# Dealer Transformation - Business Overview KT Document.

## Introduction
The basic 3 things that TVS Motors wants to achieve is **`robust retail achievement`**, **`delivering superior customer experiance`** and **`ensuring possible busieness`**.

This can be achieved through **robust daily work management**, **Problem solving by leveraging digital platforms**, ***fact based analysis*** and **rigorous people development.**

Our role here as a BI Developer comes within ***fact based analysis***.

## Abbrevations
Before starting the Delaer Transformation Process lets note down all the abbrivations used in the process.
* DT -> Delaer Tranformation
* CE -> Customer Episodes
* NPS -> Net Promoter Score
* AMD -> Authorised Main Dealer
* AD -> Authorized Delaer
* HO -> Head Office
* DO -> Delaer Owner
* DSM -> Delaer Sales Manager
* DSE -> Delaer Sales Executive
* DMS -> Dealer Management System
* NB -> Non Buyer
* CCE -> Customer Care Executive
* EMS -> Enquiry Management System
* FAB -> Features, Advantages and Benefits
* CLF -> Closed Loop Follow-Up
* COE -> Center of Excellence
* QLQD -> Quality Leadership Through Quality Dealership
* PDCA -> Plan Do Check Act
* FnC -> Follow up & Conversion
* PSF -> Post Sales Feedback
* NPR -> Non Promoter Recovery

## Dealer Transformation Process
The following are the steps in the process of DT -
**1. CE Mapping
2. NPS Buyer & Non Buyer
3. FNC/Sales Follow up/ Non Buyer Follow up
4. Buyer NPS
5. Non-Promoter Recovery
6. CLF
7. COE: DSE Training
8. QLQD**

### 1. CE Mapping
#### What is CE(Customer Episodes)?
A customer episode consists of all the activities that customers and the provider perform to fulfill the customer's needs.

#### Activities in Customer Episodes
Here Customer will move from one episode to next if the sales persons performance is better.
1. Understanding of needs.
* Establishing connect with customer.
* Capturing of basic customer information.
* Active listining to customer
* Arrive at a purpose why customer needs a vehicle.

2. Seeking Information
* Providing Information relevant to needs.
* Usage of leaflets and brochures.
* Answering Customer Queries.

3. Evaluating Options
* Propose rignt options.
* Product explanation with FAB.
* Comparison with competition.
* Objection handling.
* Product static Demo.
* Offering a test ride.

4. Decision Making
* Explaining Discounts and offers.
* Explanation of finance schemes.
* Explanation of excanange schemes.
* Explanation on value added scheme.

5. Post Purchase
* Ceremonial Delivery
* Installation
* Introduction to Service
* Post-Sales Greetings

### 2. NPS Buyer & Non Buyer

#### What is NPS?
The ***Net Promoter Score*** (NPS) measures the loyalty of a company's customer base with a score from -100 to +100, which comes from customers answering the question "How likely are you to recommend this company to a friend or colleague?"


* **Promoters** (scores of 9 or 10)
These are your enthusiastic and loyal customers.
* **Passives** (scores of 7 or 8)
These users are satisfied with your product but not enthusiastic enough to promote it.
* **Detractors** (scores of 0 to 6)
These are unhappy customers unlikely to buy from you again. They may even discourage others from your product.

#### Calculating NPS
To calculate your Net Promoter Score, subtract the percentage of Detractors from the percentage of Promoters.

**NPS = promoters - detractors / No of Customers with Rating X 100**

For example, if 50% of respondents are Promoters, 10% are Detractors, and 40% are passives, your NPS would be 50-10=40.

The Actionable insights we can get from NPS are like - NPS history over time period,

#### NPS Buyer & Non Buyer Process

Before starting the process lets understand who buyer and non buyer is -
* *Buyer* - A person who made purchase from TVSM.
* *Non Buyer* - A person who physically visited TVS Showroom but left without a purchase on the same day.

The step wise process is as follows -

* *Step 1 -* Call the customer and take his/her permission to take customer feedback.
* *Step 2 -* Ask the NPS question and capture the rating from customer.
* *Step 3 -* Seek the reason for rating and capture the feedback as drivers.
* *Step 4 -* Thank the customer and capture overall voice of the customer.

:::success

The NPS is conducted in two phases -
* NPS is conducted at dealer level for dealer processes by Voice bot/ CCE.
* NPS is conducted at HO (Head Office) for calibration of dealer NPS.
:::

Below is the table which contains how and when the NPS is taken from customers by DLR and HO

| | Timeline for call | No of calls | Caller |
|----------------------------|----------------------------------------------------------------|--------------------------------|-------------|
| Non Buyer(NB) NPS DLR - VB | After 24 hrs, within 10 days of 1st Visit | 100% | Voice bot |
| Buyer NPS DLR | After 7 days of retail | 100% | Voice bot |
| Non Buyer(NB) NPS DLR | After 48 hrs, within 10 days of 1st Visit | Customers not contacted by VB | CCE |
| Buyer NPS DLR | After 8 days of retail | Customer not contacted by VB | CCE |
| NB NPS HO | 5 days after customer's 1st Visit, if he is still a non buyer | Random 30 | Call Center |
| Buyer NPS HO | 10 days after customer purchases (invoice date) | Random 30 | Call Center |

#### NPS - Non Buyer & Buyer Non Promoter Recovery.

**Who is Non-Promoter?**
Any Customer who gives rating of 8 or below is termed as a Non Promoter.

Below is the flow diagram of Non-Buyer & Non-Promoter Recovery -


#### NPS Drivers
*L1 Drivers (Level 1 Drivers):*

* L1 drivers refer to the high-level factors or attributes that directly influence a customer's likelihood to become a promoter, passive, or detractor.
* These drivers are typically broad and may encompass aspects of your product or service, customer experience, or overall brand perception.
* Examples of L1 drivers could include product quality, customer service responsiveness, pricing, or the ease of use of your product.

*L2 Drivers (Level 2 Drivers):*

* L2 drivers are a more granular and specific set of factors that contribute to the L1 drivers. In other words, they are the underlying elements or details that impact the high-level drivers.
* For example, if "product quality" is identified as an L1 driver, L2 drivers could include factors like product reliability, durability, performance, and features.
* Similarly, if "customer service responsiveness" is an L1 driver, L2 drivers might include factors such as the speed of response, knowledge of support agents, and the availability of self-help resources.

### 3. FNC/Sales Follow up/ Non Buyer Follow up

1. To understand from non-buyers on
- Likely purchase/ already purchased info.
- What support/ help required to make the purchase decision.
- Reason for leakage/ Vehicle purchased from competition/ co-dealership.

2. To Run PDCA cycle on daily basis on reasons for leakage drivers.

3. Improve sales executives understanding on customer and evaluate their strong/weak areas of sustainable self imrovement.

### 4. Buyer NPS
Buyer NPS specifically focuses on customers who have made a purchase from a company, and it seeks to answer the question: "On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague who is also in need of this product/service?"

### 5. Non-Promoter Recovery
Non-Promoter Recovery, sometimes referred to as Detractor Recovery, is a critical aspect of the Net Promoter Score (NPS) framework and customer experience management. It involves strategies and efforts to convert detractors or non-promoters (those who have given a low NPS score) into satisfied customers or even promoters (those who would recommend your product or service).

### 6. Closed Loop Feedback (CLF)
CLF is a PDCA meeting conducted with all dealer staff to discuss on retail, customer experiance, relevant issues, WOW stories.

*Objectives of CLF -*
* Overall - Develop consumer centric culture at the dealership and improve retail.
* Share Customer feedback - sensitize team members to the customer's voice.
* Coach - tips on how they can attend to customers better.
* Improve team spirit and morale - Recognize top performers.
* Agree on actions - Identify actions required to recocver unsatisfied customers and prevent repetition of same issues.
* WOW Stories - Sharing best practices.

*Key Questions to ask -*

* What is the status of counter and overall retail & DSE retail?
* Why did customers leave without purchase?
* What all are the reasons for not yet bought, leakage to competition & co-dealer?
* What is DSE wise NPS score & drivers?
* What new can we learn from yesterday's customer feedback?
* What are the WOW stories and best practices to share?
* What are the action plans for the day? What is the status of past actions decided during the last few weeks?

### 7. COE: DSE Training
The objective of this training is to impart the quality training to staff at dealership basis their skill gaps.


### 8 (QLQD) Quality Leadership Through Quality Dealership - Sales
QLQD is a hosistic program, covering all parameters/areas of customer buying experiance at TVSM dealerships.

In order to ensure quality at each of the customer interaction points, QLQD covers:
- 8 Parameters
- 26 Sub Parameters
- 128 Checkpoints


A Quartarly Audit is conducted by TMs at every Dealership and cross audit will be conducted at every dealership once a year.

All 128 checkpoints will be measured once in quarter with any on these 3 data source:
- Observation
- NPS
- DMS

#### QLQD Dealers' Classification


Objective is to have min. 50% of the dealers in platinum category and 80% of the deaslers in platinum + Gold Category.