Karthi Marshan, Head Marketing, Kotak Mahindra, talks about the Siebel CRM engine which is used by the in house team to take care of their CRM efforts. This model is connected to their banking engine.
For social media, they use a tool called Radian 6 which is among the best tools in the world. They use it to listen and track customers real time. The external agency is then used as an audit control.
In this video he reveals the process of customer relationship management.
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