Rekindling the joy of shopping

Tata CLiQ, the flagship eCommerce initiative of the Tata Group, is on a mission to rekindle the magic and joy of shopping. Through a multi-category approach, this dynamic digital commerce platform has three businesses: Tata CLiQ (lifestyle vertical), Tata CLiQ Luxury (luxury vertical) and Tata CLiQ Palette (beauty vertical).

The company required unparalleled speed, efficiency and expertise, so it sought an agile and scalable solution — one that could accommodate its customer needs and underpin its strategy of human touch and technology. This extensive search led to the integration of the Genesys Engage™ on-premises solution for its unmatched scalability, flexibility and commitment to customizable capabilities.

“This integration helped us achieve our vision of a bionic strategy, creating a harmonious collaboration between human touch and technology to create the right experience for our customers,” said Shweta Srivastava, Chief Customer Experience Officer at Tata CLiQ.

Orchestrating omnichannel solutions to accommodate dynamic customer needs

As Tata CLiQ expanded its horizons and moved away from its minimal technology stack, the integration of the Genesys solution enabled seamless omnichannel and multimodal solutions. In partnership with Conneqt Business Solutions Limited, the solution has helped the company tremendously in coping with evolving customer expectations. Furthermore, the transition removed the need for customers to repeat their requests when switching between different channels — ensuring a frictionless journey.

“Today, customers are not just looking for a solution; instead, they want it to be seamless and easy to navigate, ensuring minimal hassle,” said Srivastava.

Tata CLiQ has achieved remarkable improvements with Genesys — with agents responding to 100% of calls within 30 seconds.

Reaching and serving customers effectively

A surge in customer inquiries required Tata CLiQ to introduce self-service options such as chatbots and IVR solutions to handle routine customer queries efficiently. Additionally, a callback feature allowed customers to select their preferred time and date for receiving calls, enhancing personalization.

“We’ve achieved significant breakthroughs with Genesys, from servicing 130,000 of our customers on IVR to a 300 percent reduction in repeat calls,” said Srivastava.

This enabled Tata CLiQ to better measure customer satisfaction through post-interaction IVR calls, maintaining a 96% CSAT score.

Driving agent productivity with customizable solutions

Integrating Genesys into the CRM system in the Tata CLiQ contact center helped agents overcome various platform navigation challenges and equip them with essential knowledge about customer needs. Agents were now empowered to deliver hyper-personalized services more frequently, while chatbots handled automated, low-level tasks.

“What sets Genesys apart is that they strive to create a customized solution that meets the needs of their customers, rather than trying to pitch a pre-existing solution,” said Srivastava. “Their accessible and highly skilled leadership team also serves as valuable industry advisors, making them more than just a service provider.”

The results were evident — increased employee happiness and greater efficiency in running back-office tasks seamlessly.

An extraordinary future for a greater experience

The future vision at Tata CLiQ involves harnessing artificial intelligence (AI) to assist agents in delivering the next-best actions during interactions. They will also explore sentiment analysis on recorded calls to enhance customer insights further, extracting meaningful data that reveals customer sentiment and overall call quality.

Experimenting with new-age solutions, Tata CLiQ envisions running its call center in an “un-call center” way, implementing its human touch and technology approach to stay at the forefront of exceptional customer service.