1. (Business Operation)
Business operations refer to those practices to create the high level of the efficiency for the organisation. It refers to the conversion of raw materials into the finished goods. The business operation refers to how any company is operating in the market. The ways through which the company offers its products and services to its customers are categorised as business operations. The current report has studied about the OZ supermarkets which are very different from any other player of the industry. The very first question has answered that how the company is operating in the industry differently from others. The further part has given the recommendations by which the company can improve its presence in the industry. The online presence will increase the options of the company to grow as an organisation. The company works upon the customer processes.
OZ supermarket is the new retail chain which is very different from any other retail chain because it has eased the purchase of its customers. The ease to the customers is provided in various types. The customers here get a chip installed in their trolleys which will directly make the payments through the Pay Wave Card that has been provided by the store to the customers for saving their time. The chip that is installed in the trolleys is RFID which are Radio Frequency Identification which uses the radio waves to takes the stored information which is attached to any object. It is enabled of reading from any point of place irrespective of the line of sight. Although, the RFID chip incurs cost for the installation but they are ready to bear it for their customers time saving and especially of the ones who are in hurry.
The store also provide options for the new customers which can be children or tourists to have a temporary Pay Wave Card in which they can deposit cash and enjoy shopping. It can be done by just simply approaching the front desk present in the store. This card will allow them to exit the store and the left out cash will be returned back to them. In case the customer wants to shop again their money will be added for future purchases and recorded. The summary of the shop that the customers have placed from the whole shop enables the customer to view the items that has been purchased by them. The parking facility is also scheduled minute wise during the peak hours of shopping whereas during the non-peak period the car parking rates are lower. It is free of cost for the disabled individuals.
All such facilities will make the supermarket store one of the most competitive from that of its competitors because in order to make shopping easy to its customers. The major strength of the company is that they have a great concern for its people. This shows that the company is not an organisation which is self-centred to only one motive of profit earning, it believe in earning but not at the cost of its customers. That is the reason why the company is ready to put in money that is involved in the installation of the RFID chips for the benefit of their customers because these are the kind of ways through which they are trying to crate customer delight.
2. (Customer Service)
The major motive behind the idea of this new retail store is to reduce the queues that one can find in any retail store these days. It has become hectic for people to get the things of their daily need at one go without any difficulty and waste of time. In this store the customers can just come in, get their trolleys grab the things of their need and can easily leave the store without any difficulty or waiting during the time of waiting for their chance to get their things bill printed. The recommendations which will help the company to become even more competitive from the other players in the market are as follows:
- The store can be divided into sections where in one section could be for the regular customers who have the Pay Wave Cards and on the other side can be the temporary customers which are tourists or children. It will divide the customers into sections and also it will be possible for the store employees also to manage all of them efficiently and with equal attention.
- Extra facilities can be provided to the regular customers like they can be given facility of credit to some extent in case the money filled in their card expires. There can also be privileges in terms of lucky draws, free coupons or samples which can be given to them in order to retain them.
- When any customer extends the limit of a certain purchase in terms of kilos then they can be provided with the facility of dropping their things home which will create a customer delight and therefore, establishing a long term relationship with the customers.
- The company should go for online presence of the store because it will increase the awareness among the customers. Turning the business towards the online will lead to expansion of the business and also increase the brand reputation in the industry. Apart from this, through the online platform the customers can be given the facility to booking the things online and can just go and pick their parcel from the store. It will make the things easier for the customers as they will get the things of their need by just one click on it and not spending time in the store selecting their needed essentials.
- The company is working very differently on which the major focus is on how customers are served and satisfied. The service of the company will have to work upon the service strategy so that they become the competitive in the market. It has to set specific strategy which will be helpful in setting goals for the improvement of the services.
The business can never run only on the business operations but customer service is also a significant part of it. It is very important to take care of providing good customer service to the customers so that they are compelled to visit the store over and over again. The customer service refers to what is provided to the customers in return of the money that is paid by them. The customer service more importantly deals with how something is provided to the customers. It is a crucial part which has to be dealt with the companies so that they satisfy their customers to the core. In businesses, customer service is considered as one of the most important aspect because if the customers will be served well then it will automatically pull back the customers for the rest of their life.
The way through which the customer service can be improved by employing the right and well trained employees who can act as a helping hand to the customers. It is found that satisfied employees make satisfied customers. It can be the right way to improve the customer service for the customers. The reason behind this suggestion is because when the employees are well informed, educated, trained all these will build confidence among the employees which will ensure job satisfaction. The satisfied employees will create satisfied and happy customers which in turn will give rise to customer loyalty.
The three suggestions through which the business service operations like feedback of the customers, product quality review and other kind of operations can be improved are as follows:
- Providing value for time – The Company can make its customer service by giving the value to its customers against the time that they pay for the products. Value against money is a way of persuading customers towards your products and services. The company is giving value to the valuable time of their customers as they are already doing by reducing the queues culture of the supermarket industry. They can add on more value to it by helping new customers by saving their time that they spent in making new Pay Wave Card for purchasing things of their need. This can be done by hiring new store boys who can assist them while their purchase and make their cards there and then itself.
- Development of people – Training and developing people is very important for customer service and customer centric systems. Well trained people will be able to keep the customers satisfied. Training and development of the people will transform their attitudes towards the customers after which they will respond in a positive way to the customers. Customers are the ultimate people who will keep the business going therefore, for them people are needed who can provide assistance to the needs and grievances of the customers. Training and development will turn the behaviour of employees into positive behaviour result of which their knowledge, skill, quality of leadership and being customer focused in order to get an edge from that of the competitors.
- Communication – Communication is one of the most significant aspects of the organisation. It can be said as the life blood of the organisation as it is important to the body so is to the organisation. Communication should be good enough in between the management and the employees as well as the employees and the customers. The reason behind a good communication is that it is the means of creating awareness among the customers about the working of the organisation. It solves many problems of the customers and employees. This will enhance the customer service and the working of the organisation.
Apart from the above three suggestions the company can work upon taking the feedback from the customers. In the store it can be done, as the queues for the customers have been eliminated. There can be technology up gradation in RFID chips in which the customers can just ping when they like the services provided by the organisation. For the reviews the company can move into online services where the customers will be asked to fill the review and feedback form after the purchase. It will help the organisation to constantly keep a check of their performance and how customers are giving ratings to them. The customer feedback is important to be noted in order to improve with the changing needs of the company. It will constantly improvise the working of the organisation.
Conclusion
From the above report it can be concluded that the company is working very differently from that of its competitors. Customer relationship management is important in order to be customer focused and manage the relationship with its customers. CRM is that aspect which can change the lifetime value of the organisation. In the current era, where the customer is the king of the market the company has to focus on the customer centric approach. The recommendations and suggestions will help the company to grow better and better every day. The ways through which the company will work for the offering good customer service which will attract new customers and at the same time will retain the old customers. The old customers will turn into loyal customers and the new customers will be the new potential customers. The new increased opportunities in the industry will lead to new growths of the company. Similarly, as the company is working indifferent to its competitors.
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