CRM in Airtel

7/29/2019 CRM in Airtel

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CRM STRATEGIES AND COMPARISON

Submitted to: Submitted by:

Pardeep Bawa Satbir Singh

11100024

SP223


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Customers are more demanding than ever before. Increased choice andaccess to more information on alternatives make it harder than ever before

to win new customers and retain existing clients in the face of stiff

competition. Customer Relationship Management (CRM) is all about

understanding people: what makes them talk to you, what makes them buy

from you, what products and services they are most likely to be interested in,

and what makes them come back to buy from you again and again. To satisfy

customers and achieve commercial success, organisations need to collect,

organise and share all the information they have about their customers

throughout their business in a consistent, efficient way.

As per the requirements of the assignment, the industry which has been

identified to study is the telecom industry, in which I have identified two

prominent companies i.e. Airtel and Vodafone to highlight and compare,

CRM Strategies of these two companies, Methods used for Acquisition of

data, Customization methods used by companies, Customer Privacy

Policies of Companies.

OVERVIEW OF CRM OF AIRTEL

AIRTEL is one of Asias leading providers of telecommunication services

with presence in all the 22 licensed jurisdictions (also known as Telecom

Circles) in India. They serve an aggregate of 134 million customers. Theyare the largest wireless service provider in the country, based on the

number of customers. They offer an integrated suite of telecom solutions to

customers, in addition to providing long distance connectivity both

nationally and internationally.

Airtel has also recognised the importance of customer relationship

management and so have adopted the framework for creating a long time

relations with customers and have been got creative at capturing customer

information. They have been innovative in developing better communities


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around their brands giving customers more incentives to identify

themselves with those brands and exhibit higher levels of loyalty.

CRM practices by the company could be stated asThe company believes that one way developing an improved focus on

CRM is through the establishment or consideration of splitting the

marketing manager job into two parts: one for acquisition and one for

retention. The kinds of skills that are need for the two tasks are quite

different. People skilled in acquisition have experience in the usual tactical

aspects of marketing: advertising, sales, etc. However, the skills for

retention can be quite different as the job requires a better understanding

of the underpinnings of satisfaction and loyalty for the particular productcategory. In addition, time being a critical scarce resource company makes

it difficult to do an excellent job on both acquisition and retention.

As a result, Airtel has appointed a chief customer officer (CCO) whose

job focuses only on customer interactions. In this organization, the person

overseeing the companys marketing activities, the VP-Marketing, has both

product management and the CCO as direct reports. The CCOs job is to

provide intelligence to the VP from marketing research and the customer

database for use by product managers in formulating marketing plans and

making decisions. In addition, the CCO manages the customer service

operation. Although it would perhaps seem more logical for the CCO to

report to product management, the reporting arrangement to the VP-

Marketing is a signal to the company of the prominence of the position.

The CCO also interacts with other company managers whose operations

may have a direct impact on customer satisfaction.

The notion of customer satisfaction is being expanded to change CRM to

CEM, Customer Experience Management. The idea behind this is that with

the number ofcustomer contact points increasing all the time, it is more

critical than ever to measure the customers reactions to these contacts and

develop immediate responses to negative experiences. These responses

could include timely apologies and special offers to compensate for

unsatisfactory service. The idea is to expand the notion of a relationship

from one that is transaction-based to one that is experiential and

continuous.


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In today's competitive telecommunications market, for AIRTEL

customer service is the number one differentiator for companies. Customer

relationship management (CRM) applications improve the relationship

between the company and its customers.

Timely service provisioning,

Response to customer queries, and

Reporting on network performance

Are aspects of CRM. With GIS, call center operators can access all the

information on a customer and the associated network based on location.

Databases containing information on outside plant infrastructure, signal

quality, and equipment can be integrated using GIS and made available

using a corporate Intranet.

In CRM, Tier 1 handling means the customer's issue is resolved with the

initial call. Tier 2 calls require initiating a trouble-ticket and obtaining

additional information. Carriers who have successfully implemented GIS

support for CRM achieve higher Tier 1 handling and customer service is

performed more quickly and economically. GIS improves the speed and

quality of contact handling, augments customer satisfaction, and reduces

churn.

OVERVIEW OF CRM IN VODAFONEVodafone Essar, usually referred to simply as Vodafone, is a cellular

operator in India that covers 23 telecom circles in India. It was formerly

known as Hutchison Essar. It is the second largest mobile phone operator

in terms of revenue behind Bharti Airtel, and third largest in terms of

customers. The company now has operations across the country with over113.77 million customers.

Vodafone is the worlds leading international mobile communications

company. It now has operations in 25 countries across 5 continents and 40

partner networks with over 200 million customers worldwide. Vodafone is

able to offer the right solution to meet the needs of every client, driving

measurable improvements in business processes, enabling closer

relationships with customers and supporting the achievement of new

levels of profitability.


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Through supporting consistent best practice processes Customer

Relationship Management from Vodafone helps customers make the most

of interactions across multiple touch points.

Vodafone ads play a great role in building up CRM. The ads having the

pug, two friends, Zoozoos, etc have made a mark on the customers.

The Vodafone outlets help their customers in dealing with the problems by

attending to every customer and by providing them with info or solution.

Strategies and ComparisonBoth the companies are in same sector so both of them are facing same

privacy concerns. The privacy policies of both the enterprises are similar to

one another. Still the basic essentials of both the companies are mentioned

below:

Privacy policy of Vodafone

Vodafone India Limited is committed to protecting customerspersonal information. They have created Privacy Policy to help customers


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understand how they collect, use and protect their information when

customers visit companys web and WAP sites and use companys products

and services.

This Privacy Policy covers the following topics:

1. What personal information does Vodafone collects?Vodafone holds information relating to customers that they have

provided to Vodafone (such as on an application or registration form) or

that company may have obtained from another companys (such as

companys suppliers or from marketing organisations and credit agencies).

This information includes, customers name, address, telephone numbers,

information on how customer use companys products and services, the

location of customers mobile phone from time to time, lifestyle

information and any other information collected in relation to customers

use ofcompanys products and services.

2. How does Vodafone use customers Personal Information?The information that Vodafone collect from customer is held in

accordance with applicable laws and regulations in India. It is used by

company for a number of purposes connected with companys business

operations and functions, which include: Processing customer orders or applications. Carrying out credit checking and scoring. Providing customer with products and/or services requested. Billing customer. Dealing with requests, enquiries or complaints and other customer

care related activities.

Carrying out market and product analysis and marketing companysand companysgroup companies products and services generally;

Contacting customer (including by post, email, fax, short textmessage (SMS), telephone) about company and products and

services and the products and services of carefully selected third

parties which Vodafone think may be of interest to customer.

Registering customer details and allocating or offering customerrewards, discounts or other benefits and fulfilling any requests or

requirements customer may have in respect of companys and


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companys group companies' loyalty or reward programmes and

other similar schemes.

Inclusion in any telephone or similar directory or directory enquiryservice provided or operated by company or by a third party.

Carrying out any activity in connection with a legal, governmental orregulatory requirement or in connection with legal proceedings,

crime or fraud prevention, detection or prosecution.

.

3. Sharing customer Personal InformationThere may be times when Vodafone need to disclose customer personal

information to third parties. If Vodafone do this, Vodafone will only

disclose customer information to: Companys group companies; Those who provide company products or services that support the

services that Vodafone provide, such as companys dealers and

suppliers;

Credit reference agencies who may share customer information withother organisations and who may keep a record of the searches

Vodafone make against customer name;

If someone else pays customer bill, such as customer employer

Those providing telephone and similar directories or directoryenquiry services

Anyone Vodafone transfer companys business to in respect of whichcustomer are a customer or a potential customer.

Anyone who assists company in protecting the operation of theVodafone India networks and systems, including the use of

monitoring and detection in order to identify potential threats, such

as hacking and virus dissemination and other security vulnerabilities; Persons to whom Vodafone may be required to pass customer

information by reason of legal, governmental or regulatory authority

including law enforcement agencies and emergency services;

Any person or organisation as authorised by laws and regulationsapplicable in India.

Vodafone also provides customer personal information to carefully

selected third parties who Vodafone reasonably believe provide products

or services that may be of interest to customer and who have contracted


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with Vodafone to keep the information confidential, or who are subject to

obligations to protect customer personal information.

4. Protecting customer personal informationVodafone is taking reasonable steps to ensure that the personal

information Vodafone collects, uses or disclose is accurate, complete, up-to-

date and stored in a secure environment protected from unauthorised

access, modification or disclosure.

5. Internet useVodafone makes every effort to maintain the security of companys

internet connections, however for reasons outside of companys control,

security risks could still arise.

Vodafone uses cookies and other interactive techniques such as web

beacons to collect non-personal information about how customer interact

with companys website, and web-related products and services, to:

Understand what customer like and use aboutcompanys website; Understand what customer do not like and do not use on companys

website;

Provide a more enjoyable, customised service and experience, and Help company develop and deliver better products and services

tailored to companyscustomers interests and needs.

PRIVACY POLICY OF AIRTEL

Airtel is committed to protect the customers personal information and/or

sensitive personal data and strive to maintain the privacy of personalinformation. Airtel does collect customers personal information for a

variety of regulatory and business purposes. These include, but are not

limited to:

Verify customers identity

Complete transactions effectively and bill for products and services

Respond to customers request for service or assistance


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Perform market analysis, market research, business and operational

analysis

Provide, maintain and improve products and services

Anticipate and resolve issues and concerns with products and

services

Promote and market products and services which airtel consider may

be of interest to customer and may benefit customer.

Ensure adherence to legal and regulatory requirements for

prevention and detection of frauds and crimes.

1. Collection of personal informationAirtel and its authorized third parties collect information pertaining to

customers identity, demographics, and related evidentiary documentation.

They also collectcustomers personal information when they use company

services or websites or otherwise interact with company during the course

of relationship.

2. Disclosure and transfer of personal informationAirtel and its employees may utilize some or all available personal

information for internal assessments, measures, operations and related

activities. The same information can be passed to external parties as well.

3. Security practices and proceduresAirtels security practices and procedures limit access to personal

information on need-only basis. Airtel takes adequate steps to ensure that

third parties adopt reasonable level of security practices and procedures to

ensure security of personal information.

4. Internet UseAirtel maintains the security of our internet connections. However for

reasons outside of our control, security risks may still arise.


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Both the companies have the same sections in their privacy policies, in one

or the other way, may it be regarding personal information, usage. Both of

them ensure the security of the personal information of the customers and

have adopted reasonable security practices and procedures, in line with

international standard IS/ISO/IEC 27001, to include, technical, operational,

managerial and physical security controls in order to protect customers

personal information from unauthorized access, or disclosure while it is

under their control.

Both the companies cannot control the external threats to the data as both

are not liable to the information provided by customer to external resources.

Customisation

Customization is the art of creating different services for different types

of customers. Both the companies have differentiated products and

services, both tend to satisfy different types of customer segments. The

companies provide different services to different types of customers.

They provide services like:

Customized recharges: Airtel and Vodafone both provide recharges like

Bonus recharges and others. For high paying customers they provide extra

benefits.Differentiation in services of post-paid, pre paid, or easy post paid

customers

Data Acquisition

The companies use various techniques for data acquisition

1. Data collection by itself: The companies collect customer data bytheir own, when they provide services to customer or at the time oftransaction.

2. Third Parties: Both Airtel and Vodafone, collect the data ofcustomers through research agencies or third parties which they

have collected at various times.

CRM in Airtel

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