Delivering Delight
The Smart Manager|May - June 2017
The online ‘grocery ordering’ business in India has not taken off like some others such as apparel, electronics, etc. It is riddled with many challenges, some of them unique—the need for cold storage—to maintain the quality of perishable products such as fish and vegetables. However, things are now looking bright for this sector which is projected to grow by around 38%.1 India was the fifth largest market in Asia Pacific for online grocery retailing standing at $135mn in 2016.2 Many players are now operational in this space and are working on different business models. Grofers, a mobile and web application is setting the benchmark for service delivery and customer satisfaction. We speak to Albinder Dhindsa, Co-founder and CEO, Grofers to know more about their zest to make a mark in this category.
Delivering Delight
At Grofers, our prime focus has always been on providing the best customer experience at every touchpoint. Be it procurement of products, technology and innovation, training programs (for all teams and not just delivery executives), or promotions, everything has been aligned keeping in mind our customers. All teams place the customer at the center of their plans and devise solutions to continuously improve on our service. Moreover, everyone is on their toes and trying to be ahead of the present to minimize effects of any unforeseen issues. This becomes the acid test of our customer service. Our philosophy is very clear and simple to comprehend: ‘understand, empathize, and act’.

training employees

Our employees are our first customers. It becomes imperative for them to understand the functioning of Grofers in and out. If you were to join us, this is the first thing we would ask of you. The purpose of this activity is to let the new employee understand us at every touchpoint.

We have a designated training team which runs an employee through the whole process of delighting the customer and handling complaints. After the completion of classroom training, the employees undergo on-the-job training, during which they have to implement all their learnings from the classroom sessions. The whole process requires a couple of weeks. The new joinees are then teamed up with existing employees on the basis of their personality traits. This allows them to settle in and also gives the existing employees a sense of responsibility. ‘Townhall’ is another activity which is conducted on a frequent basis. This is done to update everyone within the company (across all offices) about the growth and areas of improvement.

dealing with deviation from norms

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