About Eureka Forbes
Eureka Forbes is a multi-product, multi-channel organization that is India’s leading health and hygiene brand. In addition to being one of Asia’s largest direct sales forces, it has retail, institutional and e-commerce channels, an inventive franchise business partner network, a rural channel and one of the most expansive service networks in India
Eureka Forbes has been a pioneer and trendsetter in direct sales in India and is one of the largest direct-selling companies in the world today.
The Challenge: A Legacy System Holding Back Growth
For decades, Eureka Forbes operated one of India’s largest after-sales networks, serving over 10 million customers. However, the core of its recurring revenue—AMC renewals—was managed through an offline, fragmented system reliant on field agents and service centers.
Key Pain Points
- Inconsistent customer experience due to agent-level variations
- Limited coverage—many eligible users were never contacted
- Delayed cash flow due to offline payment collection
- High operational overhead and manual coordination
The Mission: Digital Transformation
Eureka Forbes set out to digitize its renewal journey, improve conversion efficiency, and enable smarter communication—all without disrupting its legacy customer base.
- Digitize End-to-End: Transform manual renewals into automated journeys
- Expand Reach: Target more eligible customers
- Reduce Costs: Lower marketing spends via automation
- Accelerate Revenue: Enable real-time payments and faster cash flows
Martech-Driven Solutions: From Problems to Possibilities
- CDP + Automation: Improved targeting and coverage
- Digital Journeys: Enabled instant renewals and real-time payments
- Smart Orchestration: Reduced messaging cost by 55%
- Funnel Sync: Real-time context for call center teams
- Frictionless UX: Deep links with auto-login for 2-click conversions
The Turning Point: Building a Martech-Led Growth Engine
In August 2023, Eureka Forbes launched a new product website and partnered with WebEngage to digitize customer engagement and renewals. The result: a real-time, data-led CRM engine connected to their marketing stack, call center, and website.
Core Objectives
- Unify Customer Data: Merge online and offline records
- Digitize Engagement: Replace manual touchpoints with automated, contextual comms
- Simplify Renewals: Enable seamless digital payments
- Enable Real-Time Collaboration: Sync data across marketing and call center
Step 1: Segmentation at Scale
WebEngage enabled segmentation of the 10M+ customer base based on:
- Plan type: AMC, Warranty, One-time
- Product category: Water purifiers, Air purifiers, Vacuum cleaners
- Geo-location
- Last plan status: Active, Expired, Expiring soon
Personalized nudges were sent to each cohort—from upgrade offers to AMC reminders.
Step 2: A Five-Step Funnel That Mapped Every Drop-Off
- Identify Drop-Offs: Track where users left the funnel
- Route to Call Center: Auto-transfer users to agents with full context
- Contextual Outreach: Agents pitch based on real-time funnel data
- Capture Dispositions: Call outcomes sent back to WebEngage
- Re-Engage Users: Follow-ups triggered automatically
This created a closed-loop feedback system across marketing and operations.
Step 3: Smarter, Cost-Efficient Communication
- Channel Optimization: Switched from promotional to utility templates, cutting costs by 2.5X
- Frictionless Conversion: Deep links enabled 2-click payments via auto-login
- Continuous Engagement: Educational AMC journeys for long-term nurturing
Step 4: Data Meets Human Touch
Half of the 4X revenue growth was driven by call center conversions enabled through WebEngage.
- Agents received daily funnel intelligence: user history, plan data, and drop-off stage
- This enabled precise, personalized conversations rather than cold calls
The Impact: Measurable, Transformative Results
- 4X Revenue Growth: Digital AMC renewals led the way
- 2.5X Cost Efficiency: Via optimized messaging
- 2.5X Monthly AMC Revenue: Direct impact from digital journeys
- 30%+ Digital Share: AMC bookings from digital channels grew from ~8% to 30%+
- 95% Customer Coverage: Through automated journeys
- 55% Lower Marketing Costs: Cost per conversion reduced
- 3X Faster Cash Flow: Enabled by instant digital payments
- 40% Call Center Efficiency: Improved with real-time data sync
Future Roadmap: What’s Next?
- Advanced segmentation using service records and NPS
- AI-based predictive offers and dynamic pricing
- Voice + WhatsApp journeys for Tier 2/3 markets
- WhatsApp-native AMC booking flow
- Service CRM integration for a 360° customer view
Why This Matters for Your Business
This case study is a blueprint for any brand with recurring revenue or service renewals. It shows how digital transformation can:
- Boost revenue without increasing headcount
- Accelerate cash flow via instant payments
- Deliver consistent experiences at scale
- Unify marketing and operations for better conversion
- Optimize channel spend for cost-efficiency
Key Takeaway: By integrating lifecycle automation with call center intelligence, Eureka Forbes achieved 4X revenue growth and 2.5X cost efficiency—proving that smarter, connected systems fuel profitable growth.
