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AIRTEL
Bharti Airtel has been on the forefront of technology, innovation and customer experience. I was fortunate to be part of the one of the Key SBUs of brand Airtel: Airtel Enterprise services (AES) which was conceived with objective of providing customised telecommunication solutions & value-added offerings to corporate/B2B audiences at cost effective prices.
CHALLENGE
Launch of Airtel Enterprise Services: Data driven/centric B2B SBU, through some of the most competitive & defining years for the telecom industry
With the formation of the SBU, the challenge, was to get the right and relevant positioning of the business unit amongst our core audiences?
With multiple business having varied telecom needs & with different and sometime unique expectations, how to unify the problem solution approach under a single proposition was the key challenge.
Post detailed market and customer research and internal analysis, we decided to position our enterprise business unit as “single window solution provider” for all your telecom needs. This positioning was also unique way back then and was credible for organisation like Airtel as we had an entire gamut of services to offer: Mobility, Broad band services, Data and even high-end customised solutions, so there were reasons to believe and support our positioning to the customer.
While having cracked the positioning, the next challenge at hand was to figure out, how does one communicate the proposition to our target audience?
APPROACH
Basis our insights/customer understanding, trust & credibility was the key. For B2B customers, one of the ways of building trust was: user experience/testimonials, cross as well within industry references.
We identified 3 large categories for testimonials:
a) Large customer who had experienced our services
b) New/emerging category of customers who had used our services and got quantifiable results
c) Set of customers who we had offered unique/customized solutions basis their complex requirements
Key for us in terms of testimonials: Addressing customers challenges with solutions which resulted in great savings and higher degree of customer satisfaction (believe you me, quite difficult to satisfy these set of customers (large corporate/B2B clients))
Basis the testimonial campaign and our selection of client categories, we ran 8 weeks above the line campaign ( B2B print and TVC) sharply focusing on our Target audience.
First time ever in enterprise space, launched an enthralling communication (Testimonial driven) – “Single Window Solutioning for all your data and Voice needs” in b2b space.
Fully Endorsed by “Actual Customers, Real Solutions”, delivered thru Team of SME Industry specific SAs, Customized offerings, communicated thru TG focused media mix.
OUTCOME
In response to this campaign, we not only got a multitude of clients from existing verticals, we also were encouraged to open newer industry verticals and take on the challenge of offering them industry specific telecom solutions. We did a business of 500 crore in 500 days of its formation! that too in B2B
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