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Home > Industry Focus > Retail & CPG

Retailing has transformed from mere selling of the goods to creating a delight or overall shopping experience for the end customer.

This transformation explains why worldwide retail outsourcing is valued at more than $30 billion in 2010 & estimated to grow at a CAGR of 5.47% during 2008-2013. (Source: Datamonitor)

Emerging Trends
The retail industry has evolved from brick and mortar to click and mortar (e-commerce and m-commerce) in 2011. Retailers are concentrating on customer-centric retailing, leveraging social media feeds, multi-channel retailing and E-tailing.
In tune with the emerging trends, HCL’s retail & consumer products practice offers a fully integrated service line with end-to-end capabilities to enable clients achieve operational excellence.
The Business Case
In order to thrive in a highly competitive and dynamic business environment, retail and consumer product companies have always operated with a high degree of innovation. However, there are a few pressing challenges:
Growing competitive pressures
Growing online and new media sales
Lack of cross sell trained workforce
Diverting customer traffic on online portals
Cannibalization of Retail store
Disparate supply chain process
Lack of market intelligence across retail functions
HCL Domain Expertise
HCL Retail & CPG Service Offerings
Benefits to client
Services Key Improvement Measures Tangible Benefits
Supply Chain
Real time route management
Centralized order processing
Iintelligent tracking algorithm
99% on-time delivery
Order management reduced cost by 50%
Tracking efforts reduced by 20%
Store Operations
POS management analysis
Deployment of workforce Management Tools
Stock Optimization
Optimized Distribution
Marketing & Sales
Proprietary MS Dynamics based CRM
Introduced multi-channel sales support
Integrated CRM with Client Customer Info Apps
End to end sales & customer service support
25% - 33% improvement in overall sales
400% increase in sales conversion
Customer Support
Multi-channel customer support
Real time queue Mgt
Capacity planning & headcount management
Increased customer satisfaction & revenue by 0.5 -1%
Reduced end user complaint from 8% to < 1 %
Achieved 1st rank from 5th position in in JD Power Sales Satisfaction Index with satisfaction score of >800
Finance and Accounting
Handling diverse product & service customer queries l
Quality Management System
Developed an automated system
DSO down from 180 to 52 days
5 fold increase in % of collections
Collection efficiency improved from 18% to 30%
Analytics
Customer Segmentation Analytics for Campaign Launch
Improved RoI and Connect to Conversion Ratio
Improved Analysis helped Decision Support
HCL Differentiators
Domain Expertise
1500+ Qualified executives with enriched experience in Retail support services
50+ unique Retail processes
Transformational Approach
HCL’s SalesNXT approach for revenue enhancement and ServiceNXT approach for contact optimization are analytical models used to predict and improve the effectiveness of customer lifecycle interactions
Delivery Capabilities
HCL’s blended global delivery model is a combination of offshore & onsite process improvement model that utilizes the reach of HCL’s 26 delivery centers spread across 31 countries
Process Excellence
HCL’s BPO services are rooted in process excellence and focused on the quality of service delivery to exceed SLAs and customer expectations; this further induces:
Seamless Quality Implementation
Add on values & benefits to customers
Continuous Improvement
HCL’s Tools and Partnership
HCL’s arsenal comprises patented tools and tools in partnership with industry leaders in retail & CPG:
CFM – Case Management & Work Flow Management Tool
FASMAS – Real Time Queue Management & Cash Flow Management Tool
SCORP – MS CRM for order management & track & trace
Talisma – Multi-Channel Integrated CRM application
BI Retail – Business Intelligence across Retail Life Cycle
HCL Transformation Journey
A decade ago, HCL led one of most comprehensive transformational change experienced by a Premier National Retailer in USA. HCL started with a small resource count and by delivering operational and process efficiencies, HCL’s engagement with the client graduated from Cost Arbitrage stage to Transformation Arbitrage in span of 9 years. At the same time, the resource count grew tenfold. In the engagement journey, HCL deployed the best delivery model and provided technology driven support. The client benefited by way of cost savings, process efficiency and end customer delight.
Domain Expertise – People

Neeraj Tandon
Business Unit Head

Neeraj has been associated with IT and outsourcing business for the last 20 years. He was a part of the start up team of HCL BPO operations. Prior to taking up his current position as Global Solution Head, he has been the head of business for Europe architecting major wins in the Utility sector and also served a short period as head of Retail business for US. Neeraj is a qualified management graduate from the prestigious IIM (Indian Institute of Management) and holds a bachelors in science and technology from IIT (Indian Institute of Technology)

Prahlad Punia
Vice President – Retail & CPG Delivery

Prahlad has 22+ years experience in IT/ITES/MPE/Retail/BPO industry and currently heads HCL BPO’s media and publishing vertical. Prior to joining HCL, he was the Director ITES of GTC Telecom where he set up and transitioned processes to their captive BPO unit in India. He was also instrumental in setting up the India delivery center for Digital Dispatch Systems and headed the Indian operations for 3 years.

Amit Roy
Practice Head - Retail & CPG

Amit has over 16 years of experience in marine logistics, marine engines, power plant commissioning, operations and distribution, retail operations in consumables & petroleum products. In addition, Amit has insightful experiences in process consultation in automotive franchise establishment and water recycle management. He has worked for L&T (Engineering & Marine Division), Wartsila NSD, Tata Power & ExxonMobil. He has also worked in retail and commercial channel management with organizations associated with Volkswagen, Mahindra and Doshion Veolia Water Solutions. Amit has recently been certified with National Retail Federation certification for Retail domain expertise.

Shaila Sharma
General Manager – Delivery

Shaila has 14+ Years of ITES operational experience in multiple domains viz Retail, Telecom and Financial Services encompassing Inbound / Outbound voice and back office lines of business. With an English Hons graduate from DU and MBA from IGNOU, Shaila has hands on multi function resource management skills across HR, Admin, Trg, WFM & Quality and successfully transitioned $12 Million+ MCCS account. She is certified by National Retail Federation as “Professional Retail Business Credential” demonstrating proficiency in the domain.Prior to joining HCL, Shaila was associated with GE Capital and was recipient of Dalbar Service award handling large team comprising of Customer Service & Policy Servicing resources involved in Fixed Annuities business of GE Financial Assurance.

Email: Marketing.bpo@hcl.com