Enhancements to the business of Asian paints home solutions: Asian Paints Ltd.

Abstract

Asian Paints Home Solutions (APHS) is a customer service initiative from Asian Paints India Ltd. It seeks to address the need of consumers to avail of a reliable painting service. The service seeks to provide complete turnkey solutions to customer instead of expecting him to go through the traditional process of buying paint from the market and negotiating separately for labour rates with the contractor. It provides a one stop solution to help the consumer get a beautiful home. It has presence in 12 locations across India. A Home Solutions Service Provider is involved in the operations at each location. The service is advertised extensively through press. Prospective customers can avail of Asian Paints Home Solutions services through the call center, the local branches, websites etc. The Tele caller at the local Home Solutions unit calls up the prospective customer and fixes an appointment for a Sales Associate (SA). The Sales Associates of Home Solutions visits the customer with an Authorized Applicator and given a painting estimate to the customer. The Applicator completes the painting contract. Home Solutions offers a variety of themes for the customer to choose for his home. It also provides a one year warranty on the painting contract. A Relationship Associate (RA) from Home Solutions visits the site regularly and ensures that the customer is satisfied with the entire process. Team leaders at the local Home Solutions unit coordinate the Sales Associates and Relationship Associates. Every unit has a Unit Head, who is responsible for the overall performance of the unit. The customer sites obtained through leads generated by press are referred as press sites and other sites are referred as non - press sites. Every Home Solutions unit has a target of number of sites to be done and job value of sites to be completed in a period. As generating leads through press involves media costs, the focus is to generate more leads through non - press activities at the unit level.