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Parking

Shop Front

Entry

Sales people

Shop space &Layout

Price Tag

Ambience

Billing/ Invoice

Product Packaging

Stacking/ Display

Availability ofProducts

Seating In-store

Rest room

CustomerEngagement

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CTMObserver:

While your firm may be doing well, there are opportunities for dramaticimprovement in the customer-centricity of your organisations

CTMFollower:

Your organization is making progress on improving customer experiences andis generating some positive feedback as a result. However, you are stillfollowing the Customer Touch point Management leadership of others

CTM

Leader:

Customer Touch point Management revolution leader, your organization isbenefiting from being ahead of the customer experience curve. You excel incomparison with the majority of your competition

CTMVisionary:

Your organization is the inspiration for the touch point revolution both withinand outside of your industry. You have established benchmarks and bestpractices for developing and implementing a comprehensive CTM plan

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John Players, MG Road on 9th

August 2010

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ISSUES

Security personnel absent

at the entrance thus no oneto open door

Staff absent to greet thecustomer at the entrancebecoming a negative factorin moment of truth

IMPROVEMENTS

Security Personnel should

be there at the door toopen it for you else ifpossible make it anautomatic door to makeexperience pleasant for thecustomer

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ISSUES

No one to keep baggage on

the counter thus handlingthem and shopping is not anice experience

IMPROVEMENTS

A staff to deposit baggageat the entrance with atoken and a small greetingfrom him will do a world ofgood to the overall

shopping experience

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ISSUES

Heavy rush inside the storedue to sale season exposingthe less number of staff

Absence of back store roomthus stock lying on one side ofthe floor making it untidy

Repetition of design and

same size on the shelfcausing confusion in the mindof customer and makesexposure to the entire stockdifficult

IMPROVEMENTS

Differential number of sales

staff must be present Example:- During season sale

or Sundays more staff shouldbe present, hired on daily basesto avoid rush of the customerinside the store and thus not

making chaotic situation A small back door room must

be present to accommodateduplicate apparels and thusnot confusing customer withsame design

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ISSUES

Unprofessional salesman hiredfrom unorganized sector havingno communication skills to

handle customer Clothes tried lying on the floor

because no staff to put that back Salesman forcing the customer

to buy their productsirrespective of the interest of the

customer towards their product Sales arguing on the similar

colours and forcing you to buyboth the products

IMPROVEMENTS

Provide communication trainingto the salesman because morethan anything they arerepresenting ITC at customer level

They should be smart enough tounderstand consumer behaviourand should not force customer tobuy a product because excessivetalking can also make customeruncomfortable

Should be given rigorous trainingwith various types of customer sothat they can handle argumentswith them

They should be skilful enough toknow the way to measure lengthof the trouser, customer etc.

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EXPERIENCE

Nice temperature

maintained inside the store 2 trial rooms , sufficient to

support size of the store Absence of mirrors in the

trial room Water not available in the

store , gets it after 10minsthough in nice glasses

IMPROVEMENTS

Water dispenser should be

present inside theshowroom to makecustomer feel easy duringsummers

Trial rooms are the place

where customer makesdecision thus seating mustbe provided at that placeand proper mirrors must beavailable.

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ISSUES

No alteration available at thestore

The store manager at billingcounter asks for an hour foralteration and fail to givetrouser even after couple ofhours

Store manager asks for Rs.30

for alteration which is highlyunprofessional No receipt offered in return of

the alter clothes thus, noproof to claim the apparel

IMPROVEMENTS

Receipt must be provided tothe customer if returnedtrouser for alteration

Keeping a separate tailor forthe separate might increasethe costs thus a tie- up shouldbe done with tailors presentnearby to complete theirwork on priority basis

Money should not be chargedfor any kind of alteration likefollowed at Large retailformats like lifestyle,shoppers stop etc.

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EXPERIENCE

Nice clean outlet with

sensor gates Mall design in such a way

that one needs to enter thestore to go to the top floorwhere restaurant is presentcausing chaos at theentrance

IMPROVEMENTS

A separate entrance is

required for the store andthe restaurant to avoidchaos.

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EXPERIENCE

Books well placed on the

shelves but only the bestsellers available thusmaking them lesser thantheir competitors in thesegment

Fragrances nicely displayedin the store

IMPROVEMENTS

More stock required to

compete with Landmarkand Crossword

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EXPERIENCE

A nice gentle salesman present atthe watch counter

When asked to show a particularwatch , keys to open the shelf wasmissing

Salesman tried 10 keys to open theshelf to take out the watch butnone of them worked

Argument given : Person whohandles these 3 brands has goneto toilet and keys are with him

which is highly unprofessional Salesman arrived after 15 minutes

but apologised for his mistake Argument started between the

two salesman in front of thecustomer

IMPROVEMENTS

Keys of various shelvesmust be arranged nicely

with tags on the key ringmaking it easier for thesales man to handle them

Intra staff arguments mustbe conducted after the

customer leaves thusproper training required

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ISSUES

Billing counter had a longqueue as 2 counters availablefor all the products from asmall 50 rupees book to10,000 rupees watch

Card machine had somefailure for around 10 minutesthus adding to the queue and

creating pressure on theperson on the billing counter clairs chocolate is given

instead of the change by thestore

IMPROVEMENTS

Billing counter can be segregatedin 2 forms One for the cash and other for the

card One for a particular product

category and second for the otherwith big tags written over thecounter to avoid confusion

Keeping coins to return is not a bigtask for the store and that looksmore professional

Considering the products availableat the store , they should offersmall chocolates to the kids tomake them happy as the actualconsumers will then force theirparents to visit the same store inthe future

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Considering the high competition in the market, it is important

for companies to give some extra care on the touch points

because this act as an interface between the customer and the

store and a nice experience will help in retaining the customer

for the organization.

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