SERVICE MARKETING MID-TERM TEST

NAME- AKANKSHA NAGAR

ROLL NO- 20RM903

Answer 1 – When we talk about the kaya’s skin delivery of services to their
customers, so first of all kaya was launched in October 2015 2002. Their main
purpose or aim was to provide best skin and hair care services to the men and
women who desired to look organically beautiful and charming. They only had
a well-trained set of professionals working under them but also did provide a
soothing and relaxed environment to their customers. As, an statement given
by Ms Kavita Krishnan who was holding the position of regional manager of
middle east region, Kaya was derived from Sanskrit language and meant body.
So, their ultimate aim was to provide their customers with the best provide
best skin-care and health care solutions that would enhance the visuals, feels
and beauty quotient of its customers.
Now talking about the kaya skin clinics delivery services-
 Kaya provided their own customized skincare products which were
soothing cleansing gel or lotion and revitalizing tonics and skin
treatments plus skin retune serums.
 Kaya research department had developed around 15 definite skin care
product line which were exclusively labelled under their brand name.
 From quality point of view - each skin clinic had the advanced and
latest technology currently working in the skin care sector which were
approved by international quality standards.
 The solutions or cures offered at the clinics were stamped and approved
with United States Food & Drug Administration (FDA).
 The employees had to complete the in-house training along with skill
development programs.
 They also had the concept of ongoing training, so that the employees
could inculcate soft skills i.e enhanced service orientation and
interpersonal and communication skills as well.
 From service point of view – the customer could select the category of
skin-carer solution needed by them it maybe for anti-aging solution,
pigmentation issue or acne related.
 They also provided beautification services tp better there outlook
through SO standard products.
 From new formats point of view – two new formats that were added
later were Kaya skin bar & kaya “shop in shops” as well.
Answer 2 – It is very important for any business that their customers need
to be loyal with the brand they have been using in the past times, as the
level of competition has been rising on a very fast pace customer loyalty
does play a very significant role here. I would also like to remark that brand
loyalty and customer loyalty both go hand in hand. If anyone of the two
lacks in their productivity or trust the other would automatically suffer to
some extent.

In case of kaya, this loyalty could be maintained through, premium quality

products, customized products, timely and efficient customer services
And through the usage of state of the art technology.
Now talking about the customer loyalty program kaya used for their
customers,
 So, kaya came up with the program named as Kaya Smiles.
 They segregated their customers on the basis of different levels.
 This differentiation was done on the basis of frequency of visits and
the level of transactions done by the individual customer in
association with the brand.
 The five heads involved under this were –
1. Platinum – Which included high level customers.
2. Gold Elite
3. Gold
4. Blue
5. Aqua Blue – Which included low-value customers.
 Now these programs were beings introduced for providing,
Membership rewards, as there the customer would be able to
earn reward points on their expenditure which later could be
converted into cash discounts for future transactions.
 They also provided customized offers at regular interval of times
to their potential customers.
 Not only this but also Kaya came up with their CRM strategy,
which meant CUSTOMER REALLY MATTERS initiative.
Answer 3- Through implementation of CRM strategy, which says
CUSTOMER REALLY MATTERS the following points were being
included,
1. They showed TV advertisements on Arabic Channels and
Magazines.
2. The major emphasis was being given on Customer care and
wellbeing, customer centricity and maintain transparency
with the customers.
3. The teams should also perform collateral performances and
should be able to deliver to their best of potential to the
customers.
4. Doing the categorization of the customers on the basis of
their visiting and consulting the kaya on the basis of the time
spans such as-
 Once in past 2 months customer was called – New
Joiner.
 Once in per quarter visiting customer was called –
Active Client.
 Customer who would have high chances of lapsing
was called as – On-the Brink customer.
 And the customer who has stopped visiting the clinic
was termed as lapsed customer.
5. They also had active call centre services for this CMR
initiative.
6. We could also include the other loyalty program and the
exclusive skin and hair care advices which were given by
them.

Answer 4- For the purpose of customer segregation and

segmentation kaya used various other techniques and
formulated different policies and procedures accordingly to
provide their customers with the best possibly they could.

Namely-
 Their loyalty program initiative which was namely
known as Kaya Smiles, under which they had
segregated the customers on the grounds of their
frequency and level of transactions being done by
them during a particular time span.
 The categories namely regarded here were-

1. Platinum – Which included high level

customers.
2. Gold Elite
3. Gold
4. Blue
5. Aqua Blue – Which included low-value
customers

 Now on the basis of being actively in association

with kaya the customers were being segregated as-
1. New joiners – who would visit the clinic of
kaya within a time frame of Past 2 months.
2. Active clients- who would visit kaya once in
per quarter.
3. On-brink customers – Who were on verge of
lapsing and had high chancers to do so.
4. Lapsed Customer – Finally the one who has
completely stopped visiting or consulting
kaya for any purpose.