My Country Presentation in Asian Productivity Organization\'s CustomerCentric Enterprises Study Meeting in Singapore, November 2008

1. EXCLUSIBONG MAGANDANG ARAW !
(Exclusively Beautiful Day !)
“FILIPINO HOSPITALITY IN RETAILING”
COUNTRY PAPER : PHILIPPINES
Study Meeting on Service Quality Measurement and
Building Customer Centric Enterprises
Presented By :
Jade Manalaysay-Tulio
Vice President for Marketing
Corporate Marketing Officer
HBC Home of Beauty Exclusives,Inc
Chain of Retail Stores

2. PART 1 -CHARACTERISTICS OF SERVICE BUSINESSES
IN THE PHILIPPINES
$ 45.1 B
Philippine
Retailing
Industry

3. PART 1-CHARACTERISTICS OF SERVICE BUSINESSES
IN THE PHILIPPINES

4. PART1-CHARACTERISTICS OF SERVICE BUSINESSES
IN THE PHILIPPINES
Metamorphosis of Philippine Retailing : Merging of Service & Retail
MAKE-OVER ZONE

5. PART1-CHARACTERISTICS OF SERVICE BUSINESSES
IN THE PHILIPPINES
REQUIRED SERVICE QUALITIES BASED ON BEST PRACTICES
DEPENDABILITY WARM CUSTOMER PRODUCT
COMMUNICATION QUALITY
The Basics Become the Ordinary

6. PART1-CHARACTERISTICS OF SERVICE BUSINESSES
IN THE PHILIPPINES
REQUIRED SERVICE QUALITIES BASED ON BEST PRACTICES
REAL VALUE
FLEXIBILITY
“SULIT” Factor
Delighting the Customers : Giving the Unexpected

7. PART1-CHARACTERISTICS OF SERVICE BUSINESSES
IN THE PHILIPPINES
REQUIRED SERVICE QUALITIES BASED ON BEST PRACTICES
Knowing & Calling the Anticipate
customer by Name customer needs
More than just
a discount card
SERBEX POLICY
Personalized Customer Service : Knowing Your Customer

8. REQUIRED SERVICE QUALITIES
BASED ON BEST PRACTICES The 5 Point “Seal of Exclusivity”
Exclusive Seal # 1

9. REQUIRED SERVICE QUALITIES
BASED ON BEST PRACTICES The 5 Point “Seal of Exclusivity”
Exclusive Seal # 2

10. REQUIRED SERVICE QUALITIES
BASED ON BEST PRACTICES The 5 Point “Seal of Exclusivity”
Exclusive Seal # 3

11. REQUIRED SERVICE QUALITIES
BASED ON BEST PRACTICES The 5 Point “Seal of Exclusivity”
Exclusive Seal # 4

12. REQUIRED SERVICE QUALITIES
BASED ON BEST PRACTICES The 5 Point “Seal of Exclusivity”
Exclusive Seal # 5

13. REQUIRED SERVICE QUALITIES
BASED ON BEST PRACTICES The 5 Point “Seal of Exclusivity”
Exclusive Seal # 5 : Exclusive Promos - GIVE-AWAYS

14. REQUIRED SERVICE QUALITIES
BASED ON BEST PRACTICES The 5 Point “Seal of Exclusivity”

15. PART2 : BEST PRACTICES :
SERVICE QUALITY METRICS : METHODOLOGY
Service Quality Method of Successful Retailers in the Philippines
MYSTERY SHOPPER
METHOD

16. PART 2: BEST PRACTICES :
SERVICE QUALITY METRICS : METHODOLOGY
Service Quality Method : Mystery Shopper Method
Per Category Monthly Comparison: June - Sept. 2008
85%
75%
65%
55%
Rating
45%
35%
25%
15%
5%
-5% Overall
TOTAL People Place Product Price Promo
Shopping
Standard % 100% 45% 15% 25% 5% 5% 5%
June 76% 26.65% 14.06% 22.66% 4.50% 4.88% 3.27%
July 79% 29.86% 13.96% 22.51% 4.41% 4.76% 3.41%
August 78% 29.52% 13.60% 22.69% 4.51% 4.81% 3.31%
Sept. 80% 30.82% 12.93% 22.68% 4.78% 4.97% 3.53%
%Inc. / Dec. 2.00% 1.30% -0.67% -0.01% 0.27% 0.16% 0.22%

17. PART 2 : BEST PRACTICES :
SERVICE QUALITY METRICS : METHODOLOGY
Service Quality Method : Norton & Kaplan’s Balanced Scorecard Method
Mystery Shopper Rating
Customer Satisfaction Index
Zero Customer Complaints
Loyalty Cards Membership Growth
25%

18. PART 3 : SUCCESSFUL CASE STUDIES,CHALLENGES , ISSUES
& STEPS TAKEN
Labor Contracting Higher Manager
Vs. Relationship Involvement :
Building Shopfloor
Service Consistency Absorb: Best
Anytime,Anywhere : Performers as
The “Suki” Culture Roving Trainors
Clear career
When the Service
pathing &
workforce
progression
becomes older

19. PART 4 : PHILIPPINES: ASIA’S SERVICE GOLDMINE
Boracay,Palawan, Amanpulo: Resort Service Smiles as Many as the Islands
Business Process Outsourcing : Shining Sun in Asia
Philippine Retail Brands : Global Expansion