Hello brand-owner, is your after sales service revenue on the
downslide? Are you not in a position to closely monitor your
service department personnel? Do you want to mine mission-critical
information from the maze of data available on your service
engineers call sheets? More importantly do you want to bond
with your customers for a long time to come? Then call in Service
007. Or Naresh Purushotham.
Well, Purushotham is neither a corporate spy nor a sleuth detecting
white- or blue-collar frauds. He is the managing director of
Customerbroadcast, a neutral infomediary between brand owners
or companies and their customers, offering a combination of
CRM and call-centre services.
Some MNCs (Sony, Grunfos
and Siemens Medical Solutions) and Indian companies (Sumeet Mixie,
Parryware and Sundaram Home Finance) have already hired his
services, branded as Service 007. Companies, or brand-owners as
Purushotham calls them, earn handsome margins on spares and
services. A dent in that activity will be a major hit on a companys
He says 96 per cent of
dissatisfied customers do not complain. But on an average a
customer tells 10 people about his problem with a company. Poor
after sales service makes 65 per cent of the brand-users to switch
brand loyalties. "But a majority of them will come back if
their complaint is handled satisfactorily," Purushotham says.
"These days it is the company, and not the buyer, who have to
A switch in brand loyalty
will directly affect the brand owner and not the intermediaries in
the distribution chain. Realising this, MNCs bestow lots of care
in handling customer complaints. So what is that Customerbroadcast
offers? It offers a special software to keep track of customer
complaints till it is resolved by the brand-owners. The company
also keeps itself in the loop by acting as the call and complaint
Starting operations with
one client Sumeet Mixie nearly a year ago, Purushotham is
a happy man today. Today Customerbroadcast is cash positive and
more clients are signing up. Further, he is confident of getting a
second round of funding. Says he: "Ernst and Young is talking
with a couple of investors."
A cursory glace at
Customerbroadcasts client portfolio will reveal a mix of
brand-users that are individuals and commercial
establishments. "It is the commercial segment which
helps us to generate revenues fast and build a strong
foundation," he says. About the competition posed by call
centres, which offer value-added services like following up a
customer complaint till it is closed, Purushotham says there is no
other player in Customerbroadcasts domain.
"Our USP is our
software that mines data and interprets the same. From the data
generated, we can find out the performance of a service engineer
and the equipment. One can decide whether a particular service
engineer needs training or the equipment needs to be redesigned.
Pure play call centres are suitable for low-value, high-volume,
plain-vanilla service. Unlike call centres, our service is
web-enabled. We are also planning to use SMS to inform our clients
service engineers about a customer complaint," he says.
Customerbroadcast is now
planning to do the dealer rating service to consumer durable
companies as a value-added offering. Under this scheme,
immediately on receipt of sale information from a consumer durable
dealer, Customerbroadcast will call the brand-user to find out his
shopping experience on different parameters.
Customerbroadcast signs up a two-year agreement with a
brand-owner. Starting its operations on a transaction-based
revenue model, Purushotham soon changed over to an annual flat-fee
structure. The service charge depends on the kind of service the
brand-owner wants shared resource or dedicated resource.
"We charge a fixed annual rate and also a user-charge for
using our software," he says.
established assistance centres in 21 major cities
in India. "As calls made within 200 kms can be considered
a local call, I can say that the 21 centres effectively cover
more than 200 cities," Purushotham says.
Further, with the
reduction in STD rates, he is negotiating with private basic
telephone service providers like Bharti to get a favourable tariff
plan. "If we get a favourable tariff structure, which
includes long-distance calls and web-connectivity, then we may
close down all the centres and have one big centre in Chennai."