Customer Service Analysis of Retail Giants

This assignment delves into the customer service approaches employed by two prominent retail chains, Tesco and Marks & Spencer. It presents transcripts from interviews conducted with managers at both companies, exploring their perspectives on various aspects of customer service provision, including preferred services, customer satisfaction levels, and challenges faced. The analysis sheds light on the strategies and tactics used by these retailers to meet customer expectations and enhance the overall shopping experience.

University
SERVICE MANAGEMENT PROJECT
Name:
Lecturer’s Name:

Service management project
Table of Contents
Introduction......................................................................................................................................2
Findings...........................................................................................................................................2
Conclusion and Recommendation...................................................................................................8
Bibliography..................................................................................................................................10
Appendices....................................................................................................................................11
Transcript of the interview for the managers of the Tesco............................................................11
Transcript of the interview for the managers of the Marks and Spencer’s...................................11
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Introduction
Service Management is referred to as the integration of supply chain management and the
intersection between point of view of the customers as well as actual sales in the context of
manufacturing. Aim and goals of higher performance of the service management has been to
optimise supply chain which are service intensive and are usually more complicated and
complex than typical supply chain of the finished goods. Most of the supply chain services need
large number of inventory as well as tighter integration along with field service and third parties.
they are supposed to accommodate the uncertain and inconsistent demand to establishment of
more advanced data and information along with the product flows. Floors flows under the area of
Service Management all the processes are required to be coordinated across innumerable service
locations along with large count of parts as Well as multiple levels within the supply chain.
In order to execute the report to organisations from the retail sector of UK has been chosen
namely Tesco and Marks and Spencer’s. The report and tells the facts about providing services to
the services are consumers and the differences in their approaches. The report thereby deals with
the designing managing marketing and delivery of the services provided by each of the
organisations service users. It eventually evaluates the nature of services being provided and
their implications along with the analysis as well as evaluation of various roles of employees in
the service organisation.
Findings
Ample nature of services could be assessed in the context of manufacturing and production of
the goods and products belonging to the organisations- Tesco as well as Marks and Spencer’s.
Various nature and characteristics of services might include Intangibility heterogeneity in-
separability and perishability. According to the opinions of Petz et al. (2013), all these characteristics are
required present in any good a product that are to be sold to the customers. However, both these
organisations might lack absence of few of these characteristics within the services provided by
companies. Considering the company Tesco, the nature of services that are provided by the
organisation encompasses are intangibility and inseparability. In words of Liu et al. (2017), the
services are inseparable because are inseparable the production and consumption happens at the
same time. Intangibility refers to the fact that the services provided are both tangible and
intangible. The goods and products produced by both the companies are tangible along with the
services to customers which are intangible. On the other hand the services that are provided by
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Marks and Spencer’s are perishable in nature and Are tangible. In the findings of Malik, (2015),
products that are sold by Marks and Spencer’s are mainly related to clothing and apparels of men
women and children which are thereby perishable in nature.
Service marketing is considered to be the specialised branch of marketing in the perspectives of
businesses of retail and banking sectors. it typically refer to business to business services as well
as the business to consumer services. According to the explanation provided by Fan et al. (2015),
it includes the marketing of several services as in financial Services professional services trade
services and telecommunication services in both the organisations considered for the report.
Service marketing frequently uses the expanded marketing mix which relevantly consists of 7Ps
which are - product, place, price, promotion, processing, people, and Physical evidence. In views
of Mintz and Currim, (2013), both the organisation use distinct marketing strategies and tools in
market to promote their products and services. Through the service marketing the analysts of
organisations analyse the estimated revenue to be collected by selling up of products as well as
services.
Marketing mix of Tesco and Marks and Spencer’s
Service designing is an activity of organising and planning the infrastructure communication
natural components of any service and people for improving the quality as well as the interaction
among the customers and service providers. In the opinions of Khan, (2014), designing of
services might function as the way of informing changes to any existing service and creating an
entire new service. The purpose behind services design of both the organisations relies upon the
establishment of best practices in order to design services as per the needs of consumers and
capabilities and competencies of the service providers. The successful designing of any service
would imply it to be relevant to customers as well as user friendly in order to be sustainable
along with competitive for service providers. Various approaches to service design leads to
meeting of the needs related to the service organisations in order to stay competitive, pursuing
the rising expectations of the customers based on quality and size as well as addressing social
economical and environmental challenges of sustainable development. As per the statements of
Liu et al. (2017), it also approaches fostering innovative models and behaviours in social aspects,
sharing learning and knowledge and making proper use of technological revolution for
expanding the delivery, consumption and creation of services.
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In accordance to the statement of Mintz and Currim, (2013), the marketing mix needs to be
properly stated so that an organisation get the optimum benefit required for every satisfactory
need.
Product: the product in terms of Tesco is generally based on groceries and perishable along with
non perishable goods. On the other hand the product in terms of Marks and Spencer are generally
based on Merchandise and clothing. In terms of Tesco the consistency of providing the product
mostly perishable what mentionable and in terms of Marks and Spencer the product of extra
services in petrol and other diesel cars are also mentionable
Place: In terms of space and place Tesco provide the location of product and good at a channel
where it is affordable and eligible for all like offline and online services. It has been providing
the offline and the online services to the information regarding place to the customers. In terms
of Marks and Spencer’s the organisational manager have provided the stores and department at
important Road corners so that it is available for each and every person in the society.
Price: Free pricing strategy of Tesco relates to the cost leadership. The management of Tesco
determines the cost leadership as their Prime method of pricing their product so as to make their
product affordable to each and every class of the society. In terms of the Marks and Spencer’s
the pricing property is also related to cost leadership so as to make their customer satisfied with
the affordable price units.
Promotion: In terms of Tesco they take the shade of online advertising policies. In terms of
Marks and Spencer’s they believe in face 2 face information and providing a pamphlet to the
customers for making them aware of the new products and services
Processing: The Tesco uses the traditional form of processing the products and goods in the
organisation where is on the other hand the Marks and Spencer’s uses the scientific and
technological advanced form of processing
People: That is co target household staff members of the society along with children and age old
person. Similarly Marks and Spencer doesn't have in discrimination of target market and target
full of the society in the country.
Physical evidence: The Tesco and Marks and Spencer’s both realise upon Physical evidence of
the product and services provided. It is evident that the customers of the society are not intimated
by the intangible goods and services provided but they need Physical evidence to support the
satisfactory need
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Role of employees
As mentioned by Fan et al. (2015), Every organisational employee I needs to be responsible in
supporting the organisation with the job allocated to them it is essential for the employees to
understand the reason behind providing up job and allocating of responsibility so as to help the
organisation reach their optimum best. Most of the time the organisational employee fail to
provide the optimum paste and as a result the organisation falls from the expected standard. it is
essentially understood that the role of employees in terms of Tesco are to provide the
organisational customers with all the required goods and services so that they are satisfied and
they be with the organisation once again. In terms of Tesco the manager of the organisation have
provided the organisational employees the weekly objective which if they attain rewarded with
proper incentives. In terms of Marks and Spencer’s, the employees of the organisations report the
customers by providing the best suited dress for them. They provide them the best quality
product in the affordable price as they have. The income group of the society I also better
managed by the employees of the organisation so as to understand the budget of the customers
before even they say.
Interview questions for the manager Tesco
Q1. What are the services that you provide for the satisfaction of the customers in the
society?
On receiving the elementary question of the interview the non Executive director of Tesco was
delighted as she supported her answer with all the required information. She mentioned that the
Tesco have a proper manner of providing signs and symbols in the organisation so that the
customers visiting the store are not confused and can reduce most of the advantages. She
mentioned that the proper services care of representative towards the customer are worth
mentioning as they derive the most of the success of Tesco. Food production manager that the
providing of the help in terms of identifying the products needed are the best one for Tesco till
now. Non executive director added that the home delivery system of the organisation is the new
and innovative one in the whole of UK has of they have understood it is not possible for every
human to carry their own goods at the time of shopping.
Q2. Which services according to you are the most preferred ones in terms of the
customers?
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With the delightful face the non executive director mentioned that the online service of food
production and ordering system is the most used one in the society by the customers. She
mentioned that the success of the organisation in terms of online marketing have been
remarkable. The food Store at that park lot and Throne a pill is help and customers a lot, which
have satisfied the customers to a larger extent. The non Executive Manager provided that the
customer Service Department have excelled in a drastic manner which have supported the needs
of the customers and have been able to reach the satisfaction level of the people in the society.
The food production and Storage Manager of Tesco supported why non executive Director and
added that the after sales services of non perishable goods are also entertained and given proper
here which have earned the respect of the customers in the society.
Q3. What is your opinion upon the service you provide to the customer?
On receiving this question, the non executive director diplomatic said that they provide services
and care still there at most skill and management ability. They try each and every corner to
satisfy the need of the customers. The store manager of Tesco added and said that the
information provided at the enquiry counter of Tesco is worth mentioning as it is you need any
retail grocery store. Information about Home delivery system of the organisation which have
earned a meaningful respect from the customers as it has minimised much of the travelling
expenses of the customers. The non executive director supported that they are thinking of
something bigger than just online marketing. They are wishing to introduce door to door service
for the people who cannot visit the store in regular basis. They are thinking of doing something
better for the old age home which should provide them greater opportunity to have quality
products rather than just street food.
Q4. How often do you get to find complaints about your provision of services?
On receiving the question about complaint being filed, the non executive director chuckled and
said that there are issues in the organisation but most of them are being resolved within time.
However, the store manager of Tesco said that there are issues regarding Customer Service
Department of Tesco. She said that the lack of communication skill among the customer service
unit of the organisation proves to be a challenge for the organisational worker to communicate
with each other. The non executive director interrupted and said that those problems are being
looked after. He said according to recent time there have been a few issues regarding the
preservation of the perishable goods in the organisation. He said that due to the issues in
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refrigeration facility of the organisation there has been location where the customers have
complained about the various goods in the organisation of Store. With the delightful face and
conclusive answer the non executive director provided that the issues of the customers and the
mitigation of those are the Prime objective in developing the organisation to the utmost best.
Interview questions for the manager Marks and Spencer’s
Q1. What are different services provided for satisfying the customers in society?
On receiving the question on the different service provided to the customers for the satisfaction
the non executive director of the organisation smiled and said that Marks and Spencer’s provide
the most unique type of services and products that any Organisation in UK fails to provide. He
said that the Marks and Spencer’s provide the customers with the prime support of clothing and
merchandise. The customer Service Department manager added with the non executive
manager’s answer that they provide the customers with regards. The customer service manager
informed that the service of home delivery and the providing of the product in accordance to the
time and need of the customers are the prime objectives and support that are provided to the
customers.
Q2. Which services in your opinion are the most preferred ones in terms of the customers?
The non executive directors supported that the home delivery system is the most preferred
system that has been voted the best by the customers of the organisation. The customer service
manager of the organisation said that the customers have provided their valuable feedback
regarding the satisfaction in the service provided by the organisation by providing them parking
lot with automatic doors. The customers have also provided the valuable feedback regarding the
service of providing trolley till the parking lot for making the goods easily available to the
customer at the end. Customer service manager of the organisation said that customers have
showed their satisfaction as they are provided with the service of discount and their first referral
and first purchase in the organisation.
Q3. What is your view upon the service you deliver to the customer?
The non executive director of the organisation supported that the services and the product
provided by Marks and Spencer to their customers are our best quality app for supporting their
daily need. The customer Service Department manager have clearly stated that that the customers
are satisfied with the proper service of the customer service department and the products are also
of high quality with affordable prices. Non Executive Manager at it and said that the organisation
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is thinking of making their product and object more qualified so that the interpretation and regard
from the side of the customers remains constant.
Q4. How often do you hear complaints regarding your provision of services?
On receiving the questions related to complaint regarding the service and products the non
executive director supported that there are some issues in the organisation which they are trying
to solve for the betterment of the customers in the society. The cuss Department in they are real
Department most are any free and training period has not been over yet. The non executive
director also mentioned that the information provided by the customers are clearly not in the
organisation so that the problem does not happen again to them or any other. The customer
Service Department manager mention that there are issues in terms of online shopping as the
customer says they are facing lot of network issues while marketing in online platform.
Conclusion and Recommendation
The study presented award focuses on determining the nature and characteristics of services that are used
by Marks and Spencer’s as well as the scope for satisfying the customers on their service users. It
provides detailed overviews on the servicing elements are the services that are being designed framed and
marketed within both organisations. It also critically evaluate the distinction among the nature of services
been provided by the organisations. The role of employees belonging to each of the organisations are
analysed as well as evaluated in the context of Service Management.
The prime way to manage the services provided by the company is to check out to the tastes and
preferences of the customers and other stakeholders of the company. Each of the companies must take
into account of the choices that a consumer has while purchasing any product. This behaviour of the
consumers would influence the marketing strategies that are implemented by the company to ensure a
proper service. Another recommendation that could be provided to improve the services offered by the
company is to train and monitor the employees for delivering appropriate and attractive customer service
so that the customers make repetitive purchase or buying of goods and products. This would sufficiently
enhance the confidence of the employees while handling customers when they visit the stores and outlets
of both the companies. Through appropriate training and learning sessions employees must gain proper
knowledge about detecting customer’s observations attitudes as well as behaviours which reflects their
purchase of goods. One of the most vital recommendations could be provided for improving the
communication skills and expertise between the employee’s managers as well as stakeholders. Employees
must am at communicating with their customers of the organisations in an impressive way to Grab the
attention at once.
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Bibliography
Fan, S., Lau, R.Y. and Zhao, J.L., (2015). Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), pp.28-32
Khan, M.T., (2014). The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), p.95
Liu, Y., Li, K.J., Chen, H.A. and Balachander, S., (2017). The Effects of Products’ Aesthetic
Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and
Brand Consistency. American Marketing Association
Malik, S.A., (2015). Optimising supermarket promotions of fast moving consumer goods
using disaggregated sales data: A case study of Tesco and their small and medium sized
suppliers (Doctoral dissertation, University of Kent, United Kingdom)
Mintz, O. and Currim, I.S., (2013). What drives managerial use of marketing and financial
metrics and does metric use affect performance of marketing-mix activities?. Journal of
Marketing, 77(2), pp.17-40
Petz, A., Duckwitz, S., Mütze-Niewöhner, S. and Schlick, C.M., (2013). Simulation Based
Prospective Productivity Assessment of Complex Services. I-Business, 5(3B), p.36
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Appendices
Transcript of the interview for the managers of the Tesco
Q1. What are different services provided for satisfying the customers in society?
Non Executive Director: “In my terms the Tesco have a proper manner of providing signs and
symbols in the organisation so that the customers visiting the store are not confused and can
reduce most of the advantages”
Store Manager: “According to me the providing of the help in terms of identifying the products
needed are the best one for Tesco till now.”
Q2. Which services in your opinion are the most preferred ones in terms of the customers?
Non Executive Director: “As per my opinion the food Store at that park lot and Throne a pill is
help and customers a lot, which have satisfied the customers to a larger extent.”
Store Manager: “As per my opinion the after sales services of non perishable goods are also
entertained and given proper here which have earned the respect of the customers in the society”
Q3. What is your view upon the service you deliver to the customer?
Non Executive Director: “As per my opinion the information provided at the enquiry counter of
Tesco is worth mentioning as it is you need any retail grocery store.”
Store Manager: “We are thinking of something bigger than just online marketing.”
Q4. How often do you hear complaints regarding your provision of services?
Non Executive Director: “As per my opinion here are issues regarding Customer Service
Department of Tesco.”
Store Manager: “As per my opinion the lack of communication skill among the customer
service unit of the organisation proves to be a challenge for the organisational worker to
communicate with each other.”
Transcript of the interview for the managers of the Marks and Spencer’s
Q1. What are different services provided for satisfying the customers in society?
Non Executive Director: “In my opinion the Marks and Spencer’s provide the customers with
the prime support of clothing and merchandise.”
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Executive Director of Customers: “In my opinion the service of home delivery and the
providing of the product in accordance to the time and need of the customers are the prime
objectives and support that are provided to the customers.”
Q2. Which services in your opinion are the most preferred ones in terms of the customers?
Non Executive Director: “In my opinion the home delivery system is the most preferred system
that has been voted the best by the customers of the organisation.”
Executive Director of Customers: “As per my opinion the valuable feedback regarding the
service of providing trolley till the parking lot for making the goods easily available to the
customer at the end.”
Q3. What is your view upon the service you deliver to the customer?
Non Executive Director: “As per my opinion the organisation Is thinking of making their
product and object more qualified so that the interpretation and regard from the side of the
customers remains constant.”
Executive Director of Customers: “As per my opinion the customers are satisfied with the
proper service of the customer service department and the products are also of high quality with
affordable prices.”
Q4. How often do you hear complaints regarding your provision of services?
Non Executive Director: “As per my opinion the service and products the non executive
director supported that there are some issues in the organisation which they are trying to solve
for the betterment of the customers in the society.”
Executive Director of Customers: “As per my opinion there are issues in terms of online
shopping as the customer says they are facing lot of network issues while marketing in online
platform.”
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