Project report on Enrich Salon for Service Marketing subject. We have met some personals at Enrich Salon and try to understand their views on their service process, communication strategy, service blueprint, waiting time management, front line and back line etc.

1. Service Marketing Project
Submitted To: - Prof. Bijal Mehta
Group Members: Group5
B-03 Janki Amin
B-04 Haard Barai
B-22 Sohil Ghoghari
B-51 Parth Rajyaguru
B-53 Dipak Savalia
B-54 Tarunkumar Sengunthar
A-67 Trisha Shetty

2. Table of Contents
INTRODUCTION.........................................................................................................................................3
The Journey:-.........................................................................................................................................3
The Culture:-..........................................................................................................................................3
Planet Enrich:-........................................................................................................................................3
Enrich Today:-........................................................................................................................................3
Service Blue Print: (Enrich Salon)................................................................................................................4
Key components of customer expectation..................................................................................................6
Trained personnel:.................................................................................................................................6
Personal relationship with customers:.....................................................................................................6
Ambience at the store: ...........................................................................................................................6
Search, Experience and credence attributes for communication strategies..................................................7
Search products or services:....................................................................................................................7
Experience service attributes: .................................................................................................................7
Credence attribute:................................................................................................................................7
Communication strategy at Enrich Salon:.................................................................................................7
Service Delivery and Service Recovery........................................................................................................8
Service delivery:.....................................................................................................................................8
Waiting Time Management........................................................................................................................9
Steps taken for reducing the waiting time at Enrich Salon:........................................................................9
Environmental Audit................................................................................................................................11
Key Success Drivers .................................................................................................................................14
Questionnaire Analysis:-..........................................................................................................................15
Appendix.................................................................................................................................................23

3. INTRODUCTION
The Journey:-
Their first salon was set up in 1997 as a ventureamong friends who had background
in the industry. This created respect and partnership with technicians on the floor,
and made the management focus intensely building a senseof entrepreneurship and
scale. Partnered with L’Oreal, Remy Laure, Agelock, and Christian Valmy have also
contributed immensely.
The Culture:-
Their fundamental belief has always been that everyonehas a gift. And a duty to
recognizethis is in themselves and others. They practice this everyday by creating
systems and services that help employees. Customers and students alike to be look
and feel at their confident best.
Planet Enrich:-
Planet Enrich is an expression of their culture and belief is the power of the collective.
With the help of its ambassadors in every salon, Planet Enrich provides proof of this
power through various activities on a regular basis.
Enrich Today:-
In a decade and a half, they have emerged as Mumbai’s largest unisexsalon chain
with branches in Ahmedabad, Bangalore and Pune. In the last year they doubled the
number of salons and increased their employee count more. In their industry, they
are known for their focus on training, customer focus, serviceconsistency and quality
standards.

4. Service Blue Print: (Enrich Salon)
The company does not have any specific blueprint for their services provided. But
they have a specific process thatthey follow right fromwhen the customer enters till
they make the payment and leave the salon.
But this process can be seen under the umbrella of a serviceblueprint.
Their process includes:
 Firstpoint of contact (appointments & walk in’s)
 Contact with the receptionist about the appointment or serviceto be taken.
 Technician guides the customer to the seats and starts providing the service.
 Once the serviceis done the technician asks for any extra servicethe customers
want or else the customer is guided towards making the payment.
 The customers make paymentat the reception and feedback is taken.

6. Key components of customer expectation
Following customer expectation considered while conducting the service:
Trained personnel:
Majority of customers of enrich are of upper middle and elite class, so they expect
high end, structured and sophisticated servicedelivery. As employees are the one
who come in direct contact of the customers, at enrich employees are
professionally trained to cater such services.
Personal relationship with customers:
Employees or the stylistof enrich develop a personalrelationship with the
customers. So the customers develop trustand this adds to the increasing in
customer satisfaction every time the customer experiences the service.
Ambience at the store:
Ambience is something that adds more to the satisfaction of the customer. Factors
like interior of the store, music, temperature of the storeall adds to creating an
ambience which satisfies customer expectation.

7. Search, Experience and credence attributes for
communication strategies
Search products or services:
This service has attributes that customers can evaluate before they avail
the benefits of it. So the customers are well informed about the services they
are going to avail. The customer evaluates the services on various criteria’s like
price and values and if they find any alternative than they might shift towards
it. At enrich it is necessary that they maintain the service quality and
relationship with customers so that customer retention reduced.
Experience service attributes:
This can be evaluated only after the service has been experienced, so
here the price does not matter much as customers are not price sensitive and
so is the case at enrich. Enrich creates a 360 degree experience for its customer
write from the customer entering the salon till he exists it. All minute things are
taken care of for creating a great experience at the salon.
Credence attribute:
These attributes are such that cannot be evaluated even if the service
has been availed. So at enrich also service quality and the value provided can
be included in credence service attributes as the customers cannot evaluate
this at just one go, frequently the service has to be availed to distinguish the
attributes.
Communication strategy at Enrich Salon:
 PersonalCommunications: Customer service, Training, Telemarketing
 Advertising: Print media (Newspapers)
 Sales Promotion: Coupon, Gifts (Monthly or Quarterly basis)
 InstructionalMaterials: Websites, brochures
 CorporateDesign: Interior decor, Uniforms

8. Service Delivery and Service Recovery
Service delivery:
One of the most importantfactors should be that there should be not any service
failures in the service delivery process. Fromthe serviceblueprint there is a possibility
of finding service fail points.
Following fail points have been identified at Enrich Salon:
 Dissatisfactionamong customers due rescheduling of appointments:
Because of too many appointments on a single day some customers may not get
the appointment on desired time and day, this might result in dissatisfaction among
them and customers may shift to the next best alternative salon to avail the
service.
 Customers preferences onstylist:
Sometimes customers might prefer to avail the serviceof only a particular stylist
so there are instances wherein the stylist is not free so at this time the customers
might be dissatisfied that they didn’t get the appointment at the right time of the
right person.
 Waiting time:
As 60% of the customers preferred walking thus there are high chances that there
might be waiting at the salon so at this time there is possibility that customer
would not be happy and he might switch to someother salon this might be the
case specially for new customers who have never experienced enrich at any time.
There are few service guarantees offeredfor the disappointments:
1) Discounts offered to the customers whoseappointments havebeen
rescheduled.
2) Coupons and other services given to the customers during their next visit at the
storeto make up for the inconvenience caused.

9. 3) Complimentary services like tea, coffee and beverages offered to the customers
during the waiting time. Information regarding the services at the store and
guidance given by the specialist’s for the same.
Waiting Time Management
The time period between the arrivalof customer at the store and the point
fromwhere the benefit of serviceis availed is the waiting time. Thus it is very
important for enrich to maintain the waiting time as the customers might have a bad
impression in their mind regarding the salon if they are dissatisfied during the waiting
time.
Steps taken for reducing the waiting time at Enrich Salon:
 Insistence onprior appointments:
Customers areasked next probable date of availing the service. And around
that date they are inquired by phone for their confirmation and on their
convenience appointment for the same is given. Thus this helps in reducing the
waiting time.
 Cancellationpolicy of appointments:
The appointment holders are asked for their confirmation one hour prior so, if
in case the customer is not coming then the waiting line can be managed
accordingly.
 Delay in appointments:
If the customer is late by half an hour of the allotted time then the
appointment is cancelled as the delay might affect other appointments also
which the salon cannot afford to have as it would resultin dissatisfaction of the
customers.
 Engagement of customers during waiting time:
Customers aregiven information regarding the services at the salon if they are
there for the first time and if not then the specialist personally interacts with

10. customer and discusses whatarethe servicethe customer is there for and gives
his suggestions for the same.
They are offered refreshments during their waiting time and also magazines for
their entertainment.

11. Environmental Audit
Service quality is not the only thing that matters, the overall ambience at the store
also matters a lot.
The design of the store and the music played in the background, all minute things also
play a very important role as these factors give an impression of the salon in the
customers mind. Enrich salons also have a unique serviceenvironment they create
through its excellent interiors they have. The seating arrangements, attractive shaped
mirrors, placements of beauty products, music adds to the satisfying environmentof
enrich.

14. Key Success Drivers
 Investment inemployees:
The employees are given special on the job training by professionals which adds
to the servicequality at Enrich.
The employees are also given softskills and communication skills as they are
the ones who directly contact the customers.
 EnrichAcademy:
Enrich also has its own academy where the experts train the people for the
salon industry and thus this states the quality of servicethat the salon offers.
The salon also recruits potential candidates fromthe ones given training at the
academy.
 Service Quality:
The quality of the serviceoffered at serviceis the corecompetency of the salon
because that gives value to the customer and this is the reason customers are
ready to pay premium prices for the services availed.
 Brand Image:
Being one of the largest salon chains in Mumbai and expanding its branches
across India enrich as created a unique brand name for itself in the industry.
This attracts more customers to its already existing customer base.
 Promotional Activities:
The salon has wide range of promotional activities conducted which is a unique
feature and this creates a very high and reputed brand image of the salon in
minds of people.

15. Questionnaire Analysis:-
AssociationwithENRICH SALON:
Previous Salon:

16. Awareness of the Salon:
How frequent docustomers visit:

17. Appointments vs. Walk-ins
Wait in spite of Appointment!

18. If yes, thendisappointed?
Q. What did the company do to compensatefor the inconvenience caused?
A. Majority respondentsaid, the Salon personnel apologize tothemfor the inconvenience.
Waiting Time:

19. How does salon engage its customer during waiting time:
Do customers prefer same stylist?

20. Satisfiedwithevery visit:
Q. Any bad experience you had and whatit was?
A. Majority respondentfacedno bad experience exceptfewwhohad to wait for little longerin spite of their
appointments.
Q. What did the salon do for it?
A. Majority respondentgetthe whole service again after theirdisappointmentwith the first service.

21. Satisfiedwiththe steps takenby Salon:
Feedback by salon:

22. If yes, in what form?
Overall analysis:-
Average waiting time for customer to avail service is less than 30 minutes. So if any customer has
reached at the salon with or without appointment, the maximum time he/she has to wait is not
more than 30 minutes.
More than 80 percent customers are satisfied with the services of Enrich salon and more than 90
percent customers are happy and satisfied with the steps taken by Enrich salon in case of
inconvenience.
There are very few complaints regarding the service and waiting time. In order to satisfied their
customers, the salon re-do the work in case of dissatisfaction with the service and provides
Magazine and free Wi-Fi in case of long waiting time.
They always ask to the customers about the service and experience with the salon.

23. Appendix