Back to Case studyA One-Stop Retail Store for Multi-Brand Electronic Devices Gets its Unique Toll-Free Helpdesk Number from Tata Tele Business Services
ShareIntroduction
A subsidiary of the Tata Group, the company is a retail chain selling consumer electronics and durables from multiple brands. It has a range of more than 6000 products sold from 150+ stores across 40+ major Indian cities.
Founded in 2006, the brand started a one-of-its-kind large Indian retail store that offers multi-brand electronics via both physical and online channels. With a wide range of goods, tech-savvy staff, and the willingness to go an extra mile in serving customers, it has built its own niche in the industry. The devices offered by the store include, but are not limited to, TVs, washing machines, ACs, refrigerators, dishwashers, desktop computers, laptops, tablets, mobile phones, personal grooming appliances and cameras.
As the company provides both in-store and online shopping convenience, it needed a centralised customer service number that buyers could reach irrespective of the channel / location they were planning to buy products from.
Being a part of the Tata Group, it was aware of the benefits that 1800 and 1860 number services configured by Tata Tele Business Services (TTBS) provide. To route the increasing volume of calls from different parts of the country to appropriate resources and get them answered effectively, the retail brand asked us to set up the service.
Business Challenges
Serving its customers from more than 200 branches across India, the store aims to offer consistent omnichannel shopping experience to all its customers, regardless of the channel they choose to shop from – physical store or e-commerce. For this, it needed a business contact number that callers could dial from anywhere in India to connect with the best person or a self-service option for answers to their specific queries.
The helpline number was to be used for connecting to a call centre working roundthe-clock and the company had some priorities while choosing it:
- The number had to be distinct and easy-to-remember
- It had to provide a self-care portal to manage routing options to different departments / regional store centres
- There was a need for an analytical dashboard to check the calls routed
Lastly, the business telephone number had to be backed by an end-to-end service level agreement (SLA) for details on the availability of features that it claimed to provide.
TTBS Solution
As a part of its marketing solutions, TTBS provides 1800 toll-free number and 1860 universal access number (UAN) services to private and public organizations. In this case, we configured a 1860 single number access solution for the electronic store to meet its specific requirements.
Our solution architect activated the phone service on TTBS’ intelligent network platform that makes it easy and quick for callers to connect to a customer service centre. They could use the IVR menu to be directed to trained resources for answers on pre-sale, post-sale and other general queries.
The 24x7 accessible helpline number brought the attributes that the company had asked for:
- It was a unique number, supporting the store’s brand identity and was also easy to recollect for customers.
- The UAN came with inbuilt multi-level IVR service, enabling callers to be routed to the departments they needed to contact.
- The 1860 number’s IVR was customisable via a portal that also offered analytical reports on the number of calls received each day, the options chosen by different customers, helping the business to make the service more customercentric
Integrated with the contact centre software that the store had been using, the calls received on the number could be monitored by supervisors. And the service was SLA backed – TTBS provides on-call technical assistance round-the-clock. And troubleshooting support whenever required is provided within documented timelines.
Benefits
- Better brand recall with a unique identity number for 24*7 helpline
- Ease of customising call routing through userfriendly interactive web interface
- Improved customer experience built by quicker call connects and IVR-based routing to right resources
- SLA based marketing solution guaranteeing high availability and seamless service
- Actionable business insights provided by detailed call analytics reports
