Join Bhavana Angadi, Senior Product Manager at Hopscotch, as she details the best way to increase customer retention.

5. What will we talk about?
Right
Communication:
● Transactional
● Promotional
● Informational
Effective CS Portal:
● Automated Service
● Easy for CS Execs
● Chatbot
Collecting Feedback:
● After Order
Placement
● After Order
Delivery

6. Problems
According to Microsoft's Global
State of Customer Service 2019
report, “90% of respondents
indicated that customer service is
important to their choice of and
loyalty to a brand.”

7. Customer Communication -
Transactional Communication
Keep the Customer informed.
Communicate at every stage in the order lifecycle.
Recommended Medium of Communication:
Emails, SMS, Push Notifications, Whatsapp

8. Customer Communication -
Promotional Communication
Used for remarketing.
Communicate about Offers, Sale Period.
Recommended Medium of Communication:
For personalized offers: Emails, PNs
For non-personalized offers: Social Media, Emails, PNs
Using SMS, Whatsapp can be intrusive in nature

9. Customer Communication -
Informational Communication
Recommended Medium of Communication:
Emails, Social Media
Quick Tip for better email deliverability:
Use different sender email ID, IP Address
Transactional Comm: alerts@bigbasket.com
Promotional & Informational Comm:
alert@info.bigbasket.com

10. Build Effective
Customer Support Portal
Fundamental Feature in Customer Support (CS):
Order tracking
Types of Customer Support (CS) Tickets:
- Query: Where is my order? How to renew
membership?
- Request: Cancel my order, Reschedule my order
- Complaint: Bad quality products, Delayed Delivery

11. #1 Automated Self Service
DIY: Enabling customers to reschedule, cancel
without Customer Support intervention
Ensure easy returns and refunds using technology, by
building simple automation.
Quick Tip:
Build closed wallet, use
it for instant refunds.

12. #2 Make it easy for CS agent
Before connecting the customer to a CS agent, it’s better
for agent to know why the customer has reached out.
“Hi, What is your concern? How can I help you?”
Vs
“Hi, I understand that you want to return an item”
How will this help?
- For Customer: Speedy Resolution
- For Business: Reduce Average Handle Time (AHT) of
the ticket, so more tickets can be handled

13. #3 Chatbot
Answering top 5-10 queries
Upcoming Orders:
- Where is my order?
- My order is delayed
- Got SMS stating order delivered, but it hasn’t
Delivered Orders:
- Bad quality product
- Wrong product
- Few items are billed, but not delivered

14. Collecting Customer Feedback
#1 After Order Placement
Thank you page: Ask about the shopping experience
Use it to improve shopping journey.
Quick Tip to optimise App store ratings:
If rating <= 3 stars, collect feedback, send it to CRM
If rating >= 4 stars, ask to rate on app store / play store

15. Collecting Customer Feedback
#2 After Order Delivery
Ask about overall service experience.
Use it to improve delivery operations.
NPS Survey after every 5 orders, via SMS & Email.
Redbus Case study - After completing a journey:
1. Sends a PN asking to rate
2. If no response, then sends a Whatsapp message
3. If no response, then sends Email

16. Great Customer Support leads to
Loyalty, Customer Retention
How we handle customers when they have a query, or a
request or a complaint, is crucial for the success of a
business.
The timely support and resolution is what greatly fosters
the app store and play store ratings to reach 4+ stars.