myntra
TRANSCRIPT
©2003-2012 Drishti-Soft Solutions Pvt. Ltd. All rights reserved. www.drishti-soft.com
Case StudyMyntra.com
Client Profile
M y n t r a D e s i g n s P v t . L t d .
(http://www.myntra.com) was started
by a group of IIT / IIM graduates in 2007.
It is headquartered in Bangalore with
regional offices in New Delhi, Mumbai
and Chennai and has been funded by
top tier Venture Capital funds. In the
last 3 years, Myntra has become the
most popu la r des t inat ion fo r
personalized products in the country.
B u i l d i n g o n t h e s u c c e s s o f
personalization, Myntra is expanding
into broader Lifestyle/Fashion retailing.
Currently Myntra offers personalized
products across 33 product categories
and has a Designer Community with
over 3500 designers who have
contributed to over 30000 designs to
the Myntra Design Library.
Myntra's value proposition revolves
around giving the consumer the power
and ease of purchasing sports and
casual lifestyle products online. The key
differentiators are – largest and latest
product catalog, great usability, 24X7
customer support and favorable return
policies for consumers.
Background
Business Challenges:
As a leading player in the domain of e-commerce business, Myntra is expanding its
customer base rapidly. The company has a vision of being India's largest online
lifestyle products retailer - a vision that revolves around giving the consumer the
power and ease to transform how he or she looks. Myntra boasts of certain brand
promises such as superior experience, broader product selection and unmatched
efficiency thus adding to a better purchasing decision. In order to enhance its
customer experience management and customer retention capability through
attractive and cost effective deals and hampers, Myntra planned to automate its
customer support center.
Myntra's customer interactions are multi-directional, as in the form of enquiries,
bookings, reaching out to customers through rigorous telemarketing as well as
collecting feedbacks. The various challenges that they faced while managing such
extensive network of interactions were:
?Unable to handle the increase in the volume of call traffic
?Mass reach-out was becoming difficult due to technical glitches
?Low business productivity
?Deteriorating levels of customer satisfaction
As an e-commerce business the 'mantra of Myntra' is to create “everlasting customer
experiences”, and Myntra needed to replace its legacy business applications with a more
efficient solution to support its back-end contact center operations.
Myntra was searching for a customer interactions management tool in order to address
to the following needs:
?Reuse of existing business applications in order to eliminate redundancy of
applications
?A solution that could map to its dynamic business processes
?Coordination between their online portal and customer support center
?Effective management of the incoming call traffic
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Being a leader in the online fashion and lifestyle space in India, myntra has empowered consumers to look good by
bringing fashion closer to them. Enhancing customer satisfaction and providing faster delivery of consumer goods are some of
our brand promises. For this, we needed a solution that could provide process automation and enhance our potential to reach-
out to new customers, while ensuring customer retention. Ameyo Communications Suite was chosen among others as the
most reliable solution to effectively manage our operations.
Mohit Mital, VP
Customer Experience
“ “
Solution Delivered:
After a successful stint in understanding the needs of an e-commerce business, Drishti's
Ameyo e.Biz was deployed at Myntra to provide a unified window for interactions
management and empowering the latter to deliver superior customer experience
management. Ameyo e.Biz integrated the entire business processes on to a single
platform that measured, analyzed and delivered seamlessly.
Details of the solution delivered:
The solution seamlessly integrated
with existing business application, enabling Myntra to record and track customers'
history. This helped Myntra to keep a close watch on the repeat customers and
connecting them to the right agent, henceforth creating a lasting impression upon the
customers.
Ameyo e.Biz, being scalable and reliable software could
easily adapt to the changing trends of Myntra's business processes, like an increase in the
number of agents. Besides having the ability to accept changes, Ameyo e.Biz saved both
time and money.
By creating an effective network of channels, the solution
ensured an interlinking of the website and the support center, leading to enhanced
customer-connects without any technical errors.
Ameyo e.Biz IVR system smoothly managed the incoming calls by
addressing the customers with pre-recorded messages, additional messages on special
occasions, informing about attractive and discounted deals and hampers and finally
routing the calls to an available agent, in case a customer's query remains unresolved.
This ensured first call query-resolution for Myntra.
Myntra achieved excellent customer interaction management
Combining low cost with high quality delivery and embracing process maturity,
Ameyo e.Biz beat leading industry competitors
Proved to be an innovative and unmatched value proposition
Helped Myntra in innovating around their contact center strategy and deliver
consistent user experience
Automation of entire business processes, with no falling back upon manual
interventions, the solution enabled Myntra to setup a customer support center with
24x7 availability
Ameyo e.Biz proved to be the right platform and helped Myntra achieve a significant
increase in business productivity
With Ameyo e.Biz powering their operations, Myntra is now looking forward to
expanding their business
Easy integration with existing business apparatus:
Adaptability to process changes:
Better customer-connects:
Self and Assisted IVRS:
Results and value-adds:
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