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

25
What do Neha from Delhi and Neeta from Dibrugarh have in common They ENJOY shopping online Why ?

description

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

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

Page 1: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

What do Neha from Delhi and Neeta from Dibrugarh have in common

They ENJOY shopping online

Why ?

Page 2: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

Winning Customers The flipkart.com Way

Quality Efficiency

Service Reliability

Page 3: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

Overview

The customer has a single consolidated view of our business

Customers expect your Value Proposition to be consistent

Page 4: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

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

Page 5: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

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”

Page 6: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

WHAT ARE THE CHALLENGES?

Page 7: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

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

Page 8: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

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%

Page 9: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

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

Page 10: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

Estimated Customer Erosion

200,000 customers with problems

Page 11: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

Estimated Customer Erosion

200,000 customers with problems

50,000 complain

Page 12: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

200,000 customers with problems

50,000 complain

Estimated Customer Erosion

Page 13: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

25,000 satisfied

200,000 customers with problems

50,000 complain

Estimated Customer Erosion

Page 14: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

25,000 satisfied 15,000 mollified 10,000 dissatisfied

200,000 customers with problems

50,000 complain

Estimated Customer Erosion

Page 15: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

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

Page 16: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

WHAT CAN WE DO?

Page 17: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

Packaging quality Order to delivery time

Product quality

Customer Satisfaction

Pricing

Page 18: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

• 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

Page 19: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

WHAT WILL WE GAIN?

Page 20: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

Strengthen your brand preference

Better Customer Experience will

Page 21: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

Boost revenue with incremental sales from existing customers and new sales from word of mouth

Better Customer Experience will

Page 22: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

Improve customer loyalty (and create advocates) through valued and memorable customer interactions

Better Customer Experience will

Page 23: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

Lower costs by reducing customer churn

Better Customer Experience will

Page 24: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

Join us in creating aWorld Class Customer Experience

Platform

Page 25: Keynote on "Managing Customer Experience Effectively In eCommerce" by Sachin Kotangale (Flipkart)

What our customers say…