Podcast Audio Transcript
Alisha: Hello listeners, this is Alisha; thank you for tuning in to yet another exciting and informative podcast from us at Infosys BPM. Today, we are discussing about the evolution of customer experience and the response of Infosys BPM to it, specifically in ecommerce. And to talk about this, we have here with us, Shyam Rao, AVP and Sr. Practice Engagement Manager – Digital Transformation Services. Welcome Shyam. How are you today?
Shyam: Thank you, Alisha. I’m doing great.
Alisha: Good to hear that! Shyam, to start with, the area of customer experience is rapidly evolving. How has the COVID-19 pandemic influenced customer experience in ecommerce? And where do you see demand going?
Shyam: Good question, Alisha. The COVID-19 pandemic has had a substantial impact on the ecommerce industry. We saw 75% increase in total US ecommerce sales within 3 months of the pandemic impact last year. Besides this, we saw 100% increase in online grocery sales and three times rise in BOPSIS, which stands for “buy online, pick up in store”. These trends evidently indicate that customers, having experienced online purchasing on an unprecedented scale, now prefer more innovative ecommerce solutions. The reason is that customer experience is typically elevated through a digital solution.
Many organizations are looking for support in building a “digital storefront” through D2C operations, which stands for “direct to customer”, rather than depending on third-party online retailers. This new paradigm shift provides great advantages in terms of customer experience. For instance, it provides brands the ability to leverage data to model better customer experiences, rather than depend on limited capabilities from third-party retail platforms.
Alisha: Tell us a bit more about D2C storefronts.
Shyam: So, D2C storefronts include only two parties – the manufacturer and the customer. This ensures that brands have control over CX and can use it to increase customer adoption, purchases, and loyalty. Hence, it’s no wonder that we are now seeing over 63% of businesses focussing on building innovative experiences for their customers through D2C channels.
Alisha: Shyam, that’s great to know that D2C is creating amazing customer experiences in ecommerce. Could you give a glimpse into what Infosys BPM is doing to help customers set up their own direct-to-customer ecommerce channels?
Shyam: Sure. Our solution helps jump-start the digital store journey for our clients. Our solution is a set of “technology and business operation” Lego blocks to launch a digital storefront within a few weeks. In addition to launching, we also run the store for our clients and provide customer support. The storefronts we develop can be in D2C, B2B2C, or B2B models based on need.
Let me give you an idea of the Lego blocks of the solution.
Alisha: It seems you have the capability to take care of all the operations related to a digital storefront. In what ways do you see clients benefitting from these activities?
- Digital customer storefront: We take care of the design, building, and operations of the customer’s storefront. In B2B2C model, we also provide a dealer microsite.
- Business operations back office: We manage the storefront catalogue, order processing, and customer care teams and tools.
- Digital marketing ops: We provide tools and solutions to improve the reach of the digital storefront and products through offers and promotions.
- Fulfilment: We provide managed third-party logistics through our field operations to handle print-out, picking, packing, shipment, receipt, and returns.
- Digital business insights & reporting: We develop real-time insights and reports through data analytics.
Shyam: Absolutely, we take care of end-to-end operations for our clients.
There are companies in different stages of digital maturity – some have no online store presence; some have limited presence but don’t have the capability to process orders or fulfil them; some others have these capabilities limited to specific geos. We are able to address the requirements of customers in various stages of digital maturity.
There are numerous digital commerce platforms we work with, covering the entire ecosystem. So, platform wouldn’t be a constraint for any potential customer that approaches us.
Another advantage we provide is the speed of going live. We have fine-tuned the launch operation of a digital storefront, so we are able to go live in approximately 12 weeks’ time. This is key for our clients looking to make a fast and easy entry into markets with low ecommerce penetration – especially the emerging markets.
And, of course, we have the capability to manage the storefront end-to-end. We provide storefront setup, design, operations, customer support, promotions, and order fulfilment operations.
Alisha: That’s brilliant, Shyam. I’d like to thank you for taking your time and giving us these insights.
Shyam: It was indeed a pleasure, Alisha. Thanks for having me.
Alisha: Dear listeners, if you enjoyed our podcast today, please don’t forget to share and like it on social media. Our social handles are mentioned in the podcast page. The podcast will be available on various platforms like Google Podcasts and Spotify, in addition to our website.
Also, if you have any queries, do reach out to us through the email address on the podcast description. Watch this space for more exciting podcasts coming up. Once again, thank you for tuning in, stay healthy and socially distanced. Have a nice day!