ESY faced tough time in the first of half of 2015. But the company bounced back in the 2nd half where it posted 23% growth, underlines the company. DT fetched more details from Mr. V P Sajeevan, CEO, ESY India about their roadmap for 2016.
Q. What were the highlights of 2015 with regards to your company's performance?
A. The year 2015 was a mixture of ups and down. The first half was very tough as we had to struggle to match to the last year figures. The products movement was very slow as we were worried whether we would be falling in to recessive fever. However, the second half was very positive and we could post 23% growth over last year.
Q. Can you honestly tell why should consumers or partners trust your brand?
A. People trust brands based on the past performance or the experience they had with the brand. The same holds true in our case. We have over 0.6 million customers in India. Our analysis on customer acquisition shows that we could get over 60% of the total business from repeated purchase and referrals by our existing customers.
Truly speaking the partners are the real ambassadors of our brand. They promote our products with conviction that the brand will meet it’s commitments in terms of quality and performance. In ESY India we value our partnership very seriously and we follow “together we win” policy.
Q. What's your opinion about your Government of India's 'Make-in-India' program?
A. Indeed, it’s a great and timely initiative that can bring better GDP growth and large number of employment in India. Ease of doing business still remains as a dream in India. Until or unless the authorities find a solution to eliminate the Red Tape virus, it will be difficult to achieve the goal.
Q. What kind of regulatory changes should happen to improve the business ecosystem in the country?
A. A regular review on KPI (Key Performance Indicators) to be conducted for the concerned officers to inculcate a healthy partnership between Government and companies. We are hopeful that launching of GST will be the first big step towards formation of a healthy Busienss ecosystems.
Q. How does the channel help you to reach out to your potential customers?
A. As indicated earlier the channel partners are our Brand Ambassadors. When there are multiple options available for the customer, the role of channel partner is vital for concluding the buying decision. Whether it is a retail partner or solution partner the role they play to position our product is very crucial. The relationship and trust level between the Channel partner and customer can add value to the buying decision. The channel acts like our extended arms of logistic and support. We have morethan 4000 retail partners across the country for all ESY products, around 100 plus distributors to service these retail partners and over 200 Service partners for customer support after sales.
Q. What are your assurance for providing excellent service support to your customer?
A. We are an ISO 9001-2008 certified company with processes and policies in place. Robust review mechanism has been implemented for better measurement and monitoring. Auto escalation system ensures a speedy completion of customer complaints and concerns. We follow a stringent process for service partner appointment and we spend on an average 8 days in a year for training and development of the customer support staff of service centers.
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