Customer Understanding

Customer Understanding Document
Overview
1. Customer journey map
a. Awareness & selection
b. Ordering & fulfilment
c. Post fulfilmentOverview
1.
2.
Customer journey map
Sector deep dives

a.
b.
c.
a.
b.
c.
d.
Awareness & selection
Ordering & fulfilment
Post fulfilment
FMCG
Pharma
Machinery parts
Home appliances
2. Sector deep dives e. Construction material

a. FMCG f. Agri input material
b. Pharma g. Fashion material
c. Machinery parts h. Stationery
d. Home appliances
3. Customer survey results

1
Overview
1.
2.
Sector deep dives

a.
b.
c.
a.
b.
c.
d.
Post fulfilment
FMCG
Pharma
Machinery parts
Home appliances

d. Home appliances

2
Customer journey (1/3): Awareness & selection
Stage Awareness Consideration Onboarding
Cold calling | D2D reachout | Briefing | Evaluation of Onboarding as transactional or
Activities (implied WoM | Flyer distribution | Drop transportation options available | enterprise customer | Account
customer actions) Off point/CP branding | Social Negotiation with sales team | setup | App training | Sharing
Media posts on festivals Selecting Tusker for certain routes payment details (entp cust)
Personnel: BD team, CPs Personnel: BD team (pricing), CSD Personnel: BD team, CS team, CP,
Tusker Touchpoints Other: Flyers, banners, WA, FB (service) | Other: App TP Agent | Other: App
Most customers stated Timely delivery, Pricing, Coverage, Overall satisfaction: Med
Customer Feedback awareness was due to a visit by Daily pickup are key factors they Customers get app training in the
the BD team consider - differ sector wise beginning but soon forget it
CSD has 3 call agents who refer to BD or CSD give app training to the
Vendor prepares flyer with her
the web portal to answer customer; BD may onboard
Tusker Involvement BD inputs; Facebook posts
questions on serviceability and customer as trans or entp based
managed by Anand
related questions on revenue;
TP distribute flyers physically Customer clarifies messaging of TP agent is assigned to larger
TP Involvement and share on WA as statuses collateral with TPs enterprise customers by BD
CPs Broadcast flyers on WA | CP reaches out in tandem with BDs CP may informally give training to
CP involvement Comply with branding activities to convert customers spot booking customers
Customer journey (2/3): Ordering & fulfilment
Stage Order placement Order tracking Fulfilment
Receiver checks shipment
On app order placement | Call Check status on app | Check status
condition & confirms delivery | Call
Activities (implied BD Exec | Call dedicated agent | messages on WA | Call
helpline in case of issue | Escalate
customer actions) Call customer helpline | Direct BD/Toll-free in case of delays |
it on SM if not satisfied with
drop off at CP/collection point Inform receiver in case of delays
resolution
Personnel: BD team, TP agent, CP, CSD (helpline)
Tusker Touchpoints Other: App, WA messages
Overall satisfaction: Med-high
Overall satisfaction: High Overall satisfaction: Very high
Stated issues: Lengthy ordering
Customer Feedback process on call; Limited
Stated issues: Few instances of low Stated issues: Long claim
response rate on helpline processing time
coverage; Low CS response rate
CSD takes order on call and CSD proactively informs customer CSD records the complaint on
places it on the web app; in case of damage in transit and Freshdesk and assigns it to the
Tusker Involvement Commercial team corrects prices relays requested information from relevant team, investigates and
for monthly customers partner web app informs the customer of decision
TP agent is assigned to customer, TPs who are agents are contacted Collects POD and helps customer
TP Involvement they create order by client for status updates raise complaint in case of issue
They create orders for walk-in Pickups franchises take care of the operations till the shipment reaches
CP involvement customers warehouse; Delivery franchises take care of the last mile deliveries
Customer journey (3/3): Post fulfilment
Stage Payment Repurchase Advocacy
Payment is adjusted basis any approved claims | Customer recommends
Reach out from Tusker to
Activities (implied Purchaser pays cash to the TP (small customers) | Tusker to relevant
existing customers | Placing
customer actions) Enterprise customer pays monthly via account businesses in their
order via any of the modes
transfer after verifying amount network
Personnel: TP (collects cash), BD team, CS team

Tusker Touchpoints (helpline), commercial team (for monthly cust)
Same as in order placement BD team
Overall satisfaction: Med Some customers stated

Customer Feedback Stated issues: Inconsistencies in prices promised NA lack of incentive to
vs billed, High pricing, Long claim processing time recommend Tusker
CSD will relay pricing discrepancy issue to

commercial team who will verify it; Sales team BD reaches out beginning of BD encourages customer
Tusker Involvement and commercial team work in tandem for the week to customers to recommend to others
collection from Monthly customers
TP Involvement Collects cash from the customer - -
Reach out to customers

Reach out to dormant
CP involvement Collects cash from walk-in customers
customers
in their area for further
leads
Overview
1.
2.
Sector deep dives

a.
b.
c.
a.
b.
c.
d.
Post fulfilment
FMCG
Pharma
Machinery parts
Home appliances

d. Home appliances

6
Sector deep dive: FMCG
Shipper-Receiver Profile Ordering Behaviour Decision Maker
Mode: App/Calling CP or BD
Purchaser split: ~80% shipper Entity: Receiver
Frequency: Daily recommends but shipper
Shipper profile: CNF, SS, Dist. Shipment value: Rs 16k median decides
Seasonality: Peak Oct-Dec
Receiver profile: Dist, Sub dist Personnel: Logistics
Shipment type: Boxes, bottles, incharge of CNF, owner in
Sector Overview bags (masala, tea) case distributors
23% of revenue (2022)

Products shipped: Ready Decision Factors Competition Tusker Experience
to eat - dry foods &
Key drivers (stated): Door Options available: Receiver Overall satisfaction level:
beverages, Personal care, pickup, Good material Med-high
generally prefers local
Masalas, Tea, Edible oils handling - no spillage, Delight factors: Timely
transport due to familiarity;
damages, missing items; delivery, Quick CS resolution,
Room to grow: High CNFs prefer organised players
Good coverage, Single POC Easy material tracking
(more with CNFs) - Large Price sensitivity: Low for and have own vehicles too Concerns: Long claim
opportunity, high CNFs, Low-med for Share of wallet with Tusker: is processing time, Breakage,
satisfaction distributors mainly limited bec of coverage Missing items
Distribution chain: Manufacturer > CNF (branded products) / Superstockist (Unbranded products) > Distributor
> Sub distributor > Dealer/Retailer (buys on credit) | SS can bypass the dist and sub-dist
Sector deep dive: Pharma
Purchaser split: ~90% shipper; Mode: Mostly app Entity: Distributor/ SS decides,
Mostly emergency orders are Frequency: Daily retailer recommends
receiver paid and are low value Shipment size: ~2 boxes Personnel: Owner of the SS/
Shipper profile: CNFs, average distributor decides the
Superstockists/ Distributor Seasonality: Peak Mar-Sep transportation partners but
Receiver profile: Distributors, Shipment type: Mostly boxes order handling and allocation
Retailers, Hospitals between partners is done by
Sector Overview logistics employee

Products shipped:
Medicines, medical
Decision Factors Competition Tusker Experience
equipment, ointments, Key drivers (stated): Timely Options available: Local Overall satisfaction level:
cotton, bandage, masks delivery (next day), Pricing transport and organised High
larger players; Larger
Price sensitivity: Med-high entities prefer organised Delight factors: Timely
Room to grow: Low in
players delivery, material handling
the current market -
Share of wallet with Tusker:
Tusker already saturated 70% in covered areas Concerns: Frequently
changing rates, high pricing
Distribution chain: Manufacturer > CNF > Superstockist/Distributor > Hospital/Retailer 8

Sector deep dive: Machinery parts (including auto)
Purchaser split: ~50% shipper; Mode: Spot booking, call CS Entity: When CNF ships,
When CNF ships, CNF pays and they decide with
Frequency: ~4-5/week
when Distributors ship, recommendation from dist,
retailers pay Shipment size: when dist ships, dealers
decide
Seasonality: Peak Jul-Nov
Shipper profile: CNF, Dist Personnel: Logistics staff of
Shipment type: Boxes, CNF recommends,
Receiver profile: Dist, Retailer management approves
Bucket, Tyre bundle
Sector Overview
14% of revenue (2022) Decision Factors Competition Tusker Experience
Products shipped: Key drivers (stated): Timely Options available: Local Overall satisfaction level:
Lubricants, automobile delivery, Pricing transport, organised players Med
parts & accessories, tyres like VRL Delight factors: Easy
Price sensitivity: Med-high tracking, Timely delivery
Share of wallet with Tusker: Concerns: Confusing
Room to grow: Med - <50% mainly bec of pricing pricing model, increasing
bec of current pricing structure prices, low coverage
structure and med-large
opportunity
Distribution chain: Manufacturer > CNF > Superstockist/Distributor > Dealer 9
Sector deep dive: Home appliances
Purchaser split: ~40% shipper Mode: Call CS, Spot Entity: Generally decided by
overall; Branded items - booking, Call TP Agent receiver entity (like chroma)
distributor (shipper); Frequency: 2-3 times/week
Unbranded - dealer (receiver) for dealer; Daily for Personnel: Store incharge of
Shipper profile: CNF, Distributor dealer or distribution firm
Distributor; Dealer Seasonality: Peak of cooling
Receiver profile: Dist, Dealer, appliances in summers and
Consumer other home appliances in
festive season
Sector Overview
Key drivers (stated): Options available: Local Overall satisfaction level:
Products shipped: TV, Material handling, timely transport, larger distributors Med
fridge, washing machine, delivery have own vehicles, VRL Delight factors: Door
oven etc. Share of wallet with Tusker: delivery, good CS
Price sensitivity: Med; We only get smaller Concerns: No 1st floor
Room to grow: Med - Larger dealer entities like shipments (PL) bec of delivery, long claim
because of large Chroma are not very price pricing processing time, not
opportunity and sensitive carrying unbilled items
reasonable satisfaction
Distribution chain: Manufacturer > CNF> Distributor > Dealer > Consumer
Sector deep dive: Construction material
Purchaser split: ~40% shipper Mode: App/ TP agent Entity: Paint is shipper paid
overall; Paint is shipper paid, and decided, plywood and
Frequency: Daily
plywood and hardware are hardware are receiver paid
receiver paid Shipment size: Rs 12k median and decided
Shipper profile: Distributor;
Seasonality: Peak Dec-May
Dealer Personnel: In paint CNFs,
Receiver profile: Dealer; Shipment type: Buckets, bags, decision is at the hands of
Sector Overview Consumer the company employee
boxes
Products shipped: Paints, Decision Factors Competition Tusker Experience
hardware - screws etc.,
plywood, tiles, Key drivers (stated): Quick Options available: Local Overall satisfaction level:
waterproofing liquids, response time on CS, transport Low-med
PVC fittings, wall putty Pricing, Next day delivery,
Dedicated resource Share of wallet with Tusker: Delight factors: Easy order
20-30% mainly bec of low booking, POD
Room to grow: High -
Price sensitivity: Low for coverage and low
can onboard more paint paint CNFs, high for satisfaction level Concerns: Late deliveries,
CNFs; Unserved market - receivers high damage
Adhesive, laminates,
ceramic material, cement Distribution chain: Manufacturer > Company depot/ CNF> Dealer > Consumer | Dealer can be bypassed 11
Sector deep dive: Agri input
Purchaser split: ~60% shipper Mode: Call TP agent Entity: Purchaser decides, in
Frequency: Daily this case mostly the shipper
Shipper profile: CNF, Shipment size: 60kg median - CNF or Distributor
Distributors
Seasonality: Peak Mar-Jul
Personnel: Warehouse
Receiver profile: Distributors, Shipment type: Bags managers of CNFs, Owners
Sector Overview Farmers (Fertiliser, seeds), Boxes of Distributors
8% of revenue (2022) (Pesticides, agrochemicals)
Products shipped: Seeds,

pesticides, fertilisers,
Decision Factors Competition Tusker Experience
agrochemicals
Key drivers (stated): Options available: Personal Overall satisfaction level:
Room to grow: High Material handling, Timely hired transport partner (very Med-high
delivery, Pricing, POD, flexible rented vehicle +
because of high
digital documentation driver), Local transport Delight factors: Coverage,
customer satisfaction in Price sensitivity: Med - Timely delivery
segment and large Pesticides and agrochemical Share of wallet with Tusker:
opportunity size shippers; High - seeds and 10-15% mainly bec of Concerns: Lengthy ordering
fertilizer shippers coverage mechanism, high prices
Distribution chain: Manufacturer > CNF> Distributor > Farmer 12

Sector deep dive: Fashion material
Purchaser split: ~10% shipper Mode: Call BD/CS; Walkins Entity: Purchaser the retail
shop (recipient), and
Frequency: Weekly
Shipper profile: Wholesalers/ generally gets suggestions
distributors Shipment size: Rs 16k median from the distributor/
wholesaler
Seasonality: Peak Sep-Dec
Receiver profile: Retailers
Shipment type: Bags, boxes Personnel: Owner of the
retail shop
for branded innerwear
Sector Overview
Products shipped: Key drivers (stated): Pricing, Options available: Local Overall satisfaction level:
Branded innerwear, Door pickup, Floor delivery transport Low
readymade garments
Price sensitivity: Very high Share of wallet with Tusker: Delight factors: Door pickup
Very low mainly because of
Room to grow: Med -
pricing Concerns: High pricing
more in branded
innerwear like Jockey
Distribution chain: Manufacturer > Wholesaler/Distributor > Retailer > Consumer 13

Sector deep dive: Stationery items
Purchaser split: ~50% shipper; Mode: Call, Spot booking Purchaser is the decision
When CNF is shipper, CNF maker but influence of
Frequency: Daily
pays; Retailer pays when shipper is high because
receiver Shipment size: 40kg median shippers are generally
Shipper profile: CNF considered to be more
Seasonality: Peak Apr-May
Receiver profile: Retailer, aware
Corporate Shipment type: Boxes
Sector Overview
Key drivers (stated): Pricing, Options available: Local Overall satisfaction level:
Products shipped: timely delivery transport Med
Pencils, pens, gift items, Delight factors: Timely
registers Price sensitivity: Med-high; Share of wallet with Tusker: delivery
Those selling to corporates low mainly bec of low focus Concerns: Not delivering
Room to grow: High - are not price sensitive on this industry unbilled items, product
Opportunity size is med issue for corporate
but we haven’t yet receivers, unresponsive CS
tapped much
Distribution chain: Manufacturer > CNF > Wholesaler/Distributor > Retailer > Consumer 14
If consumer is large (corporate), retailer is bypassed
Overview
1.
2.
Sector deep dives

a.
b.
c.
a.
b.
c.
d.
Post fulfilment
FMCG
Pharma
Machinery parts
Home appliances

d. Home appliances

15
Customer Survey Results (1/2)
Overall NPS stands at 22, key issues to solve- Pickup, Customer Support, Coverage
16
Customer Survey Results (2/2)
Pharma and Agri Input customers seem happier with the Tusker service, followed by FMCG
Category Respondents NPS

Pharmaceuticals/Medicines 9 67
Agricultural Inputs 3 100
FMCG 7 43
Construction Material 3 0
Home Appliances 4 0
Stationary Items 1 100
Fashion Material 1 100
Machinery parts 1 -100
Other 38 5
17

Customer Understanding

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Customer Understanding

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Customer Understanding Document

Sector deep dives

2. Sector deep dives e. Construction material

3. Customer survey results

Sector deep dives

2. Sector deep dives e. Construction material

3. Customer survey results

Personnel: TP (collects cash), BD team, CS team

Overall satisfaction: Med Some customers stated

CSD will relay pricing discrepancy issue to

TP Involvement Collects cash from the customer - -

Reach out to customers

Sector deep dives

2. Sector deep dives e. Construction material

3. Customer survey results

23% of revenue (2022)

17% of revenue (2022)

Distribution chain: Manufacturer > CNF > Superstockist/Distributor > Hospital/Retailer 8

Products shipped: Seeds,

Distribution chain: Manufacturer > CNF> Distributor > Farmer 12

Distribution chain: Manufacturer > Wholesaler/Distributor > Retailer > Consumer 13

Sector deep dives

2. Sector deep dives e. Construction material

3. Customer survey results

Category Respondents NPS

Agricultural Inputs 3 100

Stationary Items 1 100

Fashion Material 1 100

Machinery parts 1 -100

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