customer service management audit - urban station coffee
TRANSCRIPT
GROUP 1:Nguyen Le Minh AnhDo Thi Hong AnhSteffi Dutschke
AGENDA1.BACKGROUND OF URBAN STATION COFFEE
2.ANALYSIS OF URBAN STATION COFFEE’S SERVICE QUALITY About the SERVQUAL model Interpretation data Conclusion of the analysis
3.RECOMMENDATIONS
4.SUMMARY
BACKGROUND OF URBAN STATION COFFEE
First opening: 2011 Number of stores: 35 stores in Ho Chi Minh –
Vung Tau – Da Lat – Da Nang – Ha Noi Price: 20,000 VNĐ – 35,000 VNĐ 6 millions USD annually, 10,000 cups daily
Competitors
The important attributes
“The story of coffee” message conveyance
The happy environment
The positioning map
The service standard
Architecture and
facilities
Uniform
The service procedure
Welcome Handing menu, giving suggestion
Receiving order and payment
Asking for waiting
Giving order Clearing the table
The complaint handling processHow to complain
Direct
Store manager
Company
Personnel
Indirect
How to solve
SmallMake appointment with the customer
BigDepartment’s solution
Meeting between BoD & Store manager
ANALYSIS OF THE SERVICE QUALITY Sample size: 32 interviewees Scale
1 2 3 4 5
Totally disagree Disagree Neutral Agree Totally agree
Conception of questionnaire: Based on the Service Quality Dimensions of SERVQUAL-model
For better overview summarized scale values
Tangibles Measures the appearance
of the physical facilities, equipment, personnel and communication materials
6%
18%
76%
Tangibles
totally disagree/disagree
neutral
totally agree/agree
> 2/3: be happy with the physical facilities
Reliability
18%
11%
71%
Reliability
totally disagree/disagree
neutral
totally agree/agree
Ability to perform the promised service dependably and accurately
< 1/5: be not contented with the reliability
The ability of staff to inspire confidence and trust
Assurance
9%
30%61%
Assurance
totally disagree/disagree
neutral
totally agree/agree
~ 30%: no bad/good grading
Find out how far the Urban Station is able to fulfil a personalized and individualized service
Empathy
11%
35%54%
Empathy
totally disagree/disagree
neutral
totally agree/agree
46%: be dissatisfied/ neutral Worst dimension
Willingness to help customers and provide prompt service
9%
19%
72%
Responsiveness
totally disagree/dis-agreeneutral
totally agree/agree
Responsiveness
< 2/3: be convinced that stuff is willing to help
Importance level of attributes when customers consume coffee at the Urban Station Coffee
4.5
4.37
5
4.31
25
4.25
4.12
5 4
3.93
75
3.87
5
3.68
75
3.68
75
3.43
75
Importance of Attributes
The most important attributes Taste (40%) Environment (40%) Others (20%)
General satisfaction with the service at Urban Station Coffee
/100%73%
Relatively happy with service
No elementary mistakes
Service quality no outstanding
Short conclusion of the survey interpretation
Average value = what number the interviewees marked in average
Ta ng i bl es R esponsi veness R el i a bi l i ty Assur a nc e Empa thy
4.394.25
4.09 4.043.86
Average Value of the 5 Dimensions of Service Quality
Majority of customers pretty well satisfied
Slight differences in the satifsaction of customers
No dimension comes off really badly
RECOMMENDATION Train employees in more effective customer
service techniques and professional way. Operate more acoustic nights, promotion or
discount events,.. Maintain the taste’s quality. Talk to your customers regularly to gain more
feedbacks. Implement policy or procedural changes to
improve service based on the specific customers’ comments or manager’s observations
SUMMARY
Urban Station has successfully gained a numerous amount of loyal customers.
The majority of the interviewed customers is satisfied with the customer service.
There are still some recommendations for Urban Station to improve the service and increase its customer’s satisfaction.
THANK YOU!