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Bharti Airtel Ltd. Success Story > Telecommunication > Bharti Airtel Ltd Success Story: Telecommunications Bharti Airtel Ltd. Success Story > Telecommunication > Bharti Airtel Ltd. | page 2 AT A Glance Scalability is a crucial About Bharti Airtel Limited Bharti Airtel is the leading mobile telecom harti Airtel Limited, a group company provider in a hyper-competitive and cost- Bof Bharti Enterprises, is among Asia’s conscious market, which necessitates leading integrated telecom services innovation and cost optimization. providers with operations in India and Sri Lanka. The company has an aggregate of From 2008 to early 2009, Bharti Airtel added 32 million new customers, and Bharti Airtel Ltd. over 113.4 million customers as of end www.airtel.in September 2009, including 110.51 million believes it can add another 100 million mobile customers. Bharti Airtel has been customers in a few years. At its current pace ranked among the six best performing of nearly 100,000 new customers per day, • India’s largest mobile this goal seems well within reach. In order operator technology companies in the world by Business Week. to deliver the highest quality service at the • 114+ million subscribers lowest possible cost, the firm has had to Bharti Airtel is structured as four strategic embrace the business model that has helped • Group company of business units — Mobile, Telemedia, Bharti Enterprises make India an economic powerhouse: Enterprise, and Digital TV. The mobile business process outsourcing (BPO). • Founded 1995 and business offers services in India and Sri based in New Delhi Lanka. The Telemedia business provides The firm outsources many of its most • Ranked #6 on the broadband, IPTV, and telephone services fundamental functions and infrastructures, BusinessWeek InfoTech in 95 Indian cities. The Enterprise business including its information technology (IT) 100 list (2009) provides end-to-end telecom solutions to operations to IBM, Nortel and Wipro; its corporate customers and national and communications networks to Ericsson and international long distance services to Nokia Siemens; and its contact centre carriers. The Digital TV business provides operations to Nortel and Wipro. With 25 Direct-to-Home TV services across India. contact centers and 15,000 agents All these services are provided under the nationwide, Bharti Airtel needed to find a Airtel brand. Airtel’s national high-speed way to reduce the cost of delivering optic fibre network currently spans over excellent customer service and handle 113,326 Rkms covering all the major millions of customer calls each month. cities in India. The company has two Partnerships free Airtel to focus international landing stations in Chennai on core functions and Mumbai that connect two submarine cable systems — i2i to Singapore and In 2004, Bharti Airtel started the first SEA-ME-WE-4 to Europe. phase of Contact Centre Technology implementation also known as CCT1, in To understand Bharti Airtel’s success partnership with Nortel. The objective requires an understanding of India’s unique was to provide contact centre support for telecom market and the firm’s commitment the GSM mobile, broadband, and fixed- to building strong customer trust and line services, including the IVR and PBX confidence. Bharti Airtel is already one of infrastructure required to handle inbound the most integrated telcos in the world and call traffic. By 2009, more than 35,000 is on track to achieve its goal to become ports of IVR had been deployed across the Most Admired Brand in India. four hubs, connecting 25 contact centres across the country. Speech-enabled IVR applications allowed callers to interact with the system in several languages. India Success Story > Telecommunication > Bharti Airtel Ltd. | page 3 has one of the most diverse cultures in the world, including the use of 23 languages challenges and 325 dialects. > Manage more than 4 billion With exponential subscriber growth and ever-increasing product offerings (e.g. VAS), inbound contacts per year the IVR menus were becoming increasingly complex. In addition, customers who > Approx 30 million new couldn’t resolve their queries at the IVR were expecting expert human assistance. subscribers annually In 2008, Bharti Airtel selected Indian IT service provider and Genesys Premier > 28 states each with unique Partner Wipro Technologies to implement Phase 2 of the firm’s Contact Centre languages and cultures Technology (CCT) improvement plan. > Large number of competitors The need for a business problem solution > Balance high-quality service with operational efficiency “With CCT1 we achieved the ability to provide consistent customer service for inbound calls; however, we were still not able to fully optimise our resources,” explains Dr. Jai Menon, Airtel’s CIO Director — Technology & Customer Service and Group CIO — Bharti Enterprises.. “With CCT2, we graduated to the next The Results step and built intelligent routing to enable call segmentation and load balancing. > Achieves greater efficiency by We also introduced automation for outbound contacts, which had been primarily consolidating contact centre a manual process up to that point.” services The CCT2 project included three key components: > Routing flexibility enables customer segmentation 1. Upgrade Nortel TDM to Nortel IP PBX infrastructure for inbound traffic; > Reduces outbound call 2. Introduce Genesys-based computer telephony integration (CTI) with duplication and overlap Nortel PBX and IVR for inbound traffic; and > Improves customer and agent 3. Implement Genesys Outbound Voice and Genesys Proactive Notification satisfaction and use Genesys SIP to virtualise contact centre operations nationwide. > Reduces average call time over millions of customer calls Bharti Airtel conducted an extensive evaluation process to select solutions for CCT2, including careful identification of the business problems it faced, key performance indicators (KPIs), proof-of-concept testing, and requests for information and pricing. “Ultimately, we were not so much purchasing technology as we were solving a business problem,” Dr. Menon says. “So we looked to marry the business outcome with an enabling technology to solve specific problems.” Flexibility and clear roadmap make Genesys the right choice Why Genesys? “Number one is the flexibility the Genesys solutions provide,” Dr. Menon notes. “Second, the open architecture makes integration much easier. Also, scalability is crucial to us to support our rapid growth. A clear technology roadmap and a commitment to continued R&D were also very important factors in our decision to choose Genesys.” Callers who are unable to resolve their issues via IVR self-service are routed to the Genesys Customer Interaction Management (CIM) platform, which is linked to Airtel’s Oracle customer relationship management (CRM) solution. The caller’s account information is then sent along with the call to an agent’s desktop, where it appears in a pop-up window. Business rules built into Genesys CIM enable Bharti Airtel to segment calls based on various factors, including the product or service, preferred language, and the caller’s overall value (e.g., a Platinum customer) and route the call to an appropriately skilled agent. The use of Genesys SIP means that any agent on the IP network can be called upon no matter where they may be located. Success Story > Telecommunication > Bharti Airtel Ltd. | page 4 Purposeful and appropriate routing, along with CRM account information, has Solutions helped increase the first-time resolution (FTR) rate substantially. And, Airtel saves time on every call. “You can imagine how much total time we can save by shaving > Genesys Customer Interaction a second or two off of every call,” Dr. Menon notes. “With millions of customer Management (CIM) calls, it translates into significant savings in time and money.” > Genesys Outbound Voice Genesys Outbound Voice and Genesys Proactive Notification are used by Bharti > Genesys Proactive Contact Airtel to accomplish a wide range of services and functions, including: > Genesys SIP • Debt collection and past-due reminders > Nortel IVR and PBX • Promote new products and services > Oracle E-Business CRM Suite • Proactive customer service and notification • Cross-sell or up-sell based on previous account behavior Prior to the implementation of these Genesys solutions, Bharti Airtel depended “Genesys, in combination with the on manual processes to accomplish outbound calling. “Before we implemented other key elements of our contact Genesys, we often had multiple groups such as marketing, customer service, and centre infrastructure, is enabling collections calling the same customers,” Dr. Menon explains. “There was frequently us to handle very large call overlap, which frustrated customers and was wasteful from a time and resources volumes and still provide high standpoint. Now, we have a single, consolidated view of the customer and the quality customer care. Scalability, outbound process is automated for greater impact and efficiency. We can also better flexibility, and a clear roadmap track results and provide a connection to a live agent when needed.” made Genesys the right choice.” The Genesys Outbound Voice and Proactive Notification solutions are also helping Dr. Jai Menon Bharti Airtel better manage an ever-changing Do Not Disturb (DND) list. Director The penalty for violating this strict new DND listing can be fines or loss of a Technology & Customer Service Group CIO Bharti Enterprises business license. — “Obviously, scalability is our number one consideration with any new solution,”
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