Myntra.

com
Background Client Profile
Myntra Designs Pvt. Ltd. (http://www.myntra.com) was started by a group of IIT / IIM graduates in 2007. It is headquartered in Bangalore with regional offices in New Delhi, Mumbai and Chennai and has been funded by top tier Venture Capital funds. In the last 3 years, Myntra has become the most popular destination for personalized products in the country. Building on the success of personalization, Myntra is expanding into broader Lifestyle/Fashion retailing. Currently Myntra offers personalized products across 33 product categories and has a Designer Community with over 3500 designers who have contributed to over 30000 designs to the Myntra Design Library. Myntra's value proposition revolves around giving the consumer the power and ease of purchasing sports and casual lifestyle products online. The key differentiators are largest and latest product catalog, great usability, 24X7 customer support and favorable return policies for consumers.

Case Study

As a leading player in the domain of e-commerce business, Myntra is expanding its customer base rapidly. The company has a vision of being India's largest online lifestyle products retailer - a vision that revolves around giving the consumer the power and ease to transform how he or she looks. Myntra boasts of certain brand promises such as superior experience, broader product selection and unmatched efficiency thus adding to a better purchasing decision. In order to enhance its customer experience management and customer retention capability through attractive and cost effective deals and hampers, Myntra planned to automate its customer support center.

Business Challenges:
Myntra's customer interactions are multi-directional, as in the form of enquiries, bookings, reaching out to customers through rigorous telemarketing as well as collecting feedbacks. The various challenges that they faced while managing such extensive network of interactions were:
? to handle the increase in the volume of call traffic ?Unable ? ?Mass reach-out was becoming difficult due to technical glitches ? ?Low business productivity ? ?Deteriorating levels of customer satisfaction

As an e-commerce business the 'mantra of Myntra' is to create everlasting customer experiences, and Myntra needed to replace its legacy business applications with a more efficient solution to support its back-end contact center operations. Myntra was searching for a customer interactions management tool in order to address to the following needs:
? existing business applications in order to eliminate redundancy of ?Reuse of

applications
? that could map to its dynamic business processes ?A solution ? ?Coordination between their online portal and customer support center ? management of the incoming call traffic ?Effective

info@drishti-soft.com

2003-2012 Drishti-Soft Solutions Pvt. Ltd. All rights reserved.

Being a leader in the online fashion and lifestyle space in India, myntra has empowered consumers to look good by bringing fashion closer to them. Enhancing customer satisfaction and providing faster delivery of consumer goods are some of our brand promises. For this, we needed a solution that could provide process automation and enhance our potential to reachout to new customers, while ensuring customer retention. Ameyo Communications Suite was chosen among others as the most reliable solution to effectively manage our operations.

Mohit Mital, VP
Customer Experience

www.drishti-soft.com

Solution Delivered: About Drishti

Drishti-Soft Solutions Pvt. Ltd. is a leading innovator of communications technologies for next -generation Enterprises, empowering them to dynamically manage their Business Processes. Their customers enjoy significant benefits in terms of increase in efficiency levels, reduction in operational costs, flexibility to grow, consistent user experience and a demonstrable ROI. Drishti's multi-award winning innovative solutions are powering millions of customer interactions across the globe. After a successful stint in understanding the needs of an e-commerce business, Drishti's Ameyo e.Biz was deployed at Myntra to provide a unified window for interactions management and empowering the latter to deliver superior customer experience management. Ameyo e.Biz integrated the entire business processes on to a single platform that measured, analyzed and delivered seamlessly. Details of the solution delivered: Easy integration with existing business apparatus: The solution seamlessly integrated with existing business application, enabling Myntra to record and track customers' history. This helped Myntra to keep a close watch on the repeat customers and connecting them to the right agent, henceforth creating a lasting impression upon the customers. Adaptability to process changes: Ameyo e.Biz, being scalable and reliable software could easily adapt to the changing trends of Myntra's business processes, like an increase in the number of agents. Besides having the ability to accept changes, Ameyo e.Biz saved both time and money. Better customer-connects: By creating an effective network of channels, the solution ensured an interlinking of the website and the support center, leading to enhanced customer-connects without any technical errors. Self and Assisted IVRS: Ameyo e.Biz IVR system smoothly managed the incoming calls by addressing the customers with pre-recorded messages, additional messages on special occasions, informing about attractive and discounted deals and hampers and finally routing the calls to an available agent, in case a customer's query remains unresolved. This ensured first call query-resolution for Myntra.

Results and value-adds:

? Myntra achieved excellent customer interaction management ? low cost with high quality delivery and embracing process maturity, Combining Ameyo e.Biz beat leading industry competitors ? be an innovative and unmatched value proposition Proved to ? Helped Myntra in innovating around their contact center strategy and deliver consistent user experience ? Automation of entire business processes, with no falling back upon manual interventions, the solution enabled Myntra to setup a customer support center with 24x7 availability ? proved to be the right platform and helped Myntra achieve a significant Ameyo e.Biz increase in business productivity ? With Ameyo e.Biz powering their operations, Myntra is now looking forward to expanding their business

info@drishti-soft.com

2003-2012 Drishti-Soft Solutions Pvt. Ltd. All rights reserved.

www.drishti-soft.com

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