Case I-BI@Bharti

Airtel
GROUP 6
ANUKRIT MEHTA-2022B1PGPMX004
BHUSHAN HATKAR-2022B1PGPMX007
 Factors Driving Adoption of Data Warehousing and BI at Bharti Airtel

Bharti Airtel was driven towards adopting data warehousing and business intelligence due to several factors:

 Indian Market had become more customer centric rather than product centric due to high user base and tele density.

 Telecom industry in general was facing issues like decreasing ARPU, changes to the telecom policy, introduction of
benchmarks for quality of service, high churn rate and declining customer growth.

 Increasing Data Volume and Siloed systems: The telecom industry generates vast amounts of data, and Airtel needed a
structured approach to handle and derive insights from this data. The customer data was available in siloed systems
covering network, billing, CRM etc.

 Competition and Market Dynamics: Intense competition in the telecom sector necessitated a more data-driven strategy
to stay ahead, understand market trends, and make informed decisions.

 Customer-Centric Approach: The need to enhance customer experience and satisfaction drove Airtel to leverage BI for
understanding customer behaviour and preferences.

 Operational Efficiency: Airtel aimed to streamline its operations, optimize resources, and improve overall business
efficiency through data-driven decision-making.
 BI Functionalities and Objectives at Bharti Airtel

 Data Integration: Consolidating data from various sources to create a unified view. The data sources at Bharti airtel
which were considered for integration included Call data recording, network data generated by MSC, Order fulfilment
system, UGIS, CRM, e-CRM.

 Eliminate data duplication and provide uniform view of customer across business functions.

 Reengineering and Improving business processes by identifying the anomalies and deviations in business processes.

 Data Analysis: Utilizing analytics tools to derive actionable insights. These insights had to be subjective rather than
transaction based to help understand the customer needs and to take proactive decisions to remain competitive.

 KPI Reporting and Dashboards: Generating KPI reports and dashboards for real-time monitoring and decision-making.
Real time alerts for any deviation in any KPI. This enabled the managers to improve the performance of the system.

 Predictive Analytics: Forecasting trends and customer behaviour.

 Product Formulations: Different SKu’s can be build using the customer usage data and buying patterns, resulting in
increased sales.
Success of BI Implementation at Bharti Airtel

 Improved Operational Efficiency: Streamlined processes and resource optimization.

 Enhanced Customer Satisfaction: Tailoring services based on customer insights.

 Market Competitiveness: Airtel's ability to stay competitive in a dynamic market through timely and
informed decisions.

 Customer Value Chain Enabled by BI:

 Customer Understanding: BI helps Airtel understand customer preferences and behavior.

 Targeted Marketing: Utilizing BI insights for personalized and targeted marketing campaigns.

 Service Optimization: Improving services based on feedback and usage patterns.

 Retention Strategies: Identifying and retaining high-value customers through data-driven strategies.

The financials of Airtel indicate that even after the implementation of BI, for a period of 2007 to 2012 there was a
decrease in Pat as % of total income, decrease in % sales growth, increase on COGS and operating expenses. Hence we
believe that the BI implementation did not provide necessary financial returns.
Customer value chain enabled by DW and BI systems @ Airtel

 Based on customer behaviour pattern Airtel was able to segment customers and market the products to
target customers.

 Identification and acquisition of high value customers through a product segment fit, running campaigns,
initiate new programs in certain segments based on calling patterns of customers.

 Based on the identification of the top 5% revenue proving customers and identifying the age group of
these customers helped Airtel to segment customers based on behaviour and purchase patterns. This
helped to different set of services, set priority for customer relationships management. Also Airtel tied up
with other service providers such as Blackberry , HTC to provide differential service for high spending
customers.

 Based on the recharges patterns Airtel was able to cross sell more products creating differentiation.

 Operational Efficiency: Airtel was able to meet the QoS standards set by Regulator.
Challenges and Constraints in BI at Bharti Airtel:

 Data Quality and Integration: Ensuring the accuracy and integration of diverse data sources. Lack of fully
integrated customer-facing applications and manual interventions. The practice of manipulating call drop
and customer service data to avoid penalties results in poor quality of data in data warehouse and for BI.

 Challenges in managing big data as the new requirement not only included storage and analysis of
structured data but also required to store, manage and analyse unstructured data such as voice, video,
emails, online reviews on social media platforms.

 Privacy and Security Concerns: Safeguarding customer data and complying with regulations.

 Skill Gap: Addressing the need for skilled professionals to manage and interpret BI tools.

 Technological Advancements: Keeping up with rapidly evolving BI technologies for sustained

competitiveness.

 Cost of Implementation: Managing the costs associated with BI infrastructure and tools.

 Due to limitations of processing power the application of advanced tools was limited and queries would take
considerable time to provide results. Improving the speed of execution was a challenge.
Thank You