Elbe Pharma, Nature & Nurture & Beauty Fair are three major mPedigree clients in the Nigerian pharma and cosmetics sectors respectively. mPedigree provides to the three companies its Goldkeys offering, which is a cloud and mobile platform that secures products, and thereby their consumers, from fake and counterfeit versions of many well known brands.
The service is free and instant to consumers. Elbe, N&N and Beauty Fair have been using Goldkeys for a number of years now to successfully ward off fakers and counterfeiters, creating strong deterrence for retailers who might want to compromise and stock fake versions of their brands for higher margins. Empirical analysis indicated a more than 65% reduction in the circulation of counterfeit versions of their brands based on a sales growth-pattern attributed by a rigorous model to market share recoupment from fakers over a two-year measurement period.
However, in 2014 all three companies began to realise that the sheer scale of counterfeiting in Nigeria meant that whilst consumer detection preserved their brands, saved lives and deterred counterfeiters and fakers, the sheer burden of reacting to each incident was overwhelming their capacity to provide adequate customer service to affected consumers, and cooperating with law enforcement agencies and the regulatory authorities.
mPedigree developed EarlySensor (www.earlysensor) as a proactive solution to the risks and burdens of post-incident responding. When the beta launched, it proved to be just the thing our three customers needed.
EarlySensor scans large pools of authentication, traceability, supply chain & logistical referencing, and user-generated data to mine insights and plot evolving patterns of counterfeiting activity across a market and fires off alerts to partner government agencies, brand owner taskforces, and dedicated mPedigree units whenever suspicious patterns emerge, enhancing the ability of our client’s IP vigilance personnel to assault the nervecenters of counterfeiting activity and to convey the targeted, highly, relevant information about counterfeiting risks to consumers and regulatory inspectors in ways that empower them and restore their confidence in the overall anti-counterfeiting effort.
The ultimate goal is to be able to predict counterfeiting activity before they occur by providing advance intelligence about specific batches of fakes within specific radii of the retail network by drawing on dynamic supply chain analytics.
Early results from the deployment of EarlySensor by the three clients indicated a reduction of close to 15% in customer distress calls to call centers and customer service within 4 months of implementation. Current projections suggest a sustainable 35% reduction within 18 months of implementation.
Using mPedigree’s Acodion Ticketing analytics solution, evaluators isolated the historical data-streams associated with distress calls triggered by mismanaged, retail-level, counterfeit-detection incidents, and conducted randomised, controlled, standardisation tests to confirm the statistical fidelity of the baseline data. It then tracked the curve over the life of the rollouts to measure the impact on ‘customer distress signal’ trends against the baseline benchmarks.
Not only is the tangible uptick in customer satisfaction represented by a drop in the levels of customer distress of direct benefit to our clients, but there is also a concrete and positive effect on call center utilisation that connects cleanly to the ROI of the companies’ customer service investments. Above all, however, the considerable social gains derived from enhanced protection of consumers against have added considerable value to the clients’ brands measured by consumer sentiment analysis in the wake of EarlySensor rollouts.