Dwarka Srinath is the CIO of Tata Sky and Tata Sky Broadband. Dwarka has an overall experience of 22 plus years with leading companies like Reliance Industries, Tata Consultancy Services, Tech Mahindra and Tata Sky. Dwarka is a business focussed IT Professional and specialises in Green field implementation projects and has successfully delivered various projects in the space of Customer management, Billing, Mobility, Big data, Cloud, Analytics and Social CRM etc.
Tata Sky successfully deployed an omni-channel campaign management stack with customer mart, segmentation, execution, and response measurements across more than 10 channels e.g. e-mail, mobile app, social, inbound, web site, IVR, outbound etc.
They built a customer mart and single view to enable effective segmentation for churn prevention, upsell and retention. Also delivered an integration with Big data, data lake and customer social/usage data on Mongo Db to enable a single view and segmentation based on these attributes.
Transformation project aimed to replace more than 10 systems which existed in silos. DTH service provider Tata Sky’s huge subscriber base with various quick GTM made it vital to ensure that the systems’ stack scale effectively.
There has been significant reduction of lead times, data drive/flowcharts and removal of manual campaign management steps by automation end-to-end including the campaign design done earlier by marketing and their support teams rather than IT. Seamless bi-directional integration with IVR, Predictive dialling, e-mail, SMS, Portals etc. means they can execute and capture success responses.