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CRM gaining ground in India

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CIOL Bureau
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NEW DELHI: India has not been left behind in the great CRM revolution

sweeping the world. Particularly in view of the large IT-enabled services market

that India has the potential to exploit. At the organization level, most

companies in India are familiar with the concept and have been dabbling in it in

one form or the other. However, the full-scale implementation of CRM by

organizations is only now beginning to take root. This was the predominant

viewpoint that has emerged in the one-day seminar on "customer care through

call centers" organized by the ER&DCI, Noida, Netscape Communication

and CRM Foundation in the capital on January 11.

There is no doubting the fact that a major part of the IT-enabled services

market in India will be devoted to customer-care services. With dismal level of

customer care in the country even by prominent MNCs, the hype surrounding CRM is

indeed ironical. Upendra Singh, VP, Spectramind, defends this perception on the

grounds that customer care is indeed an organizational attitude and not a people

attitude. "How else do you think we have managed successful customer care

through call centers? It is the same people we employ who are able to deliver

services to our overseas clients where the expected quality of service is

high." Spectramind, a Delhi-based start-up with investments by Microsoft

Corp, HDFC, and Chrysalis Capital, is entirely focused on providing support

services to overseas clients remotely.

The implementation of CRM at the enterprise level will require a lot of best

practices to be in place. Therefore, its implementation does not just mean

making investments and deploying technology but also a change in mindset

including attitudinal changes. Another important aspect in deploying CRM is not

only to look at emerging technology but also to integrate its implementation

backwards. This means that with the increasing popularity of mails and Web-based

chats traditional communication modes like a telephone call should not be

ignored.

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