Think fresh, deliver more

A Presentation

Team 3 :
Rakesh Arora - 02
Bansal - 03
Nikhil Doshi - 09
Sancheti - 22

Ashish
Mayank

 About

the company
The Old School
Implementation
Issues faced during implementation
Benefits
Issues faced after implementation
e-CRM initiatives
Concluding remarks

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 society.
9

 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

Source: Mr. Rajvinder Singh ( Sales Head Airtel Ahmedabad)

11

The
Company
has
ensured
that
the
waiting time in the
Airtel world is low.
The
Company
has
made the systems as
the Customer wants.
Source: Airtel World @ S.G.Highway.
12

They Communicate what they serve

And make the intangible thing Tangible.
13

Avalue-added

service(VAS)

is

popular

as

atelecommunicationsindustry term for non-coreservices or, in

short,

all

services

beyond

standard

voice

calls

and

fax

transmissions but, it can be used in ANY service industry for the

services providers provide for no cost to promote their main
service business. In telecommunication industry on a conceptual
level, value-added servicesadd valueto the standard service
offering.
Source: Brand Equity (Economic
Times)
14

15

16

Airtel brings voice assisted turn-by-turn

navigation with Way finder Navigator on
BlackBerry
8800/8820/8310/Storm
If you enter
a destination you will be guided to
it, both by voice directions and on the map. All
you have to do is choose how to get there, by car,
public transportation or by bike.
Source: Airtel World @ S.G.Highway.

17

M-Commerce has a distinctive advantages

namely flexibility. Through the mobile phone,
consumers can conduct business transactions
without being fixed at a computer terminal or
being physically present at the shop. In essence,
M-Commerce offers personalization and real
time transactions while on the move.
18

Gaana bolo Hello Tune Pao, Simplest way

to find the Hello Tune of your choice
Call 543215 and say the name of your song or
movie to search for your favorite Hello Tune.
Source: Airtel World @ S.G.Highway.
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19

Problems faced and reasons for implementation

 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 customers
expectations
Customer loyalty was a major
concern.

 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.

 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
Hutchs (now Vodafone) customer
service was rated far superior.

 Individual

processes

modules for each of the

Order processing
Project management
Billing
Customer details
Call center operations
Direct Marketing
Sales Management
Channel Management

A simple thing comes to my mind: How?

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

 Internal restructuring and

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

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

 "As

part of our vision, we intend to

provide AirTel services anywhere and at
any time. A customer should get the
same quality of service no matter which
of our call centers he contacts. This has
been our vision, and because of that we
have gone in for a centralized
application like CRM, - Amrita
Gangotra, Group Chief, IT Solution
Engagement

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

 Installed a WAN
Mutiple Leased lines

on all major

locations
Initiated the process of setting up an
extranet to reach out to vendors and
dealers
Storage Area Network (SAN) was put in
place
The main data center is located at
Gurgaon

 Oracle

CRM went live in the first

quarter of 2004
Managed to overcome many
technical problems
Technology partners include Oracle,
SUN Microsystems, IBM and HP.
Voice services (IVR) are provided by
Nortel which was integrated with
Oracle CRM.

 Operational

CRM

Workflow
Day-to-day activities

Analytical

CRM

Customer information
Business development

 Marketing
Planning
Campaign Management
Lead Management
Sales
Activity Management
Knowledge Management

(FAQs, How

to guides)
Call Center Support
Opportunity Management

Issues and solutions, always go hand in hand

 Problem

getting user community

(employees) to accept it
Users forced to work harder to create
processes and re-engineer systems
around the new implementation
CRM Training for all related employees
Even best in class products are known
to fail because of poor training

 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 the service levels at the
same time enabling transition to
CRM implementation.

 Airtel

had many independent

systems, which had to be integrated.
This also involved porting data from
each system which totally went to
terabytes.
Had to design a proper workflow
automation
Facilitation of knowledge sharing.

ORACLE adds Magic to AirTel

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 %.

 Customized

and simplified bill formats,

payment collection centers, network
deployments, and the activation
process was enabled
Better value added services were
provided
Why shouldnt a person from Pune,
holidaying in Kashmir, be able to make
payments?

 It

facilitated knowledge sharing amongst

employees.
Started e-billing
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

Online

customer support on new system

 The

customer gets the same level of

service across India especially from
call centers.
Reduced cost of customer or
customer acquisition cost
System is highly scalable as the
number of subscribers increase.
Airtel reached the 50 million
subscriber mark recently.

 Automatic

escalation of problem to
superior authority on breaching preset time limit.
CRM automatically suggests
products to customer when they
announce to leave Airtel.
Has resulted in savings because of
fewer calls.

Thou shalt perfect the art of perfection

 Functional
Monitoring how the customers interact with

the organization using the various modules

of the CRM
Visibility of business transactions across
India
Operational
Monitor SLAs
Maintenance and modification
Data flow

 Change

Management

Oversee enhancement
Constantly improve customer experience

Aligning

CRM to Airtels vision and

growth objectives
Finding the right CRM Managers has
been a burning issue in India.

The way forward

 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

51

52

Creating Perception & Delivering Value as per

Gap Analysis
53

Service Recovery @
Airtel
Retention
Loyalty
100%

plans

Plans

bill accuracy guarantee.(Key

driver)
Offer

of the day.

World

on finger tips
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54

 Ensuring

Feed Back from all in Airtel

World.
Ensuring

Feedback on all calls from 121.

Feedback

survey done every week.

Feedback

from vendors.

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 Word

of mouth

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Lets talk global

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. Were
going to try and capitalize on
information.
Anurag Parashar, Head,
Customer Service Delivery, Bharti
Televentures

 The results so far have been promising

Airtel has been presently riding on the

telecom boom.
CRMs effectiveness would be put to
test during slump.
Airtel chose the right implementation
partners
This model would be implemented
across all group companies.

 The

call centre should be more

equipped

to

divulge

more

information.
Increase

in

advertisement

to

compete against Vodafone.

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Please dial 121 for answers