Transforming Sales & Service at Scale: A CRM Modernization Case in Financial Services
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Headquarters
- India
Business Size
- Enterprise
Industry
- Financial Services
Deployment
- Local
Technologies
The Client
A top-tier financial services institution in India, the client is known for its trust-driven brand and an expansive customer base spanning retail and institutional segments. With customer expectations evolving rapidly and digital engagement becoming the norm, the client recognized the need to modernize its sales and service infrastructure across branches and digital channels.
To address this strategic imperative, the client partnered with Ambit Software to implement nexaFIN for Financial Services, an advanced CRM solution built on SugarCRM, enabling both sales automation (for over 25,000 users) and centralized as well as branch-level service automation (for about 5,000 users) across mobile and web platforms.
Challenges Faced
Despite its scale, the client faced operational constraints that limited its ability to deliver seamless, consistent, and proactive customer engagement:
- Siloed Customer Information
Customer data was dispersed across disparate systems, inhibiting unified visibility and slowing down engagement across sales and service channels. - Manual & Inconsistent Case Management
Service requests were recorded and tracked manually across phone, email, and in-branch visits—leading to inconsistent experiences and prolonged resolution times. - Rigid and Inflexible Workflows
The absence of configurable rules and escalation logic limited the organization’s ability to implement standardized processes and enforce SLA compliance. - Integration Gaps
Disconnected platforms (e.g., loan origination, contact center, and SMS gateway) created fragmented journeys, poor responsiveness, and duplicative work.
These issues were more than operational bottlenecks—they impacted customer satisfaction, internal productivity, and regulatory preparedness.
Ambit’s Solution
Ambit Software deployed nexaFIN for Financial Services, a robust CRM solution tailored to the specific needs of BFSI institutions. The implementation addressed both sales and service use cases at enterprise scale using the AWS platform.
- Unified Customer View (Across Sales & Service)
All customer interactions—including meetings, calls, service cases, tasks, and follow-ups—were unified under a single CRM record, accessible via mobile and web. This enabled sales and service teams to deliver consistent, informed, and contextual support. - Scalable Sales Automation (25,000+ Users)
- Lead and Opportunity Management with custom sales stages, workflows, and approval mechanisms.
- Branch-level Mobile CRM for field sales teams to log visits, access customer data, and update deals in real time.
- Role-specific Dashboards to monitor pipelines, targets, and conversions for frontline and supervisory roles.
- Advanced Service Automation (5,000 Users)
- Centralized and Branch Service Case Management through email, API-based intake, and call center integration.
- Smart Case Routing & Prioritization based on case category, customer segment, and channel.
- Branch Service Modules customized for location-specific case tracking, approvals, and escalations.
- Business Rules Engine & Workflow Automation
- Automated case assignments, SLA monitoring, escalation triggers, and closure rules.
- Linked task workflows ensured all service tickets had measurable, accountable resolution processes.
- Enterprise Integrations
- Seamless integration with core platforms such as the Call Center, Loan Origination System, and SMS gateway.
- Email-to-case automation with filtering, spam control, and source-based routing.
- Real-time & batch sync for bi-directional data flow between internal systems and the CRM.
- SLA & Exception Management
- SLA timers and breach alerts built into the CRM to enforce accountability.
- Audit-ready logs of case lifecycles for compliance and quality management.
- Customer notifications via SMS/email on case status and resolution.
- Security & Analytics
- Granular Role-Based Access to ensure data security across hierarchical teams.
- Configurable Dashboards and Reports for trend monitoring, performance reviews, and compliance visibility.
Results Achieved
- Enhanced Sales Productivity
Field and branch sales teams operated more effectively with mobile CRM access, pipeline visibility, and activity tracking—boosting closure rates and reducing sales cycle time. - Faster, More Consistent Service Delivery
Automation of case logging, routing, and resolution improved response times and standardized customer service across the organization. - Improved Customer Experience
Customers received timely updates and resolution across digital and branch channels, improving satisfaction and reducing repeated service calls. - Stronger Operational Control
SLA enforcement, workflow traceability, and integration with core systems allowed for better governance and operational oversight. - Data-Driven Decision Making
Sales and service leaders gained real-time insights into performance metrics, workload distribution, and customer behavior patterns.
Conclusion
With the rollout of nexaFIN for Financial Services, the client was able to bring together thousands of users onto a single, scalable CRM platform that drives both sales and service excellence. The transformation didn’t just modernize operations—it equipped the organization to scale securely, respond faster, and serve smarter in a digital-first financial ecosystem.
Ambit Software’s expertise in CRM strategy, BFSI process optimization, and enterprise-scale implementations ensured that the project was not just a technology upgrade but a foundation for long-term growth and innovation.