Introduction

Current Scenario
Captive Market A Distribution Approach rather than a Marketing Approach A Supply-Demand mismatch an advantage over the customers The recession hit labor market employees over burdened with work

Ever changing government policies leading to confusion and volatility

Distributors The Ultimate Scapegoats facing the angry and confused customers Goodwill earned by distributors over the years eroding badly

Strengths
Better Brand Image of Bharatgas built over decades edge over other OMCs Quickest Delivery time despite current adverse market conditions

Greater Market Visibility

Better Customer Service Standards compared to other OMCs

Strong unity in Distributor fraternity facing current adversities together

Upgraded infrastructure in Distributorships to meet current business requirements & demands

AIBDA

Why Bharatgas.?
Quickest TDT (Target Delivery Time) Better Brand Image Greater Market Visibility High Customer Service Standards

Easy Accessibility (IVRS/Telephone/Counter/Online)

Technologically enhanced infrastructure at distributorships

Customer Centric Approach

Adversities faced by the Distributor Fraternity

Post-capping Issues

Tremendous increase in Workload Diminishing brand image of Bharatgas and Distributorships

Decrease in Employee Retention Negative impact on the Cost Benefit ratio to Distributors

Deteriorating Relationships with Customers Negative impact on Customer Service Standards

Factors affecting LPG cylinder Supply

Supply from BPCL Manpower availability Weather conditions

Road conditions
Software

Others

LPG One Problems

Constant slowing down of the server or server not functional
(LPG One the server is down for almost 3 to 4 hours every day, hence impacting employee productivity)

Cancel all option to be provided for in the cash memo cancel section

No rescheduling to be required for pending cash memos

SV Refill cash memos get printed without command

Duplicate cash memos get printed increasing scope of diversion

Allow feeding of details like Suraksha, Mandatory Inspection date

Allow full viewing and use of portal and package on Android, Apple and other Tablets for faster and easier communication

Diversion of Cylinders
Triple pricing Root Cause

100% elimination is not possible

Actual beneficiary /diverter /customer continues to escape penalty

100% tracking of deliverymen practically not possible

An Interdependent Relationship
Company policies
Factors affecting LPG Supply

Difficulties in IT (Systems/ Online Packages)

Distributor Rating
** It is Unjustified to rate a Distributor without considering all these factors

A Bureaucratic approach
Company formulates policies and makes decisions

Policies are percolated down to Distributor (through circulars/announcements)

Distributor is expected to implement the same (no opinions/suggestions taken before policy formulation)
** The distributors suggestions and opinions matter a lot as the end result has to be achieved through them

Customers become Sufferers!

Uninformed about product/equipment availability

Highly confused due to constant policy changes

Waste of customers time & money (need to visit distributorships very often)

Distributors- The Ultimate Scapegoats

DBTL
Advantages
Enables single pricing Eliminates diversion

Disadvantages
Increased documentation Requires double working capital Increase in customer queries and complaints

Subsidy to the right customer

Updation of customer database

On the road towards Improvement

16

Enhanced experience at all touch points

At Showroom:
Greater market visibility Easy accessibility Well behaved staff

Communication:
IVRS/ SMS/ WEB Customer friendly technology Quick response at minimum cost Promote IVRS Booking

Instant resolution of QRC (Query/ Response/ Complaints)

Backlog - Ramification
Refers to shortage in supply of cylinders leading to delay in delivery time

A perennial problem in LPG trade due to Supply -Demand Gap

Major cause of discontent amongst Company- Distributors - Customers

Leads to diversion customers bribe delivery boys to give out of turn refills Unwarranted disruptions leading to arguments between customers and distributor staff degrading relationship between customers and distributors

Negative impact on brand image of distributorships as well as company

Backlog: Distributors Role

To maintain adequate infrastructure to enhance customer service standards

Ensure accurate delivery information is conveyed to customers Ensure prompt delivery of refills to the right customer with the right quantity & PDI

Ensure display of cylinder stock and delivery dates at distributorships Adequate training to staff on customer handling and resolution of queries/ complaints To clear backlog by working overtime once supplies are made available

To handover the actual backlog details to the company from time to time

Backlog: Companys Role

Reduce the supply -demand gap

Ensure that infrastructure necessary for bottling and dispatch made available in accordance with the market demand PDP to be devised only after doing a realistic study of demographics: per capita/ Customer, population wise

Backlog figures to be conveyed by territories to regions/ HQ, as per actuals

Public notice to be issued during supply shortage

To encourage customers to keep a full spare cylinder

Backlog: Customers Role

Timely booking of refill

Ensure that the connection is used at the registered address only

Keep full spare cylinder to avoid running out of gas Not to induce deliverymen for taking out of turn refills leading to diversion

Surrender multiple connections/connections against piped gas

Ensure there is no misuse/lending of domestic cylinder

Cooperate and bare with the situation

Improving TDT
Timely delivery of supplies/ loads to distributors

Priority to refill delivery vis--vis other activities

Personal supervision of staff/ deliverymen Increase in Distributor Commission added incentives to deliverymen to speed up TDT

Constant maintenance/ up-gradation of LPG One

Target delivery in 4-8 hours if expected time is 48hrs

Leveraging Technology
Understand, study and embrace new technology

Revamp of technology keeping up with current times

Updating technology to match requirements of computer packages

Training the staff so that new technology can be implemented quickly

Customer Service Our Priority!

Relationship building & sustenance

Building a relationship takes a minute, sustaining it takes lifetime..

Customers forget years of great service at first instance of lapse in CSS

Conveying problems to the customers openly and in right perspective

Making the customers understand that expected service cannot be provided due to reasons beyond our control

Being frank, clear but at the same time humble in communicating the facts will take relationships to larger and sustainable heights

Making a difference!
Keep track of market realities, changes, customers expectations Make changes in strategies according to changing times

Touch the hearts of customers by improving CSS

Make customers feel that we care for them

Avoid the sense of monopoly

Envisage new and unique ideas for the society at large

Give the experience of agencies like a Private sector