Professional Documents
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Customer Relationship Magic At: Bharti Airtel
Customer Relationship Magic At: Bharti Airtel
BHARTI AIRTEL
Team 3
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WHAT IS CRM ?
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CRM TECHNOLOGY ARCHITECTURE
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When Bharti had started out operations (1995), the whole
system was manual
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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.
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Not able to recharge amounts anywhere in India. One had to
carry scratch cards.
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IMPLEMENTATION
Three Step Program
Evaluation:
– Technology evaluation
– Equipment and technical evaluation was done
– GAP analysis
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Three Step Program
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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
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Your anytime, anywhere customer service
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Press for acceptance.
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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 %.
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BENEFITS
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BENEFITS
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e-CRM at Airtel
e-CRM Initiatives
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TAKE AN EVOLUTIONARY APPROACH TO
CUSTOMER STRATEGY
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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
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Thank you