THE STORY CUSTOMER VALUE MAXIMIZTION
It was late 2003. Fresh from two earlier entrepreneurial stints, a team in India gathered around a conference table to discuss what would be their next “change the world” goal.
A FEW GUIDING PRINCIPLES
It should be something the world has never seen before.
It should ideally be of great relevance to customers.
The value delivered should be evident to customers.
Once the guiding principles were identified, next came the name. One of the members of the team suggested Xerago. When queried, he responded that the name meant New Life in some American Indian dialect. While the source of the word has yet to be identified, it immediately resonated with all the members of the team and that is how the name, Xerago, was born.
Then came the composition of skills. While Communication and Technology were areas of proven competence, the team identified a new skill that it had no earlier exposure to - Analytics. So, it was decided that Xerago would be a solutions company that would operate at the confluence of communication, technology and analytics. We called these the three pillars of Xerago. Teams were created around each discipline. Instead of the humming of sitars and the feeling of harmony, chaos ensued. It was a veritable Tower of Babel.
Each function refused to acknowledge the contribution and the impact of the other function. It took more than a year of working together for each specialist to understand and acknowledge the value that the other functions brought to the table and how the overall solution was enriched as a result of working together. Finally, we have a culture of mutual respect and harmony. More importantly, Xerago has truly integrated this multi-disciplinary approach to problem solving that pervades all solutions and makes customers' lives much better.