CRM Practices of Asian Paints

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

• India’s largest paint company.• Asia’s 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 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.

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 center2)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 ExperiencePhase I

MeetingPhase II

Commitment

Phase IVReassurance

Phase IIIAssurance

Stage IIIRetention

Stage IIRepeat Purchase

Stage IPurchase

Recommendations

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

Thank You