How to Centralize Multi-Store Customer Communication For Increased Engagement?

When Scale Creates Communication Gaps

As retail brands expand, communication complexity grows with them.

For Lenskart — one of India’s leading eyewear brands — scale was both an achievement and a challenge. With over 2800 retail stores nationwide and thousands of daily customer calls ranging from simple inquiries to specialist consultations, managing store-level communication efficiently became critical.

Customers often struggled to identify the right store to contact. Traditional phone systems led to missed calls, uneven call distribution, and lost business opportunities.

To sustain growth and deliver a consistent customer experience, Lenskart needed a centralized yet location-intelligent communication system.

Before vs After: From Fragmented Calls to Intelligent Engagement

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The Challenge

Operating at national scale presented several operational hurdles:

• Thousands of daily calls across retail stores.
  
  
• Customers uncertain about which store to contact.
  
  
• Missed calls due to traditional phone systems.
  
  
• Lack of centralized reporting across outlets.
  
  
• Manual call transfers are affecting productivity.
  
  
• Limited visibility into marketing-generated calls.
  
  

Lenskart required a smart, automated solution capable of handling high call volumes while maintaining store-level personalization.

The Solution: Intelligent Multistore Call Management

To address these challenges, MyOperator deployed a comprehensive cloud-based call management ecosystem.

1. Multistore Virtual Number System

Each Lenskart retail store was assigned an individual virtual number, allowing customers to connect directly with their nearest outlet.

Incoming calls were routed intelligently to store specialists. If a store could not answer, calls were automatically redirected to centralized staff — minimizing unanswered inquiries.

Supervisors gained full visibility with recording, reporting, and tracking across all virtual numbers.

2. Pincode-Based Locational Intelligence

A centralized 1800 toll-free number became the primary nationwide contact point.

Through IVR, customers entered their pin code via keypad input. The system instantly routed calls to the nearest store based on location — simplifying customer journeys and reducing friction.

3. Missed Call Engagement Solution

Dedicated missed call numbers were promoted across marketing campaigns.

When prospects placed a missed call:

• The system captured their details.
  
  
• A callback was automatically scheduled.
  
  
• An available executive promptly engaged the lead.
  
  

This transformed passive interest into measurable engagement.

Key Results

After implementing the call management solution, Lenskart achieved measurable business impact:

• 30% increase in marketing ROI due to detailed reporting and recording of campaign-generated calls.
  
  
• 40% increase in customer calls received, recovering calls previously missed through traditional systems.
  
  
• 10X increase in productivity and efficiency of customer-facing professionals through reduced manual handling.
  
  
• 10X increase in on-call connect time between customers and concerned professionals due to intelligent routing.
  
  
• 20% rise in on-call business closures following automated implementation.
  
  

The shift from fragmented communication to intelligent automation unlocked scalable growth.

Key Takeaways

• Centralized virtual and toll-free numbers simplify nationwide access.
  
  
• Pincode-based IVR ensures intelligent location routing.
  
  
• Multistore visibility improves accountability across outlets.
  
  
• Missed call solutions convert marketing attention into measurable engagement.
  
  
• Automated routing increases connect time and sales closures.
  
  
• Real-time dashboards improve marketing ROI analysis.
  
  
• Intelligent systems reduce manual workload and improve productivity.
  
  

Practical Examples of Automation in Action

Pin Code-Based Smart Routing

Customers call one toll-free number, enter their pin code, and are instantly connected to the nearest store.

Missed Call Lead Conversion

Marketing campaigns promote missed call numbers that trigger automatic callbacks from executives.

Store-Level Accessibility with Central Oversight

Each store operates independently through its own virtual number while leadership maintains complete reporting visibility.

Zero Opportunity Loss Through Redirection

Unanswered store calls are automatically rerouted to central staff to ensure continuous engagement.

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Make Every Customer Conversation Count

Retail growth is not just about opening more stores — it is about creating smarter systems.

By centralizing communication, automating routing, and capturing every opportunity, Lenskart transformed customer engagement at scale.

Because when the right customer connects to the right store at the right time — growth becomes inevitable.

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