CRM

•
• CRM is a cross functional process for
achieving:-
• A continuing dialogue with customer
• Across all their contact and access
points, with
• Personalized treatment for the most
valuable customers
• To increase customer retention and
effectiveness of marketing
 CRM COMPONENTS

FRONTOFFICE OPERATIONS ( sales , mark

OPERATIONAL
RELATIONSHIP WITH CUSTOMER

ANALYTICAL COLLABORATIVE

INTERACTION WITH CUSTOMERS ( emails , lette

 EVOLUTION OF CRM

70s / 80s 90s 21 st century

DUCT CENTRIC (Reactive

CUSTOMER
customer
CENTRIC
service
(Individual
) RELATIONSHIP
customer
CENTRIC
service
(Enterprise
) custome
CUSTOMER RELATIONSHIP
• TARGET
• FIND
• UNDERSTAND Attract Engage

• ATTRACT
• QUALIFY
• CLOSE
• LEARN FROM Develop
• DEVELOPE
 NEED FOR CRM
•
• To meet the changing expectations of the
customers due to:
 A) Social and demographic factors
 B) Economic situations
 C) Education standards
 D) Competitors product
 E) Experience
• Loyal customers are source of most profit
• Showing the rate of defection grows the
customer base
 Reducing costs (through self service etc.)


 CUSTOMER LIFECYCLE MANAGEMENT
Customer need
assessment and
acquisition

Customer
Customer development
retention and through
And referrals customization
for new &
customers personalizatio
n

Customer equity leverage

through up selling &
cross selling
SERVICE QUALITY MODEL
 SATISFACTION
LOW HIGH
IMPORTANCE

HIGH

LOW
 KEY STAGES OF CRM
STAGE STATE CULTURE
SATISFACTION RE ACTIVE Meet customer needs
BASED Respond to complaints
Minimal evaluation of
customer service levels

PERFORMANCE BASED PRO ACTIVE Evaluate customer

perception
identify customer retention
factors

COMMITMENT BASED VERY PRO ACTIVE Evaluate multiple

customer needs
Continuous
inbound/outbound flow
feedback
Continuous improvement
 ELECTRONIC CRM
 LATEST PHENOMENON IN THE
WORLD OF CRM
 NEED OF E CRM
• TECHNO WORLD
•
• DUE TO GLOBALIZATION
 (to satisfy customers at global
level)
 online shopping, ids feedbacks
etc
•
• Basically e CRM is
concerned with
keeping and
attracting valuable
customers and
 DIFFERENCE BETWEEN CRM AND
E CRM
C R IT E R IO CR E
N M CRM
CUSTOMER Traditional Means- Through internet,
CONTACTS Retail store, Phone or email, wireless, mobile
Fax and PDA technologies

SYSTEM Works with back end Designed for front end

INTERFACE application through as well as back end
ERP system applications through
ERP Data mark and
Data warehouse

SYSTEM It requires pc clients to Here browser is the

download various customer portal to e
applications CRM
 CONTD.
C R IT E R IO CR E
N M CRM
CUSTOMIZATION Different people Personalized views
AND require different based on purchase
PERSONALIZATION information but are possible
personalized views for
different people are
not possible here

SYSTEMS IMPLEMENTATION SYSTEM

MAINTAINENCE IS LONGER AND IMPLEMENTATIO
AND COSTLY N REQUIRES LESS
MODIFICATIONS TIME AND COST
PROCESS OF E CRM
 BENEFITS OF E CRM
• Convenience
• Improvement in
overall quality
of customer
experience
• Increased
customer
loyalty
 it includes
personalization-
concept of time
saving
• More effective
marketing
• Improved
 PITFALLS
•
• Huge money is
required to
implement e-
crm.
•
• Highly knowledge
requiring
process
•
• Results are not
according to
expectations
•
 “Think fresh, deliver
more”
Customer Relationship Magic
at Airtel
 Problems faced and reasons for


implementation

“ The old school ”

THE OLD SCHOOL

 The case in hand
• When Bharti had started out operations
(1995), the whole system was manual
• Only 40 percent of the customer
issues were getting resolved
• Were not meeting the customer’s
expectations
• Customer loyalty was a major concern.
• Were not able to centralize the services
and give a common brand
experience.
• The subscriber base was growing at a
healthy 15-20%. Airtel crossed the 1
 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
• Hutch’s (now Vodafone) customer
service was rated far superior.
Existing Systems (Before 2003)
 Individual modules for each of the
processes
 Order processing
 Project management
 Billing
 Customer details
 Call center operations
 Direct Marketing
 Sales Management
 Channel Management

A simple thing comes to my mind:


How?

IMPLEMENTATION
 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.
•
 Two sides of a coin
• Operational CRM
– Workflow
– Day-to-day activities
• Analytical CRM
– Customer information
– Business development
–
•
 Modules used at Airtel
 Marketing
 Planning
 Campaign Management
 Lead Management
 Sales
 Activity Management
 Knowledge Management (FAQs, How
to guides)
 Call Center Support
 Opportunity Management

Issues and solutions , always go hand in hand

 Issues faced During
implementation
• Problem getting user community
(employees) to accept it
• Users forced to work harder to create
processes and re-engineer systems
around the new implementation
• CRM Training for all related
employees
• Even best in class products are
known to fail because of poor
training
 Issues faced During
implementation
• Integration of services across all 23
circles and upgrading the
organization to provide newer
services like up selling of relevant
schemes, customized SMS burst
etc.
• Maintaining the service levels at the
same time enabling transition to
CRM implementation.
ORACLE adds Magic to Airtel


BENEFITS OF ORACLE CRM

 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
• Customized and simplified bill formats,
payment collection centers, network
deployments, and the activation process
was enabled
 Benefits
• Better value added services were
provided
• “Why shouldn’t a person from Pune,
holidaying in Kashmir, be able to
make payments?” Started e-billing ,
online customer support
•
• Customized offers based on usage
profiles.
– Discounts on reaching threshold
– Recharge offers to low worth users
– Invitations to movie screenings and
 Benefits
• The customer gets the same level of
service across India especially from
call centers.
• System is highly scalable as the
number of subscribers increase.
• Airtel reached the 50 million
subscriber mark recently.
• CRM automatically suggests products
to customer when they announce
to leave Airtel.
• Has resulted in savings because of
The way forward


E-CRM AT AIRTEL
 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
– Online customer support
– Customer profiling
– Web interface
– Sales management for vendors and
partners
Lets talk global

 Conclusions
• The results so far have been
promising
• Airtel has been presently riding on
the telecom boom.
• CRM’s effectiveness would be put to
test during slump.
• Airtel chose the right implementation
partners
• This model would be implemented
across all group companies.
Please dial 121 for
answers

Thank you

NAVEEN AND PREETI