Sudheer Big Bazar

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DECLARATION

I (T.SUDHEER), declare that the project report Entitled “PROJECT ON THE

STUDY OF CUSTOMER SERVICE DESK AT BIG BAZAAR ”

POST GRADUATE PROGRAMME IN RATAN GLOAL BUSINESS SCHOOL.

I further declare that this is an original piece of work, and has not been submitted in

whole or part to any other organization.

Place: HYDERABAD T.SUDHEER

Date :10-02-2011



ABOUT BIG BAZAAR:

KISHORE BIYANI IS FOUNDER OF BIG BAZAAR. BigBazaar is a chain of hypermarkets in India, with more than

133 stores in operation. It is a subsidiary of Future Group

Limited, and follows the business model of United States-

based Wal-Mart.

Type Subsidiary

Industry Retailing

Founded 2001

Headquarters Multiple locations in India

Products Department store

Employees More than 2000 people

Parent Future Group

Divisions ~100

http://en.wikipedia.org/wiki/Hypermarket

http://en.wikipedia.org/wiki/Future_Group

http://en.wikipedia.org/wiki/United_States

http://en.wikipedia.org/wiki/Wal-Mart

http://en.wikipedia.org/wiki/Types_of_business_entity

http://en.wikipedia.org/wiki/Subsidiary

http://en.wikipedia.org/wiki/Industry

http://en.wikipedia.org/wiki/Retailing

http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Department_store

http://en.wikipedia.org/wiki/Employment

http://en.wikipedia.org/wiki/Holding_company


http://en.wikipedia.org/wiki/Division_(business)

http://en.wikipedia.org/wiki/Hypermarket


http://en.wikipedia.org/wiki/United_States

http://en.wikipedia.org/wiki/Wal-Mart

http://en.wikipedia.org/wiki/Types_of_business_entity

http://en.wikipedia.org/wiki/Subsidiary

http://en.wikipedia.org/wiki/Industry

http://en.wikipedia.org/wiki/Retailing

http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Department_store

http://en.wikipedia.org/wiki/Employment

http://en.wikipedia.org/wiki/Holding_company


http://en.wikipedia.org/wiki/Division_(business)



INTRODUCTION

Introduced by Pantaloon Retail (India) ltd in 2001.

First store was opened in Kolkata and then with in 22 days other stores

were opened in Hyderabad & Bangalore

In 2006-2007, 27new stores were launched in 22 cities.

By May 2008, 89 Big Bazaars spread across country.



THE STRATEGY

• To offer value to the customers

• As the store would offer a large mix of products at a discounted

price, the name Big Bazaar was finalized

• Price was the basic value proposition at Big Bazaar

• Prices of the product were 5 to 60 lower than the market price.

Methodology Adopted

Administered Questionnaire

Interview

Close Observations

Advertising through different media





Ability to get products from suppliers at discounted pricedue to scale of business.

Weakness

High cost of operation due to large fixed cost.

Very thin Margin

High attrition rate of employees

Opportunities

Lot of potential in the rural market.‡

Can enter into production of various products due to its in depth

understanding of customers taste and preference.

‡

Can expand the business in smaller cities as there is a lot of opportunity.

Threats‡

High business risk involved.‡

Lot of competitors coming up to tap the market.‡

OBJECTIVES:

The first and foremost objective of this study is the study of Customer Service

Desk at Big Bazaar.

The study of customer satisfaction is the most important factor to thrive in any

business.

It's a well known fact that no business can exist without customers.



Customer satisfaction is determined in terms of how well customers are dealt,

their problems resolved, etc.

The study has been conducted on the basis of my experience at Big Bazaar

This study mainly reveals the SWOT analysis that I have done here and the

suggestions that follow.

Customer Service Desk(CSD)

It is the place where exactly the manager of Customer Service Desk is available. He at

Customer Service Desk entrusts work to all the representatives of this department

Representatives across various counters attends customers. If there are any problems or

issues which they themselves cannot deal at respective counters, they are politely asked

to consult the representatives at CSD on first floor. Customer Service Representatives

are answerable for the acts of the employees at primary level.

The ascts of the employees bind the people at CSD. So, the representatitives must learn

how to tackle various Situations effectively. Paging is done at CSD; to have a smooth

communication within the employees of the store across various departments and to

guide the customers. Credit notes are given to the customers Functions of Customer

Service Desk(CSD)Customer service is the motto of the CSD at all the times and at all

the departments.

A customer service desk is situated mostly near the entrance to the

store. As the name suggests customer service desk is a department where allthe doubts, enquiries, and problems of the customers are answered or solved.

The customer service in-charge should be well updated with all the activities

happening within the store. He should also be aware of all the departments

within the store and the products that are available within the store. He

should also be thorough with all the company and store policies. He should

also be aware of the system software, and other process with in the store.

Various processes are handled by this department. All the goodsreturned by customers, exchanges of products, selling of gift vouchers,

providing gift wrapping service, store announcements and paging, attending

calls, handling of damage goods returned by customers, lost and found

products, customer feedback process handling and emergencies are taken

care at the customer service desk. They are also responsible directly or





To be implemented at Customer Service Desk-

Have a sepate e-mail for Customer Service Desk to assist the customers.

Encourage customers to send their complaints or suggestion via e-mails

besidestelephone calls and direct contact.

Encourage customers to express their views with regards to customer Service.

Maintain a suggestion box at Customer Service Desk to drop in customers’

suggestions.

If any of the suggestions dropped in by the customers are considered,

acknowledge with thanks next to the suggestion box

SWOT Analysis of CSD, Big Bazaar

STRENTH:

1. Helpfulness/ Assistance to customers

2. Provides an opportunity for the customers to lodge their complaints.

3. Exchanges are done within 15 days of purchasing, if the customers are not

satisfied with the product purchased.

4. Tracking of credit notes.

5. Answering customers’ queries.

6. Maintaining the data of the customers to let the customers know about future

offers

WEAKNESS:

1. Poor complaints resolution. The complaints lodged at CSD are rarely resolved.





6. To make use of the excess stock kept idle at the baggage counter.

7. To resolve customers’ complaints as soon as possible.

8. Employ one person exclusively for the purpose of wrapping gifts, so that the

customers do not think of turning to another mall just for the sake of getting the

gifts wrapped.

9. To have department wise track on the complaints received; there by the burden at

CSD is reduced and the complaints are resolved faster

THREATS:

1. Lack of track on the number of complaints which are not lodged with the

complaintsregister, affects goodwill of the organisation.

2. Ther e is no department wise track on the complaints

3. There is no track on how many complaints related to each departments are

resolved per day, week, or month, etc.

4. Clubbing of bill is not accepted at the time of issuing Global offer, even though

the billing is done at the same time across various counters.

5. There is no variation in issuing Global offer, even though the bill bears high

amount.6. There is no proper information to the customers that gift wrappings are not done

on Saturdays and Sundays.

Questionnaire on Customer Service Satisfaction:

1. Name:

(if you please)…………………………………………..Contact No:………………….

Email Id:………………………………………………..

2. In your most recent customer service experience, how did you contact the

Representative?

a) In person

b) By telephone



c) Internet

d) Other

3. Sufficient information was available on the internet to solve my problem.

a) Strongly agree

b) Agree

c) Neutrald) Disagree

e) Strongly disagree

4. About how long did you have to wait before speaking to a representative?

a) I was taken care of immediately

b) Within 5 minutes

c) 5-10 minutes

d) More than 10 minutes

5. Did our representative …(Select all that apply)

a) Quickly identify the problem

b) Appear knowledgeable and compent

c) Help you understand the cause and the solution to the problem

d) Handle issues with courtesy and professionalism

6. How many times did you have to contact customer service before the problem was

corrected?

a) Once

b) Twice

c) Thrice

d) More than 3 times

7. To what extent were your complaints resolved at Big Bazaar?

a) Well

b) Very well

c) Can’t say

d) Bad



e) Very bad

8. Are you comfortable with the policies of the Big Bazaar?

a) Yes

b) No

9. Are you satisfied with the billing system at Big bazaar?

a) Yes

b) No

c) okay

If no, give reasons…

a.……………………………………

b.……………………………………

c.……………………………………

10. Are you satisfied with alterations made at Big Bazaar?

a) Yes

b) No

c) Okay


a.………………………………….

b.………………………………….c.………………………………….

11. Are you keen about the offers given on special occasions at Big Bazaar?

a) Yes

b) No

12. Are you satisfied with the way gift wrapings are done at Baggage Counter?

a) Yes b) No


a.………………………………

b.………………………………

c.………………………………



13. How do the security guards behave with the customers?

a) Politely

b) Impolitely

14. Are you satisfied with the way paging is done at CSD?

a) Yes

b) No

If no, give suggestions…

a.………………………………….

b.………………………………….

c.………………………………….

15. Overall, how satisfied are you with the customer service experience?

a) Very satisfied

b) Some what satisfied

c) Neutral

d) Some what dissatisfied

e) Very dissatisfied

16. If you were less than totally satisfied, what could have been done to serve you

Better?

a.…………………………………

b.…………………………………

c.…………………………………

Thank you for your feedback. We sincerely appreciate your honest opinion and willtake your input into consideration while providing products and services in the future.



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Sudheer Big Bazar