Date post: | 18-Feb-2017 |
Category: |
Marketing |
Upload: | hoojin-yoon |
View: | 283 times |
Download: | 3 times |
Welcome to IE detective office. Specialized in the service business crimes.
the client
client name: Icebar Madridaddress: Conde de Romanones 3, Madrid
a type of businesss: barstarting year: 2008
A unique experienceof an ice bar
in the center of the Madrid
core customer value
Extract Commodities
Make Goods
Deliver Services
Stage Experiences
Differentiated
Competitive Position
Undifferentiated
problem?
problem?
The client doesn’t know the problem.
80% of companies believe they provide a superior experience.
Only 8% of customers agree.
1. a field survey
“the scene of the crime”
2. analyze their
servuction model
4. define & analyze
the problem
5. recommendations
3. analyze their
customer relationship
CRIME SCENE DO NOT CROSS CRIME SCENE DO NOT CROSS CRIME SCENE DO NOT
1. a field survey “the customer journey”
Ice Bar Madrid
Sol
PlazaMayor
Location
We can assume the bar owners’ initial business expectation from the location of the bar
Hallway
Lobby
Ice Bar
Counter
Sofa
Jackets
Drinks
Bar
Sofa
Table
Screen
Hallway
Lobby
Ice Bar
Counter
Sofa
Jackets
Drinks
Bar
Sofa
Table
Screen
Hallway
Lobby
Ice Bar
Counter
Sofa
Jackets
Drinks
Bar
Sofa
Table
Screen
Hallway
Lobby
Ice Bar
Counter
Sofa
Jackets
Drinks
Bar
Sofa
Table
Screen
Services by prices
Basic
15€/person
ü entrance to ice bar
ü warm coatü one shotü one drink
Love
50€/person
Basic +ü a reserved
tableü chocolateü photo
report
Film
150€/person
Basic +ü 60 minutes
w/ my own photographer
ü a reserved igloo
VIP
55€/person
Basic +ü minimum 4ü ice creamü premium
drinkü gloves/
scarf/ backpack
Services by price
2. analyze their servuction model
Servuction Model
Invisible Visible
Invisibleorganization
& system
Inanimateenvironment
Contact personnel/ Service provider
Customer A
Customer B
Benefitsreceived
by A
Visible aspects
Inanimateenvironment
Contact personnel/ Service provider
The iced area (ice walls)
-8°C
Decoration(polar bear,
ice sculpturesIceland images)
Drinks (ice blue cocktail)
a manager@ reception
a super drybartender
a jackethelper
Efforts to evoke some
Nordic atmosphere
Provide basic commercialactions
Invisible aspects
Invisibleorganization
& system
It was literally invisible… because it seems that they don’t have an intented organization and system
three regulation for customers
No credit card No dance No return
!?%$#!!
Invisible aspects
Customer A
3. analyze their customer relationship
Acquisition of first time visitor
WOMPR Touting
Massadvertising
no
Website
no
?nomore ?
SocialMedia
no
TripAdvisor
2.5/5.0
To acquire repeaters
LoyaltyProgram Blogs
SocialMedia Events
no no no ?
“A place once enough”
4. define and analyze the problem
Problem: Customers are not satisfied.
Expectation
Go beyond
Perception
Dissatisfaction
Let’s go back to the crime sceneto find out what were wrong.
Hallway
Ice Bar
Bar
Sofa
Table
Screen
Lobby
Counter
Sofa
Jackets
Drinks
Before entering the Ice bar… (Pre-purchase stage)
Hallway
Ice Bar
Bar
Sofa
Table
Screen
Lobby
Counter
Sofa
Jackets
Drinks
Before entering the Ice bar…
No one at the
reception.
He waited
15 minutes.
No cards!
Jackets were dirty! Only one size.
The lobby interior was horrible.
He felt he were just outside the
frozen meat storage
No sign
of the bar
outside
Hallway
Lobby
Reception
Sofa
Jackets
Drinks
Inside the Ice bar… (consuming stage)
Bar
Sofa
Table
Screen
Ice Bar
Hallway
Lobby
Reception
Sofa
Jackets
Drinks
Inside the Ice bar…
Bar
Sofa
Table
Screen
The bar
was just
too small
Cocktails suck!
Ice Bar
No dance is allowed
Screens plays
1 min length
of Iceland
scenery again
and again Bartender
never smiles
Hallway
Ice Bar
Bar
Sofa
Table
Screen
Lobby
Counter
Sofa
Jackets
Drinks
After the Ice bar… (post-purchase stage)
I was freezing but only cold soft drinks!
No friendly comments or
goodbye at all. Jacket was so dirty and got
allergies.
Toilet in very
bad shape
Failed to manage “HOW” quality clues
Functional(Technical
performances)
Mechanic(Tangibles)
Humanic(Intangibles)
Clue categories Customer perceptions
Rational perceptionsof quality
Emotional perceptionsof quality
WHAT
HOW
The Service Marketing Triangle
Ice Bar
Managers& Bartender Customer
Exotic, fun, extraordinary experienceDelivering promises
The Service Marketing Triangle
Ice Bar
Managers& Bartender Customer
Exotic, fun, extraordinary experienceDelivering promises
X
X
Attributes graph
Uniqueexperience Location
Lowprice
Servicequality Interior
Drinkquality
1
2
3
4
5
Ice Bar
local Bar
Club
Other problem: Business circularity issue
“Who wants to go to the Ice Bar in Winter?”
Business circularity issue
“Are you sure?”
5. Recommendations
Setgoals
Have an organized employee structure
Realistic suggestion to the bar owner
Improvecustomer
experience
Set goals
1. Vision : to continuously provide the one and only nightlife experience to the customers in Madrid
2. Strategy : focus on B2B as a customer and as a partner (Event companies / marketing dept.)
3. Sales goals considering seasonality
4. Set budget (+financing)
Have an organized employee structure
1. Set the organization and system : at least we need a full-time manager
2. Hire : fun & friendly staffs
3. Share goals
4. Service training
5. Manage employees
Improve customer experience
1. Inanimate environment 1) exterior 2) interior 3) food & beverage
2. Service providers 1) provide events not only the space 2) customer focused 3) human services match with the concept
3. When it’s ready, start marketing
(Close the bar unless you’re ready)
CASE CLOSED