Customer Relationship Management at Wipro Infotech: A Case Study

Abstract

In recent times, managing customer relationships is of utmost importance for success in any industry category. While Customer Relationship Management (CRM) is mainly seen today from an IT perspective, there is another important side to managing customer relationships which relates to the use of soft skills. A balance of IT expertise and soft skills would give corporate organisations the golden median for managing customer relationships. A number of academicians have identified a large number of variables for CRM. However, based on the extant literature reviewed, the author has found an apparent dearth of cases of leading Indian organisations which detail the customer-related best practices. In this paper, the author has used the case study of a leading Indian Multinational Corporation in the IT Industry Wipro Ltd. and attempted to describe its customer-focussed initiatives. Wipro Ltd. is a diversified company and is among the top 3 in the Indian IT industry. It has its operations and customers across many continents of the globe. The case study is based on triangulation of data based on personal interviews with top executives of the Company, responses to an Executive Perception Survey and supplementary information available in the public domain.