DSE Operating Model · How a day actually runs
This is the operating rhythm of a Norvia DSE on Aiera — from the 08:45 briefing to the 18:20 close, and how that day compounds into a weekly, monthly, and quarterly cadence.
Phase 01
08:45
Start of Day
Login → briefing → AI priorities → focus SKU → 2-min learning primer. The DSE walks out the door with a plan.
Beat
GK-II M-Block · 12 outlets
Target today
₹58,400 secondary
Focus SKU
Norvia Bourbon Classic 120g
Weather
Clear · 32°C
AI Priorities · Ranked
Aggarwal Super Mart — overdue visit
Last visit 7d ago · ₹42k last order · push Bourbon Classic
Sharma Provisions — collect ₹12,400 overdue
Credit block risk · confirm before booking new order
Modi Traders — premium mix opportunity
AI: 68% likely to accept Choco Premium 200g
Micro-lesson · Before you leave
2-min video: Handling 'my customer doesn't buy premium' objection · +₹15
Phase 02
×12
Visit Loop
Runs 12 times a day — one per outlet. 7 steps, ~15 minutes, fully guided. This is the atom of field productivity.
Approach
2 minAI opens Retailer 360: last order, pending complaints, scheme eligibility, hygiene score. DSE walks in with context.
Geo-Check-in
10 secGPS validates 50m geofence. Skip requires reason code (closed, owner absent, market holiday).
Greet & Recap
3 minConfirm last delivery, ask about complaints, review category off-take. Aiera surfaces the exact questions to ask.
Guided Order
6 minSKU catalog with premium-mix nudges, scheme auto-apply, credit check live. Every ₹ pushed is tracked to scorecard.
Hygiene Capture
3 min6-dimension rubric: availability, visibility, price, POSM, competition, photo. Photo → AI planogram check.
Learn Nudge
1 minIf today's focus SKU wasn't pushed, a 30s objection-handling card appears. Completion adds to Learning score.
Check-out
20 secAuto-summary: order value, hygiene delta, incentive earned this visit. Next outlet distance surfaces.
Phase 03
≈4h
Between Visits
Travel, exceptions, replanning. Aiera stays quiet unless something needs a decision.
Travel
App tracks distance and pace. If a DSE lingers >20min without a check-in, TL gets a soft alert.
Skip with reason
Closed / Owner absent / Renovation / Refused — every skip is logged with GPS + timestamp. No silent drops.
Reorder the beat
Rain, traffic, or a distributor callback? DSE drags outlets to reorder; AI re-optimizes route + ETA.
Distributor sync
Order pushed → distributor sees it in <30s. Stock-out or credit block flashes back to the DSE before they leave the outlet.
Phase 04
18:20
End of Day
A short close-out: what got done, what didn't, what earned, and what tomorrow looks like.
Outlets visited
11 / 12
Orders booked
₹54,800
Target attainment
94%
Hygiene avg
8.2
Premium mix
27%
Earned today
₹680
Reflection · logged automatically
Tomorrow
Beat 05 · GK-II N-Block · 14 outlets · Focus SKU: Milano Dark 300g
Phase 05
7d
Weekly Rhythm
One day is one atom. The week is where target pacing, coaching, and payout logic play out.
MON
Beat 04 · GK-II M
₹58k
✓ CLOSED
TUE
Beat 05 · GK-II N
₹62k
✓ CLOSED
WED
Beat 06 · CR Park
₹55k
✓ CLOSED
THU
Beat 07 · Alaknanda
₹60k
◉ LIVE
FRI
Beat 08 · Kalkaji
₹58k
SAT
High-value repeat
₹70k
SUN
Off · payout review
₹—
Cadence & who owns it
Daily
DSE + AI
Start-of-day briefing, visit loop, end-of-day close, incentive ping
Weekly
DSE + TL
Beat review, hygiene coaching, scheme feedback, champion callouts
Monthly
DSE + ASM
Scorecard payout, progression tier update, career conversation
Quarterly
DSE + Brand
New launch training, exception review, top-performer recognition
Bonus · Exception handling
Every exception has a scripted path — nothing dropped, nothing silent, nothing left for the manager to hunt down.
Outlet closed
OUT-CLOSEDPhoto + reason → auto-reschedule → TL notified if >2 skips/week
Distributor stock-out
STK-OUTOrder held → SKU swap suggested → distributor pinged → DSE informs retailer politely
Credit block
CRED-BLOCKOrder paused → collection script surfaces → finance notified → retry after payment
Scheme dispute
SCH-DISPRetailer claim captured with photo → ASM ticket → resolution SLA 48h
Customer complaint
CUST-COMPVoice/text capture → tagged to batch code → routed to QA + brand
Layer 06 · Earnings Engine
Move the sliders. Watch the monthly payout redistribute in real time using the exact 40 / 25 / 20 / 10 / 5 formula from the operating model.
Sales attainment
weight 40%Coverage
weight 25%Hygiene score
weight 20%Premium mix
weight 10%Learning
weight 5%Projected monthly payout
₹18,502
of ₹22,000 maximum
Tier
◆ Master
Layer 07 · Objection Playbook
Every objection maps to a scripted response, a data-backed proof point, and a measured business impact. New DSEs internalize this in week one.
Retailer says
"My customer doesn't buy premium."
Aiera-guided response
Show the last 30-day off-take of Choco Premium in similar outlets on the same beat. Offer a 6-unit trial with buy-back on unsold after 21 days.
Layer 08 · AI Coach in the pocket
Aiera stays silent 90% of the day. When it speaks, it's because a decision is on the table — with the exact next action.
09:12
Prep
Aggarwal Super Mart is 7d overdue. Open Retailer 360 before you walk in — last complaint was on batch NB2401.
10:48
Save
You skipped the premium pitch at Sharma Provisions. Similar outlets took Choco Premium 4/5 times last week. Circle back on the way out.
12:20
Coach
Your last 3 orders averaged 4.2 SKUs vs beat median 5.1. Try the 'category ladder' — start with Glucose, cross-sell Bourbon, upsell Choco.
14:05
Warn
Modi Traders credit block flagged. Do NOT book new order. Collection script surfaced — start with the ₹12,400 conversation.
16:30
Cheer
You just crossed 90% target attainment for the 3rd day this week. On track for Gold tier payout.
17:55
Learn
Focus SKU missed at 4 outlets. 30-sec video: 'Why premium at kirana works' — watch before end-of-day close for +₹15 wallet.
Layer 09 · Skill Progression
Every month unlocks a new skill tier. Certifications tie to payout multiplier — attrition drops when DSEs see the ladder.
Onboarding
App fluency, geofence, order entry, hygiene basics
→ Foundation
Beat mastery
Route optimization, skip discipline, distributor sync
→ Beat Runner
Commercial edge
Premium pitching, scheme handling, credit conversation
→ Silver DSE
Retailer coaching
Category ladder, planogram, competition intel
→ Gold DSE
Territory owner
Trend spotting, launch pilots, ASM callouts
→ Champion
Mentor
Onboard 2 new DSEs, run beat-of-week clinics
→ ◆ Master
Layer 10 · Peer Benchmarking
Live ranking of the 40 DSEs in your region — updated at each end-of-day close. Anonymous outside your cluster.
Ramesh K.
CR-Park
118%
Suresh M.
GK-II N
112%
Vikas P.
Alaknanda
106%
You · Arjun
GK-II M
94%
Deepak R.
Kalkaji
91%
Manoj S.
Nehru Pl.
88%
Gap to #3 · 12 attainment points — Aiera suggests pushing Choco Premium at 3 remaining outlets today.
Layer 11 · Wellbeing & Load
Aiera tracks load, not just output. If hours, distance, or skip-rate cross healthy bands, the TL gets a coaching prompt — not a scolding.
Hours in field
8.4
/ 9
Distance
42km
/ 50km
Outlets/day
11
/ 12
Idle time
34min
/ 60min
Rain days this wk
2
/ —
Weekly off used
1 / 1
/ 1
Safeguard
Hard stop at 9.5h
App auto-closes visit loop; overtime needs TL approval.
Weather buffer
Auto-target dampener
Heavy rain / heatwave adjusts daily target by up to 15% — no unfair clawback.
Voice check-in
Weekly 30-sec mood pulse
Optional. Aggregated by cluster — TL sees trends, not individuals.
The operating model in one line
Every visit guided. Every skip logged. Every rupee tracked. Every day compounds.