KCCMS

PGDAM
BATCH 2012-2013
TOPIC: BHARTI AIRTEL CASE STUDY

Prof: Randolph Rodricks

NAME

ROLL NO.

SAJJAD AHMAD

01

KIRAN BHOSALE

04

PRIYANK DOSANI

06

MANISH JAIN

09

TANVI SHAH

20

1. Examine the customer service efforts undertaken by Bharti Airtel. Why do you think the company felt the need to launch the CRM initiative?

Answer a) Customer service efforts taken by Bharti Airtel;

Firstly the primary thing that Bharti Airtel has done with CRM is segmentation of customers which has helped in providing more value for their money. Initially they use to resolve 40% of customer problems manually but after implementation of ORACLE CRM platform Bharti Airtel were able to resolve 90% of customer problems. Whenever Airtel got new license, they implemented the CRM tool immediately. Depending on the airtime usage of the customer Bharti Airtel use to provide different schemes. b) CRM initiative To become no.1 mobile service provider in India they felt the need to launch the CRM initiative. They wanted to resolve maximum customer issues which were only 40% when the CRM was undertaken manually. Since the company needed factors like proper workflow automation facilitation of knowledge sharing and integration with the billing system. To provide customer uniform quality of service no matter whichever call center customer contacts. Since the introduction of mobile service Portability, the customer were switching to another service provider which was resulting in the lost of customers so they introduced CRM in their company to retain their customers.

2. What do you think the company should do to retain its growth pace and leadership status?

Answer: To retain its growth pace and leadership status

The call centre should be more equipped to divulge more information. Increase in advertisement taking into consideration the competitors, for example Vodafone. They should go with better innovative products and services which makes them loyal such as balance transferring. To provide network boosters for the customers who are unable to get network in the homes or offices or any location. Providing happy hours to the customers for example 10 paisa per SMS between 2pm to 4pm without activating any scheme or extra charges. Provide daily bonus schemes like Rs 4 100MB free downloading or Rs 4 8mins local/STD calls or Rs 4 100 SMS Local/STD. Buying the Uninor Network or get Merge with any service provider so to get the customer of that service provider also. If the customer is switching to another Network, provide them the scheme like 1000 minutes Airtel to Airtel Free than after a month 1rs daily charge.