customer satisfaction on retailers' services
DESCRIPTION
A Presentation on the Survey conducted on the Customer Satisfaction on services offered by Retail Stores in Thodupuzha (Idukki, Kerala).TRANSCRIPT
A STUDY OFA STUDY OFTHE THE
CUSTOMER CUSTOMER SATISFACTION SATISFACTION
ON ON SERVICES OFFERED SERVICES OFFERED
BY FMCG RETAIL STORES BY FMCG RETAIL STORES
ByTwinkle K AntonyUllas UdayakumarViniprasadVinayraj BVipindas KCVishnu Jayan
A Brief Through . . . A Brief Through . . .
Introduction and Background
Service Marketing Mix
Service Gaps
Positioning & Differentiation
Service Quality Model – RATER
Role of Customers & Employees
Customers Satisfaction Survey – NPS
Growth Plan & Challenges
Introduction & BackgroundIntroduction & Background
A Service Provider (Retailer) services the needs of large number of individuals
Inception long back from un-organized retail stores in Village Fairs, Melas etc.
Major Share in GDP – expected 20%+
Expected Value – 2 Lakh Crores rupees according to Ministry of Commerce & Industry
Expected Employment – 10 – 15 jobs in 5 yrs
Major Players – Tata, Future, Reliance,
Public Sector Outlets etc. etc.
Service Marketing Mix Service Marketing Mix ––The 7 PsThe 7 Ps
Product – Here the Services being offered
Prices
Promotion
Place
Process
Physical Evidence
People
The 3 Ps of
Service Marketing
The 3 Ps of Service Marketing The 3 Ps of Service Marketing
Process
◦ Systems used for Service Delivering
◦ Faster Customer Response
◦ Should match with the Service Provided
◦ Should match with the Local Culture
◦ ‘Self – Service’ in Retail Sores
◦ Should be adaptable
◦ Customer Attraction Schemes
◦ Use of Technology for ease of shopping
◦ Customer Redressal Mechanisms
Physical Evidence
◦ Where is the Service being delivered?
◦ Allows Customer’s Judgment on Organization
◦ The ‘Ambience’ should be there
◦ Customer Perceptions created
◦ Shop Layout, Lighting, Packaging, Displaying,
In-Shop POPs, Staff Uniform, The Bill etc. etc.
People
◦ Right type of Staff
◦ Right number of Staff
◦ Interpersonal Training must be given
◦ Proper Aptitude & Service Knowledge
necessary for staff
◦ Staff can ‘ Make or Break’
◦ Customer also need to know his responsibility
◦ Need of proper ‘Feedback’ from Customer
ServicescapesServicescapes
Impact of Physical Environment in which the Services are being offered.
One-Stop-Shop for all purchases – Groceries, Fresh Fruits and Vegetables
Shop Layout – Lighting, Displays, In Shops etc.
Arrangement of items in display racks, cooled racks, freezers
Categorized arrangement of items
‘Self – Service’ system – customer can choose his product in any quantity
Freedom to spend time in the store
Trained employees
Uniformed Employees
Monitoring of Service Encounter
Offers – during off seasons also
Membership Cards for Customers
Packings etc. etc.
Good memory of the Service Encounter
to the Customer
Service GapsService Gaps
Customer Gap
Expected Service
Perceived Service
Provider Gaps
◦ Knowledge Gaps
not knowing what the Customer Expects
◦ Service Design & Standard Gap
not having the right service designs & standards
◦ Service Delivery Gap
not delivering to standards
◦ Communication Gap
not matching performances to promises
Provider Gap LocatedProvider Gap Located
Communication Gap
◦ Promises and Performances not matched
◦ Customers given over-expectations in factors
like Price
◦ Conditional advertisements
Market PositioningMarket Positioning
Advertising on TV, on billboards, in magazines and in other media outlets
Stores have special offers, promotions and point of sale posters to attract those inside the stores to buy
Promotional Mix
◦ Advertisements – TV, Print, Radio, hoardings
◦ Events/programs – Big Bazaar in GKSF
◦ Seasonal Sales Promotions – Special Packages during Onam, Diwali etc.
Service DifferentiationService Differentiation
Very difficult to differentiate due to
intangibility factor
Servicescapes
Introducing exclusive ‘House Brands’ at
low prices like ‘DJ & C’ and ‘Koryo’ of Big
Bazaar
Sweepstakes, Scratch-N-Wins, Discounts,
Offers, Bundles etc. etc.
Service Quality Model Service Quality Model -- RATERRATER
Reliability
Assurance
Tangibility
Empathy
Responsiveness
Reliability
◦ Majority of the players are Reliable
◦ Major factor in Service Differentiation
◦ Efforts for delivering best service encounter
experience
Assurance
◦ Ensure best prices
◦ Ensure best quality
◦ Ensures best ‘purchase experiences’
◦ Ensures best store interactions
◦ Ensures best ambience
Tangibility
◦ Packings bearings Brand Logo
◦ Souvenirs
◦ Gift Vouchers through third parties
◦ Free Samples, Gifts etc.
◦ Bill Slips
◦ Pamphlets, Brochures etc.
◦ Happy Calls, SMSs etc.
Empathy
◦ Price tags
◦ Ensuring In-Shop Customer Assistance
◦ Well trained employees
◦ Fast customer redressal mechanisms
◦ Performance as Promised
◦ Customer Privacy
◦ Value Customer Relations
Responsiveness
◦ Willful Helping and Courtesy
◦ Personal Attention to Customers
◦ ‘No Grumbling’ Policy of More Retail
◦ Employee Discipline
◦ On-time Customer Redressal
Role of Customers to improve Role of Customers to improve
the Quality of Service Deliverythe Quality of Service Delivery
Responsibility of Customers to give
proper feedback
Customer must demand for what is being
promised
Customer must understand the
differentiations and should respond
Role of Employees to improve Role of Employees to improve
the Quality of Service Deliverythe Quality of Service Delivery
Employee is the ‘Maker or Breaker’
Interpersonal Skills much important
Personalized Business
Service Encounters must be made
memorable
Must aim Customer Loyalty
Customer Satisfaction SurveyCustomer Satisfaction Survey
Went with ‘Net Promoter Score’
Approach
Growth Plans & ChallengesGrowth Plans & Challenges
Trends
Growing Trends – in Inflection Point
Expected Value – 2 Lakh Crores rupees
Aims for 30%+ of GDP
10 – 15 Lakhs employments in 5 years
Challenges
Increase in organized retail players
Liberalization in FDI terms
Change in Customer Outlook
Growth of ‘Etailing’
ConclusionConclusion
Concluding with a Success Mantra
“ The highest compliment that our
customer can give is the referral of
their friends and family”