How to Enhance Customer Satisfaction Level

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SUMMER INTENSHIP PROJECT ON HOW TO

ENHANCE CUSTOMER SATISFACTION LEVEL.

Submitted to:- Submitted by:-

FUTURE INNOVERSITY VARUN PASARI

(KOLKATA CAMPUS) EN. NO:-105273175



PREFACE

THIS PROJECT PROVIDES ME AN OPPORTUNITY NOT

ONLY TO UNDERSTAND THE MANAGEMENT TOOLS

IN GENERAL BUT ALSO TO CONCEPTUALIZE THEM

IN PRACTICAL ASPECT.

THIS PROJECT REPORT IS SUBMITTED FOR THE

PARTIAL FULFILLMENT OF THE MASTER OF

BUSINESS ADMINISTRATION PROGRAM, ACADEMICSESSION 2010-2012.

VARUN PASARIFUTURE INNOVERSITY

KOLKATA



DECLARATION

I Mr. VARUN PASARI, BEARING THE UNIVERSITY ROLL

NO:- 105273175 HERE BY DECLARE THAT, THE PROJECTREPORT SUBMITTED BY ME AM OF MY OWN AND IT IS

NOT SUBMITTED TO ANY OTHER ORGANISATION

BEFORE, EXCEPT TO FUTURE INNOVERSITY, KOLKATA.

DATE:- 30.08.2011 VARUN PASARI

PLACE:- KOLKATA



ACKNOWLEDGEMENT

I would like to acknowledge with thanks the

assistance received from some people in

completing the report. I would like to thanks Ms.

Megha Maheswari (store HR) for granting mepermission to understand the training me

permission to understand the training in their

esteemed organization.

I sincerely thank them for their

kind assistance and patience I would also like to

thank my company guide Mr. Anshuman banerji

(SM)Mr. Gautam Ghosh for their assistance and

guidance at every step of project and work Lastly I

would like to acknowledge my gratitude to future

innoversity for giving me the opportunity to work

on the project.



CONTENT

Part-1

STORE ANALYSIS

CHAPTER-1

PURPOSE OF STUDY

SCOPE OF STUDY

SOURCES OF STUDY

CHAPTER-2 (OBSERVATION AND FINDINGS)

INTRODUCTION

FOOTFALL AND CONVERTION RATIO

SIGNAGE AND POS

SHRINKAGE

CSD

WAREHOUSE



STORE MEETING AND ROSTER PLAN

STORE OPENING AND STORE CLOSING

CHAPTER-3 (SUGGESTION)

CUSTOMER HANDLING

TRAINING REQUIREMENT FOR THE FLOOR STAFF

Part-2

PROFILING THE DM

CHAPTER-1 (TECHNICAL PERSPECTIVE)

ABOUT RETAIL CATEGORY KNOWLEDGE

CHAPTER-2 (ENGAGEMENT PERSPECTIVE)

PEOPLE SKILLS

CHAPTER-3 (CHANGE PERSPECTIVE)

ABILITY TO TAKE RISK

CHAPTER-4 (COMMUNITY PERSPECTIVE)



CUSTOMER GROUP

LOCAL AREA KNOWLEDGE

CHAPTER-5 (COMMUNICATION PERSPECTIVE)

MARKETING

SELLING SKILLS

CHAPTER-1

PURPOSE OF STUDY

As an important aspect every management student has go

through a curriculum in which theoretical knowledge

gained from the instructions the classroom has to be

reconciled with the programmatic situation prevailing in

the business world. This is attuned by undergoing practical

training. Thus by bridging the gap between theory and

practice management student gain proficiency in the

management.



The purpose of the study is to offer practical answer to

question often receiving by consumer that is, what are the

behavior and how they are use in marketing, retail sector.

Scope of the study

Thus my scope is here to gathering the knowledge about

the organized retail store and about consumer’s test and

preference.

It is also help me in future and I feel familiar to retail

sector .

Sources of study

Pantaloon city centre

Customer

DM/ADM of pantaloonFloor staff



Chapter-2

INTRODUCTION

STORE DIRECTORY

Women’s denim

Women’s casual

Women’s formal Women’s party wear

Women’s active wear

Nightwear and lingerie

Women’s ethnic

Kids wear Infants

Toys

Men’s formal

Men’s casuals

Men’s denim Men’s occasion wear

Men’s active wear

Men’s accessories



Planet sports

All(the plus size zone)

Cosmetics and fragrances Fashion accessories

Handbags

Fine jewellery

Blue sky(watches and sunglasses)

Home Food bazaar

CSD

Gift wrapping

Baggage counter



FOOTFALL

As according to above Piachart it is clear that pantaloon has

maximum footfall arrive in Friday.

Customer Flow on 10.08.2011

Lean Period 517

Medium Period 703

Peak Period 1108

Total no. of conversion in terms of %age 64.56%

Gross sale Rs. 856992.39Net sale Rs. 856989.57

ladies

gents

Column1

0

500

1000

1500

2000

2500

weekdayweekend

Friday

ladies

gents



CUSTOMAR CONVERSION RATIO

CCR = (Number of Transactions *100) / customer traffic

= (2483 *100) / 3284

= 75.06%

This percentage reflects the retailer’s ability to turn a potential

customer into a buyer. So pantaloon city centre has a good

conversion ratio.

RETURNS TO NET SALES

This percentage gives an indication of customer satisfaction buy

showing the value of returned goods and allowances as

percentage of net sales.

= (total returns and allowances *100) / net sales

= (8340.57 *100) / 856992.39

= 0.97%

This could mean that customer expectations are being met.



SALES PER TRANCATION

This measure gives the rupee value of the average sale, net of

returns and allowances.

= Net sales/Number of Transactions

= 856992.39/2483

= Rs. 345.14

SIGNAGE AND POS



POS Signage

POS Signage, orPoint of Sale Signage, is a service offered by manyFUTURE GROUP that allows us to set up some sort ofdisplay, sign, or other form of advertisement for our

product at the point of sale.

The Point of Sale is the moment that the customer buysour product, and as such, it is the most importantinteraction our customer has with our company. Themoment when they are looking at the variety of productsoffered at pantaloon, there needs to be something thatmakes our product stand out, pop from the rest of the

products being offered at the store.

This Point of Sale Signage can be the difference betweenselling our product and not selling it.



One of the best ways to get your products bought is tohave them displayed by the impulse shelves, which iswhat grocers and retail stores call the counter right up next

to the register. When a customer buys something fromthe impulse shelves, they're doing it on a whim. Theydidn't come to the store looking for bubble gum or a tabloidon Tiger Woods' latest girlfriend, but they see it, areintrigued, and decide to buy it. You, of course, have tobase this on the product you're selling. No one really buyssocks at an impulse rack. But in the case of the batteries,it's a place that people are likely to decide to buy theproducts. And if there are a bunch of products, whatmakes your product stand out? The Point of Sale displays.

In pantaloon we up-to-date our signage regularly forinforming customer about our plan and offer of the day.



CSD

CSD means Customer Service Desk. At everyPANTALOON we have a CSD to help customer in everyset of problem the face in our store.

There are a lots of work done in our CSD department, likesolving customers problem, packaging their gifts, givingthem information about the product, answering the queries

of the customer, giving response to the customer feedbacketc.

We have a note book called “SHARE WITH US” where

customer write share their experience and give suggestionto improve the productivity of our store.

We maintain some register in CSD like footfall register,

return register, wrapping register etc.

SO Welcome to PANTALOON.



WAREHOUSE

Warehouse is a very important part of every organized retail

store. As we required to fill of the stock as immediately as

possible. We store inventory at our warehouse.

We have a main warehouse in the ground floor and some mini

warehouse at every department.

All the stock coming from different vendor was in warding in

the main warehouse first. After that we receive the inclusive

document and check the entire item properly. For this work we

have a warehouse manager who, take care of all these work

here.

Here we have done out warding also. According to requirementwe send the item to their related department. Rush was more

in the warehouse.

We have all the technical know-how and equipment through

which we operate our warehouse effectively and efficiently.



STORE MEETING AND ROSTER PLAN

PANTALOON organizes our store meeting in daily basis. As it is

very important aspect to operate a store. The store meeting

was headed by our store manager. It was held earlier in the

morning.

The meeting SM informs us about the strategy of selling, offer

of the day, target for each and every member of the store.

Through store meeting SM gives us a chance to offer our ideas

also.

All the motivation and appraisal done in the store meeting.

Roster plan also have a healthy contribution in increasing store

potentiality. As according to the performance capability and

requirement of store SM divide the responsibility to every

employee.

He allocates the cash till and other department accordingly.



STORE HYGIENE

Store hygiene has a big role in the efficient running and

customer satisfaction. As in today’s world every human beings

are conscious about their health and hygiene. So maintaining

hygiene in the store is very necessary. Hygiene also plays a vital

role in building long term relationship with customer

In Big bazaar salt lake we always give importance to store

hygiene. We have a separate housekeeping department in our

store those who are take care of clean and hygiene factors of

the store.

All the housekeeping staff is from R.C.C. LTD.

Each and every member of our store is also very much

conscious about store hygiene. It is not that we clean our store

ones or twice in day. We take the responsibility in every requi

red moment.

BE HEALTHY……



CUSTOMER FEEDBACK

CUSTOMER IS GOD.

We as a member of future group respect each and every

customer. Welcomes them with “NAMASTE” as it is one of the

values of our group.

Throughout my internship I basically try to get close to

customer and understand their preference and nature of

buying. I was interacting with many customers some of them

gave positive feedback some were not.

But I understand from their feedback is very useful for my

future life.

As pantaloon, city centre is situated in an educated and good

societal area all customers are very good and kind in their

nature.

Most of them were satisfied with our store and wish a long life.

They are also share important and valuable suggestion with me.



Although the pantaloon is working at good customer relation,

customer wants little bit of reduction in service time as many of

them are busy time schedule. Also queue management also

SUGGESTION

STAFF TRAINING

As many of the floor staff are 10

th

standard, they do not havegood communication skill. The more staffs are required in cash

counters.

OBSEVATION

In pantaloon boxes should be provided while wrapping the

gifts.

CLP(customer loyalty program) is too slow it should be proper.

More brands and verities should be implemented in the store.

PROBLEMS REGARDIND GREENCARD

1. Duplicate card request not delivered on time it took more

than 6months.

2. Problem in addition of bill in card after coming new poss.

3. Customer not getting discount after crossing discount slab.



DM PROFILING

I am happy to be a part of pantaloon city centre 2. Here I

work under the supervision of Mr. Goutam Ghosh. He

was the DM of pantaloon CSD. As dm he win the as very

good and responsible at his work.

DM means departmental manager who take care of a

particular department store. There are some key

responsibility area of a DM along with there are many

other work also comes under his duty.

DM is responsible for all the things happening in hisrespected department. He is the person who is

responsible for increasing sales, increasing profit of the

department, take care of stock, efficient handling of

customer and employee.

For all this DM need some skill which mainly divided intothree types.

1. Technical skill,

2. Human skill and,



3. Conceptual skill

What I am profiling are:-

1. TECHNICAL PERSPECTIVE

2. ENGAGEMENT PERSPECTIVE

3. CHANGE PERSPECTIVE

4. COMMUNITY PERSPECTIVE

5. COMMUNICAION PERSPECTIVE

TECHNICAL PERSPECTIVE

As a manager it is a very important area of knowledge to do the

work and take initiative.

The manager should know how to do the work, and then hecould teach his staff. He should know the technical aspect to

manage sensitive situations.

RETAIL

Retail consists of the sale of physical goods or merchandise

from a fixed location, such as a departmental store, boutique or



kiosk or by mail, in small and individual lots for direct

consumption by the purchaser.

In commerce a retailer buys goods or product in a largequantity from manufacturer or importers, either directly or

through a wholesaler, and then sale smaller quantities to the

end users.

By marketing strategies there are following types of retail

shops

1. Departmental store,

2. Discount store,

3. Super market,

4. Warehouse store,

5. Varity store,

6. Spatiality store,

7. General store,

8. Convenience store,

9. Hypermarkets,

10. Super market

11. Malls etc..



CATEGORY KNOWLEDGE

Based on the grouping of the product that customer expect to

see in the same display together and in which, a meaning full

choice is made.

For example:- FRUITS

Divide the category further depends on product type that the

customer can relates to based on the customer’s decision

making hierarchy.

It is called sub-category.

For example:- apple

It is much important to know about category unless we can not

which types a product gives how much profit.

We also know about the sale of each category and further

decide how much to by and when.



ENGAGEMENT PERSPECTIVE

It is refers to the people skill of a DM. How he is associated with

the staffs, customers, and superior. For maintaining a bridge

between superior and subordinate this skill should be present

in the DM. DM is responsible for proper coordination between

customer and should be calm, cool and full of IQ and as well as

EQ.

Staff

Dm is the one who is responsible for all the work done by his

subordinate. So he should motivate them by which the staff will

give their hundred percent and up to their potential ability.

SUPERIOR

DM will send all the information to his superior for efficient

running of the store. DM is also a source of information for the

CHANGE PERSPECTIVE

In every business risk is involved. For this people engage with it

must be alert in every moment and also prepared for future

problem.



As organized retail are growing day by day, completion is

increased. so DM should adopt the changing situation and

compete with the situation by which he will maintain the profit

as well as growth of the store.

In our store we organized many big days. In that time of

interval rush is more because the footfall was high. So DM

should able to fill his stock quickly. And deal with customer as

well.

COMMUNITY PERSPECTIVE

Customers are the source of income. Store sustainability and

growth is depending on them. So understanding customer is

very necessary.

As a Dm one should know about the customer those who visit

the store. He should aware about customer group. Who are

regular, occasional etc.

He should also know about their taste and preference. Whichhelp him to deal with customer in a proper manner. He also

able to build the relationship with customer.



COMMUNICATION PERSPECTIVE

Communication is one of the most important part of every

aspect of business.

MARKETING SKILL

DM is the one who make combo pack to increase sale and

increasing ticket size.

He should have proper idea of advertising and implementing

right decision at right time.

SELLING SKILL

The ultimate work of all the employee of store is selling. As a

retailer you should know how to sale. It is the quality of a DM.

It is a main question that

Is he able to sale?

So if he is able to sale then could reach the target. He could

motivate his subordinate. He could satisfy his customer.

Superior are also happy. Store also works effectively and

efficiently.

So those who know selling every things becomes good after

wards.



CONClUTION

The inference that we derive out of this project report is that

the role and job of DM can be summed up as managing stocks

as well those who are actually responsible for managing and

selling the stock to the customer—team members--.The whole

exercise is about manage people who will in turn manage the

operation at the functional or floor level in a department at the

store.

The DM should ensure that the individual needs of the team

members get aligned with the departmental needs and one of

many ways of doing it is to help them enhance their

employable skills by facilitating system learning such as

preparing sales report on a daily basis, having departmental

knowledge, making signage’s etc..



REFERENCE

Management of pantaloon cc2 Floor staff of pantaloon cc2

Documents

How to Enhance Customer Satisfaction Level