TERM PAPER

“A STUDY OF CUSTOMER
RETENTION AT AIRTEL
TELEMEDIA SERVICES”

SUBMITTED BY-
MOHAMMAD SAAD
B.COM(HONS.) III Sem.
A7004614096
 INTRODUCTION
 Airtel is the largest provider of mobile telephony and second largest provider of
fixed telephony in India, and is also a provider of broadband and subscription
television services.
 The brand is operated by several subsidiaries of Bharti Airtel Limited. Bharti
Hexacom Limited provides mobile, broadband, and telephone services in
Rajasthan and Northeast circles. Bharti Airtel (Services) Limited provides
services in all other circles of India.
 Bharti Telemedia Limited provides telemedia services nationwide, and Bharti
Infratel Limited provides telecom passive infrastructure service such as telecom
equipment and telecom towers.
 Bharti Airtel Limited is part of Bharti Enterprises and is headed by Sunil Bharti
Mittal.
 Airtel is the first Indian telecom service provider to achieve Cisco Gold
Certification. It also acts as a carrier for national and international long distance
communication services.
 OBJECTIVES

 To study the importance and development of tele –communication industry

in today’s scenario.

 Study of customer retention at Airtel telemedia services.

CUSTOMER RETENTION
 AIRTEL TELEMEDIA SERVICES
 The Company provides fixed-line telephone and broadband (DSL) services for homes, as well
as offices in 90 cities across India. Airtel had 3.4 Mn customers, as on March 31, 2015. Of
them, 1.5 Mn customers were subscribed to its broadband / internet services, representing
44.2%, compared to last year’s 43.6%. The higher proportion of DSL customers was primarily
driven by improved speed offering and the Company’s focus on quality acquisitions.

 The higher number of broadband customers also resulted in a significant increase in ARPU to
1,026 during the year as compared to ` 946 in the previous year. Consequently, non-voice
revenue as a percentage of total telemedia revenue also increased significantly, now
representing 64.9%, compared to 59.8% last year.

 The product offerings include high-speed broadband, rising up to the speed of 100 mbps for
the home segment. Besides, the Company’s product portfolio also includes local, national
and international long-distance voice connectivity. In the office segment, Airtel is a trusted
solutions provider for fixed line voice (PRIs), MPLS, mobile, data and other connectivity
solutions.
 RESEARCH METHODOLOGY
The methodology adopted for this project is exploratory in nature since there is no

hypothesis that has to be tested. The conclusions have been drawn by exploratory

research work.

The information has been collected on secondary source,

Secondary Sources

Secondary source has played a vital role to play in this report. A good amount of

data has been collected from various published articles and reports found in

magazines and journals. Another vital source has been the Internet and particularly

the companies own website.

 FINDINGS
 Airtel keeps customers more updated compare other Players.

 More number of Airtel customers feel that, their service provider takes personal care to
solve the complaints .

 Airtel sends out more wishes to its customers on special occasions like birthday,
wedding anniversary and festivals.

 Bill collection at the door step is practiced more in Airtel .

 Airtel gives out more freebies to its customers.

 Airtel gives out more discounts on voice calls and other value added services.
 LIMITATIONS
 Every attempt will be taken to obtain the error free and meaningful result but as

nothing in this world is 100% perfect I believe that there will still the chance for

error on account of following limitations-

(1) Respondent’s unavailability.

(2) Time pressure and fatigue on the part of respondents and interviewer.

(3) Courtesy bias.

 CONCLUSION
 The mobile phone industry is highly competitive as its customers have many options and
offerings are hard to differentiate.
 Companies that want to grow their businesses must continue to invest aggressively in
customer acquisition programs, as well as implement new and creative initiatives to
retain their existing ones. It is challenging for enterprises to listen to their customers'
issues and respond appropriately and on a timely basis.
 Quality assurance programs enhanced with speech analytics can give a company a
competitive advantage by allowing them to identify and resolve customer issues quickly,
before they become expensive problems. Speech analytics combined with an appropriate
customer churn model can become the centerpiece of a program to identify "at-risk"
customers and reach out to them to repair the relationship before they leave.
 The mobile phone industry has matured to the point where companies have to take
immediate steps to shift their emphasis from pure customer acquisition and facilities
growth to product enhancement and customer centricity.
 Unfortunately, mobile phone providers have traditionally been decentralized and cannot
afford to invest the time and resources required to shift their resources to a centralized
servicing culture and infrastructure. Instead, the mobile companies must use technical
innovation to build a customer centric culture and infrastructure. A well-developed
speech analytics implementation accompanied by senior management support and best
practices can give a company a strategic advantage, even in the most competitive
markets.