Empower business with Professional Open Source

Yes Bank open source CRM Yes Bank Collaborative CRM (YCCRM) Case Study
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Empower business with Professional Open Source

Overview
YES Bank, a private sector bank present across all major cities in India, is a high quality, customer centric, service driven, private Indian Bank catering to the Future Industries of India. Yes Bank was established in 2004 with financial support from Robobank Netherlands. It provides knowledge banking services such as Corporate Finance, Business Banking, Retail Banking, Investment Banking, Financial Services, and Transaction Banking. YES BANK was awarded the Most Innovative Bank in India at the New Economy First Annual Banking and Finance Awards 2008 held in London and were announced in the December 2008 issue of the International Magazine, New Economy. YES BANK is the only Indian Bank to have won this award.

Business Needs / Challenges

With its expanding business and growing customer base (presently it has around 117 fully functional branches across the country), YES Bank strongly felt the need to efficiently manage its customer relationships and service its customers better. It used to manage its customer relationships via Excel Sheets, something that the bank was beginning to regret. The problem was that it was a one-way information sharing system that restricted data flow from the customer to the bank. It also lacked interactive features like capturing feedback from a customer. Moreover they had instances when they lost sales leads, or multi-interfaces to the same lead and re-assignment of leads. They just couldnt track the older leads as there were multiple registrations and entry for tracking them. The existing processes and tools also didnt aid employee collaboration. Information was lying in islands, without being shared across, was of no use at all and simply led to lost opportunities for cross/up sell. As YES Bank aggressively expands its business and customer base, it was looking for a Customer Relationship Management solution which is flexible and scalable. They required a solution that could change in accordance to the dynamics of their business and could simultaneously scale to accommodate their growth. YES Bank felt challenged on various fronts. Specifically 1. It needed to cope with an increasing volume of multichannel interactions with the customers. 2. It wanted to adopt business automation to improve sales turnaround time (from Lead to Customers), reduce manual data entry and increase speed of the process. 3. The customer care department required an efficient Help Desk Management System where the calls and complaints could be logged in and automatically assigned to relevant employee for resolution with automated escalations.

Solution Highlight
Having analyzed YES Banks requirements, InfoAxon recognized that an off-the-shelf CRM solution could not fit YES Banks business model which was demand-based and hence very fluid. What YES Bank required was open standards based, flexible, scalable, and Framework-based CRM solution which could be easily changed and adapted with the banks business needs. InfoAxon decided to go ahead with a Java J2EE based Open Source CRM framework. InfoAxon consultants leveraged its Continuous Integration Methodology to create an Integrated Open Source CRM Stack for YES Bank. The Integrated CRM Stack is a single deployable stack which provided open source CRM application integrated with infrastructure components (Redhat Linux, JBoss, PostgreSQL, Apache) to deliver cost effective, flexible, and extensible open source CRM solution stack.

The CRM Stack delivered all CRM dependencies on a single stack with turnkey install and flexible multitier configurations. The CRM stack was tested, performance tuned and deployed in YES Bank Data Center. The deployment consists of Staging and Production areas on virtualized Redhat OS Server. The Open Source CRM stack covered all the processes right from customer acquisition through to customer servicing. It included following CRM modules:

1. Sales and Leads Management 2. Personalized Dashboards with Activities Planner 3. Help Desk 4. Marketing Management 5. Document Management

InfoAxon used its Agile and Iterative development methodologies to enhance the existing CRM framework to include additional functionalities such as: 1. Integration with Core Banking Solution iFlex 2. Trouble Ticket Escalation management based on Service Level 3. Automatic Routing of customer complaints 4. Flexible Workflow to accommodate changing business rules 5. Automated addition of Banking Products 6. Customization of Lead and Pipeline Module to accommodate YES Bank customer acquisition process 7. Customization of Dashboards as per Sales Team requirements 8. Customized Reporting Environment

Technology Showcase
InfoAxon leveraged its library of certified open source components to deliver a highly secure, flexible and scalable CRM Solution with ongoing enhancements. Open Source Components Hardware Platform Presentation Web / App. Server Data Layer Development Tools Programming Language Source Code Management Frameworks & Details IBM X Server, IBM SAN Red Hat Enterprise Linux 5.0 with OS Level Virtualization XML, XSLT, JSP Apache Tomcat / JBoss Enterprise 4.2.0 PDL (Persistent Data Layer) SVN, Eclipse, Net Beans Java, J2EE, JSP, Servlet, JSR 168 Portlets, Workflow

Configuration SVN, Cruise Control

MVC Architecture, SOAP based Web Services, Custom Exception Handling, Logging (using Log4J), Custom Audit Framework PostgreSQL Ver. 8.3

Database

Value Delivered
InfoAxons leveraged its experience of working with similar Banking vertical and its open source integration & development expertise to deliver a cost effective, flexible, and extensible open source CRM solution stack. The open source CRM solution at YES Bank has already started reflecting positively in following ways: 1. Drastic Improvement in customer acquisition. As per recent information there is servicing of 1 million leads and around half-a-million service requests per year. 2. Customer Service improved by 60% and turnaround time for its processes by almost 70%. 3. Helped achieve greater service excellence, capturing all customer queries, complaints and their feedback into the common system. It helped the Bank understand its customer better which resulted in better customer retention.

4. Cross-selling of products substantially surged after the implementation. 5. The centralized repository of reports generated numerous benefits for the bank. Data loss was prevented. Also it allowed the bank to analyze data and take proactive actions to improve customer experience and products. YES Bank is getting benefitted by the open source nature of the CRM Stack in various forms such as much lower TCO, flexible, scalable, and open architecture. YES Bank has plans to integrate various enterprise applications with the stack and taking the solution online to banks end customers.

Empower business with Professional Open Source

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