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Client Since: August 1999
Products used:
EchoMail® Customer CareTM
EchoMail® Business IntelligenceTM
Number of E-Mails processed
5000 to 20,000 mail per campaign.
Service Solutions
Customer Care
Business Intelligence
Types of Services Provided
Workflow Analysis
Business Intelligence Support
Training and Consulting
Network Architecture
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Reflecting Fashion
Success Story: Newport News
Company Overview
Newport News is an exclusive women’s fashion boutique that believes in bridging the gap between price and high fashion in
women’s wear with its range of reasonably priced garments, apparels and
accessories. Newport’s specialists observe the fashion scene across the US and
the fashion capitals of London and Paris by visiting exhibitions, trade fairs
and street fashions shows. The latest trends and styles exhibited at these
points inspire it’s designers based at New York to come out with the best in
global fashion. In keeping with its dedication to delivering consistent quality
along with the latest fashion Newport has standardized its fabric and fit and
has also set up its own fabric research and development department.
Before EchoMail
Newport News did a major part of its business
Online; in addition to a large number of mail orders it also received a high
volume of mail in the form of enquiries and feedback. This resulted in a high
volume of inbound E-Mail traffic, which needed to be responded
professionally. Newport was in the fashion business where trends and customer preferences were changing faster
than ever before. Mails from customers quite often reflected these changes and
preferences and no fashion boutique could afford to ignore these mails. Newport
wanted keep abreast of this changing scene, by getting an insight into what
these mails conveyed it also wanted to know how its customers perceived it,
customer complaints and issues
EchoMail deployment
Newport News wanted to enter into a strategic
tie-up with a professional E-Mail management company and after weighing the
options it chose EchoMail. EchoMail analyzed the situation and suggested the
deployment of EchoMail® Customer Care™ (CC) its well-researched Customer
relationship management solution and EchoMail® Business Intelligence™ its
proprietary artificial intelligence tool. Business Intelligence analyzed the
huge volume of E-Mails on multiple parameters, and helped in interpreting the
hidden meanings in these E-Mails. CC routed them to the relevant departments to
enable speedy response.
After EchoMail
BI helped in understanding customer preferences
and future fashions through a better interpretation of these E-Mails, which was
vital considering that it was in the fashion business and needed to cater to
the ever-changing taste of its customer base. These mails also helped Newport
to understand how its customers perceived it and take remedial measures
wherever necessary. Prompt and personalized response to queries and complaints enabled by CC gave Newport an
image of being responsive and caring and brought it closer to its customers.
The goodwill thus generated helped in retaining existing customers and winning
new customers in the competitive fashion business.
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