Amazon Pay Streamlines Merchant Onboarding Operations Using LeadSquared

LeadSquared has been a valuable partner for us at Amazon Pay. They have helped us scale efficiently and deliver a world-class experience to field agents. This, in turn, has enabled us to smoothly onboard thousands of small and medium-sized businesses.

Vijay RajagopalHead of Sales and Business Development

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Shorter

Onboarding Timelines

Zero

Missed Opportunities

Higher

Agent Productivity

Minimized

FOS Churn

Amazon Pay Uses LeadSquared Because It Helps

Streamline Merchant Onboarding
Bring Structure to the Process

Improve Process and Agent Efficiency
Create More Visibility in the Business Process

About Amazon Pay

As a leader in digital payment services, Amazon Pay serves millions of customers and merchants via its payment solutions.

The Amazon Pay Vision

Amazon Pay wanted to create a merchant onboarding process that was cohesive and frictionless at the same time. Such a process would pave the way to a great onboarding experience for millions of its future customers, empowering more Indian merchants to try digital payments for the first time. Additionally, it aimed to onboard merchants faster and more seamlessly.

The aim was also to:

Scale efficiently and quickly
Enhance agent efficiency and productivity
Encourage data-driven decision-making with real-time insights
Simplify the onboarding process
Manage the growing network of tens of thousands of agents conveniently

First, to achieve this vision, lead distribution challenges, transparency, duplicate onboarding issues, and so on would have to be addressed.

So, Amazon Pay collaborated with LeadSquared, a sales efficiency solution with end-to-end execution capabilities, to further strengthen and realise its vision of delivering a 360-degree excellent merchant experience.

Here’s the complete story.

Goals Set By The Management

1. To improve capture/distribution of new merchant leads

The Amazon Pay team wanted to simplify the lead capture/upload process and create a hierarchy-based distribution automation.

2. To re-design the flow of leads across teams

It was essential to bridge the gaps between individual teams (acquisition, farming, and audit teams) to improve their process efficiency.

3. To enhance agent productivity and pipeline transparency

The team wanted to enhance the assessment of pipeline health and agent productivity.

4. To limit any errors and duplication during merchant onboarding

One way to boost pipeline quality was to install a mechanism to identify duplicate onboarding.

5. To improve agent experience and boost lifecycle duration

For a better user experience, agents could benefit from a simple and easy-to-use interface within their merchant onboarding app.

6. To develop a unified inventory management experience

The Amazon Pay leaders wanted to install new IM capabilities and streamline the allocation of resources to new merchant leads.

Solutions Provided By LeadSquared

1. Effortless lead capture and distribution capabilities

Dynamic forms for agents, bulk upload via CSV, hierarchy-based distribution, and auto-task creation helped cut manual effort.

2. Automated logic to curb duplication and geo-fenced activities

De-duplication logic eliminated duplicate onboarding; geo-fenced activities solved any location-related onboarding challenges

3. Incentive management and auto-deactivation of agent accounts

Tracking agent payroll data and automatically de-activating churned agent accounts saved many resources

4. Centralised application for all teams

User-specific dashboards and SmartViews features helped prevent missed opportunities and improved the quality of onboarding.

5. Intelligent reports to check activities and pipeline quality

Visibility into the process improved through ETL reports, real-time status, email/batch-upload reports, attendance reports, and more.

6. Unified merchant onboarding and IM module

Check-in/out, document upload, merchant registration, auditing, and inventory management – all in a single application – were used to achieve this goal.