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CRM Practices of Asian Paints
Submitted By:Ramandeep Singh Arora 081
Rishinath 087
Sandeep Raj 092
Shantanu Seth 096
Shriker Parth 100
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Agenda
Introduction
Existing CRM Practices
Customer Experiences Stations of Experience
Recommendations
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Introduction
Started in 1942 by 4 entrepreneurs
Champaklal Choksey
Chimanlal Choksey,
Suryakant Dani and
Arvind Vakil as
Asian Oil and Paints Company
Turnover of 3.5 lacs within 3 years In 1967 Asian paints became the tenth largest
paint company in the world.
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Introduction
Indias largest paint company.
Asias third largest paint company and leader in
11 countries.
Operates in 21 countries with 29 manufacturing
facilities with capacity of 420 mn tonnes/annum.
Awarded the "Sword of Honour" by the British
Safety Council for all the paint plants in India. Thisaward is considered as the pinnacle of
achievement in safety across the world.
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Vision
Asian Paints aims to become one of the top
five Decorative coatings companies world-
wide by leveraging its expertise in the higher
growth emerging markets. Simultaneously, the
company intends to build long term value in
the Industrial coatings business through
alliances with established global partners.
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Key Challenges
Develop a direct link to the customer
Standardize sales delivery processes used byAsian Paints Homes
Solutions providers Institute an online ordering and accounting
system for providers
Implement a real-time reporting system foremployees and
business partners
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CRM Practices
Launched a supplier portal that includes anautomated digital document exchange facilitythat will improve the efficiency and effectivenessof interaction with suppliers
An employee portal (Internal CRM)
Customer Relations Management (CRM) tools arebeing used in Asian Paints Helpline and HomeSolutions initiatives.
Asian Paints made the decision to move from astrictly product-based manufacturing business toa services model.
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CRM Practices
The current CRM practice at Asian Paints
incorporates a scalable customer relationship
management (CRM) system that maps the major
business processes of Asian Paints HomeSolutions and provides visibility into all customer
interactions:
1) State of the art call center2) Effective lead management system that could
prioritize and route leads for proper handling.
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CRM Practices
Standardizing the sales delivery process to ensurethe same quality of service every time to thecustomer
IT system enabling both the provider and AsianPaints Home Solutions to view all customerinteractions and financial information in realtime.
A variety of Customer Surveys provided to thechannel members to provide real timeinformation.
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CRM Practices
Ask Aparna
Colour Speak
Foresite
Home Solutions
Paint Calculator
Painting Guide
Painting Tips
Project Sales
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CRM Enabling Business Flow
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CRM Through SAP
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Customer Experiences
Experience of Mr. Chaturvedi
The sales Person was contacted. Afterinspecting he said the Putty was not required
due to good quality of walls and suggested touse Royale paint.
On the scheduled starting date, the
salesperson informed that the painters werenot available on that day.
The painting began the next day.
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Customer Experiences
The contractors arrived after an hour
They said Royale paint cannot be used due tothe presence of brush marks on the wall
They recommended the use of putty.
Subsequently, the sales person came with aPaint Technologist and agreed with the
contractor On my request the cheques were returned to
me.
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Stations of Experience
Phase IMeeting
Phase IICommitment
Phase IV
Reassurance
Phase III
AssuranceStage III
Retention
Stage II
Repeat Purchase
Stage IPurchase
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Recommendations
Continuous CRM
Current Focus only on Pre-Sales and Sales
Company has to consider post sales as well
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Thank You