The CRM Forum, Mumbai, India, October 2007


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I was invited to conduct a session on ‘Social Media and the Customer Relationship’ at the CRM Forum organised by Marcus Evans at the Le Meridien, Mumbai, 29th-30th October.The event was aimed at achieving business excellence through an integration of information, people, policies, processes and technology strategies-effectively executing CRM on its own.

The CRM forum aimed at providing a platform to receive top notch knowledge in capitalising the concepts of CRM, latest trends in customer strategies and technologies, and developing organisation cultures to achieve customer satisfaction , along with advanced applications in the areas of creating a ynergistic partnership between marketing and IT to drive forward CRM initiatives, utilising brand strategies, the media, as wll as data warehousing and data mining.

The event unfolded with an interesting presentation by Dr. G. Shainesh, Associate Professor at the IIM Bangalore, India, where he talked about identifying the consequences of the shift from CRM with technology orientation to a business strategy. This was followed by an interesting case study presented by Mr Gautam Anand, Vice President, ITC Welcom Group on creating outstanding service levels and designing a service design.As several industry experts including Anupam Jalote, Chief Process Officer, Bharti Airtel, Dr. Wolfgang Messner, Director Capegemini shared their experiences, my session on Social Media, and its impact on customer relationships and consumer behaviour was well received.

As I focussed on Corporate Blogging as a potential tool for engagement and reducing the perceived indifference of organisations to consumers, Gaurav Lalla, Director of Internet Marketing,Taj Hotels, Resorts and Palaces emphasised the need of organisations to listen to customers and use the internet as a medium for the purpose.His reference to the utilisation of Second Life as an upcoming medium to conduct brand led dialogues with avatars was interesting.

The event was well attended by delegates from several sectors ranging from Banking and Insurance to hotels, healthcare, retail, telcom and airlines.

Vandana Ahuja, PhD.
Amity Business School
Dr. Vandana Ahuja has over 21 years of experience across the corporate sector and academia. She is the author of the book on Digital Marketing - published by Oxford University Press. She is a Professor with Amity Business School and has several years of research experience across the domains of Digital Marketing, CRM and Social Media Marketing. She is an expert in the usage of Digital and Social Media platforms across diverse industry verticals.


  1. Hi Vandana,
    Its a nice event attended by you on “Social Media and the Customer Relationship”. Its very true that Social Media is changing the ways of CRM.

    Now a days the concept of CRM has changed overtime and with new technologies emerging the domain is expanding faster than ever. CRM has always promised and delivered the vision of managing customer interactions at the right time, at the right place and in the right style, to maximize value for both the company and the customer.

    Social Media helps to reach you to more people with less efforts. Combining both will be very beneficial to SME specially in India. Nice articles on crm is available on –


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