Digital Transformation at NTT Com – Netmagic: Revisiting Customer Relationship Management

Abstract

Netmagic is India’s leading Data Center, Cloud and Managed Services provider. Since 2012, the company is owned by NTT Communications, part of the Japanese conglomerate NTT Global. This case study explores the company’s digital transformation journey from 2010 to 2017. In the case, key decision makers led by Sunil Gupta, Chief Operating Officer and Jaideep Verma, Chief Information Officer, describe how the company went from a largely manual set of processes to a sophisticated and integrated set of systems including CRM, ERP with Financials, Service Operations and Delivery Management. Since 2015, they reimagined their customer portals, with the specific focus on self-service for cloud services customers. The company followed an incremental approach to the program by first developing the workflows for each piece separately, and then integrating them sequentially. They did most of the work in-house, and also developed a lot of their own custom software, sometimes using off the shelf software such as Sugar CRM and PeopleSoft. The case discusses various disruptions such as NTT taking majority control of the company, the entry of international cloud services players into India and the Goods and Services Tax (GST) rollout in India. The case finishes by highlighting the current challenges facing Netmagic – such as the need to enable customer self-service for all lines of business while also strengthening their internal systems to make them more robust.