Case Studies

The Client

Motilal Oswal is a well-diversified financial services firm offering a range of financial products and services such as Wealth Management, Broking & Distribution, Commodity Broking, Portfolio Management Services, Institutional Equities, Private Equity, Investment Banking Services and Principal Strategies.

They have a diversified client base that includes retail customers (including High Net worth Individuals), mutual funds, foreign institutional investors, financial institutions and corporate clients.

Headquartered in Mumbai, their network spreads over 586 cities and towns comprising 1,607 Business Locations. As on June 30th, 2011, they had 722,303 registered customers.

The Brief

Motilal Oswal, as a firm wanted a CRM application which will be used by Advisors to feed in data. The data will then be exported in specific formats for interfacing with Talisma to update information. It will also be used to manage a set of customers & keep detailed information on their trades.

The Approach

HGS Interactive understood that a vast network like that of Motilal Oswal, which is spread across continents, different time-zones and vested purposes would require a web based CRM solution that could be accessed from anywhere, any-time.

The project required not only documentation/ categorization of an investment lead, but also Management of diverse investment options and portfolios, facilitation and time frame to see that the acquisition is finally done. Taking into account diverse background of users who would be interacting on the proposed system, ease of usability and functionality was also a priority while designing the application.

The Solution

• A web based CRM application was designed for Motilal Oswal by HGS Interactive.
• The application takes a step-by-step approach to,
  • Manage existing customers as well as take care of proposed business leads
  • Simplify CRM system which will keep the data ready
• Outbound Campaign Management (online)
  • Comprehensive database management facility
  • Campaign wise performance
  • Agent wise performance
  • 10 options for lead disposition with analysis
  • Intelligent churning of database
  • Relevant reports accessible to specific departments
• An Advisory Module which has:
  • An Advisor Console
  • Investor/Trader details
  • An Alert Management
  • Comprehensive customer data gathered from different touch points
  • A Lead Generation Application
• The database is accessible to members based on their hierarchy in the organization.
• This system of disseminating the information ensured that information is in the right hands.
• This CRM merged functionality and process in Microsoft Technologies, uses a combination of Microsoft .Net 1.1, C#, AJAX and Microsoft SQL Server technologies
• The functionality of this application gave access to system in real time.
•  The HSBC Climate Partnership transmuted from digital platform to successful offline campaigns as well. Apart from the aggregated website promotion, various verticals of the website were promoted on the digital platform via Banners, E-Mailers, etc.

The Result

The introduction of CRM for Motilal Oswal was seamless; with no hiccups. The users adapted well to the interface that allowed them to manage their ideas, customers, and leads. Also, the system assisted them to look for opportunities and convert them into profitable business propositions, under a single roof.

With the new Customer Relationship management system, the application users were able to pick and build the right information from the system, work efficiently and serve customers better, while simultaneously managing business growth by lead generation, follow-ups.

Due to real time functionality of system, Motilal Oswal was able to convert the leads and manage multiple-profile customers a whole lot faster than before. Authentication, authorization and hierarchy management ensured transparency in system with MIS as an added advantage that benefited the users of CRM application.