Ccd

Srijita Agarwal (5)

Schuyler D'Souza (9)

Piyus Gupta (19)

Blueprinting

Service blueprints allow all members of the organization to visualize an entire service and its underlying support processes, providing common ground from which critical points of customer contact, physical evidence, and other key functional and emotional experience clues can be orchestrated.

Components of Service Blueprints

There are five components of a typical service blueprint:

* Customer Actions,

* Onstage/Visible Contact Employee Actions,

* Backstage/Invisible Contact Employee Actions,

* Support Processes, and

* Physical Evidence.

Service selected and rationale for selecting it

For blueprinting our team has chosen in store services at CCD. It will encompass all the services that a consumer can avail at the store.

CCD is a hangout place for the youngsters and is more seen as a place where one can party, chat, read besides enjoying the eateries all alone. Young Indians are trendy, demanding and also party animals. The way it has gained the popularity among the youngsters deserves lots of appreciation. As student of Services Marketing and on an endeavour to make a blueprint of the service organization, we see CCD as one of the best. It will serve us to learn the dynamics of the retail chain catering to such flickering customer segment. Further it will also provide us an insight about the critical services that has successfully endowed CCD with competitive advantage.

Three Key Employee Actions

1. Pleasing personality

In the hospitality and service industry, an initial pleasing smile or a warm greeting can do wonders to the customer perception about CCD. Also the training initiatives followed by CCD are in line with the requirements of those on the job like communication skills, salutations, greetings, etc.

2. Delivery of service

CCD pays due attention to the presentation and prompt delivery of its product offerings to the customers. The way in which the service is delivered to the customer determines how often the customer will be visiting CCD again and helps incorporate the positive word of mouth publicity.

3. Satisfy customer demands

The demands of the customers keep varying and satisfying these demands are integral to the success of CCD. It is integral that the employees are trained to handle all sorts of situations and leave no stone unturned in fulfilling the customer demands.

Three Key Customer Actions

1. Satisfaction levels of the customers should be high

The customer leaving the CCD shop should always have a smile on his face. This can be exemplified by a positive feedback given to the team members or the managers. This encourages the customer to visit again and also increase the number of products ordered at CCD.

2. Pleasing ambience to enjoy himself/herself/themselves thus staying longer

The contours and ambience of the CCD store decipher the amount of time spent by the customer in CCD and thus utilize the premises for holding various meetings and social gatherings in the near future.

3. Spreading positive word of mouth publicity

A positive experience of service can spread through word of mouth publicity thereby increasing the number of new customers availing your service.

Three Key Elements of Physical Evidence

Physical evidences are the means of making intangibility in services tangible. All service organization focuses on this aspect primarily as these have been found critical in the success of service organizations.

CCD is also one of such successful organization which has effectively added tangibility through colourful and trendy physical evidences. The unique and strong association of the customer with CCD is credited to the ambience that CCD offers.

1) Quality and Presentation of Savories: This is something which has made many CCD customers delighted. No matter whether you are tired with all day's work or you are there with your loved ones, the presentation manges to bring smile on your face. This smile works wonder for the organization as it makes the customers order for more and a very good reason to visit again

2) LCD TV, Music System and Wi-Fi: Young Indians are very demanding and to get them hooked you need to provide them with what they live with. Be it Sachin's classic short through covers for four or the latest number from Akon or simply updating the facebook status - this is what youngsters want. With these present around and with ease of access youngsters find CCD very friendly and known place. This serves as the big reason why they throb at CCD outlets with the earliest opportunity.

3) Ambience: With all the above elements, design of interior, colour of outlets and the lighting creates the great ambience for the perfect hangout. With all youngsters in the outlet it is able to pass a very strong message among the youngsters. They feel it to be a place where they can enjoy fullest and enjoy their time. This attracts youngsters to visit again and again.

Good Points about the CCD Service Model

* Customisation

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