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Case Study

A market leader in the Indian chemical industry was challenged by its stagnating customer engagement scores over the years. With significant investment in manufacturing facilities and R&D, the client was keen on driving organizational corrections to make customer connect the centre piece of its global growth strategy

EMTRANZ undertook a qualitative diagnostic exercise amongst various functions of the organization, to understand internal constraints which may have impacted their customer engagement scores. We leveraged the employee engagement results at the local level in these discussions to ascertain the enablers required to strengthen end–customer delivery.

We then built upon the learnings from the local discussions to facilitate a workshop with the leadership team. During the workshop, using appreciative enquiry approach and break-out activities the leadership team arrived at key organizational imperatives integrated with function-wise action areas to be addressed.

Task forces were constituted and timelines were signed-off. EMTRANZ worked closely with each of the task forces to arrive at specific action plans, with timelines & accountabilities. The action plans were presented to the leadership for approval.

The leadership team along with EMTRANZ is reviewing the progress by the various task forces on an on-going basis. The next customer assessment is planned to study the efficacy of the actions taken.

A market leader in the readymade fashion industry is present in the retail market across various formats – Company owned, Multibrand and Franchisee run outlets. The rapid expansion of the retail sector, imminent entry of global players, the scarcity of quality front-line sales staff coupled with high attrition in the retail industry was a strident call to action. The company wanted to assess the engagement levels of their front–line associates at the retail outlets with the aim of assessing the impact of various organizational level interventions to strengthen employee connect.

EMTRANZ undertook a pilot study to identify the key elements which were critical in the relationship between frontline associates and the organization. Basis the initial assessment an engagement survey was undertaken across 100+ cities covering around 2000 frontline associates. This engagement survey was administered “in–person” nationally in a period of three weeks.

Additionally, after identifying broad trends across the retail organization and highlighting strengths & opportunities for improvement, score cards at brand, region and store-level were created to provide specific action points and drive local level accountability.

Emtranz worked with the client to train & support store managers through this engagement journey.

As a part of the on–going effort, tracking of employee engagement was undertaken with significant improvement in engagement scores.

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