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Service Management - Lakme
This document provides an overview of services management for Lakme Salon. It discusses Lakme Salon's history and competitors. Primary research was conducted at the Lakme Salon in Electronic City. The document outlines Lakme Salon's POA framework, GAPS model of service quality, and RATER model. It also discusses designing new services, marketing mix, service mapping, growth matrix, customer retention, service failure, customer delight, and demand management for Lakme Salon.
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Service Management - Lakme
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- 2. Our Journey: • Overview •Primary Research • POA Framework • Competitors • GAPS Model of Service Quality • RATER • Designing A New Service • Marketing Mix • Service Mapping • Growth Matrix • Customer Retention • Service Failure • Customer Delight • Demand Management
- 3. About Lakme Salon •It is owned by Hindustan Unilever Ltd • Founder : J R D Tata • First salon chains in the country provides the modern Indian woman with a plethora of beauty and grooming services. • Repertoire of professional beauticians, hair artists and stylists meets international standards and its plush, feminine interiors leave you feeling refreshed, rejuvenated and inspired. • Competitive pricing, unmatched expertise and wide range of services. • Area Survived : World Wide
- 4. Primary Research: Visited LakmeSalon, Electronic City Spoke to the Rekha, Manager for the outlet Entrance Reception Waiting Area Service Area
- 5. POA Framework • Employeesare recruited and then trained for one month at Lakme Training Centres, Certified. • They join at junior level and are allowed only basic services • Upon Gaining Experience, they start with high expertise services
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- 8. Parameters Details Reliability Deliveryof promises Dependability in handling the customers' problems Delivery of services at the time promised Maintenance of error-free records the service the first time Assurance Ability of staff to instill confidence in customers Making customers feel safe in their transactions Courteous staff Knowledgeable staff to answer customer questions RATER
- 9. Parameters Details Tangibles Visuallyappealing facilities Neat appearance of employees Modern-looking equipment Visually appealing materials Empathy Providing customers with individual attention Convenient operating hours Dealing with customers in a caring fashion Having the customers' best interest at heart Understanding the customers' requirements RATER
- 10. Parameters Details Responsiven ess Keeping customersinformed about when the service will be performed Providing Prompt service to customers Willingness to help customers Responsiveness to customers' requests R A T E R Level of Service RATER
- 11. Designing A NewService Core Service Supporting Service • Core Service: Basic Services such as Haircut, Manicure, Pedicure, Facial • Supporting Service: Complimentary Drink, Magazines, Music, Baby care
- 12. Marketing Mix Product • BasicSalon Services • Premium Services • Lakme Products • Present across 50 cities • More than 250 salons across the country , both company owned & franchisee owned • Situated in Electronic City , Bangalore Place
- 13. Price: • Priced premiumto other salons in vicinity • Junior Stylists charge lesser. • Follow same pricing all over the country Marketing Mix Promotion: • Website & Social Media • Coupons • Fashion Shows
- 14. Marketing Mix People: • HighlyTrained employees • Around 15 employees in electronic city including receptionist & staff • Employees undergo rigorous training at Lakme Training centre Process: • Standard process is followed at all Lakme salon from greeting by the receptionist till the service delivery as well as post payment
- 15. Marketing Mix Physical Evidence: •Peripheral Evidence: Gift vouchers & Loyalty cards to regular customers • Essential Evidence: All Lakme Salons are well equipped with unique & soothing ambience providing a distinct & satisfied experience to the customers • Interior & Exterior Décor • Staff Uniform
- 16. Service Mapping /Blueprint Entry Via Appointment Waiting Area Complimentary Drink Complimentary Service Requested Service Billing Exit
- 17. Growth Matrix Existing Existing New New Services Market Salon Services,Lakme Products Ayurvedic Treatment Centres Slimming Centres,Laser Treatment
- 18. Customer Retention • INPrivileges is a phone based loyalty program by Lakmé Salon. • IN Privileges offers 4 tiers: EARNING IN POINTS Start earning IN Points on every valid service availed, as soon as you are enrolled into the program REDEEMING IN POINTS Simply provide your registered mobile number at the front desk before going ahead with the IN point redemption
- 19. Service Failure • ImproperBilling • Improper Staff Behaviour • Sufficient time is not provided by employee • Damage during providing services • Use of expired products or damage to skin due to products • Getting an improper haircut Note: Employees are considerably empowered to provide complimentary services
- 20. Customer Delight • Freeservice • Discounts on next service • Personalized mail wishing u on your anniversary or birthdays and giving you some special offers • Latest Lakme App Launch
- 21. Demand Management Reasons forfluctuating demand: • Seasonality: Wedding Season, Garba, Festivals • Cyclicity: Waxing , Haircuts • Random Events : Promotional Events • Time: Normally weekends, though in electronic city weekdays are peak time
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