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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

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