The client wanted to evaluate and benchmark the functionality & efficiency of its Customer care helpdesk with major competitors - Amazon & Flipkart. The objective was to measure customers satisfaction on Self Help Experience, IVR & Customer Care Executive service across various stages of order lifecycle.
The study had to be performed monthly (over a span of a quarter):
- 450 orders per quarter (150 orders per month)
- 3 marketplaces – Snapdeal, Amazon & Flipkart
- 3 categories – Apparel, Home Décor & Electronics
- 14 cities entailing Metros & Tier 1
Approach:
- Similar products were to be ordered across auditors to have a more effective process benchmarking across all players
- Coordinating with large no. of auditors for process tracking as well as reporting
- An appropriate audit to auditor ratio was maintained to avoid auditor fatigue
- Each auditor conducted audits across all 3 marketplaces & across all stages of the order lifecycle (Pre-order, Order Placed but not delivered & Post Order Delivery)
- Adequate systems were established to enable real-time data collection, quality check and reporting
Outcome:
A monthly dashboard was shared with the client very month to enable tracking any changes in functionality. Based on the research insights, the client evaluated its processes vis-à-vis other players in terms of:
- App/Self serve:
- Ease to reach the FAQ/Help centre of the marketplace
- Ease of finding query
- Satisfaction with the solution provided
- IVR
- Sufficiency & Relevance of options provided in IVR
- Ease of finding query
- Satisfaction with the solution provided
- Technical glitches in IVR
- CCA
- Empathy/desire shown by the executive to answer query
- Language used by executive in terms of understanding & comprehension
- Executives’ ability to understand query
- Satisfaction with the reply/response provided by the Executive