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.