Research Work of

Quality
Rosatel

TEAM MEMBERS

INDEX

1. EXECUTIVE SUMMARY ......................................................................................................... 3

2. CERTIFICATIONS.................................................................................................................... 4
3. AWARDS ................................................................................................................................... 5
4. QUALITY AND DISTRIBUTION PROBLEMS ...................................................................... 5
5. INDICATORS ............................................................................................................................ 6
6. SIX SIGMA ................................................................................................................................ 8
7. CUSTOMER SERVICE ......................................................................................................... 11
8. CONCLUSIONS...................................................................................................................... 14
9. RECOMMENDATIONS ......................................................................................................... 14
10. INFORMATION RESOURCE ........................................................................................... 14
1. EXECUTIVE SUMMARY

The following research, its directed to explain and analyze how Rosatel, which

belongs to the Grameco Group, measure and control the quality of all their process.

The research has parts of charts, Pareto, Six Sigma and indicators.

The company with which we are going to base our research work belongs to Grupo

Grameco. This company has companies at national and international level among

them: Rosatel, Mr. Sushi, Chifa Express and Dulces Envos. In addition, to count on

other companies associated to the service of our clients. Rosatel is characterized by

being a leading and innovative company in the middle. It offers its customers loyalty

and trust in their products. Rosatel has eight stores in Lima and four in provinces. In

addition, they have three locations through franchises in Mexico and one in Chile.

Rosatel began its operations in 1994 with an initial contribution of US $ 750 and 4

workers in a local of Miraflores. Currently, it has more than 80 in Lima alone. It was

not a store like it is now, it was just a phone order service.

Two years after starting operations, Rosatel just opened the Miraflores store. The

business was growing and in 1997 it appeared the Rosatel website for Internet

purchases. They were pioneers in electronic commerce. Although at that time it was

not so safe to charge by this way, they convinced the credit card operators that they

would assume any loss.

Care in selling flowers is not an easy business, as there are a number of factors

involved that make it complicated: flowers are a perishable product, variety and
 tastes are very diverse, diffusion is an important factor to position a Brand, service

is very delicate, etc.

2. CERTIFICATIONS

Rosatel have the most important certification for quality: ISO 9001

This certification is suitable for all sizes and types of organizations and is well

established around the world as an invaluable Quality Management System standard.

It is suitable for organizations in all industry sectors and lt helps organization to

improve management processes to compete locally and/or globally. The process

encompasses the entire organization and requires senior management buy-in, it is not

just a function of the Quality Department. To achieve ISO 9001 certification your

organization needs to demonstrate that it can meet the regulatory requirements and

apply the system effectively to be of real benefit to your customers.

Scope

For the ISO 9001 certified GRAMECO had to implemented Quality

Management System requirements for all areas of the business, including:

Facilities

People

Training

Services

Equipment
 3. AWARDS

As part of an investment group, Rosatel has benefited from the awards received by the

entire investment group. The commercial group (GRAMECO) has several

acknowledgments in its trajectory and lately through SMARTEC we had been recognized

with the Google Partners, which certified our sophistication in managing Google Adwords

and 100% of our consultants are certified by Hubspot to provide services of Inbound

Marketing (new methodology and results oriented). We have won Wayra from Telefnica,

we have been recognized by MIT in the NextLabProgram program and we have been

invited by TNW to one of the central events of digital marketing and technology in Sao

Paulo.

4. QUALITY AND DISTRIBUTION PROBLEMS

One of the most important benefits to get ISO 9001 certification is to eliminate mistakes and

complaints; anyway Rosatel and also GRAMECO as a group still have complains of the

customers for mistakes of the new workers, because they dont have the experience and

sometimes they distribute wrong products, this complains are more frequently in the

purchases made by phone or internet and in weekends, because in weekends the personal of

supervisors is reduced and only works the new employees.

GRAMECO has its own fleet of distribution for all its services and it help to reduce the

complains about the distribution problem; anyway the distribution system has also complains

an more in the case of the distribution of Mr. Sushi and Chifa Express in weekends, because

the demand of this products exceed the capacity of the distribution area and for policy this

product must be delivered At the next hour the customer requested the order.
 5. INDICATORS

The indicators we are following are:

. Level of customer satisfaction: this

indicator is one of the most important
and Rosatel seeks to provide a product
and service that exceeds the
expectations of our customers. The
Rosatel brand has managed to give
another value to the product. "So you do
not get roses anymore, but Rosatel's
roses. The person who bought them
tried to buy the best." The effect is not the same.

. Number of reject orders: Being a company that sells its products electronically
or by telephone, there are many times mistakes that is why Rosatel has a policy of
return of products. All our products come with a warranty. Changes will be
accepted within 24 hours of receipt of the product. If the product arrived in bad
condition, Rosatel will pick it up at the address where the delivery was made and
exchange it for the same product in excellent condition within 6 hours of receiving
the exchange order.

. Cost of acquisition: This indicator shows the cost of acquiring a product in

Rosatel. The company seeks to obtain the maximum efficiency with each product
that it distributes so it has suppliers that meet the high quality conditions demanded
by the company.

. Maintenance cost: the cost of maintenance by imported flowers is high to

maintain a high quality. Rosatel looks for the least time of permanence since its
conservation is looked for. Throughout the importation of flowers, you must have
the appropriate temperatures and in a suitable environment.
.Cost of distribution: The costs of distribution start from the time the product is
manufactured and arrive at the warehouse until the reception of the customer of
your product. They are part of the calculation of the contribution margin.

. Delivery time: this indicator shows the average time that the finished product
takes to reach the customer from the time it is requested until it is received by the
customer. Let us see in which specific areas in product distribution should be
improved to have greater customer satisfaction. One of the goals of Rosatel is to
reduce the average time of distribution by 25%

Now we are going show schedules some chart using the information of the Table 1,
that it will help us to compare the date of the Number of rejects orders in Lima.

Table 1

Source: Rosatel

Now, the following charts shows an historic about the percentage of reject orders.

It can be seen that the number of rejections is increasing. The months of greater
consumption are those that are more rejections.

February 14, Valentine's Day.

March 8, International Women's Day

May 11, mother's day.

December 24th, Christmas.

December 31st, New Year.

 Table 2

Perspective Indicator Objectives Actions/ Initiatives

Financial
Cost of acquisition Reduce by 10% Negotiation with the supplier
Cost of distribution Reduce by 8% Find bottlenecks in distribution channels
Maintenance cost Reduce by 5% Reduce inventory rotation
Customers
Delivery time The minimum
Customer satisfaction Increase by 10% Improve the delivery time of products
Processes
Reject orders Reduce by 20% Create a platform in Rosatel.com that solves
the main doubts in the acquisition of its
products.
Source: own elaboration

6. SIX SIGMA

Define:
the most important issue in the sector of rosatel is the system of information and the call
center. There are less person that goes to the store to buy some flowers. What they do now
is call to the store and order a bouquet or whatever they need.

So the growth of rosatel depends on the productivity of its call center.

In the next image you can see how the job of a call center gained important around uk. Just
to see a part of the world.
 Source: The Telegraph of UK

Measure:

According to the research of VPI corp the 6 strategies to optimize the quality of a call center
are the ones that are on the following image:
Then if rosatel wants to improve the productivity of its call center it must focus on 5 points:

Staff: Rosatel need workers that are commited with the organization. Even if each
area has a different objective they must be united in order to achieve the goals of
the organization.

Rosatel must train its workers in the new information system and technologies.

Analysis of the jobs for a correct disposition of the employees according to the
function where they better perform.

Use of specific software tools for Call Center, to solve in a practical and agile way
the different problems.

The provision of a suitable environment that benefits the accomplishment of the

tasks by the personnel. Provide also the option of remote work, if the company is
able to carry it forward.

Analyze:

Fist Rosatel has to identifie the calls:

With this information Rosatel can know the satisfaction of thjeir clients and if the call center
is actually efficient.
Improve:

In this part Rosatel gives special training to their workers, so they are more familiar with the
new system they will use for the calls in order to increase the productivity of the call center.
For this project, rosatel had to hire an expert in the system, and a company that can set up
the whole system in the organization.

Control:

Rosatel focus in the intranet of the organization, because its the easiest and faster way to
get the most relevant information for the company.

7. CUSTOMER SERVICE

Information and communication technology (TICs)

The appropriation of digital solutions can help optimize processes. There are many

cases in which ICTs have encouraged several companies to succeed, helping them to

be more efficient and above all to reduce costs according to the way in which they are

applied.

In Rosatel, one of the most recognized and beloved brands by Peruvians. This

company, dedicated to the sale of special gifts by catalog, from its beginnings bet on

the innovation, appropriating several digital tools to attend to the growing demand in

Peru as its web page with possibility of being able to make purchases via internet.

When talking about companies that sell gifts, chocolates, perfumes and roses, the

common thing is to imagine a process where everything is manual, from its

elaboration, to its delivery. What is often not known is that, with the appropriation of

digital solutions, Rosatel managed to improve several of its processes of customer

service and thus provide the best possible service to its buyers, making the most of its

main marketing channels as They are your virtual call center and your website.
In order to win customers in a florist it is not enough to know flowers, you need to

know about flower arrangements and business. 90% of the flower businesses do not

pass the first year and only 3% reach 5 years. So, what should we keep in mind so our

business does not fail?

The first thing is to work with our current customers, to get them to buy more than

we currently buy. For this we can offer some offers, if these vary periodically, better

yet. For example, balloons, stuffed animals or candies (chocolates, chocolates,

candies, etc.). Also, products or services that complement the principal; That is, the

flowers. For example, instructional manuals, seeds, small pots, soil, etc.

Another way to increase sales is by offering bids for which the customer has to pay

continuously. For example, maintenance, change of flowers weekly in labor centers,

flower arrangements in restaurants, etc. In this way, the client will always pay a

periodic amount while still receiving our services.

Getting a regular customer to consume additional products is less time consuming

than finding new customers, but the important thing is that the quality service we

provide helps to position our business and increases the prestige of our brand. Positive

comments are our free advertising, many potential customers prefer a recommended

and reliable place, than another offering low prices. This way you can win customers

in a florist.

We must bear in mind that part of the success of a flower business is given as we

increase our market share. For this we need a suitable marketing plan that allows us

to reach the largest number of potential users. Winning customers in a florist requires

that we exploit our creativity to the maximum, the greater variety of arrangements we

can offer, the more we will differentiate ourselves from the competition. Arranging at

customer's request is another important element.

It is necessary not to lose sight of what is mentioned: positive comments from our

customers. One way to make the most of them is to use the tools that the Internet

provides; For example, social networks and a web page where people looking for

flower shops can find positive recommendations and comments on ours.

8. CONCLUSIONS

The use of information technology is associated with the management of the most efficient
way to the companies, since they are within the reach of the totality of the companies, at
considerable prices, but that long term help to generate brand value in the product Offer
and therefore the loyalty of its current customers.

La empresa Rosatel, tiene un importante liderazgo porque supo posicionarse en todos los
locales peruanos donde incursiono, brindando productos de mucha calidad y a un precio
por el cual los consumidores estn dispuestos a pagar.
La empresa Rosatel ha empleado eficientemente la estrategia de crecimiento,
diversificando sus productos desde rosas hasta llegar a botellas de vino y sushi delivery.

Uno de los objetivos ms resaltantes de esta empresa peruana es Ampliar el

posicionamiento de la marca a nivel nacional e internacional. Y lo est logrando mediante
estas herramientas: las alianzas estratgicas y el sistema de franquicias.

Rosatel emplea la estrategia de diferenciacin, en los atributos del producto, con la

innovacin y renovacin de la presentacin de cada uno de sus productos, el nivel de calidad
ptimo y la fiabilidad como seguridad del producto.

9. RECOMMENDATIONS

10. INFORMATION RESOURCE