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Customer service data of E-commerce Company

A project report submitted to,
GITAM Institute of Management, GITAM University
Visakhapatnam in fulfilment of the requirements
For the award of the degree of



Submitted by
Regd. no: 1214415113
Under the esteemed guidance of
(Associate professor)


I, the undersigned, hereby declare that, the dissertation entitled “A study on
customer service data of E-commerce company”, Visakhapatnam submitted to
the requirement for the award of the degree of BACHELOR OF BUSINESS
ADMINISTRATION (BUSINESS ANALYTICS) is the record of the original
work done by me, under the guidance of Dr. U.V. Adinarayana Rao , GITAM
Institute of Management. The empirical findings in this report are based on the
data collected by me. It was not copied from any other project. This was not
submitted to any organization

K. Butchi Babu
Regd. no:-1214415113
Certificate by guide

This is to certify that the project entitled, “A Study on Customer service data of

E-commerce company”, VISAKHAPATNAM”, is a bonafide work done by Mr.

K.BUTCHI BABU, REGISTERED NO: 1214415113, under my guidance and

supervision and submitted in partial fulfilment of the requirements for the

degree of Bachelor of Business Administration (Business Analytics) of GITAM


Place: Visakhapatnam Dr. U. V. ADINARAYANA RAO

Date: (Associate professor)


It is a genuine pleasure to express my deep sense of thanks to my principal Prof.

P. SHEELA, GITAM Institute of Management, GITAM University,
Visakhapatnam, and Andhra Pradesh for her continuous support and guidance
throughout my project. Her prompt inspirations, timely suggestions with
kindness, enthusiasm and dynamism have enabled me to complete my thesis.

I am thankful to Dr. D.VIJAYA GEETA, Program Coordinator who helped me

and guided me in completing this project.

And also I take this moment to thank and express my gratitude to my mentor,
philosopher and guide Dr. U. V. ADINARAYANA RAO, Associate Professor,
GITAM Institute of Management, GITAM University, Visakhapatnam, and
Andhra Pradesh. His dedication and keen interest above all his overwhelming
attitude to help his students had been solely and mainly responsible for
completing my work. His timely advice, meticulous scrutiny and scholarly
advice have helped me to a very great extent to accomplish my task.

I perceive as this opportunity as a big milestone in my career development. I

will strive to use gained skills and knowledge in the best possible way, and I
will continue to work on their improvement, in order to attain desired career
objectives. Hope to continue cooperation with all of you in the future.


Chapter-1: Introduction and the Importance Pg. No.

(I) Introduction to online users and ecommerce 2-4

(ii) Fulfilment modes 5-6

Chapter-2: Methodology 8-9

 Research Problem
 Need For The Study
 Objectives Of The Study
 Research Design
 Scope Of The Study
 Limitations Of The Study
Chapter-3: Analysis & Interpretation

 Analysis of the data 11-21

Chapter-4: Observations and Conclusions 23-24

 Suggestion 23
 Bibliography 24

List of diagrams:-

Diagram Page
Diagram Title
no: No.
3 Count of complains from Origin 11
4 From which state complaints are more 12
5 Which category is receiving more complain 13
6 Average time take to update and clear the complain 15
7 Number of complaints registered in a particular year 16
8 Average amount for NQA 17
9 Types of process 19
10 Reasons for complain 20

List of tables:

Table Page
Table Title
no. No.
1 Count of complains from Origin 11
2 Cross tabulation between states and super categories 14
3 Average time take to clear or update the complain 15
4 cross tabulation between touch points and average price 18
5 Reasons for the complain 20
Introduction to Online Users in India:-
We live in an age which is called information age and internet is the biggest
revolution in this age. Although slow initially, India is gradually gaining the
momentum and is in the process of becoming the country with highest number
of internet literate population in the world. As per the report, out of the 1.32
billion population in India, 400 million people use internet daily.

At present India is the world’s second online community after China and
leaves America behind in internet users

Diagram 1:-

The above graph represents the average internet uses in India from 2010 to

According to the report, the number of mobile internet users has also witnessed
a steady rise, with 290 million mobile internet users in 2016.
This analytic conclusion has been arrived at based on reasons like higher
internet penetration in India, which has resulted in increased adaptability of
online shopping among Indians and better online shopping experience offered
by the e-commerce websites.

Introduction to ecommerce:-

Electronic commerce or e-commerce consists primarily of the distributing,

buying, selling, marketing, and servicing of products or services over electronic
systems such as the Internet and other computer networks. The information
technology industry might see it as an electronic business application aimed at
commercial transactions. It can involve electronic funds transfer, supply chain
management, e-marketing, online marketing, online transaction processing,
electronic data interchange (EDI), automated inventory management systems,
and automated data collection systems. It typically uses electronic
communications technology such as the Internet, extranets, e-mail, e-books,
databases, and mobile phones.

From a buzzword to a current -day reality, e-commerce in India has been

experiencing remarkable growth, successfully changing the way people transact.
People today can shop literally everywhere within minutes, be it their
workstations or homes, and most importantly, at any time of the day at their
leisure. The online market space in the country is burgeoning in terms of
offerings ranging from travel, movies, hotel reservations and books to the likes
of matrimonial services, electronic gadgets, fashion accessories and even
groceries. India is home to 3,311 e-commerce hubs, 1,267 rural hubs, 391
export hubs and 2,217 import hubs. To capitalise on the anticipated growth
potential, a host of investors, including venture capital (VC) and private equity
(PE) firms, are closely eyeing opportunities in e-commerce start- ups. At the
same time, the sector is witnessing a swathe of consolidation owing to various
mergers and acquisitions. However, industry experts believe this is just the start
of the e -commerce wave in India. The growing penetration of technology
facilitators such as Internet connections, broadband and third generation (3G)
services, laptops, smartphones, tablets and dongles, coupled with increasing
acceptance of the idea of virtual shopping, is set to drive the e-commerce
ecosystem. The e-commerce story in India would surely witness a new world of
digitalisation in the coming decade, with a host of start-ups emerging to
compete with existing players in order to draw benefits from the new and
existing markets.

Diagram 2:-
The above graph represents Number of online shoppers in India

Introduction to Customer Service in Ecommerce:-

Taking care of a customer’s needs and solving their problems is called customer
service. Customer service begins the moment you connect with the customer to
fulfil his needs and continues even after the requirements are met. The services
might be required before, during and after the customer purchases a product or

Customer service has to be a team effort and not just the responsibility of
employees who deal with the public directly.

Providing good customer service is a vital part of managing a business. Most

customers have the option to go elsewhere if the quality of customer service is
lacking. On the other hand, good customer service is a source of competitive

Good customer service leads to customer satisfaction. Satisfied customers are

more loyal and profitable. Dissatisfied customers take their money elsewhere
and tell their friends about the poor service they have received.

A high quality customer service can be provided by incorporating

these characteristics:-
 Being prompt:-whatever service or product you have promised the
customer, be punctual in its fulfillment. Changes or cancellations later in
the day can be harmful to you and your organization’s reputation.

 Knowing your P’s and Q’s:- You must be polite to your customer all the
time. Besides the opening and closing greetings, dot your conversation
with please, sir, thank you or sorry liberally. Display your best behavior
to every customer.

 Being professional: - Show empathy for your customer’s problems while

respecting them. Never make them feel demeaned because they have a
problem they cannot solve by themselves.

 Striking a personal chord:-You should try to establish a personal equation

with the customer. A personal touch like calling the customer by name
can earn you his loyalty.

 Listening attentively:-Never interrupt the customer when he is explaining

his requirement. Make a note of salient points and request for
clarifications later.

 Asking right questions: - If you have listened to the customer

requirements attentively and you have thorough knowledge of your
product or service, you should be able to ask the right questions that will
help you in meeting customer needs.

 Taking responsibility: - You should feel personally responsible for

solving the customer’s queries. Never assume that you are just a
representative of the team and hence onus of the service lies with the
whole team.

Topic related concepts:-

Fulfilment modes:-It is the different types of process followed by Ecommerce
Company to deliver the product


Order processing including printing labels and invoices and then packing the
orders is taken up by seller. Ecommerce Company assigns and arranges courier
for sellers. Sellers are responsible for handing over the packages to courier
partners on time. Courier partners are then responsible for delivery.


Oneship is designed to aggregate products from different sellers ordered by

customers at a designated company location, known as Oneship centre. In
Oneship, when a customer places an order, Inbound Couriers will collect the
products from sellers and stores them to the respective Oneship centres. From
there, Outbound Couriers pick the orders and deliver them to the respective

Oneship Plus (OC+):-

As Oneship, in this model also, rider picks up the items from seller and drops it
to OCPlus centre before passing it to the courier partners. The difference here is
- the item which is picked up from the seller is not packed at seller end.
However, it is packed in OCPlus centre before passing it to courier partners.
From there, it is delivered to the customer.


In this fulfilment mode, company stores the seller items in its warehouse even
before an order placement and keeps notified the seller about pending and
delivered orders.

Vendor Self:-
This fulfilment mode seller is completely responsible for order fulfilment from
order processing, to delivery and updating company at each step. Seller is
required to update various steps involved in order processing to company.


Research problem: - Study on customer service data of Ecommerce Company

Need of study:-

With the increasing usage of the online shopping, the importance of customer
satisfaction has been a vital part in e-commerce industry. This study helps in
identifying such complaints and clearing them with immediate effect


 From which state the company is receiving more complains

 To measure how many days the company is taking to update or clear the
 To know the percentage of clearing the complaint in 2016 and 2017 year
 And to know the major reasons for the complain

Research Design:-

Dataset :-customer service data of ecommerce company

The complains data contain 31645 observations and 26 attributes

The data set contain the complains of the product given by the customer from a
ecommerce company

Tools used: -

R version 3.3.3

Ms excel

Tableau 10.3
Summery statics

origin NQA status cc_status

WAP :19452 Mode:logical - -
Voice: 5050 FALSE:7001 Customer Updated: 1287 CCA: 381
Web: 3397 TRUE :24834 Open: 7246 CCP:29851
Android: 1543 -'s :1 Pending :23281 CCR: 1603
App: 624 - Pending with Customer: 14 -
voice: 489 - Pending with company: 7 -
(Other): 1281 - - -

super category category subcategory

Fashion :14199 Men's Clothing: 3527 Mobile Phones: 1548
Mobiles & Tablets: 4945 Women's Ethnic Wear: 3012 Mobile Cases & Covers: 1316
GM: 4927 Non Electronic Accessories: 2122 Sarees: 1035
Electronics: 4804 Men's Footwear: 1936 Sports Shoes: 953
FMCG: 1344 Mobiles & Tablets: 1758 Jeans: 887
Kid's Fashion: 1240 TVs, Audio & Video: 1731 Casual Shoes: 875
(Other): 377 (Other):17750 (Other):25222

voc queue NEW VOC

I want to Return/Replace my Product
Awaiting pickup/quality check:18620 -
Where is My Order?: 2510 Awaiting item - manual return: 6823 I want to Cancel the Order: 1159
Other issues with delivered product:
I want to Cancel my Order: 1156 Cancellation Post Shipment: 1139
Post-Delivery Queries: 417 Product stuck at courier: 949 Others: 38
Any other Issues with delivered
Delivered to Wrong Place: 767 Refund/Payment issues: 397
product: 326
Refund/replacement follow up: 297 Inter-l pickup delay escalated: 457 Return My order:27524
(Other): 517 (Other): 3081 Where is my order:2540

sd_state sd_city
Maharashtra: 4332 New Delhi: 1493
Uttar Pradesh: 3362 Bangalore: 1079
West Bengal: 2257 Mumbai: 868
Kar-taka: 2092 Pune: 680
Bihar: 1703 Hyderabad: 632
Assam: 1686 Gurgaon: 585
(Other) :16404 (Other):26499
sho_fulfillment_type total_touchpoints tc_current_ageing
DIGITAL: 1 Min.: 0.000 Min.: 0.00
DROPSHIP: 9686 1st Qu.: 0.000 1st Qu.: 2.00
FC_VOI:13862 Median: 0.000 Median: 5.00
OCPLUS: 7837 Mean: 1.183 Mean: 11.48
ONESHIP: 405 3rd Qu.: 1.000 3rd Qu.: 12.00
sho_fulfillment_type: 1 Max. :81.000 Max. :276.00

level_1 Reverse.courier
I have an issue with size/fit :7839 VULCAN_OLP_RPU:8253
Didn't get what I ordered :6134 manual :7399
I have received a damaged item :4706 DELHIVERY_RP :6720
The item is not working properly :4674 ECOM-ROI1 :3916
Quality not as expected :4263 JV_EXPRESS :2959
Same product but i-ccurate description:1750 NUVOEX :2115
(Other):2470 (Other): 474

Scope of study:-

Firstly I got the data from a ecommerce company .As a result ,the study may
have contain information to that company only it may not be applied to all the
ecommerce companies

Secondly it excludes banks, service provided by the government etc.


 Interpretation of the analysis will depend on the dataset

 If there is any error in dataset the analysis will also be wrong
 The analysis is limited to the particular ecommerce company
Analysis & Interpretation
Table 1:- From which origin the company is receiving more complaints
Origin Count Percentage
WAP 19452 61.10256008
Voice 5539 17.39908905
Web 3397 10.67064552
Android 1543 4.846866656
App 624 1.960106801
others 431 1.353855819
Email-Pilot 408 1.281608293
Windows 299 0.939217842
IOS 84 0.263860531
CS Manager
Escalation 0.182189414

Infer: - The above table shows the count of complains received by the company
from each origin and the following visualization can be drawn from the analysis
using tableau.

Diagram 3:-

0% WAP
2% 1% 0%
5% Voice
11% Web
61% App


The above pie chart represent, from which origin the company is receiving more
number of complaints .From the diagram we can infer, 61% of the complains
are received from WAP (Web Application Protocol) origin and it is followed
by the voice origin with 18%
Diagram 4:- From which state company is receiving more number of complaints

Interpretation: -
The above India map represents from which state the ecommerce company is
receiving more number of complaints .From the map we can infer that 13.6% of
the complaints are received from Maharashtra and 10.6% of the complains are
received from Uttar Pradesh then it is followed by west Bengal and Karnataka
with 7.1% and 6.1% respectively

Diagram 5:-From which Super Category Company is receiving more


Interpretation:- From the above diagram represents, from which category the
company is receiving more number of complains. Where X-axis represents
products and y-axis represent total count .From the bar graph we can infer
44.604% of complains are received on fashion products and 15.58% of
complaints are received on electronic products

Table 2:- Cross tabulation between States and products sold in the E-commerce
products Mobiles & Kid's
Fashion Electronics GM FMCG Refurbished Books
States Tablets Fashion

West Bengal 831(36.8%) 387(17.1%) 421(18.7%) 406(18%) 98(4.3%) 56(3.3%) 14(0.6%) 25(1.1%)
Kerala 131(36%) 67(18.4%) 73(20.1%) 59(16.2%) 19(5.2%) 13(3.6%) 1(0.3%) 1(0.3)
Orissa 596(49%) 181(14.9%) 178(14.6%) 164(13.5%) 55(4.5%) 35(2.9%) 2(0.2%) 6(0.5%)
Delhi 725(46.4%) 229(14.7%) 206(13.2%) 225(14.4%) 103(6.6%) 57(3.6%) 7(0.4%) 10(0.6%)
Haryana 573(43.1%) 236(17.7%) 194(14.6%) 188(14.1%) 66(5%) 57(4.3%) 9(0.7%) 8(0.6%)
Punjab 296(41.2%) 124(17.3%) 109(15.2%) 99(13.4%) 53(7.9%) 28(3.4%) 3(0.4%) 6(0.8%)
Rajasthan 466(44.6%) 147(14.1%) 174(16.7%) 159(15.2%) 49(4.7%) 37(3.5%) 5(0.5%) 7(0.7%)
Jharkhand 451(51.5%) 137(15.7%) 95(10.9%) 121(13.8%) 37(4.2%) 28(3.2%) 0 6(0.7%)
Maharashtra 1979(45.7%) 632(14.6%) 592(13.7%) 724(16.7%) 184(4.2%) 169(3.9%) 28(0.6%) 24(0.6%)
Uttar Pradesh 1662(49.4%) 471(14%) 497(14.8%) 456(13.6%) 123(3.7%) 116(3.5%) 16(0.5%) 21(0.6%)
Madhya Pradesh 649(51.2%) 154(12.2%) 178(14.1%) 175(13.9%) 50(4%) 37(2.9%) 9(0.7%) 8(0.6%)
Goa 128(45.7%) 46(16.4%) 28(10%) 50(17.9%) 6(2.1%) 20(7.1%) 0 2(0.7%)
Bihar 815(47.4%) 272(15.8%) 279(16.2%) 221(12.9%) 41(2.4%) 63(3.7%) 7(0.4%) 20(1.2%)
Assam 792(47%) 186(1%) 278(16.5%) 257(15.2%) 66(3.9%) 85(5.0%) 6(0.4%) 16(0.9%)
Andhra Pradesh 308(33.4%) 189(20.5%) 157(17%) 175(19%) 36(3.9%) 42(4.6%) 8(0.9%) 6(0.7%)
Gujarat 432(39.2%) 221(20.1%) 170(15.4%) 176(16%) 56(5.1%) 38(3.5%) 5(0.5%) 3(0.3%)
Tamil Nadu 516(33.3%) 297(19.2%) 298(19.2%) 272(17.6%) 75(4.8%) 71(4.6%) 13(0.8%) 7(0.5%)
Karnataka 916(43.8%) 310(14.8%) 316(15.1%) 340(16.3%) 79(3.8%) 106(5.1%) 10(0.5%) 15(0.7%)
Nagaland 174(49.3%) 34(9.6%) 81(22.9%) 36(10.2%) 13(3.7%) 11(3.1%) 3(0.8%) 1(0.3%)
Himachal Pradesh 221(47.5%) 47(10.1%) 79(17%) 79(17%) 14(3%) 23(4.9%) 1(0.2%) 1(0.2%)
Meghalaya 85(45.9%) 18(9.7%) 41(22.2%) 26(14.1%) 7(3.8%) 8(4.3%) 0 0
Uttarakhand 192(46.5%) 59(14.3%) 59(14.3%) 63(15.3%) 20(4.8%) 14(3.4%) 3(0.7%) 3(0.7%)
Mizoram 67(38.5%) 19(10.9%) 32(18.4%) 46(26.4%) 6(3.4%) 2(1.1%) 1(0.6%) 1(0.6%)
Telangana 418(40.7%) 161(15.7%) 167(16.3%) 180(17.5%) 37(3.6%) 48(4.1%) 8(0.6%) 7(0.6%)
A & N Islands 11(44%) 1(4%) 8(32%) 4(16%) 1(4) 0 0 0
Chhattisgarh 146(47.9%) 43(14.1%) 46(15.1%) 37(12.1%) 14(4.6%) 15(4.9%) 0 4(1.3%)
Jammu and Kashmir 305(50.7%) 53(8.8) 96(15.9%) 9816.3%) 19(3.2%) 26(4.3%) 0 5(0.8%)
Sikkim 76(62.8%) 8(6.6%) 16(13.2%) 15(12.4%) 4(3.3%) 2(1.7%) 0 0
Tripura 59(41.3%) 28(19.6%) 26(18.2%) 20(14%) 6(4.2%) 3(2.1%) 0 1(0.7%)
Arunachal Pradesh 55(45.1%) 17(13.89%) 25(20.5%) 17(13.9%) 1(0.58%) 6(4.9%) 0 1(0.7%)
Dadra and Nagar
6(33.3%) 3(16.7%) 2(11.1%) 4(22.2%) 2(11.1%) 1(5.6%) 0 0
Pondicherry 13(35.1%) 3(8.1%) 5(13.5%) 12(32.4%) 0 2(5.4%) 2(5.4%) 0
Daman and Diu 3(30%) 4(40%) 1(10%) 2(20%) 0 0 0 0
Manipur 101(62%) 19(11.7%) 17(10.4%) 20(12.3%) 4(2.5%) 2(1.2%) 0 0

The above table represent the cross tabulation between states and super
categories of products in ecommerce company .From the table we can infer that,
from West Bengal 36.8%17.1% and 17.7% of the complaints are from fashion,
electronics and mobile & tablets products respectively, from Maharashtra
45.7%,14.6%&16.7% of the complaints are from fashion ,electronics and GM
products respectively and from Uttar Pradesh 49.4%,14.8%and14% of the
complaints are from fashion, mobile &tablets and Electronics respectively
Table 3:-Average time take to update and clear the complain

products update clear

Books 1 7
Electronics 2 13
Fashion 1 10
FMCG 1 9
GM 1 13
Kid's Fashion 1 12
Mobiles & Tablets 2 12
Refurbished 4 13

Infer: - The above table show the average time take to update and to clear the
complaint and the following visualization can be drawn from the analysis using

Diagram 6:-



From the above histogram maroon colour represents the average time taken to
update the complaint and blue colour represents the average time taken to clear
the complaint. Where the x-axis represents super categories of the products and
y-axis represents the average count .From the above diagram we can infer that
Refurbished products are taking long time to update or clear the complaint i.e. 4
days for update and 13 days to clear the complain

Diagram 7:-Comparing number of complaints registered and number of

cleared in the year 2016-17



CC updated


0 50 100 150 200 250 300



CC updated


0 5000 10000 15000 20000 25000 30000 35000

The above two graphs represents the count of the complaints registered, number
of complaints updated and number of complaints are cleared in the year 2016-
17 .Form that we can infer that in 2016 year 280(100%) complains got
registered and Only 189(94.5%) of the complaints are cleared. IN 2017 year
31555(100%) complaints got registered and only 25834(81.86%) of the
complaints git cleared
Diagram 8:- To know for which amount NQA is true and false







1 2

In the above bar chart “1” represent true and “2” represent false and x-axis
represent NQA and y-axis represent average count and we can infer that
questions are asked for the product with low price and questions are not asked
for the products with higher price
Table 4:- cross tabulation between time taken and average price of a

products/time taken 0-30 31-50 71-150 150 above

Fashion 1301 991 1260 1931
Electronics 3487 3398 6142 4954
Mobiles & Tablets 3271 2448 4579 6361
GM 1714 2036 3126 1939
FMCG 847 1209 590 1272
Kid's Fashion 1075 1028 1801 2470
Refurbished 10249 8242 7895 0
Books 513 347 0 0


The above table represent the cross tabulation between time taken to clear the
complaint and the average price of products. From the table we can infer that
from mobile & Tablets category with an average price of 6361 takes longer time
to clear the complaint and from Refurbished category with an average price of
10249 takes 0 to 30 days to clear the complaint
Diagram 9:- From which type of process complaints are more






The above pie chart represents from which type of process the company is
receiving more complains. From the graph we can infer that 44% of the
complaints are from FC_VOI process and 30% of the complaints are form
DROPSHIP process
Table 5:- Major reasons for the complain
Reason for complain count percentage
I have an issue with size/fit 7839 26.02
Didn't get what I ordered 6134 20.36
I have received a damaged item 4706 15.62
The item is not working properly 4674 15.51
Quality not as expected 4263 14.15
Same product but inaccurate
description 5.81
I have received an incomplete order 762 2.53

Infer:-The above table shows what are the major reasons for the complaint and
the following visualization can be drawn from the analysis using tableau.

Diagram 10:-
The above diagram represents what are the major reasons for the complaint
.from the diagram we can infer that the complaint “I have an issue with size/fit”
is the one which got registered with 24.62% and “Didn’t get what I ordered”
complain is registered with 19.28%

After taking a look at the analysis we can make following observations.

 The percentage of clearing the complaint is gradually decreasing year by

 From the analysis we came to know that ,questions are asked for the low
priced products EX: Common questions asked for some complaint with
NQA “TRUE” is:
“Ask for NEFT details, Images requested, information required”
 More number of complaints are registered when the company is
delivering the product by using FC_VOI process
 The company is receiving more number of complaints from fashion
products in Maharashtra
 “I have an issue with size/fit” has the highest percentage of receiving the


 The ecommerce company has to focus on the core area like fashion category
and states like Maharashtra and Uttar Pradesh
 Now a days people prefer to shop online as it reduces time and cost of
travelling .so that ecommerce company should provide proper customer
service to increase their competitiveness
 As FC_VOI method has highest percentage of complaint the company
should prefer better method

The company should increase the service facility in order to maintain a healthy
competition in society and increase their efficiency. As the present report
contains the data of the year 2016-17 of an ecommerce company the result
indicates that company is taking longer time to update or clear the complaint.
Therefore Ecommerce Company should decrease the average time taken to
update or clear the complaint by increasing the staff and technology .As there
are more number of complaints from FC_VOI process the company should
select the better method to deliver the product.