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What do Neha from Delhi and Neeta from Dibrugarh have in common
They ENJOY shopping online
Why ?
Winning Customers The flipkart.com Way
Quality Efficiency
Service Reliability
Overview
The customer has a
single consolidated view of our business
Customers expect your
Value Proposition to be consist...
Overview
We are committed to creating an
Integrated Channel for customers
We seek your active participation in proactively...
Road Map
Product Service Experience
Inward - focused company
“We love that it works”
Brand focused company
“We are safe if...
WHAT ARE THE CHALLENGES?
Wrong
expectation
Customer error
 Fails to follow
policy
 Attitude
 Product and services don’t
meet expectations
 Ma...
 Packaging & Product Quality combined
exceed 60% reasons of dissatisfaction
 O2D Lead Time: Breaches in procurement or
p...
1%-5% Complain to Management
Most that complain (5-25%) go to front line person
75%-95% Encounter a problem but don’t comp...
Estimated Customer Erosion
200,000 customers with problems
Estimated Customer Erosion
200,000 customers with problems
50,000 complain
200,000 customers with problems
50,000 complain
Estimated Customer Erosion
25,000 satisfied
200,000 customers with problems
50,000 complain
Estimated Customer Erosion
25,000 satisfied 15,000 mollified 10,000 dissatisfied
200,000 customers with problems
50,000 complain
Estimated Customer E...
25,000 satisfied 15,000 mollified 10,000 dissatisfied 1,50,000 do not complain
Most repurchase Some repurchase Few repurch...
WHAT CAN WE DO?
Packaging quality Order to delivery time
Product quality
Customer Satisfaction
Pricing
• Price it Right
• Use correct images/ resolutions
• Use packaging as per guidelines
• Always set right customer expectati...
WHAT WILL WE GAIN?
Strengthen your brand preference
Better Customer Experience will
Boost revenue with incremental sales from existing customers and
new sales from word of mouth
Better Customer Experience w...
Improve customer loyalty (and create advocates) through valued and
memorable customer interactions
Better Customer Experie...
Lower costs by reducing customer churn
Better Customer Experience will
Join us in creating a
World Class Customer Experience
Platform
What our customers say…
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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

Published in: Retail

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

  1. 1. What do Neha from Delhi and Neeta from Dibrugarh have in common They ENJOY shopping online Why ?
  2. 2. Winning Customers The flipkart.com Way Quality Efficiency Service Reliability
  3. 3. Overview The customer has a single consolidated view of our business Customers expect your Value Proposition to be consistent
  4. 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. 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. 6. WHAT ARE THE CHALLENGES?
  7. 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. 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. 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. 10. Estimated Customer Erosion 200,000 customers with problems
  11. 11. Estimated Customer Erosion 200,000 customers with problems 50,000 complain
  12. 12. 200,000 customers with problems 50,000 complain Estimated Customer Erosion
  13. 13. 25,000 satisfied 200,000 customers with problems 50,000 complain Estimated Customer Erosion
  14. 14. 25,000 satisfied 15,000 mollified 10,000 dissatisfied 200,000 customers with problems 50,000 complain Estimated Customer Erosion
  15. 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. 16. WHAT CAN WE DO?
  17. 17. Packaging quality Order to delivery time Product quality Customer Satisfaction Pricing
  18. 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. 19. WHAT WILL WE GAIN?
  20. 20. Strengthen your brand preference Better Customer Experience will
  21. 21. Boost revenue with incremental sales from existing customers and new sales from word of mouth Better Customer Experience will
  22. 22. Improve customer loyalty (and create advocates) through valued and memorable customer interactions Better Customer Experience will
  23. 23. Lower costs by reducing customer churn Better Customer Experience will
  24. 24. Join us in creating a World Class Customer Experience Platform
  25. 25. What our customers say…

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