Customer Insights & Research Campaign for Tally
Client Overview
Tally is India’s premier business management software company, best known for its flagship accounting solution, TallyPrime. With a vast customer base comprising MSMEs, enterprises, and independent professionals, Tally has consistently focused on building software that adapts to the evolving needs of the modern business landscape.
As part of its vision to enhance product relevance and customer experience, the organization initiated a research-led outreach campaign—spearheaded by the Inside Sales & Research Team—aimed at reconnecting with both current and former Tally users.
Client Requirement
The core objective of this initiative was to conduct in-depth telephonic surveys.
The central aim of this research initiative was to:
- Understand how businesses currently use Tally.
- Evaluate their accounting and financial management needs.
- Explore the reasons behind product discontinuation for lapsed users.
- Capture key business metrics such as turnover, spend on financial tools, user satisfaction, and feature gaps.
This data would play a crucial role in shaping future product upgrades, support offerings, and re- engagement strategies.
Business Challenges
Several challenges arose while executing the project:
- CRM Lead Visibility Issues: Agents lacked full access to all leads due to segmented ownership, leading to interruptions during calls. Often agents had to pause conversations to seek manual access, affecting both productivity and customer experience.
- Diverse User Profiles: From tech-savvy startups to traditional retail businesses, the user base was diverse. Each segment had unique expectations, financial practices, and adoption patterns, requiring tailored questioning and empathy-driven conversations.
- Real-time Data Gaps: Due to staggered campaign and CRM configurations, the outbound and inbound calling data initially lacked synchronization. This impacted daily reporting, tracking of talk time, connected call ratios, and quality evaluations.
- Data Structuring: Capturing and organizing diverse data points like turnover, accounting methods, pain points, and software needs was complex and required a detailed but easy-to-fill format.
Our Solution
To tackle the above challenges, the following strategy was deployed:
CRM Collaboration:
- Worked with the internal tech team to escalate and streamline CRM access and lead visibility across agents to reduce inefficiencies in real-time lead handling.
Customized Survey Format
- Developed a uniform survey structure capturing the company’s turnover, accounting practices, expenditure, pain points, and feature preferences.
Agent Enablement & QA:
- Conducted refresher sessions with agents to help them navigate CRM delays and adopt structured manual calling during idle inbound periods.
- Introduced a weekly QC framework to monitor call quality, accuracy in data capture, and logical reasoning during conversations.
Data Structuring & Reporting
- Created standardized templates to capture survey inputs, including:
- Business turnover range
- Expenditure on accounting software
- Use case of Tally (payroll, inventory, billing, etc.)
- Satisfaction levels
- Discontinuation reasons (if applicable)
- Compiled and shared daily and weekly reports outlining agent performance (talk time, MS numbers, QC scores), abandonment call actions, and system error logs.
The Results
- Actionable Insights from 1000+ Conversations Delivered concrete data on product adoption patterns, user pain points, and industry-specific trends—impacting roadmap discussions.
- Voice of Customer Incorporated into Product Feedback Real-time feedback helped identify priority feature requests such as multi-device sync, cloud backup, bank reconciliations, and user interface improvements.
- Opportunities for Win-Back Campaigns Identified ex-users willing to return to Tally with the right support and feature enhancements—paving the way for focused re-engagement campaigns.
- Team Agility & Process Refinement Enabled smoother coordination between inside sales, QA, and tech—strengthening the foundation for future research and outreach campaigns.
Conclusion
The research project not only delivered valuable business intelligence but also served as a foundation for more meaningful client relationships and product refinement. The collaboration between the research team, tech support, and leadership has set a benchmark for how customer feedback can drive business innovation and impact.
We believe in Customer Delight Success Joy
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