PRIMER TO BRAINSTORMING Redesigning Delivery Experience
PRIMER TO BRAINSTORMING Redesigning Delivery Experience
Those Who Can’t Innovate
Will Disappear
Blue Ocean? Time to re-‐look and re-‐think
Almost all of them offer the same VALUE to their customers
RED OCEAN THEN?
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Inven?ng our BLUE OCEAN through EXPERIENCE In Blue Oceans, demand is created not fought over Untainted by compe??on
P V = + S
+ E
As the cost of reaching consumers rises in the traditional media, competition for securing their attention increases likewise!
SENSORY BRANDING strategies?
Meanwhile……
Compe??ve Advantage Customer EXPERIENCE Crea?ng Devoted Customers Untainted by compe??on
Objec?ves & Scope
Re-‐Design customer experience on receiving products
Elevate Brand
Posi?oning
Making product delivery a hassle free process
Increasing Sales
through up-‐selling and cross selling
Customer Advocacy
Contextual Risk
Brand • Faulty Representa?on
Time • Time Spent on Recrui?ng, review and management vs. our capability w.r.t the current resource set
Customer • Acceptability by the TG
Control • Control issues pertaining to Security & ethics
Future • Scalability & Sustainability
“CHAMPS” Breaking Paradigms
C : Clean Deals H : Hospitable
A : Accuracy M : Maintain Equipment & Self
P : Provide Quality
S : Speed with Services
SERVICE CHAMP She’s our NEW
Well Groomed & Presentable Can speak English and Regional lingo FLUENTLY Is well versed with the city roads and routes Is trained on products, and can give Demonstra?ons Is capable of upselling and cross selling Graduate/Undergraduate Mobile BELIEVES IN SERVICE
Want Employment
Brand Associa?on
Part-‐ Time or Full Time Earnings
He’s also a ROCKSTAR
Wants Fun with Work
Wants Freedom
Wants Experience
Well Groomed & Presentable Can speak English and Regional lingo FLUENTLY Is well versed with the city roads and routes Is trained on products, and can give Demonstra?ons Is capable of upselling and cross selling Graduate/Undergraduate Mobile BELIEVES IN SERVICE
WOW!!
Where to find
them?
Sourcing for Service CHAMPS
Campus Recruitments
Web /Adverts
SMTs Internal References
The SCs will be primarily sourced from Campus Recruitments – DQ Colleges (Part Time and Full Time Employment) Campus recruitment: Will need to rope in our design agency to create an appropriate employment communica?on (Employment Branding) Alliances with ins?tutes like WLC, NIIT, AHA, Frankfinn etc. shall be explored for ready state and steady supply Penetra?on into student segment through social communi?es, Extra Income Pitch to be used
Compensa?on Structure -‐ CTC RemuneraEon Structure Rs
Total CTC E=A+(B*4)+C+D
Flexibasket D
Notebook+ Net Connect Card C
Variable Component Per Quarter (Quarterly Payout on Target Achievement) B
Fixed Annual Component A
Per Month RemuneraEon Excluding VC
The remunera?on is performance linked. The execu?ves will be offered a CTC of *****which will have the following break up Rs *****/-‐ for Flexibasket (Rs **/-‐ per month) Rs *****/-‐ for Netbook. This amount does not get paid out, however is reflected in the CTC The VC which is paid out quarterly on achievement of targets
CONFIDENTIAL
Compensa?on Structure -‐ Tgts
Quarterly IncenEve Plan
Category Delivery Target Addi?onal
Incen?ve Payout
Pla?num
(X+Y+Z) No of Deliveries+ Customer
Feedback 9/10 VC + Rs ****** The bonus is Accelerated Performance
Bonus
Gold
(X+Y) No of Deliveries+ Customer
Feedback 9/10 VC + Rs ******
VC
(X) No of Deliveries + Customer
Feedback 8/10 Only VC earned
**Please note that the VC is payable only when (X) No of deliveries is
achieved
Will need to think on other incenEve parameters like customer feedback, upselling etc.
CONFIDENTIAL
• Post recruitment the CHAMPS go through an intense 15 days boot camp. This is conducted by the “Talent Development Centre”. A specific to purpose module has been created and will be delivered
• Compulsory Yoga and Self Defense (for girl trainees only) trainings will be a silent but cri?cal coverage
• Training coverage to include Personal Grooming sessions, 7 Habits, Process & Product trainings Training
• The Service CHAMPS stay on the assignment for a period of one year. There will be Monthly reviews.
• Post the comple?on of the assigned period, a formal review is carried out and the CHAMPS are offered permanent employment in various Roles at YEBHI as deemed fit
• In a scenario where an execu?ve is not performing for one quarter, the execu?ve will be asked to leave
CAREER PATH
NETBOOKS & TRAINING
PROTECTION • We will need to get a legal agreement signed
between Yebhi & the CHAMPS. The agreement will make the CHAMPS liable to pay up the cost of the netbook if in case s/he decides to quit in between the project period of one year
• All CHAMPS will be asked to submit the Grad mark sheet/or any other recent qualifica?on -‐ in original, which will be handed back to them post comple?on of one year
• In a scenario where the candidate leaves right aoer the training (AOD), the same agreement will bind him to pay Rs ****/-‐ in lieu of training charges
Empowered with
Laptop/Data card
For online querry
resolu?on, goods return and other processing
GPRS
For real ?me monitoring
Security Concerns for girls Self Defense trainings
Pepper Spray Guns
Buddy system
Communica?on System
Uniforms
All Delivery Execu?ves will necessarily
wear a specially designed uniform
Special Delivery Vans
All branded u?lity vehicles to be roped on for the purpose
of delivery
THE ROADMAP
Project Design & Sign off
Elements Crea?on & Agency Ini?a?on
Recruitment for Gurgaon followed by Training
Pilot to begin
Consolida?on & Way Forward
• Project to be ini?ated at Gurgaon as Pilot
• First Batch : 25 Delivery Execu?ves (All Girls force)
27/12/2011
5th Jan 2012
25th Feb 2012
26th Feb 2012
June 2012
May 2010
Project Design & Sign off
Sanc?ons by 1st Week Jan
Resource Alloca?on
Business Model
Recruitment Strategy Finaliza?on
Decide on Key People to Run the project
Scope
May 2010
Elements Crea?on and
Agency Finaliza?on
Elements (Collaterals/Ads etc)
Agency finaliza?on by 5th Jan 2012
Recruitment Strategy
Contents (brainstorming) & Produc?on
Brand Delivery Execu?ve
(Employment)
May 2010
Recruitment & Training
Implementa?on of Recruitment
Strategy
Training and ac?va?on to be completed by 25th Feb 2012
May 2010
Pilot
• Pilot Dura?on 25th Feb to 1st June 2012
• To Start for Gurgaon in Phase 1
Pilot to Launch on 25th Feb 2012
Hope this makes sense?
If yes then Let’s meet and take this forward?