“Leadsquared has grown to be a strong partner with us and is at the center of all our large sales and marketing initiatives with very close integration with our core applications and platforms.”
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Increase in RM
Productivity
Increase in Call Centre Efficiency
Response Time
Performance Reports
From the change in customer expectations to the ever-evolving market trends, disruptions in the lifestyle have led to stark differences in the way people trade and buy stocks. Digital intervention and automation have introduced the capital market to a new way of scaling the business.
In striving to deliver ultimate client satisfaction, India’s 3rd largest stockbroking firm, Angel One (formerly known as Angel Broking Ltd.) is on a mission to provide the best value for money to investors through innovative products and personalized services.
The company had the vision to introduce new and innovative products and services regularly. With a commitment to provide “Real value for money”, the company is involved in efficiently integrating the latest technological innovations within its business.
As the company expanded, they were on the lookout to replace their labor-intensive in-house software with an automated and centralized one to meet their business requirements. After evaluating LeadSquared, they found it to be a perfect fit because of its operational, collaborative, and analytical features.
The various challenges that the team was looking forward to address were:
The broking firm uses LeadSquared to meet and satisfy each customer’s needs uniquely and individually. The various elements that helped the company scale are:
Angel One attracts high-quality trading and account creation inquiries from multiple channels, including all online platforms like Google, organic channels, social media, email, SMS, programmatic, referral, and influencers.
LeadSquared helps them capture these inquiries, ensuring zero lead leakage throughout. It monitors and analyzes every lead generation channel’s performance and gives a complete insight into the lead quality and conversions. With automated screening at each step, only good quality inquiries go down the funnel, saving time for critical tasks.
With a large number of sources for lead generation, distribution of the inquiries plays a very critical role in the trading business.
Post capturing inquiries, the leads are passed on to the contact center. LeadSquared uses various lead and agent attributes- lead quality, location, language, designation, and more to distribute leads.
Distribution logic ensures that only those leads move to the contact center that need assistance with filling their online application. The finished applications directly get transferred to the processing team.
Since language might vary for different agents based out of varied regions, the distribution also happens based on language. For eg: a prospect who is more comfortable in speaking Kannada will be assigned to an agent who is affluent in the same language.
The lead distribution happens basis the tenure of the employee with the organization. This helped Angle One in assigning high priority leads to employees with more experience and thus improving on the conversion rate.
The distribution of inquiries also happens on the basis of agent working hours. For eg., consider an agent who works from 9 am to 9 pm, and the lead gets assigned to him at 10 pm. With the help of automation, the lead assignment gets scheduled for the next day at 9 am. This way no lead gets missed out.
In addition to distributing leads based on criteria, they use LeadSquared’s capping logic to ensure that agents aren’t assigned more leads than the specified limit. This capping logic can also be region-specific.
It is essential to track every single lead that comes in from various sources and make sure it gets converted. But the chances of a lead dropping off in the middle of completing the application or during the process is very high.
Hence, it is necessary to notify the sales rep so they can take the required actions when a lead drops off. LeadSquared helps Angel One to identify the application completion rates across their products, teams, regions, and more. It even helps them in identifying the pages or form fields where most drop-offs happen, allowing them to fix the form layouts for higher completion ratios.
In addition to this, LeadSquared also helped Angle One with custom forms for internal teams to solve any customer-related queries.
Angel One needed a Quality Management System(QMS) to audit the calls made by the tele-calling team. For this quality check, they wanted a seamless integration of the QMS with the Lead Management System (LMS).
The quality management system helped them with:
This allows the managers to identify high and low-quality calls, set benchmarks for agent training, and suggest agents’ corrective actions. So they can now help the tele-agent make the right pitch to the customers.
“With the onset of pandemic and our employees working from home, the recordings of calls were unavailable for any audits and process improvements. We integrated a cloud calling solution from Exotel for all our call centre executives which enabled us to monitor the calls, leading to process monitoring, identifying training needs thus improving on the conversion rates,” says Prabhakar.
LeadSquared helps in segmenting prospects and customers based on various factors. This helps in engaging with customers with relevant content at the right time.
The prospect journey workflows automates the communication across various channels. As the prospect moves ahead in the journey and is ready for document verification, the automation trigger sends an email with a KYC verification link.
If a prospect shows interest in a product, fills the KYC form, but drops off, automated email campaigns send a reminder to the prospect and allows him to start from where he left off.
Various automated reports help in analyzing the performance of different teams. The reports can be based on region, team, source performance, and many more. These reports help in getting deep insights into ongoing sales and operations.
The broking firm has seen tremendous results and growth using LeadSquared sales and marketing solution.
With a seamless flow of data between systems, they have reduced the response time and improved customer interaction. Overall, it has saved them time, which dramatically increased productivity and ROI.
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