The ex-CIO of Novell and a well-known open source evangelist Debra Anderson is excited about what she does these days. She works as a strategic advisor at one of the client locations of UST Global, a California-based IT services firm. Debra not only looks at the delivery schedule and manages the projects but also interacts with the CIO of this client, a Fortune 500 retailer, to understand their business problems and help them innovate by advising them with technology solutions. Debra brings her rich experience and expertise, which help the client improve their business in a competitive environment. This also helps UST Global connect to the customer at a higher level and build a long-term relationship.

“Business success isn’t about having better technology; it’s about using technology better. That means making sure that you truly understand your client’s business problem and help them to grow,” says Sajan Pillai, CEO of UST Global. Hence, at UST the approach is always client-centric. This is very clear from the fact that the company has built a strong senior level team to focus only on customers which includes Robert Dutile, former GM, Technology of Reebok, Marsha Blakeslee, former Vice President and Chief Technology Officer of a large retail firm, and Paul Madarasz, former President of AIG technology.

UST Global provides a gamut of services which extends from Enterprise Application Services (CRM, ERP, e-Procurement, and SCM) to e-Business solutions to more than 50 Fortune 500 companies in industries like retail, manufacturing, transportation, logistics, media, and entertainment. Traditionally, businesses relied on technology and product innovation for competitive advantage. However, as products became commodities due to global competition and relentless technological advances, the battleground for differentiation and customer value creation shifted to customer intimacy and service. A reputation of superior service has proven to be a valuable differentiator in the industry. Hence the company believes that quality is not just about operational efficiency, and it is built upon people, relationships, and skills.

The company invests on the quality of its client relationships rather than the quantity of transactions. This client-centric model results in constant attention to client needs, flexibility, and commitment beyond contract. Fortune 500 clients of UST Global like the attention they receive when the company’s priority is on client share as opposed to market share. To ensure relentless attention to its clients the company targets only a few clients in a year for a long-term business relationship and concentrates and invests on them fully. “This was a conscious decision we made in the very early days of the company. Even if there is a short term opportunity for revenue we ignore it,” explains Pillai.

“Investment does not end up in technologies but also in customers and in some cases even before the contract is signed,” Pillai says. But doesn’t this proactive strategy of investing ahead of time slightly risky? On the contrary, UST Global believes that investing ahead of contract can result in some long-term relationship like what happened with many of its clients.