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DECCAN EDUCATION SOCIETY’S

INSTITUTE OF MANAGEMENT DEVELOPMENT AND RESEARCH (IMDR) PUNE

POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM)
Batch 2015-17

Subject: - Service Marketing Management

Submitted To: Submitted By:
Dr. Giribala Dewasthale
Keshav Ajmera 02
Ayush khandelwal 15

. Chetan Narkhede 24
Abhijeet Paul 26
Virendra Walimbe 38
Vishal Mishra 99
Divya Shroff

Stationery and Toys.411014 Maharashtra  Ozone. About Company  Wholly owned subsidiary Company of Shopper’s Stop Ltd. First Floor.  10 stores in Pune Products Educational DVDs Stationeries Spiritual Movie Pens Sci.411001 Maharashtra . Pune . Music.Aundh.  Magazines.Sector: Retail Industry Organisation name: Crossword Bookstore Ltd. old and children. Plot no 207. Viman Nagar Nagar Road Pune . ITI Road . 1A & 1B. CD-ROMs.-Fi Music Pencils Novels Educational Colours Biographies Games Notebooks & pads Intellectual And Toys Bestsellers Branch Visited:  Phoenix Market city.  More than 3 Lakh Loyal Customers.  More than 50 stores across India  Widest book range for young. F-11.

411001.Aundh. Premier Plaza. Koregaon Park. Students. ITI Road.Square University Road. since station is Pune Railway Station). Maharashtra Students (Maximum). students. Families and Foreigners visiting Junction of RBM-Cannaught Road. Families & Management Next to Bonsai.  Customer Retention  Customer Loyalty (via.411001 Company Employees of Trade Tower.Pune 411016. Location Target Customer Head office: Sohrab Hall.  Cafeteria with reading space Toys section and playing area is replaced by Cafeteria and reading space. 1st Floor. Pune . Pune . Service Enhancement that can be started by Crossword Bookstore Ltd. Pune . Kalyani Nagar. Pune . IT professionals. Ganesh Khind. Membership Card) Value to Customer . ITI Road . Value to Organization  The main motive of service enhancement is to create new readers base and to generate revenue from the books on rental basis. Families. Chinchwad .411007. nearby Ozone. (Behind Pune from outside cities. E . Families & McDonald Crowd.  Hourly & monthly membership The membership card is provided to the customer who are willing to read the books in the store itself.411001. Families and Foreigners staying in Pune – 411014. Ground Floor. Students. Kalyani Nagar and nearby area Supreme Centre. Aundh. Multiplex Crowd. next to Mc Donald. Gold Adlabs Multiplex. Students.

 Proper knowledge should be given to the customers about their membership card services and hourly coupons.  The readers are provided with some beverages with a bit of snacks.  Proper knowledge of every book shelf and other stuffs available in the bookstore for the customers.  Availability of employee for cafeteria and front end work. .  An opportunity for book readers to read books in the store at low cost rather than buying expensive one.  Delightful ambience What organization need to do for this service implementation  Atmosphere according to the customers need (soft skilled employees).

Blueprint of new service added Backstage Process: .

 Delivery of service.  Also the ambience of the store should be calm and the details of the book chart should be easily understood. Support Process:  Records update of employee available.  Maintain the customer relations with the new customers by giving them delightful service. delightful ambience and satisfied customers.  Maintaining the records of issued and retuned books. Physical Evidence and Service Scape:  Physical Evidence and Service scape elements in this new service would be. new arrivals and information about new authors.  Informing them about the new implementation of service with cafeteria and new schemes for book lovers.  Make sure that employee will take book according to his/her interest without any inconvenience. .  There should be a new display of best seller.  Maintain the existing customers by giving them satisfactory offers .  Back stage process will come in to play when the customers visits the bookstore for buying the book. hygiene maintained. the way employee carry himself in his/her uniform with id card.  Make sure he will enjoy the service of cafeteria while reading the book.

Hospitality:-The way employee greet the customer and behave when customer enter in the store(Reading space. soft skill front line employees). current discounts/offers. complaints. small cafeteria. book list. Also the way in which waste is disposed after the service for example Compensation for unsatisfactory services. membership packages. This information is general information provided through various communication channels. (Inventory management. Care taking/Safekeeping:-Baggage counter. book reservation). genere segregation). Order taking: Organization should be fast in checking the availability of employee and conforming the booking my message alert and follow up call. suggestions. Information:-A marketer needs to provide adequate information to his employees and his customers. Exceptions:-Exceptional service means service over and above customer’s expectations. Consultation:-This is additional customized information provided to the potential customers by the service provider.Core:-Book selling. stand up cards).It can the way SOP of each service procedure. (membershipcards. (Suggestions. .

cash. BHIM Possible Service Failures and Service Recovery 1] Core service failures  Customers are coming and reading the books there for free of cost. message billing.Billing:-Mail billing. Service Recovery  Most importantly helping the customer to take or finding out the book of his/her choice.  Employee not greeting properly because of bad mood. Payment:-If the payment is done online the customer should receive immediate message for receiving the paymentcard billing.  Employee forgets to bring said book by the customer because of extra work or workload. online billing. that’s why company is unable to sell their books with profit. if discount given to the customer and is there any error from organization side. novels.  Assurance of availability of resources like employee. 2] Customer Preferences and Errors  When a customer is going towards reading area there should be enough seats available for him/her according to his requirements. Service Recovery Process  Apologize or Acknowledge .  Forget to inform customer about their validity period of membership card.  Feedback from customer  Complaint handling procedure where customer can mail or call the organization also staff recovering the gap. 4] Failure due to organization  Late accepting the request of appointment.  To check . login account) 3] Failure Due to Employee Actions  Employee finds difficulty in searching books due to lack of knowledge about every shelf.  Organization is not in position to deliver the service because of non-availability of resources such as books..apps.  When the company is giving monthly/hourly subscription to the readers. product and others. they should also have enough accessibility of it (via.

 Listen. Empathise& Ask open questions  Offer a fair to fix to the problem  Offer some value added atonement for the Inconvenience or Injury  Keep your Promises  Follow up Guidelines to Handle Complaints  Act Quickly  Admit Mistakes. But don’t be defensive  Show that you understand the Customers point of View  Don’t Argue  Acknowledge the Feeling  Give the customers Benefit of Doubt  Clarify the Steps needed to solve  Keep the customers informed of Process  Consider Compensation  Preserve to regain customer goodwill .

 The customer must develop a feeling that they can depend on that particular service provider for their queries. The service quality is pooled into five dimensions likely It is basically the five parts of the stars RELIABILITY ASSURANCE TANGIBILITY EMPATHY RESPONSIVENESS RELIABILITY  Reliability means the ability to perform the promised service dependable and accurately which means if they are providing the cafeteria for the customers.Quality measurement Customers don’t assess the quality of service on one dimension only. they use multiple parameters to judge the quality of the service that they are being offered . where they can read their favorite books and novels with enjoying their favorite taste of coffee. .

TANGIBLITY  Tangibles are appearances of physical facilities. Effective Customer Service Programme  Place Right Person for the Right Job like employee which are ready for such field visit are only hired  Conduct Training Programme because there is difference in delivering the service in store and online services. equipments. personnel and communication materials.  Resolve problems quickly and talk pleasantly as mention above about complaint handling.  which means the organization till now is having customers who visits scrossword because of quality of service if now the organization is adding this new service of cafeteria the experience and quality of service should be more attractive.  Service Information needs of customers like SOP for each procedure. EMPATHY  Empathy is the ability to provide caring and if possible individualized attention to the customer the way in which employee interact with others. . The things that a person can touch or see. courtesy and the accuracy of employees and their ability to develop trust and confidence among their customers that they would be provided with the best of services. RESPONSIVENESS  Responsiveness is the willingness to help the customer and provide him with immediate and fast service which means conformation of appointment.  Standardize Service Delivery Mechanism  Fix Reasonable rates of the coffee and hourly rate book reading for the customers. ASSURANCE  Assurance is the knowledge.

Following are some ways in which organization can carry out its promotion of new service  Newspapers.  Word of Mouth: Get your customers to spread the word. local television advertisements.so. Kindle. . Cost-Based Pricing  Fixed cost will be low only enhancement and implementation cost will be there as infrastructure.  Variable operating cost will be low too as only customer place visit and regular update cost will be there.  Pamphlets nearby area and other places where crossword is not established that is at far off areas and colleges. Roadside bookstores) installation of new service like cafeteria for the welfare of the customers. local Radio channel as it can reach at far off places and is cheap too.  Make them an offer : Give attractive discount till the people giving huge discounts on buying expensive books. Promotions: The new service should be promoted to existing as well as new customer so as to increase the customer base.Pricing and Promotion Pricing: This is one of the trickiestthings as among all the competitors (E-book. we have to enhance the prices also. employees and other facilities are already available.  Through social networking siteslike on their Facebook page and on its own site.

4.  Encounter poka-yoke: 1.  From customer:  Preparation of poka yoke- 1.  Treatment of poka yoke – 1. Information about the new arrivals of any books or services should be communicated to the customers.Poka yoke: There are 2 types of service poka yoke:  Service provider  Customer  From service provider:  Task of poka yoke – 1. Service facility – mainataining the customer base in a systematic manner. . 2. Allotment of membership 3. Short and quick feedbacks.  Resolution of poka yoke: 1. Tangible poka yoke maintaining the crossword café properly and fulfill the promising factors in one or the other way. Space management 2. 2. Availability of books. Services which are provided by the organization should be specific. Reservation or booking in crossword office. 2. Time to time reminders through mails and messages. Need recognition of the customers.  Tangible poka yoke- 1. Time to time reminders.

Suggested Service Layout .