Anandan Dakshinamurthy is the Global VP- IT Applications & Development of Startek. With 24 years of industry experience, he has worked in senior IT roles in AGC Networks, Global Vantedge, for GE Capital, etc.

The smooth functioning of retail e-commerce hinges upon efficient co-ordination between vendor, procurement, warehousing and logistics. Voluminous growth in this business demands huge manpower for fluent operations. A greater chunk of this manpower is engaged in maintaining and tracking the communication channels between the players in the delivery cycle. On the other hand, seasonal volume variations pose challenge in sustaining optimal manpower availability round the clock throughout the year. E-Mail being the main channel of communication for co-ordination, increased return orders or purchase orders lead to increased email volumes. In such scenarios, manual e-Mail scanning leads to operational inefficiencies. To address this, the organization put in place a BOT-styled digitized and automated email response management system. This digitized the process of manual collation of orders received in client database followed by successive interaction for fulfillment of supply chain service, requiring interaction with vendors, warehouse and logistics. Based on dynamic acquired intelligence, the solution aimed at reducing man power dependency on sorting and routing of e-Mail communications. As a result of this, e-Mail based FRT - First Response Time (FRT) reduced from as high as 2 days to a near "instant" response. Additionally, the frequency of critical issue follow up increased from 30 percent to 100 percent due to automation capability in the digitization initiative.