[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
“Think fresh, deliver more”[/b]
Customer Relationship Management at Airtel[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
Submitted by:[/b]
Rashpinder Singh 082[/b]
Rishika Goyal 086[/b]
Tanika Nangia 107[/b]
Chirag Pruthi 119[/b]
[/b]
[/b]
[/b]
About the Company:[/b]
Airtel comes to you from Bharti Airtel Limited, one of Asia’s leading integrated telecom services providers with operations in India and Sri Lanka. Bharti Airtel since its inception, has been at the forefront of technology and has pioneered several innovations in the telecom sector.
The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India and Sri Lanka. The Telemedia business provides broadband, IPTV and telephone services in 95 Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos.
By 2010 Airtel will be the most admired brand in India:
Loved by more customers
Targeted by top talent
Benchmarked by more businesses
We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more
What is CRM?[/b]
CRM consists of:
· Helping an enterprise to enable its marketing departments to identify and target their best customers, manage marketing campaigns with clear goals and objectives, and generate quality leads for the sales team.
· Assisting the organization to improve telesales, account, and sales management by optimizing information shared by multiple employees, and streamlining existing processes (for example, taking orders using mobile devices)
· Allowing the formation of individualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits; identifying the most profitable customers and providing them the highest level of service.
· Providing employees with the information and processes necessary to know their customers, understand their needs, and effectively build relationships between the company, its customer base, and distribution partners
After All, [/i]It costs five times more to acquire a new customer than to retain one.[/i]
[/b]
[/b]
[/b]
[/b]
Why did Airtel need CRM?[/b]
Existing Systems (before 2003)
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
All processes were handled with minimum coordination from another and the interdependence was avoided which later proved to create problems like duplicity, insufficient data, inefficient service etc.
Things Changed
A Three Step Program changed is for Bharti Airtel and made them what they are today.[/b]
Step1: Technology evaluation and Gap analysis
In the first step of implementation, capabilities of all the existing technologies of Airtel were evaluated and Gap analysis was done to find out the difference between current and required technology levels. The technologies which were required were listed down and their prospective cost of implementation was calculated.
Step2: Internal restructuring and Re- engineering
In the second phase of implementation, Airtel redesigned all the existing modules of for each process, which were earlier process focused to new modules which are now customer focused. These new modules helped them to recognize their customer needs more accurately and provide them with the desired benefits.
Step3: Pilot program and Feedback cycle
In the last and final phase of implementation when all the modules were redesigned, a pilot program was launched and feedback was taken from the users of the pilot program.
Customer Segmentation[/b]
New CRM model helped Airtel to segment their customers in a much better way. As per the model, Airtel classified its customers into four major segments:
· Achievers[/b] -Consisting of professionals and executives who want quick and efficient service.
· Funsters[/b] - Young people who want fun and entertainment, mobile is a gadget for them.
· Productivity [/b]Enhancer[/b]- Like traders, plumbers and electricians for whom mobile is a productive tool.
· Social Callers[/b]- 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.
[/b]
Internal and External CRM[/b]
Internal and External CRM are nothing but two sides of the same coin. Airtel has classified them as Operational and Analytical CRM.
¡ Operational CRM
§ Workflow
§ Day-to-day activities
¡ Analytical CRM
§ Customer information
§ Business development
Hence New Modules were introduced:
¡ Marketing
¡ Planning
¡ Campaign Management
¡ Lead Management
¡ Sales
¡ Activity Management
¡ Knowledge Management (FAQs, How to guides)
¡ Call Center Support
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
“Think fresh, deliver more”[/b]
Customer Relationship Management at Airtel[/b]
[/b]
[/b]
[/b]
[/b]
Submitted by:[/b]
Rashpinder Singh 082[/b]
Rishika Goyal 086[/b]
Tanika Nangia 107[/b]
Chirag Pruthi 119[/b]
[/b]
[/b]
[/b]
About the Company:[/b]
Airtel comes to you from Bharti Airtel Limited, one of Asia’s leading integrated telecom services providers with operations in India and Sri Lanka. Bharti Airtel since its inception, has been at the forefront of technology and has pioneered several innovations in the telecom sector.
The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India and Sri Lanka. The Telemedia business provides broadband, IPTV and telephone services in 95 Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos.
By 2010 Airtel will be the most admired brand in India:
Loved by more customers
Targeted by top talent
Benchmarked by more businesses
What is CRM?[/b]
CRM consists of:
· Helping an enterprise to enable its marketing departments to identify and target their best customers, manage marketing campaigns with clear goals and objectives, and generate quality leads for the sales team.
· Assisting the organization to improve telesales, account, and sales management by optimizing information shared by multiple employees, and streamlining existing processes (for example, taking orders using mobile devices)
· Allowing the formation of individualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits; identifying the most profitable customers and providing them the highest level of service.
· Providing employees with the information and processes necessary to know their customers, understand their needs, and effectively build relationships between the company, its customer base, and distribution partners
After All, [/i]It costs five times more to acquire a new customer than to retain one.[/i]
[/b]
[/b]
[/b]
[/b]
Why did Airtel need CRM?[/b]
Existing Systems (before 2003)
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
All processes were handled with minimum coordination from another and the interdependence was avoided which later proved to create problems like duplicity, insufficient data, inefficient service etc.
Things Changed
A Three Step Program changed is for Bharti Airtel and made them what they are today.[/b]
Step1: Technology evaluation and Gap analysis
In the first step of implementation, capabilities of all the existing technologies of Airtel were evaluated and Gap analysis was done to find out the difference between current and required technology levels. The technologies which were required were listed down and their prospective cost of implementation was calculated.
Step2: Internal restructuring and Re- engineering
In the second phase of implementation, Airtel redesigned all the existing modules of for each process, which were earlier process focused to new modules which are now customer focused. These new modules helped them to recognize their customer needs more accurately and provide them with the desired benefits.
Step3: Pilot program and Feedback cycle
In the last and final phase of implementation when all the modules were redesigned, a pilot program was launched and feedback was taken from the users of the pilot program.
Customer Segmentation[/b]
New CRM model helped Airtel to segment their customers in a much better way. As per the model, Airtel classified its customers into four major segments:
· Achievers[/b] -Consisting of professionals and executives who want quick and efficient service.
· Funsters[/b] - Young people who want fun and entertainment, mobile is a gadget for them.
· Productivity [/b]Enhancer[/b]- Like traders, plumbers and electricians for whom mobile is a productive tool.
· Social Callers[/b]- 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.
[/b]
Internal and External CRM[/b]
Internal and External CRM are nothing but two sides of the same coin. Airtel has classified them as Operational and Analytical CRM.
¡ Operational CRM
§ Workflow
§ Day-to-day activities
¡ Analytical CRM
§ Customer information
§ Business development
Hence New Modules were introduced:
¡ Marketing
¡ Planning
¡ Campaign Management
¡ Lead Management
¡ Sales
¡ Activity Management
¡ Knowledge Management (FAQs, How to guides)
¡ Call Center Support