Crm in Airtel
CRM at AIRTEL
Assignment #1
GBMP 508-01
2010
Submitted to: JAMES EVERARD
Submitted By: Smiley Smiley(810-272-591)
10/13/2010
CUSTOMER RELATIONSHIP MANAGEMENT AT AIRTEL
About the Company
Airtel comes 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. Airtel is third largest wireless operator in the world and largest telecom company listed on Indian stock exchange. It is third company in the world to cross 100 million mark in a single country.
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 telecoms. Why did Airtel go for CRM...? * When Bharti had started out operations (1995), the whole system was manual. * All the processes like order processing, project management, billing, customer details, call center operations, direct marketing, sales management etc were handled with minimum coordination and the interdependence was avoided which later proved to create problems like duplicity, insufficient data, inefficient service etc. * Only 40% of the customer issues were getting solved. * Customer loyalty was a major concern. * Had many local players (dealers, vendors etc) * Were not able to centralize the services and give a common brand experience. * Not able to pay bills anywhere in India * Low customer retention * Vodafone’s customer service was rated far
Assignment #1
GBMP 508-01
2010
Submitted to: JAMES EVERARD
Submitted By: Smiley Smiley(810-272-591)
10/13/2010
CUSTOMER RELATIONSHIP MANAGEMENT AT AIRTEL
About the Company
Airtel comes 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. Airtel is third largest wireless operator in the world and largest telecom company listed on Indian stock exchange. It is third company in the world to cross 100 million mark in a single country.
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 telecoms. Why did Airtel go for CRM...? * When Bharti had started out operations (1995), the whole system was manual. * All the processes like order processing, project management, billing, customer details, call center operations, direct marketing, sales management etc were handled with minimum coordination and the interdependence was avoided which later proved to create problems like duplicity, insufficient data, inefficient service etc. * Only 40% of the customer issues were getting solved. * Customer loyalty was a major concern. * Had many local players (dealers, vendors etc) * Were not able to centralize the services and give a common brand experience. * Not able to pay bills anywhere in India * Low customer retention * Vodafone’s customer service was rated far
Bibliography: ttp://www.hinduonnet.com/businessline/2002/06/27/stories/2002062700531700.htmhttp://www.expresscomputeronline.com/20041011/casestudies14.shtmlhttp://casestudy.co.in/airtel-adapting-crms-road-to-happy-clients/2010/05/29/http://www.airtel.in/http://www.consona.com/news/consona-partners-bharti.aspxhttp://www.informationweek.in/EDGE/09-06-01/Bharti_Airtel.aspx |