Service Management

1. Services Management

2. 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

3. 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

4. Primary Research:
Visited Lakme Salon, Electronic City
Spoke to the Rekha, Manager for the outlet
Entrance Reception
Waiting Area Service Area

5. 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

6. Competitors

8. Parameters Details
Reliability Delivery of promises
Dependability in handling the customers' problems
Delivery of services at the time promised
Maintenance of error-free records
the service the first time
Assurance Ability of staff to instill confidence in customers
Making customers feel safe in their transactions
Courteous staff
Knowledgeable staff to answer customer questions
RATER

9. Parameters Details
Tangibles Visually appealing facilities
Neat appearance of employees
Modern-looking equipment
Visually appealing materials
Empathy Providing customers with individual attention
Convenient operating hours
Dealing with customers in a caring fashion
Having the customers' best interest at heart
Understanding the customers' requirements
RATER

10. Parameters Details
Responsiven
ess
Keeping customers informed about when
the service will be performed
Providing Prompt service to customers
Willingness to help customers
Responsiveness to customers' requests
R A T E R
Level of
Service
RATER

11. 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

12. 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

13. 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

14. 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

15. 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

16. Service Mapping / Blueprint
Entry Via
Appointment
Waiting Area
Complimentary
Drink
Complimentary
Service
Requested Service
Billing Exit

17. Growth Matrix
Existing
Existing
New
New
Services
Market
Salon Services, Lakme Products Ayurvedic Treatment Centres
Slimming Centres,Laser Treatment

18. Customer Retention
• IN Privileges is a phone based loyalty program by Lakmé Salon.
• IN Privileges offers 4 tiers:
EARNING IN POINTS
Start earning IN Points on every valid service availed, as soon as you are enrolled into the program
REDEEMING IN POINTS
Simply provide your registered mobile number at the front desk before going ahead with the IN point redemption

19. 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

20. 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

21. 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

22. Thank You