Transcript
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CONTENTS
Preface------------------------------------------------------------------------------
-----------3
Caf Coffee Day- An
Introduction---------------------------------------------------------4
Executive
Summary--------------------------------------------------------------------------6
Implements for Customer ExperienceDesign-------------------------------------------7
Branded
Experience-------------------------------------------------------------------------
-8
Product
Mix-----------------------------------------------------------------------------------15
Customer
Service----------------------------------------------------------------------------
18
CRM-----------------------------------------------------------------------------------
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Store Formats &
atmospherics-----------------------------------------------------------30
CSR-----------------------------------------------------------------------------------
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The Branded Customer
Experience------------------------------------------------------35
Branded Customer Experience management
mode----------------------------------36
Designing Customer Experience
Model-------------------------------------------------37
Measuring Branded Customer
Experience---------------------------------------------39
Customer Categorization for the Office of
CCD---------------------------------------41
Experiential
Summary---------------------------------------------------------------------42
References-------------------------------------------------------------------------
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Preface
Customer satisfaction is no longer enough. Satisfied customers are not
loyal customers. They shop around-they may like you but not enough to
resist the temptations of your competitors.
Truly loyal customers cant imagine of doing business elsewhere. They are
your best advertising because they become the advocates of your
company. And to add to it they adjoin to your loyal and growing customer
base.Companies, who have such customers, have managed to create a
customer experience that is consistent and unique. Highly favoured and
valued customer experience is an asset for both the customers and the
organization. An intentional, differentiated and valuable experience is
need of the future. Creating this, takes credit on all your business.
Processes; human resources, marketing, sales, services, and operations. It
is no longer enough to air great advertising; now you must deliver on your
brand promises.
There are several innovative practices being developed in this area, oneof them being; Branding the Customer Experience. Delivering Customers
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a consistently superior set of benefits is probably the most important
driver of value.
The era demands enhancing customer satisfaction practices to transform
them into customer delight, and definitely forms the quintessential of
businesses. Service industry stands in all the more appreciation andconcern of this excellent idea. Companies are integrating all their
resources to the effect, being more responsive and intelligent about
customers what they really want? Is the philosophy that will earn you
business.
Caf Coffee Day- An Introduction
Caf Coffee Day is a division of India's largest coffee conglomerate,
Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL). ABCTCLgrows coffee in its own estates of 10,000 acres (4047 ha). The land value
of the plantations is US$250300 million. It is the largest producer
ofArabica beans in Asia. Apart from this, the group also sources coffee
from 11,000 small growers. ABCTCL is one of Indias leading coffee
exporters with clients across USA, Europe and Japan.
Name
ABTCL was looking at a simple name that would be representative of adaily purchase of coffee - something that would denote how coffee was
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an every 'day occurrence. Therefore, the name Coffee Day. After this,
when the Coffee Day group was on the verge of completing the entire
Bean-to-Cup experience with coffee cafes being a very promising branch,
the word Caf was prefixed to Coffee Day. Hence, Caf Coffee day was
decided as the final name.
Logo
Old logo
The First Caf Coffee Day logo was a bright red cube with a green stroke
above e in Caf Coffee Day. The word Caf was made to appear
dominant to indicate Caf Coffee Days introduction of Caf culture
in India. The font used for Caf is called SLURRY the font looks as
though the letters have congealed or coagulated out of liquid.
After recognizing the buzz of conversations that invariably accompanied
the coffee being served at their tables, Caf Coffee Day introduced a new
logo with a dialogue box in it. This was to highlight the strong connection
between coffee and conversations. Another indication of the dialogue is
the two-way conversation between Caf Coffee Day and its customers.
Tag Line
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"A lot can happen over coffee" became a popular line among
youngsters. In a bid to take their coffee chain national in 2000, the
management decided to strengthen their brand pull with an appealing tag
line. Factors like ambiance, food, music, atmosphere and meeting people
were identified as the aspects that were drawing people to their cafs.
Encompassing all these factors in a single line, the sentence "A lot can
happen over Coffee", was phrased.
Vertical integration
The company is known for being vertically integrated to cut costs: from
owning the plantations,growing the coffee,making the coffee machines
to making the furniture for the outlets.
The machines cost them 1.2 lakh each, which they say is half the cost of
an imported coffee machine. The maintenance cost of CCD's machines is
also less than foreign machines.
Outlets
The first CCD outlet was set up on July 11, 1996, at Brigade Road,
Bangalore, Karnataka. Following this, CCD crossed over 1000 cafs
throughout the nation by 2011. They have a minimum of 1252 outlets.
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The number increases almost every week. A meter on their official
website (Cafecoffeeday.com) keeps continuous track of the number.
A cup of coffee is sold for Rs 50 onwards.
International outlets
Cafe coffee day has started its outlets in Karachi, Vienna and Prague.
Caf Emporio
Caf Coffee day, in June 2010, acquired Caf Emporio, a caf chain from
the Czech Republic. Cafe Emporio has 11 cafs in Czech Republic - 7 of
them in Prague and 1 each in Brno and Olomouc and 2 at Freeport-Hate.
Caf Emporio runs on 2 formats similar to CCDs regular cafs and Lounge
& Square set ups. The regular cafes are pure play cafs serving hot and
cold beverages and ready to eat snacks while the lounges and squares
come with a broader menu and elegant layouts.
Divisions
A Cup of Coffee in CCD
Veg Burger at CCD
Cafe Coffee Day's divisions include:
Coffee Day Fresh 'n' Ground, which owns 450 coffee bean and powder
retail outlets.
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Coffee Day Square, a high level coffee bar in Bangalore.
Coffee Day Xpress, which runs 900 plus Coffee Day kiosks.
Coffee Day Beverages, which runs over 14,000 vending machines.
Coffee Day Exports, its exporting wing.
Coffee Day Perfect, its (FMCG Packaged Coffee) division.
Coffee Day B2C Plant ( Coffee vending machine manufacturing in
India )
Awards
CCD has won the best BREWMASTERS in the country. Its track record atthe IBC (India Barista Championship) & WBC(World Barista Championship)
is as follows:
2002: Top 3 positions at IBC & CCD represented India and won the 3RD
rank i.e. silver medal beating much fancied USA, Italy and Brazil at the
WBC at Oslo, Norway.
2003: Top 5 ranks at IBC & stood 5th at WBC at Boston, USA.
2004: Top 6 positions at IBC & resulted at WBC at Trieste, Italy.
2005 : Top 6 positions at IBC & resulted at WBC at Seattle, USA.
2006: Second and third place at IBC.
2008: Top three positions at IBC and represented India at WBC at
Copenhagen.
2009: CCD secured the first, third, fourth and Most Promising Talent
position at the IBC and represented India at WBC at Atlanta.
2010: First, second and fourth place at the IBC and represented India
at the WBC in London.
Other Awards "MOST POPULAR HANGOUT JOINT AMONGST YOUTH"
award at the 3rd GLOBAL YOUTH MARKETING FORUM 2011 Indias
Most Popular Coffee Joint at the Indian Hospitality Excellence Awards-
2011 Caf Coffee Day featured No.2 in the Food Services category in the
prestigious Economic Times, Brand Equity, Most Trusted, Peak Performers
List 2010 V.G. Siddhartha, the proprietor, won the Retail Entrepreneur of
the Year award at the TiE Retail Innovation Awards 2010. Coca Cola
Golden Spoon Awards 2010 Most Admired F&B retailer of the year (Cafesand Parlours) Most preferred Coffee Shop category award winner at the
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CNBC Awaaz Consumer Awards 2010 The Times of India Times Food
Guide Award category Best Coffee Bar Award in Gujarat from 2008
2011; The Times of India Times Food Guide Award category Best Coffee
Bar Award in Mumbai in 2007; The Times of India Times Food Guide
Award category Best Coffee Bar from 20062009 in Delhi; The Times of
India Times Food Guide Award category Best Coffee Bar in Kolkata in
2005, 2006.
Cafe Coffee Day
Type Public
Industry RestaurantsRetail coffee and tea
Retail beverages
Founded 1996
Headquarters Bangalore, Karnataka, India
Number of
locations
1090
Key people V. G. Siddhartha, Founder and
Director
Services Coffee
Revenue US$45 million
Employees 5000
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Subsidiaries Coffee Day Fresh n Ground
Coffee Day Xpress
Coffee Day Take Away
Coffee Day Exports
Coffee Day Perfect
Website CafeCoffeeDay.com
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Customer profileThe caf is meeting place for 15-29 year olds, both male and female who
are served the best coffee by friendly and informed staff, in an upliftingand invigoration ambience.
Age
Profile
Of
Customers
Frequency Of Visit
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Age Group Percentage
15-29 24.8
20-24 37.9
25-29 23.4
30-34 3.3
35-44 5.3
above 45 5.3
Frequency Percentage
Weekly 44
Monthly 16Frequently 18
Ocassionally 22
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Executive Summary
Fashioning Customer Experience-The Way to Competitive Edge is
emerging as a new business practice which endows an organization with a
holistic approach to improvise business strategies and marketing
endeavors, which create value for the organization and its customers. All
the business processes of an organization are to be integrated
intelligently to create customer-centric insights and requirements; in brief
by studying the consumer psychological needs and expectations beyondbuying a product or availing a service. There are certain elements which
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are involved in creating customer experience in an organization. These
elements are valued by customers and are the value creators and
differentiation apparatus for the organization too.
This report has been segregated into 3 parts:-Study of elements dedicated towards creating unique and favorable
Customer experience. Designing a customer experience requires
integration of all these tools and developing a responsive and
proactive approach towards gaining customer insight to fine-tune
the designing.
Extensive study of customer best practices at Caf Coffee Day to
illuminate the real time endeavours towards this concept.
A Customer Experience transformation model- Branding the
Customer Experience for Caf Coffee Day. Conceptualized on the
basis of the study on the current customer best practices at Caf
Coffee Day.
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Implements of Customer Experience Design
Brand Experience
Product Mix
Customer Service
Customer Relationship Management
Store Formats & atmospherics
Corporate Social Responsibility.
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Brand Experience
IntroductionA companys brand is a critical pillar of the enterprises long-term ability
to generate profitable results and build competitive advantage. True
cultivation of customer relationship- that results in sustained competitive
advantage and customer loyalty-requires delivering on the brand promise
at key moments of truth. Oftentimes, customers experiences during
these critical interaction directly impact their perception of the company
and potentially influence a purchase of repurchase decision. Since the
customer experience is the totality of a customers interactions with a
brand over time, brand image is directly impacted by the experiencescustomers have with a company. Product, people and process must be
built around the value and needs of the customer base in order to ensure
that the means from which the brand reaches the end-customer, ensuring
that both the externally facing customer interactions-as well as the
internal processes that enable the experiences-are designed from the
customers perspective.
Developing and maintaining a differentiated point of view that is
credible and relevant to customers:
Great brands have a different way of looking at the world from their
competitors. This differentiation is the key to appeal to their customer.
The customers highly value it and the POD stands relevant in the
customers view. This differentiation stands as a unique experience to be
associated with, and thus provides for social recognition and regard for
the customer.
Aligning processes, systems, training and development,
management structures and style with the brand
promise:
This is where the difference between great authentic brands and the great
creative advisor is seen. Organizations that put their promise to the
customer at the heart of their operations ensure that:
People are recruited who have an attitude consistent with the brand.
Han resources, operations (R&D, customer service, requisition), and
marketing work together and share best practices;
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Management style would reflect of behaviors that would be
expected of staff dealing with the customers.
Nowhere is the gap between perceived brand promise and the actual
delivered more frequently apparent than in the services industry. Too,often the internal imperative is protecting the cost base while external
promise has been about growing customer franchise.
Measuring what contributes to brand value not what
creates short-term sales:
There is not necessarily a conflict between short-term sales and brand
building but too much of the sales growth companies encourages are
often at the expense of long-term brand value. Businesses that care abouttheir brand will take into account a wide range of factors, both those
which can be best described as lag indicators, i.e those which are
indicators of historic performance-such as market share, sales turnover
and profits- and as importantly, those lead indicators which predict
market behavior-such as customer satisfaction, brand equity, and brand
value.
Emotional Branding:
The answer is simple; focus on the Customer not the organization, provide
Customers with an emotionally engaging experience and the rest will take
care to itself. They understand that the Customer Experience is the next
competitive battleground and that emotions account for over 50% of an
experience. World thought Leaders on Customer Experience, Beyond
Philosophy, led by Colin Shaw, have undertaken more than 18 months of
ground breaking research both in Europe and the US, in order to discover
the emotions that drive and destroy value in an organization.
You must design the customer experience, or the customer will design it
for you.
Tom Peters,
Business Management guru
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Caf C offee Day: Review Great brand
Imagine a good old traditional south Indian boy spending forty bucks on a
cup of coffee. CCD (thats what the youngsters affectionately call it) has
made it possible. I did my own dipstick study on a sample chosen on
convenience basis and was amused by the results.
Out of fifty people whom I interviewed- none of them said that they comehere for coffee. Most of them consider it as a hangout place (the modern
day adda) where they catch up with friends, some use it as a dating
joint, few think that its a great place for meetings and then there were
other I hate research responses like- I like the music here or I come
here to read so now would you mind.
So people come here to chat, to discuss work, to flirt and even to kill time
(all those who shooed me away with their I like reading/ I like music
responses).
And of course they do all this over a cup of coffee. Its interesting to see
that its all about the place- the experience. Coffee is just a just a
consequence of a by-product. I bet the place would do equally well even if
they were selling something else.
For many teenagers CCD has become an important part of their lives.
They see it as an extension of their own personality and I am sure even
when they grow older they would keep revisiting it to relive some of their
cherished memories (it pays to catch them young!)
CCDs business strategy has been admirable- striking a right balance
between the price and the product mix. Rather than catering to the
connoisseurs taste, it has benefited by serving to the popular taste.
Anyways coffee served in terse cafes is an acquired taste for most of us
and hardly do we go beyond a may be a latte. Then why have varieties
that common man cant even pronounce.
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Moving on to food, earlier they didnt have much to offer for snacking
except assembly line food like burgers, sandwiches, unpalatable samosas
and pastries in unadventurous flavours like pineapple, butterscotch and
chocolate. But now the food options have improved considerably (I
particularly relish the corn and spinach sandwich and my cup ofcappuccino with an almond biscotti) and the newly introduced lunch items
(like pastas, biryani, paratha with curry, etc) have received a warm
welcome especially by the corporate crowd. As a matter of fact, whenever
I am travelling to new locations and I am not being my adventurous self I
rely on CCD as my comfort food destination, I have grown to trust CCD for
their quality, hygiene and consistency of food.
Apart from food and beverages the CCD team has made a commendable
effort in leveraging the brand potential and the retail opportunity by
introducing many brand extensions like mint, cookies, t-shirts, coffee
mugs, etc, and lets not forget that they even pioneered innovative
concepts like jukebox and newsletter which were quite a hit among the
youth.
Talking about the pricing I think they have a very clever strategy- it is by
no means low-priced, but when compared to the price lists of other chains
the CCD menu looks affordable.
The book High performance entrepreneur by Mr. Bagchi wherein he haswritten about the entrepreneurial beginnings of the coffee day. A young
man named Siddhartha reinvented his coffee estate business based on
one simple yet powerful insight- he realized that as a coffee grower you
cant decide the price of the commodity but when you add value and sell
the drink you can charge according to your wish. On this realization, he
based his entire model and see where he has come today.
The key responsibility is to make sure that there is a consistent visual
language across all the outlets, i.e. all the CCD outlets should have thesame look and feel managements eye for detail, because, frankly
speaking I have been to alot of CCD outlets across geographies and I did
not see any inconsistencies on that end (look and feel).
Trusted Brand Caf Coffee Day
Naresh Malhotra, advisor and board member of venture capital firm
Sequoia Capital India, the crowning glory of his stint at retail coffee chain
Caf Coffee Day (CCD) was when the chain set up shop in the coffee
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capital of the world, Vienna, this was back in 2005, and Malhotra had
naysayers in plenty telling him how foolhardy the idea was-after all,
selling coffee to venetians was much like carrying coals to Newcastle. But
Malhotra was undeterred. I tasted about 30 to 40 cups of coffee being
sold in Vienna, and the quality was not up the mark, he recollects,reposing his faith on the century-old backbone of procuring high quality
coffee form Amalgamated Bean Coffee Trading Co, the parent of CCD, and
the entire coffee experience that the brand has successfully been able to
create. We would like to take CCD to North America as Well, announces
Malhotra, who now sits on the board of CCD, after he quits as CEO last
year. While the jury is still out on whether or not CCDs Vienna foray-
where it has three cafes- and its planned entry into other countries will
live up to expectations, one can safely say CCD has been able to create
an enviable track record and brand image in India. Starting from is first
caf in Bangalores Brigade Road in 1996, CCD now pans 102 cities with a
network of 620 cafes, out packing nearest rival Barista not only in terms
of its width of network, but also outpacing nearest rival Barista not only in
terms of its width of network, but also in the constant innovations that the
chain has institutionalized in every aspect of the business: customer
service, logistics and supply chain efficiency, and the various formats it
has experimented with depending on the target audience. The evidence of
the connect CCD has been able to make, particularly among the youth,
comes from the findings of Brand Equitys Most Trusted Brands 2008
survey-in the food services category, CCD ranks No 2, while Barista lags atNo. 5. CCD today has become the largest youth aggregator, and form a
marketing stand point, the success has come by focusing on the 3 As:
accessibility, affordability and acceptability, explains Bidisha Nagaraj,
PresidentMarketing, Caf Coffee Day. From the present 620 cafes, CCD
plans to touch more than 900 and a turnover of Rs. 700 crore-by the end
of the current financial year, which means practically launching one store
every other day this is where CCD has perfected the first. A of the 3As-
Accessibility. With presence in multiple cities, varied formats like cafes,
garden cages, lounge cafes and xpress Cafes across different catchmentslike high streets, malls, multiplexes, offices, educational premises, and
railway stations, CCD has been able to make its brand presence felt
through the sheer number of stores. Customers knew that we are an
anytime, anywhere caf, says Nagaraj. Adds a former CCD official: The
various formats picked the catchment and delivered what the customers
needed. So if its near the airport, a 24*7 caf services the traffic moving
in that catchment. Malhotra says that the aggressive ramp up started
sometime in 2001-till then, the brand had managed to grow to just 18
cages from its 1996 launch. The post-2001 period saw a near manicexpansion of the retail network. Sudipta Sengupta, senior VP-marketing &
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sales, Nirulas, and former senior GM-marketing at CCD, recalls how in
those early years, almost everyone in the company was involved in site
searching. So if prime locations were not available, corner roads and
dilapidated structures were frozen upon and long nine-year leases were
signed. The upshot: for a property rented a few years ago, CCD continuespaying rent of just Rs. 60,000 per month, explains Malhotra. Sengupta
adds that revenue sharing has come into vogue, which enabled CCD to
offer more to the landlord as business grew within the caf. Even within a
single catchment, CCD adopted a cluster approach strategy with as many
as four CCD cafes dotting a single street. The plan definitely acts an entry
barrier for competition as it means consumer get habituated to the brand,
but the logical question is how the brand insured itself against
cannibalization of footfalls. Nagaraj say this was never a problem, and
cites the example of four cages at Indira Nagar in Bangalore, all of which
are profitable, she claims, The success of these clusters indicates that
there war latent need in the market. It helps us increase the pie rather
than distribute it, she states. Malhotra believes that the clusters not only
help reinforce brand image, they also make it easier to manage
operations. Supplies can be managed, and replenishments done quickly
if one caf runs out stock and having one manager for a set of cafes
improves efficiencies and reduces costs. The cheap real estate
acquisition and cluster strategy has enabled CCD to keep its pricing
competitive. For instance, CCD has priced its vending machine coffee at
Rs 15 and its cappuccino at Rs 33-which, according to Malhotra, are lowerby 30%-40% when compared to similar offerings at Barista. CCD has also
followed a no-segmentation approach when it comes to the customer:
even though the majority of CCD patrons are in the age group of 18-29
year, the segment above 29 flocking to format is on the rise, says
Nagaraj, adding that the brand is pitched at the young and the young at
heart. And it is here that the comparisons with Barista are inevitable and
most pronounced. Also, this is where Barista appears to have lost the plot
and the phenomenal first-mover advantage it once had over CCD in a
promising market. Observers believe that the constant change inmanagement at Barista didnt help the brand one bit. A brand needs to
be focused and cannot aim to be everything that everybody wants it to
be, says consultant Harish Bijoor. Barista did not show consistency as
far as the brand promise was concerned. The change of ownership from
Turner Morrison to Tata Coffee to Sivasankaran to Lavazza further
dissipated the brand. Of the brand. Bijoor adds that CCD, on the other
hand, appealed to that genre of Coffee cravers who were young, but
didnt have to necessarily beg borrow or steal to have a cup of coffee.
The pricing, ubiquity and consistency have helped CCD. Ubiquity is veryessential for a retail brand-just a variety of good offerings is not enough,
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he says, its not as if CCD didnt face any challenges on its way from being
a largely south Indian retail chain to becoming a national brand. Sengupta
recollects the time when the format reached 100 cafes in Delhi, the
challenge being to create the brand image in a non-coffee- drinking
market. We tried to attract them with our food offerings tweaked to suitthe local palate. Once they were hooked, we got them to try coffee, she
explains. Even as offerings were innovated upon, CCD realized that the
ambience with in cafes needs constant up gradation. The tag of hip and
cool for youngsters, a place for business meetings for professionals or a
quiet evening at the lounge required constant improvements on elements
like providing Bluetooth and Wi-Fi connectivity and extensive
merchandise. And when it comes to building buzz, CCD has never resorted
to mass media advertising-its the chains 600-plus stores that talks about
the brand, says Nagaraj. In fact, the first time CCD was seen in an ad
when the brand appeared in a cobranded TV commercial for one of
Yamahas motorbikes. The chain has, in fact, struck a goldmine through
co-branding activities with brands like Levis, Apple iPod and Airtel, all on
the back of targeting the audience that CCD addresses, Nagaraj believes
the brand has been successful in providing convenience and experience at
the sometime. For now its comfortable cruising for CCD. But competition
is not far down the horizon. With foreign players like Gloria Jeans making a
foray into the country, and even star bucks waiting for a chance to get in,
customers could quickly make a beeline for the new formats. Maybe, says
Nagaraj, but with a huge market waiting to be tapped, she isnt veryworried. In fact, she says India can take up to 5,000 cafes. So no one is a
threat here the more the merrier. CCD is readying to add more formats
to its portfolio, with book cafes and even sports cafes on the anvil. We
are looking at addressing the older age group with offering like Wi-Fi and
even meal options instead of snacks, and in some time, CCD will get
Landor Associates to look at ways and means of strengthening the brand,
Nagaraj reveals. Sengupta says that in the time to come, locations will
prove to be of strategic importance for the chain. They need to keep
growing and get more footfalls. That will shut out the competition, shestates. Consistency in food and beverages across the length and breadth
of the network is critical, adds Malhotra. And just to underscore the point,
he stresses that CCD is not worried about players like Starbucks. In fact,
they have reasons to be scared of us, he says.
Coffee Day Comprises of the following Sub Brands
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Coffee Day - Fresh & Ground
Coffee Day - Vending
Coffee Day - Xpress
Coffee Day - Exports
Coffee Day - Perfect
Caf Coffee Days (CCD) appetite for expansion is growing by the day.Last week, Indias largest coffee retailer announced that it plans to openanother 100 outlets 60 cafetarias and 45 lounges across India byMarch next year, taking the total number of points of presence to 1,200.
Thats way ahead of competition. India now has 1,500 branded coffeeoutlets and CCD alone accounts for 1,090 of them. The expansion drivewould make sure that the companys unmistakable red and white logocontinues to be seen even in smaller cities. Most importantly, all theoutlets will be owned by the company and there are no plans to go for thefranchise route.
Marketing Mix Of CCD
Product:
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Caf Coffee Day product mix constitutes a wide range of products thatappeal primarily to indian coffee and snack lovers. Products have adecided Indian taste to it be it food or coffee. Most of the eatables have
been adopted to meet the Indian taste buds like samosa, biryani, masalasandwich, tikka sandwich etc. Thus they have been trying to capture theIndian taste along with classic coffee.The best selling item in summer isfrappe, which is coffee and ice cream blended together. The young peoplefavor it. In winter it is cappuccino.Their merchandising includes funky stuff like t-shirts, caps etc.
Price:
Considering that Caf Coffee Day knows its major customer lies in the
bracket of 15- 29,it has tried to derive a policy whereby it can satisfy allits customers. The price for a cup of coffee ranges from Rs.45 to Rs 80.From the time it first started its operations, therehas been only minorchanges in the pricing policy of Caf Coffee Day. The changes havebeenmore due to the government taxes than anything else.
Place:
The strategy CCD has adapted is to place a cafe in every possible locationwhere some business can be generated. This is a prime factor indetermining the success of a retail chain. Caf Coffee Day looks to caterto their target market with strategically located outlets.Their outlets are generally located in High Street/ Family EntertainmentCentres, gas stations, near Colleges etc .
Promotion:
CCD is involved in all the areas of serious consumer passion like:
Television: Caf Coffee Day held a contest around a very popularprogramme on Zee English called Friends. All the six lead characters are
shown often visiting a coffee shop. They have tied up with Channel [V]sGet Gorgeous contest.
Tie-ups: Besides that Caf Coffee Day also tie up lot of the youth brands.So they have a contest going on with Levis, another one with Scooty, Liril,latest one with Airtel Friends.
Association with movies: CCD can be seen in movies like Khakhee andMai Hoon Na.
Sales Promotion: Caf Coffee Day uses special Caf Citizen Card forrewarding Caf Coffee Days customers. It is a loyalty program to gainnew customers and retain the existing ones.
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Process:
The ordering and delivery process in CCD was earlier based on self-service. But now in most its coffee shops the waiter comes and takesaway the order and delivers the order on table.
Physical evidence:
a) Logo , image, brand: Caf Coffee Day has used bright red and greencolors in its logo. RED stands for leadership , vitality, passion for coffee.The GREEN stroke harks back the coffee plantations that they own. Caf isnoticeably larger in the logo to denote that Caf Coffee Day pioneered thecaf concept in India way back in 1996.The font looks as though theletters have congealed out of a liquid.
b) Architecture and Decor: Largely wood and granite based interiorwith young colours of today, like lime green, yellow, orange, and purplepredominate.
c) Literature: The literature provided by Caf Coffee Day is indicative ofits youthful image. Themenus, posters, pamphlets are all designed toattract young and young at heart
People:
People at Caf Coffee Day believe that People are hired for whatthey know but fired for how they behave. Motivation and personalskill are laid emphasize upon. Their employees are like friend to thecustomer but at the same time they know about the internationalstandards of hygiene and cleanliness and personal grooming.
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Product Mix at Caf Coffee Day
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MerchandisingAt Caf Coffee Day merchandise started more as a sentimental thing than
as a revenue stream, they wanted to reward coffee lovers and they
started selling mugs. People wanted to wear something that reminded
them of the caf so they designed T-shirts and sold thousands of those.But soon it has become a serious business. 5 per cent of their revenue
comes from the merchandising.
Caf Coffee Day sells youth and trendy merchandise through its stores
and online:-
Caps
T-Shirts
Bags
Travel Mugs
Coffee Filters
Coffee Powders
Coffee Mints
Pens
Year planner 2012
Cookies
Quick Bites
Coffee Makers
Customer Service
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The customer service at CCD is commendable; service industry yearns for
excellence of service. Service industry is passing through the phase of
linking IT and technology with business. Linking people, the assets of
service industry with technology is all about bestowing standardizationand efficiency on business. Responsiveness and servitude is of paramount
importance. The human resource should have the attitude and
competency to serve. As they are point of contact with customers hence
are important drivers of customer experience. Any amount of customer
experience efforts may flat if the service standards are not met.
Linking IT with business is an important feat to be accomplished as it
equips the staff to be more responsive and serve the customer better.
Human resource diversity is also very important to fine tune into different
target customers, the quality and number of human resource has to beensured in order to meet up with the set standards. Organizations should
make sure that the employees all across the country are well trained and
proved consistent services at every outlet.
The first aspect of service i.e people is taken care of by:
Recruitment & selection
Training & development
Internal marketing
HR policies
The second imperative of linking service with technology is endeavoured
by mapping the process, proper process and delivery modes should be
defined and linked to technology to attain efficiency and standardization.
Proper technical training should be imparted to the staff for best &
resourceful use of technology.
Customer Service at Caf Coffee Day
With the boost in the number of their retail outlets, Caf Coffee Day had
to concentrate on the quality and quantity of their human resource in
order to meet up with the set standards. They make sure that the
employees all across the country are well trained and provide consistent
services at every outlet. Subsequently Caf Coffee Day has been
innovating new caf formats and exploring markets across geographies
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this requires adequate technology to integrate the retail outlets for
information exchange and for driving customer centric programs.
The human resource quality at CCD is ensured by rigorous selection
procedure and apt training & development. Proper internal marketingpractices at CCD have ensured employee communication and inter
Operatability of various business processes. Internal marketing makes
CCD responsive to Customer
EXTERNAL ENVIRONMENT
INTERNAL ENVIORNMENT
PRELIMINARY INTERVIEW
SELECTION TESTS
EMPLOYEMENT INTERVIEW
REFERNCE AND BACKGROUND ANALYSIS
SELECTION DECISION
PHYSICAL EXAMINATION
JOB OFFER
EMPLOYMENT CONTRACT
EVALUATION
Selection Flowchart at Caf Coffee
Day
Demand and meeting brand promises. The staff at Caf Coffee Day is
hired for competence, and fired for how they behave, is the recruitment
mantra.
Caf Coffee Day is expanding at a phenomenal rate. Thus the need for
right people, in the right place at right time is also increasing. In order to
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meet the demand for efficient and effective workforce, Caf Coffee Day
has adopted the correct recruitment and selection procedures.
Sources of recruitment:
Caf Coffee Day has different sources for recruitment depending on thejob profile in demand. For Team Members the sources are:
In store Poster
Referrals and Walk-ins
Recruitment and selection process:For posts of team members the following rounds take place:
1. Psychometric tests, Behavioral Intelligence Test, Logical thinking
and Comprehension Test.2. Application Selection.
3. Personal Interview, Operations Interview, Regional Manager
Interview.
For Area Manager:
Recruitment and selection process:
1. Collection & review of curriculum vitae.
2. Personal interview with Regional HR Manager.
3. Personal interview with GM-HR.
Training & Development:
To ensure consistent employee performance, training and development
policies are very important-even more in service sector organizations.
Caf Coffee Day has set 12 days rigorous training procedure at their office
in Bangalore for all the assistant managers.
Whereas all the team members undergo a 3 days training at respective
head offices in North or South India.
Employee working hours
Happy employees at Caf Coffee Day are an Insignia of
Delighted customers.
Mr. Naresh Malhotra, CEO, Caf Coffee Day.
The working hours are split into convenient shifts spread over 8:30 am to
10:30 pm.
Night drops are provided for late evening shifts.
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which is the first of its kind for any retail industry all across the globe. We
have launched this system at cafes in Chennai and soon this will be a part
of our cafes all over the world.
As part of this system, all team members (Stewards) at CCD are providedwith a state of art NURIT 8010 Wi-Fi enabled Palmtop system, which is
inbuilt with a microprocessor, thermal printer and a smart card reader.
This device is used for billing and can accept credit/debit cards. Also it is
wirelessly connected to a central computer system sand can communicate
with similar devices anywhere in the world in real time. This system
makes life of the Caf staff easier and also enables management to
quickly capitalize on changing market situations all over the world to
serve the customers better.
EmpXtrack to help Caf Coffee Day deliver a delightful coffee experience
to its caf customers
Caf Coffee Day, Company that pioneered the caf concept in India, would
use EmpXtrack-human capital and Talent Management Suite to help its
employees meet their professional goals and deliver customer-oriented
performance. It is a human capital and talent management suite.
P R log (Press Release)-Feb 27,2008
Saigun technologies announced that Caf Coffee Day, company thatpioneered the caf concept in India, would use its flagship product
EmpXtrack to help its employees meet their professional goals and deliver
customer-oriented performance.
Caf Coffee Day will use EmpXtracks Goal Setting & Tracking and e-
Appraisal tools for its employees., says Ankur Arora, VP Sales, Saigun
Technologies. Speaking on how this implementation will help Caf Coffee
Day. He adds, Implementation of EmpXtracks performance management
system will enable managers and the employees at Caf Coffee Day to
track their goals at regular intervals in real time. The automation ofappraisal will help in making the process smoother, efficient and more
transparent.
Sipping the hot cup of success, Maj. Gen. B. K. Bhatia, head of
EmpXtracks HR Consulting practices, delightfully told, The addition of
Caf Coffee Day in Saiguns client list has once again proved that
EmpXtrack with its 18 Modules is an absolute match for the retail industry
as also other industry verticals.
SUSE Linux Enterprise Server Prority Support for SAP Applications
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Caf Coffee Day is using SUSE Linux Enterprise Server Priority Support
for SAP Application to ensure the highest possible levels of protection for
its ERP environment. This joint solution from Novell and SAP provides
peace of mind for Caf Coffee Day that its order management and
logistics systems are always up and running.
Results:
Improved control over extended supply chain.
Gained reliable, scalable ERP platform with low cost of ownership.
Ensured round-the-clock priority support for entire solution stack.
Customer Relationship Management
CRM is one of the most important aspects of business. Valuing and
nurturing your customer base is indispensable. Acquiring new customers
is a costly affair; it takes 6 times the resources to pool in new customers
than to maintain the existing customer base. Business is all about
relations, services industry claims of intimate customer relationships and
intangibles. Service industry is predominantly driven by people, internal
customers and external customers are to interwoven in an intricate web of
relationship. CRM activities are prime at CCD they have aptly appliedtechnology to CRM activities as a part of the same they have been
brewing up customer loyalty and incentive plans. Loyal customer are a joy
to the company; they bring you business and are the best advocates of
your company. Positive word of mouth is the most strong and well
grounded mode of advertisement, and definitely overrules all other
advertisement channels. It can earn you new customers as well. CRM also
stands as a primary tool to deliver differentiated customer experience and
establishes an emotional connect between the customers and the
organization. It adds value to the relationship and also drives focus in thecustomer- centric strategy of the organization. Its about treating your
customers special make them feel special; cater to their esteem needs
and need for relatedness and belongingness.
Customer Profile at Caf Coffee Day
The caf is a meeting place for 15-29 year olds, both male and female
who are served.
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18% of the customers visit the cafes daily while another 44% visit weekly.
Each caf, depending upon its size attracts between 500 and 800
customers daily, mainly between 4pm and 7pm. Customers describe Caf
Coffee Day as the place they frequent most after home and
workplace/college. It is a place where they meet friends and colleagues,
in groups of 3 or more; a place where they rejuvenate and are free to be
themselves rather than a place to be seen at vis-a-vis other cafes.
Customer Relationship Programs at CCD
CCD has also launched a Caf citizen loyalty program. A smart
card is provided to the customer, which stores all-importantcustomer information such as his profile, his likes and dislikes, his
previous visit to any of the CCD outlet and so on. When this card is
swiped on any of these NURIT 8010 devices anywhere in the world,
all the vital information is displayed on the screen to enable the
front-end caf staff to serve him to the best of his satisfaction. For
every purchase the customer accumulates points on the card and
he may use these points and redeem the same on his subsequent
purchases. Also customer may register their complaints/queries at
the outlets which is communicated instantly to the Customer Carestaff who would get going to provide answers to customers queries
as soon as possible or to communicate to the concerned customer
complaints and suggestions.
Customer Gifts: Caf Coffee Day Gift Certificates come in
denomination of Rs 100 and Rs 101.
You can purchase the gift certificates from any of our outlets
Bangalore, Hyderabad, Chennai, Mumbai, Pune, Nagpur, Kolkata,
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Age Group Percentage
15-29 24.8
20-24 37.9
25-29 23.4
30-34 3.3
35-44 5.3
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Ranchi, Guwahati, Delhi, Chandigarh, Jaipur and Kanpur. The Gift
Certificates are sold on the face value as they are as good as cash.
When a customer purchases a Gift Certificate, he/she is requested
to check that there is a SOLD stamp on the Certificate, without
which the Gift Certificate stands invalid.The user is requested to handover the Certificates to the caf staff
when they place the order. The gift certificates can be redeemed
against food, beverage, merchandise, hukkas.
Other gifting ideas
Gift your employees and clients an affordable but memorable world
class caf experience. Best suited for all kinds of corporate gifting:
Rewarding or gifting your employees, distributors and
dealers.
Gifting your valuable clients.
Festival offers.
Allowances to employees.
Personal occasions like Birthday, Marriages, Anniversary, etc.
Store Formats
There are certain retail factors which drive value for the customers. Store
format and atmospherics are very important in terms of physical evidence
and driving experience right combination of:
Format
Retail environment factors.
Customers often look beyond the functional benefits of a physical store to
the overall experience. Customers perception of value and experience isoften functioning of; look & feel.
Ambience- Music, Colour, Scent, Lighting.
CCD as intelligently used store atmospherics to weave customer
experience and is important tool to competitive advantage.
CCD has come up with innovative caf formats which appeal to its
customers and are a delight to be. The youth has identified these caf
outlets as a pleasure hangout place. The other reason behind coffee is the
ambience of the outlets.
Caf Formats
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Cafe Coffee Day has been experimenting with caf formats for quite some
time back by the motivation of providing customers with exciting choices
as well as constantly redefining the caf experience, CCD has ventured
into the following formats:-
Music Cafs provide customers with the choice of playing their favorite
music tracks on the digital Audio Jukeboxes installed at the caf! There
are around 85 cafes with such jukeboxes. 32 cafes also provide customer
with the visual treat of watching their favorite music videos by means of
video Jukeboxes.
Book Cafs offer the perfect solution to people who think that the coffee
experience is incomplete without browsing through the bestsellers or
reading a classic. CCDs book corners accentuate the age-old combination
of coffee and books. This exciting concept has been successfully tested
at 15 cafes in 12 cities across India and the number is set to grow
exponentially. CCD has tied up with English Book Depot, one of Indias
leading book distributors for placement and rotation of reading material
appealing to Caf Coffee Days discerning customers.
Highway Cafs on the Bangalore- Mysore highway and NH-8, presents
the traveler en route not only with good coffee and scrumptious snacks
amidst great ambience but also with clean restrooms to get rid of thatweariness form the road!
Lounge Cafs at Hauz Khas, Delhi and Southern Avenue, Kolkata and
Hyderabad (Jubilee Hills) combines the style and luxury of a lounge with
the lively ambience and comfort of a caf. With exquisite interiors, exotic
menu and thematic music CCD Lounge offers a whole new experience to
the connoisseur while assisting the latter through its team of hostesses
who are poise and style incarnate and are looked up as fashion icons.
Garden Cafs at M.G Rd, Bangalore and GK-II, New Delhi combine the joy
of rejuvenating amidst verdant landscapes and pots of coffee.
Cyber Cafs at Brigade Rd, Bangalore, Bangalore Airprt and Delhi airport
combine the urge to surf, not to mention get connected through the
internet while enjoying perfectly brewed cups of coffees, both domestic as
well as International blends!
Sports Caf: Caf Coffee Day will soon set up a sports caf in Pune.Apart from selling merchandise associated with sports, the 2,500-sq ft
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Caf will have a sporty look and feel. The Pune store is an experiment
and we will later expand further based on consumer response, said Mr.
Naresh Malhotra, CEO, Caf Coffee Day.
He added that the company was talking to sports brands for possible co-branding tie-ups. The sports caf concept is similar Caf Coffee Days
concept stores around books and music and its garden cafes. The
company has tie-ups with bookstores Crossword, Odyssey and Book Caf
and Music World for its concept stores. The concept stores form about 20
per cent of Caf Coffee Days retail network of 430 Cafes. The company
also has 500 express outlets. By September we will have 500 Cafes and
700 express outlets. We are right now opening about 20-25 cafes a
month. After September, we will open on e caf per day. said Mr.
Malhotra.
Corporate Social Responsibility
CSR is an important event that connects the organization with thesociety. The customers associated with the organization subconsciously
view it as an element of social pride. It generates social awareness and
acceptance for the organization. The brand revolves around as a story in
the society, and definitely adds to the brand value of the organization. It
can be undertaken as a strategic brand and relation building exercise. It
envisages the organization as, a social entity. This psychology generates
an essence of favorability and likeability for the organization.
Corporate Social Responsibility at CCD
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Despite achieving utopic growth, the company has counted it of utmost
priority to contribute success back to our society. Of our many corporate
social responsibilities our main endeavor has been to create exciting and
lucrative employment opportunities for the less fortunate and make them
as independent as possible.
Our understanding with a known NGO-Enable India gives us the
opportunity to employee hearing & speech impaired people. It is out pride
today that as many as 30 such special individuals are employed with us as
Silent Brew Masters. Some of them have been with us for over a year and
contribute with their immense hard work & commitment as an active
team member every day. Their sense of pride in being the bread winner is
a source of motivation for all other team members every day.
The company has also initiated a VOCATIONAL TRAINING COLLEGE
that recruits individuals from the less fortunate, remote parts of the state
and trains them in a state-of-the-art facility at Chickmaglur. Here they
learn about operations & customer service. The training also includes on-
the-job training after which the students are provided with full time
employment opportunities with Caf Coffee Day. The college is
strategically located in midst of places that have no other employment
opportunity except for farming or other traditional avenues that in turn
dont create any difference in their standard of living. The college in
retrospect provides the young individuals to break the chains of povertyan embark on fruitful career.
The Branded Customer Experience
This is a powerful driver of customer loyalty. Organizations are setting out
to create a new customer experience for target customers and then
branding it accordingly. In the U.S automotive industry, General Motors
created a new brand and branded experience with Saturn. Another
approach to this is that your start with the customer experience and then
develops the brand to develop it.
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An extreme form of branding the experience occurs when the experience
is so unique that it needs no obvious visual identity at all. The real
question lies in the ability to sustain the quality of that experience so that
it continues to thrive on word of mouth. There are certain imperatives to
this concept of branding the experience.
Consistent: in terms of delivering that experience over time and
location.
Intentional: in terms of delivering the customer experience to
support the brand
Differentiated: from competing brands
Valuable: in terms of offering a customer proposition which meets
target customer needs.
Creating a Branded Customer Experience requires a new understanding of
the notion of what a brand really means of stands for the product in the
market, what a brand involves, and what it communicates to the
customers. The best way to analyze Branded customer experience is to
set it at the opposite end of a random experience, and the contrast of
practices emerge. Companies invest in service training standard, and
processes to intentionally shape customer experience the best part of this
design is its predictability and consistency with the brand that makes it
so satisfying, infact a pleasure. Unpredictability of service standards,
processes makes it an unsatisfying affair for the customer. The valuabledifference that branded customer experience creates is in itself a value
addition to the core product of service being provide. Creating an
experience really drives loyalty, requires thought, effort, and resources. It
requires new forms of design and intricate internal marketing practices
between various business functions of company, harnessing the power of
your people to turn them into brand ambassadors the company. It
requires seamless integration of high-touch people product and processes.
Branded Customer Experience Management
Model
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People
What must be
distinctive about
our people?
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Designing the Customer Experience
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Product/Service
offerings
What must be
unique about our
product &Services?
Processes
How can theprocess best
deliver the
products and
services in a
valuable way?
Customer
Experience
What
experience must
be provided so
as to meet the
expectations ofthese
customers?
Customer
Behavior
How must
our
customersbehave to
help achieve
goals of the
company?
Customer
Growth
Goals
Who are our
mostprofitable
customers?
Draft Experience Blue Print
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Map the customer experience:
Touch point mapping
What are most customer seeing, hearing, feeling, doing ?
Customer Focus Groups:
Expectations
Differentiations
Priorities
Employee Focus Groups:
Validate Draft experience
Indentify organization enablers and inhibitors
Executive Approval:
Move to implementation planning
Experience Engineering
Customer experience must be managed as a business strategy:
Managing the customer experience is still often thought of as a marketing
and service issue. Experience engineering should be taken up at strategiclevel, strategizing the experience to align it with the brand idea and the
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Map the
Customer
Experience
Surface
Implementatio
n issue
Identitycustomerexpectationsand priorities
Create Final
BCE Print
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marketing strategy of the company will create a favorable impact on the
market of the company. Integration of this experience with all the
business processes and technology is essential. This integration has to be
done with a holistic view of business including market and customers.
Measuring this customer experience after implementation is anothercomponent of this holistic approach, it is essential as it helps fine-tune
and manage the experience.
You are already in the experience business.
Experience is every firms value proposition because no company can
avoid delivering a total experience. A customer cannot have one.
However, most organizations do avoid managing them in a systematic
way, In part because they dont realize the competitive potential, and also
because managing experience well is a complex undertaking which
requires strategic commitment, new competencies, and managing
disciplines.
The composition of experiences
A managed total experience takes into account customers rational and
emotional expectations- an area most business overlook. Yet research
confirms emotional connections are amongst the biggest drivers of repeat
business. As, Harward Business School Prof. Gerald Zaltman says:Consumer preferences and motivation are far less influenced by the
functional attributes of the products and services but emotional
components derived by the total emotional experience.
Customers constantly filter a barrage of clues and organize them into a
set of impressions-some of them rational, some emotional. Every
customer touch point in addition to the product and brand emits clues.
The composite of all these clues creates an experience.
It is possible to positively mange the total experience by orchestrating
these myriad clues. Conversely when the experience is unmanaged it is
not uncommon for the negative unintended ones to cancel out the impact
of even the highest impact, positive ones.
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Measuring the Branded Customer
Experience
Measuring the Branded Customer experience endeavour is of utmostimportance. It acts as a feedback tool and helps indentifying the gaps and
areas that need modification or improvement. It helps In fine tuning the
strategic experience design.
Model for measuring the Branded Customer
Experience
Leading indicators
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People
Employee
Satisfaction
Performance
Indices
Product/
Services
ProductDifferentiation
PerformanceIndices
Process
Process efficiency
Performance
Indices
Customer
Experience
CustomerSatisfaction
CustomerAdvocacy
Customer
Behavior
Sales
Share of Wallet
Repeat purchase
Referral
Customer
Growth Goals
Revenue growth
Market share
Profitability
Shareholdervalue
Lagging
Indicators
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One needs to focus more on lead indicators rather than financial results
alone. These factors which can control the upstream and are responsiblefor financial result are also known as the lagging indicators. The lead
endeavors invariably drive the lagging indicators or the result event.
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Customer Categorization
Introduction
The customer experience enhancing efforts needs to be furtherstreamlined and focused according to the customer status and profile, so
as to best drive the branded customer experience and CRM efforts.
Customers categorization is to be done in capacity of segmenting and
best targeting the respective segments with the customized plan for each.
Aim
To direct the CRM and Customer experience fashioning efforts according
to customer segment and profile.
Objective
To prepare customer categorization scheme.
Methodology
The customer segmentation is to be done based on TCV and Strategic
partnership tenure.
4 categories of customer were generated as a result this endeavour.
These categories will facilitate the respective positioning of the CRM and
other marketing efforts.
Result
A customer categorization catalogue was created and efficiently utilized in
capacity of planning and directing the CRM and other Customer
experience efforts towards the facility customer visit at Caf Coffee Day,
which is to be enacted in the coming months.
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Experiential Summary
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The Dissertation was really a colossal learning experience in the essence
of corporate exposure at Caf Coffee Day and the diligent endeavours
carried out with respect to the real-time study and model formulation. The
corporate work culture at CCD was extremely amicable, professional intoexcellence and high sense of achievement. I had a pertinent opportunity
at my disposal to hone my skills and test my abilities to the realistic
business state of affairs; and nevertheless to advocate, I made the best
of it. Facilitated by my Project guide, Mr. Rajiv Taneja, ISB&M into
organizational psychology and working insight, I had an opportunity to
discover the handy facets of interpersonal dexterity. The project execution
required multi-skilling as well as domain expertise, studying and working
with corporate teams lead me into the practical aspects of group dynamic
and motivational realism which operates very subtly in organizations.
Multi-skilling is required for job accomplishments but domain
expertise is of paramount importance, which will ultimately help me
realize my carrier in right earnest.
A defined organizational goal and role clarity produces higher
employee productivity.
Collectivistic culture attracts people who work for both organization
as well as people, this aspect should be very keenly utilized to finetune the work dynamics at organization.
At the end of the day, this dissertation was a rewarding experience, a
mutual value addition affair.
Refining & validating theoretical knowledge with the essence of practical
awareness is the way to excellence.
-Aastha Agarwal
Take it easy as well as a challenge
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References
Services Marketing By: K. Douglas Hoffman & John E.G Bateson
Business To Business Market Research-By: Ruth Mc Neil
Market Research By: Aaker, Kumar & Day
Managing the Customer experience-By: Shaun Smith & Joe Wheeler
IDC India
MC Kinsey
Forrester
Dataquest
CIO
AT Kearney
Google
Booz Allen Hamilton
Factiva.com
FOIEO-Federation for Indian Export Organization
Nielsen NetRating
Frost & Sullivan
CISCOEconomic and Social Commission for Western Asia (ESCWA)
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