Case File

Slowdowns bring with them a sea of changes.

Purse strings become tighter and less is just enough. Expansions take a back seat and companies play it safe. But there is something that cannot afford to succumb to this changing environment: the quality of customer service.
21st century bank serving the new needs of the modern customer. “We consciously wanted to avoid settling for a system and working with it just because our organization was still evolving. We wanted a flexible solution that would change in accordance to the dynamics of our business. What we wanted was a scalable CRM that could grow as we grew and not just any CRM solution,” says Sharma. And from those priorities was born the concept of the Yes Bank Collaborative CRM (YCCRM). But Sharma’s in-house YCCRM wasn’t satisfied with just fulfilling these needs. Sharma felt that customer feedback was vital, and that the bank needed to embrace its customers. “The difference was collaboration. We wanted to make it collaborative by making the customer part of the system. We were keen on empowering the customer to share his ideas and feedback. The system has two logical separation models: a pre-acquisition and a post-acquisition service cycle for customers,” explains Sharma. It took six to eight months to develop and implement the solution in the first branch. The YCCRM banks very heavily on employee collaboration. “Information lying in islands, without being shared across, is of no use at all. Internal collaboration adds a productive edge to the information we capture,” says Sharma. The customer information captured in the YCCRM is mapped to blog-like entries made by employees. These entries include ideas, suggestions, and perceptions of the
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Open to Collaboration
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j a n u a r y 1 5 , 2 0 0 9 | REAL CIO WORLD
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