Ankita Chakrabarty (05)

Kevin Tharayil (21)

Mandhir Grewal (24)

Prerna Mehra (32)

Purvi Kapoor (36)

Sumeet Sandhu (53)

Vinita Punia (56)

AIRTEL CRM

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.• The businesses at Bharti Airtel have been structured into

three individual strategic business units (SBU’s)-

Bharti Airtel

Mobile Services

Airtel Telemedia Services

Enterprise Services

EIGHT BUILDING BLOCKS OF CRM

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

CRM VISION

“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”.

Value Proposition

ObjectivesProvide 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.

CRM STRATEGY

Segments

Effective Interaction

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

VALUED CUSTOMER EXPERIENCE

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.

ORGANIZATION COLLABORATION

CRM PROCESSES

Pegging Their ClientsAirtel’s ability to chart out an average life cycle allows it to market different services. The CRM is divided into operations and analytical. The operations CRM deals with billing etc.

Inviting Them Into The FoldThis stage combines provisioning and verification. Airtel activates a customers account and makes a first rating of the customer based on the application.

Garlands And BouquetsAirtel’s well planned welcome process includes a visit from a service representative and a call informing clients of the Airtel help line:121.At the end of this stage their first bill is generated.

CRM Gets Into Its ElementThe first collection marks the start of up-selling and cross selling. Analytical module steps in, CRM has to make every attempt count since clients can only be approached only a fixed number of times.

A Slippery Slope ConqueredThis stage may see an Airtel client wishing to leave. To keep churn down , Airtel uses retention policies and loyalty processes to bring clients back to the fold. Many clients are won back.

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 INFORMATION

Oracle CRMWent live in Q1 04Technology partners- Oracle, SUN micro-

systems, IBM and HP.IVR provided by Nortel-integrated to Oracle

CRM.

CRM TECHNOLOGY

Operational CRM• Work flow• Day to Day activities

Analytical CRM• Customer information• Business development

MarketingPlanningCampaign ManagementLead ManagementSalesActivity ManagementKnowledge Management (FAQ’s, How to

Guides)Call center SupportOpportunity Management

Modules Used At Airtel

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• Predictive

modeling• Campaign

Management• Historical

Analysis

E-Channels

• Email• Web• Call Center• Orders Billing

Analysis

Action

CRM Data Repository

E-promotionInterests/Pref

Pers ContentSales Call

Purchases

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 typePercentage compliance with service-level

agreement (SLA).

CRM METRICS

Three Step ProgramEvaluationInternal restructuring and re-engineeringImplementation

IMPLEMENTATION

• Technology Evaluation

• Gap Analysis

Step 1

• Internal Restructuring

• Re-engineering

Step 2

• Pilot Program

• Feedback Cycle

Step 3

People Need to work harder to create processes and

re-engineer systems around new implementation

Training for all related employeesBest products too can fail because of poor

training.

Issues Faced

Processes• Integration of services across all 23

circles• Convergence helps to provide newer

services like up selling of relevant schemes, customized SMS burst etc.

• Maintaining existing service levels at the time of transition.

Technology• Integration of otherwise independent

systems• Porting data from each system which

went into terabytes.• Design proper work flow automation.• Facilitating and enabling knowledge

sharing.

FunctionalMonitoring how customers interact with

Airtel using various modules of CRM.Visibility of business transactions across IndiaOperationalMonitor SLAsMaintenance and modificationData flow

Issues Post Implementation

Change Management Oversee enhancementConstantly improve customer experienceAligning CRM to Airtel’s vision and growth

objectives.Finding the right CRM managers has been a

burning issue in India.

Issues Post Implementation

KEY FINDINGS (15 Customers) Most (9) of the existing customers who were interviewed were not happy with the customer service levels offered .They complained that Airtel,

• Charged them for services not taken.• Issued services unasked• Connectivity and call drops;• That the service of 121- the helpline was not really helpful

in answering all queries as well as addressing the complaints;

• 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.

 

The customers who were happy (6) with the service, mentioned;• That the roaming service provided was unmatched;• That the up-gradation of services which they received

was fulfilling;• The ease of payment of phone bills;• The addressing of needs through specific packages which

worked well for them (students/youth/SIMS).

BEST PRACTICES• Build a Team• Business Objectives• Differentiate• Customer

Experience Goals• Integrated Customer

Strategy• Define & Map Data

Requirements• Standardize Data

• Dialogue With Your Customers

• Get Personal• Develop Success

Metrics• Customer

Engagement Programs

• Collect Data• Test, test, test• Monitor

Automate ProcessesEmpower StaffKeep It SimpleCommunicateTOTAL CUSTOMER EXPERIENCE

BEST PRACTICES

THANK YOU