by K P Senthil Kumar
Even while India is emerging as a call centre base for global players, the culture of outsourcing CRM is catching up with India Inc.
Consider this list: Foodworld, Sify, Mahindra Holidays and Cholamandalam Cazenove. Nothing is common between them, but they stand together on the services platform. Pleasing the customer is the lifeline for their business.
Each one is a trendsetter in its own way. Now all of them are trying out a new thing - at least in India - outsourcing CRM. They have tied up with a firm - Effervescent Technologies (ETL) which offers online CRM solutions through its portal - GiveViews.com. Companies like Gati and Unipro are also expected to join the bandwagon.
“Feedback and complaint handling offer a great opportunity to learn more about and cater to specific customer preferences. By outsourcing this service, corporates overcome the inadequacies related to their internal processes and obtain a specialised third party views,” said ETL director, R Ramanathan.
For Indian mutual fund industry, outsourcing of services is not new. The intermediaries act as a bridge between the investors and the mutual fund, while the backend operations are outsourced from registrars. “Giveviews.com is yet another way for our investors to reach to us,” said Shyam C Raman, chief marketing officer for Cholamandalam Cazenove.
Though outsourcing helps in getting a better focus on CRM, the Indian companies might get worried about sharing their customers’ problems with a third party. “Confidentiality of corporate customer’s data is inherent in our business model as knowledge managers and as application service providers,” said Ramanathan.
The largest organised retailer in the country, Foodworld says that it is giving it a try. “We are outsourcing the technology, which captures the customers’ responses and passes on to the company. The management of customer relationship will continue to be done by our front-end employees,” said Mala Marris, head of customer service for Foodworld.
“It is an exploratory arrangement. If it is going add value to our business, we will continue with this,” said Prakash Wakankar, CEO of Mahindra Holidays.
“We will add value to corporates and their customers by facilitating direct interaction between them and assuring transparency in dealings and quick response to customers views and grievances,” said Ramanathan. ETL will also provide periodic MIS reports to management, profile and trend analyses of feedback along with strategic pointers, performance rating and competitiveness rating, data mining, online market research and response for new products.