The brand (and the category) of business is efficiency-led and machine-driven, using both these pillars to become the country's finest B2B and B2C shippers; rightfully making the system a "small world". Even though the organisation's core is about people and places, it is a cold, mechanical category; missing a core value true to all the people - humaneness. The brief given by Delhivery revolves around integrating humanness with efficiency in this people's company.
Enquiries in this study were undertaken to examine the experience of service (re: employee/agent) in the organisation in a holistic manner. In addition to an analysis of the last mile agent work itself, this study also looked at the larger world of gig economy/experience in logistics & hyper-delivery industry 1and at the economic structure and needs itself.
The project revolves around researching and redesigning the last-mile operations to humanise service at Delhivery. It involves understanding the journeys in the last mile processes, exploring the relationships within the key stakeholders and its impact on the entire product-service journey- to identify areas of intervention that can be leveraged to design strategies for a holistic service experience.
I, with the Service Excellence Team at Delhivery, visited 40 Dispatch Centres across 15 cities, to explore various aspects of last mile operations and understand the service experience of last mile holistically - the actions, stakeholders and the interactions.