Ms.

Kavita Shukla Abhishek Bhati

Irshad PK
Mohd Tahir
Sumit Singh
Sarav Mahajan
Ravi Kumar Ranjan

IILM Institute for Higher Education

1
 Table of content
S no. Particulars Page no.
1 Executive summary 3
2 Introduction of Bharti Airtel 4
3 Product And Services 5
4 CRM – Bharti Airtel 6
5 Major Cost Goal 7
6 Major CRM vendors 8
7 IT factor in CRM 9
8 General counselling Company 10
9 CRM architectural framework 11
10 Operational CRM 12
11 Analytical CRM 13
12 Need of CRM in Airtel 14
13 Customer segmentation 15
14 CRM software 16
15 Internal and external CRM 18
16 Oracle CRM 19
17 E_CRM 20
18 Way to pay bill 21
19 Loyalty Ladder 22
20 Contact centre service spectrum 23
21 CRM- implementation Strategy of Bharti Airtel 24
22 Findings In Airtel outlet 27
23 Conclusion 29
24 References 30

2
 Executive summary
Customer relationship management is a strategy of every organization. They play an important
role to make the customer relationship strategically and for the growth of the organization.

In this project we study the Customer relationship management strategy of Bharti Airtel.

Though the very clever strategies of Bharti Airtel enable to achieve the customer satisfaction and
maintain the strong relationship with their customer and become the largest mobile service
operator in the industry with the customer of nearly 194.8 million.

It utilizes the deferent type of strategy to handle the entire customer in effectively manner. CRM
is the need of the Bharti Airtel to interact with the customer and build the healthy relationship.

CRM has created the magic at Bharti Airtel. Before Customer relationship management only 40
percent issues got resolved but after implementation of CRM 90 percent issues got resolved.

Customer relationship management objective of Bharti Airtel:

 Increase revenue growth through customer satisfaction.

 Reduce cost of sales and distribution.
 Minimize customer support cost

Bharti Airtel services are deferent from others; they focus on only the customer satisfaction so
that they are using different types of software for billing, order processing, customer details,
channel management etc.

Bharti Airtel uses three kind of CRM strategy:

 Operational CRM
 Collaborative CRM
 Analytical CRM

They are focus on deferent levels of the customer; it is find out from the data mining systems
because this system is very use full for the classification of customer as well as information. So
they focus on loyalty ladder also.

For their customer convenient they have 9 ways to pay their bills. In each and every level Bharti
Airtel tried to give the best services as for the need of the customer and tried to build the effective
relationship with the customers.

3
 Introduction of Bharti Airtel
Bharti Airtel was established as Bharti Tele-Ventures Limited in 1985. This telecommunication
company is a joint stock holding enterprise headquartered in New Delhi. Bharti Airtel, commonly
called 'Airtel' is among largest mobile service operator with a subscriber base of nearly 75
million.

Bharti Airtel limited is a leading global telecommunications company with operations in 19

countries across Asia and Africa. The company offers mobile voice & data services, fixed line,
high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national &
international long distance services to carriers. Bharti Airtel has been ranked among the six best
performing technology companies in the world by business week. Bharti Airtel had 200 million
customers across its operations.

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. Airtel comes to you
from Bharti Airtel Limited, India‟s largest integrated and the first private telecom services
provider with a footprint in all the 23 telecom circles. Bharti Airtel is structured into three
strategic business units - Mobile services, Telemedia services and Enterprise services. The
mobile business provides mobile & fixed wireless services using GSM technology. Airtel was
voted as the „Best Cellular Service‟ in the country for four consecutive years.

Airtel comes from Bharti Airtel Limited, one of Asia‟s leading integrated telecom services
providers with operations in India and Sri Lanka. Bharti Airtel since its inception has been at the
forefront of technology and has pioneered several innovations in the telecom sector. Airtel is
third largest wireless operator in the world and largest telecom company listed on Indian stock
exchange. It is third company in the world to cross 100 million marks in a single country.

The company is structured into 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 Digital TV business provides Direct-to-Home TV services across India. The
Enterprise business provides end-to-end telecom.

4
Products and services:

Mobile services – Based on number of customers Bharti Airtel is largest mobile service operator
in India. This company offers mobile services based on GSM technology. For convenience of its
customers Bharti Airtel has both pre- paid and post paid facilities.

Enterprise business-

Airtel Telemedia Services – This Company offers high speed broadband services through
landlines in 94 cities.

Awards and recognition-

Bharti Airtel was adjudged 'Best Carrier India' at 2008 Telecom Asia. It was recognized as 'Best
Cellular Service Provider' and 'Best Broadband Service Provider' at V&D 100 awards for 2008.
In 2007, Bharti Airtel won 'Business Leadership Award' from NDTV Profit.

5
 Customer relationship management in Bharti Airtel
Since Bharti Airtel have an aggregate of 194.8 million customers by September 30, 2010; of who
187.7 million subscribe to our GSM services and 3.2 million use our Telemedia Services either
for voice and/or broadband access delivered through DSL.

Now the point of concern is the how company can handle all these customers efficiently and in a
better way. So now we can say customer reletationship management is the need of the time for
Bharti Airtel because as we know that customer relationship management is a technology enabled
process for customer interaction and relationship management building with their customer

CRM has created magic at Bharti Airtel. Before customer relation management only 40 percents
customer issues got resolved but after the proper implementation of customer relationship
management 90 percent issues got resolved.

REASONS FOR ADOPTING CRM: THE BUSINESS DRIVERS

If we says that what is the requirement of having a customer relationship management Bharti
Airtel is just spending huge amount of CRM.

 By Pareto‟s Principle, it is assumed that 20% of a company's customers generate 80% of

its profits.
 In industrial sales, it takes an average of 8 to 10 physical calls in
Person to sell a new customer, 2 to 3 calls to sell an existing customer.
 It is 5 to 10 times more expensive to acquire a new customer than
Obtain repeat business from an existing customer. For example,
According to the Boston Consulting Group [Hildebrand, 2000], the
Costs to market to existing Web customers is $6.80 compared to $34 to
Acquire new Web customers.
 A typical dissatisfied customer tells 8 to 10 people about his or her experience.
 A 5% increase in retaining existing customers translates into 25% or
 More increase in profitability.

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 Major cost goals

Major cost goals of CRM include:

 Increase revenue growth through customer satisfaction.
 Reduce costs of sales and distribution.
 Minimize customer support costs.

The following examples illustrate tactics to achieve these goals-

1. To increase revenue growth

• Increase share of wallet by cross-selling

2. To increase customer satisfaction

• Make the customer‟s experience so pleasant that the customer returns to you for
the next purchase.

3. To reduce cost of sales and distribution

• Target advertising to customers to increase the probability that an

Offer is accepted.
• Use web applications to decrease the number of direct sales
People and distribution channels needed
• Manage customer relationships rather than manage products (a
Change in marketing)

4. To minimize customer support costs.

• Make information available to customer service representatives so

They can answer any query
• Automate the call centre so that representatives have direct access
To customer history and preferences and therefore can cross-sell.

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 The Major CRM Vendors
Category Vendor Company
Enterprise-wide back-end office SAP AG
Oracle Corporation
Baan Company (now Invensys plc)
PeopleSoft, Inc.
Siebel Systems
Front-end office Saratoga Systems
Votive Corporation (a division of PeopleSoft,
Inc.)
Clarify (a division of Nortel Networks)
Onyx Software Corporation
First wave
Web-based front-end solution UpShot.com
Rubric
Adhere to Microsoft Standards Remedy Corporation
Onyx Software Corporation
Interact Commerce Corporation (previously
Midsize Player SalesLogix)
Sales Automation Group
Symantec Corporation
Contact Management Multiactive Software Inc. (Canadian)

Reasons for CRM adopted by Bharti Airtel:

 Customer Identification
 To serve or provide value to the customer, the company must know or identify the
customer through marketing channels, transactions, and interactions over time. Customer
Differentiation
 Each customer has their own lifetime value from the company's point of view (Appendix
B) and each customer imposes unique demands and requirements for the company.
 Customer Interaction - Customer demands change over time. From a CRM perspective,
the Customer‟s long-term profitability and relationship to the company is important.
Therefore, the company needs to learn about the customer continually. Keeping track of
customer behaviour and needs is an important task of a CRM program.

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  Customization / Personalization- “Treat each customer uniquely” is the motto of the entire
CRM process. Through the personalization process, the company can increase customer.

IT Factors in CRM
Process Identification Differentiation Interaction Customization

Goal ~ Identify ~ Evaluate ~ Build a ~ Fulfil customer

individual customer value continuing needs
customer and needs relationship ~ Generate profit

Traditional ~ Not done ~ Clustering ~ Call Centre ~ Sales

Mass Services
Marketing

~ Customer ~ Individual ~ Call center ~ Sales

Profiling level management automation
CRM analysis ~Auto response ~Marketing
system process
automation

Information ~ Cookies ~ Data mining ~ Web ~ ERP

technologies ~ Web site ~Organizational application ~ E-Commerce
personalization learning ~ Wireless
communication

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 General Consulting Company
Traditional business-consulting companies such as Anderson Consulting, McKinsey & Company,
KPMG Consulting, Inc., and PricewaterhouseCoopers provide consulting services for CRM
integration. This work focuses more on organizational and marketing management integration
than technical implementation of CRM software.

• CRM-Specific Software Vendor-

The consulting arms of Siebel Systems, Onyx Software Corporation, Saratoga Systems, and
Remedy Corporation are dedicated to CRM. These companies focus more on technical
integration than conceptual or managerial consulting services.

• Back-End Software Vendor-

SAP AG, Oracle Corporation, PeopleSoft Inc., IBM Global Services Consulting, SAS Institute
Inc., and Microsoft Corporation also have CRM consulting service. However, these companies
primarily sell.

Rising Customer Expectations-

In this cut throat competitions the customer expectation are going to increase day by day Because
of media reach customer awareness is going to be increased day by day.

 Customer diversity.
 Greater awareness access due to explosive media growth.

Affordable technogical advances-

Now a day the technology has become so much of advance that it has impact on all the stages
from production to final consumption. In the same way Bharti Airtel is also providing unique
solution to individual customers.

BENEFITS-
• Improve the organization‟s ability to retain and acquire customers
• Maximize the lifetime value of each customer (share of wallet)
• Improve service without increasing cost of service.

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To build long term and profitable relationship with chosen customers-

Getting closer to the customer at every point of contact with them.

The CRM architectural framework of Bharti Airtel

Customers

Environment

BHARTI
AIRTEL

Operational Collaborative

CRM CRM

Analytical
CRM

Operational CRM of Bharti Airtel:

The operational CRM of Bharti Airtel includes front office customer touch points. These are
those parts of Bharti Airtel where „moments of truth‟ occur. There are those Bharti Airtel
customer care centres where all the customers of the Bharti Airtel can make a query regarding the
issues related to their SIM cards. This may be enquiry by a customer regarding a product or
services, an order placement any complaint and any support. And CRM solutions that fit into the
operational category include customer sales and services. Sales force automation, marketing
automation, mobile sales, and field service solution.

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 Analytical CRM of Bharti Airtel
Analytical CRM addresses the analysis of customer data for a host of different purposes. In
general it is used to design and execute targeted marketing campaigns that optimize marketing
effectiveness. Analytical CRM takes into account product and service decision making, pricing
and new product development in Bharti Airtel and it is used by Airtel for performance
management and improvement prediction of customer behaviour, identifying relevant customer
segment and identifying potential customer are the some of the activities that could me performed
from the knowledge arising out of analytical CRM of Bharti Airtel. In Bharti Airtel data mining
applications performs this analysis and extract relevant and useful knowledge about customers.
This data used by Airtel contains historical data collected from all parts of the company along
with demographic and other environment al knowledge.

The Benefits of Analytical CRM-

Analytical CRM provides customer segmentation. To illustrate, it divides customers into those
that may or may not utilize Airtel services again, or gives information that helps in the process of
services. Not only does it determine profitability or which customers generally lead to the most
profit over time, it also provides the ability to market specifically to individual customers based
on the data collected. As a predictive modelling tool, Analytical CRM can help Bharti Airtel
compare future successes based on the customer knowledge database. Over time, the analysis
helps with business decisions founded on earlier analysis. When it comes to sales, marketing and
service, the benefits of CRM analytics are many and usually lead to better and more productive
customer relations. Rather than struggling to find out what makes your customer tick, with CRM
Analytics AIRTEL know which people are going to be your best customers and how to find your
prospects, quickly and efficiently.

Collaborative CRM in Bharti Airtel:

In Bharti Airtel Collaborative CRM, a highly effective method of communication as it covers

direct interaction with customers including feedback and issue reporting. Interaction can take
place through web pages, email and Automated Voice Response. As an important approach
to customer relationship management Collaborative CRM in Bharti Airtel greatly improves on
services offered and addresses such issues as sales, technical support and marketing. As a
dynamic tool it allows a business to share any information collected from interactions with
customers. By way of example, as a company you might want customer feedback that is gathered
from a technical support session, which could inform your marketing staff about services of

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interest to customers. Overall, the primary purpose of Collaborative CRM is to improve the
quality of customer service and to increase customer satisfaction.

An Important Business/Marketing Strategy-

In Bharti Airtel primary goal of Collaborative CRM is to maximize profitability, revenue and
customer satisfaction. The various technologies that support Bharti Airtel business include
gaining the attention of customers, storage and analysis of customer information, as well as
internal process information. The most important part of Collaborative CRM is combining
software installation with customer-oriented strategies in Bharti Airtel.

Collaborative CRM Results

Collaborative CRM supports processes conducted at the back office level, which affects the
activities of the customer and the maintaining of customer relationships in Bharti Airtel
Primarily, internal collaborative functions address IT, billing, invoicing, maintenance, planning,
marketing, advertising, finances and planning. Its primary intention is to coordinate services to
the customer, and supports customer issues and questions. In Bharti Airtel Collaborative CRM is
to get various departments within a business to share useful information.

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 Why Airtel need CRM?
There were Individual modules for each of the processes and hence a clear lack of integration.
 Order processing
 Project management
 Billing
 Customer details
 Call center operations
 Direct Marketing
 Sales Management
 Channel Management

All processes were handled with minimum coordination from another and the interdependence
was avoided which later proved to create problems like duplicity, insufficient data, inefficient
service etc.

A Three Step Program changed is for Bharti Airtel and made them what they are today-

Step1: Technology evaluation and Gap analysis

In the first step of implementation, capabilities of all the existing technologies of Airtel were
evaluated and Gap analysis was done to find out the difference between current and required
technology levels. The technologies which were required were listed down and their prospective
cost of implementation was calculated.

Step2: Internal restructuring and Re- engineering

In the second phase of implementation, Airtel redesigned all the existing modules of for each
process, which were earlier process focused to new modules which are now customer focused.
These new modules helped them to recognize their customer needs more accurately and provide
them with the desired benefits.

Step3: Pilot program and Feedback cycle

In the last and final phase of implementation when all the modules were redesigned, a pilot
program was launched and feedback was taken from the users of the pilot program.

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 Customer Segmentation

New CRM model helped Airtel to segment their customers in a much better way. As per the
model, Airtel classified its customers into four major segments-

 Achievers - Consisting of professionals and executives who want quick and efficient service.
 Funsters - Young people who want fun and entertainment, mobile is a gadget for them.
 Productivity Enhancer - Like traders, plumbers and electricians for whom mobile is a productive
tool.
 Social Callers- Consisting of young girls/ wives who make calls to stay in touch with their
loved one/ friends and at times to flaunt it as a status symbol.

Selection criteria of Telecom companies (AIRTEL) for a good CRM.

Since CRM software is highly complex and consists of several processes the selection
process is difficult. There is a wide variety of vendors all offering several software with
almost the same pros and cons. How does a company decide what software to choose? The
most essential perquisite while focusing on a choice of CRM software system is the need to
identify the business need first. If the CRM choice satisfies the business needs then it can be
opted for.

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Guidelines for Choosing the Right CRM Software:

 CRM software chosen needs to be productive from the marketing perspective so as to

assist the marketing department in all its marketing efforts.
 It should be able to create and maintain a relationship with the customer to establish a
relationship with them, be able to learn customer preferences and thus contribute to
customer retention.
 It is important to choose a CRM option that assists in the sales function. This is an
important and essential aspect. The sales department requires training in the CRM process
as it is they who handle direct dealings with customers. In this respect they play a healthy
role in hanging onto sales leads.
 It is essential that CRM software contain components that present relevant data in an
easily adaptable manner. If data is easily comprehendible then it facilitates easier and
faster work.
 It should facilitate good training methods within the organization
 CRM software should be customer oriented and serve to connect to each customer.
 The CRM software choice should have highly complex analytics capabilities
 The CRM software system should not require extensive customization
 CRM software needs to pay attention to the customer
 CRM software should increase sales revenue
 CRM software should not focus only on the mechanics of the sales operation
 CRM software must address the relationship between the supplier and customer
 The software must track and maintain all relevant information in the organization
 CRM software must have an FAQ system
 CRM software should be in ones own language to make usage easier
 CRM software should have guaranteed services

16
  Sales CRM software must be configured so as to meet the needs of the sales department
 Effective sales software will increase sales manager effectiveness
 The software should be easy to use and easy to customize
 CRM software should support the business process

CRM Software for Rent

CRM software saw yet another new trend. Apart from the mundane option of buying CRM
software or opting for CRM software online one can now opt for renting it. You don't need to
install these applications or buy the CRM software. Instead, you just rent it. Who are the main
providers?

Upshot, Sales force and Sales net provide CRM software for rent. Upshot, Sales force and Sales
net have similar models and costs but possess various other differences.

Advantages of these Business Models-

 No additional IT staff are required to manage the CRM software
 New hardware need not be purchased
 Costs are reduced up to 50%
 Updates are delivered speedily

Disadvantages of Renting CRM-

 For this sort of CRM software system you need to be online at all times
 Breach of security is possible
 If the company assessing and holding your data for some reason no longer exists it poses a
major threat.

Overall however CRM obtained on a rental basis can be cost efficient and contribute to overall
success in a number of ways. What is most essential here is the right choice of CRM software on
the basis of organization requirements and resources.

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 Internal and External CRM
Internal and External CRM are nothing but two sides of the same coin. Airtel has classified them
as Operational and Analytical CRM.

 Operational CRM

 Workflow

 Day-to-day activities

 Analytical CRM

 Customer information

 Business development

Hence New Modules were introduced-

 Marketing

 Planning

 Campaign Management
 Lead Management
 Sales

 Activity Management
 Knowledge Management.

 Call Center Support

 Opportunity Management

ORACLE CRM
It is important to understand and segregate customer needs depending on the product and services
he is buying. One of the primary things that they have done in this solution is the segmentation of
customers. With this, AirTel is now able to give its customers more value for money. With the
help of CRM, they are able to provide customers different schemes and services depending on
airtime usage. If the customer is a heavy user then they have some specific schemes; for normal

18
users they have other schemes. Apart from this, they have also managed to segregate their
workflow with the help of the CRM tool.

Strategy has also played a major role in improving customer service at AirTel. After starting its
services in Delhi, Bharti acquired lot of circles and sought new licences in other circles;
whenever they got a new licence, they implemented the CRM tool immediately. But they had to
put in a migration strategy in those acquired circles which had an existing subscriber base.

Some of the other benefits include-

 Cross selling and up selling of relevant schemes

 Generation of accurate leads and SMS bursts that target only the right customers based on
their segmentation is possible

 Customized and simplified bill formats, payment collection centers, network deployments,
and the activation process was enabled

 Better value added services were provided

 It facilitated knowledge sharing amongst employees.

 Started e-billing

 Online customer support on new system

 Reduced cost of customer or customer acquisition cost

 System is highly scalable as the number of subscribers increase.

 Automatic escalation of problem to superior authority on breaching pre-set time limit.

 Customer segmentation

 Cross selling and up selling of relevant schemes

 Market analytics like records of customer profiles, profile, payment history etc

 Generation of accurate leads and SMS bursts that target only the right customers based on
their segmentation is possible

 Customized and simplified bill formats, payment collection centers, network deployments,
and the activation process was enabled

 Better value added services were provided

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  “Why shouldn‟t a person from Pune, holidaying in Kashmir, be able to make payments?”

 It facilitated knowledge sharing amongst employees.

 Started e-billing

 Customized offers based on usage profiles.

 Discounts on reaching threshold

 Recharge offers to low worth users

 Invitations to movie screenings and events

 Up selling of services to select customers

 Online customer support on new system

E- CRM

As the internet is becoming more and more important in business life, many companies consider
it as an opportunity to reduce customer-service costs, tighten customer relationships and most
important, further personalize marketing messages and enable mass customization. Together with
the creation of Sales Force Automation (SFA), where electronic methods were used to gather
data and analyze customer information, the trend of the upcoming Internet can be seen as the
foundation of what we know as e-CRM today. We can define e-CRM as activities to manage
customer relationships by using the Internet, web browsers or other electronic touch points. The
challenge hereby is to offer communication and information on the right topic, in the right
amount, and at the right time that fits the customer‟s specific needs.

 After implementation of the Oracle CRM, Airtel now implementing e-CRM.

 e-CRM implementation partner is IBM

 Would provide a host of services now running on Oracle CRM

 Online customer support

 Customer profiling

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  Web interface

Sales management for vendors and partners

After implementation of the Oracle CRM, Airtel is now implementing e-CRM. E-CRM
implementation partner is IBM.

Airtel would now provide a host of services running on Oracle CRM like:

 Online customer support

 Customer profiling

 Web interface

 Sales management for vendors and partners

Such services make it easy for customers, distributors and other channel partners to keep a track
of their request/response and expedite the two way interaction.

9 WAYS TO PAY YOUR BILL

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It is an example as to how Airtel has been giving choice with convenience to its customers.
Paying bills becomes tedious for a customer if he has to stand in long lines or wait in any other
way, also delayed payment attracts penalty. Airtel is concerned about its customers and also to
diver the increasing customer base to various other channels it has now 9 WAYS to pay the bill.

 Pay from Home

 Pay using mCheck on Airtel
 Log on to www.airtel.in and go to “My Account” Section.
 Onetime Payment instructions
 Give an ECS for your bank account
 Give a standing instruction for charging your credit card.
Walk in and Pay at-
 Any Airtel recharge outlet

 Airtel Relationship centre

 Any easy bill/ Oxygen outlet

 Any Airtel drop box

 ATM payments – For PNB debit card holders

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 CRM framework of Bharti Airtel - The loyalty ladder
The Customer Loyalty Ladder illustrates the different types of customer Bharti Airtel
encounters. Often businesses focus much of their time, energy and budget on the on the first
couple of runs, whilst putting little or no investment in to their satisfied clients. It can cost a
company anything up to six times as much to attract new customers, and 30 times as much
marketing investment to attract a new customer via traditional forms of advertising as to have a
satisfied customer find new customers for them.

Advocate:
The top rung of the loyalty ladder. Customers who
become advocates for Bharti Airtel and its products and
services. These customers give unpaid advertising for
airtel‟s business, via word of mouth, giving you
testimonials or by taking part in Bharti airtel‟s Customer
Success Stories and Case Studies of Airtel.

Customer:
The prospect becomes customer when they are attracted
by the offerings in the market and buy the services of
Bharti Airtel. We can take a example of new 3G service
offered by Bharti Airtel which is offered to its customer in
the market and Bharti Airtel is able to make all he who
wants to buy 3G service of Bharti Airtel.

Prospects:
when someone you know has a need for Airtel service. For
example, someone who pays attention to your promotion
makes a request for further service details, pricing, or
delivery information.

Suspects:
Someone who reads or hears bharti airtel‟s ad, visits
website, looks at airtel‟s brochure or encounters some
other type of promotion is a suspect. Suspects are typically

23
people who are similar to Bharti airtel‟s existing customers.

The contract centre service spectrum of Bharti Airtel:

Increasing value adding and returns

Transliteration data entry

Expert advisory services

customers help desk
Inbound calls and
Claim processing
And transcription

Outbound call –
Accounting and
reconciliation

Marketing

Back end operation Front end operation

Increasing skills sets, personalisation

And customer contact

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 CRM Implementation strategy of Bharti Airtel

Stages

Scenario analysis Technology and vendor

section

Purpose and objective Solution department

Business planning Implementation

Process design Measurement

The above mentioned strategy road map is helpful to implement the CRM strategy in the
proper way:

It will helps to Airtel to understand it‟s position vis-a- via its competitors then Airtel can define
what it need to do improve its performance in the market and development relationship with its
customers.

Purpose definition:
Now it is imperative for Airtel to define the purpose for going for a CRM exercise. Because it
may be used to build more effective, efficient and long lasting relationship with their customer.

Business plan:
In this step Airtel will define overall objective at the department level as well as enterprise level.
This phase includes the documentation of high level CRM business goal in the form of a business
document that becomes the focal point for strategy development.

25
Process design:
Bharti Airtel looks at the current processes and try to redesign the processes and their efficiency
are also considered at this stage.

Technology and vendor selection:

With the help of this step Bharti Airtel evaluate various technologies and vendors and other
factor such as alignment of the technology with the current system capability of CRM solution.

Solution development:
In this step Airtel will includes various steps such as customisation of features, development of
new features that are not present in the services, process.

Implementation:
In this phase the implementation part is includes that how it will be implement the CRM solution
and then according to the requirement if it necessary Bharti Airtel will provides the necessary
training to its employees.

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 Primary finding of Airtel on CRM

To get a primary insight of CRM implementation of Bharti Airtel when we visit to relationship
centre of Bharti Airtel when we were able to have the following information very hardly from
centre head.

There were 8 to 10 persons who were handling the customers in this centre with the help of 4
commuter systems. Primarily they were just handling billing and new connection Relative
queries. They confirm just in time response to its customers and full customer satisfaction. We
were told by centre head that it can be that we are charging slightly high but we are providing
more services. They have given strong response to its customer relationship management.

They provide best services to their customer and always try to build the strong relationship to our
valuable customers.

If the consumers find out any kind of problem so they focus on it and resolve the problem in
time.

They provide the token system to our customer so that the customers have enough time to talk
and then they have the record of each and every customer systematically. So they are using
various types of software to store valuable customer data.

27
We are also visiting in Sahara Mall Customer relationship centre so we found out; they are
only focusing on the customer satisfaction and the customer retention.

 When the customer interning in the store one department always ready to face to face
interaction with their customer.
 If the customer not satisfied so they have to talk direct with their head of department this
service is provides for the customer free of cost. Just dial one number but the number is
different for prepaid as well as post paid connection.
 They also divided tasks for the different employees so that they can resolve the problem
in the systematic manner.
 Each and every employee has a separate number A – F.

So we can say that Bharti Airtel Uses CRM as a strategy to make the strong relationship with
our customers.

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 Conclusion
In this cut throat competition it is imperative for Airtel to have a good CRM to access to
customer data and record keeping for its customer. Airtel is considering very well the cost of
going for new customers company know that it is 5 to 6 times more costly if we are going for
new customer in comparison of retain old on.

To retain their customer Airtel is using good CRM tools whether there are operational,
analytical or collaborative CRM. To have a good record of its customer‟s time to time company
is not reluctant to outsource to different assignments to many outsourcing contract companies
like IBM.

Airtel are using the latest technology while using to CRM software‟s like Oracle CRM, Sieble,
Sieble on demand, People soft, and many more according to the requirement of time Airtel is
using all there tool to manage a good access of its customer. Airtel is also using to Decision
Support Systems (DSS), combined with CRM knowledge bases, allows organizations to save
time and money, achieving better and more reliable/fully-documented decisions.

Since the Airtel is providing multiple options of payment of bill but even then company have a
good of its customer because all the systems are interlinked to each other.

E- CRM is one of the effective ways to manage customers which is used by Airtel. At present
time internet has become the need of the people because they have less time and they want to
work fast so that E-CRM must be the way of success of Bharti Airtel. On top of that they think it
can be helpful to reduce the customer service cost. As for the need of the generation, they are
ready to work on it. We can define e-CRM as activities to manage customer relationships by
using the Internet, web browsers or other electronic touch points.

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 References
 http://www.airtel.in/
 Customer relationship management core text book by G Shainesh and jagdishh N
Sheth

 Primary data collected from customer relationship centre of Airtel (Gurgoan)

 Primary information from customer care of Bharti Airtel from Sahara mall (
Gurgoan)
 http://www.authorstream.com/Presentation/shanoshaa-476360-crm-presentation/
 .http://www.isocube.co.uk/index.php/marketing/blog_item/the_customer_loyalty_la
dder/
 http://www.scribd.com/doc/25841425/Airtel-CRM

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