Customer communication plays a very important part in creating a positive brand experience for any ecommerce company. Based on our experience with some of the leading ecommerce players including, Ekart, Redmart, Urban Ladder, Zivame, Fabelio, Nykaa, etc. We cover details of creating a positive experience during difficult and potentially loss-making situations including reverse pickups, COD (cash on delivery) orders, as well.

1. How to streamline communication
in the lifecycle of an
E-commerce delivery
--- Vendor communication, customer communication and the delivery process ---
Gayatri
Head, Demand Generation & Branding
Raman
Lead Business Evangelist

2. What contributes to a good delivery
experience for a customer?
More control over delivery
would encourage
74%
to shop online more often
91%
Value time slot delivery
overall
Delivery expectations are
higher than two years ago for
42%

3. When a customer places an order with
your business, they are giving you
a chance to win their trust.
Don’t let it go waste.

4. Lifecycle of an ecommerce delivery
Customer
places an order
Order
confirmation
Warehouse/
Pick up management
Last mile logisticsCustomer supportReverse Pick ups

5. Customer places an order
Order details are
not communicated properly
Solution:
Automated SMS when an order is confirmed
Example:
Your order #802000104 with
item(s) Nike shoes worth INR
1999 is placed. We will ship
your order within 2 days. Love,
Team Flipkart

6. Confirmation in the case of a
COD order
One of the biggest causes of
operational losses
○ Customer changes their mind
○ Bogus order
○ Unavailability of the customer to pay
Solution:
Automated confirmation over a call or SMS before the order is
processed
24% reduction in COD failures
Example:
OTP is xxxxxx for COD
order worth INR 3450.
Enter on the checkout page
to process the order.

7. Warehouse / Pickup management
Lack of efficiency in processing orders and failed delivery attempts
due to lack of information about the customers’ availability
Solution:
Automated confirmation calls to verify the customer’s
availability before the order leaves the warehouse
Massively improved first attempt delivery rates
74% reduction manual efforts and also considerable reduction
in operational cost.
Example:
“Hi, we are calling from
Magix Ecommerz. Please
pick a convenient slot for
the delivery of Order #
45673. Press 1 for
10-11AM, 2 for 12-1 PM…”

8. Last-mile logistics / Delivery
management
Lack of visibility about the communication between the delivery
personnel and the customer
Logistics is managed but communication is not
Solution:
● Track conversations between delivery personnel and customers
● Dispute resolutions
● Proof of attempt and proof of communication is recorded
Example:

9. Safeguarding customer privacy
9 times out of 10, the delivery agents have to call customers
during the delivery process.
Forces businesses to share phone numbers - breach of privacy
Example:
Solution:
● Connecting delivery agents with customers without revealing phone
numbers of either party
● 100% PDPA (customer privacy) compliant

10. Reverse pick up
Reverse pick ups are an expensive affair.
How can this be made more efficient?
Automated confirmation calls to verify
the customer’s availability before the delivery agent shows up
Example:
Solution:
“Hi, we are calling from
Magix Ecommerz. Please
keep your order 45673
processed for return
packed and ready for
collection at 2p.m.
Press 1 to reschedule.”

11. Automation helped Redbus save Rs. 3 million every month-the cost of about 15 agents
Customer support at every step
of the process
Communication no-brainers - phone number for support
Can this be scaled and made efficient for the brand?
Example:
Solution: Automating queries that don’t need human intervention
Order status confirmation
Automated cancellation
Refund status
Feedback

12. What’s in it for the brand?
Creates stickiness for the brand
A single source of truth for customer information
Every conversation is tracked, recorded and can be analysed
Cost efficient
A system that can scale as the brand grows
E-Kart grew from 0 to pan-India in about 2 weeks

13. WHY EXOTEL
Founded in 2011, Exotel is the largest cloud telephony
Platform in Southeast Asia.
*

14. E-commerce Brands Using Exotel For
Their Communication

15. Questions?
Gayatri
( Head, Demand Generation
& Branding )
Raman
( Lead Tech Evangelist )
We’re listening
Or write to
marketing@exotel.com
Get in touch