Balfour Manuel
Managing Director
Today, Blue Dart Express is South Asia's leading integrated air express carrier and premium logistics services provider with two established subsidiaries in the aviation industry Blue Dart Aviation and Concorde Air Logistics. A household name in India, Blue Dart, today has the most extensive domestic network covering over 35000+ locations in India. In 2002, the company made an alliance with DHL Express, and a couple of years later, DHL invested €120 million in Blue Dart to become the major shareholder in the company.
As part of Deutsche Post DHL Group’s DHL e-Commerce Solutions division, Blue Dart accesses the largest and most comprehensive express and logistics network worldwide, covering over 220 countries & territories, and offers an entire spectrum of distribution services including air express, freight forwarding, supply chain solutions, customs clearance, and others.
As part of Deutsche Post DHL Group’s DHL e-Commerce Solutions division, Blue Dart accesses the largest and most comprehensive express and logistics network world wide, covering over 220 countries & territories, and offers an entire spectrum of distribution services including air express, freight forwarding, supply chain solutions, customs clearance, and others.
Balfour Manuel, who started his journey with Blue Dart during its initial days, assumed the role of Managing Director in 2019 and has been exceptional ever since. He is a strong advocate of the company's well known ‘People-First’ approach. An industry veteran, Balfour has been extremely focused on contributing to the organization's growth by conceiving the Blue Dart values built around safe, secure, cost effective, and superior services. I recently got in touch with Balfour Manuel, and he was happy to share his journey and the company's latest endeavours and outlook for the future.
What inspired and attracted you to build a career in the logistics industry? After more than two decades of journey, what drives you today?
When I say I 'Bleed Blue' I am not, in fact referring to the popular slogan associated with the IndianNational Cricket Team but my tryst with Blue Dart. An MBA graduatewith the zeal to make a successful career for myself, I started my journey with Blue Dart in its initial days. Express Logistics was in its nascent stages, and Blue Dart, as a pioneer in the industry, had already garnered significant market share. I was extremely focused on contributing to an organization and helping build it groundup. Therefore, when the opportunity to work with Blue Dart presented itself, I was only too happy to do my part and contribute to impacting the organization and the customers.
As I began my journey with Blue Dart, I quickly realized that the express logistics industry is dynamic essential and customer centric. Moreover at the backend of operations team spirit, camaraderie, and an exceptional people culture fueled operations and made the entire system work together like a well oiled machine. This is what made me stay loyal to the industry and more specifically, to Blue Dart.
Thirty eight years have gone by, and today, I have the opportunity to lead South Asia's Most Preferred Express Logistics Provider as well as its outstanding people, and for thisI am grateful. The very same attributes that attracted me to the industry earlier still stand strong today. I look back at my journey and the opportunity Blue Dart provided me; I would be keen to help my colleagues experience the passion I feel for the industry and for Blue Dart to truly embody our mission of 'Connecting People, Improving Lives'. Moreover, making a difference in a customer's life is a joy that I firmly believe drives me to do my best, every day.
How would you define Blue Dart Express as an organization in 2022? Where is it positioned in the logistics market? What is its USP?
Today, businesses and industries across the nation associate the Blue Dart brand with reliable, responsive, and resilient express logistics solutions. Our customers experience exceptional service quality through our individualized solutions and every pick-up and delivery. During the pandemic, we played the role of a Trade Facilitator to the nation by providing robust support to the 'Lifeline Udan' initiative. We ramped up our Temperature Controlled Logistics Solutions(TCL)to support the 'Vaccines for All' initiative, innovating techled, future ready solutions through the Blue Dart Med Express Consortium, leveraging our seamless last mile mission critical supplies such as oxygen concen trators and ventilators reach on time and more.
We did this by leveraging our core USPs:
(i)Our capabilities i.e. our fleet of
Boeing 757-200 freighters, an extensive ground network that enables us to reach 35,000+ locations across the nation as well as our subject matter experts
ii)Our focus on Customer Centricity by providing exceptional service quality at every juncture
(iii)Our focus on innovation and digitalization.
Using this as our foundational base, we work towards building a brand that consistently enhances customer experience; it is why Blue Dart remains a pioneer and a step ahead of the curve always.
How do you maintain the decades old reputation of the brand while providing the modern day experience to clients in terms of everything from ease of access to faster deliveries and simpler interfaces?
Blue Dart's two pronged strategy, which aids our customer centric approach, begins with our talented teams and a concentrated focus on innovation. Our understanding of the business is simple 'Happy Teams lead to'Happy Customers.'
People First'is an important tool at Blue Dart. Early on, we understood that if we take care of our people, they will go above and beyond to ensure the brand shines. Therefore, we take an active interest in ensuring that the work culture remains positive and introduce numerous learning and development initiatives. For example, GEMBA is an annual event at Blue Dart where our colleagues, across verticals, join us on the shop floor to identify potential opportunities and challenges. This helps us consistently improve our solutions for our customers by identifying a challenge before it occurs and making it an opportunity. Our reputation remains strong as we leverage similar tools to initiate consistent improvement that enables us to remain one step ahead of the curve at all times.
Moreover, Blue Dart has always leveraged the use of market leading technology to provide real time, future ready solutions for our customers the 'My Blue Dart' mobile application was launched, keeping this in mind. The mobile application allows our customers to book a shipment, track a shipment, find price estimates, etc. on the go. To provide a superior customer experience, we use technology enabled mobility solutions for administering specialized pickups of product returns, including quality control checks, product image verification, and close coordination for timely pickups. The Blue Dart Med Express Consortium, which pioneered the use of drone flights to build a robust and efficient healthcare logistics infrastructure in the remotest areas of the nation, was also launched, keeping this in mind.
Transparent processes and intact customer support services are crucial aspects of the logistics experience. How does Blue Dart add value through its customer support services?
Express Logistics is an extremely customer centric industry, and customer experience is what sets Blue Dart apart in a very competitive environment. Ensuring a smooth and hassle-free experience for our customers is always a priority. We, therefore, go over every touchpoint and reconfigure anything that could pose a potential challenge for us in the future. Our high NPS ratings mirror the voice of the customer, providing us with feedback across touchpoints. This, in turn, enables us to rectify areas of improvement and offer exceptional service quality always.
Application Programming Interface(API) based solutions for our customers have been enhanced for exchanging manifest at detailed levels to ensure an automated and seamless supply chain, from pre pick up to post delivery(inclusive of collections). For realtime tracking of shipments, options are made available using the Application Programming Interface, the Website, Customer Dashboards, and Mobile Solutions. The Control Tower and Network Modules work in tandem to form the Digital Twin of the supply chain, providing real-time visibility of the operations. This helps in ensuring minimal exceptions and smoother operations. A personalized tracking tool for recipient shipments has been enabled on a unique URL link, which allows tracking, plotting delivery landmarks, visual display of the courier on the map, as well as the option to provide NPA feedback on the service.
Technology definitely plays a crucial role in enhancing the customer experience, however, an additional advantage has always been our People our front liners and customer services representatives who go the extra mile add a personalized touch to deliver our services. This feat was highlighted, especially during the pandemic, with the myriad of customer appreciation we received for our quick support and reliable services. From delivering essential shipments such as oxygen concentrators to the doors of COVID-ridden hospitals to ensuring
essential shipments such as medication were picked up and delivered on time, our front liners have performed outstandingly well.
How bad has been the impact of the pandemic? How did you respond to the challenges posed by COVID-19 and the need for new strategies?
While the pandemic significantly dented industries across verticals, at Blue Dart, we looked at this challenge as an opportunity. Agility
ii)Our focus on Customer Centricity by providing exceptional service quality at every juncture
(iii)Our focus on innovation and digitalization.
The phrase ‘Change is inevitable, but personal growth is a choice’ successfully embodies my belief system. Change, especially in a highly uncertain environment, is unprecedented some times working to our advantage, and most of the time, it challenges us to do better
Using this as our foundational base, we work towards building a brand that consistently enhances customer experience; it is why Blue Dart remains a pioneer and a step ahead of the curve always.
How do you maintain the decades old reputation of the brand while providing the modern day experience to clients in terms of everything from ease of access to faster deliveries and simpler interfaces?
Blue Dart's two pronged strategy, which aids our customer centric approach, begins with our talented teams and a concentrated focus on innovation. Our understanding of the business is simple 'Happy Teams lead to'Happy Customers.'
People First'is an important tool at Blue Dart. Early on, we understood that if we take care of our people, they will go above and beyond to ensure the brand shines. Therefore, we take an active interest in ensuring that the work culture remains positive and introduce numerous learning and development initiatives. For example, GEMBA is an annual event at Blue Dart where our colleagues, across verticals, join us on the shop floor to identify potential opportunities and challenges. This helps us consistently improve our solutions for our customers by identifying a challenge before it occurs and making it an opportunity. Our reputation remains strong as we leverage similar tools to initiate consistent improvement that enables us to remain one step ahead of the curve at all times.
Moreover, Blue Dart has always leveraged the use of market leading technology to provide real time, future ready solutions for our customers the 'My Blue Dart' mobile application was launched, keeping this in mind. The mobile application allows our customers to book a shipment, track a shipment, find price estimates, etc. on the go. To provide a superior customer experience, we use technology enabled mobility solutions for administering specialized pickups of product returns, including quality control checks, product image verification, and close coordination for timely pickups. The Blue Dart Med Express Consortium, which pioneered the use of drone flights to build a robust and efficient healthcare logistics infrastructure in the remotest areas of the nation, was also launched, keeping this in mind.
Transparent processes and intact customer support services are crucial aspects of the logistics experience. How does Blue Dart add value through its customer support services?
Express Logistics is an extremely customer centric industry, and customer experience is what sets Blue Dart apart in a very competitive environment. Ensuring a smooth and hassle-free experience for our customers is always a priority. We, therefore, go over every touchpoint and reconfigure anything that could pose a potential challenge for us in the future. Our high NPS ratings mirror the voice of the customer, providing us with feedback across touchpoints. This, in turn, enables us to rectify areas of improvement and offer exceptional service quality always.
Application Programming Interface(API) based solutions for our customers have been enhanced for exchanging manifest at detailed levels to ensure an automated and seamless supply chain, from pre pick up to post delivery(inclusive of collections). For realtime tracking of shipments, options are made available using the Application Programming Interface, the Website, Customer Dashboards, and Mobile Solutions. The Control Tower and Network Modules work in tandem to form the Digital Twin of the supply chain, providing real-time visibility of the operations. This helps in ensuring minimal exceptions and smoother operations. A personalized tracking tool for recipient shipments has been enabled on a unique URL link, which allows tracking, plotting delivery landmarks, visual display of the courier on the map, as well as the option to provide NPA feedback on the service.
Technology definitely plays a crucial role in enhancing the customer experience, however, an additional advantage has always been our People our front liners and customer services representatives who go the extra mile add a personalized touch to deliver our services. This feat was highlighted, especially during the pandemic, with the myriad of customer appreciation we received for our quick support and reliable services. From delivering essential shipments such as oxygen concentrators to the doors of COVID-ridden hospitals to ensuring
essential shipments such as medication were picked up and delivered on time, our front liners have performed outstandingly well.
How bad has been the impact of the pandemic? How did you respond to the challenges posed by COVID-19 and the need for new strategies?
While the pandemic significantly dented industries across verticals, at Blue Dart, we looked at this challenge as an opportunity. Agility
was the need of the hour, and therefore, we set our Business Continuity and Contingency Plan(BCCP) in motion to ensure supply chain continuity. When transport came to a halt, we were able to successfully leverage the use of our Boeing 757 freighters to ensure business continuity across the nation and mission critical supply chain continuity across borders we ramped up our Temperature Controlled Logistics(TCL) solutions to support the nation in vaccine dissemination; at every juncture, our strategy remained the same ‘Improvise Adapt Overcome.’Leveraging this, and through outstanding leadership guidance and passionate workforce we were able to provide solutions in a highly VUCA environment.
You have been leading Blue Dart Express for more than two decades. What, according to you, is the success mantra that made you stand where you are today?
The phrase ‘Change is inevitable, but personal growth is a choice’successfully embodies my belief system. Change, especially in a highly uncertain environment, is unprecedented sometimes working to our advantage, and most of the time, it challenges us to do better. However, what we learn from change and how we choose to leverage our learnings and grow with it, is what dictates success. Apart from that having a positive outlook, taking opportunities that came my way and positively, persistently, working towards my goals, not to overlook the guidance support received from leadership and support from my team and colleagues.
How do you plan to align the company's operations with the changing market behaviors? What opportunities do you foresee, and what is the roadmap set for the company?
Having been an industry leader in the express logistics segment, we have understood that the market or customer behavior never remains constant. Extensive market research, having a diverse team that mirrors our customer demographic and highlighting the importance of adapt ability have helped us align our operations with changing market trends and customer behavior. The pandemic has put the spotlight on e-Commerce digitalization and highlighted the importance of sustainable practices. In the current economic scenario as well as in the years to come, I firmly believe that these are the industries where in opportunities can be found. Blue Dart continues to consistently invest in these areas.
As a part of the DHL e-Commerce Division of the Deutsche Post DHL Group, we work with over 70 percent of the e-Commerce majors across the nation. Our extensive reach, superior transit times, as well as and low Return-to-Origin has been exceptionally beneficial for all our eCommerce customers. Technology and Automation continue to remain a major pivot of our operations and we continue to consistently invest in this to ensure that in the case of another unprecedented event, as the pandemic we can continue with 'business as usual'. From a sustainability perspective, Blue Dart follows the mission of 'Connecting People, Improving Lives.' As an organization, we take every necessary measure to ensure the safety, growth of the communities and the environment in which we reside and operate. As an ESG compliant company, Blue Dart has clear Sustainability Goals and aims to achieve them by following a well detailed Sustainability Roadmap.
The roadmap encompasses three crucial elements:Clean Operations for Climate Protection (Environment), a Great Company to Work for all (Social) as well as building a Highly Trusted Company (Governance). Following the roadmap, Blue Dart seeks to make a lasting impact in communities through its 'Go Programs' GoTeach (Championing education), GoGreen (Protecting the environment), and GoHelp (Disaster management response).
What advice would you give to the upcoming leaders starting anew in this industry?
The pandemic has been my most recent teacher and my advice to anyone beginning their journey with the industry would be skewed to my learnings from this challenging period. I believe that leading during turbulent times necessitates the need to keep channels open with your colleagues at all times, more importantly, during a crisis. As a leader, you need to instill confidence in all your stake holders internal & external and ensure that your promise is delivered. Lastly, clarity of thought in paving the way forward for the organization and its people.
Balfour Manuel, Managing Director, Blue Dart Express
Balfour Manuel is the Managing Director of Blue Dart, South Asia's premier courier, and integrated express package distribution and logistics company, part of Deutsche Post DHL Group’s business unit, DHL e-Commerce Solutions He has been a Blue Darter since 1983, a Blue Dart veteran and a proud day one employee. Balfour believes in leading from the front and is a passionate believer that people create differentiated experiences he has constantly propagated the 'People First' philosophy in the organization through encouraging creativity, innovation, entrepreneurship, and empowerment.
Hobbies:“Music is my passion, I am an avid traveler and I enjoy shopping”, says Balfour Manuel
Favorite Cuisine:Continental and Indian food
Favorite Book:The Fifth Discipline by Peter Senge
Favorite Destination:
San Francisco and London
Awards:
Recognized as a Great People Manager by the Great Manager Institute and Forbes in 2020
You have been leading Blue Dart Express for more than two decades. What, according to you, is the success mantra that made you stand where you are today?
The phrase ‘Change is inevitable, but personal growth is a choice’successfully embodies my belief system. Change, especially in a highly uncertain environment, is unprecedented sometimes working to our advantage, and most of the time, it challenges us to do better. However, what we learn from change and how we choose to leverage our learnings and grow with it, is what dictates success. Apart from that having a positive outlook, taking opportunities that came my way and positively, persistently, working towards my goals, not to overlook the guidance support received from leadership and support from my team and colleagues.
How do you plan to align the company's operations with the changing market behaviors? What opportunities do you foresee, and what is the roadmap set for the company?
Having been an industry leader in the express logistics segment, we have understood that the market or customer behavior never remains constant. Extensive market research, having a diverse team that mirrors our customer demographic and highlighting the importance of adapt ability have helped us align our operations with changing market trends and customer behavior. The pandemic has put the spotlight on e-Commerce digitalization and highlighted the importance of sustainable practices. In the current economic scenario as well as in the years to come, I firmly believe that these are the industries where in opportunities can be found. Blue Dart continues to consistently invest in these areas.
As a part of the DHL e-Commerce Division of the Deutsche Post DHL Group, we work with over 70 percent of the e-Commerce majors across the nation. Our extensive reach, superior transit times, as well as and low Return-to-Origin has been exceptionally beneficial for all our eCommerce customers. Technology and Automation continue to remain a major pivot of our operations and we continue to consistently invest in this to ensure that in the case of another unprecedented event, as the pandemic we can continue with 'business as usual'. From a sustainability perspective, Blue Dart follows the mission of 'Connecting People, Improving Lives.' As an organization, we take every necessary measure to ensure the safety, growth of the communities and the environment in which we reside and operate. As an ESG compliant company, Blue Dart has clear Sustainability Goals and aims to achieve them by following a well detailed Sustainability Roadmap.
The roadmap encompasses three crucial elements:Clean Operations for Climate Protection (Environment), a Great Company to Work for all (Social) as well as building a Highly Trusted Company (Governance). Following the roadmap, Blue Dart seeks to make a lasting impact in communities through its 'Go Programs' GoTeach (Championing education), GoGreen (Protecting the environment), and GoHelp (Disaster management response).
What advice would you give to the upcoming leaders starting anew in this industry?
The pandemic has been my most recent teacher and my advice to anyone beginning their journey with the industry would be skewed to my learnings from this challenging period. I believe that leading during turbulent times necessitates the need to keep channels open with your colleagues at all times, more importantly, during a crisis. As a leader, you need to instill confidence in all your stake holders internal & external and ensure that your promise is delivered. Lastly, clarity of thought in paving the way forward for the organization and its people.
Balfour Manuel, Managing Director, Blue Dart Express
Balfour Manuel is the Managing Director of Blue Dart, South Asia's premier courier, and integrated express package distribution and logistics company, part of Deutsche Post DHL Group’s business unit, DHL e-Commerce Solutions He has been a Blue Darter since 1983, a Blue Dart veteran and a proud day one employee. Balfour believes in leading from the front and is a passionate believer that people create differentiated experiences he has constantly propagated the 'People First' philosophy in the organization through encouraging creativity, innovation, entrepreneurship, and empowerment.
Hobbies:“Music is my passion, I am an avid traveler and I enjoy shopping”, says Balfour Manuel
Favorite Cuisine:Continental and Indian food
Favorite Book:The Fifth Discipline by Peter Senge
Favorite Destination:
San Francisco and London
Awards:
Recognized as a Great People Manager by the Great Manager Institute and Forbes in 2020