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

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

2. Winning Customers The flipkart.com Way
Quality Efficiency
Service Reliability

3. Overview
The customer has a
single consolidated view of our business
Customers expect your
Value Proposition to be consistent

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. 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. WHAT ARE THE CHALLENGES?

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.  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. 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. Estimated Customer Erosion
200,000 customers with problems

11. Estimated Customer Erosion
200,000 customers with problems
50,000 complain

12. 200,000 customers with problems
50,000 complain
Estimated Customer Erosion

13. 25,000 satisfied
200,000 customers with problems
50,000 complain
Estimated Customer Erosion

14. 25,000 satisfied 15,000 mollified 10,000 dissatisfied
200,000 customers with problems
50,000 complain
Estimated Customer Erosion

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. WHAT CAN WE DO?

17. Packaging quality Order to delivery time
Product quality
Customer Satisfaction
Pricing

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. WHAT WILL WE GAIN?

20. Strengthen your brand preference
Better Customer Experience will

21. Boost revenue with incremental sales from existing customers and
new sales from word of mouth
Better Customer Experience will

22. Improve customer loyalty (and create advocates) through valued and
memorable customer interactions
Better Customer Experience will

23. Lower costs by reducing customer churn
Better Customer Experience will

24. Join us in creating a
World Class Customer Experience
Platform

25. What our customers say…