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We are currently in the process of developing an Enterprise Information Management suite that would enable efficient management of both the structured and unstructured data of large organizations and provide a personalized digital dashboard to all the stakeholders to view critical reports and important documents. SDA-India.com in conversation with Mr Shastri, Chairman and Managing Director of Intense Technologies, about its suite of products including iECCM.

Founder and promoter of Intense Technologies Limited, Mr. Shastri has over 22 years of experience in the industry. Apart from heading the Board of Directors, he mentors and motivates the Company to dream and achieve even further heights.

SDA: What kind of opportunity, in the market/industry, drove Intense Technologies to design and develop the product iECCM?

· The emerging need to deliver important customer communication documents like statements/ bills etc through electronic delivery channels like e-mail, Fax, SMS (Alerts) and web presentment to reach out to the customer in a faster and more cost effective way

· Need to enable personalized and clear communication to the customer thus helping companies to build customer intimacy

· Leverage the statement/bill to up sell and cross sell the products and services to help retain customers and increase customer loyalty

· Promote Internet as a powerful medium to end customers, so as to access their documents and also provide analytics on their transaction data through self-care portal to enable competitive advantage

SDA: What kind of potential does iECCM have as it matures and goes forward?

iECCM, as a product, has already proved to be a comprehensive customer communication management and document automation solution to the service providers across Telecommunication, banking and insurance verticals. Going forward we are planning to build the solution to cater to Information management needs and also expand our adaptability of the solution to other verticals like manufacturing and utilities sectors.

SDA: Which sector is iECCM most resourceful to- telecom, banking and insurance? What would it mean for the industry, in terms of operational cost savings in customer communication managements?

The BFSI (Banking, Financial Services and Insurance) sectors with their heterogeneous service portfolio would need the iECCM Suite the most, as they send multiple documents (statements of various services, bills, reminders, policy bonds, etc) to every single customer at regular intervals.

The iECCM suite reduces the operating cost of customer communication drastically by providing a single unified solution that can deliver all types of customer communication documents through various delivery channels (print, e-mail, fax, SMS (Alerts) etc).

Telecomm Service Providers (TSP) also essentially need the iECCM Suite to automate their entire process of bill. The growing customer base of the TSP and increasing demand for personalized communication through electronic channels, customers have made it mandatory for them to put a comprehensive customer communication management system in place.

SDA: What are the present customer communication challenges in an enterprise and how are they being addressed?

· Multiple applications to cater to multi channel (print, e-mail, Fax, SMS) delivery of the documents resulting in redundant maintenance and storage costs. iECCM solution provides a single solution for automating the entire customer communications process ensuring multi-channel delivery of the documents.

· Greater time to market new promotional offers: Rigid change management of document design and data because of the dependence on skilled manpower to perform them– iECCM Suite provides GUI interface to design layouts of the customer documents and business rules engine to enable dynamic insertion of marketing messages etc.

· Inability of the service providers to insert demographic factors based on personalized promotional offers and messages dynamically for customer documents - iECCM Suite enables this functionality using business rules engine and GUI tools.

· Personalization of customer communication has become an important factor for customer retention and the existing legacy applications did not provide the flexibility to design personalized layouts of the customer communication documents. IECCM acts as a middleware application that takes input from the existing legacy application and then adds intelligence to the input to achieve personalized and cost effective customer communication.

· No consistencies in customer communication, as the same statement received through multiple channels of delivery like e-mail, print were not identical in design and layout. IECCM uses its unique layering technology to ensure identical documents through all the channels of delivery. Duplicate statement/ bills delivered to customer are also a replica of the original

· Long and inefficient response by Customer care executives on queries related to the customer communication documents like (statements, bills, policy documents etc). The reason for the inefficient response is that the customer documents accessed by the service representative while answering the customer query are not identical copies of the original document sent to the customer. IECCM Suite integrates with the existing CRM application to provide identical document view to the CSR of the customer documents

· The need for presenting the customer documents on the web and also provide analytics on their transaction data, to enable in depth analysis of their spending pattern and service plan analysis was not being met by the existing applications - iECCM Suite allows advanced features like data personalization and enables generation of reports and analytics on the web through the EBPP and Self-care component.

SDA: Are there any new product development initiatives or Feature enhancement, which would lead the product to maturity?

We are currently in the process of developing an Enterprise Information Management suite that would enable efficient management of both the structured and unstructured data of large organizations and provide a personalized digital dashboard to all the stakeholders to view critical reports and important documents. This Suite will be developed as an independent product, but if integrated with the existing iECCM Suite it would result in a powerful solution that can also generate dynamic reports on customer data.

SDA: What is the market share of Intense Technologies - globally and in India?

USD 1.6 Billion just for output management.

SDA: Where are Intense Technologies’ current footprints for Research and Development? Is it just in India or is Intense likely to establish its presence in other markets globally?

We have a separate R&D and labs group. We have opened an office in Singapore last year, in this fiscal we wish to cover US and EMEA markets.

SDA: How does Intense Technologies intend to market its products? Is it direct or through partnerships and strategic marketing and sales alliances?

In the APAC region we market our products directly and for other regions we are tying up with SI's and Alliance partners in the areas of core billing, Banking and Insurance companies.