Myntra launched the second edition of MPulse on September 5, a week-long 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 in Bangalore, allowing the team at Myntra to interact with customers in their own special way. The facility is bustling with game stalls, product stalls, food trucks and a 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.
Abhishek Sen, VP, Customer Experience & Human Capital remarked, “Being personal fashion assistants to our consumers, it is very important for us to understand from their perspective on how we are delivering value and how to improve upon it. MPulse was conceived with the objective of achieving this through a systematic process of bringing customers and employees of Myntra closer together.”
The first day of the carnival, kicked-off by Myntra’s top brass, which included Sachin Bansal, Binny Bansal, Ananth Narayanan, CEO, Myntra and Jabong, Manpreet Ratia, Head-SCM, CE, CC & HR and Dipanjan Basu – Chief Financial Officer, saw customers 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 a routine, spent their time getting valuable customer feedback.
That wasn’t all! The day saw the largest ever drive by Myntra’s corporate employees to personally deliver shipments to customers at their doorsteps.
“As a week long event, Mpulse showcases a mix of customer group discussions, employee-customer immersion programs, an innovation incubator and expert panel discussions, all for the purpose of improving customer experience at Myntra and taking on critical initiatives for the year ahead to generate industry leading customer delight,” added Sen.
At the venue, gaming stalls are providing customers and visitors a special gamification experience. Other stalls allowed employees to showcase their handcrafted products to colleagues as well as customers. The band, Girish and the Chronicles, created the perfect musical backdrop all through the day. After checking out Myntra’s latest product offerings, visitors savoured the varied menu offerings from multiple food trucks at the carnival.
Beyond the fun and frolic, Myntra has been working internally to create a customer satisfaction blueprint using various platforms:
- SABRE is a smart artificial intelligence-based returns system that enables faster refunds for customers who demonstrate good buying-return behaviour
- GRACE is a grievance redressal and concession engine, which is an automated system that tracks orders in real-time and triggers communication and concessions pro-actively before a delay happens.
- ENCORE is an engine for new customer on boarding and retention, a way to engage new customers on the platform through e-tutorials, welcome packs, free Try & Buy, etc, so that they can familiarise themselves with the platform and be encouraged to shop again
- KARMA galvanises the organisation towards greater customer experience by encouraging employees to meet customers by delivering products, listening to their calls and attending customer FGDs. This helps in building customer empathy, which in turn helps employees generate focused effort towards driving customer experience.
MPulse is expected to cause a rise in Myntra’s NPS or net promoter score, an important customer experience measure, resulting from focussed initiatives towards achieving the same. The innovation challenges will motivate employees to explore new areas of customer delight, leading to changes that would start impacting customers within a short period; the technology team will work on usability improvements and bug fixes during the week to further improve user experience.
On the future of the property, Sen said, “We are looking at making this a regular event with increasing customer involvement, which would result in a steady rise in our customer satisfaction metrics.”
