Problem Statement

Airlift Express is facing supply side issues amidst hypergrowth

Identified Cause
Supply side shortages resulting from
poor rider management & apparent rider misbehavior

Impact
Decreased Customer ratings & customer retention
Rider Performance Metrics
Time-based Performance Metrics Target Failure

Availability – Airlift Express business hours are from 0900 – 23 00

Monday through Friday. Riders are to ensure their availability 95% compliance < 80%
throughout Airlift Express business hours.

Order Delivery – Airlift Express customers expect their orders to

be delivered in 45-60 minutes once they checkout. Riders 100% < 90%
performance to be assessed on how many orders are delivered compliance
within time
Turnaround time
Turnaround Time – In order to maintain consistent supply of riders, Per GPS > 10% of GPS
riders are expected to return straight to base facility in order to approximated time
deliver next order. Turnaround time per trip to be monitored time (5%)

Order Efficiency Metrics Target Failure

Orders Accepted – Riders are expected to accept 100% of the

orders transferred to them, however if due to genuine reasons they >95% orders < 95% orders
are unable to accept these orders, riders to have an option to accepted accepted
register their reason for order rejection.

Order Accuracy - Customers expect to receive what they pay for.

Riders are expected to comply 100% with order accuracy. Customer < 100%
to be intimated from application if any item is missing so they can 100% compliance
make alternate arrangements compliance
Rider Performance Metrics
Rider Enthusiasm Target Failure

Trainings Attended – Regular attendance of riders for training

session to ensure riders are well aware of the technology & 95% compliance < 80%
evolving business needs

Rider Hygiene Level - In wake of the COVID-19 pandemic,

hygiene is paramount for all customers. Riders are expected to be 100% < 95%
presentable since they are Airlift’s ambassadors compliance

Vehicle Quality Maintenance - For a customer, the rider’s vehicle Dirty and/or
is Airlift Express, riders that maintain their vehicles to be rewarded Clean well damaged
during routine inspections. This also ensures rider’s own safety maintained vehicles
vehicles

Customer Satisfaction Target Failure

Rider Average Rating – Customer rating provides a good insight as

to how satisfied a customer was with the order delivery. Riders to 7.5+ rating < 5.0 rating
maintain a positive customer rating at all times. Failure of which to
result in refresher training and / or temporary suspension
< 2 complaints > 10 complaints
Complaints Registered – Riders to maintain low complaints record, per 100 orders per 100 orders
however, it is natural that some customers will be dissatisfied, delivered delivered
Airlift’s target should be to keep this number at a minimum
We Win as a Team – As Airlift Express Grows
Short-term
(0-3 months)
Communication is Key
Riders given clear performance
metrics during the onboard
process
Lessons from
Market Competitors
As other ride ride-sharing app
services grew they made it
more difficult for captains to
score, driving out captains
which has resulted in low ride
availability. Airlift Express to
keep it a win-win for all to
ensure business sustainability
& rider financial viability
Medium-term
(3-6 months)
Social Media Recognition
Best rider given a shout-out on
social media – Enable rider to
believe he/she is part of
something bigger
Grocery Package
Best performer of the month
gets monthly grocery package
from Airlift
Hypermarket Partner
Program
Airlift to partner with
hypermarkets in key delivery
zones – drives up
customer satisfaction
maintaining retention
Long-term
(6-12 months)
Umrah Tickets
Best performer of the year wins
Airlift sponsored umrah
package
(adjusted based on rider’s
religious views)
Rider Trains the Rider
Empower good performers by
inviting them as guest trainers
for upcoming riders
Distributed Warehouse
Improved turnaround times for
riders driving up customer
satisfaction & reduce rider load
We Win as a Team – As a Rider grows with Airlift Express

Short-term Medium-term Long-term

(0-3 months) (3-6 months) (6-12 months)

Veteran Riders to join Airlift

Emotional Competency Test
Refresher Training Express
Riders to pass an EQ
Average performing riders to be Experienced riders offered
competency test for basic
given refresher trainings & permanent roles to oversee
etiquettes
address issues they may be Rider operations at granular
facing levels for high demand zones
Hire Slow – Fire Fast
Riders need to pass on 3 key
Feed-back Sessions Rider Route Reassignment
elements ‘Intelligence, Integrity
Sessions to be conducted with Consecutive Average
& Energy’. If the rider can not
good performers & seek on- performing riders to be taken
prove his/her mettle in the early
ground information to improve out of high demand zones to
months, business image cannot
end-to-end experience verify performance in low
be compromised
demand zones
Industry Fraud – Business
High Impact – Low Likelihood
COVID-19 Surge enforces
complete Curfew
Maintain status of Airlift Express as an
essential service to deliver food &
pharmaceutical supplies
Low Impact – Low Likelihood
Formation of Rider Association &
Influence Airlift’s business decisions
Airlift’s operations team to monitor such
developments & report to management
for further action swiftly
Impact
High Impact – High Likelihood
Customer data Leaked to online
advertisement agencies for
Target-Marketing
Customer data to be kept confidential
from all non-essential technology staff
Likelihood
Low Impact – High Likelihood
Idea Replication
While Airlift Express pioneers in online
delivery service, other app-based ride
services have a bigger network reach,
Airlift needs to excel in delivery service in
order to keep its status
Industry Fraud – Technology
High Impact – Low Likelihood
Technology Leakage to
Market Competitors
All Airlift employees need to follow strict
ethical practices & respect the Airlift’s
confidential intellectual property.
Employees to strictly use company
assigned technology equipment only
Low Impact – Low Likelihood
*For a technology based company, all
technology frauds to be considered as
high risk items hence it should be
addressed at war-footing
Impact
High Impact – High Likelihood
Customer Credit Card
Record hacked
Airlift web servers to have high security in
addition to incorporating no liability to
Airlift in case such an instance occurs
Likelihood
Low Impact – High Likelihood
Temporary server crash
Airlift’s operations team to be available
for 24/7 troubleshooting
Industry Fraud – Rider
High Impact – Low Likelihood
Rider fails to put money in
customer’s Airlift wallet
Send notification to customers when
wallet accessed to only allow Rider to
leave premises once money is credited in
online wallet
Low Impact – Low Likelihood
Rider is serving for multiple
applications
Monitor availability of rider & conduct
one-on-one meeting, take necessary
action depending on performance
Impact
High Impact – High Likelihood
Rider swaps quality products with
inferior products
Continuous GPS monitoring of all riders
ensuring there are no unscheduled stops
or detours
Likelihood
Low Impact – High Likelihood
Rider goes missing with an order
Barring medical emergency, if the rider
fails to deliver an order, order’s value to
be reimbursed from Rider’s account. If
trend continues, Rider account to be
discontinued
Industry Fraud – Customer
High Impact – Low Likelihood
Customer creates fake accounts to
order at random addresses
Rider to report customer account followed
by permanent account block
Low Impact – Low Likelihood
Customer Transition
Airlift maintains market leadership in
online delivery, customers may explore
other alternatives. Customers to be
readily engaged with seasonal sales &
customer royalty reward point scoring
system
Impact
High Impact – High Likelihood
COD Clients cancel
dispatched orders
Temporarily block customer account
access if customer repeats this practice
& unblock only when client provides valid
reason via helpline
Likelihood
Low Impact – High Likelihood
False claim to missing /
poor quality goods
Rider trained to intimate customer to
check delivery before confirming
Identify client trend for frequent false
complainants & process future complaints
with low priority