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How has CRM evolved over the years?
CRM started as simple contact management tool for specific functions like
telemarketing, to manage customers contact. It started evolving when people
realized the many more possibilities. In the late 90s it was not even called
CRM. From there it has moved to an area where people think of managing sales
process with a contact. It gave an opportunity to understand customers and their
requirements much better, and resulted in sales force automation. We started
managing more customers and CRM became more service-oriented. CRM now has
evolved as a front office solution where everything related to customers can be
managed.
How important is the Indian market for CDC Software?
The Indian market is one of the fastest growing markets in the world. A lot
of retail customers are moving toward CRM. One basic concept of CRM is the
ability to manage customers and make them feel that they are very important for
your business without costing you much.
What verticals are you focusing on?
Our focus in India is on the financial services, manufacturing and real
estate vertical. Real estate is slowly transforming from a sellers market to
buyers market and because of this, customer management tools are really
important to attract customers. We develop templates in areas where we are
really strong. For providing solutions to a particular segment we have to
understand the problems of that segment and offer suitable solutions. Our major
focus is to make user experience better and to solve customers problems using
our tools.
What is your go-to-market strategy?
Our go-to-market strategy is to look at the competent area were we are
strong and to capitalize on it. We dont position ourselves as financial
services CRM but we are a customer management system for wealth management. We
have a solution for commercial banking, institutional asset management and for
retail asset management. We dont sell our product as a technology product. Our
strategy is to go to business users and understand their pain points. And this
is captured in the product.
Pradeesh Chandran
pradeeshc@cybermedia.co.in
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