How LifeCell improved upon its Customer Relationship Management using technology among the Stem Cell Banking Industry

1. Submitted To : Prof. Supratik Ghatak
Submitted By : Sandeep Singh Kaira
PRN : 15020441221
Symbiosis Institute Of Management Studies
Study Of CRMProcess In

2. About the company studied:
Lifecell is India’s first “Umbilical Cord Stem Cell Bank” that collects and stores
stem cells from umbilical cord blood as well as other sources. These stem
cells which are unspecialized and immature can be used to treat many
severe disease in future through genetic engineering.
How it works:
To get the cord stem cells, blood is drained off and collected in special bags
from the umbilical cord during baby’s birth. The blood is then transported to
the cord blood banks and the stem cells are separated for long term storage
at extremely low temperatures(-190 degree Celsius). Lifecell provides a
service where the clients pay for collection and long term storage of cord
blood stem cells.

3. LifeCell’s Chennai lab & storage facility
Storage facility in Gurgaon, Manesar

4. Customer Relationship Management
•When Lifecell started its operations in 2004, Stem Cell Banking was a totally
new concept in India and not many expecting parents believed that it was worth
to save their baby’s Umbilical cord which normally is a biological waste after
birth & that too by paying the company
•For the company the main difficulty was to reach clients, also unlike many
other industries the target market was limited to expecting parents
•Fixing a meeting with expectant parents was the most integral part for the
future sales to take place
•Hence customer relationship management has been the core of this industry
since inception

5. The traditional approach in the industry to get a client enrolled involved the
following steps earlier:
1.A ‘Counselor’ of the company visits maternity hospitals regularly
2.‘Counselor’ informs expecting parents & fixes meeting with them
3.Updates about fixed appointments to the ‘Team Leader’
4.‘TL’ notes down the appointments in his/her notepad
5.‘TL’ distributes the appointments to his ‘Relationship Executives’
6.‘RE’ meets the client, explains about the whole process
7.If convinced: the client pays and get enrolled by signing an agreement
8.‘RE’ collects required documents and hands over to ‘TL’
9.‘TL’ sends the documents and payment to Head Office
10.During child delivery Umbilical cord is collected by a ‘Paramedic’
11.The kit box with the Umbilical cord is transported to the laboratory.

6.  No centralized system to keep track of the appointments
 Flow of information from counselor to relationship exe. took time
 Too much burden on the Team Leader
 Relationship Exe. had to keep track of appointments on his own
 No reminder system & hence many appointments were missed
 Often led to bad customer relationship & complete loss of business

7.  This was the first development towards a new system
 Was majorly used since 2009 – 14
 An LDM id was provided to the team leader which could be accessed
on computer
 The Team Leader received all the appointments from call centre on his
LDM page also he was able to update appointments on his own
 The Team Leader then distributed these appointments to his RE’s
 After enrollment of a client, the client details were also filled in LDM
Disadvantages:
 The work was sorted a little bit but the team leader was still burdened
 It still was not the most efficient system
 Confusion as to which appointment to be given to which RE

8.  Started during 2014 & in use at present
 Involves use of Mobile phone and internet
 Company provided a sales application which could be downloaded on
cellphone
 Every Relationship exe. provided with login id and password
 As soon as appointment fixed ‘RE’ has to put all the known details of the
client in his account as well as the appointment date
 Message goes to the client instantly about the fixed date of meet
 Reminder to the RE about upcoming appointments
 RE has to update the status of his meetings on his account. For eg. If a
meeting has not happened or has been postponed then what’s the reason?
 As soon as an enrollment happens details of client can be filled using the
application itself

9. The above pictures show the user interface for the ‘Sales App’
1.The sales App is installed from android or ios market
2.Once downloaded it can be used just like other applications on your mobile
3.Relationship Exe. Puts his id. & password and can view his tasks on his home
page

10. Through ‘Sales App’ the Relationship Exe. Can further get to know:
1.His present day’s tasks
2.His pending tasks
3.Details of the clients he has enrolled

11. Sales App has been one big success for customer
relationship management in LifeCell:
Relationship Exe. Need not keep physical notes of appointment
Reminder system helps RE as well as client
Since everything must be updated on the app it has given more accountability
to the relationship exe.
Appointments are automatically distributed by the app according to the RE’s
zip code hence less confusion for team leader

12.  Seniors can keep track of an RE’s performance easily as their manager app
is linked with the sales app
 Online payment by client can now be received as client can put his payment
card details which earlier was not possible
 As soon as an RE updates an enrollment on his application a message
goes to the paramedic that a client has been enrolled with expected date of
delivery & that he must collect the baby’s sample
 Customers feel more satisfied with the improvement in service
 Has led to increase in sales for the company

13. • Customer Relationship is an ever evolving process & LifeCell has
kept pace with the ever changing needs of this field however still
many changes will come in the system as the market increases with
the increasing awareness among masses and hence a surge in the
customer population
• Stem cell banking is still in the growth phase and the capabilities of
any company in this field will be tested to the limits in the upcoming
years.