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Essar Steel - Deepening Customer Relationship

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PCQ Bureau
New Update

The Problem: Before implementing this CRM solution, Essar Steel was not mapping any pre-sales activities for its customers. All customer information mostly resided in diaries of individual sales team members. Hence customer interactions, visit details were not captured, customer potential was never mapped.

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The Solution: The company wanted a CRM that would provide an efficient tool to capture the collective knowledge of prospects & customers, their requirements & expectations, operations & apps and also track and address customer complaints. Being a large project, the CRM implementation was planned in a phased manner. The first phase has been completed, wherein the company setup customer self-service portals, modules for pre-sales activities management and opportunity management for Hypermart customers. Customer complaint life cycle is also mapped in the CRM to track function wise SLAs.

The Result: The CRM has become the sacrosanct repository of all customer data. In just six months of its deployment, the company saw excellent results --530 prospects have been created in OE and 1056 in Hypermarts; 35000+ customer visits have been recorded; and 4000+ opportunities registered.

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