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Transcript of How to Enhance Customer Satisfaction Level
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SUMMER INTENSHIP PROJECT ON HOW TO
ENHANCE CUSTOMER SATISFACTION LEVEL.
Submitted to:- Submitted by:-
FUTURE INNOVERSITY VARUN PASARI
(KOLKATA CAMPUS) EN. NO:-105273175
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PREFACE
THIS PROJECT PROVIDES ME AN OPPORTUNITY NOT
ONLY TO UNDERSTAND THE MANAGEMENT TOOLS
IN GENERAL BUT ALSO TO CONCEPTUALIZE THEM
IN PRACTICAL ASPECT.
THIS PROJECT REPORT IS SUBMITTED FOR THE
PARTIAL FULFILLMENT OF THE MASTER OF
BUSINESS ADMINISTRATION PROGRAM, ACADEMICSESSION 2010-2012.
VARUN PASARIFUTURE INNOVERSITY
KOLKATA
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DECLARATION
I Mr. VARUN PASARI, BEARING THE UNIVERSITY ROLL
NO:- 105273175 HERE BY DECLARE THAT, THE PROJECTREPORT SUBMITTED BY ME AM OF MY OWN AND IT IS
NOT SUBMITTED TO ANY OTHER ORGANISATION
BEFORE, EXCEPT TO FUTURE INNOVERSITY, KOLKATA.
DATE:- 30.08.2011 VARUN PASARI
PLACE:- KOLKATA
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ACKNOWLEDGEMENT
I would like to acknowledge with thanks the
assistance received from some people in
completing the report. I would like to thanks Ms.
Megha Maheswari (store HR) for granting mepermission to understand the training me
permission to understand the training in their
esteemed organization.
I sincerely thank them for their
kind assistance and patience I would also like to
thank my company guide Mr. Anshuman banerji
(SM)Mr. Gautam Ghosh for their assistance and
guidance at every step of project and work Lastly I
would like to acknowledge my gratitude to future
innoversity for giving me the opportunity to work
on the project.
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CONTENT
Part-1
STORE ANALYSIS
CHAPTER-1
PURPOSE OF STUDY
SCOPE OF STUDY
SOURCES OF STUDY
CHAPTER-2 (OBSERVATION AND FINDINGS)
INTRODUCTION
FOOTFALL AND CONVERTION RATIO
SIGNAGE AND POS
SHRINKAGE
CSD
WAREHOUSE
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STORE MEETING AND ROSTER PLAN
STORE OPENING AND STORE CLOSING
CHAPTER-3 (SUGGESTION)
CUSTOMER HANDLING
TRAINING REQUIREMENT FOR THE FLOOR STAFF
Part-2
PROFILING THE DM
CHAPTER-1 (TECHNICAL PERSPECTIVE)
ABOUT RETAIL CATEGORY KNOWLEDGE
CHAPTER-2 (ENGAGEMENT PERSPECTIVE)
PEOPLE SKILLS
CHAPTER-3 (CHANGE PERSPECTIVE)
ABILITY TO TAKE RISK
CHAPTER-4 (COMMUNITY PERSPECTIVE)
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CUSTOMER GROUP
LOCAL AREA KNOWLEDGE
CHAPTER-5 (COMMUNICATION PERSPECTIVE)
MARKETING
SELLING SKILLS
CHAPTER-1
PURPOSE OF STUDY
As an important aspect every management student has go
through a curriculum in which theoretical knowledge
gained from the instructions the classroom has to be
reconciled with the programmatic situation prevailing in
the business world. This is attuned by undergoing practical
training. Thus by bridging the gap between theory and
practice management student gain proficiency in the
management.
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The purpose of the study is to offer practical answer to
question often receiving by consumer that is, what are the
behavior and how they are use in marketing, retail sector.
Scope of the study
Thus my scope is here to gathering the knowledge about
the organized retail store and about consumer’s test and
preference.
It is also help me in future and I feel familiar to retail
sector .
Sources of study
Pantaloon city centre
Customer
DM/ADM of pantaloonFloor staff
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Chapter-2
INTRODUCTION
STORE DIRECTORY
Women’s denim
Women’s casual
Women’s formal Women’s party wear
Women’s active wear
Nightwear and lingerie
Women’s ethnic
Kids wear Infants
Toys
Men’s formal
Men’s casuals
Men’s denim Men’s occasion wear
Men’s active wear
Men’s accessories
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Planet sports
All(the plus size zone)
Cosmetics and fragrances Fashion accessories
Handbags
Fine jewellery
Blue sky(watches and sunglasses)
Home Food bazaar
CSD
Gift wrapping
Baggage counter
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FOOTFALL
As according to above Piachart it is clear that pantaloon has
maximum footfall arrive in Friday.
Customer Flow on 10.08.2011
Lean Period 517
Medium Period 703
Peak Period 1108
Total no. of conversion in terms of %age 64.56%
Gross sale Rs. 856992.39Net sale Rs. 856989.57
ladies
gents
Column1
0
500
1000
1500
2000
2500
weekdayweekend
Friday
ladies
gents
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CUSTOMAR CONVERSION RATIO
CCR = (Number of Transactions *100) / customer traffic
= (2483 *100) / 3284
= 75.06%
This percentage reflects the retailer’s ability to turn a potential
customer into a buyer. So pantaloon city centre has a good
conversion ratio.
RETURNS TO NET SALES
This percentage gives an indication of customer satisfaction buy
showing the value of returned goods and allowances as
percentage of net sales.
= (total returns and allowances *100) / net sales
= (8340.57 *100) / 856992.39
= 0.97%
This could mean that customer expectations are being met.
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SALES PER TRANCATION
This measure gives the rupee value of the average sale, net of
returns and allowances.
= Net sales/Number of Transactions
= 856992.39/2483
= Rs. 345.14
SIGNAGE AND POS
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POS Signage
POS Signage, orPoint of Sale Signage, is a service offered by manyFUTURE GROUP that allows us to set up some sort ofdisplay, sign, or other form of advertisement for our
product at the point of sale.
The Point of Sale is the moment that the customer buysour product, and as such, it is the most importantinteraction our customer has with our company. Themoment when they are looking at the variety of productsoffered at pantaloon, there needs to be something thatmakes our product stand out, pop from the rest of the
products being offered at the store.
This Point of Sale Signage can be the difference betweenselling our product and not selling it.
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One of the best ways to get your products bought is tohave them displayed by the impulse shelves, which iswhat grocers and retail stores call the counter right up next
to the register. When a customer buys something fromthe impulse shelves, they're doing it on a whim. Theydidn't come to the store looking for bubble gum or a tabloidon Tiger Woods' latest girlfriend, but they see it, areintrigued, and decide to buy it. You, of course, have tobase this on the product you're selling. No one really buyssocks at an impulse rack. But in the case of the batteries,it's a place that people are likely to decide to buy theproducts. And if there are a bunch of products, whatmakes your product stand out? The Point of Sale displays.
In pantaloon we up-to-date our signage regularly forinforming customer about our plan and offer of the day.
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CSD
CSD means Customer Service Desk. At everyPANTALOON we have a CSD to help customer in everyset of problem the face in our store.
There are a lots of work done in our CSD department, likesolving customers problem, packaging their gifts, givingthem information about the product, answering the queries
of the customer, giving response to the customer feedbacketc.
We have a note book called “SHARE WITH US” where
customer write share their experience and give suggestionto improve the productivity of our store.
We maintain some register in CSD like footfall register,
return register, wrapping register etc.
SO Welcome to PANTALOON.
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WAREHOUSE
Warehouse is a very important part of every organized retail
store. As we required to fill of the stock as immediately as
possible. We store inventory at our warehouse.
We have a main warehouse in the ground floor and some mini
warehouse at every department.
All the stock coming from different vendor was in warding in
the main warehouse first. After that we receive the inclusive
document and check the entire item properly. For this work we
have a warehouse manager who, take care of all these work
here.
Here we have done out warding also. According to requirementwe send the item to their related department. Rush was more
in the warehouse.
We have all the technical know-how and equipment through
which we operate our warehouse effectively and efficiently.
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STORE MEETING AND ROSTER PLAN
PANTALOON organizes our store meeting in daily basis. As it is
very important aspect to operate a store. The store meeting
was headed by our store manager. It was held earlier in the
morning.
The meeting SM informs us about the strategy of selling, offer
of the day, target for each and every member of the store.
Through store meeting SM gives us a chance to offer our ideas
also.
All the motivation and appraisal done in the store meeting.
Roster plan also have a healthy contribution in increasing store
potentiality. As according to the performance capability and
requirement of store SM divide the responsibility to every
employee.
He allocates the cash till and other department accordingly.
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STORE HYGIENE
Store hygiene has a big role in the efficient running and
customer satisfaction. As in today’s world every human beings
are conscious about their health and hygiene. So maintaining
hygiene in the store is very necessary. Hygiene also plays a vital
role in building long term relationship with customer
In Big bazaar salt lake we always give importance to store
hygiene. We have a separate housekeeping department in our
store those who are take care of clean and hygiene factors of
the store.
All the housekeeping staff is from R.C.C. LTD.
Each and every member of our store is also very much
conscious about store hygiene. It is not that we clean our store
ones or twice in day. We take the responsibility in every requi
red moment.
BE HEALTHY……
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CUSTOMER FEEDBACK
CUSTOMER IS GOD.
We as a member of future group respect each and every
customer. Welcomes them with “NAMASTE” as it is one of the
values of our group.
Throughout my internship I basically try to get close to
customer and understand their preference and nature of
buying. I was interacting with many customers some of them
gave positive feedback some were not.
But I understand from their feedback is very useful for my
future life.
As pantaloon, city centre is situated in an educated and good
societal area all customers are very good and kind in their
nature.
Most of them were satisfied with our store and wish a long life.
They are also share important and valuable suggestion with me.
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Although the pantaloon is working at good customer relation,
customer wants little bit of reduction in service time as many of
them are busy time schedule. Also queue management also
SUGGESTION
STAFF TRAINING
As many of the floor staff are 10
th
standard, they do not havegood communication skill. The more staffs are required in cash
counters.
OBSEVATION
In pantaloon boxes should be provided while wrapping the
gifts.
CLP(customer loyalty program) is too slow it should be proper.
More brands and verities should be implemented in the store.
PROBLEMS REGARDIND GREENCARD
1. Duplicate card request not delivered on time it took more
than 6months.
2. Problem in addition of bill in card after coming new poss.
3. Customer not getting discount after crossing discount slab.
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DM PROFILING
I am happy to be a part of pantaloon city centre 2. Here I
work under the supervision of Mr. Goutam Ghosh. He
was the DM of pantaloon CSD. As dm he win the as very
good and responsible at his work.
DM means departmental manager who take care of a
particular department store. There are some key
responsibility area of a DM along with there are many
other work also comes under his duty.
DM is responsible for all the things happening in hisrespected department. He is the person who is
responsible for increasing sales, increasing profit of the
department, take care of stock, efficient handling of
customer and employee.
For all this DM need some skill which mainly divided intothree types.
1. Technical skill,
2. Human skill and,
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3. Conceptual skill
What I am profiling are:-
1. TECHNICAL PERSPECTIVE
2. ENGAGEMENT PERSPECTIVE
3. CHANGE PERSPECTIVE
4. COMMUNITY PERSPECTIVE
5. COMMUNICAION PERSPECTIVE
TECHNICAL PERSPECTIVE
As a manager it is a very important area of knowledge to do the
work and take initiative.
The manager should know how to do the work, and then hecould teach his staff. He should know the technical aspect to
manage sensitive situations.
RETAIL
Retail consists of the sale of physical goods or merchandise
from a fixed location, such as a departmental store, boutique or
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kiosk or by mail, in small and individual lots for direct
consumption by the purchaser.
In commerce a retailer buys goods or product in a largequantity from manufacturer or importers, either directly or
through a wholesaler, and then sale smaller quantities to the
end users.
By marketing strategies there are following types of retail
shops
1. Departmental store,
2. Discount store,
3. Super market,
4. Warehouse store,
5. Varity store,
6. Spatiality store,
7. General store,
8. Convenience store,
9. Hypermarkets,
10. Super market
11. Malls etc..
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CATEGORY KNOWLEDGE
Based on the grouping of the product that customer expect to
see in the same display together and in which, a meaning full
choice is made.
For example:- FRUITS
Divide the category further depends on product type that the
customer can relates to based on the customer’s decision
making hierarchy.
It is called sub-category.
For example:- apple
It is much important to know about category unless we can not
which types a product gives how much profit.
We also know about the sale of each category and further
decide how much to by and when.
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ENGAGEMENT PERSPECTIVE
It is refers to the people skill of a DM. How he is associated with
the staffs, customers, and superior. For maintaining a bridge
between superior and subordinate this skill should be present
in the DM. DM is responsible for proper coordination between
customer and should be calm, cool and full of IQ and as well as
EQ.
Staff
Dm is the one who is responsible for all the work done by his
subordinate. So he should motivate them by which the staff will
give their hundred percent and up to their potential ability.
SUPERIOR
DM will send all the information to his superior for efficient
running of the store. DM is also a source of information for the
CHANGE PERSPECTIVE
In every business risk is involved. For this people engage with it
must be alert in every moment and also prepared for future
problem.
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As organized retail are growing day by day, completion is
increased. so DM should adopt the changing situation and
compete with the situation by which he will maintain the profit
as well as growth of the store.
In our store we organized many big days. In that time of
interval rush is more because the footfall was high. So DM
should able to fill his stock quickly. And deal with customer as
well.
COMMUNITY PERSPECTIVE
Customers are the source of income. Store sustainability and
growth is depending on them. So understanding customer is
very necessary.
As a Dm one should know about the customer those who visit
the store. He should aware about customer group. Who are
regular, occasional etc.
He should also know about their taste and preference. Whichhelp him to deal with customer in a proper manner. He also
able to build the relationship with customer.
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COMMUNICATION PERSPECTIVE
Communication is one of the most important part of every
aspect of business.
MARKETING SKILL
DM is the one who make combo pack to increase sale and
increasing ticket size.
He should have proper idea of advertising and implementing
right decision at right time.
SELLING SKILL
The ultimate work of all the employee of store is selling. As a
retailer you should know how to sale. It is the quality of a DM.
It is a main question that
Is he able to sale?
So if he is able to sale then could reach the target. He could
motivate his subordinate. He could satisfy his customer.
Superior are also happy. Store also works effectively and
efficiently.
So those who know selling every things becomes good after
wards.
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CONClUTION
The inference that we derive out of this project report is that
the role and job of DM can be summed up as managing stocks
as well those who are actually responsible for managing and
selling the stock to the customer—team members--.The whole
exercise is about manage people who will in turn manage the
operation at the functional or floor level in a department at the
store.
The DM should ensure that the individual needs of the team
members get aligned with the departmental needs and one of
many ways of doing it is to help them enhance their
employable skills by facilitating system learning such as
preparing sales report on a daily basis, having departmental
knowledge, making signage’s etc..
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REFERENCE
Management of pantaloon cc2 Floor staff of pantaloon cc2