Angel Broking’s Innovation that Enables Personalization from Day Zero


Mumbai, Maharashtra, India

In its continuous effort to provide the best investment experience to its customers, Angel Broking, India’s top retail-focused brokerage house, has introduced the ELMS, an innovative Lead Management System that enables the firm to engage more intelligently with customers by acquiring unique insights.

Angel Broking’s ELMS handles entire life cycle of a customer – right from the lead generation to conversion and beyond through different channels of interaction across Web (using “Digi-Web”), or Smartphone (using “Digi-App”) or a Face-to-Face interaction (using “Digi-Tab”).

Explaining the rationale behind introducing an innovative Lead Management System, Mr. Ketan Shah, Chief Business Officer (CBO), Angel Broking says, “Organizations as well as customers benefit from long-term associations, and for a long-term association, a customer must consistently receive the best service even without her explicitly demanding it. At Angel Broking, we strongly believe that converting leads into customers and converting customers into lifetime relationship require careful nurturing. Our new innovative ELMS platform is designed to enable us to develope meaningful long-term association with the customers through better understanding of the customer profiles. The ELMS system acquires unique insights of customers’ profiles based on their online presence/footprint, and these insights are used to offer customized advice to them.”

Elaborating further on the features, Mr. Gagan Singla, Chief Marketing Officer (CMO) says “The ELMS engages with the client even before the customer is approached for business. The ELMS categorizes all leads received by the firm. One of the most innovative features of the ELMS is ‘Leads Scoring’ or Lead Rating’, which is essentially the rating of the lead/customer, based on the information received at the first stage of interaction. The categorization helps the firm understand the level of hand-holding needed for respective set of customers and accordingly a relevant resources is assigned the job”.

While the system has several features that contribute to the larger enhanced customer experience, key highlights are Intelligent Profiling Engine, Forecasting Engine & Insight driven Recommendations.

Intelligent Profiling Engine: This is a unique feature where the customer’s basic information gathered from over 300 Social Media and other networks. With this feature, the firm gets category-wise information such as professional profiles, business profiles, background reports, preferences & choices, public records or personal web pages (if the customer has any), etc. even before even meeting the customers.

Forecasting Engine: This feature records the navigation pattern and journey of the customer. Angel Broking’s website which has rich educational content. The content is tactically designed to engage with the customer. This innovative feature also helps the firm to gauge the interest level of the customer or if the customer unable to take a decision. A call is made immediately to guide him till he gets a satisfactory resolution.

Insight driven Recommendations: It is a computerized system where the pitch changes as per the profile of the customer. For instance, if it is a high net-worth client, the pitch will change accordingly.

Moving further, Based on the data captured by the ELMS, telecallers use different pitches for the new investors and the experience investors. In the telecon, if a customer appears interested, the call is passed on to the FOS executives. Based on the interaction of the FOS executive with the prospect, an appointment is fixed.

For better insights on customer profiling, the ELMS captures the entire digital journey of the customer through his e-mail id. The entire communication history gets fed into the system as multiple FOS executives or telecallers deal with one customer.

Angel Broking has been re-inventing itself as a technology-driven retail brokerage with “Digital” as the central theme of its transformation. The company’s recent successful roll-outs include digital initiatives such as D-KYC, Digi-Pitch, Trade-in-1hr, #CustomerService on Twitter and Facebook, all aimed at making the organization more customer-friendly, agile and efficient. While some of these initiatives are focused on Customer Acquisition, Servicing and Marketing, the company has also launched digital initiatives aimed at strengthening its Human Resources.

About Angel Broking

Angel Broking Pvt. Ltd., is today one of the leading Indian stock broking houses, with a focus on retail business and a commitment to provide “real value for money” to its clients. The Angel Broking Group is a member of the BSE, NSE and the country’s two leading commodity exchanges, the NCDEX and MCX. Angel Broking provides a wide range of personalized wealth-management and investment services to its retail clients. These include Stock and Commodity Trading, Portfolio Advisory and Management Services, Investment Advisory Services, Distribution of Mutual Funds, IPOs, Personal Loans and Insurance, as well as E-broking & Depository services – all supported by intensive research and a six sigma-backed Quality Assurance program. Angel Broking Group provides its value-added services to over 9 lakh individual retail investors through its nationwide network of 132 branches, including 17 regional hubs 8400+ registered sub-brokers/business associates and an all India employee strength of 3500+. Angel Broking has one of the largest trading terminal bases (16,308 terminals) in the country, and the largest sub-broker network on the NSE, clocking one of the largest volumes in the industry. The company’s shareholders include International Finance Corporation (IFC), the private investment arm of the World Bank.