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Running FMCG operations can be a pain or it can be fun depending on how you go about it. Use call center software for FMCG industries and it will be fun across all channels and from top to bottom.

Omnichannel, omnireach

FMCG is a competitive segment with fickle customers switching allegiance without a second thought. Even slight delays in responding through any channel could see them decide to buy some other brand product. Wise up to their ways and get omnichannel contact center software. Listen to social media posts and nip problems in the bud. Talking of social media, you can use it effectively to launch promotions, contests and schemes as well as offer help during this ongoing corona pandemic. It can be fun to engage your dealers, distributors and logistics as well as retail outlets in one channel and end customers in another social channel. If you have not done it, do so. Interaction earns you lots of love, respect and loyalty that translate to sales. Interactions turn into connections and connections work for you.

Be open and available

It is no secret that retailers will stock and sell only those products that have a high profit margin or fast turnover and both. In the process, customers who want a specific item cannot find it on the shelves. Your dealers and distributors may have that item but it languishes in warehouses. The solution? Listen to customers. Open up direct lines through IVR, email, chat or SMS and let them talk about what they need and what is not available. You will be surprised at how much of inventory can be disposed off. You will be surprised at the things people down the supply chain can tell you, not just the end buyer. For instance, one system of packing could be causing damage in transit and loss to distributors/dealers.

Better customer care—more sales

One of the deciding factors that lead to purchase is quality of customer care. People will pick a product that is backed by instant replacement, no questions asked or an extended warranty over one that has questionable policies. When customers call your customer care number with an issue, do not just respond. Overwhelm them with tender loving care and deeper interaction such as through video chat and conference involving your team members. It can be fun. It builds trust. It creates confidence in your brand and product. Translation? More sales.

Getting them all into the database

The end customer is important and so is knowing about them. Have you tried using the contact center software to keep track, invite them to register and channel their data into your CRM for effective future campaigns or keep in touch messages? Do try it.

What goes for end customers goes for the chain comprising of dealers and distributors. Think of them as family. Your contact center solution becomes the communication hub for everyone downstream. With their info in your database your employees do not have to fumble around. Fewer people in your customer service section can handle hundreds of downstream sellers and even retail outlets.

Retailers, through the call center platform, connect not only with you but you can set up conference call to let them connect with each other and work out supply matters. Then, quietly take a peek at the records to know what transpired. It is so much fun when it is so effortless to handle every one of your sellers, wholesale or retail under a common communication umbrella. There is transparency too.

Periodic campaigns

Opt for hosted solution with outbound module. You can deploy this during festivals to launch outreach campaigns targeted at retailers and at end buyers. The idea is to get to customers and ensnare them while competitors are still working up some steam. It can be fun and the campaigns will let you know what customers actually expect. For instance, with the WebRTC conferencing feature you can hold a “customer speak” day and create social interaction online through which you can get their commitment.

Derive intelligence

Let the call center software become a web that connects everyone down to the retailer and buyer. Now you have a system in place that generates data. Analyze it and you can derive plenty of intelligence about rate of sales of specific products, demand, each seller’s metrics, buyer preferences, seasonal variations and lots more. Use it to plan for supplies to be available to meet rush or reduce supplies in case demand falls. You will not be stuck with dead inventory or blocked inventory. Your entire FMCG operation becomes fluid.

The call center software is just a tool with a variety of features like a Swiss Army Knife. It is for you to make maximum use of its various features to deliver a delightful customer experience.

Author Bio:

Hiten Dudhatra is a Team Lead - Digital Marketing at Ecosmob Technologies Pvt. Ltd. He likes to share his opinions on IT & Telecommunication industries via guest posts. His main interest to write the content for Call Center Software & VoIP Contact Center Software. @hitendudhatra