Mall91- India’s first video commerce (ecomm 2.0) SuperApp, built to onboard 100B Indians to ecommerce.
To facilitate the scaling requirement, we built an in-house support system leveraging the Odoo platform- an open-source ERP, offering a single solution for all business activities from integrating CRM to customer support tools. It has helped to improve our SLA for the Mall91 platform as we worked on iterations to deliver the required features and functionalities quickly.
Let’s see how we implemented Odoo and integrated it throughout our business operation of Mall91.
Mall91- India’s first video commerce (ecomm 2.0) SuperApp, built to onboard 100B Indians to ecommerce. To facilitate the scaling requirement, we built an in-house support system leveraging the Odoo platform- an open-source ERP, offering a single solution for all business activities from integrating CRM to customer support tools. It has helped to improve our SLA for the Mall91 platform as we worked on iterations to deliver the required features and functionalities quickly. We leveraged the Odoo platform to streamline business operations.
We used the Odoo platform for the following modules of the Mall91 platform.
Odoo's integrated Helpdesk module allows for efficient creation, tracking, and management of support tickets, ensuring timely resolution of customer inquiries.
Ticket management: Ability to create, track, and manage customer support tickets, and based on the outcome we plan the sprint
Module Usage: Odoo's Helpdesk module efficiently managed support tickets from creation to resolution, ensuring timely customer query resolution.
Prioritization and categorization: Prioritization and categorization of tickets based on urgency and type of issue. This strategic prioritization ensured that critical issues received immediate attention while allowing us to proactively address recurring issues, thereby enhancing overall service quality and customer satisfaction.
Non-standard procedures: as it was localized for Indian audiences we had to follow some non-standard patterns, like providing limited forms.
Utilizing Odoo's reporting tools and analytics features, we monitored key support metrics such as response times and customer satisfaction scores, enabling data-driven decision-making and continuous improvement.
Monitoring support metrics: By closely monitoring factors such as response times, resolution rates, and customer satisfaction scores, we identified areas of strength and opportunities for improvement within our support operations. This data-driven approach enabled us to make informed decisions.
Reporting tools: helped us track the effectiveness of our support strategies, identify emerging trends, and pinpoint areas requiring further attention or enhancement. Also, with customizable reports, we tailored our analysis to specific business objectives, facilitating more focused and actionable insights.
Surveys and feedback forms: integrated surveys and feedback forms within the Odoo platform, we actively solicited input on various aspects of the support experience, including responsiveness, helpfulness, and overall satisfaction. This direct feedback provided valuable insights into customer preferences, pain points, and expectations, enabling us to fine-tune our approach and deliver a more personalized and impactful support experience.
Net Promoter Score (NPS) Tracking: As part of our commitment to measuring customer loyalty and advocacy, we implemented Net Promoter Score (NPS) tracking within the Odoo platform. This allowed us to gauge the likelihood of customers recommending our products or services to others, serving as a key indicator of overall satisfaction and loyalty.
With Odoo, we integrated various communication channels like email, live chat, phone, and social media, enabling them to provide consistent support across multiple channels.
Multi-channel communication: Integration with various communication channels such as email, live chat, phone, social media, and messaging apps. This multi-channel approach not only expanded our reach and accessibility but also ensured consistency and continuity in the support experience across diverse touch points, ultimately enhancing customer satisfaction and loyalty.
Conversation transfer: Seamless transfer of conversations across different channels while maintaining context to minimize disruptions and delays. Empowered our support team to deliver more efficient and effective solutions.
With Odoo, we developed a comprehensive knowledge base feature, to create and maintain a repository of articles, FAQs, and tutorials, empowering the support team to find answers to frequently asked queries, immediately.
Comprehensive repository of resources: Comprehensive repository of articles, FAQs, troubleshooting guides, and tutorials.
Search functionality: allows teams to find answers to their queries. By leveraging powerful search algorithms and intuitive filtering options, we ensured that users could easily navigate through the vast repository of content and find the information they needed with minimal effort. This enhanced search experience accelerated problem resolution and decision-making.
Odoo allows CRM and e-commerce platforms integration, streamlining data flow and enabling centralized customer data management for enhanced support operations.
CRM integration: Seamless integration with CRM (Customer Relationship Management) systems for centralized customer data management. By synchronizing customer information across platforms and departments, we ensured a unified view of customer interactions and history, enabling our support team to deliver more informed and proactive assistance.
Third-party tool Integration: Integration with e-commerce platforms, helpdesk software, and other relevant tools. By seamlessly connecting these disparate systems and consolidating data streams, we streamlined processes, improved efficiency, and delivered more cohesive and integrated support experiences.
Jupiter notebook data analysis: We use Jupiter for quick reporting and data analysis.
In delivering a high-quality and highly available support system, ensuring quick delivery with seamless business operations was the challenge. Not from the user’s perspective, we faced internal challenges by dedicated teams that were important to attend and find potential solutions to track everything. From security to optimizing overall cost were our top challenges.
Improved security
included behavior and anomaly detection, robust access controls, regular platform updates, encryption of sensitive data, and conducting security audits and penetration testing.
Scalability strategies
Implementing scalability strategies including cloud-based infrastructure, optimized database queries, and dynamic resource adjustment for efficient handling of varying user demands.
Ensuring availability
included automated monitoring, geographic deployment, regular testing of disaster recovery procedures, and utilization of node microservices for load tolerance.
Optimized cost
We created our own CND using Varnish to reduce the costs of third-party AWS CDN services. It helped us to cater to scaling the user base.
Leveraging the Odoo platform to develop an intuitive support system for the Mall91 eCommerce platform was the best decision ever. We witnessed the following improvements.
Get PDF48 hours
SLA reduced from 7 days to 48 hours
7 days
Development time reduced from 20 days to 7 days, resulting lesser cost
99.9%
Uptime, Improved product quality with lesser downtime
SLA reduced from 7 days to 48 hours
Development time reduced from 20 days to 7 days, resulting lesser cost
Uptime, Improved product quality with lesser downtime