Omnichannel Customer Experience Analysis

Presented by : Group 6
The Itch: A brand film by Urban Ladder
 ABOUT COMPANY

Urban Ladder has the tagline

“Welcome Home” which
provides the customers ideas
and inspiration to help them
create a space that’s warmly
and uniquely theirs. At Urban
Ladder, we want you to
discover the joy of creating,
starting with your home.
 Awards and Recognitions
Urban Ladder collected the 'Best Digital
Start-Up' Award at the 4th India Digital
Awards conducted by Internet and
Mobile Association of India.Ashish
Goel was voted by the Network 7
Media Group Jury as "Game Changer
Entrepreneur of the year" 2016 at Satya
Brahma founded 8th edition of India
Leadership Conclave 2016.
OVERVIEW OF POINTS TOUCHED

● Advertisements

01 Customer Attraction and

Engagement
●
●
Offers and Potential Customer
Social Media presence

● Online - website and app

02 Sales Channels ●
●
Offline Stores- locations and need
Payments

● Customer Support Channels

03 Customer Care and Services ●

●
Delivery and returns
Warranty ,Replacements , Flexibility and Quality

● Companies Presence and Reach

04 Social Media ●
●
Sentiments of Customers
Ability to Respond

● Loss/Growth ?

05 OMNICHANNEL PERFORMANCE ●
●
Customer Satisfaction Index
Use of Modern/Advanced Tech to reach customers
 Customer Attraction
and Engagement
Innovative
Strategies for
customer
Attraction and
Engagement by
Urban Ladder
 Sales Channels

>65% ~20% <10%

ONLINE OFFLINE STORE THROUGH others : Flipkart /
Amazon.
Urban Ladder since its foundation in 2012 Urban Ladder in its quest to acquire Sales through these channels are rather
has focused mainly and entirely on its multichannel , rather an omnichannel less compared to other two. Becoming a
online sales platform - urbanladder.com. It experience for the customers , has been two tier job , this hasn’t been accepted well
was no later than 2018 when it stepped into planning on opening stores in multiple by the customers.
offline market for better customer cities across India. Pune , Mumbai , Delhi
experience. and Bangalore are a few examples.

● Providing a better experience and ● Only a few ratings and reviews on

● Provides thousands of designs and
accessibility to customers and bought products.
options to choose from at a single
becoming a place for trust. ● Tertiary treatment to this channel by
platform.
● Drawback include its availability only in the company.
● Delivery in fewer cities.
selected cities for now.
● Molestie nec amet cum sociis
 ONLINE MARKET PRESENCE

Urban Ladder An overview of :

1. Ease of Access
2. Clarity
3. Visual Appeal
Mobile Desktop
4. Portability
5. Payment Methods

App Website Website(Desktop) Other

 Play Store

General verdict :
� Urban Ladder App has overall positive reviews and
ratings on Google Play Store for the app.
� Issues are mostly related to product quality and delivery.
� App interface is innovative and use of Augmented
Reality makes it even better for customers.
� It links well through social media and other channels
through reviews and blogs.
The Urban Ladder
App
DESKTOP WEBSITE
Payment Gateways and other features

� Urban Ladder online sales

entirely depend on online pre-
payments.
� Cash on Delivery is not available
which can be a little offset.
� Website includes all the key
points (FAQs and support) to
help customers have a
comfortable experience with
lesser complexities.
� Lacks a chatbot.
 Help webpage

Help Center forms an important and key

point for Customer Experience.
It should aim at providing answers to all or
most of the possible queries a customer
can come across.
Urban Ladder Help Center includes all
such sections and provides all the details
necessary to carry out a business.
OFFLINE STORES

● Rolling out physical retail stores is

helping Urban Ladder get closer to
its customers by understanding
their preferences and giving them a
better look and feel of their
purchase. The strategic step will
help the furniture e-tailer morph
into an omnichannel retailer which
is the new reality of retail.
SOCIAL MEDIA PRESENCE
What is Omnichannel Approach?

An omnichannel approach means there's

integration between distribution,
promotion and communication channels
on the back end.

For example, a customer service representative

interacting with a customer in a store can
immediately reference the customer's previous
purchases and preferences as easily as a
customer service rep on the phone or a
customer service web chat rep.
Recent Developments in Omnichannel Approach

1. The key to a seamless omnichannel experience is a

modern supply chain -- one that extends delivery across
mobile apps, websites, social media and stores.
2. Chatbots are another omnichannel trend.
In a fresh round of funding, online furniture and home decor start-up Urban
Ladder has raised $12 million. The money will be used by the company for
an omnichannel expansion. Development on both online and offline fronts is
“a decisive step towards profitability in FY 18-19” according to the
company.
How does Urban Ladder handle its
omnichannel service?
● Urban Ladder use Salesforce CRM for its largely known customer service and
have been managing their customer base with ease.
● They use CRM for a variety of tasks from sending automated emails to
customers for the services they are using and providing the experience that
improves the relationship between Urban Ladder and its client base.
● With Salesforce, Urban Ladder now has the capability and data to deliver on
its customer-centric vision. Now the Agents are empowered with details about
customers’�past�interactions�and�preferences�and�able�to�provide�a�more�
personalized and proactive service.
 What challenges do Customer face

� Delivery related issues

� Quality related issues
� Discount related issues
� Customer Care related
issues
Delivery Related Issues (potential solution)

❖ Issue

❖ Better Tracking System should be used.

Quality Related issues
 Quality Related issues
� There should be a better
system for quality
assurance so that low
fraction of products get
defected.

� There should be a better

customer refund(like
providing discounts in
maintenance/repairing
charges to those who have
ordered within a year or
so).
Discount related issues
� The customer care executive must
be fully aware of all the terms and
conditions related to the discounts
currently in service in case a
customer asks a query so that waste
of time should be minimized.

� Every channel must show proper

information regarding discounts
and taxes of each product to every
customer.
� There should be a proper feedback system
regarding the customer service which should
contain every aspect of the service provided.
� The Executives must be trained under proper
programs which must include following
characteristics-
� It should prepare employees to take on
greater responsibility.
� It�should�hone�people’s�leadership�skills,�
talents and core competencies.
� It should help the workforce meet
today's complex business challenges.
Discussion and Conclusion

So as a whole we analyzed and observed that

Urban Ladder is in a phase of expansion. At some
places the omnichannel approach is functioning
very well at some places it’s still a dream to be
realised.

We can conclude that the Company is in a

process of adopting omnichannel approach and is
extensively investing it.

Customer Experience and standards still has a lot

of length to improve upon.
Our Ratings for Urban Ladder
THANK YOU!

Team Members:
ARNAV SHRINGI 17095016
AAYUSHI JAISWAL 17045002
PUSHPESH PRANJAL 17095051
UTKARSH GUPTA 17045113
YUKTI GUPTA 17045118
GURPREET SINGH 17045121
RAHUL CHATURVEDI 17075047
NIKHIL KUMAR 17155051