Snapdeal - CRM strategies
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Transcript of Snapdeal - CRM strategies
Customer Relationship Management
Group : 4Aayush Jain UM15311Ambarish Sarangi UM15315Ankit Patel UM15318
Biswajit Routray UM15324Mahesh Prasad UM15333
Gunjan Panjwani UM15328Piyush Virmani UM15384
Introduction
• Snapdeal is an e-commerce company based in India
• Headquartered in Delhi, Snapdeal.com was launched in February 2010
• Daily deals website that features discount offers across lifestyle segments
• One of the fastest growing e-commerce companies in India today with the largest online market place
• Vision is to be India's most reliable and frictionless commerce ecosystem that creates life-changing experiences for buyers and sellers
Introduction (continued)
• Provides more than 35 million products in around 6000+ cities
• Serves as an advertising platform for merchants and a discount platform for customers
• Gets the best offer possible from the merchants from cities across India and then deducts a small amount of commission.
35 Million+ Products Cash on Delivery Installation and Repair Services
CRM Vision
Sellers
Customers
Snapdeal
Vision: To create India’s most impactful digital commerce ecosystem that creates life changing experiences for buyers and sellers.
• Expert assistance through advisors• Free training and support• Capital Assist: with banks for
working capital requirement• Snap deal plus: free inventory
storage and delivery• Cataloguing, Photography, Business
Consulting
Sellers
IT ArchitectureSnapdeal Cirrus
CRM Implementation
SNAPDEAL’S PLATFORM
• Reward points• Payment by gateways• Sales reporting• Product feed• Advanced stock control system• Content Management system
EMAIL MARKETING PLATFORM
PORTAL
• Customer order history• Quote with place order link• Payment with invoice
EPOS
ACCOUNTING SOFTWAREAutomated order of
customer order and stock
Segmentation
Customer lifecycle segmentationRecencyFrequencyCustomer Life Time Value
Product Affinity SegmentationProducts or categories viewedProducts PurchasedProducts likely to cross-sell
Demographic SegmentationGenderAgeLocation
Visitor TiersLogged in vs Guest UsersVIP StatusRepeat vs 1st time visitors
Segmentation
Analytical CRM
Key Features of Analytical CRM
• Collection of relevant customer information• Storage and integration of data in central repository• Developing proper methods to analyze customer relationship• Implementing results to enhance efficiency of CRM System
Different Analytics used in Snapdeal
• Customer Analytics • Sales Analytics• Service Analytics• Channel Analytics
Multichannel Strategy
PushMail Website
Social Network
MobileApp
• 70-80 % of the orders come over the mobile
• On mobile, the conversion is over 5% which is 20 % higher over PCs
• Listed in top 100 Indian websites in terms of traffic
• Referral Programs, Get Your First Deal Free
• Daily deals are presented on social media like their Facebook, Twitter, Instagram
• Push mails are sent to registered customers about customer-specific offers
Multichannel Integration
• A global first for an online marketplace• Omni Channel combines online discovery of products with
same day hyper local fulfillment with value added services• Mobiles Phones, tyres, home appliances and fashion apparel
- the first categories to roll out
• 77% of consumers browse in stores before making a purchase online
• 55% consumers conducted on-the-go mobile research before making a purchase
Janus
• A multichannel platform where users can discover, buy, same day local delivery and get value added services
• Partnerships with The Mobile Store, Michelin, Luminous and Shoppers Stop
• Blurs the lines between online and offline retail and acts as gateways to each other
Contact Centre Service
Metrices to measure CRM impact
Areas to measure
CRM success
Sales
Marketing
Service
Social Media
Website
Supply chain and logistics CRM
Success Factors
Strategic Alignment
User Involvement
and Acceptance
Improved process
effectiveness
Information Sharing
Visibility
Metrices to measure CRM impact
Sales• Renewal rate• Number of new Customers• Number of retained
Customers• Amount of new revenue• Close rate
Marketing• Number of campaigns• Number of campaign
responses• Number of campaign
purchases• Revenue generated by
campaign• Number of new customers
acquired by campaign• Number of customer
referrals• Number of web page views• Customer lifetime value• RFM• Customer Acquisition costs
Service• Number of cases handled• Number of cases closed the
same day• Average time to resolution• Average number of service
calls per day• Complaint time to
resolution• Number of customer call
backs• Average service cost per
service interaction• Percentage compliance
with SLAs
Metrices to measure CRM impact
Social Media
• Conversation Buzz• Conversation
Value• Conversation
Volume• Demographic
Metrics• Message Reach• Sentiment Type• Share of Voice
Supply Chain and Logistics
• Fill rate• On time ship rate• Performance to
promise• Backorders• Customer order
cycle time• Perfect Order
Measure
Website
• Visitor count• Page hits• Duration• CTR• Registered users
Customer Feedback (Primary Research)
Customer Feedback (Primary Research)
Employee Feedback (Primary Research)
Employee Feedback (Primary Research)
Internal CRM System
Reporting-Dashboards -Marketing Analytics -Sales Trends - Case Reports -Customer Profiles
Marketing-Multi-channel Campaign
-Campaign Wizard-Email Marketing
-Lead Management
Sales-Opportunity Management
-Contact Management-Account Management
-Forecasting-Contracts
Support-Case Management
-Inbound Email-Knowledge Base
-Bug Tracking-Self-Service Portal
Collaboration-Email Client -Project Management -Office Client -Outlook Plug-In -Activity Management
Platform-Role Management -Workflow -Custom Fields -Module Leader -Access Control
-Layout Editor -Module Builder -Homepage Layout –Exchange Apps
ConclusionSnapdeal through CRM implementation aims to:
• Create and execute campaigns across marketing channels
• Capture leads directly into CRM System
• Central repository for customer support and product issues
• Share knowledge and case resolutions across teams
• Cloud integration of CRM