Customer: Partner:

Microsoft Dynamics
Customer Solution Case Study
Indian Outsourcing Company Grows Business
with Integrated Solution and Enhances Data
Country or region: India
Industry: Business process outsourcing
Customer Profile
Silver Lining is a BPO that supports Baxter
Healthcare with its renal patient management
through its contact center for them to service
the critically ill patients. It employs more than
100 skilled professionals. It is headquartered
in Delhi.
Business Situation
Silver Lining was using third party solutions
to manage data and the business. This was
a time consuming repetitive process and
used human resources which resulted in
errors and high operational cost.
Religare Technova, a Microsoft Certified
Partner, implemented Microsoft®
Dynamics™ CRM 3.0 SBE to streamline
processes, centralize data and ensure
Secures confidential patient
Faster response time saves lives
Improves customer service
Timely and accurate follow-ups
Streamline business processes
“With the deployment of Microsoft Dynamics CRM,
Silver Lining for Baxter Healthcare maintains the most
stringent standards of data and document security
and sped up the response time of processing data.”
Naveen Gulati, Director, Silver Lining
Silver Lining’s business process outsourcing operations support
Baxter Healthcare exclusively. It manages and maintains a call
centre for to service the critically ill patients. With the help of
Religare Technova, a Microsoft® Certified Partner, Silver Lining
deployed Microsoft® Dynamics™ CRM 3.0 SBE (Small Business
Edition) to collaborate, manage stringent data requirements,
enhance data security, streamline processes and ensure high level
of customer service.
“Manual data entry was
resulting in error prone
data. With Microsoft
Dynamics CRM all
business processes are
automated leaving no
room for errors and
reducing operational
Rakhi, Director (Process) Silver Lining
New Features at ‘We Care’
New Patient: Post Training
Assessment call
New/ High Risk Patient: Two
follow up calls per, up to 6 month
Old Patients: One follow up call
per month after 6 month.
All Patients: Emergency calls on
need basis for agents, patients and
patient attendants
All Patients: Prescription Tracking
Silver Lining, established in 2003, envisions
to become a leading Knowledge Process
Outsourcing (KPO) in the field of voice and
non voice space, catering specifically to
domestic large corporate and doing
specialized work for the international
organizations. It is headquartered in New
Delhi and employs more than 300 highly
skilled and experienced personnel. It is now
known as Open Mind Services Limited.
Silver Lining BPO operations support Baxter
Healthcare exclusively for renal therapies.
Baxter Healthcare, a leading global
healthcare provider, offers healthcare
support to renal (Peritoneal dialysis) patients.
It focuses on assisting people with various
medical conditions such as hemophilia,
cancer, immune disorders and renal
therapies. Silver Lining manages and
maintains a call center for Baxter Global to
service critically ill patients.
Silver Lining BPO for Baxter started a unique
concept in India to give healthcare support to
renal Peritoneal Dialysis patients. A detailed
database of all the patients on the basis of
the seriousness of their condition has to be
maintained. This includes details such as
patients’ names, doctors’ names, their
clinical managers, treatment given to them
etc. Also, information pertaining to follow ups
and in bound calls for each patient has to be
tracked along with patient profile (e.g. new,
normal, high risk) with complete medical
investigation and test results.
The agents need a single view of all the
information about a patient, irrespective of
the channel through which they make
contact. Another key necessity was to provide
automated emergency situations and various
business workflows so as to ensure best pre
and post hospitalization support to patients
and doctors.
The existing system at Silver Lining did not
fulfill the requirements of centralized
database management of all patients.
As the applications were not integrated,
employees had to spent time on repetitive
tasks and were still not able to track
information accurately
Silver Lining wanted a solution that can fulfill
all its requirements and give easy access to
information along with the unquestionable
data security. After assessing many solutions,
it reached the conclusion that Microsoft®
Dynamics™ CRM 3.0 Small Business Edition
(SBE) is most suited to fit the requirements.
“We looked at several solutions available in
the market but chose Microsoft Dynamics
CRM 3.0 SBE because its modules would
integrate easily with our existing IT
infrastructure and applications. It was easy to
use from the employees’ point of view; and
we were impressed by the level of data
security possible,” says Naveen Gulati,
Silver Lining wanted to create an integrated
environment to ensure free flow of data from
the repository to the required application
while satisfying the strict data security
conditions as per Baxter guidelines.
Religare Technova, a Microsoft Certified
Partner was chosen to customize and
implement Microsoft Dynamics CRM 3.0 SBE.
The first two phases of implementation were
completed in July 2007. The solution was
implemented at New Delhi for Baxter Global
operations team for India as well as the
employees of Silver Lining.
Microsoft Dynamic CRM 3.0 SBE has been
used to automate Baxter’s domestic and
international patients covered under a
program called ‘Baxter We Care’. The
business process provides extensive
“Post Microsoft
Dynamics CRM we can
monitor all the data and
the business we are
doing very closely. At the
same time, it’s a stand
alone, stable and
scalable solution with
the potential that is
completely in Lining with
our existing
customer service to patients across the world
using Dynamics CRM. The solution has been
customized to adopt business practices from
the program such managing patient profiles
in a centralized database which is updated
regularly with the patients latest test results,
recent hospitalization and other patient care
related information.
Naveen Gulati, Director, Silver Lining
Microsoft® Dynamics™ CRM 3.0 provides a
360 degree view of the patients’ history and
current condition along with doctors’ details
and treatments. The deployment has resulted
in not just streamlined business processes;
but also an immediate increase in efficiency
and reduction in costs.
Data security which was a key imperative of
the solution has also been addressed in
Dynamics CRM.user level data and security
access at user level, business unit
level,parent child level and organization level
can be mapped as per the organization
Secures Confidential Patient
Silver Lining is completely confident of the
data security provided by Microsoft Dynamics
CRM. This was of utmost importance for the
patients and Baxter Global. “We maintain the
Key Features Implemented Using Microsoft Dynamics CRM 3.0
Patient’s Baseline Medical History Information
Patient Profile Creation and Management
Doctors and Hospital Management along with Patients
Track the progress of patients Medical activities
Provide sophisticated search capabilities with advance find view.
Provide MIS with CRM business intelligence tools
Share Patient information as central repository, to retain their existing patients
by giving best Clinical support by creating case with auto generated workflows
Follow up calls
most stringent standards of data and document
security and Dynamics CRM has boosted up our
confidence that there can never be any leakage
of information”, says Praful Arya, IT Head
Faster Response Time Saves Lives
Quick response time is absolutely necessary
to save patients lives during emergencies and
also to avoid situations from becoming
emergencies. Dynamics CRM has again
helped by increasing the speed at which we
process requests for information. “Our agents
have access to all the medical records,
whether they are contacted by phone or
email,” saysRakhi, Director (Process). “Every
minute we save enables us to help another
patient or emergency situation. This is what
can help us save a patient’s life”, she
Improves Customer Service
The company’s improved processes quickly
made it more competitive. “By deploying
Dynamics CRM, we have been able to remove
all the time lags and this has resulted in
improved customer satisfaction,” says Rakhi,
Director (Process) New features such as
prescription tracking, are extremely helpful,
especially for the elderly patients and has
been widely appreciated.
Timely and Accurate Follow-Ups
New, high risk and old patient are given
periodic follow up calls in a month in addition
to mandatory calls which get auto generated
based on business workflows. “It was
impossible to track, regulate and ensure
follow ups of thousands of patients and
doctors unless there is a systematic tool to
manage the process. Dynamics CRM has
enabled us to improve our follow ups from XX
percent to YY percent, says Rakhi, Director
Streamlines Business Processes
Silver Lining has improved its workflow and
processes dramatically with its new,
integrated business management solution.
For More Information
Microsoft Dynamics
For more information about Microsoft
products and services, call the Microsoft
Sales Information Center at (800) 4269400. In Canada, call the Microsoft
Canada Information Centre at (877) 5682495. Customers who are deaf or hard-ofhearing can reach Microsoft text telephone
(TTY/TDD) services at (800) 892-5234 in
the United States or (905) 568-9641 in
Canada. Outside the 50 United States and
Canada, please contact your local
Microsoft subsidiary. To access information
using the World Wide Web, go to:
About Religare Technova Ltd.
For more information about Silver Lining
(Now Known as Open Mind Services
Limited) and its Services, call (91) (11)
4759 1001, email [email protected] or
visit the Web site at:
Currently with over 1500 employees and
offices in over 10 countries, Religare
Technova is poised to be a leader in the
global IT space. Religare Technova delivers a
broad portfolio of information technology and
business process outsourcing solutions to
clients in key verticals such as Banking and
Financial Services, Insurance, Capital
Markets, Healthcare, Manufacturing,
Automotive and Steel amongst others.
For more information, please log on to
For more information about Religare
Technova products and services, call (91)
(11) 66210101 or visit the Web site at:
Document published September, 2008
For more information about Microsoft
Dynamics, go to:
Software and Services
Microsoft Dynamics
− Microsoft Dynamics CRM
Microsoft Server Product Portfolio
− Microsoft SQL Server 2005
© 2003 Microsoft Corporation. All rights reserved. This case
study is for informational purposes only. MICROSOFT MAKES NO
Microsoft Dynamics is a line of integrated,
adaptable business management solutions
that enables you and your people to make
business decisions with greater confidence.
Microsoft Dynamics works like familiar
Microsoft software such as Microsoft Office,
which means less of a learning curve for your
people, so they can get up and running
quickly and focus on what’s most important.
And because it is from Microsoft, it easily
works with the systems that your company
already has implemented. By automating and
streamlining financial, customer relationship,
and supply chain processes, Microsoft
Dynamics brings together people, processes,
and technologies, increasing the productivity
and effectiveness of your business, and
helping you drive business success.
Religare Technova is the umbrella identity for
the IT businesses of a large diversified Indian
transnational business group. The companies
under Religare Technova’s umbrella are
Religare Technova Global Solutions (formerly
Asian CERC and Capital Market Solutions),
global leaders in providing Enterprise
Software Solutions to the Capital and
Financial markets; Religare Technova IT
Services Limited, which provides Enterprise IT
Solutions and Religare Technova Business
Intellect Ltd, which provides Knowledge
Management Solutions.
Technova Religare
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