JKB0027


Purpose:


Identify Problem - Solve Problem - Make Customers Order


Customers who have not used Jumbotail App for past 5 days or more need to be called to understand the reason for not using the application. Also, to understand how we could help the customer to start using the app on a regular basis.

The entire process of Recency can be broadly classified in 3 scenarios, listed below:


  • Customers with 7 Days NO PPV and 5 days NO ORDER

  • New customers - Using JT  from < 40 Days & Number of orders < 5

  • Customers Never Ordered Till Date


The data required for making Recency calls is available in Periscope. Below is the link to the same:

https://www.periscopedata.com/app/jumbotail/64447/Recency-

Note: There are a lot of assumptions made, such as MTBO > X, or No order in last 5 days or priorities for the customer not ordered in 12 days, 24 days and 50 days and 50+days …. Etc. Since we have only 100 customers let's follow the assumption (Made by Pranesh).  But with a greater number, we will be able to run the regression analysis and get to these numbers. Also, we should keep note of the volume of calls are being made for the same.

Customers with 7 Days NO PPV and 5 days NO ORDER


Some Priorities:


  • P0: Customers with <= 12 days last ordered (It's in the store list) are called EVERY ALTERNATE DAY (Including Sunday, If Sunday falls on the day of calling then they are called next day)  (Even if they are repeating in the Store List)

  • P1: Customers with <= 24 days and >12 Last ordered are called EVERY 5 DAYS (Including Sunday) - Even If it's a repeat call in next 5th day

  • P2: Customers with <= 50 days and >24 Last ordered are called EVERY 12 DAYS (Including Sunday)

  • P3: Customers with >50 Last ordered are called EVERY 24 DAYS (Including Sunday)


Note: Make sure P0 and P1 are not called on the same day


3 Steps involved in Recency:


  1. Before the Call

  2. During the call

  3. After the call


Before Calling the customer – Steps to follow – Understanding the Customer


Tables to refer to in the Recency dashboard


  • Recency - Store Lists for Calling


 


  • Recency call – Relevance


 


Go through the data in the Recency Store list and Relevance tables. Agent should ask the following questions to himself/herself (Taking SK Minibzar as Example) :


  • when did they last buy? – Md Shameej has ordered 12 Days ago

  • What are the PVs he is interested from Jumbotail? – Edible oil (11 Order IDs), Tea (4 order Ids), Boiled Rice (3 order Ids – Mallu store), Maida (twice)…Etc.

  • In Which PV he has most order IDs? – Edible oil, Tea, Boiled rice and Maida

  • Whom to call? – Person who ordered most recently – Shown in the calling list, so Md Shameej

  • What is his Internet Connection Type? (column will be included) – 2G/3G/Wifi

  • What is His Last ordered product? (Recency V1) – XYZ

  • Push notification Last displayed date (Column will be included)

  • What are the Brands/Category/Product Lines he ordered previously?(Recency V1)

  • How Often the order X PV or Category or PL or Brand? (Recency V1)

  • How often he orders - MTBO? (Will be Included)



During the call – Steps to follow – Understanding the Problem


RELEVANCE – YOU CANNOT SELL SET-WET or LIVON TO a RICE TRADER


  • Greet the customer. Understand why the customer has not visited our App or ordered in the past n number of days.

  • Use the data from Relevance table

  • Keep it personal especially when you tell him to check for the prices of certain products


What are the questions to ask retailers?

Ask him why he has not ordered from n days? – use the date and day like – 2 weeks ago Wednesday you ordered and post that you did not order – Personalize


The below could be probable reasons why the customer is not visiting or ordering on the App.


Internet: If Push Notification Displayed is more than 4 days ago ask him whether his internet is working fine? – If he says yes then ask him why there has been no activity in our app – Dive deep to really check whether he has the internet or not. If he says no, then ask him whether we could recharge from the office (Criteria for recharging customers will be shared when the process for the same is set), tell him we understand you are completely busy serving your customers and that might be the reason why you have not recharged so let us recharge your internet and we collect the cash at the time of Delivery. He says No for the internet, probe the customer once again, if he still does not agree - arrange for a Personal visit.


Quality: If the Internet is not the problem, then check if there was any product quality issue in his past orders and the customer did not inform us. The personal visit may be required in such cases (will discuss with Ashish for TOA for these cases).


Price: If both are not the problem customer may say Price, in the case of price – It's very tricky, don’t lose the hope of converting not ordering customer to an ordering customer. Tell him we are small now serving for 100 customers (this 100 may change to 400 in coming month) and for 100 customers we are almost able to match market price, think when we reach to 2000 customer. We would have enough scale to give you the best price in the market. Include I understand the prices are high for you. But think in terms of convenience we would be delivering to your doorstep, all you need to do is order. He may tell I have the distributor who delivers to me. Then tell him, yes I totally agree but there are products whose prices are as good as market why don’t you try that as of now? Tell him we are here to solve your problem and we can only learn If you help by buying from us.

 

Low-Interest Level: Understand the reason for the drop in interest level, sympathise the customer and tell him how life is going to change by using Jumbotail. Again try to get relevance and ask him why he is not purchasing those PVs which he had purchased in past (or Brand or Category or PL or Product …Etc)


No Result Customers: These are the customers who are called again and again but have not turned up to our app - Customers whose Last PPV is more than 60 Days can be visited 3 times before actually taking the call as to whether we should not call them or not. Since we have only 100 customers now, we can hold this until Recency V1


Troubleshoot: This is a separate problem, use cases for the same will be informed


Owner out of town: Check if we can install on someone else’s phone working at their store, If yes then inform the Customer Success Team to take this further.


Owner Changed: Push this ticket to ground ops team to check whether new owner has a smartphone (if this information can be given then it will be good) if he has then they will take care and onboard the new customer.


Mobile Damaged: Ask when he will be getting the smartphone back. If he says some date then follows up the same in the next recency


Relevant Products are not live on App yet: Take feedback on the products that are still not live on the App. Suggest other available alternatives that are currently listed on the App.


There can be Many other cases, But as of now I don't think there will be a standard script for recency.

Point is - Connect with customers,  with Data, be relevant to him


After the call


This is a very crucial step in Recency. Now that we have Identified problems in the last step, resolving these problems to make sure Customers are back to ordering mode.


Map the problems with the respective team responsible and make sure the problems are being solved.


Follow up and close the tickets on recency.


Important : Inform customers at the end of each call for any additional questions or require further clarification, please, do not hesitate to call us at  +918880188801