Customer Lifecycle
Customer Lifecycle
Management at
Management at
Myntra
Group 11
Ragashree-1911215
Chiranjeev-1911241
Kriti-1911270
Group 11 Udita-1911278
Ragashree|Chiranjeev|Kriti|Udita|Arya Arya-1911303
Myntra “ Fashion and Lifestyle accessible to each and everyone ”
Creating MAGIC through their Values
M Make it
Happen A Aim
High G Great
Together I Integrity C Consumer
First
Clear vision and Thinking Cross functional Fair Principled Leverage technology
work hard to big and team collaborations and work with for customer
achieve those taking risk to achieve goals integrity centricity
goals
Achieving Customer Excellence
Customer – Care Logistics Shopping Social Media
Staff Experience
• Delivery personnel
ensures on-time • Dedicated team to
• They are excessively delivery, good • Large variety of handle customer
trained to interact quality of the selection of products complaints /
well with the and brands offered feedback on all
package delivered
customers to customers forms of social media
• They are given
• Within the Most-valued and in- 90% of the customer
helmets to indicate • •
organization, they that Myntra ensures demand products complaints are
are called the safety of personnel – are kept in-stock addressed via a
“champions” human response
this instils a trust for
the brand
Attraction & Satisfaction Strategy
Attraction Strategy Satisfaction Strategy
• Try and Buy: • Flyrobe Rental • Social buying:
Allows users to try a product feature: Indirect recommendation • Alterations:
before purchasing. It is aimed through “in-carts” data Partnered with 200+ tailors for alteration
Myntra has added clothes
to address a prominent barrier (“Facebook of shopping”). services at doorstep for Myntra products.
renting feature, in partnership
to shopping online. with rental platform Flyrobe.
• Offline Marketing • Large-scale Sales
• Expansion to Tier 2 Promotion: • Return and Exchange Policy:
Campaigns: Myntra introduced the 30 days exchange
and 3 cities: The customers could play Myntra large-scale ‘sales’
policy, when they found 80% of customers were
Myntra has added 4,000 new virtual games & collect points, events serve as the primary
requesting returns just to buy a different size.
pin codes, most of them being which could be exchanged source of customer attraction.
in the untapped tier 2 & 3 for discount coupons on
cities. Myntra.
Myntra’s ‘sales’ calendar
• Complain Redressal:
Myntra provides customized responses to
customers, by tagging or incorporating their
2 2 2
names. They also follow-up on the complaint
1 1 1 1 1 1 1 for satisfactory resolution.
Jan Mar May Jul Sep Nov
Feb Apr Jun Aug Oct Dec
Retention Strategy
MYNTRA STUDIO MYNTRA INSIDER AI- FASHION SOCIAL MEDIA
BASED INBOXING SUPERSTAR PRESENCE
• Co-creation • Points • Smart-tech • First-of-its-kind • Relevant content,
(influencers) redeemable Platform • Emotional promotions
• Personalized as coupons • "Promotions“ engagement, • Product
recommend • In-house emails to opportunities display, transition to
ations services "Primary" app
Technology and Innovation
CRM Tool Cloud Support Rapid AI Platform
• Earlier, Myntra used Oracle’s • This platform is aimed at
• Myntra has partnered with
RightNow as the CRM delivering fast fashion.
Microsoft for cloud support.
software. • It analyses sales data from
• Azure integration has led to
• It has now shifted to Myntra, Flipkart and other
faster processing of systems
Flipkart’s SmartAssist and has sources like Instagram to
built its own framework on top • Using Azure Machine capture popular trends
of it. Learning, Myntra is generating among customers.
actionable insights from
• Some data points collected • The product design process is
customer buying activity.
during customer journey – automated using AI
order details, delivery details • These insights are provided to recommendations.
(delayed/on schedule), partner brands to design
• Myntra launched new brands
exchange/returns placed by products based on fashion
under this program - Moda
customers. trends
Rapido and Here & Now
Insights from Customer Survey
We conducted primary research to understand Myntra’s customer experience using a survey.
Following is the profile of respondents:
Where they live: What is their gender: How often they shop on Myntra:
Insights from Customer Survey
Satisfaction with Myntra’s shopping experience: Myntra’s customer care experience:
Call support:
Email support:
Myntra’s Net Promoter Score:
Insights from Customer Survey
We further asked the respondents about their satisfaction with
Myntra’s shopping experience, to understand more about the
factors key to customer satisfaction.
Insights from Customer Survey
Awareness about Awareness about
Myntra’s followers on social media: Myntra’s offline stores: Myntra’s programs:
Try & Buy
Myntra
Insider
None
Myntra
Studio
Alteration
Service
Myntra
Move
Myntra X
FlyRobe
Insights from Customer Survey
20.3% of our survey’s respondents have never shopped on Myntra. We gained the following insights
from their responses to the following questions:
Sentiment Analysis
We performed sentiment analysis to interpret customer’s emotions in reviews and feedback given to
Myntra on online platforms.
a) Twitter b) TrustPilot
• One of the most popular social media platforms • Consumer review website
• Most reviews (tweets) are product/order specific • Mix of general and product/order specific reviews
• 2000 tweets (@MyntraSupport) posted between 7-16 Sep ‘20 • 97 reviews posted between 1 Jul ‘20 -16 Sep ‘20
Positive Neutral Negative Positive Negative
Neutral
5.6% 8.2% 86.2% % tweets 3.1% 95.9% % reviews
1.0%
Positive Negative Positive Negative
Key Insights from Interviews
Business Associate, Software Engineer, Business Associate,
Growth and Revenue Ex-CRM Team Strategy Planning
“Customer profitability is measured “Myntra uses Flipkart’s SmartAssist “We value our most loyal customers
using the Recency, Frequency, tool for CRM. We have built our by promoting them higher on the
Monetary Value Model” own framework on top of it to serve Myntra Insider Loyalty Scale and
our customized needs” penalizing those who engage in a
“Super-profitable customers bulk purchase and return strategy”
contribute to more than 50% of the “We provide a help-centre facility
revenue” where the user can opt to be “We understand the value of
called back at a convenient time, providing our customers the most
“We use key metrics such as thus saving customer’s time and accurate size suggestion - our size
impressions/click, impressions/# of cost” recommender system helps to beat
installs, Top of Mind to measure the the lack of brand standardization”
reach of a campaign. The metric “We collect customer data
used varies with the type of throughout the journey of the “We curate a diversified product &
campaign” customer, post an order is placed. style catalogue to ensure good
This is used to improve our service conversion for our Browse-not-buy
“Customer support is measured and provide better customers”
against 3 key metrics – NPS, TAT for recommendations, identify & tier
customer queries, number of customers based on their return “We strive to increase engagement
customer issues resolved out of patterns” with our users – the Myntra Move
number of issues raised” initiative serves this goal”
Recommendations
• Promotion of loyalty program
• Recognize pain points of BNB
through specialized and automatic
customers - gathering information
discounts
about why customers didn't make
a purchase on the session through
• Targeted communication on
DI
an in-app feature
FF
offline stores, try-and-buy and
ER
TIF
alteration services for BNB
EN
NE
TIA
type customers
ID
TE
• Establish connect beyond retail, • Increasing scope of services
impactful social media presence through Flyrobe (targeted promoti
E
IZ
IN
through relevant content (e.g. on for certain segments, certain
M
TE
TO
tutorial videos on styling with periods) to address concerns
R A
US
C
influencers) about online buying
C
T
• Move from passive customer care
(through mail) to active methods
like a chatbot
*BNB: Browser not Buyer
Thank You
