Six teams, one view per head

The platform is organised the way Xylys is run, so every head opens the console that belongs to them.

Platform map

Every module on the platform, the engine behind each one, and what it does on this brand.

Aiera Live · Xylys call desk

Two live voice agents run on this brand: a sales and enquiry agent, and a customer support agent. Both speak English with natural Hinglish switching, close within a 300 second ceiling and end with a WhatsApp or callback offer.

How a call is recorded

Enquiry and lead desk

Every enquiry gets a call attempt inside the hour, a reason code, and a dated next step. Nothing sits in a spreadsheet.

Live enquiry queue

Customer names are masked on this console. Source, category and ageing follow the live enquiry mix.

Funnel on current inputs

The appointment desk

An answered call is worth nothing until a slot is held. The desk holds the slot on the call, confirms it the day before, and writes the outcome back.

Appointment types held on this brand

Rules the desk follows

• A slot is only offered when the calendar shows it open; the agent never promises a time it cannot hold.
• Every appointment carries a named person at the store, not just a store name.
• A no show is called once, the same day, and re-offered a different window.

Service and warranty desk

Job intake, status calls and completion confirmation, so the customer never has to chase the store.

Escalation rules

• Any job past its standard turnaround is escalated to the store manager the same day.
• A second complaint on the same job goes straight to a senior advisor, never back to the agent.
• Warranty decisions are never communicated by the agent until the service centre has confirmed them.

Messaging desk

Not every conversation deserves a call. Where a message clears the volume more cheaply and more politely, the desk sends a message.

Messaging cost avoidance is modelled at the difference between a messaging contact and a voice contact on Indian rates.

Retention and dormancy

96,000 identities have gone quiet on this brand. The engine reads the customer book continuously and produces a dated call list per segment.

Segment sizes are modelled from the 90+ strong network and the published customer base. Every rate here is an editable input.

Ownership and warranty book

Every Xylys owner is a repeat buyer waiting for a reason. The book is built from registered pieces, warranty windows and service history.

How the desk behaves on it

• The agent confirms the model and serial from the record before discussing any warranty position.
• Warranty outcomes are only stated after the service centre confirms them.

Book sizes are modelled from the 90+ selective xylys doors and comparable programmes. Each one is replaced with the brand's own figure in the first data session.

Loyalty desk

Tier movement is the cheapest growth on this brand: a member about to slip a tier is worth a call, and a member one purchase away from the next tier is worth two.

What the desk does with it

Campaigns and launches

Each campaign arrives at the desk as a script, a call list and a stop rule, not as a brief.

Category focus in the current window

Campaign names describe campaign types, not confirmed Xylys plans. Call shares are modelled on comparable windows.

Launch and service trigger desk

New collection drops, price revisions and the service due clock on every registered piece.

Rules on the trigger

• A collection drop opens a call window on owners of the previous generation in the same band.
• Battery or movement service due inside 30 days moves a record to the call list automatically.
• A piece out of warranty for less than 90 days gets one extension call, never two.

A trigger only ever opens a call window. It never sends an offer, a price or a discount on its own.

Concierge desk and boutique appointments

A Xylys customer at the top of the range wants time with someone who knows the movement, not a shelf.

Uplift and routing shares are modelled on comparable appointment led retail. They are inputs, not claims.

Collection lookbook and fit guide

A short priced set with case size, movement and strap options, sent before the visit so the appointment starts from a shortlist.

What a brief carries

Marketing studio · Xylys

Five campaign images and five reels built for Xylys from its own range, occasions and audience. Every frame is generated on brand and carries the concept, the channel and the call to action it was written for.

Five campaign images

1200 × 750 · feed

Swiss made automatic watches

Xylys

Hero product still — automatic Xylys watch with an exposed skeleton caseback

Single subject, no clutter. Used as the anchor frame for the a self reward for a milestone push and cut down for stories.

Product heroDesign led professionals, 28 to 40Instagram feed · Meta paid

Book a store visit

1200 × 750 · feed

Made for a self reward for a milestone.

Xylys

A self reward for a milestone campaign frame

Human moment around the product, shot to run through the a self reward for a milestone calendar in every region.

OccasionDesign led professionals, 28 to 40Meta + YouTube masthead

See the collection

1200 × 750 · feed

90+ selective xylys doors

Xylys

Store and service frame

Retail proof for local campaigns: the room, the advisor and the process a customer walks into.

Retail experienceDesign led professionals, 28 to 40Google Performance Max · local

Find your nearest store

1200 × 750 · feed

Swiss automatic movement, sapphire crystal

Xylys

Craft and proof frame

Macro proof frame used wherever the claim needs evidence: process, tolerance, certification, hand work.

Craft proofDesign led professionals, 28 to 40Brand film stills · PR

Read how it is made

1200 × 750 · feed

4 ranges, one ladder

Xylys

Range and price ladder frame

Flat lay of the ladder from limited series to automatic classics, used in CRM and catalogue.

RangeDesign led professionals, 28 to 40Catalogue · CRM email

Browse the range

Five reels

Each reel ships as a beat sheet with its opening frame, ready to shoot or generate on approval.

720 × 1280 · 9:160:08

Swiss made automatic watches

Xylys

Three second hook reel

Opens on an automatic Xylys watch with an exposed skeleton caseback in motion, holds one line, ends on the store CTA.

1. 0-2s Macro push in on an automatic Xylys watch with an exposed skeleton caseback
2. 2-5s Pull back to reveal a minimal design studio bench with tools
3. 5-8s Hold on the product, CTA card

Product heroDesign led professionals, 28 to 40Instagram Reels · Shorts

Book a visit

720 × 1280 · 9:160:10

The a self reward for a milestone film.

Xylys

A self reward for a milestone story reel

One customer moment, design led professionals, 28 to 40, shot handheld and cut tight.

1. 0-3s The moment before: a self reward for a milestone preparation
2. 3-7s The product enters the frame
3. 7-10s Reaction, then the brand card

OccasionDesign led professionals, 28 to 40Reels · WhatsApp status

See the collection

720 × 1280 · 9:160:10

Swiss automatic movement, sapphire crystal

Xylys

How it works reel

Screen recorded and shot steps of the actual process, used to answer the top objection.

1. 0-3s The question a customer asks
2. 3-7s The process on camera: Swiss automatic movement, sapphire crystal
3. 7-10s What the customer walks away with

ExplainerDesign led professionals, 28 to 40Shorts · store screens

Talk to an advisor

720 × 1280 · 9:160:08

Walk into Xylys.

Xylys

Store walkthrough reel

Single take walk through the store, cut to the retail and channel script.

1. 0-2s Door opens, camera walks in
2. 2-6s Advisor presents an automatic Xylys watch with an exposed skeleton caseback
3. 6-8s Appointment card, store name

Retail experienceDesign led professionals, 28 to 40Local Reels · Maps

Find your store

720 × 1280 · 9:160:10

Why design led professionals choose us.

Xylys

Customer voice reel

Creator style piece to camera, no studio polish, subtitled for sound off viewing.

1. 0-3s Piece to camera, one honest line
2. 3-7s Cut to an automatic Xylys watch with an exposed skeleton caseback in real use
3. 7-10s Recommendation, brand card

Social proofDesign led professionals, 28 to 40Reels · influencer whitelisting

Book a call back

Campaign windows these creatives feed

Creative concepts are written from published Xylys range and occasion language. Visuals are generated for this console and are not shot campaign assets.

AI product portfolio · Xylys

Five AI products designed for Xylys specifically, each naming the bottleneck it removes, what gets built, and the one number it moves. Scored on business impact against build effort.

Impact and effort are scored by the build team on the brand's own volumes, and are re-scored at the month six review.

Warranty and service triage agent

Service questions land on retail staff who cannot see the job. This agent triages the symptom, quotes the real turnaround and calls back at every status change across 3 job types.

How it works, end to end

The value, on Xylys numbers

Moves: Service calls resolved without a store visit. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: a service call triaged in 90 seconds

Who uses it, and why it holds

Systems it needs

Rollout on this brand

Guardrails

• Warranty outcomes are read from the rule engine and the purchase record, never improvised on the call.
• Turnaround is quoted only from committed service network figures.
• Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
• A single stop rule across the estate: the same Xylys customer is never worked twice for the same reason.
• Scored at desk, region and issue level, never against a named advisor.

Impact 85/100 against 31/100 build effort. Horizon Now, current stage Pilot, payback 6 weeks. Re-scored at the month six review.

Launch and stock matcher

A customer asks for a reference the nearest store does not hold. This matcher answers with the two nearest stores that do, or the closest in-band alternative, and holds it for 48 hours.

How it works, end to end

The value, on Xylys numbers

Moves: Enquiries closed on first store visit. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: an out-of-stock ask turned into a hold

Who uses it, and why it holds

Systems it needs

Rollout on this brand

Guardrails

• No price, discount or making-charge negotiation on the call; the agent states published terms only.
• Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
• A single stop rule across the estate: the same Xylys customer is never worked twice for the same reason.
• Scored at desk, region and issue level, never against a named advisor.
• Recordings retained for the agreed window, then deleted; transcripts hold no card or ID data.

Impact 78/100 against 45/100 build effort. Horizon Next, current stage Prototype, payback 9 weeks. Re-scored at the month six review.

Enquiry-to-appointment agent

Every enquiry that reaches Xylys gets a call back inside the hour, in the language the customer wrote in, and ends with a slot held in a named store's book.

How it works, end to end

The value, on Xylys numbers

Moves: Enquiry to appointment rate. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: an enquiry called back in the hour

Who uses it, and why it holds

Systems it needs

Rollout on this brand

Guardrails

• No price, discount or making-charge negotiation on the call; the agent states published terms only.
• Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
• A single stop rule across the estate: the same Xylys customer is never worked twice for the same reason.
• Scored at desk, region and issue level, never against a named advisor.
• Recordings retained for the agreed window, then deleted; transcripts hold no card or ID data.

Impact 88/100 against 34/100 build effort. Horizon Now, current stage Pilot, payback 6 weeks. Re-scored at the month six review.

Dormancy and reactivation engine

96,000 identities in the Xylys book have gone quiet. This engine ranks them daily and hands each store a dated call list with a reason on every name.

How it works, end to end

The value, on Xylys numbers

Moves: Reactivated customers per month. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: today's reactivation list for one store

Who uses it, and why it holds

Systems it needs

Rollout on this brand

Guardrails

• No price, discount or making-charge negotiation on the call; the agent states published terms only.
• Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
• A single stop rule across the estate: the same Xylys customer is never worked twice for the same reason.
• Scored at desk, region and issue level, never against a named advisor.
• Recordings retained for the agreed window, then deleted; transcripts hold no card or ID data.

Impact 83/100 against 28/100 build effort. Horizon Now, current stage Pilot, payback 8 weeks. Re-scored at the month six review.

Conversation intelligence for the estate

Every Xylys call and chat is transcribed, coded to a reason taxonomy and rolled up to region, store and category, so the rising objection is on the leadership pack the week it rises.

How it works, end to end

The value, on Xylys numbers

Moves: Objections resolved before escalation. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: last week's rising objection

Who uses it, and why it holds

Systems it needs

Rollout on this brand

Guardrails

• No price, discount or making-charge negotiation on the call; the agent states published terms only.
• Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
• A single stop rule across the estate: the same Xylys customer is never worked twice for the same reason.
• Scored at desk, region and issue level, never against a named advisor.
• Recordings retained for the agreed window, then deleted; transcripts hold no card or ID data.

Impact 81/100 against 46/100 build effort. Horizon Now, current stage Prototype, payback 10 weeks. Re-scored at the month six review.

Store network

90+ Selective Xylys doors, read region by region, with demand and staffing pressure next to each other.

Store level signals the desk acts on

• Enquiry volume above what the store roster can answer, two weeks running.
• Appointments booked but not honoured, by store and by advisor.
• Requests for stock the store does not hold, so transfer replaces a lost sale.

Stock and availability

The desk stops promising blind. Before an appointment is offered, the enquiry is matched against what the store actually holds.

What happens when the piece is not there

• The desk names a second store in the same city before it names a date.
• A transfer is raised with a dated arrival, and the customer is called when it lands.
• A repeated gap in the same category at the same store is written into the store audit.

Availability percentages are modelled against the category plan. They are replaced by the live stock feed at go live.

Store audit

Display, stock and process compliance scored on the same rubric everywhere, with a dated action against every gap.

Rubric

One audit cycle covers 50% of the points of sale in a quarter, so every point is seen twice a year or better. Scores, actions and ageing are modelled on audit cycles of comparable networks.

Conversation intelligence

Every conversation is transcribed, coded and counted, so the brand learns what customers are actually asking, not what the desk remembers.

What comes out of it every week

Coding is at issue level. No individual customer and no individual advisor is profiled or ranked.

Call analysis

Every Xylys conversation is transcribed, coded and scored: what the caller wanted, what stopped them, what was promised and what happened next. This is the record the desk, the campaign team and the store network all argue from.

A day off the desk, identities masked

What stopped the call, and what the desk did next

What the transcript is mined for

Transcript volumes and scores are modelled on the current script until the brand's own telephony is connected. Caller identity is masked in every screen and every export.

Caller coaching

Every call the Xylys desk makes is scored on the same six behaviours, and the lowest scoring behaviour becomes next week's drill. Coaching is written at desk, region and issue level, never against a named individual.

The six behaviours, and where the desk stands

Lowest adherence right now is proof used at 60%. That is the drill below.

Region scorecards

This week's drills, written from lost conversations

How a drill reaches the floor

• Monday: the week's calls are scored and the lowest behaviour is picked by number, not by opinion.
• Tuesday: three good calls and three weak calls on that behaviour are clipped, with identities masked.
• Wednesday: the script line is rewritten and pushed to both the human desk and the voice agent.
• Friday: the same behaviour is re-scored and the movement is reported to Head of retail and trade.

Scores are modelled on the current script and comparable Indian voice desks until the brand's own recordings are connected. No individual advisor is ranked, scored or named in any output.

Quality record

Every conversation is scored on the same five dimensions, at issue and store level, so quality is a number the brand can argue with.

Market sense · web intelligence

Six buckets, read off the open web for Xylys: competitor moves, category demand, the brand's own online reputation, the price and offer message in market, retail expansion, and the social conversation. Each bucket opens with the analysis — how the brand is actually doing on that front and what to do next — and the sources it was written from sit underneath it as the evidence.

Who is tracked against Xylys

Category read as: Swiss made premium watches India. Reputation read from mouthshut.com, amazon.in and open consumer forums.

Written off 60 sources for Xylys. Every claim is backed by the linked sources under each bucket.

How each bucket is built

Results are ranked by how sharply they read against the brand, so complaints and competitive moves surface first. Severity is a keyword read on the headline and summary, not a judgement.

Value model

Move any input. Everything recalculates. Every figure starts from the published Xylys network and is editable.

Service saving is modelled at ₹42 of handling cost avoided per conversation the desk closes without a store call back.

Data readiness

What is connected on day one, what is modelled today, and what Xylys needs to hand over for the pilot to go live.

What is needed to go live

• A contactable customer extract with consent flags, in any format.
• Store and advisor calendars, or a single sheet per region to start.
• One session with the Xylys team to replace every modelled volume with the brand's own.

Required inputs

What the Xylys team hands over, in whatever format it already exists, for the pilot to run on the brand's own numbers.

Nothing here blocks the console. Every input replaces a modelled figure already on the screen.

Method and limits

How the pilot runs on Xylys, week by week, and what the system will not do.

What this system will not do

• It will not quote a price, a discount or a making charge outside the published range.
• It will not claim a warranty outcome before the service centre has confirmed it.
• It will not call a customer who has declined or opted out, for any reason.
• It will not score, rank or profile an individual customer or an individual advisor.
• It will not pretend to be human when asked directly.

Commercial terms

One flat retainer for the platform and the desk, usage billed as pass through at cost, and a review at month six.

Governance

• No individual customer is scored, profiled or ranked. Quality sits at store and issue level only.
• Consent and do-not-call flags are respected on every attempt, with a stop rule per segment.
• Every conversation is retained for a stated window and is available to the brand team in full.