Future of CRM in India
Maturity of CRM adoptions in Indian SMEs
The other day, I needed
to rent a cab and I called a cab provider I used from time to time on my cell
phone. I was pleasantly surprised when the operator greeted me by my first name
and when I mentioned the pickup location, they knew the landmark for the pickup
and the booking was so easy that I may prefer to use this cab provider. This
experience made me think about the progress CRM applications have made over the
past decade in India.
CRM or Customer
Relationship Management solutions were pioneered in 90s and adopted widely in
the last decade promised to bridge the gap between companies and their
customers and deliver high sales and marketing values. However, most of the
promise of CRM was not delivered and almost 70% of CRM implementations were
never completed.
