Make My Trip Com

CASE STUDY

MakeMyTrip.com achieves 99.99% uptime with Avaya’s Contact Centre Solution Challenge

Solution

MakeMyTrip.com wanted to expand its 25-seat Contact

At least four key solutions formed the pillars of the Avaya

Centre to 250 seats. Its key challenge was to find a solu-

Intelligent Communications strategy for MakeMyTrip.com.

tion that would keep its online business running 24x7

These included the Avaya Call Management System (CMS),

and deliver a complete customer experience. MakeMyTrip.

a recording platform, a Wall Board to provide a complete

com needed a reliable, robust and expandable solution to

view of the centre and agent availability and a standards-

support its growth while still remaining cost effective and

based, resilient and modular IP telephony offering.

profitable.

Value Created • Optimize the efficiency and productivity of its Contact Centre by allowing it to increase call volumes without adding staff, thus keeping a close control on costs • Enhanced customer experience and increased customer satisfaction with system availability of 99.99% • Improve staffing, call flow and service levels, thereby winning customer loyalty • Faster decision making with regards to redistributing resources to calls • Leverage historical data to develop new and improved procedures that help increase performance and minimize costs

A company that pioneered the online travel industry in India, MakeMyTrip.com was launched in 2000, to cater to the booming “USA to India” travel market. It empowered non-resident Indians (NRIs) with the unmatched convenience of a 24x7 online travel portal and travel consultancy support. A niche-focused company, MakeMyTrip.com launched its India operations in

Challenge: Meeting the stringent 24x7 criteria When the company first began operations in 2005, the online travel market in India had barely commenced and customers needed a strong value proposition from online travel companies.

September 2005, after six successful years in real-time

MakeMyTrip.com realized early in the game that a robust

booking of flights, hotels, holidays and car rentals in

converged communications infrastructure would be

the US. Today, MakeMyTrip.com is the premier travel

required to fuel a 24x7 business that is centred on an

website in the “US to India” market, commanding a four

“always on, always available” service model.

percent share of the 4,500 crore (US$ 1 billion) NRI business.

The company was facing issues with the hardware and services provided by its existing vendor, an Avaya com-

MakeMyTrip.com crossed Rs. 562 crore (US$ 125 mil-

petitor. Growing its business, centred on the sale of

lion) in revenues in the current fiscal year (2006-2007),

competitive airline tickets through the online platform,

a jump of 180 percent over its revenues in the previous

would be a challenging task.

year. It also acquired one million customers in 2007. The projected turnover for the 2007–2008 fiscal year is expected to be around Rs. 1260 crore (US$ 280 million), representing a revenue growth of 124 percent.

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Solution: Multi-dimensional offerings for varied needs MakeMyTrip.com decided on an Avaya Contact Centre

including custom reporting, task scheduling, exception notification, among others,” informed Sachin Bhatia, COO

and co-founder of MakeMyTrip.com

solution deployed by Avaya GlobalConnect (AGCL). For

“We offered them the CMS with its reporting tool, to get

the 25-seat domestic facility, the company went in for

an insight into the entire call data. MakeMyTrip.com was

a Prologix model, the lowest scalable product avail-

receiving over 20,000 calls a day and these needed to be

able within the AGCL show window. Despite this mod-

monitored extensively for quality,” added Ketan Shah.

est beginning, the company’s operations began to grow steadily, adding around 10-15 seats every quarter from

The call recording solution gave MakeMyTrip.com the

the year the system was first implemented.

ability to undertake recordings on demand and saving

Its ever-expanding operations prompted MakeMyTrip.

The call recording and quality monitoring solution also

com to decide on upgrading its system and enhancing

allowed the customer to track and analyze specific calls.

its functionality in 2006. The Company’s operations had expanded by then and it needed to upgrade from Prologix to the most scalable and superior Contact Centre Product, the Avaya S8720 server.

these records in files that can be sent across via email.

Among the support functions included were total recording for compliance and interaction analytics purposes, selective recording of identified calls and recording on demand for quality monitoring.

“MakeMyTrip.com needed a solution which was scalable, expandable, multi-locational (across four cities), reliable,

“The system was particularly useful for recording calls that

redundant and always up and running,” commented Ketan

involved financial transactions by customers,” Ketan Shah

Shah, BU Head- Contact Center, AGCL.

said.

MakeMyTrip.com was invited to AGCL’s customer

Additionally, MakeMyTrip invested in a display solution

Studio in Mumbai, to gain first hand experience of

from Avaya, a Wall Board, to provide the complete

the solution it was looking for. The Avaya team at the

status of the call centre such as calls in queue, number

Customer Studio analyzed the business requirements of

of engaged agents, and number of free agents. The Wall

MakeMyTrip.com and designed a solution incorporating

Board is currently also being used by the company to

numerous components from Avaya and its technology

pop up special messages and greetings for its

partners.

employees.

As a business enhancing solutions provider, AGCL

Finally, MakeMyTrip.com implemented IP telephony in

undertook a detailed study of the MakeMyTrip.com envi-

its Contact Centre to build a converged voice/data

ronment, before suggesting a complete and integrated

foundation that was reliable, efficient and able to

Intelligent Communications solution for the company’s

support the new communications capabilities to drive

250-seat Contact Center.

innovation and profitability. The goal was also to embrace a platform that would enable the company to

“To begin with, AGCL offered us the Avaya Call Management System (CMS), an operational effectiveness solution for integrated analysis and reporting. The aim was to help us keep in touch with virtually everything going on

go multi-location, with just the addition of the IP phones and no major expenditure on infrastructure investment.

agent, a group of agents, a single contact centre or multiple

The Benefits: Higher efficiency, productivity and profitability

locations around the world. It provided us with robust, real-

The Avaya solutions for MakeMyTrip.com have brought

time monitoring and historical reporting capabilities,

the company a host of benefits. For instance, the CMS

within our Contact Centre, evaluate the performance of an

solution has helped to optimize the efficiency and

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To begin with, AGCL offered us the Avaya Call Management System (CMS), an operational effectiveness solution for integrated analysis and reporting. The aim was to help us keep in touch with virtually everything going on within our Contact Centre, evaluate the performance of an agent, a group of agents, a single contact centre or multiple locations around the world. It provided us with robust, real-time monitoring and historical reporting capabilities, including custom reporting, task scheduling, exception notification, among others. – Sachin Bhatia, COO and co-founder of MakeMyTrip.com

productivity of its call centre by enabling it to increase

The IP solution has improved productivity and efficiency

call volumes without adding staff, thus keeping costs

for MakeMyTrip.com. “With our IP solution and simple

under control.

intuitive GUI, users can access a wide range of applications, initiate recording on demand for compliance, risk

MakeMyTrip.com’s Contact Centre has also delivered an

management, quality assurance and best practices from any

enhanced experience for its customers through faster

Avaya IP telephone. They can insert valuable business data

response time, higher service levels and a 99.99% uptime. With the Avaya solution, it is now possible to route calls to specifically skilled agents, who have expertise in areas such as ticketing, travel packages,

(such as requests to open new accounts) directly from the phone during a call and playback last recorded calls. It is also possible to send recorded calls by email to supervisors, compliance officers or security units, and keep or delete specific calls from beginning to end,” Ketan Shah added.

hotels, etc. Having agents that are always available to take customer calls and can respond quickly to customer

The business improvements seen by MakeMyTrip.com

demands has led to increased customer loyalty.

had resulted in the company being able to recruit and retain top agents in the field, thus supporting business

Additionally, the operational effectiveness of the CMS

continuity. Within the company itself, the reporting

solution has given MakeMyTrip.com the ability to

platform has created a great system which helps

monitor and analyze key performance indicators in

monitor the quality of the agents, assesses their

the Contact Canter, from wait times to average answer

performance and sets the benchmarks they must

speeds and percentage of abandon calls.

aspire to.

“Using real-time information, the Avaya CMS is arming us with the ability to make on-the-fly decisions to redistribute expansive human resources, or redirect calls. We can even

The Avaya portfolio of solutions has helped MakeMyTrip. com strengthen its number one position in the online

leverage historical data to develop new and improved

travel services marketplace and retain its edge in the

procedures that are helping us increase performance and

area of Customer Responsiveness.

minimize costs,” said MakeMyTrip.com’s Sachin Bhatia.

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ABOUT MakeMyTrip.com MakeMyTrip.com was launched in the year 2000 for the booming ‘USA to India’ travel market. It empowered NRIs with unmatched convenience of a 24x7 online travel portal and travel consultancy support. Since its inception, it has been growing at a fast pace to emerge a the foremost travel website in the US to India market. MakeMyTrip.com commands a 4% share of this NRI market, which is pegged at Rs 4500 crore (USD 1 billion). MakeMyTrip.com crossed Rs. 562 crores (USD 125 million) in current fiscal year, which is approximately 180% growth from last year’s registered sales of Rs. 200 crores (USD 42 million). They also acquired 1 million customers in 2007.

ABOUT AVAYA GlobalConnect Avaya GlobalConnect Limited is a leading enterprise converged communication solutions provider in India. Its offerings range from converged voice, data and video networks to contact center solutions to unified messaging solutions, and customer services. It is a dominant player in the contact center market and provides best-in-class converged communications products and solutions. Avaya GlobalConnect has strategic alliances with systems integrators such as IBM, HP, Netsol and Servion. For more information about Avaya GlobalConnect, please visit its website: www.avayaglobalconnect.com

About Avaya Avaya delivers Intelligent Communications solutions that help companies transform their businesses to achieve marketplace advantage. More than 1 million businesses worldwide, including more than 90 percent of the FORTUNE 500®, use Avaya solutions for IP Telephony, Unified Communications, Contact Centers and Communications Enabled Business Processes. Avaya Global Services provides comprehensive service and support for companies, small to large. For more information visit the Avaya Web site: http://www.avaya.com.

Applications

Systems

Services

• Avaya Call Management System (CMS) Wall Board

• Avaya S8720 Server

• Avaya Glogal Connect

All statements in this Case Study were made by Sachin Bhatia, Chief Operating Officer and co-founder, MakeMyTrip.com

© 2008 Avaya Inc. All Rights Reserved. Avaya and the Avaya Logo are trademarks of Avaya Inc. and may be registered in certain jurisdictions. All trademarks identified by ®, TM or SM are registered marks, trademarks, and service marks, respectively, of Avaya Inc., with the exception of FORTUNE 500 which is a registered trademark of Time Inc. All other trademarks are the property of their respective owners. 03/08 • LB3907BP