BHARTI AIRTELSTEAMS IMPLEMENTATION WITH

ORACLE E-BUSINESS SUITE AND DISCOVERER

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

CONCLUSION

• Reduced overhead on the production system

• Improved reporting responses

CUSTOMER RELATIONSHIP MAGIC

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

THANK YOU!