AMONG the vast array of virtual marketplaces populating the Internet and offering instant gratification to a need that could be had in an instant, how does one exactly delight its discerning customers?
For Argomall’s Karel Holub, it is in the joy of making its Filipino customers discover, select and purchase their desired digital devices in the smoothest and most efficient way possible.
The tech store’s “Chief Argonaut” knows this dilemma too well, having witnessed firsthand the technological evolutions, revolutions and iterations of the ubiquitous gadget almost every learned human being is equipped with: the mobile phone. Holub happened to be the country manager of a worldwide manufacturing giant whose models triggered the fancy of the Filipinos to ride the “cellular wave” in the late-1990s.
He knows all too well what transpired during those halcyon days for the brand until its eventual downward spiral. Throughout those years, the Czech had seen the best of times, and even the worst of times, for that brand’s company as new technologies and trends eventually took over the realm it once dominated.
Perhaps that familiarization augured well for him, as he now leads an aggressive player in the e-commerce domain that is Argomall (www.argomall.com), which specializes in selling an entire gamut of digital items, such as smartphones, laptops, tablets, gadgets, TVs and the like.
Borne out of a vision by Filipino-owned conglomerate Transnational Diversified Group, Argomall opened its virtual doors in 2015 and has since paved the way for new and innovative approaches in tech retailing by offering a whole new online shopping experience.
In brand-speak, Holub wanted a name that was short, easy to remember and signifies their ambition: “In Greek mythology, Argo is the vessel Jason steered in his quest for the Golden Fleece. It’s the visual imagery of a sailing ship that inspired us to use the name, because it represents our employees’ commitment to deliver—whether its delivering happiness to our customers anywhere in the country, or delivering best results, or delivering the best service possible.”
The company’s logo reflects Argomall’s sphere of e-commerce activity: a Wi-fi signal configured as a shopping cart, ready to deliver a load of gadgets galore to Filipino customers.
Going way beyond
ARGOMALL’S top exec explained that the online store does not only display and sell an exciting array of devices where customers can have a wider scope of items to choose from. More significantly, it puts consumers “front and center” of the biz.
“We want to show our customers that doing business with Argomall is really about offering our customer service. For us, our relationship with customers does not stop at selling the item, it goes way beyond what they expect,” Holub said in an exclusive with Envoys&Expats.
The process of shopping for a gadget, which would eventually lead to a purchase, could prove to be painstaking. Buying one could also be quite overwhelming, primarily because there are now a multitude of factors to consider.
Despite this pre-purchase “ritual,” the Chief Argonaut claims that Argomall, with its comprehensive product lineup, can help make the experience as simple as possible through an advanced search feature.
He led the talented team of local “argonauts” to devise an intelligent search function that enables customers to make necessary comparisons among their desired gadgets, then drill down their selections to their desired specifications. That facility could whittle down variations: from product dimensions, processing speeds and memory, down to pricing. Argomall can churn out items that fit a buyer’s bill in just a few clicks.
Fulfilling its promise of effective customer service, Argomall also employs an intelligent “chatbot,” a chat-type function where Argonauts can efficiently cater to the inquiries from online customers. Officially put into service in September 2017, the chatbot streamlines the sales processes by allowing users to place an order in Argomall without actually leaving their messenger application.
Holub helped ensure the creation of the feature so it will allow online consumers to query Argonauts at any point during their ordering process.
“It’s not to replace our life support; [but rather to equip] our site with ‘magic features.’ We don’t see the chatbot as a replacement [of our] contact with our customers; [it’s actually] to augment our engagement bandwidth when they come to our site simultaneously. It allows us to give information that they need—and quickly—without having to wait,” he expounded. “We saw that people embraced it.”
Transparent pricing
HOLUB affirms that Argomall has a transparent pricing scheme. This means no “fake” discounts and no charges for shipping costs. The items bought in the site are available through a variety of payment options.
“One of the things you will find in Argomall is that the price you see on the site is the price you pay in the doorstep upon receiving the item, which already includes the insurance fee, delivery fee and even the value-added tax.”
He continued, “Argomall also offers a wide range of payment schemes, like cash-on-delivery, credit-card payments and free delivery nationwide. Everything is very up-front and transparent, and we think that is very important.”
Holub was also instrumental in brokering the partnership with a popular credit facility for consumers, who prefer managed spending minus the use of credit cards, so they could procure their desired gadgets easier and faster than ever—thus making Argomall the first online store in the country to accept installment pays.
He is also a firm believer of customer trust and satisfaction, ensuring that Argomall products are all brand new and have the seal of approval by the National Telecommunications Commission. Customers could also rest assured that their items are covered with warranties and a replacement clause in case of manufacturing defects.
The Chief Argonaut has also instructed his team to go through great lengths—literally—in serving customers in need of assistance in fixing their warranty-covered purchases: “If you live in an island [where there is no] service center, we’ll pick up the item for free, ship it to Manila, [have it repaired] and send it back to you. If it’s warranty repair, we don’t charge [for] anything.”
Obsessed with customer service
IT was revealed by Holub that Argomall has for its target market the millennials, considered the most tech-savvy of the current generations.
Reconciling the concept of great customer engagement, he claims that Argomall makes its services “as easy as possible that your grandmother would understand it.”
Despite their purchasing power and disposable income, Holub is aware of the amount of work Filipinos exert for their hard-earned money. He values this aspect by putting a premium on customer service.
“The Filipino market is price-sensitive. We know how important price is for consumers, but rather than [exerting energies] into creating artificial discounts and vouchers, we are obsessed with customer service: We pride ourselves on putting a lot of value into [it], and we are really into bringing this service closer to our customers,” noted Holub.
Addressing pain points
WHILE running its local operations in full blast by offering the latest cadre of gadgets in the market, Holub considers logistics as the top pain point of the local e-commerce in the industry. Delivering items to each of the 7,107 islands could prove to be a herculean task.
“It’s not always the case that logistics companies in the Philippines are always flooded with supplies; sometimes there are delays,“ he admitted.
Not a stranger to this kind of predicament as he was once the top local executive of a global phone maker, Holub compared dealing with such to fixing a restaurant: “If you see that people don’t like the chairs, you remove them [and] get new ones. If you see that the menu wasn’t liked by the customers, you change the [food lineup],” he explained.
“Same goes inside the kitchen. You want to make the processes faster and augment production, use machines to make things simpler,” Holub went further.
According to him, every step is about what the company can give more to the customers, while noting that “it’s a never-ending process.”
Holub asserts that it’s all about committing to customer value. He believes it will make the online tech shop continue its rise in local e-commerce and fulfill its mission of delivering happiness to the millions of gadget-loving Filipinos.
Image credits: Jimbo Albano