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Andy SmithHardy OuLisa WangRyan Proietto
Ryan
Lisa
Hardy
Andy
MINIAUDITImplementationConclusionIntroduction
• History• Brand Identification• Target and Position• Competition• Factors that affect the brand
• Baskin Robbins Franchise– Location: Downtown Evergreen, Colorado– Opened in 1981• Owner: Annie Hunter– Purchased in 2007...
• Values– Honesty, Transparency, Humility, Integrity,Respectfulness, Fairness, Responsibility• Guiding Principles– Leaders...
Younger generations range from 18 to34Families with childrenOlder customers who visit ice creamshops as a way of treating ...
Fun Flavor Premiumproduct
• Local– Very little competition• Local Restaurants, Menchie’s FrozenYogurt• National• “Theater like Experience”– Cold Sto...
• What is Baskin Robbins Doing?– Innovation, Top-notch Ice Cream Flavor,Great Value– Maximize Quality– Offer Wide Variety–...
• Increase in health consciousness amongcustomers.• Dwindling consumer discretionary spending.• Higher cost pressures trou...
MINIAUDITIntroductionConclusion Implementation
• Corridor of Experience• Clue Scanning• ZMET• Building the Experience
The size of the vertical dimensionindicates the depth of the experience—thenumber of contacts and the importance ofthe con...
Step 4- PurchaseMenu Freezer Choices of Products DisplaysStep 3-Initial Contact (Inside)Greeting Decoration Cleanliness Pr...
Step 4- PurchaseMenu Freezer Choices of Products DisplaysStep 3-Initial Contact (Inside)Greeting Decoration Cleanliness Pr...
Step 4- PurchaseMenu Freezer Choices of Products DisplaysStep 3-Initial Contact (Inside)Greeting Decoration Cleanliness Pr...
Step 4- PurchaseMenu Freezer Choices of Products DisplaysStep 3-Initial Contact (Inside)Greeting Decoration Cleanliness Pr...
Step 8- Termination/ ExitGreeting “Thank youfor coming in”Coupon Loyalty ProgramCapture CustomerDataStep 7- Consumption of...
Step 8- Termination/ ExitGreeting “Thank youfor coming in”Coupon Loyalty ProgramCapture CustomerDataStep 7- Consumption of...
Step 8- Termination/ ExitGreeting “Thank youfor coming in”Coupon Loyalty ProgramCapture CustomerDataStep 7- Consumption of...
Step 8- Termination/ ExitGreeting “Thank youfor coming in”Coupon Loyalty ProgramCapture CustomerDataStep 7- Consumption of...
• Location• Facilities- Interior• Products and Services
• Owner - Annie HunterRespectedSocial capitalA positive attitude for research• EmployeesA very can - do attitudeYoung, cus...
• Efficient• Knowledgeable• Well-run operations
• How are you?• Can I help you?• Thank you!• Have a good day.
• Liam Smith- Frequent Customer• Lindy Smith- Frequent Customer• Tony Wong- First time Customer
Liam
Lindy
Tony
EnjoyingProductQualityProductVarietyFriendly &Trust WorthyServiceCustomerHappinessandSatisfaction
ExperienceFunQualityProductCustomerCenteredService
ExperienceFunctionalMechanicHumanic
CLUEChange Interesting UniformProvide Toys On the TableAdd a Small Playground OutsideBuild An Interesting CornerSupply Fun...
• Increase staying time• Longer Stay, More Consumption• Encourage Children to Return
• Majority Customer: Families and Children• Increase staying time• Longer Stay, More Consumption• Encourage Families to Re...
• Key theme- Fun• Restroom- Clean But Not Interesting
• Ordinary• Not Funny• Basic Information without EmotionalConnections• Example elements: Ice Cream Logo and Kidseating Ice...
• New Customers May not be able to notice the Signageoutside• Capture New Customer’s Attention
• Baskin Robbins Is Famous for Offering Sample Trial• New Customers don’t Notice That (Hardy)
CLUEHold Theme PartyOrganize Community EventsCreate An Ice Cream Bar to Eat or Viewing AreaChange Wall DecorationOffer Mor...
• Special Products for Particular Occasion.• No Particular Decoration on Special Day• Example: Valentine’s Day
• Increase Connections• Boost Sales and Drive Traffic• Example: DIY Ice Cream Competition
• Allow Children to Sit and Watch the Topping Bar inAction.
• Majority Customers on Weekdays: LocalFamilies in Evergreen• Add Family Elements• Make it “Home”• Emotional Connections• ...
• Only One Place Has Menu• Hard to Read• Reach the Menu Easily• Attract to buy more
• Remember and Recall• Funny• Emotional Connections with Children
CLUEHave More Interactions with ChildrenEnhance the Way in Which Employees Greet theCustomersImprove Communication between...
• Remove One of the Cash Registers• Watch how the product is produced• Children likes interesting things• Example: Step up...
• Learning the Names of Frequent Customers• Greeting them More Personal
• Majority Customer on Weekdays: LocalFamilies• Collect customers information• Enhance Conversation• Engagement - Anticipa...
• Children- majority of customer• Learn how to make ice- cream or cake• Extraordinary experience
MINIAUDITIntroductionImplementationConclusion
• Corporate vs. Evergreen FranchiseAdopting Stage Deeper emotional connection Close experience gap
• InnovationAdapt to customersStand out from competition4 CEM dimensions• Building the ExperienceClue recommendations Fun...
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
Mini audit presentation-hardy
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Mini audit presentation-hardy

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That's my presentation for a mini audit customer experience management project for Baskin Robbins

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  • Make Introduction larger font?????
  • MAKE Implementation larger font to stand out???
  • Make conclusion with larger font
  • Transcript of "Mini audit presentation-hardy"

    1. 1. Andy SmithHardy OuLisa WangRyan Proietto
    2. 2. Ryan
    3. 3. Lisa
    4. 4. Hardy
    5. 5. Andy
    6. 6. MINIAUDITImplementationConclusionIntroduction
    7. 7. • History• Brand Identification• Target and Position• Competition• Factors that affect the brand
    8. 8. • Baskin Robbins Franchise– Location: Downtown Evergreen, Colorado– Opened in 1981• Owner: Annie Hunter– Purchased in 2007– Provided us with great opportunities forExperimentation– Ensured Full Cooperation of Staff
    9. 9. • Values– Honesty, Transparency, Humility, Integrity,Respectfulness, Fairness, Responsibility• Guiding Principles– Leadership, Innovation, Execution, SocialStewardship, Fun– Priorities– People, Guests, Neighborhoods, Our Planet
    10. 10. Younger generations range from 18 to34Families with childrenOlder customers who visit ice creamshops as a way of treating themselvesHealth- conscious customer
    11. 11. Fun Flavor Premiumproduct
    12. 12. • Local– Very little competition• Local Restaurants, Menchie’s FrozenYogurt• National• “Theater like Experience”– Cold Stone, Marble Slab, Maggie Moo’s
    13. 13. • What is Baskin Robbins Doing?– Innovation, Top-notch Ice Cream Flavor,Great Value– Maximize Quality– Offer Wide Variety– Adapt to Customer
    14. 14. • Increase in health consciousness amongcustomers.• Dwindling consumer discretionary spending.• Higher cost pressures troubling food andbeverage sector.• Shift in Ice Cream Consumption in U.S.
    15. 15. MINIAUDITIntroductionConclusion Implementation
    16. 16. • Corridor of Experience• Clue Scanning• ZMET• Building the Experience
    17. 17. The size of the vertical dimensionindicates the depth of the experience—thenumber of contacts and the importance ofthe contacts.
    18. 18. Step 4- PurchaseMenu Freezer Choices of Products DisplaysStep 3-Initial Contact (Inside)Greeting Decoration Cleanliness Product SmellsStep 2- Initial Contact (Outside)Signage- See YourStoreStore “Curb” Appeal Parking LocationStep 1- Pre-purchase IntentionOffline Marketing Online Marketing Word of Mouth Decide on Ice Cream
    19. 19. Step 4- PurchaseMenu Freezer Choices of Products DisplaysStep 3-Initial Contact (Inside)Greeting Decoration Cleanliness Product SmellsStep 2- Initial Contact (Outside)Signage- See YourStoreStore “Curb” Appeal Parking LocationStep 1- Pre-purchase IntentionOnline Marketing Offline Marketing Word of Mouth Decide on Ice Cream
    20. 20. Step 4- PurchaseMenu Freezer Choices of Products DisplaysStep 3-Initial Contact (Inside)Greeting Decoration Cleanliness Product SmellsStep 2- Initial Contact (Outside)Signage- See YourStoreStore “Curb” Appeal Parking LocationStep 1- Pre-purchase IntentionOnline Marketing Offline Marketing Word of Mouth Decide on Ice Cream
    21. 21. Step 4- PurchaseMenu Freezer Choices of Products DisplaysStep 3-Initial Contact (Inside)Greeting Decoration Cleanliness Product SmellsStep 2- Initial Contact (Outside)Signage- See YourStoreStore “Curb” Appeal Parking LocationStep 1- Pre-purchase IntentionOnline Marketing Offline Marketing Word of Mouth Decide on Ice Cream
    22. 22. Step 8- Termination/ ExitGreeting “Thank youfor coming in”Coupon Loyalty ProgramCapture CustomerDataStep 7- Consumption of ProductTaste/Quality ofProductProduct Container-cup,cone, spoons, etcAvailability of NapkinsAttentiveness of Stafffor Other needsStep 6- Delivery of ProductCleanliness of ProductPresentation ofProductReinforcementGreeting- “Thank you”Ask If There AreAdditional NeedsStep 5- Preparation of ProductHow Items Are MadeCleanliness of WorkAreaCleanliness ofEmployeeCleanliness ofMachines
    23. 23. Step 8- Termination/ ExitGreeting “Thank youfor coming in”Coupon Loyalty ProgramCapture CustomerDataStep 7- Consumption of ProductTaste/Quality ofProductProduct Container-cup,cone, spoons, etcAvailability of NapkinsAttentiveness of Stafffor Other needsStep 6- Delivery of ProductCleanliness of ProductPresentation ofProductReinforcementGreeting- “Thank you”Ask If There AreAdditional NeedsStep 5- Preparation of ProductHow Items Are MadeCleanliness of WorkAreaCleanliness ofEmployeeCleanliness ofMachines
    24. 24. Step 8- Termination/ ExitGreeting “Thank youfor coming in”Coupon Loyalty ProgramCapture CustomerDataStep 7- Consumption of ProductTaste/Quality ofProductProduct Container-cup,cone, spoons, etcAvailability of NapkinsAttentiveness of Stafffor Other needsStep 6- Delivery of ProductCleanliness of ProductPresentation ofProductReinforcementGreeting- “Thank you”Ask If There AreAdditional NeedsStep 5- Preparation of ProductHow Items Are MadeCleanliness of WorkAreaCleanliness ofEmployeeCleanliness ofMachines
    25. 25. Step 8- Termination/ ExitGreeting “Thank youfor coming in”Coupon Loyalty ProgramCapture CustomerDataStep 7- Consumption of ProductTaste/Quality ofProductProduct Container-cup,cone, spoons, etcAvailability of NapkinsAttentiveness of Stafffor Other needsStep 6- Delivery of ProductCleanliness of ProductPresentation ofProductReinforcementGreeting- “Thank you”Ask If There AreAdditional NeedsStep 5- Preparation of ProductHow Items Are MadeCleanliness of WorkAreaCleanliness ofEmployeeCleanliness ofMachines
    26. 26. • Location• Facilities- Interior• Products and Services
    27. 27. • Owner - Annie HunterRespectedSocial capitalA positive attitude for research• EmployeesA very can - do attitudeYoung, customer centeredInstrumental and supportive in our Research
    28. 28. • Efficient• Knowledgeable• Well-run operations
    29. 29. • How are you?• Can I help you?• Thank you!• Have a good day.
    30. 30. • Liam Smith- Frequent Customer• Lindy Smith- Frequent Customer• Tony Wong- First time Customer
    31. 31. Liam
    32. 32. Lindy
    33. 33. Tony
    34. 34. EnjoyingProductQualityProductVarietyFriendly &Trust WorthyServiceCustomerHappinessandSatisfaction
    35. 35. ExperienceFunQualityProductCustomerCenteredService
    36. 36. ExperienceFunctionalMechanicHumanic
    37. 37. CLUEChange Interesting UniformProvide Toys On the TableAdd a Small Playground OutsideBuild An Interesting CornerSupply Funny Elements In the RestroomRedecorate the Wood SignageAdd Ice Cream LogoOffer Sample Trial Notice
    38. 38. • Increase staying time• Longer Stay, More Consumption• Encourage Children to Return
    39. 39. • Majority Customer: Families and Children• Increase staying time• Longer Stay, More Consumption• Encourage Families to Return
    40. 40. • Key theme- Fun• Restroom- Clean But Not Interesting
    41. 41. • Ordinary• Not Funny• Basic Information without EmotionalConnections• Example elements: Ice Cream Logo and Kidseating Ice Cream
    42. 42. • New Customers May not be able to notice the Signageoutside• Capture New Customer’s Attention
    43. 43. • Baskin Robbins Is Famous for Offering Sample Trial• New Customers don’t Notice That (Hardy)
    44. 44. CLUEHold Theme PartyOrganize Community EventsCreate An Ice Cream Bar to Eat or Viewing AreaChange Wall DecorationOffer More Comfortable and Upscale SeatsPlace Stand-up Menus on the Table Where theCustomers SitOffer Baskin Robbins Stickers to Children
    45. 45. • Special Products for Particular Occasion.• No Particular Decoration on Special Day• Example: Valentine’s Day
    46. 46. • Increase Connections• Boost Sales and Drive Traffic• Example: DIY Ice Cream Competition
    47. 47. • Allow Children to Sit and Watch the Topping Bar inAction.
    48. 48. • Majority Customers on Weekdays: LocalFamilies in Evergreen• Add Family Elements• Make it “Home”• Emotional Connections• Example: “Happy Moment”
    49. 49. • Only One Place Has Menu• Hard to Read• Reach the Menu Easily• Attract to buy more
    50. 50. • Remember and Recall• Funny• Emotional Connections with Children
    51. 51. CLUEHave More Interactions with ChildrenEnhance the Way in Which Employees Greet theCustomersImprove Communication between Employee andCustomerIssue Nametags to EmployeesDIY (Do it Yourself) Day for Children
    52. 52. • Remove One of the Cash Registers• Watch how the product is produced• Children likes interesting things• Example: Step up, Stools
    53. 53. • Learning the Names of Frequent Customers• Greeting them More Personal
    54. 54. • Majority Customer on Weekdays: LocalFamilies• Collect customers information• Enhance Conversation• Engagement - Anticipation
    55. 55. • Children- majority of customer• Learn how to make ice- cream or cake• Extraordinary experience
    56. 56. MINIAUDITIntroductionImplementationConclusion
    57. 57. • Corporate vs. Evergreen FranchiseAdopting Stage Deeper emotional connection Close experience gap
    58. 58. • InnovationAdapt to customersStand out from competition4 CEM dimensions• Building the ExperienceClue recommendations Functional, Mechanic, Humanic
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