OLD AGE Vs NEW EDGE

Pravin Zala was more than delighted on this Monday morning, whistling all through his shaving chore. Yesterday he had taken leave from his wife and kids to freak out on whole Sunday with his old time buddy Firoz. Firoz Ahmed was his classmate since 4th std. and their friendship today is good 30 years young. Pravin is a senior consultant at Paradigm Marketing Consultants, Pune, handling Service sector clientele. Ahmed is a 3rd generation successful businessman with diversified businesses in distribution for FMCG giants, construction business and an automobile dealership at satara - 125 kms. south of Pune. Whole of the last week de 2 ver in touch over e-mail, cell phone and sms to make plans about meeting on Sunday. Both were delighted that they could actually spend an entire Sunday together. Pravin was now happy remembering the joyous moments he shared with Firoz as always. Generally everything went on smoothly but something he thought was not right with the experience they had had yesterday; particularly in the second half. Pravin finished his quick breakfast & while driving to the office started thinking about what went wrong with the experience they had? He unwounded on yesterday with Abeeda Parvins new CD playing in the background. He remembered: Ahmed arrived at 9.00 A.M. sharp on time in his newly purchased Chevrolet. As per the plan they took breakfast at Shefali on F.C. road, their favourite restaurant since college days. Both of them always wondered How come they still get the same quality of south Indian food here? This was inspite of the fact that Shefali was 50 years old. Competition had increased multi-fold with dozens of new restaurants in the vicinity. Shefali was still going strong with college goers, executives, middle aged, kitty party groups, retired folks, joggers & likes. The ambience was great with lots of greenery. The courtesy and the caring attitude of people at Shefali would always put you at ease. It was like part of their culture, their way of offering service. It was very simple and matter-offact. Even the kids visiting Shefali would get special attention occasionally. The physical evidence was equipped with the fountain cum cascade in a corner, an aquarium of colorful fishes and a small but neatly done play area. No effort was made to add jazz of new economy restaurants. But the customer delight that happened at Shefali was just supreme. After the breakfast Pravin requested Ahmed to excuse him for just 10 minutes. He had a small job to be accomplished with his banker in connection with the housing loan for the second flat he had recently booked. Last 14 plus years he was banking with Higro co-op. Bank and was happy about it said Pravin. He was sure there were many customers like him who would bank on this banker Highgro.
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Reasons again were very simple but very important to the customers point of view. For instance it was the first co-operative bank to offer Sunday banking facility since last eight years. Progressive Management, at Highgro, always maintained good relations with their customers and encouraged their team members to give personalised and differentiated service to their customers. Whether the customer was small or big they were all told to treat them equally because customer after all is god so said Mahatma Gandhi. The poster that decorated managers cabin proclaimed Customer is the most important visitor on this premise, he is not an interruption to your work but the very purpose of your business . . Pravin thought they were rather too good to their customers and this exerted additional stress on their employees. After all it is next to impossible to satisfy each of your customers. But the question was whether it is justified at all to try to satisfy each and every customer Pravin wondered! Pravin always received personalised service here. Yesterday, as Pravin and Ahmed entered the managers cabin, Mr. Pophale, the manager, wished them Good morning and offered them tea. Within 5 minutes the job was done since Pravin had requested an early attention. At the end Mr. Pophale did not forget wishing them a great day together. So - far - So good. At 11.20 they entered Fun Island- newly started multiplex - posh and perfect with modern day gloss and glitz. Choice of 5 screens with coffee bar, food court, shops, plays areas & other attractions. It was here, Pravin remembers, he had the first aberration with service. While Ahmed was looking for a parking slot, Pravin went to the ticket window one out of the three that had lesser queue. Standing at the window he enquired for the choice of movies. Why dont you look Up the board and come yes, next! sharply said the lady. No trace of courtesy in her voice. Pravin went up - looked up and spoke to Ahmed to decide on the movie. Back again at the same window he paid Rs.240 /- for 2 tickets. The Ticket was reconfirmed, printed and delivered to him almost mechanically; the sharpness still prevailing and courtesy still at large. No concern or welcome was evident in this delivery of tickets. A similar indifferent service was rendered at the snack bar and the chocolate corner. While the whole environment was spick and span with ample attention to cleanliness, the allimportant humane element was missing in the whole proposition. Pravin had always thought that it is a curse to be in marketing (more so in customer service) and experience such an indifferent attitude from sales service personnel. He wondered if Fun Island was a classic case of abundant Hard elements and gross lacking of soft elements of service. He was more bothered since he was sure, like him; many other Customers of Fun Island were Service literate and hated to be ill-treated.

For the evening Pravin had planned for a small surprise by taking Ahmed to Books r U; a newly started shop (part of an all India chain) for books, music Cds, DVDs, toys & allied stationary / gifting products. He was sure that, the avid reader and Book lover, Ahmed would cherish this visit to Books r U.
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Customer friendly display, reading arena, coffee shop, proper lighting, good ambience and the total effect it created was a definite differentiator in this shop. Sunday evening drew heavy crowd at the shop. And while Pravin did not find anything amiss in service at the shop, he was still wondering about something. Ahmed & Pravin together purchased Rs 7500/- worth books & Cds but the shop did not bother to take their name, address, reference or visiting card and he thought they lost an opportunity of developing a long-term link with both of them. Developing a database is thus a first step in the intention to develop a CRM initiative for any organisation. CLV- Customer Lifetime Value of both of them to Books r U was phenomenal. Hardcore marketing person Pravin started thinking again on, how and till when, can businesses keep neglecting these allimportant elements of marketing focus - extension of Relation ship Marketing. When he shared this view with Ahmed he said Yaar he doesnt need to do it. Look at the mad rush of the book lovers there. Pravin responded Well yes! Perhaps! but not without a note of interrogation. Prof. Abhay V. Kardeguddi, Pune
Email: abhaykarde@gmail.com

Exercise: 1. Derive and discuss the differences in the total product at age-old Shefali and new age Fun Island. 2. What modification needs to be done to the CRM process at Highgro bank and why? 3. Discuss the soft elements experienced at Fun Island. How do you think lack of these will affect Fun Island. What are the measures you suggest in developing better service culture at Fun Island? 4. Do you agree or disagree with Ahmeds opinion about Books r U. Discuss your stand with examples from real life.
5.

Explain in brief your interpretation of the title Old age vs new Edge.

Authored by Abhay Kardeguddi. Selected as 20 best cases in India and printed in Anthology of Indian Cases and CRM book by Prof. Abhay Kardeguddi for Symbiosis Centre for Distance learning. (Karwak Case Studies Selling Marketing - Relationship Marketing)

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