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