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Services Marketing Assignment
Team Members:
Juhi Raj
Ritika Singh
Raman Singh
Sameer Kapur
Urvashi Soneja
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Table of ContentsAbout Airtel ............................................................................................................................................. 2
Services Offered by Airtel ....................................................................................................................... 2
Service Delivery ....................................................................................................................................... 3
Flower of Services ................................................................................................................................... 4
Information: ........................................................................................................................................ 4
Order Taking ....................................................................................................................................... 5
Hospitality ........................................................................................................................................... 5
Caretaking ........................................................................................................................................... 5
Exceptions ........................................................................................................................................... 6
Billing and Payment ............................................................................................................................ 6
7 Ps ......................................................................................................................................................... 7
Product .................................................................................................................................................... 7
Price ........................................................................................................................................................ 7
Place ........................................................................................................................................................ 8
Promotion ............................................................................................................................................... 9
People ................................................................................................................................................... 10
Physical Evidence .................................................................................................................................. 10
Process .................................................................................................................................................. 10
What is CRM?? ...................................................................................................................................... 11
CRM Technology Architecture At Airtel ................................................................................................ 11
CRM systems provided by ORACLE ................................................................................................... 12
CRM implementation in two domains: ......................................................................................... 12
Modules used at Airtel: ................................................................................................................. 12
Issues faced during implementation ............................................................................................. 13
Benefits of ORACLE CRM ............................................................................................................... 13
Issues faced after implementation ............................................................................................... 14
The way forward: .............................................................................................................................. 15
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About Airtel
Bharti Airtel is an Indian telecommunications services company headquartered at NewDelhi, India.
It operates in 20 countries across South Asia, Africa and the Channel Islands. Airtel has GSMnetwork in all countries, providing 2G, 3G and 4G services depending upon the country of
operation.
Airtel is the worlds third largest telecommunications company with over 261 millionsubscribers across 20 countries as of August 2012.
Services offered: Fixedline telephony Mobile Telephony Broadband Internet Digital Television
Services Offered by Airtel
Voice
SMS
Data Services
VAS
Caller Tunes
Pay for specialservices
BillingServices
CustomerCare Centers
Recharge andSIM
availability inother shops
SupportingServices
Core
service
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Service Delivery
s
Websi
Pay
Sim
Recharge Customer Complaints
Blackberry and iPhone devices
Payment of bills
Document submission
information and activation about
plans and supplementary services
Recharge Customer Complaints
Blackberry and iPhone devices
Payment of bills
information and activation about
plans and supplementary services
Other Shops
Sim
Recharge
Document
submission
Customers
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Flower of Services
Information: Plans About the Airtel centers (Location, contact number..) Advertising about new products (eg. Launch of iPhone 5) Transparent billing details Email and SMS for due payments Sources
Website Airtel Centers Other small shops
Recommendation: Information about hidden taxes
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Order Taking
Website Airtel Centers Other small shops Recommendations:
Continuation of the Services provided at home by executives (post paidconnections) which had been stalled lately.
Hospitality
Call center executives behavior Quick resolution of complaints within a specified time Recommendation
Installation of coffee, tea vending machines at Offices to engage them duringwaiting time.
Caretaking
Safe keeping of documents Ensuring no illegal use of the documents Privacy of customers call details Safety of the customers data on GPRS Recommendation
Stop providing customer number to advertising companies
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Exceptions
Refund of not called for plan updates ( not always done) Recommendations:
Always refund the plans not asked for by customers
Billing and Payment
Billing Websites Physical payment kiosks Other small shops
Payment Credit Card
Debit Card
Cash Net banking
Recommendations Executive should come home for collecting payments Increase the number of physical payment kiosks
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7 Ps
Product
GSM Network, both Prepaid and Post-paid Fixed line phone DTH TV Internet connections: Mobile internet (GPRS), Broadband Connection, 3G internet,
4G LTE (USB sticks)
Airtel money Selling iPhone in India International facilities through calling cards and prepaid world SIMs m-commerce
Price
Tariff analysis of major players in the market reveals that Airtel is not the cheapest
service provider. They enjoy an advantageous position in the telecom market due to factors
like:
Customer based pricing strategy Skimming pricing
Charging high price initially and reducing it over time Competitive pricing
Always on toes to compete with the new competition and compete with theirpricing structures
Maintaining Quality By maintaining quality of their products and services they are able to maintain
their introductory price over a long time
Flexible Pricing Setting different prices in different markets based on:
o Geographic Location They try to put different prices based on locations
o Time of delivery Delivery of services matters a lot to improve image
of the company, so Airtel believes in providing correct product at
correct time. Eg. VAS
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o The complexity of the product:- Pricing of Airtel also depends on thecomplexibility of its product and span of availability
Over the last few years, Airtel has provided its customers various facilities on the price front:
I. Total Cost Control:a) Customers can recharge their phones with a denomination of their choice
II. Easy Recharge:a) Airtel was the pioneer of e-recharge facility being provided to customers
III. 24-hour Recharge via ATM:a) Allows recharge of Airtel Prepaid round-the-clock at nearest ATM.
IV. Internet Recharge:a) Airtel prepaid can be recharged online. However, customer survey showsthat the usability of Airtels online recharge portal is poor as compared to
that of its competitors.
V. Roaming:a) Airtel was the pioneer in reducing roaming tariffs controlled by TRAI
Place
Airtel's aim is to help customers as quickly and as efficiently as possible at first point of
contact. The customers have the option to email Airtel directly, useful telephone numbers,
quick links to store locations, payment centres and many other facilities. The major point of
contact is the Airtel Relationship Centre where one can get a new Airtel connection,
subscribe to any value added services and get more information on them, pay bills or get a
new handset. Airtel provides its customers with the following facilities:
Extensive presence across 23 circles Airtel customer care touch points
Setting up convenient service centres in market places helps to increase visibilityand improves accessibility to customers.
Distributors like grocery stores / small outlets etc Internationally offers telecom services in 18 countries across Indian subcontinent and
Africa.It includes three countries in Indian subcontinent:
India, Sri Lanka & Bangladeshand fifteen African countries, namely;
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Burkina Faso, Chad, Democratic Republic of the Congo, Republic of the Congo,Gabon, Ghana, Kenya, Madagascar ,Malawi, Niger, Nigeria, Sierra Leone,
Tanzania, Uganda and Zambia.
Promotion
Airtel is one of the best known brands in India. Not as many people relate with Bharti as
much as they do with Airtel. That is because its brand Airtel is so successful. Bharti is now
piggybacking on the success of its brand Airtel to create a giant conglomeration. Recently
Bharti unveiled its new logo. Airtel is known for being the first mobile phone company in the
world to outsource everything except marketing and sales. Airtels marketing teams
emphasis lies in relating with the customer and his/her idols. Airtel has consciously made an
effort to make the best in business its brand ambassadors.
This is easily visible in the following cases:
Celebrity endorsers like Saif Ali Khan, Kareene Kapoor, Shah Rukh Khan, ARRahman, and Sachin Tendulkar
Bharti Airtel signed a five-year deal with ESPN Star Sports to become the titlesponsor of the Champions League Twenty20 cricket tournament. The
tournament itself is named "Airtel Champions League Twenty20."
On May 9, 2009 Airtel signed a major deal with Manchester United Football Club.As a result of the deal, Airtel gets the rights to broadcast the matches played by
the team to its customers.
Clearly, all its celebrity endorsers are the best in their field. Sponsoringthe Champions League is also a conscious effort of relating with thechampion/best. Also, Manchester United is arguably the worlds best
football team
Other than projecting the image of being the best in business, Airtel engages in marketing
activities typical of all firms of its size:
Extensive print and video advertising Tie up with leading handset manufacturers like Nokia, Samsung and HTC to provide
Airtel connections as a part of the package
Sponsoring socially relevant community programs across country, for example,organising painting competitions for children, educational facilities for marginalised
children
Sponsoring popular events like half marathons, concerts and boat races
Airtels advertisements are always very distinct and present the brand as very energetic,
youthful and essential. Airtel came up with many ad-specific taglines like 'Har ek Friend
Zaroori Hai' and stood out to be one of the most loved campaign and was the second most
awarded campaigns, winning 7 metals (trophies) including 2 Gold, 4 Silver and 1 Bronze.
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People
Total of 20,675 employees as quarter ending Dec 2011 Dedicated and passionate workforce One of the best customer support in country The Best Employers Awards in India 2011
One of the top 5 best employers in the Aon Hewitt Study BT-Indicus-PeopleStrong Survey of Indias Best Employers 2011:
Ranked No.10 in the Best Companies to Work For
Physical Evidence
Great networkof airtel offices makes customers reach very easy They have offices across 18 countries in Indian sub-continent and Africa. It includes
three countries in Indian subcontinent and fifteen African countries
Separate post-paid billing centres Aggressive campaigning; stalls, mobile vans, activities in malls Network towers, websites, their presence in small brick and mortar shops
Process
New User registration: Done via Airtel centers, grocery shops etc Customer grievance handling process: 121 is the customer care number for all their
services, and it can be dialled from anywhere in India. Huge customer care employees
support for smooth functioning and processes
Recharge process: Multiple interfaces like grocery shops, websites, chemists and so on Billing process: Airtel offices, dedicated billing kiosks, executives bill collection, online bill
payment and Airtel Money
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What is CRM??
Business approach that understands, anticipates and manages the need of current andpotential customer of an organization.
Integrating People, Processes and Technology of an organization Effective use of Information about customer to maximize customer satisfaction as well
as cost reduction and increased profitability for an organization
CRM Technology Architecture At Airtel
IT is the bread and butter now at Airtel
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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CRM systemsprovided byORACLE
"As part of our vision, we intend to provide AirTel services anywhere and at any time. A
customer should get the same quality of service no matter which of our call centers hecontacts. This has been our vision, and because of that we have gone in for a centralized
application like CRM, - Amrita Gangotra, Group Chief, IT Solution Engagement,ORACLE
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
CRM implementation in two domains:
Operational CRM Workflow Day-to-day activities
Analytical CRM Customer information Business development
Modules used at Airtel:
Marketing Planning Campaign Management Lead Management Sales Activity Management Knowledge Management (FAQs, How to guides)
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Call Center Support Opportunity Management
Issues faced during implementation
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 known to fail because of poor training Integration of services across all 23 circles and upgrading the organization to provide
newer services like up selling of relevant schemes, customized SMS burst etc.
Maintaining the service levels at the same time enabling transition to CRMimplementation.
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.
Benefits of ORACLE CRM
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 %. Customized and simplified bill formats, payment collection centers, network
deployments, and the activation process was enabled
Better value added services were provided
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Why shouldnt a person from Pune, holidaying in Kashmir, be able to makepayments?
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 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. Automatic escalation of problem to superior authority on breaching pre-set time
limit.
CRM automatically suggests products to customer when they announce to leaveAirtel.
Has resulted in savings because of fewer calls.Issues faced after implementation
Functional Monitoring how the customers interact with the organization using the
various modules of the CRM
Visibility of business transactions across India Operational
Monitor SLAs Maintenance and modification Data flow
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Change Management Oversee enhancement Constantly improve customer experience
Aligning CRM to Airtels vision and growth objectives Finding the right CRM Managers has been a burning issue in India.
The way forward:
e-CRM at Airtel
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