Airtel - Technology and Customer Service | Services Marketing Case Studies

Details

Case Code : CLSM026
Publication date : 2005
Subject : Services Marketing
Industry : BeauTelecom
Length : 04 Pages
Price : Rs. 100

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Key words:

Airtel, Bharti, Cellular Service, Churn, Tariff Plans, Software, Data Warehousing, Billing, Value Added Services

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

Abstract:

This caselet discusses Airtel's efforts to control churn rate of customers. It gives details on various technologies utilized by the company to bring about improvement in its customer service. It also discusses the value added services offered by Airtel to retain its customers.

Issues:

  » Churn in telecom services.
  » Methods to control churn.
  » Need for Value added services in telecom

Introduction

Airtel, the leading cellular brand, is a product of Bharti Cellular Limited - a part of the biggest private integrated telecom conglomerate, Bharti Enterprises. In 2004, Bharti had a presence in 17 of the 23 telecom circles in India and a customer base of over one million. Apart from these, it also offered fixed-line services in five circles.

Its mission statement included "delighting customers" by "customer service focus, empowered employees, innovative services, cost efficiency" and this went a long way in helping it to establish itself in the market.

Over the years, Bharti undertook extensive customer research and used various technological tools as well as promotion schemes to retain customers and offer value- added customer services...

Questions for Discussion:

1. Technology plays an important role in customer-centric organizations. How has Airtel increased the quality of customer service through technology?

2. Amidst stiff competition from local and international players, Airtel has managed to continuously be in the limelight. Discuss the various strategies Airtel has adopted time and again to improve customer relations.