OURCONSULTINGPRACTICES

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Craft EVPsStrengthen the EB InternallyMarketing strategy & activation for external talentBrand Ambassador programsCampus connect & internship programsAlumni connect programsEmployer brand audits & workshops

HR BlueprintOrganization designCareer MosaicCompetency frameworkLearning & development roadmapsEmployee engagementLeadership assessmentFunctional coaching for marketing and HR headsExecutive coachingStrategic workouts

Develop brand identityMarketing strategy by customer segmentExperience design for customers & partnersBring brand & experiences to lifeCreative & communication developmentBrand and experience workshops

EMPLOYER BRANDING STRATEGIC HR CONSULTING BRAND & EXPERIENCE DESIGN

HumanResources

Brand &Experience

EmployerBranding

TRULY CROSSFUNCTIONAL

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MAIN CAST

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School – XLRITraining Ground – Hindustan Unilever

Skills – Develop consulting frameworks, integrating consumer marketing and HR

Tarun

School – XLRITraining Grounds – Citigroup, Spice Telecom, Kotak Mahindra, AOL India, OnMobile Global, Network18

Skills – Define futuristic roadmap for HR, Leading organizational change

Shampa

School – Symbiosis Institute of Media & CommunicationTraining Ground – Rediffusion Wunderman

Skills – Brand identity creation, strategy & creative development

Abhishree

School – Master of International Business (MIB), Hindustan College of Arts & ScienceTraining Ground – CRI Pumps Private Limited, Coimbatore

Skills – Marketing Strategy & Execution

Satish

School – Wigan & LeighTraining Grounds – Acumen Business Processes

Skills – HR Strategy Implementation & Talent Management

Shawn

DESIGNING EXPERIENCES CUSTOMERS LOVE

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Aviation

School

Co-working

ManagedResidences

AffordableHousing

Restaurant

IndustrialDorm Steel

Cinemas

Real Estate

OUR APPROACH

06# Partner: Business Partner, Investor

OUR APPROACH

Founder orCEO's dream

Understanding stakeholder

needs

The BrandImage

Customer orPartner# Journey

PathPurpose Positioning Persona

Brilliant Basics, The Specials, The WOWs,

The Unforgettables

Possibilities ProfitPerformance

Lead & LagIndicators

PeoplePivot

Aligning organisation & people

DESIGNING EXPERIENCESCUSTOMERS LOVE

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The world of business has evolved from commodities to goods, to services, to experiences. Today purpose-driven companies that place a premium on delivering

exceptional, memorable and transformational experiences are distinguishing themselves in terms of the customer love they receive - stories galore of how it

translates into superior financial performance. This change is a journey that tugs at the very culture of the company and the fabric of how organizations operate

PreamblePreamble

Some thought starters to whet your appetite …

Let’s first examine the journey of someone aspiring to own a dream home - start at the very beginning and travel to the very end

Chapter 1

Dale and Anita were colleagues at a telecom company. Dale, like most Indians felt it was time to invest in a house. Armed with his list of specifications, he began shortlisting property developers1. With a consideration set of 8 builders, he started contacting them2, with the objective of further refining the selection. The next step – utilise a couple of weekends to visit the properties3, followed by a series of meetings with the Sales team4 at the builders’ office.

He checked out schools, hospitals and the neighbourhood. After a few weeks of tossing around what seemed like a hundred variables, he zeroed in on ANB Builders and made a commitment – he got them to agree to some customisation to his flat5 (like an open kitchen etc.), negotiated hard to get a good deal6 and paid up the Booking amount7. At lunch one day, Dale proudly told Anita about this milestone. Anita had been thinking about purchasing a flat too, she trusted Dale’s judgement and hence after a quick dekho, she booked a flat with ANB Builders as well. They then decided to dive deeper and check the legitimacy of the property8, for which ANB Builders sent across the documents.

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Dale was a young, mid level manager and hence was confident he would get a loan for 80% of the investment. He started speaking with banks9 to see which one had the best terms. In parallel ANB Builders started putting together the relevant agreement; the moment the loan approval came through he and Anita signed their agreements10 and authorised the first instalment of payments. They then met with the technical team to discuss the flat customisation11 in some more detail. There wasn’t much to be done after this but wait for the building to come up. Dale would visit the site12 every now and then to inspect progress. Anita was transferred to Delhi and hence would wait for Dale to update her, as she couldn’t check in person13. Close to the time of handover, Dale would visit the apartment more often to make sure things were on track in terms of the changes requested and also timelines of delivery14.

He and his wife also started spending time on weekends browsing household fixtures15 like bathroom fittings, tiles, French windows etc.; a number of these were going to be fitted by ANB Builders. They also started looking for furniture16 that would come in after the builders had finished their work. When 75% of the money had exchanged hands from the bank to ANB Builders, the flat was registered17.

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On the appointed day, after a detailed inspection they were handed over the keys18to their apartment. They were so proud. They had called the packers over to their current residence to transport their effects and lives to the new address19. The first day was chaotic20, cartons all over. So much more work was required21 in terms of electricals, some of the plumbing was not working and tons of carpentry work was needed. Dale had taken a week off, but that wasn’t seeming enough. They also needed to figure out where they could get all the services, domestic help22 etc. Finally, there were settled, the home was functional, and they started thinking about reaching out to the community23, finding friends for the kids. Dales wife was a Hindi tutor, she needed to get teaching assignments24 around so she could start becoming occupied. Eight weeks after they moved in, they were ready to throw their house-warming party25.

In case you have forgotten Anita, she wasn’t coming back to Chennai. She was therefore looking to rent out her apartment26 to a reliable tenant. She found it difficult to get her apartment set up27 like Dale was able to, hence she had to trouble her sister who lived in Chennai to do the needful. The first tenant moved out in a few months and she needs to spruce up the flat again28 before giving it out to a new one.

Dale and family had settled down, but there were niggling issues. Time and again there were structural issues in the apartment29 for which they would need to chase ANB Builders. Also, a lot of the common facilities were not fully operational30; the kids loved swimming, but the pool wasn’t operational yet.

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But when Dale would put his legs up on a Saturday night and sip his drink, he would feel good about having his own pad. His first-year anniversary of moving in31 was coming up, which coincided with his wifes birthday. He started making plans…

One of the owners was looking to sell, Dale thought he would pass the word around so one of his friends could buy32. ANB Builders was also launching a new project and had offered a referral fee33.

A couple of years after the residents had moved in, the maintenance of the apartment complex would now be handed over to them34. Some residents were relieved about the change of guard; however, a few were anxious about the newfound responsibility.

Dale was doing well professionally. His parents wanted to relocate to Chennai, and he thought he would explore a senior living complex in the city35 for them to live in.

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At each customer touch point, there are various levels at which you can surprise, delight, wow them. Take a look ...

Chapter 2

Keywords: Hygiene, non-negotiable, make or break, bare minimum

Fundamental expected of every service provider

Presence may or may not be noticedIts absence gets picked up; causes dissatisfaction

Brilliant Basics

Keywords: Delight, extra mile, thoughtful, personal

Created for me

Evokes a positive emotion

A pleasant surprise

Stays in memory and pops up at some point

The Specials

WOW’s that deeply move you

Leave a lasting impression

Moments you cherish forever

Keywords: moving, best by far, forever, cherish

ThePeaks

Wouldn’t have imagined in wildest dreams’

Simply exhilarating

Go to town with

Never experienced before

People say "WOW“

Keywords: Blown away, unique, unprecedented, awe-inspiring

TheWOWs

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A snapshot of some possible experiences that a real estate company can create for its customers during their 'first visit' -

the actual list runs into the hundreds

BRILLIANT BASICSIllustrative Ideas

The Visit Plan

In case the customer's closed ones are unable to make it for the visit, have video conferencing facility so they can get connected and be part of the site tour as well

Let customers know how long the entirevisit is likely to take – at the office, visit tothe apartment etc. so they can plan the restof their day

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Make the Call!

BRILLIANT BASICSThe Execution - The Visit Plan

Prep Work

For different locations in the city, create a chart with typical transit times to our office and the apartment. This should factor in peak, non- peak, weekday, weekend travel

SMS and WhatsApp communication templates

Create a set of ‘visit agendas’ based on the scenarios

Based on historical customer visit data, arrive at time estimates for visits to the office and apartmentPossible

Scenarios

Visitor comes to the office, goes to the site, back to the office and heads home

Visitor comes to the office, goes to the site, back to the office and heads home

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The builder has a site office – Visitor goes directly to the site and back home

Visitor goes to the site, then to the office and back home

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BRILLIANT BASICSThe Execution - The Visit Plan

Confirm time and day of the visit

Options: Self drive or Pick up

Note customer address

Find out who all are accompanying

An email/Whatsapp confirmation

The agenda sheet

Send a reminder asking the customer to reconfirm their visitHave customer give a missed call/message (Y/N) to reconfirm visit

The Details4 hours before

the visit

Name and profile of the customer relationship manager

Car & driver details

A schedule reminder so the customers can plan the rest of the day

CustomerCalls

The Confirmation

15 minutes after booking

Re-confirmation1 day before

the visit

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Illustrative Ideas

A Quick MakeoverKeeping it cleanSites tend to be dusty, so wecover the customer’s car orgive it a wash. Can also create makeshift covered parking

Certified! All customer facing employees need to have been through an‘internal certification’

THESPECIALS

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Paint touch up once personal effects have been moved in

THESPECIALSThe Execution - Keeping it clean

Social media / website to talk about the service

Selection of car covers: Sedan, SUV etc.Covered car park, away from the construction area with a water outlet in the proximity Handy wash kits (2/3) and designated staffBranded, visible parking area near the entryCustomer takeaways e.g. soft car wipe, car shine, car wash ‘hacks, car tissues’ etc

PREPPING THE SITE SOCIALISING DOWN TO

BUSINESS

When the customer arrives at the site, direct them to the covered parking areaHave someone escort them out of their car. The person needs to take customer’s permission before they wash their car

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THEWOW’s

Kids at play!Make the visit interesting for kids

Think planet Nudge customers towards sustainability,curate sources of furniture and other household items that use biodegradable and recyclable materials.Beautiful, yet good for the planet

Let's float Track interest movements, enabling buyersto move loans from fixed to floating oracross banks

Illustrative Ideas

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THEWOW’sThe Execution - Kids at Play!

PREP WORK

A nanny to accompany; to engage the child while parents focus on the apartment

A mini construction site where the kids can use their tools and play under supervision

A few handy thingsSafety shoesSafety helmetsA few tools to play around with – a toy shovel, a small bucket, a toy sieve etc.A bright fluorescent cover up jacketBright glovesFace masks

THEWOW’sThe Execution - Kids at Play!

When the customer books a visit, ask if a child is accompanying them

Child on board?

When the kid is playing take photos and short videos; share with parents on whatsApp when they are done

So sweet!

When the kid is playing take photos and short videos; share with parents on whatsApp when they are done

Permission to Play

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...and they lived happily ever after!25