Market Planning Services on IT Sector


Feedback has worked extensively on both IT Sector and Communication hardware, helping clients stay abreast of the dynamic changes taking place in this industry, keep pace with the changing needs & expectations of clients and develop products / services specific to the times & the markets. Software is another area of expertise, where the Feedback team has guided clients in fine tuning their software to adapt to market requirements.

India’s IT and ITeS sector is among the largest employment generators in the organized sector employing > 30 million people and is a key contributor to the Services Sector accounting for 8% of India’s overall GDP. Feedback has a very strong presence in the IT and ITeS sector, having worked with nearly 100 firms, many of them market leaders, on more than 325 engagements in the past twenty years. Our services include market engagements as well as stakeholder satisfaction engagements. Communications is another sector where we have helped both national and international clients understand the local market compulsions and assisted in their growth strategies.

Feedback has helped many clients with their Customer Experience journey, assisting in aspects such as building stronger relationships with stakeholders, improving customer loyalty, reducing customer churn through various initiatives. These initiatives include Identifying problems / issues through assessment / measurements studies. Giving practical insights and setting out short-term and long-term action points, Help implement those action points internally and / or externally and finally monitor to ensure that the customer / stakeholder experience has improved

Sub Sectors

  • Hardware products
  • Hardware services
  • Software services
  • Software products
  • BPOs
  • KPOs
  • Cables
  • Networking equipment
  • Switching equipment
  • Transmission equipment
  • Terminal equipment
  • Infrastructure services
  • Broadband
  • Cellular
  • Satellite
  • Value added services

Service Offerings

  • Market Sizing (Demand Side & Supply Side)

  • Market Forecasting

  • Business Potential

  • Customer satisfaction measurement

  • Internal stakeholder satisfaction

  • Employee satisfaction

  • Image Studies

  • Customer Satisfaction Improvement Programs

  • Value Chain Analysis

  • Usage, Attitude and Purchase Assessment

  • Concept Reaction & Evaluation

  • Company assessment

  • Channel & Distribution Assessment

  • Product Pricing

  • Partner Identification

  • Go-To-Market Strategy

Some Interesting Projects

  1. BPO location

    One of Feedback’s clients was interested in establishing a BPO operation outside India. Feedback studied many countries keeping in mind the various considerations set out by the client, the locations strengths in terms of infrastructure, skill availability; cost considerations, etc. and zeroed in on Philippines as the ideal destination. Feedback also set out the various steps (legal and otherwise) that would need to be followed before starting operations.

  2. System Integration

    Feedback assisted a client interested in expanding their presence in the system integration business, by identifying companies for acquisition. Filtering the shortlisted companies for best fit based on considerations of size, fit, presence, capabilities, reputation, etc.

  3. Captive Offshore Development Centre

    Feedback assisted a US based Fortune 500 company identify the right location to set up a captive offshore development centre in India. This involved a study of various aspects such as environment scan, map regulatory framework, infrastructure readiness, land availability & cost, skill availability, political scenario, etc.

  4. Banking & Financial Services Product

    A banking and financial services company in India wanted to take stock of their position in the market, understand if their product needed fine tuning to meet customer needs. Feedback studied the user industry closely to understand their needs, products in use, expectations, suitability of client’s product, changes recommended, etc. and provided suitable inputs to the client to fine tune their product. The recommendations also set out areas of growth which could be leveraged

  5. Stakeholder measurement

    Feedback has been the trusted partner for an Indian IT giant for the past fifteen years, in conducting their annual customer relationship measurement. This annual track involves polling over 7000 respondents, based outside India, in 12 different languages. At the end of the exercise Feedback sets out – best practices from the industry, Opportunities for increased Account Penetration & improving Share of Wallet, Areas of improvement in Customer Experience & Loyalty, Prioritizing actions based on criticality and its effect on overall customer experience and Help in streamlining processes related to customer feedback, governance, improving customer experience & client engagement. Further, in addition to giving insights at a company level, Feedback also disaggregates the information at a business unit level, account level, by geography and industry.

  6. Customer Satisfaction Improvement Program

    Feedback assisted this IT client in achieving a steady increase in EX Index over 3 years. Feedback helped identify and rollout Organization-wide Initiatives on Customer Onboarding, Innovation /Best Practices, HR Hiring Cycle Reduction, Thought Leadership, Soft Skills Standardization in partnership with corporate functions like HR, L&D, Quality and Marketing.