Myntra launches MPulse, an employee-customer connect initiative!
Bengaluru, September 5, 2017: Myntra, India’s largest destination for fashion online, today launched the second edition of MPulse, a unique and beneficial customer engagement activity. The current edition of the program has been set up in the form of a carnival at Myntra’s office, allowing the team at Myntra to interact with customers in their own special way. The facility is bustle with game stalls, product stalls, food trucks and a musical band. The concept of a carnival was chosen to go along with the brand’s attitude, which reverberates, fun, excitement and exploration, while also reinforcing Myntra’s core value proposition to its customers.
The firstday of the carnival, kicked-off by Myntra’s top brass, which included SachinBansal, Binny Bansal, Ananth Narayanan CEO, Myntra and Jabong, Manpreet Ratia,Head-SCM, CE, CC & HR and Dipanjan Basu – Chief Financial Officer, sawcustomers sharing their aspirations from their favourite fashion destination –expressing what they love about Myntra and what they look forward to, ahead.Myntra’s delivery executives, who are already at customer touch-points as aroutine, spent their time getting valuable customer feedback.
That wasn’tall! The day saw the largest ever drive by Myntra’s corporate employees topersonally deliver shipments to customers at their doorsteps.
At thevenue, gaming stalls are providing customers and visitors a specialgamification experience. Other stalls allowed employees to showcase theirhandcrafted products to colleagues as well as customers. What’s fun withoutmusic? The musical band, Girish and the Chronicles, createdthe perfect musical backdrop all through the day. After checking out Myntra’slatest product offerings, visitors savoured the varied menu offerings frommultiple food trucks at the carnival.
Beyond theexternal fun and frolic, Myntra has been working internally to create acustomer satisfaction blueprint using various platforms:
SABRE is asmart artificial intelligence-based returns system that enables faster refundsfor customers who demonstrate good buying-return behaviour
GRACE is agrievance redressal and concession engine, which is an automated system thattracks orders in real-time and triggers communication and concessionspro-actively before a delay happens.
ENCORE is anengine for new customer on boarding and retention, a way to engage newcustomers on the platform through e-tutorials, welcome packs, free Try &Buy, etc, so that they can familiarise themselves with the platform and beencouraged to shop again
KARMAgalvanises the organisation towards greater customer experience by encouragingemployees to meet customers by delivering products, listening to their callsand attending customer FGDs. This helps in building customer empathy, which inturn helps employees generate focused effort towards driving customerexperience.
MPulse isexpected to cause a rise in Myntra’s NPS or net promoter score, an importantcustomer experience measure, resulting from focussed initiatives towardsachieving the same. The innovation challenges will motivate employees toexplore new areas of customer delight, leading to changes that would startimpacting customers within a short period; the technology team will work onusability improvements and bug fixes during the week to further improve userexperience.