Operation Camouflage

by Amit Sidham

  The customer care executive had politely replied, ‘Sir, you please come and experience it to believe it.’

  Vinit, his wife and two children landed at Cochin airport from Mumbai. A driver was waiting for them with a name placard in hand and welcomed them with a pleasing smile. They started from Cochin and at a scenic curve in the ghat, the driver stopped the car took them to a tea stall and offered them mountain fresh tea. Sipping a steaming hot cup of tea in the clean and cold air was exactly what the guests had wanted at that time. The shopkeeper offered the kids some packs of chips and chocolates and they too were delighted. All this with a pleasing smile. When Vinit went to pay, the shopkeeper smiled and said ‘Thank You Sir, the payment has already been made by the centre.’

  ‘Ohh. So this is what the proposition meant,’ thought Vinit. He was now even more excited to experience the vacation and anxiously looked forward to the same.

  They proceeded and reached the wellness resort. Guest relationship manager assigned to them welcomed them and gave Vinit a pre filled form basis the information shared during reservation. Vinit signed it and was handed over the room keys. On reaching the room they freshened up, had lunch at the restaurant and as informed during check in, their guest relationship manager called them in two hours and invited them to a meeting room.

  Over a cup of coffee he explained them their itinerary. Every day between 4 to 5 pm, they had to visit the wellness centre for administration of their doses. Rest of the day was filled with different programs including sight-seeing, resort activities, visit to the veterinary institute by a cable car which served to be a major attraction particularly for children. Based on the arrival time of guests, a computer program would generate the itinerary for each guest adjusting the vacation experience around the wellness treatment.

  They were given wrist bands to be tied during the entire duration at the resort. Scanning the QR code by mobile or any of the installed scanners across the resort displayed the guest their itinerary. The wellness centre managed the individual’s records and track of doses using the same wrist bands and any kind of programs like check in at adventure activities were also managed through the same eliminating the need of re-registration or sharing room number, anywhere.

  After briefing the manager accompanied them to the wellness centre and connected them to the receptionist. As it was their first day she gave them an overview and took them to a video screening room to show a short fifteen minutes film explaining how the treatment worked.

  After that she took them to their Wellness Expert, who was one of the students at the veterinary institute. Initially people did have some apprehensions about the same. But when the expert interacted with them, listened to their medical condition, explained the reasons behind the problem and how this treatment was going to permanently solve that problem, the guests were highly impressed.

  Experience was much different compared to the high waiting time and a hurried consulting session with the Doctor that they were used to back home. The Expert patiently listened and entered details of Vinit and each of his family members. For each of the member he customized the dose. After finishing the consulting session for one person, he would send him or her for a body scan and live blood tests where a small pin inserted in the body would immediately show the blood results.

  Basis the test results, the computer would suggest the dose and the Expert would compare the two. If the information shared by the guests was complete and accurate the two doses, one decided by the Expert and the one suggested by the computer would match exactly. If the test results showed something extra or something different from the medical condition shared by the guest, the Expert would discuss it with the guest, show the body scan of the particular area and on confirming the problem amend the dose accordingly.

  In Vinit’s family’s case the doses matched for him and his kids exactly but in his wife’s case there was a discrepancy. As the condition was related to menstrual problems, the Expert understood her discomfort. Vinit and his wife were hesitating on how to ask for a Woman Expert when they themselves had not disclosed this particular problem during reservation stage. Moreover the Expert in front of them had invested his time in her case and had treated them so nicely.

  The Expert in meantime had dialled one of his female colleagues and forwarded Vinit’s wife’s case to her. Vinit and his wife were touched with the gesture. When they were apologizing for his time taken, he reassured them that it was not a problem as the other Expert will now have to focus only on the incremental discussion and not start from scratch as he had already shared the previous discussion with her. The Expert administered Vinit and his kids their doses for the day and after that Vinit and his wife went to meet the other Expert.

  As it was an unplanned visit, she was busy with another guest and they did have to wait for about twenty minutes. But they did not have a problem with it. They were in fact happy with the turn of events and service offered despite a shortfall from their side. Even the twenty minutes waiting time was not like the waiting time at a hospital where one had to stare at a muted television or glance through old magazines.

  There was a Foosball table, a dart board and few carnival type games in a separate sound proof room, that they could indulge in while waiting to meet the Expert. Vinit’s wife met her, discussed with her for five minutes and the Expert decided a dose which later matched with the computer suggested one. The Expert administered the dose and within next five minutes the treatment for the day was done. As it was first day, the process including the discussions and investigations had taken around two and half hours, but from next day onwards the same dose had to be repeated and hence it was not going to take more than ten minutes for the entire family.

  The treatment cost for each individual varied depending on the medical conditions and treatments selected. As Vinit and his wife had not disclosed certain medical conditions and not opted for this treatment, they felt obliged to pay for the incremental amount but were surprised that no one had asked them to pay first as was the procedure observed in the hospitals.

  They checked with the reception about the same. The receptionist immediately checked, confirmed and apologized for not taking his consent on the charges before proceeding with the treatment. As it was a lapse on the centre’s part, they offered not to charge for the same. But that was not the intent with which Vinit had enquired. He wanted to pay for it and already touched with the overall experience he insisted that the centre accept the payment in full.

  Settling the charges then and there itself, the family proceeded for dinner. They saw some persons with certain diet restrictions proceeding towards a special diet centre. But as none of them had any diet restrictions, they could go to any of the three different restaurants for a meal of their choice.

  From the next day onwards, barring the ten minutes dose administration rest of the day was full of fun. They visited several places in and around Munnar, did para sailing and adventure activities like rappling, zip line, river crossing, played some outdoor games with other guests, watched short films on nature, enjoyed campfire at night.

  Their breakfast and dinner would be at the resort and lunch and evening tea would always be at a new location every-day, sampling local cuisine in the open environs. Guests who preferred resort food, could carry box meals from the resort.

  All travel and meals including ones at local restaurants during the sight-seeing tour were included in the package and paid to the respective local people directly by the centre. The centre also issued the guests shopping vouchers which were redeemable at any of the affiliated stores.

  To avoid competition amongst each other the centre made the stores abide a fair and fixed pricing policy. In this way, the centre ensured a reasonable price for the customers and a decent earning for the locals.

  Shopping of spices and artefacts with the vouchers provided by the resort was also an interesting experience. Contradictory to the notion of goods being expensive at affiliated shops, the goods had a fixed and
reasonable price and were actually priced lower than the non-affiliated shops. Many tourists normally avoid shopping due to the fear of being charged more. Due to lesser people taking interest in shopping, the shop keepers inflate prices to cover their expenses from the smaller lot of shoppers, leading to a lose-lose situation.

  But the vouchers ensured mandatory shopping, giving a boost to local trade, making it possible for the shopkeepers to sell at normal margins and giving the customers good products at reasonable rates. This created a win-win situation for all. The guests got to experience the same resort like service with a smile even at the stores, well beyond the boundaries of the resort.

  While this experience boosted income for over three thousand locals including taxi drivers, tourist guides, artists, adventure activity managers, small restaurateurs, tea stalls, spice vendors, souvenir shop owners and many more, Vinit just wondered about how all this would have been possible. Training employees to provide a certain level of service was one thing but extending the same level of service even outside the premise with so many different local inhabitants, belonging to different age groups and having different educational backgrounds was not an easy task.

  While each day was interesting and enjoyable, the most memorable day was the visit to the veterinary institute. Starting with the cable car ride, to seeing open air and state of the art modern classrooms, the advanced laboratories for practical learning and the operation theatre through a glass in the viewing gallery, watching the robots helping in the treatment and personally feeding the animals recovering post treatment, was a unique experience unlike anything they had experienced in their life before.

  They saw one more unique thing at the veterinary centre. The leash used for animals had a harness at both ends. One end would be worn around the animal and the other one would be around the chest of the person handling the animal. Vinit liked the idea very much and while speaking to one of the students at the institute said ‘Nice way to keep your hands free. Holding the other end of the leash by hand always keeps one hand engaged.’

  The student replied, ‘That benefit is just a by-product. The real intention behind it is that we will never treat an animal in a manner we ourselves would not like to be treated. If I do not like to be tied to a leash with the other end in someone else’s hand, I cannot treat the animal also in that manner. The animals are free to roam in the campus and generally not tied. If at all need be for tying them while bringing them in the open for a walk, the other end will be tied around the person’s body. The protocol is that while tying, first the leash is tied around the person’s body and then around the animal and reverse while removing.’

  The reply left Vinit stunned. In none of the NGO’s had he seen such concern, such respect for the souls who were the purpose for the NGO’s existence. And due to his philanthropic nature he had seen more than a hundred of them.

  The holiday was the family’s best holiday till date, even better than their international ones. Along with the enjoyment, they came very close to Mother Nature and started respecting her tremendously. The only bad part about the holiday was that it ended too soon. They did not realize how the week passed away. They felt like extending their stay but that was not possible, neither could they come back again. They had received treatment for their ailments.

  The relationship manager was just a phone call away in case of any issues and at times he would himself call and enquire if their vacation was going fine. But never did Vinit come across a situation where he would have to look towards him or the customer helpline number for help. The manager met them on their last day and bid them a farewell.

  Finally with a heavy heart and a lot of fond memories, they bid adieu to the place. Vinit and his family were dropped back by the same driver. In fact, the resort provided the same cab and driver to them on all days. That was another small step with a big impact by the resort. As far as possible, the resort tried to match the same person during the entire trip. Along with giving the guests a feeling of comfort, it also strengthened the human relationship between the guests and the staff or drivers. There was one more pleasant surprise awaiting them at the airport.

  After their return, as Vinit had expected he received a mail from the manager. But the mail was not for a feedback, just a courtesy mail seeking a confirmation about their safe journey back home. Vinit checked again, there was no feedback form nor a link nor any mention for a feedback.

  Out of inquisitiveness, he called the Manager and was again pleased to know that Manager had his number saved and recognized him instantly. Vinit asked him about his doubt about feedback and was in for a surprise again.

  The manager replied, ‘One of the major irritants to customers today is a feedback form and hence we have decided to get away with it. We think like the customer, try to envisage what they would want, what they would like and accordingly design the Customer Experience. We have a program where the staff members come up with ideas to improve the customer experience and the selected and implemented ideas are rewarded. And that’s the reason we have been able to come up with so many small things, which at times the customers would have not even thought of but which delight them.’

  At this point Vinit remembered the surprise at the end of their trip. After unloading their luggage at the airport the driver had handed them meal boxes provided by the resort for their return journey, a small gesture, completely unexpected but with a lasting impression.

  The manager continued, ‘At the same time we are also open to customer inputs. But qualitative inputs do not require a feedback form. The customers can speak out to any of the staff members or share their suggestions even later on the customer helpline. Regarding any untoward incident, not so good behaviour by a staff member or any external person, any negative feedback can be immediately brought to notice of the Relationship Manager or customer care helpline, which is mentioned in the welcome mail and also informed during check in.’

  Vinit was highly impressed with the overall experience. As per the proposition, he had actually not spent even a single rupee in the entire week between his arrival and departure from Cochin airport. And he and his family had enjoyed numerous cups of steaming hot fresh tea on the green slopes, enjoyed local fruits and snacks from roadside vendors, dined at different popular eateries outside, indulged in shopping and done a lot of sight-seeing, jungle safari, boating and adventure sports.

  He excluded the additional treatment charges for his wife as, one it was due to a shortfall on his part and two, the way the situation was handled.

  Vinit was a blogger with a very high fan following. On his return he penned down his experience on his blog. And the popularity of the resort increased tenfold. A lot of managers from hospitality sector started making reservations just to witness the new high in Customer Experience that was not just restricted to the resort but delivered by each and every individual whether an employee or an outsider, starting right from the time of reservation to the pickup at airport and maintained throughout even after the trip. The resort was booked for ten weeks the day the reservations opened, six months by the time the resort started operating and three years as soon as Vinit and rest of the first batch shared their experience.

  Back at the headquarter, Aadi looked at Jivika and said ‘Well done Jivika. Proud of You.’

  In return Jivika smiled back and said ‘Thanks Chief.’

  A medical treatment that would have otherwise received a limited number of buyers due to its high cost, was now booked for three years within two weeks of its launch. And more than the booking, each individual learning to respect Mother Nature and connecting so closely with GALAXY after this experience was a much larger benefit that the organization looked forward to.

  Earlier Aakash had won the hearts of close to lakh employees and now Jivika had laid the foundation for garnering support of thousands of people month on month. What was the motive behind that? Going forward, why was people’s support going to be so important for them? GALAXY was planning something big. W
hat, only time would tell.

  Chapter 20

  THE GREEN CAR

  March-November’ 2016

  Backed with Aadi’s inputs, Samir went ahead with the execution plan for the Green Car.

  He acquired an automobile company and transformed the plant to manufacture cars running on solar power instead of the diesel cars the plant was earlier producing.

  All the car makers were alarmed, with GALAXY’s foray into the automobile industry. They were aware about GALAXY’s objective and they were also worried about its pricing strategy. They feared end of their industry. Only saving grace they felt for themselves was, the limited production capacity that GALAXY had would not be sufficient to meet the total demand.

  Within a week of commissioning, Samir took an extreme step which from a business parlance made absolutely no sense. But for Samir it was not about the money. He was looking towards the ultimate objective behind this initiative. And for that, this was the fastest and simplest solution. He made an announcement to share the patented technology with other automobile manufacturers, FREE OF COST.

  While to a casual observer it would look a very confusing move and in fact make the person wonder ‘If the technology was to be given free to other players, what was the need to acquire an automobile company? It could have been given even without acquiring and leaving the production and distribution completely to the existing industry. Even that would have served the purpose of reducing automobile pollution, so why unnecessarily complicate things by first acquiring one plant and then sharing technology with all? Was it a hurriedly planned move gone wrong?’

  But business analysts interpreted an extremely well thought plan behind the move, helping GALAXY achieve not one but four objectives. First, there was a time gap of a week between launching of the first solar car by GALAXY and sharing of technology with others. GALAXY benefitted from the tremendous media coverage received for coming up with a solution for automobile pollution.