keynote on "managing customer experience effectively in ecommerce" by sachin kotangale...
DESCRIPTION
Keynote Session on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart) during the 2nd Annual eTailing India Conclave Chennai 2014TRANSCRIPT
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 consistent
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
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”
WHAT ARE THE CHALLENGES?
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
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
Quality25%
Order to delivery time
30%
Pricing10%
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
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 Erosion
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
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 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
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 will
Improve customer loyalty (and create advocates) through valued and memorable customer interactions
Better Customer Experience will
Lower costs by reducing customer churn
Better Customer Experience will
Join us in creating aWorld Class Customer Experience
Platform
What our customers say…