Aarthi started up a business at home that sold specialty products made by the artisans of TamilNadu. At first, she ran her business from one of the spare bedrooms of her house with just one telephone line.
She was the only employee and her job was mainly to identify and procure the stuff. She then put together promotional materials of all her products and started selling them using online marketplaces.
She began with a revenue of about 30K per month when the orders were sporadic. Then, she started advertising within Amazon and in social platforms and her order values grew from 30K per month to 6.5 lacs per month in a year’s time.
Business expansion and the associated systems
While the online marketplaces helped her with the initial set of customers, the amount of money that she was paying them as commissions were prohibitive. So, she started to build her own eCommerce site through which she wanted to sell her products directly to her customers. While she was continuing to sell her products using the marketplace, she started seeing revenue directly from her site as well.
She started getting leads from multiple sources – website, social media, events, and from the catalogues that she shared with specialty retail outlets. She started collating all of them onto a CRM, she then brought in a helpdesk system to address customer queries and customer complaints on the products that she sold.
Over a period of time, she built a subscription list from her website visitors and she also bought specific lists from the markets of specialty buyers interested in products made directly by the artisans. She then realized that she had to put together a team to reach out to all the people in the lists. She employed about 5 people and they started manually dialing out these numbers and started engaging in sales conversations.
Inefficiencies in the business process
While the business was good, she realized that most of her time went towards figuring out what was happening as most things existed in silos. Multiple levels of inefficiencies came into her business process:
- Call center was functioning manually and they were manually entering information in the CRM
- When someone calls them regarding a faulty product, helpdesk team tries to get the details about what the customer has bought manually. This was pretty annoying for their customers
- Social leads were provided to the agents in an ad-hoc manner that did not allow them to prioritize calling
- Lists were sporadically used as the agents were busy handling CRM and helpdesk functions most of the time
Contact center at the center of everything
She started looking out for solutions that would help her remove inefficiencies in her business process. This is when she came across a contact center platform that had the capability to do preview, progressive and predictive dialing, while it can be integrated directly with her CRM and Helpdesk system. It also came with extensive pre-defined reports.
She had a dashboard view of her business at the click of a button and close to about 60% of her time was saved from doing the regular tasks. Here agents could avoid manual entry of information in the CRM and screen popups allowed the agents to solve customer queries faster than before.
Now, she spends more time towards identifying and procuring multiple products that they can take up and sell.
Currently, she does about 80 lacs per month and she is consistently growing. She attributes her investment in the contact center platform as one of the key reasons for her growth.