Service operations

management
at CarDekho

Submitted to: - Omkar Prasad Vaidya

Submitted by :-Group B12

PGP31155 Bharat M
PGP31145 Sai Kruthi
PGP31298 Vikas Deshmane
PGP31345 Shashanth
Kumar

Contents
I.

About CarDekho...................................................................2

II.

Process.................................................................................2
Verification Process:............................................................................................
Dealership Coordination Process........................................................................

III.

Data Analysis.......................................................................4
Staff Allocation....................................................................................................
Staff Training:......................................................................................................
Auto dialer at Cardekho......................................................................................

IV.

Lead Scoring........................................................................7

V.

Lead Management system....................................................8

VI.

Calling Connectivity map.....................................................8

About CarDekho

CarDekho.com founded in 2008 is India's leading online auto portal that aims
to improve car buying and owning experience

It (website and app) contains detailed specs and prices, comparisons and
reviews

The company has tie-ups with many auto manufacturers, various car dealers
and financial institutions to facilitate the purchase

35 million unique visitors till date

The rich and comprehensive listings covering all the existing car breeds is
one of the biggest assets of Cardekho that sets them apart from their
competitors

Follows inorganic growth strategy

Process
Any transaction at CarDekho happens in a systematic process of verification and
dealership coordination.

CARDEKHO -SERVICE OPERATIONS MANAGEMENT

Figure 1: Process at CarDekho

Verification Process:
The moment a person surfs the website and clicks on any car option available, the
website requests the user to enter their contact information. This is called as a lead
generation. Once the lead is inserted into their automated teller system, a call is
placed to the user based on the information he has provided. Depending on the
customers response, further process would be taken up.
1. Lost if the call is cut (due to true caller classifying it as a spam) or if the
person says he wasnt interested in buying and that he was simply surfing
through the website
2. Work-in-Progress if the person says that he is busy and would take up the
call at some other time that is convenient for him. In this case, a tentative
time is asked to the user and is stored in their automated teller system.
3. Converted if the person shows interest in knowing about the call

Dealership Coordination Process

In converted case, CarDekho forwards this lead to the dealers they are associated
to. And, the process continues like how it happens in a physical store. Dealers give
CarDekho a premium depending on the model of car CarDekho has forwarded to the
dealer. The customer now requests for a test drive and the dealer schedules the
same and after which the customer visits the dealer for the test drive and then the
car is booked or the customer moves to see other cars. As and when the model that
the CarDekho employee refers to the customer is booked, CarDekho gets a
premium depending on the model of the car.

CARDEKHO -SERVICE OPERATIONS MANAGEMENT

Data Analysis
We interacted with employees of Cardekho and got inputs regarding contact center
from them. We prepared raw data based on inputs provided by Cardekho.
Segregation of car enquiry details are as follows,

Out of total enquires about cars 35% is about Maruti models and followed by Tata
models which comprises of 18 %. Remaining car models are as shown in above
figure. As this is service providing company it has one more challenge of tackling
with regional enquires who can only speech in regional language. Out of total
number of calls, less than 1% require regional preference. Details are shown in
figure below, where yes shows number of people who need regional preference.

CARDEKHO -SERVICE OPERATIONS MANAGEMENT

Regional Preference

No

yes

Staff Allocation
At Cardekho there is no segregation between employees about who will take
any specific request calls. There are 30 employees at Cardekho, to analyze service
quality we analyzed with help of queuing model.
Assuming infinite queuing model
No of servers 35
Arrival rate 666.7/ hr.
Service rate 19.1/hr.

CARDEKHO -SERVICE OPERATIONS MANAGEMENT

Utilization of servers is very high at 99.73%. Due to implementation of auto-dialer

arrival rate decreased by 20% where service is provided automatically. New arrival
rate is observed at 533.36 (666.67*.8). New utilization of servers is 79.78%

Staff Training:
As observed from data analysis most of call enquiries are for Maruti and Tata. I staff
is trained regarding these models then it will be easy for employees to increase
service quality with their customers. Apart from company specify recruitment can
also be done related to regional specific where customers in need of regional
specific needs are serviced effectively. So overall company training structure is
segregated into company specific and regional specific into it as shown in figure
below.

CARDEKHO -SERVICE OPERATIONS MANAGEMENT

Auto dialer at Cardekho

The Dialer software works as Predictive Dialer Software, Automatic Dialer,
Progressive Dialer, Preview Dialer mode based on the requirement of the process. It
allows the system to create groups/caller lists and then dials out to multiple calling
groups/lists at the same time, thus helping target a wider market segment in a
shorter period of time. Once anyone pick up the call, then call will be directed to
contact center when issue is addressed
The calls are purchased in bulk from the providers along with service lines (Phone
Numbers). Phone numbers are marked as spam on true caller by customers leading
to low connection ratio- Keep changing calling numbers at regular intervals
Currently the 40% of the calls placed are dropped by customers mostly due to
spam reports on true caller. So changing the lines at regular intervals is
recommended in order to achieve higher connectivity

Lead Scoring
Currently the scale used is nominal which will be converted to ordinal with the
implementation of this project. A score assigned to the leads can help in
differentiation between the leads will be possible and lead scheduling algorithm can
be implemented, prioritizing the leads will be possible actions required for the
prospectus.
By defining the quality of a lead and then price the lead dynamically based on the
quality.

CARDEKHO -SERVICE OPERATIONS MANAGEMENT

The framework which can be used is profile- activity matrix, which scores a lead in
two dimensions Profile which states the profile of the customer who is buying the
car parameters, include maturity weather he is a decision maker, influencer or end
user. Activity includes the users actions on the web like recency, nature and impact
of the actions performed on the internet. Other factors include the time when he is
planning to buy a car, lower the time frame; higher are the chances of buying the
car.
In addition to the exploratory research conducted to understand consumer
preference for buying cars where factors like safety, price, comfort level, fuel
efficiency. Based on the level up to which the prospect is considering the
parameters the weights are assigned to the relevant parameters and the score of
the customer is calculated on each of the parameters considered while buying the
car at the time of verification over a phone call. The past user data of March and
April was used to know the data points of the customers web behaviour and the
result of the behaviour like weather the customer ended up buying the car from the
same dealer to whom the lead was sold to determine the impact of actions and their
consequent result then the activity score can be calculated through a computer
program based on the time spent over the web-pages and clicks and path taken can
suggest his interest level.
Thus, the prospectus which score high on both the dimensions will be called as Hot
leads and their chances of buying a car are high .The prospectus which score high
on activity and low on profile are those who can buy a car but lack interest a strong
CARDEKHO -SERVICE OPERATIONS MANAGEMENT

follow up can boost the interest level and certain set of actions are defined to
convert this type of leads. The customers who score high on activity and low on
profile are those ones which are highly interested but cant buy the car reasons for
this include finance problems , not a decision maker etc.

Lead Management system

When the lead is pushed in auto dialer, those are scheduled through a relevant
scheduling algorithms. The information asked to customer during interaction is
inserted into the system through a web form provided to call center agent. And
whenever call is placed for received the information pertaining lead on call is auto
filled in the web form. Once the call is ended the status of the lead is updated in the
system. If the prospect requests a callback at certain time the time is filled in the
web form and thus at that time the lead is automatically queued up in the auto
dialer software the entire process is called as lead management system.

Calling Connectivity map

Lead verification process requires multiple calls to be placed to get the process
done. The Number of optimum calls to be placed to customer according to actions
and his profile is always a question. To answer this we have developed a framework
which addresses the concern.
We have collected the sample of the actual data from January 1 st to mid-march,
which contains data of more than 2 lakh unique leads [the excel sheet is attached
for the reference]. The outputs received in multiple calls can be seen in the
following calling connectivity map.

CARDEKHO -SERVICE OPERATIONS MANAGEMENT

In the first call 6 percent of the calls placed were verified, 78% of the calls placed
were still were in process of verification while 15% of the leads were lost. Once
verified those leads are passed to Dealer coordination process. It is ensured that
every lead receives at least one call. Then the second call was placed to 78 % of the
Work in process leads out of this only 4% of the leads were converted, 71 % were
still in progress while 18% were lost and 7% didnt receive any call due to resource
crunch.
In the calling connectivity map it can be seen that as the number of calls go higher
1. Verification rate goes down
2. Percentage of lost leads go high
3. Percentage of leads with no call increases
For example consider a lead which is WIP after first call has higher chances of
conversion (i.e. 4%) compared to the lead which is in WIP after 4 th call, So this lead
which do not receive call should be preferred over the lead which is in later stage which
will increase verification rate.
It can be observed that the total verification rate is
=6 + (0.78 x 4) + (0.71 x 3) +(0.67 x 1.25) + +(0.61 x0.58) +
= 12.02%

CARDEKHO -SERVICE OPERATIONS MANAGEMENT

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Pseudo code for decision on placing next call

If((0.03 * Lead Selling price) > cost of a call)
Then place a call
Else if ((0.67*0.0125 * Lead Selling price) > (2*cost of a call))
Then place a call
Else
Do not place a call

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