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

By Simanta Medhi M.B.A 3rd Semester GCC CENTRE OF MANAGEMENT STUDIES Roll No-339/10

INSTITUTIONAL GUIDE Mrs. Rashmi Rekha Mahanta GCC 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 retailers 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 retailers perception about RC11. Explore the possibility of retailers involvement in the retention process.

Research Methodology

Methodology of research
Sources of data

Primary: Airtel users and the retailers were the key sources of data. Secondary: data was collected from secondary sources like internet and Organizational document and information.

Research instrument

For collecting such data structured questionnaire were been used as an effective instrument.

Data collection methods

The various data collection methods used were the: Questionnaire Interview Observation

Survey method:
Research design Element Sampling Procedure Sample size Research area : : : : : Descriptive and Exploratory. Consumers and retailer Residing in Guwahati city. Judgment and convenience sampling. Customer 40 and Retailer 56 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 retailers involvement in the retention process.

Retailers 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 retailers 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)

Recommendation and suggestion

Recommendation and conclusion

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)

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