Services Marketing

1. Customer Service
In
Wal-Mart

2. Today’s Presentation Consists of
Introduction
Walton’s Edge – On Consumer Service
Policies Followed By Walmart
IT for Customer Delight
Recent Trendz
Learning
Conclusion

3. About the Company
• World’s largest and America’s most admired company
• Founded by Sam Walton and still running successfully
with his principles
• Customer focused culture in the organization
• First company to add services to consumers
“ Exceed customer expectations and they will come back”
“Give them what they want and a little more and let them
appreciate it”

4. Walton’s Edge
• Walton’s principles & company’s culture
– Respect for individual
– Striving for excellence
– Service to customer
• Employees (Associates) are treated well who turns well in
to the customers
• Bottom up method of feedback (Grassroots)
• 2 rules for employees
– Rule 1 : Customer is always right
– Rule 2 : If something is wrong, refer to Rule 1
• Aggressive hospitality
• Their Specialty
– Greeters
– Sundown Rule
– 10 Foot Attitude rule

5. Policies
• Pricing policies
– Best bargain and never compromise for quality
– “We sell for les” & “Customer Satisfaction guaranteed”
– Every day low price guaranteed & value for customers money
– Invested in technology t improve distribution
– Rollback & Special Buy
– Eliminating middle men to cut costs
• Customer Service Policies
– Updating employees on products
– Large associate base to serve each customer

6. IT for Customer Delight
• Using Electronic Data Interchange systems
– Real time tracking & Replenishing
– Better Inventory Management
• Satellite communication system worth $700mn
– Between stores, distribution centers &suppliers
– 2 way voice, data and 1 way video communication
• Data warehousing
• Customer information kiosks
• Product locating device

7. Recent Trendz
• Store of the community (Merchandize mix)
“ Sell what the customer wants to buy
but NOT
what we want to sell”
• Online retail
• Value of the day
• B2B e-commerce platforms implemented in India
• Think local and act global

8. Learning
• Understanding customer requirement & delivering more than it
• Better service blueprinting & design
• Delivering and performing service
• Designing the service standards w.r.t customer
• Implementing hard & soft standards successfully
• Listening to the associates feedback
• Managing demand & expectations timely
• Better customer relationship

9. Thank You