English
JapaneseIMPACT STORIES
Airtel Enterprise Digital Transformation
Empowering Enterprise by Maximizing Competitiveness and Client Satisfaction Through Integrated Customer Data
Company Name
Airtel Bharti
Industry
Telecom
Impact
Enhanced Data Consolidation
Application
Efficient, Robust & Scalable Enterprise Platform
Background
Airtel, headquartered in India, is a formidable global communications solutions provider. It serves over 574 million customers in 17 countries across South Asia and Africa, reaching over two billion people, with 2000 plus Enterprises and Govt. clients. Their vision centers on enhancing customer experiences and fostering lasting relationships in the telecommunications industry.
Challenges Faced
Fragmented IT Systems
Airtel grappled with 59 fragmented IT systems including many legacy applications handling customer journey, each with distinct data sources. Salesforce acted interacting as middleware, with multiple UI layer applications.
Complexity in B2B Customer Data Management
Multiple applications managed customer enrolment, orders, and financials, each with incomplete data. Customer hierarchy data was scattered across different applications.
Risk of Reduced Competitiveness
Airtel faced the risk of reduced competitiveness in the dynamic telecommunications sector due to the inability to maintain a coherent view of B2B customers and lack of timely and data-driven insights.
Solutions
Strategic Roadmap
Cubastion developed a strategic roadmap, defining CRM goals and supported processes to address data fragmentation issues.
Integration Capabilities
Built a framework in Siebel to eliminate manual intervention and middleware dependency. Implemented functional improvements and integration capabilities in Siebel.
Customer hierarchy
Unified customer hierarchy data in Siebel, resulting in the unification of customer data.
Self-healing Framework
Cubastion introduced a self-healing framework to mitigate peripheral system disruptions and ensure operational stability.
360-degree view
Through Cubastion's holistic approach, Airtel achieved a unified, 360-degree view of customer data, enhancing competitiveness and delivering superior customer experiences telecommunications sector.
Business Outcome
Customer Service Efficiency
35% faster issue resolution and improved customer satisfaction. Siebel CRM allowed Airtel to streamline its customer service processes.
Improved Data Quality and Reporting
55% reduced errors in customer data and more effective targeting. Improved decision-making as Real-time and predictive analytics
Efficient Process Automation
30%
reduced
operational
costs.
Automation of repetitive tasks such as
billing, service orders, and customer
communications.
Cross-Department Collaboration
70% more unified customer experiences and better team productivity, With Siebel CRM’s integrated approach, different departments are able to collaborate effectively on B2B accounts.
Scalability to Manage Growth
75% efficient scaling of operations. Siebel CRM allows for managing a large volume of B2B customers without a loss in service quality.
