Apart from its focus on sectors like telecommunications, banking and manufacturing the company will increase its presence in the customer management solutions (CMS) segment, he said. "Aligning IT and business strategies, recognise the need for speed, emphasise behaviour and guarantee on-time, on budget delivery will be the buzzwords for Indian operations."

Unlike other IT firms Cambridge believes that the future will be one of customer relationships and not just customer service. Says Chawla, "In order to build customer relationships, every contact with the customer is critical. The differentiators are no longer simply products and services, but branding and loyalty, he adds.

The CMS solutions domain forCambridge entails creating a strategy for customer management that includes process work and technology. The technologies involve strategically combining call centre solutions, interactive voice response systems, the Internet, Intranet, data warehouses, sales force automation packages, voice mail systems, fax back servers and online natural language query systems as one integrated and packaged solution for all customer needs.

The company has also made major inroads in the supply chain automation arena.