This document provides details about a new supplementary service being introduced at Central Mall retail store that utilizes touchscreen panels and technology. The service allows customers to browse apparel options, get matching suggestions, and view location/brand/pricing details for items without needing assistance. Key aspects summarized are:
- The new service provides fashion consultation and recommendations through an interactive touchscreen interface instead of sales associates, aiming to reduce costs while improving the shopping experience.
- Customers can scan item barcodes, view matching outfit combinations, discounts, and item locations all in real-time on the screens without needing to search the store themselves.
- Implementing this new technology-based service is intended to lower costs by reducing the sales
New Perspective on Marketing in the Service Economy ( Service Marketing) Muhammad Ali Khan
New Perspective on Marketing in the Service Economy, Why Study Services ? What Are the Principal Industries of the Service Sector ? Powerful Forces Are Transforming Service Markets What Are Services ? Four Broad Categories of Services-A Process Perspective Service Pose Distinct Marketing Challenges, The Traditional Marketing Mix Applied to Services, The Extended Services Marketing Mix for Managing the Customer Interface
servicescape is the physical environment where customer and service provider interacts. the ambiance where service encounters takes place have a greater impact in creating a niche for the the service provider.
Service Positioning
After a service strategy has been identified, a company must decide how to position its product most effectively. The concept of positioning involves establishing a distinctive place in the minds of target customers relative to competing products.
In “The New Positioning: The Latest on the World's #1 Business Strategy”, Jack Trout distills the essence of positioning into the following four principles
1. A company must establish a position in the minds of its targeted customers.
2. The position should be singular, providing one simple and consistent message.
3. The position must set a company apart from its competitors.
4. A company cannot be all things to all people—it must focus its efforts.
Positioning and Marketing Strategy
Companies use positioning strategies to distinguish their services from competitors and to design communications that convey their desired position to customers and prospects in the chosen market segments. There are a number of different dimensions around which positioning strategies can be developed.
New Perspective on Marketing in the Service Economy ( Service Marketing) Muhammad Ali Khan
New Perspective on Marketing in the Service Economy, Why Study Services ? What Are the Principal Industries of the Service Sector ? Powerful Forces Are Transforming Service Markets What Are Services ? Four Broad Categories of Services-A Process Perspective Service Pose Distinct Marketing Challenges, The Traditional Marketing Mix Applied to Services, The Extended Services Marketing Mix for Managing the Customer Interface
servicescape is the physical environment where customer and service provider interacts. the ambiance where service encounters takes place have a greater impact in creating a niche for the the service provider.
Service Positioning
After a service strategy has been identified, a company must decide how to position its product most effectively. The concept of positioning involves establishing a distinctive place in the minds of target customers relative to competing products.
In “The New Positioning: The Latest on the World's #1 Business Strategy”, Jack Trout distills the essence of positioning into the following four principles
1. A company must establish a position in the minds of its targeted customers.
2. The position should be singular, providing one simple and consistent message.
3. The position must set a company apart from its competitors.
4. A company cannot be all things to all people—it must focus its efforts.
Positioning and Marketing Strategy
Companies use positioning strategies to distinguish their services from competitors and to design communications that convey their desired position to customers and prospects in the chosen market segments. There are a number of different dimensions around which positioning strategies can be developed.
Offering a unique service which was not not earlier offered into the market is called new service and the process of designing such new service is called New Service Development.
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
List of Marketing Capstone Project Ideas, if you are looking for a unique topic for the project. http://www.capstoneproposal.com/marketing-capstone-project-ideas/
Simplifying your retail_it_enterprise_with_preemptive_support_povPhaniKishore Burre
Retail businesses today are operating in a highly competitive
environment with multiple challenges that have an impact
on revenue, margins and customer satisfaction. The main
challenge today for a retailer is loss of revenue due to notvery-
well-defined IT in stores, productivity loss in stores
and distribution centers due to non-optimized IT resulting
in overall customer dissatisfaction. Retail enterprises lose
customers to their competitors in case of unpleasant past
experiences like long waiting queues, wrong prices at
checkouts, etc., while shopping. This makes it important for
retail enterprises to be preemptive in providing support to
the stores and distribution centers improving productivity of
the staff and overall availability of devices that are customer facing.
IT Requirements (Stage 3)In addition to the functional requireme.docxpriestmanmable
IT Requirements (Stage 3)
In addition to the functional requirements for a new system, the IT requirements must also be developed. We will do this by evaluating the applicability and importance of a list of IT characteristics. The requirements that are identified as relevant to the business process will form the IT (technical) requirements for a system. In evaluating and selecting an IT system, both the functional (business) requirements and the IT requirements need to be considered. The areas that need to be considered in developing the IT requirements are listed below in the Table of IT Requirements, which is similar to the one you will complete in the Stage 3 assignment. Only a few of the rankings and explanations are filled in here, but your table will rank and explain them all. (Be sure to use the table and instructions provided in the assignment.)
Requirement
High/Medium/Low Importance or Relevance or Not Applicable (N/A)
Explanation for Ranking
Usability
Maintainability
Scalability
Medium
The system must be able to handle an increase in the number of users and devices being used for Returns during peak hours. The same system is used for inventory and in the Checkout process, so the entire system needs to be able to handle a large volume of customers if necessary. Walmart expects its business to continue to grow, and returns will grow along with the rest of the business.
Reliability/ Availability
High
In order for the expedited process to work, the system must be up and running and be available for use. It must also process the return correctly. The system must be accurate in the information it provides.
Extensibility
Portability
N/A
There is no requirement for any or all of the system to be able to operate on multiple platforms. It does not need to work with different hardware or software. It only needs to operate in the environment as designed.
Security
Information Quality
Authentication
Business Continuity Plan
Cloud Computing
Enterprise Systems (ERP, CRM, SCM)
Communications
High
The Communication Network in the Walmart store must be operational in order for the devices to interface with the system. If the network is inoperable, the Greeter must revert to the old process. The internet connection must be operational for the data to be passed to the Corporate Headquarters system.
Database, Data Warehouse, Data Mining
Business Intelligence
Transaction Processing
Decision Support
Executive Information
Business-to-Business eCommerce
Business-to-Consumer eCommerce
In this particular case, only a few of the IT considerations evaluated above are unique to the customer return process. This is because there is a large transaction processing system (POS) and inventory system already in use. This solution is merely expanding the capability by making the return process portable and increasing the number of returns that can be processed at one time with no increase in staff. It also is important to note that so ...
Offering a unique service which was not not earlier offered into the market is called new service and the process of designing such new service is called New Service Development.
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
List of Marketing Capstone Project Ideas, if you are looking for a unique topic for the project. http://www.capstoneproposal.com/marketing-capstone-project-ideas/
Simplifying your retail_it_enterprise_with_preemptive_support_povPhaniKishore Burre
Retail businesses today are operating in a highly competitive
environment with multiple challenges that have an impact
on revenue, margins and customer satisfaction. The main
challenge today for a retailer is loss of revenue due to notvery-
well-defined IT in stores, productivity loss in stores
and distribution centers due to non-optimized IT resulting
in overall customer dissatisfaction. Retail enterprises lose
customers to their competitors in case of unpleasant past
experiences like long waiting queues, wrong prices at
checkouts, etc., while shopping. This makes it important for
retail enterprises to be preemptive in providing support to
the stores and distribution centers improving productivity of
the staff and overall availability of devices that are customer facing.
IT Requirements (Stage 3)In addition to the functional requireme.docxpriestmanmable
IT Requirements (Stage 3)
In addition to the functional requirements for a new system, the IT requirements must also be developed. We will do this by evaluating the applicability and importance of a list of IT characteristics. The requirements that are identified as relevant to the business process will form the IT (technical) requirements for a system. In evaluating and selecting an IT system, both the functional (business) requirements and the IT requirements need to be considered. The areas that need to be considered in developing the IT requirements are listed below in the Table of IT Requirements, which is similar to the one you will complete in the Stage 3 assignment. Only a few of the rankings and explanations are filled in here, but your table will rank and explain them all. (Be sure to use the table and instructions provided in the assignment.)
Requirement
High/Medium/Low Importance or Relevance or Not Applicable (N/A)
Explanation for Ranking
Usability
Maintainability
Scalability
Medium
The system must be able to handle an increase in the number of users and devices being used for Returns during peak hours. The same system is used for inventory and in the Checkout process, so the entire system needs to be able to handle a large volume of customers if necessary. Walmart expects its business to continue to grow, and returns will grow along with the rest of the business.
Reliability/ Availability
High
In order for the expedited process to work, the system must be up and running and be available for use. It must also process the return correctly. The system must be accurate in the information it provides.
Extensibility
Portability
N/A
There is no requirement for any or all of the system to be able to operate on multiple platforms. It does not need to work with different hardware or software. It only needs to operate in the environment as designed.
Security
Information Quality
Authentication
Business Continuity Plan
Cloud Computing
Enterprise Systems (ERP, CRM, SCM)
Communications
High
The Communication Network in the Walmart store must be operational in order for the devices to interface with the system. If the network is inoperable, the Greeter must revert to the old process. The internet connection must be operational for the data to be passed to the Corporate Headquarters system.
Database, Data Warehouse, Data Mining
Business Intelligence
Transaction Processing
Decision Support
Executive Information
Business-to-Business eCommerce
Business-to-Consumer eCommerce
In this particular case, only a few of the IT considerations evaluated above are unique to the customer return process. This is because there is a large transaction processing system (POS) and inventory system already in use. This solution is merely expanding the capability by making the return process portable and increasing the number of returns that can be processed at one time with no increase in staff. It also is important to note that so ...
5 Steps to Apply Deloitte’s Customer Service Delivery Model in SaaSQuekelsBaro
Use the 5 steps given in this article to reform your customer service delivery model. Apply Deloitte's five new capabilities to mitigate market disruptions.
Walmart ExampleWe will use Walmart as an example to illustra.docxmelbruce90096
Walmart Example
We will use Walmart as an example to illustrate the various course concepts. The examples provided in this document are to assist you in understanding the concepts and applying them to the class assignments, which consist of a case study and four staged projects. The examples are provided for illustrative purposes only, and may not precisely conform to the specific directions given in the class assignments.
Business Analysis (Stage 1)
Applying Porter’s Five Forces Analysis
The Five Forces are explained in the reading assignments for Week 1. Below is an example showing the application of the Five Forces analysis to Walmart.
We know that Walmart’s objective is everyday low prices, which is their competitive advantage. When we look at the Five Forces model as applied to Walmart, we can determine that the Buyer Power of their customers is high because patrons have many other choices. However, customers expect and demand the lowest prices from Walmart, and they are willing to overlook, but not ignore, other factors like customer service, store location, and atmosphere.
Walmart's Suppliers have little power because of the sheer size of Walmart, and because being a Walmart supplier can provide huge sales potential. The suppliers must do what Walmart wants regarding business processes and technical requirements. They will also be pressured for lower prices, which may cause the suppliers to move production to lower priced labor markets.
The threat of substitute products means that customers can go elsewhere for the same or substitute items. There could be some threat here only because of web based stores as they may be able to have lower prices because of low overhead.
Threat of new entrants in the Brick and Mortar Store area is low, because of the costs involved in building stores and the infrastructure to support the business processes. The threat of new entrants in the Internet market would be high, because of the low costs involved and the potential to specialize in different areas with especially low prices.
Rivalry between competitors at a store level would be high and could be affected by the breadth of products and quality of customer service or even the cleanliness and appearance of the store. On a company level, Walmart’s Sales are $418 Billion and Target, their closest competitor’s has annual sales of $67 Billion, so while it may seem there is a large rivalry, the size of Walmart limits the threat.
For new entrants to compete with the Supplier:
If we look at the Five Forces Model from a Walmart Supplier’s perspective, we see that the Buyer Power that Walmart exerts is very high, because they will switch suppliers or eliminate the product if the pricing and process are not what they want.
The Supplier Power of the Supplier’s Supplier is low, because if they do not adhere to economic processes and furnish their products at low prices the Walmart Supplier cannot meet the requirements of Walmart.
T.
Consumer durables retail efficiency- Images Retail-December 2013Shijo Thomas
Consumer durable retail in India have
an extended and a peculiar value chain. Efficiency and integration can bring about a sea change across all points in the 'search to service' business processes.
This is the proposal to the imaginary food retailer about launching the 'hybrid' format, which would combine best of traditional format and e-commerce.
It is a result of my post-MBA efforts to discover opportunities in grocery retail, which I have been working on for the last two years.
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And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
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In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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-Recognize the critical role of strategy in marketing
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-Receive templates and guides for developing a marketing strategy
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- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
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Services marketing assignment- New added service
1. SERVICES MARKETING ASSIGNMENT
Submitted By Submitted To
PGDM II Div A Dr. Giribala Dewasthale
Saurav Dagdelwar- 48
Ranjan Ghosal- 51
Saloni Sanghani- 73
Ankita Thakurdesai- 78
Trupti Gangan- 89
Satyam Gumastha- 91
Shivansh Shourie- 113
Manish Singh- 115
2. INTRODUCTION
The sector of the service organisation we have selected is the Retail sector. The retailing
sector is going under a revolutionary change. Accepting the influence of technology is critical
for the retail industry to remain vibrant. Technology will make shopping easier. A well
developed technology will bring more customers back to spend more time selecting fashion
merchandise.
We visited The Central Mall near Esquare Mall University Road. We spoke the store
Marketing Manager Mr. Prajat Nair, he gave us some valuable insights about the retail
operations in a departmental fashion store like Central. His inputs were of critical importance,
he mentioned how technological upgradation could bring ground breaking changes in the
field of Fashion Retail.
NEW ADDED SERVICE
The newly developed supplementary service in a retail apparel outlet which is Central Mall,
is based on technology and which helps the customers in browsing through various apparels
on the shelf real time and also provides a suggestion based on the information fed to the
system taking the advice of fashion consultants/designers with the help of a touch-screen
panel mounted throughout the outlet, without taking an actual physical effort of moving
across the outlet and checking out each and every store till the customer finds a
product/apparel which satisfies his need or want. For customers to avail the service LED
screens would be installed across the store.
Features of the Service
Various combinations
Brands available in each selected article
Location of the article placed in the store
Discounts offered on the purchase of the selected combination
Latest stock available in the store
Information about the material of the article
Flow of the Service
Customer picks up an article of his choice for example a Blue Top.
The customer scans the barcode of the top on the LED screen.
Post scanning the screen will display various combinations of matching the Blue top
selected. For example the first combination being
1) Blue top with Black jeans
2) Blue top with a white skirt and a beige colour handbag.
3) Blue top with grey pants and a grey jacket.
Each combination will tell the customer in which brands and the location of the article in
the store, each clothing is available.
3. The screen will also display the discount percentage on the entire combination if bought
by the customer.
Application of Flower Service Model
As per the Flower of Service model the newly installed service would serve the purpose of
Facilitating supplementary service by proving Real Time information about different articles
available in the store. It will also serve the purpose of consultation which falls under
enhancing supplementary services as the customer would get best fashion combinations on
the screen along with that, the home page of the screen would provide latest fashion trends
and discounts being offered by the store.
VALUE CREATION BY THE NEW SERVICE
The value creation by the new service is achieved by;
Cost reduction- With the introduction of new technology fashion consultation would be
provided through a graphic user interface which would in turn reduce manpower
requirements leading to cost reductions.
Increase in Revenue- The introduction of new technology would provide a unique and
hassle free shopping experience to the customers. This would save the time of the
customers and would lead to more footfalls in the store further leading to increase in sales
revenue which will ultimately increase the profitability of the company.
TARGET SEGMENT OF THIS SERVICE
There will be no change in the Target segment of this service as the new service is a
supplementary service which provides a hassle free shopping experience to our customers.
There is no extra charge of using the service; the prices of the products will also remain the
same.
The current target market for Central Mall is:
By Age and Gender:
Men’s wear
Women’s Wear
Kids Wear
For Clothing Style
Formal wear
Casual wear
Ethnic Wear
Sports Wear
Party/Designer Wear
4. BLUE PRINT
BACKSTAGE AND SUPPORT ELEMENTS FACILITATING SERVICE
DELIVERY FOR THE NEW SERVICE
Supplementary Services:
Enhancing Services (Add extra value for the customer)
Consultation: Training in how to use the machine.
Exceptions: Handling special communications: Compliments and Suggestions
Facilitating Elements: Either needed for service delivery or help in the use of core product.
5. Information: Directions to machine etc.
Backstage Elements: These are the elements or activities that are part of the service value
chain that the customer cannot see:
Receiving the Material (Entry of Inventory)
Data Input to the Information System
System Maintenance Activities
TYPICAL SERVICE ENCOUNTER
Entry of the customer in the retail store
Product Search (Looking for products)
Introduction to Machine
Selection of the apparels based on individual preference
Scanning the barcode of the product on the machine
Browsing through outfit looks suggested by the system
Choosing an outfit look
Browsing through the brands that offer the products displayed in the look
ROLES OF SERVICE PROVIDER
Creating the awareness amongst the customers about the newly launched
supplementary service and providing the information about usage of the machine.
Providing the consultation through machine.
MACHINE
F
E
EE EE
6. ROLE OF CUSTOMERS
Experiencing the new service, hands on with the use of machine.
Providing the service related feedback, suggestions, improvements and compliments
POSSIBLE AREAS OF SERVICE FAILURE, POKA-YOKES TO
PREVENT SERVICE FAILURE AND SERVICE RECOVERY
FRAMEWORK.
A performance that fails to meet customer expectation is referred as a service failure. When a
service organization fails to satisfy the customer’s expectation, the relationship of customer
with the service provider is affected. Hence In order to keep the customers satisfied it
becomes crucially important that the preventive measures are taken so as to avoid service
failures and in extreme cases even if the failure occurs, the service organization must have a
service recovery framework. In case of the newly developed supplementary service in a retail
apparel outlet which is based on technology and which helps the customers in browsing
through various apparels on the shelf real time and also provides a suggestion based on the
information feed to the system taking the advice of fashion consultants/designers with the
help of a touch-screen panel mounted throughout the outlet, without taking an actual physical
effort of moving across the outlet and checking out each and every store till the customer
finds a product/apparel which satisfies his need or want, below mentioned are the possible
areas of service failure:
1. System Breakdown: As the customer would be taking help of a computer screen in order
to find a suitable apparel based on preference or suggested by the system, in case the server
crashes or the system stops responding, it would lead to customer being unsatisfied with
service.
2. Inventory Mismanagement: It becomes significantly important that the apparel suggested
on the screen is actually available in stock. The physical stock and the information on the
system should match as unavailability of the suggested apparel might lead to customer
dissatisfaction.
7. 3. Validity of the Information: The information/pictures shown on the touch-screen panel
should be valid i.e. the picture, size shown on the screen should match with the actual stock
on the shelf. If the picture/size shown on the panel is different from the apparel on the shelf, it
would lead to service failure since the customer would feel cheated and will be dissatisfied by
the performance.
4. Lack of Human Touch: In case if the customer has any query pertaining to the usage of
service, the customer service representative (In this case Store Manager as other sales force
has been reduced) should be easily accessible, totally relying on the technology and zero
human touch would also lead to customer being unsatisfied.
Poka-Yokes to prevent service failure:
In order to prevent a system breakdown, the proper and timely maintenance of the
systems needs to be ensured. In case of a power failure an alternate supply of power
should be kept ready such as inverter/power generators etc. In case if a particular
touch-screen panel stops working abruptly, the Store Manager should have the access
to the information shown on the screen which was being used by the customer. One
master system should be kept near the store manager which is run on a different
power supply and connected to a different server.
Lot of e-commerce companies such as Amazon, Alibaba, Walmart takes the help of
technology which keeps the real time update of the stock with the help of barcode
scanning. Once the material is procured and inspected and a Goods Receipt Note
(GRN) is raised by the material receiving department the stock is immediately
reflected on the system and also when the customer makes the payment and invoicing
is done, the stock is again calculated and reductions in the stock level is calculated.
Adoption of such information system although requires an initial investment, it would
reduce the service failure caused by Inventory mismanagement.
As the data is provided to the system by the humans it is possible that there may be
human errors which further lead to contribute in service failure. Hence accurate data
entry should be done, the information fed to the system should be cross checked once
entered, for example the photograph attached along with the product ID, should be
checked whether it is matching with the product ID and Description.
8. If a customer is looking for some help and the store manager is not available it may
lead to customer dissatisfaction, it is important that the manager is available all the
time and easily accessible, for that human resource management plays a crucial role.
In case if the manager is off the duty for a while, his charge should be handed over to
a trained professional who can work as a replacement till the manager resumes his
duties.
Service Recovery Framework: Service Recovery framework is a procedure which deals
with customer’s complaints. An effective and timely service recovery framework based on
fair treatment and with a focus on interpersonal treatment given to customer framework can
turn a complaining customer into a satisfied and loyal customer.
In case of a System Break down the store manager will walk up to the customer
proactively since he will be notified on the master screen which system has stopped
working, and offer the help to the customer. The manager would empathize with the
customer, understand the problem and proactively offer solution. An additional
discount of 5-10 % depending on the severity of failure can be offered in order to
recover as compensation.
In an extreme case even after taking the preventive measure if the service failure
related to inventory occurs and the product is not available in stock customer can be
assured a home delivery of the product which the customer was demanding and is not
in stock. With an additional discount depending on the severity of failure and the
price of the product can also be provided in order to recover the failure.
In case of invalid information on screen and inaccessibility to the store manager the
customer should be given either an immediate discount on the MRP or exclusive
discount vouchers for the future purchases in order to retain the customer.
In addition to this, all the failures would be recorded and the organization would do a root-
Cause analysis in order to find out a root cause of the problem because of which the service
performance was hampered and to prevent it from occurring further.
9. PHYSICAL EVIDENCE FOR THE SERVICE
Physical evidence is the environment in which the service is delivered and where the firm and
the customer interact and any tangible commodities that facilitate performance or
communication of the service. The installed LED screens would be a physical evidence as
these would facilitate the process of consultation to the customers.
Elements of physical evidence
o Machine hardware
o User interface
Other tangibles
o Generated bill
o Customer copy of receipt
Role of physical evidence
o Facilitator - As the system installed would facilitate the delivery of consultation as an
element of service.
o Differentiator - The physical evidence would differentiate Central Mall from its
competitors and will induce more walk-ins and can also attract new market segments.
Quality parameters set for this new service and how quality can be
measured and evaluated
The service that our organisation is providing can be measured on the following aspects:
There are 5 dimensions upon which on which our new service can be assessed. And they are:
1. Reality – ability to perform the promised service dependably and accurately.
Our new service would be based on the model of SST – self-service technology. An interface
where the customer could not only visualise the apparel on him but also where he/she is
getting a matching pair on his selected wardrobe. The checkpoint for the interface would be
that the kiosk machine is actually able to show different combinations of suiting. Be it a
trouser or a skirt matching to a woman’s formal shirt and the kiosk is also able to reflect the
requirements of the customers to them w.r.t. exact pair of dressing, new arrivals, discount on
buying the entire set, etc.
2. Responsiveness – willing to help the customer and provide prompt service.
The SST new launched would answer to the questions and attend the customer base on his
requirement. Sales team often feel hesitant to respond to a customer’s requirement but with
the introduction of the SST, there would be a prompt and exact answer to customer seeking
10. help. Be it which kind of a tie would match to the shirt or even in which corner and shelf to
find the tie.
3. Assurance – assurance comes with the knowledge of the employee
A customer could be able to confide his trust and confidence where there is reliable
information. Clearly the kiosk machine would showcase the new arrivals, matching pair of
clothes, providing information in context of the quality or fabric of the cloth, etc. further the
kiosk machine would also advise the customer that in which shelf to find the matching
trouser or skirt to the decided shirt to buy by the customer.
4. Empathy – caring and individualised attention to the customer.
In human context, a customer has to himself approach to the sales person when he seeks help.
On the other hand where you have a kiosk machine with one sentence displaying, “How may
I help you”? makes allot of difference. Language also tends to be a service failure in human
context but you have now the kiosk machine offering help in three different languages
definitely will give a personal approach to a customer. A customer who is not familiar to a
vernacular language could find it easy to interact in be it Hindi or English language.
5. Tangibles – appearance of physical facilities, equipment, personal and written
materials.
Well to begin with the context of our new service, the service itself is delivered by a kiosk
machine which has a physical existence. The screens interacting to the customer is providing
the tangible quality. Further in context of consultation of what to buy and what matches to a
particular dress, the tangible element here would be the models wearing those apparels whose
photo is displayed on the screen.
Service quality measurement
There are three types of measures in context of service quality:
1. Service performance measure – measuring the performance of the kiosk machine as
against the blueprint designed in setting up the kiosk machine.
2. Customer measure – measuring how does the customer experience the use of the
kiosk machine i.e. addressing all the queries of the customer in the retail store
3. Financial measure – the installing of such machines, how would it impact the finances
of the company.
The answer to the service performance measure and customer measure could be addressed by
the SERVQUAL. SERVQUAL measures the Perceptions-Expectations framework. The
respondents would be asked to record their expectation of the new service launched and
perception regarding the buying process in retail outlet once the interface is launched.
(In the scale of 1-7, where 1 is strongly agree and 7 is strongly disagree)
11. PERCEPTION
Perception in reliability dimension
Challenges 1 2 3 4 5 6 7
Does the kiosk machine works as
promised ?
1 2 3 4 5 6 7
Does the machine tries to understand
what you seek ?
1 2 3 4 5 6 7
Does the machine performs the
service right the first time?
1 2 3 4 5 6 7
The service provided does not take
much time by the machine
1 2 3 4 5 6 7
The kiosk machine provides the
service 24*7
1 2 3 4 5 6 7
Perception in responsive dimension
Challenges 1 2 3 4 5 6 7
Kiosk machine gives you prompt
service
1 2 3 4 5 6 7
The kiosk machine easily
understands and helps you
1 2 3 4 5 6 7
The loading time to answer your
queries is lesser in the kiosk machine
1 2 3 4 5 6 7
Perception in assurance dimension
Challenges 1 2 3 4 5 6 7
The kiosk machine instills
confidence in you
1 2 3 4 5 6 7
The interaction is easy 1 2 3 4 5 6 7
The kiosk machine understands you 1 2 3 4 5 6 7
The kiosk machine is well-updated
to answer you
1 2 3 4 5 6 7
12. Perception in empathy dimesnsion
Challenges 1 2 3 4 5 6 7
The kiosk machine gives you proper
attention
1 2 3 4 5 6 7
The kiosk machine priority is to help
you
1 2 3 4 5 6 7
The kiosk machine has best interest
for you
1 2 3 4 5 6 7
The kiosk machine understands
specific needs
1 2 3 4 5 6 7
Perception in tangible dimension
Challenges 1 2 3 4 5 6 7
The kiosk has a modern looking
appeal
1 2 3 4 5 6 7
The kiosk machine and the screen is
appealing to you
1 2 3 4 5 6 7
The kiosk machine is well
maintained
1 2 3 4 5 6 7
The kiosk machine is convenient to
use in business hours
1 2 3 4 5 6 7
EXPECTATION
Challenges 1 2 3 4 5 6 7
The service is delivered in one shot
by the kiosk machine
1 2 3 4 5 6 7
Kiosk machine is greets you
customers and helps you in
prurchasing
1 2 3 4 5 6 7
The machine gives quick service 1 2 3 4 5 6 7
The kiosk machine is easy to
understand
1 2 3 4 5 6 7
the kiosk machine is user-friendly 1 2 3 4 5 6 7
The operating system (software and
hardware) is easy to operate
1 2 3 4 5 6 7
The kiosk machine is reliable to
shop with
1 2 3 4 5 6 7
The kiosk machine is readily
available to use
1 2 3 4 5 6 7
The machine is very simple and easy
to use
1 2 3 4 5 6 7
The kiosk machine gives you 1 2 3 4 5 6 7
13. convenience
Language is no more a problem with
the help of the machines
1 2 3 4 5 6 7
The machine does not gives
unnecessary information
1 2 3 4 5 6 7
The kiosk machine is a complete
map to your shopping
1 2 3 4 5 6 7
The interface is the next generation
of shopping
1 2 3 4 5 6 7
PRICE AND PROMOTION OF THE NEW SERVICE
Introducing of kiosk machine in the retail outlet is to add value. Also SST would provide as
an enhanced supplementary service. Kiosk machine is installed with the purpose of providing
consultation in buying. It will overall provide fashion quotient to the customers.
Hence, it cannot be priced in the product. Installing such machines is onetime expense in the
nature of deferred revenue expenditure. Deferred revenue expenditure is incurred bearing in
mind that the cost would be recovered by gradual increase in revenues on year-on-year basis.
A good way of advertising for the SST:
Promoting the kiosk machine more on the website
Print media and posters could be put up in all the corners of the outlet creating
awareness among the customers about the new introduced service
A tape recorder could be used as oral communication of the service to all the
customers about the service.
Customers who experience this new service would spread “word of mouth”.