The implementation of a key tool like CRM has already started reflecting positively. There has been a drastic improvement in customer acquisition after sales leads were passed on via discussion boards. "There is servicing of 10 lakh leads and around 5 lakh service requests per year. Customer service has improved by 60 percent and turnaround time for its processes by almost 70 percent," says Sharma. It has helped us understand our customers better and analyze the resolution time for each query or complain and then improve internal process accordingly. It also added lots of intangible business benefits and helped retain customers better," says Sharma. The cross-selling of products has substantially surged after the implementation. The collaborative CRM has given a new window of social valuebased relationship which is key for future cross-selling.

YES Bank was established in 2004 with financial support from Rabobank Netherlands.

There is servicing of 10 lakh leads and around 5 lakh service requests per year.

Customer service has improved by 60 percent and turnaround time for its processes by almost 70 percent