IMPACT ON BUSINESS AND CUSTOMERS

CRM DEPARTMENT
 Complete CRM removed from operations for 30 minutes
on December 21st,2023
• As the CRM head convened the meeting without providing any information,
which also had an impact on business, the entire CRM staff was barred from
interacting with customers on December 21, 2023.
 Asked Zendesk team to work on live instance
• The CRM made certain changes to the chat flow in January 2023 that had a direct
impact on the live instance. As a result, all chat interaction ceased from the
afternoon of January 23 through the full day of January 24. It has an effect on the
business because chat is a significant source of sales leads for the organization.
Date Inbound Offline Message Grand Total Date Inbound Offline Message Grand Total
2023-01-01 12 15 27 2023-01-13 28 9 37
2023-01-02 60 21 81 2023-01-14 23 6 29
2023-01-03 51 4 55 2023-01-15 29 12 41
2023-01-04 46 17 63 2023-01-16 29 11 40
2023-01-05 41 5 46 2023-01-17 33 13 46
2023-01-06 34 7 41 2023-01-18 38 11 49
2023-01-07 47 5 52 2023-01-19 34 7 41
2023-01-08 39 17 56 2023-01-20 39 8 47
2023-01-09 67 15 82 2023-01-21 34 7 41
2023-01-10 49 8 57 2023-01-22 40 11 51
2023-01-11 43 17 60 2023-01-23 22 4 26
2023-01-12 34 8 42 2023-01-24 5 5
 Increase in Return
• The return rate was 10.5% in the fourth quarter of 2022, and it rose to 12.1% in
the first quarter of 2023. Additionally, the return has increased by about 16%,
particularly for furniture.
• Even after numerous training sessions and a written policy that is clear and
concise for the items, the CRM team still asks the category team for clarification
and, due to a lack of persuasiveness on their part, returns are on the rise.
Category Furniture Jan Feb Mar Overall

Q4 2023 -10.70% -11.60% -9.30% -10.50%

Category Furniture Apr May Jun Overall

Q1 2023 -9.90% -13.40% -12.80% -12.10%

 Multiple Social Media Escalation
• The customer aired their dissatisfaction with the brand's subpar customer care on social media as a
result of the CRM's inability to handle customers effectively and its failure to provide timely
updates to customers.
 Net Promoter Scores calling-Incorrect Practice
• Sharing the positive or negative feedbacks on the products or services by the
customers are rights of the customers. When any customer shares the negative
feedbacks CRM team is calling multiple times to change the ratings.

Executive Name Counts

Archana 6
Nashat 8
Nidhi Agarwal 5
Rahul Manoj 8
Sahana MV 6
Shalini 3
Varshini 6
Grand Total 42
 Average Resolution Time Increased
• Due to process changes in the CRM, the average amount of time it takes to
resolve customer complaints rose, which decreased customer retention and caused
many customers to be dissatisfied.
Forward Escalations( Reverse(
Month Season
SCM) CRM)

Oct Nov Dec 4.4 8 Sale Period

Feb Mar Apr 4.7 10.3 Non- Sale Period

May and Non- Sale Period( Dropped due to process change by SCM)
June 2.65 9.45
 Tagged Closed Tickets and follow up tickets are not created.
( Incorrect Trigger Set)

• In order to prevent receiving unfavorable feedback from consumers,( Which is not the correct
Practice) the CRM team used the term "Closed Ticket" for situations when a customer did not
answer within 72 hours and also used the same tag when the team was rejecting a customer
request in accordance with procedure. Sometimes customers respond right away, but no follow-up
tickets are made as a result, and the customer's issue went unattended.
Row Labels Total Ticket ID Reasons
Incorrect Closed Tag used to avoid
Incorrect 59 negative response from the
customers.

Team members used Closed Tag and

Error due to incorrect trigger 53 ticket closed posts that customers
responded where no one responded.
Progressive Dialling( Incorrect Approach)
• Impact on the business and customer satisfaction.
Caller No Answered Unanswered Grand Total
08792935401 49 49
09702070763 1 45 46
08075839845 1 29 30
06379396733 1 24 25
09031910539 3 11 14
08128713214 1 8 9
09193852063 2 7 9
 Sticky agent enabled for Inbound Team
• When a team member makes an outbound call, the sticky agent's main goal is to
make sure that if the customer misses the call and returns the call, the call will
connect to the same executive so that the executive is aware of the situation and
can share an update right away. While this function works for outbound calls, it is
enabled for inbound calls, where the majority of calls go unanswered.

Campaign Answered Unanswered Grand Total

InboundL1_918035216678 33 128 161

Grand Total 33 128 161

 Performance drop in Customer Satisfaction Responses

• As a result of a number of factors, including product and service concerns, I have

seen that customer satisfaction has decreased. As the CRM team, it is our primary
obligation to persuade customers as such, but team members are failing to do so
Months Dec-23 Jan-23 Feb-23 Mar-23 Apr-23 May-23 Jun-23

Inbound 87.68% 85.86% 83.62% 87.42% 85.57% 82.30% 85.34%

Chat Support 67.97% 71.83% 71.68% 70.33% 68.61% 68.34% 69.35%

Escalation Support 89.01% 87.82% 90.76% 90.20% 85.33% NA NA

Total 81.32% 82.42% 82.02% 82.65% 79.84% 78.65% 80.48%

 Contacting customers of Dis-satisfied customers.
• The consumer provides negative feedback for the services after interacting with
the team and resolving the issue (by performing a return or replacement) for a
variety of factors, including product and service concerns. The CRM team is
getting in touch with those customers and urging them to upgrade their ratings.
DSAT Calls

236835 231563 241046

232193 228280 240870

240549 241381 236996

240549 241376 236567

236654 241046 232785

240975