Customer Relationship Magic

BHARTI AIRTEL
Vaibhav Sharma | Deepti Sharma | Spriha Tantia | Shivam Goyal

CRM

Customer Relationship Management is a strategy for optimizing the

value an enterprise derives through customer relationships
CRM is a comprehensive strategy & process of acquiring, retaining &
partnering with selective customers to create superior value for the
company & the customer
CRM is about acquiring, developing and retaining customers; achieving
profitable growth and creating economic value in a companys brand

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Customer Life Cycle Management

Customer need assessment & acquisition

Customer
retention &
referrals for
new customers

CRM

Cross selling & up selling

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Customer
development
through
personalization
& customization

Types of CRM

Operational CRM

Collaborative CRM

Customer

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Analytical CRM

CRM Model

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Types of Customer Value

Economic Value

Functional
Value

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Psychological
Value

Stages Of CRM

STAGE
Satisfaction Based
Performance
Based
Commitment
Based

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STATE
Reactive

Proactive
Very Proactive

CULTURE
Meet customer needs &
respond to complaints.
Minimal evaluation of
customer service
Evaluate customer
perception & identify
customer retention factors
Evaluate customer needs &
continuous
inbound/outbound flow &
feedback

Benefits of CRM
Accelerate Customer Acquisition
Increase Customer Profitability
Increase Customer Loyalty & Retention
Enhance Customer Experience
Utilize Advanced Reporting
Grow Business with Effective Channel Management

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Airtel-Express Yourself

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Why did Airtel need CRM?

There were Individual modules for each of the processes and hence a clear lack of
integration.

Order processing
Project management
Billing
Customer details
Call center operations
Direct Marketing
Sales Management
Channel Management

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 Step1: Technology evaluation and Gap analysis

Step2: Internal restructuring and Re- engineering
Step3: Pilot program and Feedback cycle
Customer Segmentation
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

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Airtel-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.

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Two sides of a coin

Operational CRM(Internal)

Workflow
Day-to-day activities
Analytical CRM (External)

Customer information
Business development

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New Modules used at Airtel

Marketing
Planning
Campaign Management
Lead Management
Sales
Activity Management
Knowledge Management (FAQs, How to guides)
Call Center Support
Opportunity Management

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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, payment collection centers,
network deployments, and the activation process was enabled
Better value added services were provided
Why shouldnt a person from Pune, holidaying in Kashmir, be able to
make payments?

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Benefits
It facilitated knowledge sharing amongst employees.
Started e-billing
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
Online customer support on new system

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Benefits
The customer gets the same level of service across India especially from
call centers.
Reduced cost of customer or customer acquisition cost
System is highly scalable as the number of subscribers increase.
Airtel reached the 50 million subscriber mark recently.

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Benefits
Automatic escalation of problem to superior authority on breaching preset time limit.
CRM automatically suggests products to customer when they announce
to leave Airtel.
Has resulted in savings because of fewer calls.

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Pre-Purchase Stations

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e-CRM Initiatives
After implementation of the Oracle CRM, Airtel now implementing e-CRM.
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

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Feed Back
Ensuring Feed Back from all in Airtel World
Ensuring Feedback on all calls from 121
Feedback survey done every week
Feedback from vendors

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Service Marketing Presentation

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'One Touch Internet': Key features

Opportunity for first-time data users in India to learn &

experience the internet
One-stop-shop to see-try-buy internet services
Simple & intuitive user interface specially designed to aid
learning
Free trial packs and video tutorials for popular services like
Facebook, Twitter, YouTube etc
Intuitive pricing packs for first-time users
Easy subscription to internet packs with 'My Account'
management: Check balance for TalkTime, data, trial usage
etc.
Available for 2G & 3G Airtel prepaid mobile customers with
internet-enabled devices
Launched in English & Hindi; 8 vernacular languages to be
added
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Thank you
Please dial 121 for questions