YES Bank : Collaborative Customer Relationship Mgmt

Building on the Superior Service Experience proposition promised to the customers, this on-premise CRM offers a unique method of collaboration

Tuesday, May 06, 2008

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YES Bank, a private sector bank present across all major cities in India, believes that technology is a fundamental process in binding customer expectations and their needs. The on-premise YCCRM (Collaborative Customer Relationship Management) App aims to create a mutually beneficial relationship with current and potential customers, by logging-in complete life cycle of customer values starting from lead to closer of sales and then servicing by logging their grievances/queries/requests received from across all retail branches, call centers, and NOCs into a centralized system.

The organization decided to have YCCRM with two logical separation models: pre-acquisition cycle for customers and post-acquisition service cycle for customers with self-servicing functionality in the system. The organization faced challenges in terms of convincing the business about using Open Source CRM software and customizing it.

However, after the deployment there has been improvement in customer acquisition (sales leads) and cross selling of products. It is also integrated with Google, Yahoo, etc, for collaboration. In future, the organization would also like to go for data analysis and data warehousing.

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