Group-4_Customer Relationship Management Airtel

8/12/2019 Group-4_Customer Relationship Management Airtel

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Submitted to – Prof. Moutusi Maity

Submitted by – Group 4

Amber – WMP08002Amit Anand - WMP08053Pranay Pr Singh – WMP08074Rahul Bhansali – WMP08076Rahul Upadhyay – WMP08078

“Think fresh, delivermore”



Flow of the presentation

• The Old School

• Implementation

•

Issues faced during implementation• Issues faced after implementation

• Benefits

• Concluding remarks



Customer

• “ 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)



Process

• 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.



Service Flower of Airtel

Customer

Billing

VAS

AdvertisingHiring

Call Center



THE OLD SCHOOL

Problems faced and reasons for implementation

The Old School



Problem in hand

• 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.



Problem in hand …..

• Had many local players (dealers, vendors etc)

• Had huge issues in meeting the demands ofthe growing customer base.

• Were not able to centralize the services andgive a common brand experience.

• Was hard to service customers across sectors.

• The subscriber base was growing at a healthy15-20%. Airtel crossed the 1 million mark in2002.



Hindering Growth

• 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.



Distributed Systems(Before CRM)

Order processing

Project management

Billing

Customer details

Call center operations

Direct Marketing

Sales Management

Channel Management



CRM “The Savior”

• "As part of our vision, we intend to provideAirTel services anywhere and at any time. Acustomer should get the same quality ofservice no matter which of our call centers hecontacts. This has been our vision, andbecause of that we have gone in for acentralized application like CRM,“ - AmritaGangotra, Group Chief, IT Solution

Engagement



What Is CRM ?

• Business approach that understands, anticipates andmanages the need of current and potential customer ofan organization.

• Integrating People, Processes and Technology of anorganization .

• Effective use of Information about customer to maximizecustomer satisfaction as well as cost reduction andincreased profitability for an organization.



IMPLEMENTATION

A simple thing comes to my mind: How?



ARCHITECTURE



Evolving Structure

• Installed a WAN

• Mutiple Leased lines on all major locations

•

Initiated the process of setting up an extranetto reach out to vendors and dealers

• Storage Area Network (SAN) was put in place

•

The main data center is located at Gurgaon



ORACLE CRM

• 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.



Two sides of a coin

• Operational CRM

– Workflow

– Day-to-day activities

• Analytical CRM

– Customer information

– Business development



Modules used at Airtel

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

Issues in implementation



Contd…

• 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



Contd…

• 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.



Contd…

• 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.



ISSUES AFTER

IMPLEMENTATION…

Thou shalt perfect the art of perfection



ISSUES AFTER

IMPLEMENTATION…

• Functional

– Monitoring how the customers interact with theorganization using the various modules of the

CRM – Visibility of business transactions across India

• Operational

– Monitor SLAs

– Maintenance and modification

– Data flow



ISSUES AFTER

IMPLEMENTATION…

• Change Management

– Oversee enhancement

– Constantly improve customer experience

• Aligning CRM to Airtel’s vision and growth

objectives

• Finding the right CRM Managers has been a

burning issue in India.



BENEFITS OF ORACLE CRM



My AIRTEL….



Research On Raw…



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 %.



BENEFITS …..

• Customized and simplified bill formats,payment collection centers, networkdeployments, and the activation process was

enabled• Better value added services were provided

• “Why shouldn’t a person from Pune,

holidaying in Kashmir, be able to makepayments?”



BENEFITS …..

• It facilitated knowledge sharing amongstemployees.

• 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



BENEFITS …..

• 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 200 million subscriber mark

recently.



BENEFITS …..

• Automatic escalation of problem to superior

authority on breaching pre-set time limit.

• CRM automatically suggests products to

customer when they announce to leave Airtel.

• Has resulted in savings because of fewer calls.



• Retention plans

• Loyalty Plans

• 100% bill accuracy guarantee.(Key driver)

• Offer of the day.

• World on finger tips

SERVICE RECOVERY @ AIRTEL



Feed Back

• Ensuring Feed Back from all in Airtel World.

•

Ensuring Feedback on all calls from 121.• Feedback survey done every week.

• Feedback from vendors.



Final Words…

• CRM’s effectiveness would be put to test

during slump.

• Airtel chose the right implementation partners

• This model would be implemented across all

group companies.



Thank you

Please dial 121 for

answers

Documents

Group-4_Customer Relationship Management Airtel