CRMNEXT helps India's largest radio network to increase customer coverage, wallet share and hence sales by creating a unified platform across the organization and actionable intelligence by integrating with various industry expenditure reporting systems.
Cities/ towns: 1,300+
92.7 BIG FM is India's largest FM network with a presence across 45 cities, 1200+ towns and 50,000+ villages and a weekly reach of 4.3 crore Indians across the country.
It is part of one of India's largest media company Reliance Broadcast Network Ltd. BIG has taken FM as a medium of entertainment beyond the metros, to untapped markets, offering consumers and advertisers a new experience of the power of radio as a medium of entertainment.
As a fast growing media company in fiercely competitive market it was critical for BIG FM to create a strategy execution platform across geographies and various teams to retain its market leadership and create a sustainable competitive advantage.
Covering the entire universe of spenders with analysis of data from industry portals like ADEX, Aircheck, etc.
Creating strategies to increase its market share based on seasonality, spending power and trends of brands.
Since Ad slot is a perishable inventory, pipeline visibility is very critical. Manual reporting and coordination on excel sheets in different formats made it difficult to have a timely visibility on the opportunity pipeline.
Due to limited visibility and manual processes coordinated on emails and excel sheets, getting timely approvals was difficult. This would result in loss of opportunities.
Planning and execution of effective sales activities like number of sales calls, customer contacts, meeting the right people, right customer depending on seasonality, etc.
Monitoring and executing relationship management activities with agencies and key customers to ensure maximum wallet share.
Customer contact strategy based on spend, seasonality, wallet share, etc.
CRMNEXT created a single version of truth by integrating with Adex, Aircheck, trafficking system- wide orbit, plum, broadview to boost the overall efficiency of the system and decision making.
The implementation also ensures periodic sync with Adex and Aircheck reports ensuring all new advertisers are present in the system.
Sales process reengineering
Ensuring clarity of numbers with targets, achievements, missed opportunities, neglected customers etc. tracked on real time basis with the new system.
Creating accountability of the sales teams with self evaluation tools for portfolio management, client coverage and wallet share.
Process monitoring and control
Created unified processes across department for rate approvals, placement approvals, network deals etc. to improve visibility and efficiency.
Established strict turn-around-time and escalations based on opportunity value, ad slot inventory etc. to reduce sales cycle time and better pricing power.
Over March 2010 to March 2012 sales increased by a whopping 184% from INR 1084 million to INR 3087 million and operating profits increase from a loss of INR 328 million to INR 287.8 million.
Improved price discovery by defending price, focus on value selling and focus on leveraging network strength.
Call rates increased, number of missed deals has declined, average sales cycle time declined resulting in improved productivity.
Conversion rates increased by about 40%.
Significant increase in number of large deals.
Significant increase in cross selling across multiple brands of a single client and also across media network.
Significant increase in repeat business and decrease in customer attrition.
Consistency of information and response by various teams to any customer request across organization.