winning customers the flipkart way : workshop by kinshu sinha

Winning Customers The Flipkart Way

Philosophy & Guidelines for SMEs Participating in e-Retail

with Flipkart Marketplace

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: Delivery in excess of 5 days; Breaches in procurement or pick up timelines

Pricing: Un-realistic Discounting (eg; MRP 4,000/- @ 75% disc); Price perception

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

Pricing Product quality

Customer Satisfaction

• 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

Enhanced Flipkart Offerings

Learning & Capability Building

Flipkart Advantage Introduction

• Flipkart Advantage ensures that customers get the best in class experience that is consistent across sellers

• All products included under this program would have the Flipkart Advantage badge

• Customers selecting products with this badge will get all benefits associated with Flipkart Advantage

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…