Airtel Ecrm
Airtel Ecrm
Airtel Ecrm
and
Mrs. Meghna .A.Navale
(Assistant Professor)
INTRODUCTION
Customer focus and relationship management have become fundamental marketing and business philosophies for
many companies seeking competitive advantage. Establishing, maintaining and enhancing customer relationships
have always been an important aspect of business. Although CRM is considered to be a business philosophy
closely related to relationship marketing, it is the linkage with technology that is particularly of great interest.
Marketing academics have begun to explore and understand the linkage between CRM technology, relationship
marketing and business relationships as providing opportunities for sustainable competitive advantage.
Due to rapid development of the Internet, e-commerce and self-service customer support, there are increased
expectations from customers for improved, personalized service and immediacy. Marketing practitioners are now
using technology to their advantage and working closely to deliver value to the organization and to the customer.
This has prompted marketing practitioners to use technology to capture and use customer information in order to
better meet customer demands. Customer relationships are considered superior to transactional exchange in their
ability to create sustainable competitive advantage and superior business performance.
The service sector is receiving much deserved attention resulting from its inevitable role in a countrys economic
de-elopement. Despite all the efforts gaps such as the relationship between technological advances and service
development are yet to be revealed from the perspective of new applications that organizations want to develop
and implement.
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RESEARCH METHODOLGY
Research design constitutes the blue print for the collection, measurement and analysis of data. In this research
to understand CRM in Telecom industry we have taken Case Study on Air Tel who already adopted CRM in
their business.
SOURCES OF DATA: A case Study on Air Tel has been selected for the purpose of conducting study.
Secondary Data:
Secondary data are those data, which are already published. It may be useful for many other people than the
researcher who has published it. There are various sources of secondary data collection.
Articles on CRM taken from journals, magazines published from time to time.
Through internet.
Magazines
Library Records
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Hindering Growth
Not able to recharge amounts anywhere in India. One had to carry scratch cards.
Not able to pay bills anywhere in India
Low customer retention
Hutchs (now Vodafone) customer service was rated far superior.
Implementation
A Simple Thing Come In Mind How?
Business growth
Implementation
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Pilot launched
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ORACLE CRM
As part of our vision, we intend to provide AirTel services anywhere and at any time. A customer should get the
same quality of service no matter which of our call centers he contacts. This has been our vision, and because
of that we have gone in for a centralized application like CRM, - Amrita Gangotra, Group Chief, IT Solution
Engagement.
What Is CRM
Business approach that understands anticipates and manages the need of current and potential customer
of an organization.
Integrating People, Processes and Technology of an organization
Effective use of Information about customer to maximize customer satisfaction as well as cost reduction
and increased profitability for an organization
ORACLE CRM
Storage Area Network (SAN) was put in place
The main data center is located at Gurgaon
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.
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Voice services (IVR) are provided by Nortel which was integrated with Oracle CRM.
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1. Discounts on reaching threshold
2. Recharge offers to low worth users
3. Invitations to movie screenings and events
4. Up selling of services to select customers
Online customer support on new system
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.
Automatic escalation of problem to superior authority on breaching pre-set time limit.
CRM automatically suggests products to customer when they announce to leave Airtel.
Has resulted in savings because of fewer calls.
E- CRM Initiatives
After implementation of the Oracle CRM, Airtel now implementing e-CRM.
e-CRM implementation partner is IBM
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Would provide a host of services now running on Oracle CRM
1. Online customer support
2. Customer profiling
3. Web interface
4. Sales management for vendors and partners
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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Word of mouth
Airtels Success
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Conclusion
With such a narrow window, we have to make sure we score every time. We use CRM analytics to generate
accurate leads from a customer database. Were going to try and capitalize on information.
The results so far have been promising
Airtel has been presently riding on the telecom boom.
CRMs effectiveness would be put to test during slump.
Airtel chose the right implementation partners
This model would be implemented across all group companies.
Suggestion
The call centre should be more equipped to divulge more information.
Increase in advertisement to compete against Vodafone.
References
1.
www.hcltech.com/retail.../customer-relationship-management/
2.
www.crm-express.com/multi_connection.asp
3.
www.impelcrm.in
4.
www.crmtutorial.com
5.
www.crminfoline.com
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