CRM IN TELECOM INDUSTRY (GROUP 3)

GROUP MEMBERS

• Sagar Amale – A1035

• Ankita Tirodkar – A1049

• Chetanya Mndachali – B1036

• Kalpesh Kadakuntla – B1051

• Aniket Nar – B1057

• Raju Basani – A1007

INTRODUCTION TO TELECOM INDUSTRY

India is world’s second-largest telecommunications market

Market size is 62.34 bn $ which is likely to grow with 103.9 bn $ in 2020

Major investments in this industry every year

One of the most EMERGING MARKETS/INDUSTRY in India

PLAYERS IN THE MARKET

MARKET SHARE OF THE PLAYERS

AIRTEL25%

Vodafone19%

Idea17%

Reliance9%

Aircel9%

Bsnl6%

Jio13%

Others2%

Market Share

AIRTEL Vodafone Idea Reliance Aircel Bsnl Jio Others

CUSTOMER RELATIONSHIP MAGIC IN AIRTEL

ABOUT AIRTEL

• Airtel was established in 1985

• Bharti Airtel has been a pioneering force in the Telecom sector.

• Airtel comes from Bharti Airtel limited,

• India’s largest integrated and the first telecom service provider with a footprint in all the 23 telecom

circles.

• Four individual strategic units – Mobile service, Airtel Telemedia services, enterprise services &

digital TV services

• The market share of Airtel is 15.86 bn $ out of 62.34bn $ market size

WHY CRM IN AIRTEL?

• In 1995 when they started out with operations the whole system was manual

• Only 40% of the issues are solved

• Customer expectations were not met

• Customer loyalty was a major concern

• Low customer retention

THREE STEP PROGRAM

• Evaluation:

• Technology evaluation

• Equipment and technical evaluation was done

• GAP analysis

•Technology evaluation

•GAP Analysis

Step 1

• Internal restructuring

•Re-engineering

Step 2

•Pilot program

•Feed back cycle

Step 3

THREE STEP PROGRAM

• Technology evaluation

• GAP Analysis

Step 1

• Internal restructuring

• Re-engineering

Step 2

• Pilot program

• Feed back cycle

Step 3

• Internal restructuring and reengineering• Analyze issues surrounding scalability,

• Business growth

• Market and regulatory environments

THREE STEP PROGRAM

• Technology evaluation

• GAP Analysis

Step 1

• Internal restructuring

• Re-engineering

Step 2

• Pilot program

• Feed back cycle

Step 3

• 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

SERVICES PROVIDED BY AIRTEL

CRM USED IN AIRTEL

• CURRENTLY AIRTEL IS USING I-CRM PLATFORM. “AS PART OF THEIR VISION,

THEY INTEND TO PROVIDE AIRTEL SERVICES ANYWHERE AND AT ANY TIME.

• I-CRM ALLOWS A COMPANY TO DEFINE THE VALUE OF A PROCESS, AND

IMPROVE IT.

• BEFORE CHOOSING ITS CRM TOOL, BHARTI EVALUATED MANY OPTIONS. IT

CONSIDERED FACTORS LIKE:

1) PROPER WORKFLOW AUTOMATION

2) FACILITATION OF KNOWLEDGE SHARING

3) INTEGRATION WITH THE BILLING SYSTEM.

CRM TECHNOLOGY ARCHITECTURE

ORACLE CRM

• Oracle CRM went live in the first quarter of 2004

• Managed to overcome many technical problems

• Technology partners include Oracle, SUN Microsystems, IBM and HP.

• Voice services (IVR) are provided by Nortel which was integrated with Oracle CRM.

TWO SIDES OF A COIN

• Operational CRM

• Workflow

• Day-to-day activities

• Analytical CRM

• Customer information

• Business development

E-CRM AT AIRTEL

THE WAY FORWARD

E-CRM INITIATIVES

• e-CRM implementation partner is IBM

• Would provide a host of services now running on Oracle CRM

• Online customer support

• Customer profiling

• Web interface

• Sales management for vendors and partners

• Retention plans

• Loyalty Plans

• 100% bill accuracy guarantee.(Key driver)

• Offer of the day.

• World on finger tips

21

Service Recovery @ Airtel

FEEDBACK

22

• Ensuring Feed Back from all in Airtel World.

• Ensuring Feedback on all calls from 121.

• Feedback survey done every week.

• Feedback from vendors.

BEST CRM STRATEGY OF AIRTEL

CRM IN VODAFONE

ABOUT VODAFONE

• Vodafone Group plc is a British multinational telecommunications company headquartered

in London

• It is the world's 2nd-largest mobile telecommunications company measured by both

subscribers and 2013 revenues (behind China Mobile), and had 434 million subscribers as of

31 March 2014.

• It has approximately 185 million customers

• The market share is 11.84bn $ of the market size 62.34bn$

VODAFONE STRATEGY IN INDIA

CRM IN VODAFONE

CUSTOMER

Identification

Differentiation

Interaction

Customization

BUILDING VODAFONE’S CRM

• Vodafone ads play a great role in building up CRM. The ads in which the pug, two friends,

Zoozoo’s, etc have made a mark on the customers.

• The Vodafone outlets help their customers in dealing with the problems by attending to every

customer and by providing them with info or solution

E – CRM IN VODAFONE

• Vodafone uses the 5 E in E-CRM

5E IN E- CRM

Electronic channels

Enterprises

Empowerment

Economics

Evaluation

CONCLUSION

• CRM is a must in order to compete in the market

• It requires dedication to maintain effective CRM

• It adds expectations & Loyalty

• Customer Loyalty may create Sustainable Economical Advantage

REFEREENCES

• http://www.ibef.org/industry/telecommunications.aspx

• https://en.wikipedia.org/wiki/Mobile_network_operators_of_India

• https://www.statista.com/statistics/258797/market-share-of-the-mobile-telecom-industry-in-india-by-company/

• https://www.ukessays.com/essays/marketing/customer-relation-management-in-the-vodafone-group-marketing-essay.php