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 Ernst
& Young recently established a CRM practice in India and is
planning to move several global projects to India for leveraging
the offshore advantage. Arnab Dasgupta, head-CRM practice,
spoke to Pankaj Mishra about the company's recent initiatives
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How is India positioned on the global CRM map?
Initially, there was a lot of hype around CRM in India and
the entry barriers were very low. At Ernst & Young, we
have had to expend considerable efforts in order to convince
people in the US. Today most of our US-based clients want
to move work to India. Some clients such as Johnson &
Johnson, J P Morgan and Sprint are very keen on outsourcing
to India. In fact, of the Global 100 companies based in the
US, around 80 percent want to outsource their requirements
to India.
* What kind of markets are you addressing?
At E&Y India, almost 25 percent of the revenues come from
the CRM practice, which is higher than what our worldwide
operations get from CRM. South America, Netherlands, UK, Germany
and Australia are some of the markets we are addressing. We
have also come out with 'CRM Index', which is a CRM tool that
can tell a client where it stands in terms of customer orientation.
The index is developed for various verticals such as automobile,
energy, the Banking and Financial Services Industry (BFSI)
and energy. This is done in association with Gartner.
* What are your plans for India?
We want to grow radically in the country and are working closely
with some CRM product vendors such as Talisma and TriVium.
We may subcontract work to Indian players in the future. We
are also looking at doing more in the area of Information
Systems Management (ISM) which oversees the day-to-day operations
of a client's business. The firm assumes responsibility for
all or part of customers' information technology resources
through the following service offerings: Applications Management
(AM), Infrastructure Management (IM). We are not looking at
acquisitions very aggressively, but forming strategic alliances
with Indian vendors is a strong possibility.
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