Professional Documents
Culture Documents
at–
BHARTI AIRTEL
Team 3
Page 2
Page 3
WHAT IS CRM ?
Page 4
CRM TECHNOLOGY ARCHITECTURE
Page 5
When Bharti had started out operations (1995), the whole
system was manual
Page 6
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.
The subscriber base was growing at a healthy 15-20%. Airtel crossed the 1
million mark in 2002.
Page 7
Not able to recharge amounts anywhere in India. One had to carry
scratch cards.
Page 8
IMPLEMENTATION
Three Step Program
Evaluation:
– Technology evaluation
– Equipment and technical evaluation was done
– GAP analysis
Page 10
Three Step Program
Page 11
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
Page 12
Page 13
Page 14
Your anytime, anywhere customer
service
• Linked to host of other back end systems
Page 15
Press for acceptance.
Page 16
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 %.
Page 18
BENEFITS
Page 19
BENEFITS
Page 20
e-CRM at Airtel
e-CRM Initiatives
Page 22
TAKE AN EVOLUTIONARY APPROACH
TO CUSTOMER STRATEGY
Page 24
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
Page 25
Thank you