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8/8/2019 CTP Retail
1/18
8/8/2019 CTP Retail
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Parking
Shop Front
Entry
Sales people
Shop space &Layout
Price Tag
Ambience
Billing/ Invoice
Product Packaging
Stacking/ Display
Availability ofProducts
Seating In-store
Rest room
CustomerEngagement
8/8/2019 CTP Retail
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CTMObserver:
While your firm may be doing well, there are opportunities for dramaticimprovement in the customer-centricity of your organisations
CTMFollower:
Your organization is making progress on improving customer experiences andis generating some positive feedback as a result. However, you are stillfollowing the Customer Touch point Management leadership of others
CTM
Leader:
Customer Touch point Management revolution leader, your organization isbenefiting from being ahead of the customer experience curve. You excel incomparison with the majority of your competition
CTMVisionary:
Your organization is the inspiration for the touch point revolution both withinand outside of your industry. You have established benchmarks and bestpractices for developing and implementing a comprehensive CTM plan
8/8/2019 CTP Retail
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8/8/2019 CTP Retail
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John Players, MG Road on 9th
August 2010
8/8/2019 CTP Retail
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ISSUES
Security personnel absent
at the entrance thus no oneto open door
Staff absent to greet thecustomer at the entrancebecoming a negative factorin moment of truth
IMPROVEMENTS
Security Personnel should
be there at the door toopen it for you else ifpossible make it anautomatic door to makeexperience pleasant for thecustomer
8/8/2019 CTP Retail
7/18
ISSUES
No one to keep baggage on
the counter thus handlingthem and shopping is not anice experience
IMPROVEMENTS
A staff to deposit baggageat the entrance with atoken and a small greetingfrom him will do a world ofgood to the overall
shopping experience
8/8/2019 CTP Retail
8/18
ISSUES
Heavy rush inside the storedue to sale season exposingthe less number of staff
Absence of back store roomthus stock lying on one side ofthe floor making it untidy
Repetition of design and
same size on the shelfcausing confusion in the mindof customer and makesexposure to the entire stockdifficult
IMPROVEMENTS
Differential number of sales
staff must be present Example:- During season sale
or Sundays more staff shouldbe present, hired on daily basesto avoid rush of the customerinside the store and thus not
making chaotic situation A small back door room must
be present to accommodateduplicate apparels and thusnot confusing customer withsame design
8/8/2019 CTP Retail
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ISSUES
Unprofessional salesman hiredfrom unorganized sector havingno communication skills to
handle customer Clothes tried lying on the floor
because no staff to put that back Salesman forcing the customer
to buy their productsirrespective of the interest of the
customer towards their product Sales arguing on the similar
colours and forcing you to buyboth the products
IMPROVEMENTS
Provide communication trainingto the salesman because morethan anything they arerepresenting ITC at customer level
They should be smart enough tounderstand consumer behaviourand should not force customer tobuy a product because excessivetalking can also make customeruncomfortable
Should be given rigorous trainingwith various types of customer sothat they can handle argumentswith them
They should be skilful enough toknow the way to measure lengthof the trouser, customer etc.
8/8/2019 CTP Retail
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EXPERIENCE
Nice temperature
maintained inside the store 2 trial rooms , sufficient to
support size of the store Absence of mirrors in the
trial room Water not available in the
store , gets it after 10minsthough in nice glasses
IMPROVEMENTS
Water dispenser should be
present inside theshowroom to makecustomer feel easy duringsummers
Trial rooms are the place
where customer makesdecision thus seating mustbe provided at that placeand proper mirrors must beavailable.
8/8/2019 CTP Retail
11/18
ISSUES
No alteration available at thestore
The store manager at billingcounter asks for an hour foralteration and fail to givetrouser even after couple ofhours
Store manager asks for Rs.30
for alteration which is highlyunprofessional No receipt offered in return of
the alter clothes thus, noproof to claim the apparel
IMPROVEMENTS
Receipt must be provided tothe customer if returnedtrouser for alteration
Keeping a separate tailor forthe separate might increasethe costs thus a tie- up shouldbe done with tailors presentnearby to complete theirwork on priority basis
Money should not be chargedfor any kind of alteration likefollowed at Large retailformats like lifestyle,shoppers stop etc.
8/8/2019 CTP Retail
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8/8/2019 CTP Retail
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EXPERIENCE
Nice clean outlet with
sensor gates Mall design in such a way
that one needs to enter thestore to go to the top floorwhere restaurant is presentcausing chaos at theentrance
IMPROVEMENTS
A separate entrance is
required for the store andthe restaurant to avoidchaos.
8/8/2019 CTP Retail
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EXPERIENCE
Books well placed on the
shelves but only the bestsellers available thusmaking them lesser thantheir competitors in thesegment
Fragrances nicely displayedin the store
IMPROVEMENTS
More stock required to
compete with Landmarkand Crossword
8/8/2019 CTP Retail
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EXPERIENCE
A nice gentle salesman present atthe watch counter
When asked to show a particularwatch , keys to open the shelf wasmissing
Salesman tried 10 keys to open theshelf to take out the watch butnone of them worked
Argument given : Person whohandles these 3 brands has goneto toilet and keys are with him
which is highly unprofessional Salesman arrived after 15 minutes
but apologised for his mistake Argument started between the
two salesman in front of thecustomer
IMPROVEMENTS
Keys of various shelvesmust be arranged nicely
with tags on the key ringmaking it easier for thesales man to handle them
Intra staff arguments mustbe conducted after the
customer leaves thusproper training required
8/8/2019 CTP Retail
16/18
ISSUES
Billing counter had a longqueue as 2 counters availablefor all the products from asmall 50 rupees book to10,000 rupees watch
Card machine had somefailure for around 10 minutesthus adding to the queue and
creating pressure on theperson on the billing counter clairs chocolate is given
instead of the change by thestore
IMPROVEMENTS
Billing counter can be segregatedin 2 forms One for the cash and other for the
card One for a particular product
category and second for the otherwith big tags written over thecounter to avoid confusion
Keeping coins to return is not a bigtask for the store and that looksmore professional
Considering the products availableat the store , they should offersmall chocolates to the kids tomake them happy as the actualconsumers will then force theirparents to visit the same store inthe future
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Considering the high competition in the market, it is important
for companies to give some extra care on the touch points
because this act as an interface between the customer and the
store and a nice experience will help in retaining the customer
for the organization.
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