Services Management

Our Journey:

• Overview• Primary Research• POA Framework• Competitors• GAPS Model of Service Quality• RATER• Designing A New Service• Marketing Mix• Service Mapping• Growth Matrix• Customer Retention• Service Failure• Customer Delight• Demand Management

About Lakme Salon

• It is owned by Hindustan Unilever Ltd

• Founder : J R D Tata

• First salon chains in the country provides the modern Indian woman with a plethora of beauty and grooming services.

• Repertoire of professional beauticians, hair artists and stylists meets international standards and its plush, feminine interiors leave you feeling refreshed, rejuvenated and inspired.

• Competitive pricing, unmatched expertise and wide range of services.

• Area Survived : World Wide

Primary Research:

Visited Lakme Salon, Electronic CitySpoke to the Rekha, Manager for the outlet

Entrance Reception

Waiting Area Service Area

POA Framework

• Employees are recruited and then trained for one month at Lakme Training Centres, Certified.

• They join at junior level and are allowed only basic services

• Upon Gaining Experience, they start with high expertise services

Competitors

Parameters Details

Reliability Delivery of promises Dependability in handling the customers' problemsDelivery of services at the time promised Maintenance of error-free recordsthe service the first time

Assurance Ability of staff to instill confidence in customersMaking customers feel safe in their transactionsCourteous staffKnowledgeable staff to answer customer questions

RATER

Parameters Details

Tangibles Visually appealing facilitiesNeat appearance of employeesModern-looking equipmentVisually appealing materials

Empathy Providing customers with individual attentionConvenient operating hoursDealing with customers in a caring fashion Having the customers' best interest at heartUnderstanding the customers' requirements

RATER

Parameters Details

Responsiveness

Keeping customers informed about when the service will be performedProviding Prompt service to customersWillingness to help customersResponsiveness to customers' requests

R A T E R

Level of Service

RATER

Designing A New Service

Core Service

Supporting Service

• Core Service: Basic Services such as Haircut, Manicure, Pedicure, Facial

• Supporting Service: Complimentary Drink, Magazines, Music, Baby care

Marketing Mix

Product

• Basic Salon Services

• Premium Services

• Lakme Products

• Present across 50 cities

• More than 250 salons across the country , both company owned & franchisee owned

• Situated in Electronic City , Bangalore

Place

Price:

• Priced premium to other salons in vicinity

• Junior Stylists charge lesser.

• Follow same pricing all over the country

Marketing Mix

Promotion:

• Website & Social Media

• Coupons

• Fashion Shows

Marketing Mix

People:

• Highly Trained employees

• Around 15 employees in electronic city including receptionist & staff

• Employees undergo rigorous training at Lakme Training centre

Process:

• Standard process is followed at all Lakme salon from greeting by the receptionist till the service delivery as well as post payment

Marketing Mix

Physical Evidence:

• Peripheral Evidence: Gift vouchers & Loyalty cards to regular customers

• Essential Evidence: All Lakme Salons are well equipped with unique & soothing ambience providing a distinct & satisfied experience to the customers

• Interior & Exterior Décor

• Staff Uniform

Service Mapping / Blueprint

Entry Via Appointment

Waiting Area Complimentary Drink

Complimentary Service

Requested Service

Billing Exit

Growth Matrix

Existing

Existing

New

NewServices

Market

Salon Services, Lakme Products Ayurvedic Treatment Centres

Slimming Centres, Laser Treatment

Customer Retention• IN Privileges is a phone based loyalty program by Lakmé Salon.• IN Privileges offers 4 tiers:

EARNING IN POINTSStart earning IN Points on every valid service availed, as soon as you are enrolled into the programREDEEMING IN POINTSSimply provide your registered mobile number at the front desk before going ahead with the IN point redemption

Service Failure

• Improper Billing

• Improper Staff Behaviour

• Sufficient time is not provided by employee

• Damage during providing services

• Use of expired products or damage to skin due to products

• Getting an improper haircut

Note: Employees are considerably empowered to provide complimentary services

Customer Delight

• Free service

• Discounts on next service

• Personalized mail wishing u on your anniversary or birthdays and giving you some special offers

• Latest Lakme App Launch

Demand Management

Reasons for fluctuating demand:

• Seasonality: Wedding Season, Garba, Festivals

• Cyclicity: Waxing , Haircuts

• Random Events : Promotional Events

• Time: Normally weekends, though in electronic city weekdays are peak time

Thank You