English
JapaneseImpact Stories
Airtel Enterprise Digital Transformation
Empowering Enterprise by Maximising Competitiveness and Client Satisfaction Through Integrated Customer Data
Company Name
Bharti Airtel
Industry
Telecom
Location
Gurugram, Haryana
Implementation
Enhanced Data Consolidation
Application
Efficient, Robust & Scalable Enterprise Platform
THE STORY
Airtel, headquartered in India, is a formidable global communications solutions provider. It serves over 574 million customers in 17 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 as middleware, interacting 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.
The Solution
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 in the telecommunications sector.
Business Outcome
Unified Customer Data
Airtel achieved a unified, 360 degree view of customer data and hierarchy in one place, enabling better insights and decision-making.
Enhanced Competitiveness
By consolidating customer data and optimising processes, Airtel improved its competitiveness within the telecommunications sector and shutdown of legacy systems reduced maintenance costs and complexity.
Superior Customer Experience
The transformation led to the delivery of superior customer experiences, crucial for maintaining market leadership and fostering lasting relationships. Improved operational efficiency with reduced TAT from minutes to seconds.
Reduced Integration Complexities
Elimination of middleware dependency streamlined processes and reduced integration complexities.
