SAMSUNG MOBILE SERVICE CENTRE
SHANI MOBILES.!!
CASE STUDY Shani Mobiles, Samsung mobile service centre, Kila Bazaar, Kashipur was established in july2010 under the proprietorship of Gaurav Shani. Though, the youngest Samsung service centre, it already ranked a solid no. 4th amongst 70 service centres, in North region. The organization credits this success to its commitment to consistently improving its services, expanding (growing) its services and increasing customer satisfaction. Initially, they started their repairing centre as Utsav mobiles without any brand name but later they enrolled with Samsung mobiles. Shani mobiles have three tie-ups with- Om mobile, Jaspur; Saifi mobile, Ramnagar; Ram mobile, Bazpur. The store has an appropriate well furnished set up including laptops, Computers and instruments required for servicing of mobiles. The service centre has a staff of total nine people that incudes- three female receptionists, two people for shipping, three hardware engineers and one software engineer. Basically, this service centre provides after sale services for Samsung mobile whether they are or they are not in warranty period. For the mobiles which fall in warranty period the centre doesn¶t charge any amount except the parts which are changed. But most frequently the cases that are under warranty period are witnessed much. At first, job card is filled by the customer which shows details of problem, mobile set, contact information etc. of customers. Its one copy is handed over to the customer and one is kept by the store and feeded in the computers as well for records. After this ELS (entry level screening) is done through which problems- hardware or software is detected. After that engineers work on the fault. The prescribed time limit for solving - a hardware problem is two days, a software problem is one day and for the delivery of pending part is seven days. 95% problems are solved by the store and remaining 5% which requires complete replacement is send to the company. Shani mobiles, systematically pursues delivering quality to customers through its ³Capability in providing services´. The capability is measured by its three aspects- satisfaction rate (SR) of customers, repeat repair rate (RR), late repair mobile rate (LTR). The surveys related to all the above mentioned aspects are conducted by the company itself.
³The services provided here are much more better and satisfactory than other service providers in the market´. Says Deepak Verma (customer). ³Here the parts are provided at exchange of old parts accompanied by special discounts and the store is trustworthy as they maintain their originality´. says Karan (customer). Every month the result of satisfaction level is delivered to the store via report. The statistics showed 100% rate of satisfaction level during oct-2010 which declined to 53% in Nov-2010 and further showed increment upto 96% in oct-2011. The stores promotional campaign started through hoardings at chaurahas, t.v. advertisements, discount schemes etc. They give special discounts of 25-50% to their Samsung family members i.e. people who are working for Samsung group like workers, distributors, franchisee holders etc. ³Ultimately, we do everything for our customers. The results must be clear to them. We¶re convinced that delivering quality is essential for our organization. Our efforts are geared towards keeping our customers' experiences consistently positive. And every month, the report shows us results, trends, successes, and more.´ Says Utsav Shani, organizer Shani mobiles. At the end of oct-2011, more than 50 thousand customers and 1 lakh visitors were served in the Shani mobiles service centre. At present the centre deals only in Samsung mobiles but within next two months they are expanding their business by entering in the field of laptops and further willing to explore in various other departments including camera, freeze, Air conditioners, microwaves, LCD, LED etc. In this case study, Shani mobiles, wanted to give a more transparent view of how well they were meeting customer expectations. In addition, they wanted to provide the best solutions and customer service possible to ensure high retention rates. QUESTIONS FOR FURTHER THOUGHT:Q1. According to you how brand name can contribute to any business? How much brand freak are you? Q2. The case emphasis that the store witnesses more of under warranty customers. What measures they can adopt to attract outer warranty customers? Q3. Is the service centre¶s expansion plan a good decision? Suggest some innovative ideas that can enhance their expansion plans?
doc_158016097.docx
SHANI MOBILES.!!
CASE STUDY Shani Mobiles, Samsung mobile service centre, Kila Bazaar, Kashipur was established in july2010 under the proprietorship of Gaurav Shani. Though, the youngest Samsung service centre, it already ranked a solid no. 4th amongst 70 service centres, in North region. The organization credits this success to its commitment to consistently improving its services, expanding (growing) its services and increasing customer satisfaction. Initially, they started their repairing centre as Utsav mobiles without any brand name but later they enrolled with Samsung mobiles. Shani mobiles have three tie-ups with- Om mobile, Jaspur; Saifi mobile, Ramnagar; Ram mobile, Bazpur. The store has an appropriate well furnished set up including laptops, Computers and instruments required for servicing of mobiles. The service centre has a staff of total nine people that incudes- three female receptionists, two people for shipping, three hardware engineers and one software engineer. Basically, this service centre provides after sale services for Samsung mobile whether they are or they are not in warranty period. For the mobiles which fall in warranty period the centre doesn¶t charge any amount except the parts which are changed. But most frequently the cases that are under warranty period are witnessed much. At first, job card is filled by the customer which shows details of problem, mobile set, contact information etc. of customers. Its one copy is handed over to the customer and one is kept by the store and feeded in the computers as well for records. After this ELS (entry level screening) is done through which problems- hardware or software is detected. After that engineers work on the fault. The prescribed time limit for solving - a hardware problem is two days, a software problem is one day and for the delivery of pending part is seven days. 95% problems are solved by the store and remaining 5% which requires complete replacement is send to the company. Shani mobiles, systematically pursues delivering quality to customers through its ³Capability in providing services´. The capability is measured by its three aspects- satisfaction rate (SR) of customers, repeat repair rate (RR), late repair mobile rate (LTR). The surveys related to all the above mentioned aspects are conducted by the company itself.
³The services provided here are much more better and satisfactory than other service providers in the market´. Says Deepak Verma (customer). ³Here the parts are provided at exchange of old parts accompanied by special discounts and the store is trustworthy as they maintain their originality´. says Karan (customer). Every month the result of satisfaction level is delivered to the store via report. The statistics showed 100% rate of satisfaction level during oct-2010 which declined to 53% in Nov-2010 and further showed increment upto 96% in oct-2011. The stores promotional campaign started through hoardings at chaurahas, t.v. advertisements, discount schemes etc. They give special discounts of 25-50% to their Samsung family members i.e. people who are working for Samsung group like workers, distributors, franchisee holders etc. ³Ultimately, we do everything for our customers. The results must be clear to them. We¶re convinced that delivering quality is essential for our organization. Our efforts are geared towards keeping our customers' experiences consistently positive. And every month, the report shows us results, trends, successes, and more.´ Says Utsav Shani, organizer Shani mobiles. At the end of oct-2011, more than 50 thousand customers and 1 lakh visitors were served in the Shani mobiles service centre. At present the centre deals only in Samsung mobiles but within next two months they are expanding their business by entering in the field of laptops and further willing to explore in various other departments including camera, freeze, Air conditioners, microwaves, LCD, LED etc. In this case study, Shani mobiles, wanted to give a more transparent view of how well they were meeting customer expectations. In addition, they wanted to provide the best solutions and customer service possible to ensure high retention rates. QUESTIONS FOR FURTHER THOUGHT:Q1. According to you how brand name can contribute to any business? How much brand freak are you? Q2. The case emphasis that the store witnesses more of under warranty customers. What measures they can adopt to attract outer warranty customers? Q3. Is the service centre¶s expansion plan a good decision? Suggest some innovative ideas that can enhance their expansion plans?
doc_158016097.docx