Aptech Ltd

8/8/2019 Aptech Ltd

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APTECH Ltd

Customer Relationship Management at APTECH

SUBMITTED BY:

NIKHIL GUPTA

(MFM 3

rd

SEM)

8/8/2019 Aptech Ltd


About APTECH

Aptech Limited is a global retail & corporate training solutions provider headquartered inMumbai, India, with a presence across 5 continents. The company commenced its IT trainingbusiness in 1986. Over the years, Aptech Limited has trained over 5 million students.

Aptech prepares students for global careers in IT, multimedia & animation, hardware &networking, aviation, hospitality and travel & tourism. Corporate solutions include corporatetraining, assessment solutions for corporate & universities/ academic institutions and customcontent development for overseas & domestic customers.

Aptech is one of the two largest computer training and education companies in India withrevenues of Rs.3.2 billion (US$65.2 million) in calendar year 2002. Aptech has a network of 2,449 training centers spread across 52 countries and has trained over 2.5 million studentsacross the globe. Aptech was the first IT training and education organization to be awarded theISO 9001 certification (International Organization for Standardization) for Education Support Services in 1993. This has ensured consistent high quality standards in delivering world-classcurriculum. The company measures its performance against several benchmarks. As a public

company, the first metric is return to shareholders. Given Aptechs vision is to become apremier provider of computer education and training globally, it also measures its performancein terms of corporate citizenship. Several of Aptechs initiatives are aimed at increasing financialopportunity through IT empowerment.The company has grown & diversified into various education-related businesses & its stock islisted on the BSE & the NSE.

The three basic tenets of APTECHs vision are:y To be an education and informational technology megacorp.y To be the preferred choice of customers world - wide.y To be the best place work in.

SBUs function as independent business entities and have their main research and development

activities headquartered in India.

Global strategic business units (SBUS) are as follows:

Retail businesses

y Aptech ComputerEducationIT training & education

y Arena AnimationAnimation &

multimedia training

y MAACHigh-end 3D animation & VFX education

y Avalon AcademyAviation, Hospitality & Tourism education

y N-PowerHardware & networking

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y Apt h Wor wi

I t r tional I &

multimedia training

y English Express

English language training

Corporate busi esses

y Aptech TrainingSolutions

Corporat e training & training outsour ing

y Attest

Assessment solutions for uni ersities & corporat es

y Learning Services

Cust omised cont ent development

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Competitors of APTECH

Major competitors are Educomp Sol, NIIT, Everonn Edu, Edsev Softsyst. A comparison is given

bellow in the table:

Last Price Market Cap.

(Rs. cr.)

Sales

Turnover

Net Profit Total Assets

Educomp Sol 568.30 5,424.73 832.11 218.33 920.25

NIIT 67.90 1,121.00 625.17 31.17 644.59

Everonn Edu 636.35 962.19 210.65 43.40 339.57

Aptech 151.95 719.07 120.21 86.35 251.02

Edserv Softsyst 201.00 245.89 52.12 18.02 34.85

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Before CRM was implemented

Documentation problem :- It is found by qualitative and quantitative research that eighty percent of the students enrol at APTECH because of word of mouth but what experience was shared is not documented.

Lack of system:- There were no such system that will capture any suggestion, complaint

or query made by a student. Reusable templates can be widely used in e commerce and ERP solutions. E-link template can be used for an ERP solution which reduces development time by

sixty percent. Problem in access : It will provide unlimited access to any one in organisation. Since APTECH was in the Knowledge Management Business. There was a need to be able

to practice what one preached.

CRM AT APTECH

There are two units of CRM are used at aptech

CRS CAS

CRS

CRS is a customer service solution and not a data crunching operation. Using CRS students cangives feedback on Centre, Product, People, and Specific Issues. R.O., Product Design, And GeneralManagement for Monitoring Centre Performance, Improving or Revamping the Product, Makingpolicy decisions and for overall improvement in delivery process uses this feedback.

It covers three locations: Centre, Regional Office and Head Office. In the Centres and Regionaloffices CRS consists of the Cli

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C AS

CAS (Centre Automation System) is the data base of students. This data base is used by Centrepersonnel for student tracking and by the R.O for monitoring centre performances. Plan is thereto extend a call centre and data base for Alumni.

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AP

ECH

Provide sufficient information, through a easy to access interface, to the customer forjudging their current status and make a plan for the future based on same.

Provide an interface for the customer to communicate his\or her views on the servicereceived by them.

Have a mechanism in place to capture warnings signals at an early stage to enableproactive preventive action.

The Client/Server module includes . . .(Advantages)

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y Sof tware designed t o be ver eff icient in handling large volumes of dat a, but without requiring expensive speciali ed comput ers

y The same eff iciency in processing that large corporations use t o process billions of

records daily.

y The abilit y t o increase the speed of nearly all dat a access f unctions f rom 50 t o 500%

y Capabilities t o reduce networ "traff ic" and increase the speed of other programs using

the networ y A design t o reduce the possibilit y of corrupt ed f iles when there is a syst em failure on

the networ (such as a loss of electric power

y Availabilit y on several plat forms including peer t o-peer networ s, Novell Net Ware,

and Windows NT/ 000/ P servers

y A very low cost for the gain in productivit y!

Ho

the Client Server

odule Functions

Client module server module has a back end developed in Oracle and a f ront end developed inPowerbuilder. In each centre CRS are linked t o Centre Aut omation syst em. In regional Off ice it is

linked t o Regional Aut omation Syst em.

The Client Server module has various screens like review cat egories\notif ications Exception,Todays feedback, Awaiting Ratif ication, Ratif ied, and Pending Closure.

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CR S INTERFACE

There are three levels of interacting or interfacing with the system.

At central level in this student, student relationship officer(SRO) and administratorsinterface with the system.

At regional office level the regional head, regional SRO, and the administrator interfacewith the system.

At head office the administrator and the knowledge integrator interface with thesystem

CR S can generate Diff erent Report

Reports such as:

Complaint category wise frequency analysis Cycle time for redressal analysis Status report

Status statistics Complaint detail Exception report Complaint recurrence analysis, and root cause analysis

K NOWLEDGE MANAGEMENT MODULE

It can be viewed from two perspectives user and knowledge administrator\ integrator.

From the users perspective it consists of six links:

Discussion group

Knowledge repository Latest update Best practices FAQs

Provides easy access to the answers your end users need most. Help to documentation, answersto frequently-asked questions, product briefs, all the latest essential information.

This central information repository offers your users 24/7 customer support, reducing yourservice requests while improving your support teams efficiency.

Organize the content any way you wish even invite your end users to get involved by helpingto identify the most valuable content.

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The archi

ec

ure of the knowled

e management module

CR M implementation improved Aptech in various way, such as:

1. Improved Organi

at ion Performance and Product ivity

The centralisation of data results in faster customer service, improved data accuracy and theability to quickly and easily access and share information to boost your productivity.

2. Improve Deci

ion Mak ing Through Better Client K nowledgeHave a sharper competitive edge, enabling you to sell more effectively and attract newcustomers.

3. Improve Call-Cent re Eff iciency and Service: In a call centre, a CRM system enables employees to quickly and effectively access the client information to decrease the time of the call. Call Centres can also automatically identifyincoming calls and instantly loads a complete client history ready for the employee.

4. Anyt ime Informat ion Access:

The web access option gives mobile employees instant access to the centralised data to support their all their activities to improve their time efficiency while also being more prepared andknowledgeable when interacting with your clients.

5. Improve Client Prof itability Have the information to create and sustain individual client relationships and boost client satisfaction to maximise profits. A CRM system can also help you identify and market to yourmost profitable customers. This approach allows you to increase your marketing efficiencywhile reducing the cost.

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6. Store, Report and Analyse Customer Feedback Including quality control and evaluation results, to ensure a prompt reaction to any scenariothat may arise.

7. Professional Quality Cont rolled Documentat ion When templates and documents are held in one location your organisation improves and youcan easily achieve a consistent brand image.

8. Better Management Informat ion Parameter driven reports, history tables, instant data field creation for the information youdidn't know you needed yesterday.

9. Enhanced Quality Check ing Including a range of built-in features, such as a the Automatic Version to check you are workingfrom the latest version and full audits of all actions between your organisation(s) and yourclient.

10. Minimise Delays CRM systems become the focal point of all client activities within your our extensive

performance optimisation developments and an intuitive interface ensure that users experiencethe minimum delay when operating a mission critical operation.

11. Greater Accountability and Improved Team Work ing CLIM8's unique multiple organisation structure for data means separate partner organisationsor external organisations can safely share core data. Each organisation can be optionally madeaware of each other's activities, but security features allow them to remain autonomous onselected data and information.

Students started using the CRS system in the fourth week of April 2000 and have found it veryuseful. They were satisfied with the system response to a particular issue. Action were takenvery fast.

CRS at APTECH benefitting in many ways:

In carrying informal networks within the organisation to link with expertise employeesand would be consulted on the particular subject.

Measuring the performance of employees. Best customer service Creating a well-knit network among employees. Improving the quality of response to feedback

Aptech Ltd

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