Page 80 - ABFRL SUSTAINABILITY REPORT 2016-17

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RESPONSIBLE ENVIRONMENTAL PEOPLE SOCIAL
E C O S Y S T E M S STEWARDSHIP FINANCIAL SAFETY PRODUCT RESPONSIBILITY

There have been four incidents of non-compliance with nd solutions for quality improvements. Learnings from
regulations and voluntary codes concerning product this centre also go as inputs for future product and
and service information and labelling which have been vendor developments.
resolved for FY 2016-17.
On the other hand, an attempt to delight the consumers
with an appropriate resolution is of utmost priority.
To make our products safe and kid-friendly, we use
buttons which are free of lead, cadmium and nickel.
This also reduces end-of-product-life impact on the OTHER INITIATIVES
ecosystem.
Our customer-centricity approach also encompasses a
gamut of other initiatives such as:
We design special products which are child-safe and
sport features like 'zip free' and 'shoulder button . We recognise our position as an in uencer of public
choice and values, and therefore, ensure responsible
advertising by eliminating bias, being political
There have been zero incidents of non-compliance neutral and minimising ambiguity
with regulations and voluntary codes concerning
health and safety impacts of products and services
for FY 2016-17. We have created strong competencies around brand
building, product positioning and communicating
the brand USP to potential customer segments
MARKETING COMMUNICATIONS
Brand management and marketing has been Epic Centre has been started as a means of positively
strengthened to sharply focus on brand growth and leveraging social media to manage brand image. It
consumer connect in each brand and segment. helps us engage with our customers through various
social media platforms and stay abreast of the trends.
Central marketing and omni-channel teams are
created to drive synergies across brands and
streamline external communication, public relations
(PR) and consumer delight. The brand/marketing
teams conduct consumer surveys and market
research to nd opportunities in category, segment
and new trends for their respective portfolios.

CUSTOMER VOICE RESPONSE
SYSTEM (CVRS)
Customer Voice Response System helps handle
customer queries e ciently and productively.
For more information on this initative, please refer to the
Stakeholder Engagement section pg 79

PRODUCT RATING AS CUSTOMER (PRAC)

Product rating as customer is a method for evaluating Bosstomer café is a key platform for backend and
and rating the quality of a product, basically from support teams. It is a one-stop point located at the
consumers' perspective and also from manufacturing head-o ce and has a repository of more than
perspective in retail stores. It is a method of expressing 90,000 customer feedbacks. Responses are
the quality in numerical form to make it measurable segregated by time period, geographical location,
and comparable. products and brands

QUALITY CARE CELL Voice of the Customer (VOC) has always been an
important attribute while deciding marketing and
The Quality Care Cell was created with an objective to business strategies. Initiatives to ensure a
speci cally understand and address the post-purchase strengthened feedback from our customers includes
consumer experiences in product quality. direct feedback from store sta
A team of product specialists receives and analyses the
products from consumers at this centre, and work with
the quality assurance team and other stakeholders to
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