UAE Market For A Leading Indian Jewellery Brand
Expanding a successful business into a new country or territory can be a challenge. Understanding the business climate, legal requirements, market dynamics, customer preferences and talent landscape are all part of the challenge. Read on to see how we partnered with this large high end retail chain to help them successfully enter the Dubai market which will be the launch pad for further expansion into the GCC and MENA regions.
A leading jewellery company with a national retail presence through branded stores and a vibrant e-commerce engine was facing a singular challenge in managing customer expectations. Customers wanting to get customised jewellery designed and made for specific and special occasions were faced by Sales staff who were not competent in understanding the requirements of delivering customised jewellery. Anecdotal checks also indicated that the Sales teams did not have a robust understanding of the company’s capabilities in manufacturing and sourcing gold and precious / semi-precious stones. This knowledge gap caused dissatisfaction among customers who had time and again demonstrated preference for the brand over competition. Our client approached us based on their faith in our capability as Human Resources Consultants with expertise in helping businesses achieve service excellence.
A leading jewellery company with a national retail presence through branded stores and a vibrant e-commerce engine was facing a singular challenge in managing customer expectations. Customers wanting to get customised jewellery designed and made for specific and special occasions were faced by Sales staff who were not competent in understanding the requirements of delivering customised jewellery. Anecdotal checks also indicated that the Sales teams did not have a robust understanding of the company’s capabilities in manufacturing and sourcing gold and precious / semi-precious stones. This knowledge gap caused dissatisfaction among customers who had time and again demonstrated preference for the brand over competition. Our client approached us based on their faith in our capability as Human Resources Consultants with expertise in helping businesses achieve service excellence.
The twin processes of training the sales associates and creating the supply chain team, together ensured a trained and responsive pipeline for managing “made to order” jewellery for customers. The process was robust enough to ensure error-free management of customer orders leading to an enhanced customer satisfaction. The success of the process was borne by the fact that the Client saw a 30% increase in made to order pieces within just 3 months of implementation. The growth of customer orders also impacted the working capital and improved the stock turnaround in the business. The training imparted to the sales staff enhanced their confidence level to deal with customers and directly improve the brand image. |
- Multinational Corporations; Regional Businesses; Family Owned Groups;
- Service Excellence, Human Capital Solutions; Learning Solutions
- M K Moorthi
