TABLE OF CONTENTS
- Pre-order stage
- Post order stage - (Before delivery)
- Post delivery
- Refunds or Replacements
- Verify - whether scenario qualifies for a Replacement or Refund.
- Communicate - accurate timelines
- Refund - promptly
- 5.1 NDR team
- 5.2 Social Media team
- 5.3 Chats team
- 5.4 Emails team
- 5.5 Calls team
- 5.6 Detractor callout team
- Order Processing - Shopify (Instantly):
- Forwarded to EasyEcom (15 mins):
- Transferred to Logistics (2 - 24 hours):
- Delivered: ( up to 6 days)
- The package is delivered to the customer's address, completing the order flow.
- 7.1 Shopify - Order management
- 7.2 EasyEcom - Inventory management
- 7.3 Delivery Partners
- 8.1 Cancellation Request Submission:
- 8.2 Order Status Check:
- 8.3 Cancellation Confirmation:
- 8.3 Refund if applicable:
- 8.4 RTO Process
- 9.1 Quality Monitoring and Improvement:
- 9.2 Insightful Reporting and Analytics:
- 9.3 Effective Issue Resolution:
- 10.1 Incorrect Product received:
- 10.2 Swap Order Received:
- 10.3 Missing Product:
- 10.4 Damaged or Leaked product received:
- 10.5 Product quality issue:
- 10.6 Product not suitable Process:
- 10.7 Delivered but not Received Process:
- 10.8 Non Delivery Report (NDR) Calling Process:
- 10.9 Detractor Calling Process:
- What do we do?
- Working within teams
- Key Performance Indicators (KPIs)
- Team Engagement & Motivation
- Training
- Policies
- Quality Assurance Process
- Key POC list
- Working Cadence
- Tata Tele Escalation Matrix
Customer Delight : Training Handbook
Introduction to Customer Service:
Learn about the importance of customer service in business, the role of the customer delight team, and how it contributes to overall customer satisfaction and retention.
Skincare & Haircare Training
Make-up Training
PHD - Product Training
Process Guide
Customer Touch Points
These are the different stages where the customer experiences a Pilgrim service
Pre-order stage
1.1 Website / App experience
Online Storefront: Websites and mobile apps serve as digital storefronts where customers can browse products, view images, read descriptions, and make purchases. They provide a visually appealing and user-friendly interface for showcasing products and facilitating transactions.
Product Discovery: Websites and apps offer search functionality, filters, and categories to help customers easily discover products of interest.
Customer accounts: Websites and apps allow customers to create accounts where they can track order history, save favourite items and manage preferences.
Analytics and Insights: Websites and apps provide valuable data and insights through analytics tools, allowing businesses to track user behaviour, conversion rates, sales performance, and other key metrics.
1.2 Product Information
1.3 Ingredients & Benefits
Squalane - 100% plant derived and non-comedogenic, mimics the skin’s natural oils to hydrate and lock in moisture.
White Lotus flower - hydrates & nourishes, has powerful antioxidants that act like a natural skin conditioner and help enhance radiance.
Camellia - anti-inflammatory and anti-ageing, helps retain moisture and stimulates collagen production for improved elasticity. It protects the skin from environmental damage.
Gold leaf - glow effect, antioxidant and anti-inflammatory. Boosts collagen production reducing the appearance of wrinkles.
Kakadu plum - skin brightening, collagen booster, anti-ageing. Fruit native to Australia and a powerhouse of vitamin C.
Tea tree - anti microbial and anti inflammatory. Fights acne and reduces the occurrence of breakouts.
Volcanic lava ash - antibacterial and antioxidant, powerful dirt magnet that deep cleans pores and removes excess oil
Product Range
1.4 Shipping and returns
Shipping and returns policies are crucial components of any ecommerce business as they directly impact customer satisfaction, trust, and loyalty.
Setting expectations
Shipping and returns policies set clear expectations for customers regarding the delivery of their orders and the process for returning items if needed.
Building Trust
Transparent and customer-friendly shipping and returns policies help build trust with potential buyers. When customers feel confident that they can easily return items or receive refunds if necessary, they are more likely to make a purchase
Post order stage - (Before delivery)
2.1 Delivery Timeframe
Once you place the order, it is shipped within 2 business days and you can expect it to be delivered within 3-5 days. This is the maximum expected time communicated to our customers upon order placement. A more accurate EDD is notified to customers once the order has been shipped out from the warehouse.
(Clickpost screenshot)
2.2 Order notifications
Upon placing the order, the customer receives confirmation of purchase via Email, WhatsApp and text messages containing order details.
This also provides an opportunity to the customer to confirm details like address, phone number, order contents etc. If customers want to edit any details they can self cancel the current order in 15 mins and place a new order with the correct details.
An auto refund will be processed when the customer self cancels- usually within 24 business hours.
2.3 Order not confirmed
If a customer does not receive order confirmation notifications within 2-24 hrs after order placement, (check if email and phone number are correct), then issues could be related to pincode serviceability or order stock which will be visible on EasyEcom.
Inform the same to the customer and seek delivery alternatives as we would like the customer to experience the products (delivery to workplace address/alternate address), or refund.
(EasyEcom screenshot)
2.4 Order in transit
Customers can also reach out to us while the order is in transit to get a status update. Confirm the complete address, inform the customer of EDD and check tracking details on EasyEcom if the delivery is on track.
(Clickpost screenshot)
(EasyEcom screenshot)
2.5 Out for Delivery - Last mile
Customers are notified via Email, WhatsApp and text message when their order is out for delivery. In case the customer is unavailable at the time of delivery nor reachable on the phone, the order is taken back to the hub to be reattempted later.
Delivery is attempted 3 times before being marked as RTO and returned to the warehouse.
(Email Notification)
Post delivery
3.1 Unboxing Experience
The order is now delivered and the customer will be excited to open the product. Packaging plays a crucial role in first impressions as this sets the tone for the customer’s experience of the actual product.
Effective packaging also ensures that the product is delivered in good condition while optimising delivery costs as well.
Unboxing Video
(Google screengrab)
3.2 Damaged/Leaked item
Customer has received a damaged/leaked product and has had an unhappy experience. It’s imperative that we replace the product as soon as possible after verified claims in order to avoid any more negative experiences for the customer.
Verify images of damaged/leaked products and offer replacement. If a customer asks for a refund, try to understand the issue and make an attempt once to save the order and offer replacement so that customer can get an opportunity to experience the product. If the customer insists on the refund then place a refund request promptly after due diligence.
Place a replacement order by filling this form.
Place a refund request by filling this form.
3.3 Missing item
Customer has received the package but 1 or more products are missing from the order:
(Initial step would be to verify whether this is an actual “missing item” order or a split order.
Check the order on shopify to determine whether it’s a split order in which case multiple AWB numbers will be visible on Shopify under the same order ID as we see in the screenshot below.
Inform the customer that only partial order was dispatched and the customer should be getting the remaining products in a separate package.
Track the rest of the order and inform the customer of the EDD.
(Shopify screenshot)
If products are missing from the order, ask the customer whether the package was tampered, check the invoice to verify the order quantity and if it’s the first instance then place a replacement order for the customer.(Fill replacement G-form and follow up with TL and escalation officers for order placement)
In cases of repeat instances, please verify from warehouse packaging videos whether the products were packed correctly. Videos are marked with a timestamp and packing the order is clearly visible. If it's visible that the products were packed correctly, inform the customers.
If it’s visible that product was not included in the package then place a replacement order (fill G-form) ASAP for the customer and share the new order number with the customer.
3.4 Incorrect item
Customers have received products different from the one they ordered! Check the invoice to verify the order.
If products are different from the original order, then check with the customer whether they have opened the shrink-wrap from the mono cartons before placing a reverse pick-up and replacement order. (Fill replacement G-form and follow up with TL and escalation officers for order placement)
First instance- If the customer has opened the shrink-wrap, inform the customer that you would be placing a replacement order this time as an exception, but the customer should avoid opening the shrink-wrap if it reoccurs in the future. (Fill replacement G-form and follow up with TL and escalation officers for order placement)
Second Instance- In repeat instances, if the customer has opened shrink-wrap, then inform the customer that we would not be replacing the order as they were informed not to open the shrink-wrap in such cases. (handle on case to case basis). Whereas, If the customer has not opened the shrink-wrap from the mono carton, then a replacement should be given once the incorrect item is reverse picked-up.
3.5 Swap Order
Happens when warehouse employees, in error, interchange the invoice stuck on a package which results in customers receiving a completely different order delivered to their address.
Check the invoice inside the package and outside whether it’s different.
Inform the customer not to open the shrink-wrap as you will be arranging a reverse pick-up for the order.
If customer has opened the shrink-wrap
First instance- inform the customer to avoid opening the shrink-wrap if it reoccurs in the future and arrange for a replacement order and let the customer keep the package in case they would like to use it. (check whether the products they received are suitable for their skin type before suggesting them to use the same)
Second instance- Let the customer know that we would not be able to arrange for a replacement order as they were informed not to open the shrink-wrap. (handle on case to case basis)
It’s also important to connect with the other customer (details can be received in the incorrect invoice) and RTO their current package if not delivered and place a replacement order for this customer
3.6 Product quality issues
Customer feels that the product received has a different texture/colour as compared to original or different than as advertised, or does not work as intended or upon usage is giving a reaction to the customer.
Ask for product issue images, Check the batch ID and check with the NPD team whether it's safe to be used. Inform the customer about the same.
If a product issue is determined then ask the customer to discard the product and replace the order for the customer. (Fill replacement G-form and follow up with TL and escalation officers for order placement)
Refunds or Replacements
Several operational errors could lead to customers requesting us for a refund or replacement. We need to handle these very sensitively as it was due to our failure that the customer has to now go through a less than ideal experience. There could also be a few customers trying to take advantage of this situation by demanding compensation. Please follow the below steps to ensure that we strive to convert this negative experience into positive experiences.
Verify - whether scenario qualifies for a Replacement or Refund.
We will always strive to offer a replacement to the customer unless it’s an issue of a product not suitable for the customer. This would allow the customer to experience the product and give us an opportunity to increase the Lifetime Value (LTV) of the customer.
Communicate - accurate timelines
For Refund or Replacements ensure that the customer is informed of accurate timelines and periodic updates are offered to the customer.
Refund - promptly
When a customer is insisting for their money back - Initiate proceedings promptly while also trying to understand their situation why they prefer a refund instead of replacement. For eg: Sometimes a replacement may not work out for them in cases of gifting purposes.
Customer Delight Team Verticals
5.1 NDR team
Daily Reporting: Ensure non-delivered reports are obtained on a daily basis and the objective of this report is for the team to connect with the customers whose delivery attempts were failed and seek update on future course of action. Striving for a high-connect ratio to help maximize order delivered ratio
Communication and Coordination: Collaborate with Logistics teams in resolving non-delivery issues and communicating updates to affected customers.
Documentation: Maintain detailed records of non-delivery incidents, including the reasons for the issue, steps taken to resolve it, and any follow-up actions required. Generate regular reports on non-delivery trends, root causes, and resolution metrics for management review.
5.2 Social Media team
Response Time: Ensuring prompt responses to customer inquiries, comments, and messages on social media platforms.
Engagement Rate: Actively engage with customers on social media by responding to comments, addressing feedback, and developing positive interactions.
Brand Reputation Management: Monitoring social media channels for mentions of the company or its products/services, and addressing any negative feedback or complaints promptly and professionally.
5.3 Chats team
Response Time: (<10 secs) Ensuring quick response times to customer inquiries in chat sessions.
Resolution Time: (<15mins) Achieving a high percentage of issues resolved during the initial chat interaction, minimising the need for escalations or follow-ups.
Customer Satisfaction: Maintaining a high CSAT score by providing helpful, accurate, and friendly assistance to customers via chat.
Quality of Response: Delivering clear, concise, and accurate responses to customer queries, ensuring that information provided is helpful and relevant.
Multitasking Efficiency: Managing multiple chat sessions simultaneously while maintaining quality and responsiveness in each interaction.
5.4 Emails team
Response Time: (<30mins) Ensuring timely responses to customer emails.
Resolution Time: (<8 business hrs) Minimising the time taken to resolve customer issues through email correspondence, ensuring efficient handling of inquiries.
Email Quality: Providing thorough, informative, and personalised responses to customer emails, addressing all aspects of their query or concern.
Email Management: Efficiently managing email queues, categorising and prioritising emails based on urgency and complexity to ensure timely responses.
5.5 Calls team
Call Connect Ratio: (>=98%) Striving to ensure there are no call drops due to high wait time while ensuring thorough resolution of customer issues.
First Call Resolution: (>80%) Maximising the percentage of issues resolved during the initial call, minimising the need for customers to call back or seek further assistance.
Customer Satisfaction: Ensuring high CSAT scores by providing attentive, empathetic, and effective assistance to customers over the phone.
Active Listening: Demonstrating active listening skills during phone interactions, understanding customer needs, and addressing concerns appropriately.
Problem-Solving Skills: Effectively troubleshooting customer issues over the phone, demonstrating resourcefulness and creativity in finding solutions
5.6 Detractor callout team
Customer Issue Resolution: Ensuring timely and effective resolution of customer issues to minimise negative experiences and maximise customer satisfaction.
Customer Retention: Implementing strategies to retain customers who express dissatisfaction or negative feedback, such as offering incentives, discounts, or personalised solutions.
Root Cause Analysis: Conducting thorough investigations into the root causes of customer dissatisfaction or complaints and recommending corrective actions to prevent similar issues in the future.
Feedback Management: Collecting, analysing, and acting upon customer feedback, including complaints and suggestions, to identify areas for improvement and enhance the overall customer experience.
Collaboration with other Teams: Collaborating with other departments to address customer concerns, share insights, and implement cross-functional solutions.
Customer Recovery: Implementing proactive measures to win back dissatisfied customers and restore their trust and loyalty through personalised follow-up, apologies, and compensation if necessary.
Order Flow
This order flow outlines the process of how orders placed through a website or app are processed and delivered to the customer, involving various stages and durations.
Order Placement (Website/App):
Customers place orders through the company's website or app. This is the initial step where customers select the items they want to purchase and proceed to checkout.
Order Processing - Shopify (Instantly):
Once the order is placed, it is instantly processed by the e-commerce platform Shopify, a popular e-commerce platform known for its ease of use and quick order processing capabilities.
Forwarded to EasyEcom (15 mins):
After order processing on Shopify, the order is forwarded to EasyEcom, which typically takes around 15 minutes. EasyEcom is our inventory management platform used for managing and streamlining order fulfilment processes.
EasyEcom decides which warehouse is most favourable to fulfil the order quickest depending on the customer’s pincode and inventory.
Transferred to Logistics (2 - 24 hours):
Warehouse team forwards the order to the shipping partner responsible for handling the particular order fulfilment and shipping. This transfer process usually takes between 2 to 24 hours.
The warehouse team processes the order, picks and packs the items, and keeps it ready for the shipping partners to pick up.
Shipping Partner picks up the order form the warehouse and proceeds to deliver the package to the customer’s address.
Delivered: ( up to 6 days from order placed date)
The package is delivered to the customer's address, completing the order flow.
Portals
7.1 Shopify - Order management
7.2 EasyEcom - Inventory management
7.3 Delivery Partners
Cancellation
Cancellation processes in a Direct-to-Consumer (D2C) model typically involve steps for customers to cancel orders they have placed.
8.1 Cancellation Request Submission:
Customers typically initiate cancellation requests through the company's website/app, (first 15 mins) or customer service channels.
8.2 Order Status Check:
The company checks the status of the order to determine whether it is eligible for cancellation. If the order has already been processed or shipped, cancellation may not be possible (exceptions depend on whether this is the first instance in which case we need to follow the RTO process)
8.3 Cancellation Confirmation:
Once the cancellation request is verified and authorised, the company notifies the customer of the successful cancellation and any applicable refund information.
8.3 Refund if applicable:
If the customer has already made a payment for the cancelled order, the company initiates the refund process according to its refund policy. The maximum timeline for refund processing will need to be communicated to the customer.
8.4 RTO Process
The "Return to Origin" (RTO) process refers to the procedure of returning a shipment or package back to its original location, typically the point of origin i.e our warehouse. This could be due to various reasons, including incorrect item delivered,, customer refusal, or other logistical issues.
Dispositions
Accurate dispositions in customer service queues play a crucial role in ensuring effective customer service operations and enhancing overall customer satisfaction.
9.1 Quality Monitoring and Improvement:
Accurate dispositions provide valuable data for monitoring and evaluating the quality of customer interactions. By categorising customer inquiries, feedback, and resolutions correctly, companies can assess agent performance, identify areas for improvement, and implement targeted training programs.
9.2 Insightful Reporting and Analytics:
Dispositions serve as the foundation for generating insightful reports and analytics on various aspects of customer service operations. They allow companies to track trends, patterns, and key metrics such as response times, resolution rates, and customer satisfaction scores.
9.3 Effective Issue Resolution:
Dispositions play a crucial role in ensuring that customer issues are resolved promptly and effectively. By accurately capturing the nature of each inquiry and its corresponding resolution status, companies can track the progress of ongoing cases, prioritise critical tasks, and proactively follow up with customers to confirm satisfaction.
Taggings Sheet
Processes
10.1 Incorrect Product received:
Scenario: Customer had ordered multiple products in an order and out of which instead of product A, the customer has received product B.
Objective of this process:
To ensure we deliver the correct product to the customer within the Expected Date of Delivery (EDD)
Business Purpose:
To regain customer’s trust in Pilgrim & prevent customer churn
Desired Output :
We pick up the incorrect product from customer within 3 days & place a replacement order
Customer receives the correct product within Expected Date of Delivery (EDD)
Process Workflow:
10.2 Swap Order Received:
Scenario: Customer placed an order (1 or more products) and has received a completely different order (all products are different than what were ordered). eg: Customer orders products A, B & C and has received products X, Y & Z)
Objective of this process:
To ensure we deliver the correct order to the customer within the Expected Date of Delivery (EDD)
Business Purpose:
To regain customer’s trust in Pilgrim & prevent customer churn
Desired Output :
We pick up the incorrect order from customer within 3 days & place a replacement order
Customer receives the correct product within Expected Date of Delivery (EDD)
We also connect with the other customer and send them their correct order within Expected Date of Delivery (EDD)
Process Workflow:
10.3 Missing Product:
Scenario: Customer had placed an order with more than 1 product & has not received 1 or more products from the order. Eg: Customer order products A,B & C but has only received products A & C. Product B is missing.
Objective of this process:
To ensure we deliver the missing product to the customer within the Expected Date of Delivery (EDD)
Business Purpose:
To regain customer’s trust in Pilgrim & prevent customer churn
Desired Output :
Customer receives the missing product within Expected Date of Delivery (EDD)
Process Workflow:
10.4 Damaged or Leaked product received:
Scenario: Customer ordered a product but has received a damaged product or the product has leaked/spilled out of the container.
Objective of this process:
To ensure we replace the damaged/leaked product to the customer within the Expected Date of Delivery (EDD)
Business Purpose:
To regain customer’s trust in Pilgrim & prevent customer churn
Desired Output :
Customer receives a replacement of the damaged/leaked product within Expected Date of Delivery (EDD)
Process Workflow:
Step by step explanation of process workflow:
Step 1: Customer contacts us stating they have received a damaged or leaked product.
Step 2: Agent will check the invoice from our system & cross check the details shared by customer
Step 3: Agent will request customer to share images where we can see the damage or leaked product
Step 4:
a. If the customer shares the images with us & we can see that the product was damaged/leaked, agent will inform the customer that we are placing a replacement order for the damaged/leaked product from our end.
b. If the customer does not have images as they have already thrown away the damaged/leaked products & if this is the first such instance with this customer, agent will inform that next time they should share the images else we will not be able to help them. However as an exception, we are placing a replacement order for the damaged/leaked product from our end.
c. If the customer does not have images as they have already thrown away the damaged/leaked products and this is a repeat instance of such a thing with the customer, then agent will politely deny the request for replacement stating that we had already informed this to the customer the last time.
Step 5:
If the customer does not agree for a replacement order and insists for a refund, only then the agent will go ahead with the refund process and inform customer about the timeline and refund amount on email and mark the ticket as resolved
P.S.- The team leader will check if the agent proposed a replacement as the first option for all such refund cases.
Output metrics:
Replacement of the damaged/leaked product is delivered within EDD
Input metrics:
Tickets for damaged products cannot be pending for more than a day (once we receive the images from customer)
Replacement order is placed on the same day (once we have received the images from customer/decision to send replacement is taken)
FAQs:
Is this process applicable if the customer does not have the images of the damaged/leaked product as they have already thrown away the product.
Ans: If this is the first such instance with this customer, only then we can send the replacement product again. However, we should inform the customer that we are doing this as an exception and if such a thing happens again, they should always take pictures first. We will not be able to help if this is the case the next time.
Can we give a refund instead of replacement, if the customer is asking for a refund?
Ans: We would ideally want to send the missing product to the customer instead of a refund so the customer can experience our products. However, if the customer wants a refund, we can process the refund. However, the team lead will check if the agent had proposed sending the missing product as the first option.
Why should we give a replacement/refund when there is a minor leak and the customer can still use the remaining product ?
Ans: We deliver what we promise. We promised our customer that we will send them a properly seal packed product. If we fail to deliver on that promise, we should do the right thing and give them a replacement/refund. The quantity of leak or damage is irrelevant. The product should be delivered in a perfect manner (as shown on the website)
10.5 Product quality issue:
Scenario: Customer has purchased our products and feels there is some issue with the product quality. eg- The colour of the cream was supposed to be off-white but the product received is dark yellow or brown in colour.
Objective of this process:
To ensure we send a replacement product to the customer within the expected date of delivery
Business Purpose:
To regain customer’s trust in Pilgrim & prevent customer churn
Desired Output :
Customer receives a replacement of the product within Expected Date of Delivery (EDD)
Process Workflow:
Step by step explanation of process workflow:
Step 1: Customer contacts us stating they have an issue with the quality of the product
Step 2: Agent will check the invoice from our system & cross check the details shared by customer
Step 3: Agent will request customer to share images where we can see the quality issue (colour, texture etc) and also batch id of the product
Step 4: Share the details received from customer with TLs and EOs & keep the ticket as pending
Step 5:
a. TLs/EOs will confirm that the product is safe to be used with proper reasoning and agent will pass on the same information to the customer & resolve the ticket
OR
b. TLs/EOs will approve a replacement or refund to be processed & agent will inform customer about the same & immediately place a replacement for the product.
Step 6:
If the customer does not agree for a replacement order and insists for a refund, only then the agent will go ahead with the refund process and inform customer about the timeline and refund amount on email and mark the ticket as resolved
P.S.- The TLs/EOs will check if the agent proposed a replacement as the first option for all such refund cases.
Output metrics:
Replacement of the product is delivered within EDD or We give a assurance to the customer that the product is safe to use
Input metrics:
Tickets for product quality cannot be pending for more than a day (once we receive the images from customer)
Replacement order is placed on the same day (once the decision to send replacement is taken)
FAQs:
Why do we ask for the batch id in this case?
Ans: We want to know the batch id so we can inform the same to our warehouse/manufacturing team so they can further check if other products from this batch also have a similar issue. In which case, we can prevent more customers being affected with this issue by not dispatching products from this particular batch.
Can we give a refund instead of replacement, if the customer is asking for a refund?
Ans: We would ideally want to send the missing product to the customer instead of a refund so the customer can experience our products. However, if the customer wants a refund, we can process the refund. However, the team lead will check if the agent had proposed sending the missing product as the first option.
10.6 Product not suitable Process:
Scenario: Customer has used our product and it has caused an adverse reaction on their skin/hair.
Objective of this process:
To ensure we are able to understand the cause of the skin reaction by checking whether correct ingredients and procedure has been used while application of the product and sufficient corrective action is taken.
Business Purpose:
To regain customer’s trust in Pilgrim & prevent customer churn.
Desired Output :
We are able to understand the root cause of skin reaction and educate customers on correct product application procedure if necessary or ask customers to discontinue usage of product if correct procedure was used but product did not suit customer and refund is processed.
Process Workflow:
10.7 Delivered but not Received Process:
Scenario: The order is marked delivered on the portal however the customer claims that they have not received the shipment.
Objective of this process:
To ensure that we are able to track the shipment and provide resolution to the customer by getting the package delivered to the customer.
Business Purpose:
To regain customer’s trust in Pilgrim & prevent customer churn.
Desired Output :
To track the package and get it delivered to the customer by getting in touch with the logistics partner. If logistics partner is able to produce proof of delivery (POD) then let the customer know of the same and provide replacement to customer in exceptional cases by educating them of the procedure in sharing delivery PIN.
Process Workflow:
10.8 Non Delivery Report (NDR) Calling Process:
Objective of this process:
To ensure we connect with all customers whose delivery attempt has failed and get accurate information from them on the next steps i.e. Either a. we should reattempt & deliver the order or b. we should cancel the order
Business Purpose:
Increase the % of orders delivered & thereby help increase the revenues
Desired Output:
Get accurate information on the next steps from at least 50% of the customers
Ensure order is delivered for all customers who want the order to be delivered
Output metrics:
Connection % > 65
Delivery % for NDR connected customers who want the order= 100%
Input metrics:
Quality Score > 85%
No of attempts per lead >=3 until we connect with the customer
10.9 Detractor Calling Process:
Objective: To solve the concerns customers have with our product or service.
Business Purpose: Prevent customers from churning out
Desired output: Dissatisfied customers still end up being our customers and buy from us again (within the next 3 months)
Process workflow:
Output metrics:
At least 50% customers should be ‘happy’ with our resolution
They should buy from us again (within 3 months)
Input metrics:
Reach out to 100% of such customer the same day they submit a bad rating
Provide them with a definite resolution on the call itself
Customer Support Team Structure
Overall Customer Experience Department:
What do we do?
What do we mean by customer experience and customer support? What does the customer experience and customer support team do? Why do we exist? How do we operate?
Find out all the answers in this video and in this presentation.
Working within teams
Play this fun game before you join the session on ‘Working within teams’.
Key Performance Indicators (KPIs)
Team & individual KPIs are listed in this master KPIs sheet.
Team Engagement & Motivation
Team Engagement:
Monthly team engagement activity
Quarterly team outing (Similar to the team outings for HO employees)
Team Motivation:
Make them play for the team right from day 1 (Set tone during the training session ‘Working within teams’)
Display the daily KPI numbers on a screen in the team area
Celebrate victories every time we achieve our numbers
Celebrate/Give shout outs to top performing agents every day
Rewards & Recognition:
Every month we will be rewarding our top performers across all channels. These criteria for selecting top performers will be based on the following 2 things:
1. Monthly performance based on KPIs
AND
2. Adherence to company values
There will be a Monthly top performer in the following categories:
1. Call agent
2. Email agent
3. Chat agent
4. NDR agent
Reward: Cash price or Amazon voucher worth Rs 2000/-
Consistent performer of the quarter (1 Person every quarter)
Reward: Cash price or Amazon voucher worth Rs 3000/-
Training
Training module covers:
About Pilgrim (Company, culture, people)
About the department (Customer experience) and the team (Customer Support)
Working within teams
Product knowledge
Policies
Processes
Softwares & platforms used
Communication style (Tone, scripts, salutation etc)
Customer centricity (Non negotiable protocols, do’s & don’ts)
Roleplays & simulations
Assessments
Policies
Order Cancellation
We allow order cancellation before your order is processed. Once the order has been processed we can not cancel the order under exceptional circumstances.
Shipping charges on a purchase?
We offer FREE Shipping on all orders above a minimum order amount, which is notified from time to time. We also offer Cash-On-Delivery at no additional charge. You should consider the shipping rates shown at the time of check-out to be final.
Quality Assurance Process
The Quality Assurance Associate is supposed to audit calls, chats, emails, NDR calls & customer feedback calls for all agents.
Please find the Quality process presentation here.
Key POC list
Please find the delivery partner escalation matrix in this presentation here
Working Cadence
This is HOW we work as a department.
Who creates the dashboards:
1. Emails, Chats, Social Media : FreshWorks
2. Calls - Tata Dialer
3. NDR - Tata Dialer
Daily North star Metric:
1. Showcase the CSAT rating on a real time basis/Every hour [ Publish it on a TV or a big white board]
Discipline:
1. Timings: Daily briefings start at 9:55 am
2. Anybody who comes later than 9:55 am should send a message on the group informing the entire team that they will be late and what is their expected time of arrival (ETA)
3. Leaves should only be taken when they are pre-approved
4. All leaves must be applied and approved on Razorpay (approved leaves- well in advance, unplanned leaves- on the next working day itself)
5. Meetings should start and end on time. The person running the meeting will be accountable for ensuring that this is adhered to strictly.
Feedback:
Feedbacks need to be shared real time. Appreciate in public but give critical feedback in private.
Appreciation & celebrate each and every win, big or small.
Tata Tele Escalation Matrix
Please note the Tata Tele escalation matrix below.
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