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论文作者:www.51lunwen.org论文属性:学期论文 termpaper登出时间:2015-01-04编辑:pesix3点击率:5432
论文字数:1888论文编号:org201501031322401421语种:中文 Chinese地区:英国价格:免费论文
关键词:Bharti Airtel巴帝电信公司telecom industry市场营销
摘要:巴帝电信有限公司是印度移动电信的领导者,本文概述了该公司所面临的挑战以及该解决的问题。
Airtel strongly believes that how your customers feel after interacting with the company and its offerings can be a powerful source of differentiation that creates a long lasting emotional attachment.
Thus, one can see Airtel growth through rural India has been powered by local talent. This allowed Airtel to cross challenges posed by languages and dialects and even ‘shyness’ of some customers. As products are serviced and produce by local people one can even argue that this has Airtel’s brand loyalty in these highly competitive times.
Process Innovation: The activities a company performs or the capabilities it leverages in order to deliver its products and services.
Core Process innovation: Airtel decided to create a two – tiered structure with rural super – stockists (approximately 2000) and Rural Distributors among them. The Rural distributors were young entrepreneurs (around 30,000 at last count) who were allocated territories around a few mobile towers and were responsible for customer acquisition. For service requirements, in addition to the challenges faced posed by distance, consumers had a fear of technology. They weren’t willing to deal with call – centers. Airtel created 25,000 Airtel Service Centers (ASCS) across rural India. This involved training a specific retailer in village to handle service requirements in addition to selling new connections and recharge – the retailer gained higher credibility leading to increased walk – ins while Airtel provided a face to face service interactions. Moreover, a dedicated helpline or call – centre in each circle provided real time back – up support to these.
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