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COMPANY PROFILE- BHARTI AIRTEL LTD.
• Headquartered in New Delhi, India
• Leading integrated telecommunications company with operations in 20 countries across Asia and Africa
• Ranks amongst the top 5 mobile service providers globally in terms of subscribers(>269 MN. customers at the end of March 2013)
• Business divisions-Mobile services, Telemedia Services, Enterprise service
IT AT BHARTI AIRTEL
• IBM handles IT for Bharti Airtel
• CRM module of Oracle E-business suite
• Oracle Discoverer used for retrieving reports from CRM
• RAC(real app cluster) database-takes 8-9 hours to refresh
• Latest data received by business is always one day behind
• Difficult to complete the materialized view refresh within time
during the end of the month
REQUIREMENTS
• Reduce overhead on the production system
• Provide online reporting as needed
• Improve refresh time
SOLUTION
• IBM engaged Oracle Advanced Consulting Services(ACS)
• Created a dedicated reporting database for Discoverer using Oracle Steams downstream
ORACLE STREAMS REPLICATION
• Replication is the process of sharing database objects and data at multiple databases.
• In a Streams replication environment, the database where a change originates is called the source database, and a database where a change is shared is called a destination database.
• Steams Information Flow:
• Capture: A capture process or an application creates one or more logical change records (LCRs) and enqueues them into a queue
• Staging: Propagates the staged LCR to another queue, which usually resides in a database that is separate from the database where the LCR was captured
• Consumption: Performs customized processing of the LCR and then applies the LCR to the shared database object.
LOCAL VS. DOWNSTREAM CAPTURE
• Local
Capture and Propagation processes runs on Source DB(Production)
Apply Process runs on the target DB (Reporting DB)
• Downstream:
Both capture and apply processes occurs at target DB, propagation can be avoided
Shifts majority of the overhead onto the reporting DB
CONSIDERATIONS
• Processes:
Number of capture and apply processes has to be determined
Around 75 tables were to be replicated
15 tables had transaction size of 5-10 GB
• Supplemental Logging:
Needed to be carried out on Production DB
CONSIDERATIONS
• Monitoring:
Allow time to monitor the new environment
Tune the capture and apply processes as needed
BACKGROUND
• Airtel grew in 23 circles
• Users who travels across different circles
• Problems in maintaining a central databse
• Different systems across circles
• Lack of service
• First call to the resolution of the query- not so pleasant experience for Customer
SOLUTION
• Centralised and Integrated solution were the two main pillars
• Person from Manipur, holidaying in Kashmir should be able to make the payment
• Create a system that keep records of
• Customer’s portfolio, profile, payment history etc.
SOLUTION : THE CRM
• Operational
• Everyday customer transactions
• Sums them up efficiently
• Analytics
• Data warehouse
• Customer information
• Used for cross sell
SOLUTION : THE CRM
• BI applied to the data
• When customer contacts multiple touch points, he was given a up-sell or cross-sell bid
• TRAI regulations and Airtel’s privacy policy
• Now more focused and accurate
• I sent a message cost 1 rupees , I got a response that for Rs 7 you can get 65 message in balance deduction message
SOLUTION : THE CRM
• Different genres of consumers, Bz Users and Retail User
• First time resolution
• Second need are escalated through CRM
• Interactive IVRs, Speech recognition, local language identification
• Simplified bill formats, Payment collection centres, Network deployments, activation process
CRM : COUNTING BENEFITS
• Fewer calls
• Reduction in churn
• Increased productivity
• Revenues from value added services
CRM : CHALLENGES
• Make user accept the new system
• A ground work always helps
• Keep a simple vision
• Make mitigation plans for the resistance that might come from various LoB
CRM : CHALLENGES
• Keep an eye on Scalability, Business growth and market environment
• Reengineering should come from Users not from IT people
• Find a sponsor!
• Way to go!
• Customer age group, Interests, economic strata,
NINE NEAT SPELLS FOR CRM SUCCESS
• Define your Vision
• Spell Measurable Business goals
• Get support from management
• Stop at nothing to get end-user buy-in
• Involve end users in CRM design
NINE NEAT SPELLS FOR CRM SUCCESS
• Talk in their Tongue
• Train and Communicate
• Take a phased approach
• Measure Results