Myntra Designs Pvt. Ltd. was started by a group of IIT and 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 three
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 3,500 designers who have contributed to over
30,000 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 arelargest and latest product catalog, great usability, 24X7
customer support, and favorable return policies for consumers.
Background
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 retailera 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.
The Business Challenge
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:
Unable to handle the increase in the volume of call traffic
Mass reachout was becoming difficult due to technical glitches
Low business productivity
Deteriorating levels of customer satisfaction
Client Profile
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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 their needs.
Solutions Delivered
After a successful stint in understanding the needs of an e-commerce business,
Drishti's Ameyo was deployed at Myntra to provide a unified window for
interactions management and empowering the latter to deliver superior customer
experience management. Ameyo integrated the entire business processes 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, 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 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 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.
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 level, 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.
ts reserved.