"With Indian companies fast entering international competition, it has become increasingly important to address the growing need for training and providing expertise in the area of CRM. IIML and Escotel have decided to join hands to focus on the dissemination and sharing of knowledge related to CRM. This has led to the creation of a centre for excellence in CRM technologies, at IIML", Escotel Communications Ltd CEO Manoj Kohli said.

Under the agreement, Escotel will also fund a `customer relationship management chair' at IIML and will provide the institute's faculty and students with access to Escotel's training expertise. The creation of this chair also entails an exchange of knowledge between Escotel and IIML in the form of ready access to Escotel's offices and customer databases for conducting research on CRM-related areas by IIML faculty and students, Kohli said.

Among other initiatives planned are research on the various dimensions of CRM in different industry segments and networking with universities around the world to develop a comprehensive knowledge base on CRM, Kohli added. "We look forward to this association, as it will help in the creation and development of a knowledge and skills base in an area that is relatively unexplored in the country. This is has particular relevance to service-based companies", Kohli said. The company has announced its plans to institute `best customer relationship practitioner' award to to employees annually. The awards will based on the studies conducted by IIML at each Escotel centres.

He said that the first Escotel CRM chair at IIML went in favour of PC Purwar, who is also the area chairperson of the marketing management group at IIML. CRM refers to a body of knowledge and practices to comprehensively develop and manage individual customer relationship recognising the special needs of each customer. It is one-to-one service and relationship oriented, that is now influencing virtually every business and every industry around the world. According to this relatively new approach, each individual is regarded as a uniquely different customer with a different set of needs. Savvy marketing organisations are beginning to recognise this aspect and are coming round to the view that a warm and meaningful relationship is essential for the success of any successful business venture, Kohli said.