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    Customer Pain Points

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    suhasinidx2024
    1. The document outlines various customer pain points observed during a three week study period at a Decathlon store location. These include issues with store navigation, inconsistent employee professionalism, inexperienced staff, unclear sales terminology, lengthy after-sales service times, disorganized shoe displays, unrestricted product handling, and price tags that do not clearly convey savings. 2. Recommendations are provided to address each pain point, such as installing signage, conducting regular training, restricting product trials, reorganizing shoe displays, and improving price tags to prominently feature sale prices. 3. The observations are specific to this store location and may not reflect customer experiences at other Decathlon stores. The aim

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    Customer Pain Points

    Uploaded by

    suhasinidx2024
    41 views4 pages
    1. The document outlines various customer pain points observed during a three week study period at a Decathlon store location. These include issues with store navigation, inconsistent employee professionalism, inexperienced staff, unclear sales terminology, lengthy after-sales service times, disorganized shoe displays, unrestricted product handling, and price tags that do not clearly convey savings. 2. Recommendations are provided to address each pain point, such as installing signage, conducting regular training, restricting product trials, reorganizing shoe displays, and improving price tags to prominently feature sale prices. 3. The observations are specific to this store location and may not reflect customer experiences at other Decathlon stores. The aim

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    1. The document outlines various customer pain points observed during a three week study period at a Decathlon store location. These include issues with store navigation, inconsistent employee professionalism, inexperienced staff, unclear sales terminology, lengthy after-sales service times, disorganized shoe displays, unrestricted product handling, and price tags that do not clearly convey savings. 2. Recommendations are provided to address each pain point, such as installing signage, conducting regular training, restricting product trials, reorganizing shoe displays, and improving price tags to prominently feature sale prices. 3. The observations are specific to this store location and may not reflect customer experiences at other Decathlon stores. The aim

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    41 views4 pages

    Customer Pain Points

    Uploaded by

    suhasinidx2024
    1. The document outlines various customer pain points observed during a three week study period at a Decathlon store location. These include issues with store navigation, inconsistent employee professionalism, inexperienced staff, unclear sales terminology, lengthy after-sales service times, disorganized shoe displays, unrestricted product handling, and price tags that do not clearly convey savings. 2. Recommendations are provided to address each pain point, such as installing signage, conducting regular training, restricting product trials, reorganizing shoe displays, and improving price tags to prominently feature sale prices. 3. The observations are specific to this store location and may not reflect customer experiences at other Decathlon stores. The aim

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    LIVE PROJECT WITH

    DECATHLON ON CUSTOMER
    PAIN POINTS

    Suhasini Dayal

    MBA Student | MBAEx (2023-24) | IIM CALCUTTA


    DISCLAIMER

    The customer pain points outlined in this report are specific to the Decathlon Cyber Hub
    store and are the result of thorough research and observation conducted for three weeks in
    September of 2023. These observations are subject to the unique circumstances and
    practices at this particular location and may not necessarily reflect the experiences of
    customers at other Decathlon stores. The aim is to provide constructive feedback for the
    improvement of services and customer satisfaction at the Decathlon Cyber Hub store.
    THE CUSTOMER PAIN POINTS

    1. Store Navigation: A store map or signage at the entrance is necessary due to the
    store's size, preventing customer confusion and unassisted departures.

    2. Employee Professionalism: While some floor employees excel in customer service,


    others exhibit unprofessional behaviour, including the use of casual language like
    'yaar.' This inconsistency has been negatively received by customers. Regular
    collective training sessions are essential to establish uniform and appropriate
    customer interaction standards, ideally conducted monthly.

    3. Inexperienced Staff: Multiple staff members cater to sports they have yet to play
    personally, impacting their ability to engage and convince customers effectively.

    4. Customer-Friendly Language: Adapt in-store language to cater to a diverse customer


    base. Replace "clearance" with "sale" for better comprehension. Decathlon caters to
    a mixed crowd of customers and many of them do not understand the word
    ‘clearance’ while ‘sale’ is widely understood.

    5. After-Sales Service Efficiency: The efficiency of post-purchase service is a significant


    concern due to prolonged wait times. For instance, a senior corporate customer
    spent 2.5 hours at the store when attempting to buy back a bicycle and make a new
    purchase. This customer expressed extreme frustration at the casual approach of the
    staff towards the entire process. Fortunately, another staff member eventually
    provided assistance.

    6. Shoe Management Challenges: Shoes frequently become disorganized as customers


    are allowed to try on any pair, often leaving them in random locations. Occasionally,
    different sizes are mixed together. To address this issue and alleviate customer and
    staff frustration, consider reserving two pairs of each shoe size for trials and locking
    all other displayed shoes. This will save both customers and floor staff valuable time
    otherwise spent on reorganizing misplaced footwear.

    7. Massager Handling: Customers often open massager boxes and handle the devices
    freely within the store. To address this, consider separating trial massagers from the
    rest, which should remain packaged. During checkout, customers may inspect the
    massagers to ensure they are in working condition. Ideally, provide 2-3 trial
    massagers that are securely attached, allowing customers to experience them
    without the option to carry them around.

    8. Price Signage Enhancement: It's advisable to reconsider the pricing signage. One
    effective approach could involve adding a sticker directly onto the tag that
    prominently displays the actual customer price. Many customers are deterred when
    they see the MRP, which might be INR 899/-, without realizing the reduced price
    they would pay, which is actually INR 499/-. To convey this discount clearly, consider
    using stickers that indicate the sale price directly on the tag. Alternatively, you can
    print the MRP, cut it, and display the sale price alongside it.
    *The individual retains the comprehensive master document. Should you need further
    information or clarification, please do not hesitate to contact the document owner
    at [email protected].

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