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

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

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Mini audit presentation-hardy Mini audit presentation-hardy Presentation Transcript

  • 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– Provided us with great opportunities forExperimentation– Ensured Full Cooperation of Staff
  • • Values– Honesty, Transparency, Humility, Integrity,Respectfulness, Fairness, Responsibility• Guiding Principles– Leadership, Innovation, Execution, SocialStewardship, Fun– Priorities– People, Guests, Neighborhoods, Our Planet
  • Younger generations range from 18 to34Families with childrenOlder customers who visit ice creamshops as a way of treating themselvesHealth- conscious customer
  • Fun Flavor Premiumproduct
  • • Local– Very little competition• Local Restaurants, Menchie’s FrozenYogurt• National• “Theater like Experience”– Cold Stone, Marble Slab, Maggie Moo’s
  • • What is Baskin Robbins Doing?– Innovation, Top-notch Ice Cream Flavor,Great Value– Maximize Quality– Offer Wide Variety– Adapt to Customer
  • • Increase in health consciousness amongcustomers.• Dwindling consumer discretionary spending.• Higher cost pressures troubling food andbeverage sector.• Shift in Ice Cream Consumption in U.S.
  • 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 contacts.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • • Location• Facilities- Interior• Products and Services
  • • Owner - Annie HunterRespectedSocial capitalA positive attitude for research• EmployeesA very can - do attitudeYoung, customer centeredInstrumental and supportive in our Research
  • • 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 Funny Elements In the RestroomRedecorate the Wood SignageAdd Ice Cream LogoOffer Sample Trial Notice
  • • 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 Return
  • • Key theme- Fun• Restroom- Clean But Not Interesting
  • • Ordinary• Not Funny• Basic Information without EmotionalConnections• Example elements: Ice Cream Logo and Kidseating Ice Cream
  • • 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 More Comfortable and Upscale SeatsPlace Stand-up Menus on the Table Where theCustomers SitOffer Baskin Robbins Stickers to Children
  • • 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• Example: “Happy Moment”
  • • 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 Employee andCustomerIssue Nametags to EmployeesDIY (Do it Yourself) Day for Children
  • • Remove One of the Cash Registers• Watch how the product is produced• Children likes interesting things• Example: Step up, Stools
  • • Learning the Names of Frequent Customers• Greeting them More Personal
  • • Majority Customer on Weekdays: LocalFamilies• Collect customers information• Enhance Conversation• Engagement - Anticipation
  • • 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 Functional, Mechanic, Humanic