Case study · Aruvi Naturals · Chennai
Aruvi Naturals sells cold-pressed oils and handmade soaps from a unit in Ambattur and ships about 9,000 orders a month across Tamil Nadu and Karnataka. Through June and July their NPS fell from 61 to 44, ticket volume rose 40%, and three support agents in Chennai could not say why beyond “delivery, mostly”.
Every ticket was being tagged by hand from a list of eleven categories written in 2023. “Delivery” covered late parcels, wrong addresses, damaged boxes and courier rudeness. The weekly CX report was a pie chart of those eleven tags, and it looked the same every week while NPS kept falling.
Google reviews and WhatsApp messages were not in the report at all. That is where 58% of the verbatims turned out to live.
The first nightly run split “Delivery” into four themes. Delivery delays was the largest at 38% of all negative verbatims, and its pincodes were not random: 71% came from 641xxx and 638xxx, the Coimbatore–Tiruppur belt, all served by one of Aruvi's three courier partners.
Two smaller findings came out of the same run. Refund speed made up 22% of complaints, almost all of them manual UPI refunds taking three to five days. And 11% of packaging verbatims mentioned leaking, every one of them the 500 ml castor oil, which had changed cap supplier in May.
“We had the tickets the whole time. What we didn't have was anyone reading fourteen thousand of them a month and noticing they were mostly from Tiruppur.”
Meenakshi Sundaram — Head of customer experience, Aruvi Naturals
Switched on Razorpay auto-refunds for orders under ₹2,000. Refund tickets went from 310 to 96 a month.
Re-routed 641xxx and 638xxx pincodes to the second courier partner and sent a delay message to 1,140 open orders before they wrote in.
Went back to the old cap supplier for the 500 ml castor oil. Leaking-bottle verbatims fell to a handful a week.
The Monday CX report is now the Signalhub table, ranked by movement, with the three verbatims that best explain each theme.
Connect one help desk and one review source. Your first morning table arrives tomorrow at 06:00.