CRM Practices of Asian Paints

Submitted By: Ramandeep Singh Arora 081 Rishinath 087 Sandeep Raj 092 Shantanu Seth 096 Shriker Parth 100

Agenda
Introduction Existing CRM Practices Customer Experiences Stations of Experience Recommendations

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.

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. This award is considered as the pinnacle of achievement in safety across the world.

Vision
Asian Paints aims to become one of the top five Decorative coatings companies worldwide 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.

Key Challenges
Develop a direct link to the customer Standardize sales delivery processes used by Asian Paints Homes Solutions providers Institute an online ordering and accounting system for providers Implement a real-time reporting system for employees and business partners

CRM Practices
Launched a supplier portal that includes an automated digital document exchange facility that will improve the efficiency and effectiveness of interaction with suppliers An employee portal (Internal CRM) Customer Relations Management (CRM) tools are being used in Asian Paints Helpline and Home Solutions initiatives. Asian Paints made the decision to move from a strictly product-based manufacturing business to a services model.

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 Home Solutions and provides visibility into all customer interactions: 1) State of the art call center 2) Effective lead management system that could prioritize and route leads for proper handling.

CRM Practices
Standardizing the sales delivery process to ensure the same quality of service every time to the customer IT system enabling both the provider and Asian Paints Home Solutions to view all customer interactions and financial information in real time. A variety of Customer Surveys provided to the channel members to provide real time information.

CRM Practices
Ask Aparna Colour Speak Foresite Home Solutions Paint Calculator Painting Guide Painting Tips Project Sales

CRM Enabling Business Flow

CRM Through SAP

Customer Experiences
Experience of Mr. Chaturvedi The sales Person was contacted. After inspecting he said the Putty was not required due to good quality of walls and suggested to use Royale paint. On the scheduled starting date, the salesperson informed that the painters were not available on that day. The painting began the next day.

Customer Experiences
The contractors arrived after an hour They said Royale paint cannot be used due to the presence of brush marks on the wall They recommended the use of putty. Subsequently, the sales person came with a Paint Technologist and agreed with the contractor On my request the cheques were returned to me.

Stations of Experience
Phase I Meeting Phase II Commitment Stage I Purchase

Stage III Retention

Phase III Assurance

Phase IV Reassurance

Stage II Repeat Purchase

Recommendations
Continuous CRM Current Focus only on Pre-Sales and Sales Company has to consider post sales as well

Thank You