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Airtel CRM

Bharti Airtel implemented a customer relationship management (CRM) system to improve customer service and increase profitability. The three step implementation process included evaluating technology needs, restructuring internally, and piloting the new system. The Oracle CRM platform helped increase first contact resolution from 40% to over 90% by enabling customer segmentation, cross-selling, and customized customer experiences. While change management challenges remained, Airtel saw benefits such as reduced customer acquisition costs and improved customer retention through personalized offers and services. Moving forward, Airtel aims to further enhance the customer experience through its e-CRM initiatives.

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Ranjeeta Kumari
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521 views30 pages

Airtel CRM

Bharti Airtel implemented a customer relationship management (CRM) system to improve customer service and increase profitability. The three step implementation process included evaluating technology needs, restructuring internally, and piloting the new system. The Oracle CRM platform helped increase first contact resolution from 40% to over 90% by enabling customer segmentation, cross-selling, and customized customer experiences. While change management challenges remained, Airtel saw benefits such as reduced customer acquisition costs and improved customer retention through personalized offers and services. Moving forward, Airtel aims to further enhance the customer experience through its e-CRM initiatives.

Uploaded by

Ranjeeta Kumari
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 30

Customer Relationship Management at:

BHARTI AIRTEL
Submitted By:

Submitted To:
Shubha Johri

Ashish Gupta
Naina Bubna Prakash Khanna

Rajiv Bumb
Ranjeeta Kumari

Page 2

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
Page 3

Without CRM:
When Bharti had started out operations (1995), the whole system was manual
Only 40 percent of the customer issues were getting resolved Were not meeting the customers expectations Customer loyalty was a major concern.

Had huge issues in meeting the demands of the growing


customer base. Was hard to service customers across sectors.
Page 4

Without CRM:
Not able to recharge amounts anywhere in India. One had to carry scratch cards.
Had many local players (dealers, vendors etc)

Not able to pay bills anywhere in India


Were not able to centralize the services and give a common brand experience.

Low customer retention


Hutchs (now Vodafone) customer service was rated far superior.

Page 5

IMPLEMENTATION

Three Step Program


STEP 1: Evaluation
Technology evaluation Equipment and technical evaluation was done GAP analysis

Step 1
Page 7

Technology evaluation GAP Analysis

Three Step Program


STEP 2: Internal restructuring and reengineering
Analyze issues surrounding scalability, Business growth Market and regulatory environments

Step 1
Page 8

Technology evaluation GAP Analysis

Step 2

Internal restructuring Reengineering

Three Step Program


STEP 3: Implementation
Pilot launched Feedback received with problems and suggestions After reengineering user validation was sought All these were rolled into Airtels Roadmap for CRM

Step 1

Technology evaluation GAP Analysis

Step 2

Internal restructuring Reengineering

Step 3

Pilot program Feed back cycle

Page 9

ROAD MAP OF AIRTEL


Its has two part:

Roadm ap
Operati onal Analytic s

AIRTEL ROADMAP

Page 11

AIRTEL ROADMAP

Page 12

Your anytime, anywhere customer service


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
Page 13

EEP FOCUS ON WHAT IS IMPORTANT, RATHER THAN TECHNOLOGY

CRM rapidly evolving from technology-centric to a business-value effort.


Page 14

Issues Faced During Implementation

Issues and solutions, always go hand in hand

Problem getting user community (employees) to accept it

Issues faced During implementation

Users forced to work harder to create processes and reengineer 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.

Page 16

Issues faced During implementation


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.

Page 17

Benefits of ORACLE CRM

ORACLE adds Magic to Airtel

BENEFITS
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 %.
Page 19

BENEFITS
Customized and simplified bill formats, payment collection centers, network deployments, and the activation process was enabled Better value added services were provided
It facilitated knowledge sharing amongst employees. Started e-billing Online customer support on new system Reduced cost of customer or customer acquisition cost
Page 20

BENEFITS
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

CRM automatically suggests products to customer when they announce to leave Airtel.
Has resulted in savings because of fewer calls.
Page 21

e-CRM at Airtel

The way forward

e-CRM Initiatives
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

Page 23

Issues Faced After Implementation

Thou shalt perfect the art of perfection

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

Monitor SLAs Maintenance and modification Data flow

Page 25

Issues faced after implementation


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.

Page 26

CONCLUDING REMARKS

X`

With such a narrow window, we have to make sure we score every 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

Page 28

CONCLUSIONS
The results so far have been promising
Airtel has been presently riding on the telecom boom. CRMs effectiveness would be put to test during slump. Airtel chose the right implementation partners This model would be implemented across all group companies.

Page 29

YOU

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