Punjab National Bank - Customer First CRM

The Problem: PNB was finding it difficult to monitor, measure and follow up on business interactions being done with its prospective customers. The bank has had a core banking system in place for years, but that can only capture and capitalize on customer data after opening an account. As a result, the bank was loosing lots of business opportunities.

The Solution: PNB deployed a CRM software in 1650 branches, aptly naming it Customer First. The solution comprises of modules for business prospect management, lead management, activity management, product management, campaign management, and business intelligence reporting.

The Result: Customer First has helped PNB create a non-customers database, thereby allowing speedy identification of valued customers. PNB is able to cross sell its products, automate sales and marketing, and optimize its sales pipeline, thereby increasing the sales team's effectiveness and productivity. So much so that it has helped increase PNB's customer base from 5.81Cr. (as on March 2010) to 6.5Cr. In the 2009-2010 fiscal, the bank generated 61243 leads, out of which 35,250 leads were converted amounting to around Rs 788 Cr. of business.