BigBasket Case Study

Case Study — BigBasket (2012)
Omni-Channel Customer Support & Supply Chain Enablement

Partner: Ozonetel (Cloud Telephony)
Scope: Omni-channel service desk, SLA/TAT engine, priority routing, and demand→PO→supply→inventory for warehouses & dark centers

Note: This case study reflects our delivery experience beginning in 2012 for external sharing; no confidential metrics are disclosed.

Executive Summary

We implemented a unified support experience with Ozonetel, consolidating email, calls, chat, and social (LinkedIn, Facebook) into a single platform. Agents saw full conversation history, replied on the same channel, and tracked TAT against SLAs with working-hours-aware clocks. We also built a demand-driven supply chain system (PR/PO, replenishment, FEFO, dashboards) for warehouses and dark centers.

Business Context

  • Rapid growth required scalable support and fulfilment.
  • Siloed tools caused visibility gaps and SLA misses.
  • Expanding catalogue/locations increased replenishment complexity.

Objectives

  • Unify customer touchpoints into one agent desktop.
  • Working-hours-aware SLAs/TAT and proactive escalations.
  • Priority handling for celebrity/VIP and new buyers/registrants.
  • Align demand→PO→supply→inventory across DCs and dark centers.

Solution Overview

A. Omni-Channel Support (with Ozonetel)

  • Channels & Ingestion
  • Email → Ticket creation & merge with threading and identity resolution.
  • Voice via Ozonetel IVR/ACD with CTI pop and call recording links.
  • Chat & Social connectors (LinkedIn, Facebook).
  • Unified Agent Desktop
  • Conversation history across channels; one‑click reply on same channel.
  • KB suggestions and templates for faster responses.
  • SLA/TAT engine with working-hours-aware timers.
  • Business calendars per queue/site — clocks pause outside hours/holidays.
  • First/next/resolve SLAs with color‑coded timers.
  • Celebrity/VIP queue routed to expert agent ring
  • Fast‑track for new buyers/registrants from registration/order events.
  • Skills‑based routing by language/category/segment.
  • Quality & Governance
  • Audit trails on actions; disposition codes; attachments
  • Supervisor console: live SLA/AHT/backlog/occupancy; scheduled reports.
  • Integration Highlights
  • Ozonetel CTI/ACD to ticket platform via APIs/webhooks.
  • Identity sync; priority logic driven by order/registration events.

B. Demand-Driven Supply Chain

  • Planning & Procurement
  • Demand signals (orders, forecast, seasonality) drive reorder & min-max policies.
  • Auto PR/PO generation with lead-time and MOQ rules.
  • Inventory & Replenishment
  • Stock by item/location; FEFO for perishables.
  • Replenishment tasks and transfer orders with pick/pack/ship confirmations.
  • Operations & Visibility
  • Putaway rules, picklist optimisation, near-expiry alerts, and returns handling.
  • Dashboards: fill-rate, stockouts, days of cover, ageing/near-expiry.
  • Controls
  • Reason‑coded adjustments; two‑step approvals; reconciliation vs physical counts.

Implementation Approach (2012)

  • Discovery & Design: SLA definitions, routing policies, min-max/FEFO/lead times.
  • Build & Integrate: CTI/ACD, email/chat/social, SLA engine, identity sync; demand → PO → inventory workflow.
  • Pilot and phased rollout by region/queue/dark center with detailed training & playbooks.
  • Stabilisation: dashboards, QA sampling, and weekly governance

Results & Impact (qualitative)

  • Single source of truth for conversations; faster triage & consistent responses.
  • Predictable SLAs with working‑hours awareness & proactive alerts.
  • Improved experience for VIP/new buyers via intelligent routing.
  • Demand‑driven replenishment and FEFO improved DC/dark center discipline.

Features Delivered — Checklist

    Support Platform

  • Email → Ticket & merge
  • Ozonetel IVR/ACD, CTI pop, call recordings
  • Chat & Social (LinkedIn, Facebook)
  • Working-hours-aware TAT (first, next, resolve)
  • VIP/Celebrity routing & expert ring
  • New buyer/registrant fast‑track
  • Skills routing, tags, macros, KB
  • Supervisor dashboards & reports

    • Supply Chain

  • Demand → PR/PO policies
  • Stock with FEFO
  • Transfer orders & pick/pack/ship
  • Near‑expiry alerts & returns
  • Reconciliation & variance approvals

Acknowledgements

  • Cloud telephony: Ozonetel
  • Client: BigBasket
  • Our team: omni-channel platform, SLA/TAT engine, priority routing, demand→supply→inventory

Disclaimer

Prepared for marketing/educational use. No confidential data included; not an endorsement.