Rupeek’s processes and customer interactions are all designed to ensure that customers feel confident entrusting their gold to the company. Agents pick up and release the gold right at the customer’s doorstep for their convenience. The gold is also stored at trusted partner banks to ensure safety.
“We pride ourselves on delivering a secure, easy, and frictionless gold loan experience,” says Aditya Sriram, Head of Customer Experience, Rupeek.
That experience continues beyond the loan origination phase, into post-disbursal when customers can request for their loan to be closed, renewed, or topped up.
At this stage, there has to be seamless coordination across multiple Rupeek teams – including support teams which log and manage customer requests, back-office teams which track loan payments, and field operations teams which work with banks to release and return the customer’s gold.
Previously, the teams relied on a mishmash of spreadsheets, CRMs, and ticketing tools. This siloed approach fragmented their view of customer data, making it difficult to coordinate and track post-disbursal activities – especially as the company’s growth accelerated.
“To scale fast, we needed to automate our workflows and improve team productivity,” recounts Sriram. “We also wanted to deliver smoother customer experiences – which meant integrating our processes, data, and pipelines. With Salesforce, we could do all that and more.”
“There are three things we love about Salesforce,” says Sharma. “One is that it provides rich out-of-the-box features, but can also be swiftly configured to emulate our complex business processes. Two is that it enables a complete 360-degree customer view. And three is that the Salesforce team is genuinely interested in finding holistic solutions to our challenges, rather than simply pitching their products.”