#shoppiishaves: case solution submitted by team not handsome but fair from fms delhi
DESCRIPTION
#ShoppiiShaves: Case Solution submitted by Asif Muhammed and Yash Malpani from FMS Delhi The Case Study About #ShoppiiShaves: Anita is an ardent blogger and a frequent online shopper. Once she ordered a high end lady’s perfume from one of the leading ecommerce portal Shoppii.com and received a men’s after shave lotion instead and that too of a local Indian brand in a filthy looking bottle. Annoyed and disgusted, she called the customer care and they assured her to resolve the issue within one day; which they failed to deliver which made Anita, who happens to be a very active blogger, to write a very provocative blog about it. Within 1 day, twitter is captured by the hash tag #ShoppiiShaves, and it trends worldwide, causing many popular blogs covering the incident. Background: Shoppy Technologies Pvt. Ltd owns a very famous online shopping portal Shoppii.com; they are the market leaders in India and have recently expanded their operations in United States of America; Shoppii’s USP is their delivery time which they swear by and they also have a initiative called “1 day max!”, as per this initiative, if the customer doesn’t receive the product in one day, then s/he can take it for free. This initiative has been instrumental in making them India’s most preferred online shopping portal, The reason behind their impeccable delivery process is company owned warehouses. Over a period of time, the company has garnered very good relations with the channel partners (courier partners); Due to slowdown in the Indian market, Shoppy decides to do cost cutting, in which they cut back their partner’s commission by 5%, and assures them of original percentage as the economy recovers; On further investigation, Shoppii’s team found that one of their dissatisfied local courier partners replaced the perfume with the after shave lotion in order to tarnish their reputation. Shoppii’s management team has following concerns in their mind; - Stopping #ShoppiiShaves from getting further limelight, - Regaining customer’s trust, - Repairing their sales graph, - Reassuring their channel partners so that they also don’t commit any such activity, - To protect their American expansion trajectory from such incidents The Assignment: Taking learning from this incident, Shoppii’s marketing team wants to create a response mechanism for handling any kind of social media crisis. Also, they now need a way tackle this mess #ShoppiiShavesTRANSCRIPT
Casia 2013
Submitted By:-Yash MalpaniAsif Muhammed(FMS- Delhi)
Social Media Nightmare #ShoppiiShaves
Case Overview Deliverables Short Term Action
Long Term Action
Response Framework
Deliverables
Short TermAn action plan for
extinguishing the fire #ShoppiiShaves
Long TermA response mechanism for handling any kind of social
Delivery of after shave lotion instead of lady’s perfume to Anita, an ardent blogger
Failure to rectify the mistake even after contacting the customer care
Provocative blog about the incident by Anita
#ShoppiiShaves trending worldwide, causing many popular blogs covering the incident
Case Overview Deliverables Short Term Action
Long Term Action
Response Framework
•Nullify the negative: for every negative post an immediate explanation along with positive posts to be made
• Build Trust: Celebrity endorsements to build connect and relationships
Face the online bash
•Along with Facebook, Twitter and Youtube which are the most popular social media platforms; user blogs must be targeted
•#ShoppiiSaves Campaign to be started, focusing on Shoppii’s USP of Saving time and Cost
Start positive online
campaigns
•Rectify the mistake by delivering the correct product to Anita along with some goodies
•Focus on the point that the company employs a customer centric approach by taking Anita’s feedback and posting her with the implementation progress
Take the Responsibility
Case Overview Deliverables Short Term Action
Long Term Action
Response Framework
Hold meeting with all the channel partners and assure them for higher commissions in the near future. Feedback mechanism to identify and resolve problems be implemented.
Implement a performance based commission mechanism (reducing the fixed component and increasing the variables)
Terminate the guilty courier partner in order to send a message across industry
Corrective measures to improve the response of Customer Care
Deliverables Short Term Action
Long Term Action
Response FrameworkCase Overview
Prevention
Response
Recovery
Mitigation
Preparedness: Exercises, Training
Retrofit, Hazard redction
Incident Occurs
Pre- Incident Cycle
Emergency Response
Recovery Activity
Return to pre-incident
operations
Thank You!