Case Study: HomeShop18 achieves higher sales conversion and 85% agent productivity with Alvaria Blended Interaction

India’s first 24-hour home shopping network increases sales and productivity with Blended Interaction

HomeShop18, India’s first 24-hour home-shopping channel, operates a multimedia sales and customer-service operation handling tens of thousands of daily interactions across TV, web, catalogue and SMS. Rapid growth, rising inbound/outbound call volumes and new SMS channels had overwhelmed an outsourced contact centre and legacy infrastructure, causing lost sales, long response times and difficulty managing disparate channels at scale.

HomeShop18 built an in-house contact centre in Noida and implemented Aspect’s Blended Interaction (with Wipro) to unify inbound/outbound voice, SMS, email and workforce management, integrating with existing CRM in an eight-week deployment. The solution automated routine transactions, introduced a universal queue and voice portal, and enabled multichannel routing and quality monitoring — boosting call handling from ~9 to 13–14 calls/hour, raising sales conversion from ~20% to 35–40%, cutting SMS response from 12 hours to minutes, and improving agent efficiency from ~60–66% to 85%.

HomeShop18

Sundeep Malhotra

Chief Executive Officer