Project report On Benchmarking Customer service & satisfaction

Our benchmark- Bata 5 steps

Greetings Ask two questions Show 3 pairs Add and close Thank and invite

Methodology adopted for analysis

To conduct our analysis , apart from our brand Bata , we preferred to choose stores of other reputed retailers including - M/s Shoppers stop brand having equal presence in mind of people - M/s Liberty retail revolutions Ltd. All the stores are located at City Centre Mall, sec -10, Rohini, Delhi 85.

All the three stores were visited during 15th July 2012 to 5th August 2012 and the observations which were noted are presented in the following slides .

@Bata store - Customer service against our Own benchmark

Greetings - not religiously followed Ask two questions never asked Show three pairs not shown by own initiative by salesman Add and close generally followed Thank and invite not religiously followed

Customer service @ Shoppers stop

Greetings religiously followed found in 99% cases Ask two questions asked by staff in 100 % cases Show 3 pairs salesman were more attentive towards customers needs and showed 3-4 pairs at a time Add and close better customer conviction resulting in better add on sales Thank and invite done in 100% cases

Customer service @ Liberty

Greetings - not religiously followed Ask two questions followed in 95% cases Show 3 pairs - religiously followed Add and close not religiously followed Thank and invite - done in solitary cases

Methodology for analysing Customer viewpoint @ all three stores

To avoid any type of Bias in our analysis, we decided to incorporate Customer feedbacks in respect of all 3 sample stores. For this we conducted customer survey at all three stores on a sample of 100 customers at each store. To avoid hassles while the customer survey was conducted inside the Bata store , while for others the survey form was filled form the customers coming out of shoppers stop and liberty showrooms situated in same premises.

Customer viewpoint @ Bata store

How do you rate service provided by bata staff ?
poor 5% fair 24% Excellent 15% fair 29% good 50% poor 9% Excellent 12%

How was your overall experience in bata ?

good 56%

Customer viewpoint @ shoppers stop

how do you rate the service provided by staff of shoppers stop ?
poor 2% fair 18% Excellent 45% good 35% good 42% fair 14%

how was your overall shopping experience in shopper's stop ?

poor 4%

Excellent 40%

Customer viewpoint @ liberty

How do you rate service provided by liberty staff ?
Excellent 8% poor 24% good 32% fair 26% good 37% poor 22% Excellent 15%

how was your overall shopping experience in liberty ?

fair 36%

Analytical review of customer viewpoint

Such analysis reveals that
a. Though Bata is still a leader far away from its competitors in FOOTWEAR industry yet, in opinion of customer, Bata lacks in customer satisfaction considering the presence of such old Brand in RETAIL Industry.

Some suggestions for improvement of customer Satisfaction @Bata store

Removing Language barriers It has been observed that Flagship segment shops are being visited by Elite Customers with high paying capacity. Such segment wants someone who could interact with them in worldwide adaptive ENGLISH language. Presently, Bata store lacked in matching such customer need in so far the sales staff was not able to interact with such customers resulting in loss of sales to the Company. Reducing High Lead time in conversion of sale When customer selects certain product from Display and ask for sizes, observed that sales staff took more than 5 minutes to bring in required size. In the mean time, customer does not wait & leaves the store in approximately 20% cases observed by us. Improving the Quality of Sales staff in store. As compared to shoppers stop store sales staff where 90% of the staff is MINIMUM ; a Graduate; Bata sales staff was not even Intermediate .Thus, such staff is more towards rigid, concentrating on just competing its duty hours, is not capable to cater 60% of customer. It was also observed that salesman are showing the pairs only when asked by the customers and there is lack of customer convincing power in the sales staff creating need of skilled sales staff.

Submitted for your kind consideration.

Submitted by: Ruchi Goyal MBA ( Intern)