Optimizing Lead Generation and Enhancing Security for Manappuram Finance’s "Enquire Now" Section

Introduction

Manappuram Finance Limited is a leading non-banking financial company (NBFC) in India, primarily recognized for its gold loan services. In addition to gold loans, the company offers various financial products such as microfinance, vehicle loans, housing finance, and SME loans. With an extensive branch network across India, Manappuram Finance leverages technology to enhance its financial services and improve customer experience.

Project Scope

The project aimed to implement an "Enquire" section to improve lead generation and create a more customer-centric experience. The objective was to ensure a seamless and secure process for submitting inquiries validated with authentication mechanisms.

Use Case and Problem Statement

This case study focuses on enhancing lead generation by optimizing Enquire forms. Ensuring authenticity and security through OTP verification and reCAPTCHA were key priorities to prevent fraudulent submissions and enhance user trust as well as comply with directives from Telecom Regulatory Authority of India (TRAI).

We anticipated a variation in the QC process, as the QC team was prohibited from testing certain databases due to the client's privacy policy. This restriction posed challenges in validating the Enquire form workflow, requiring us to adapt our approach to ensure thorough testing while maintaining data security.

Challenges

Detailed use case description

Several challenges surfaced during testing of the Enquiry forms:

The primary challenge was that the submission results were reflected only in the client-managed LMS (Lead Management System) portal, which was inaccessible to QC teams from our organization. This restriction created confusion in verifying the entire end-to-end process-an essential aspect of quality assurance.
There was ambiguity over what constituted a successful submission due to discrepancies between client expectations and QC documentation.
Authentication posed another significant challenge. Ensuring OTP verification and accurate security checks required real-time data inputs from real users, leading to further confusion about how many submissions were needed for validation.

Technical complexities

Each web form submission required close coordination with the client to ensure the data triggering and lead generation processes occurred within the limited time frame.
The need for real user details for OTP verification added another layer of complexity. Implementing reCAPTCHA also became critical to mitigating bot-driven submissions and ensuring accurate test outcomes.

Our Approach

User journey designed and implemented

A potential or existing customer accesses the "Enquire" form via the website.
The customer fills in personal and Enquiry-related fields like NAME, ADDRESS, STATE, PHONE NUMBER, SERVICE AREA OF INTEREST etc...
The User has to clear a re-Captcha to validate that it is not a bot generated submission
The OTP verification is triggered for authentication.
The customer verifies their identity via OTP and successfully submits the form.
The system records the submission and forwards it to the client's LMS (Lead management system).
The LMS(Lead management system) promptly triggers a response to the call center.
The call center initiates immediate follow-up calls from the appropriate service provider to the customer. (This approach helps customers make informed decisions when selecting services.)
Hence the customer can effortlessly choose the most suitable services with the relevant inputs.

Co-creation of Testing Protocol

In order to get around the constraint of lack of access to the LMS, we co-created a testing protocol with the client. The key steps of the protocol are as below.

Joint validation through shared test data: A dedicated time slot was coordinated with the client for large-scale "Enquire" form submissions. This test data was meticulously documented and shared with the client to clarify LMS integration workflows and verify data management. This process helped resolve ambiguity and aligned expectations between the client and QC teams.
Clarified Authenticity Measures: Real user phone numbers were used to test OTP verification, ensuring accurate results. reCAPTCHA implementation added an extra layer of security, mitigating confusion over potential bot-driven test failures.
End-to-end QA Resolution: By addressing LMS access limitations and authentication ambiguities, the end-to-end QC workflow was successfully validated, resulting in improved clarity and alignment.

Solution

Seamless Implementation: The "Enquire Now" forms were implemented successfully, resulting in a 100% defect-free product.
Enhanced Security: "Enquire Now" form security was strengthened with OTP verification and reCAPTCHA, preventing fraudulent submissions and protecting customer data.
Improved Lead Generation: Customer-reliable forms led to increased lead generation, contributing to better business outcomes for Manappuram Finance.
Data Security and Trust: Customer data protection was significantly enhanced, building trust and confidence in the system.
Reduced Confusion: Clear documentation and better communication ensured alignment between QC teams and the client, minimizing confusion and improving the overall workflow.

Result

The implementation of the "Enquire" section successfully achieved the following:

Challenge Resolution:

Addressed LMS access limitations, ensuring a complete end-to-end QC process.
Resolved authentication challenges with OTP verification and reCAPTCHA for added security.

Security and Lead Generation:

Delivered a 100% defect-free, customer-reliable product.
Enhanced customer data security, preventing fraudulent submissions.
Increased lead generation with improved and trustworthy Enquire forms.

Clarity and Communication:

Improved documentation and communication to reduce confusion and align expectations between the client and QA teams.
Ensured smooth collaboration and workflow for future enhancements.