The CRM sector in India is nascent but fast growing. Sectors such as banking, financial services, insurance, travel and hospitality, BPOs, and call centers are adopting integrated CRM solutions rather than point solutions for interacting with the end customer.

The growth in the ERM market has been propelled by the need to have multi-channel communication with the customer and the increasing use of the Net as a delivery medium. As IP-based contact centers become increasingly popular, ERM solutions will see corresponding growth rates.

ERM solutions have mostly been sold as a bundled solution with CRM packages. This is not only more cost-effective but also increases work efficiency because agents can work in a blended environment.

For a vendor like Cisco, who offers the entire suite of contact-center solutions, the ERM cost per agent is very cost-effective. Little wonder, standalone ERM solutions are few in the market.

According to Frost & Sullivan, the market stood at $1.2 million during 2002 and is expected to register a CAGR of 43.4 percent during 2002–09.

Talisma is a leading player in the ERM solutions space. Its positioning is that of a niche player offering the entire suite of eCRM applications. It has gained a substantial market share because of its proactiveness and competitive pricing. Some notable clients for Talisma during 2003 were Aviva, Daksh, and Prudential ICICI Asset Management Co. In the BPO scenario, Talisma won customers like Ford Business Centre and Scope.

Avaya, eGain, Kana, and Firepond are some of the other players who have a strong presence in the Indian market. Buoyed by its strong presence in the call-center market Avaya has consolidated its position as an integrated solutions provider, while eGain and Kana have entered the market on the strength of their international customer base.

Depending on the customization and technology required for individual business requirements, the per-agent price of ERM can range between $555–2000.