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CX Stories

Remain Relevant To Your Customers – Radhika Aggarwal, Co-Founder And Chief Business Officer, ShopClues

Radhika Aggarwal is the Co-Founder and Chief Business Officer at ShopClues.com. She is also the first Indian woman Co-Founder to enter the prestigious echelons of the Unicorn Club. As the driving force behind the go-to-market initiatives of ShopClues.com, she has carefully nurtured the brand to make it a household name in less than 6 years.

Radhika Aggarwal had received the CEO of the Year by CEO Asia Awards 2016. Radhika, along with Co-Founder Sanjay Sethi, has led ShopClues to become a marketplace with over 28 million listed products and 6,00,000+ merchants, aiming to provide the best online shopping experience. ShopClues serves in over 31,500 pin codes across India and has more than 7000 online brand stores.

An alumnus of Washington University in St. Louis, Radhika holds an MBA in Strategy. She further went on to pursue a course in ‘Web 2.0 and Creative Writing’ at Stanford University. Having worked for Goldman Sachs in Wealth Management and Nordstrom in the Strategy Planning Department, Radhika has diverse experience across industry segments such as retail, e-commerce, fashion & lifestyle, advertising, and public relations, all summing up to 16 years. She started on her entrepreneurial journey with her first venture, FashionClues, a social portal for NRI women.

Radhika had also bagged the ‘Tech Women – Entrepreneur of The Year Award’ at the ‘Disruptive Tech and Innovation Awards 2016’ and the ‘Best Marketplace Award’ at the ‘2016 She The People Awards’. She is an accomplished speaker and is a staunch supporter of women entrepreneurship, having shared her thoughts on several forums including TiE and other industry events. Radhika is passionate about empowering women to assume leadership roles within her organization as well within ShopClues͛’ vibrant community of merchant partners.

About ShopClues
ShopClues.com was launched in 2011 via Facebook with a team size of 5. From here, it has massively grown into one of the leading online marketplaces in India. It has over five lakh merchants, delivers merchandise to over 30,000 cities in India, and over 50, 000 crore worth merchandise listed. It is known for its unstructured categories of products and for promoting regional and local brands.

It was an honor to interview Radhika and get her insightful responses to the following questions.

What role has Customer Experience (CX) played in the journey of ShopClues?

At ShopClues, we want to bring the best customer experience to the next 100 million consumers, residing in tier 2, 3 and beyond areas of India, or what we refer to as, ‘Bharat’. In our journey of bringing online retail to consumers in Bharat, we have had to employ many different teams and partners that have aided in ensuring a hassle-free shopping experience in Bharat. These areas, owing to the lack of good infrastructure, are harder to service than metros, and tier 1 areas. However, with efforts towards improved logistics, fulfillment, technology-backed customer service, and a dedicated customer support team, we have ensured a smooth experience. Besides this, we have also used artificial intelligence to personalise the website, and further improve the overall consumer experience.

In your journey so far, which is the one CX initiative you had pioneered that you are proud of the most? Please tell us what the problem was that you were trying to address and how you went about solving it.

To serve Bharat, we have built an AI-powered fulfillment platform that is scalable, far-reaching, and robust. We serve the largest number of pin codes with 50+ different courier partners and manage delivery timelines, operational performance, and cost. We are able to predict delivery timelines for each order, track it across the courier value chain, and not only resolve real-time issues as they occur but also prevent issues before they occur.

We have been able to standardize all aspects of logistics performance and delivery across courier partners, enabling a superior customer experience.

Generally, teams are always caught up in initiatives that are already planned. In this endeavor to meet the existing KRAs, initiatives that could actually create a positive CX get missed out. How would you handle such a situation and align the team towards the CX goal?

At Shopclues, we tie ourselves to a vision and are quite amenable to making changes to operational models, regardless of the stage of execution. Our teams are flexible and roles are ever changing as per the priority of the organisation, so that helps us to realign any changes in the operational model quickly.

What is your vision around CX at ShopClues? How do you see it evolving in the next couple of years?

Shopclues is in an enviable position to serve Bharat, the needs of which are quite different from the consumers in metros.

Our vision around CX is to be trustworthy and relevant to our customers and serve them the right selection at great prices and with superior delivery experience. We see that the vision will remain the same in the next couple of years and we will deliver even greater value and relevance to them through cutting-edge innovations.

What is your word of advice for businesses embarking this journey of customer-centricity?

Successful businesses are the ones that remain relevant to their customers. For sustained relevance, businesses must continuously evolve and figure out ways to delight their customers.

Follow Radhika Aggarwal on Twitter

Image courtesy: Bram Vanhaeren – HypeBea


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