CASE STUDY: DABUR UVEDA

Improving retail selling and integrating it with mobile to leverage customer experience.

PRODUCT: Dabur Uveda

PROBLEM: Dabur launched Uveda range of products that offered extensive solutions for skin and beauty. Dabur needed to monitor the sales progress of the entire product range across various cities in India on a daily basis so that the problem areas could be quickly ascertained and the sales strategy could be revamped accordingly. Secondly, it required gathering of feedback from the customers so that the issues can be timely addressed leading to better customer satisfaction and loyalty.

SOLUTION OFFERED:

Sales Monitoring: One97 Communications suggested classifying the categories in 5 different groups (Uveda 1-5) depending on the product utility. Every time the sales person (BA) sold a product, she reported the sale through a fixed SMS template that provided the details of the customer and the product sold.

UVEDA1 <space> NUMBER <space> CUSTOMER NAME

User Feedback Gathering: The numbers thus collected at the MIS server are called up by the call center executives. Firstly, the customer is called to take down the time as when he can be contacted after 15 days for his/her feedback. Based on the response of the customer, the case is categorized into open/closed or to be called again. After 15 days the customer is called at the desired time. If he/she provides the feedback, the information is entered into the MIS or else he is called again.

TOOLS USED: SMS Sales Update

User feedback gathering through Call Center

TOTAL NUMBER OF HITS TILL DATE (2nd February 2011): 1551

ADVANTAGES:

Acquisition of customer base who can be touched again Helps in building end-user experience and customer loyalty Gives a platform for the users to interact with the brand and offer their suggestions Monitor the sales progress and address key areas of concern immediately

FLOW OF THE ACTIVITY:

AFTER 15 DAYS:

Sales Person (BA) Customer

BA sends the customer details

The details hit the MIS server

Based on the MIS details the Customer Care Executive calls the customer and gathers further information and informs the customer that he/she will call again after 15 days to collect the feedback.

BA collects all the details of the customer – Name, Number and product purchased.

The details are collected over the MIS server along with the date of call for feedback collection

The feedback is collected from the customer

The feedback report is stored in the server and is generated as per the requirement of the client.

Call Center

Thanks for your feedback!

I liked the product!

Uveda 1

Mobile Phone No. 98XXXXXX

Uveda 2

Mobile Phone No. 98XYXYXYXX

Uveda 4

Mobile Phone No. 98ZZZZZZZZ

Uveda 3

Mobile Phone No. 98YYYYYYYY

Uveda 3

Mobile Phone No. 98XYZXYZXY

Thanks for purchasing Dabur Uveda!

SCREEN SHOTS OF THE MIS:

CUSTOMER INFORMATION REQUEST

CUSTOMER DETAIL AND FEEDBACK DATE REPORT GENERATION

FEEDBACK REPORT STATUS

FEEDBACK REPORT