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Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)
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Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

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Keynote Session on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart) during the 2nd Annual eTailing India Conclave Chennai 2014

Keynote Session on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart) during the 2nd Annual eTailing India Conclave Chennai 2014

Published in: Retail

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  • It was an enterprising decision of Flipkart to not allow Amazon to take control ..The IIT delhi folks has revolutionalised the way Indian does business... All the best to flipkart for their US venture.
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  • Product Quality
    Price it Right (don’t over price OR over discount)
    Use correct images/ resolutions (don’t enhance images)
    Use packaging as per guidelines – 71% Indians believe packaging matters as much as product quality itself

    Process
    Always set right customer expectations – price, quality
    List inventoried products only
    Reduce Shipping Lead Time
    Don’t breach RTS promise
    Accept return flows
    Empower your teams to take quick decisions

    R&D
    Understand the root causes
    Prevent unpleasant surprises by proactively working on improvements
    Create an alliance with your account managers to deliver right time after time
    Focus on scalable & sustainable solutions
  • Transcript

    • 1. What do Neha from Delhi and Neeta from Dibrugarh have in common They ENJOY shopping online Why ?
    • 2. Winning Customers The flipkart.com Way Quality Efficiency Service Reliability
    • 3. Overview The customer has a single consolidated view of our business Customers expect your Value Proposition to be consistent
    • 4. Overview We are committed to creating an Integrated Channel for customers We seek your active participation in proactively reaching these goals and growing our business together
    • 5. Road Map Product Service Experience Inward - focused company “We love that it works” Brand focused company “We are safe if customers are satisfied” Emotionally intelligent ecosystem - Aware company “We can win long term profit in a competitive world with sustained customer engagement”
    • 6. WHAT ARE THE CHALLENGES?
    • 7. Wrong expectation Customer error  Fails to follow policy  Attitude  Product and services don’t meet expectations  Marketing miscommunications  Broken processes Customer 20-30% Employee 5% Product &/or Service 70-75% Customer Dissatisfaction: Root Cause Majority of customer dissatisfaction is caused by:  Products that cause disappointments  Broken process
    • 8.  Packaging & Product Quality combined exceed 60% reasons of dissatisfaction  O2D Lead Time: Breaches in procurement or pick up timelines  Cataloguing/ Image plays a large role in products being perceived “Not As Described” Customer Dissatisfaction: Root Cause Product Quality 35% Packaging Quality 25% Order to delivery time 30% Pricing 10%
    • 9. 1%-5% Complain to Management Most that complain (5-25%) go to front line person 75%-95% Encounter a problem but don’t complain The Real Danger The number of customers who don’t complain BUT then don’t Repeat Purchase damage seller credibility 4x times
    • 10. Estimated Customer Erosion 200,000 customers with problems
    • 11. Estimated Customer Erosion 200,000 customers with problems 50,000 complain
    • 12. 200,000 customers with problems 50,000 complain Estimated Customer Erosion
    • 13. 25,000 satisfied 200,000 customers with problems 50,000 complain Estimated Customer Erosion
    • 14. 25,000 satisfied 15,000 mollified 10,000 dissatisfied 200,000 customers with problems 50,000 complain Estimated Customer Erosion
    • 15. 25,000 satisfied 15,000 mollified 10,000 dissatisfied 1,50,000 do not complain Most repurchase Some repurchase Few repurchase Some repurchase Customers not repurchasing 2,500 6,000 9,000 37,500 Total of 54,500 customers at risk Estimated Customer Erosion
    • 16. WHAT CAN WE DO?
    • 17. Packaging quality Order to delivery time Product quality Customer Satisfaction Pricing
    • 18. • Price it Right • Use correct images/ resolutions • Use packaging as per guidelines • Always set right customer expectations • List inventoried products only • Don’t breach pick up promise • Empower your teams to take quick decisions • Understand the root causes • Prevent unpleasant surprises by proactively working on improvements • Focus on scalable & sustainable solutions Guidelines to manage Customer Experience Process R&DProduct Quality
    • 19. WHAT WILL WE GAIN?
    • 20. Strengthen your brand preference Better Customer Experience will
    • 21. Boost revenue with incremental sales from existing customers and new sales from word of mouth Better Customer Experience will
    • 22. Improve customer loyalty (and create advocates) through valued and memorable customer interactions Better Customer Experience will
    • 23. Lower costs by reducing customer churn Better Customer Experience will
    • 24. Join us in creating a World Class Customer Experience Platform
    • 25. What our customers say…