2017 Winner Profile

Aditya Birla Financial Services Ltd.

Project Description:
Aditya Birla Financial Services Ltd. (ABFS) wanted to create a single CRM (customer relationship management) platform across all ABFS entities to help the company take advantage of every opportunity, enable every channel, more efficiently service every customer and create a unique customer experience across all touch points and entities. In November 2015, ABFS began its journey toward those goals by selecting Microsoft Dynamics CRM as the common platform for its eight lines of business. This enabled the company to create a single customer ID across all entities and provided ABFS with a complete 360-degree view of the customer, increasing upselling and cross-selling opportunities. Because Dynamics CRM is integrated with ABFS' customer grievance management system, the average complaint handling time has decreased from five days to two. And the average case handling has improved from 13 cases per day in a manual mode to 24 cases per day using Dynamics CRM. Additionally, six months after implementing Dynamics CRM, ABFS has increased its revenue by $5 million because of enhanced cross-selling opportunities.
Business Functions:
Customer Service or Support, Sales
Business Goal:
Customer Experience, Financial impact, Operational Impact
Tarun Pandey, Exec. Vice President & Head Information Technology
Ajay Srinivasan, Chief Executive Officer
Mumbai, India
Financial Services (e.g. Banking, broker and Dealers, Exchanges)
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