How is Godrej maximising customer value

This was the question the Construction Materials (CM) team at Godrej Construction (GC) wanted to answer. After brainstorming and evaluating multiple options, developing a Lean mobile app seemed to be the ideal solution – one that addresses customer concerns and fulfils all requirements. Before the app entered the market, there were very limited and convenient options in terms of placing orders online, getting confirmation on them, being able to track deliveries of ready-mix concrete (RMC) in real time and even making payments on the go. The Godrej GO TUFF App made all this possible, while also enabling customers to browse through available products in RMC as well as Walling and Paving Solutions (WPS). The new recently upgraded app introduces the WPS line of business and provides the customer an option to view and order RMC and WPS products. The CM team faced a few challenges in developing the app, primarily while integrating the payment module. Seamless integration between multiple systems was key for successfully implementing payments through the app. Onboarding Bill Desk as a partner for this integration was crucial. The team navigated each milestone with great vigour and was able to see the development of the app through to the end. Now, customers can access all the necessary information and updates regarding the RMC and WPS products, place orders, track deliveries in real time and manage their transaction records with a high degree of transparency. In the process of developing the app, the team also had several learnings from the challenges faced: Cross-functional collaboration along with the multiple stakeholders within Godrej & Boyce (G&B) divisions was critical for thorough planning of the app. WBS (Work Breakdown Structure) planning in sync with resource optimisation was done where key deliverables were tracked rigorously during the project lifecycle. SME (This has to be Small and Medium Enterprises) support, right from envisioning the architecture of the app to revamped standard app designing and Lean development, including round-the-clock testing, was well amalgamated as a process between the Chief Digital Officer, GC, and Godrej Infotech Ltd (GITL), including the relevant stakeholders. Timely peer reviews were a must to make the project successful. An iterative process was followed to develop the app, various versions were launched, and features added in every version based on feedback from stakeholders. Seamless integration with Infor ERP, Bill Desk for payment gateway and Map My India for location tracking was an essential component for the app. Agile stand-up meetings for the project were crucial to ensure smooth collaboration between all stakeholders to closely monitor progress for timely delivery. The CM team of GC took the necessary steps to propel the business a step further into the digital age, while addressing key areas that needed improvement from a customer’s perspective. Through the GO TUFF App, the team was able to assure customers that Godrej delivers concrete solutions that are relevant to the times, is transparent and continually improves the business. The app has won accolades at various national forums such as the IDC Digital Transformation Awards for Omni Experience Innovator, for creating a unique customer-centric experience across the project’s ecosystem.