SUBJECT: Customer Relationship Management

Group - 1

Batch: 2020-22

Case Study Discussion

Submitted to: Submitted By:

Dr. Shubha Johri Dhananjay Saraswat
PGFA2016

IDIC FRAMEWORK

1. Identify Customer Expectations - Before implementing customer relationship

management, a company must first determine its customers' needs, wants, and
 preferences. This aids in the creation of new customer-focused products and initiatives.
In the case of Kaya Skin Clinic, they recognised the needs of their customers and
provided unique solutions to meet those needs. They recognised the growing desire
among men and women to look nice in their natural state.
2. Differentiate Customer Expectations - It is critical to divide the customer base into
value and need in order to meet customer expectations. Their feedback can help you
extend your product ranges, improve efficacy and performance, and generate revenue.
Kaya has accomplished this. Each Kaya clinic used these blends to personalise its
services to the skin care needs of its customers. When this customised skin care service
was paired with a visually attractive environment and retail stores, customers
experienced the benefits of a whole skin care solution. In the clinic, skin care was
delivered with specialised attention and unique offerings.
3. Customer Interaction - Customer interactions help to understand consumer
expectations and how they relate to business products and services. As clients for skin
care and hair care visited skin clinics on a regular basis, Kaya emphasised its culture of
customer care, concern, customer centricity, and transparency. Kaya's team made certain
that everyone in the organisation was working together to get excellent outcomes.
4. Customizations to meet Customer Expectations - After identifying, distinguishing,
and communicating with clients, a good idea for new strategies and product
improvements may emerge. Getting consumer comments and reviews can help you
strategize and expand your business. Kaya Skin Clinic offered a variety of loyalty
programmes for its clients. Kaya features a loyalty programme called "Kaya Smiles"
that has five levels of customization: Platinum, Gold elite, Gold, blue, and Aqua blue.

ISSUES AND SUGGESTIONS

Brand Differentiation- There is no brand distinctiveness in the skin sector, and clients are
more interested in the product's ingredients than in Kaya as a brand.
Dermatologist- One of the problems came from dermatologists, as all of Kaya's goods were
suggested by dermatologists, which increased their rivalry to fight against them. As a result,
Kaya is having difficulty differentiating its brand from other dermatologists by developing a
clinic experience.