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BW Businessworld

'Intelligence, Predictability And Analytics To Be Key Growth Drivers For CRM'

Relationship marketing is emerging as the core marketing activity for businesses operating in competitive environments. Though considered an expensive tool for firms practicing mass marketing, CRM has benefitted many organisations to retain their customers. India is no exception to this. Over the years many CRM firms have evolved in the domestic economy. Raj Mruthyunjayappa, MD-APAC and EMEA, Talisma, one of the leading CRM firm in the country talks to BW|Businessworld's Arshad Khan about the growing demand of CRM in the BSFI sector, latest trends and more.

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What are the new and emerging trends in CRM, especially in the BFSI industry?
In the years to come, Intelligence, predictability and analytics will be the key growth drivers for CRM along with customer experience. The BSFI industry is evolving to take on the competition posed by non-conventional players and CRM is playing a significant role in helping industry participants.

The days of reactive customer relationship management are over. Today banks are talking more about experience and convenience. With analytics getting integrated with CRM, banks are managing more data than ever before. Newer data streams are emerging and getting translated into actionable insights. Banks are also increasingly looking at mobility and solutions on the cloud.


What is the scale of competition in CRM?
It is a very competitive arena but we have entrenched ourselves well. In India, CRM is synonymous with Talisma. We were the early movers in this field and continue evolving with the changing customer engagement landscape around us.   

We are segment leaders with an impressive customer base in many verticals and are the only customer experience management solutions vendor to have received so many endorsements in just the last one year. In May this year, back we bagged the Asian Banker Award for Best CRM implementation.  

Throw some lights on the solutions Talisma has developed for the BSFI sector? Who are your major clients?
With over two decades experience in enabling global banks deliver a unique experience to customers, Talisma possesses an enviable track record. We have over 1700 functionally rich deployments backed by strong implementation and support teams having a rich and exclusive CEM and CRM domain expertise.

We offer comprehensive solutions cognisant towards acquisition, servicing, retention of customers to help brand script customer success stories.  Some of the leading brands that use Talisma CEM include HDFC Bank, NSE, Teamlease and Metlife , IndusInd, Maruti,  Canara Bank, LIC Housing finance, HCL, Mahindra Holidays, Jet privilege, Yatra, Vodafone, Sony, Reliance communications, Tesco, among others.
     

What is Talisma’s strategic plans and its business development model?
We endure our investments in developing and growing our products and our customer experience strategy. We already are witnessing significant traction in the market. We expect to build on this traction and bring the power of customer experience in a big way in India.

Our business development model is to cover every facet of customer engagement and render depth and intensity to enterprise wide customer


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talisma raj mruthyunjayappa crm arshad khan