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Customer Relationship Management at Airtel
Customer Relationship Management at Airtel
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Airtel comes to you from Bharti Airtel Limited, one of Asias leading integrated telecom
services providers with operations in India and Sri Lanka. Bharti Airtel since its inception,
has been at the forefront of technology and has pioneered several innovations in the telecom
sector.
The company is structured into four strategic business units - Mobile, Telemedia, Enterprise
and Digital TV. The mobile business offers services in India and Sri Lanka. The Telemedia
business provides broadband, IPTV and telephone services in 95 Indian cities. The Digital
TV business provides Direct-to-Home TV services across India. The Enterprise business
provides end-to-end telecom solutions to corporate customers and national and international
long distance services to telcos.
What is CRM?
There were Individual modules for each of the processes and hence a clear lack of
integration.
Order processing
Project management
Billing
Customer details
Direct Marketing
Sales Management
Channel Management
All processes were handled with minimum coordination from another and the
interdependence was avoided which later proved to create problems like duplicity,
insufficient data, inefficient service etc.
Things Changed
A Three Step Program changed is for Bharti Airtel and made them what they are today.
In the first step of implementation, capabilities of all the existing technologies of Airtel were
evaluated and Gap analysis was done to find out the difference between current and required
technology levels. The technologies which were required were listed down and their
prospective cost of implementation was calculated.
In the second phase of implementation, Airtel redesigned all the existing modules of for each
process, which were earlier process focused to new modules which are now customer
focused. These new modules helped them to recognize their customer needs more accurately
and provide them with the desired benefits.
Customer Segmentation
New CRM model helped Airtel to segment their customers in a much better way. As per the
model, Airtel classified its customers into four major segments:
Achievers -Consisting of professionals and executives who want quick and efficient
service.
Funsters - Young people who want fun and entertainment, mobile is a gadget for them.
Productivity Enhancer- Like traders, plumbers and electricians for whom mobile is a
productive tool.
Social Callers- Consisting of young girls/ wives who make calls to stay in touch with
their loved one/ friends and at times to flaunt it as a status symbol.
Internal and External CRM are nothing but two sides of the same coin. Airtel has classified
them as Operational and Analytical CRM.
Operational CRM
Workflow
Day-to-day activities
Analytical CRM
Customer information
Business development
Planning
Campaign Management
Lead Management
Sales
Activity Management
Opportunity Management
ORACLE CRM
It is important to understand and segregate customer needs depending on the product and
services he is buying. One of the primary things that they have done in this solution is the
segmentation of customers. With this, AirTel is now able to give its customers more value for
money. With the help of CRM, they are able to provide customers different schemes and
services depending on airtime usage. If the customer is a heavy user then they have some
specific schemes; for normal users they have other schemes. Apart from this, they have also
managed to segregate their workflow with the help of the CRM tool.
Initially, when Bharti started operations, the whole system was run manually. At that point of
time only 40 percent of their customer issues were getting resolvedthis has now gone up to
about 90 percent.
Strategy has also played a major role in improving customer service at AirTel. After starting
its services in Delhi, Bharti acquired lot of circles and sought new licences in other circles;
whenever they got a new licence, they implemented the CRM tool immediately. But they had
to put in a migration strategy in those acquired circles which had an existing subscriber base.
Generation of accurate leads and SMS bursts that target only the right customers
based on their segmentation is possible
Started e-billing
E- CRM
As the internet is becoming more and more important in business life, many companies
consider it as an opportunity to reduce customer-service costs, tighten customer relationships
and most important, further personalize marketing messages and enable mass customization.
[6]
Together with the creation of Sales Force Automation (SFA), where electronic methods
were used to gather data and analyze customer information, the trend of the
upcoming Internet can be seen as the foundation of what we know as eCRM today. We can
define eCRM as activities to manage customer relationships by using the Internet, web
browsers or other electronic touch points. The challenge hereby is to
offer communication and information on the right topic, in the right amount, and at the right
time that fits the customers specific needs.[7]
Airtel would now provide a host of services running on Oracle CRM like:
Customer profiling
Web interface
Such services make it easy for customers, distributors and other channel partners to keep a
track of their request/response and expedite the two way interaction.
9 WAYS TO PAY YOUR BILL
It is an example as to how Airtel has been giving choice with convenience to its customers.
Paying bills becomes tedious for a customer if he has to stand in long lines or wait in any
other way , also delayed payment attracts penalty. Airtel is concerned about its customers and
also to diver the increasing customer base to various other channels it has now 9 WAYS to
pay the bill.
Some Experiences:
Prompt Acknowledgement as soon as you write an email
But, The query is NOT solved as promptly. The replies are most of the time a mere copy
paste of procedures and not specific to what customer asked.
Eg; I had written an email recently to stop my paper bill as I was already getting an ebill and
hence no need to waste paper.
Irrespective of what I asked them to do, they sent me an email telling me to register my
phone on website..........Why would I do that again If I am already getting an ebill and I had
reqested the procedure several times...So it was just a copy paste of procedure of getting an
ebill...
Dont over-commit!!
Be Accountable!!
Immediate Activation
Keep Customer informed about new schemes but do not hinder privacy!!!
Empathise with customers of all age groups- Dont expect old age people to write
emails etc.