Assignment on FLIPKART.COM
Submitted By B. Naga Lakshmi
[118W1A0565]
N. Snehitha
[098W1A0501]
J. Mounika
[128W5A051]
N. A!oo"#a A!oo"#a
[118W1A059$] [118W1A059$]
INTRODUCTION AND COMPANY PROFILE:
%&i!ka"t is an 'n(ian e)*omme"*e *om!an+ ,hi*h is -oun(e( + Sa*hin Bansa& an( Binn+ Bansa& in 200/. 't is hea(ua"te"e( in Banga&o"e a"nataka. 3he Bansa&s *ont"o& $/4 o- %&i!ka"t euit+ A**e& a"tne"s an( 3ige" &oa& togethe" *ont"o& 84 an( the management ho&(s the "emaining 154. %&i!ka"t *ame in to &ight e*ause o- its *ash)on)(e&i#e"+ mo(e& that has !"o#en to e o- g"eat signi-i*an*e sin*e the *"e(it *a"( an( net anking !enet"ation is #e"+ &o, in 'n(ia. %&i!ka"t has gene"ate( "e#enue o- 7$50 mi&&ion an( unti& "e*ent&+ ma(e negati#e g"oss ma"gins. 't has ust sta"te( making 2)$4 !"o-it ma"gins a-te" e!an(ing its !"o(u*t *ata&ogue. %&i!ka"t inten(s to oost its o!e"ating ma"gins to 8)104 in the *oming +ea". %&i!ka"t has hea#i&+ in#este( in in-"ast"u*tu"e !a"ti*u&a"&+ a*ken( &ogisti*s as a usiness (i--e"entiato". As a measu"e to *ut (o,n *osts it has sta"te( *ont"o&&ing "una,a+ *osts an( &etting go some em!&o+ees as it has mo"e than 5000 (e&i#e"+ men se"#i*ing 5000 o"(e"s (ai&+.
COMPANY STRUCTURE:
3he enti"e o"gani:ationa& st"u*tu"e o- %&i!ka"t is o"gani:e( in th"ee "oa( teams as (e!i*te( e&o,. Product ad tec!o"o#y Wesite Management • •
;< S+stem
AC'UISITIONS:
Bu$ie$$ De%e"o&met =en(o" Management •
O&eratio$ "o*u"ement •
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Sa&es Management
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Wa"ehouse
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"i*ing St"ategies
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Logisti*s
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>ustome" Su!!o"t
()*)? +EREAD a so*ia& ook (is*o#e"+ too&. 3he state( goa& ,as to gi#e %&i!ka"t a so*ia&
"e*ommen(ation !&at-o"m -o" u+e"s to make in-o"me( (e*isions ase( on "e*ommen(ations -"om !eo!&e ,ithin thei" so*ia& net,o"k. ()**? Mime,-) a (igita& *ontent !&at-o"m *om!an+. ()**? C!a.&a./com is a Bo&&+,oo( ne,s site that o--e"s u!(ates ne,s !hotos an( #i(eos.
%&i!ka"t a*ui"e( the "ights to >hak!ak@s (igita& *ata&ogue ,hi*h in*&u(es 0000 -i&mog"a!hies 10000 mo#ies an( *&ose to 50000 "atings. %&i!ka"t has *atego"i*a&&+ sai( that it ,i&& not e in#oe( ,ith the o"igina& site an( ,i&& not use the "an( name. ()*(? Let$buy/com is 'n(ias se*on( &a"gest e)"etai&e" in e&e*t"oni*s. %&i!ka"t has ought the
*om!an+ -o" an estimate( S7 25 mi&&ion.
FLIP0ART1S SUCCESS MANTRA
"eat *ustome" se"#i*e? %&i!ka"t use"s a"e mo"e satis-ie( than that o- thei" *om!etito"s. "eat *ustome" se"#i*e has een its ha&&ma"k. ;as+ to use ,esite hass&e -"ee !a+ment s+stem? 3he use" inte"-a*e is s&eek an( eas+ to use. >ash on (e&i#e"+C>a"( on (e&i#e"+ mo(e o- !a+ment? 3his has een a mao" 'nst"ument in %&i!ka"t@s su**ess. A&most 604 o- its sa&es ha!!en th"ough this mo(e. >ash on (e&i#e"+ *"eate( t"ust in the min(s o- 'n(ian *ustome"s ,ho ,e"e a&,a+s ,ea"+ o- making !a+ments on&ine. %o*use( on use" e!e"ien*e? ;#e"+ othe" e)*omme"*e site t"ie( to *"am the maimum o- amount o- in-o"mation !ossi&e into e#e"+ sing&e !age ,he"eas %&i!ka"t -o*use( on !"o#i(ing on&+ the "e&e#ant in-o.
AIM AND FUTURE ROAD MAP:
3he+ aim at 10 times g"o,th an( e+es at 7 1Bi&&ion sa&es + 2015. 3he+ ,i&& &ook at igge" in#estments in thei" su!!&+ *hain an( te*hno&og+. 'n#estment ,i&& e ma(e in &a"ge ,a"ehouses an( in*"ease( automation o- thei" !"o*ess so that the !"o(u*t is not (e&a+e(. 3he+ inten( to ente" in to #a"ious ne, *atego"ies an( e!an( thei" *u""ent *atego"ies as ,e&&. ;#e"+thing e*e!t -o" g"o*e"ies an( automoi&es ,i&& e a#ai&a&e on %&i!ka"t in -utu"e. 3o go -u"the" in the #a&ue *hain %&i!ka"t is &ooking at asso*iations ,ith a &a"ge" nume" o- su!!&ie"s an( !a"tne"s oth nationa&&+ an( inte"nationa&&+.
RE2IE+ OF SER2ICES AND PRODUCTS OFFERED: PRODUCTS:
%&i!ka"t sta"te( its ou"ne+ in 200/ ,ith on&+ one *atego"+ i.e. Books. 't g"a(ua&&+ mo#e( to othe" *atego"ies su*h as me(ia D2010E e&e*t"oni*s statione"+ ,hite goo(s !e"sona& *a"e D2011E to+s !oste" an( a!!a"e& D2012E. %&i!ka"t "e#o&utioni:e( the ,a+ 'n(ian e)*omme"*e ,o"ke( + "inging in #a"iet+ ne, !a+ment metho(s an( *on#enien*e in its o!e"ation !"o*esses. U&$ide o3 O33eri#$: 2ariety:
%&i!ka"t !"o#i(es a !ðo"a o- o!tions tit&es an( *atego"ies -o" *onsume"s to sea"*h *om!a"e an( u"*hase. Paymet Mode"$:
Sana+ an( Binn+ Bansa& *aught the !u&se o- 'n(ian inte"net u+e"s an( "ea&i:e( that *"e(ii&it+ "e&iai&it+ an( t"ust a"e essentia&s to *"eate a &o+a& *ustome" ase. 3o em!hasi:e the same the+ int"o(u*e( !a+ment mo(e&s su*h as?
Cash-on-delivery: a+ment metho( that a&&o,s *onsume"s to !u"*hase !"o(u*ts an( make
!a+ment a-te" (e&i#e"+. EMI: ;as+ month&+ insta&ments to he&! *onsume"s !u"*hase e!ensi#e goo(s s!"ea( o#e" a
!e"io(. Electronic wallet: A&&o,e( use"s to sa#e mone+ as !"e!ai( a&an*e an( &ate" a!!"aise -o"
!u"*hasing !"o(u*ts. S3
A<3N;
%&i!ka"t o!timi:es its *osts o,ing to the in#ento"+ mo(e& it has a(o!te( an( hen*e *an a--o"( to gi#e est !"i*es an( (is*ounts on !u"*hases to its *ustome"s un&ike its *om!etito"s. Retur Po"icy:
%&i! ka"t a&&o,s its use"s to "etu"n !"o(u*ts i- unsatis-ie( ,ithin $0 (a+ !e"io( ,ith -u&& "e-un( o- mone+ o" e*hange -o" anothe" !"o(u*t. 3his a&&o,s *ustome"s to sho! on&ine ,ithout ,o""+ing aout the "isks in#oe(. Cu$tomer $er%ice
Figh&+ "es!onsi#e 2C/ *ustome" se"#i*e team is one o- the *o"e st"engths o- -&i!ka"t. 3he+ ta*k&e a&& kin(s o- ue"ies an( !"o*ess a&& "euest ,ithin -i#e usiness (a+s. Tec!o"o#y u$ed at F"i&.art:
3he te*hno&og+ *hoi*es a"e ma(e + ea*h team using the !"in*i!&e 4+!ic! too" $o"%e$ our &rob"em be$t4 . 3he"e is no *ent"a& g"ou! o- !eo!&eCa"*hite*ts ,ho (i*tate the te*hno&og+
sta*k. %&i!ka"t "uns a&& its so-t,a"e on Linu ) Geian. 3he ,esite is !"ima"i&+ ui&t on F. 3he"e a"e a &ot o- ehin( the s*ene se"#i*es an( s+stems a!a"t -"om the Wesite. Most o- them "un on the J=M ut a"e not ne*essa"i&+ ui&t on Ja#a though Ja#a is #e"+ !o!u&a".
%o" sto"age M+SHL is the most !o!u&a" *hoi*e. Mem*a*he( is the !"ima"+ *a*he &a+e". A&& the to! NoSHL (atasto"es ha#e een e#a&uate( at %&i!ka"t an( some a"e use( in !"o(u*tion. 'n m+ t,o +ea"s at %&i!ka"t ' ha#e ,o"ke( on !"oe*ts on Ja#a a !u"e +thon !"oe*t an( in m+ &ast !"oe*t at %&i!ka"t ,e use( S*a&a. We (e#e&o!e( uite a it o- *o(e ase in S*a&a. BUSINESS CAN2AS: 0ey Parter$ •
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;uit+
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&at-o"m
a"tne"s?
manageme
A**e& an(
nt &at-o"m
3ige" &oa& A(#iso"+ an(
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!"omotion Se"#i*e
"est"u*tu"ing
!"o#isionin
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'n(us
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La, Gist"iuto"s
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an( su!!&ie"s Autho"s an(
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0ey Acti%itie$
!u&ishe"s >om!anies
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Pro&o$itio
Re"atio$!i&$
Se#met$
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=a"iet+ >on#eni
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en*e
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t+ Best
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,o"( o-
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mouth on&ine I
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"i*e Hua&it+
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se"#i*e. >"e(ii&i
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t+ S!ee(
Fa"(,a"eI so-t,a"e
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sa##+s Kn&ine
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sho!!e"s 3"en(
Kn&ine sa&es
Re%eue Stream$ •
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"ea(e"s 3e*hno&
ng so*ia&
!&at-o"m Man!o,e" *a!ita&
'n-"ast"u*tu"e *osts Man!o,e" *osts &at-o"m maintenan*e *osts.
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C!ae"$ •
outh A#i(
a(#e"tisi
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me(ia
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inte"a*ti
*ustome
Co$t Structure:
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Cu$tomer
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#a"ious
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Cu$tomer
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a*"oss
*atego"ies.
2a"ue
Kn&ine sa&es
sette"s
C!a""e#e$ 3or F"i&.art
%&i! ka"t is g"o,ing at a t"emen(ous !a*e. 3o a**ommo(ate its g"o,ing *a!ai&ities an(
su!!o"t ne, usinesses it nee(s huge in-"ast"u*tu"e an( !"esent&+ it &a*ks it. %&i!ka"t -a*es the inhe"ent (i--i*u&t+ o- e*omme"*e in(ust"+ o- *a!tu"ing *onsume"
inte"ests an( !"e-e"en*es an( *onstant&+ mo(i-+ing o--e"ings to "e-&e*t the same. Fuge *osts o- man!o,e" an( "una,a+ *osts to sustain the usiness. Gist"ust among *onsume"s "ega"(ing making !a+ments on&ine #ia !a+ment gate,a+s. >ash)on)(e&i#e"+ is not a #e"+ sustaina&e "e#enue gene"ating o!tion. ;)*omme"*e sites &ike -&i!ka"t nee( *onstant te*hni*a& u! g "a(ation to maintain the !&at-o"m. ;isten*e an( eme"gen*e o- se#e"a& *om!etito"s in the se*to" making it (i--i*u&t to *ontinue as a &ea(e". A*uisitions ha#e thei" o,n th"esho&( an( *an e im!&emente( on&+
in a &imite( s*ena"io. With too man+ o!!o"tunities no, a#ai&a&e -o" su!!&ie"s (ist"iuto"s !u&ishe"s an( othe" a--i&iates %&i!ka"t -a*es a huge *ha&&enge o- "etaining eisting a&&ian*es an( &u"ing
ne, *onne*tions. S*a&ing u! the eisting usiness a&ong ,ith u!ho&(ing %&i!ka"t@s #a&ues o- (e&i#e"ing
ua&it+ !"o(u*ts in sho"t (u"ation in "e&ia&e an( *on#enient ,a+ is sti&& a huge *ha&&enge. With the !"os!e*ti#e ent"+ o- e*omme"*e giant Ama:on -&i!ka"t ,i&& e!e"ien*e mao" *"isis as the -o"me" *an o--e" g"eate" (is*ounts .
DATA TRANSFORMATION:
As !e" ou" (is*ussion ,ith a *ou!&e o- -"ien(s ,o"king -o" %&i!ka"t as so-t,a"e (e#e&o!e"s DNames un(is*&ose( on "euestE ,e &ea"nt that the %&i!ka"t ,esite is ase( on the LAM a"*hite*tu"e. LAMP ARC5ITECTURE:
LAM stan(s -o" Linu A!a*he M+S& an( F an( "e-e"s to a *ommon ,a+ o(esigning mo(e"n (a+ ,esites ase( on -"ee&+ a#ai&a&e an( "e&ia&e o!en sou"*e te*hno&ogies. LAM a"*hite*tu"e !"o#i(es a *ost e--e*ti#e an( "e&ia&e ,a+ o- ui&(ing ,esites. sage oLAM *om!onents a&so he&!s in the a*ken( s*a&ing o- the ,esite an( integ"ation ,ith ;< Dan( >
3he"e a"e essentia&&+ -ou" te*hno&og+ teams ,ithin %&i!ka"t as an o"gani:ation?
1. 2. $. .
Wesite (e#e&o!ment an( maintenan*e Gata Ana&+ti*sCBusiness Ana&+ti*s DGata mining an( ,a"ehousingE ;< D>
FLIP0ART1S +ARE5OUSE MANA6EMENT SYSTEM:
%&i!ka"t has / mao" ,a"ehouses s!"ea( a*"oss the *ount"+ in Mumai o&kata Ge&hi Noi(a une >hennai an( Banga&o"e. 3he+ ha#e sma&&e" "egiona& (ist"iution *ent"es at o#e" 500 &o*ations s!"ea( a*"oss 3ie" ' an( high #o&ume 3ie" '' *ities. 'n %&i!ka"t@s Wa"ehouse Management S+stem DWMSE the"e a"e th"ee mao" segments name&+ 'n,a"( "o*essing Sto"age Management an( Kut,a"( "o*essing. Gis*usse( e&o, a"e the some o- the (etai&s "ega"(ing ea*h o- the su)!"o*esses in#oe( in the WMS.
IN+ARD PROCESSIN6:
1 Physical inwarding: 3his is the a"ea ,he"e !h+si*a& (e&i#e"+ o- goo(s -"om su!!&ie"s to 2
the ,a"ehouse is taken. Quality Check + Scan: As soon as the goo(s a"e "e*ei#e( the+ go th"ough an initia& ua&it+ *he*k at this stage. A-te" this the+ a"e s*anne( to make an e&e*t"oni* ent"+ to "e*o"( the in!ut o- goo(s into the ,a"ehouse on the '3 s+stems. 3his ste! o- ua&it+ *he*k is a&so un(e"taken at the su!!&ie"@s !"emises (e!en(ing on the *ont"a*t that %&i!ka"t has
,ith them. $ Pre-packing of products: At this stage an initia& !a*king o- ea*h o- the !"o(u*ts is (one. 3his !"e)!a*king #a"ies a**o"(ing to !"o(u*t. %o" instan*e a ook)ma"k an( think t"ans!a"ent -i&m !a*king ,i&& e (one -o" a ook. Simi&a"&+ i- the"e is a -"eeie atta*he( to a !"o(u*t then the t,o !"o(u*ts ,i&& e !a*ke( togethe". STORA6E MANA6EMENT:
1 Put-list generation: When the in!ut o- a&& !"o(u*ts is (one on the '3 s+stems a s+stem gene"ate( &ist o- shees *o""es!on(ing to the !"o(u*ts is gene"ate( to -a*i&itate !&a*ement o- !"o(u*ts on shees. 3his is *a&&e( ut)&ist gene"ation ,hi*h ma"ks the !&a*e ,he"e 2
the "es!e*ti#e items nee( to e !ut. Order pending check: As soon as the s+stem gets the in!ut o- the in*oming !"o(u*ts s+stem *he*ks i- an+ o- the o"(e"s -o" the in*oming !"o(u*ts a"e !en(ing o" not. '- o"(e"s a"e !en(ing the "es!e*ti#e !"o(u*t is sent (i"e*t&+ to the %ina& a*kaging A"ea -o"
Kut,a"( "o*essing. $ Physical placement on shelves: Base( on the ut)&ist the !"o(u*ts a"e !&a*e( on the "es!e*ti#e shees. '- the ma"ke( shees a"e not em!t+ the !"o(u*t is !ut on an em!t+
she&- an( the "es!e*ti#e she&- nume" is u!(ate( on the ut)&ist. Closing Put-list ? Kn*e the !"o(u*t !&a*ement is (one ut)&ist is u!(ate( ,ith the a*tua& !&a*ement in-o"mation an( the &ist is *&ose(.
OUT+ARD PROCESSIN6:
1 Pick-list generation: Base( on the o"(e"s to e (e&i#e"e( -o" the (a+ a i*k)&ist is gene"ate( + the '3 s+stem. 2 Pick-up from shelves: 3he "es!e*ti#e !"o(u*ts -"om the i*k)&ist a"e !i*ke( u! -"om the shees as !e" the '3 s+stem ent"ies an( gathe"e( togethe" to mo#e to,a"(s %ina& a*kaging A"ea.
$ Final packaging: 3he !i*ke()u! !"o(u*ts a"e !a*ke( in %&i!ka"t)"an(e( oes. At this stage !a*kaging is (one a**o"(ing to the >atego"+ o- the !"o(u*t e.g. e&e*t"oni* items a"e !a*ke( (i--e"ent&+ -"om statione"+. Placement in respective delivery hus! ags: A-te" the -ina& !a*kaging a !"o(u*t is !&a*e( in a
s!e*i-i* ag ,hi*h is (e(i*ate( -o" that (estination a"ea (e&i#e"+ hu. 3hese ags a"e (is!at*he( to thei" "es!e*ti#e (e&i#e"+ hus on a -ie( timing (u"ing the (a+.
ORDER FULFILLMENT:
>ustome" o"(e"s a"e -u&-i&&e( eithe" #ia 'n#ento"+ o" J'3 !"o*u"ement (e!en(ing u!on the a#ai&ai&it+ o- the !"o(u*ts. 1. As soon as the o"(e" is !&a*e( an( a!!"o#e( the"e is an in#ento"+ *he*k (one at the &o*a& ,a"ehouse. '- the item is not -oun( at the &o*a& ,a"ehouse then the o"(e" goes to the nea"est an( then othe" ,a"ehouses. 3he !"o(u*t is then !a*kage( an( (e&i#e"e( to the *ustome". 2. '- the item is not -oun( in the in#ento"+ it is -o",a"(e( to the 3E-o" the &ast o!tion o- !"o*u"ement. A-te" !"o*u"ing -"om the #en(o" the !"o(u*t is !a*kage( an( (e&i#e"e( to the *ustome" #ia the most *on#enient ,a"ehouse. 3he+ ha#e an un(e"stan(ing ,ith thei" #en(o"s -o" o"(e" t"a*king "e*on*i&iation an( M'S DManagement 'n-o"mation S+stemsE. As an( ,hen the item is -oun( it is !a*kage( then an( the"e an( shi!!e( to the *ustome" #ia eithe" *ou"ie" 'n(ian !ost o" its o,n inte"na& &ogisti*s a"m (e!en(ing u!on the a"ea ,he"e the item nee( to e (e&i#e"e(. 3he *ustome" is ke!t u!(ate( on the status o- his shi!ment #ia message emai& an(Co" th"ough ,esite. An item is &ae&e( out o- sto*k on&+ i- it is not neithe" !"esent in the ,a"ehouses no" ,ith the #en(o"s. %&i!ka"t ,ith its -o*us on *ustome" (e&ight en(u"an*e e*e&&ent a-te")sa&es se"#i*e to its *ustome"s ,ith "ega"( to the (e&i#e"+ an(Co" a(("essing g"ie#an*es "e&ate( to an+ -au&t+ o" unsatis-a*to"+ !"o(u*ts. 3he "etu"n o- su*h items is (one in an e--e*ti#e manne" ,ithout an+ (is!utes. 3his is !ossi&e gi#en the un(e"stan(ing ,ith the #en(o"s. %o" eam!&e in *ase o-
e&e*t"oni*s ,a""ant+ an( a-te")sa&es se"#i*e is &a"ge&+ manu-a*tu"e"@s "es!onsii&it+. Whene#e" "eui"e( %&i!ka"t -a*i&itates a smooth inte"a*tion et,een the *ustome" an( manu-a*tu"e"Cse"#i*e *ente".
%&i!ka"t has -a"e( #e"+ ,e&& in te"ms o- the (e&i#e"+ time. 't #a"ies et,een &ess than 2 hou"s an( $ ,eeks (e!en(ing on the &o*ation an( a#ai&ai&it+ o- the !"o(u*t. Kn an a#e"age the (e&i#e"+ time is $) (a+s ,ith a t+!i*a& "eaku! as -o&&o,s? • • •
1 (a+ -o" o"(e" !"o*essing 2 (a+s -o" (e&i#e"+ 1 (a+ as u--e"
CUSTOMER SUPPORT:
>ustome" Su!!o"t -un*tion -o" an e)*omme"*e ,esite is one o- the most im!o"tant tou*h)!oints -o" the usiness in te"ms o- ui&(ing t"ust *ustome" a*uisition an( maintaining *ustome" &o+a&t+. %&i!ka"t@s >ustome" Su!!o"t team *onsists o- *a&&)*ent"e agents ,ho han(&e in)oun( an( out)oun( *a&&s an( a&so a team that han(&es e)mai& ue"ies. 3he enti"e team is ase( out o- Banga&o"e an( -o"ms a *o"e !a"t o- %&i!ka"t@s 6000)st"ong em!&o+ee ase. i#en that %&i!ka"t t"ies to (i--e"entiate itse&- on su!e"io" sho!!ing e!e"ien*e an( *ustome" se"#i*e is an integ"a& !a"t o- that %&i!ka"t !"e-e"s to t"ain its o,n su!!o"t sta-- "athe" than outsou"*ing the -un*tion to a BK agen*+. At !"esent a *ustome" *a&&s (ue to one o- the e&o, "easons? 1. Sa&es Assistan*e 2. ene"a& ;nui"ies $. "o(u*tCShi!!ing "e&ate( enui"+ Kne o- the mao" "easons -o" these *a&&s is 'n(ian *onsume"s !oo" -ami&ia"it+ ,ith on&ine sho!!ing !"oto*o&s. 't is im!o"tant to note that %&i!ka"t t"ies to ensu"e that an+ o"(e" is !&a*e( ,ithin 6 *&i*ks on the ,esite. 3he"e is a&so an outoun( *a&&)*ent"e that !e"-o"ms the -o&&o,ing tasks? 1. "o)a*ti#e&+ in-o"m *ustome"s aout an+ (e&a+ in (e&i#e"ies. 2. "o)a*ti#e&+ *he*k the status o- "e-un(s o" "etu"ns. $. 'n-o"m the use" in *ase an+ (e&i#e"+ has not een su**ess-u& (ue to the *ustome" not eing !"esent at his a(("ess. Ges!ite a&& the goo( intentions o- %&i!ka"t in !"o#i(ing high)ua&it+ *ustome" se"#i*e the"e a"e se#e"a& inte"net &ogs that suggest that thei" se"#i*e ua&it+ has (i!!e( in the &ast +ea" o" so.1 A mao" "eason -o" this *ou&( e the g"o,th in nume" o- *ustome" se"#i*e ee*uti#es@ not kee!ing !a*e ,ith the in*"ease in usiness #o&ume. 3he"e *ou&( a&so e a !"o&em o- in*"ease(
1
*om!&eit+ in ue"+ han(&ing (ue to in*"ease in nume" o- Ss an( !"o(u*t *atego"ies that ,ou&( (eman( mo"e "igo"ous t"aining -o" the su!!o"t sta--.