INTRODUCTION

Bharti airtel limited is a leading global telecommunications company with operations in 19 countries across Asia and Africa. The company offers mobile voice & data services, fixed line, high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national & international long distance services to carriers. bharti airtel has been ranked among the six best performing technology companies in the world by business week. bharti airtel had 200 million customers across its operations.

WHAT IS CRM

Business approach that understand, anticipates and manages the need of current and potential of an organization. Integrating people, Process and Technology of an organization. Effective use of information about customer to maximize the customer satisfaction as well as reduction of cost and increasing the profitability for an organization.

As a part of our vision, we intend to provide AirTel services anywhere and at any time. A customer should get same quality of services no matter which call centre he contacts. This has been our vision, and because of that we are in on a centralized application like CRM. Amrita Gangotra, Group Chief, IT Solution Engagement

BENEFITS OF CRM
Attracting new customers Generating more business from existing customers. Retaining profitable customers Better value added services were provided It facilitated knowledge sharing among employees. Started e-billing Online customer support on new system

Cost reduction Better customer service Increased customer satisfaction Better customer retention Retains loyalty of customers Customer segregation It automatically suggests new products to customer when they announce to leave AirTel. Customized offers on usage profiles.

A CASE STUDY-BHARTI AIRTEL

WHY CRM?

System was running manually Only 40% of customer issues were resolved Provide customers with innovative products and services in a way which makes them loyal.

WHICH CRM?

Bharti AirTel uses Oracle CRM platform.

A CASE STUDY-BHARTI AIRTEL

VALUE DERIEVED?

AirTel is now able to give its customer more value for money. Able to provide different schemes and services depending on airtime usage. Managed to segregate their workflow with the help of CRM tool.

FUTURE
Internet will be exploitated to gather data and attract new customers. Analytical technologies will be used more often to generate, anticipate direct customer behavior. Real time integration of data.

CRM IMPLEMENTATION
THREE STEP PROGRAM:-

EVALUATION:

Technology evaluation Equipment and technical evaluation was done GAP analysis

Internal restructuring and reengineering:Analyze issue surrounding scalability Business growth Market and regulatory environment

Pilot launched Feedback received with problems and suggestions All these were rolled up in AirTels roadmap for CRM

Implementation:-