Getit Infomedia partners with Tata Communications to ... · A relatively new entrant in the digital marketing space, Getit Infomedia was using local numbers with STD codes from an

Getit Infomedia | 1

Getit Infomedia partners with Tata Communications to enhance productivity, reduce costs and faster go-to market

© 2014 Tata Communications Ltd. All rights reserved. TATA COMMUNICATIONS and TATA are trademarks of Tata Sons Limited in certain countries.

India has 45 million Small and Medium Enterprises (SMEs) that contribute to 20% of the country’s Gross Domestic Product (GDP). Getit Infomedia is a digital supermarket that empowers over six million SMEs to be discovered by their customers with solutions across print, voice, online and mobile platforms. Today, Getit Infomedia has a 1000 strong sales force across 150 cities and 400 agents at call centres in six cities.

The challenge

A relatively new entrant in the digital marketing space, Getit Infomedia was using local numbers with STD codes from an incumbent service provider, who initiated digital local search via contact centres in Bengaluru and Delhi. These two contact centres managed pan-India calls.

Local language and domain expertise was becoming crucial to deliver high quality experience to customers.

Getit Infomedia also faced service- level agreement issues with the existing service provider as it outsourced several solutions. An inconsistent service delivery and poor relationship management was a cause of concern for Getit Infomedia as these were undermining the organisation’s ability to respond quickly to changes.

In 2012, Getit Infomedia decided to create contact centres across India. It envisioned a fully hosted, customised, and scalable contact centre solution with a 10-digit pan-India number, 44444-44444, which would effectively communicate with consumers and give them quick responses.

Challenges• Offer 10 digit pan-India calling

number to customers

• The need to set up call centres

pan-India quickly

• Reduce average call time

• Ensure better customer experience

Services Deployed• InstaCC Hosted Contact Centre

version at six locations (Delhi,

Kolkata, Mumbai, Bengaluru, Kochi

and Chennai), agent licenses, IVR &

MSC codes and intelligent routing.

Benefits• High uptime

• Quicker return on investment

• Reduced call handing time

• Faster go-to-market

“We still recall the triumphant

moment when Tata Communications

implemented 44444-44444

pan-India. To test it, we made 2000

simultaneous calls from various

locations. The routing was so efficient

that we didn’t encounter even a

single routing error.”

— Ashish Kohli, Assistant General

Manager — Voice Delivery,

Getit Infomedia

www.tatacommunications.com | @tata_comm http://tatacommunications-newworld.com | www.youtube.com/tatacomms

The solution

Getit Infomedia considered several options for its contact centre application. Ashish Kohli, Assistant General Manager — Voice Delivery, Getit Infomedia evaluated solutions from vendors in the market. None of them except Tata Communications offered an Enterprise-grade solution.

Tata Communications worked in tandem with Getit Infomedia’s business requirements. Within six weeks, it delivered the first regional centre at Kochi in June 2012. Excellent connectivity and commendable support with proactive resolution boosted Getit Infomedia’s confidence in Tata Communications.

Tata Communications held multiple training sessions for the users at each location to ensure quick adoption to the new technology from the operational and functional perspectives. The company’s initial order of 20 seats grew to 200 in six months and is expected to go up to 500 by 2014.

Integration with business applications

Getit Infomedia uses a customer relationship management (CRM) solution developed in-house, which integrates with its search engine. InstaCC is highly adaptive and complements the existing infrastructure and technology investments. Its flexible architecture integrates with the existing applications. Additionally, its intelligent routing directs the call to the relevant local call centre, ensuring quick responses to the customer.

The result

“We still recall the triumphant moment when Tata Communications implemented 44444-44444 pan India. To test it, we made 2,000 simultaneous calls from various locations. The routing was so efficient that we didn’t encounter even a single error” states Ashish.

Minimal upfront cost

Earlier, to launch operations in a city, Getit Infomedia would procure PRI lines and related service event gateways, routers and MPLS connectivity to the data centre. This meant high investments. “Set-up cost was approximately INR 3.5 to 4.5 lakhs per centre depending upon the city. This impacted our ability to grow pan-India and also our profitability,” explains Rajeev Goyal, Vice President — Lead Management Organisation. With Hosted InstaCC, there is no capital investment. Intelligent routing enables the company to extend services to multiple cities with just incremental bandwidth and additional agent licenses. At the same time, the pay-as-you-go model is pocket-friendly. The company ramped up the Delhi call centre from 40 to 80 seats smoothly within 10 days at zero

“Tata Communications Hosted

InstaCC contact centre solution

supports easy integration with

existing business applications. It

offered excellent connectivity, robust

24x7 services, telephony with

resilient network access and the

latest technology. Most importantly, it

offered competitive pricing…

Additionally, we were sold on the

concept of pay-as-grow model rather

than building a Capex model.”



Getit Infomedia

“By December 2012, we had opened

three more regional centres at

Kolkata, Chennai and Mumbai. We

transitioned our existing centres at

Delhi and Mumbai. Eventually, we had

200 seats in December 2012 as

compared to 50 seats in the month

of January of the same year.”



Getit Infomedia

“The seamless integration with our

search engine reduces the average

call time by 50%, thus improving

customer delivery and bringing in

more efficiency.”

— Rajeev Goyal, Vice President –

Lead Management Organisation,

Getit Infomedia

“We are extremely happy with the

availability of InstaCC. We have faced

less than five hours in downtime in

the last 18 months, which means

99.96% uptime.”

— Kapil Mittal, Manager —

Information Technology,

Getit Infomedia


Getit Infomedia | 2


capital investment. Adds Jaspreet Bindra, Chief Executive Officer, Getit Infomedia,

“Tata Communications’ Hosted InstaCC contact centre solution has offered maximum cost benefits. In 2012, we saved INR 1 crore (US $180,000).”

Reduces average call time by 50%

The seamless integration of Hosted InstaCC solution with Getit Infomedia’s search and support services has drastically reduced the average call time from 120 seconds to 60 seconds. Callers no longer need to identify themselves or their calling locations, etc. With smaller call durations, high-speed connectivity to the data centre, simultaneous transfer of data and voice packets, the existing team can handle many more calls and deliver superior customer service.

Allows faster go-to-market

Tata Communications’ services eliminate local dependency, and its quick implementation reduces the time taken to launch or expand the existing call centres. “Tata Communications helped us launch four call centres at a rate of two and half months per centre” explains Rajeev Goyal. “If a city presents business opportunities, we can now launch these services within three weeks with the flexibility to route calls to our call centre of choice.”

Improves management

Tata Communications’ proactive approach informs Getit Infomedia of any service disruption along with proactive troubleshooting to ensure quick resolution. If changes are required, a single phone call ensures the process is addressed within 48 hours.

High Uptime

Uptime is important when 300 employees answer over 100,000 calls per day. Any downtime means forever losing customers to our competitors.

Kapil Mittal, Manager — Information Technology, Getit Infomedia comments, “We are extremely happy with the availability of InstaCC. We have faced less than five hours in downtime in the last 18 months, which means 99.962% uptime.”


Getit Infomedia | 3

About Tata Communications™

Tata Communications Limited along with its subsidiaries (Tata Communications) is a leading global provider of A New World of Communications™. With a leadership position in emerging markets, Tata Communications leverages its advanced solutions capabilities and domain expertise across its global and pan-India network to deliver managed solutions to multi-national enterprises, service providers and Indian consumers.

The Tata Communications global network includes one of the most advanced and largest submarine cable networks and a Tier-1 IP

network with connectivity to more than 200 countries and territories across 400 PoPs, as well as nearly 1 million square feet of data centre and collocation space worldwide.

Tata Communications’ depth and breadth of reach in emerging markets includes leadership in Indian enterprise data services, leadership in global international voice, and strategic investments in South Africa (Neotel), Sri Lanka (Tata Communications Lanka Limited) and Nepal (United Telecom Limited). Tata Communications Limited is listed on the Bombay Stock Exchange and the National Stock Exchange of India.


“Tata Communications helped us

launch four call centres at a rate of

two and half months per centre. If a

city presents business opportunities,

we can now launch the services within

three weeks with the flexibility to

route calls to our call centre of choice.”

— Rajeev Goyal, Vice President –

Lead Management Organisation,

Getit Infomedia

Documents

Getit Infomedia partners with Tata Communications to ... · A relatively new entrant in the digital marketing space, Getit Infomedia was using local numbers with STD codes from an