This document discusses issues with the customer service and shopping experience at a store called Bruphils. It identifies two main problems: 1) The music played in the store is not adapted to the target customers and desired atmosphere, making it an issue of perceived quality. 2) A request from customers was not properly listened to and their expectations were not met, representing a lack of attention to customer needs. Fishbone diagrams are used to analyze causes for both problems. Solutions proposed include training staff on the importance of music and properly interpreting/addressing customer requests and expectations.

1. Bruphils de Walque David ; Devries Sophie ; Lenoir Mélanie ; Noerens Maxime ; Simon Loïc

2. Problems No adaptation to handicap person Music not adapted Shortage in sizes Ironingboard Not listening to the client’s expectations  Music & listeningcapacity

3. Quality Wheel : concerning the music 2 3 Definition of target- Nature of service and qualitylevelconceived Posh clients: highqualitylevel and adaptedsphear Offercommunicated Everyday music 1 Perceivedcommunication Problem : music not adapted 4 Customers’ needs Need to feelattractedtp the store Conceivedquality (standards) High standards; good presentation of the shop : uniformity Perceivedquality Dissonance between the quality standards and the music played 5 Servedquality Want to make the customerfeellike home 7 6

4. PLAN Problem: Feeling that the music wasn’t adapted Causes : Fishbone Causes to work on : lack of installation, lack of consciousness Solutions : awareness of the staff, install new material IF necessary Propose them an example of playlist and be sure they understood the standards of the shop Check on many different times as Mystery Shoper if they took the style of music into account DO CHECK Problem solving process (PSP)

5. PSP : Fishbone No attention from the staff No specificplaylistplayed No playlistgiven by Bruphils No interestfrom the staff Listen to theirown style of music Not definedenough by Bruphils Don’trealizethat the music has to meet the quality standards of the shop No adapted installation (radio) Music not adaptedenough

6. Quality Wheel : concerning the awareness of customers expectations 2 3 Definition of target- Nature of service and qualitylevelconceived Awareness of customersexpectations and apropriated service Offercommunicated High standard shop withpersonalized services 1 Perceivedcommunication Quality shop withadapted services 4 Customers’ needs Need to beunderstood & listened Conceivedquality (standards) Awareness of customer’s expectations : relation between staff & clients Perceivedquality Wascomplete but didn’tlisten to our expectations 5 Servedquality Complete informations & presence 7 6

7. PLAN Problem: Feeling that our request wasn’t taken in account Causes : Fishbone Causes to work on : misinterpretation of our request & discrimination Solutions : staff’s training & adapted argumentation ( men ≠ women) Propose them to hire a masculine seller. Give a training about interpretation of customer’s needs and questions Check on many different times as, Mystery Shoper, if they take into account what the customer is saying DO CHECK Problem solving process (PSP)

8. PSP : Fishbone Importance given to ourrequest Seller’s profile Staff distraction Qualifications ( formation) Not enough importance accorded to the customers’s satisfaction Implication Discrimination Impression of alreadyknowingwhatweexpected Comprehension No attention accorded to ourrequest

9. To do’s P-promo : Music P- service : Importance given to ourrequest Match the music style with the shop positionning : highquality and high standards Lounge / jazzy / classical Avoid radio stations : blanck, publicities etc. Preferplaylists Inform staff about the importance of music on customer’sbehaviour Take the customer in consideration Say if notexisting but propose somethingelse Propose to go to anotherBruphils: folderregrouping all the existingproducts & wheretheycouldfindit Answeradaptedto the customer’s profile

10. Thankyou ! Have a niceday !