Submitted by-

Group 10 Section A

Abhijeet Kumar Yadav

(M001/12)

CUSTOMER Hem Lata Meena

(M018/12)

RELATIONSHIP Pallavi Srivastava

(M023/12)

MANAGEMENT IN Tarun Gupta

(M044/12)

AIRTEL Veluguri V K V S C
Kumar (M047/12)

Wankhade Rohit
Vinod(M055/12)
SUBMITTED TO- Prof. Hemlatha Chandrashekhar
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 Airtel……………………………………………………………………………………………4

Issues Faced during Implementation………………………………………………………………………………………………….4

Post Implementation Benefits of implementing CRM in Airtel .............................................................. 5

Recommendations: ................................................................................................................................. 5
REFERENCES ............................................................................................................................................ 6

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BHARTI AIRTEL LIMITED

Bharti Airtel Limited, commonly known as Airtel, is an Indian telecommunications Services Company
headquartered at New Delhi, India. It is headed by Mr. Sunil Bharti Mittal, who is the Chairman and
CEO of Bharti Enterprises. Airtel provides telecommunication services to 19 countries including India,
South Asia and Africa. Airtel has GSM network in all countries, providing 2G, 3G and 4G services
depending upon the country of operation.

Airtel is the world's fourth largest mobile telecommunications company with over 261 million
subscribers across 20 countries as of August 2012. It is the largest cellular service provider in India,
with 186.41 million subscribers as of October 2012. Its customer base in India & South Asia includes
193,158,000 of GSM mobile, 3,275,000 Tele media customers and 7,455,000 Digital TV Services (as
on September 30, 2012). In Africa it has 58,667,000 GSM mobile customers (as on September 30,
2012). It earned proportionate revenue of Rs. 202.732 million (September 30, 2012).

The company operates in four strategic business units, namely Mobile, Telemedia, Enterprise
solutions and Digital TV.

CUSTOMER RELATION MANAGEMENT (CRM)

CRM is a customer-focused business strategy designed to maximize revenue, profitability, and

customer loyalty. It helps companies to be more customer centred organization by putting customer
at the centre of all information and allowing access to this information only to its authorized people.
By implementing a CRM strategy, an organization can improve the business processes and
technology solutions around selling, marketing and servicing across all spheres.

There are mainly two types of CRM

 Operational CRM – It provides support for day to day operations of various business
processes such as sales, marketing and services. At Airtel it is about helping their call centres
in the workflow part, helping them in their day-to-day activities.

 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 today’s 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.

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Steps Involved in CRM

1. Identify your Target Customers

This is the first step in a CRM Process. It is very much important for each and every organization to
know about their customer base as this will help them to retain the customers. Categorize customer
according to their loyalty & respective profits from them to the organization. For example,
categorize customers as : A, B, & C. “A” would be your most valuable customer. “B” would be
second priority, etc.
Customer A- Repeat Buyers (Conversion rate of 70%)
Customer B- Subscribed to Email List (Conversion rate of 20%)
Customer C- Walk-in Customer (Conversion rate of 10%)
Knowing customer base is very much important.

2. Define your overall CRM strategy and overall cost.

Second step is to define the overall CRM strategy according to the business you are running and
according to the suitability of the customers as this will help to know your customers in a better way.
Also different CRM framework will have different prices. So, it become necessary to evaluate the
different option on the basis of cost so that it will suit your business model. One of the CRM strategy
could be setting of social portal to interact with the customers.

3. Define how each customer type will be handled

Considering the customer profiles from step 1, and the customer service strategies in step 2; define
how each customer type will be handled throughout the CRM process. For example, customers
which are more profitable to organization can be handled in different manner & company can afford
to spend more on them by providing them high quality services as compare to the services provided
to the customers which are not very much profitable.

4. Select a CRM software to measure performance.

Finally business can select CRM software to measure the performance of their strategy.

5. Continue to Re-engage Customer.

In order to retain the customers it is very much important to engage them with the organizations.
There can be lot of ways to engage them. For example, by sending them weekly newsletter or by
sending them SMS stating the new offers available on the product or through various promotional
activities

Airtel Prior to implementation of CRM

In 1995, operations of airtel were started and they were completely manual. Most of the customer
related issues were not resolved. Airtel was able to resolve only 40 % customer related issue. The
services provided by Airtel were not up to the mark and hence customer loyalty was becoming one
of the major issues. Airtel was also facing problem in handling the growing customer base. Airtel was
not able to centralize the services and hence people in different places used to get different services.
Due to decentralization of services customers were not able to recharge amounts anywhere in India
& same was the problem in bill payment. Customer Retention was also one of the major concerns.

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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.

CRM Technology architecture implemented at Airtel:

Issues Faced during Implementation:

 Resistance from Employees: Problems in getting user community (employees) to accept it

 Re-work required at initial stages: Users forced to work harder to create processes and re-
engineer systems around the new implementation

 Imperative Training Schedule: CRM Training for all related employees, as even best in class
products are known to fail because of poor training

 Scale of Operations: 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.

 Maintaining service levels during implementation: Maintaining the service levels at the
same time enabling transition to CRM implementation.

 Integration of large independent systems: Airtel had many independent systems, which had to
be integrated. This also involved porting data from each system which totally went to terabytes.

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  Knowledge sharing practices: Facilitation of knowledge sharing within the organization was a
challenge.

Post Implementation Benefits of implementing CRM in Airtel

 Focussed and accurate upselling and cross-selling- Cross-selling and upselling of relevant
schemes was made possible by implementing CRM in Airtel.

 Segmentation of Customers- Market analytics like records of customer profiles, profile,

payment history etc. used to segment customers. Using this data, customized offers based
on usage profiles could be done. Discounts recharge offers, invitations to movie screenings
and events etc. to target customers.

 Using CRM Analytics, generation of accurate leads- Generation of accurate leads is done
through the customer database, thereby helping Airtel proactively address the needs of its
customers.

 Reduction and regulation of back-end traffic- The CRM does not only reduce back-end
traffic, it also regulates it. Service requests, like issuing a duplicate bill, are now sent to back-
end have a cut-off time.

 99% queries can be easily answered at all times –As all the customer information is
available online, thus 99% of the queries can easily be answered at all times.

 Defensive actions against customers- CRM helps Airtel to track billing activities and take
defensive action against customers they suspect are either misusing Airtel’s services or are
not planning to pay for them.

 Reduction in churn- A tremendous reduction in churn has taken place through CRM
implementation. First time resolution has increased from 40% to more than 90%. CRM
automatically suggests products to customers when they announce to leave Airtel.

 Increase in revenues from value-added services- Better value added services were provided
since implementation of CRM took place in Airtel.

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

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 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. Vodafone’s 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 what’s
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