Page 89 - ABFRL SUSTAINABILITY REPORT 2016-17

ABFRL
SUSTAINABILITY
REPORT /

Customer Voice Response System (CVRS)

O ering the best in quality and service to our discerning
customers is paramount at ABFRL. To maintain this
practice, we constantly connect with our customers to CUSTOMER All customer complaint, enquiry
VOICE received through call /mail
seek their feedback. CVRS is a platform which handles
customer complaints and ascertains process
transparency through the deployment of an online
Complaints Management System. Customer Dialogue Executive receives customer
COMPLAINT complaints and gives them proper resolution including
RESOLUTION
OBJECTIVE follow-up with concerned department with the help
of escalation matrix
Encourage customers to share their experience,
feedback and complaints
Product complaint summary shared with quality
Sort and feed the valuable inputs to CUSTOMER team for further improvement in the form of taking
FEEDBACK
respective functions projects to reduce complaints
Enable service functions to identify
opportunities for improvement in order to
enhance customer satisfaction CUSTOMER Measure customer satisfaction index as per
SATISFACTION
INDEX resolution given to customers by the CVRS team
Ensure on-time closure of all product and service
related complaints (within 24 hrs TAT- Turnaround Time)

Ensuring Customer Delight Through Quality Management

Delivering an enriching customer experience is one of We take additional care to ensure that our stores team is
our topmost priorities. It has been our constant well-trained in e ective handling of customer feedback
endeavour to delight our customers by recognising and returns.
their existing and potential needs and surpassing their
expectations. Hence, we designed the Customer Quality DEFECTIVE RETURNS TRENDS – FY -
Management (CQM) process, which acts as the 'voice of
the customer' for us. There has been a reduction in DPMPS (Apparel &
non-apparel Products) from 881 in Q1 FY2016-17
This process is undertaken across our stores and
to 394 in Q4 FY2016-17
captures consumer feedback on product quality. The
dashboard comprises metrics like DPMPS (Defects per
Defectives identi ed by Stores team has
million pieces sold) and % Proportion Defect Trend.
increased to 54% in Q4 FY2016-17 from 39%
These metrics are applied at all product levels (Apparel in Q1 FY2016-17
and Non-apparel) and across various lines - Men, Ethnic,
Women and Kids. The ndings are used to decide on Customer returns have also reduced to 46% in
corrective actions which are then routed back to our Q4-FY17 from 61% in Q1-FY17
products.

LAKSHYA FOR QUALITY

Customer experience is a combination of a host of factors like the look, feel, price and most importantly the quality
and durability of the garment. Customer's purchase and owning experience is vital in building and retaining the brand
image. Lakshya, the state-of-the-art in-house product testing laboratory, aims at ensuring the durability of our
apparels at Pantaloons.

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