275 Madison Ave FL 6 New York, NY 10016
+1 212.233.0300

Blog - ImpTrax Corporation

CHEERING FOR THE UNDERDOG: HOW LEGENDARY SERVICE WON THE DAY FOR A SMALL BANK

by Munawar Abadullah

Posted on May 22, 2017



As you’ve probably noticed, one of the recurring themes in my writing is customer service. It often seems like, as the current business environment grows more competitive, there is a decreasing emphasis on service and client satisfaction.

In the current digital era, where communication and transaction behavior often no longer require any face-to-face interaction, many businesses are relying more heavily on technology, and paying less attention to human needs. With my technology background, I fully understand the ROI potential of a software or technology solution. But I also see the immense potential for businesses to reach new heights through delighting their client base with great service.

Read More

Interesting Juxtaposition: Human vs. Corporate Life Expectancy

by Munawar Abadullah

Posted on May 08, 2017



I’d like to think I have my life in proper perspective, and in my personal life, I am always careful to not let little things bother me. Business, on the other hand, is an entirely different story. Here, it’s imperative to never lose site of the tiniest details, especially as you get closer and closer to the “touch point” where a client engages with your product or service. I find that successful businesses that cut through the clutter, and stand out from the competition, tend to pay heavy attention to the smaller details.

Let me give you two examples. First, let’s start with retail banking. One of the stranger phenomena in this sector (at least in the Tri-state area) is the concept of the “Chained Pen.” Here are these banking institutions making a “pretty penny,” and yet, when it comes to customers filling out a deposit slip, or endorsing a check, many banks seem to be worried about pens escaping through the door. So what do they do? They chain the pens to a counter, making for a less than optimal consumer experience. Finally, at least one of the banks, TD Bank came to its senses, realizing that a branded pen leaving the bank was actually a good thing and a viable marketing investment, to say nothing of the benefits to the improved customer experience. And it didn’t stop there; next introducing complimentary dog treats for its customers. Token gestures? Perhaps. Marketing intelligence? Absolutely!

Read More

Marketing as a Win-Win Proposition

by Munawar Abadullah

Posted on April 25, 2017



For the first 13 years of our company’s existence, all of our growth came through word of mouth referrals. And I still cling to the conviction that there is no stronger source of marketing. But in today’s competitive business landscape, it’s not enough on its own, and I know that creating an integrated marketing effort is mandatory in order for our growth to continue at the level we expect.

Herein lies the challenge from both a creative and tactical standpoint: Depending on the estimate you believe, the average person sees anywhere from 5,000 to 20,000 ad messages per day. These numbers are staggering! It also sheds a light on the importance of having a message that cuts through the clutter.

For me, I’m not inclined to go the “extreme” route to stand out – meaning, creating messages that are very different in a quirky, attention grabbing way. It doesn’t fit with the essence of our company’s brand, or my personal brand for that matter. Which leads to the multi-million-dollar question: How does a company develop a conservative, winning marketing strategy in an era dominated by immense clutter?

Read More

In Business, Always Sweat the Smaller Things

by Munawar Abadullah

Posted on April 18, 2017



I’d like to think I have my life in proper perspective, and in my personal life, I am always careful to not let little things bother me. Business, on the other hand, is an entirely different story. Here, it’s imperative to never lose site of the tiniest details, especially as you get closer and closer to the “touch point” where a client engages with your product or service. I find that successful businesses that cut through the clutter, and stand out from the competition, tend to pay heavy attention to the smaller details.

Let me give you two examples. First, let’s start with retail banking. One of the stranger phenomena in this sector (at least in the Tri-state area) is the concept of the “Chained Pen.” Here are these banking institutions making a “pretty penny,” and yet, when it comes to customers filling out a deposit slip, or endorsing a check, many banks seem to be worried about pens escaping through the door. So what do they do? They chain the pens to a counter, making for a less than optimal consumer experience. Finally, at least one of the banks, TD Bank came to its senses, realizing that a branded pen leaving the bank was actually a good thing and a viable marketing investment, to say nothing of the benefits to the improved customer experience. And it didn’t stop there; next introducing complimentary dog treats for its customers. Token gestures? Perhaps. Marketing intelligence? Absolutely!

Read More

Information Technology and Corporate Social Responsibility: The Possibilities Are Endless!

by Munawar Abadullah

Posted on April 11, 2017



The familiar expression, “We are a victim of our own success” is all-to-often used in a clichéd manner, but in my company’s case, it bears truth. In September 2016, ImpTrax lost a major client. The reason: our work was transformative, and helped lead to the client’s acquisition.

The situation also created an opportunity: The chance to reinvent the company. To come up with a new mission, vision, and a road map for the next twenty years. To build an all-new breed of IT company that not only offers cutting edge technology, but also has contemporary relevance, dignity, and staying power. And most importantly, to build a company that makes a difference in the world.

Read More

Getting from Point A (antiquated) to Point A (acquisition)

by Munawar Abadullah

Posted on April 4, 2017



It started out simply enough, with an IT engagement that seemed very straightforward. In June 2004, RTech, a healthcare services company that provides revenue recognition solutions to hospitals, brought us on board. At the time, many of RTech’s processes were manual and outdated.

Over the course of a 12-year engagement, ImpTrax was able to help RTech automate processes, reduce manual labor significantly, and deliver cutting edge, custom software solutions - to such a degree that the company became a very attractive acquisition target. TransUnion formally acquired RTech in September 2016. You can click here to read a case study if the details interest you.

Read More

The Microsoft Mobile Debacle: Is it Fixable?

by Munawar Abadullah

Posted on March 28, 2017



A quick glance at Microsoft’s financials is awe-inspiring. The 2016 Annual Report lists revenue at over $85 billion (a down year, mind you), and a virtual war chest of over $113 billion in cash, cash equivalents, and short-term investments. The deeper you dive, the better the story gets. That is, until you look at recent numbers for its mobile division.

It all starts with the September 2013 acquisition of Nokia for $7.2 billion. And the mobile story continues to decline. According to www.theverge.com, Microsoft’s global mobile market share dropped from 2.5% in Q1 2015 to 0.7% a year later. www.IDC.com reports that Q3 2016 numbers show a decline of 32.5% in Microsoft smartphone sales, and says that all signs point to continued declines, as the company places less effort on attracting the consumer market. These numbers fly in the face of the world’s growing adoption of mobile devices – according to Comscore, the number of mobile phones is approaching 2 billion users, and now exceeds desktop computers by almost 200 million devices globally.

Read More