A regular dose of D2C-centric resources & tools for Growing Brands, Startups & Entrepreneurs.

Getting triggered may mean different things depending on the generation category you fall under 😜

But be it Gen-Z or Millennial, the brand you run needs a set of triggers…

Meaning?

Think of triggered actions for D2C brands like setting up a series of dominoes. Each domino represents a customer action or behaviour (or even logistic/other partner actions) and when one falls, it triggers a chain reaction of events.

That's how things like ‘Trigger based Messaging’ work, to notify customers and more. But triggers are much more vast than that.

Leveraging Triggered Actions

1. SLA Breach Triggers:

Real-time analytics and monitoring systems are employed to detect SLA breaches. This can include tools for gathering operational metrics, coupled with visualising data trends in real-time.

Stages of Example Triggers:

• Pre-breach Alert: Trigger when service delivery approaches the SLA limit.

• Breach Notification: Trigger upon actual SLA breach to alert management and customer support teams.

• Post-breach Analysis: Automated trigger for data analysis to determine the breach's cause and impact.

Metric:

The key performance indicator here is the reduction in SLA breach occurrences and the response time to potential breaches. D2C brands that have implemented advanced monitoring systems typically see a 25% reduction in SLA breaches within the first quarter of deployment.

The effectiveness of SLA breach triggers is measured by:

• Reduction in Breach Frequency: Percentage decrease in the number of SLA breaches post-implementation.

• Response Time Improvement: Reduction in response time to potential breaches compared to pre-implementation.

• Customer Satisfaction Impact: Feedback scores indicating customer satisfaction with service levels and responsiveness.

Implementation Example:

Let's assume an average SLA breach fine is ₹5,000 per incident for a medium-sized D2C company. Prior to implementing a real-time monitoring solution, the company experiences approximately 20 breaches per month, totaling a monthly loss of ₹100,000. After the implementation of triggers:

• Monthly breaches reduced by 25%: Only 15 breaches occur.

• Monthly financial saving: Reduction in breaches saves ₹25,000 per month.

• Annual saving: ₹300,000.

Benefit:

The improvement in SLA adherence enhances brand reputation and customer satisfaction, potentially increasing customer retention and decreasing churn due to dissatisfaction.

2. Return and Exchange Triggers:

Automated systems for managing returns to route queries and process returns efficiently.

Stages of Example Triggers:

• Return Initiation Trigger: Automated instructions for return process upon request.

• Return Status Update Trigger: Regular updates about the return status until resolution.

• Feedback Request Trigger: Post-resolution feedback to gauge customer satisfaction.

Metric:

The primary metric is the effectiveness of triggered actions in resolving customer issues or enhancing engagement, measured by:

• Response Rate: Percentage of triggers resulting in a customer response or action.

• Conversion Rate: Percentage of triggered actions leading to a desired outcome (e.g., successful resolution, repeat purchase).

• Customer Satisfaction Score (CSAT): Feedback scores indicating customer satisfaction with the triggered actions.

Implementation Examples:

For a D2C brand implementing triggered actions for damaged products and customer dissatisfaction:

• Response Rate: 80% of customers respond to triggered actions within 24 hours.

• Conversion Rate: 70% of triggered replacements result in successful resolution, while 60% of coupon triggers lead to a subsequent purchase.

• CSAT Score: Average CSAT score of 4.5 out of 5 reported by customers who experienced triggered actions.

For a brand handling 100 returns a month with an average handling cost of ₹1,000 per return, efficiency improvements can reduce costs:

• Monthly Return Handling Cost: ₹100,000.

• Cost Reduction Post-trigger Implementation: 25%.

• Monthly Savings: ₹25,000.

Benefit:

Monthly savings due to faster processing improving customer satisfaction, and potentially higher retention rates.

3. Chatbot Triggers

Implementation of AI-enabled chatbots integrated with messaging platforms like WhatsApp to provide instant and personalised customer support round the clock.

Stages of Example Triggers:

• Initial Inquiry Handling: Chatbots respond to common customer queries regarding product information, order status, and shipping details.

• Order Assistance: Chatbots assist customers in tracking their orders, making modifications, or initiating returns/exchanges.

• Issue Resolution: Chatbots troubleshoot common issues like payment failures, login problems, or technical glitches, offering step-by-step guidance or escalating to human agents when necessary.

Results:

Analyse and gather data for each use-case specific chatbot.

• Resolution Rate: 70% of customer issues are successfully resolved by the chatbot.

• Customer Satisfaction Score (CSAT): Average CSAT score of 4.7 reported by customers after interacting with the chatbot.

• Average Response Time: Chatbot responds to customer inquiries within an average of 10 seconds.

Assuming a D2C brand receives 500 customer inquiries per day:

• Initial Average Response Time: 2 hours per inquiry.

• Post-Chatbot Implementation Response Time: Reduced to 30 minutes per inquiry.

Benefit:

Implementing chatbots significantly reduces response time, frees up human agents to focus on more complex queries and tasks, leading to overall operational efficiency and cost savings.

4. RTO and NDR Triggers:

Advanced logistics and tracking systems integrated with automated communication tools such as SMS and WhatsApp to handle RTO and non-delivery reports effectively.

Stages of Example Triggers:

• RTO Detection Trigger: Automated alert triggered upon detection of returned packages to the origin due to delivery failure.

• Resolution Trigger: Immediate action triggered to address the RTO, such as rescheduling delivery, updating address details, or initiating a refund or replacement.

• Initial NDR Trigger: Automated alert when a delivery fails for the first time, detailing the reason for non-delivery and asking for customer confirmation or alternate instructions.

• Follow-up NDR Trigger: If no response is received within 24 hours, a second notification is sent to prompt action or to confirm a redelivery schedule.

• Final NDR Resolution Trigger: After repeated non-delivery and customer non-response, a final message is sent to inform the customer of the return of the package to the warehouse and the options available for refund or redelivery.

Metric:

Reduction in package return rates and improved successful delivery rates are key metrics. Typically, businesses see a 15-20% decrease in return to origin (RTO) incidents after implementing effective NDR management systems.

The effectiveness of NDR triggers is measured by:

• Resolution Rate: Percentage of NDR cases successfully resolved through automated actions.

• Response Rate: Percentage of customers responding to follow-up messages or taking necessary actions to resolve NDR issues.

• Customer Satisfaction Score (CSAT): Feedback scores indicating customer satisfaction with the resolution process.

Implementation Results:

Assuming a medium-sized D2C brand faces a 10% NDR rate on 1,000 monthly shipments:

• Monthly Shipments Affected by NDR: 100 shipments.

• Improved Successful Delivery Rate Post-Implementation (20% improvement): 80 successful recoveries of initial NDR shipments.

Benefit:

Operational efficiency that boosts customer trust and retention, as customers are more likely to return to a brand that effectively manages delivery issues.

5. Feedback Collection Triggers:

Integration of Omnichannel Customer Relationship Management (CRM) tools with automated survey platforms and messaging services like WhatsApp or email, which enable seamless feedback collection post-interaction or post-delivery.

Stages of Example Triggers:

• Immediate Feedback Request: Sent immediately after product delivery or service completion to capture the customer's initial impressions.

• Follow-up Feedback Request: If the customer does not respond to the initial request, a follow-up is sent 3 days later.

• Incentivized Feedback Request: A final attempt to gather feedback by offering a discount or future purchase incentive, sent 7 days after the initial request if no feedback has been provided.

Implementation Example:

For a D2C brand implementing feedback collection triggers:

• Response Rate: 40% of customers respond to feedback requests.

• Completion Rate: 30% of feedback forms sent are completed by customers.

• Net Promoter Score (NPS): Average NPS of 8.5 based on feedback received.

For a D2C brand that normally gets feedback from only 10% of its 500 monthly transactions:

• Initial Monthly Feedback Responses: 50 (10% of 500 transactions).

• Post-trigger Implementation Feedback Responses: 150 (30% of 500 transactions, reflecting a 20% increase).

Benefit:

Valuable insights that can drive product improvements, service enhancements - directly contributes to refining the customer experience and operational adjustments, which can further elevate the brand experience.

Similar trigger actions can be practically implemented with respect to individual brand needs for:

• Abandoned Cart Recovery

• Triggered Checkout Reminders (cross-selling & upselling)

• Order Confirmation and Updates

• WhatsApp & other socials

• Special Promotions/Alerts

And more.

That’s the end of our talk on “Get Triggered: Leveraging Triggered Actions”...

☕ See you on the next coffee date!

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