Case Study

Empowering Beauty Brand Managers and Salon Franchisees with Data

Industries
CPG
Retail
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OBJECTIVE

When a 60-year-old Indian cosmetics brand ranked #1 among its peers and in the overall top of 50 of India’s most trusted brands wanted to increase market share, improve call quality and customer satisfaction, and increase engagement with salon franchisees, they contacted HGS to provide support and data.

The client, part of one of the world’s largest consumer packaged goods (CPG) and personal care conglomerates, prides itself in providing innovative products, expert services, and franchise opportunities for Indian women. The client develops and merchandises a complete range of beauty products (e.g., hair colorants, cosmetics, fragrances, and skin care products) and beauty services (e.g., hair care, skin care, spa and esthetics, and bridal) through domestic and international retailers and numerous salons.

HGS operates several branded beauty programs globally. The client chose to harness HGS’s industry knowledge while consolidating the Indian beauty brand with similar brands from the parent organization. Starting in June 2015, HGS’s experienced beauty team, conveniently located minutes from the client’s headquarters in Mumbai, committed to delivering a comprehensive beauty experience and to feeding data to brand managers for three years.

Better systems, documentation, and customer- and salon-related data have provided client brand managers with a reliable foundation on which to cultivate brand loyalty and increase market share. Not an organization to rest on its already strong positioning in the market, the client is taking positive steps to raise the bar in meeting the needs of its customers and franchisees. Some of the progressive, qualitative results of the HGS-client partnership include the following: 

  • Improved flow of data for brand managers through self-service brand dashboards
  • Professional, thoughtful outbound list management
  • Reliable, modern technology (e.g., new reporting dashboard, CRM, and survey software)
  • Redundancy and scalability in the agent pool (e.g., to accommodate increased volumes in the winter)
  • Call quality levels that consistently meet or exceed the client’s thresholds
  • Delightful experiences for both customers and franchisees (NPS has improved 3% since HGS has been involved in the program)
  • A detailed, fulsome, end-to-end process manual for all queries to promote consistency across agents