For Office Use

Grade:

INTERNATIONAL MARKETING

Individual Assignment-I

Positive and Negative experiences

Submitted to: Prof. Tripurasundari Joshi

Submitted by:

Name of the student Roll No.

Priyali Tambe 181343

CRM (B)

MBA (FT-II) 2018-2020

Institute of Management, Nirma University

Date of Submission:7th March, 2020

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Table of Contents
A) Delightful experience ......................................................................................................................... 2
B) Negative Experience ........................................................................................................................... 5

A) Delightful experience

Step 1: Select a product/ service from the perspective of you as a consumer

Customised Shyamal and Bhumika Lehenga

Step 2: Brief Details about the product/service

I had visited the S & B store near CG road in Ahmedabad before a year. I intended to purchase
a customised lehenga for my sister’s wedding ceremony. Price range- 50K-1.5L.

Step 3: Expectations
Customisation, aesthetic value, good packaging, quick delivery, personal attention.

Step 4: Description of what happened

I was looking through S & B’s social media pages and read few testimonials and that had lured
me to visit the page. S & B also had a very big celebrity base purchasing outfits for occasions
like Indian festivals, religious events, social functions etc. I called the store at CG road and
they asked for my personal details. They told me I could drop at this time slot so that they
would be able to provide personal assistance from a senior stylist who had flown in from
Mumbai. When I entered, the security guard collected my handbag and kept it in the locker.
They gave bottled water to mom and me. The receptionist was very friendly and asked what
we were looking for. She led us to a salesperson and there we also met Miss. Aisha who was
the personal stylist. I told her that I want a shocking red lehenga with sequins. The lehenga that
fit my taste was a lot more expensive than what I had planned. I was crest-fallen. Nonetheless,
she led me to a room in the basement. It was a small studio with amazing lehengas. They were
heavier and every section was divided as per different colours. She took me to the red section.
I was still upset because I knew it wouldn’t fit my budget. She started explaining about the
“zari work” and how it is to be draped and what fabric is being used. She realised I was not
very enthusiastic and she told me that these items are on a sale. I was elated by the discount I
was getting. She told me that they change the collection every 2 months. The outfits are not

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damaged or have low quality. Its just that they prefer putting new pieces on the mannequins. I
wanted bell sleeves and it had half-sleeves. They said they usually dont customise the pieces
on sale but they were willing to do so for me. She took my measurements and then she asked
me to sit next to her and suggested the type of jewellery that would go with the outfit.
The outfit had a lot of work so they offered to add another fabric below it so that it would give
a nice shape when I wear it. The wedding was in Pune so they also offered to ship it at that
address despite of it being the Pune store. The packaging was very neat, clean in a box followed
by a hanger, white sheets inside the lehenga and a plastic covering that too before the expected
delivery date.
All in all, I was very satisfied and delighted by the personal attention, suggestions etc They
also put my photo on a monthly catalogue. So, S & B tried to touch the self-esteem trait as
well.

Step 5: Rate your satisfaction/ dissatisfaction

Level of delight: 9/10

Step 6: For the positive experience, what was that extra thing that they did, which
delighted me?
Personal attention and giving attention for every need and desire I expressed because they
realised that the function is very important for me and I am emotionally very involved with the
purchase.

Step 7: Have I terminated the relationship or continued?

No, I have not. I suggested S & B to many friends and relatives too.

Step 8: Link it to CRM strategy.

The retail industry is awash with data on customers – personal characteristics, income and
spending habits, lifestyle, social media activity, and so forth. Data collection can take the form
of POS systems to customer surveys to publicly available demographic data. Numerous
analytics firms offer to turn your unstructured data into digestible reports.

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1.Segment Customers to Improve Marketing ROI

Retailers market products differently based on which customers are likely to buy them.
Marketing sensibilities that themselves are not new can be implemented through a retail CRM
and measured, tailored and better redeployed for accurate KPI measurement and allocation of
budget. S&B believes in personalisation and keeps in touch simply via e-mails, SMS and
hosting events for regular customers who surely will purchase again.

2. Identify and Upsell Your Most Profitable Customers

Pareto’s Principle of 80/20 applies – the top twenty percent are worth eighty percent of your
revenue. Whatever the case, identify your top customers, their types of purchases, the value
they bring, their purchase lifecycle, and then sell to them more. S&B invites them to fashion
shows, after parties and other formal events because it knows that these bunch of people want
everything that is trending.

3. Prevent Leads from Leaving the Sales Funnel

Customers can be shown recently viewed items when they return to your site, or receive email
reminders for unpurchased items. S&B sends an e-mail or a WhatsApp message if such a thing
happens to prompt purchases.

4. Improve In-Store Customer Experiences (CX)

Wi-Fi in stores allows floor staff to access retail CRM data for product availability, customer
data or communication. Customers can opt-in to receive targeted promotions based on their
browsing behaviour on other platforms, information also stored in the CRM. Providing services
like allowing customers to interact with the products and have them shipped directly to their
homes with the same shipping deals as online channels helps customers feel they aren’t missing
out by shopping in-store, and there’s the opportunity for anonymous surveys on the spot.
Customer experiences correlate strongly with brand loyalty; therefore, the in-store experience
is an excellent opportunity to directly, positively influence customers’ brand opinions. Brick
and mortars have excellent potential for implementation of digital customer data to create a
personalized brand experience. S&B had the staff check the data on iPads and they also
provided free shipping to a different city (Pune).

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B) Negative Experience

Step 1: Select a product/ service from the perspective of you as a consumer

Nishi Nails, Spa and Boutique

Step 2: Brief Details about the product/service

De-tan manicure and pedicure. Price range 830 and 970 INR.

Step 3: Expectations
Hygiene, information briefing about the products used by them to check for allergies,
suggestions as per my skin type and nail needs, cordial staff, comfortable environment,
appealing ambience, good customer service

Step 4: Description of what happened

I had visited the Nishi nails store at Alpha mall, Ahmedabad with my sister who was 5 months
pregnant. We had called beforehand to confirm the appointment. When we reached the place,
they directed us to sit on two lounge chairs which already had a soaking tub ready. Once me
and my sister sat down the staff came by but did not even bother to greet us or offer us the
menu options to select the services from. We had expectations from them to ensure that we
were comfortable but instead they hurried into starting the service. The tub that was used to
soak our feet did not look cleaned thoroughly. We had a total of 4 people attend to us but none
of them were even asking us any questions or even acknowledging our presence. They brought
in 4 plastic bowls to dip our hands but we could visually see particles and debris floating in it.
In a place where there is a very high possibility of customers catching nail infection, they
should be very proactive in ensuring all hygienic concerns are taken care of. Additionally,
while cleaning our cuticles they should be aware of difference between cutting nails and cutting
through skin. Even after bringing it up with the staff multiple times, the lady doing manicure
kept cutting and filing the nails so close to the skin that it ended up hurting my sister multiple
times. It definitely showed that the staff was not well trained and had no knowledge of
performing the tasks assigned to them. Furthermore, while using skin products they did not
provide any information on what kind of products were being used nor did they inquire if we
were allergic to anything. They used a hand mask which caused excessive irritation and itching
to me but they did not show any signs of concerns whatsoever. The ambience of the place was

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not appealing as well. The area that they used to store products and clean everything was visible
to customers and did not look clean as well. The nail cutters, foot scrubbers and filers that were
used for us were stored in a random bowl and looked not clean at all. They should ensure that
all the equipment that were used were cleaned and sterilized prior to use on a different
individual. Additionally, the receptionist was not civilized and kept talking loudly and rudely
on the phone. The song selection at the place was not suitable for a relaxing experience of
manicure and pedicure.

Step 5: Rate your dissatisfaction

Level of frustration: 10/10

Step 6: For the negative experience, what would they have done, so that you wouldn’t
have been frustrated?
They should keep the soaking tubs clean, should be cordial and inform about the possibility of
allergic ingredients in the creams and masks. They should not hurry and hurt the customer
because people come there to relax.

Step 7: Have I terminated the relationship or continued?

No.

Step 8: Link it to a CRM strategy.

1. Agent Management: Nishi nails can employ this to organize their book of business and more
effectively run their operations.

2. Case Assignment: Case assignment can be employed by Nishi nails to cater to the customers
based on their queries. For eg for nail extensions connect an employee expert in that dimension
to cut down query time.

3. Customer Self Service: Customer self-service can be employed by Nishi Nails where people
will select a type of service and through application and then the right person will call the
customer to get the query solved, book an appointment and tell them what’s best for their nails.

4. Email Response Management System: ERMS can be installed by Nishi nails so that for every

query or problem or new trends, offers etc an email is sent to the customer.

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5. Escalation: Escalation can be used by Nishi nails to make the most dissatisfied customers
happy by giving them utmost priority by contacting them, offering discounts etc

6. Inbound Communication Management: So that the customer can contact Nishi nails and not
the vice versa

7. Nishi nails should keep client records digital and save time on entering new information, set
up different programs for attracting new clients and increasing profit, keep notice of dormant
and active clients, offer an online booking option and send appointment reminders via SMS.

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