Flipkart Case Study: Customer Relationship Management

Customer Relationship Management
PROJECT

Submitted By – Group II
Avik
Aviral
Jamal
Jaskaran
Rahul
Shivendu
Zeeshan

REASONS FOR CHOOSING FLIPKART

• Flipkart is not your traditional e-commerce site that you have to pay first and then you product gets delivered. In Flipkart you have the option of Cash On Delivery (COD). 80% of the transactions that are currently happening are COD. In India Flipkart was the first e-commerce company that started COD facility.
• This revenue generation model which Flipkart has implemented in India has been scrutinised by various experts and media. This scrutiny was carried out because the profits earned were very meagre in nature and it was not enough to sustain operational costs as the courier companies

It is nearing its goal of becoming the “Amazon of India” and is on the right track.
• The revenues of Flipkart have touched Rs.5 billion in just 5 years.
• Flipkart’s core competencies are the procurement policies and procedures that it follows and the CRM implementation done by it.
• To achieve its intended target of being the best it has acquired many companies such as chakpak.com, WeRead, Mime360 and Letsbuy.com. Letsbuy.com was a rival of Flipkart which also operated in the consumer electronics segment. Acquiring this company made Flipkart the dominant player in this segment.
• Flipkart being new to this market lacked credibility. The credibility was provided by the General Atlantic partners which is the world’s 12th largest private equity firm having investments of over $12 million in this venture.
• Flipkart wanted to venture into other areas apart from books and consumer electronics. For this they needed automation in various processes including CRM because manually handling such large amount of traffic would be very

• Automates processes by allowing repetitive processes to reiterate on its own instead of manual handling of data.
• Decreases labour cost of processing the order by a huge amount due to integration of system.
• Reduces the need for additional man power and resources to complete transactions.
• With automation, useful information can be derived and charted such as customer churn rate, repeat customers, frequency of purchase etc.,
• Flipkart reaches out to its customers through several channels such as email, customer care, chat support etc and CRM enables thorough integration of all the channels at the back end to deliver quality consumer experience.

CRM AT FLIPKART
STRATEGIC CRM
Customer-management