Customer Experience ManagementAndy SmithHardy OuLisa WangRyan ProiettoMINI AUDIT- Baskin Robbins

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Team Fantastic 4

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Team Fantastic 4

Ryan

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Team Fantastic 4Lisa

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Team Fantastic 4Hardy

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Team Fantastic 4Andy

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Introduction

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IntroductionHistoryBrand IdentificationTarget and PositionCompetitionFactors that affect the brand

Premium product8

HistoryBaskin Robbins FranchiseLocation: Downtown Evergreen, ColoradoOpened in 1981Owner: Annie HunterPurchased in 2007Provided us with great opportunities for ExperimentationEnsured Full Cooperation of Staff

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Brand IdentificationValuesHonesty, Transparency, Humility, Integrity, Respectfulness, Fairness, ResponsibilityGuiding PrinciplesLeadership, Innovation, Execution, Social Stewardship, FunPrioritiesPeople, Guests, Neighborhoods, Our Planet

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Brand Identification

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Targeting

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Positioning

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CompetitionLocalVery little competitionLocal Restaurants, Menchies Frozen YogurtNationalTheater like ExperienceCold Stone, Marble Slab, Maggie Moos

BEN AND JERRYS?14

Competition Cont.What is Baskin Robbins Doing?Innovation, Top-notch Ice Cream Flavor, Great ValueMaximize QualityOffer Wide VarietyAdapt to Customer

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Other FactorsIncrease in health consciousness among customers. Dwindling consumer discretionary spending. Higher cost pressures troubling food and beverage sector. Shift in Ice Cream Consumption in U.S.

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Implementation

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ImplementationCorridor of ExperienceClue ScanningZMETBuilding the Experience

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Corridor of Experience2.Initial Contact3.Purchase4.Ongoing Business5.Termination1.Pre-purchaseThe size of the vertical dimension indicates the depth of the experiencethe number of contacts and the importance of the contacts.

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Corridor of Experience

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Corridor of Experience

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Step 1- Pre Purchase

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Corridor of Experience

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Corridor of Experience

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Corridor of Experience

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Corridor of Experience

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Step 5- Preparation of Product

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Corridor of Experience

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Step 6- Delivery of Product

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Corridor of Experience

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Step 7- Consumption of Product

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Corridor of Experience

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Step 8- Termination

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Clue Scanning

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Look and FeelLocationFacilities- InteriorProducts and Services

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Location

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Facilities

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Products and Service

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People and CultureOwner - Annie HunterRespectedSocial capitalA positive attitude for researchEmployeesA very can - do attitudeYoung, customer centered Instrumental and supportive in our Research

Move - dashed linesAdd some contentChanged capitalsAdd Young, customer centered39

What We DoEfficientKnowledgeableWell-run operations

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What We SayHow are youCan I help youThank you!Have a good day.

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ZMETLiam Smith- Frequent CustomerLindy Smith- Frequent CustomerTony Wong- First time Customer

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ZMETLiam

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ZMET

Lindy

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ZMETTony

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ZMET

EnjoyingProduct QualityProduct VarietyFriendly & Trust Worthy ServiceCustomer Happiness and Satisfaction

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Key Themes

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Building Experience

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Functional

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Interesting Uniform

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Provides Toys on TableIncrease staying timeLonger Stay, More ConsumptionEncourage Children to Return

Cleaning issues, theft, etc. would be a considerations51

Playground OutsideMajority Customer: Families and ChildrenIncrease staying timeLonger Stay, More ConsumptionEncourage Families to Return

I do not believe this is a good idea and not possibleThe landlord will not allow the playground outside.There is also cost, limited room next to a road, and the liability would be extremely high even when the store is closed. 52

Interesting Corner

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Funny Elementsin RestroomKey theme- FunRestroom- Clean But Not Interesting

I agree put thinks on walls, but this might be funny in class but tasteless in the real bathroom.It should have some pictures, funny sayings, etc.54

Redecorate the Wood Signage Ordinary Not FunnyBasic Information without Emotional ConnectionsExample elements: Ice Cream Logo and Kids eating Ice Cream

Moved and resized pictures and Sent behind wordsUncovered the wood sign you had covered up55

Add Ice Cream Logo

New Customers May not be able to notice the Signage outsideCapture New Customers Attention

I mentioned before Corporate wont allow additional signage Annie is restrictedAlso Landlord will not allow it.56

Offer Sample Trial Notice

Baskin Robbins Is Famous for Offering Sample TrialNew Customers dont Notice That (Hardy)

I dont think this is a good point.BR is famous for the pink spoons and this BR offers it.Maybe they can offer it or push it more but my observation is that they already do it enough57

Mechanic

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Hold Theme Party

Special Products for Particular Occasion.No Particular Decoration on Special DayExample: Valentines Day

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Community EventsIncrease ConnectionsBoost Sales and Drive TrafficExample: DIY Ice Cream Competition

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Ice Cream Bar

Allow Children to Sit and Watch the Topping Bar in Action.

Also other ice cream making operations like Shakes and coneMaybe add a step up for them61

Change Wall DecorationMajority Customers on Weekdays: Local Families in EvergreenAdd Family ElementsMake it HomeEmotional ConnectionsExample: Happy Moment

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Comfortable Seats

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Stand-up MenuOnly One Place Has MenuHard to ReadReach the Menu EasilyAttract to buy more

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Offer Stickers to ChildrenRemember and RecallFunnyEmotional Connections with Children

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Humanic

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Interactions with ChildrenRemove One of the Cash RegistersWatch how the product is producedChildren likes interesting thingsExample: Step up, Stools

Annie wont remove a cash register - needed for summer volumeStep up and stools are best option67

Enhance GreetingLearning the Names of Frequent CustomersGreeting them More Personal

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Improve CommunicationMajority Customer on Weekdays: Local FamiliesCollect customers informationEnhance ConversationEngagement - Anticipation

Added Engagement-AnticipationThe staff needs to anticipate what the customer needs. For example, if they are hesitant, offer samples, provide solutions, etc.69

Nametags

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DIY Day for ChildrenChildren- majority of customerLearn how to make ice- cream or cakeExtraordinary experience

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Conclusion

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ConclusionCorporate vs. Evergreen FranchiseAdopting StageDeeper emotional connectionClose experience gap

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ConclusionInnovationAdapt to customersStand out from competition4 CEM dimensionsBuilding the ExperienceClue recommendationsFunctional, Mechanic, Humanic

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Q&A

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Thank You