KCCMS

PGCAM
BATCH: 2012-2013
TOPIC: Bharti Airtels CRM Techniques

Prof: R.A.Rodricks

Group 3
Name
Hetal Bhanushali Kunjal Bhanushali Nishant Jain Gaurav Khetwani Saloni Sanghavi Chryshels Dcosta

Roll No
02 03 10 12 19 29

Abstract

This describes the customer relationship management (CRM) initiatives undertaken by Bharti Airtel, the number one mobile service provider in India, since the early-2000. The company's growth and its numerous customer service efforts are discussed. The case must then be used to examine how the data generated through this scheme can be used to modify the company's marketing strategies and explore the role played by the scheme in making Bharti Airtel the market leader. The case can also lead to the various other ways in which Bharti Airtel tried to offer its customers the best possible service. Finally, the company's future prospects revolve on in light of changing market dynamics, the company's new strategic game plan, and criticism of existing schemes. Basic Issue To examine how information is gathered through CRM tools that can be used to modify marketing strategies and benefits that can be reaped through them. Q. 3 What sort of information is needed? How can Bharti Airtel use the information collected to modify its marketing strategies? What benefits can the company derive as a result of such modifications? The information gathered to modify the marketing strategies and the benefits of applying the new marketing strategies are as follows: 1) Who all are your customers?

When customer data is collected Airtel can segregate them in different category. Its easy for them to come up with new marketing plans based on category and so targeting to the customers becomes easier. The customers are already categorized by Bharti Airtel as under:
a) Corporate-These include the top 200 corporate, which form about 40% of the segment

of the client base.

b) Enterprise- These are the customers from small and big enterprises. c) VIPs- These include the top-notch people, the ministers, actors and other famous

people.
d) Club- These include all the general customers other than those included in the corporate

and the High profile customers with whom around 60% of the business is done.

2) What are the schemes they use?

When the data is collected as per what all schemes a customer uses, it is easy for them to apply the strategy of Up Selling and Cross Selling. The usage of information collected to modify its marketing strategies is as follows:Existing Marketing Strategies followed by Bharti Airtel:1) Migration Strategy 2) Go to Market Strategy 3) Customer segmentation Strategy New Marketing strategies to be followed based on the data collected:1) Cross selling and Up selling Strategy

According to the above segmentation Bharti Airtel can easily incorporate the strategy of cross selling and up selling. Here are the examples within each category:-

a) For corporate category it is important for Airtel to maintain a strong relation as they hold a major market share. To this category we can keep them updated about the new launches. b) I. For Enterprise category Example of Up selling strategy: We can tell them to get a more appropriate plan as per their usage and how it would benefit both the company and customer. Cross Selling Strategy: We can guide them to shift onto a Postpaid plan if their usage on Prepaid Card is more.

II.

c) I.

For VIPs Category With Up selling strategy for VIP group, they can put various lucky number SIM cards as per their requirement and give their family a difference in digit.

d) I. II.

For club category With Up selling strategy, the data would help them to know the usage of the customer on the basis of that guide them for better plan With crossing selling, the data gathered is used to sell a group benefited cards. These would help them to increase the customer base.

2) Departmental strategy On the basis of the above mentioned customer segmentation, Airtel has formed the various departments to tackle different types of customer. The customer care cell has been divided into four departments:

Hotline- This department handles the start-up customers. Care Touch- This department takes care of the Corporates and Executive Class

for maintaining Customer Relationships.

Retention- This department takes care of the churn and takes special care to

retain the existing customers.

Outbound- This department takes care of the back-end processing.

3) Maximum usage time As per the usage time of the customer, different schemes can be allocated to the customer. For Examples: The Night plan schemes, Messaging Schemes, Peek time usage scheme (6pm-9 pm), Internet Usage Schemes.

4) Prepaid and postpaid plans With the help of these data, we can use Suggestive selling. For Example if a persons expenditure is more on prepaid plan we can suggest them to move to postpaid plan.

5) Area wise segregation of customers These data would help them to know the usage of customers in particular area. For example the usage of internet is more in Mumbai so we can come up with new plans which are customer friendly and lead to more usage.

6) Customer expectations On the basis of customer feedback, its better for them to get customer associated as they can try to work beyond their expectations.

7) Problems faced by customers On the basis of what all problems they face while using the service, Airtel can work on that information and solve it.

8) Companys policies As per companys existing policy they can make the marketing strategies. So knowing the terms and conditions are important in case of decision making in the organization.

9) Location and Proximity of service centers The data of adequate service centres need to be known by all the departments. Internal flow of information is necessary so that it is easy to tackle the problems.

Q.5) What do you think the company should do to retain its growth pace and leadership status? Based in New Delhi, Bharti Airtel is Indias largest private-sector telecom operator, with a strong presence in mobile communications, fixed-line services, and domestic and international long distance services. Bharti Airtel is Indias sixth-largest company by market capitalization, with more than 57 million customers (as of 12/31/07) and US$4.2 billion in annual revenues.

Bharti Airtel needs to maximize its future flexibility and growth potential by adopting a business-driven framework for integration, allowing it to implement and deliver new services rapidly. With competition intensifying in the Indian telecom services market, Bharti Airtel needs to find a way to focus on developing new services that could set it apart from the competition and strengthen its customer relationships. Airtel should inculcate the six sigma approach that is adopted by many organizations today. Six Sigma simply means a measure of quality that strives for near perfection. Six Sigma is a disciplined, data-driven approach and methodology for eliminating defects (driving toward six standard deviations between the mean and the nearest specification limit) in any process from manufacturing to transactional and from product to service. Bharti Airtel should start an advance E-mail composing technique wherein graphics or HTML can be used in the emails as it is frustrating for staff members, since they would like to have a bright, interactive newsletter with pictures. Thus bulk emailing can be made possible and also the members, funders, grantees and other constituents can be well sorted. The company possesses customized version of Google search engine which will enhance broadband services, tie up with Google can only enhance Airtel brand and provide advertising opportunities. Global Telecommunications and new technology brands see Airtel as the key strategic player in the Indian market. a) The new iPhone is launched in India by an Airtel distributorship. b) Strategic partnership is held with Blackberry wireless solution. Bharti Airtel can also offer multiple telecommunications services to provide customers with a one-stop shop solution. Airtel has to also position itself to tap data transmission opportunities and offer advanced mobile data services. Bharti Airtel should attract the customers by providing attractive tariffs, customer support, roaming packages. Affordable tariff plans so that it can suit each segments of the market to expand the reach. Airtel should also integrate a separate tab known as Forum that is interactive and user friendly in which the queries and complaints of customers can be solved. Thank You