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	July 27, 2005 Cognizant's Secret Sauce Best Practices In Getting To Know Your Customer by Stephanie Moore with Bill Martorelli, Olivia Ester	Average: 8  (2 ratings)

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Executive Summary

To market insiders, Cognizant Technology Solutions' rapid rise to the top has been somewhat mystifying. Once firmly planted in the midtier vendor category, Cognizant has been able to break into the tier one vendor space and has soundly beat its tier one brethren in many competitive situations — despite the fact that it lags behind its competitors in terms of breadth of services offered and global footprint. To be sure, Cognizant manages Western customers very well, has a dynamo marketing and branding organization, and still subscribes to the "customer is always right" rule. But there is more to Cognizant's success than just these factors. Cognizant's "secret sauce" is its team of high-value resources — consultants internally labeled as "MBAs" who are dedicated to knowing Cognizant customers and prospects and who architect solutions specifically for each client.

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