An online pharma retailer was struggling with operational inefficiencies that directly impacted customer experience and revenue. High order errors, delayed prescription verifications, long wait times, and frequent delivery issues eroded customer trust, leading to a decline in repeat purchases. Additionally, the absence of real-time integration between the call centre and pharmacy CRM made handling customer queries slow and error-prone, further aggravating dissatisfaction.
Challenges
- High prescription verification delays and order-related errors.
- Lack of trained agents with pharma-specific knowledge.
- Long customer wait times and inconsistent communication on order statuses.
- No real-time system integration, leading to slow query resolution and increased order rejection rates.
Solutions
| Category | Challenges | Solutions Implemented | Impact |
| People Transformation | Lack of specialized agents with pharma knowledge. High error rates in prescription order processing. | Recruited agents with healthcare and pharmacy expertise. Introduced agent profiling to allocate specialized cases based on experience and skill sets. | Order accuracy improved by 40%. Customer Satisfaction Score (CSAT) increased from 60 to 80. |
| Process Optimization | High volume of calls related to order status and queries. Delays in prescription verification affecting timely dispatch. | Formed a dedicated order resolution team focused on quick issue closures. Implemented proactive SMS and WhatsApp notifications for real-time order status updates. | Order processing time reduced by 50%. Repeat customer rate increased by 35%. |
| Technology Enablement | Lack of real-time data flow between the call centre and pharmacy systems. High rate of order rejections due to incomplete prescriptions. | API-based integration between the call centre platform and the pharmacy CRM for real-time order tracking and updates. | Call handling time reduced by 15%. Order rejection rate dropped from 18% to 10%. |
