Case Study Discussion onHome Solutions (India) Limited-Kitchen Section

AB GHAR BANANA KITNA AASAN “KEEL SE KAMRE TAK, GHAR BANANE KI SAARI CHEEZEIN AB EK CHAT KE NICHE”

Home Solutions (India) Limited, A Future Group Company

• Home Solutions - A venture of Pantaloon Retail India Limited, a Future group company.

• Future Group is India’s leading business group.• Led by Mr. Kishore Biyani (CEO), the Future Group operates

through six verticals :Retail, Capital, Brands, Space, Media and Logistics.

• The group is currently developing over 50 malls and consumptions centers across the country.

Future group vision Everything, Everywhere, Everytime for every Indian customer in the most profitable manner.

Future Group Mission• Customers to be served by creating & executing future

scenarios in consumption space leading to economic development.

• Trendsetters in evolving delivery formats, retailing, affordable consumption for customer.

• Efficient, Cost conscious & committed to quality.• Positive attitude, sincerity, humility to be the driving force.Future Group Core Values• Indianness confidence in ourselves• Thought & business Leadership• Respect & humility• Introspection• Open & receptive to new ideas, knowledge & information• Valuing & Nurturing Relationships• Simplicity & Positivity

Home Solutions (India) Limited-Kitchen Section,Three components1-Service environment• High visual appeal at the stores.• Creating high customer expectations – Service provisions

displayed as electrical fittings, plumbing, interior decoration, modular kitchen, etc.

• Store divided into sections as Exhibition, Market & Services.

• Hometown positioned as an amalgamation of value- lifestyle propositions.

2-Service product

• Products from all major manufacturers of several products as sanitary ware, bath fittings, fixtures, furnitures, etc. displayed.

• Customers given price, service & product guarantee.• One year gurantee on workmanship of jobs undertaken

from the date of job completed.• Every product or service provided backed by reliable

manufacturers and service providers.• Exchange/ Refund option with customer in case of any

manufacturing defect.

3-Interaction quality• Aggressive advertising with the USP of “Ab ghar banana

kitna asaan”.• Full page advertisements, hoardings, Slogans used as part

of the advertising and communication campaign.• What you see is what you get pitch used with the

customers.• Focus on pre sale engagement with use of software to

design fancy modular kitchens.• Commitments and guarantee of delivery and installation

within stipulated timelines.

Home Solutions (India) Limited-Kitchen Section, Service QualityReliabilityHome Solutions ability to deliver the promised service dependably and accurately. For instance:- • Mrs. Dogras trust on the big brand name of home

town/future group.• Already placed an order for bathroom items and jacuzzi

giving her higher conviction to go with Home solutions for kitchen.

• Substantial time spent during pre sales with the design incharge & technician giving further assurance to customer.

• Initial fee also paid by Mrs. Dogra after commitments given by the design incharge to deliver by the stipulated date.

AssuranceKnowledge & responsiveness of employees who are able to inspire trust and confidence-• Multiple assurances provided to Mrs. Dogra on the initial

design chosen but the final product delivered was different.

• Timelines of 30 day delivery never met and rather a 90 day to and with total service failures from the company , hence never kept assurances on timelines.

• False assurances by Mr. Vipin (manager) and unsurity of delivery creating total ambiguity for the customer.

• Unprofessional acts by Mr. Vipin of not taking the customer calls, hiding away from face to face discussions with the customer.

TangiblesPhysical delivery against order, equipment and appearance of personnel-• Customer asked to review his product specifications as the

earlier ordered product stock was no more available with the company and to get the same stock customer will have to wait for over 3 more months.

• The kitchen material later supplied was also short supplied.

• Also the plumbing work though approved by the technical team of Hometown was still not in order.

• Work was finished will the plumbing problem still unattended.

• Material supplied finally was also different from the one selected by the customer as an alternative to the earlier specifications.

ResponsivenessWillingness of Home town to help customers and provide prompt service-• Mr. Vipin consistently ignored the customers phone calls.• No pro active communication to the customer on delivery

delays.• Auto generated messages to customer complaints with no

response for days together despite repeated reminders.• Callous attitude of the employees towards commitments

to complaint customers.• Multiple escalations to reach out to the senior employees

in the hierarchy for resolutions.

EmpathyGiving individual attention to customers; understanding and caring for the customer-

• Ineffective display of empathy to the customer despite repeated follow ups and reminder sent from the customer.

• Indifferent attitude of employees post sales.

• Ineffective management of escalations and no considerations to customers agony of dismantling her kitchen and alternatively using the bathroom as kitchen in the given state.

ConclusionAccording to this case study conclusion is that Home solutions(India) Ltd. is not fullfilling the their core values , whatever they mentioned. The major issues regarding this case study are:-• Improper understanding of customers needs and

requirements.• Lack of communication between management and

customers/ employees and managers.• They are much more concerned about transcation.• Avoiding customer complaints.• Inappropiate reovery mechanism for service failures. “AB GHAR BANANA KITNA ASAN (BAHUT MUSHKIL)”

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