Customer Relationship Magic

at–
BHARTI AIRTEL
Team 3
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 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

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 CRM TECHNOLOGY ARCHITECTURE

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 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 customer’s expectations

 Customer loyalty was a major concern.

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 Had many local players (dealers, vendors etc)

 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.

 Was hard to service customers across sectors.

 The subscriber base was growing at a healthy 15-20%. Airtel crossed the 1
million mark in 2002.

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 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

 Hutch’s (now Vodafone) customer service was rated far superior.

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IMPLEMENTATION
Three Step Program

 Evaluation:
– Technology evaluation
– Equipment and technical evaluation was done
– GAP analysis

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Three Step Program

• Internal restructuring and

reengineering
• Analyze issues surrounding scalability,
• Business growth
• Market and regulatory environments

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Three Step Program

• Implementation
• Pilot launched
• Feedback received with problems and
suggestions
• After reengineering user validation was
sought
• All these were rolled into Airtel’s Roadmap
for CRM

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 Your anytime, anywhere customer
service
• 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 customer’s actions

• It also work as a communication tool to spread awareness and build

brand image

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 Press for acceptance.

• Acceptance by the users

• Three-step program to implement new technologies,

which they applied to the CRM system
 Technology, equipment and technical evaluation
 Internal restructuring
 Communicate and feedback

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Benefits of ORACLE
CRM
 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 %.

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 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

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 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.

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e-CRM at Airtel
 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

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 TAKE AN EVOLUTIONARY APPROACH
TO CUSTOMER STRATEGY

Transition of perception from viewing customers as

exploitable income sources to treating them as assets to
be nurtured.
Treating CRM as a tool , rather than a strategic effort
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 KEEP FOCUS ON WHAT IS
IMPORTANT,
RATHER THAN TECHNOLOGY

CRM rapidly evolving from technology-

centric to a business-value effort.

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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. We’re
going to try and capitalize on
information.”
— Anurag Parashar, Head,
Customer Service Delivery, Bharti
Televentures

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Thank you