The paper "Service Blueprint Business Tool " is an outstanding example of marketing coursework. Service blueprint refers to the visual or graphical representation of processes involved in providing service in a business. It’ s intended to provide a clear and objective understanding of the service process involved in the provision of services to all people (Seyring and Dornberger, 2009). For this assignment, a clothing retail store was chosen (Appendix). It involves the sale of clothing through various channels of distribution. Management, customer service, organization structure, and retail store reputation are some of the services of this organization that will be blueprinted.
The reasons for choosing these services follow the need for identifying areas to improve in service delivery. These services provide means for service recovery strategies such as service problem identification, root courses analysis and even process modification. Analysing clothing retail store blueprint will enhance understanding of how service blueprinting works and it’ s designed. Section A: Three key front customer actions and why they are critical to a successful service experience. In service blueprinting, customer actions refer to choices, steps, interactions or activities that customers perform while purchasing, evaluating or consuming a service (Singh, 2014).
The blueprint details various customer actions. First, the action of browsing that allows customers to select their preferred choice. Additionally, fitting action whereby customers try out their preferred choice to justify the selection that best suits them. Lastly, inquiring action where customers interact with sale representatives within the store. The following actions are very critical to the success of service experience. The fitting provides a customer with an informed choice regarding purchase clothes. According to Laney (2009), 71% of people who use fitting rooms to try out clothes they wish to buy have high chances of purchase compared to those who just browse on the sale floor.
Further, she argued that customers who are provided with fitting room purchase three times of what browsers buy. Fitting services not only increase the probability to buy but also reduce product return due to fit issues. It provides customers with decisions which are profitable to the store and also efficient and enjoyable to the customers (Laney, 2009). It acts as a means of building customer loyalty. Browsing refers to customers to the act of customer searching available products as presented in-store.
It’ s a critical action that offers the customer different options to choose from. Apart from aiding customers to make a different selection, browsing provides means by which management use to observe its customers. Through browsing, the management can learn specific customer behaviours (BenhamzaNsairi, 2012). It provides means of determining consumer needs as well as aiding in decision making. Moreover, it aids the management to determine shopping behaviours for its customers (Grewal, Levy and Kumar, 2009). Enquiries are critical to service delivery in retails stores.
They are a form of customer satisfaction indicators that help the retail store to turn first-time regulars. Through enquiring, management gathers feedback actions which aid them in providing better services and products to customers (BenhamzaNsairi, 2012). Further, through enquiring, sales representatives find root causes of customer challenges, repeated problems and hence take actions to resolve them. Additionally, enquiring enhances customer relationship which creates a bond of repeated business. Consequently, the store benefits with more sales, profits and better reputation.
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