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Ankita Chakrabarty (05)

Kevin Tharayil (21)

Mandhir Grewal (24)

Prerna Mehra (32)

Purvi Kapoor (36)

Sumeet Sandhu (53)

Vinita Punia (56)

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Bharti Airtel is the flagship company of Bharti Enterprises.

Established:July 07, 1995, as a Public Limited Company.

Future Vision: By 2010 Airtel will be the most admired brand in India.

Proportionate Revenue: Rs. 369,615 mil (year ended March 31, 2009-

Audited). Customer Base: 100 million.

Airtel has a footprint in all the 23 telecom circles with a customerbaseof 100 million as of May 2009.

Airtel has a market share of 24.7% as of March 2009.

The businesses at Bharti Airtel have been structured into threeindividual strategic business units (SBUs)-

Bharti Airtel

Mobile Services

Airtel Telemedia

Services

Enterprise

Services

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EIGHT BUILDINGBLOCKS OF CRM

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As part of our vision, we intend to provideAirtel services anywhere and at any time. Acustomer would get the same quality of

service no matter which of our call centersthe customer contacts.

It is vital for us to manage the expectationsof our customers and provide them withinnovative products and services in amanner which makes them loyal.

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Empowering People - to do their best

Being Flexible - to adapt to the changing environment andevolving customer needs

Making it Happen - by striving to change the status quo,innovate and energize new ideas with a strong passion andentrepreneurial spirit

O

penness

and trans

parency- with an initiate desire to dogood

Creating Positive Impact with a desire to create ameaningful difference in making the experience with theproduct/servicebetter

CRM VISION

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We at Airtel always think in fresh and innovative

ways about the needs of ourcustomers and howwe want them to feel. We deliver what wepromise and go out of our way to delight thecustomerwith a little bit more.

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Objectivesy Provide a single window of service pan-India

across all 23 circles.

y Process data and manage our large customerdatabase.

y To be in sync with our culture ofthinking fresh and

delivering more.y Provide around the clock service anytime,

anywhere.

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Effective Interaction

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y The First telecom company in the world to receive theISO 9001:2000 certification from British Standards

Institutey Constant innovation of CRM technology apt for the

growing market.

y Innovative VAS: e-recharge, e-recharge using SMS

y The First to deploy Voice Quality Enhancers toimprove voice quality and acoustics

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yAlready a leader in B2C, now venturing into B2B-Bharti Airtel & Cisco.

y Oracle for CRM software.

y Tie up with Nokia, Black Berry.y Outsourced their VAS to Comviva.

y Data feedback through Channel partners.

y High-end servers from Sun and HP.y Partnered with IFFCO to offer applications like

cropprices, weather updates & voice basedinterface to rural market.

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Pegging Their ClientsAirtels ability to chart out anaverage life cycle allows it tomarket different services. TheCRM is divided into operationsand analytical. The operations

CRM deals with billing etc.

Inviting Them Into The FoldThis stage combines provisioningand verification. Airtel activates acustomers account and makes afirst rating of the customer based

on the application.

GarlandsAnd BouquetsAirtels well planned welcome processincludes a visit from a servicerepresentative and a call informingclients of the Airtel help line:121.At theend of this stage their first bill isgenerated.

CRM Gets Into ItsElementThe first collection marks the start ofup-selling and cross selling. Analyticalmodule steps in, CRM has to makeevery attempt count since clients canonlybe approached only a fixednumber of times.

A Slippery Slope ConqueredThis stage may see an Airtel client wishingto leave. To keep churn down , Airtel usesretention policies and loyaltyprocesses tobring clients back to the fold. Many clientsare won back.

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y Post deployment, the company now manages a single applicationstack as opposed to the management of multiple applications pre-deployment.

y MIS reports can now be viewed in real-time and online andperformance of teams and resources can also be monitored.

y The application also allows segregation of work at a team/individuallevel.

y

It has also given the company access to a single knowledgerepository at a common level.

y With the deployment, the company can now resolve customer faults7 percent faster and has managed to reduce the re-occurrence offaults or multiple failures by 3 percent.

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y The analytical module sits on a data warehouse, which containsCustomerprofiles, usage patterns, demographics, revenue percustomer, and other information.

y After Mr. XYZs frantic call, for instance, Airtel offered to bumpup his credit limit but also urged him to move to a talk plan thatinvolved a higher monthly rental, cheaper talk time and smarterroaming rates.

y In the main, however, CRM is associated with retaining and

servicing customers.

y Market analytics of a ready customer database can do wondersin converting prospective customers into real ones.

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Oracle CRM

y Went live in Q1 04

y Technologypartners- Oracle, SUN micro-systems,

IBM and HP.y IVRprovided by Nortel-integrated to Oracle CRM.

Operational CRM

Work flow

Day to Day activities

Analytical CRM

Customer information Business development

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y Marketing

y Planning

y Campaign Management

y Lead Managementy Sales

y Activity Management

y Knowledge Management (FAQs, How to Guides)

y Call center Support

y Opportunity Management

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After implementation of the Oracle CRM, Airtels nowimplementing e-CRM.

e-CRM implementation partner is IBM.

Would provide a host of services now running on OracleCRM Online customer support Customer profiling Web interface Sales management for vendors

Extranet 3G, ATM recharge, m-cheque. Better use of internet (Direct Communication channel) The way ahead - currently implementing i-CRM.

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MarketingAutomation Predictive

modeling Campaign

Management HistoricalAnalysis

E-Channels

Email Web Call Center Orders Billing

CRM DataRepository

E-promotion

Interests/Pref

Pers Content

Sales Call

Purchases

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y Cases closed same day.y Number of cases handled by agent.y Number of service calls.y

Average time to resolution.yAverage number of service calls per day.y Percentage of service renewals.y Customer satisfaction level.y

Complaint time-to-resolution.yAverage number of service requests by typey Percentage compliance with service-level

agreement (SLA).

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Three Step Program

y Evaluation

y Internal restructuring and re-engineering

y Implementation

TechnologyEvaluation

Gap Analysis

Step1

InternalRestructuring

Re-engineering

Step2

Pilot Program

FeedbackCycle

Step3

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Peopley Need to work harder to create processes and re-

engineer systems around new implementation

y Training for all related employees

y Best products too can fail because ofpoor training.

Processes Integration of services across all 23 circles

Convergence helps to provide newerservices like up selling of relevant schemes,customized SMS burst etc.

Maintaining existing service levels at thetime of transition.

Technology Integration of otherwise independent

systems Porting data from each system which went

into terabytes.

Design proper work flow automation. Facilitating and enabling knowledge

sharing.

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y Functional

y Monitoring how customers interact with Airtel usingvarious modules of CRM.

y Visibility ofbusiness transactions across Indiay Operational

y Monitor SLAs

y Maintenance and modification

y Data flow

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y Change Management

y Oversee enhancement

y Constantly improve customer experience

y Aligning CRM to Airtels vision and growth objectives.y Finding the right CRM managers has been a burning

issue in India.

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Most (9) of the existing customers who were interviewedwere not happy with the customer service levels offered .Theycomplained that Airtel,

Charged them for services not taken.

Issued services unasked Connectivity and call drops; That the service of 121- the helpline was not really helpful in answering

all queries as well as addressing the complaints; That the complaints went unanswered for a long time; That the complaints were best solved through online complain

resolution, by shooting a mail to the nodal officer by citing referencenumber of contact with the call centre executive.

The customers who were happy (6) with the service,mentioned; That the roaming service provided was unmatched; That the up-gradation of services which they received was fulfilling; The ease ofpayment ofphone bills; The addressing of needs through specific packages which worked

well for them (students/youth/SIMS).

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Build a Team

Business Objectives

Differentiate

Customer ExperienceGoals

Integrated CustomerStrategy

Define & Map DataRequirements

Standardize Data

Dialogue With YourCustomers

Get Personal

Develop Success Metrics Customer Engagement

Programs

Collect Data

Test, test, test

Monitor

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y Automate Processes

y Empower Staff

y Keep It Simple

y Communicatey TOTAL CUSTOMEREXPERIENCE

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