In the ever-evolving world of Customer Relationship Management (CRM), understanding the intricacies of the industry from someone who has witnessed and shaped its transformations is invaluable. In this interview, we delve into the seasoned career of Jai Thiagaraj, a CRM expert with over 23 years of experience, ranging from his early days with Siebel Systems to his current role as a trailblazer in strategic CRM solutions.

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Jai's journey is not just a chronicle of personal growth but a mirror reflecting the larger shifts within the CRM landscape. Through his narrative, readers will gain insights into the pivotal transitions from traditional CRM systems to today’s dynamic solutions that are pre-configured to meet the actual needs of businesses.

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This article promises to not only illuminate the path Jai has traversed but also to provide valuable lessons on the importance of adapting and innovating within the CRM industry.

Can you start by telling us about your early days in the CRM industry?

"I've been involved in the CRM industry for over two decades, starting as a Siebel CRM consultant. Siebel Systems was essentially the precursor to platforms like Salesforce, dominating the market in the early years. My role as an architect within their consulting arm provided a deep dive into CRM technologies during a transformative period in the industry. The key principles of following industry leading practices, minimal customisation, re-usability, scalability, maintainability were all set as foundation from the very beginning."

What was your journey like following the acquisition of Siebel by Oracle?

"After Siebel was acquired by Oracle, I continued to work with Oracle Consulting Services. This phase was instrumental in expanding my expertise and gaining greater exposure to other connected technologies (integration platforms, OSS layers, analytics, ERP), which enriched my architectural and strategic capabilities in the Business Systems space."

You’ve transitioned from architecture to various management roles. How did this shift come about and how has it influenced your approach to CRM projects?

“My shift from architecture to project and programme management, and eventually to directorship roles, was driven by a desire to influence broader aspects of CRM implementations. A programme manager with architectural expertise has a much higher probability of successfully delivering the programme (in comparison to career project/programme managers). The combined skillset allows me to think out of the box and come up with creative ideas for challenging programme situations.”

Working with Hg Capital, a private equity firm, must have been a different kind of challenge. What were your key takeaways from that experience?

“The most important takeaways were “the big picture” and “stakeholder engagement”. Another important takeaway was the experience around ‘mergers and acquisitions’. My role focused on ensuring that the ‘lead to cash’ implementations were executed with minimal risk, prioritising what the business actually needed over mere wants. It was interesting to see how so many portfolio companies have very similar requirements and yet they all believe that the business model/process they follow is unique. This gave birth to the idea that we could have a template solution which could be used as the foundation for many similar businesses.”

Can you elaborate on the concept of ‘need versus want’ in CRM implementations and why it’s crucial?

"In CRM implementations, there’s often a gap between what businesses think they want and what they truly need. My approach focuses on discerning this difference to avoid costly and unnecessary customisations. Also, to keep a sharp eye on cost-benefit analysis. This insight directs our strategy towards creating pre-configured, scalable solutions that deliver real value without being over-engineered."

You mentioned a shift towards providing pre-built, pre-configured CRM solutions. How has this approach been received by your clients?

"Our approach of offering pre-configured, tested solutions has been a game-changer. Similar to selecting a car in a showroom, clients can 'test drive' our ‘Lead to Cash’ solutions right away. This transparency and immediate tangibility allow clients to make informed decisions quickly, significantly reducing implementation risks and accelerating go-live times. The pre-configured solution gives you the power of hindsight. A solution configured based on learnings from over 20 CRM enterprise implementations. Our priority is to help customers meet their needs based on our industry expertise.”

What future developments do you foresee in CRM technology, and how is your company positioned to adapt?

“The future of CRM technology lies in the extensive application of Artificial Intelligence (AI). A future where AI is able to recommend to customers about what the right product offerings are for them. AI is able to respond to customer queries and handle service requests - in many cases handle it proactively anticipating that the customer will be raising this service request. But not all businesses are AI ready. To be AI ready you need good data and a solid foundation for your business systems. We are currently focussing on helping businesses become AI ready.”

Conclusion

Jai's extensive experience and innovative approach to CRM implementation are closely aligned with the vision and mission of JustKlouds. As we continue to forge paths as a niche Salesforce CRM Consultancy, Jai's insights serve as a cornerstone for our strategy to deliver solutions that are not only technically sound but also strategically tailored to meet the real-world needs of growing businesses.

His philosophy of prioritising essential functionalities over superfluous features echoes our commitment to providing scalable, maintainable, and efficient ‘Lead to Cash’  solutions. By leveraging Jai's proven strategies, JustKlouds is uniquely positioned to transform our clients' operations and drive their success in the digital age.