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Customer Service Management Audit - Urban Station Coffee

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This is my group work for Customer Service Management subject. All of the content is original and made by the interview between our group and the store manager as well as the customer.

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Customer Service Management Audit - Urban Station Coffee

  1. 1. GROUP 1: Nguyen Le Minh Anh Do Thi Hong Anh Steffi Dutschke
  2. 2. AGENDA 1.BACKGROUND OF URBAN STATION COFFEE 2.ANALYSIS OF URBAN STATION COFFEE’S SERVICE QUALITY  About the SERVQUAL model  Interpretation data  Conclusion of the analysis 3.RECOMMENDATIONS 4.SUMMARY
  3. 3. BACKGROUND OF URBAN STATION COFFEE  First opening: 2011  Number of stores: 35 stores in Ho Chi Minh – Vung Tau – Da Lat – Da Nang – Ha Noi  Price: 20,000 VNĐ – 35,000 VNĐ  6 millions USD annually, 10,000 cups daily
  4. 4. Competitors
  5. 5. The important attributes  “The story of coffee” message conveyance  The happy environment
  6. 6. The positioning map
  7. 7. The service standard Architecture and facilities
  8. 8. Uniform
  9. 9. The service procedure Welcome Handing menu, giving suggestion Receiving order and payment Asking for waiting Giving order Clearing the table
  10. 10. The complaint handling process How to complain Direct Store manager Company Personnel Indirect Facebook
  11. 11. How to solve Small Make appointment with the customer Big Department’s solution Meeting between BoD & Store manager
  12. 12. ANALYSIS OF THE SERVICE QUALITY  Sample size: 32 interviewees  Scale 1 2 3 4 5 Totally disagree Disagree Neutral Agree Totally agree  Conception of questionnaire: Based on the Service Quality Dimensions of SERVQUAL- model For better overview summarized scale values
  13. 13. Tangibles  Measures the appearance of the physical facilities, equipment, personnel and communication materials 6% 18% 76% Tangibles totally disagree/disagree neutral totally agree/agree > 2/3: be happy with the physical facilities
  14. 14. Reliability 18% 11% 71% Reliability totally disagree/disagree neutral totally agree/agree  Ability to perform the promised service dependably and accurately < 1/5: be not contented with the reliability
  15. 15.  The ability of staff to inspire confidence and trust Assurance 9% 30% 61% Assurance totally disagree/disagree neutral totally agree/agree ~ 30%: no bad/good grading
  16. 16.  Find out how far the Urban Station is able to fulfil a personalized and individualized service Empathy 11% 35%54% Empathy totally disagree/disagree neutral totally agree/agree 46%: be dissatisfied/ neutral  Worst dimension
  17. 17.  Willingness to help customers and provide prompt service 9% 19% 72% Responsiveness totally disagree/disagree neutral totally agree/agree Responsiveness < 2/3: be convinced that stuff is willing to help
  18. 18. Importance level of attributes when customers consume coffee at the Urban Station Coffee 4.5 4.375 4.3125 4.25 4.125 4 3.9375 3.875 3.6875 3.6875 3.4375 Importance of Attributes The most important attributes Taste (40%) Environment (40%) Others (20%)
  19. 19. General satisfaction with the service at Urban Station Coffee /100%73% Relatively happy with service No elementary mistakes Service quality no outstanding
  20. 20. Short conclusion of the survey interpretation Average value = what number the interviewees marked in average 4.39 4.25 4.09 4.04 3.86 TANGIBLES RESPONSIVENESS RELIABILITY ASSURANCE EMPATHY AVERAGE VALUE OF THE 5 DIMENSIONS OF SERVICE QUALITY  Majority of customers pretty well satisfied  Slight differences in the satifsaction of customers  No dimension comes off really badly
  21. 21. RECOMMENDATION  Train employees in more effective customer service techniques and professional way.  Operate more acoustic nights, promotion or discount events,..  Maintain the taste’s quality.  Talk to your customers regularly to gain more feedbacks.  Implement policy or procedural changes to improve service based on the specific customers’ comments or manager’s observations
  22. 22. SUMMARY  Urban Station has successfully gained a numerous amount of loyal customers.  The majority of the interviewed customers is satisfied with the customer service.  There are still some recommendations for Urban Station to improve the service and increase its customer’s satisfaction.
  23. 23. THANK YOU!

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