Customer Story
Myntra Revolutionizes E-Commerce Experience Through Unified Communications
Read Full Customer StoryAfter Exotel
Before Exotel
Client Testimonial
Being a leader in the online fashion and lifestyle space in India, Myntra has empowered consumers to look good by bringing fashion closer to them. Enhancing customer satisfaction and providing faster delivery of consumer goods are some of our brand promises. For this, we needed a solution that could provide process automation and enhance our potential to reach out to new customers, while ensuring customer retention. Exotel was chosen among others as the most reliable solution to effectively manage our operations.
Mohit Mital
VP Customer Experience
Myntra
About Myntra
Founded in 2007 by a group of IIT and IIM graduates, Myntra Designs Pvt. Ltd. has emerged as India's leading online lifestyle and fashion retailer. Headquartered in Bangalore with regional offices in New Delhi, Mumbai, and Chennai, the company offers personalized products across 33 categories with a designer community of over 3,500 contributors. Myntra's value proposition centers on giving consumers the power and ease to transform their look through online shopping with the largest product catalog, superior usability, 24x7 customer support, and favorable return policies.
Navigating Retail's Digital Frontiers
As a pioneer in India's e-commerce fashion space, Myntra experienced explosive growth that created operational challenges for their customer engagement infrastructure. Their commitment to superior experience and unmatched efficiency was at risk due to several critical limitations.
Challenges
Escalating Interaction Volumes
Multi-directional customer interactions spanning inquiries, bookings, and feedback were growing unsustainably. The existing system struggled to handle increasing call traffic, creating potential bottlenecks in customer service delivery.
Technical Integration Barriers
Legacy applications created redundancies between the online portal and customer support center. Technical glitches made mass customer outreach difficult and hindered the seamless experience Myntra promised.
Experience Consistency Challenges
Maintaining consistent service quality across all touchpoints became increasingly complex. Deteriorating customer satisfaction threatened their market position as a premium lifestyle destination.
The Solution
Unified Interaction Management
Deployed a centralized platform integrating existing business applications. This enabled customer history tracking and personalized experiences while eliminating redundancy.
Adaptive Business Process Automation
Implemented a scalable solution evolving with Myntra's changing business processes. The flexibility allowed easy adaptation to growth while ensuring business continuity.
Omnichannel Communication Network
Created an effective network ensuring perfect interlinking between the website and support center. This enhanced customer connectivity without technical errors.
Intelligent Voice Response System
Deployed a sophisticated IVR system managing incoming calls with pre-recorded messages and smart routing. This ensured first-call query resolution while optimizing resource utilization.
Fashion-Forward Results
Performance Milestones
Operational Excellence
Business Productivity
Significant increase in business productivity
First-Call Resolution
Measurable improvement in first-call resolution rates
Agent Efficiency
Enhanced agent efficiency through unified systems
Customer Engagement
Successful implementation of 24x7 customer support
Improved handling of high call volumes
Reduction in technical errors during customer interactions
Business Transformation Success
Enhanced Customer Experience
The unified platform delivered consistent, personalized interactions across all touchpoints, creating lasting impressions with customers.
Operational Agility
The flexible system allowed Myntra to adapt quickly to changing business requirements and growth patterns without disruption.
Innovation Leadership
The advanced solution reinforced Myntra's position as an innovator in the e-commerce space, supporting their vision of being India's largest online lifestyle products retailer.
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