differentiate • Get Personal
• Customer Experience • Develop Success Metrics
Goals • Customer Engagement
• Integrated Customer Programs
Strategy • Collect Data
• Define & Map Data • Test, test, test
Requirements • Monitor
• Standardize Data
BEST PRACTICES
Automate Processes
Empower Staff
Keep It Simple
Communicate
TOTAL CUSTOMER EXPERIENCE
THANK YOU