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Customer Relationship Magic atBHARTI AIRTEL

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WHAT IS CRM ?

Business approach that understands, anticipates and manages the

need of current and potential customer of an organization.

Integrating People, Processes and Technology of an organization

Effective use of Information about customer to maximize customer

satisfaction as well as cost reduction and increased profitability foran organization

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When Bharti had started out operations (1995), the wholesystem was manual

Only 40 percent of the customer issues were gettingresolved

Were not meeting the customers expectations

Customer loyalty was a major concern.

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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.

Was hard to service customers across sectors.

The subscriber base was growing at a healthy 15-20%. Airtel

crossed the 1 million mark in 2002.

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Not able to recharge amounts anywhere in India. One had tocarry scratch cards.

Not able to pay bills anywhere in India

Low customer retention

Hutchs (now Vodafone) customer service was rated far

superior.

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IMPLEMENTATION

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Three Step Program

Evaluation:

Technology evaluation

Equipment and technical evaluation was done

GAP analysis

Technologyevaluation

GAPAnalysis

Step1

Internalrestructuring

Re-engineering

Step2

Pilotprogram

Feed backcycle

Step3

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Three Step Program

Internal restructuring and reengineering Analyze issues surrounding scalability,

Business growth

Market and regulatory environments

Technologyevaluation

GAPAnalysis

Step1

Internalrestructuring

Re-engineering

Step2

Pilotprogram

Feed backcycle

Step3

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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 Airtels Roadmap for

CRM

Technology

evaluation GAPAnalysis

Step1

Internal

restructuring Re-

engineering

Step2

Pilot

program Feed back

cycle

Step3

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Your anytime, anywhere customer service

E-CRM ( customer history and credentials ready )

Changes that provide extra services like customized bills,

payment collection centers, activation process

Monitor the customers actions

It also work as a communication tool to spread

awareness and build brand image

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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

Customized and simplified bill formats, paymentcollection centers, network deployments, and the

activation process was enabled

Better value added services were provided

It facilitated knowledge sharing amongst employees.

Started e-billing

Online customer support on new system

Reduced cost of customer or customer acquisition

cost

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BENEFITS

Customized offers based on usage profiles. Discounts on reaching threshold

Recharge offers to low worth users

Invitations to movie screenings and events

Up selling of services to select customers

CRM automatically suggests products to customer

when they announce to leave Airtel.Has resulted in savings because of fewer calls.

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e-CRM at Airtel

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e-CRM Initiatives

After implementation of the Oracle CRM, Airtel nowimplementing e-CRM.

e-CRM implementation partner is IBM

Would provide a host of services now running onOracle CRM

Online customer support

Customer profiling Web interface

Sales management for vendors and partners

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KEEP FOCUS ON WHAT IS IMPORTANT,RATHER THAN TECHNOLOGY

CRM rapidly evolving from technology-centric to abusiness-value effort.