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BHARTI AIRTEL
Vaibhav Sharma | Deepti Sharma | Spriha Tantia | Shivam Goyal
CRM
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Customer
retention &
referrals for
new customers
CRM
Customer
development
through
personalization
& customization
Types of CRM
Operational CRM
Collaborative CRM
Customer
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Analytical CRM
CRM Model
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Economic Value
Functional
Value
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Psychological
Value
Stages Of CRM
STAGE
Satisfaction Based
Performance
Based
Commitment
Based
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STATE
Reactive
Proactive
Very Proactive
CULTURE
Meet customer needs &
respond to complaints.
Minimal evaluation of
customer service
Evaluate customer
perception & identify
customer retention factors
Evaluate customer needs &
continuous
inbound/outbound flow &
feedback
Benefits of CRM
Accelerate Customer Acquisition
Increase Customer Profitability
Increase Customer Loyalty & Retention
Enhance Customer Experience
Utilize Advanced Reporting
Grow Business with Effective Channel Management
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Airtel-Express Yourself
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Order processing
Project management
Billing
Customer details
Call center operations
Direct Marketing
Sales Management
Channel Management
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Airtel-Oracle CRM
Oracle CRM went live in the first quarter of 2004
Managed to overcome many technical problems
Technology partners include Oracle, SUN Microsystems, IBM and HP.
Voice services (IVR) are provided by Nortel which was integrated with
Oracle CRM.
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Workflow
Day-to-day activities
Analytical CRM (External)
Customer information
Business development
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Marketing
Planning
Campaign Management
Lead Management
Sales
Activity Management
Knowledge Management (FAQs, How to guides)
Call Center Support
Opportunity Management
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Benefits
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
First time resolution has increased from 40 % to more than
90 %.
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Benefits
Customized and simplified bill formats, payment collection centers,
network deployments, and the activation process was enabled
Better value added services were provided
Why shouldnt a person from Pune, holidaying in Kashmir, be able to
make payments?
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Benefits
It facilitated knowledge sharing amongst employees.
Started e-billing
Customized offers based on usage profiles.
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Benefits
The customer gets the same level of service across India especially from
call centers.
Reduced cost of customer or customer acquisition cost
System is highly scalable as the number of subscribers increase.
Airtel reached the 50 million subscriber mark recently.
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Benefits
Automatic escalation of problem to superior authority on breaching preset time limit.
CRM automatically suggests products to customer when they announce
to leave Airtel.
Has resulted in savings because of fewer calls.
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Pre-Purchase Stations
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e-CRM Initiatives
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
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Feed Back
Ensuring Feed Back from all in Airtel World
Ensuring Feedback on all calls from 121
Feedback survey done every week
Feedback from vendors
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Thank you
Please dial 121 for questions