Sushil Financial Services (Sushil Finance) provides a wide range of financial services such as online trading, stock broking, commodity futures trading, portfolio management, marketing initial public offering (IPO) and mutual funds, depository services, non-resident Indian (NRI) Services, and Investment Advisory. The company however lacked a comprehensive customer management tool that would allow employees to collaborate effectively. In order to optimize the success of the company, Sushil Finance chose to deploy Microsoft® Dynamics™ CRM 4.0. Now, the company has a robust solution that easily and economically integrates into the company’s current systems and delivers functional and technical capabilities that support business operations.

1. Microsoft Dynamics
Customer Solution Case Study
Financial Services Company Implements CRM
Solution to Improve Business Processes and
Productivity
Overview “With Microsoft Dynamics CRM 4.0 we have the right
Country or region: India
Industry: Financial Services
tool that helps us to strengthen and grow our
business.”
Customer Profile
Viral Parikh, Director , Sushil Financial Services
Sushil Financial Services was established
in 1982 as a proprietary concern with focus
on underwriting and marketing initial public
offerings. Since then, it has grown into
leading stock brokering firm in the country,
which provides investors with products and
strategies to enable not only wealth
creation but also wealth protection. Sushil Financial Services (Sushil Finance) provides a wide range of
financial services such as online trading, stock broking, commodity
Business Situation
Keeping in mind the growing business, the futures trading, portfolio management, marketing initial public
company wanted to provide adequate
offering (IPO) and mutual funds, depository services, non-resident
customer services and reporting
capabilities. It wanted a powerful, Indian (NRI) Services, and Investment Advisory. The company
affordable, and scalable customer
however lacked a comprehensive customer management tool that
relationship management (CRM) solution.
would allow employees to collaborate effectively. In order to
Solution
optimize the success of the company, Sushil Finance chose to
Working with its partner Religare Technova,
the company implemented Microsoft® deploy Microsoft® Dynamics™ CRM 4.0. Now, the company has a
Dynamics™ CRM 4.0.
robust solution that easily and economically integrates into the
Benefits company’s current systems and delivers functional and technical
 Flexible and Customizable Solution
capabilities that support business operations.
 Increases Business Opportunities
 Secures Customer Information
 Improves Business Management
 Simplifies Development

2. Situation Sushil Financial Services chose to deploy
Sushil Financial Services, established in Microsoft® Dynamics™ CRM 4.0 because it
1982 with a focus on underwriting and best met their requirements. Factors that
marketing initial public offerings (IPOs). The convinced Sushil Finance to build the solution
company acquired membership of the Stock on Microsoft Dynamics CRM 4.0 platform
Exchange, Mumbai in 1982. In the year included
1986, the company started its secondary  A sophisticated set of building blocks for
market division, and got itself empanelled sales, marketing, and service
with financial institutions such as Unit Trust  Flexible workflow that cuts across and ties
of India and Canbank Mutual Fund. It is the modules together
currently empanelled with over 40 financial  Role-based security across business
institutions and banks. entities; and a highly customizable
platform
Today, it provides a wide range of financial
“Microsoft Dynamics™® services including online trading, stock Sushil Finance took the help of Religare
broking, commodity futures trading, portfolio Technova, a Microsoft Certified Partner to
CRM 4.0, an enterprise management, depository services, IPO and deploy Dynamics CRM 4.0. Religare Technova
class CRM solution, mutual fund marketing, non resident Indian is a specialized Microsoft Dynamics CRM
(NRI) services, and investment advisory. It partner for providing highly customized CRM
which is used all across has evolved into a major brokerage house solution for capital market/brokerage. The
the globe by various under the leadership of Mr. Sushil Shah, the solution was been developed keeping in mind
founder and driving force of the organization. the unique needs of brokerage and capital
customers for market organizations in India.
automating business The company has qualified, trained and
experienced investment advisors who have “Microsoft® Dynamics™ CRM 4.0, an
processes, met our indepth knowledge of the financial markets. enterprise class CRM solution, which is used
biggest requirement of The quality of its research and services has all across the globe by various customers for
earned Sushil Finance high recognition. "Asia automating business processes, met our
organizing, storing, and Money" the premier financial magazine biggest requirement of organizing, storing,
accessing customer ranked it as the 11th best brokerage in the and accessing customer data effectively,”
country. says Viral Parikh.
data effectively.”
Viral Parikh, Director, Sushil Financial Services With growing business requirements, the The CRM solution provided basic insights into
company needed ways to maintain following modules and functionalities
compliance while remaining productive and developed by Religare Technova specifically
competitive. “We needed more than the right for capital market/brokerage:
data for effective decision-making,” says Viral  Lead Management
Parikh, Director, Sushil Financial Services  Contact Management
“We needed a comprehensive, flexible,  Channel Partner Management
familiar CRM framework, which empowers  Campaign
our business.”  Reporting automation/Compliance
reporting automation
Solution

3. The company found that the Dynamics CRM Ltd. “We now have a solution that is easy to
4.0 platform provided the perfect framework support, maintain, and upgrade.”
on which it could build such a comprehensive
and customized CRM solution, because Increases Business Opportunities
Dynamics CRM is built on a sophisticated Dynamics™ CRM 4.0 has helped Sushil
line-of-business application platform; it Finance increase business opportunities and
provides the basic required services upon expands business opportunities to track all
which developers can build custom solutions, potential customers. There was clear need of
tailored to specific business needs. the organization to manage it opportunities
better and be able to hold team members
In the financial services industry, security is accountable for new leads and manage the
especially vital and Dynamics CRM 4.0 process through the entire customer
provided the company a great foundation for management life cycle.
a comprehensive security infrastructure.
Secures Customer Information
Key customizations include As the organization handles a large number
 Lead Management System of financial transactions, security of data is
 Contact Management absolutely essential. For each department,
(Imported from 3 different back office different segments are created so that, only
applications) that segment can access the data. A
 Channel partner Management concerted effort was made to import logic as
 Campaign Management well. Different teams are created for
 Investment Research full/partial data viewing. Hierarchical
 IT Help Desk. business unit structure has been created,
 Reporting automation and Compliance which allows top management to view
reporting automation. subsequent hierarchical data.
Improves Business Management
Benefits Many expanded capabilities in Microsoft
Microsoft® Dynamics™ CRM 4.0 provides a Dynamics CRM 4.0, such as end-to-end
robust solution along with the features, metadata relationships and improved
flexibility, and customer detail to optimize the workflow, have helped the company to
effectiveness of financial advisors. streamline business operations and provide
an integrated view and functionality to its
Flexible and Customizable Solution employees across the country.
The flexibility of Microsoft Dynamics CRM 4.0
empowers Sushil Financial Services to build a Simplifies Development
sophisticated solution that reaches beyond A key benefit of working with the Microsoft®
the realm of customer relationship Dynamics™ CRM 4.0 is its simplicity. The
management. The solution can be easily learning curve for development is incredibly
adapted to meet the specific requirements of short and developer-friendly. The architecture
the company. “The platform provides greater of the Dynamics CRM platform is consistent
customizability and flexibility,” says Viral with this approach and allows the company to
Parikh, Director, Sushil Financial Services Pvt.

4. deliver and implement its integrated
solutions faster.

5. For More Information About Religare Technova Ltd. Microsoft Dynamics
For more information about Microsoft Religare Technova is the umbrella identity for Microsoft Dynamics is a line of integrated,
products and services, call the Microsoft the IT businesses of a large diversified Indian adaptable business management solutions
Sales Information Center at (800) transnational business group. The companies that enables you and your people to make
426-9400. In Canada, call the Microsoft under Religare Technova’s umbrella are business decisions with greater confidence.
Canada Information Centre at (877) Religare Technova Global Solutions (formerly Microsoft Dynamics works like familiar
568-2495. Customers who are deaf or Asian CERC and Capital Market Solutions), Microsoft software such as Microsoft Office,
hard-of-hearing can reach Microsoft text global leaders in providing Enterprise which means less of a learning curve for your
telephone (TTY/TDD) services at (800) Software Solutions to the Capital and people, so they can get up and running
892-5234 in the United States or (905) Financial markets; Religare Technova IT quickly and focus on what’s most important.
568-9641 in Canada. Outside the 50 Services Limited, which provides Enterprise IT And because it is from Microsoft, it easily
United States and Canada, please contact Solutions and Religare Technova Business works with the systems that your company
your local Microsoft subsidiary. To access Intellect Ltd, which provides Knowledge already has implemented. By automating and
information using the World Wide Web, go Management Solutions. streamlining financial, customer relationship,
to: www.microsoft.com and supply chain processes, Microsoft
Currently with over 1500 employees and Dynamics brings together people, processes,
For more information about Tessitura offices in over 10 countries, Religare and technologies, increasing the productivity
Monti India products and services, call Technova is poised to be a leader in the and effectiveness of your business, and
(91) (22) 2684 6861 or visit the Web site global IT space. Religare Technova delivers a helping you drive business success.
at: broad portfolio of information technology and
www.tessituramonti.co.in business process outsourcing solutions to For more information about Microsoft
clients in key verticals such as Banking and Dynamics, go to:
For more information about Tectura Financial Services, Insurance, Capital www.microsoft.com/dynamics
products and services, call (91) (120) Markets, Healthcare, Manufacturing,
3051900vor visit the Web site at: Automotive and Steel amongst others.
www.tectura,com
For more information on Religare Technova,
For more information on Religare go to www.religaretechnova.com
Technova, send an email at
connect@religaretechnova.com or log on to
www.religaretechnova.com
Software and Services Hardware
 Microsoft Dynamics  Dual 1.8 GHz Pentium 4, 2 gigabyte (GB)
 Microsoft Dynamics CRM 4.0 Memory (RAM), SCSI with hardware RAID 5
 Windows Server 2003 Standard Edition with 10 GB free hard-disk space
 Microsoft SQL Server 2005
 Microsoft Technologies Partner
 Microsoft XML Core Services  Religare Technova
 Microsoft .NET Framework 2.0
This case study is for informational purposes only. MICROSOFT
MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS
SUMMARY.
Document published September 2008