Leveraging

CRM
& MH for Store
Business

The content created is for learning purposes by ABFRL. Credits for the slide design go to the original
owner.
Agenda
Customer Relationship Management
Introduction
Importance of CRM
Benefits of CRM
Repeat Vs New Customers
Three Pillars of CRM
Metrics Of CRM
Customer Segment Strategy
Customer Segments for Tele-calling
Store Health
CRM KPIs & Sales KPIs
Data Example
CRM Report
Mission Happiness
Mission Happiness - Vision and Goals
Mission Happiness KPIs
Mission Happiness Retail KPIs
MH KPIs- How to track?
MH Best Practices
MH Report
Business Implication of CRM & MH
Summary

2
Customer
Relationship
Management

3
Introduction Understandi
ng the
Customer

CRM is defined as customer relationship

management. It is a software system that Happy
helps business owners nurture their
Custom
relationships with their clientele. A CRM
also assists with organization, efficiency, time
er
management, and impressing clients every
step of the way. Good
Customer
Service

Loyal Brand
Customer Promoter
s s

4
 Importance of CRM
• Customer relationship management (CRM) is a comprehensive strategy
to manage a company's interaction with current and potential customers.
• It aims to establish long-lasting and mutual relationships with
customers which will increase Customer value and optimize profitability.

No drop in
Relationship Sales/
High Customer Increase in
Customer Service Building with the Increase in
Engagement Repeat Business
Customer Profitabilit
y

AIM of CRM - Increasing customer engagement so high that

irrespective of the campaigns, customers come back, and repeat business
increases. Even if no campaign for a month, there is no drop in sales.
Engaging customers on a very high basis throughout the year. 5
Benefits of CRM
• Someone who is a new customer of the
New Trier brand.
• Exploring

• Customers who try different brands.

Brand Switcher • Not loyal customers

Increase in • Increase in Repeat customers

• Increase in New customers
Consumption
• Which categories are performing
Lapser Of • Which categories are not performing
Category • Why?

6
Repeat Vs New Customers
40% New Customer Base

• New Customer means new enrolment of new customer to Database. Marketing

team plays important role to attract new customers.
• More ATL activities on play that are working for the brand. Example – A hoarding.

60% Repeat Customer Base

• This is a result of the good service and shopping experience of a customer,

Healthy relations can attract customers to store again and again, 3 times in 180
days.
• More BTL activities on the play that is helping in retaining the loyal customer
base. Example – Birthday Calls.

THE HEALTHY RATIO IS 40-60

7
 THREE PILLARS OF CRM

ENROLMENT REDEMPTION CUSTOMER DATA

HEALTH
+ New customer + Moment of Truth – + Up-to-date customer data
enrolment. encouraging redemption has to be maintained to
results in increased spends build long-term
+ “SELLing” loyalty relationships with them.
program to customers by customer
through effective + Successful redemption + 12% of customers open
pitching. creates brand promoters Email compared to 3-4%
who read SMS. We see
+ Done by - + 3 times more likely to be how many actually come
- Effective Communication brand loyal if redemption back to shop.
happens successfully + Customers are twice likely
- In-Store Collateral
+ Measured through KPI – 5 to to respond if they receive
- Accurate information – the 10% increase in sales due to both email & SMS.
power of Asking a campaign is a good
campaign.
8
Metrics Of CRM
1. % age Repeat (value & turns)

2. Enrolment Efficiency

3. Earn 2 Burn Ratio

• not applicable for all Go To Market strategies.

4. Lapse Rate

5. Visit Frequency or shopping interval

9
Customer Segment Strategy
High Basket Value Low Basket Value
Customer Customer

Retain with best customer

High Frequency Point Redemption/Offers to
service – maintain a
Customer increase basket size
relationship.

Create more reasons to

Low Frequency
visit the store – new Incentivize to visit the store
Customer campaigns, offers, etc.

10
Customer Segments for Tele-
calling
Full Price The customers who have made purchase on full price merchandise and have not
Buyers bought discounted products.

Discount The customers who have made more purchase during discount than fresh –
Buyers discount centric

Category The customers who have shown preference for particular LP product, we have
Buyers included that product in the data list shared with you. These customers should be
specifically pitched there favorite product, mentioned in excel.

Birthday Calls Most successful tele calling segment. Brings in higher bill value because of the
offers. Also customers feel good about being called for their birthday creating a
good brand image. 10% of the total sales happens through this.

First Launch The customers who has joined the loyalty after the Autumn Winter’17 Season
Launch and this is there first season launch.

Inactive The customers who have not visited the store for 2 years.
Customers
11
Store Health
Conversion % decreasing YoY Conversion % increasing YoY

No effort in building relationships New Customers are walking in and

Old customers - not returning purchasing
Repeat Sales % Very poor service. Old customers are not returning
decreasing YoY Less than 50% of sales through repeat Sales closed but no loyalty earned.
customers because No customer loyalty 35 to 40% customers are new which
is built. means the campaigns are effective.

Healthy balance between new & old

Too much dependency on old customers customers.
Repeat Sales %
& no effort on making new customers 55 to 60% sales should come through
increasing YoY Risk of attrition. repeat customers.

12
CRM KPIs to Sales
KPIs CRM KPIs Sales KPIs
Total number of Bills 100
Total Sales Value 500000 New
Member Bills 50 Conversion = Enrollments
New Enrollments 45 Non Existing
Non member bills 5 customer bills
Member Bills Revenue 300000 (new enrollments
+ non member
New Enrollments Revenue 150000 bills)
Member Bills
Non member revenue 50000 Repeat Sale Revenue
DOB recorded 25 =
Total Sales Value
Email Recorded 35
Conversion 90% Customers
Repeat Sale 60% purchased in last 2
Active =
DOB 56% yrs
Total Customer Base
Email 78%
Active 25%
13
Example
Data Example
Bills , MH , Avg HI 8882 , 3529 , 63%

ABS, ABV, 2.6 & 6290

Member Base 10001

Active & Inactive 5474 & 1985

Repeat Base & Repeat Bills 3559 & 5033

MAUB 66%

Enrolment , B-day , Email 3259 , 3074, 2788

Enrolment% , B-day% , Email % 87% , 95% , 86%

Avg Sale & YTD 55L & 660

MAUB = MONTHLY ACTIVE USER

14
BASE
 CRM Report in Power BI
CRM
CRM Reports shows the store’s health.
Report

When do we use this Report?

When we want to check Total customer base, % active and inactive base, repeat business and
%ge new enrollments
Mission Happiness

16
Introduction to MH
Mission Happiness is a structured way to

Listen Learn
Recognize Act
to our From the
the staff on feedback
customer feedback

Mutual effort from everyone across the

company
Mind shift towards creating delighted
customer

Delighting customers and

employees
17
Mission Happiness - Vision and Goals

To passionately satisfy Indian consumer needs in

fashion, style, and value, across wearing occasions in
Apparel and Accessories, through strong brands and
high quality consumer experience with the ultimate
purpose of delivering superior value to all our
stakeholders

To be the undisputed leader in the lifestyle industry

by being responsive to customer needs

18
Mission Happiness - Circle of Delight

1
4
ay

C
us sh
e
/ W th t

&

to are
on by en

m s
i

er e
l ut rd em

vi p e
s o a g
w a

si r
e
R fo r a n

x
ts ie
M

st nc
or e
e
D
iff
ad er am
e te
f e d r e nt e 2
3 ed s te n tr ack
b a s t am e b
l c lls mer
s
ck he s l
Ca ca sto
cu
How do we interpret the scores in MFL?

Detractors Passive Promoters

0 1 2 3 4 5 6 7 8 9 10

Needs Happy
improvement Most likely
Very less likely to to
recommend recommend

20
Mission Happiness KPIs

Overall Happiness Index = (No. of Promoters - No. of

Detractors)
Total No. of Responses

21
Mission Happiness Retail KPIs

Buyer Response Rate Non Buyer Response

Huddles – one per
Min. 40% Rate
week
Min. 20% of Buyer

Staff Service HI Store Environment HI

22
MH
MH KPIs
KPIs--How
Howtototrack?
track?
:

Response Store
Huddles Environment &
Rates Staff

• Power BI • Weekly • Power BI

• Weekly MIS Huddle Dashboard
Emails • Service HI
• Tele coaching
Emails
• MH Portal

23
Store Huddle
 What is in it for you?

By the end of the program you will be able to

+ Interpret MH MIS report

+ Understand and use of MH Portal
+ Conduct an effective Store Huddle
+ And arrive at an action point
 Role as a SM

OWNING Mission Happiness for my store…

+ Attempt to delight every customer with excellent service
+ Prompt all Customers to give feedback on MH App

+DRIVING Mission Happiness

+ Spend quality time everyday to run MH actively in store
+ Act upon the feedback and strive to improve
+ Conduct a weekly huddle of MH in the store
What is a Huddle?
A team gathering to Plan, Motivate & Celebrate

PLAN
Actions that will keep your store
constantly in customer’s mind

MOTIVATE
To learn from experiences &
become a better team

CELEBRATE
good performances and
successes
What is an MH Huddle?
A weekly meeting of 20-30 minutes

What happens in a Huddle?

+ Discuss customer feedback

o MIS & Verbatims
+Get suggestions from the
team
+Decide on way forward
Importance of a good Huddle

A great platform to:

+Review weekly trends

+Share positive feedback
+Get suggestions from the team
How to conduct an MH Huddle?
The 6Ps of a great Huddle!

2 3
PRONOU PROMP
1 NCE T 6
PREPAR
PUBLIS
E
4 5 H
PLAY PLAN
The 6Ps of a great Huddle!

2 3
PRONOU PROMP
6
1 NCE T
PREPAR
PUBLIS
E
4 5 H
PLAY PLAN
How?

+Pick one Happy tale

+Analyze trends in MIS report MH Portal

1 +Interpret verbatims
PREPAR
E +Identify an action point

+Note down your own observations

The 6Ps of a great Huddle!

2 3
PRONOU PROMP
NCE 6
1 T
PREPAR
PUBLIS
E
4 5 H
PLAY PLAN
How?

• Recap last week’s ‘Action point’ & progress

2
PRONOU • Discuss last week’s MIS & verbatim
NCE
• Discuss what went well
• Discuss opportunities for improvement
The 6Ps of a great Huddle!

2 3
PRONOU PROMP
NCE T 6
1
PREPAR
PUBLIS
E
4 5 H
PLAY PLAN
How?...DAILY PROMPT

SM PROMPT for ‘Delight stories’

3 everyday during briefing
PROMP
T
o How did the team delighted customers
yesterday?
o Let's vote for the best story/experience

+Publish on the portal

o It’s easy… Just ‘tick’ the daily prompt
log on the portal
How?…WEEKLY PROMPT

3 +Ask each team member to share

PROMP 1 customer delight story
T
+ACKNOWLEDGE the delight
story

+APPRECIATE the exceptional

effort

+APPLAUD to show that such

behavior is encouraged.
The 6Ps of a great Huddle!

2 3
PRONOU PROMP
NCE T 6
1
PREPAR
PUBLIS
E
4 5 H
PLAY PLAN
How?
Discuss all important customer verbatims to his team
4
PLAY ‘Delight’ Stories
• Analyse reasons for delight
• Acknowledge – Appreciate – Applaud
The 6Ps of a great Huddle!

2 3
PRONOU PROMP
NCE T 6
1
PREPAR
PUBLIS
E
4 5 H
PLAY PLAN
How?

• Based on your analysis of the MIS and

5 feedbacks given by customers
PLAN • Arrive at ONE key ‘Action Plan’ for the week
• Let everyone know ‘what’ the action
point is and who is responsible
• Identify who will drive that action point.
+ although one individual may be responsible, the
entire team is accountable for implementing the
‘Action Plan’
• Motivate the team for the week ahead
The 6Ps of a great Huddle!

2 3
PRONOU PROMP
1 NCE T 6
PREPAR
PUBLIS
E
4 5 H
PLAY PLAN
How?
6 Publish report in the portal after the Huddle

PUBLIS • List ONE action point for the week stating

H
−What needs to be done
−By whom
−How
−By when

• Publish one WOW story discussed during

daily prompts
Your observations give you the
credibility?

• You will get insights from

• Personally attending as many
customers in a day
• Spending quality time on the floor -
observing customer interactions.
• Any other external factor affecting
customer experience
 Role
Play
Scenario – I :
In the recent customer feedback you have got the below improvement points :

− 20% customers seeking improvement in Staff service

− Out of this 10% customers are seeking improvement in Loyalty Programs
− Feedback says cashier took 15 mins to resolve a ‘Loyalty points’ issue

Conduct a role play on MH Huddle to

discuss the improvement area’s & action
planning
 Role
Play
Scenario – II:
In the recent customer feedback you have got the below improvement points :

• “Staff Service” has been good, but ‘Alteration’ has been an area for improvement.
• Customer verbatim shows that an alteration was delayed
• Tailor says that staff is committing unreasonable timelines for alteration.

Conduct a role play on MH Huddle to

discuss the improvement area’s & action
planning
 Role
Play
Scenario – III:
In the recent customer feedback you have come across the below comments by
customers :

• “Worth the money” an area of concern indicated by customer

• Customer feedback says products are expensive
• You have noticed staff not consistent in explaining products

Conduct a role play on MH Huddle to

discuss the improvement area’s & action
planning
MH Portal-Huddle Format
How to Analyse the MIS?
 How to Analyse the MIS?
Let’s take a MH Portal walkthrough
MH Portal

Screenshots
MIS Portal walkthrough
Select a
week &
click get
report
No. of Response ( Buyer, Non Buyer,
Customer who do not answered )
Product wise demand vs
demand loss
Occasion wise demand vs
demand loss
Customer age demographics
comparison over last 2 months
Customer occupation demographics
comparison over last 2 months
Customers delighted vs seeking
improvement
Staff Service over last 4 weeks
L2 Reasons – Customer seeking
improvement on Staff Service L1
 FAQs
Frequently asked question Answer

• You should get at least 50% of your BUYERS (those

who make a purchase) to share their experience. Eg:
If you make 100 bills. You should get at least
50 buyer responses
• Similarly, you should aim for getting responses
from NON-BUYERS (those who do not make a
purchase). This number should be at least 25% of
• Is there any target on number of responses to the number of total bills. In the above example, it
collect? should be at least 25 responses
• For every 100 bills made, you should aim for a
MINIMUM of 50 responses from BUYERS and 25
responses from NON-BUYERS. Total 75 responses.
• While this is only INDICATIVE. You are encouraged
to collect responses from AS MANY Buyers and Non-
Buyers
FAQs
Frequently asked
Answer
question

• MIS Report – Access MIS reports of your store

• My Store Feedback – Read all the feedback shared by your
customers
• My Huddle Reports – Publish your weekly store huddle action
• What can I use the point
MH Portal for?
Access it at:
http://missionhappiness.madurafnl.com/
FAQs
Frequently asked
Answer
question
• Login to MH Portal
• Where do I publish • Go to the tab ‘My Huddle Report’
huddle action point? • Press the button ‘Add Huddle Highlight’ to add your
store action item for the week
 Business Implication of CRM & MH

Customer Feedback – their Brand’s Longevity

Feedback reaching the – how to grow –
choices, preferences and what business teams and designers.
they want. with the help of
feedback.

CRM & MH helps drive business

decisions.
65
Contribution to Business
+ It allows the brand to understand what they are doing right and what they are not
doing right. i.e., why there is demand for them in the market and why there is a
demand loss for them.

How do they do it?

1. In-store feedback – which tells them customer preferences and choices and also why
they made their choices (by the MH Survey questionnaire)
2. The information collected is then collated and transmitted to the business team to
make decisions that align with customer behavior
3. Customer complaints to be resolved and followed up – this helps in making a strong
long relationship with the customer

66
Summary CRM and MH are the way for a brand to make
definite data-driven business decisions.

67
CVRS Agenda

1 An introduction to Retail Customer

Service
2 CS Process Flow & Cases
Categorisation
3 How are we resolving complaints?
4 CS Delight Stories
5 CS Key FY23 Initiatives

68
Where are the complaints coming from ?
Current Customer Touch-points for raising
Other Platforms where complaints
complaints
will come in future

Stores
Reviews Customer Customer Service
on Google Service e-mail Number for online
Business for store orders
related
queries
customerservice@
abfrl.adityabirla.co
m Message the
Customer Complaint on
Facebook Service
WhatsApp
Number
for store
related
queries Describe the
CONTACT US
Complaint on Website
Twitter Online with suggested L1s
Related
Email ID
Instagra happytohelp@ …...com 69
m
 Who is solving for complaints ?
Marketing E-commerce Retail
Mission
CVRS ORM E-Comm EBO Store (Retail)
Process Happiness
Owner
Marketing Brand RDs
MH Head (Archana) Abhishek Jha
Heads

Offline: Somesh
Somesh Online: Ronit Mohanty Ronit Mohanty • Handled at Store
(CRM, exchange
etc.)

SMS/ • Handled in

External Outbound Email/ Inbound Individual 30+ In- house team @

Showroom
System (Quality
Vendor Call Centre (Ebixcash) agencies Westbury checks)

(Startek) • Directed to CVRS

email ID

Prime Feedback Queries/ Complaint Complaint Order Queries/ Feedback – via

Conversation Management Management Complaint Management Mission Happiness
Escalation Matrix. Escalation closure Escalation closure :
Complaints Escalation closure by e-com Telecallers
Automated. No managed closely by Magus Team
manual follow up. Team via D365
Tech used Manually + D365 D365 Manually + D365 D365 70
Types of cases in CVRS- Inflow Categorization

• Product Complaints
Complain • Service Complaints
t • Malpractice

• Feedback/
Suggestion
• CRM/Offer Related
Query • Human Resource
Related
• Sales Enquiry
• Others
Customer reaches
out to CVRS through • Appreciation
Call / Mail • Feedback
• Suggestions
Request • Product Availability
• CRM Related
Requests

71
Types of Cases and Categories

Complaints Query Request

• Product Related
Query
Product Service Malpractice • Alteration Service
• Store Enquiry
• • Alteration • Franchise Query • Appreciation
Trouser &
Jeans Related • Offer Related • Feedback
• Behavioral Query
• Shirt & T- • Suggestion
shirts Related • CRM Related
• Billing Related
• Product
• Jackets Query
• CRM Related • Business Availability
• Suits &
• New Product
Malpractice Development • CRM Related
Blazers
• Footwear Exchange Query Requests
• Accessories issue • Human Resource
• • Offer Related Query
Innerwear
• • Price Variation • Corporate Order
Others
• Reclaim Query

72
CVRS Internal Process Flow

Escalation
Customer CVRS gives Case gets Case is
A case Level-1
reaches First categorize escalated
gets
out to gets Response d depending
manually
CVRS created to depending upon the
severity escalated
in D365 customer upon the by CVRS
within VOC
24hrs

Post CVRS Team Reminder

Relevant
MH closure, close loops mail post 6
CSAT gets Stakeholde
performs CS-NPS the hours of L1
measured r proposes
RCA’s on proposed L2 at 48hrs
at MH email gets the
CSAT resolution L3 at 72hrs
triggered resolution
to customer is
to to CVRS
and case automated
customer Team
gets closed on D365
[LP is
piloted]

73
CVRS Escalation Matrix

Level 1 Level 2 Level 3

(24 hrs) (48 hrs) (72 hrs)
• TO: ABM / RM • CC- Brand COO • CC- President
• CC – NROM / RD / • Marketing Head • CEO
Store Mail Id • MH CVRS SPOC
• MH Function Head
• Brand Secretary

Please do not write any email to MFL Customer

Service via ABFRL id

74
How are we resolving complaints?

4 1 Listening to
Communicate 1. Customervisiting store
Customer
Resolution to the
2. Email to consumer centricity team
Customer & Ask if
[ CVRS+ Ecom CS ]
the solution is
satisfactory 3. Call to CVRS Number
4. Social Media Platforms
5. Detractor Feedback on MH
6. Emails to Senior Management

Analyze &
3
Solve
Complaint Respective
Stakeholder 2 Confirm The
Complaint
addresses the Call center team
complaint calls back selected
customers to get
further information
if required
75
How do we solve Product Related Complaints ?
Product Complaint

CVRS probes for relevant

details

CVRS selects SOP basis

below mentioned criteria

Purchase less than 6 Purchase more than 6

Months Months
CVRS directs customer to visit the nearest EBO
along with the defected product and purchase CVRS directs customer to visit the
details (Invoice/Registered contact number) for nearest EBO and submit the product for
the store team to examine the issue and Quality Analysis with a explanation note
provide resolution accordingly on the complete quality process

Process Note:
*CVRS follows up with customer for 3 days in order to collect the details CVRS
*Incase customer fails to share the requested details, case gets closed as ‘’ No response Process
from consumer. However, customer has an option to re-open the case any point in time SOP
just by replying to the same case 76
How do we solve for Service Related Complaints?
Retail Service
Complaints

Retail Ops CRM GV / Others

• Alteration issues • Points not credited

• Extension in GV validity
• Behavioral Issues • Birthday coupon not
• Unable to redeem GV at
• Billing Related issues received
store
• Offer / Discount related • Points, coupon
• Invalid GV
issues revalidation
• GV terms not clear
• Reclaim on QC report • Invalid Offer / Coupon

• CVRS collates all the relevant • CVRS collates all the relevant details from
• CVRS collates all the relevant
details from customer customer
details from customer
• Reaches out to relevant • CVRS follows NROM | Finance approval
• CVRS escalates the issue to CRM
stakeholder basis complaint protocol for all extension requests
SPOC looping Capillary support
classification • For all other types of issue, CVRS close
Team in loop
• CVRS close loops the complaint loops the resolution with the help of
• CVRS close loops the proposed
basis proposed resolution from multiple teams [ IT, NROM, 3rd party
resolution with the customer
stakeholders vendors POC etc.

Dependencie Categories SOP

s 77
How does CVRS close loop on Detractor and Ecom Cases?

Post discussion
with the
MH Call Centre CVRS team
customer, in
calls the escalates the Relevant
cases where a CVRS Team close MH Team to
Customer shares customer within case to relevant stakeholders
further action is loops the monitor customer
experience with 24 hours and stakeholders proposes the
required, MH Call resolution with retention KPI for
the Brand understands the within 24 hours resolution to
Centre Team will customer Detractors
feedback in of receiving of CVRS Team
transfer the case
detail case
to CVRS instantly
on D365

ECOM Call Process Flow

@CVRS
D365
CVRS Team ECOM CS
Customer system
assists CVRS team team will
calls CVRS will
customer creates a give a call
Toll Free automatic
in order to manual back to
line to ally
register a case on customer
raise a creates a
complaint D365 and within 24
ECOM copy & hours to
on website closes the
related transfer it further
via contact case
concern to ECOM close loop
us
Team
78
Delight Stories ( Customer Testimonies)
“Thanks, your efforts are highly
“You guys are awesome.
appreciated.
Thanks for your support.
This will help your one of regular
Mr. Umapathy at LP outlet in Anna Nagar
customer to be associated in future
was kind and made the exchange
also.
process easy.
Regards
Thanks indeed
Ravindra”
Arun”

“Dear LP Team,
Thank u for your quick Response….I
As confirmed and prompt addressing the am really satisfied with your
concern, Mr. Gurjeet (Manager of Z Square) service…and thank to The salesman
outlet provided the laces and He shares as LP Akash that he personally took care
Company has re-started providing extra shoe of this. and also the managers of
laces if a customer needs it. I appreciate the Louise Philippe ❤️I really appreciate
action taken on this concern, appropriately. their service
Good Show Team LP... Feeling satisfied on
being with LP customer from over a decade.
thank you ❤️
Thanking You all. Regards And the query has been resolved❤️
Tanvir ”
79
Questions?

80
Thank You

81