salon businesses for families mark accreditation presentation
DESCRIPTION
To encourage Singapore businesses to adopt pro-family initiative. An initiative by the Ministry of Social & Family Development (MSF), Singapore. Business Excellence Framework.TRANSCRIPT
BUSINESSES FOR FAMILIES
MARK ACCREDITATIONMARK ACCREDITATION
Blk 70 Lorong 4 Toa Payoh #01-349 Singapore 310070
Presented: Tony Tan Keng Hong
Singapore 310070
Presented: Tony Tan Keng Hong
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Content Company Profile Strategy
Mission StatementMission Statement Marketing and Promotions
Service G ti d S d Off Greeting and Send-Off Service Attitude Delighting Customers Access to Information/ Feedback
Amenities Space LayoutSpace Layout Flooring and Facilities Safety, Security and Emergency Procedures Cleanliness Cleanliness
Results
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Company ProfileACRA registered Company: I-Healthy Investment (S) Pte Ltd, Business Entity supported: Ming Fa Cheng Hair and Beauty SalonMing Fa Cheng Hair and Beauty Salon
Product & ServiceHair Services (Hair Fashion & Design)• Cut
Product & ServiceMix
• Colouring• Rebonding• Perming
Beauty & Wellness• Electrostatic therapy (Japan)• Perming
• Hair Treatment• Hair Fashion, Design & S li
ect ost t c t e py (J p )• Facial Treatment• Ear candling• Manicure PedicureStyling • Manicure, Pedicure• Make-up for any events
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Company ProfileBusiness Objective: To provideconvenient accessibility and economicalypricing for beauty and hair services in theheartland for the 3G Family Consumers.y
Target Customers g1. Adults2. Children3. Senior Citizens
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Strategy: Mission StatementCompany Mission: Aims to attract, maintain and retaincustomers from all walks of life.Linkage to Businesses for Families Mission: To attractLinkage to Businesses for Families Mission: To attractfamily segments and welcome families when they visit.Action Plan to create a family-friendly environmentfor Ming Fa Cheng Hair and Beauty Salon: Create the amenities/facilities for a family-friendlyservice environment Offer suitable services to cater to the various needsand interests of the family members Deliver family friendly customer service Deliver family-friendly customer service Businesses for Families Initiatives championed bysenior management R l di i l Regular direct senior management to employeescommunication
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Strategy: Marketing and Promotions
Supporting Marketing Channel: Facebook - fb.com/MFC.Hair.Beauty.Salon
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Strategy: Marketing and PromotionsWords-of-Mouth: In a hair & beauty salon business,Customer Satisfaction is Critical! Repeated andCustomer Referral are the Critical marketing tool!Customer Referral are the Critical marketing tool!
FB Connection : Online media is h d f l a cheap and fast response tool
to reach out potential customers! These are 2 customers thru FB referral!
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Strategy: Marketing and PromotionsFor Hair Services Promotional Pricing for childrenchildren Free additional service for elderly Family unit to enjoy Family unit to enjoy discounts Family unit to redeem free additional service for rewarding customer loyaltyFor Beauty & WellnessFor Beauty & Wellness Promotional Pricing for Senior Citizens Family unit to enjoy Family unit to enjoy discounts
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Strategy: Marketing and Promotions
P i l P i i f ChildPromotional Pricing for Children
Family unit to enjoy discounts Promotional Pricing forSenior Citizens
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Strategy: Marketing and Promotions
Promotional activities in conjunction
of events
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Service: Greeting and Send-off
Good Day! How may I help you?您好！我能怎什样帮您吗？您好！我能怎什样帮您吗？
Smiling and CheerfulKnowledge in gfacial / tone面带微笑
Knowledge inChinese dialects
使用方言沟通
Personalized attitude个性化的态度Good eye contact 眼神接触
使用方言沟通
Thank You, see you again!谢谢！
个性化的态度y 眼神接触
谢谢！
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Service: Greeting and Send-offService standards before purchase decision made byService standards before purchase decision made byconsumers are established and practised as indicatedin the Customer Service Excellence Handbook.
Stage 1: Customer walk-in / call to make enquiry- Greet the customer
Attend to customer immediately- Attend to customer immediately- Show available price lists for all available services to
the customerEnquire on the type of service required by the - Enquire on the type of service required by the customer
St 2 E t bli h C t R i t & N dStage 2: Establish Customer Requirements & Needs- Engage and understand the needs and wants of the
customer who requested for the serviceff f h f d b h- Offer exact price for the specific service requested by the
customer
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Service: Greeting and Send-offService standards before purchase decision made byService standards before purchase decision made byconsumers are established and practised as indicatedin the Customer Service Excellence Handbook.Stage 3: Service Delivery
- Identify requirements of the customer- Evaluate the requirements of the customerEvaluate the requirements of the customer- Map the requirements of the customers to the available
services- Provide satisfactory services according to the Provide satisfactory services according to the
requirements of the customer
Stage 4: Service Fulfill- Offer different payment methods to the customer- To solicit feedbacks from the customer
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Service: Service Attitude
Knowledgeable知识渊博
Engage and Understand参与并了解 知识渊博
Informative Personalized
参与并了解
信息化 Attitude个性化的态度
Customer-Oriented以客为本的
Patience耐心以客为本的 耐心CONFID
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Service: Service AttitudeRecruitment CriteriaRequirements of a Beauty and Wellness Consultant Competency skills in facial treatment services for 3Gp yfamilies Customer service oriented Creative and informative about market trendsCreative and informative about market trends Able to communicate in different types of languages to
different races of 3G familiesRequirements of a Hair StylistRequirements of a Hair Stylist Competency skills in hair styling and various hair
treatment techniques Customer service oriented Customer service oriented Courteous, focused and patience in delivery of the hair
services to the 3G families Able to communicate in different types of languages to Able to communicate in different types of languages to
different races of 3G families
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TrainingService: Service Attitude
Training
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Service: Delighting Customers1. Clear designated sections for family-friendly facilities
such as Children’s Play Area and Elderly SafetyFacilities.Facilities.
2. Staff are empowered to manage the customersatisfaction. Handle and resolve customer complaints at their Handle and resolve customer complaints at their
discretion when the complaints are manageable attheir service level.
3 Manage difficult customers by adhering to the guided3. Manage difficult customers by adhering to the guidedrules in the Customer Service Excellence Handbook.
4. Staff are encouraged to contribute to make improvementto family friendly initiativeto family-friendly initiative. Regular management/staff feedback session for
improvements required on being a family-friendlyenvironment to the 3G familiesenvironment to the 3G families.
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Service: Access to information/Feedback
Feedback Board
Feedback box located near customer waiting area Feedback box located near customer waiting area.
Facebook: fb.com/MFC.Hair.Beauty.SalonFacebook: fb.com/MFC.Hair.Beauty.Salon
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I t f G t P j tAmenities: Space LayoutImprovements from Grant Project1. Improved accessibility for the people with
disabilities/elderly who use wheelchairs/ y Provision of ramp at the entrance of the shop
front.2 Setup of a Nursing & Diaper Changing Facility2. Setup of a Nursing & Diaper Changing Facility Wall mounted baby-diaper changing station /
table-top for making milk.3 Child ’ Pl A3. Children’s Play Area Furniture designed for children with toys are
available at this area.
Note: A small outlet in heartland willing to set asideNote: A small outlet in heartland willing to set asidespace for family-friendly facilities.
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Amenities: Space Layout
Ramp for safety access
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Amenities: Space Layout
wash head area with a rail bar and step up boardwash head area with a rail-bar and step-up boardto assist the elderly in getting up
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Amenities: Space Layout
Nursing & Diaper Changing Diaper Changing
Facility
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Amenities: Space Layout
pantry area for customer &pantry area for customer &staff- with child-level basin
sanitizer- sanitizer- anti-slip flooring
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Amenities: Space Layout
Children’s Play Area
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Amenities: Flooring & Facilities1. Anti-Slip Floor Tiles, Hand Rail Bars and Ramp for
Wheelchairs.Replace the current flooring to anti-slip floor tiles toReplace the current flooring to anti slip floor tiles to
prevent accidents.Safe flooring and hand rail bars will ensure the elderly
customers’ a safe environment to move aroundcustomers a safe environment to move around.Ramp will enable elderly or wheelchair customers to enter
the shop with ease and convenience.2 Install Child Basin Table-top for making milk and2. Install Child Basin, Table-top for making milk and
folding table for baby diaper changing.Create a child friendly environment where the parents can
enjoy their hair service experiencesenjoy their hair service experiences.3. Children’s Play Area /Waiting AreaCreate a comfortable waiting corner area for the young
children while their parents are having hair servicechildren while their parents are having hair serviceexperiences.
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Amenities: Safety, Security & Emergency Procedures1. Safety Outlet is equipped with following safety features
Fire extinguisher- Fire extinguisher- First Aid box- Emergency Exit
2. Security CCTV is located strategic locationg
3. Emergency Procedures Briefing to staff on procedures to handle emergency Briefing to staff on procedures to handle emergency
situation Available documentations of emergency procedural
id li f ff f f 3G f iliguidelines for staff to ensure safety of 3G families
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Amenities: CleanlinessDaily Housekeeping Guidelines are established and practiced in Customer Service Excellence Handbook.
1. General Rules For clean and tidy outlet:
• Rubbish bins to be emptied at the end of dayRubbish bins to be emptied at the end of day.• To wipe display rack, table top and all furniture to prevent accumulative dust.
2 Inventory Rules2. Inventory Rules Stocks to be segregated according to their life span. Available stock list to monitor the stock movements.3 Preparations before engagement of Services3. Preparations before engagement of ServicesObserve personal hygiene. Sterilize or dispose used personal items. R l d it ith l d it Replace used items with new cleaned items.
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Results: Review/ResultsImplementation of family-friendly environment is ininitial stageGrant Project initiated towards end of year 2012Grant Project initiated towards end of year 2012Family-friendly marketing and promotions started after thegrant projectQuantitative ResultsQuantitative Results
Performance Indicators Results
Financial Performance From Jun Dec 2012 to Jan JunFinancial Performance- Sales Turnover
From Jun-Dec 2012 to Jan-Jun 2013, average 12% increase
Service PerformanceCustomer Satisfaction
FY12/13: Compliments (10) : Complaints (1)- Customer Satisfaction Complaints (1)
People Performance- Staff Training(annual training on targeted skill)
See Table(annual training on targeted skill)
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Q&A SESSION
THANK YOUTHANK YOU
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