Success Story: Telecommunications

Bharti Airtel Ltd.

Success Story > Telecommunication > Bharti Airtel Ltd. The Digital TV business provides Direct-to-Home TV services across India. Bharti Airtel added 32 million new customers. this goal seems well within reach. The objective was to provide contact centre support for the GSM mobile. Bharti Airtel has been ranked among the six best performing technology companies in the world by Business Week. With 25 contact centers and 15. India . more than • India’s largest mobile operator • 114+ million subscribers • Group company of Bharti Enterprises • Founded 1995 and based in New Delhi • Ranked #6 on the BusinessWeek InfoTech 100 list (2009) harti Airtel Limited. From 2008 to early 2009.000 ports of IVR had been deployed across four hubs. www. Speech-enabled IVR applications allowed callers to interact with the system in several languages. | page 2 AT A GLAnce About Bharti Airtel Limited Scalability is a crucial Bharti Airtel is the leading mobile telecom provider in a hyper-competitive and costconscious market. B Bharti Airtel Ltd. IPTV. which necessitates innovation and cost optimization. including its information technology (IT) operations to IBM. Airtel’s national high-speed optic fibre network currently spans over 113. is among Asia’s leading integrated telecom services providers with operations in India and Sri Lanka. The company has two international landing stations in Chennai and Mumbai that connect two submarine cable systems — i2i to Singapore and SEA-ME-WE-4 to Europe. The Telemedia business provides broadband. The mobile business offers services in India and Sri Lanka. Bharti Airtel is structured as four strategic business units — Enterprise. Nortel and Wipro. By 2009. and fixedline services. and Digital TV. At its current pace of nearly 100. and believes it can add another 100 million customers in a few years. Bharti Airtel is already one of the most integrated telcos in the world and is on track to achieve its goal to become the Most Admired Brand in India. Partnerships free Airtel to focus on core functions In 2004. a group company of Bharti Enterprises. in partnership with Nortel. its communications networks to Ericsson and Nokia Siemens. connecting 25 contact centres across the country. The firm outsources many of its most fundamental functions and infrastructures. broadband.326 Rkms covering all the major cities in India. Bharti Airtel started the first phase of Contact Centre Technology implementation also known as CCT1. including the IVR and PBX infrastructure required to handle inbound call traffic. The company has an aggregate of over 113. Telemedia.000 agents nationwide. the firm has had to embrace the business model that has helped make India an economic powerhouse: business process outsourcing (BPO).51 million mobile customers. All these services are provided under the Airtel brand. In order to deliver the highest quality service at the lowest possible cost. and its contact centre operations to Nortel and Wipro.4 million customers as of end September 2009.000 new customers per day. Bharti Airtel needed to find a way to reduce the cost of delivering excellent customer service and handle millions of customer calls each month. including 110.The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to carriers. To understand Bharti Airtel’s success requires an understanding of India’s unique telecom market and the firm’s commitment to building strong customer trust and confidence. and telephone services in 95 Indian cities.

Bharti Airtel selected Indian IT service provider and Genesys Premier Partner Wipro Technologies to implement Phase 2 of the firm’s Contact Centre Technology (CCT) improvement plan. “So we looked to marry the business outcome with an enabling technology to solve specific problems. scalability is crucial to us to support our rapid growth. and requests for information and pricing. customers who couldn’t resolve their queries at the IVR were expecting expert human assistance. we were still not able to fully optimise our resources. Upgrade Nortel TDM to Nortel IP PBX infrastructure for inbound traffic.g. challenges > Manage more than 4 billion inbound contacts per year > Approx 30 million new subscribers annually > 28 states each with unique languages and cultures > Large number of competitors > Balance high-quality service with operational efficiency The need for a business problem solution “With CCT1 we achieved the ability to provide consistent customer service for inbound calls. In 2008. Bharti Airtel conducted an extensive evaluation process to select solutions for CCT2. A clear technology roadmap and a commitment to continued R&D were also very important factors in our decision to choose Genesys. Airtel’s CIO Director — Technology & Customer Service and Group CIO — Bharti Enterprises. With exponential subscriber growth and ever-increasing product offerings (e.VAS). “Ultimately. which had been primarily a manual process up to that point.” The Results > Achieves greater efficiency by consolidating contact centre services > Routing flexibility enables customer segmentation > Reduces outbound call duplication and overlap > Improves customer and agent satisfaction > Reduces average call time over millions of customer calls Flexibility and clear roadmap make Genesys the right choice Why Genesys? “Number one is the flexibility the Genesys solutions provide. In addition.” Callers who are unable to resolve their issues via IVR self-service are routed to the Genesys Customer Interaction Management (CIM) platform. we graduated to the next step and built intelligent routing to enable call segmentation and load balancing. the IVR menus were becoming increasingly complex. we were not so much purchasing technology as we were solving a business problem.g.” The CCT2 project included three key components: 1. Menon says. where it appears in a pop-up window. We also introduced automation for outbound contacts. | page 3 has one of the most diverse cultures in the world. proof-of-concept testing. “Second. Menon notes. 2. Also.. preferred language. including the product or service. key performance indicators (KPIs).The caller’s account information is then sent along with the call to an agent’s desktop. Introduce Genesys-based computer telephony integration (CTI) with Nortel PBX and IVR for inbound traffic. a Platinum customer) and route the call to an appropriately skilled agent.” explains Dr. Implement Genesys Outbound Voice and Genesys Proactive Notification and use Genesys SIP to virtualise contact centre operations nationwide. which is linked to Airtel’s Oracle customer relationship management (CRM) solution. Jai Menon.” Dr. and the caller’s overall value (e.” Dr.Success Story > Telecommunication > Bharti Airtel Ltd. the open architecture makes integration much easier. and 3. including careful identification of the business problems it faced. however. The use of Genesys SIP means that any agent on the IP network can be called upon no matter where they may be located. Business rules built into Genesys CIM enable Bharti Airtel to segment calls based on various factors.. including the use of 23 languages and 325 dialects. “With CCT2. .

“With millions of customer calls.” Dr. © 2009 Genesys Telecommunications Jai Menon Director Technology & Customer Service Group CIO — Bharti Enterprises Genesys Worldwide Genesys is the leading provider of software to manage customer interactions over the phone. The Genesys software suite connects customers with the right resources — self-service. and a clear roadmap made Genesys the right choice. We can also better track results and provide a connection to a live agent when needed. And. For more information visit: www. As a result. Inc. Genesys software directs more than 100 million customer interactions every day for 4. All other company names and logos may be registered trademarks or trademarks of their respective companies and are hereby Fax: +44 1276 45 7001 Additional Information To read additional customer success stories. Menon explains. Now. Menon emphasises. First India Place Sushant Lok - 1. 124 Walker St. Scalability.” Solutions > Genesys Customer Interaction Management (CIM) > Genesys Outbound Voice > Genesys Proactive Contact > Genesys SIP > Nortel IVR and PBX > Oracle E-Business CRM Suite “ Tel: +44 1276 45 7000 www. “Before we implemented Genesys. All rights reserved. including: • Debt collection and past-due reminders • Promote new products and services • Proactive customer service and notification • Cross-sell or up-sell based on previous account behavior Prior to the implementation of these Genesys solutions. Web. We believe we have that with Genesys. 2nd Floor.genesyslab. CA 94014 USA europe. “With millions of new customers every month. we have a single. or call +1 888 GENESYS or 1-650-466-1100. we often had multiple groups such as marketing. Genesys stops customer frustration.genesyslab.genesyslab. is enabling us to handle very large call volumes and still provide high quality customer care. Bharti Airtel depended on manual processes to accomplish outbound calling. Middle east. North Sydney NSW 2060 Australia Tel: +61 2 9463 8500 Tel: +1 650 466 1100 Fax: +1 650 466 1260 E-mail: info@genesyslab. Mehrauli Gurgaon Road Gurgaon - 122002 India Tel: +91 97111 63193 Americas Corporate Headquarters Genesys 2001 Junipero Serra Blvd. to dynamically engage with their customers. along with CRM account information. optimize customer care goals and efficiently use resources.Success Story > Telecommunication > Bharti Airtel Ltd. we have to have solutions that are expandable and extensible and give us the greatest choice in future direction. drives efficiency and accelerates business innovation.” Dr. Daly City. . Africa EMEA Headquarters Genesys House Frimley Business Park Frimley Camberley Surrey GU16 7SG United Kingdom Asia Pacific APAC Headquarters Genesys Laboratories Australasia Pty Ltd Level 17. The penalty for violating this strict new DND listing can be fines or loss of a business license. Genesys and the Genesys logo are registered trademarks of Genesys Telecommunications Laboratories.” Dr. flexibility. “You can imagine how much total time we can save by shaving a second or two off of every call. consolidated view of the customer and the outbound process is automated for greater impact and efficiency.” Genesys Outbound Voice and Genesys Proactive Notification are used by Bharti Airtel to accomplish a wide range of services and functions. and collections calling the same customers. has helped increase the first-time resolution (FTR) rate substantially. which frustrated customers and was wasteful from a time and resources standpoint. in combination with the other key elements of our contact centre infrastructure. and mobile devices. Menon notes. “Obviously.1-12/09-APAC India Office: Genesys B-Block.” The Genesys Outbound Voice and Proactive Notification solutions are also helping Bharti Airtel better manage an ever-changing Do Not Disturb (DND) list.” Dr. scalability is our number one consideration with any new solution. Inc. | page 4 Purposeful and appropriate routing. customer service. assistedservice and proactive outreach — to fulfill customer requests. 3135 v. These companies and agencies can leverage their entire organization. Airtel saves time on every call. from the contact center to the back office. it translates into significant savings in time and money. please visit www.000 companies and government agencies in 80 countries. “There was frequently overlap.

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