Indian CRM is evolving in a more structured way

What is your take on the CRM market in India?



Indian CRM is evolving with a more structured approach. Now, organizations

are looking at a scalable setup. We had a 110% growth in the CRM market in India

and this speaks volumes about the Indian market. In India, we have launched two

distinct things. One is the business intelligence tool that is more of an

analyzing and reporting system. The second is a next generation portal which is

more of a platform for social CRM. This portal is a scalable, configurable, and

secure customer self service web portal designed to enable organizations to

enhance their customers experience by extending Talisma functionality to the

web. The company is currently focusing on expanding the sales and marketing for

the Indian SMB sector. In 2009, Talisma had launched the CRMAtom for the SMB

market in India.

What are the key trends and challenges in the Indian

market?



I believe that the acceptance of 3G technology would change the face of CRM

in India. With the growing importance of social networking in all spheres, CRM

too needs to adopt the social platform for creating a collaborative environment.

Particularly in the case of India, a very limited section of people have access

to email owing to the requirement of a desktop or a laptop. But, with the advent

and subsequent adoption of 3G, the mobile phones will make email accessible to

all, considering the fact that sms is still the most popular mode of

communication. Henceforth, companies will also look out for sophisticated

softwares to reach out to the customers or the business partners in tier-2

cities, thus, making the service more customer centric rather than urban

centric.

What are Talismas market strategies for India?



The requirement for a lower cost marketing automation is driving up the

demand for CRM applications; and Talismas platform capabilities across sales,

marketing and service have created the need for more sophisticated CRM softwares.

We are looking forward to hire more people in India. Earlier, there was no

partner strategy in India. We had our own sales team. But, now we are looking

forward to collaborate with organizations who provide services similar to that

of Talisma to give the customers a holistic CRM experience. We have recently

partnered with HCL Technologies to combine the CRM and BPO expertise to offer

the clients a CRM enabled business process outsourcing. This will augment

Talismas service portfolio by helping us migrate from the transaction

management model to the more comprehensive transaction implementation, design

and execute model.

Atreyee Datta



atreyeed@cybermedia.co.in