Fame (I) Limited, a company that owns and runs the FAME chain of multiplexes and is listed on the Bombay Stock Exchange (BSE) and National Stock Exchange (NSE), began its story with Fame Adlabs in April 2002. Fame has refined the movie viewing experience for cinema patrons and has catalyzed the explosive growth of the multiplex industry across India. Fame (I) Limited however, lacked a focused plan and approach to attract its target customers. A review of its existing system revealed inadequacies as customer data were stored disparately thus effecting customer services and making reporting a challenge. The company decided to implement Microsoft® Dynamics™ CRM 4.0 with the help of Religare Technova, a Microsoft® Gold Certified Partner. Now, the company has streamlined its processes and can provide better customer service and accountability.

1. Microsoft Dynamics
Customer Solution Case Study
Media and Entertainment Company
Implements CRM Solution to Improve
Business Efficiency
Overview “With Microsoft Dynamics™ CRM 4.0 our employees
®
Country: India
Industry: Media and Entertainment
have a single source to turn to if they want to know
anything about a customer. It is the right tool that
Customer Profile
Fame (I) Limited began its story with Fame
helps us to strengthen and grow our business. ”
Adlabs in April 2002. It runs the FAME Mr. Arshad Kazi, Vice President - Technology, Fame (I) Limited
chain of multiplexes and currently operates
70 screens across eight states in India.
Business Situation Fame (I) Limited, a company that owns and runs the FAME chain of
Keeping in mind the growing business, the multiplexes and is listed on the Bombay Stock Exchange (BSE) and
company wanted to provide adequate
customer services and reporting National Stock Exchange (NSE), began its story with Fame Adlabs in
capabilities. It needed a powerful, April 2002. Fame has refined the movie viewing experience for
affordable, and scalable customer
relationship management (CRM) solution cinema patrons and has catalyzed the explosive growth of the
that would help it become more customer- multiplex industry across India. Fame (I) Limited however, lacked a
centric and responsive.
focused plan and approach to attract its target customers. A review
Solution of its existing system revealed inadequacies as customer data were
Fame (I) Limited deployed Microsoft®
Dynamics™ CRM 4.0 and turned to stored disparately thus effecting customer services and making
Microsoft® Gold Certified Partner Religare reporting a challenge. The company decided to implement
Technova to implement the solution.
Microsoft® Dynamics™ CRM 4.0 with the help of Religare Technova,
Benefits a Microsoft® Gold Certified Partner. Now, the company has
 Provides flexible and customizable
solution streamlined its processes and can provide better customer service
 Increases business opportunities and accountability.
 Improves business management
 Simplifies development

2. “Reporting that used to Situation In order to overcome these pain points, Fame
Fame (I) Limited is an integrated film (I) Limited decided to implement a CRM
take half a day to one exhibition and distribution company, solution to address critical facets of
day can now be done in operating a chain of multiple movie theatres managing a customer relationship.
that offers a world class viewing experience
10 to 15 minutes. The to the consumer. It was incorporated with the Solution
solution is flexible core objective of providing cinema goers a After evaluating a number of CRM solutions
superior movie viewing experience. including Sugar CRM and following a rigorous
enough to analysis, Fame (I) Limited decided to
accommodate our Currently, the company operates 70 screens implement Microsoft® Dynamics™ CRM 4.0 in
and 20149 seats across eight cities in India order to optimize the success of the
business needs.” with presence in states of Maharashtra, company.
Mr. Arshad Kazi, Vice President - Gujarat, West Bengal, Jharkhand and
Technology, Fame (I) Limited Karnataka. Fame (I) Limited worked with Microsoft® Gold
Certified Partner Religare Technova to ensure
Today, Fame (I) Limited provides different a smooth implementation of the Microsoft
ways to book tickets which includes SMS, e- Dynamics CRM solution.
mail or website. It maintains customer details
to promote, and advertise upcoming “We chose to deploy Microsoft® Dynamics™
releases. With the growing business CRM 4.0 because it best met our company’s
requirements, company needs relevant data requirements,” states Mr. Arshad Kazi, Vice
to identify regular customers to provide them President - Technology, Fame (I) Limited.
excellent services. Factors that convinced Fame (I) Limited to
build the solution on Microsoft Dynamics
The company however lacked a CRM 4.0 platform include:
comprehensive customer management tool  Sophisticated set of building blocks for
that would allow them to collaborate sales, marketing, and service
effectively. Till date, Fame (I) Limited had no  Flexible workflow that cuts across and ties
process to record the buying pattern, and the modules together
interests of its customers, which in turn  Role-based security across business
would result into enhanced and loyal entities; and a highly customizable
customer base in the long term. This was platform
impacting the company’s expansion plans.
The company found that the Microsoft®
It realized that due to lack of available details Dynamics™ CRM 4.0 platform provided the
on the customer’s buying pattern, periodicity perfect framework on which it could build
of visits, etc. the company was losing out on such a comprehensive and customized CRM
its customer base and service. To enhance solution, because Dynamics CRM is built on a
the market presence, Fame (I) Limited sophisticated line-of-business application
needed to endorse excellent customer platform; it provides the basic required
services. services upon which developers can build
custom solutions, tailored to specific
business needs. The CRM solution provides

3. basic insights into following modules and
functionalities:
 Customer Services Benefits
 Campaign Management Microsoft® Dynamics™ CRM 4.0 provides a
 Reporting automation and Compliance robust solution along with features, flexibility,
reporting automation and customer details to optimize the
effectiveness of a media and entertainment
The solution streamlines accounting and company. It provides Fame (I) Limited all the
reporting processes and thus reduces effort tools and capabilities needed to create and
required to prepare reports, leading to easily maintain a clear picture of customers.
productivity increases among the accounting
staff. “Reporting that used to take half a day Provides Flexible and Customizable
to one day can now be done in 10 to 15 Solution
minutes,” says Mr. Arshad Kazi, Vice While the solution is highly customized to
President - Technology, Fame (I) Limited. “The meet the demands of the media and
solution is flexible enough to accommodate entertainment industry, it is also highly
our business needs.” flexible to meet the specific business needs
and processes of its customers across.
Microsoft® Dynamics™ CRM 4.0 responds
faster to customer service issues. It The flexibility of Microsoft® Dynamics™ CRM
empowers, anticipate, address and deliver 4.0 empowers Fame (I) Limited to build a
consistent, efficient customer care support sophisticated solution that reaches beyond
that contributes to long-term business the realm of customer relationship
profitability. Microsoft Dynamics CRM management. The solution can be easily
provides functionality for: adapted to meet specific requirements of
 Account and Contact Management Fame (I) Limited.
 Case and Interaction Management
 Product and Contract Management
Increases Business Opportunities
 Knowledge-base Management
Microsoft® Dynamics™ CRM 4.0 has helped
 Service Scheduling
Fame (I) Limited to increase and expand
 Workflow across teams and Groups
business opportunities to track all potential
 Service Reporting and Analysis
customers. The expanded deployment
capabilities in CRM 4.0 lead to greater
“With Microsoft® Dynamics™ CRM 4.0, we’ve
business opportunities previously outside the
been able to improve customer service and
reach of the company.
increase efficiency between 15 to 20
percent,” says Mr. Arshad Kazi, Vice
Improves Business Management
President - Technology, Fame (I) Limited.
Many expanded capabilities in Microsoft®
Dynamics™ CRM 4.0, such as end-to-end
Fame (I) Limited now has a robust solution
relationships and improved workflow, have
that can easily and economically integrate
helped the company to streamline business
into the company’s current systems and
operations and provide an integrated view.
deliver functional and technical capabilities
that support business operations.

4. By building their solution on the Microsoft®
Dynamics™ CRM 4.0 platform, Fame (I)
Limited is able to offer customers a deep and
powerful application that requires minimal IT
management.
Simplifies Development
A key benefit of working with the Microsoft®
Dynamics™ CRM 4.0 is its simplicity. The
learning curve for development is incredibly
short and developer-friendly. The architecture
of the Dynamics CRM platform is consistent
with this approach and allows the company to
deliver and implement its integrated
solutions faster.
“The solution provides both a robust
foundation for standard capabilities and
more powerful ways to meet specific
business needs,” says Mr. Arshad Kazi, Vice
President - Technology, Fame (I) Limited.
“Thus, with Microsoft® Dynamics™ CRM 4.0,
we have not only been able to meet more
complex business needs, we have been able
to do so more quickly and easily.”

5. For More Information About Religare Technova Microsoft Dynamics
For more information about Microsoft Religare Technova Limited is the holding Microsoft Dynamics is a line of integrated,
products and services, call the Microsoft company for the IT business of a large adaptable business management solutions
Sales Information Center at (800) diversified Indian transnational business that enables you and your people to make
426-9400. In Canada, call the Microsoft group. The Religare Technova umbrella business decisions with greater confidence.
Canada Information Centre at (877) includes Religare Technova Global Solutions Microsoft Dynamics works like familiar
568-2495. Customers who are deaf or Ltd. (formerly Asian CERC Information Microsoft software such as Microsoft Office,
hard-of-hearing can reach Microsoft text Technology Ltd and Capital Market Solutions which means less of a learning curve for your
telephone (TTY/TDD) services at (800) Pvt. Ltd.), a global leader in providing people, so they can get up and running
892-5234 in the United States or (905) Enterprise Software Solutions to the Capital quickly and focus on what’s most important.
568-9641 in Canada. Outside the 50 and Financial markets; Religare Technova IT And because it is from Microsoft, it easily
United States and Canada, please contact Services Limited, which provides Enterprise IT works with the systems that your company
your local Microsoft subsidiary. To access Solutions and Religare Technova Business already has implemented. By automating and
information using the World Wide Web, go Intellect Ltd., which provides Knowledge streamlining financial, customer relationship,
to: www.microsoft.com Management Solutions. and supply chain processes, Microsoft
Dynamics brings together people, processes,
For more information about Religare Currently with over 1500 employees and and technologies, increasing the productivity
Technova products and services, write to presence in over 10 countries, Religare and effectiveness of your business, and
connect@religaretechnova.com or visit the Technova is poised to be a leader in the helping you drive business success.
Web site at: www.religaretechnova.com global IT space. The group entities have
partnered with IT majors, Independent For more information about Microsoft
For more information about Fame (I) Software Vendors (ISVs) and Internet Dynamics, go to:
Limited products and services, call companies to provide a broad spectrum of IT www.microsoft.com/dynamics
+91-022-66403636 or visit the Web site services, products and solutions to their
at: www.fame.co.in customers. Religare Technova focuses on
clients in key verticals such as Banking and
Financial Services, Insurance, Capital
Markets and Health Sciences.
Software and Services Hardware
 Microsoft Dynamics  IBM System x3650
− Microsoft Dynamics CRM 4.0
 Microsoft Server Product Portfolio Partner
− Microsoft SQL Server 2005  Religare Technova Limited
© 2003 Microsoft Corporation. All rights reserved. This case − Windows Server 2003
study is for informational purposes only. MICROSOFT MAKES NO
WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
Microsoft, Example: Active Directory, Windows, the Windows
logo, Windows Server, and Windows Server System are either
registered trademarks or trademarks of Microsoft Corporation in
the United States and/or other countries. The names of actual
companies and products mentioned herein may be the
trademarks of their respective owners.
Document published January, 2009