CRM of Wipro

CUSTOMER RELATIOSHIP MANAGEMENT Of

SUBMITTED BY:

SAURABH SHAH

(2012276)

SAURABH SETH

(2012279)

SAYONA MAITRA

(2012287)

SHWETA SINGH

(2012306)

SMRITI MASIH

(2012307)

SONIA ARORA

(2012311)

VIPIN GOEL

(2012370)

SUBMITTED TO, S. Chandwani

Section EF

Content Page number Company Background

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Wipro BPO

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Wipro’s approach in CRM

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Wipro’s offering

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Analyzing Wipro’s offerings

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Their Business

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Customization

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Upgradation

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Innovation

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Recommendation

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Company Background

Wipro Limited is a global provider of comprehensive IT solutions and services, including Systems Integration, Consulting, Information Systems outsourcing, IT-enabled services, and R&D services. It is also a value added reseller of desktops, servers, notebooks, storage products, networking solutions and packaged software for international brands. Wipro Technologies is a global services provider delivering technology-driven  business solutions. Wipro is the No.1 provider of integrated business, technology and  process solutions on a global delivery platform. Azim Premji is the Chairman of Wipro Technologies. He took over the mantle of leadership of Wipro at the age of 21 in 1966. Under his leadership, the fledgling US$ 2 million hydrogenated cooking fat company has grown to a US$1.76 billion IT Services organization serving customers across the globe. Wipro is presently ranked among the top 100 Technology companies in the world. It serves 592 clients, and has 46 development centers across globe. Wipro Ltd is a global information technology, consulting and outsourcing company with 145,000 employees serving over 900 clients in 57 countries. The company posted revenues of $6.9 billion for the financial year ended Mar 31, 2013.

Wipro Technologies deals in following businesses: 

IT Services: Wipro provides complete range of IT Services to the organization. The

range of services extends from Enterprise Application Services (CRM, ERP, eProcurement and SCM) to e-Business solutions. Wipro's enterprise solutions serve a host of industries such as Energy and Utilities, Finance, Telecom, and Media and Entertainment. 

Product Engineering Solutions:  Wipro is the largest independent provider of R&D

services in the world. Using "Extended Engineering" model for leveraging R&D investment and accessing new knowledge and experience across the globe, people and technical infrastructure, Wipro enables firms to introduce new products rapidly. 

Technology Infrastructure Service:   Wipro's Technology Infrastructure Services

(TIS) is the largest Indian IT infrastructure service provider in terms of revenue,  people and customers with more than 200 customers in US, Europe, Japan and over 650 customers in India.

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

Business Process Outsourcing:   Wipro provides business process outsourcing

services in areas Finance & Accounting, Procurement, HR Services, Loyalty Services and Knowledge Services. In 2002, Wipro acquiring Spectramind and became one of the largest BPO service players. 

Consulting Services:  Wipro offers services in Business Consulting, Process

Consulting, Quality Consulting, and Technology Consulting.

Wipro BPO

Business Process Outsourcing (BPO) is a strategic step for companies looking to improve service levels, reduce costs, streamline processes, improve process efficiencies, and gain access to best-in-class processes without investing in requisite technology and skills. Wipro Business Process Outsourcing (BPO) is a leading provider of BPO services focusing on the complex, voice and non-voice based segment of customer-care services. The integrated solution approach provides enhanced value to the customers through process standardization, process simplification and process optimization. Services are provided from delivery centers in the North America, Central and Eastern Europe, India, China and Latin America.

Wipro BPO is uniquely positioned to service customer requirements by leveraging its tenets of quality and innovation, the best people talent, self sustaining process framework and domain knowledge. We offer customized service offerings; translating into the most flexible and cost effective services of the highest quality for our customers.

In 2002, Wipro took a quantum jump in the BPO services by acquiring the then Spectramind. Wipro BPO Solutions, complements the services offered by Wipro Technologies, making it one of the largest BPO service players. Wipro BPO Solutions Ltd (Wipro BPO) was established in the year 2002 as a division of Wipro Technologies. Wipro BPO provides complete end-to-end solutions to global clients across a wide spectrum of industries. The company has service expertise in delivering process specific solutions in areas like finance & accounting, procurement, HR services and knowledge services. Wipro BPO’s

knowledge service division offers high-end services in the areas of investment banking operations,research, analytics, reporting, planning & analysis (RP&A) and professional services. 4

Services Offered :

Customer Services, Contact Centre, Telemarketing Services, Technical Support, IT Help Desk Services, Insurance Processing, Mortgage Processing, Human Resource Services Finance & Accounting Solutions, Procurement Solutions and Knowledge Services.

Verticals

Banking, Insurance, Logistics, Travel & Tourism, Finance, Telecom and Healthcare.

Wipro’s approach to provide best quality solutions to the customers. (Basis of Customer Segmentation)

The basis are: 1. Basis of revenue : In the business to business segment, the customers are divided on the basis of revenue. This implies clients or customers who generate maximum revenue are clubbed together and similarly the ones earning the least. This further helps in forming the specific customer relationship strategies accordingly as per the segment.

2. Basis of business relationships : Clients with whom the relationship has been long enough are clubbed together whereas the clients with whom only a short term relationship exists are categorized separately. Hence, the solutions are also tailor made.

3. Geographical basis:  Clients/Customers in the business to business segment are categorized on the basis of locations or geographies. This helps in focussing more on geographical segments and devising strategies based on their locations. This locational bifurcation helps helps device specific ways to manage such customers. 4. Technological basis: Clients/Customers using highly advanced technologies are dealt separately whereas customers using low advanced technologies. Based on the solutions. the company’s offerings and customer relationship management strategies

tend to vary.

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Number of Customers : Wipro also categorizes it’s customers based on customer base. The

solutions vary based on the number of customers. In a business to business segment, if the client has huge a customer base, then all the like minded clients are clubbed together and accordingly dealt with. For instance, a smaller customer base will experience services of a minimal level.

WIPRO: OFFERINGS CRM Offerings

Positive customer experiences drive profitability and loyalty, creating a competitive advantage for your business. By understanding your customers' needs, we can create a targeted customer experience model. We'll redesign the functional touch points and create a multi-channel interaction technology infrastructure, allowing you to optimize customer interactions across all channels for measurable CRM improvements. Customer Sales and Service Transformation

Advances in technology, including analytic tools, social media, and digital marketing have displaced traditional sales and service models, making it essential for businesses to have a more proactive and responsive CRM strategy. Our Customer Sales and Service Transformation offering can help you improve the effectiveness of your sales force and/or optimize customer service operations while providing you with the metrics needed to measure those improvements. Contact Centre Consolidation and Optimization

The need to improve customer relationships can sometimes conflict with the need to contain or reduce operating costs. That makes it essential for businesses to understand the full array of options available in regard to their customer contact centres. Our offering includes an assessment of all contact centre functions, including process rationalization and multichannel optimization, consolidation into a shared service model, and business process outsourcing.

Business and Process Planning for Salesforce.com

Whether you are considering Salesforce.com for your business or it's already one of your indispensable CRM tools, we can optimize your use of this transformational technology. Our experienced consultants can help you identify and redesign business processes, create a

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data assimilation and migration model, and define an organization standards and governance model to ensure that you reap the full value of your Salesforce.com investment.

ANALYSING WIPRO’S OFFERINGS: Wipro in Business Process Outsourcing  –   Driving Standardisation and Differentiation in outsourcing services

They go beyond SLAs in their r approach to process outsourcing. Their industry leading  process platform Base enables their customers to run standardized and efficient operations. Their clients gain insights, business growth, and measurable business impact through pre built process asset based solutions, industry focused platform BPO solutions, and integrated IT BPO services. Their expertise lies in: 

Pre-built Process Asset Based Solutions  –   With a focus on process improvements and

 business outcomes they have developed over 25 productized solutions based on process assets through a dedicated solution development organization. 

Industry

Focused

&

Platform

Based

Solutions -

Leveraging

Wipro

assets

in Cloud, Mobility,  and Alliances they provide integrated IT and BPO SLAs and innovative pricing/commercial models for their key clients. 

Driving Predictable Business Outcomes   - Leveraging technology, tools, and analytics

they help customers transform operations onsite before shifting to vendor. The industry specialists along with the Wipro consulting group enable this transformation. 

Investing in Industry Leading BPO Platform  - Wipro Base is a flexible, adaptable, and

customizable BPO platform. It supports 320 unique processes to deliver business outcomes, institutionalize knowledge, ensure transparency, controls, compliance, and drives down cost of operations. 

Delivering Insights & Measurable Business Impact through Business value meter  – 

They have delivered over $ 1.1 B of value. Their one stop shop tracks and reports the value delivered to customer through process re-engineering. 

Standardized Processes across Expanding Global Locations  –   They deliver 24X7

operations through one standardized global process and provide support in all major languages in 11 countries.

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Their Businesses:

1.) Front office Management 2.) Back office Management 3.) Specialized services 4.) Industry specific services

Amongst these the verticals where CRM plays a vital role has been dealt with in the following:

1.) Front Office Management:

Wipro BPO’s understanding of industry domains and deep engagement with their customers

makes them a provider of choice in front office management. They provide profitable transformation solutions led by a multi-channel proactive care strategy, powered by analytics and automation and help their customers drive up sales and customer satisfaction while relentlessly reducing their cost of operations. They promote self service strategies that optimize our operations through automation solutions to deliver year on year cost savings while maintaining SLAs thus increasing value and delivering business results.

Customer relationship management:

Their CRM services includes, direct customer interactions - cross selling, up selling, inbound sales, service order processing, customer retention programs etc. vis email / phone/ automated chat service and indirect customer interactions - website user content moderation, video content moderation, social networking moderation, account management, value added services etc.

2.) Industry Specific Services:

Wipro BPO’s industry experts with domain expertise in a wide range of industries enable them to

formulate point solutions to address specific requirements. The transformation that follows highlights the underlying benefits that move beyond cost arbitrage to business efficiency gains.

Retail:

Wipro BPO’s retail outsourcing solution covers merchandising, store operations and CRM. They

combine IT and process outsourcing to deliver optimal operational efficiency and effectiveness. Their

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delivery locations across USA, Mexico, Poland, Romania, India, China, Philippines, Australia and Japan serve their global customers in various transformational retail solutions.

Energy and utilities:

Wipro BPO’s Energy and Utilities (E&U) practice spans 50+ relationships and comprises

3500+ associates delivering in areas like customer care, billing, work and asset management, shared services, etc. They manage several business processes / functions for their customers (footprint spans US, Europe and Asia Pacific) helping them not only improve their customer relationship and retention  but also reducing their costs to serve significantly.

Customization: Clients across geographies are demanding applications that not only meet nonfunctional requirements but also reduce development cycles. So, the crux of building any application is now inclined towards adopting an architecture that is based on the fundamental concepts of scalability, reliability, performance & extensibility. Quality is ascertained by the fact that it complies with ISO 9000, Six Sigma, SEICMM & PCMM level 5 standards and processes. This large base of customers encompasses a wide range of verticals, key among them  being:

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Manufacturing

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Telecom

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Finance & Banking

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IT & IT enabled services

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Healthcare

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Government

Wipro works with alliance partners to offer compelling business propositions for the customers. Our alignment with the technology leaders across various industries enables us to  provide our customers with world-class solutions that transform their business processes. 

Cisco

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Dell 9

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Google

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HP

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IBM

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Oracle

Upgradation

Increasing customer loyalty, sales, profitability and gaining a competitive advantage are the key drivers to an organization’s success. An investment in this respect is an investment into one’s future, the one that will repay with improved business processes and higher

returns. A CRM initiative which fails to fall in line with the organization’s stated objectives to success, will not work as a differentiating business strategy.

An upgraded version

ensures timely completion of work. This also saves money and improves the efficiency of the company’s performance. Wipro ensures that a clients’ project delivers rich short -term results and such a situation, clients’ leap into the next level of technology has to ensure

minimal interference with their on-going processes. Version upgrade:

Upgradation plays a very important role in CRM. Wipro provides a platform for up gradation of software provided by them to the clients as well as those provided by other software companies. Re-implementation

Sometimes due to high customization in the existing framework, a simple version upgrade might not be practical. In order to evade this situation Wipro offers reimplementation services for a successful upgrade. Wipro assure seamless data migration when a new functionality is implemented, so that operational functions are undisturbed. Wipro employ a proprietary upgrade & re-implementation methodology for better  predictability & governance. The clients have benefited from an accelerated upgrade model which ensures rapid upgrade processes and 100% on-time deliveries.

One of the Clients, a leading provider of tax and business law information and software approached Wipro for an upgradation of its database application. The Client tracks, reports, explains and analyze tax and related laws, producing approximately 700 publications in  print and electronic form for accounting, legal, human resource, banking, securities, insurance, government and health care professionals.

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Client was using eFiling application as a part of their bigger solution for back office  processing and e-filling of tax document. SQL Server 2000 was used as a database for the application. The application was a legacy application and had a flat database structure. The client was consolidating all of their products to a higher version of SQL Server i.e, SQL Server 2005. Due to this reason there was a need to upgrade their database from SQL Server 2000 to SQL Server 2005. And all this had to be done before the e-filing period begins. This is when they approached Wipro with the task of up gradation. This was not an easy job  because it required upgrading around 32000 lines of codes from SQL 2000 to SQL 2005. The project requirement was to create a database layer and update the business tier. It had much functionality and hence Wipro developed various utility programs to produce the quality result in the shortest time. Wipro had to ensure that all the stored procedures retained their application logic once the database was upgraded. The actual upgradation process was divided into five distinct phases: application assessment, application preparation, application upgradation, post-upgradation changes, and application testing & deployment.

1. Assessed the Application for Upgradation

The first step in upgradation process was assessing the application’s code quality in

terms of design and source code. This step helped the upgradation team to understand the code complexity and, in turn, helped determine the cost, effort, and schedule for upgradation. To determine the application's code quality, the upgradation team established the application’s size, usage, complexity, dependencies, and overall stability.

2. Prepared the Application for Upgradation

Once the assessment was completed, the second step was preparing the application for upgradation. There are three main initial conditions that were required to be met before upgradation commenced: • Availability all the relevant application documents and baseline source code to the

upgradation Team. • Supply of functional experts to the upgradation team for accurate understanding of the

 project • Providing application source code that has not undergone separate enhancemen ts as the 11

upgradation began.

With these conditions met, the application preparation phase started. The entire application was rebuilt in the parent environment from the given source code. The upgradation team then executed and ran the application test cases to determine that the application source code provided is the correct version for upgradation. With the correct source code version established, developers proceeded to the upgradation. 3. Upgraded the Application

In the actual upgradation process, the prepared application was upgraded to the new environment using automated tools. With the use of automated tool, an upgrade report was generated which identified which application features were not upgraded automatically; these results formed the basis for the need for manual upgradation. This was accomplished in the next phase of the upgradation process. 4. Performed Post Upgradation Changes

Applications features that were not upgraded automatically required significant manual work. Based on the report findings from the prior step and the desired functionality in the new environment, the developer would change the code in the new environment. The objective was to re-write code for the new database to obtain the same functionality in the upgraded code as found in the original database. 5. Tested & Deployed the Application

In this final phase, the newly upgraded application was subjected to rigorous testing using the same test cases applied earlier when validating the source code provided. Apart from functional testing, stress, volume, and load tests were carried out to ensure scalability and performance levels are achieved. Fine tuning and/or optimization were conducted after each round of testing to achieve the desired performance levels. Following successful testing, the application was released for production. In the same way, the Company provides the upgradation of software according to the requirements of the clients.

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Innovations at Wipro BPO:

Companies historically chose BPOs to save on costs or gain process efficiency. But as the markets matured and so did the customers, BPOs have now become a revenue enabler. Today, only ene-to-end quarter reporting and recording of the financial or any other kind of data is considered as outdated and antique as Pagers or Kodak Cameras. Waves of Innovation:

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Operations Objective: Cost reduction and Proccess Efficiency

Wave 2 •

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Operations + Applications Process Optimization

Wave 1

•

•

Addition of Infrastructure Process reengineering

Wave 3

In these three waves of innovation, we can see the increase in the offerings by Wipro BPO. Wipro’s offerings mainly consisted of the followings:

1) Customer Relationship Management for the clients: The CRM services for the clients would include Customer Corss and Up selling, Single call resolution, explain the changes in the product to the customers and providing technical support for the internet services. These are the basic services that Wipro BPO provided to the customers based on the “that -time” technology and scenario.

2) Business Optimization Services (BOSs) and From providing basic services like call centres and technical support, BPO services offered moved to a different level when Wipro started providing services like Finance and 13

Accounting, Procurement, Human Resource, etc. Here, the focus of providing services is mainly on providing support services to the clients. The main components of the services track are data reporting and collection, data cleaning and data management, and meeting compliances. 3) Industry specific and Specialised Services: After providing standardized services to the clients of varied size and scale, Wipro BPO started providing industry specific and specialised solutions to its clients. After knowing the customers better by providing the first phase of services Wipro has taken the platform to the next level by customizing the services to each of their customers. In this phase, it provides the companies based on their revenue model, business model, customer base, geography, etc. And the services are tailor made accordingly. Increasing customer value through innovations:

Wave 3 Wave 2 Wave 1

With each changing wave, the customer value increases. Wipro BPO has been able to provide this value with process innovations that can meet the pace of the technological changes in the surrounding environment.

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Recommendations:

1. The outsourcing platform can also help in cross-selling business by using the technology in the right sense. While working on the prospects for the cross-selling and up-selling for any products, Wipro BPO can take the help of the other technological platforms. E.g. If a client wants to find out the prospective customers for its printers, Wipro can find out with the use of product reviews and service feedback data received through facebook, twitter, flipkart, amazon, etc. There are many customers who tweet negative feedbacks about  products or write reviews on various web portals. Eliminating those customers who have a negative opinion about their products can help in optimizing the resource and focus on the right customers. 2. Wipro BPO has a huge client base of customers from various walks of industries. Hence, the knowledge of a specific industry, e.g. nitty gritty of industry regulations, what works in the industry, talent procurement in the industry, etc. This information can be provided to the clients based on their requirements which can help them grow better. Wipro can seamlessly provide this information in a fraction of seconds at a cost lower than most of the research companies. 3. Wipro has a huge talent pool with fresh technical associates from different colleges all over the country. They are very good at the technical aspects and resolve all the technical issues whenever asked by the customers. But they lack the experience and the knowledge on how to tackle those critical incidents which are very important to the business point of view. These situations require expertise which these freshers lack and this in-turn leads to dissatisfaction among the customers. 4. As mentioned earlier, Wipro segments its clients based on revenue, customer base, etc. and hence assigns bigger and important accounts of companies to its more superior and experienced technical staff. That leaves the smaller and medium accounts with less experienced and less- knowledgeable technical staff. Hence, there is a huge dissatisfaction in these accounts. We as a group recommend that all the clients should be given similar treatment as far as technical expertise is concerned.

We believe that there is a huge possibility in Wipro to help its clients with more complex and industry specific work that goes beyond the traditional front- and back-office engagements. Hence, it should explore the opportunities for such kinds of assignments.

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