IIM-k FAINI8 A8IAN FAINI8

EFIhIh INPEATIVE8 F FTE 08TNE LYALTY

0ase 8Iudy Prepared by As|an Pa|nIs L|m|Ied:
wh||e go|ug lh|ough lhe da||y comp|a|uls |epo|ls, Am|l Syug|e (P|es|deul Sa|es aud Na||el|ug) came ac|oss a comp|a|ul
|eg|sle|ed by N|. Bose. The comp|a|ul was pe|la|u|ug lo oue ol lhe le/lu|e pa|ul l|u|shes olle|ed by As|au Pa|uls Roya|e
P|ay.
The |elle| seemed |uuocuous, aud lhe delecl as desc||bed |u lhe |elle| seemed lo be eas||y |ecl|l|ab|e. howeve| whal slood
oul was lhe dela|||ug ol lhe |ssue wh|ch l|u|y made Am|l app|ec|ale lhe pass|ou w|lh wh|ch lhe comp|a|ul was w||lleu.
|veu lhal Salu|day mo|u|ug was a couveu|eul l|me lo| lhe cuslome| lo meel up, Am|l d|ove dowu lo h|s house |u Powa|,
Numba| lo meel h|mal 12 uoou. 0u lhe 85 m|uule d||ve, Am|l |ea||/ed lhal lhe cuslome| |u p|ol||e was p|elly much |||e au
eme|g|ug cuslome| g|oup ac|oss lhe couul|y espec|a||y seeu |u lhe |a|ge| c|l|es, whe|e ecouom|c we|la|e had |esu|led |u a
uewp|oless|oua| all|ueul c|ass.
Be|ug a Salu|day, lhe eul||e lam||y was al home aud bolh N|. aud N|s. Bose we|e supe|v|s|ug lhe seem|ug|y |asl slage ol
pa|ul|ug p|ocess al lhe|| home. lu|l|a||y, au ||ale N|. Bose |mmed|ale|y sla|led comp|a|u|ug lo Am|l aboul lhe va||ous |ssues
he has had w|lh lhe compauy. As meul|oued |u lhe |elle| lhe ou|y |ssue was aclua||y lhe pe|ce|ved bad wo||" doue ou a
s|ug|e wa|| whe|e a Roya|e P|ay Spec|a| Ellecl was doue.
0uce he |ea||/ed lhal he had a pal|eul ||sleue| he me||owed dowu lo a d|scuss|ou |uleuded lo l|ud a so|ul|ou.
N|. Bose challed up w|lh Am|l aud gave a b||el bac|g|ouud aboul h|m. Com|ug l|om Ko||ala, aulam had l|ave|sed lhe
usua| |oule ol a m|ss|oua|y schoo| educal|ou lo||owed by au llT aud au NBA deg|ee. Posl h|s educal|ou he ma|||ed
Auupama, 2 yea|s youuge| lo h|m, who had ea|||e| laughl as au ass|slaul p|olesso| al a uoled g|||s' co||ege |u ceul|a|
Ko||ala. The coup|e had 2||ds uowa daughle| (Gyea|s) aud a sou (2yea|s)
Th|ee yea|s bac|, aulamsh|lled lo Numba| w|lh h|s lam||y. The chauge |u c|ly came w|lh a p|omol|ou aud a l|ausle| al h|s
wo|| p|ace. Numba| was qu|le d|lle|eul l|omKo||ala aud |l loo| a wh||e lo adjusl lo lhe pace ol lhe c|ly. he l|ua||y moved |ulo
h|s owu house al Powa| ea||y lh|s yea|.
Th|ee yea|s ago aulam was p|omoled, aud sh|lled lo Numba| w|lh h|s lam||y. The speed ol ||le |u Numba| was qu|le
d|lle|eul l|omlhe s|owdays |u Ko||ala aud |l loo| a wh||e lo adjusl lo lhe pace ol lhe c|ly. Bul bolh l|ua||y le|| |u |ove w|lh lhe
mel|opo||s aud dec|ded lo la|e lhe p|uuge lo buy au apa|lmeul |u Powa| a lewmoulhs ago.
Th|u||ug bac| Am|l |ea||/ed lhal aulam's slo|y was qu|le |||e so mauy upwa|d|y mob||e educaled cousume|s eme|g|ug
l|omlhe p|oless|oua||y all|ueul segmeuls ol soc|ely. homes a|e |ell beh|ud |u lhe sea|ch lo| jobs |u lhe |a|ge| c|l|es. Th|s |u
lu|u c|eales a seuse ol eve|y |ud|v|dua| hav|ug lo |ed|scove| h|s comlo|l /oue |u a |a|ge c|ly. The|elo|e lhe c|eal|ou, aud
mo|e |mpo|laul|y, pa|ul|ug ol a home was a c|uc|a| e|emeul |u ma||ug lhe lam||y lee| comlo|lab|e |u lhe|| ||v|ug spaces.
aulam & h|s w|le dec|ded lo gel lhe|| uew house pa|uled, aud lhe NBA |u h|m loo| ove| he su|led va||ous s|les lo
uude|slaud lhe p|oducls aud budgels, spo|e lo some ol h|s co||eagues aud louud a pa|ul slo|e l|om lhe As|au Pa|uls
webs|le, aud v|s|led lhe slo|e lo do a chec| ou cosls aud l|ud a pa|ul|ug coul|aclo|. lu lhe m|dsl ol lh|s, he happeued lo see
lhe adve|l|semeul lo| lhe As|au Pa|uls Beaul|lu| homes u|de, aud he seul au SNS as||ug lo| lhe boo|.
S|uce he was uusu|e aboul lhe p|ocess, he d|d euough aud mo|e |esea|ch belo|e aclua||y ca|||ug lhe coul|aclo| lo h|s
home. he gol lhe |ele|euce ol lh|s coul|aclo| l|om chec||ug w|lh 8-4 l||euds aud olhe| l|al occupauls aboul lhe||
|ecommeuded pa|ule|. howeve| eve|youe had m|/ed slo||es aboul lhe|| |asl cyc|e ol pa|ul|ug. Some comp|a|ued aboul lhe
l|me||uess ol lhe coul|aclo| wh||e olhe|s comp|a|ued aboul lhe cosls aud lhe qua||ly ol wo||. So |l d|d seem |||e he was
headed |ulo lhe pa|ul|ug p|ocess, uusu|e ol lhe p|ocess aud lhe oulcome.
lu |el|ospecl he w|shed he had choseu a coul|aclo| l|omlhe AP web-s|le's dea|e| |ocalo|. howeve| he was uol su|e whelhe|
a compauy uom|ualed coul|aclo| wou|d be auy d|lle|eul l|omlhe |egu|a| coul|aclo|.
Thau|s lo lhe p|elho|a ol dela||ed |ulo|mal|ou ava||ab|e ou-||ue aud |u lhe boo|, aulamhad lo ou|y v|s|l lhe dea|e| o|deu
Pa|uls" |u Audhe|| jusl ouce lo pu|chase h|s |equ||emeul ol shades aud pa|uls.
Posl much pe|suas|ou l|omh|s daughle| aud w|le, he l|ua||y ag|eed lo add lwo spec|a| ellecl wa||s |u h|s bed|oomaud ||v|ug
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|oom|especl|ve|y. They louud lhe des|gus lhey wauled |u lhe Roya|e P|ay Boo| aud dec|ded lo go ahead w|lh lhose l|u|shes
as we|| as olhe| As|au Pa|uls p|oducls lo| lhe job.
howlhal lhe he|o wa|| |u lhe ||v|ug |oomwas comp|eled w|lh a Roya|e P|ay le/lu|e ou |l, aulamwas uol happy w|lh |l. The|e
was a v|s|b|e ||ue lhal |au lh|ough lhe wa|| wh|ch was v|s|b|e l|om au aug|e, ma|||ug lhe eul||e beauly ol lhe palle|u.
Secoud|y lhe co|ou| lhal |oo|ed u|ce |u lhe Beaul|lu| homes u|de aud ou lhe APL webs|le was |oo||ug qu|le d|lle|eul posl
comp|el|ou ol lhe pa|ul|ug. Th|s was wheu Auupama ca||ed lhe As|au Pa|uls he|p||ue lo |a|se a comp|a|ul.
wheu Auupama e/p|a|ued lhe same lo lhe As|au Pa|uls |ep|eseulal|ve who had |u|l|a||y v|s|led lhe s|le posl |eg|sl|al|ou ol
lhe p|oducl comp|a|ul, she was |ulo|med lhal lhe shade |oo|ed d|lle|eul s|uce lhe ha|| was ||l w|lh ye||ow ||ghl l|om lhe
ceul|a| chaude||e| wh|ch made lhe co|ou| |oo| ye||owe| lhau usua|.
w|lh ualu|a| ||ghl o| a lube-||ghl, lhe co|ou| wou|d |oo| lhe way |l was |ep|eseuled |u lhe boo|. Secoud|y, lhe ||ue |uuu|ug
lh|ough lhe palle|ued wa|| was because ol lhe |mp|ope| su|lace p|epa|al|ou lhe wa|| |lse|l was uol |eve| aud uol because ol
a p|oducl delecl. The AP |ep|eseulal|ve apo|og|/ed lo| lhe |ucouveu|euce lhey had laced, bul e/p|a|ued lhal he wou|d uol be
ab|e lo olle| auy compeusal|ou lo lhe Bose lam||y.
Apa|l l|om lh|s, aulam lu|lhe| h|gh||ghled how lhe coul|aclo| sl|elched lhe eul||e p|ocess. he loo| up lhe p|ojecl
p|om|s|ug comp|el|ou w|lh|u 15 days, bul eveu al lhe eud ol 21 days, lhe eul||e leamol pa|ule|s was sl||| |u lhe apa|lmeul.
The pa|ule|s we|e la| l|omp|oless|oua| |u lhe|| behav|o| aud Auupama had a lough l|me lac|||ug lhem.
lu aulam's ua||al|ou lhe pa|u he e/pe||euced |u pa|ul|ug was pa|pab|e! h|s suggesl|ous lo |mp|ove lhe e/pe||euce seemed
lo be mo|e |e|aled lo lhe p|ocess. holh|ug was l|ua||y sa|d ou lhe p|oducl.
As pe| aulam, As|au Pa|uls had he|ped w|lh p|ov|d|ug |ulo|mal|ou lhal he soughl as a cuslome|. P|oducls de||ve|ed we|e
ol lhe h|ghesl qua||ly as we||. Bul loday as he |oo|s bac|, |ls ove|a|| au uup|easaul e/pe||euce aud uulo|luuale|y lh|s
e/pe||euce |s elched |u h|s memo|y |u coule/l w|lh lhe b|aud uame As|au Pa|uls.
A dela||ed d|scuss|ou w|lh Am|l euab|ed aulamlo pul lh|ugs |u pe|specl|ve aud app|ec|ale lhe ||m|lal|ou ol lhe b|aud |u lhe
malle|. lu|lhe| as a good w||| geslu|e, Am|l olle|ed a |edo ol lhe Roya|e P|ay wa|| al /e|o cosl ouce lhe su|lace uudu|al|ou
|ssue was la|eu ca|e ol.
Rea||s|ug lhal lhe|e was mo|e lhau meels lhe eye lo lhe ua||al|ou ol lhe cuslome|, Am|l dec|ded lo l|y aud c|ose lhe |oop by
meel|ug lhe dea|e| as we||.
o|deu Pa|uls, |u lhe subu|b ol Audhe|| |u Numba| was a la|||y o|d aud |oya| As|au Pa|uls dea|e|, aud Am|l |uew lhe owue|
N|. Rajesh Pale| qu|le we||. ll had beeu ove| a yea| s|uce he had v|s|led lhe shop, aud Rajeshbha| as usua| |a|d oul a |ed
ca|pel lo we|come lhe compauy's p|es|deul! Kuow|ug he was go|ug du||ug bus|uess hou|s, Am|l woude|ed whelhe| he
cou|d aclua||y la|| lo lhe dea|e| al |e|su|e. he d|d uol waul lo |mpose ou h|m |l be|ug a Salu|day, he |ea||/ed lhal lhe|e we|e
mo|e cuslome|s |u lhe shop |alhe| lhau coul|aclo|s o| pa|ule|s. ll made seuse lhe|elo|e lo obse|ve |alhe| lhau couve|se.
Pa|ule|s who had come lo lhe slo|e we|e we|| p|epa|ed aud had a ||sl ol p|oducls lhey ueeded lo buy pa|uls, lh|uue|s,
b|ushes, |o||e|s & olhe| sma|| |lems ueeded lo sla|l oll lhe|| job lo| lhe day.
lu lhe m|dsl ol lh|s, lhe|e was a |ady aud he| husbaud who we|e mu|||ug ove| a shade ca|d, l|y|ug lo dec|de wh|ch co|ou| she
shou|d use lo| he| home. Alle| a lew m|uules ol l|y|ug, she l|ua||y mauaged lo calch lhe alleul|ou ol oue ol lhe shop
ass|slauls aud as|ed h|mwh|ch co|ou| wou|d go we|| as a coul|asl lo lh|s p|u| lo| lhe bed|oom"? Belo|e she cou|d gel au
auswe|, lhe ass|slaul lu|ued lo co||ecl cash & de||ve| some pa|uls lo oue ol lhe pa|ule|s al lhe couule|. Alle| a lewm|uules
he |elu|ued aud lo|d lhe |ady you cau choose l|om lh|s shade ca|d |lse|l, lhese a|e lhe mosl popu|a| shades". The poo|
housew|le was |ell lo he|se|l lo so|ve he| p|ob|em. The ue/l l|me she mauaged lo calch Rajeshbha| h|mse|l who gave he| a
co|ou| comb|ual|ou boo| aud lo|d he| lh|s |s lhe besl l have, p|ease le|| me whal you waul qu|c||y, lhe|e a|e a |ol ol
cuslome|s he|e".
See|ug lh|s, Am|l |ea||sed lhal eveu lhough Rajeshbha| was oue ol lhe |ead|ug |ela||e|s |u Numba|, he was sl||| al lhe hea|l ol
|l a l|ade| mo|e locused ou comp|el|ug lhe sa|e aud uol so much ou speud|ug l|me adv|s|ug lhe cousume|. Bul, lh|s was
mo|e o| |ess lhe s|lual|ou al mosl pa|ul slo|es ac|oss lhe couul|y (ba|||ug lhe lewe/cepl|ous) aud was a majo| slumb||ug
b|oc| |u lhe eul||e pa|ul|ug e/pe||euce.
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The ||emma:
The LINE 0ha||enge:
Alle| comp|el|ug some bus|uess d|scuss|ous al o|deu Pa|uls, Am|l loo| |eave ol Rajeshbha| aud was ou h|s way bac|
home. wh||e sluc| |u lhe l|all|c, he was coulemp|al|ug aboul lhe lwo |ule|acl|ous he had du||ug lhe day lhe Bose lam||y aud
lhe dea|e| Rajesh Pale|. A commeul made by Auupama Bose sl||| |aug |u h|s m|ud. you| p|oducl qua||ly |s uumalched, bul
lhe pa|u we laced |u lh|s eul||e p|ocess has made me swea| oll pa|ul|ug l||| as |oug as l cau mauage |l".
Th|s ce|la|u|y d|d uol bode we|| lo| lhe pa|ul bus|uess whe|e lud|a had oue ol lhe |owesl pe| cap|la pa|ul cousumpl|ou |u lhe
wo||d ol aboul 1.2 Kgs auuua||y. he|e lhe|e we|e peop|e who cou|d allo|d lo pa|ul mo|e olleu bul we|e aclua||y avo|d|ug |l,
based ou lhe|| l||sl e/pe||euce.
As|au Pa|uls had a|ways beeu al lhe lo|el|oul ol p|oducl qua||ly aud |uuoval|ou w|lh wo||d c|ass R&, mauulaclu||ug aud
qua||ly syslems. Bul loday's cousume| was |oo||ug al uol jusl pa|ul as a p|oducl bul lhe eul||e e/pe||euce a|ouud us|ug |l
aud |l was sl||| pull|ug he| oll. luc|eas|ug lhe l|equeucy ol pa|ul|ug lo malch lhe |eve|s ab|oad was oue ol lhe |ey ways lo gel
lhe calego|y lo g|ow. Al lhe same l|me, a|le|ual|ve p|oducls lo pa|ul, such as wa||pape|, we|e olle||ug lo la|e away a|| lhese
pa|u a|eas.
The |alesl cousume| |esea|ch l|ud|ugs wh|ch Am|l had |ece|ved lhe |asl wee| a|so po|uled lo lhe lacl lhal loday's youug
cousume|s |u lud|a we|e uol as b|aud |oya| as lhe|| pa|euls' geue|al|ou lhey we|e o|ay lo l|y oul a uewb|aud |l |l was ab|e lo
olle| |uuoval|ve so|ul|ous, (|ead spec|a| ellecls/le/lu|es/l|u|shes |u lhe pa|ul calego|y) supe||o| e/pe||euce aud de||ve|
belle| se|v|ce. Th|s was qu|le obv|ous |u calego||es such as a|| coud|l|oue|s o| eveu ca|s whe|e |a|ge |ucumbeuls had beeu
|uoc|ed oll lhe|| |eade|sh|p pe|ch by b|auds wh|ch had d|lle|eul|aled by p|ov|d|ug a good e/pe||euce du||ug pu|chase &
se|v|ce!
0ve| lhe pasl decade, As|au Pa|uls had doue a |ol lo olle| a |auge ol se|v|ces & loo|s lo cale| lo lh|s g|ow|ug |equ||emeul
l|omcousume|s sla|l|ug w|lh home So|ul|ous, aud lheu ou lo |ela|| e/pe||euce /oues |u Numba| & e|h| aud al aboul 1OO
pa|ul slo|es ac|oss lhe couul|y as we|| as olle||ug a co|ou| cousu|laucy se|v|ces |u se|ecl c|l|es. howeve|, lhese se|v|ces
pul logelhe| we|e be|ug accessed by ba|e|y 1.8 ol lhe homes wh|ch wou|d be gell|ug pa|uled |u auy pa|l|cu|a| yea| (ou au
ave|age, 2O ol househo|ds |u lud|a), |eav|ug a |a|ge po|l|ou ol lhe popu|al|ou lo have e/pe||euces ve|y s|m||a| lo lhe
Bose's.
AP has l|ad|l|oua||y beeu au e/l|eme|y p|oducl ceul||c compauy, how do we |eve|age lhe va||ous se|v|ces lhal we have lo
olle|?
Reach e/paud|ug beyoud jusl lhe lop 1O c|l|es |u lud|a whe|e mosl se|v|ces a|e cu||eul|y olle|ed loday. Th|s |s cu||eul|y
au |ssue s|uce ue|lhe| lhe |equ||ed |ul|asl|uclu|e uo| lhe c||l|ca| mass wou|d be ava||ab|e |u sma||e| lowus.
Access|b|||ly how do we olle| lhese se|v|ces lo cousume|s? h|gh|y l|ausacl|ou o||euled Pa|ul dea|e|s m|ghl uol be lhe
besl chauue| lo de||ve| se|v|ces lo cousume|s bul |l we |guo|e lhem, we a|e |os|ug louch w|lh a mass|ve chuu| ol
cousume|s who wa|| |ulo pa|ul shops. No|e |mpo|laul|y |l was becom|ug |uc|eas|ug|y |mpo|laul lhal As|au Pa|uls
couuecls d||ecl|y w|lh cuslome| |alhe| lhau depeud|ug ou lhe l|ad|l|oua| |oule ol do|ug so lh|ough |ule|med|a||es |||e lhe
dea|e|, coul|aclo|, |ule||o| des|gue| elc.
Awa|euess desp|le a |ol ol AP's se|v|ces hav|ug beeu |u e/|sleuce lo| >5 yea|s, eveu we|| educaled cousume|s |||e
Auupama & aulamBose, who a|e pa|l ol lhe co|e Tlo| As|au Pa|uls, had uol eveu hea|d ol lhese! howdoes oue gel lo
lh|s c||l|ca| mass ol cousume|s?
B|aud Equ|ly |u lhe pu|su|l lo| |each & sca|e, lhe qua||ly ol se|v|ce de||ve|y has a|ways beeu au |ssue. lo| a compauy
w|lh we|| coul|o||ed qua||ly & mauulaclu||ug syslems, mauag|ug qua||ly wh|ch |s be|ug de||ve|ed v|a humau |esou|ces
was a||eady p|ov|ug lo be a b|g cha||euge (espec|a||y whe|eve| se|v|ces had beeu oulsou|ced o| |auuched |u sma||e|
c|l|es). howdoes oue ba|auce sca|e & qua||ly?

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knoW more abouI As|an Pa|nIs:
webs|le - www.as|aupa|uls.com
he|p||ue humbe| 18OO2O95G78
You| Vo|ce - www.as|aupa|uls.com/you|vo|ce/
Tw|lle| lw|lle|.com/as|aupa|uls
Youlube youlube.com/use|/As|auPa|ulslud|a
laceboo| - laceboo|.com/As|auPa|uls.lh
NenIor:
N|. Aud|eww||||am, Na||el|ug Nauage| aud|ew.w||||ams@as|aupa|uls.com