Chakradhar Gooty

Author Profile

Chakradhar Gooty

Cognizant

Chakradhar Gooty leads Cognizant's CRM Consulting Practice, specializing in CRM strategy and road-mapping, scoping, vendor selection, solution architecting and change management. He manages a global team of consultants. Gooty has significant experience managing large cross-cultural teams and working with global firms.

An E-business Approach: Good-Bye, CRM Packages

0 comments 3,424 reads

Posted on 2008-05-15

An interesting phenomenon is emerging in the way customers are approaching CRM implementation. The traditional package based approach of slapping a standard industry package like Siebel- Oracle , SAP , Chordiant , Salesforce etc., for managing CRM in enterprises is changing. Customers who have invested significantly in these packages have now realised that the flexibility and creativity for new solutions offered by these packages is limited and with the emergence of SOA and BPM into mainstream , application packages like these are now taking a back seat and new web services are built on the top of these applications to enable an organization to leverage a "eBusiness " approach. The portal applications are now being front ended both at the customer facing operations like contact centers and also web portals for customers to directly interact with the organisation. This provides feature rich abilities and also agility to create new features and functions for managing a better...

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CRM in Retail: An Eyewash

2 comments 3,799 reads

Posted on 2007-11-19

Often we hear the beginning of CRM was somewhere related to Loyalty management . Loyalty today is beaten to death term in the world of Retail . Every retailer offers some or other form of Loyalty and most common form is the Loyalty card . However in the past decade with so much of progress in technology and availability of data mining tools , companies have spent billions of dollars in understanding customer buying patters and purchase behaviors but i have rarely seen someone really making any sense to customers . The most common form of loyalty is the reward coupons which do have some impact on the purchasing pattern. however , to quote the multiple Analyst reports on how repeated discounts not just kill the Brand equity it just makes the Brand susceptible to pricing and raises customer expectations on price and not brand promise .

How many times have you really seen the companies tying up customer redressals with their marketing campaign . How many times have you seen...

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CRM: A Consultant's Perspective

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Posted on 2007-09-10

From Operational to Analytical to Collaborative CRM ...

Having spent over 10 years in the CRM industry (I can recollect days when CRM meant Siebel and 100+ vendors ) and having consulted over 25 clients across 4 continents and over 10 countries .. i have been fortunate to see the landscape transforming at such a rapid pace ..

The initial lessons in CRM were around customer Acquisition - Marketing and Sales and Customer retention - around service . These 3 areas formed the pillars of CRM courses worldwide and all applications from a technology perspective started to cater to this segments.. This was the first wave of what I call the customer data /information gathering period.

<< I call this phase Operational or Transactional CRM >>

Over a period of time a significant amount of data was collected and it was now the turn of business intelligence firms and even stronger CRM providers to come up with smart and customer intelligence applications...

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