ON
EFFECTIVENESS OF CUSTOMER
RELATIONSHIP MANAGEMENT AT
AIRTEL
CERTIFICATE
supervision. The work has not been submitted elsewhere for award
2
ACKNOWLEDGEMENT
all those who gave me this opportunity to thank those who have
Also I wish to thank all the respondents who gave me some of their
3
CONTENTS
Certificate
Acknowledgement
Executive Summary
Chapter 1: INTRODUCTION
Conclusion
Limitations
Bibliography
Appendices
4
LIST OF FIGURES
Figure 2: Selling
5
Figure 22: Rating of Airtel Services
6
EXECUTIVE SUMMARY
7
EXECUTIVE SUMMARY
The initial part of the projects explains the origin of CRM, the
The following chapters give a brief about Airtel’s Company Profile, Its
8
CHAPTER-1
INTRODUCTION
9
CHAPTER 1
INTRODUCTION
business since time immemorial. They are the invisible threads, which
a customer. CRM has once again acquired the highest place in every
10
to have an edge over the other by means of enhancing customer
satisfaction.
11
1.2 OBJECTIVES
Exploratory in nature.
Sampling Method
Data sources:
12
Primary Data : The information was obtained by means of the
• Interview Schedule
• Structured Questionnaires
b. Text books
13
CHAPTER-2
THEORETICAL FRAMEWORK
14
CHAPTER 2
THEORETICAL FRAMEWORK
iron pillars lasting for life time, whereas on the other hand they are
marketplace.
Long ago Peter F.Drucker had advocated that the purpose of any
15
Growing complexities and uncertainties at the market place along
advantage.
around customers.
The term CRM was first coined in the early eighties by academics at
various business schools. One of the first on the scene was Dr.
University in Atlanta.
support applications.
evolved because none of the previous terms could cover the topic
well enough and because some of the terms (ERP) have grown to be
16
met with a great deal of distaste in the mouths of the business
world.
relationships.
17
2.3 EVOLUTION OF RELATIONSHIP MARKETING
Competition PRODUCT
FOCUS
Forces
Sharper CUSTOMER
FOCUS
Marketing
FULL
Database integrated RELATIONSHIP
MARKETING
internally and externally
Enterprise boundaries
blur, New digital ENTERPRISE
products and Services RELATIONSHIP
MARKETING
emerge
In the early stages of the cycle, the leading supplier has the
18
Stage 2: Customer Focus
dramatically.
of customer care. Here the aim is to ensure that the benefits from
the product or service are delivered reliably from the first point of
19
Stage 5: Enterprise Relationship Management
20
R & D
Marketing
Logistics Operations
Customer Supplier
Information Information
Systems Systems
Figure 2: Selling
21
R&D Marketing
Logistics Operations
Information Information
Systems Systems
Supplier Customer
can be created.
22
Customers can be divided into three zones:
company.
passing day. This has made companies shift their focus from “mass
MANAGEMENT (CRM)
23
customer support is one of five primary determinants of loyalty. The
service.
which were mainly about the bottom line, cutting costs by improving
the flow of data and interaction between business and customer. But
better, faster, and with less wasted paper and time. Prospects can
handled.
The right CRM solution enables data to flow easily and quickly within
24
The net result is higher sales, happier customers and a much
economic benefits.
attributable in many cases to less wasted time and double work, and
the right customers, target them with the right offers at the right
time, and deliver that information using the right channel; for
Many people assume CRM is all about technology. That's only part of
the story: CRM is also about the data an organization has and the
25
wealth of information in that data, and how an organization's people
process and leverage that data. While it is true that certain basic
varied.
enable it.
have marketing that reaches the right customer with the right
message at the right time using the right medium. But without
26
having the data available regarding one's public and buying
easily gather critical sales and marketing information, not only pays
both the top (revenue) and the bottom (profit) lines. The top line is
applications.
get far behind on their call lists and once "hot prospects" turn ice
cold. Speed of particle flow and speed of delivery are vital factors for
the executive branch must all have the same data, and often at the
27
same time. CRM dictates that anyone who touches a customer
access by others.
automated and the choices more plentiful, even some of the near
monopolies will get the wake-up call from smaller, more aggressive,
People love friendly, prompt, and courteous service. It's what keeps
customers coming back year after year. And CRM software does play
When a service call is handled, the specific problem and its solution
can be added to the database. Next time the same incident occurs
the service rep can locate the item and quickly provide the solution.
28
CRM software enables you to record each customer service as a
billing, including by the hour, the month, the year, or by the Work
Service reps have easy access to sales, warranty, order, billing and
29
2.5 CRM STRATEGIES
Benefits
touch points.
line.
30
2.6 THE ROLE OF INFORMATION TECHNOLOGY IN CRM
profitability.
profitability.
31
To improve customer retention; three steps are needed:
service issues;
retention rate.
profitability. The business will also need to consider how they will
32
In the business-to-business context an example of this would be
33
2.7 DEVELOPING APPROPRIATE METRICS
on these linkages.
direct mail, help desks, call centres and loyalty cards. These
should be adopted.
34
position. Companies need to address four broad issues: what is our
core business and how will this evolve in the future; what form of
CRM is appropriate for our business now and in the future; what IT
need to choose?
how will it evolve in the future. It then needs to consider the form of
CRM that is appropriate for their business now and in the future and
simply the task is how can we exploit technology for improved CRM.
35
technology architecture. This involves the selection of vendors and
commercial criteria.
mind:
36
Only after these goals have been achieved should the initiative be
of the team.
available until all the money has been invested. The greatest
understand that they can’t have results until the software has been
Call centers
Call center telephone
managing aspects Campaign
sales
of customer contact management
37
E-commerce
Web-based Content
Field sales
self service management
Retail
Data analysis
Third-party brokers,
Field services and business
distributors, agents
and dispatch intelligence tools
redesign;
38
• Add new data sources without compromising performance;
and
technology investments.
39
The relationship marketing process is usually defined as a series of
stages, and there are many different names given to these stages,
Advocacy
Suspect > Prospect > Customer > Partner > Advocate >
Former Customer
for individual consumer groups and the stage of the process they are
purchase. If 60 days pass and the customer has not made a second
40
Customer Lifetime Value for Cellular
However the Life Time Value concept has been misunderstood over
absolute Life Time Value for a customer or wait "a lifetime" to find
out the exact value to use the concept in managing customer value
bottom-line quickly.
The obvious goal is keeping the customers with highest CLV as long
41
2. Tenure: Retention modeling used to understand leading
telecommunications vendor.
almost monthly for most carriers. Even the rate plan structures
42
mistakes of WAP pricing demonstrate just how volatile these
43
functional marketing - CRM. The traditional approach to marketing
The new CRM approach, whilst recognising these key elements still
directed at both of these key tasks. The new CRM paradigm reflects
as ‘customer management’.
44
help desk. To others it is about a relational database for key account
effectiveness.
The Body Shop and First Direct, public relations and word-of-mouth
marketing.
45
companies fall into this category. We call this “marketing trappings”
marketing.
customers.
starts after the sale is over, not when the sale is completed.
46
CHAPTER-3
ABOUT AIRTEL
47
CHAPTER 3
ABOUT AIRTEL
present over Six lakh fifty thousand customers in it's seven years of
Airtel has consistently set the benchmarks for the Indian cellular
industry to follow.
towns.
48
First to expand it's network with the installation of second
1 Network.
3.2 AWARDS
has been voted as the Best Cellular Service in the country and
2000.
Training practices-2000.
49
BCL is first mobile communication service provider in India to
Smart mail, Fax facility, Call Hold, Call waiting, Web message,
subscribers.
3.3 VISION
3.4 MISSION
customers through:
• Cost efficiency
50
• Unified Messaging Solutions
Innoventuring
Customer First
Performance Culture
Valuing Partnership
growth.
51
Valuing People
differentiators.
Ethical Practices
of any kind.
AirTel has won the prestigious Techies Award for Best Cellular Phone
52
“This award is a tribute to the faith that you repose in us. It is your
53
CHAPTER-4
CRM AT AIRTEL
54
CHAPTER 4
CRM AT AIRTEL
DEPARTMENT
• Regular updates.
satisfaction.
55
The customers are divided into different segments on the basis
enterprise.
done.
departments:
customers.
Customer Relationships.
56
• Retention- This department takes care of the churn and
processing.
at Airtel.
doing this.
the one’s from whom the billing was of more than Rs. 1500
but now these are for all the customers. One of the recent
57
maximum time that can be spent on handling a complaint is
10 days.
call up the customers from time to time to find out their view
points.
induction.
e-CRM systems.
58
4.2 ANALYSIS OF CUSTOMER SURVEYS
70
60
60
50
40
30
20
20
10 10
10
0
Disagree Can't Say Agree Strongly Agree
Analysis:
On the basis of the responses obtained from the people it was found
that 60% of the respondents agree that Airtel gives prompt services
and 20% strongly agree on this point thus indicating that in terms of
service delivery, Airtel has a high rating. There are some people i.e
only 10% who disagree on this and 10% responded by not saying
59
Q2. Employees at Airtel are always willing to help you.
80 75
70
60
50
40
30
20
10 10
10 5
0
Disagree Can't Say Agree Strongly Agree
Analysis:
willing to help the customers and 10% strongly agree to this point.
that the employees at Airtel are willing to help the people indicating
60
Q3. Your queries and complaints are handled immediately by
70
60
60
50
40
30
20 15
13 12
10
0
Disagree Can't Say Agree Strongly Agree
Analysis:
say anything on this aspect as they did not feel the need to complain
61
can say that Airtel people are responsive enough and make attempts
so
90 84
80
70
60
50
40
30
20
10
10 6
0
Disagree Can't Say Agree
Analysis:
About 84% of the respondents feel that Airtel delivers the services
particular aspect and only a 10% were not sure as to what could be
said abut this. Thus, we can say that Airtel is a reliable service
62
Q5. Airtel keeps its customers informed about all its services
90
78
80
70
60
50
40
30
22
20
10
0
Agree Strongly Agree
Analysis:
On the basis of the responses received, it was found that 22% of the
people strongly agree that Airtel keeps its customers well informed
about the services it offers and 78% of the people agree to this
of the people feel that Airtel has very good advertising and also
63
Airtel makes people aware of all its services from time to time by
90
80
80
70
60
50
40
30
20
20
10
0
Agree Strongly Agree
Analysis:
solving their problems and 20% strongly agree to this point. There
64
the company is highly responsive and empathetic towards its
customers
70
60 58
50
40
30
30
20
12
10
0
Can't Say Agree Strongly Agree
Analysis:
of the people agree to this point and 12% strong agree. Thus, we
can say that most of the people either did not feel the need for
65
individual attention or are not aware of it. But, nobody wanted to
requirements.
50
45
45
40
35
30
25
25
20 17
15 13
10
5
0
Disagree Can't Say Agree Strongly Agree
Analysis:
The results here show that 45% of the respondents agree that the
and 25% strongly agree on this point.25% of the people can’t say
66
anything on this and 13% of the people disagree with this
statement. Thus, we can say that most of the people feel that there
60 56
50
40
32
30
20
12
10
0
Can't Say Agree Strongly Agree
Analysis:
Around 56% of the people did not feel the need to visit the website
of Airtel so they could not say any thing about how interactive it
67
Q 10. Airtel uses the latest technology in its services.
45
40
40
35 32
30
24
25
20
15
10
4
5
0
Disagree Can't say Agree Strongly Agree
Analysis:
being used by Airtel 40% of the people did not want to comment on
the technology aspect. 32% of the people agreed that Airtel uses the
68
Only a small 4% of people disagreed, probably because they feel
Q 11. You feel that the employees at Airtel are courteous with
you.
60 55
50
40
30
24
20
12
9
10
0
Disagree Can't say Agree Strongly Agree
Analysis:
at Airtel are courteous and 24% of them strongly agree to it. 12% of
69
the people disagree with it. The reason could be some kind of bad
questions.
80
67
70
60
50
40
30
19
20 14
10
0
Disagree Agree Strongly Agree
Analysis:
queries, we can say that most of the people agree that Airtel has the
70
customers. 67% of the respondents agree to this and 19% strongly
agree with this. A very few people disagree with this statement. The
overall we have the expression that the employees are good and
knowledgeable also.
its customers.
70
63
60
50
40 34
30
20
10
3
0
Can't say Agree Strongly Agree
Analysis:
71
percentage of the people who agree to this was as high as 63%.
disagree with it. Thus, we can say that the company is responsive
72
Q 14. Rate the following on a scale of 1 to 5 in terms of the
1. Airtel.
2. Hutchinson Essar.
3. Idea.
4. MTNL.
AIRTEL
45 41
NO. OF RESPONDENTS
40
35
30
25 23
20 16
14
15
10 6
5
0
1 2 3 4 5
RATINGS
73
HUTCHINSON ESSAR
40 38
NO. OF RESPONDENTS
35
30
25 22 22
20 15
15
10
5 3
0
1 2 3 4 5
RATING
IDEA
50 47
NO. OF RESPONDENTS
40
30
21
18
20
10
10 4
0
1 2 3 4 5
RATING
74
MTNL
40 37
NO. OF RESPONDENTS
35
30
25 22
19
20
15 12
10
10
5
0
1 2 3 4 5
RATINGS
Analysis:
service provides
75
Q 15. How would you rate Airtel on a scale of 1-5 on the
following parameters.
AIRTEL
50
45
40
35
NO OF RESPONDENTS
1 30
2
3 25
4
5
20
15
10
0
INSTANT CONNECTIVITY
NETWORK COVERAGE
CLARITY OF VOICE
BEHAVIOUR OF
EMPLOYEES
OFFERS
PARAMETERS
76
Analysis:
From the figure 22 we find that the Airtel has a very good rating in
high rating of 3, 4 or 5.
77
Q 16. If given a choice, would you like to switch over to some
90
80
70
60
50
40
30
20
10
0
Yes No
Analysis:
switch over to some other service providers. The reasons for this
78
CONCLUSION
79
CONCLUSION
and tangibles it was found that the overall perception about its
services like Smart mail, Fax facility, Call Hold, Call waiting, Web
reduce the rate of churn. The Net Churn has gone down to 3782
80
LIMITATIONS
81
LIMITATIONS
time.
The sample size taken for the study was small as the time
the questionnaires.
82
BIBLIOGRAPHY
83
BIBLIOGRAPHY
BOOKS
Longman , Delhi.
Jaiswal M.P & Sharma Anjali, “The Business And Strategic Need”,
www.CRMassist.com
84
www.adaptcrm.com
www.crmcommunity.com
www.crmguru.com
ANNEXURE
AIRTEL CONNECTS
QUESTIONNAIRE-1-
QUESTIONNAIRE –2-
85
ANNEXURE
AIRTEL CONNECTS
The following are the AirTel dealers in Delhi and surrounding satellite areas. The search can be simplified using
86
New Arya Nagar, 91-4732171 4736798 line.com
Meerut Road
Ghaziabad
Cellpage Communications Shop no. 1 Sikanderpur Market, 91-6357067 6224608 Rajesh Chabra 9810020848 cellpage@ndf.vsnl.n
Gurgaon-Mehrauli Road 91-6364057 9810259059 et.in
Gurgaon Naveen Dua 9810048495
Airphone Comm. (C) Ltd. 37, 5158389 5150088 Soami bhatia 9810020902 gurusons@nde.vsnl.
North-West Avenue 5164008 net.in
Punjabi Bagh Club Road,
Punjabi Bagh
New delhi
Challanger Computers Ltd. 23 B, 5823670/1/2 5823672 Sunil Gupta 9810118001 cclindia@hotmail.co
Pusa road Manoj Gupta m
New delhi 9810081292
Hitech Cellular & Paging UA-28 2946224 / 7 5799032 S K Kaul 9810069777 sumant_kaul@hotm
Services Jawahar Nagar, ail.
Ltd-k Bunglow Road, com
Kamla Nagar,
New Delhi
Sheebatel C-7, Jail Road, 5141235 Manpreet 9810022629 sheebatel@mantrao
New Delhi 5140297 Singh Baweja nline
.com
Shop no. 5,
6852424 aurotel@mantraonlin
Aurotel Communications (P) M B D A V Bldg. Sumesh
6852327 6851965 9810011119 e.
Ltd Yusuf Sarai Sekhri
6851964 com
New delhi-16
A-20, 6917750
cellcom12@hotmail.
Cell Com Lajpat nagar II 6321122 6917751 Vinod Chopra 9810059949
com
New delhi-24 6321133
87
S-5, 6433471
Madhur
Vidur & Co. Greater kailash-I 6433472 6433471 9810050965
Madhav
New delhi-48 6433473
22 Kapil Vihar
7182792 Ashok Jain 9810180346 Northwest@mantrao
North West Communication Pitampura
7182564 K P Jain 9810046034 nline.com
New Delhi
M-5 3752481
P V International Connaught Place 3752480 Vivek Nanda 9810188708
New Delhi - 110 001 3752483
A-13,
Vishal Enclave 5179394 9810069493
Air Communication 5179494 Balram Garg
Rajouri Garden 5179494 9810293940
New Delhi
Savitri Market,
91-4591427 hillne@mantraonline
Hiline-N G-26 Sector 18 Sumeet Bhalla 9810018607
91-4514344 .com
Noida
88
QUESTIONNAIRE-1
option.
89
Q9. The Web-Site of Airtel is
interactive and user-friendly.
1. Airtel
2. Hutchinson Essar
3. Idea
4. MTNL.
Q15. How would you rate Airtel on a scale of 1-5 on the following
parameters.
9. Instant connectivity.
90
11. Network Coverage
12. Activation
13. Billing
Q16. If given a choice, would you like to switch over to some other
………………………………………………………………………………………………
Name: __________________________________
Age: __________________________________
Address: __________________________________
Thanking You
91
QUESTIONNAIRE-2
1. Do you have any CRM programs? If Yes, since when are you
i. ……………………
ii. ……………………
iii. ……………………
iv. ……………………
v. ……………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
(i) ……………………
(ii) ……………………
(iii) ……………………
(iv) ……………………
(v) ……………………
92
(vi) ……………………
(vii) ……………………
(viii) ……………………
(ix) ……………………
(x) ……………………
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………
programmes?
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
…………………………………………………………………………………………………………….
• Geographic
• Demographic
• Psychographic
• Behavioural
• Any other…………………………….
93
8. How often do you conduct a Market Research Program for
• Within 3 Months
• Within 6 Months
• Yearly
• Never
• Any Other………………………………………
organization?
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
10. What are the measures undertaken to deliver the expected level
of quality?
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
94
11. How is CRM implemented in your organization?
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
12. Do you have any loyalty programs for your customers or any
• Yes
• No
If yes, Elaborate
………………………………………………………………………………………………………………
……………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
95
15. Is there any suitable compensation made for any kind of bad
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
16. Are there any efforts made to recover the lost customers? How?
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
customers? State any such instance wherein you have done this.
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
96
19.Is there any special training given to your employees for
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
97