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 initiatives.

CRM COMPONENTS

OPERATIONAL

ANALYTICAL COLLABORATIVE

ENHANCE COMPANY RELATIONSHIP WITH

CUSTOMER

INTERACTION WITH CUSTOMERS (emails, letters, phones, meeting etc.)

FRONTOFFICE OPERATIONS

(sales, marketing,

service etc.)

EVOLUTION OF CRM

70s/80s 90s 21st century

PRODUCT CENTRIC (Reactive customer service)

CUSTOMER CENTRIC

(Individual customer service)

RELATIONSHIP CENTRIC

(Enterprise customer service)

CUSTOMER RELATIONSHIP

• TARGET• FIND• UNDERSTAND• ATTRACT• QUALIFY• CLOSE• LEARN FROM• DEVELOPE

Attract Engage

Develop

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

CRM

Customer need assessment and acquisition

Customer development

through customization & personalization

Customer equity leverage through up selling & cross selling

Customer retention and

And referrals for new customers

SERVICE QUALITY MODEL

Attributes that need attention- areas where priorities should be focused

Current company strength

Low Priority

Unnecessary strengths –possible over skill

LOW HIGH

LOW

HIGH

IMPO

RTAN

CESATISFACTION

STAGEKEY STAGES OF CRM

SATISFACTION BASED RE ACTIVE Meet customer needsRespond to complaintsMinimal 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

feedbackContinuous improvement

STATE CULTURE

ELECTRONIC CRMLATEST 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 eliminating less profitable ones

DIFFERENCE BETWEEN CRM AND E CRM

CUSTOMER CONTACTS Traditional Means- Retail store, Phone or Fax

Through internet, email, wireless, mobile and PDA technologies

SYSTEM INTERFACE Works with back end application through ERP system

Designed for front end as well as back end applications through ERP Data mark and Data warehouse

SYSTEM It requires pc clients to download various applications

Here browser is the customer portal to e CRM

CRITERION CRM E CRM

CONTD.

CUSTOMIZATION AND PERSONALIZATION

Different people require different information but personalized views for different people are not possible here

Personalized views based on purchase are possible

SYSTEMS MAINTAINENCE AND MODIFICATIONS

IMPLEMENTATION IS LONGER AND COSTLY

SYSTEM IMPLEMENTATION REQUIRES LESS TIME AND COST

CRITERION CRM E CRM

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 customer service and support

• Greater efficiency and cost reduction

PITFALLS

• Huge money is required to implement e-crm.

• Highly knowledge requiring process

• Results are not according to expectations

• Sales and marketing are reluctant to adopt new automated CRM.

Customer Relationship Magicat Airtel

“Think fresh, deliver more”

THE OLD SCHOOL

Problems faced and reasons for implementation

“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 million mark in 2002.

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

IMPLEMENTATION

A simple thing comes to my mind: How?

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

MarketingPlanningCampaign ManagementLead ManagementSalesActivity ManagementKnowledge Management (FAQs, How to guides)Call Center SupportOpportunity 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.

BENEFITS OF ORACLE CRM

ORACLE adds Magic to Airtel

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 events

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 fewer calls

E-CRM AT AIRTEL

The way forward

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.

Thank you

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NAVEEN AND PREETI