It is actually a government managed milk dairy but functions
like a pizza joint in wowing the customers.
Tamil Nadu Co-operative Milk Producers' Federation, popularly
known by its brand Aavin, today offers replacement of
its milk sachets without asking any questions upon a customer
Assures deputy manager (quality control) R Ravindranath
under whom the complaint cell functions, "Our policy
is that an individual customer should not feel cheated
while buying our product."
far as possible, within two hours of receiving a complaint
we will replace the milk packet without asking any questions.
"Only after giving the new milk sachet our person
will try to elicit further information about the complaint,"
Aavin was not always like this. Its new attitude could
be attributed mainly to empowerment of a customer to set
right the things, that is, chairman and managing director
B K Prasad.
to assuming the Aavin's mantle in June 2002, the forty-eight
year old Prasad was the secretary, prohibition and excise
department, Tamil Nadu. Living in Chennai and as an Aavin
consumer he had experienced the typical government organisation's
apathetic attitude towards its customers.
I go on a long tour, refund on milk card for the unused
days used to take inordinate time. The milk at times used
smell foul," he remarks.
at the helm he didn't want Aavin to continue with the
old ways and lose more share to the multitude of milk
brands (around 20) that had started invading its strong
result is the setting up of complaint cell with two numbers,
one of which is a toll free number to attend to customer
complaints. Prasad himself would make mock complaints
to see whether the systems work as expected.
a cursory look at the milk sachet would show the wealth
of customer- friendly information that is printed on it,
like the price for retail and for the monthly card subscribers,
date of packing, nutritional value and the two customer
wow its automatic vending booth customers and to dispose
off surplus milk Aavin offered half a litre milk free
on purchase of every half a litre at its automatic vending
machine booths for a short period recently.
wowing and wooing of the customers resulted in positive
results. From 6.54 lakh lpd in 2002-03 sales went up to
6.96 lakh litres per day (lpd) the next year. This fiscal
Aavin is loggng around 7.53 lakh lpd per day.
target is to sell around 7.70 lakh lpd -6.13 lakh lpd
of sachet milk and 0.95 lakh lpd this fiscal in
also see : Reinventing Aavin