Social Customer Service Review – Myntra

myntra logo
One of the fastest growing domains in the retail industry, online shopping has become a trend now. Amazing shopping experience from the comfort of home is what makes it so popular among the audience.
Myntra, is one of the largest e-commerce stores for fashion and lifestyle products. Their offerings include in- store product catalogue, Cash on delivery, EMI options, 30 day returns policy etc. Since its inception Myntra has bagged several recognitions such as ‘Fashion eRetailer of the Year 2013, Best E-commerce Website for 2012’, Images Most Admired Retailer of the Year: Non–Store Retail, Best E-commerce Partner of the year 2011-12, etc.
I thought of taking a look at the social index of Myntra and their customer service.
Myntra has a good fan base and engagement on their social channels. They stay connected to their fans through Facebook, Twitter, Google +, Pinterest, Instagram and YouTube.
Take a look at these numbers:
Facebook (Likes: 2,296K; PTA: 28.1K)
Twitter (Followers: 38.3K; Favourites: 2K)
Google+ (Followers: 333K; Views: 12,152K)
Pinterest (Followers: 1724, Likes: 1708)
YouTube (Subscribers: 4K)
Instagram (Followers: 1827)
Myntra indeed has a very strong social media presence and connection with its fans.
Let’s have a look at the various elements and determine how well they fare among their fans.
Element 1 – Tone of Messaging
Myntra has a formal tone of communication on Facebook and Twitter.
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Element 2 – Are they sending canned responses, without understanding the context?
Myntra has a very subtle, humanized way of communication with its fans; they address every user with their name and respond to the issue only after understanding it well.
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The communication strategy on Twitter is more on retweeting customer’s experiences.
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Element 3 – Response Time
Myntra has a good response time of around 60 minutes and a response rate of 96%. The page attracts fair engagement on a daily basis. On Twitter they have a response time of 45  minutes.
This shows that Myntra has a good Social CRM system and they do care about the fan’s perception of their brand and do everything to bring goodwill.
Element 4 – Is brand sending personalized replies?
Yes, every interaction is on a personal level by tagging the user. However, on Twitter they do not address the use the name of the user but just use the handle.
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Element 5 – Is brand following up on the complaints?
Yes, Myntra does regular checks and follow ups until a satisfactory resolution.
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Element 6 – Is brand answering to all the queries?
Although they have a decent response rate, there are a few queries which have not been answered.
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Element 7 – Is the brand present on major complaint forums?
Mouthshut.com which is one of the biggest online complaint forums in India has about 483 reviews of Myntra, both negative and positive, however none have been responded by the brand.
The Good
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The Bad
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The Ugly
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Element 8 – Is brand sending duplicate replies?
No Myntra does not send duplicate replies; they customize their messages to each and every query- a good practice indeed.
While analysing Myntra’s social CRM strategy I was pretty impressed by their approach and the fact that they address every issue personally and does not just throw a common broadcast to everyone. Overall, I am going to give Myntra 4 out of 5 stars.
Few months back we analysed the strategies employed by the top eCommerce brands in India, you might want to have a look at it.
Have you ever tried Myntra? If yes, tell us how your experience has been. 🙂

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