Designing tailor-made solutions for its customers has been the Mantra at CtrlS     

B S Rao
VP – Marketing, CtrlS Datacenters

Customers seek solutions for their challenges. Product and Services companies are expected to focus on building innovative solutions to address their pain points. CtrlS Datacenters achieved enviable growth fundamentally driven through innovative services and solutions and global expansion to address the needs of markets spread across the continents.

“While customer acquisition is a key focus for every business entity, ensuring timely delivery of services (within the defined quality parameters) has been a key to our customer success, post-sales services support, pro-active and timely resolution of issues have led to a healthy NPS score reflecting high customer satisfaction reflecting their loyalty to us,” asserts B S Rao, VP – Marketing, CtrlS Datacenters. “The Mantra at CtrlS has been to design innovative solutions, customizing solutions to the help our customers overcome their business challenges – thus allowing them align technology and business in line with their organizational goals. Lastly, we ensure customer delight through automation and process driven post-sales support and strict adherence to committed SLAs. This has helped us achieve industry lowest customer Churn, 40% YoY revenue growth and an enviable EBITDA.”

As a CMO, Rao’s role has been that of a ‘Change Agent’, focused on ‘Marketing Transformation’, working closely with the CEO/Board, crafting customized strategies focused on enabling growth, achieving company objectives (enhanced brand performance, brand awareness) in alignment with stakeholders – both internal (CEO, Board, LOBs etc) and external (Customers, Alliance Partners, Regulatory Agencies, Analysts etc) with a 360 degree engagement and 3C approach (Consult, Collaborate, Calibrate). Metrics based approach, leveraging marketing analytics for forecasting, optimizing, making informed decisions has helped the company maximize its success.

CtrlS had to initially cope with multi-cultural, localization of messages, positioning, differentiation across Indian Ocean, South East Asia, APJ, Middle East, Americas and Europe by leveraging digital platforms, offline marketing tactics to make inroads into the minds of prospective customers through localized (customized) tactics and strategies. But with time everything started falling in place and the company is today positioned as Asia’s largest Tier-4 Datacenter company and the world’s 1st Tier-4 Cloud Player (Cloud4C) with Global Footprint across 17 countries (40 countries by 2019).