case study on crm in india

For Sales Manager:

For sales reps:, 7 crm implementation case studies that every growing business can learn from.

Updated On: 05 Sep, 2023

“We are surrounded by data, but starved for insights.” ~ Jay Baer, Marketing and Customer Experience Expert

It doesn’t matter how much data is available unless we can derive meaning from it. As per a study, businesses are missing out on $5.2 million in revenue due to untapped data.

Certainly, every business is collecting plenty of data on a regular basis but not every business is using it properly. The difference lies in the fact that not every business is using a CRM that can become a game changer for them.

Also, every customer expects a lot from the chosen brand. So, it requires all businesses, whether growing or established, leverage the power of a CRM and serve their customers better.

CRM may mean different things for different businesses but the ultimate goal is to satisfy their customers through great customer experiences. The many features and functions of a CRM can play a crucial role in this and that’s why 91% of businesses with over 10 employees use a CRM.

However, CRM implementation can be a big task for growing businesses. From finding out what they need from their CRM to making a CRM choice, there’s a lot that needs to be done.  But you are not alone if this seems like a monumental task for you.

1. Omega Financial

2. vk ventures, 3. fitness bell india, 4. moneynotsleep, 5. ajay modi travels, 6. learn digital academy, 7. upanal cnc solutions, want to write your own story, 7 best crm case studies.

To give you the confidence and ideas to get your CRM implementation done right without any hassle, we have put together useful CRM case studies based on our own customers. Every CRM case study here highlights important CRM use cases and vital learnings that can help you in a number of ways.

Take a look at each CRM case study and learn how you can make the most of a CRM and get the implementation done right as per your business needs.

About the Company

Omega Financial is a renowned name in financial distribution that focuses on investment, particularly in mutual funds, and has been operating since 2010. They combine science, data, and technology with human expertise to deliver top-notch wealth management services.

🚩 Challenges They Were Facing

Being a part of the Fiserv sector, Omega Financial deals daily in bulk transactions and processes. Every transaction follows its distinct path and involves various customer touchpoints. Moreover, these transactions take place on a global scale, spanning both online and offline channels.

The main difficulty lay in overseeing the progress of these numerous operations, ensuring no task was overlooked, and assessing the overall business’s well-being. To address this issue, they required a centralized platform that could centralize all operational aspects and foster improved team collaboration.

How Kylas Helped?

Kylas has proven to be a game-changer for Omega Financial, leading to a remarkable enhancement in its operational efficiency. By implementing this CRM, the company has successfully streamlined its processes, enabling teams to work more efficiently and collaborate seamlessly. As a result, productivity has seen a significant boost across the entire organization.

One tangible outcome of this improvement is a remarkable 45% growth in sales. To effectively track and quantify sales performance , the company has adopted a system of assigning weightage points to each deal closed by salespersons.

Prior to implementing Kylas, sales executives were struggling to reach the target of 1500 points, typically achieving only 500-600 points. However, with Kylas in place, the average executive now consistently surpasses the target, scoring higher than 1500 points.  

Customer Testimonial ⭐

“We have seen a 45% increase in our sales in the past year- all thanks to Kylas. My team’s overall performance and productivity have improved because of the automation in the system. Even though Kylas is a Sales CRM all my departments use it on a daily basis. Kylas has helped us transition from hard work to smart work and I would like to rate it 5/5.” – Yogendra. S, Director of Sales, Omega Financial

Read more →

VK Ventures holds a significant position in the e-commerce and fintech sectors. The company has created a portal that facilitates merchants all over India to offer a wide range of financial and utility services. These services include account opening, cash deposits, withdrawals, recharge, bill payments, money transfers, micro-FDs, insurance, and more.

Through this portal, merchants can efficiently cater to their customer’s needs while earning a commission on every transaction they facilitate.

VK Ventures is an active player in the e-commerce and fintech sectors. The company has consistently emphasized providing exceptional services to its customers while prioritizing their needs. To support its operations, VK Ventures had an 80-member sales team utilizing a custom-developed CRM.

However, this CRM, developed in Ahmedabad, proved to be outdated and lacked essential features. As a consequence, the company encountered numerous challenges, particularly in effectively managing the large sales team and tracking leads generated from various marketing campaigns.

Thanks to Kylas, VK Ventures achieved a comprehensive customer view consolidated in a single database. This encompassed essential details like customer names, addresses, financial information, and more, readily accessible to the management.

The implementation of Kylas significantly enhanced operational agility for the company. VK Ventures successfully integrated with various external applications and ensured meticulous recording of every process in the CRM, thereby improving transparency.

The positive outcomes of this transformation manifested in increased sales and overall business growth for the company. VK Ventures now enjoys improved client management and better control over ad campaigns while making judicious expenditures across different sources.

“With Kylas, we have been able to track a plethora of fintech-related customer data with ease. Our sales reps can now instantly respond to customer inquiries, which has led to better conversion rates. The industry will witness growth in the times to come, and we are sure that with Kylas by our side, we will meet customer expectations and scale our business positively.” – Vinay Kedia, Director, VK Ventures

Fitness Bell India is a leading Fitness & Nutrition Consultation firm dedicated to helping clients achieve a healthier lifestyle. The company offers expert health advice, personalized diet plans, and tailored workout routines, all delivered through the collaborative efforts of a team of professionals, including dieticians, trainers, and healthcare experts.

With their guidance, Fitness Bell India can help you start your transformative journey towards improved health and a better physique.

Prior to adopting Kylas, Fitness Bell depended on Excel sheets to store customer records. Unfortunately, this manual data entry method was prone to human errors and consumed a significant amount of time.

As a consequence, data often became fragmented across multiple sheets, making it cumbersome to access historical information and past communications with prospects or clients. This disjointed flow of communication resulted in decreased customer experience and satisfaction.

Furthermore, the inflexibility of Excel sheets meant they couldn’t be customized to suit the company’s specific business needs, further hindering their operations. The absence of customized reporting capabilities also made it challenging to make data-driven decisions, adding to their business challenges.

Fitness Bell found the perfect fit for their needs with Kylas CRM, designed specifically for fitness professionals to efficiently engage, follow up with, and sell to clients. This user-friendly CRM empowered Fitness Bell to manage its sales process seamlessly, including contract renewals.

With Kylas, the sales team streamlined day-to-day operations related to data management, securely organizing all customer data for efficient nurturing and personalized touchpoints. Sales representatives tracked interactions with customers, while Kylas’s adaptability accommodated various membership options.

The sales manager easily assigned leads and tasks to specific staff members, ensuring timely follow-ups. The customizable dashboard provided comprehensive oversight for management, and Data Export functionality simplified data transfer.

Fitness Bell gained valuable insights for decision-making through crucial sales metrics and customized reports. Kylas’s multiple integrations fostered better relationships and faster conversions while linking WhatsApp business accounts strengthened customer connections.

Kylas played a vital role in promoting CRM adoption within the sales team, contributing to improved efficiency and success.

“With Kylas, we could scale up sales and improve customer engagement in the past 3 months. Features like Smart Filters helped us to filter data, identify hot and warm leads, and prioritize our leads. We are very happy to say that Kylas not just helped in team collaboration, but improved customer engagement as well.

Kylas does a great job of listening to its customers and keeping up with their feature-related demands. It’s a trustworthy platform that has helped in our path to success.” – Himanshu Kumar, Co-Founder, Fitness Bell India

MoneyNotSleep stands out as India’s pioneering Financial Media House tailored exclusively for Part-Time Traders. Established on December 8th, 2020, MoneyNotSleep is dedicated to delivering essential financial news updates, highlighting investment and trading opportunities, and providing market predictions for the best-performing stocks, equities, bonds, and companies.

Amidst the Covid challenges, MoneyNotSleep ventured into creating a platform for potential investors to build wealth through trading channels. However, as the business grew, it faced several hurdles. One major challenge was handling fragmented data stored in Excel, making it difficult to track leads and deals, impacting sales performance and growth.

The lack of team collaboration in closing deals was apparent, with internal communications suffering, leading to missed information by sales reps. Transitioning to a remote workforce during the pandemic added complexity in monitoring the sales team’s activities.

Recognizing the need for a comprehensive solution, MoneyNotSleep sought to reevaluate its technology strategy. They needed a scalable, integrated, and efficient platform to cater to bespoke needs while enhancing customer experience. Flexibility and adaptability were vital factors in their search for the right solution.

When the pandemic forced MoneyNotSleep to transition to remote work, coordinating with their dispersed sales teams became a challenge. However, Kylas proved to be a savior, facilitating collaboration among remote sales reps and significantly improving team performance.

Kylas brought about a revolutionary change by providing a comprehensive view of customers through centralized data management. The sales team could now track every interaction with leads, customers, and deals, gaining insights into customer behavior to cater to their needs effectively. This transformation from fragmented processes to a fully-integrated system empowered managers with complete control and visibility.

The multi-metric & multi-dimensional Reporting feature in Kylas enabled the sales team to generate performance and sales forecasting reports efficiently, surpassing the previous manual methods of progress tracking. Even while working from home, the sales manager could closely monitor the team’s activities and productivity.

Kylas streamlined data importing, particularly from external sources like their Leads databases, saving time and reducing manual tasks. With routine tasks automated, the sales team’s productivity surged, resulting in a faster sales process pipeline.

Inter-team communications improved significantly with Kylas, enabling a clear visualization of the entire customer journey and facilitating necessary corrections. The Kylas mobile app made curating client information more convenient, leading to better customer support on the go and enhanced satisfaction.

Reflecting on their journey with Kylas, Nishant appreciated the improved flow of information within the organization, directly impacting the end user’s customer experience positively. Kylas played a crucial role in helping MoneyNotSleep navigate the challenges of remote work during the pandemic and elevating their sales operations to new heights.

“After implementing Kylas, the sales team started leveraging the full potential of Kylas’s automation capabilities to take over a number of activities currently executed manually. Kylas has made our sales team more efficient and effective by automating their daily activities, reducing manual efforts, and saving time. Now our sales team can focus more on selling.

I am excited to say that with Kylas, the sales activity has increased by a whopping 150% in the last 3 months. Not just that, the revenue also went up by 20%. Kylas has allowed us to support clients better in the selling process, in turn, leading to greater customer satisfaction.” – Nishant Mishra, Co-founder, MoneyNotSleep

Ajay Modi Travels , based in Ahmedabad, is a well-established travel service company renowned for its diverse range of travel-related offerings across India. With over two decades of experience, the company remains dedicated to delivering top-notch services and tailor-made holiday packages to its valued customers.

The Indian travel and tourism industry took a hit during the pandemic, causing a significant decline in both domestic and international travelers. Ajay Modi Travels also experienced the adverse effects of this situation, leading to an unexpected slowdown in their business.

As the pandemic situation gradually improved, the travel industry began to witness signs of recovery, and Ajay Modi Travels saw a surge in inquiries. Recognizing the opportunity to capitalize on this increased interest and fortify their position in the market, the team decided to take action.

The influx of inquiries brought a diverse range of requests for customization, highlighting the need for a robust system to manage customer data and streamline all processes. Additionally, handling bulk data through manual entry became inefficient, prompting the search for an automated solution that could efficiently manage appointments and booking deadlines, ensuring no opportunities were missed.

Thanks to Kylas CRM, Ajay Modi Travels achieved a comprehensive 360-degree view of their customer database, including crucial details like names, addresses, booking history, and more. This enabled travel agents to efficiently manage customer accounts and handle bookings, saving valuable time.

The streamlined tracking of miscellaneous travel-related data made responding to inquiries easier, improving conversion rates.

Mr. Alaap Modi expressed satisfaction with Kylas’s support and customizable features. The platform seamlessly integrated lead capture forms, prioritized inquiries, and assigned them to the right agents. Workflow automation empowered in-house tour managers to create custom rules based on customer preferences.

With Kylas’s automation, concerns about missed appointments or inquiries vanished, as custom rules ensured prompt communication through emails and reminders. Mr. Alaap Modi also praised Kylas’s receptiveness to new ideas, making the partnership even more valuable for Ajay Modi Travels.

“Currently, we have 20+ users using Kylas, and let us tell you that they have not missed a single lead or call from any prospective traveler. Kylas didn’t just help us boost our sales; it also helped us build strong relationships with our clients. In fact, in the last 6 months, our sales increased to 30% and our customer satisfaction improved by 20%. This CRM is beneficial for businesses looking forward to scaling new heights. I would recommend Kylas CRM to everyone in the travel & tourism industry.” – Aalap Modi, Co-Founder, AjayModi Travels

Learn Digital Academy is a specialized training institute committed to empowering students with university certifications and on-campus placements. Distinguished as India’s sole awarded agency-based digital education institute, they offer a comprehensive learning journey encompassing training, certification, internships, and placement opportunities.

With a dynamic team of professionals, their mission revolves around upskilling aspiring individuals in cutting-edge disciplines like digital marketing, data science, artificial intelligence, and graphic design. As they continue to grow, Learn Digital Academy remains dedicated to providing a transformative learning experience for all.

As Learn Digital Academy expanded as an Ed-Tech business, its counselors found themselves handling a substantial amount of information daily. Initially, they utilized LeadSquared as their CRM for the sales team. However, when the management made the decision to downsize the sales team, they had to transition to using Excel and Google Sheets for data management.

The counselors at Learn Digital Academy regularly reached out to prospective students to identify suitable candidates and boost enrolments. Managing call logs for each call on Excel became a challenging task, leading to difficulties in following up on inquiries promptly, which ultimately resulted in a decline in the enrolment rate.

Recognizing that Excel sheets were no longer sufficient to meet their needs, Nishant realized it was time to explore alternative solutions for their data and customer management requirements.

Kylas CRM proved to be a game-changer for LearnDigital Academy, streamlining student enrolments and admissions with its comprehensive view of every contact and inquiry. The team seamlessly synchronized inquiries from various sources, efficiently tracked incoming students and stored all their details in one centralized location.

The Bulk Update and Bulk Delete features offered by Kylas CRM significantly reduced manual efforts, enabling the team to manage a large volume of student inquiries effortlessly and save valuable time.

Nishant highlighted the transformative impact of Kylas CRM on their counselors, who can now make one-click calls to candidates through IVR directly from the platform, greatly enhancing their outbound efforts.

Moreover, Nishant commended the seamless onboarding and adoption process for this new platform. The availability and responsiveness of Kylas’s Customer Success team through various communication channels, including Telephony, Chat, WhatsApp, and Email, impressed Nishant.

He further praised the team’s promptness in responding to queries within an hour and resolving issues within 24 hours, always handling their requests with utmost priority.

“Kylas’ notes, task reminders, and meeting updates have helped our counselors organize their daily tasks better. Our productivity has improved with this CRM system and most importantly- now we do not miss out on a single lead.

The productivity dashboard, multi-dimensional reports, and Smart Lists in Kylas helped us track inquiries that needed follow-up by our counselors .

I am delighted to say that due to timely follow-ups through Kylas’s automated messages and emails, our overall enrolment rate has improved significantly by 30%.” ­ – Nishant Jhunjhunwala, Co-Founder, Learn Digital Academy

Established in 2011, Upanal CNC Solutions specializes in offering service and maintenance programs for all CNC machine services. As a prominent wholesaler and dealer, Upanal provides a wide range of products, including Milling Machines, Turning Machines, CNC Machine Spare Parts, and more.

Headquartered in Bengaluru, Upanal is known for its tailor-made service and maintenance programs, catering to various needs, from simple care maintenance of technically challenging CNC machines to handling exceptional masterpieces in the industry.

Upanal CNC Solutions, a thriving business, upholds the belief of delivering top-notch service at competitive rates, all while understanding and catering to the unique requirements of its clients. As its clientele base expanded rapidly, Upanal recognized the importance of having a cohesive system that could provide a clear overview of its sales pipeline.

To meet their evolving needs, Upanal sought a CRM solution that would efficiently organize their sales team’s workflow and minimize errors in data collection. They required software that would enable their sales team to consistently follow up with clients, thereby enhancing the likelihood of lead conversions.

Thanks to Kylas, Upanal gained invaluable transparency, allowing them to access a comprehensive view of each customer’s activity log in a single place. The need for centralized information concerning clients, leads, and deals, including contacts, calls, past meetings, and opportunities, was fulfilled, significantly enhancing the visibility of their sales pipeline .

When asked about the top three features appreciated by Poonam, she highlighted Kylas’s ability to create custom reports and provide insights into sales performance. The automated workflows were also a standout feature as they allowed for streamlined sales processes. Additionally, the in-app notifications kept the sales representatives updated, ensuring no important updates or tasks were missed.

“Not only that, Kylas’ robust customer service helped us with quick training that helped our team get adapted to new business processes easily. Transitioning from one software to another was effortless.

It has been going great with Kylas and I am glad we made the switch. As a sales CRM, I would rate it 4/5.” – Poonam Anvedkar, Internal Sales Team Leader, Upanal CNC Solutions

With the right CRM in place, you can serve your customers in the best manner possible. If the CRM implementation is done correctly, it doesn’t matter how much your customer expectations evolve. You will always be on top of your sales.

If you want to understand how Kylas can help your business grow, Schedule your Demo with us and we will tell you how.

Shagun Sharma

Shagun is a content marketer at Kylas, extremely well-versed in all things Marketing. She works closely with the sales team to create best-in-class content for our readers. Her experience combined with her thorough research skills makes all her blogs very in-depth and insightful. In her leisure time, Shagun enjoys hiking, gardening, and immersing herself in music.

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• CRM implementation case studies

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CRM Case Studies With Examples

What is a crm case study.

• Customer service
• Project development
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What’s Included in CRM Case Studies?

• Client profile— company type, industry, and a brief history and description of the company
• The situation— the circumstances that led the company to become interested in a CRM solution
• The challenges— the problems and issues the company was facing that a CRM solution could solve
• The process— the heart of the case study, showing how the CRM vendor or service provider performed its services in a way that met or exceeded the client’s goals and expectations
• The results— the benefits to the client at the end of the day
• Vendor/service provider profile— brief description of the vendor or service provider including contact information

The Benefits of a CRM Case Study in the Selection Process

How tec's crm case studies can help you to find the best-fit crm system, tec’s software selection process.

• Assess : Assess the client’s business processes and goals, gaps in key processes, and discover their functional requirements
• Review : Review CRM solutions and vendor capabilities to meet the client’s business needs
• Identify : Identify the shortlist of CRM vendors and their partner(s)
• Demonstration : Assess CRM solution demonstrations scripted to the client’s business processes
• Proposal : Create and distribute CRM request for proposal (RFP) to vendors to clarify deliverables and project TCO (total cost of ownership)
• Reference : Evaluate CRM vendor and their partner(s) through reference checks from real-world clients on previous projects
• Contract : Perform contract review and price negotiations on behalf of the client for cost savings
• Implementation : Perform oversight and monitor the implementation of the CRM application(s) to enable successful transformation and business growth

Access Our Free Library of Case Studies to Learn More About CRM

TEC provides an extensive library of case studies across all types of enterprise software , including CRM . Below we have selected two TEC case studies that showcase how TEC has helped organizations evaluate CRM software systems and select the ideal CRM system for their current and future business needs: Honor Credit Union (HCU)—A Finance & Banking CRM Case Study Honor Credit Union (HCU), a not-for-profit financial institution, faced challenges with a disparate IT setup and lack of unified CRM system, hindering its customer service efforts. Partnering with TEC, HCU underwent a comprehensive process of business assessment, CRM market review, vendor shortlisting, evaluation, contract review and negotiation, leading to the selection and successful implementation of a CRM system that streamlined back-office processes and enhanced customer experience. Read the case study . Acumed—A Manufacturing CRM Case Study Acumed, a global orthopedic and medical solutions provider, faced challenges with their previous CRM system that lacked functionality tailored to their unique sales needs, impacting visibility into sales performance and consignment-based inventory. With TEC's guidance, Acumed went through a comprehensive evaluation process, including requirement assessments, product demonstrations, and contract negotiations, to select a CRM system that addressed the company's complex needs, facilitated consignment-based sales and inventory tracking, and improved management of customer data. Read the case study .

These enterprise software case studies provide insight into the way business solutions work to optimize key processes through best-fit CRM software systems . For companies interested in more information about CRM selection and implementation, or assistance with their CRM project, please contact us today. Get your free business software case study today!

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12 Successful CRM Implementation Case Studies to Learn From

CRM implementation can seem like a monumental task to complete. From knowing which CRM to choose, to understanding how to fit it in with the rest of your sales stack , there’s a lot involved from pricing to convincing decision-makers to making sure it works well from the start.

If you’re looking for CRM implementation case studies to give you ideas and confidence to get started, then look no further.

12 CRM Case Studies

Want to get this done right (the first time)? Learn from the CRM case studies of companies that implemented a new CRM successfully to improve the customer experience, drive customer engagement , and increase revenue.

1. How Customer.io Uses Automated Handoffs to Enable Smarter Sales

Company: Customer.io

Customer.io is an established martech provider that needed a CRM to work better with both an inbound and outbound sales process. Plus, they needed it to fit well with their current tool stack and give them automated workflows.

This case study interview with Alex Patton, Director of Marketing & Operations at Customer.io, digs deeper into the technical setup the company uses with their CRM platform and how that process maximizes the team’s time and productivity.

2. 6 Tips for Assessing Your CRM + Optimizing Workflow—from a Revenue Coach

Company/Organization: High Kick Sales

Kyle Stremme’s consulting firm, High Kick Sales, enables sales teams to create an optimized process and tech stack. This case study digs into the insights Kyle learned from helping B2B and B2C companies develop their CRM system and process, plus details into how he helps managers analyze their current CRM and decide on a better system.

3. Implementing Customer Relationship Management (CRM) in Hotel Industry from an Organizational Culture Perspective

Company: Anonymous UK hotel chain

This study done by the International Journal of Contemporary Hospitality Management looked into a hotel chain in the UK as they implemented a new CRM, taking note of what worked and what didn't about their process for implementation.

They administered a questionnaire among 346 managers of a hotel chain and found that organizational culture readiness was one of the most determining factors in the success of a CRM implementation.

4. Choosing and Implementing a CRM for Small Business

Company: Bean Ninjas

Bean Ninjas is an accounting firm for eCommerce businesses. Their tech stack was dissonant and unconnected, and their ‘CRM’ (actually a project management tool) didn’t even have email built-in. The lack of functionality was impacting their business.

Their self-written case study goes through the entire process of choosing the right CRM, implementing the system into a more optimized sales workflow , technical integrations, and the end results.

5. How AAXIS Digital is Saving an Estimated $250,000 by Switching from Salesforce to the HubSpot CRM Platform

Company: AAXIS

This CRM implementation case study focuses on how an enterprise company chose to migrate from one large CRM to another, saving them lots of money on a system they weren’t using to the full.

The case study digs into how they chose their new CRM, and what they’ve been able to accomplish with it including increasing marketing automation and better aligning sales and marketing. Check out our list of CRM implementation resources for specific Salesforce resources.

6. Replacing HubSpot with Close: Scaling Trufan in a CRM Reps Love

Company: Trufan

Trufan (now Surf for Brands) is a fast-growing SaaS startup with a target market that is tech-savvy. So, they needed a CRM that could move quickly alongside their team, helping them build well-constructed automations that could scale as they grew.

This CRM implementation case study shows how a wrong decision slowed their progress, and how a new solution helped them scale faster.

7. A Successful CRM Implementation Project in a Service Company

Company: Anonymous service company from Slovenia

This academic case study by Piskar Franka and Armand Faganel digs into the process a service company in Slovenia took alongside CRM consultants to help them implement a new solution.

They concluded that a proper CRM implementation can improve the relationship with customers , achieve larger information sharing between employees, and lead to better strategic decisions. This is mostly interesting for historical purposes, as it gives you some insight into the complexity that were involved in implementing a CRM into a larger company in 2007.

8. Hownd Cut CRM Costs by 80% in 2 Weeks—While Saving SMBs During COVID

Company: Hownd

Hownd works with brick-and-mortar businesses to get more foot traffic, and their mission since the start of the pandemic is to help SMBs get back on their feet and recover. They needed a CRM that would help them cut their own costs in order to help others, and that would also help them move quickly to fill the needs of their customers.

This case study/COVID success story shows how Hownd found the right CRM for their business, cut costs, streamlined their process, and continues to help SMBs survive through hard times.

9. The Ultimate Team Effort: How the Close Sales Team Joins Forces to Build More Solid Deals

Company: Close

This unique case study is the story of our very own CRM software company and how we’ve implemented our own CRM tool into our sales stack. This case study digs into the nitty-gritty of technical setups and integrations, API, and how it all works together for a smooth, profitable process.

10. Switching to HubSpot Adds up for Casio

Company: Casio

This enterprise CRM implementation case study shows how consumer electronics company Casio switched from a custom-built CRM to one that was more inclusive for their marketing and sales teams. It shows how they updated their inbound marketing process and increased their new customer sales by 26%.

11. The Unique Sales Process ResQ Club Uses to Power It's Mission to Zero Food Waste

Company: ResQ Club

ResQ Club, a Finnish company on a mission to make zero food waste a reality, needed a CRM solution that would help them track customers and partners and scale quickly.

This case study shows how they used Close to build their own custom processes with Custom Fields , email sequences that are personalized to different European cities, and Smart Views that keep sales reps focused on the right deals.

12. Strategic Issues in Customer Relationship Management (CRM) Implementation

Company: Anonymous UK manufacturing company

This paper from 2003 by Christopher Bull from the Department of Business Information Technology at Manchester Metropolitan University Business School discusses the effects of a strategic customer relationship management process and how it affected this manufacturing company.

The results of this study highlighted that CRM implementations frequently failed. It also referenced a study of 202 CRM projects which concluded that only 30.7% of organizations said the CRM implementation achieved improvements in the way they sell to and service customers.

Testimonials that Highlight the Benefits of CRM Implementation

Once you’ve implemented a new CRM, what kind of benefits should you expect? It depends on your company and current pain points. If you'r considering switching to a new CRM or implementing one for the first time, here’s what real CRM users say:

1. Nick Parker, Founder at FTOCloud

“With Close, we're able to keep track of hundreds of deals and clients over the span of multiple months while simultaneously unifying our team's communication.”

2. Tim Griffin, Founder & CEO at Cloosiv

“ We didn’t start getting traction until we started using Close. I don’t know if the company would still be here if we hadn’t implemented it.”

Read the whole story here.

3. Maryl Johnston, CEO at Bean Ninjas

“The real benefit of Close is less about sales admin time and more about closing more deals. Because Close makes it very easy to stay in touch with customers and for Sales to manage their pipeline without needing a sales admin, we can now go into Close and see all the leads in a broad view.”

4. Aimee Creighton, Sales Administrator at Bean Ninjas

“ The biggest win for me is the cut-down in labor time of setting up leads in our task management system (not designed for lead management) and ensuring all fields are filled out. It significantly reduced the time-intensive manual process of documenting leads. I feel like Close has completely cut that down, and everything is right there from the dashboard. I think it’s been worth the investment.”

5. Monika Tudja, Business Development Manager at Now Technologies

“ I can't imagine my work-life without Close - I've been using it at my previous company and I 'demanded' implementing it on my first day at the current one. I'm useless without Close. Seriously thinking about getting an account for my personal life.”

6. Sara Archer, Director of Sales and Marketing

“ Since we've started using Close, we've QUADRUPLED our average revenue per user.”

Read how they did it here.

7. Sarah Haselkorn, Head of Sales at MakeSpace

“ You guys [at Close] have been a HUGE part of our growth so far, and with your support I have so much confidence that our sales team is set up to scale.”

8. Duncan Burns, VeggiDome

“I am able to stay on top of my outreach, correspondence, and follow-up seamlessly AND relax enough to do a better job, knowing that I'm not missing a beat!”

9. Michael Grady, Lazarus

“ This is a CRM that is all about focus with no bloat which is exactly what inside sales needs.”

10. Aubrey Lim, ThreeTrees

“My first time using a CRM. 8 months in and it's frictionless to use. My favorite features: being able to pull up colleagues' emails to a particular lead, bulk-uploading contacts, email templates.”

11. Timothy Corey, Director of Sales at Commonwealth Joe

“Close allows us to see where we should spend our time and effort. We can look at our sales for the same quarter last year and know what worked well and what didn’t -- this allows me to know where to put my energy, on what companies, and in what markets.”

Ready to Write Your Own CRM Implementation Success Story?

The right CRM helps you easily access customer information, track contacts, qualify leads, improve conversion rates and so much more. If you're ready to implement a CRM, we can help.

For a successful CRM implementation , you need a clear plan to follow. That’s why we’ve given you the right resources to make a better decision. Get our CRM implementation guide here:

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Laurs & Bridz: Implementation of a Customer Relationship Management Solution – Case Solution

Laurs & Bridz Pharmaceuticals Private Limited (L&B) s a state-of-the-art pharmaceutical company based out of Northern India. The pharmaceutical company aims to grow its revenue to INR 550 million by 2017, which is a 36.6% growth from the past year. Hence, it Is looking into the various customer relationship management (CRM) solutions to achieve this goal.

​Anand Khanna, Sandeep Puri, Abhishek Sen Harvard Business School Publishing ( W18055-PDF-ENG ) Jan 26, 2018

Case questions answered:

Case study questions answered in the first solution:

• Which of the CRM solutions would suit Laurs & Bridz best? What would be the direct and indirect effects of the implementation of such a CRM solution?
• With these questions in mind, Manoj concentrated on the details of the different CRM solutions before him. He wondered if he should invest ₹50 million in a CRM solution. If he did, what kind of approach should he use to implement the solution?
• What obstacles could interfere with that solution’s successful implementation?

Case study questions answered in the second solution:

• Discuss the importance of CRM in pharmaceutical companies such as Laurs & Bridz. Why should the company opt for a CRM solution?
• Evaluate the direct and indirect effects of CRM initiatives on Laurs & Bridz.
• Which CRM solution should Laurs & Bridz select and why?
• Suggest a plan for implementing the CRM solution. Should the company implement CRM for the entire sales force at once, or should it do so in a phased manner?
• What possible challenges will the company face in implementing a CRM solution? How can it mitigate these potential challenges?

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Laurs & Bridz: Implementation of a Customer Relationship Management Solution Case Answers

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Background – Laurs & Bridz

Laurs & Bridz (L&B) is a state-of-the-art pharmaceutical company based in Northern India. They specialize in supplying combination drugs to the local medical ecosystem, and they also export pharmaceutical products all over the world.

Past Growth of L&B

The company has managed to achieve great financial success in a very short time since its establishment. From 2012 to 2016, both Revenues and Profits grew at CAGRs of 42% and 37%, respectively.

The “Medical Representatives” network and establish strong relationships with influential Carrying and Forwarding Agents (C/F), pharmacists, and stockists to form a stable distribution network.

Operating Structure

The Medical Representatives are also required to present the features and benefits of the products to physicians, key opinion leaders/administrative staff, and doctors at well-known multispecialty hospitals.

The company uses this channel to incentivize the prescription of their products by physicians through “soft dollar incentives” such as gifts and trips to medical conferences abroad. These prescriptions are vital for driving revenue for Laurs & Bridz.

On the administrative side, the Medical Representatives also publish several vital reports such as Sales Statistics, Daily Call Reports, Stock and Sales Reports, Expense Reports, Monthly Travel Plans, Competitor Activity Reports, Expense Reports, etc. They are also responsible for keeping themselves updated on the latest product knowledge.

Organization Structure

Growth objectives

L&B aims to grow its revenue to INR 550 million by 2017, which is a 36.6% growth from the past year.

Laurs & Bridz now wishes to achieve a pan-India presence in the pharmaceutical market by the year 2020. Their proposed expansion timeline is as follows:

• January 2018: Western India
• January 2019: Southern India
• January 2020: Eastern India

CRM in the pharma industry

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Please note you do not have access to teaching notes, implementation and adoption of crm and co-creation leveraging collaborative technologies: an indian banking context.

Journal of Indian Business Research

ISSN : 1755-4195

Article publication date: 27 February 2020

Issue publication date: 7 April 2020

This paper aims to study the role of the emerging technology landscape and collaborative platforms in customer relationship management (CRM) unravelling novel opportunities for mutual co-creation in Indian banking context.

Design/methodology/approach

This study used the case-study method for collecting various sources for “triangulation”.

The advancement of technology has drastically increased avenues of dialogue and access and brought transparency in the relationship, offering opportunities for co-creation and increased dependence on technology in CRM. A longitudinal approach explained how bank leveraged technology in multiple aspects of CRM for enhancing relationship quality and outcome.

Research limitations/implications

The study is exploratory in nature in Indian banking context, and thus it should be viewed as a preliminary step in contributing to the understanding of CRM in a new collaborative technology landscape.

Practical implications

This study explains the changing shape of CRM and provides relevance of customer orientation and offers insight about co-creation which has taken centre stage because of the emergence of collaborative technologies.

Originality/value

This study is possibly one of the first to conduct a case study to understand the way collaborative technological advancements are being exploited by organisations to develop superior CRM capability and achieve co-creation. This study analysed and comprehended the design and implementation of CRM in an Indian bank in real-life settings to gain a better understanding of the adoption of new collaborative technological advancements by a bank for customer centricity and facilitating co-creation.

• Co-creation
• Collaboration
• Customer relationship management
• CRM technology capability
• Relationship quality and outcome

Dubey, N.K. , Sharma, P. and Sangle, P. (2020), "Implementation and adoption of CRM and co-creation leveraging collaborative technologies: An Indian banking context", Journal of Indian Business Research , Vol. 12 No. 1, pp. 113-132. https://doi.org/10.1108/JIBR-09-2019-0284

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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Apple, Amazon, and… your business? Join the ranks of the planet’s biggest brands, and find out how CRM is the secret to their success

How did a handful of ambitious thinkers take simple ideas and grow them into instantly recognisable brands, and… into companies worth hundreds of billions of pounds?

Well, they did it by retaining a firm focus on the customer. And they did that through the use of CRM (Customer Relationship Management) .

• A type of software (such as Maximizer or Salesforce ) that helps businesses manage leads, deals, and clients, and craft targeted marketing campaigns.
• The specific strategies via which a business engages and retains its existing customers.

With CRM , the Tescos and Amazons of this world were not only able to win new customers, clients, and users – they got lifetime value out of them. With targeted marketing campaigns , these brands hit the right people with the right offers, at exactly the right time.

So, what kind of lessons can you take from the best in the business? Is CRM the key with which you can unlock your own company’s potential, and fuel commercial growth on a scale that rivals the big guns? Let’s take a look at our top 11 CRM case studies from the world’s leading brands .   Or, if you’re just ready to get started with a CRM system yourself, check out our recommended partners below.

1. Tesco CRM

Tesco is a truly global business. It’s one of the world’s top 10 retailers , with supermarkets across Asia, Europe, and North America. With more than 3,400 stores in the UK alone, you’ll probably know it as your first port of call for a spontaneous pint of milk, or for an indulgent £3 meal deal during your lunch hour. So, what’s the secret to Tesco’s success? Well, it boils down to one main factor: The Tesco Clubcard .

Tesco CRM: Case Study

The Tesco Clubcard is Tesco’s way of rewarding its most loyal customers. For every pound you spend online or in-store, you’ll get a point. These points, when accumulated, can be traded in for Tesco Clubcard ‘vouchers’ (for instance, 150 points gets you a £1.50 voucher).

A voucher can then be traded in for rewards, such as an afternoon at Cineworld with the kids (a timeless experience), or an evening at Pizza Express (enjoy it while you can). Clubcard holders can also collect points at Tesco fuel stations, and by filling out feedback surveys online.

What’s in it for Tesco? Returning customers that are invested in the brand, and whose opinion Tesco can leverage to continue improving its growing basket of offerings.

2. Apple CRM

This one needs no introduction. Founded by visionary Steve Jobs in 1976, this instantly recognisable brand is the apple of many a tech-lover’s eye. Apple has given us the iPad, iPhone, iMac, and Apple TV. But anyone who’s ever used one of its slick, stylish products knows that Apple’s appeal goes far beyond its niftiest handheld devices…

… because it’s how it treats its customers that’s the key to Apple’s success. 

Apple CRM: Case Study

Let’s take Apple ID as an example. If you’ve ever used iTunes (Apple’s online music streaming service), you’ll have an Apple ID – and if you’ve ever used an Apple device, you’ll have had to register it using an Apple ID, too. 

These unique IDs synchronise across devices, remember music and film selections, and provide personalised recommendations based on what’s you’ve been watching or listening to. For the user, it offers convenience. And for Apple, it’s a constantly updating data set, telling the company exactly what its customers like and allowing for effortless, targeted marketing.

It’s…. CRM, done well.

3. Uber CRM

Uber arrived in 2009 to spearhead the ride-sharing revolution, and has quickly become a household name. But, with a huge host of new competitors driving costs down (not to mention a few other issues ), Uber’s monopoly over its 95 million worldwide monthly users could be under threat. Can Uber hold on? And what can help us understand how successful Uber has been thus far in retaining its enormous customer base?

Uber CRM: Case Study

Well, CRM is a good place to start – and for Uber, it’s industry-leading CRM software provider Salesforce that’s powering the ride-sharing giant’s strategy. Salesforce helps Uber extract data from people engaging with its brand on social media. With this system in place, Uber can reply with haste to customer complaints, and track all its interactions with the public from an intuitive dashboard.

And, of course, it runs its own loyalty program. Uber Rewards lets you earn points every time you ride or eat with Uber, and redeem them across its increasing range of services. It’s a textbook example of how Uber is incentivising customers to keep relying on its brand, as it continues to branch out .

4. British Airways CRM

In the hotly contested, heavily consumer-oriented aviation space, you’ve got to get your CRM strategy right. And, clearly, British Airways (BA) does – flying 145,000 people to more than 200 destinations every day . So, why do its customers keep coming back? The answer can be summed up in two words… Executive. Club.

British Airways CRM: Case Study

The British Airways Executive Club is an example of CRM loyalty schemes done right. Free to join and with no ongoing charges, the club allows customers to earn ‘Avios’ points through purchasing flights, hotel stays, holidays, or car rental through BA or its partners. Avios points can then be redeemed for discounts on travel or accommodation with (you guessed it!) BA. 

Customers can save their meal and seat preferences, making for a smoother, more seamless re-booking experience. And, as they continue to fly with BA, they’ll be able to progress through the levels of Executive Club membership – from blue to bronze, silver to gold, then (maybe one day) the elusive ‘Premier’ tier.

To keep track of all this, BA has been been using a CRM solution called Teradata since 2002. It allows the airline to keep track of all the customers on its books, and re-engage them with offers and deals targeted to their level of membership and favourite destinations.

5. Nokia CRM

Nokia has been around the block a few times. We’ve all owned one of its basic, ‘brick’ design mobiles at some point, and while these phones may seem a bit antiquated now, they’re still virtually indestructible – and perfect for a quick game of Snake while waiting for the bus. Despite iPhones and Galaxys hogging the plaudits more recently, Nokia’s brand is still ticking away. It’s currently valued in the region of a whopping 10 billion USD – and Nokia stock is poised to make an unexpected comeback in 2021 . So, what’s its secret? CRM, of course!

Nokia CRM: Case Study

Nokia implemented Salesforce (that name again) to help manage the size and diversity of its client base. Salesforce allows Nokia to customise its product range and marketing to suit geo-specific locations.

Nokia’s collaboration with CRM brought order to chaos, empowering marketing departments across countries and languages to organise customer data. Through the selecting and segmenting of data into specific target groups, Nokia’s team saw more effective lead generation – which probably helps explain why its brand is still thriving.

6. McDonald’s

Every day, McDonald’s serves almost four million customers in the UK alone – about the population of New Zealand. Worldwide, that figure’s more like 69 million – roughly the size of Great Britain’s own populace. So, with such a vast empire and super-sized customer database, how does this fast food giant ensure their customers keep lovin’ it? With an industry-leading CRM strategy, that’s how.

McDonald’s CRM: Case Study

McDonald’s partners with Astute Solutions , allowing the restaurant chain greater insights into consumer feedback and satisfaction levels. Being able to assess restaurants by region, or even individually, means that McDonald’s can quickly spot potential customer relationship issues, and resolve them before they become a serious problem.

And, with Astute Solutions, McDonald’s can also:

• Provide both its franchisees and corporate managers with live access to customer information
• Integrate data from its dynamic network of restaurants into an effective CRM tool
• Increase the accuracy of its reporting, and inform more intelligent decision-making

As Christopher Garrity, McDonald’s’ own Senior Director of Customer Satisfaction, espouses:

“CRM [is a] critically important function for any large company. It’s clear that Astute understands the important role it plays, and meets the ever-changing needs of our prime customers through continued innovation.”

Prime customers… was the pun intended? We don’t know.

What we can tell you, though, is that one too many Big Macs may leave you feeling bloated and unmanageable… but your SME’s customer database doesn’t have to be. Browse our guide to the best CRM systems for restaurants to learn more, or click below to start comparing CRM software quotes for your business.

7. Coca Cola CRM

While Coca-Cola’s iconic recipe has remained a secret since 1886, this global beverage giant has been less coy about the other secret of its success – a dedication to the customer. It came as no surprise when Coca-Cola’s German branch adopted Salesforce – but what role did CRM software play in engineering the soft drink goliath’s continued growth?

Coca-Cola CRM: Case Study

“We needed to get much faster, to work on collaboration, connectivity, and scalability — and all that in a mobile context. Salesforce has been a fantastic partner, and a great help for us.”

That’s Coca-Cola Germany’s CEO, Ulrik Nehammer. He’s happy, because his customer service team is happy. And they’re happy because CRM software allows them instant access to customer history – which, in turn, allows them to hit their targets, and deal more efficiently with complaints.

With Salesforce, Coca-Cola Germany’s team can easily log issues with customers or suppliers, and then respond by dispatching field service technicians in real time. The result? A sweet 30% increase in productivity . Refreshing!

8. Unilever CRM

Also known as Europe’s seventh most valuable company, Unilever’s products are available in almost 200 countries around the world. With brands like Lipton, Magnum, and Hellmann’s under its considerable belt, Unilever has its fingers in a lot of pies. But does it have its finger on the pulse when it comes to managing its customer relationships?

Unilever CRM: Case Study

If you guessed yes, then you’re absolutely right. With the help of SAP CRM , Unilever improved its call centre capabilities, and boosted the productivity of its consumer advisory representatives. Just ask one of its head honchos:

“[CRM] enables faster response time to queries and needs raised by consumers. It provides for effective maintenance of our customer database, and allows for easy access to customer information for analysis and strategy development.”

• Efren Samonte, Commercial Director – Unilever Philippines

And let’s face it, the proof of Unilever CRM’s effectiveness is, quite literally, in the pudding. Because if you’ve ever scoffed down a Magnum on a hot summer’s day, then you’ve witnessed first-hand the effectiveness of Unilever’s ability to keep customers coming back. Can you emulate them?

Hopefully! But to do so, you’ll need your own CRM first. While there are some free options you can go with, these are limited, not scalable, and certainly not fit for ambitious businesses. 

Nope – your best bet is to complete our quick, free quote finding form , to browse CRM options for your SME. We’ll just ask a couple of quick questions, including how many people you need the software for, and what features you’ll need. It takes half a minute at most, and when you’re done, you’ll receive quotes tailored to your business’ specific needs . 

9. Zara CRM

Leading European clothing brand Zara specialises in fast fashion at low(ish) prices, and the profits are also moving quickly – it made almost 19 billion USD last year. But is it the price point that keeps Zara’s customers coming back, or its relentless, CRM strategy-powered focus on the customer? We think the latter.

Zara CRM: Case Study

Zara was one of the first to pioneer the use of personal digital assistants (PDAs) to capture customer data in real time – not just on transactions, but on their customer’s preferences and habits. CRM software comes in when it’s time to use this data to sell, sell, sell, re-engaging existing buyers with fresh discounts and campaigns.

10. BMW CRM

Unless you’ve been living in a cave for the last hundred years, you’ll instantly recognise BMW’s iconic logo. Producing well over two million vehicles per year, and with its status as a film icon firmly cemented, BMW’s success shows no signs of slowing down. And though the cars may have changed a bit since the company was founded in 1916, its customer focus has remained just the same.

BMW CRM: Case Study

And again, a successful CRM strategy underpins it all. To execute it, BMW teamed up with Legacy Lifestyle to create a luxury loyalty scheme called – wait for it – ‘The Owner’s Circle’.

The Owner’s Circle lets BMW owners track their car’s financing and maintenance. Owners of new or old BMWs can also register their vehicles online. From here, they can check the status of a new car order, view the maintenance history of a used car, or get reminders about upcoming service milestones. There’s also an owner-to-owner chat box thrown in, for ultimate convenience. 

All this serves to strengthen the post-purchase relationship between BMW and its customers, ensuring an enduring connection long after they’ve rolled their car out of the garage. 

And, because any points earned through the Owner’s Circle can be used on a variety of luxury items, it strengthens BMW’s status as a luxury brand – and ensures it’ll be continuing to attract a lucrative clientele for many more years to come. 

11. Amazon CRM

We could spend all day throwing statistics demonstrating Amazon’s popularity around, but let’s face it – we’re all familiar with Amazon. As the world’s leading online retailer, Amazon continues to go from strength to strength, led by its enigmatic founder and CEO Jeff Bezos. But how have Bezos and the gang been so good at winning, retaining, and consolidating users of their wildly popular online platform?

Amazon CRM: Case Study

By using CRM, that’s how. And if you’ve ever used Amazon (and the data says you probably have), you’ll know how hard its tailored offers, recommendations, and promotions – all based on your past purchases – can be to resist. 

Plus, by asking its customers to register for an account, Amazon makes it extremely easy for customers to re-order. Cash-rich, time-poor consumers can pay with a click, and have their goods gracing their doorstep within 24 hours. 

Want to know more? Check out our full Amazon CRM case study to read more about how this ecommerce behemoth is crushing the competition.

We’ve said it before, and we’ll say it again – customers are the most important part of your business. Without them, you wouldn’t have one!

With that in mind, then, ensuring you have at least some kind of CRM strategy is crucial. How will you draw in new leads, juggle unfolding deals, and manage prospects and client relationships? How will you keep your customers engaged, ensuring they continue to use your services while identifying with your brand and values?

If these big brand CRM case studies have shown us anything, it’s that CRM software is just as important as the strategic side – all of the big companies are using it to manage customer data, and extract key insights which can help improve customer experience. Here are some CRM systems that we can highly recommend for all types of businesses:

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Not sure which CRM software is right for your business? To find out, simply fill in our 30-second form . We’ll ask a couple of questions about your software needs, and you’ll receive tailored CRM quotes from leading UK providers . And who knows… give it a few years, and your business could be on this list!

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India’s CRM Market to See Robust Growth

While customer relationship management (CRM) systems have stood the test of time thus far, they are in dire need of a makeover. As we enter the ‘new decade of the customer’, the very concept of CRM sees a sweeping change, with new technologies driving the software forward.

In a recent blog post , Gartner analyst Denise Ganly noted that software systems like CRM and ERP are no longer about just managing resources or customers. “They are more about holistic enterprise business capabilities that puts customers at the center of everything,” she said.

In 2020 and beyond, Indian businesses that have been using CRM software for more than a decade now, will see enterprise CRM being driven by new technologies such as artificial intelligence (AI), especially machine learning (ML) and natural language processing (NLP), that are opening up interesting avenues for businesses across size and verticals.

A new report by data and analyst firm GlobalData further brings to light that the overall spending on CRM in India is set to reach about $2.3bn in 2023, with the CRM applications segment estimated to grow at a compound annual growth rate (CAGR) of 3.3% during the forecast period. The spending on CRM BPO services, will account for nearly three-fourths of the revenue while CRM applications will account for the remaining in 2023, largely driven by the large enterprise segment, the report said.

The research finds that the Indian CRM market will see some interesting trends in the years as enterprises are becoming increasingly customer centric.

“The CRM applications market is expected to witness further growth, supported by the technological advancements like AI/ML and analytics platforms, which can be used across various social and mobile platforms. Hence, they should select CRM offerings which will enable them to connect, serve and engage with their new-age customers in a more effective manner to enhance customer experience,” said Sunil Kumar Verma, Lead ICT Analyst at GlobalData.

Future of AI in CRM

The possibilities in recent times are nearly endless when it comes to applying AI in CRM. Globally by 2020 AI-enabled CRM market will be worth  $73 billion according to Infoholic Research . David H. Deans, Senior Partner of  David H. Deans & Associates , sees AI as a tool companies can use to more effectively manage their relationships with customers. AI will be able to “create ‘personalized agents’ via machine learning that solves the primary needs for automated assistance between buyers and sellers. There will be more CRM deployments using robotic process automation (RPA) to enhance productivity in the near future.

Read more: Salesforce Leads Digital Transformation in CRM Space

Likewise, NLP, a field of AI that involves analyzing human speech and text, and deriving meaning from it, will continue to transform how businesses interact with their prospects and customer, the research shows. Facebook, Google, Apple, and other technology giants are already leveraging NLP to power everything from chatbots and virtual assistants to search results and personalized recommendations. There will be many more companies, including startups and mid-sized firms in India will leverage NLP-powered CRMs to surface key insights about prospects and customers and fuel sales effectiveness, the report said. It shows that major CRM vendors already have AI platforms that companies can use to develop intelligent applications.

Mobile, Social CRM Here to Stay

The other trend that is here to stay is mobile CRM. Mobility has long been a key component of sales activities. An  Aberdeen Group study  way back in 2012 was already highlighting the importance of extending CRM systems beyond the confines of the office. But that doesn’t mean mobility is a bygone trend. In fact, with the workforce becoming more scattered and buyer demands puts more pressure on sales teams to perform, mobile CRM will only serve to propel brands further down the road to success, believe experts.

Another valuable CRM trend that is expected to mature in 2020s is that of social CRM with the proliferation of social media activities. Social channels allow companies to connect with their audience in real time and build brand equity where prospects and customers are already spending time. A  2019 report on marketing trends by Salesforce showed why social publishing and advertising are valuable. From lead generation and customer acquisition to customer retention and customer advocacy, social is among the highest channels for ROI across the customer journey.

The study findings also point to the importance of incorporating social channels into CRM platforms and strategies. As Limesh Parekh, CEO of Enjay IT Solutions Ltd said, “From providing valuable data to offering social listening opportunities, social media has set itself up as a lynchpin of CRM activities. More importantly, with the advent of online E-commerce, the importance of social media in CRM has increased many folds.

Read more: Godrej Turns to Social Listening to Enhance Customer Value

User-friendly and Robust

CRM in India has made considerable progress to its present situation and is far to proceed. With vendors looking at India for greater CRM adoption, today’s CRM platforms are much more robust than previous iterations. Hence it is not surprising when GlobalData shows that China and Japan will be the only countries ahead of India in terms of the potential overall CRM revenue with their overall revenue estimated to be US$8.0bn and US$5.6bn, respectively.

As more organizations deliver a better experience than competitors, not only to draw new prospects but more importantly to boost customer loyalty, the need of the hour for CRM vendors in India is to make enterprise CRM more user friendly with simpler, easier-to-navigate screens; voice user interfaces that allow people to speak commands and enter data; and bring enhanced chatbots that effectively handle repetitive tasks.

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• 16 Best CRM Software in India 

In today’s fast-paced business landscape, customer relationship management (CRM) has become an indispensable tool for companies aiming to thrive and grow.  

Effective CRM software not only streamlines interactions with customers but also helps businesses understand their needs, boost sales, and build long-lasting relationships.  

India, with its vibrant and ever-expanding market, offers a wide array of CRM solutions tailored to meet the diverse needs of businesses across various industries. 

Choosing the right CRM software can be a daunting task, considering the multitude of options available in the Indian market.  

That’s why we have embarked on a journey to identify the best CRM software in India that can simplify your business processes, enhance customer satisfaction, and maximize your overall efficiency. 

In this article, we will delve into the top CRM software solutions in India, carefully curated based on their features, usability, customer reviews, and overall performance.  

Whether you are a small startup or a well-established enterprise, this comprehensive guide will assist you in making an informed decision while selecting the CRM software that aligns perfectly with your organization’s needs and budget. 

Benefits of using the Best CRM software in India to transform your business  

Here is how using some of the best CRM software in India can transform your business: 

1. Automate your tasks  

Manual and repetitive tasks take reps away from their jobs–selling and marketing to acquire leads. CRMs automate manual and repetitive tasks, shortening sales cycles and allowing your employees to reach out to more prospects. 

2. Define your sales funnel  

Gaining a comprehensive understanding of the leads at each stage of your sales funnel is crucial for identifying and resolving any issues that may arise. Additionally, it enables you to determine your strengths and evaluate the effectiveness of your strategies. 

3. Gain more customer information  

“Customer is king” is a common phrase used in every business. To ensure that you convert more leads into clients, knowing your customers’ behavior, persona, and habits is essential. CRMs help you gain this knowledge by collecting and storing all data about them in one place. This enables you to improve the quality of service and sales. 

Although incorporating a CRM into your company offers various advantages, it’s crucial to find software that aligns perfectly with your business. No organization wishes to allocate resources to a solution that doesn’t enhance their operations. 

Now that we have seen what the benefits are of using a CRM, here is a list of the 16 best CRM software in India. 

This list has been divided into four categories depending on which business size the CRM is most suitable for –Large (500+ employees), Medium (150-500), Small (1-150), and ones that fit all sizes (1 to 10,000+). 

CRMs that are suited for businesses of all sizes  

We have identified the CRMs in this particular category based on their pricing package structure, range of clientele sizes, and scalability. Presenting the top four Indian CRM software options in this category: 

1.   LeadSquared

LeadSquared is a sales execution CRM that provides end-to-end sales solutions for businesses. Using automation and newer technology, the platform helps reps sell better by automating their tasks, providing customer information beforehand, and nurturing leads to close more deals. 

Key features:  

• Lead management  
• Lead scoring 
• Workflow automation  
• Sales automation 

Ratings: 4.3 on Capterra, 4.6 on G2, and 4.4 on Gartner 

Pros:  

• Provides extensive sales features 
• Has an integrated marketing solution at no additional cost 
• Excellent customer service 
• User-friendly and short implementation time 
• Highly customizable and flexible 

Cons:  

• It can occasionally be slow to use. 
• The mobile app has limited functionality compared to the desktop version. 

Reviews:  

• “The best thing about LeadSquared is the customization of lead fields as per their nomenclature. The assigning of leads is so simple that the next agent can easily check the previous agent’s remarks and notes, which helps in conversation and converting the lead.” 
• “Overall, LeadSquared is an excellent option for businesses looking for a comprehensive solution to their marketing, sales, and CRM needs . I have used Zoho CRM, Nopaperforms, etc., but the flexibility offered by LS is better.” 
• “The LeadSquared portal lags while accessing multiple leads, and the task reminder constantly pings us through the mail.” 

Price:  

• Lite – $25 per user/month 
• Pro – $50 per user/month 
• Super – $100 per user/month 

2. Salesforce  

Salesforce is one of the market’s oldest and most well-established CRMs. It provides organizations with personalized solutions that include in-depth and customized features. Although Salesforce is now an all-in-one CRM, it was first designed as a sales CRM. 

• AI analytics  
• Lead Scoring  
• Sales management  
• Sales forecasting  

Ratings: 4.4 on Capterra, 4.3 on G2, and 4.4 on Gartner 

• Integrates with a wide variety of applications 
• Provides robust features 
• In-depth and extensive training resources 
• Tailored solutions that fit business processes perfectly 
• Great and in-depth reporting features 
• Very difficult to learn 
• Costly 
• Takes a long time to set up 
• Involves hidden costs that make the CRM even more expensive 
• “Salesforce’s accessibility is its most amazing feature, plus the forecasting and AI features are very modern . You can use it for account management or lead management. Use its dashboards for better user experience.” 
• “Customization: Sales Cloud offers a high degree of customization , allowing businesses to tailor the platform to their specific needs.” 
• “Going to list views looks different than building out filters in report views which can often confuse or slow down novel users when they are learning how to leverage the platform to look into their territory and edit account information.” 
• “Sometimes, the level of customization possible can be the hardest thing about the platform as well. It takes practice to know where to look and how to configure the features you can get the most use out of.” 
• Essentials –$25 per user/month 
• Professional –$75 per user/month 
• Enterprise –$150 per user/month 
• Unlimited –$300 per user/month 

HubSpot is primarily a marketing CRM that also provides sales solutions to companies. Along with improving business lead generation, HubSpot allows users to visualize their sales funnel clearly, nurture and segment leads into different categories better, and engage with their clients on multiple channels. 

• Marketing automation  
• Lead segmentation 
• Sales force automation 
• Workflow automation 
• Lead capturing  

Ratings : 4.4 on Gartner, 4.4 on G2, and 4.5 on Capterra 

Pros  

• Really Easy-to-use 
• Contains a free CRM 
• Provides in-depth reporting 
• Integrates with many applications 
• Provides a wide variety of features 

Cons  

• Paid packages are costly 
• Although it provides a list of features, they are very basic 
• Sales features aren’t as powerful as marketing features 

Reviews  

• “I love the user interface – it’s bright and colorful, which is always nice to look at. It’s also really intuitive and user friendly.”  
• “The automation tools provided by HubSpot have been a game-changer, simplifying lead management and supercharging our email campaigns.” 
• “Last I checked, it was $400 a month to enable email sequencing campaigns . That’s my only issue with the software.” 
• “The onboarding of the HubSpot team was very bad and that caused us to take a long time to understand the commercial methodology that HubSpot supports.” 

Pricing  

• Starter –$20 per month 
• Professional –$500 per month 
• Enterprise –$1200 per month 

4. ActiveCampaign

ActiveCampaign distinguishes itself in the CRM market with its versatility and comprehensive feature set, making it an ideal choice for businesses of all sizes in India. This platform seamlessly combines email marketing with CRM and sales automation, facilitating better customer relationship nurturing and more efficient business operations.

Key Features:

• Advanced email marketing automation
• CRM and sales automation
• Lead scoring and segmentation
• Dynamic content and AI-driven insights

Ratings: 4.5 on G2, 4.6 on Capterra, 4.5 on Gartner

• Intuitive user interface with drag-and-drop features
• Powerful automation capabilities that save time and enhance customer engagement
• Highly customizable to suit different business needs
• Excellent integration with major email clients and other platforms
• Responsive design, ensuring compatibility across devices
• May have a steeper learning curve for those new to automation
• Some features that may or may not be needed for those just getting started
• “The versatility of ActiveCampaign is exceptional to fit any type of business even startups. It helps propel the business through automation of marketing channels which will then enable me to reach out to my target audience through emails and other interactions.”
• “I love how easily I can set up and customize funnels to optimize lead conversion. The segmentation options and intuitive UX make campaign management a breeze.”
• “ActiveCampaign’s tremendous scope of highlights and customization choices can make it hard for new clients to learn and explore the stage.”

ActiveCampaign has different packages depending on your needs, as well as bundles for larger companies that need more features.

• Plus: $19 per user/month, billed annually
• Professional: $49 per user/month, billed annually
• Lite: $29 per month, billed annually
• Plus: $49 per month, billed annually
• Professional: $149 per month, billed annually

5. SugarCRM

Formerly an open-source software, SugarCRM converted into proprietary software in 2014. One unique aspect of this CRM is that it is available both on-premises and on the cloud. Providing both sales and marketing solutions, SugarCRM has over 2 million active users today in 160 countries. 

Key Features  

• Marketing automation     
• Lead capturing 
• Social CRM 

Ratings –4.1 on Gartner, 3.8 on G2, and 3.8 on Capterra 

• The UI is nice 
• Robust reporting features 
• Short implementation period 
• Expensive at higher packages 
• Limited automation features 
• Complex to learn 
• “SugarCRM has provided a stable and intuitive CRM platform for our company, which had previously been through multiple platforms, including home-grown solutions.” 
• “Sugar CRM is one of the most effective and efficient CRM platforms for all businesses. It provides accurate automation services for managing business outcomes.” 
• “I dislike that SugarCRM has limited customization options, which can make it difficult to tailor the software to specific business needs.” 
• “This platform can be somewhat complex to set up and customize. It takes time for one to familiarize his or herself with all of its features fully.” 

Price  

• Sell –$49 per user/month 
• Serve –$80 per user/month 
• Enterprise –$85 per user/month 

CRMs for enterprise businesses  

If you are a sizable enterprise seeking to manage your business operations or expand from your current CRM system, these are the options you should consider.  

We have selected these CRMs based on their popularity among large businesses and the features they promote. The three CRMs that fit into this category are SAP, Kapture, and Kylas. 

SAP is an ERP system that also provides CRM in its suite of products. Built for large enterprises, SAP aims to provide businesses with an all-around solution that handles both your business’s front-end and back-end of your business. It is particularly useful for businesses with some prior technical knowledge.  

• Opportunity management 
• Sales performance management 
• Reports and analytics 
• Lead management 

Ratings –4.2 on Gartner, 4.0 on G2, and 4.4 on Capterra 

• Provides good amount of customization 
• Excellent reporting and analytics 
• In-house ERP 
• Wide range of functionality 
• Solid mobile CRM Cons 
• Expensive pricing 
• Complex to learn and use 
• Need technical knowledge to operate 
• Customer support can be slow to respond 
• ‘’It has PMS (Pipeline management system), which optimizes and enables sales potential. It is also available on browser-based access, which is helping to our customers to punch the order anytime.” 
• “I think it’s excellent that Sales Cloud creates a digital strategy for Account and Contact Management. There is help from creating a plan to planning and executing Activity Management. ” 
• “I think it is difficult to learn at first. While collaborative writing techniques are used, there is no alternative to identify conflicts easily.” 
•  “Complexity SAP CRM is hard to implement; it is always challenging to implement and use. Cost is also the major disadvantage of this product for small-scale businesses.” 

SAP sales cloud does custom pricing. For more information, you can request a quote on their pricing page. 

2. Kapture CRM

Kapture is an enterprise-grade sales and customer service CRM that helps companies in their from pre-sales, all the way to following up. One unique feature of this software is that it is built and optimized for devices that run on Android. 

• Lead nurturing  
• Geo Tagging 
• Smart route planning 

Ratings –4.1 on Gartner, 4.3 on G2, and 4.2 on Capterra 

• It is easy-to-use 
• Provides a wide variety of features 
• Excellent mobile CRM
• Pipeline management 
• Limited customizations 
• Steep learning curve 
• Limited integrations 
• “The integration of social media platforms and the easy-to-use UI is the best part of the Kapture.” 
• “The reporting and ease of integration are one of the best. We have linked our emails, calls, social media account with Kapture and they’re working swiftly.” 
• “The worst thing of Kapture is that it is not IOS friendly , if you’re using Kapture CRM app on iPhone then you’ll face many issues.” 
• “ Implementation was a mess , they could not get minor changes made, workflows kept getting messed up, and their team changed multiple times.” 

Price: Upon request 

Kylas CRM is built for growing businesses that need help with their sales operations. Started in Pune, Maharashtra, this enterprise-grade CRM categorizes its features into ones for sales reps and sales managers. Kylas CRM was created by the same founders as Sell.do. 

• User management and Access Control 
• Lead Management  
• Cloud telephony 

Ratings –4.6 on G2 and 4.7 on Capterra 

• Easy-to-use 
• Highly customizable 
• Good customer support 
• Robust sales features 
• Limited automation 
• “I’ve been using Kylas Sales CRM for several months now, and I must say it’s been a game- changer for our business. The platform’s ease of use, customizable features, and powerful analytics capabilities have allowed us to streamline our sales processes.”  
• “ Support from Kylas CRM has been grea t. We appreciate their knowledge, responsiveness, and willingness to go the extra mile.” 
• “Integration with our own admin database was a little bit challenging and time consuming could have been a lot smoother.” 
• “Reports are not that much presentable as compared to other CRM available in the market.” 
• Embark – ₹0 per month  
• Elevate – ₹12,999 per month  
• Exceed – ₹75,000 per month 

CRMs for medium-sized businesses  

The CRMs in this list are categorized as suitable for ‘medium-sized’ businesses because while they contain a lot of features useful for companies, they lack some critical ones that might be difficult for larger companies to use without. 

1. Pipedrive  

Pipedrive is a sales CRM that excels at pipeline management. Built by salespeople, for salespeople, this software caters mainly to B2C businesses to sell more efficiently by streamlining processes, automating pipelines, and capturing leads. 

• Lead tracking 

Ratings –4.3 on Gartner, 4.2 on G2, and 4.5 on Capterra 

• Easy-to-use user interface  
• Great pipeline management features 
• Handles immense amount if data with ease 
• Excellent mobile app 

Cons : 

• Poor customer support 
• Reporting limitations 
• Poor third-party integrations 
• Limited automation and customization 
• “I’ve been using Pipedrive for the last 4 years now, it’s the best sales management tool with so much ease of use and also with lots of options to automate functions like email marketing.” 
• “The thing I like about Pipedrive is that it is a low-cost CRM tool that suits all types of sales management work in our company.” 
• “The workflow automation feature is limited in terms of customization options and can be difficult to set up correctly.” 
• “They scam customers on their policy! If you deactivate a user, don’t think you have lowered your user count… No! – They charge you for another full year for that user, even though they have been removed.” 
• Essential –$9.90 per user/month 
• Advanced –$19.90 per user/month 
• Professional –$39.90 per user/month 
• Enterprise –$59.90 per month 

2. Zoho CRM

Zoho CRM is included in Zoho One, a comprehensive product suite provided by the company. Zoho One offers a range of tools and services, such as forms and a hosted mail domain, to assist businesses. This CRM is particularly suitable for B2B SMBs aiming to expand their operations and seamlessly incorporate Zoho’s other products into their workflow. 

• Lead nurturing 
• Email automation 
• Sales management 

Ratings –4.4 on Gartner, 4.0 on G2, and 4.3 on Capterra 

• Competitive pricing 
• Great integrations between other Zoho products 
• Excellent sales force automation 
• Does not integrate with third party applications easily 
• Not very customizable 
• Has data storage limits 
• “I’ve been looking into customer relationship management solutions for our business, and after some research, Zoho CRM could be a great fit. It’s affordable and packed with features to help us manage the entire customer lifecycle.” 
• “Zoho CRM is one of the best CRM to manage deals, leads, opportunities, accounts, and contacts. We have been using this CRM for a very long time and really happy with the output.” 
• “Developers are slow, often get requests wrong.”  
• “Once onboarded, Zoho was not smooth to operate, the multitude of functions did not talk well with each other, and the navigation was not user-friendly.”  
• Standard –$14 per user/month 
• Professional –$23 per user/month 
• Enterprise –$40 per user/month 
• Ultimate –$52 per user/month 

3. Freshsales 

Freshsales , despite not being widely recognized in the industry, is a customer relationship management (CRM) solution that boasts a customer base of more than 50,000 clients, which includes renowned companies like Honda, Fiverr, and Pearson.  

Its primary success lies within the hotel, e-commerce, and real estate sectors. Developed as part of the Freshworks suite of products, this CRM is specifically tailored for businesses that have recently experienced growth and transitioned into the realm of medium-sized enterprises. 

Key Features:  

Ratings –4.5 on Gartner, 4.5 on G2, and 4.5 on Capterra 

• Great sales force automation 
• Seamless integration with other tools 
• Customizable features 
• Affordable pricing options 
• Limited forecasting capabilities 
• Slow load times when accessing large amounts of data 
• Inconsistent functionality across different devices 
• “I think the support feature – to be able to talk to a customer support human at any time- day or night – is a real plus for me. I love this feature.”  
• “It is a v ery easy-to-use tool . You don’t have to spend a lot of time training people or yourself on how to use Freshsales, unlike other CRM systems out there, which have complicated workflows.” 
• “The onboarding was a little bit long. It took around 3 days, even though we started with a few contacts by then. I hope they improve the onboarding time .” 
• “As more data started flowing into the CRM, we found it challenging to manage the workflows and settings without breaking things.” 
• Free – $0 per user/month 
• Growth – $29 per user/month 
• Pro – $69 per user/month 
• Enterprise – $125 per user/month 

CRMs for small businesses  

If you are new to your market sector, you may not have a large budget or require extensive features in a CRM.  

Alternatively, you may be interested in assessing the usefulness of CRM software for your business without investing a significant portion of your revenue.  

For such businesses, here are some of the top CRM software options available in India. 

1. EngageBay

EngageBay is a great CRM if you want excellent email marketing automation. This SMB-based 

CRM provides holistic customer views, email tracking, and workflow automation to help small businesses sell better. Apart from sales and marketing, the software also has a help desk CRM and live chat software too. 

• Live chat features  

Ratings –4.2 on Gartner, 4.6 on G2, and 4.6 on Capterra 

• Affordability and ease-of-use 
• Offers a variety of marketing automation features 
• Customer support team is helpful and responsive 
• Provides great pipeline visibility 
• Lack of customization options for certain features  
• Limited reporting and analytics 
• “The EngageBay is the simplest all-in-one platform , but what I like best is that they have great customer support. This, I would say is that USP.” 
• “I can say, if this is the direction Engagebay is going (as far as I see now) then I will be on board for many years to come! ” 
• “Personally, I need more built-in email designs . The email template builder needs to give me more control through UI for more detailing on the design.” 
• “Webinar features and landing pages do not support reusable headers and footers, and no option to build own templates. Missing social software analytics.”  
• Free –$0 per user/month 
• Basic –$12.74 per user/month 
• Growth –$42.49 per user/month 
• Pro –$84.99 per user/month 

2. Insightly

Insightly is a software defined for small businesses that use Google Apps products. The CRM offers excellent solutions to growing teams in project management and keeping tracking of their sales funnel. 

• Sales pipeline 
• Process automation 
• Task management 

Ratings –4.2 on Gartner, 4.2 on G2, and 4.0 on Capterra 

• Easy-to-use interface 
• Affordable 
• Robust project management 
• Good customer service 
• Limited customizability 
• Limited reporting 
• Mobile app limitations 
• “Insightly is quick and easy-to-use . I can record call details in under a minute. It is easy to search and group information that I may need to look at, and it is easy to filter info so that I see just what I want to see.” 
• “Insightly is an excellent CRM that can compete with the best because of its thoroughness. It’s helped us organize and keep track of data on a wide range of customers, and we’ve been using that data in innovative ways to propel sales and marketing efforts.” 
• “It will be difficult to edit documents because you have to download it first, edit it, and then you can upload it again.” 
• “Insightly has some limitations in terms of report customization and data visualization , which can be a stumbling block for those who need a more advanced visual presentation of data.” 
• Plus – $29 per user/month 
• Professional – $49 per user/month 
• Enterprise – $99 per user/month 

3. Agile CRM  

Agile ‘s motto is to help businesses “Sell and Market like a Fortune500”. This CRM is mainly focused on providing enterprise-level type features at affordable prices. Agile is mostly popular due to its clean, simple, and modern interface. 

• User-friendly UI  
• Contact management features  
• Sales automation  

Ratings : 4.0 on G2 and 4.1 on Capterra 

• A plethora of features available 
• Customizability and flexibility 
• Good value for the price  
• Some users report occasional bugs or glitches 
• The learning curve can be steep for some features 
• Occasional issues with email deliverability 
• “What I find most appealing about it is the visualization feature. It offers an easy-to- understand representation of your funnel and how you’re progressing towards your goals.” 
• “Agile CRM offers an intuitive interface, robust customization, advanced reporting, seamless integrations, powerful automation, mobile accessibility, and secure cloud storage.” 
• “The addition of WooCommerce integrations like Presta Shop and Square Space would be highly desirable.”  
• “1) Any integration of phone or email only for the PRO upgrade — not even the paid starter account. 2) Most integrations are in BETA – that is French for they don’t work.” 
• Starter – $8.99 per user/month 
• Regular – $29.99 per user/month 
• Enterprise – $47.99 per user/month 

4. Salesmate CRM

Salesmate CRM is a cloud-based sales management solution designed for small and midsize businesses. It provides sales teams with tools to manage their sales pipelines, track deals, and collaborate on tasks and projects. 

Key features  

• Sales tracking 
• Lead engagement  

Rating –4.5 on Gartner, 4.6 on G2, and 4.7 on Capterra 

• Intuitive and easy-to-use interface 
• Robust tracking and reporting features 
• Customizable workflow and automation options 
• User-friendly mobile app and browser extensions 
• Affordable pricing 
• Limited third-party integrations 
• Lack of advanced features 
• “Bottom line for me is that Salesmate just works! It’s so Easy-to-use, easy to set up, every feature works (which may sound weird, but I have had at least 10 other CRM’s that features didn’t work right” 
• “I usually get an answer within five minutes and the second-level support is very reactive. I’ve had a few issues here and there, especially with migrating from an opponent, but it was quickly solved.” 
• “Minor nit-pick is the API documentation is also a little lacking , but actually has had some updates while I’ve been writing code against it and is getting a bit better.” 
• “I felt Salesmate’s G-suit integration process little bit difficult. Also, I want to mention its community support which is less impressive than other CRMs like Pipedrive or TeamWave.” 
• Starter –$12 per user/month 
• Growth –$24 per user/month  
• Boost –$40 per user/month  
• Enterprise –Custom pricing 

5. Refrens CRM

Refrens is a full-fledged Sales CRM and Invoicing Software designed to supercharge your sales and client management. Imagine having all your crucial business functions in one place – that’s Refrens.

It streamlines tasks like lead nurturing, quotation creation, invoicing, and even expense management. With Refrens CRM, you can focus on building relationships and closing deals, while the software takes care of the back-office work.

• Capture leads 
• Easy lead segmentation
• Lead Capture Forms 
• Multiple Sales Pipeline
• Add custom Fields 
• Automate Followup 

Rating: Capterra 4.8, G2  4.6, Software suggests 4.8, Software Advice, Get app 4.9

• User-Friendly interface  
• Define and customize sales stages for optimized workflow.
• Organize leads with labels and tags for easy filtering.
• Make smarter sales decisions with intelligent insights and reports.
• Seamlessly convert leads to sales with integrated accounting and inventory.
• 24×7 Customer service
• Limited trial period
• Advanced features might be available only in paid plans

Review: 

• I love the way the software has made invoice management easy and trendy. The templates are vibrant, the dashboard is holistic and automation is all a busy prof needs.

– Akshay (Founder, Used the Software for 1+ year)

• Good looking interface, well crafted, easy to understand, good service client, present and fast

– Kamal (CEO, Used the Software for 1+ year)

• It reduces the dependency on manpower as any individual can self-manage his entire office of up to 25 people comfortably using this software for invoicing and it doesn’t stop here, it also helps in maintaining a record of Expenses as well.

– Sahil (Advocate, Used the Software for 2+ years)

Pricing : 

• Free Plan: free plan for small businesses to create up to 50 documents/year
• Premium Plan: Pricing starts from as low as ₹100/month or $2.5/month depending on the number of users & features

6. SendPulse

SendPulse CRM comes with an effective multi-channel marketing platform offering diverse tools including email, chatbots, landing pages, SMS and web push notifications. It excels in gathering customer information, tracking interactions, and analyzing data, enabling personalized customer experiences with ease. It is a capable and flexible solution for businesses of all sizes.

Key features:

• Contact management
• Sales tracking
• Interaction history
• Task automation
• Analytics and reporting
• Email integration

Ratings: 4.6 on Capterra, 4.6 on G2, and 4.2 on Gartner

• Easy contact management
• Efficient sales tracking
• User-friendly interface
• Robust automation features
• Comprehensive analytics
• Learning curve for beginners 
• Limited third-party integrations 
• Customization options may be too basic for some 

“Overall, I am satisfied with the use of the tool in terms of value for money . I believe I will continue to use SendPulse for a long time.”

“SendPulse offers a wide range of services to implement in your marketing strategies. The support is fast and very competitively priced .”

“I think more integrations API should be developed ,  to support this better.”

“Some of the API and user documentation could be improved , but I have found their customer support easily fills the gap if there is any.”

• Lite – $ 9.60 /month
• Basic – $ 29.60 /month
• Standard – $ 88 /month
• Pro – $ 134.40 /month
• Enterprise – $ 214.40 /month

Best CRM software in India that are on the rise

1. salezshark .

SalezShark , an Indian marketing and sales CRM founded in 2016, aims to support the growth of small businesses by automating lead capturing, enhancing email marketing, and improving sales efficiency. Despite its relatively short existence, this CRM has received considerable acclaim, earning it a place on our list of promising future CRMs. 

• Lead automation  
• Pipeline management  
• Conversion scoring 
• Custom Layouts 

Ratings –4.6 on Capterra and 4.5 on G2 

• Provides good sales features  
• AI-powered automation  
• Affordable pricing  
• Customizable dashboards 
• Lack of third-party integrations  
• Mobile app has a lot of bugs 
• “It’s very easy to track sales and marketing activities. Salezshark helped us to drive team performance to a radical new level. ” 
• “ Customization and great support from the team are the core reasons that I’m hooked onto SalezShark.” 
• “One of the most significant issues with SalezShark is its lack of integration capabilities . It does not integrate easily with other third-party applications and services.” 
• “They do not validate their contacts and hence the deliverability is low . There are no checks present to validate whether the email or contact info is valid or not.” 

Ways how to implement the best CRM in India

After you have gone through and evaluated which CRM you think fits your business process the best, the next step is to know how to implement the CRM. Here are some points to understand to successfully implement the CRM: 

1. Define a CRM strategy  

The first step is to understand and define what you want to achieve with the CRM. Plan out your goals, targets, what you need, where you need the CRM the most, and what changes you need to make in your organization in order to accommodate the CRM smoothly. 

Defining a CRM strategy can save you a lot of time when the actual implementation happens because you are sure of what you need from it. A CRM strategy can also ensure you have backup plans in case things don’t work out the way you want them to. 

2. Build an implementation timeline  

It takes time to build Rome. Opting for a single deadline will only complicate your ability to stay on course and determine if you’re making progress toward completing the implementation within the given timeframe.  

Instead, divide the implementation into smaller tasks and assign deadlines to each step.  

This approach will facilitate monitoring the overall progress and give you a clear indication of remaining work and required effort. 

3. Convert and store data in a portable format.  

The next and most important step is to store your data in a format that can be migrated. Whether it is information from a previous CRM or fresh inputs on excel sheets, you will need to work with your provider to ensure you create a process to set up the CRM to be able to use right away. 

4. Integrate it with your third-party applications  

Make sure to integrate your implementation with third-party applications to prevent any leakage of leads.  

Utilize the CRM’s APIs to integrate all your applications and conduct thorough testing to ensure their reliability.  

Since technical issues are frequent during this phase, it is advisable to have a dedicated test team that verifies the proper flow of leads from various platforms into your CRM system. 

5. Prepare a training and onboarding plan  

After the implementation of the CRM system, it becomes crucial for your sales representatives to acquire a comprehensive understanding of its usage. This necessitates the establishment of a robust training and onboarding procedure. 

Although ideally CRM providers offer training and onboarding support, there are instances where certain providers do not.  

Consequently, it is essential to have an internal team prepared to educate your sales staff, enabling them to swiftly and proficiently utilize the CRM system. 

With all that being said, LeadSquared is one such CRM that is easy to implement, and provides training and onboarding. The platform’s implementation team stays with you on every step of the day, not to mention, takes only a few days to set-up! 

Are you perhaps questioning whether the CRM lacks extensive features?  

That assumption would be incorrect.  

LeadSquared offers a wide range of features to choose from, along with highly customizable solutions. It is suitable for businesses of all sizes and types.  

Feel free to contact our CRM experts to discover how it can perfectly align with your business within a mere 15 days. 

Some of the best CRM software in India include LeadSquared, Salesforce, HubSpot, SugarCRM, Salesmate, etc. 

Salezshark is a rising CRM that is best suited for small businesses.

Hey, I am Abhishek Rao, a content writer for LeadSquared! When I am not writing these blogs, I am busy studying the latest sales and business techniques, watching tech videos, or teaching. I absolutely love writing about sales, business, and tech! You can get in touch me through my LinkedIn profile for any clarifications, or just to talk. :) Some of my hobbies include playing chess, basketball, singing, and reading.

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• Category : Case Studies , CRM
• Last updated on May 11, 2024
• By Viktor. A
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It is no news that customers constantly demand deeper and more meaningful relationships with their chosen brands. That’s why organizations leverage CRM software to better serve their customers.

Today, we’ve compiled practical CRM case studies from some of the world’s biggest brands. This article highlights CRM case studies uses and vital lessons you can replicate in your business.

Before we proceed, let’s look at the meaning of customer relationship management (CRM)

There are two main definitions of a CRM:

• It refers to a business’s principles and strategies to engage better and retain its customers.

• It is a software system that helps businesses manage client relationships, leads, contacts, and campaigns. It also allows companies to automate their processes and increases productivity.

Examples of CRM Software for lead generation, contact management, and automation are:

Table of Contents

The Best Overall

A sales-focused CRM that leverages AI to automate sales, lead & demand generation. 

Best Budget Choice

Freshsales automates your sales process, and helps drives sustainable business growth.

Best for Workflows

Customize your workflows to track all aspects of the sales cycle, from lead gen to post-sale support.

Best CRM Case Studies

If you’ve ever looked at brands like Apple, McDonald’s, Amazon, or even Zara, you may wonder how they run such conglomerates and still provide efficient customer service. Keep reading, then; you’re about to find out.

Scott Cook said to focus on the customer instead of the competition. Most of these brands have no superpower. They’ve only learned to focus on one thing—the customer.

When you’re obsessed with delighting your customers, you will devise creative ways of satisfying them. Let’s go right in.

1. Coca-Cola CRM

The Coca-Cola Company is one of the world’s oldest and most influential brands. With a presence in over 200 countries, Coca-Cola started as a carbonated soft drink business. Today, it is a conglomerate with over 200 product lines servicing billions of customers globally.

Logically speaking, their existence across several decades and their continued relevance and competitiveness say a lot about their customer service. That said, let’s examine their customer relationship management (CRM).

Coca-Cola CRM Case Study:

Coca-Cola’s mission is “ to refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands and actions, and to create value and make a difference .”

Inspiring optimism and happiness are at the core of Coca-Cola’s CRM strategy. This is evident in their  marketing campaigns , billboards, brochures, commercials, store locations, and products.

We have billions of transactions a day on Salesforce. And everything is connected collaborative, and mobile.

– Ulrik Nehammer, Coca-Cola Germany, CEO.

Coca-Cola uses several enterprise CRM platforms to manage its clients’ relationships and stores globally. They use Salesforce and SAP primarily for contact management. System Applications and Products (SAP) is a strategic enterprise management platform that is quite robust and feature-rich.

While they use SAP globally, they use Salesforce on some of their country divisions to manage their business flow, connectivity, and contact management.

Please read our complete Coca-Cola case study here.

2. Zara CRM

When you hear the word “Zara”, what comes to mind is clothing, luxury, and lifestyle. Established in 1975, Zara is a Spanish multi-national retail clothing chain.

They specialize in clothing accessories, beauty, shoes, and other lifestyle products. Zara’s phenomenal success in fashion and beauty is a testament to its solid CRM strategy. They effortlessly delight their customers in a way that leaves them returning for more.

Zara CRM Case Study:

Zara’s mission is to “ give customers what they want, and get it to them faster than anyone else .” Deducting from their mission statement, you can see a wordplay that puts royalty and kingship on their customers.

Zara’s CRM case study aims at elevating their customer’s needs above the company objectives. Zara leverages transparency, incentives and perks, support, personalization, swift check-out, and social media to achieve this.

The success of our business is based in principle on the idea of offering the latest fashions at low prices, in turn creating a formula for cutting costs: an integrated company in which it is manufactured, distributed and sold.

– Amancio Ortega – Founder, Zara Fashion Chain

Zara CRM starts with its website, which has a simple UI and is highly personalized to suit users’ needs. Then, it’s massively present on social media and contributes to social issues affecting its clientele.

Lastly, Zara’s CRM is not complete without transparency and incentives. They’re transparent in all their dealings and usually deploy incentive programs to delight customers.

3. Unilever CRM

Unilever is a British multi-billion dollar conglomerate that deals primarily in consumer goods and consumables. They are arguably the largest producers of soap globally.

Brands like Unilever that have stood the test of time in quality, customer service, transparency, and consistency are worth emulating. With over 400 brands in about 190 countries, Unilever’s CRM strategy is paying off.

Unilever CRM Case Study:

Unilever’s mission statement is “ to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good, and get more out of life.”

Unilever’s CRM strategy focuses on elevating people’s well-being and helping them enjoy life to its fullest. This singular aim drives their excellent customer experience initiatives, marketing campaigns, products, and positioning.

It’s about digitizing all the aspects of Unilever’s business to leverage the world of data and increase our digital capability in everything we do.

– Alan Jope, CEO at Unilever.

Another main part of Unilever’s CRM strategy is centered around Value-Based Procurement. They are keen on supporting their suppliers with upfront value. They achieve this by empowering their suppliers and distributors with the tools to better relate to them.

They use Salesforce to support their business community and build solid relationships with their partners.

Bayerische Motoren Werke AG, known as BMW, is Germany’s leading automobile brand. They’re a luxury car brand and the  fourteenth largest producer of motor vehicles . BMW cars are known for their standard, uniqueness, and luxury. Let’s examine BMW’s CRM strategy.

BMW CRM Case Study:

BMW’s mission is to “ become the world’s leading provider of premium products and services for individual mobility.”  You’ll agree that BMW has become the world’s leading provider of premium automobile products. But the big question is, how did they get there?

BMW CRM case study is not too distant from the others. Firstly, the focus is on treating customers fairly, which is clearly stated in their  Supplier Programme . Their suppliers and end-users are at the core of their CRM strategy, which has kept them going.

I promise our customers will never have to compromise between driving pleasure and sustainable mobility.

– Oliver Zipse, CEO BMW AG.

Secondly, BMW CRM is focused on producing premium cars to attract new customers and retain the existing ones. And fortunately, it works for them. I’ve seen a couple of folks switch car brands to BMW because their cars are more reliable and have the highest quality

5. Tesco CRM

Tesco PLC is one of the world’s leading grocery and general merchandise retailers. With operations in over 11 countries, Tesco is a hyper-growth company swiftly expanding across territories.

Although it started as a grocery store, it is now morphed into several industries such as banking, technology accessories, and a few others. Not just that, they’ve been named among the top customer-friendly organizations.

Tesco CRM Case Study:

Tesco’s mission statement is  “What we make matters better, together. This statement encapsulates Tesco’s aim to serve customers across cultures and backgrounds.

Tesco is among the first multi-national brand to adopt CRM software. In 2009, Tesco announced that they were adopting the RightNow CRM (now acquired by Oracle).

The key to Tesco’s success is the customer-focused culture that has permeated the company.

– Jeremy Garlick, Partner, Insight Traction.

Tesco’s CRM was primarily used in its call centres to support its electronics division. It was also used to amplify its omnichannel communication strategy by managing customer data and interactions across phone, chat, and email.

Adopting a CRM helped Tesco be present at all times for their customer when needed across channels. Most importantly, they were able to win the hearts of their customers.

6. Uber CRM

With a presence in 72 countries, Uber redefines how we move and eat. Uber is an American mobility provider that allows people to move conveniently from one location to another. One of the things that makes Uber special is that it’s a mobility startup with no cars. That means it’s servicing two main customer bases: drivers and passengers.

As of the time of writing, Uber has a 72% market share for ride-sharing in the United States, with about 122 million monthly active users

Uber CRM Case Study:

Uber’s mission is “ Transportation as reliable as running water, everywhere for everyone .” In other words, they aim to make transportation accessible at any time.

The big question is, what CRM does Uber use? Uber uses LiveRamp as its CRM anonymizer. Essentially, it uses LiveRamp CRM to segment users into specific life-cycle stages. This allows Uber to craft personalized and targeted campaigns that resonate with customers.

There is a high cost to a bad reputation… it really matters what people think of us, especially in a global business like ours, where actions in one part of the world can have serious consequences in another.”  

– Dan Khosroshahi.

Furthermore, Uber uses CRM to gain deeper insights into how customers use their apps, the frequency, and overall interaction, and even sample their IDs. With these insights, Uber can better serve and delight its customers. More on Uber’s case study here.

7. McDonald’s CRM

As the name implies, McDonald’s is a fast-food conglomerate. It is currently the leading food service organization, operating over 30,000 restaurants in more than 100 countries. McDonald’s expansion strategy is based on franchises and joint ventures. It also has some sister brands in the fast-food industry that are doing incredibly well.

Mcdonald’s CRM Case Study:

McDonald’s mission statement is to be our customers’ favorite place and a way to eat and drink. Their mission statements depict McDonald’s passion for differentiation, uniqueness, and class.

McDonald’s CRM case study hinges on its passion for differentiation, which is evident in the architectural designs of its restaurants, food recipes and taste, service delivery, and mode of operation.

Our sustained performance gives us confidence that our strategy is working, as more customers are experiencing a better McDonald’s daily.

– Steve Easterbrook, CEO, McDonald’s.

McDonald’s uses PowerCenter CRM, which Astute Solutions powers. This CRM helps McDonald’s efficiently manage its huge volume of customer contacts, analyze data, and manage its store location.

The benefits of CRM software to a business are enormous, and McDonald’s is not left out. They use it equally to enhance their marketing efforts and close more deals.

8. British Airways CRM

British Airways is a UK-based carrier and one of the most prominent airline groups in the world. Over the years, it has built a reputable brand that has also given birth to several sister brands.

BA Group is a founding member of the Oneworld alliance. It has over 45,000 employees in 100 countries and assists about 40 million passengers annually. So how does it maintain awesome customer service?

British Airways CRM Case Study:

British Airways’ mission statement is “ To ensure our customers fly confidently that together, we are acting responsibly to take care of the world we live in “. British Airways’ CRM case study is centred around “making their passengers feel confident.”

As we prepare for a safe return to travel, we remain focused on offering our customers the most convenient and affordable testing options to support and facilitate a seamless travel experience.

– Sean Doyle, CEO, British Airways

British Airways uses TCRM BA as its enterprise management solution. The company adopted it in 2002, and since then, they’ve been using it to do the following:

• Campaign management

• Management of loyalty programs

• Leisure database

• External requirements

• Cost savings

Best of all, they use this platform to efficiently manage and schedule all their marketing campaigns internally and externally. They are also used for customer service across channels.

9. Amazon CRM

Amazon is an American conglomerate that focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence. It is among the top five most valuable companies worldwide and one of America’s biggest employers.

Amazon, which started as an online book store, is currently dominating up to seven industries. It’s also a customer-centric company famous for its outstanding customer service.

Amazon CRM Case Study:

Amazon’s mission statement is “ to offer our customers the lowest possible prices, the best available selection, and the utmost convenience .” Amazon’s focus on the customer is genuinely remarkable.

Primarily, Amazon’s CRM case study follows these four guiding principles:

• Customer obsession rather than competitor focus

• Passion for invention

• Commitment to operational excellence

• Long-term thinking

We see our customers as guests at a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.

– Jeff Bezos, CEO of Amazon

They aim to become Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work. That drive to become the best led them to create innovative products like I-Click shopping, personalized recommendations, Amazon Echo, and Fire TV, to mention a few.

So, what CRM does Amazon use? Amazon developed its CRM in-house, which it uses to manage its customer data across divisions, countries, languages, and products.

10. Apple CRM

Famously known for their slogan, think differently. Apple is a technology company specializing in consumer electronics, software, and online services. Apple is the world’s most valuable company and the first to hit a trillion in market capitalization.

Apple CRM Case Study:

Apple’s mission is “ to bring the best user experience to its customers through innovative hardware, software, and services .” Like Amazon, Apple is a customer-centric company that is truly obsessed with its customers.

Apple is also obsessed with its product quality. Their products are highly standardized and unique. And it’s the reason why they enjoy a high level of brand loyalty. Apple’s customers are one of the most loyal sets of customers globally.

Apple CRM case study is centred around four cardinal points: Apple customer-centric outlets, understanding customer needs, Apple ID, & irresistible branding that works. I explained them in detail  here .

Also, like Amazon, Apple uses an in-house CRM to manage its customer data, marketing campaigns, and customer relationships. Apple loves owning their processes, so most of its operations are usually in-house.

Wrapping Up!

These case studies show us the efficacy and formidability of CRM software. When out to efficient use, it can be a potent tool. And it doesn’t matter the size of your business, whether big or small. All you need to do is pick a CRM that aligns with your business goals and run with it.

Looking for a CRM to start with? Here are our recommendations:  Zendesk ,  Pipedrive ,  Hubspot ,  Zoho , and  Freshsales . Click on any one of them to claim your free trial.

Frequently Asked Questions

Customer relationship management use cases are real-life examples and applications of CRM software and strategies. Like the 10 use cases from big brands listed in this article.

There are tons of use cases for CRM systems, but here are three profound ones: CRM systems can serve as a contact management system, a pipeline system for attracting and converting them paying customers, and a workflow automation station.

Essentially, the main components of CRM are contact and database management, workflow automation, omnichannel marketing capability, and integration options.

Viktor. A is a writer and researcher with experience writing about various topics, including CRM software, SaaS, finance, and technology. When he's not writing, he's swimming and travelling

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Dmart Case Study: The Story Of India’s Leading Retail Chain?

Supti Nandi

Updated on: April 8, 2024

If you’ve ever strolled through the bustling neighborhoods of NCR or Bombay, it’s hard to miss the towering presence of D-Mart. Renowned for its wallet-friendly prices and diverse product range, this supermarket chain has become a staple in the lives of many. 

Join us as we go through the Dmart Case Study to understand the factors behind its success!

(A) Dmart: Company Highlights

D-Mart is a top-tier Indian supermarket chain committed to offering quality goods at unbeatable prices. With a loyal customer base and rapid expansion, D-Mart stands tall as one of India’s fastest-growing retail hubs, all thanks to its seamless and well-managed supply chain.

Founded in 2002 by a businessman and value investor, Radhakishan Damani, D-Mart opened its inaugural store in Bombay, marking the beginning of an incredible journey. 

Since then, it has flourished, spreading its wings to over 341 stores across 12 states and 1 union territory (As of December 2023). Remarkably, it took D-Mart nearly eight years to establish its first ten stores, showcasing the dedication behind its growth.

Quite surprising. Isn’t it?

Listed as Avenue Supermarts Limited on both NSE & BSE, D-Mart boasts a current market price of approximately INR 4,000, with a noteworthy P/E ratio of around 110. Since its IPO in 2017, the company’s share price has skyrocketed by a staggering 550% from its initial listing price. Moreover, it has consistently delivered an impressive annualized ROCE of nearly 20%, signifying remarkable returns on the capital invested in D-Mart.

Before delving deeper, let’s have a look at the profile of Dmart-

In the fiscal year 2022-23, D-Mart expanded its footprint by opening 40 new stores, despite facing fierce competition from retail giants like Reliance Retail, Big Basket, and Spencers. As you explore the dynamic landscape of Indian retail, D-Mart’s success story continues to captivate, inspire, and redefine industry standards.

(B) Subsidiary Companies of Dmart

Currently, Dmart has three subsidiary companies-

• AEL (Avenue E-commerce Limited): It emerged as a subsidiary of D-Mart in November 2014. This multi-channel grocery retail platform offers customers the convenience of ordering a diverse range of groceries through its mobile app.
• NSJDP (Nahar Seth & Jogani Developers): This is another subsidiary of D-Mart that came into being in 2014. This company, founded by D-Mart, focuses on land development and construction projects.
• RHRPL (Reflect Healthcare & Retail Private Limited): It is wholly owned by D-Mart, and was established in 2018. Specializing in the healthcare sector, this subsidiary operates within the healthcare business domain, adding yet another dimension to D-Mart’s diversified portfolio.

(C) Strategic Approach of DMart

At DMart, the goal is clear- to be the go-to discount store providing value for money. They cater to the needs of the middle-income group by offering a wide range of products from major brands under one roof. This is why DMart stores are strategically located in busy areas and come in three formats-

(C.1) Target Audience and Discount Strategy

DMart mainly targets middle-income groups and uses discount offers to attract customers and boost sales. Unlike other stores located in malls, DMart stores are in or near neighborhoods, making it convenient for shoppers. 

Let me describe it in short-

The focus is on meeting common consumer needs while providing value for money. Since 90% of stores are owned directly by DMart, there’s no worry about monthly rentals, helping build assets, and offering discounts to customers.

(C.2) Vendor Relationships

Strong vendor relationships are crucial for DMart’s success. By paying vendors promptly within 11 days instead of the usual 12-21 days, DMart maintains good relations and avoids stockouts. 

Bulk purchases and timely payments enable vendors to earn higher margins, aligning with DMart’s strategy of offering quality products at low prices.

(C.3) Organization Structure

DMart offers competitive salaries, flexibility, and empowerment to employees, creating a relaxed yet efficient work culture.

Do you know what makes Dmart’s organizational structure different from its contemporaries?

It even hires tenth-grade dropouts with the right attitude and commitment, investing in their training. Employees are briefed on DMart’s values and policies upfront and then given autonomy to work without constant supervision, fostering a culture of clarity and trust.

(D) Dmart Case Study: Business Model & Supply Chain

In the world of business, having a solid business model is crucial for success. Think of it as the blueprint that guides a company’s growth and prosperity. DMart, often called the Walmart of India, owes much of its success to its robust business model.

Dmart business model

DMart operates on a Business-to-Consumer (B2C) model, selling goods directly from manufacturers to end-users like you and me. It offers a wide range of products, from home care and groceries to apparel and electronics, catering to everyday needs.

Now, let’s delve into the key characteristic features of Dmart-

(D.2) Pricing: An essential USP of Dmart

One interesting thing that always wins the hearts of customers is the “Price of Products” and Dmart has utilized this feature quite well.

Do you know what makes the products of Dmart so special? You either get buy 1 get 1 free or get the products much lower than its MRP. Yes, offering products to customers at prices lower than MRP is the USP (Unique Selling Proposition) of Dmart.

Dmart offers products at EDLC/LP (Everyday low cost & Price) that help to generate more volume in sales.

Seeing the low prices, customers tend to buy multiple other products that eventually help Dmart make profits despite offering cheaper prices!

(D.3) Dmart’s Supply Chain Model

DMart follows a direct sales channel, eliminating intermediaries like distributors and wholesalers. This allows the company to purchase goods in bulk and pass on cost savings to consumers in the form of discounts.

By understanding and leveraging this business model and supply chain effectively, DMart has carved a niche for itself in the Indian retail landscape. Its focus on affordability, quality, and customer-centricity has endeared it to millions of shoppers across the country.

(E) Factors Influencing Dmart’s Profit

Dmart has employed several strategies that have contributed to its grand success in India. Also, Dmart’s founder Mr. Radhakishan Damani’s visionary goals have contributed a lot in Dmart’s success.

Let’s delve into these approaches and understand how those factors have impacted the profitability of the company-

(F) Products Contributing to Dmart’s Revenue

Now, let’s go through the products that play the most important role in driving revenue for Dmart-

As of 2023, Dmart has 49 distribution centers and 10 packaging centers along with over 12,000 employees.

(G) Financials of Dmart

Now, let’s look at the financial report of Dmart. The revenue and financial figures will help you analyze why Dmart is one of the most successful supermarts-

With a market capitalization of Rs.2.71 trillion, Dmart (Avenue Supermarts Limited) is a highly profitable company. 

(H) Dmart Competitive Strategy

How does D-Mart stay ahead in the face of tough competition from giants like Reliance and Amazon? You may ask.

Well, D-Mart stands out from these big players because of its focus on selling practical, everyday products. They pay attention to what customers want and build strong relationships with suppliers to ensure they always have what people need.

D-Mart also does things differently when it comes to where its stores are located. Instead of fancy places with high rents, they choose suburban areas, which helps them save money. You won’t find a D-Mart in a fancy mall or neighborhood.

In simple terms, D-Mart’s success comes from offering good discounts, picking the right locations for their stores, and owning them instead of renting. These smart moves have helped D-Mart become a leader in the Indian retail scene.

(I) Marketing Strategies: Core of Dmart Case Study

In this section, we will delve into the marketing strategies of Dmart-

(J) SWOT Analysis of Dmart Case Study

In this section, we will thoroughly delve into the SWOT (Strengths, Weaknesses, Opportunities, and Threats) of Dmart.

(J.1) Strengths

(j.2) weaknesses, (j.3) opportunities, (j.4) threats, (k) wrap-up:  dmart case study.

In a nutshell, Dmart case study showcases how focusing on offering affordable products, efficient supply chain management, and strategic marketing initiatives have propelled it to become India’s leading retail chain. By understanding the needs of middle-class consumers and providing value for money, Dmart has carved a niche for itself in the highly competitive market. 

Despite facing challenges like limited online presence and competition from online grocery services, Dmart continues to thrive by consistently delivering on its promise of quality products at unbeatable prices. 

With its commitment to innovation and customer satisfaction, Dmart remains poised for further growth and success in the Indian retail landscape!

Related Posts:

Yeah, DMart does have made all the products affordable and accessible to all but recently it hit the headlines as it was charging excess to the customers and was providing wrong bills!

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Home » Management Case Studies » Customer Relationship Management (CRM) in Banking: A Case Study of ICICI Bank

Customer Relationship Management (CRM) in Banking: A Case Study of ICICI Bank

Focus on ICICI Bank’s Initiatives

The use of Customer Relationship Management (CRM) in banking has gained importance with the aggressive strategies for customer acquisition and retention being employed by banks in today’s competitive milieu. This has resulted in the adoption of various CRM initiatives by these banks to enable them achieve their objectives.

The steps that banks follow in implementing Customer Relationship Management (CRM) are:

• Identifying CRM initiatives with reference to the objectives to be attained (such as increased number of customers, enhanced per-customer profitability, etc.),
• Setting measurable targets for each initiative in terms of growth in profits, number of customers, etc. and
• Evaluating and choosing the appropriate Customer Relationship Management (CRM) package that will help the company achieve its CRM goals (a comparison of pay-offs against investments could be carried out during the evaluation exercise).

Customer Relationship Management (CRM) has been deployed in retail banking. The challenges in managing customer relations in retail banking are due to the multiple products being offered and the diverse channels being used for the distribution of the products. Customer expectation from banks can be summed up as:

“ Any time anywhere service, personalized offers, and lower payouts”.

Aggressive marketing and promotions on the part of the banks have resulted in most customers happily switching loyalties to enjoy better privileges, thereby making the task of retaining them more difficult for the banks.

The use of Customer Relationship Management (CRM) in banking has been essentially done for the following purposes:

• Targeting customers : It is necessary for banks to identify potential customers for approaching them with suitable offers. The transactional data that is generated through customer interactions and also by taking into account the profile of the customer (such as the lifecycle stage, economic background, family commitments, etc.) needs to be collated into one database to facilitate its proper analysis. For example, a customer interacts with the banks for savings accounts, credit cards, home loans, car loans, demat accounts, etc. the data generated through all these services needs to be integrated to enable effective targeting. After the integration is done, a profitability analysis of the customer needs to be undertaken to acquire an understanding of the profit-worthiness of the customer before targeting him with new offers.
• Sales reference material : A consolidated information database on all products, pricing, competitor information, sales presentations, proposal templates and marketing collateral should be accessible to all the people concerned. These prove to be very helpful in Sales Force Automation (SFA) wherein the salesperson gets instantaneous access to all relevant material as and when it is required (especially when he/she is in a meeting with a client.)
• Consistent interface with customers : The communication to customers from various departments like sales, finance, customer support, etc. should be consistent and not contradictory. Therefore, all departments should be privy to a unified view of the customer to enable a consistent approach. Removal of inconsistencies is necessary to ensure that customers are not harassed and frustrated owing to poor internal co-ordination. This is bound to enhance customer satisfaction. The contact centres used to interface with customers should ensure consistency in customer interaction, irrespective of the medium used for the interaction such as telephone, Internet, e-mail, fax, etc.

Banks can use the data on customers to effectively segment the customers before targeting them. Proper analysis of all available data will enable banks to understand the needs of various customer segments and the issues that determine “value” for that segment. Accordingly, suitable campaigns can be designed to address the issues relevant for that segment and to ensure higher loyalty from these customers. When data analysis is done in the right manner, it helps in generating opportunities for cross-selling and up-selling.

Read More: Customer Relationship Management in the Banking Sector

ICICI Bank’s CRM Initiatives

ICICI Bank has to manage more than 13 million customers. The bank has over 550 branches, a network of 2025 ATMs, multiple call centres, Internet banking and mobile banking. Its customers often use multiple channels, and they are increasingly turning to electronic banking options. Business from the Internet. ATMs and other electronic channels now comprises more than 50 per cent of all transactions.

In the process of making its business grow to this level, ICICI Bank has distinguished itself from other banks through its relationship with customers.

The Teradata solution focuses on a Customer Relationship Management (CRM) platform. Information from various legacy and transaction systems is fed into a single enterprise called wide data warehouse. This allows the bank to generate a single view of its customers. The warehouse has the capability to integrate data from multiple sources comprising Oracle and flat files. The Behaviour Explorer enables profiling of customers and querying on various parameters. These enable the bank staff create suitable campaigns for targeting individual customers on the basis of their requirements.

The logistics in the system have also led to other benefits like interactive reports, unearthing cross-selling opportunities as well as finding out about the channel usage undertaken by a segment. The data access was facilitated through the use of Cognos Power Cubes.

The Benefits of CRM

• Customers’ usage pattern : ICICI’s CRM data warehouse integrates data from multiple sources and enables users to find out about the customer’s various transactions pertaining to savings accounts, credit cards, fixed deposits, etc. The warehouse also gives indications regarding the customer’s channel usage.
• New product development : Analysis at ICICI guide product development and marketing campaigns through Behaviour Explorer, whereby customer profiling can be undertaken by using ad hoc queries. The products thus created take into account the customer’s needs and desires, enabling the bank to satisfy customers through better personalization and customization of services.
• Central data management : The initial implementation of CRM allowed ICICI to analyse its customer database, which includes information from eight separate operations systems including retail banking, bonds, fixed deposits, retail consumer loans, credit cards, custodial services, online share trading and ATM.

Some Noteworthy CRM Initiatives of ICICI Bank

Mobile ATMs : Customers of ICICI Bank can access their bank accounts through mobile ATMs. These ATMs are kept in vans and parked at locations that have a high traffic of bank customers such as the commercial areas in a city or upmarket residential areas ICICI Bank now provides standard ATM facilities through ATM vans. This facility has been tried at Mumbai, Chandigarh and various places in Kerala during specified timings.

Bulk Deposits : The ICICI Bank’s Bulk Deposit ATMs enable customers to deposit large amounts at one time. Unlike conventional ATMs, which are able to accept only 30 notes at a time, these ATMs allow the deposit of huge amounts. The Bulk Deposit ATM is available in Mumbai’s Vashi sector branch office of ICICI. The bulk deposit facility can be availed of by select customers who need to deposit huge amounts of cash. ICICI Bank issues a special card called the `Deposit Only Card’ to facilitate this service. This card allows for deposit transactions only. The service is further facilitated by the provision of special bags at ATMs in which a customer can put his money. After the deposit slip is filled, the bag can be inserted in the ATM. The transaction slip is then generated by the ATM as an acknowledgement of the deposit. ICICI Bank also has cash pick-up service for business customers under the business banking segment.

ATMs for the visually challenged : ICICI Bank has launched ATMs with special voice-guided systems, which guide a visually challenged person to access ATMs without any help. The jack on the terminal enables headphones to be connected to it and voice commands enable the customer to transact business. Customers may choose a suitable language to get voice commands. After the language selection is done, the customer is guided to ensure that the ATM card is inserted in the right slot and thereafter, guidance is provided for entering the PIN by using the keypad. A raised button is provided on number 5 to enable users to identify the numbers easily through touch. The slot for cash collection has such raised `pips’ that enable easy identification through touch.

Other Services through ATMs : Apart from the usual transactions involving the bank, some other services can also be availed of by ICICI Bank customers. These include:

• Prepaid mobile recharge
• Buying and renewing Internet packs (such as those of TATA Indicom Internet service provider and Sify).
• Making donations for Tirupati Tirumala Devasthanams, Nathdwara temple and Shri Mata Vaishnodevi shrine.
• Mutual fund transactions, and
• Bill payments

Mobile phone as a Virtual Wallet : The mobile phone has been transformed into a virtual wallet — a new innovation in mobile commerce. On September 19, 2005, Airtel, ICICI Bank and VISA announced the launch of mChq — a revolutionary new service — which is a credit card using the mobile phone. This is the first mobile-to-mobile payment option which enables Airtel customers and ICICI Bank Visa cardholders to pay for their purchases with their Airtel Mobile phones. The service has eliminated the need for carrying physical cash for making a purchase and also the problems associated with the point of sale (POS) terminal since the mobile phone services as a secure POS and a payment mechanism.

Social Events : ICICI Bank organized the largest domestic invitational amateur golf event for HN1 (high-net-worth individuals) customers. This nation-wide golf tournament had over one lakh high-net-worth clients of ICICI Bank’s private banking division participating in the event.

Mobile Banking Benefits : Mobile banking enables the customer to avail of many facilities by just sending an SMS. These facilities, which are currently offered free of cost, are as follows:

• Locating ATM
• Locating branch
• Locating drop box
• Alert facilities like salary credit, account debit/credit, cheque bounce, etc., and
• Queries on banking, cards and demat account
• Explain the initiatives take by ICICI Bank to promote Customer Relationship Management (CRM).
• Discuss the benefits of the initiatives taken by ICICI Bank to promote Customer Relationship Management (CRM).
• What should be the core elements of CRM that ICICI bank in your opinion should follow, besides what they are already following to make themselves a distinct bank from their competitors
• Outsourcing CRM is one activity that most organizations follow. Is it a viable option. Give your views keeping in mind the cost involved in implementing CRM and enhancing business also.

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• Customer Relationship Management (CRM) in the Banking Sector
• Customer Relationship Management (CRM) in Indian Banking Sector
• Need of Customer Relationship Management (CRM) in Banks
• Introduction to Customer Relationship Management (CRM)
• Case study- “Merger of HDFC Bank and Times Bank”
• What is Electronic Customer Relationship Management (eCRM)?
• Indian banking system: Development banks: Export-import bank of India (EXIM Bank)
• Case Study: L’Oreal’s Customer- Based Brand Equity (CBBE) Model
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AI-powered CRM: A new era in customer engagement"

The future of communicating with customers rests in engaging with them through every possible channel: phone, e-mail, chat, web, and social networks" - marc benioff, ceo and co-founder of salesforce..

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"Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves." - Steve Jobs, former CEO of Apple.

Spearheading this transformative shift is Venkata Mudumbai, a visionary leader with an impressive 20-year track record in the CRM domain. Venkata's unwavering commitment to innovation and excellence has positioned him as a driving force in the modernization of CRM applications, harnessing the power of AI to redefine customer engagement.

As a visionary Manager at Capgemini with client TransUnion, Venkata played a pivotal role in the company's technology transformation by implementing an AI-driven customer insights and predictions platform. This groundbreaking initiative leveraged Salesforce Einstein, MuleSoft's AI capabilities, and open-source frameworks like TensorFlow and PyTorch to generate deep insights into customer behavior, preferences, sentiment, and intent.

Under Venkata's stewardship, client has developed advanced predictive analytics and machine learning models that enabled the company to anticipate customer needs, identify churn risks, recommend personalized offers, and predict next-best actions. These AI-powered insights were seamlessly integrated into Salesforce Einstein Prediction Builder and MuleSoft's Decision Engine, allowing for real-time decision-making and intelligent recommendations.

The outcomes of this pioneering project were truly remarkable, with client achieving unprecedented gains in customer satisfaction, operational efficiency and revenue growth. By harnessing the power of AI, client achieved a 20% increase in customer satisfaction scores, a 15% uptick in sales conversion rates, and a notable 30% reduction in average response times. Additionally, the company's AI-driven predictive maintenance system yielded significant improvements, and a 15% decrease in maintenance costs.

Another Venkata's standout achievement is the development of an Intelligent Order Routing functionality powered by an AI algorithm built using Salesforce Einstein and MuleSoft's AI capabilities. This groundbreaking system analyzes incoming orders based on a multitude of complex factors, including real-time customer location data from IoT sensors, up-to-date product availability information integrated from the ERP system, individual customer shipping preferences stored in the Salesforce CRM, and dynamic fulfillment center capabilities.

By leveraging the processing power of MuleSoft's Anypoint Platform and open-source machine learning frameworks like TensorFlow, the AI algorithm rapidly evaluates millions of possible order-to-fulfillment team assignments. It then intelligently routes each order to the most suitable implementation teams, optimizing for a combination of cost, speed, and customer satisfaction metrics. This intelligent routing delivers tangible improvements in operational efficiency and profitability. By matching orders to the optimal fulfillment teams, the system reduces shipping costs and transit times.

It also improves customer satisfaction by ensuring orders are fulfilled according to each customer's preferred methods and timelines. The AI algorithm continuously learns and adapts by analyzing the outcomes of past order assignments. It uses reinforcement learning techniques to refine its decision-making, identifying patterns that lead to the best cost, speed, and satisfaction results.

This ongoing optimization allows the system to continuously improve its performance and deliver compounding benefits over time. Venkata's innovative use of AI, combined with seamless integration of data from multiple systems using MuleSoft, has resulted in a highly sophisticated and impactful order routing solution. By intelligently matching orders to fulfillment teams, it drives measurable improvements in efficiency, cost, and customer experience - key competitive advantages in today's on-demand economy.

These operational efficiencies directly contributed to a 12% increase in revenue, from $2.4 million in the previous year to $2.7 million under Venkata's leadership.

"Courteous treatment will make a customer a walking advertisement." - J.C. Penney.

Venkata's collaborative approach, working seamlessly with cross-functional teams, has been instrumental in driving successful AI-driven initiatives. He spearheaded the implementation of an AI-Enhanced Customer Engagement Platforms, resulting in a remarkable 20% increase in customer satisfaction scores, a 15% uptick in sales conversion rates, and a notable 30% reduction in average response times. Similarly, his stewardship of an AI-Driven Predictive Maintenance System yielded significant results, including a 25% improvement in equipment uptime, a 15% decrease in maintenance costs, and a 20% reduction in inventory holding costs.

In a recent article published in the Global Banking and Finance Review, Venkata Mudumbai drew attention to the transformative potential of AI-powered CRM, advocating for the implementation of AI and ML-driven processes that can be seamlessly integrated into CRM applications. He envisions a future where these advancements will revolutionize customer relationships, providing unparalleled experiences in sales and service domains.

"A brand is what a business does, reputation is what people remember." - Ted Rubin.

As businesses strive to stay ahead of the curve, Venkata's visionary leadership and expertise in leveraging AI technologies for measurable business outcomes position him as a driving force in the ever-evolving CRM landscape. By embracing AI-powered CRM solutions, organizations can unlock new levels of customer engagement, operational efficiency, and revenue growth, solidifying their competitive edge in an increasingly demanding market.

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IT and CRM: A case study of State Bank of India

Information Technology (IT) is a revolutionary technology which is sweeping every field of human activity. The technology has immense application in the banking industry, of particular interest is bringing together the banks and their customers into an immediate and close relationship. Accordingly, the new technology is expected to enable the banks to render more and better services to their customers, who are the very foundation of the banking system. SBI is the largest commercial bank in India and is providing good services to its esteemed customers by making use of modern technology and Customer Relationship Management (CRM). The implementation of CRM has helped the bank to come closer to its customers and the emphasis has shifted from sales to customers IT and CRM are considered as powerful tools in the banking industry and moreover the business of banking is very much dependent on the customer goodwill, for which IT is believed to open a new window of great opportunity by way of good CRM. The present case is mainly concerned with the use of IT and CRM in the India's largest public sector bank – SBI.

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Banking sector is a pivot of economy & also plays vital role for boosting GDP rate in Indian economy. It is highly required that customer should delight after perceiving services in banking sector. As well as financial inclusion is spreading, the need of maintain good relationship with customers is also increasing after implementation of financial inclusion scheme. In India, most of people have covered by financial inclusion but still one thing remains, how can bank maintain good relationship with existing customer & prospective customer? Good relationship with customers is main key for boosting growth rate of country. If banks get success for creating good relationship with customers, in fact it will be great achievement for country. CRM is always circumspect for good relationship. It provides healthy financial track for running banking sector in economy, but successfully implementation for CRM is more important term to boost growth rate of country. Indian banking sector is backb...

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Banks play a vital role in the socioeconomic development of our country. Banks offer several facilities to enhance the standard of living of our citizens. Today customer is the king of the market. To achieve the competitive advantage, Indian banks have to focus on the customer. In modern era, each and every bank is realizing the importance of relationship with customer to survive in the competitive world. CRM is focus on creating, satisfy and retaining customer through uncompromising services. In India there is large number of public sector banks but there market position is not so good as compared to private sectors. Proper CRM strategy can be used by these banks to survive effectively in this competitive world. Life long relationship with customers is the key to success for any bank. Customer Relationship Management is very important for the growth and profitability of banks in the present age. So, in this paper I have discussed the Role of Customer Relationship Management (CRM) in the Indian banking Sector.

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The prime objective of the research work is to develop a framework for Customer Relationship Management Model (CRMM), applicable to Indian retail banks and to analyze the influence of service quality on customer behavior with respective to retail banks. The results of the research study reveal that there appears to be lack of awareness with the bank employees as well as adoption of CRM packages available in the market. It is suggested that the successful implementation of CRM package can be achieved only if the bank can create the right environment, culture and attitude of the employee aiming to serve the customers in the best possible manner.

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Banks are primery focused on satisfying needs of clients. Nowdays the banks are faced with the anfair competition more than ever before. CRM (Customer Relationship Management) is a recent concept, which completely replaces the traditional approach to satisfying needs of bank clients, which have been individualized. The competitiveness in the banking market has created such a business environment banks, where there is a need of rapid tempo of creating loyal customers of the bank. The use of this concept will be provide improvement of customer loyalty, minimize operating costs and increase their profitability in the long term. CRM concept is a complex business strategy of the bank, which in his development was conceived as a software, and eventually developed into a comprehensive philosophy, which is focused on the client. Due to the variable and unpredictable conditions that exist in a globalized financial market, banks are increasingly attach importance of developing and improvement...

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In this paper measure the perception level of the private sector banks customer in Madurai city. The researcher used the snowball sampling method to collect the data. The researcher has collected the data from 248 customers. The study variables are educational qualification, Service quality of the bank, Interest rate foe Deposit, Lending Process, Loan Settlement Facilities, E-Services and Satisfaction of the Customers Services. The percentage analysis, chi-square test and the multiple regressions are used to find out the perception of the customer. Customer Relationship Management (CRM) is a number of strategies and technologies that are used to make a stronger relationship between companies and their customers. The company stored their customer's information and future they analyzing it. Few of the methods connected with CRM are computerized and the purpose of this is to create marketing strategies which are targeted towards specific customers. The strategies used will be dependent on the information that is contained within the system. CRM is commonly used by corporations, and their main aim is to build a strong relationship with their clients. There are a number of reasons why CRM has become so important in the last 10 years. The competition in the global market has become highly competitive, and it has become easier for customers to switch companies if they are not happy with the service they receive. One of the primary goals of CRM is to maintain clients. When it is used effectively, a company will be able to build a relationship with their customers that can last a lifetime. Customer relationship management tools will generally come in the form of software. Each software program may vary in the way it approaches CRM. It is important to realize that CRM is more than just a technology. Customer relationship management could be better defined as being a methodology, an approach that a company will use to achieve their goals. It should be directly connected to the philosophy of the company. It must guide all of its policies, and it must be an important part of customer service and marketing. If this is not done, the CRM system will become a failure. There are a number of things the ideal CRM system should have. It should allow the company to find the factors that interest their customers the most. A company must realize that it is impossible for them to succeed if they do not cater to the desires and needs of their customers. Customer relationship management is a powerful system that will allow them to do this. CRM in Banks Today, customers have more power in deciding their bank of choice. Consequently, keeping existing customers, as well as attracting new ones, is a critical concern for banks. Customer satisfaction is an important variable in evaluation and control in a bank marketing management. Poor customer satisfaction will lead to a decline in customer loyalty, and given the extended offerings from the competitors, customers can easily switch banks. Banks need to leverage effectively on their customer relationships and make better use of customer information across the institution. Competition in the financial services industry has intensified in recent years, owing to events such as technology changes and financial industry deregulation. Conventional banking distribution has been gradually supplemented by the emerging use of electronic banking. Many bank customers prefer using ATMs or a website rather than visiting a branch, while technology has also reduced barriers to entry for new customers. OBJECTIVES OF THE STUDY 1. To reveal the profile of the respondents. 2. To examine the customer views on the CRM practices about the private bank. 3. To analyze the impact of CRM practices in a private bank. METHODOLOGY This study is focused on individual customers of the private banks in Madurai city. The primary and secondary data were used in this paper. The required primary data has been collected from the structured questionnaire. The snowball sampling technique is used and we have collected 248 respondents in the study area. The relevant secondary data were collected from various journals, articles, and websites and so on.

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CRM case studies: how the biggest businesses use CRM

Whether you have taken the plunge or not, CRM vendors will tell you that CRMs are a must-have piece of software if you are involved in the sales or service industry.  And there is no reason to question their statement; research shows that for every dollar you spend on CRM, you receive a return of $8.71 .  And that’s not all.  As CRMs become even better at what they do, the average ROI is set to continue to rise.

The benefits of CRM

Whether you are based in the US or elsewhere, CRMs enable businesses around the world to improve and build on customer relationships, hone internal processes, boost communication and increase lead conversion rates by as much as 300% .  This latter figure is one that you cannot afford to ignore.  No matter how well your business is doing at the moment, with the right CRM in place, it can do even better. 

Check out the top ten CRM features than bring the highest ROI in our free guide

But before you travel down the road to CRM, investing time and money, take the time to establish exactly what type of CRM will work best for you.  Study consumer feedback and get input from employees that will use the system. You can only keep your customers happy, all-singing and dancing by putting your money into an effective CRM that is a perfect match for your needs.  If you want to find your business in the ‘successful CRM implementation case studies’ category, creating a detailed CRM implementation strategy is vital. You should also take the time to look at several CRM implementation case studies, successful and unsuccessful.

Successful CRM implementation case studies

For those interested in investing in CRM software, taking a look at CRM case studies and success stories is time well spent.  By looking at the way that others have done it right – and wrong – you can fine-tune your own CRM requirements strategy.

Check out this guide to gathering your CRM requirements for an overview

By evaluating other companies’ case studies, you can see how CRMs have enabled some of the biggest businesses to use it as they should, resulting in a happy bunch of customers and vastly strengthened customer relationships. 

Let’s take a look at a couple of examples: 

Wells Fargo

Here we have a company tasked with keeping track of the property and assets of as many as 70 million people.  To them, customer service has to be absolutely spot on. As one of the biggest banks in the US, Wells Fargo knows that in order to maintain their competitive edge, they need to go the extra mile when looking after clients.  In order to do this well, they make good use of CRM social media connectivity, enabling them to communicate easily with clients that need to talk. Their CRM is also used to make certain that when problems arise, the issue is dealt with by the correct department within the organization.  This eradicates the type of scenarios where clients are sent in circles, from department to department, endlessly trying to get an answer. The result is that they build fantastic relationships with clients, achieving a customer retention rate that is one of the best.

A leading publisher in the US, Activision are heavily into the American video game market and has been so for more than three decades. Back in 2011, ‘Modern Warfare 3’ achieved the title of being the ‘largest and most successful entertainment launch in history’.  Unbelievably, it made $400 million in just 24 hours!  But Activision knew that money alone could not be their only measure of success.  They are very big on customer service, providing an unrivaled communication service to their gamers.  Their aim is to keep them happy long after the purchase is made. By using a CRM system, they monitor conversations within social media where they appertain to their products, following up to ensure that any problems are dealt with efficiently and positively.  Because social media customer service is so affordable when compared to other methods, the company was able to reduce its customer service operating costs by 25%.  

Failed CRM implementation case studies

But it doesn’t always go well.  At times, some of the biggest businesses get it wrong when it comes to CRM, as can be seen from other CRM case studies.

Here we have a story of a fairly large consulting firm that needed some process design work carried out on their new CRM implementation.  However, when they asked for help, the installation was already ongoing and the system was already being built. So why were they asking for help at this stage?

This particular CRM case study takes place a couple of years in the past.  The company had made a decision to put in place the “best of breed” CRM system to automate its sales force.  They also pulled in one of the world’s largest CRM consulting firms to customize the software.

But things began to go wrong.  The consulting firm quoted a figure of $20 million for them to design and customize the new CRM tool.  The CIO felt that this was much too high and threw the price back at them, resulting in the consultants not only reducing the price but lowering the scope of work as well; they would make the same margin but do less work.  The price was cut to $12 million by removing all of the business consulting related to the technology. This included the process definition, business logic, and work flow etc. Basically, this was everything that the CRM was supposed to automate.  

But the CIO made a massive error, believing that all of these processes already existed or could be developed in-house.  The fact was, they did not and the company had nothing to start with. Realizing their mistake, the company began to recruit hordes of additional consultants to take care of the creation and automation of the sales and marketing systems.  The systems integrator was asking them to automate content that didn’t exist. Now the budget began to rapidly expand, quickly surpassing the original figure of $20 million.

Added to this, the brief had originally been limited to dealing with the automation of order entry and other basic sales tasks but it didn’t stay this way.  Now it has become an ever-growing wish list of must-have CRM features . It was decided that while they were at it, they could automate the pricing process, add a product configuration tool and integrate with the ERP.  

The scope of the CRM functionality and the requirement of the business to quantity the underlying processes soon spiraled way out of control. In the end, the company spent $90 million on the CRM tool, paying the vendor $15 million and consultants $75 million!

But worse was to come.  No-one in the company ever got to use the CRM as it was never successfully deployed.  Years later as the economy slowed down, the company gave up on the system and finally went out of business.  

What do these CRM case studies mean for CRM?

As can be seen from these case studies, CRM can either be used incredibly well or exceptionally badly.  

This may be due to the fact that instead of seeing a CRM as what it is; an incredibly efficient piece of software that can dramatically increase a company’s ROI,  they see it as a magic cure-all that will solve all that is wrong with the business. But a CRM only enables systems to work better. By itself, it cannot resolve things that are going wrong, but it will help a company to do things better and faster.  Before any type of CRM system is put in place, businesses of all sizes need to decide how they want the business processes to work before they’re automated, and to be sure that these processes actually exist. Don’t make the mistake that the CIO made in the CRM case study above. 

Check out our CRM comparison tool to compare CRM systems based on features and functionality

Spending a whole load of money on the most expensive system out there isn’t going to necessarily work unless you do your groundwork.   A good idea is to begin with the basics and then add to what you have once it is working well. The most crucial part of using a CRM system is the work you do before it is deployed i.e. putting together a CRM selection team and then creating a detailed CRM requirements document, based upon precisely what your business needs.  This should include the organizational and automation of everything related to customer interaction, such as marketing, sales, customer service and customer support. The right CRM for your business will analyze all customer interactions and provide you with a way of improving and building upon the customer relationship. 

The CRM requirements stage is so important that it can be responsible for the success or failure of your CRM success.  Getting it wrong not only costs time and money but can result in the system never actually being deployed.  This in itself can be the death-toll for many businesses, even the largest. 

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SAP vs. Oracle (2024): Which ERP Solution Is Best for You?

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Enterprise resource planning is an all-inclusive system that integrates all aspects of a business, including planning, manufacturing, sales, marketing, finance, human resources and more. ERP systems are typically implemented through a single, unified platform that connects different departments and functions within an organization.

Both SAP and Oracle are industry giants when it comes to ERP solutions. They have invested heavily in developing functional ERP systems that cater to the needs of businesses of all sizes and industries. Unsurprisingly, Oracle Fusion Cloud and SAP S/4HANA were ranked leaders in the 2023 Gartner Magic Quadrant for Cloud ERP for Service-Centric Enterprises.

Choosing one of these ERP systems can be difficult as they both offer extensive features and benefits. Read to the end to determine which one is best for your business.

SAP vs. Oracle: Comparison table

Sap vs. oracle: pricing.

Both SAP and Oracle do not publicly advertise their rates on their websites. Potential buyers must contact the company for a custom quote.

SAP pricing

SAP typically charges a licensing fee based on the number of users and modules required. Implementation costs can also vary depending on the complexity of the system and the level of customization needed.

Additionally, SAP offers subscription-based pricing for their cloud ERP solutions, which may be more cost-effective for some businesses. According to information published by SEIDOR, a trusted SAP partner , the SAP Business One Perpetual License starts at $1,357 through SEIDOR, while the SAP Cloud Hosted Subscription Model starts at $110 per user per month.

Remember that your actual cost may vary slightly or significantly based on your specific business needs and the level of customization required. It may also cost differently going directly through SAP.

Oracle also uses a licensing model for its ERP systems, with costs based on the number of users and modules needed. Implementation costs can vary depending on the complexity of the system and any additional services required. Oracle offers on-premises and cloud-based ERP solutions, with subscription-based pricing options for their cloud offerings.

According to publicly available data, the base pricing of Oracle’s ERP Cloud service costs $625 per month, or $7,500 per year. Like SAP, your actual costs may vary depending on your specific requirements.

SAP may be perceived as more expensive than Oracle, particularly in terms of licensing fees and implementation costs. However, the total cost of ownership can vary depending on your business’s specific needs and requirements.

SAP vs. Oracle: Feature comparison

Customer relationship management.

Winner: Tie

SAP offers the SAP Customer Experience suite, which integrates CRM, marketing, sales and service functionalities to provide a unified view of customer data. This allows businesses to personalize interactions, analyze customer behaviors and streamline sales processes. SAP’s CRM module also integrates with other SAP solutions, such as finance and supply chain management, to provide a holistic view of the customer lifecycle.

Oracle’s ERP system includes robust CRM capabilities within its Oracle CX Cloud Suite. It provides tools for sales automation, marketing automation and customer service management, enabling businesses to drive personalized engagements, track customer interactions and resolve issues. Integrating Oracle CRM with other Oracle ERP modules ensures data consistency and enables cross-functional collaboration, leading to a more cohesive customer experience.

Artificial intelligence and machine learning

Winner: SAP

SAP integrates AI and ML capabilities into its SAP Leonardo platform, which offers various intelligent technologies such as machine learning, IoT, blockchain and analytics. These technologies can help your company automate processes, make predictions and gain insights from your data.

There’s also the HANA computing platform and SAP CoPilot, an AI digital assistant. SAP’s HANA is a high-performance in-memory database and application development platform that leverages AI and ML to optimize data processing and deliver real-time insights. The SAP CoPilot is an AI-powered digital assistant that enables you to interact with SAP applications through natural language processing.

Oracle’s ERP software is also AI-charged. Oracle has embedded AI and ML capabilities across its entire suite of software solutions, including ERP, SCM, HCM and CX. The company offers AI-powered supply chain finance, accounts payable and more, enabling teams to automate tasks and optimize business processes.

Oracle also provides a digital assistant AI built to help you maximize the use of its platform. You can leverage analytics and big data tools that use natural language processing to simplify database searching and analysis.

Customization options

SAP ERP provides high customization flexibility through its modular structure and extensive configuration options. You can tailor the system to your business requirements by configuring various modules, fields and workflows. SAP offers several development tools and technologies, such as SAP HANA, SAP Cloud Platform and SAPUI5, enabling you to build custom applications, reports and extensions. This allows businesses to adapt the ERP system to their unique processes and workflows, supporting their specific operational needs and enhancing system usability.

Oracle ERP provides customization options through Oracle Fusion Middleware, which offers a comprehensive suite of tools for developing and integrating custom applications and extensions. You can leverage Oracle Application Express (APEX) to build custom reports, workflows and interfaces. Oracle lets you import and export data between APEX and ERP systems. While Oracle ERP may not offer the same level of out-of-the-box configurability as SAP, you can still customize the system to some extent to adapt it to their business requirements.

Financial management

Winner: Oracle

SAP ERP provides robust financial management modules through its SAP S/4HANA Finance platform. The system offers integrated financial accounting, accounts payable and receivable, general ledger, asset accounting and controlling functionalities. SAP S/4HANA Finance leverages real-time data processing and analytics to provide accurate and up-to-date financial information. The platform supports financial planning and analysis with advanced budgeting, forecasting and consolidation capabilities.

Oracle ERP offers a comprehensive suite of financial management solutions that give businesses a complete view of their financial position and results. The platform includes modules for accounting hub, reporting and analytics, payables and assets, revenue management, receivables, collections, expense management, joint venture management and U.S. Federal Financials. These modules enable organizations to streamline financial processes, track transactions, manage assets and liabilities and generate detailed financial reports.

Oracle Risk Management and Compliance also leverage AI and ML technologies to strengthen financial controls, prevent cash leaks and enforce audit compliance.

SAP pros and cons

Pros of sap.

• Offers embedded AI, analytics and intelligent process automation.
• Sales target and performance monitoring.
• Comprehensive functionality.

Cons of SAP

• Expensive for small businesses and startups with limited budgets.
• Complex initial set-up process.

Oracle pros and cons

Pros of oracle.

• Multi-dimensional, self-serve reporting.
• Easy to use and fast to implement.
• Users praise its accounting capability.

Cons of Oracle

• There are infrequent performance issues.
• Limited customizations compared to SAP.

Should your organization use SAP or Oracle?

Choose sap if . . ..

• Your organization relies heavily on other SAP products.
• You require highly customizable and modular ERP software that can adapt to complex business processes and specific industry requirements.
• Your company prioritizes advanced analytics and real-time insights.

Choose Oracle if . . .

• Your company already has an existing infrastructure heavily reliant on Oracle software.
• You value robust security features and compliance standards.
• You want a system with strong financial management and accounting features.

Methodology

To write this review, I collected primary data about each product through online research and user feedback. I also considered expert reviews, case studies and industry reports to gain a comprehensive understanding of SAP’s and Oracle’s capabilities and features. I also looked into the strengths and weaknesses of each platform based on real user experiences and feedback.

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Bhubaneswar, May 28 (PTI) Odisha’s Chief Electoral Officer Nikunja Bihari Dhal Tuesday ordered an investigation into the breaking of an EVM allegedly by a sitting MLA who is also a BJP assembly poll candidate Prasant Jagdev.

On May 26, the police arrested Jagdev on the charge of vandalizing the EVM inside a booth under Begunia assembly segment where he had gone to cast vote during the third phase of voting in the state on the day before.

The CEO asked the Khurda District Election Officer (DEO) to conduct an inquiry after a video relating to the incident came to its notice.

“It is viewed in the control rooms of CEO, DEOs, and Returning Officers. The DEO is the custodian of the web casting records. Hence, the DEO, Khurda, should conduct an immediate inquiry and clarify the matter,” a press release issued by the CEO’s office said.

Jagdev was arrested based on an FIR lodged by the presiding officer of the booth. However, the MLA who had defected from the BJD to join the BJP rejected the allegation.

Meanwhile, Bhubaneswar MP and BJP Lok Sabha candidate Aparajita Sarangi shared the purported CCTV footage of the polling station which did not show Jagdev breaking the EVM.

Sarangi said the police were pressuring her driver Banamali to name Jagdev as the culprit.

The accused politician was returning from the booth in Sarangi’s car driven by Banamali when the Jagdev was picked up. Sarangi alleged that Chief Minister Naveen Patnaik hatched a conspiracy to put the sitting lawmaker behind bars.

She said, “What is happening here is against the principles of natural justice. An MP’s vehicle is accosted and the sitting MLA is dragged out by the police and arrested. He has been languishing in jail for the last 3 days. Who is responsible for it?” Police said Jagdev was allegedly seen manhandling a woman polling staff and the presiding officer in the webcasting system at the polling booth due to which the polling process was disrupted for some time.

Khurda district SP Avinash Kumar said the police arrested Jagdev based on the FIR of the presiding officer. The police have sought verification of the CCTV footage of the booth, he said.

Meanwhile, the ruling BJD accused the opposition BJP of shielding the MLA who has been arrested in an EVM-breaking incident. PTI AAM NN

This report is auto-generated from PTI news service. ThePrint holds no responsibility for its content.

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