MAPPING OF 4I’s and 7P’s for Hermes Group (Logistics)

Inseparability
Customer unavailability while delivery of the product: Generally, this problem is faced by the customers
of Hermes Group that due to emergency they are not available at a given point in time. This problem can
be solved by providing a secondary address or a pickup point. This comes under process and place.

Unclear online portal: It’s important to have a good online portal for each customer by which the
customer can decide when the parcel can be collected from his place and how quickly he wants the parcel
to be delivered. This can be solved using process and physical evidence.

Inconsistency
Poor interaction with the customer at office: This is one of the main problems faced by Hermes Group.
This problem can be solved by giving proper training to the employees. This comes under People and
Process.

Late resolution of the complaints: This problem can be solved by using chatbots for faster handling of
complaints which comes online. The telephonic complaints can be solved by faster by reducing the waiting
time. This comes under the Process.

Wrong parcel delivery: It is one the most frequent problem faced by the company. They should improve
it by having well networked office and warehouse distributed geographically all over the world. Also, the
individuals must be trained regarding the location they will be delivering the parcel. This comes under the
place and process.

Intangibility
Lower Brand recognition: As this is a new company in India, brand association is low among the
customers. They should improve it by advertising through mass and digital media. This comes under
Promotion.

Poor infrastructure at office: The comfort of furnishing, temperature and odor will influence the
perception of the customer. This can be improved by establishing service standard. This comes under
physical evidence.

Inventory
Inefficient delivery during peak season: One of the problems faced by the Hermes Group is it has to
carefully manage supply and demand of services during the peak season. There were many complaints in
the website regarding inefficient delivery specially during the December and January month. The company
has to operate with less staff during normal season and hire additional staff during peak season so as to
have same level of customer service. This can be solved using process, people.

Appropriate Pricing strategy: To attract customers from different segments during non-peak season,
pricing should be done in accordance to their requirement and competition in the market. Also, the
promotion must be done regarding the offers provided. This problem can be used using price, promotion.