India’s leading payment gateway strengthens customer relationship with 20% improved CSAT score
Achieved this outcome with an on-demand workforce, 100% variable pricing and top-notch automated workflows.
Context:
Our customer is India’s leading online payment gateway empowers business owners and communities with simple money transactions. To grow monthly active users on their platform, they needed an automated solution to nurture their customer relationship. They were apprehensive in onboarding an in-house telecalling team due to high infra and employee cost.
Thereby, they demanded for a flexible workforce to drive engagement for specific merchant cohorts on a monthly basis. They evaluated the impact of the pay-per-result cost model to elevate the RoI of their overall customer engagement programs.
GigIndia drafted an end-to-end SOP, target KPIs and account details to formulate a robust execution plan for the customer.
Solution
Challenges
1. The customer was unable to identify groups of high activity merchants.
GigIndia sourced, evaluated and trained our best performing gig-workers for account management role to engage with customer’s high activity merchants. Telecalling, whatsapp, cold emails, and SMS marketing were the key channels explored to establish consistent account follow-ups & engagement. After collecting responses and proper analysation, only quality leads were shared with the customer for the conversion process.
2. Designing engagement program on remote-basis
GigIndia ran a customised engagement program to ensure there is no leakage during customer engagement. Vernacular expertise of CX executives helped in bridging the language barrier for local merchants and the targeted SMBs. Our Giggers used empathy, deep business understanding and pain points of the customers to establish the trust amongst the target merchants.
Results:
1. 10 account managers (gig-workers) appointed
2. 700 high activity merchants assigned under each account manager
3. 20% improvement from original CSAT score
4. 35% hike in account reactivation
5. Customer churn rate — Was brought down from 36% to 28% for the targeted accounts
Commercial model:
1. Nominal fixed payout per Gigger for completing 30 days in a month
2. Variable payout based on connected talktime, CSAT score and fault rate
