DECCAN EDUCATION SOCIETY’S

INSTITUTE OF MANAGEMENT DEVELOPMENT AND RESEARCH (IMDR) PUNE

POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM)

Batch 2015-17

Subject: - Service Marketing Management

Submitted To: Submitted By:

Dr. Giribala Dewasthale
Keshav Ajmera 02
Ayush khandelwal 15

. Chetan Narkhede 24
Abhijeet Paul 26
Virendra Walimbe 38
Vishal Mishra 99
Divya Shroff
Sector: Retail Industry

Organisation name: Crossword Bookstore Ltd.

About Company
 Wholly owned subsidiary Company of Shopper’s Stop Ltd.
 More than 50 stores across India
 Widest book range for young, old and children.
 Magazines, CD-ROMs, Music, Stationery and Toys.
 More than 3 Lakh Loyal Customers.
 10 stores in Pune

Products
Educational DVDs Stationeries
Spiritual Movie Pens
Sci.-Fi Music Pencils
Novels Educational Colours

Biographies Games Notebooks & pads

Intellectual And Toys

Bestsellers

Branch Visited:
 Phoenix Market city, F-11, First Floor, Plot no 207, 1A & 1B, Viman Nagar Nagar Road
Pune - 411014
Maharashtra
 Ozone, ITI Road ,Aundh. Pune - 411001
Maharashtra
 Location Target Customer

Head office: Sohrab Hall, 1st Floor, Students, Families and Foreigners visiting
Junction of RBM-Cannaught Road, (Behind Pune from outside cities, since station is
Pune Railway Station), Pune - 411001. nearby

Ozone, ITI Road ,Aundh. Pune - 411001 Company Employees of Trade Tower,
Maharashtra Students (Maximum), Families.

E - Square University Road, Ganesh Khind, Multiplex Crowd.

Pune - 411007.
Premier Plaza, next to Mc Donald, Students, Families & McDonald Crowd.
Chinchwad - Pune 411016.
Gold Adlabs Multiplex, Kalyani Nagar, Students, Families and Foreigners staying in
Pune – 411014. Koregaon Park, Kalyani Nagar and nearby
area
Supreme Centre, Ground Floor, ITI Road, IT professionals, Families & Management
Next to Bonsai, Aundh, Pune - 411001. students.

Service Enhancement that can be started by Crossword Bookstore Ltd.

 Cafeteria with reading space
Toys section and playing area is replaced by Cafeteria and reading space.
 Hourly & monthly membership
The membership card is provided to the customer who are willing to read the books in the
store itself.

Value to Organization
 The main motive of service enhancement is to create new readers base and to generate
revenue from the books on rental basis.
 Customer Retention
 Customer Loyalty (via. Membership Card)

Value to Customer
  An opportunity for book readers to read books in the store at low cost rather than buying
expensive one.
 The readers are provided with some beverages with a bit of snacks.
 Delightful ambience

What organization need to do for this service implementation

 Atmosphere according to the customers need (soft skilled employees).
 Availability of employee for cafeteria and front end work.
 Proper knowledge of every book shelf and other stuffs available in the bookstore for the
customers.
 Proper knowledge should be given to the customers about their membership card services
and hourly coupons.
Blueprint of new service added

Backstage Process:
  Back stage process will come in to play when the customers visits the bookstore for
buying the book.
 Informing them about the new implementation of service with cafeteria and new
schemes for book lovers.
 Make sure that employee will take book according to his/her interest without any
inconvenience.
 Make sure he will enjoy the service of cafeteria while reading the book.
Physical Evidence and Service Scape:

 Physical Evidence and Service scape elements in this new service would be, the way
employee carry himself in his/her uniform with id card.
 Also the ambience of the store should be calm and the details of the book chart should be
easily understood.
 There should be a new display of best seller, new arrivals and information about new
authors.
 Delivery of service, hygiene maintained, delightful ambience and satisfied customers.
Support Process:

 Records update of employee available.

 Maintaining the records of issued and retuned books.
 Maintain the existing customers by giving them satisfactory offers .
 Maintain the customer relations with the new customers by giving them delightful
service.
Core:-Book selling.
Information:-A marketer needs to provide adequate information to his employees and his
customers. This information is general information provided through various communication
channels. (membershipcards, book list, current discounts/offers, stand up cards).
Consultation:-This is additional customized information provided to the potential customers by
the service provider. (Suggestions, membership packages, genere segregation).
Order taking: Organization should be fast in checking the availability of employee and
conforming the booking my message alert and follow up call. (Inventory management, book
reservation).

Hospitality:-The way employee greet the customer and behave when customer enter in the
store(Reading space, small cafeteria, soft skill front line employees).
Care taking/Safekeeping:-Baggage counter.
Exceptions:-Exceptional service means service over and above customer’s expectations.It can
the way SOP of each service procedure. Also the way in which waste is disposed after the
service for example Compensation for unsatisfactory services, suggestions, complaints.
Billing:-Mail billing, online billing, message billing.
Payment:-If the payment is done online the customer should receive immediate message for
receiving the paymentcard billing, cash, BHIM

Possible Service Failures and Service Recovery

1] Core service failures
 Customers are coming and reading the books there for free of cost, that’s why company is
unable to sell their books with profit.
2] Customer Preferences and Errors

 When a customer is going towards reading area there should be enough seats available
for him/her according to his requirements.
 When the company is giving monthly/hourly subscription to the readers, they should also
have enough accessibility of it (via- apps, login account)
3] Failure Due to Employee Actions
 Employee finds difficulty in searching books due to lack of knowledge about every shelf.
 Employee forgets to bring said book by the customer because of extra work or workload.
 Employee not greeting properly because of bad mood.

4] Failure due to organization

 Late accepting the request of appointment.
 Forget to inform customer about their validity period of membership card.
 Organization is not in position to deliver the service because of non-availability of
resources such as books, novels..

Service Recovery
 Most importantly helping the customer to take or finding out the book of his/her choice.
 Feedback from customer
 Complaint handling procedure where customer can mail or call the organization also staff
recovering the gap.
 Assurance of availability of resources like employee, product and others.
 To check , if discount given to the customer and is there any error from organization
side.

Service Recovery Process

 Apologize or Acknowledge
  Listen, Empathise& Ask open questions
 Offer a fair to fix to the problem
 Offer some value added atonement for the Inconvenience or Injury
 Keep your Promises
 Follow up

Guidelines to Handle Complaints

 Act Quickly
 Admit Mistakes, But don’t be defensive
 Show that you understand the Customers point of View
 Don’t Argue
 Acknowledge the Feeling
 Give the customers Benefit of Doubt
 Clarify the Steps needed to solve
 Keep the customers informed of Process
 Consider Compensation
 Preserve to regain customer goodwill
Quality measurement
Customers don’t assess the quality of service on one dimension only, they use multiple
parameters to judge the quality of the service that they are being offered .
The service quality is pooled into five dimensions likely
It is basically the five parts of the stars

RELIABILITY

ASSURANCE TANGIBILITY

EMPATHY RESPONSIVENESS

RELIABILITY

 Reliability means the ability to perform the promised service dependable and accurately
which means if they are providing the cafeteria for the customers, where they can read
their favorite books and novels with enjoying their favorite taste of coffee.
 The customer must develop a feeling that they can depend on that particular service
provider for their queries.
 ASSURANCE

 Assurance is the knowledge, courtesy and the accuracy of employees and their ability to
develop trust and confidence among their customers that they would be provided with the
best of services.
 which means the organization till now is having customers who visits scrossword because
of quality of service if now the organization is adding this new service of cafeteria the
experience and quality of service should be more attractive.

TANGIBLITY

 Tangibles are appearances of physical facilities, equipments, personnel and

communication materials. The things that a person can touch or see.

EMPATHY
 Empathy is the ability to provide caring and if possible individualized attention to the
customer the way in which employee interact with others.

RESPONSIVENESS

 Responsiveness is the willingness to help the customer and provide him with immediate
and fast service which means conformation of appointment.

Effective Customer Service Programme

 Place Right Person for the Right Job like employee which are ready for such field visit
are only hired
 Conduct Training Programme because there is difference in delivering the service in store
and online services.
 Service Information needs of customers like SOP for each procedure.
 Resolve problems quickly and talk pleasantly as mention above about complaint
handling.
 Standardize Service Delivery Mechanism
 Fix Reasonable rates of the coffee and hourly rate book reading for the customers.
Pricing and Promotion

Pricing:
This is one of the trickiestthings as among all the competitors (E-book, Kindle, Roadside
bookstores) installation of new service like cafeteria for the welfare of the customers.so, we have
to enhance the prices also.

Cost-Based Pricing

 Fixed cost will be low only enhancement and implementation cost will be there as
infrastructure, employees and other facilities are already available.
 Variable operating cost will be low too as only customer place visit and regular update
cost will be there.

Promotions:

The new service should be promoted to existing as well as new customer so as to increase the
customer base.
Following are some ways in which organization can carry out its promotion of new service
 Newspapers, local television advertisements, local Radio channel as it can reach at far
off places and is cheap too.

 Pamphlets nearby area and other places where crossword is not established that is at
far off areas and colleges.

 Through social networking siteslike on their Facebook page and on its own site.

 Word of Mouth: Get your customers to spread the word.

 Make them an offer : Give attractive discount till the people giving huge discounts on
buying expensive books.
Poka yoke:

There are 2 types of service poka yoke:

 Service provider
 Customer
 From service provider:

 Task of poka yoke –

1. Availability of books.
2. Allotment of membership
3. Reservation or booking in crossword office.
4. Time to time reminders.

 Treatment of poka yoke –

1. Space management
2. Service facility – mainataining the customer base in a systematic manner.
 Tangible poka yoke-
1. Tangible poka yoke maintaining the crossword café properly and fulfill the
promising factors in one or the other way.

 From customer:
 Preparation of poka yoke-
1. Time to time reminders through mails and messages.
2. Services which are provided by the organization should be specific.

 Encounter poka-yoke:
1. Information about the new arrivals of any books or services should be
communicated to the customers.
2. Need recognition of the customers.

 Resolution of poka yoke:

1. Short and quick feedbacks.
Suggested Service Layout