case study – bharti airtel

8/6/2019 Case Study Bharti Airtel

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Facts from the case

When Bharti had started out operations

(1995), the whole system was manual

Only 40 percent of the customer issues weregetting resolved

Were not meeting the customers

expectations

Customer loyalty was a major concern.


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Facts (Continued)

Had many local players (dealers, vendorsetc)

Had huge issues in meeting the demandsof the growing customer base.

Were not able to centralize the servicesand give a common brand experience.

Was hard to service customers acrosssectors.

The subscriber base was growing at ahealthy 15-20%. Airtel crossed the 1 millionmark in 2002.


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Barriers to Growth

Not able to recharge amounts anywhere

in India. One had to carry 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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Individual modules for each of the

processes

Order processing

Project management

Billing

Customer details

Call center operations

Direct Marketing

Sales Management

Channel Management


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The 3-Step program

Evaluation:

y Technology evaluation

y Equipment and technical evaluation was done

y GAP analysis

Technoloy

evaluation GAPAnalysis

Step1

Step2

Internal

restructuringRe-

engineering

Pilotprogram

Feed back

cycle

Step3


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Internal restructuring and reengineering Analyze issues surrounding scalability,

Business growth

Market and regulatory environments

Implementation

Pilot launched

Feedback received with problems and suggestions

After reengineering user validation was sought

All these were rolled into Airtels Roadmap for CRM


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ORACLE CRM

"As part of our vision, we intend toprovide AirTel services anywhere and atany time. A customer should get the

same quality of service no matter whichof our call centers he contacts. This hasbeen our vision, and because of that wehave gone in for a centralized

application like CRM, - AmritaGangotra, Group Chief, IT SolutionEngagement


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IT is the bread and butter

Installed a WAN

Mutiple Leased lines on all major locations

Initiated the process of setting up an

extranet to reach out to vendors and

dealers

Storage Area Network (SAN) was put in

place The main data center is located at Gurgaon


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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 byNortel which was integrated with Oracle

CRM.


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Two sides of a coin

Operational CRM

y Workflow

y Day-to-day activities

Analytical CRM

y Customer information

y Business development


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Modules used at Air-Tel

Marketing Planning Campaign Management

Lead Management Sales Activity Management Knowledge Management (FAQs, How to

guides) Call Center Support Opportunity Management


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Issues faced during

I

mplementation Problem getting user community

(employees) to accept it

Users forced to work harder to create

processes and re-engineer systems

around the new implementation

CRM Training for all related employees

Even best in class products are knownto fail because of poor training


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Issues (continued)

Integration of services across all 23

circles and upgrading the organization to

provide newer services like up selling of

relevant schemes, customized SMSburst etc.

Maintaining the service levels at the

same time enabling transition to CRMimplementation.


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Issues (continued)

Airtel had many independent systems,

which had to be integrated.

This also involved porting data from

each system which totally went to

terabytes.

Had to design a proper workflow

automation Facilitation of knowledge sharing.


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Issues faced after

implementation Functional

y Monitoring how the customers interact withthe organization using the various modules

of the CRMy Visibility of business transactions across

India

Operational

y Monitor SLAsy Maintenance and modification

y Data flow


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Benefits

Customer segmentation

Cross selling and up selling of relevantschemes

Market analytics like records of customerprofiles, profile, payment history etc

Generation of accurate leads and SMSbursts 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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Customized and simplified bill formats,payment collection centers, networkdeployments, and the activation processwas enabled

Better value added services were provided

It facilitated knowledge sharing amongstemployees.

Started e-billing

Customized offers based on usage profiles.y Discounts on reaching threshold

y Recharge offers to low worth users

y Invitations to movie screenings and events

y Up selling of services to select customers

Online customer support on new system


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The customer gets the same level ofservice across India especially from callcenters.

Reduced cost of customer or customeracquisition cost

System is highly scalable as the number ofsubscribers increase.

Airtel reached the 50 million subscribermark recently.

Automatic escalation of problem to superiorauthority on breaching pre-set time limit.

CR

M automatically suggests products tocustomer when they announce to leaveAirtel.

Has resulted in savings because of fewercalls.


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Issues faced (continued)

Change Management

y Oversee enhancement

y Constantly improve customer experience

Aligning CRM to Airtels vision and

growth objectives

Finding the right CRM Managers has

been a burning issue in India.


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e-CRMInitiatives

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

y Online customer support

y Customer profiling

y Web interface

y Sales management for vendors and partners


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Conclusion

The results so far have been promising

Airtel has been presently riding on thetelecom boom.

CRMs effectiveness would be put to testduring slump.

Airtel chose the right implementationpartners

This model would be implementedacross all group companies.


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THANK YOU

case study – bharti airtel

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