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

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.

Solution Overview

A. Omni-Channel Support Platform

Channels & Ingestion

• Email→Ticket creation & merge with threading and identity resolution.
• Voice via Ozonetel IVR/ACD; CTI pop; 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 (Working‑Hours‑Aware)

• Business calendars by queue/site; clocks pause outside hours/holidays.
• First/next/resolve SLAs with color‑coded timers.

Priority & Special Handling

• 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.

B. Demand‑Driven Supply Chain

Planning & Procurement

• Demand signals (orders/forecast/seasonality) drive reorder & min‑max policies.
• Auto PR/PO with lead‑time and MOQ rules.

Inventory & Replenishment

• Stock by item/location; FEFO (First-Expired, First-Out) for perishables.
• Replenishment tasks; transfer orders with pick/pack/ship confirmations.

Operations & Visibility

• Putaway rules, picklist optimisation, near‑expiry alerts, 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.
• Pilot & Rollout: Phased rollout by region/queue/dark center; training & playbooks.
• Stabilisation: Dashboards, QA sampling, 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.

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Acknowledgements: Client: BigBasket | Cloud Telephony: Ozonetel | Our Team: Omni‑channel platform, SLA/TAT, priority routing, demand→supply→inventory.

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