Case Study: Mobile-Based CRM Implementation for an NBFC – Transforming 2-Wheeler Loan Sales Operations
Client Background
A mid-sized Non-Banking Financial Company (NBFC) specializing in two-wheeler financing operated through a network of 750+ partner showrooms across multiple states. The company relied heavily on counter sales executives stationed at dealer locations to generate and close leads. However, the absence of a unified digital system created inefficiencies and delays in their loan processing workflow.
Challenges Before CRM Implementation
1. Manual Case Creation & Lead Leakage
Counter sales executives used spreadsheets and manual forms to record prospective loan customers, leading to frequent errors, missed follow-ups, and inconsistent data capture.
2. Slow Quotation Process
Preparing loan eligibility and EMI quotations required manual calculation or calling backend teams, delaying customer engagement and reducing conversion rates.
3. Lack of Visibility on Sales Executive Movements
Management had no reliable mechanism to confirm whether sales reps were actually operating from designated two-wheeler showrooms, impacting productivity and partner satisfaction.
4. Non-Standardized Loan Closure Journey
Disjointed steps—from lead creation to document collection—caused delays in case locking and incomplete applications, affecting turnaround time (TAT).
Solution: Mobile-Based CRM Platform
The NBFC deployed a customized mobile CRM built to support the full 2-wheeler loan cycle. The solution empowered counter sales executives with real-time tools to capture leads, generate quotations instantly, and complete the closure journey faster.
Key Features Implemented
1. Case Locking & Digital Lead Creation
Counter sales staff could instantly create and lock a 2-wheeler loan case via the mobile app.
Mandatory field validation ensured complete data entry.
Unique case IDs eliminated duplicate entries and ensured proper tracking.
Impact:
100% digital lead capture
35% reduction in lead leakage
2. Instant Loan Quotations & EMI Simulation
Integrated rule engine calculated eligibility based on salary, CIBIL score, and loan-to-value (LTV) limits.
Multiple EMI options auto-generated based on tenure and down payment.
Quotes could be shared with customers via SMS/WhatsApp instantly.
Impact:
Quotation preparation time reduced from ~20 minutes to <1 minute
Improved customer experience and faster decision-making
3. Guided Case Closure Journey
The CRM provided a structured workflow for completing each loan stage:
Customer profile creation
Document checklist (Aadhaar, PAN, salary proofs)
Digital document upload
Internal verifications & approval workflow
Real-time status updates for the executive and customer
Impact:
Loan TAT reduced by 40%
Increased accuracy of customer documentation
4. Geo-Fencing for Sales Reps at 2-Wheeler Showrooms
The CRM app incorporated geo-fencing to ensure that executives logged in only within the defined radius of their assigned motorcycle showrooms.
Automatic attendance, location tagging, and time tracking.
Alerts to supervisors if reps attempted to check in from unauthorized locations.
Impact:
28% increase in productive footfall
Improved compliance and accountability
Enhanced trust with dealer partners
5. Real-Time Dashboards & Performance Visibility
Management gained access to robust dashboards showing:
Case pipeline by stage
Conversion ratios
Executive-wise productivity
Showroom-wise sales trends
Impact:
Data-driven decision-making
Faster identification of bottlenecks
Results Achieved
| Metric | Before CRM | After CRM | Improvement |
|---|---|---|---|
| Lead Leakage | High | Near Zero | ↓ 90% |
| Case TAT | 48–72 hours | 24–36 hours | ↓ 40% |
| EMI Quotation Time | 20–25 mins | <1 minute | ↓ 95% |
| Sales Executive Productivity | Low visibility | Fully trackable | ↑ 28% |
| Dealer Satisfaction | Moderate | High | ↑ Significantly |
Conclusion
The mobile-based CRM transformed the NBFC’s 2-wheeler financing business by:
Digitizing the complete loan cycle
Empowering counter sales reps with real-time tools
Improving operational discipline through geo-fencing
Accelerating case closure and enhancing customer experience
The solution not only increased conversion rates but also strengthened dealer relationships and improved overall business efficiency.