Contact Centre Framework

October 15, 2017

Traditional Role of Consumer Services

Provide information on products

Give solutions for customer complaints
Provide information for process to get products replaced or repaired
Future Role of Consumer Services
Play the traditional role of Consumer Services

PLUS

Work with consumers to get them to be more loyal to the brand

Get more customers directly and through referral
Perception Management
Various Connect Points for a Brand

Dealer Help
Lines

Consumer Sampling
Advertising
Direct Services and Post
Sampling
Response
Contact

Sales Team
Info Line
Central Contact Centre with Central CRM
The Brand can have a Central Contact Centre that has the following
functions

Provide Phone, Web and Social Media Consumer Services response

management
Sales Promotion, Sampling, Contests Help Line to support these activities
Dealer and Retailer Inbound and Outbound Contact
eCommerce and Phone and Buy services
Marketing Direct Response call management
Consumer Services
Extended Hours Help Line
Multi Lingual
Skill and knowledge based call routing
Option of call back facility including Missed Call Service
Web Chat and Email Response Management
Facebook and Social Media response management for product
related queries and any complaints or product feedback
Sales Promotion, Sampling, Contests

Sampling Audits
Post Sampling Usage tracking
Sales promotions related consumer query management
Contests administration eg Call and Win
Rewards redemption management
Dealer and Retailer Contact
Dealer and Retailer Inbound help line
Product information
Supply information

Dealer and Retailer Outbound Contact

New product updates
Contests and promotions
Marketing and Direct Response

List building for ecommerce and digital marketing

Response management
eg get a free booklet on area of consumer interest
Eg get an white paper on sleep improvement
Eg get free passes for an event at the brand event
Drive traffic for new initiatives
Eg get customers to come for a New Product launch
eCommerce and Phone and Buy services

Call centre to support ecommerce

List building through direct response
Phone and Buy Service
Sales Force Support Services

Product information help lines

Sampling support
Appointment setting support (Inside sales)
Employee Rewards implementation
Employee field admin support (phone based)
Locator Service
Yellow Pages type support to find dealers

Phone numbers and address and business hours

Ability to conference call and connect
Appointment setting
Databases and Linkages

Consumer Services Dealer Help Line

Central Information

Sampling, Contests, Promotions Marketing Response

Synergies
We can reap several synergies when the customer (Consumer and
Dealer) contact process is treated as a major centerpiece of sales and
marketing
Consumers who contact the company in one or many ways can be driven to
other initiatives of the company. Eg a customer whose query was positively
handled can be invited to the Brand Experience Centre for a free consultation.
Or a consumer who entered a contest or promotion may be contacted to get
their email id to get them to be a part of the digital marketing efforts. Or a
customer who interacted with the company may be invited to be a part of an
online survey or a focus group.
Our recommendation
View the entire consumer and trade contact in a synergistic way
Use available CRM and technology on a SAAS (Software as a Service
basis) and dont get into any development work as the environment is
constantly changing and we need to keep adapting
Keep adequate budgets for this initiative and have a 3-5 time horizon
Create processes for your organisation to learn even though you may
outsource the activities
Group Kankei Explore Additional Services
Kankei (www.kankei.com). Contact centre and CRM
ND Commerce (www.ndcommerce.in) Brand eCommerce
Management
Radii Rewards (www.radiirewards.com) Trade and Channel
Engagement and Rewards Program management
Tiger Pug (www.tigerpug.com). Sourcing and Cross Border
Ecommerce
Next Steps for the Contact Centre

Phone based discussion on this presentation

Identification of key initiatives roadmap
Allocating budgets for the contact centre
Meet up in Mumbai at Kankei office
Firm up immediate roles and tasks with estimated costs and times
Implement in Phases based on road map
Evaluate initiatives periodically
Key Contacts
Role Company Key Contact Phone Email
Contact Centre Kankei Ashok Chugh +91 77385 64307 Ashok.chugh@kankei.com

Rashid Shaikh +91 9594652545 Rashid.shaikh@kankei.com

eCommerce ND Commerce Mukund Malagi +91 9324 808080 mukund@ndcommerce.in

Channel Radii Rewards Shikha Jhamb +91 98208 43513 shikha@radiirewards.com

Management
Sourcing and Tiger Pug Ajay Miglani +86 188 1322 8742 miglani.ajay@icloud.com
Cross Border
eCommerce