“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 couldn’t track the older leads as there were multiple registrations
and entry for tracking them. The existing processes and tools also didn’t 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 Bank’s requirements, InfoAxon recognized that an off-the-shelf CRM solution could
not fit YES Bank’s 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 bank’s 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
Details
Hardware
IBM X Server, IBM SAN
Platform
Red Hat Enterprise Linux 5.0 with OS Level Virtualization
Presentation
XML, XSLT, JSP
Web / App. Server
Apache Tomcat / JBoss Enterprise 4.2.0
Data Layer
PDL (Persistent Data Layer)
Development Tools
SVN, Eclipse, Net Beans
Programming Language
Java, J2EE, JSP, Servlet, JSR 168 Portlets, Workflow
Source Code
Management
&
Configuration SVN, Cruise Control
Frameworks
MVC Architecture, SOAP based Web Services, Custom Exception
Handling, Logging (using Log4J), Custom Audit Framework
Database
PostgreSQL Ver. 8.3
Value Delivered
InfoAxon’s 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 bank’s end customers.
“Empower business with Professional Open Source”
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