“A study of Acquisition, After sale service and Retention process of

Airtel”

By Simanta MedhiM.B.A 3rd Semester

GCC CENTRE OF MANAGEMENT STUDIES

Roll No-339/10

INSTITUTIONAL GUIDE Mrs. Rashmi Rekha MahantaGCC Center of Management Studies

ORGANISATIONAL GUIDE Mr. Debashis Saha Bharti Airtel

INTRODUCTION

INTRODUCTION

• During the research the quality of after sale service provided to the customers through ARC and to retailers through FOS was studied.

• Apart from that various attribute of customer acquisition process and the possibility of retailer’s involvement in the customer retention process was also studied.

Organization Profile

Name of the Organization

Bharti Airtel

Objective of the Study

Objective of the Study• To study the after sale service facility provided to the customer through

Airtel Relationship Center.

• To measure the perception and satisfaction level of customer about different attribute of the ARC and give suggestion for improvement.

• To study the different attribute of customer acquisition involving the retailers and give suggestion for improvement.

• To study the retailers perception regarding the service provided to the retailers.

• Study the retailer’s perception about RC11.

• Explore the possibility of retailer’s involvement in the retention process.

Research Methodology

Methodology of research

Survey method: Research design : Descriptive and Exploratory. Element : Consumers and retailer

Residing in Guwahati city. Sampling Procedure : Judgment and convenience

sampling. Sample size : Customer 40 and

Retailer 56Research area : Guwahati city

Analysis and representation Technique:

Comparisons were drawn from the data and are presented using charts and graphs .

Statistical Tool:Statistical tool used for the survey is-

• Weighted Arithmetic mean

Major Findings

Objective: To measure the perception and satisfaction level of customer about different attribute of the ARC

• Customer perception of ARC Service.

• Overall majority of the Airtel Customers (82%) are happy with the ARC service and after sale service of Airtel. (Fig 5.1)

• Related findings.

Objective: To study the different attribute of customer acquisition involving the retailers and give suggestion for improvement.

• According to majority of retailers (39%), quality of Network is the most influencing factor to sale in telecom.(Fig: 3.1)

• According to majority of retailers (54%), quality of service provided to the retailer is the main driving force for retailers. (Fig: 3.2)

• Most of the retailer (62%) does not have any interest in Airtel Scheme.(Fig: 3.3)

• Majority of the retailer (34%) do not get interested in Airtel schemes due to better scheme offered by similar operators. (Fig: 3.4)

• Airtel is ranked 3rd by the retailers in terms quality and satisfaction level of the retailers in terms of scheme offers.(Fig: 3.5)

• Related findings.

Objective: To study the retailers perception regarding the service provided to the retailers.

• Distribution system of Airtel.

• Most of the retailers (67% each) in Jail road and VIP road and 50% of the retailers in Satgaon area are not satisfy with the FOS service of Airtel. (Fig: 4.1)

• Majority of the retailers (38%) are found to be “Well informed” about Conditions Apply on scheme related issues. But 37% of the retailers were also found to be “Not informed”(Fig: 4.2)

• Among the “Not informed” retailers, majority of retailers are of RGB road (50%), Maligaon (50%) and Satgaon (40%) areas.(Fig: 4.3)

• Related Findings.

Objective: Explore the possibility of retailer’s involvement in the retention process.

• Retailer’s ability to keep track of the customers who have more than one connection.(Fig:7.1)

• Number of person who regularly

seat in the shop.(Fig: 7.2)

• Retention process.

Objective: Study the retailer’s perception about RC11.

• Only 11% of the retailer “frequently” sale the RC11 recharge. Majority of the retailers (34%) sale it “occasionally”. (Fig: 6.1)

• Most of the retailers (39%) perception about the RC11 recharge found to be Positive. But 23% of the retailers were “Not Aware” of the RC11 recharge. (Fig: 6.2)

Recommendationand

suggestion

• Airtel need to introduce automatic 24*7 billing machine in the ARC as the customers are dissatisfied with the current billing process.

 • Airtel need to improve in the schemes that they provide to the retailers in

comparison to other operators.  • FOS service provided to the retailers in Jail road, VIP road and Satgaon need to be

improved.  • Awareness level of the retailers about RC11 needs to be improved.  • Retailers can be involved in the customer retention process on commission basis,  • Retailers perception that airtel provide less commission to the retailers compare to

other operators need to be changed as the less percentage in commission is get rectified by volume of sale in a month.(Fig: 0.1)

Recommendation and conclusion

Conclusion

Conclusion

Airtel was found to be successful in maintaining a moderately overall happy customer and retailer base.

Efforts for further improvement can be made on the areas like billing process, FOS service which was found to be lacking in some areas of Guwahati, improvement in quality of scheme provided to the retailers.

Thank You