bharti airtel success story

7/31/2019 Bharti Airtel Success Story

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Bharti Airtl Ltd.

SuccessStory:

Telecommunications


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About Bharti Airtl Limitd

Bharti Airtel Limited, a group companyof Bharti Enterpr ises, is among Asiasleading integrated telecom services

providers with operations in India and Sri

Lanka. The company has an aggregate of

over 113.4 million customers as of end

September 2009, including 110.51 million

mobile customers. Bharti Airtel has been

ranked among the six best performingtechnology companies in the world by

Business Week.

Bharti Airtel is structured as 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 Enterprise business

provides end-to-end telecom solutions to

corporate customers and national and

international long distance services to

carriers. The Digital TV business provides

Direct-to-Home TV services across India.

All these services are provided under the

Airtel brand. Airtels national high-speed

optic fibre network currently spans over

113,326 Rkms covering all the major

cities in India. The company has two

international landing stations in Chennai

and Mumbai that connect two submarinecable systems i2i to Singapore and

SEA-ME-WE-4 to Europe.

To understand Bharti Airtels success

requires an understanding of Indias unique

telecom market and the firms commitment

to building strong customer trust and

confidence. Bharti Airtel is already one of

the most integrated telcos in the world and

is on track to achieve its goal to become

the Most Admired Brand in India.

Salability is a ruial

Bharti Airtel is the leading mobile telecom

provider in a hyper-competitive and cost-

conscious market, which necessitates

innovation and cost optimization.

From 2008 to early 2009, Bharti Airtel

added 32 million new customers, and

believes it can add another 100 million

customers in a few years. At its current pace

of nearly 100,000 new customers per day,

this goal seems well within reach. In order

to deliver the highest quality service at the

lowest possible cost, the firm has had to

embrace the business model that has helped

make India an economic powerhouse:

business process outsourcing (BPO).

The firm outsources many of its most

fundamental functions and infrastructures,

including its information technology (IT)

operations to IBM, Nortel and Wipro; its

communications networks to Ericsson andNokia Siemens; and its contact centre

operations to Nortel and Wipro. With 25

contact centers and 15,000 agents

nationwide, Bharti Airtel needed to find a

way to reduce the cost of delivering

excellent customer service and handle

millions of customer calls each month.

Partrships fr Airtl to fouso or futios

In 2004, Bharti Airtel started the first

phase of Contact Centre Technology

implementation also known as CCT1, in

partnership with Nortel. The objective

was to provide contact centre support for

the GSM mobile, broadband, and fixed-

line services, including the IVR and PBX

infrastructure required to handle inbound

call traffic. By 2009, more than 35,000

ports of IVR had been deployed across

four hubs, connecting 25 contact centresacross the country. Speech-enabled IVR

applications allowed callers to interact

with the system in several languages. India

Suss Story > Tlommuiatio > Bharti Airtl Ltd. | pag 2

AT A GLAnce

Bharti Airtl Ltd.

www.airtl.i

Indiaslargestmobileoperator

114+millionsubscribers

Groupcompanyof

BhartiEnterprises

Founded1995and

basedinNewDelhi

Ranked#6onthe

BusinessWeekInfoTech

100list(2009)


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has one of the most diverse cultures in the world, including the use of 23 languages

and 325 dialects.

With exponential subscriber growth and ever-increasing product offerings (e.g. VAS),the IVR menus were becoming increasingly complex. In addition, customers who

couldnt resolve their queries at the IVR were expecting expert human assistance.

In 2008, Bharti Airtel selected Indian IT service provider and Genesys Premier

Partner Wipro Technologies to implement Phase 2 of the firms Contact Centre

Technology (CCT) improvement plan.

Th d for a busiss problm solutio

With CCT1 we achieved the ability to provide consistent customer service for

inbound calls; however, we were still not able to fully optimise our resources,

explains Dr. Jai Menon, Airtels CIO Director Technology & Customer Serviceand Group CIO Bharti Enterprises.. With CCT2, we graduated to the next

step and built intelligent routing to enable call segmentation and load balancing.

We also introduced automation for outbound contacts, which had been primarily

a manual process up to that point.

The CCT2 project included three key components:

1. Upgrade Nortel TDM to Nortel IP PBX infrastructure for inbound traffic;

2. Introduce Genesys-based computer telephony integration (CTI) with

Nortel PBX and IVR for inbound traffic; and

3. Implement Genesys Outbound Voice and Genesys Proactive Notificationand use Genesys SIP to virtualise contact centre operations nationwide.

Bharti Airtel conducted an extensive evaluation process to select solutions for

CCT2, including careful identification of the business problems it faced, key

performance indicators (KPIs), proof-of-concept testing, and requests for

information and pricing. Ultimately, we were not so much purchasing technology

as we were solving a business problem, Dr. Menon says. So we looked to marry

the business outcome with an enabling technology to solve specific problems.

Flxibility ad lar roadmap mak Gsys th right hoi

Why Genesys? Number one is the flexibility the Genesys solutions provide,Dr. Menon notes. Second, the open architecture makes integration much easier.

Also, scalability is crucial to us to support our rapid growth. A clear technology

roadmap and a commitment to continued R&D were also very important factors

in our decision to choose Genesys.

Callers who are unable to resolve their issues via IVR self-service are routed to

the Genesys Customer Interaction Management (CIM) platform, which is linked

to Airtels Oracle customer relationship management (CRM) solution. The callers

account information is then sent along with the call to an agents desktop, where

it appears in a pop-up window.

Business rules built into Genesys CIM enable Bharti Airtel to segment calls basedon various factors, including the product or service, preferred language, and the

callers overall value (e.g., a Platinum customer) and route the call to an appropriately

skilled agent. The use of Genesys SIP means that any agent on the IP network can

be called upon no matter where they may be located.


challenges

> Managemorethan4billion

inboundcontactsperyear

> Approx30millionnew

subscribersannually

> 28stateseachwithunique

languagesandcultures

> Largenumberofcompetitors

> Balancehigh-qualityservice

withoperationalefficiency

The Results

> Achievesgreaterefficiencyby

consolidatingcontactcentre

services

> Routingflexibilityenables

customersegmentation

> Reducesoutboundcall

duplicationandoverlap

> Improvescustomerandagent

satisfaction

> Reducesaveragecalltimeover

millionsofcustomercalls


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Purposeful and appropriate routing, along with CRM account information, hashelped increase the first-time resolution (FTR) rate substantially. And, Airtel saves

time on every call. You can imagine how much total time we can save by shaving

a second or two off of every call, Dr. Menon notes. With millions of customer

calls, it translates into significant savings in time and money.

Genesys Outbound Voice and Genesys Proactive Notification are used by Bharti

Airtel to accomplish a wide range of services and functions, including:

Debt collection and past-due reminders

Promote new products and services

Proactive customer service and notification Cross-sell or up-sell based on previous account behavior

Prior to the implementation of these Genesys solutions, Bharti Airtel depended

on manual processes to accomplish outbound calling. Before we implemented

Genesys, we often had multiple groups such as marketing, customer service, and

collections calling the same customers, Dr. Menon explains. There was frequently

overlap, which frustrated customers and was wasteful from a time and resources

standpoint. Now, we have a single, consolidated view of the customer and the

outbound process is automated for greater impact and efficiency. We can also better

track results and provide a connection to a live agent when needed.

The Genesys Outbound Voice and Proactive Notification solutions are also helping

Bharti Airtel better manage an ever-changing Do Not Disturb (DND) list.

The penalty for violating this strict new DND listing can be fines or loss of a

business license.

Obviously, scalability is our number one consideration with any new solution,

Dr. Menon emphasises. With millions of new customers every month, we have to

have solutions that are expandable and extensible and give us the greatest choice in

future direction. We believe we have that with Genesys.


Additioal Iformatio

Toreadadditionalcustomersuccessstories,pleasevisitwww.gsyslab.om .

GenesysandtheGenesyslogoareregisteredtrademarksofGenesysTelecommunicationsLaboratories,Inc.Allothercompanynamesandlogosmayberegistered

trademarksortrademarksoftheirrespectivecompaniesandareherebyrecognised.2009GenesysTelecommunicationsLaboratories,Inc.Allrightsreserved.

Gsys Worldwid

Genesysistheleadingproviderofsoftwaretomanage

customerinteractionsoverthephone,Web,andmobile

devices.TheGenesyssoftwaresuiteconnectscustomers

withtherightresourcesself-service,assisted-

serviceandproactiveoutreachtofulfillcustomer

requests,optimizecustomercaregoalsandefficiently

useresources.Genesyssoftwaredirectsmorethan

100millioncustomerinteractionseverydayfor4,000

companiesandgovernmentagenciesin80countries.

Thesecompaniesandagenciescanleveragetheirentire

organization,fromthecontactcentertothebackoffice,

todynamicallyengagewiththeircustomers.Asaresult,

Genesysstopscustomerfrustration,drivesefficiency

andacceleratesbusinessinnovation .

Formoreinformationvisit: www.genesyslab.com,

orcall+1888GENESYSor1-650-466-1100.

3135v.1-12/09-APAC

Solutions

> GenesysCustomerInteraction

Management(CIM)

> GenesysOutboundVoice

> GenesysProactiveContact

> GenesysSIP

> NortelIVRandPBX

> OracleE-BusinessCRMSuite

Genesys,incombinationwiththe

otherkeyelementsofourcontact

centreinfrastructure,isenabling

ustohandleverylargecall

volumesandstillprovidehigh

qualitycustomercare.Scalability,

flexibility,andaclearroadmap

madeGenesystherightchoice.

Dr.JaiMenonDirector

Technology&CustomerService

GroupCIOBhartiEnterprises

Amrias

CorporateHeadquarters

Genesys

2001JuniperoSerraBlvd.

DalyCity,CA94014

USA

Tel:+16504661100

Fax:+16504661260

E-mail:[email protected]

www.genesyslab.com

europ, Middl east, Afria

EMEAHeadquarters

GenesysHouse

FrimleyBusinessPark

Frimley

Camberley

SurreyGU167SG

UnitedKingdom

Tel:+441276457000

Fax:+441276457001

Asia Paifi

APACHeadquarters

GenesysLaboratories

AustralasiaPtyLtd

Level17,124WalkerSt.

NorthSydneyNSW2060

Australia

Tel:+61294638500

Idia Offi:

Genesys

B-Block,2ndFloor,

FirstIndiaPlace

SushantLok-1,

MehrauliGurgaonRoad

Gurgaon-122002India

Tel:+919711163193

bharti airtel success story

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