Retai ling Experi ence T he Ser vi ce Way

By Prithwi Tilak Banerjee

The true essence of Service world
“There are no such thing as service industries. There are only some industries whose service components are greater or less than those of other industries. Everybody is in service.” -Theodore Levitt “It is the part of the product or the full product for which the customer is willing to see value and pay more.” “In services, the last experience remains uppermost in customer’s mind. Therefore, it is not enough to be good, you have to be consistently best.” “Service quality is directly proportional to employee satisfaction. Specially in the world of re-telling.”

The evolutio re tailing
Historic/Rural Reach

n of th e Indian

Traditional/Pervasiv e Reach

Government Supported

Modern Formats/ International

Khadi Stores Cooperatives Convenience Stores Mom and Pop/Kiranas

Exclusive Brand Outlets Hyper/Super Markets Department Stores Shopping Malls

Weekly Markets Village Fairs Melas
Source of Entertainmen t

Neighborhood Stores/Convenie nce

Availability/ Low Costs / Distribution

Shopping Experience/Efficie ncy

The Mark eting Machine in Serv ices Government
Competitors Technology Needs Uncontrollable Marketing Concepts Environment Analysis Behavioral Analysis STP & SWOT Analysis Marketing Research Marketing Mix

Reinventing The Wheel

Marketing Strategy

Retailing & Experience

the S ervice

• Customer is no more the King; customer is God • It’s not a manufacturing business, it’s selling of others’ items; hence experience is the last word • Organized Retail is not just about fine logistics; it’s much deeply rooted- it’s the total experience • It’s not just about closing the Service Gaps as & when they occur; it all about making sure that a gap doesn’t arise in the first place for anything • It’s not about selling goods or breaking the bulk, it’s all about selling the feel good factor- in

Service Quality Gaps; A basic overview

The middle path is the best of them

Today’s cust omer know we ll •
• • • • • • • • • • •


You must always have what they need in the store You will solve their problem no matter what that is You will care for their augmentations as their core You will be professional; they will not- as they pay Your products & services should always be finest You are trustworthy; only till you try to push sale Business is valuable to you; you’ll be commanded Customers expect you to be cheerful; till you drop Your job is to delight- ever if the products doesn’t You stand behind your customers; not profession CUSTOMER IS THE COMPANY’S ONLY PROFIT; EVERYTHING ELSE IS OVERHEAD- YOU ALSO If they don’t return- it’s your fault; they do- it’s Ok

The Best and ultimate solutions are
• Make the Intangibles be or at least look tangibles as much as possible by your beautiful courtesy • Make the Variability at the minimum with good planning and judgments • Make the Inseparatability factor more enhanced to gain loyalty at quick rate • Make Perisability perish by making your service embedded in customer’s mind for the longest time

Get the idea right with products

• In today’s world high & low service or physical content cannot be judged by the business you are in for sure • It’s all about the human touch that matters in all trades • In FMCG rather, the service part is needed the MOST because products are used up; FOND memories last • All the industries needs to be service specific; be it in B2C format or B2B; after all retail bulk always varies

Total Customer value Product value Service Value Personal value Image value

Customer Delivered Value

Total Customer Cost Monetary cost Time cost Energy cost Psychic cost

A customer view of service quality
Reliability- Ability to perform the promised service dependably and accurately. Responsiveness- Willingness to help customer and provide prompt service. Tangibles- Physical facilities, equipment, technology, and appearance of personnel Assurance- Knowledge and courtesy of employees and their ability to convey trust and confidence. Empathy- Caring, highly individualized attention the firm provides its customer           Be optimistic and enthusiastic Smile, be friendly and positive Meet all the customer’s request Customer doesn’t care if we are having a bad day, so don’t have Leave all the problems at home Customers expect to get what they pay for, your service too Good attitude will make work enjoyable for all the customers What is talked is definitely more important than who has talked Complaint gives you another chance to improve the service Some customer can be your next boss, so be very careful

The fully Delighted customer. The ultimate goal.

That will be all. Thanks a lot.

Questions Please