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Client Since:
Products used:
EchoMail® Customer CareTM
Number of E-Mails processed
Average monthly E-Mail volume
2,500
Service Solutions
Customer Care
Types of Services Provided
Strategic Consulting
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QVC Case study
Success Story: Company
Company Overview:
QVC is the country’s preeminent electronic, jewelry and
general goods retailer, headquartered at Westchester, Pennsylvania. Founded in
1986,by Joseph Segel, founder of the Franklin Mint. By 1993 it had become the
No-! Televised shopping service in America and by 2003 with sales touching$ 4.8
billion it became the world’s preeminent electronic dealer. It caters to customers spanning all socio
economic groups through its seven distribution centers spread all over the
world. QVC’s 7x 24 programs reach a large number of viewers in the US, UK,
Republic of Ireland, Germany and Japan.
The letters QVC stand for Quality, Value and
convenience, the three guiding principles of the company. Its dedication to
these values is reflected at every stage of client interaction beginning from
the service representatives who take the call to the people who pack the
purchase, from Billing, to packing, door delivery and after sales service.
Every individual employee at QVC is focused on achieving 100% Customer
satisfaction. QVC subjects all its merchandise to rigorous quality inspection,
samples are scrutinized thoroughly, it ensures that every item works the way it
should and customers buy what they see on its network. Quite often Vendors are advised
to improve packing quality, clarity of user manual and other details to qualify
as accredited suppliers to ensure total customer satisfaction. Packing assumes
a lot of importances since a high volume of products are sold online and
door-delivered making safety during transit an important element. Quality assurance is particularly stringent
at its jewelry distribution division.
Before EchoMail
The electronic communication medium was the
lifeline for QVC since it sold most of its products online; the volume of
inbound mail was naturally high. This mail could be categorized into orders
from customers, enquiries, feedback, complaints, offers from vendors etc. QVC
realized that prompt response to these mails was an extension to its high
quality service and realized the need for an efficient E-Mail management tool
to better manage its huge volume of E-Mail traffic.
The EchoMail Deployment
EchoMail wanted to enter into a strategic tie up
with an E-Mail management company with a proven track record and expertise in
handling the retailing industry and chose EchoMail. EchoMail analyzed the
requirement of the client and decided to deploy CC (Customer Care) to optimize
customer relationship. CC helped in receiving and analyzing these mails across
multiple parameters and ensured prompt response either through auto response or
by routing them to the relevant department. Quick analysis of mail and routing
of orders from customers helped in rapid delivery of products while prompt
response to their queries and complaints improved customer satisfaction levels,
offers from vendors were also analyzed and responded in record time helping in
improving Vendor relationship.
After EchoMail
Prompt response to mails helped in establishing a better
relationship with its customer and vendor base and reinforced its image as a
customer oriented and caring retailer. These mails offered a vital insight into
client preferences; tastes, attitudes and generally how they perceived QVC.
This helped QVC to plan its inventory and sales strategy. While maintaining
good relationship with customers is important to any business it becomes the
very basis for survival in customer retailing. EchoMail’s well researched E-Mail managing tools helped QVC to leverage the
electronic medium to retain and grow its customer base by understanding and
serving them better.
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