Client Overview
The client is a leading Indian lifestyle retailer specializing in beauty, wellness, and fashion products. With a significant presence across multiple platforms, including web and mobile, the client experiences a surge in sales volumes during the festive season. The company conducts 3-4 major sale campaigns annually, making operational efficiency during peak times critical.
Challenges Faced
The client faced several operational challenges during the festive sales season, including:
Increased Call and Email Volume:
During sale events, the call and email volume surged by 2-3 times compared to regular business-as-usual (BAU) operations, resulting in a major strain on existing resources
Staffing and Resource Augmentation
The biggest challenge was efficiently scaling up the workforce to handle the increased demand for customer service. This included hiring, training, and operational governance, all within a short timeframe.
Infrastructure & Capacity Issues:
There were significant hurdles in terms of onboarding temporary staff, providing the necessary training, and ensuring infrastructure was adequate to support the surge in volume
Language Coverage
Given the diversity of the customer base, the client needed multilingual support to ensure effective communication with customers across different regions
Solutions Implemented
To address these challenges, a strategic, multi-faceted approach was implemented:
Leveraging Campus Connect for Resource Augmentation
Temporary resources were onboarded in just 20 days through the Campus Connect program, which allowed for a rapid increase in manpower for the peak season. This program focused on hiring 460+ resources in preparation for the October 2022 sales.
Training and Certification:
Before being deployed, the hired resources underwent rigorous training, focusing on customer-centricity, CRM best practices, and the specific needs of the retailer’s sales and post-sales processes. All resources were certified, ensuring that they were fully equipped to handle customer inquiries effectively.
Cross-Training for Better Resource Utilization
Resources were cross-trained on multiple communication channels, including voice, chat, and email, to improve operational flexibility and enhance resource utilization.
Technology Integration
To streamline operations and manage the surge in sales volume, a Self-IVRS (Interactive Voice Response System) was implemented. This system helped manage large volumes of incoming calls and directed customers to the appropriate resources efficiently.
Call Me Back Campaign
To ensure 100% customer connectivity, the IVR system also included a "Call Me Back" feature, which allowed customers to schedule a callback rather than waiting in long queues. This reduced call drop rates and improved customer satisfaction.
Results Achieved
To address these challenges, a strategic, multi-faceted approach was implemented:
Rapid Resource Deployment
Within just two weeks, over 3,000 profiles were evaluated across three locations to ensure the right fit for the seasonal ramp-up. This enabled timely onboarding of 460+ resources, ensuring that the festive sales period was fully supported.
Cost Savings
By outsourcing the resource augmentation, the client achieved a 60% cost savings compared to handling the staffing in-house, which included the expenses of hiring, training, and maintaining an in-house team during peak times.
Maintaining Customer Satisfaction
Despite the massive increase in volume, voice C-SAT (Customer Satisfaction) scores remained consistent with the BAU process, ensuring that the quality of service did not degrade during peak periods.
Seamless Resource Ramp-Down
After the sale season, the temporary resources were smoothly transitioned out of the campaign, with many being redeployed into other Lines of Business (LOBs) and BAU roles, ensuring no operational disruptions.
Conclusion
The strategic deployment of technology, efficient resource management, and targeted training enabled the client to scale their operations effectively during high-demand periods. By leveraging both temporary workforce solutions and advanced technology, the client was able to handle the seasonal ramp-up while maintaining operational efficiency and customer satisfaction. This approach not only optimized costs but also enhanced the client’s ability to meet customer expectations, ensuring a successful and profitable festive season.
