Himalaya was already exploring ways of using email to pro-actively communicate with their customers. The company already had a very strong mass-media communication program, through the print media and TV, but customers increasingly preferred email, which is not only far more cost-effective than advertising, but a lot more product information can be given out.

Himalaya's dilemma was 'build or buy' - building an in-house system or opting for a third-party solution. A systems integrator at Himalaya recommended a CIM solution from Talisma Corp, the Bangalore-based subsidiary of Talisma Inc, USA.

Solution: The IT team at Himalaya determined that Talisma's service and marketing modules could meet Himalaya's requirements out-of-the-box, without any customisation. This enabled Himalaya to be up-and-running with its CIM system in a matter of two weeks.

Incoming phone calls are now routed to customer service representatives (CSRs) by Himalaya's telephony system. Once an agent receives a call, Talisma helps categorise the caller based on whether the is a consumer, doctor or distributor. The system can categorise the query into a pre-defined category (product information, brochure request, etc). At this point, the CSR gets the customer's entire interaction history, enabling a more informed response. Finally, the CSR indicates the required follow-up action (call back with more info, query resolved, etc). The software then tracks unresolved queries, reminding the CSR and the manager as reply deadlines approach.

Incoming emails often require responses from product specialists, such as in-house researchers. CSRs can forward these emails to the concerned specialist, and also keep track of replies sent by that person.

The system enables Himalaya's marketing people to segment the customer database using a variety of parameters (like profession, location, etc) in order to send out targeted campaigns (to all doctors in India, to all female consumers who enquired about a personal care product, etc). With little or no help from the IT department, they can send out colourful HTML email campaigns, with the ability to track the number of replies, the number of people that read the mail, the number that bounced back, etc.

Customer interaction points

Implementation

Results: Himalaya's customer contact program was just amassing a database. Now, it's a dynamic two-way communication program with consumers, distributors and doctors. Talisma has allowed Himalaya to standardise all customer data collection and integrate all processes. It has enabled CSRs to provide the same level of service, regardless of the channel of communication -- email, phone or letters (some sent by consumers through Himalaya's 90-plus retail stores).

The software also gives Himalaya ample opportunities to up-sell and cross-sell both through marketing campaigns, and by helping CSRs understand customers and their needs better through their interaction histories. It also helps managers to easily analyse trends in customer queries and complaints, and stay in touch with the market.

Talisma solutions are deployed in 32 countries throughout North America, Europe and Asia-Pacific, in B2B eCommerce, call centres, telecom, distribution, education, BFSI, government, healthcare, hi-tech industries, etc.

Its Indian customers include Daksh, Aviva Life Insurance, Birla Sun Life, Citibank, Ford, HDFC Bank, Hewitt, ICICI Bank, Rediff, Samsung, Sony, UTI Bank, iGATE, iSEVA, Cholamandalam AMC, Himalaya Drug Co, etc. Talisma is headquartered in Bellevue, with operations spanning across Los Angeles, New York, London, Geneva, Brisbane and Bangalore.