we control the package on our systems , it ’ s not a problem . The challenge is that , once we hand over the package to a third party , such as a delivery partner , what happens ? Is that third party integrated with our systems ? What is their service level ? Are they living up to our standards of good customer service ? That ’ s the main challenge .”
Daraz is demonstrably unafraid to take responsibility for the quality of the service its customers receive , with Mikkelsen pledging that , should any complications arise , the firm will do its utmost to take care of the customer . This , however , is not the only manner in which Daraz is working to develop its brand as a trustworthy platform for consumers who are cautious of technology and the intentions of companies that provide it . “ Trust is a gigantic challenge ,” acknowledges Mikkelsen , noting that partnering with trusted brands has been a major factor in its strategy . “ We did an integration with a Friday night game show in Pakistan which can attract around 10mn live viewers . That ’ s almost twice the population of Denmark . Paid partnerships like these , as opposed to online marketing , are one of the ways to build trust in our brand .” The gravitas that comes through such partnerships clarifies that the company “ is not just kids in a garage posting online adverts and sending out products ”, he says .
“ If you have a good , loyal customer base , then you have a strong foundation to grow from . If we cannot retain the customers we acquired , it doesn ’ t matter if we have 200mn potential customers in Pakistan or 160mn in Bangladesh because we can ’ t just acquire customers without retaining them . In the end ,
163 asia . businesschief . com