Oushnik Chandra, CEO, P.C. Chandra Jewellers, tells The Retail Jeweller, how he drove meaningful change, bridging the service gaps by establishing a customer engagement department for ‘24-hour post-purchase follow-up calls’
Trigger
When I first stepped into the business, much of my training was behind the sales counter. This was invaluable in understanding customer sensitivity, as I observed how subtle details—like how water or tea is offered, or how ornaments are presented—affect customer experiences. However, with our expansive network of 70 showrooms across India, it was physically impossible to monitor every client interaction. Therefore, it was imperative for us to develop a system to collect insights about store experiences, allowing us to address issues that could negatively impact the brand’s image.
Execution
Our plan included a 24-hour post-purchase follow-up call handled by a team independent of sales. This could entail anything—from store experience to product quality—to gain a holistic idea about customer encounters. Before calling, the team was required to spend a month on the shop floor to understand customer behaviour and our products. We started the process with our Bowbazar store in Kolkata, where we progressed from basic questions to detailed conversations. Feedback and complaints were logged using a simple coding system, which was then compiled fortnightly into reports and sent to me for administrative action. Encouraged by the success of the pilot, we expanded to our Barasat, Madhyamgram, Sodepur, and Habra outlets. These locations lacked regular director oversight, making customer feedback from them especially important. Once the system proved effective there, we rolled it out to our pan-India stores, including Bengaluru and Silchar, where we ensured our telecallers were fluent in both English and Hindi for smooth communication.
Result
Although the project initally faced resistance from our senior sales and management—due to concerns of offending customers— it actually built better client connections. Over the past year, we made meaningful improvements that enhanced store accessibility. Our call connectivity rate rose from 40% to 75%, with each call lasting between 1.5-2 minutes. The system is now active in 10 stores across India, and plans are in place to roll out in all stores. The department also helped us connect with past customers with major promotional offers and updates. Overall, the initiative exceeded our expectations and strengthened our stance of delivering excellence.
As told to Mohini Pradhan
