“ FILIPINO HOSPITALITY IN RETAILING” COUNTRY PAPER : PHILIPPINES Study Meeting on Service Quality Measurement and Building Customer Centric Enterprises Presented By : Jade Manalaysay-Tulio Vice President for Marketing Corporate Marketing Officer HBC Home of Beauty Exclusives,Inc Chain of Retail Stores EXCLUSIBONG MAGANDANG ARAW ! (Exclusively Beautiful Day !)
Philippines
Nov 28, 2014
My Country Presentation in Asian Productivity Organization\'s CustomerCentric Enterprises Study Meeting in Singapore, November 2008
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“FILIPINO HOSPITALITY IN RETAILING”
COUNTRY PAPER : PHILIPPINES
Study Meeting on Service Quality Measurement and Building Customer Centric Enterprises
Presented By :Jade Manalaysay-Tulio
Vice President for MarketingCorporate Marketing Officer
HBC Home of Beauty Exclusives,IncChain of Retail Stores
EXCLUSIBONG MAGANDANG ARAW !(Exclusively Beautiful Day !)
PART 1 -CHARACTERISTICS OF SERVICE BUSINESSES IN THE PHILIPPINES
$ 45.1 B
Philippine Retailing Industry
PART 1-CHARACTERISTICS OF SERVICE BUSINESSES IN THE PHILIPPINES
PART1-CHARACTERISTICS OF SERVICE BUSINESSES IN THE PHILIPPINES
Metamorphosis of Philippine Retailing : Merging of Service & Retail
MAKE-OVER ZONE
REQUIRED SERVICE QUALITIES BASED ON BEST PRACTICES
PRODUCT QUALITY
The Basics Become the Ordinary
DEPENDABILITY WARM CUSTOMER COMMUNICATION
PART1-CHARACTERISTICS OF SERVICE BUSINESSES IN THE PHILIPPINES
Delighting the Customers : Giving the Unexpected
REAL VALUE
FLEXIBILITY
REQUIRED SERVICE QUALITIES BASED ON BEST PRACTICES
PART1-CHARACTERISTICS OF SERVICE BUSINESSES IN THE PHILIPPINES
“SULIT” Factor
Personalized Customer Service : Knowing Your Customer
More than just a discount card
Knowing & Calling the customer by Name
Anticipate customer needs
REQUIRED SERVICE QUALITIES BASED ON BEST PRACTICES
PART1-CHARACTERISTICS OF SERVICE BUSINESSES IN THE PHILIPPINES
SERBEX POLICY
The 5 Point “Seal of Exclusivity”
REQUIRED SERVICE QUALITIES BASED ON BEST PRACTICES
Exclusive Seal # 1
The 5 Point “Seal of Exclusivity”
REQUIRED SERVICE QUALITIES BASED ON BEST PRACTICES
Exclusive Seal # 2
The 5 Point “Seal of Exclusivity”
REQUIRED SERVICE QUALITIES BASED ON BEST PRACTICES
Exclusive Seal # 3
The 5 Point “Seal of Exclusivity”
REQUIRED SERVICE QUALITIES BASED ON BEST PRACTICES
Exclusive Seal # 4
The 5 Point “Seal of Exclusivity”
REQUIRED SERVICE QUALITIES BASED ON BEST PRACTICES
Exclusive Seal # 5
The 5 Point “Seal of Exclusivity”
REQUIRED SERVICE QUALITIES BASED ON BEST PRACTICES
Exclusive Seal # 5 : Exclusive Promos - GIVE-AWAYS
The 5 Point “Seal of Exclusivity”
REQUIRED SERVICE QUALITIES BASED ON BEST PRACTICES
PART2 : BEST PRACTICES :SERVICE QUALITY METRICS : METHODOLOGY
Service Quality Method of Successful Retailers in the Philippines
MYSTERY SHOPPER METHOD
PART 2: BEST PRACTICES :SERVICE QUALITY METRICS : METHODOLOGY
Service Quality Method : Mystery Shopper Method
TOTAL People Place Product Price Promo Overall Shopping
Stan-dard %
1 0.45 0.15 0.25 0.05000000000000
01
0.05000000000000
01
0.05000000000000
01
June 0.76000000000000
1
0.2665 0.1406 0.2266 0.045 0.0488 0.03270000000000
01
July 0.79 0.2986 0.1396 0.2251 0.04410000000000
01
0.0476 0.0341
August 0.78 0.2952 0.136 0.2269 0.0451 0.0481 0.0331
Sept. 0.8 0.3082 0.1293 0.2268 0.04780000000000
01
0.04970000000000
01
0.0353
%Inc. / Dec.
0.02000000000000
01
0.013 -0.00670000000000
002
-9.99999999999894
E-05
0.00270000000000
001
0.00160000000000
001
0.0022
0%20%40%60%80%
Per Category Monthly Comparison: June - Sept. 2008
Ra
tin
g
PART 2 : BEST PRACTICES :SERVICE QUALITY METRICS : METHODOLOGY
Service Quality Method : Norton & Kaplan’s Balanced Scorecard Method
Loyalty Cards Membership Growth
Mystery Shopper RatingCustomer Satisfaction IndexZero Customer Complaints
25%
PART 3 : SUCCESSFUL CASE STUDIES,CHALLENGES , ISSUES & STEPS TAKEN
Labor Contracting Vs. Relationship
Building
Service Consistency Anytime,Anywhere : The “Suki” Culture
When the Service workforce
becomes older
Higher Manager Involvement :
Shopfloor
Absorb: Best Performers as
Roving Trainors
Clear career pathing &
progression
PART 4 : PHILIPPINES: ASIA’S SERVICE GOLDMINE
Boracay,Palawan, Amanpulo: Resort Service Smiles as Many as the Islands
Business Process Outsourcing : Shining Sun in Asia
Philippine Retail Brands : Global Expansion
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