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Airtel CRM
Airtel CRM
Hem Lata Meena (M018/12) Pallavi Srivastava (M023/12) Tarun Gupta (M044/12) Veluguri V K V S C Kumar (M047/12) Wankhade Rohit Vinod(M055/12)
Contents
BHARTI AIRTEL LIMITED .......................................................................................................................... 2 CUSTOMER RELATION MANAGEMENT (CRM) ........................................................................................ 2 Steps Involved in CRM ............................................................................................................................ 3 Airtel Prior to implementation of CRM ................................................................................................... 3 CRM architecture implemented at Airtel4 Issues Faced during Implementation.4 Post Implementation Benefits of implementing CRM in Airtel .............................................................. 5 Recommendations: ................................................................................................................................. 5 REFERENCES ............................................................................................................................................ 6
Analytical CRM relates to data mining and interpretation of data collected about customers for business development. At Airtel it provides staff with the required information on customers and this is used for business development activities. Together they help Bharti Airtel to provide better services to its customers. In todays world CRM has gained a lot of importance and it is very much needed by each growing organization to maintain their customer base because in this world of innovation, technology is changing very rapidly and it has resulted in a short life cycle of products as all the companies are coming up with their products shortly after the release of first one. So, it is very important for the organizations to maintain their loyal customer base as owning a customer is much costlier than retaining the customer.
At that time Vodafone was considered to be far superior in the services as compared to the Airtel. Hence, Airtel was not left with any other alternative but to implement the CRM.
Knowledge sharing practices: Facilitation of knowledge sharing within the organization was a
challenge.
Recommendations:
In August 2012, Airtel came out with the quarterly reports showing loss for tenth time in a row. In order to fight back and remain as the top brand in the industry, here are some of the suggestions that could help Airtel. 1. Focus on core competencies and outsource the rest Airtel core competencies include Marketing, Value added services (VAS), Pricing. Hence the company should only focus on these areas and the remaining should be outsourced like the operational features etc. Just recently Airtel outsourced its advertising inventory 5
management to Mogac Media, which will now sell all the possible advertising space on mobile, DTH and Broadband. Same it has also signed a five year contract with Avaya, to enhance its custome capabilities. 2. Staying ahead through smart and innovative commercials Airtel add Jo tera hai wo mera hai won the best add of the year. Likewise Airtel will have to keep on coming with smart and innovative advertisement to beat the competition from Vodafone and others. Vodafones ZOOZOS gave a though competition to Airtel adds.
3. Lowering call rates and service charges Some peoples still feel that Airtel call plans are costly and could be reduced further. 4. Proper internal marketing at all centres Airtel should also include its employees in the decision making process making them feel important, this could actually result into more customer satisfaction. 5. Monitoring changes in customer needs Time to time the wants of customer changes, hence Airtel should be keeping tab on whats NEW. 6. New channel for new services Airtel can either choose to be content with network and VAS or seize opportunities to discover new revenues streams and build them. 7. Moving to ecosystem oriented operational style Traditional modes of communication is being complemented and supplemented. If not replaced with new business forms, the ecosystem will become complex. Airtel will have to add in new partners along with older ones. It should now approach the customer with a solution based approach rather than a traditional product based approach.
REFERENCES
http://en.wikipedia.org/wiki/Bharti_Airtel
http://www.airtel.in/wps/wcm/connect/about+bharti+airtel/bharti+airtel/about+bharti+airtel/http: //www.indiainfoline.com/Markets/Company/Background/Company-Profile/Bharti-Airtel-Ltd/532454 http://dl.sugarforge.org/training/training/IntroductiontoCRM/CRM_Fundamentals.pdf
http://www.expresscomputeronline.com/20040105/ebusiness01.shtml http://www.cio.in/case-study/customer-relationship-magic