Standard Operating Procedure (SOP)

General Information
Process Title: Customer Relation Department: CRM
Management

Contact Info: 9611911966 SOP ID: V.1.0

Prepared by: Joyce Kurian Approved By:

Effective Date: 01/12/2024 Revision Number:

Process Overview

1. Purpose:
The brief objective is to establish standardized guidelines and protocols for managing customer
interactions, data, and relationships effectively with members of Vayah Vikas. This includes
ensuring consistency, efficiency, compliance, and quality in all activities undertaken with respect
to CRM. The procedure aims to optimize customer satisfaction, streamline workflows, enhance
data integrity, and support staff training and performance monitoring within the CRM system.

2. Scope:
Our target audience comprises senior citizens aged 60 and above seeking services to enhance
their quality of life during their golden years. Referred to as members, they will pay a premium to
access exclusive benefits and amenities tailored to their needs and preferences.

This SOP applies to all employees who are directly or indirectly involved in customer interactions,
including the Partnerships and CRM team, support staff, and any department engaged in customer
service activities. It covers processes from initial contact through ongoing engagement and
feedback.

3. Roles and Responsibilities (Anyone who CRM will touch base for help or advice or
people who will work with the CRM)

● Chief operating officer

●
● CRM Manager:
○ Develop and implement CRM strategies.
○ Monitor customer interactions and satisfaction levels.
○ Train and supervise staff on CRM processes.
○ Analyze CRM data to identify trends and suggest improvements.
● Customer Relationship Executives:
 ○ Handle all customer inward and outward communication received through Call,
Email, WhatsApp, Website.
○ Maintain accurate and up-to-date member records.
○ Handle customer inquiries and provide timely resolutions.
○ Conduct regular follow-ups to build and maintain strong relationships.
○ Collect feedback from members
● Partnerships Team:
○ Coordinate with partners to provide value-added services to members.
○ Document and track partnership activities in the CRM.
○ Ensure partners are engaged and informed about member needs.

Social media and communication team

○ Promote CRM initiatives, such as events, wellness drives, or special services,

across all social platforms.
○ Ensure all communication, both online and offline, is consistent and reflects the
core values of Vayah Vikas.
○ Collaborate with the CRM team to send out newsletters, updates, and other
important communications via email or SMS.
○ Coordinate with the CRM team to promote upcoming events, campaigns, and
wellness programs.
○ Utilize social media to highlight success stories, testimonials, and community
initiatives, encouraging further engagement and participation.
● IT Support:
○ Manage the technical aspects of the CRM system.
○ Troubleshoot issues and provide training on system updates.

4. CRM Software Usage

● Software: [Specify the CRM tool being used, e.g., Salesforce, HubSpot, Zoho CRM]
● User Permissions:
○ Define access levels for different roles.
○ Regularly review and update permissions to ensure data security.
● Data Entry Standards:
○ Contact Information: Enter complete and correctly formatted contact details.
○ Notes and Interactions: Use clear and concise language. Include dates, times,
and relevant details.
○ Follow-Up Tasks: Assign follow-up tasks in the CRM and set reminders.
● Data Accuracy: Conduct monthly audits to ensure data is current and accurate.

5. Customer Onboarding Process

The Customer Onboarding Process at Vayah Vikas is designed to ensure a seamless
and welcoming experience for seniors joining the community.

5.1 Modes of Onboarding

● Registration Forms (Physical):

○ Distribute physical registration forms at events or centers.
● Online Registration:
○ Guide customers through the easy steps to create an online account
○ Ensure they have access to all necessary credentials.
● Data Upload to System by the Mobilization Team:
○ Mobilization team inputs collected data into the system.

Collect comprehensive customer information, including health preferences, communication

preferences, and emergency contacts.

Obtain consent for storing and using personal data, following data protection regulations

5.2 Welcome Message

● Send a personalized welcome message via email or phone within 24 hours of a

new customer sign-up.
● Introducing key services
● A membership card
● A calendar of events and activities
● Contact details of the support team
Whatsapp welcome message:
Dear Vayah Vikas Member, extending a warm welcome to you! Your membership card is your key to
unlocking a world of exciting offers and activities we've prepared for you. Stay connected with us
through WhatsApp, as we'll be reaching out with updates and invitations. Looking forward to your
participation! Tap here for offers: https://www.vayah-vikas.org/services

With warm regards,

Vayah Vikas Team.

Email welcome message:

Dear Barani loknath prabakar ,

On behalf of the Vayah Vikas community, I wish you a very warm welcome!

Thank you for registering with the Vayah Vikas community for elders.

Our online community has been designed and build with elders in mind. Our community is made up
of elders, caregivers to the elders, experts in the elders space and small set of evangelists to
manage the website. Core to the community are our elders and caregivers to the elders- they help
us decide what’s interesting and what is not. They help the community make better choices by rating
and reviewing services offered , writing articles , being part of the Forums and finding things that are
available for them. The Experts in Legal and Financial services are trusted advisorsto the community
and use their expertise in helping the elders with one on one online conversations. The website
evangelists ensure that the site is available to the community at all times and worry relentlessly
about the administrative and technical aspects that enable and improve the online experience for all
members. As part of the administrative efforts, curated listings for services for elders are maintained
but it is the core community members that actively rate & review, providing real insights to the
individual service providers.

Our community thrives on our member activities –please do share your experiences, suggestions,
ideas help keep the community healthy and engaged.

We look forward to your online visits and community participation.

Sincerely,

Vayah Vikas Team

● Marketing Team sending send KYC link

6. Communication Protocols
This protocol ensures that all communications with seniors at Vayah Vikas are
handled with care, efficiency, and respect, promoting an environment where
members feel heard and valued.

6.1 Response Times

● Respond to all member inquiries within 24 hours during business days.

● For inquiries received outside business hours, ensure a response is sent by
the next business day.
● Escalate any urgent issues, such as Legal, Health concerns or service
complaints, to the appropriate Manager immediately for swift resolution.
●

6.2 Preferred Communication Channels

● Phone: Use for urgent matters, sensitive topics, or when a more personal
touch is needed (e.g., health, Legal, feedback discussions).
● Email: Use for detailed communication, official documentation, or any follow-
up after phone calls. Email can also be used for sharing event details or
membership-related updates.
● SMS/WhatsApp/aisensy: Use for reminders about events, upcoming
appointments, membership renewals, or short updates (e.g. “Doctor
Appointment Reminder at 10:00 AM").

6.3 Communication Etiquette

● Use a respectful, empathetic, and friendly tone in all verbal and written
communications, keeping in mind the sensitivity of working with senior
citizens.
● Ensure written communication (emails, SMS, WhatsApp messages) is clear,
concise, and free from grammatical or typographical errors. (Drafted email
and to be authorised by the Content writer)
● Avoid using complex jargon. Messages should be easy to understand,
especially for seniors who may not be familiar with certain terms.
● Address seniors by their preferred names (e.g., Mr./Ms. [Last Name] or by
their first name, if comfortable), showing warmth and professionalism.
● Always confirm understanding by repeating or summarizing key points during
verbal communications.

6.4 Feedback Collection

● Conduct quarterly feedback surveys to assess member satisfaction with

Vayah Vikas' services, programs, and overall experience.
● Surveys should be shared via email and SMS, with clear instructions on how
to complete them.
● Encourage members to provide feedback in person, over the phone, or
through email if preferred.
● All feedback should be logged in the Customer Relationship Management
(CRM) system for record-keeping and future improvements.
● Regularly review feedback with management to identify areas for
improvement and to ensure that member needs are continuously met.
7. Service delivery

Service delivery within CRM (Customer Relationship Management) involves ensuring

that curated partners provide high-quality, timely, and personalized services to
meet the needs of senior citizens. It is about streamlining interactions and
consistently delivering value:

1. Efficient Service Response

○ Ensure all inquiries and requests received across various channels—
calls, WhatsApp, email, etc.—are addressed within the specified TAT,
with personalized care and empathy.
○ Assign each inquiry or request to the appropriate partner, keeping both
the members and partners informed about the service details.
○ Accurately record all necessary information in the CRM system,
including the status of each case, and update it accordingly.
○ Respond promptly to queries or service requests, using the CRM
system to track and manage timelines effectively.
2. Service Coordination and Execution
○ Use CRM to organize and schedule the services/enquiry and had over
to the curated partner
○ Coordinate with service providers, partners, to deliver services
efficiently, logging all necessary details in the CRM for future
reference.
3. Feedback and Quality Assurance
○ After delivering services, gather feedback from seniors to understand
their experience and make necessary improvements.
○ Use the CRM system to track service performance and identify areas
where service delivery can be enhanced.
4. Continuous Improvement
○ CRM team to analyze service delivery data collected in the CRM to
identify patterns and opportunities for improving services and also
provide feedback to Partners on the feedback received from members.
○ Develop adaptive service strategies based on feedback and data
insights to ensure that offerings continue to meet the evolving needs
of senior citizens.

8. Managing Customer Issues and Complaints

Handling customer issues and complaints effectively is crucial for maintaining trust
and satisfaction among Vayah Vikas members.

Mode of receipt: Call, Email WhatsApp, In person visit

Step 1 - Logging and Categorizing Complaints

○ Enter all necessary information about the issue or complaint into the
CRM system, including the member contact details, the nature of the
complaint, and any relevant documentation. If the service is provided
by a partner collect all relevant facts and figures
 ○ Classify the complaint by type (e.g., service delay, partner
miscommunication, quality concerns) to ensure proper tracking and
follow-up.
2. Prioritizing and Assigning
○ Ensure that we follow the TAT set for complaints, and we are able to
inform the customer updates on the TAT as well. Ensure that we are
able to prioritize complaints based on urgency and impact, ensuring
that critical issues are addressed swiftly and in a timely manner.
○ Allocate the case to the relevant team member or partner, and ensure
they have all the information needed to resolve the issue and all
allocation should be via email communication only. Additionally,
ensure that the partner contacts the member within the agreed-upon
timeframe.
3. Resolution and Follow-Up
○ Address the complaint with a personalized and empathetic approach,
aiming for a satisfactory resolution for the members
○ Continuously update the status of the complaint in the CRM, noting
progress and final resolution details, send out email or WhatsApp
communication at specified timelines.
○ Once the issue is resolved, a CRM team member who was not involved
in handling the case will follow up with the member to ensure they are
satisfied with the outcome and to collect any feedback.

4. Analysis and Continuous Improvement

○ Use CRM data to identify recurring issues or patterns, helping to inform

improvements in service delivery.
○ Regularly review the effectiveness of complaint resolution processes
and implement changes to enhance customer satisfaction.

TAT (Turnaround Time) for Complaint Resolution

The Turnaround Time (TAT) for resolving complaints is a crucial aspect of delivering
efficient and responsive service. At Vayah Vikas, we strive to address and resolve all
member complaints within the following TAT guidelines:

1. Standard Complaints: Resolved within 3-5 business days.

2. Urgent Issues: Addressed within 1-2 business days, depending on the
severity and impact on the member.
3. Complex Cases: May require up to 7-10 business days, with regular updates
provided to the member regarding the status and progress.

These timelines ensure that complaints are managed swiftly while maintaining a
high standard of care and attention.

● Logging Complaints:
○ Enter the complaint details in the CRM immediately upon receipt.
 ○ Include the nature of the complaint, customer expectations, and any prior
communication history.
● Resolution Process:
○ Acknowledge receipt of the complaint within 4 hours.
○ Assign the issue to the relevant department and set a resolution timeline.
○ Keep the customer informed of progress and expected resolution times.
● Follow-Up and Feedback:
○ After resolution, follow up with the customer within 2 days to ensure satisfaction.
○ Log customer feedback on the resolution in the CRM.

8. Reporting and Analytics

● Performance Metrics:
○ Track key metrics such as average response time, resolution time, customer
satisfaction scores, and retention rates.
● Reports:
○ Generate weekly and monthly reports to review CRM performance.
○ Use analytics to identify trends and areas for improvement.
● Customer Insights:
○ Analyze data to understand customer preferences and tailor services
accordingly.
○ Share insights with relevant teams to drive strategic decision-making.

9. Continuous Improvement

● Training and Development:

○ Conduct quarterly training sessions on CRM best practices and new features.
○ Encourage staff to provide suggestions for improving customer relationship
processes.
● Review and Update SOP:
○ Review this SOP every six months or as needed based on feedback and
changes in processes.
○ Make updates to reflect the latest practices and organizational goals.

10. Appendices and References

● Appendix A: CRM Data Entry Template

● Appendix B: Standard Communication Scripts
● Appendix C: Troubleshooting Guide for CRM Issues
 ● References: Training materials, CRM user guides, and external resources on customer
relationship management.

Data Management:
We collect information such as:
a) full name,
b) date for birth,
c) Address
d) Email id
e) Location
f) demographic information,
g) health status,
h) other relevant details of senior citizens
Data collection will be conducted through both digital and physical channels. Collected data will
be securely stored within our CRM system, safeguarded by robust data protection measures and
information security protocols.

Customer Interactions/Communication Channels

In-person interactions (through physical events)
Phone calls
Email correspondence
Chatbot
Website interactions (chat support, contact forms)
Social media engagements (comments, messages)

a) Interaction Handling/tracking
In-person interactions
●
(through physical events)
Phone calls
● A customer contacts the member helpline to inquire
about our service offerings.
● Every call, whether it's an information or service
inquiry, is manually logged into the CRM system.
Caller details, inquiry specifics, and the nature of the
inquiry are recorded for documentation with the
service/enquiry classification.
● The CRM representative helps the members and
addresses their queries and provides the relevant
information.
● If the call pertains solely to seeking information, the
appropriate details are provided, and the ticket is
subsequently closed.
● For service inquiries, conduct a comprehensive
needs assessment, matching the assessment with
our partnered service provider. Once we identify the
appropriate service provider, we facilitate the
service. The ticket remains open until the service is
completed, and feedback is collected.
Email correspondence Customer sends an email to the company's support email
address.
Email is automatically captured by the CRM system, creating
a ticket for the support team.
Support agent responds to the email, either by giving the
adequate information or conduct a comprehensive needs
assessment, matching the assessment with our partnered
service provider. Once we identify the appropriate service
provider, we facilitate the service. The ticket remains open
until the service is completed, and feedback is collected. .
All relevant note are captured in the CRM system
Chatbot
 Website interactions (chat
● Customers navigate through the Vayah Vikas
support, contact forms)
website, exploring the services and products
offered. If interested, they may fill out the contact
form or opt to interact with the chatbot.
● If a member submits a contact form, the captured
details are forwarded to the CRM team via email to
the company's support email address. Email is
automatically captured by the CRM system, creating
a ticket for the support team. The adequate steps, as
outlined in the email correspondence, are followed
to close the ticket.

● If the member chooses to engage with the chatbot,

it furnishes relevant information as inputted. If the
provided information is not relevant or the chatbot
cannot resolve the ticket, the member is routed to
an agent for further assistance. All inquiries/service
requests received are captured in the CRM system.

b)
c)
d)
e)
f)
g)
h) Details of how Customer interactions process would be tracked, recorded, and analyzed
across various touchpoints, such as calls, emails, website visits, and social media
interactions.

Customer Service: Detailing the processes and protocols for managing customer inquiries,
requests, and complaints within the CRM system to ensure timely and effective resolution.

Sales and Marketing: Explaining how the CRM system will support sales and marketing activities,
including lead management, pipeline tracking, campaign management, and customer profiling.
Analytics and Reporting: Identifying the key performance indicators (KPIs) and metrics that will be
monitored and analyzed within the CRM system to measure the effectiveness of customer
relationship management efforts.

Integration: Specifying how the CRM system will integrate with other business systems and
applications, such as ERP (Enterprise Resource Planning) systems, marketing automation platforms,
and e-commerce platforms.

Training and Support: Outlining the training programs and support resources that will be provided
to users of the CRM system to ensure proper utilization and adoption.

Overall, the scope defines the objectives, functionalities, and boundaries of the CRM initiative as
outlined in the SOP, providing a clear understanding of what the CRM system aims to achieve and
how it will be implemented and managed within the organization.

Data Collection and Entry:.

Service Provision: Guidelines for tracking services provided to senior citizens, such as healthcare
assistance, legal advisory services, social activities, and engagement programs by Vayah Vikas and
through various service provider.
Service Scheduling: Various protocols to be followed while scheduling appointments for seniors
citizens, collecting feedback and managing other aspects such as updating records accordingly.
Care Coordination: Procedures for coordinating care services among various stakeholders involved
in supporting senior citizens, including volunteers, healthcare professionals, and family members.
Privacy Protection: Measures to ensure the confidentiality and security of senior citizens' personal
information in compliance with data protection regulations.
Stakeholder Engagement:

Reporting
Stakeholders

Identification of Stakeholders: Methods for identifying and categorizing stakeholders involved in

senior citizen welfare, including government agencies, community organizations, donors, and
volunteers.
Communication Channels: Establishing effective communication channels to engage with
stakeholders, including regular newsletters, social media updates, and stakeholder meetings.
Volunteer Management: Guidelines for recruiting, training, and coordinating volunteers involved in
supporting senior citizen initiatives, including assigning tasks, tracking volunteer hours, and
recognizing their contributions.
Feedback Mechanisms: Implementing feedback mechanisms to solicit input from stakeholders,
including senior citizens and their families, on the quality and effectiveness of services provided.
Partnership Coordination:

Identification and Assessment: Criteria for identifying potential partners, such as healthcare
providers, senior centers, and community organizations, and assessing their capacity to
collaborate effectively.
Partnership Development: Procedures for negotiating partnership agreements, defining roles and
responsibilities, and formalizing collaborations through memoranda of understanding (MOUs) or
partnership agreements.
Collaborative Programs: Guidelines for planning and implementing joint initiatives with partners,
such as health screenings, recreational activities, and educational workshops for senior citizens.
Monitoring and Evaluation: Methods for monitoring partnership activities, evaluating outcomes,
and conducting regular reviews to assess the impact of collaborative efforts on senior citizen well-
being.
Reporting:

Data Analysis: Analyzing CRM data to generate reports on senior citizen demographics, service
utilization, and outcomes achieved.
Performance Metrics: Defining key performance indicators (KPIs) for measuring the effectiveness
of senior citizen programs, including metrics related to service delivery, stakeholder satisfaction,
and program impact.
Documentation: Documenting and maintaining records of CRM activities, including beneficiary
profiles, service logs, partnership agreements, and stakeholder communications.
Report Dissemination: Procedures for disseminating reports to internal stakeholders, such as
program managers and board members, as well as external stakeholders, including donors,
government agencies, and partner organizations.

Process Description:
[Define the goal of the task or process]

Definitions & Related Documents:

[Define terms as needed, attached relevant documents if any]

Process Steps
WBS Task Owner
1.0 Member record updation/deletion [team member]

1.1 Service Request

1.2

2.0

2.1

2.3

Resources
WBS Resources
1.0 [list resources for this process step]

1.2

1.3

Frequency
[once, daily, weekly, monthly, etc.]

Review & Signatures

Name/Title

Name/Title
Name/Title

Types of Calls and Inquiries Received at Vayah Vikas CRM

1. Membership Enquiries
○ Questions regarding eligibility for membership (e.g., location-based queries).
○ Enquiries about membership benefits, registration processes, activation, and
deactivation.
○ Requests for membership cards, DOB corrections, and status updates.
2. Webinar Link Requests
○ Requests for access links to various webinars (e.g., Elder Abuse Awareness,
Cyber Security, Estate Planning).
○ Issues with logging in or registering for webinars.
○ Feedback on the quality and content of webinars.
3. Data Correction Requests
○ Members requesting updates or corrections to personal information such as date
of birth, contact details, etc.
4. Service Enquiries
○ Questions about Vayah Vikas services, such as health camps, legal assistance,
and senior living services.
○ Inquiries regarding eligibility for services (e.g., health check-ups, doctor
consultations).
○ Requests for assistance with government schemes, pensions, and Aadhar-
related issues.
5. Special Program Invitations
○ Invitations or expressions of interest in participating in special programs and
events hosted by Vayah Vikas or partner organizations (e.g., Hiriyara Habba,
Silver Stars Talent Show).
○ Requests for event passes, participation forms, and registration for talent
showcases.
6. Government Scheme Enquiries
○ Questions related to government programs for seniors, including old-age
pensions and social security measures.
○ Requests for assistance with accessing or applying for government schemes.
7. General Information about Vayah Vikas
○ Queries about Vayah Vikas’ mission, services, and activities from members
registered by backend teams.
○ Requests for more information about specific offerings or membership benefits.
8. Feedback and Complaints
○ Feedback on services received (e.g., webinar content, health camps).
○ Complaints seeking improvement or resolution of issues related to membership,
services, or event participation.
9. Internship Opportunities
○ Enquiries from students and academic institutions interested in internship
programs with Vayah Vikas (e.g., Christ College interns).
10. Talent Showcase Requests
○ Requests from senior citizens to participate in talent showcases (e.g., Silver
Stars, cultural and talent events).
○ Enquiries about audition results and submission deadlines for talent events.
11. Health & Legal Services
○ Inquiries regarding health-related services such as doctor consultations, hearing
tests, and legal aid sessions (e.g., will writing, estate planning).
○ Requests for health camps and legal workshops within residential complexes or
senior communities.
12. Digital Literacy & Cyber Security
○ Requests for digital literacy programs designed for seniors to improve online
skills.
○ Cyber security awareness session requests, both online and in-person, for senior
groups.
13. Volunteering & Partnerships
○ Queries from individuals and organizations interested in volunteering (e.g.,
educational lectures, counseling).
○ Partnership and sponsorship offers for events, CSR activities, and exhibitions.
14. Feedback on Events & Passes
○ Feedback on event experiences (e.g., Hiriyara Habba, Silver Stars) and webinar
sessions.
○ Queries about event pass availability, purchase, and booking issues.
Complaint Handling Procedure for Vayah Vikas Members
1. Purpose
To provide a structured and transparent approach for addressing complaints by Vayah Vikas
members.
To ensure complaints are handled promptly, respectfully, and confidentially.
2. Scope
This SOP applies to all Vayah Vikas members and staff who are responsible for addressing
member complaints.
It covers all complaints related to Vayah Vikas services, activities, and interactions.
3. Definitions
Complaint: Any dissatisfaction or concern raised by a member about Vayah Vikas services,
staff, or activities.
Complainant: The member lodging the complaint.
4. Responsibilities
CRM Team: Responsible for receiving, documenting, and initial handling of complaints.
CRM Team: Vayah Vikas to investigate and provide resolutions for escalated complaints.
CRM Head: Reviews unresolved complaints and finalizes decisions if needed.
5. Procedure
Step 1: Receiving a Complaint
Members can submit complaints in the following ways:
Verbally: At Vayah Vikas office , Calls or events.
Written: Via email or a formal complaint form available at Vayah Vikas locations.
Acknowledge receipt of the complaint immediately, providing the complainant with a complaint
reference number and contact CRM person Name & Contact number.
Step 2: Documenting the Complaint
All complaints should be logged in the Complaint Management System within 24 hours of
receipt. (for now call trackers )
● Document the following:
 ● Date and time of complaint
● Member details (name, membership Number, contact information)
● Summary of the complaint
● Preferred resolution (if specified)

Step 3: Initial Review and Resolution Attempt

● CRM Team reviews the complaint within 48 hours.
● If the issue can be resolved immediately (e.g., minor service issues), the team should
take the necessary steps and inform the complainant of the resolution.
● If unresolved, escalate to the CRM Head.
Step 4: Investigation by CRM Head
● The CRM Head contacts the complainant within 72 hours to discuss the complaint and
gather any additional information.
● The CRM head investigates the complaint, considering member feedback, service
records, and any other relevant data.
● A recommended resolution is drafted within 7 business days.
Step 5: Resolution and Communication
● The CRM Head communicates the resolution to the complainant in writing (email or
letter) and records it in the CMS.(Call Tracker).
● If the member accepts the resolution, the case is closed in the CMS (Call Tracker).
Step 6: Escalation to Senior Management (if required)
● If the complainant is unsatisfied with the CRM Head’s resolution, they can request a
review by Senior Management.
● Senior Management reviews the complaint within 5 business days and issues a final
decision.
● The decision of Senior Management is communicated as final, and the complaint case is
closed.
6. Timeframes
● Acknowledge complaint: Within 24 hours
● Initial review and response: Within 48 hours
● Resolution by CRM Head: Within 7 business days
● Final resolution by Senior Management (if escalated): Within 5 business days
7. Confidentiality and Record Keeping
● All complaints should be handled with strict confidentiality, respecting the privacy of the
complainant.
● Complaint records should be maintained in the CMS for at least 1 year.
8. Monitoring and Improvement
 ● The Complaint Management Team should review complaint records quarterly to identify
recurring issues.
● Recommendations for process improvements should be presented to management
based on the findings.

Root Cause Analysis Process for Complaints in CRM Services

1. Purpose
To systematically identify and address the underlying causes of recurring complaints within
CRM services.
To implement corrective actions that improve CRM processes and member satisfaction.
2. Scope
This RCA applies to all complaints logged in the CRM that have been escalated or show
patterns of recurrence.
It includes issues related to CRM software, member support procedures, communication issues,
and any service-related failures.
3. Roles and Responsibilities
CRM Team: Collects data and provides feedback on complaint patterns.
CRM Head: Analyzes complaint data to identify root causes and proposes corrective actions.
CRM Head: Provides data on CRM software functionality and updates, and assists in
implementing technical changes.
Senior Management: Reviews and approves action plans and allocates resources as needed.
4. Root Cause Analysis Procedure
Step 1: Identify and Prioritize Complaints for RCA
● Criteria for Selection:
● Recurring complaints of similar nature (e.g., slow response times, data inaccuracies).
● Complaints with a high impact on member satisfaction.
● Complex issues that could indicate systemic CRM problems.
● Gather complaints data from the CRM to identify patterns, frequency, and severity.
Step 2: Data Collection
● Collect detailed information from the CMS for each selected complaint, including:
● Time taken to resolve
● Member feedback and comments
● Any workaround or temporary fixes applied
● Interview relevant team members and review CRM logs to understand the background.
Step 3: Root Cause Analysis Techniques
● 5 Whys Analysis: Ask "Why?" iteratively to identify the underlying cause of each issue.
● Fishbone Diagram (Ishikawa): Categorize potential causes under main factors (e.g.,
People, Process, Technology, Environment) to visually map root causes.
● Pareto Analysis: Prioritize issues by identifying the "vital few" complaints that account for
the majority of issues.

Step 4: Identify Root Causes

● Evaluate findings to pinpoint the primary cause(s) of each recurring complaint, which
may include:
● Process-related issues: E.g., delays due to multiple approval layers.
● Technology-related issues: E.g., CRM software malfunctions, slow response time.
● Training and Knowledge Gaps: E.g., member support team needing better CRM training.
● Communication Issues: E.g., unclear instructions for members on using CRM features.
Step 5: Develop and Implement Corrective Actions
● Propose corrective actions to address each identified root cause, such as:
● Streamlining processes or automating common tasks in the CRM.
● CRM software upgrades or optimizations.
● Additional training sessions for team members.
● Improved communication templates for common issues.
● Assign action items to relevant team members and set deadlines for implementation.
Step 6: Monitor and Evaluate Effectiveness
● Track the status of corrective actions and evaluate their impact by monitoring complaint
frequency and feedback in subsequent weeks/months.
● Use CRM reports to assess any reduction in recurring complaints.
● Adjust strategies as needed based on monitoring results.
Step 7: Continuous Improvement
● Review RCA findings quarterly to ensure ongoing improvements.
● Make necessary updates to the CRM system, procedures, or member support policies
based on insights gathered from RCA.
5. Documentation and Reporting
● Document each RCA case in a report, including:
● Complaint summary and patterns identified
● Root causes and corrective actions taken
● Results of corrective actions and impact assessment
Reports should be reviewed in monthly or quarterly meetings to share insights and
improvements with management.