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A few years ago, good customer service meant someone to answer the phone 40 hours a week. And as long as you replied to messages or faxes within 48 hours, nobody got too upset.
Those days are gone. That’s why small and mid-sized firms are looking at Customer Relationship Management (CRM) software as a way to improve responsiveness and increase sales.
“If customer support isn’t handled properly, repeat and referral business dry up, which can mean death to any business,” said Steven A. Brown, director of global support for Financial Technology International (FTI) of New York City, a provider of financial enterprise software with 17 of the top 20 global financial service institutions as long-term clients. “CRM is essential today because service is no longer an afterthought, but is actually a key part of product positioning and the customer lifecycle.”
Not all CRM packages are the same, however. Some business executives are attracted to the high-end process management and analytic options offered by the leading CRM vendors. Unfortunately, such suites can come with a hefty price tag (up to $10 million with ongoing programming and consulting services) or long deployment times (sometimes a year or more to install).
“A CRM implementation is often a perilous journey,” said Gerhard Waterkamp, an executive consultant at IBM’s Siebel Practice. “Studies show that about 55% of CRM projects can be regarded as failures because the projects did not achieve the desired return on investment (ROI).”
At the other end of the CRM spectrum, generalized hosting services such as chúng tôi offer ease of deployment and maintenance, but may lack the customization that some require. Sales quote integration, customer support workflow and asset tracking, as well as marketing campaign analysis and reporting are sometimes missing, for example.
Similarly, stand-alone contact management systems such as ACT or Goldmine, while fine for their purpose, aren’t typically flexible or robust enough for deal-based businesses, which may design, manufacture, and support products themselves.
What the market has been missing is an integrated CRM that is flexible enough for big business processes, yet affordable by small and mid-sized companies and perhaps most importantly, rapidly deployable. One attempt to fill that gap is TechExcel CRM by Lafayette, CA-based TechExcel.
Searching for CRM
Unsatisfied with its previous customer support tracking system, FTI needed to streamline internal business processes and offer clients an increased ability to service themselves. The company reassessed its support requirements and embarked upon a two-pronged strategy to attain its objectives: streamlining of internal business processes and the adoption of CRM techniques.
FTI laid out the requirements for it CRM system: it had to keep installation simple without expensive, high maintenance customization; and it must offer real-time data for offices and clients. Furthermore, the data had to be reliably centralized, not scattered throughout the organization in multiple formats from different sources.
Brown selected TechExcel CRM to manage customer service, as well as every phase of product lifecycle from acquisition through customer purchase, field service, and returns. FTI went live with the application within a month and the company is pleased with the results.
“Everyone, including clients, can access key info on a real time basis,” said Brown. “Call up an incident number and all the relevant information is there, centrally located, with no missing data or communication.”
Support staff can now bring up client account information and resolve issues at the time of the call, instead of having to return calls after research is done. All email related to support tickets with attachments, for example, and all communication to and from clients is immediately to hand. Further, an expanded knowledge base also allows clients to self-service many issues.
The new CRM system also helped FTI to maintain a more structured customer database. Support staff, for example, knows immediately which software version a customer is running, so they can better manage the customer’s production environment. When a customer service agreement is expiring, FTI staff is notified so they can take action with regard to contract renewal.
As a result of keeping support staff, management, and customers informed, the system acts as watchdog to ensure that everything works as it should. The system standardizes the support process at each level of the organization and streamlines the process to minimize turnaround time.
Finding the Right Balance
When it comes to the selection of CRM, many variables come into play such as organizational size, complexity and costs. A small organization or one with relatively simple processes will probably do fine with a contact management system. A large company with complex processes, on the other hand, may well need Siebel, PeopleSoft or another higher-end system.
With the enormous expense involved, however, there is clearly a middle ground in the CRM arena. In the mid-market, or in small companies that utilize involved processes, technology selection should take into account ease of use more so than width of functionality. A limited, but simple tool is probably going to have higher ROI than a leading edge application that takes months to master.
“Companies need to ensure they are investing their dollars wisely,” said Rod Johnson, service director, customer management strategies practice of Boston-based AMR Research. “To avoid overbuying and mismatched vendor selection, determine your organizations best fit by focusing on usability over functionality.”
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Case Study On Tata Motor’s Digital Marketing Strategies
Do you know what Tata Motors is famous for, apart from their sturdy and robust cars? Their killer digital marketing strategies give them an edge over their competitors. They’re particularly known for their extraordinary features, and they leave no opportunity to show them.
Digital marketing is essential for all automobile companies, and Tata Motors is one to learn from. In this blog, we’ll highlight the digital marketing strategies of Tata Motors and how they sailed through rebranding and customer satisfaction through the digital platform. In fact, Tata Motors has a total of 3.5 million visits to its website and holds the #1 category rank in the automotive industry.
Let’s first understand more about the company and its journey as one of the most popular automobile companies in the world.
About Tata MotorsWhen thinking of Tata Motors, one thinks of a big, established, brand. But, how did that happen? Founded in 1945, Tata Motors still has a monopoly over the automobile industry. It is part of the Tata group, founded by Jamshedji Tata in 1868, which is a global conglomerate now with a presence in 100 countries across 6 continents.
Tata Motors’ Overall Advertising Strategy:
Use of televised commercials
Celebrities with a large fan base and a strong social media presence are used to promote products.
Newspapers, magazines, and printed journals are examples of print media.
Advertisements on the Internet
During festivals, sales promotion offers are made available.
The coordination of promotional events in many locations throughout the world.
Providing sponsorships for well-known events around the world
Why Should Marketers Study Tata Motors’ Digital Marketing Strategies?Marketers should study Tata Motors’ digital marketing strategies because there’s a lot to learn from them. Here are some of Tata Motors’ strategies that can be a source of inspiration:
1. BrandingAll of Tata’s branding strategies and campaigns revolve around factors of trust and reliability. They ensure to keep these constant and common through all their campaigns. This is one of the crucial takeaways for marketers to keep in mind while crafting their marketing strategies.
2. Vernacular contentThey intended to resonate with as many individuals as possible from the available target demographic by using a vernacular marketing approach on both static and video assets. They concentrated on establishing trust among the segmented audience in the most genuine and appealing way possible. Their strategy was to distribute high-impact material that would encourage brand-product recall and, as a result, lead registrations.
3. Keeping it personalTata Motors’ digital marketing strategies involve employees’ achievements. This helps establish a personal connection with their audience. People like reading more about the people behind the product they’re about to buy. Digital marketers can learn from Tata Motors and follow a similar approach while marketing for their own brand.
4. Following gridsTata Motor follows a specific grid for its social media. Although an outdated trend, they are consistent with the grid and maintain their posts to follow the grid. As digital marketers, you can learn from Tata Motors’ consistency on how to keep the grid aesthetic for the viewers.
5. RelevancyTata Motors’ posts are generally relevant. They post on all festivals and special days, wishing their audience and making use of real-time content to increase engagement.
What Are Tata Motors’ Digital Marketing Strategies?Tata Motors’ digital marketing strategies function on a number of platforms, including social media and search engines. Let’s first discuss Tata Motors’ social media marketing strategies and the different social platforms they market on.
1. Tata Motors:- Social media marketing strategiesTata Motors consistently posts on four social media platforms: Instagram, Facebook, LinkedIn, and Twitter. They use social media to highlight their brand values and show snippets of how they give back to the community. They also highlight certain crucial topics and talk about gender equality, malnutrition, clean water and sanitation, etc.
Here’s how they are performing on these social media platforms:
PlatformFollowers/SubscribersEngagement rateInstagram242k0.40%Facebook4,050,0280.06%Twitter295.8K 0.01%LinkedIn2,913,026 –
Tata Motors:- Instagram Marketing StrategiesTata Motors has over 242k followers on Instagram. Their bio says “Tata PUNCH-Proud Official Partner of Tata IPL 2023,’ ensuring relevancy. Tata Motors’ Instagram follows a rather strict grid with 9-post patterns for festivals and special days. Other than that, they often post about their team and their achievements. Most of their profiles are filled with videos and photos of the product — cars.
According to Phlanx, Tata Motors’ Instagram engagement rate is 0.40%
Tata Motors:- Facebook Marketing StrategiesAs per Phlanx, the engagement calculator, TataMotors’ Facebook engagement rate is 0.06%.
Tata Motors:- Twitter Marketing Strategies Tata Motors:-LinkedIn Marketing StrategiesOn LinkedIn, Tata Motors has 2,913,026 followers. The content on LinkedIn is mostly inspired by the content on Tata Motors’ other social media channels. Tata Motor’s brand value and awareness push the youth to seek chances here, which explains the growing reach.
Tata Motors:- Influencer marketing strategyTo broaden its audience, the Tata Group uses influencer marketing. Influencer marketing is when a brand works with content creators who already have a huge following and uses their talent to reach out to a new audience.
As part of its #WeCountOnYou social media campaign, Tata Capital, for example, employed a stand-up comedian, an online fitness instructor, and a computer teacher. It encouraged people to share their positive lockdown experiences in order to boost people’s spirits and develop positive attitudes in the community. Another campaign that was popular was the #GetSetBolt campaign, which utilised influencers. It will be covered in greater depth later in the blog.
2. Tata Motors: Website DesignThe Tata Group has a user-friendly website with fascinating material that attracts a large readership on a daily basis. Its website serves as a complete one-stop-shop for all information about the company, including its history, segment-by-segment operations, new product releases, essential business news, and existing employment openings. Their website’s increased responsiveness aids them in remaining at the top of the search results, a sign of effective Search Engine Optimization (SEO).
Tata Motors:- Search Engine StrategiesTata Motor’s search engine strategies have increased its car sales by 43% and lead by over 60%. (Source)
Based on SEMrush’s data, Tata Motors has an Authority Score of 65 and 7.7 million worth of organic search traffic.
Their top organic keywords are Tata Motors, Tata Cars, Tata Motors, Tata Nexon ev, and Tata Nexon. All their organic keywords include the suffix “Tata” in them.
3. Tata Motor’s Paid Marketing Strategies Facebook and Instagram Ads Google AdsAccording to a study by Similarweb, Tata Motors extracts 14.35% of traffic from keywords on their Google page.
Top 3 Marketing Campaigns of Tata Motors 1. #WeAlsoMakeTomorrow CampaignThe campaign’s tagline is reminiscent of the well-known line, “We Also Make Steel.” The ad was effective in emphasising the significance and future role of steel. Tata Steel’s role in generating new and innovative products for the future was depicted in the campaign. It refocused attention on steel manufacturing and made people aware of Tata Steel’s significant role. The audience applauded the company’s modern approach.
2. #GetSetBolt CampaignOne of Tata Motors’ most successful marketing projects, this campaign was warmly welcomed by consumers, resulting in increased Tata Bolt car sales. At a period when most businesses relied solely on Facebook for internet marketing, Tata Motors took a more creative and unique approach. They used a gamification method that was promoted on social media sites like Twitter and YouTube. The ad enlisted the help of four well-known influencers and was themed after a reality show. The ad was successful in generating interest in the Tata Bolt hatchback as well as a positive brand image. On Twitter, the campaign earned over 1500 mentions.
3. Atmanirbhara:– Vocal for LocalThe promotion is highlighted by a video that opens with a small boy named Rohan seated in the back seat of a Tata Nexon as his father drives him about town. “Atmanirbharta kya hoti hai?” the son inquires of his father. “What does Atmanirbharta mean?” for example. By demonstrating a variety of jobs to his kid, the father teaches him that Atmanirbharta refers to being self-sufficient in all parts of life and that it applies to people from all walks of life, whether they are a toymaker, a bangle salesman, a scientist, or an ISRO engineer.
ConclusionThe Tata Group, on the other hand, has operational flaws. Some of their marketing initiatives have been ineffective over the years, and they have failed to gain market share in a few categories. Despite this, the Tata Group continues to try to improve and make progress in its approach and operations.
Thank you for reading our blog! If you too want to create such killer digital marketing strategies for your own brand, you can take up the online digital marketing course offered by Digital Scholar. This course is curated for those who wish to master all the concepts of digital marketing and enable individuals to elevate their businesses. You can visit chúng tôi to learn more about them!
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Shopclues’S Digital Marketing Strategies : A Detailed Case Study
The Shopclues logo is an abstract representation of a shopping cart. The yellow and orange colours represent energy and vibrancy, while the blue colour stands for trustworthiness. The overall design is meant to convey a sense of motion and dynamism.
Shopclues has been very successful in its digital marketing efforts.
About Shopclues [History]Digital marketing promotes a product or service using digital channels, mainly on the internet. It can be difficult to keep up with the ever-changing digital marketing landscape, but Shopclues has managed to do just that.
Shopclues is an online marketplace headquartered in Gurgaon that sells products ranging from apparel and footwear to kitchen appliances and mobile phones. The company was founded in 2011 by Sanjay Sethi, Radhika Aggarwal, and Sandeep Aggarwal.
Shopclues started as a daily deals website but later transformed into a full-fledged e-commerce marketplace. As of March 2023, the company had 10 million registered users and more than 5,000 merchants selling on its platform.
Since its inception, the company has been on a roll, and it is showing no signs of slowing down. In 2023, Shopclues became the first Indian company to raise $100 million in Series E funding. The following year, it was acquired by Tiger Global for $1.1 billion.
Shopclues is one of the leading e-commerce players in India, and it is clear that the company has a bright future ahead.
What Can Marketers Learn from Shopclues’s Marketing Strategies? 1. The power of target marketingShopclues has been very successful in targeting small and medium businesses. This has given it a significant edge over its competitors.
For instance, the company’s website has been designed keeping in mind the needs of small businesses. It offers a wide range of services such as listing, product promotion, and delivery.
2. The importance of customer satisfactionThe company’s focus on customer satisfaction has helped it generate a lot of positive word-of-mouth. This has been one of the key drivers of growth for the company.
For example, the company offers a wide range of services such as listing, product promotion, and delivery that helps businesses save time and effort.
3. The importance of offline marketingWhile most e-commerce companies focus only on online marketing, Shopclues also has tie-ups with Kirana stores and small businesses. This helps it reach out to a larger audience.
For instance, the company has an extensive network of delivery boys who help promote the product.
What Are Shopclues’s Digital Marketing Strategies?ShopClues, an online marketplace, is a company that has expanded its customer base by leaps and bounds in a very short time. The Gurugram-based startup, founded in 2011, has managed to grow its revenue manifold.
The company’s marketing strategy is one of the key reasons for its success. The company’s co-founder and chief business officer, Radhika Aggarwal, said that its focus on small and medium businesses has helped it gain an edge over its competitors.
“We are very focused on customer acquisition for small and medium businesses (SMBs). We have a very different approach than other marketplaces, which focus on branded products,” she said.
The company has followed a three-pronged approach to marketing, which includes online and offline channels and word-of-mouth marketing.
Online MarketingThe company’s website has been designed keeping in mind the needs of small businesses. It offers a wide range of services such as listing, product promotion, and delivery.
Offline marketingShopClues has tie-ups with Kirana stores and small businesses, which helps it reach out to a larger audience.
Word-of-mouth marketingThe company’s focus on customer satisfaction has helped it generate a lot of positive word-of-mouth. This has been one of the key drivers of growth for the company.
Shopclues’s Website StrategiesShopclues has made some great strides in its website design and user experience in the past year. The company has re-designed its website to provide a better shopping experience for its customers.
One of the key areas that Shopclues has improved is its search engine optimization (SEO). Shopclues has always been a late-mover in the SEO game, but it has made significant progress in the past year. The company has made its website more search engine friendly, and as a result, it has seen a considerable increase in traffic from Google.
In addition to its improved SEO, Shopclues has also made other changes to its website, resulting in a better user experience. One of these changes is the addition of product reviews.
Previously, Shopclues did not have any product reviews on its website. However, the company has now added product reviews to its website, resulting in a significant increase in conversion rates.
Overall, Shopclues has made great strides in its website design and user experience. The company’s improved SEO and addition of product reviews have resulted in a significant increase in traffic and conversion rates.
Shopclues’s Social Media Marketing StrategySince its inception in 2011, ShopClues has been on a constant journey to make shopping easier and fun for Indian consumers. The company started as an online marketplace and has transformed into a complete e-commerce ecosystem.
ShopClues is known for its innovative social media marketing campaigns. The company has also leveraged the power of influencers. It has also run some successful hashtag campaigns.
We will look at ShopClues’s social media marketing strategy and learn from it.
ShopClues has always been an early adopter of new social media platforms and trends. The company was one of the first brands in India to jump on the Snapchat bandwagon. It also has a strong presence on Instagram and Facebook.
ShopClues was one of the first brands in India to leverage the power of influencers. The company has worked with popular bloggers and social media personalities to promote its products and services.
ShopClues has also run some successful hashtag campaigns. The company ran a campaign called “#BuyThemAll” during the festive season of Diwali. The campaign was a big hit and helped ShopClues generate many sales.
We should also try to be innovative in our approach to social media marketing. We can learn a lot from ShopClues’s social media marketing strategy. The company has always been ahead of the curve and has leveraged new platforms and technologies to reach its target audience.
Shopclues’s Facebook Marketing StrategyShopclues has become one of India’s most popular eCommerce platforms. The company has drawn in many users by offering various products and services.
One of the key reasons for Shopclues’ success has been its effective marketing strategy. The company has used several different marketing channels to reach its target audience.
The most important channel that Shopclues has used is Facebook. The company has a very active presence on the social media platform and has used it effectively to reach out to its target audience.
Let’s take a look at Shopclues’ Facebook marketing strategy and how it can be used to drive traffic and sales.
Shopclues has used several different strategies to achieve this. The company has also used Facebook to drive traffic to its website.
Shopclues has also used Facebook to build relationships with its customers. The company has used many different strategies to achieve this. Some of the techniques that Shopclues has used include creating customer groups, responding to customer queries and complaints, and providing customer support.
The company’s strategies can be used by other businesses to achieve similar results.
Shopclues’s Twitter Marketing StrategyTwitter is one of the most widespread social networking platforms, with over 320 million engaged users. It’s a great platform for businesses to connect with their customers and build relationships.
Shopclues, an online marketplace, is one of the businesses that have successfully used Twitter to reach out to its customers. We’ll look at what Shopclues has done right with its Twitter marketing strategy.
1. Use Twitter To Share Useful and Relevant ContentOne of the most important things that businesses need to do on Twitter is to share useful and relevant content with their customers. This is exactly what Shopclues does.
For example, in this tweet, Shopclues shared a blog post about how to fight againt Covid19 by donating. This kind of content would be relevant and useful to Shopclues’s customers.
2. Use Twitter to Engage With CustomersAnother important thing that businesses need to do on Twitter is to engage with their customers. This means responding to tweets, retweeting, and liking tweets.
Shopclues does a great job of engaging with its customers on Twitter. For example, Shopclues responded to a customer’s question in this tweet. This shows that Shopclues is attentive to its customers’ needs and is willing to help them out.
3. Use Twitter to Run Promotions and ContestsAnother great way to use Twitter for business is to run promotions and contests. This is a great way to generate excitement and engagement.
Shopclues has done this several times in the past.
For example, Shopclues ran a tweet with the message “Say No To Tabacco” in this tweet where customers. They generated a lot of engagement and got people talking about Shopclues.
4. Use Twitter to Build Relationships with InfluencersAnother great way to use Twitter for business is to build relationships with influencers. Influencers are people with a large following who can help promote your business.
Shopclues has done a great job of building relationships with influencers. For example, in this tweet, Shopclues tweets we all are on the same bost appreciating the influencer. thanks an influencer for writing a blog post about the company. This is a significant way to get direction for your business.
5. Use Twitter to Give Customers Customer ServiceAnother great way to use Twitter for business is to give customers customer service. This is a way to depict that you care about your customers and their needs.
Shopclues does a great job of giving customers customer service on Twitter. For example, in this tweet, Shopclues came back with some great discounts to blow up customer’s mind. This shows that Shopclues is attentive to its customers’ needs and is willing to engage with them.
Overall, Shopclues has done a great job with its Twitter marketing strategy.
Shopclues’s Instagram Marketing StrategyWhen ShopClues first started using Instagram in 2023, they had a very clear marketing strategy: to show off their products in the best light possible and to target a young, fashion-savvy audience.
Since then, their Instagram following has grown exponentially, and they now have over 371k followers.
Here are three things that ShopClues does well on Instagram and that your business can learn from:
1. Use high-quality photos and videosShopClues understands that people are visual creatures and are more likely to engage with aesthetically pleasing content.
That’s why they make sure to use high-quality photos and videos in their Instagram posts. The visuals are always on point, and they make sure to feature their products in the best light possible.
Hashtags are a splendid way to reach audiences on Instagram.
ShopClues uses hashtags strategically to target specific audiences and make sure its content is being seen by the people who are most likely to be interested.
3. Tell a storyPeople love stories. And ShopClues does a great job of telling theirs on Instagram.
Whether highlighting their products in use, featuring customer testimonials, or giving a behind-the-scenes look at their business, ShopClues knows how to use Instagram to tell a compelling story that will resonate with their audience.
Your turn: What can your business learn from ShopClues’s Instagram marketing strategy? Implement one or more of these tips and see how it affects your Instagram engagement.
Shopclues’s SEO StrategyShopclues, an online shopping portal, has been using some interesting and innovative SEO strategies to get ahead of the competition.
Here are some lessons we can learn from their success:
1. They focus on long-tail keywordsShopclues understands the importance of ranking for long-tail keywords. By optimizing their website and content for these keywords, they can attract relevant traffic that is more likely to convert.
2. They use social media to their benefitShopclues uses social media platforms like Facebook and Twitter to promote its brand and drive traffic to its website. They have also created a strong social media presence by regularly posting engaging content.
3. They create helpful and informative contentThe content on Shopclues’s website is designed to help its customers make informed purchase decisions. They provide detailed product descriptions, buyer’s guides, and blog posts that answer common questions about online shopping.
5. They use data to inform their decisionsShopclues makes data-driven decisions to improve its SEO strategy. They use analytical tools to track their progress and identify areas that need improvement.
Shopclues is getting 6.5 % traffic for their brand names and 93.5% of the traffic is coming from SEO.
Compare to its other competitors like Snapdeal, Paytmmall, Shopclues, Limeroad, and many others Shopclues have a higher organic search traffic.
We can improve our SEO strategy and get ahead of the competition by following these lessons.
Shopclues’s Email Marketing StrategyAs one of the biggest online marketplaces in India, Shopclues has been at the forefront of ecommerce growth in the country. In recent years, the company has made a big push into email marketing, and it’s paid off in a big way.
Even though email marketing was thought to be a thing of the past, Mr Nitin Agarwal, the company’s Senior Marketing Director, has helped Shopclues build an email marketing strategy that is the envy of the industry.
In yet another email, he said that bulk email marketing was an essential component to the success of Gmail since it is where quantity sales and design a strategy to get new users. This email marketing strategy has helped Shopclues increase its brand awareness and get more people to visit its website and make purchases. The company also has 1.5 million registered merchants and 500,000 products listed on its site.
In addition to its email marketing campaign, Shopclues has also used other marketing channels to reach its target audience. Shopclues has also used social media platforms like Facebook and Twitter to reach out to potential customers.
The findings were considerably better than they had been previously. People started to communicate more through emails and conduct transactions. Another item is integrating tracking apps that allow for more information on the user experience.
The ability to monitor and analyze data about a potential customer’s interactions with an email can help to create a more customized and effective message.
Shopclues’s Mobile Marketing StrategyIn the last few years, India’s ecommerce industry has been on a meteoric rise. The country’s online retail market is expected to grow to $220 billion by 2025, making it one of the most promising ecommerce markets in the world.
One of the key players in India’s ecommerce industry is Shopclues. Shopclues has been very successful in leveraging mobile marketing to drive growth.
We will look at Shopclues’s mobile marketing strategy and learn from it.
The company’s mobile app is very well designed and offers a great user experience. The app has been designed keeping in mind the needs of Indian shoppers. It is very clear to navigate the app.
Shopclues has also been very aggressive in promoting its mobile app. The company has run several successful marketing campaigns that have helped it acquire new users and drive growth.
Some of the key elements of Shopclues’s mobile marketing strategy include:
1. A well-designed and user-friendly appThe Shopclues app is very well designed and offers a great user experience. This makes it easy for users to find what they are looking for and make purchases.
2. Aggressive marketing campaignsShopclues has run several successful marketing campaigns that have helped it acquire new users and drive growth.
3. A focus on customer acquisitionShopclues has been very focused on acquiring new customers. The company has run several campaigns that offer discounts and other benefits to new users.
4. A focus on customer retentionShopclues has also been very focused on retaining its existing customers. The company offers several loyalty programs and other benefits to keep its customers engaged.
5. A focus on mobile commerceShopclues has been one of the pioneers in driving mobile commerce in India. The company was one of the first to launch a dedicated mobile app and has been very successful in driving growth.
Shopclues’s mobile marketing strategy is a great example for other ecommerce companies to follow. The company has been very successful in leveraging mobile to drive growth.
By following Shopclues’s example, other e-commerce companies can also drive growth and success.
Shopclues’s Top Digital Marketing CampaignsIn the last few years, Shopclues has become one of the top e-commerce players in India. The company has grown rapidly, and today, it is one of the leading online shopping destinations in the country.
One of Shopclues’ successes is its strong digital marketing strategy. The company has run some very successful digital marketing campaigns in the past, and we can learn a lot from them.
We will look at some of Shopclues’ top digital marketing campaigns and what we can learn from them.
1. ShopClues The “Bigger than the #BiggestThankYou Sale’ CampaignThis massive sale campaign that Shopclues ran last year to thank its customers for their support. The sale went on for ten days and offered huge discounts on various products.
What made this campaign so successful was that it was very well planned and executed. Shopclues ran a series of promotional activities leading up to the sale, which created a lot of excitement and anticipation among shoppers.
During the sale, Shopclues also offered some great deals and discounts, which further added to the campaign’s appeal.
We can learn from this campaign that a well-planned and executed sales campaign can successfully drive traffic and sales.
2. ShopClues Diwali Sale CampaignThis was another big sale campaign from Shopclues #ShopcluesDiwali, and it was run around the time of the Diwali festival. The campaign offered huge discounts on a wide range of products, and it was very successful in driving traffic and sales.
One of the things that made this campaign so successful was that it was very well-timed. Shopclues ran the campaign at a time when people were already in the mood to shop for the Diwali festival.
This ensured that there was something for everyone, which helped drive traffic and sales.
We can learn from this campaign that timing is everything for sales campaigns. It is also important to offer attractive discounts to drive traffic and sales.
3. ShopClues The “End of Season Sale’ CampaignOnline Shopping Market in India is Booming because of the sales from ShopClues. ShopClues has a massive season-end sale through June, offering hundreds of brands and huge discounts on fashionable apparel! This was another big sale campaign from Shopclues, and it was run at the end of the season.
Shopclues ran the campaign when people were already looking for deals on seasonal products. This helped to drive traffic and sales.
We can learn from this campaign that it is important to run sales campaigns at the right time to drive traffic and sales.
4. ShopClues ‘MahaBharat’ Sale CampaignThis was a sale campaign that Shopclues ran around the time of Mahabharat Sale. The company offered huge discounts on a wide range of products, and it was very successful in driving traffic and sales.
The campaign was for everyone out there, and it was very well-timed. Shopclues ran the campaign when people were already thinking about shopping for the festive season.
Another thing that worked well for this campaign was that it offered huge discounts on various products.
Conclusion on ShopClues Future PlansShopClues intends to expand regional and local brands in the home, kitchen, and fashion categories in 2023.
The money raised will grow the company’s merchant base and develop technology and service capabilities to assist small and medium businesses in embracing the e-commerce opportunity in India.
ShopClues planned to grow its merchant base by 3000% in 2023. There are currently 1,200 merchants on the platform. It also intends to double its headcount, presently at 550 people.
The firm had previously stated that around 20% of the $100 million received recently would be spent on marketing efforts for the next two years, with tangible results expected only by 2023.
ShopClues is currently in talks with many e-commerce marketplace firms to list their products on its platform. This will help ShopClues expand its customer base and better serve its existing customer base.
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Operational Analytics Case Study For Freshers: Call Center Optimization
Introduction
I’ve seen freshers struggling to solve case studies during interview. Do you also find it difficult ? Yes?
That’s okay. But, since you now have an abundance of resources to enhance your skills, you have no reason to not become a master in it. I myself had struggled a lot during initial days, but with practice I was able to overcome this difficulty. You also CAN!
There is no one shot winning formula in case studies. Let me tell you what helped me to solve case studies during interviews:
I asked questions. Many questions in fact. Once the case study was given, numerous questions popped up in my mind pertaining to the situation given. Trust me, asking questions help a lot. I realized by asking questions, I was able to solve 40% of the case study.
I put a structure around the given problem. Yes, structured thinking helps a lot. Also, structuring the problem helped me to solve case studies faster.
I practiced case studies from different domains like retail, healthcare, technology, sports etc. This made me familiar with their processes and key jargons used. So, during interview I didn’t have to tremble thinking about the type of case study I’ll get.
I think I’m good with numbers (no bragging!). This helped me to perform mental calculations and do Step 1, if necessary.
Look, my process of solving is simple. If you manage to follow even this much, you would be just fine. You just need practice. And, practice with different types of case studies.
And if you’re looking for more case studies like this, check out the comprehensive ‘Ace Data Science Interviews‘ course! We have curated it with tons of videos, hundreds of questions and plenty of resources, just for you.
This article is about a case study on Call Center Optimization. I’m sure this is a new case study type for you. Hence, do it thoroughly and focus on the underlying aspects of how call center works!
Case Study : Call Center OptimizationWhat is the biggest turn-off when you call the customer service center for seeking support on any issue?
For me, it is the waiting time. The line : “Your call is important to us” really does not do any consolation to the customer who is waiting on line.
Let’s say, I am looking at comparable Internet Service provider : A, B and C. What will be my main considerations to choose one of them? First, will be the internet speed and second will be the customer support. Customer support is supremely important for any company whether it is a Telecom company, Internet Service Provider, Bank, Insurance company or an E-Commerce Firm. It is the assurance from the company that anything going bad will be resolved as soon as possible.
So, we all understand that Customer Service Center is probably the second most important consideration just after the actual product. Also, customer service is one of the biggest contributors to the cost component for any firm. So, within the same budget can we make the customer service better by using analytics. Let’s try looking at it with a case study. Note that all the numbers are simulated and are used to bring out a concept and does not come from a real case.
Type of channels used in customer serviceAll companies provide multiple channels through which customers can reach out / connect with them. Here are a few of these channels :
Social Media: This might seem like the cheapest channel to receive complaints from a customer, however is the most deadly channel today. The reason being, everyone who comes on the social media page can see these complaints. You are no longer on a 1-to-1 conversation with the customer.
E-Mail: This is probably the easiest to handle and cheapest to resolve medium for any company. However, this is one of the least preferred channels for the customer to reach out to the company.
Other channels might include brick and mortar branches / outlets, 1-on-1 customer relationship managers etc. The most important of all is the “call center (calling process)” which every company needs to maintain but at minimum cost possible.
So, how can we optimize the expense for a call center. To optimize this problem, you first need to understand that here we are dealing with two entities : Customers and the caller. And to optimize combination of customer-caller pair, you need to understand how are customer different from each other and how are callers different from each other.
Customers : What might influence the time a customer takes on Call?Because customers might not call the call centers frequently, more important attributes will be his /her demographic and relationship with the company. Let’s consider a bank. So, for a bank, these attributes can be :
Relationship balance of the customer : How valuable is the customer for the bank
Type of product which a customer holds : Is the product more prone to disputes or are plain vanilla deposit products?
Region of customer : Customers from rural areas might take longer time to understand the solution provided by the caller.
Tenure of customer: A new customer might have more number of questions than a tenured customer
Beyond these, there can be past call data which might be useful :
Last Call duration
Time difference from the last call
Reason of last call
Whether the reason was resolved after the last call or the ticket is still open
Callers : What might take a caller higher time than others?Even though the time taken by callers might not be very different from each other, some level of segmentation can definitely be found. Here are a few variables which can influence the amount of time caller takes :
Vintage of the caller : A new caller might take longer time to resolve the same query
Training done by the caller : Caller training might help them to understand and resolve the customer queries faster than the others.
Location of call center : Onshore vs. Off-shore call center might have different resolution time because the callers can easily understand the accent of the customers from the same country and might understand customer issues better.
Utilization rate of the caller : A caller who is highly utilized might have a lower efficiency compared to others.
How do start modeling ?What is the objective function when we are trying to optimize the call center efficiency? Here are a bunch of objective function I can think of:
Call duration : This directly hits the total cost.
Customer satisfaction : It might not directly hit the cost or revenue but definitely hits the bottom line in a longer term.
So, how do we solve for two objective function? In general, to make it simpler, we take one of the objective function as a constraint and other as the main objective function. We will try to create a formulation which can be solved using an assignment problem. For simplicity we will not take customer satisfaction in this analysis.
Sample Problem StatementYou have 7 types of callers and 7 types of customers. Assume that all seven customers call at the same time, how do you assign callers to each of these customers so that the total time of the call center is least.
All numbers shown here represent time in minutes. Imagine this problem getting to an extent where 1000s of callers respond and 100000s of customers call. So, we probably need a more scientific way to do this problem.
Let’s first see, what is the time if 1st caller gets assigned to 1st customer and 2nd to 2nd and so on. The total time becomes 23 + 84 + 91 + 82 + 67 + 63 + 6 = 416 which is 59.4 minutes/customer. Now, let’s try to optimize this problem using something called assignment problem solution using Hungarian method. The steps are :
Reduce every row with the minimum of the same row.
Reduce every column with the minimum of the same column
Find a row which has only one zero and make the assignment. Also cancel all the zeros in the same column. In case two rows comes out to have zero in than same column, leave it to be assigned at the end.
Now select the same cells in the main grid and do the total time calculation.
Doing the calculation, the total time now comes out as 165 which is just 23 minutes/ customer. This is a far better assignment than the random allotment.
End NotesA real life call center optimization is far more complex than this scenario. For a real case we will need to consider packing algorithms which can incorporate the fact that different calls come at different time and what is the best packaging. Other level of complexity can be brought in by considering customer satisfaction rate. We will try taking up these pieces in coming articles.
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Customer Service: The Man Behind The Conversational Curtain
Companies embracing social media are to be applauded. However, if the effort ends at the conversation a company is merely covering a gaping wound with a band aid.
The issue is that many companies have a disconnect between their social media efforts and their core internal processes.
My Travel NightmareSearch & Social for sometime was using Travelocity as our travel booking engine of choice. We spend a good amount of money in a 12 month period on travel due to our busy conference schedule, and we trusted this business to Travelocity.
In March, when I was set to attend SES NY, I noticed that my flight had been booked for a red eye, which for me was not acceptable since I had to present early the next day. I tried to change my flight via Travelocity but was sent through hoops since I had booked my flight and hotel as a package. It looked like I was going to be unable to find a solution for my problem, and Travelocity looked as though they did not want to salvage a valuable customer.
I tweeted about my experience and quickly got a response from one of the Travelocity accounts.
Hooray!
I talked via email with a PR rep who was handling the social media for the company, and he was going to look into my issue and get me a resolution. However, after some time, he was unable to get my issue resolved due to a disconnect between him and customer service. Travelocity had not given him the tools he needed in order to effectively leverage the social conversation he was involved in. This made me even angrier as I was now not even able to book a new flight. Social media had made the situation worse by soaking up valuable time. We have never used Travelocity again.
An Organizational AnalogySocial media is a key for companies that can unlock immense ROI. For one, it can save companies from a costly firestorm that could not only tank profits but also cost money to cleanup. Beyond that obvious circumstance, it also serves as a valuable public relations tool, can help you get feedback on products, allows you to monitor customer conversation for market research, and can help resolve customer service issues that might normally turn into the aforementioned firestorm.
If social media is a key to unlocking the full potential of a functioning company, then internal organizations such as customer service function as the ignition. For the engine to start from the use of the key there MUST be a connection between the key and ignition. Travelocity did not have this connection. The social media caretaker on their end was treated like a customer and not an internal worker trying to get results. A company must arm their social media team with the tools needed to completely unlock the platforms potential, either that or their presence is little more than a farce, and in the end it could do more harm than good, as was the case in our situation.
In the end, social media isn’t a cure all to fix what ails yah. It is another marketing and public relations weapon to add to your arsenal. Your presence is a necessity. Connecting that presence to functioning internal processes is the next step, and without it your social campaign may be nothing more than a curtain covering up your company’s inadequacies.
Why Consistent Customer Service Matters And How To Achieve It
Good service once earns one happy customer. Consistently good service builds a satisfied, loyal customer base.
Unfortunately, unless you’re a sole proprietor doing everything in your business, you can’t control how your customer service teams work at every moment. How do you make sure customers get a consistent, positive experience every time they interact with you?
Customer service needs to be at the heart of your business. It’s not something that’s limited only to the customer service team. Your company culture and the heart of everything you do need to revolve around serving your customers as well as possible.
This blog post explores 2 case studies – which highlight the dos and don’ts of customer service in 2023. But first, how can you lay the groundwork that makes it simple and rewarding for your employees to provide good service every time?
Building strong customer relationshipsBefore you can develop a framework for how you provide service, you need to understand what makes service good in the first place. What makes one customer walk away satisfied while another goes on to write a bad review about you?
The elements of good customer service are as follows:
Focusing on customer value
Making the experience hassle-free
Meeting or exceeding customer expectations
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Customer valueAt the heart of good customer service is a strong focus on the value you’re providing the person you’re serving. This is the first element you need to embed into your customer service team and other business teams. Your business exists to give your customers what they need and to help them gain value from it. If they’re not getting value from you, they won’t return to or recommend you.
Customer service revolves around value provision because this team has the unique responsibility of helping people make use of what they have. Often, customers initiate contact with your employees only when they have questions, concerns, or problems that they can’t sort out on their own. In order to foster a strong relationship with every customer, you need to build your team that always operates with customer value in mind.
From the first interaction to aftersales service, customers should always be receiving service that’s valuable in that time and that specific situation. If they’re asking about how a product you offer would fit into their need, value to them is giving them honest feedback from a place of product knowledge. If they have a problem, value to that customer is a knowledgeable employee walking them through the steps to solve their problem and continue using the product to the fullest.
Although the specific value you provide at a certain moment will vary, everyone interacting with customers should understand the basics of how to identify the value they need and provide it.
Hassle-free experienceValuable service means little when the method of receiving service is inconvenient for the customer. If, for example, a customer must wait on hold for 30 minutes just to speak with a customer service agent on the phone, they’ll be far less satisfied with the experience even if they get the resolution they were seeking.
Customers that are passed around to multiple different people, who have to wait a long time for service, or who have to contact your company multiple times for an answer are less satisfied. Do whatever you can in your power to make it as simple as possible for customers to get in touch and reach a resolution.
Some of this is related to the knowledge and understanding of the employees providing service. If your company keeps information segregated by departments, it will naturally take longer for a customer to reach a resolution if they bring their issue to the wrong person. All employees should have a base level of product or service knowledge, with continuous learning.
Technology has made it simpler to reduce hassle today. For phone service, you can create a single queue system that updates people on their position in the queue. Or, even better is to give customers an option to hang up and get placed in a call-back queue, relieving them of the burden of sitting on the phone waiting. Properly utilized CRM systems also make it easier to access specific customer information to get up to speed when someone brings up an issue.
Meeting or exceeding expectationsEvery time someone contacts you, your team needs to provide over and above what they expect. The bare minimum should be a satisfactory experience where all the customer’s needs are met. A gold standard for your team would be to exceed customer expectations by providing them better service than they expected to receive.
This means different things for different companies and industries. Your job is to identify the expectations of the customer and then do your best to fulfill them.
Case study: Amazon customer serviceAmazon is one of the few companies in the world that’s known specifically for their excellent customer service. They’ve managed to achieve this by being what they refer to as “customer-obsessed”. From the top-down, the whole company operates with a customer-centric mentality.
If you contact Amazon customer service, you can expect to get excellent service. There are far more compliments than complaints. Many times, the company goes beyond expectations to replace, refund, or otherwise compensate customers when mistakes occur, even if it’s not the company’s fault.
Amazon has only managed to achieve this level of consistently excellent service because they place a high value on providing incredible service. Because of their core belief in customer value, they have built a whole company culture around the idea that their customers deserve the best in everything, including customer service. The result? An army of loyal Amazon customers who order again and again.
Case study: Comcast customer serviceOn the opposite end of the spectrum sits Comcast. This company regularly makes it into lists of the worst companies for customer service in the US, usually topping it. Year after year they’ve failed to improve their service, continually providing a dissatisfactory experience. There are a number of complaints made about Comcast customer service itself, rather than the telecom services provided.
After pledging $300million to improve its customer service, the company has seen some improvements. While it’s no longer featured on the lists of worst companies in the US, there’s a lot more room for improvement if they want long-term, loyal customers.
Building consistencyHow do you build a system that makes sure your business is more like Amazon and less like Comcast? Good customer service and consistency are teachable. Develop a system that makes it simple for employees to provide good service and easy to monitor how well service is being done.
You will build consistency by developing a customer service system that makes it excessively simple for your employees to provide excellent service. This can be accomplished with a few essential steps.
1. Identifying central needsHow can your employees meet the needs of customers if they don’t know what your customers need? You can’t predict what every customer needs before they reach out, but you can understand generally what they expect and prepare your employees for all those situations ahead of time.
Surveys and rating systems are useful in tracking this or learning about customer expectations. By asking people who contact you online or over the phone what their purpose or general need is, you can get an idea over time about what people tend to contact you for.
It takes time to dig up customer needs. Sometimes the obvious answers are not the right answers. Even the customers themselves don’t always know the exact need they have when they make contact. But, when you take the time to study customer needs, you’ll be able to uncover the real motives that drove the person to reach out and seek help from your company.
This is a job that can be outsourced to a professional third-party consultancy if you’re looking for unbiased results or if you don’t have the resources to dedicate to it yourself.
2. Setting up a processAfter you’ve determined the central needs of your customers, you need to create a customer service process that helps them sort out their needs as efficiently as possible. From the customer’s perspective, inefficient customer service is poor service, no matter how much money or time it saves your budget.
Your process should be multi-faceted, encompassing all the different methods of service, including:
Phone service
Email service
Live chat
Front-line service
Point of sale service
Personal contact service
However you interact with customers and provide service, the best practices for doing so should be included in your process. No one should fall through the gaps because of poor planning.
In your process, you should lay out the steps that an employee needs to follow to provide the customer service experience you’re trying to give. This will likely look different for each company, as your customer needs, company culture, and service vision will be unique.
Your process should be thorough, but teachable. You shouldn’t dictate everything your employees say or do with a script, but you need to establish guidelines that anyone can learn to follow. Whether that means a step by step method for addressing each customer or a loose guideline for interactions, the process should make it possible for customers to get a similar experience from any customer service agent.
3. ImplementationOnce a process is established, it’s time to train your employees and get them up to speed on your new way of approaching customer service. Implementation should be a long, thoughtful process. No matter how good the process is, poor implementation can ruin your good intentions.
Each employee should be evaluated to uncover their strengths and weaknesses. Some employees may already be providing a high level of service while others may not be. You don’t want to accidentally reduce the quality of service from your strong employees; all you want is to re-direct them to make sure they’re following the expected guidelines.
Some employees are better at certain aspects of service than others. For example, while one may be very friendly and empathetic, another could be a great problem solver or salesperson. Nurture these strengths and help each employee apply them to your new process, sharing their skills with others whenever possible. Wherever they’re weaker at providing service, help to compensate with extra training and direction.
Training is surprisingly effective for customer service. The more your employees at all levels understand your company, your products/services, and the value they’re providing to a customer, the better they can serve that customer. By taking the time to train employees and give them the right tools to deliver quality service, you’re investing in better service standards and stronger long-term customer relationships.
4. Regular evaluation & re-trainingEmployees who are trained once are not done being trained forever. Re-training helps to keep employees in the loop as to what the priorities of the company are, any new updates to products/services offered, and how to properly approach customers in a service role. Simple refresher courses are useful for keeping every employee at a consistent level of service without overburdening them.
Additionally, studies show that within one hour, people tend to forget 50% of the information they were presented, and up to 90% within a week. Retraining is necessary to reinforce anything that may have been forgotten in previous training sessions.
The goal of re-training is to make it second-nature to provide great customer service. Each employee should be so familiar with the customer service process and the preferred experience that they do it naturally without having to reference the written guidelines.
To make sure your employees are reaching the standard you desire in the first place, you need to set up a system to help evaluate your staff. Evaluations can be done at regular intervals or consistently throughout the year. Evaluations should look at how an employee performs over a period of time to develop a realistic picture of their skill, rather than watching closely on a single day. Based on evaluations, re-training can be targeted to improve specific areas where an employee is lagging behind.
Consistent customer serviceThere is no cut-and-paste formula for developing consistency in your customer service. However, these strategies and pointers should help you to understand what you need to do and the path forward. The actual service you provide will be unique to you, but the steps to formulate and develop that service can be borrowed from other companies before you.
For consistency of service to last, you have to build up the right way. Whether you’re a small or large company, start at the beginning with understanding what good service looks like in your context and how your customers want to be served. As long as you’re addressing these core concerns in every interaction, you’ll be on the right track.
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