Description
It explains the presentation does a touchpoint analysis on various customer touchpoints at Pune Central Mall.
A PROJECT ON EVALUATING CUSTOMER TOUCH POINTS AT PUNE CENTRAL AND
What is Customer Touch Point?
Touchpoint is the interface of a product, a service or a brand with customers, non-customers, employees and their stakeholders – before, during and after a
PUNE CENTRAL
About Pune Central
? Exclusive shopping mall is situated in the heart of
the city near E-Square ? Spread over around 13000 square feet and offers a wide variety of clothes and house hold articles ? Houses around 250 clothing brands ranging from traditional, formal, casual and sports wear ? Has 5 shopping levels taking into account the interests of the men and women
Customer Touch points analysis
Strengths: ? The store has a very good layout, with brands spread out evenly across the area without cluttering ? Store is well lit and plays good, soft music ? As soon as a customer enters the store, he is exposed to the different fragrances at the perfume section ? The salesmen do not follow push strategy for selling ? Spacious multilevel parking ? The parking ticket could be reimbursed at any
? Store details(shops on each store) are provided at
every floor
? Presence of TV sets near the billing counters
reduces dissonance while waiting for longer times
Customer Touch points analysis
Weaknesses
? At the junction where the store is located, there was
? ?
? ? ?
?
no sign which would direct a consumer to the entry section of the store Parking ticket issued was of the previous month Throughout the entire duration while we were in the store, there was no one who approached us to ask if we needed any help Most of the sections did not have a single salesman at 2 to 4 pm However, some of the stores had 2 salesmen at the same time, which seemed unnecessary. Lift was overloaded most of the time, and had huge waiting times Difficult to locate a brand of choice in the store
Customer Touch points analysis
Weaknesses ? The section containing sports equipments did not have the best brands in them ? No immediate stock replenishment ? Some of the products had to be billed in the same floor where they were stored ? No facilities for people with wheel chair or any physical inability
• Searching for carry bags is a pain
• Bathrooms looked pretty decent at the first look ; however, there were no tissues and the drier was not working
? Few of the shelves of certain brands did not have
any product in them
How to enhance the service levels?
? Proper scheduling of the store salesmen based on the
demand at different times – This would make efficient use of the resources and also help the store to cut down on cost ? Use of ‘greeters’ who would welcome the customers into the store and assist them This would build good relationship[ with the customer and increase customer loyalty ? Non-brand specific sales discounts i.e. discounts offered on multiple merchandises bought from different brands This would increase overall sales of the stores and also lead to an increase in customer satisfaction as he has more choice at his disposal
How to enhance the service levels?
? Customer should be given the option of billing all
the merchandise bought at any billing counter of his choice This would act as a reduction in dissatisfier and could also help in avoiding long queues at peak hours
doc_810395686.pptx
It explains the presentation does a touchpoint analysis on various customer touchpoints at Pune Central Mall.
A PROJECT ON EVALUATING CUSTOMER TOUCH POINTS AT PUNE CENTRAL AND
What is Customer Touch Point?
Touchpoint is the interface of a product, a service or a brand with customers, non-customers, employees and their stakeholders – before, during and after a
PUNE CENTRAL
About Pune Central
? Exclusive shopping mall is situated in the heart of
the city near E-Square ? Spread over around 13000 square feet and offers a wide variety of clothes and house hold articles ? Houses around 250 clothing brands ranging from traditional, formal, casual and sports wear ? Has 5 shopping levels taking into account the interests of the men and women
Customer Touch points analysis
Strengths: ? The store has a very good layout, with brands spread out evenly across the area without cluttering ? Store is well lit and plays good, soft music ? As soon as a customer enters the store, he is exposed to the different fragrances at the perfume section ? The salesmen do not follow push strategy for selling ? Spacious multilevel parking ? The parking ticket could be reimbursed at any
? Store details(shops on each store) are provided at
every floor
? Presence of TV sets near the billing counters
reduces dissonance while waiting for longer times
Customer Touch points analysis
Weaknesses
? At the junction where the store is located, there was
? ?
? ? ?
?
no sign which would direct a consumer to the entry section of the store Parking ticket issued was of the previous month Throughout the entire duration while we were in the store, there was no one who approached us to ask if we needed any help Most of the sections did not have a single salesman at 2 to 4 pm However, some of the stores had 2 salesmen at the same time, which seemed unnecessary. Lift was overloaded most of the time, and had huge waiting times Difficult to locate a brand of choice in the store
Customer Touch points analysis
Weaknesses ? The section containing sports equipments did not have the best brands in them ? No immediate stock replenishment ? Some of the products had to be billed in the same floor where they were stored ? No facilities for people with wheel chair or any physical inability
• Searching for carry bags is a pain
• Bathrooms looked pretty decent at the first look ; however, there were no tissues and the drier was not working
? Few of the shelves of certain brands did not have
any product in them
How to enhance the service levels?
? Proper scheduling of the store salesmen based on the
demand at different times – This would make efficient use of the resources and also help the store to cut down on cost ? Use of ‘greeters’ who would welcome the customers into the store and assist them This would build good relationship[ with the customer and increase customer loyalty ? Non-brand specific sales discounts i.e. discounts offered on multiple merchandises bought from different brands This would increase overall sales of the stores and also lead to an increase in customer satisfaction as he has more choice at his disposal
How to enhance the service levels?
? Customer should be given the option of billing all
the merchandise bought at any billing counter of his choice This would act as a reduction in dissatisfier and could also help in avoiding long queues at peak hours
doc_810395686.pptx