Case Study
Background
● Client history:
Mahindra began as a steel company and has since diversified its operations into three segments: automotive, farm equipment, and others. However, Mahindra Holidays Resorts India Limited (MHRIL) has been a Mahindra Group company for 26 years and is revolutionizing the way families holiday through their unique vacation ownership business model. With a firm commitment to fulfilling the dreams of their members, they have earned the trust of over 2,81,000 families who have experienced the ease and convenience of their facilities.
● Client Goal:
The objective was to re-strategize and increase sales and customer engagement for MHRIL’S loyalty program so it could cater better to the existing membership base.
● Problem Statement:
How to successfully re-strategize and increase sales and customer engagement for MHRIL’s loyalty program?
Strategic Approach
An assessment was conducted to review the existing sales channels and identify flaws or areas of improvement. These were the aspects considered :
● Focus Areas:
The focus areas included improving the existing sales channels by identifying anomalies and introducing new channels (we did this by culling out the loss-making channels). The goal was to streamline the sales processes, including training the workforce to execute the new strategy effectively. Additionally, enhancing the product offering was prioritized to attract more customers.
● Sales Team Training:
The sales team underwent comprehensive training to refocus on the unique selling proposition (USP) of the loyalty program (and use the add-ons as a supplement strategy around the core attraction); this was so they could simplify their pitch to customers. Special attention was given to selecting and training telecallers who would play a crucial role in promoting the loyalty program.
● Communication Skills Refinement:
The communication skills of sales representatives were refined through targeted training programs. They were guided on the strategy, approach, and key aspects of the loyalty program to emphasize during customer interactions.
● Additional Sales Channel via Call Center Approach:
A dedicated call center was established to follow up on leads generated from marketing campaigns. The call center operated with a clear process flow, emphasizing the importance of top-to-bottom alignment within internal teams. Real-time follow-ups were conducted by call center agents who communicated with digital leads promptly. I was personally and heavily involved in the groundwork required for executing all of these processes.
Operational Improvements:
● Agent Recruitment and Training:
I actively participated in the recruitment and training processes for the call center agents. This ensured that the agents possessed the necessary skills and knowledge to effectively promote the loyalty program.
● Incentive Structure:
To motivate agents and increase productivity, I implemented changes to the incentive structure (I recommended this after observing their behavioral patterns in the first two months). The revised rewards system was strategically set to high; this in turn encouraged agents to perform at their best, resulting in improved sales figures.
● Strong Relationship Building:
Took a hands-on approach and built strong working relationships with the call center agents. This approach fostered a sense of camaraderie and teamwork, ultimately contributing to better performance. Achieved long-term strategic partnerships for MHRIL such as Adani Airports, Raymond, Aditya Birla, and Jio, among others, using my personal contacts.
Results
● Enhanced Value Proposition:
MHRIL partnered with high-end brands and services to improve the offerings of the loyalty program. This network expansion added more value to the program, making it more attractive to customers while conversions of the loyalty program increased via Mahindra Club.
● Increased Sales Figures:
As a result of the strategic planning and implementation, the sales of the loyalty program saw a significant increase, with doubled growth happening compared to the previous year. The re-strategized loyalty program, thus, succeeded in engaging customers and boosting sales.