Yes Bank : YCCRM

Following on the steps of leading Indian banks, Yes Bank has developed a
collaborative CRM solution, called YCCRM, to further its 'customer first'
policy. Targeted at sales force and help desks across various departments, it
aims to create a mutually beneficial relationship with current and potential
customers. It encompasses the complete life cycle of customer values starting
from leads to closure of sales to logging their grievances across all retail
branches, the call center and NOCs into a centralized system. The solution
incorporates a 360 degree mechanism for customer issues monitoring and redressal,
wherein the final customer feedback on a particular issue is mandatory for
closure.

Issues and challenges

The three main issues and challenges before this system was deployed were:

• Sales Force management which includes all activities such as Lead
  Management, Pipe Line Management, Opportunity Management, Communication
  Management and Relationship Management was hazy.
• Pipeline and cross selling opportunity across banking products was
  lacking.
• Customer complaint management and escalation based on total turnaround
  time was not efficient.

The company wanted to start with small frame work based model that scales up
to accommodate the growth in business and not buy a rigid and mature CRM
package. The YCCRM was planned with two logical separation models for
customers-pre acquisition cycle and post acquisition service cycle with self
servicing functionality in the system.

Pre acquisition cycle

The main feature of this module is to provide sales force automation on
minimum cost and with easy to use features such as export and import of leads to
the sales force based on their name, department and branch. The relationship can
be managed based on social values like club membership etc. which gives edge for
cross selling of products. Google, Yahoo and Gmail, etc are interlinked with
each lead and when one clicks on the embedded Google link it searches the
content of lead and display. These features are effective for creating sales
opportunities. There is a common DASHBOARD linked with mail server for managing
personalized activities. The leads can also be entered in free text format,
which saves time in filling the forms. There are also collaborative tools like
chat, messaging and discussion boards embedded within the dash board.

Suvanjay Kr Sharma, VP, Corporate Development & Strategy

Post acquisition service cycle

The main feature of this module is to capture the queries/grievances and
feedback from the customer and post those to a centralized system where it gets
stored for future reference. The resolutions are marked against each query. All
queries are logged in the central data repository and a search option is
provided on the same. The customer query is divided into different business
segments and based on the segments the work flow is designed for response. The
work flow follows 360 degree approach where feedback from the customer becomes
very valuable to complete the workflow life cycle and service them better in
future.

The project is based on a JAVA frame work, where modules are completely
componentized. These modules can be managed separately without impacting the
whole system. In future, the company plans to start a dataware housing project
to manage data from different sources.