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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.

Company Profile

  • Region: India

  • Industry: Media

  • Cities/ towns: 1,300+

Some description

Background

  • 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.

Challenges

Customer coverage

  • 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.

Sales forecast

  • 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.

Activity management

  • 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.

Solutions

Customer coverage

  • 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.

Benefits

  • 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.