Devising a signature CX strategy that enables a credible, differentiated brand positioning and justifies brand premium while delivering customer delight across the Customer Journey

2. Client: Writer Relocations
Design Research, Value Chain Mapping, Customer Journey Mapping, Ideation & Concept
Development for CX Enhancement
©LokusDesignPvt.Ltd.,Pune,2020

3. With a clear focus on the ultra-rich, high net worth segments of its target B2B and B2C markets, Writer
Relocations is India's premier brand of domestic and international mobility services. Driven by superior
service quality and high technical proficiency, the company clocks 16,000+ personal and commercial
moves annually.
But with increasing competition; threat from spurious entities; and customers becoming more discerning
and less brand loyal than ever before, it becomes imperative to justify the brand premium at every stage
of the customer journey.
The team partnered with us to devise a signature Customer Experience (CX) strategy that could justify the
brand premium; enable a credible, differentiated brand positioning; and scale easily in deployment.
©LokusDesignPvt.Ltd.,Pune,2020

4. Undifferentiated
Positioning
Differentiated
Positioning
Premium
Pricing
Market
Pricing
X-Sector/ X-Region Progression of Economic Value
Extract
Commodities
Make
Goods
Deliver
Services
Stage
Experiences
Today
Opportunity
©LokusDesignPvt.Ltd.,Pune,2020

5. What is? What if? What wows? What works?
2 3 4 5 6 7 8 9 10
CustomerJourney
Mapping
CustomerEntropy
Mapping
ValueChain
Mapping
Brainstorming
Ideation&Concept
Development
ConceptDetailing
PrototypeTesting&
Validation
CustomerCo-
creation
Learning&Launch
Visualization1
©LokusDesignPvt.Ltd.,Pune,2020

6. Customer Persona Profiles
Foreign expat
relocating into/
out of India
TYPICAL TARGET CUSTOMER
PERSONA 1
Indian expat
relocating out of
India
TYPICAL TARGET CUSTOMER
PERSONA 2
Indian relocating
domestically
TYPICAL TARGET CUSTOMER
PERSONA 3
• Values Achievement and Self Direction Values in life:
Ambition, Success, Influence, Recognition, Freedom,
Self Respect
• Married, father of 2, 45 Years of age
• Serves a Sr. Managerial position in an MNC
• Well-educated, well-informed, well-travelled
• High degree comfort with technology
• Time-starved, hectic, on-the-move lifestyle
• Discerning customer; greater brand loyalty
• Highly conscientious about personal/ environmental
well-being
• Values Achievement and Self Direction Values in life:
Ambition, Success, Influence, Recognition, Freedom, Self
Respect
• Married, father of 2, 45 Years of age
• Serves a Sr. Managerial position in an MNC
• Well-educated, well-informed, well-travelled
• Moderate degree comfort with technology
• Time-starved, hectic, on-the-move lifestyle
• Discerning customer; moderate brand loyalty
• Moderately conscientious about personal/
environmental well-being
• Values Achievement and Power Values in life:
Ambition, Success, Influence, Recognition, Authority,
Wealth
• Married, father of 1, 35 Years of age
• Serves a Mid. Managerial position in a company
• Well-educated, well-informed
• High degree comfort with technology
• Time-starved, hectic, on-the-move lifestyle
• Discerning customer; lesser brand loyalty
• Highly conscientious about personal/ environmental
well-being
Introvert Extravert
Thinking Feeling
Intuitive Sensing
Perceiving Judging
Introvert Extravert
Thinking Feeling
Intuitive Sensing
Perceiving Judging
Introvert Extravert
Thinking Feeling
Intuitive Sensing
Perceiving Judging
©LokusDesignPvt.Ltd.,Pune,2020

7. Pre-Enquiry/
Requirement
Enquiry made:
PPC/ Chat/ Phone
Background
Check/ Survey Prep
Survey
Conducted
Quote Shared;
Move Booked
Packing
Operations
Outward Transport,
Storage/ Warehousing
Loading, Shipping,
& Unloading
Custom Clearance
Inward Transport
Client sign-off and
Post sign-off
Delivery
Operations
1. Intro email sent: surveyor & survey details; FIDI guidelines attached
2. Surveyor familiarises with need assessment form/ background check details
3. Physical walkthrough at home; note of fragile items, fine art, items of high
economic/ sentimental value taken
4. Measurement of items to be packed captured through VOXME; special needs
noted; digital sign-off from shipper
5. Clarifications sought on critical factors impacting relocation (eg: work permit,
visa, timeline, home readiness etc.)
6. Details of insurance facilitation shared and explained
• Hope they capture my requirement
correctly!
• How long will the survey last? Will it cause
disturbance/ nuisance at my home/ to my
family in any way?
• Will my data be safe?
• Hope I am well prepared for the survey!
• Hope I am aware and prepared on critical
factors to be discussed!
• Is WR the right choice for me?
• Do they feel like the right people?
Typical Customer
Entropy
Typically Higher
Customer Entropy
Typically Moderate
Customer Entropy
Typically Lower
Customer Entropy
Customer Journey Mapping
©LokusDesignPvt.Ltd.,Pune,2020

8. Field Research
©LokusDesignPvt.Ltd.,Pune,2020

9. Pre-Enquiry/
Requirement
Enquiry made:
PPC/ Chat/ Phone
Background
Check/ Survey Prep
Survey
Conducted
Quote Shared;
Move Booked
Packing
Operations
Outward Transport,
Storage/ Warehousing
Loading, Shipping,
& Unloading
Custom Clearance
Inward Transport
Client sign-off and
Post sign-off
Delivery
Operations
Packing
• Inventory list manually done
• Small volume packing takes longer duration
• Extra packing material delivered on site
• Truck not Standardised
• Specialised packing for unusual objects
• Tape makes a loud screechy sound
• Oral instructions given which can be easily forgotten and
not transferred ahead
• Slow to adopt innovative methods
• Writer takes more time to pack vs competition
• Paper print outs
• Lack of Innovation in Packing Material
• Packing material leaves odor over time
Painpoints • Supervisor not wearing Uniform
• Trucks not Washed
• Low Production Time
• Shipper Profile Download to Operations Team
• Crew reporting to Site without Uniform
• Arguing loudly with Security
• Uncertainty of Which Room to keep the goods
• Old and New Uniforms (Inconsistency in
Uniforms)
• Delayed arrival of Crew
• No response and insensitive handling of client
• Rude, Insensitive and inconsistent responses
from the team
Pain Point Mapping
©LokusDesignPvt.Ltd.,Pune,2020

10. Ideation Workshop
©LokusDesignPvt.Ltd.,Pune,2020

11. Pre-Enquiry/
Requirement
Enquiry made: PPC/
Chat/ Phone
Background Check/
Survey Prep
Survey
Conducted
Quote Shared;
Move Booked
Packing
Operations
Outward Transport,
Storage/ Warehousing
Loading, Shipping,
& Unloading
Custom Clearance
Inward Transport
Client sign-off and
Post sign-off
Delivery
Operations
Pre- Survey
*Ideas identified during the CX Workshop
• 24/7 Call Centre
• Single Point of Contact from Enquiry to sign-off
• Establish Trust and Value by stating Celebrities/
HNIs who have used the service/ Strong Clientele
• Assuring Confidentiality
• Pronouncing Background Check for Brand
Credibility
• Relocations-App
Reduce
CustomerAnxiety
Enhance
ValuePerception
• Highlight Sustainability Efforts
• Conveying Premium through the logo, font,
visuals, words
• Visible Presence - online and offline
• Establish Trust and Value by stating Celebrities/
HNIs who have used the service/ Strong Clientele
• Impactful Communication in terms of the Video
and Process the person will have to go through
and Material knowledge (Visuals imp)
• Sponsoring corporate events/ HNI events
• Airport Lounge/ Club access
• Loyalty rewards (transferrable)
• Short Term Travels for Celebs
• Ads in lux hotels & airlines
• Digital solutions
• Upsell and cross selling of services
Ideation Workshop
©LokusDesignPvt.Ltd.,Pune,2020

12. Estimated Ease & Immediacy of Implementation
3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0
5.0
9.5
5.5
6.0
6.5
7.0
7.5
8.0
8.5
9.0
10.0
Better presence-
online/ offline
SPOC from enquiry to
sign-off
Quick, humane,
public response
Grievance
Redressal Team
SD Comfort call;
progress checks
Video/ Visual
CommunicationIn-house QC
Healthcare/
vaccination in package
Use AI to assist
survey/ msrmt.
Service Culture
Training
Hire people with
service attitude
Identification/
authentication
Customizing
talks
Add. Services- electrician/
carpenter etc.
Specially designed boxes
for different items
Real-time
tracking app
Health certificate for pets
Safety, Embassy,
Repatriation details
Proactive
comm./ Call
center
Automated Inventory Listing;
RFID/ QR Barcoding
Shipment
status updatesRed-flag raising
through app
Service Delivery
Training
Kits/ toolbox
for instaln./
dismantln.
Surveyor to be accompanied
by walkthrough guy
Choice of shippn./
destin. partners
Track CX- ongoing
Connect to expat
community
Ih-house data mining
& analytics dept.
Simplify cust.
request form
Supervisor briefing
before unpacking
Expert packing techn.
(colour coding etc.)
Premium
through
branding
Assure/ highlight
confidentiality
Special packing
material & process
Team of
experts/
specialists
Instant Pricing/
Quote
Pre-packing
checklist; share
do’s & don’ts
Digital
insurance
process
Supervisor to be
given Tab with pack
list, survey instrns.
Continual feedback
(preferably verbal)
Brief about env./
soc./ pol. climate
AcknowledgementsNew tools for
unpacking
Custom Quote
Pollution, spicy food,
women safety tips
Automation
24x7 call center/
App/ AI Chat Bot
Reducing manual
unload
Create theatre/
drama
Highlight key clients/
HNI/ Celebs to buil;d
credibilityTransferable
loyalty rewards
Spa vouchers
while packing
Repository of
cust. coordinates
Short term
travel for celebs
Corporate/ HNI
event sponsorship
Stock of brochures/
sales collateral
Ads in lux
hotels/ airlines
Origin to
deliver carton
branding
Airport lounge/
club access Premium looking
packing boxes
Employee rating
system like Uber
Ongoing connect through
newsletters/ CSR
WA live location
in absence of GPS
Call post 30 days
of setling-in
Highlight sustainability
initiatives
Use eco-
friendly/
recyclable
Co-branding
E-block calendars
for survey
Record/ document all
survey communication
Vouchers for comm.
events/ local restaurants/
info. broc. etc.
Supervisor to brief the
family before packing
Automate loading/ unloading
of precious objects
Silos to flow
(people to
process)
History/ Culture
sensitization
Online Tool
Up-selling/ Cross-
selling
Digital
move
plan
ACTION
NOW!
EstimatedImpacttowardsanenhancedCX
(InviewofcustomerEntropy/PainPoints;&targetcustomerPersona)
Ideas Rationalization
©LokusDesignPvt.Ltd.,Pune,2020

13. Southwest Airlines creates theatre to communicate important,
but dull and tedious passenger safety instructions. Not only
does it facilitate better passenger attention, but also drives a
healthy brand differentiation and engagement.
Please visit the following YouTube URL to see the theatre:
https://www.youtube.com/watch?v=1AE_hjOLDtU
Development of “High Impact + Easy to Implement” Ideas
©LokusDesignPvt.Ltd.,Pune,2020

14. Where the idea could be
implemented
Pre-Enquiry/
Requirement
Enquiry made:
PPC/ Chat/ Phone
Background
Check/ Survey Prep
Survey
Conducted
Quote Shared;
Move Booked
Packing
Operations
Outward Transport,
Storage/ Warehousing
Loading, Shipping,
& Unloading
Custom Clearance
Inward Transport
Client sign-off and
Post sign-off
Delivery
Operations
People/ Processes/ Rituals/ Delight Budgets etc.
Possible touch points of
brand- customer engagement
Development of “High Impact + Easy to Implement” Ideas
©LokusDesignPvt.Ltd.,Pune,2020

15. Connect with us:
17-A, Gandharva, Near Hotel Abhishek, Erandwane, Pune 411004, India
info@lokusdesign.com
+91 99210 44300