Figure 1: Evolution of Relationship Marketing

Figure 2: Selling
Figure 3: Relationship Marketing
Figure 4: Elements of CRM
Figure 5: Prompt Services
Figure 6: Employees willingness to help
Figure 7: Immediate Handling of Queries and Complaints
Figure 8: On time Services
Figure 9: Keeping Customers Informed
Figure10: Company's Interest in solving problems
Figure11: Individual Attention
Figure 12: Flexibility In services
Figure 13: Interactivity of Airtel Websites
Figure 14: Latest Technology
Figure 15: Courteous Employees
Figure 16: Knowledgeable employees
Figure 17: Confidentiality and Privacy
Figure 18: Service Quality of Airtel
Figure 19: Service Quality of Hutch
Figure 20: Services Quality of Idea
Figure 21: Services Quality of MTNL
Figure 22: Rating of Airtel Services
Figure 23: Switching to Other Cellular Services

EXECUTIVE SUMMARY

The project study is on Measuring the Effectiveness Of

CRM at Airtel. The project aims at understanding the
CRM implementation at Airtel and its impact on the
perception of Airtel Cellular Services .T h e i n i t i a l p a r t
of the projects explains the origin of
C R M , t h e importance of Relationship Marketing and
the challenges being faced by marketers in implementing
CRM .The following chapters give a brief about Airtel’s
Company Profile. Its History and Present. This is further
followed by the initiatives taken by Airtel towards
Relationship Marketing and the functioning of Customer
Care Division Of Airtel in its endeavors to generate

Customer satisfaction and loyalty. Further the

finding and analysis give us a view on
C u s t o m e r s perception of Airtel’s Services.

INTRODUCTION
1.1 RATIONALE OF THE STUDY

Relationships have proved to be the central element in

the success of business since time immemorial. They
are the invisible threads, which bind all business
associates. To remain competitive and to carve
aniche in a global market, it has become
imperative to manage customers effectively.
Organizations have realized the lifetime value of a
customer. CRM has once again acquired the highest
place in every strategist’s priority list. Organizations are
redesigning their strategies and sharpening their focus
on Customer Relationship Management for achieving
sustainable competitive advantage. Sophisticated tool
kits, involving latest technology inputs, are being used
to implement CRM programmes without proper
knowledge of their impact on customers .The biggest
Challenge faced by marketers is to know the
effectiveness of their CRM programs. Keeping in view
the requirements of marketers, it becomes essential to
identify the determinants of CRM effectiveness. We
see a great usage of CRM in the service industry,
especially in the cellular services where each service
provider is trying
10 to have an edge over the other by means of
enhancing customer satisfaction.

1.2 OBJECTIVES

To identify the customer relationship

management programsbeing run by Airtel.

To study the impact of CRM on Airtel.

1.3 RESEARCH METHODOLOGY

The method used for data collection is Survey Research,
which is Exploratory in nature.

1.4 DATA COLLECTION PROCEDURE:

Sampling Method
Universe: Airtel Users In Delhi
Sampling Unit:
Personnel from the Customer Care Division
were interviewed and questionnaires were used
to get information and also from the people
availing Airtel services
.Size Of Sample
: 100 (50 Corporate Users and 50 regular users)
Basis of Sampling:
Convenient Sampling and judgmental sampling
Data sources:
Primary Data
: The information was obtained by means of thefollowing
tools for data collection
• Interview Schedule
• Structured Questionnaires
Secondary Data
: Relevant data collected from:a. Journals and Business
Magazines.b. Text booksc. World Wide Webd. Company
Brochures, pamphlets etc.

THEORETICAL FRAMEWORK
Customer Relationship Management (CRM) is the
guidingprinciple of analytics today…… But
Technical Systems Still Lack the Ability to Manage
CRM
2.1 ORIGIN OF CRM:
Relationships are the essence of life. It is difficult to
think about anysociety or organization to survive
without relationships. They are theinvisible
threads, which build a unique bond between
individuals andorganizations. On the one hand
these bonds may be as strong as iron pillars
lasting for life time, whereas on the other hand
they areas delicate as feather which may be
broken within no time.Managing relationships is a
very difficult and complex
phenomenon.Organizations are realizing the
importance of the vital role played byrelationships
in achieving and maintaining the cutting edge
at themarketplace.Long ago Peter F.Drucker
had advocated that the purpose of
anybusiness is to create customers. It is the
customer, which gives anopportunity to the
organization to serve him or her. The success
of any organization primarily depends upon the
sustaining thecustomer advantage that is
retaining the customers for lifetime.
Growing complexities and uncertainties at the
market place alongwith intensifying global
competition are forcing the
businessorganization to invest in building
customer relationships. New andsophisticated
marketing tool kits are being designed to
attract,satisfy and retain customers for
achieving sustainable
competitiveadvantage.CRM has recently
emerged as a strategic solution to
modernbusiness problems. It has its roots in
the age old businessphilosophy which recognizes
that all business activities must revolvearound
customers.The term CRM was first coined in the
early eighties by academics atvarious business
schools. One of the first on the scene was
Dr.Jagdish Sheth
who was at the Goizeta Business School at
EmoryUniversity in Atlanta.
CRM
: Customer relationship management as coined by
the GartnerGroup, it compasses sales, marketing,
customer service, andsupport applications.While
the CRM term is fairly recent, it grew from a
combination of t e r m s l i k e H e l p D e s k ,
Customer Support, ERP, Data mining.
I t evolved because none of the previous terms
could cover the topicwell enough and because
some of the terms (ERP) have grown to be m e t
with a great deal of distaste in the
m o u t h s o f t h e b u s i n e s s world.
2.2 CRM DEFINED
:Customer Relationship Management (CRM) is
the strategicapplication of people, processes, and
technology in an organization-wide focus on
improving the profitability of customer
relationships -
DM Martin and AM Peel, The Pace Setter Group,
2001
The infrastructure that enables the
delineation of and increase in customer value,
and the correct means to motivate
valuablecustomers to remain loyal, to buy
back again. -
Jill Dyche, TheCRM Handbook, 2000
CRM (Customer Relationship Management):
A strategy(technology-enabled) in response to,
and in anticipation of, actualcustomer behavior.
From a technology perspective, CRM representsthe
systems and infrastructure required capturing,
analyzing andsharing all facets of the customer’s
relationship with the enterprise.F r o m a
customer care perspective, it
r e p r e s e n t s a p r o c e s s t o measure and
allocate organizational resources to those
activitiesthat have the greatest return and
impact on profitable customer relationships.

2.3 EVOLUTION OF RELATIONSHIP

MARKETINGFigure 1. Evolution Of Relationship
MarketingStage 1: Product Focus
In the early stages of the cycle, the
l e a d i n g s u p p l i e r h a s t h e products or
services that are significantly better than those
of itscompetitors. Customers are happy enough
to obtain them. It gainsshare and profitability.
No matter how the other companies try
tocompensate for the product or service
weakness by relationship management, they
will lose.

PRODUCTFOCUSCUSTOMERFOCUS
FULL
CUSTOMERFOCUSFULLRELATIONSHIPMARKETINGEN
TERPRISERELATIONSHIPMARKETING
CompetitionForcesSharperMarketingRecognition
that database andContact lack
coordinationDatabase integratedinternally and
externallyEnterprise boundariesblur, New
digitalproducts and Servicesemerge
Stage 2: Customer Focus
The high profits earned now attract
competition, so several othercompanies begin
offering a similar product or service.
Competitioni n t e n s i f i e s i n t h e a r e a s o f
features and price. Companies try
t o maintain differentiation through the feature
mix and throughbranding. In consumer markets
advertising expenditure increasesdramatically.
Stage 3: Full Customer Focus
Initially, customer service focuses on the
aspects such as productmaintenance or
customer training. Eventually it moves to the
areasof customer care. Here the aim is to
ensure that the benefits fromthe product or
service are delivered reliably from the first
point of contact. This is not quite customer
relationship marketing, since thecustomer may
still be approached by the same
organization in a different guise with an attempt
to sell the same product.
Stage 4: Full Relationship Marketing
After branding and customer service the
s u p p l i e r s m u s t a i m t o manage all aspects of
their relationship with customers in
acoordinated way. It is now important to recognize
that the diversityin relationships with the customer
must be given due importance.
Stage 5: Enterprise Relationship Management
The relationship marketing approach now has
to permeateeverything the enterprise does.
Observing customers closely,working directly with
them to address their needs and requirements.
From Selling To Relationship Marketing
Conventionally, the ‘supplier/buyer interface
tends to be fairlylimited with the one real
contact on a continuous basis between s a l e s
person and person responsible for
p u r c h a s i n g w i t h i n t h e customer’s business. It
is an interface between where both partiesseek
to maximize the outcome in their favour, and
rarely results in awin-win situation. This type
of relationship is given in the figure below.
There is a single point of contact as two
triangles that onlyc o n n e c t t o a s i n g l e
point. It is a relationship that is easy
f o r competitors to break because it tends to
be based on cost rather than business
development.

Stage 2: Customer Focus

The high profits earned now attract
competition, so several othercompanies begin
offering a similar product or service.
Competitioni n t e n s i f i e s i n t h e a r e a s o f
features and price. Companies try
t o maintain differentiation through the feature
mix and throughbranding. In consumer markets
advertising expenditure increasesdramatically.
Stage 3: Full Customer Focus
Initially, customer service focuses on the
aspects such as productmaintenance or
customer training. Eventually it moves to the
areasof customer care. Here the aim is to
ensure that the benefits fromthe product or
service are delivered reliably from the first
point of contact. This is not quite customer
relationship marketing, since thecustomer may
still be approached by the same
organization in a different guise with an attempt
to sell the same product.
Stage 4: Full Relationship Marketing
After branding and customer service the
s u p p l i e r s m u s t a i m t o manage all aspects of
their relationship with customers in
acoordinated way. It is now important to recognize
that the diversityin relationships with the customer
must be given due importance.
19

Stage 5: Enterprise Relationship Management

The relationship marketing approach now has
to permeateeverything the enterprise does.
Observing customers closely,working directly with
them to address their needs and requirements.
From Selling To Relationship Marketing
Conventionally, the ‘supplier/buyer interface
tends to be fairlylimited with the one real
contact on a continuous basis between s a l e s
person and person responsible for
p u r c h a s i n g w i t h i n t h e customer’s business. It
is an interface between where both partiesseek
to maximize the outcome in their favour, and
rarely results in awin-win situation. This type
of relationship is given in the figure below.
There is a single point of contact as two
triangles that onlyc o n n e c t t o a s i n g l e
point. It is a relationship that is easy
f o r competitors to break because it tends to
be based on cost rather than business
development.
20

R & DMarketing
Figure 2: Selling
The alternative approach is shown in the
following figure where there are multiple points
of contact between corresponding functionsand
processes within the buying and selling companies.
21L o g i s t i c s
O p e r a t i o n s
InformationSystemsInformationSystemsSupplierCu
stomer

Customers can be divided into three zones

:
1.
Zone Of Defection
: where customers are extremely hostile and
have the lowest level of satisfaction.
2.
Zone Of Indifference
: where customers are not sure. Theyhave a
medium level of satisfaction and loyalty
towards thecompany.
3.
The third level of Customers are in the
Zone Of Affection
described as “Apostles”. CRM focuses on
bringing customers from level 1 to level 3 and
retaining apostle customers.Customers’ demands
for customization are increasing with
everypassing day. This has made companies shift
their focus from “massp r o d u c t i o n ” t o “ m a s s
customization”. The present scenario
o f customers using “poorly implemented” multi
channel strategies forliving upto the expectations
of customers is bringing both customersatisfaction
and customer loyalty down the ladder.
2.4 THE BENEFITS OF CUSTOMER
RELATIONSHIPMANAGEMENT (CRM)
A recent article by the Harvard Business
R e v i e w r e p o r t e d t h a t increasing customer
retention rates by 5% increased profits by 25%to
95%! In fact, it determined that customer retention
is the
key
toi n c r e a s i n g p r o f i t s . T h e a r t i c l e c o n t i n u e d
by stating that quality
23

customer support is one of five primary

determinants of loyalty. Thenumber one reason
why customers defect is the perception of
poorservice.Customer Relationship Management
is, however, even broader inscope than
improving customer service: CRM is also
aboutincreasing revenue. In years past,
businesses were scrambling toimplement
costly Enterprise Resource Planning
solutions (ERP), which were mainly about the
bottom line, cutting costs by improvingthe flow of
data and interaction between business and
customer. Butunderstanding how technology can
increase
revenues
through bettercustomer interaction is far more
difficult.Effective CRM enables sales reps,
service reps, and administrativestaff and often,
accounting and executive personnel, to do their
jobbetter, faster, and with less wasted paper
and time. Prospects canbe followed up
quickly, and sales reps have instant access
to theexact data needed for effective closing.
Marketing can be analyzedfor workability and
improved to create the highest return possible
onthe marketing dollar. In service, customers can
be handled rapidly,a n d t h e e x a c t n a t u r e o f a
problem can be quickly located
a n d handled.The right CRM solution enables data
to flow easily and quickly withinan organization,
and in most cases includes the entire organization.
24

The net result is higher sales, happier

customers and a muchimproved bottom
line. The reduction in costs due to
i m p r o v e d personnel productivity, better sales
follow up, improved marketingand service, and
an overall impressive growth in
generalorganizational efficiency sometimes
produces almost immediateeconomic
benefits.T h e f i g u r e s t h a t c o r p o r a t i o n s
report of increased profits due
t o successful CRM implementations range from
25% to 95%,attributable in many cases to less
wasted time and double work, andb e t t e r
organized schedules and data flows from
s t a f f i n e v e r y division of the company.
CRM and Executive Management
Managing the customer relationship enables a
business to identifythe right customers, target
them with the right offers at the rightt i m e ,
and deliver that information using the
r i g h t c h a n n e l ; f o r instance, via an email
campaign, direct mail, phone calls,
tradeshows, etc. CRM software enables a
business to retain valuable information and
then use that information to increase sales,
handlespecific customer service issues, and
create databases of information that reflect the
specific consumer traits of its public.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

same time. CRM dictates that anyone

w h o t o u c h e s a c u s t o m e r shares the same
information, and that information should be easy
toaccess by others.
CRM and Service
Regarding service in general, the size of
t h e o r g a n i z a t i o n h a s nothing to do with the
need to give its customers improved
service.A l t h o u g h l a r g e r c o r p o r a t i o n s d o
s e e m t o " g e t a w a y " w i t h p o o r service more
easily than small to medium-sized businesses,
most of whom are battling stiff competition
as the world becomes more automated and
the choices more plentiful, even some of the
nearmonopolies will get the wake-up call from
smaller, more aggressive,more service-oriented
companies who may wind up taking
awaysignificant shares of their business.People
love friendly, prompt, and courteous service. It's
what keepscustomers coming back year after year.
And CRM software does playa significant role in
not only providing timely and effective
service,but in doing so at a price that most
organizations can easily afford.When a service call
is handled, the specific problem and its solutioncan
be added to the database. Next time the same
incident occursthe service rep can locate the item
and quickly provide the solution.
28

CRM software enables you to record each

customer service as a Service Work Order,
including detailed records of how the
ServiceWork Order was resolved. The system
provides flexible methods of billing, including
by the hour, the month, the year, or by the
WorkOrder (service incident). Contracts can
be written for service or service and
materials. Equipment can be tracked by
warranty andserial number. And a flexible service-
scheduling feature enables youto easily add, view,
and delete scheduled service appointments.
(Formore detailed information about this product,
download the "ServiceManager" tutorial and the
live "Service Manager" demo.)Service reps have
easy access to sales, warranty, order, billing
andinventory information, enabling them to
evaluate data and respondquickly to a customer's
needs.Purchasing a CRM application is a decision
that takes some thoughtand consideration. Some
of the key elements that comprise CRM

More effective reach and marketing

Improved customer service and support

Enhanced customer loyalty

Greater efficiency and cost reductions

Improved company communication and
networking throughbetter access to quality
information

A better stand against global competition
29
2.5 CRM STRATEGIESBenefitsReduce costs
through an optimal mix of channels and
streamlinedcustomer service operations.
•
Strengthen customer loyalty

and increase sales

bydelivering more personalized service and
information.
•
Improve customer service
by providing representativeswith integrated, up-
to-date information about each customer –from
recent transactions to current service problems.
•
Better manage
the complete customer lifecycle across
alltouch points.
•
Increase revenues
by identifying and leveraging cross-selling
opportunities that are rooted in accurate customer
dataand solid employee training.
•
Enhance profitability
by gaining better insights into how theclient’s
customer approach is helping – or hurting – the
bottomline.
E-commerceField salesWeb-basedself
serviceContentmanagementRetailThird-party
brokers,distributors, agentsField servicesand
dispatchData analysisand businessintelligence
tools
Figure 4. Elements OF CRM
Source: Computer world Jan’02.
2.10 BENEFITS OF A WELL DEFINED CRM
INFRASTRUCTURE
A well-designed CRM infrastructure will enable you
to:
•
Integrate and coordinate multiple customer
touch points (e-mail, call center, direct sales, POS,
direct mail, etc.)
•
Extend the definition of a customer or
program withoutnegatively impacting application
design;
•
Add new system components and applications
withoutredesign;
•
Define new business processes and data;
38

•
Add new data sources without compromising
performance;and
•
Support simultaneous users and add new business
units.Benefits of a well-constructed CRM
infrastructure include:
•
Reduced deployment capital and expense costs;
•
Reduced ongoing management costs;
•
Additional revenue-generating opportunities and
•
Customizable systems that leverage your
existing CRMtechnology investments.
2.11 RELATIONSHIP MARKETING AND
CUSTOMER LIFETIMEVALUE FOR CELLULARS
Relationship marketing is
not
about having a "buddy-buddy"relationship
with your customers. Customers do not want
that.Relationship Marketing uses the event-
driven tactics of customer retention
marketing, but treats marketing as a
process over time
rather than single unconnected events. By
molding the marketingmessage and tactics to
the LifeCycle of the customer, theRelationship
Marketing approach achieves very high
customersatisfaction and is highly profitable.
39

The relationship marketing process is usually

defined as a series of stages, and there are
many different names given to these
stages,depending on the marketing perspective
and the type of business.For example, working
from the relationship beginning to the end:
Interaction > Communication > Valuation >
TerminationAwareness > Comparison >
Transaction > Reinforcement
>AdvocacyS u s p e c t > P r o s p e c t > C u s t o m e r
> P a r t n e r > A d v o c a t e > Former Customer
Using the relationship marketing approach, you
customize programsfor individual consumer groups
and the stage of the process they aregoing
through as opposed to some forms of
database marketingwhere everybody would
get virtually the same promotions,
withp e r h a p s a c h a n g e i n o f f e r . T h e s t a g e
i n t h e c u s t o m e r L i f e c y c l e determines the
marketing approach used with the customer
A simple example of this would be
s e n d i n g n e w c u s t o m e r s a "Welcome Kit",
which might have an incentive to make a
secondpurchase. If 60 days pass and the
customer has not made a secondpurchase, you
would follow up with an e-mailed discount. You
areu s i n g c u s t o m e r b e h a v i o r o v e r t i m e
( t h e c u s t o m e r L i f e C y c l e ) t o trigger

the marketing approach.

40

CHAPTER 3ABOUT AIRTEL

3.1 COMPANY PROFILE
Airtel comes to you from Bharti Cellular Ltd. A
consortium of giantsin the telecommunication
business.Airtel launched it's services in Delhi on
November 14,1995. It has atpresent over Six lakh
fifty thousand customers in it's seven years
of pursuit of greater customer satisfaction,
Airtel has redefined the business through
marketing innovations, continuous technological
upgradation of the network, introduction of
new generation value added services and the
highest standard of customer care.Airtel has
consistently set the benchmarks for the
Indian cellular industry to follow.

First to launch Cellular service in Delhi on
November 1995.

First operator to revolutionalize the concept of
retailing withthe inauguration of AirTel
Connect (exclusive showrooms) in1995.
Today
AirTel has 20 Customer Care Touch
p o i n t s called "Connects" and over 350 dealers
in Delhi and NCRtowns.
48


First to expand it's network with the
installation of secondmobile switching
center in April, 1997 and the first in Delhi
tointroduce the Intelligent Network Platform
First to provideRoaming to its subscribers by
forming an association called World1 Network.

First to provide roaming facility in USA.
E n j o y t h e m o b i l e roaming across 38 partner
networks & above 700 cities Moreoverroam across
international destinations in 119 countries
includingUSA, Canada, UK etc with 284 partner
networks.
3.2 AWARDS

Consecutively for four years 1997,1998, 1999 and
2000,AirTelhas been voted as the Best Cellular
Service in the country andwon the coveted
Techies award.

The Asia Pacific Award for the Most Innovative
HR practices-2000.

The Golden Peacock National Training Award for
excellence inTraining practices-2000.

The Golden Peacock National Quality Award-2001.
49


BCL is first mobile communication service provider
in India tob e c e r t i f i e d f o r I S O 9 0 0 1 : 2 0 0 0
a n d 1 s t i n w o r l d c e r t i f i e d b y British
Standards Institution for Mobile Communication.

Born a leader, the first cellular service in
Delhi, AirTel has maintained leadership
through constant innovations which
haveredefined standards of cellular services in
India.

First to introduce a wide array of value
added services like Smart mail, Fax facility,
Call Hold, Call waiting, Web
message,I n f o r m a t i o n s e r v i c e s e t c . t o
e n h a n c e t h e c o n v e n i e n c e o f i t s subscribers.
3.3 VISION
•
To make mobile communications a way of life
and be thecustomers' first choice’
.3.4 MISSION
We will meet the mobile communication needs
of our customers through:
• Error- free service delivery• Innovative products
and services• Cost efficiency

maximum time that can be spent on handling a

complaint is
10 days
.

Regular suggestions and feedback is
incorporated in their service offering. The
people from the Retention Departmentcall up
the customers from time to time to find out
their viewpoints.

A special Training is given to the employees
at the time of induction.

Also a 4-5 Day training is given to these people
on using thee-CRM systems.

As a result of the CRM initiatives taken by
Airtel Net Churnhas gone down to
3782 people in January ‘2003 from15,000
people in October ‘2002.
.

Today AirTel has 20 Customer Care Touch
points called
"Connects"
and over 350 dealers in Delhi and NCR towns
58

4.2 ANALYSIS OF CUSTOMER SURVEYSQ1. Airtel gives

you prompt services.
1 0
1 0 6020010203040506070D i s a
g r e e C a n ' t S a y A g r e e
S t r o n g l y A g r e e
Figure: 5: Prompt ServicesAnalysis:
On the basis of the responses obtained from the
people it was foundthat 60% of the respondents
agree that Airtel gives prompt servicesand 20%
strongly agree on this point thus indicating that in
terms of service delivery, Airtel has a high
rating. There are some people i.eonly 10% who
disagree on this and 10% responded by not
sayinganything on this aspect.
59
Q2. Employees at Airtel are always willing to help
you.
510751001020304050607080D i s a g r e e
C a n ' t S a y A g r e e S t r o n g l y
A g r e e
Figure: 6: Employees willingness to helpAnalysis:
75% of the respondents agree that Employees
at Airtel are alwayswilling to help the
customers and 10% strongly agree to this
point.Only a 5% of respondents disagree on this
point and 10% people didno want to say anything
on this particular aspect. Thus, we can saythat the
employees at Airtel are willing to help the people
indicatingthe responsiveness of the company.

Q 10. Airtel uses the latest technology in its

services.
4403224051015202530354045D i s a g r e e
C a n ' t s a y A g r e e
S t r o n g l y A g r e e
Figure: 14: Latest technologyAnalysis:
On asking about the opinion of the people in terms
of the technologybeing used by Airtel 40% of the
people did not want to comment onthe technology
aspect. 32% of the people agreed that Airtel uses
thelatest technology and 24% of them strongly
agreed on this aspect.
68
Only a small 4% of people disagreed,
probably because they feel Airtel should be
using some other technology.
Q 11. You feel that the employees at Airtel are
courteous withyou.
91255240102030405060D i s a g r e e
C a n ' t s a y A g r e e S t r o n g l y
A g r e e
Figure: 15: Courteous employeesAnalysis:
55% of the respondents agree to the statement
that the employeesat Airtel are courteous and 24%
of them strongly agree to it. 12% of the
respondents did not say anything about this
whereas a 9% of
69

the people disagree with it. The reason could

be some kind of badexperiences that they had
with the employees.
Q12. Employees at Airtel have the knowledge to
answer yourquestions.
14671901020304050607080D i s a g r e e
A g r e e S t r o n g l y A g r e e
Figure: 16: Knowledgeable employeesAnalysis:
Talking about the knowledge of the employees in
handling customerqueries, we can say that most of
the people agree that Airtel has thee m p l o y e e s
who are trained well to answer the
queries of the
70

Q 16. If given a choice, would you like to switch

over to someother cellular service.
0102030405060708090Y e
s N o
Figure23: Switching to other cellular
servicesAnalysis:
Most of the respondents were happy with the
services beingprovided by Airtel and were not
interested in switching over to someo t h e r
service provider. 83 % of the people
w a n t e d t o c o n t i n u e availing the service of Airtel
and only 17 % of the people wanted toswitch over
to some other service providers. The reasons
for thisvaried from cheaper air fares to better
connectivity etc.
78

CONCLUSION
79

CONCLUSION

The initiatives taken by Airtel in CRM have
helped Airtel to achieve a great amount of
success.

On measuring the effectiveness of the
services provided by Airtel in terms of
responsiveness, reliability, empathy, assuranceand
tangibles it was found that the overall
perception about itsservice quality is quiet high.

Born a leader, the first cellular service in
Delhi, AirTel has maintained leadership through
constant innovations, which haveredefined
standards of cellular services in India.

Airtel being the first to introduce a wide array
of value addedservices like Smart mail, Fax
facility, Call Hold, Call waiting, Webmessage,
Information services etc. to enhance the
convenienceo f i t s s u b s c r i b e r s , h a s b e e n
a b l e t o a c h i e v e t h e t i t l e o f b e s t cellular
service provider for five consecutive years.

By means of relationship marketing Airtel
has been able to reduce the rate of churn. The
Net Churn has gone down to 3782people in
January ‘2003 from 15,000 people in October 2002.

Airtel is making use of the latest technology
and focusing onbuilding long term relationship
with the customers as a result of w h i c h m o s t
of the people perceive Airtel as the best
c e l l u l a r service provider in Delhi.

11. How is CRM implemented in your organization?

………………………………………………………………………
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………………………………………………12. Do you
have any loyalty programs for your
customers or any kind of privileges or incentive
schemes for your regular customers?
•
Yes
•
NoIf yes,
Elaborate…………………………………………………………
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…………………13. Do you offer any kind of
Guarantee to your customers?
………………………………………………………………………
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………………………………………………………………………
………………………………………………14. Do you have
a complaint handling system for customers? If
yes,what is the response time of handling these
complaints?
………………………………………………………………………
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………………………………………………………………………
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95

15. Is there any suitable compensation

made for any kind of bad experiences of the
customers?
………………………………………………………………………
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………16. Are there any efforts made to recover
the lost customers? How?
………………………………………………………………………
………………………………………………………………………
………………………………………………………………………
………1 7 . D o y o u i n c o r p o r a t e t h e
suggestions or feedback given
b y customers? State any such instance wherein
you have done this.
………………………………………………………………………
………………………………………………………………………
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………………………………………………18. Is there a
concept of customization in your service
offerings?What flexibility is offered to
accommodate personal preferences?
………………………………………………………………………
………………………………………………………………………
………………………………………………………………………
………………………………………………………………………
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96

19.Is there any special training given to your

employees forinteracting with customers? What
kind of training is it?
………………………………………………………………………
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………………………………………………………………………
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………………………………………………20. What is your
customer turnover rate?
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