CRM PROCESS IN BHARTI

CRM THAT DEFINES YOUR EDGE

Bharti Tele-Ventures is one of India's leading private sector telecom operators. Its cellular business, AirTel, is a leading mobile telephony brand. Like any telco, Bharti considers information technology a key business enabler. "For telecom, IT is like bread and butter. We believe it plays two significant roles-it works as a support system, and it can also be a business driver. Thus IT is very important to us," says Amrita Gangotra, vice president of Information Technology at Bharti. It had a WAN in place with a mix of leased lines and E1 and E3 lines. The company also has an extranet in place through which it extends different applications to its dealers and partners. "We have an extremely large infrastructure based on products from multiple vendors," says Gangotra. This includes a range of high-end servers from Sun and HP. "In the telecom business volumes are very large. We have millions of records and we process them everyday, so for us storage is in terabytes," she adds. Bharti also has a storage area network (SAN) in place. The main data centre is located in Gurgaon, Haryana. As far as software is concerned, some of the applications that are running on its network are billing, fraud management, revenue assurance and data warehousing. They also have some internal-facing applications like Oracle Financial and Oracle HRMS.

THE CASE FOR CRM

Initially, when Bharti started operations, the whole system was run manually. "At that point of time only 40 percent of our customer issues were getting resolved-this has now gone up to about 90 percent," reveals Gangotra. "It is vital for us to manage the expectations of our customers and provide them with innovative products and services in a manner which makes them loyal," explains Gangotra. To achieve this, Bharti needed the right tools.

Cherrypicking a solution Today Bharti is using the Oracle CRM platform. "As part of our vision, we intend to provide AirTel services anywhere and at any time. A customer should get the same quality of service no matter which of our call centres he contacts. This has been our vision, and because of that we have gone in for a centralised application like CRM," Gangotra adds. Before choosing its CRM tool, Bharti evaluated many options. It considered factors like proper workflow automation, facilitation of knowledge sharing, and integration with the billing system. After a thorough evaluation exercise, it decided to go ahead with the Oracle CRM platform. Roll it After starting its services in Delhi, Bharti acquired many 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. "The migration had to be done in such a manner that the existing customer base did not suffer; we have already completed this in 14 of the 15 circles that we operate in," says Gangotra. The

goal was that all the circles would go live by the first quarter of 2004. The biggest challenge for Bharti was to have a unified process in place. Once this was done they faced the challenge of imparting training. "When you go in for such a large-scale implementation you will definitely have problems," says Gangotra. "We also had certain technical difficulties during implementation, but we were able to overcome them." The CRM strategy at Airtel revolves around two aspects: operational CRM and analytical CRM. The first is about helping their call centres in the workflow part, helping them in their day-to-day activities. The second provides staff with the required information on customers; this is used for business development activities. Together they help Bharti provide better services to its customers. To give your enterprise a 360 view of each customer for consistent and unified contact with that customer whenever anyone anywhere in the enterprise deals with that customer. This knowledge increases the opportunities for sales and the effectiveness of customer service. To enable your customers to have a consistent view of your enterprise, regardless of the way the customer contacts you. This improves customer satisfaction and customer retention. To enable front office staff to perform sales, service and marketing tasks more efficiently as a team, increasing expertise and reducing costs.

CRM describes a strategy used to manage and report customer/prospect/partner/contact interactions with enterprise contacts including inside and outside sales, marketing, billing, shipping and customer service and support.

Advantages of CRM
CRM is an enterprise-wide corporate strategy for presenting a single face, sometimes called a unified marketing message, to the customer. It responds to issues relating to sharing customer data and providing a seamless contact and fulfillment experience for the customer. CRM front-end applications usually integrate with backend systems such as accounting and manufacturing for a true enterprise-wide cost reduction solution. The "e" in eCRM defines Wintouch eCRM as "Web-based," providing Web access to the customer database on the iSeries server. Also, when customers and prospects contact an enterprise via the Internet, email, or chat, CRM solutions facilitate efficient handling of, effective responses to and convenient, searchable storage of these inquiries.

"Contact Management" or "CRM"?

Contact management describes a tool such as software, PDA, DayPlanner or an address book. CRM is an enterprise-wide mandate to put the customer first meaning to run a customer-centric organization. CRM is an entity-wide implementation of a central data repository of customer information utilized by sales, marketing, customer service/support, accounting, etc. and

 CRM is integrated with back end LOB (Line of Business) systems including ERP, vertical market and/or custom software applications that provide significant customer data (YTD sales, recent invoices, etc.) to the CRM screens

Using CRM, a business can:

>> Provide better customer service >> Increase customer revenues >> Discover new customers >> Cross sell/Up Sell products more effectively >> Help sales staff close deals faster >> Make call centers more efficient >> Simplify marketing and sales processes Marketing

Make intelligent business decisions with enhanced customer insights Increase marketing velocity and speed to market Maximize visibility into and control of your entire marketing process Drive customer demand Increase returns on your marketing investments Grow profitable relationships Maintain focus on productive activity Eliminate barriers to productivity Improve sales efficiency Service Transform service into a profitable line of business Increase customer loyalty Drive revenue Reduce costs of customer service and field service Decrease service giveaways Drive revenue and extend market reach Increase customer convenience and satisfaction Reduce the cost of sales and support Build lasting customer loyalty Improve sales and service profitability Increase customer satisfaction

Sales

Web channel enablement

Running an interaction center

Improve credibility with your customers Increase revenue and productivity Manage the customer interaction life cycle Boost revenue through channel collaboration Reduce indirect channel support costs Increase partner satisfaction and ease of doing business Maximize value to your customers by enabling your partners Responses to campaigns Shipping and fulfillment dates Sales and purchase data Account information Web registration data Service and support records Demographic data Web sales data STUDENT NAME MONICA MITRA ROLL NO 11 GARIMA

Partner channel management

The types of data CRM projects collect

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05 ADITYA VIKRAM SINGH 39 FS1-PGP/SS/09-11