service marketing ica2 report

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School of Business Management

BM0386Services Marketing Management

Semester 2, 2009/2010

ICA 2 Services Blueprinting

Tutor Ms Erica Fong

Submission Date: 29th January 2010

Submitted by: Ang Shi Ping (073073S)

Eunice Nicole Lim (062969Q)

Andrea Ong (073877X)

Sor Ai Fang (075715T)

Jaslyn Tan (071850L)

Class: MK 0703 - MC


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Table of Contents

Executive Summary .......................................................................................................3Objective of Report ........................................................................................................3Company Background ...................................................................................................3Brand & Service Positioning of the Organization .......................................................4Competitors ....................................................................................................................4Service Blueprint ............................................................................................................5

Act I - Invitation to Quote ......................................................................................................................5

Act II - Project Discussion.....................................................................................................................5

Act III - Quotation & Confirmation........................................................................................................6

Act IV - Delivery & Installation ..............................................................................................................6

ACT V - Collection & Payment.............................................................................................................6 ServiceQualityandProductivity...............................................................................................................7

Strength...........................................................................................................................7Value-Added Service.........................................................................................................................7

Value Relationship with Referrals ...................................................................................................8

Donations to Charity..........................................................................................................................8

Weakness ........................................................................................................................8Miscommunication with Clients............................................................................................................8

Unable to Meet Deadline ......................................................................................................................9

Unable to Deliver on Time ....................................................................................................................9

Servicescape...................................................................................................................9AmbientConditions..................................................................................................................................9

Signs, Symbols and Artifact ...............................................................................................................10

Spatial Layout and Functionality........................................................................................................10

People ...................................................................................................................................................10

Spatial Layout and Functionality of Organisation............................................................................11

Recommendations .......................................................................................................11Front Stage Operation.........................................................................................................................11

Backstage Operations .........................................................................................................................11

Conclusion....................................................................................................................12Appendix .......................................................................................................................13


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Executive SummaryThis report runs through an overview of the services provided by the chosen company;

Aik Soon Seng Enterprises. In this report, a detailed service blueprint of one of the

several projects managed by the organisation is being identified. The service blueprints

identifies the processes and relationship exchanges taken in the course of the

completing the transaction.

With the help of the blueprint, the group managed to identify the strengths and

weaknesses of the service delivery process. These include the strength of being able to

create value added service as compare to the competitors in the industry as well as

weaknesses arising from the people processing process. In addition, the Servicescape

of the organisation was one of the strengths identified as well.

On the other hand, the service delivery process has a few weaknesses which may be a

threat to the business. This includes miscommunication and failure to deliver.

Having identified the pros and cons of the service delivery, recommendations are given

from the frontend processes to the back office setup to help counter these weaknesses

and turn them to favouring points as well as to enhance the strengths of the service

quality that is being provided to the clients. We believe that through these appropriate

changes, the consumer leaves a satisfied person and brings more business deals to the

company in the long run.

Objective of Report

The objective of the report is to find out more about the service delivery by Aik SoonSeng Enterprises. It serves to better understand the processes of the service delivery

from the beginning procedure of client prospecting, to the ending transaction for the

delivering of the service. It also enables us to identify the fail points of the delivery and

recommend effective solutions to prevent those fail points.

Company BackgroundAik Soon Seng Enterprises started its operations at Seletar Camp in 1989. To date, the

family-owned business has more than 20 years of experience in manufacturing, sales,

and rental of tentage, as well as outdoor furniture. With the expansion of the company,the office is now relocated to Upper Serangoon Road while they also have a 5000 sq

feet warehouse facility located at Woodlands Industrial Park.

The company frequently provides their service for events companies, schools,

engineering companies and many government organizations. Some of the clients they

have served in recent years are Pixel Inc, Sembawang Air Base, Y.G.M Marketing Pte


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Ltd, Le Meridien Singapore, Singapore Press Holdings, Standard Charted, OCBC,

National Parks Board and Suntec Singapore International Convention and Exhibition

Centre.

The company is also involved actively in the sponsorships of local events, television

programmes and charity organisations, like NKF and Ren Ci.

Brand & Service Positioning of the OrganizationIn the tentage rental industry, Aik Soon Seng Enterprises positions themselves as a

trusted and reputable organization in the heart of the clients. They emphasized on

providing value added services. Understanding the hectic schedules of their clientele,

Aik Soon Enterprises also provides extended service hours.

In addition, they have technicians on standby on the project to ensure that the event

runs smoothly. It is shown that the organization puts in effort in every manner of servicewith the best interest of the customers in mind.

Besides this, Aik Soon Seng Enterprise also believe in establishing and maintaining

positive relationships with their suppliers as these suppliers are essential to their

survival in doing business. The supplying of inventory on time ensures a smooth

production process.

In order to stay competitive, a few critical factors are identified. They are,

1. To offer convenience to clients

2. Understanding the clients needs and wants.

In addition, the drive for further cost efficiencies and flexibility in the products pricing will

further protect their position in the industry.

CompetitorsAik Soon Seng Enterprises has several competitors in the industry. These competitors

include Nam Hup Table Chair Hire, Hup Chung Tentage System Pte Ltd, Hup Guan &

Co and more. The service processes of these competitors positions themselves to be

highly competitive as there are different area of specialities for each company. (Air-con

tentage, Gazebo tent for advertising, decorations of the venue)

Despite the fact that there are similar services shared, each competitor is unique in their

speciality. Each company has their own strengths and weaknesses in delivering their

service.

1. Hup Chung Tentage System Pte Ltd provides an additional contact platform for

the clients. Hup Chung has a website that provides the updates and pictures of


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the completed project. In any case if the potential client is looking for similar

items or project, they can easily refer to the pictures available at the website and

get an idea of what is to be expected.

2. Hup Guan & Co is highly competitive as they have 40 years of experience in this

industry. As they have more experience, they are able to provide many more

services than Aik Soon Seng Enterprises. Their variety of services range from

added decorations to even out sourcing for lion dance performance, videography

and catering service for their clients. They are also more reputable in comparison.

For example, their websites have comprehensive information that allows clients to

better understand their services. Clients may choose to enquire or purchase the service

through the website instead of calling. This will also save time for clients as they do not

have to wait for the call to be answered or keep calling when the line is engaged. The

clients will be contacted once the enquiries are received by the company.

Service Blueprint

Act I - Invitation to Quote

This can be done via phone, e-mail, fax, through refferals or 3 rd party website like

Yellow pages or E-guide. The cilent will usually provide a deadline for submission, and

reward the project to the company with the best offer. However, if there are no

measurements or if there is a lack of details in the invitation to quote, a meetup can be

arranged to understand the cilents needs better. At the backend, company have to

ensure the maintance of the website/ e-mail system. Office staff have to first check

availability of goods and manpower at stated date, and if it is not possible to take up theproject, it shall be communicated to the client in the next response.

Act II - Project Discussion

At the front stage of the service blue print, measurements will then be taken by the

warehouse staff. Follow by a meeting with between the ofice staff and the cilent, where

other requirements of client will be discussed. Eg. budget, technician needed on

standby. during project consultation, the service personnel have to gather and

comprehend clients need, by giving suggestions on what other designs and layout can

be used as well as what decorations and outdoor furniture are needed for the project. At

the back-end, the sales representative would have to gather information from theadministrative department for catalogues and past related projects to show the client on

what they had done before. This is done so to give the clients better understanding of

how the place would look like when it is set up.


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Act III - Quotation & Confirmation

Between the front stage and back stage of the service blueprint, the accounts

department has to calculate the charges that would be incurred by the client and making

sure that a certain profit margin is set. This would also include on the type of payment

acceptable, terms and condition as well as the credit term. Regular customers gets better

rates and have longer credit terms. The inventory department will have to check on the

availability of the goods and whether they are able to replace the goods in time if any

unforeseeable problems were to occur suddenly. After this is done, the company sales

representative would either have to email or do another meet up with the client to

confirm the quotation. During this period, the sales representative will take the

opportunity to make adjustments to the quotation accordingly when client change their

requirements, rental period or venue.

Upon confirmation or receiving the cilents purchase order, the office staff will then

confirm their orders with the suppliers if needed, and to do other necessary

arrangement like collating a list of warehouse workers going into customers premises

for that project. Eg. To enter the premises in Tuas will require an additional document to

get the entry passes. Information will also be sent to warehouse to schedule work for

the warehouse workers. An invoice for the cilent will also be created then.

Act IV - Delivery & Installation

The supervisor of the warehouse workers would have to ensure that there is sufficient

manpower on hand to support the delivery of the goods. Administrative staff would have

to contact the venue supervisor to ensure that the location can be used to set up the

tentage. The installation of the some tentage would require specialised manpower such

as technicians, renovators, and designers. The warehouse staff will have to counts and

load the goods to company lorry, and set up the tentage accordingly to the floor plan.

An office staff will have to be present to supervise and ensure that the progress of work

is being carried out as scheduled. After everything has been installed and fixed, the

sales representative would then contact the client to make a trip down to the venue to

have a look at the whole set up.

ACT V - Collection & Payment

After everything is installed, an invoice would be presented to the client. It would include

all the prices that are incurred. Adjustments and cross-checking of the invoice have

already been done beforehand by both the accounting staff and sales representative. If

there is a delay in the payment, office staff will have to contact the account deparment

of the cilents company as a reminder. After receiving the payment, the admin staff

would have to update the clients database to ensure that there is no late payment

charged unnecessarily.


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Service Quality and Productivity

Customers can influence the productivity and quality of service processes and output.

The service quality can be determined by 5 main evaluative such as the tangible

elements, reliability, responsiveness, assurance and lastly, empathy.

Tangibles:

Tangible elements such as the warehouse staffs will beresponsible to deliver the goods, develop design andlayout of the place areas, as well as the arrangementof the furnishings of the place.

Reliability:

The client trusted the company of doing things for themand believed that they will do a proper job for it. Theclient also believed that they are responsible in their

job since they put in effort in the interest of the client.

Responsiveness:

The company will always prepare a few technicians tostandby to ensure that the event goes on smoothly. Inaddition, the warehouse staffs will deliver the goods

promptly and set up the tentage on time.

Empathy:The company believed in understanding the customerneeds and wants and communicate with them whetherthey have any special requirements and will fulfil it.

To improve the service productivity, the company has extended the service hours to

24/7 which includes public holidays due to the customers time constraints. As a result,

the company bring convenience to them. Customers have also becoming involved in

production by going to site visit so that the customer will have a better understanding of

how the place will look like when it was set up. In addition, he service personnel will alsoprovide suggestion to the customers and in return, the customers also actively

participate in the discussion to come up with a better solution.

Strength

Value-Added Service

Under Delivery and Installation of the service blueprint, Aik Soon Seng Enterprise

offers value-added services such as having technicians on standby throughout the

event to make sure that the event runs smoothly. Their service hours are 24 hours a

day, 7 days a week, inclusive of public holidays which brings added convenience toclients.

In addition, portfolio containing photos of past events that are done by the company will

be showed to the clients to enhance value creation and provide tangible evidence to aid

them in visualizing the event set up and help them to understand better. This also

enables clients to understand what to expect and look for.


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Furthermore, they will try their best to cater to the clients needs when their requests are

difficult to achieve such as having a rostrum for the event. The company aims to meet

the needs and want of the clients and would go the extra mile just for the clients.

Value Relationship with Referrals

Aik Soon Seng Enterprises value all their referrals. As an appreciation to them, gifts willbe sent to them during festive seasons such as hampers which will be given out during

Chinese New Year. In order to keep the clients loyal to the company, it is important to

establish good relationship with referrals. A positive relationship will help to create

positive word-of-mouth and therefore increases sales opportunities.

Donations to Charity

Aik Soon Seng Enterprises will also make donations to charity e.g. NKF, Ren Ci or other

charity organisations. It will not only contribute to the society but also gains publicity

which will therefore build a positive image of the company. With regards to the

publication by the media, it helps to create visibility of the company, which then leads topotential clients approaching the organization as well as identifying the organization as

a leader in the field.

Weakness

Since Aik Soon Seng Enterprises is a middle service contact encounter, there will be

several potential fail points from invitation to collection of payment. These potential fail

points include miscommunication with the clients and risk of excessive wait.

Miscommunication with Clients

Under Project Discussion of the service blueprint, one of the potential fail points may

be unable to answer the phone promptly or other technical problems such as engaged

line. This will result in the risk of excessive waiting time which can annoy the clients

when they are urgently seeking for an answer to their queries.

Another potential fail point could result from the staffs that are unable to understand the

clients need.

Example:

When staffs are unable to identify clients basic expectation and assumption;clients may assume that certain items are inclusive in the quotation.

When the sales personnel misinterpret the clients. E.g. clients previously

requested for 15 chairs but sales personnel mistook it for 50 chairs.

In addition, miscommunication may also arise among internal staffs.


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Example:

Sending the equipment to the wrong venue or time.

Sales personnel give the accounting department the wrong actual price and price

chargeable.

This will strongly influence clients perceptions of the service quality.

Unable to Meet Deadline

Under Quotation of Rental and Sales of the service blueprint, it may result in risk of

excessive waiting as Aik Soon Seng Enterprises may not be able to meet the deadline

of sending the quotation to the clients due to the overload of other work or some delays.

Dissatisfaction may arise when clients are not informed of the delays. This will further

result in clients turning to other tentage rental company.

Unable to Deliver on Time

Under Delivery and Installation of the service blueprint, one of the potential fail points

may be that the equipments are unable to be delivered on time. This could be due to

last minute changes of clients requirements that are not conveyed to the inventory

personnel.

Example:

Client may want to add more tables and chairs for the events but the staff did not

update the system immediately. Thus, resulting in the additional equipment being

unable to be delivered on time.

Failing to deliver on time can also be due to heavy traffic jam or break down ofvehicles. This would then delay the process of setting up the equipment at the

venue.

Servicescape

Ambient Conditions

The ambient conditions are based on the event such as the lightings, temperature,

sound and even colour. For lightings, it will depend on what the clients want for their

events. Some clients may request for lightings for the stage performance. Clients mayalso request for pottery or etc to decorate the venue. As for rental of the tentages, it will

require clients to decide on the type of tentages they are looking for. Fans can be

requested for non-air conditioned tentages. It is important to make sure that the

temperature of the venue is correct such as it will not be too warm or cold. Sound

system for the event is important as to ensure that there will not be any technical error


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face by the clients. Example: On the day of the event, the sound system is not working

and client is unable to get his guests attention through the speakers.

In addition, colours scheme used is also according to the clients preference. E.g.

OCBC event may request them to use red, as their colour theme for the whole event.

Red represented high energy and passion and helps to encourage fast decision making.Slow music is also played while waiting for the guests to be seated. This is to create the

relaxation purpose before the opening of the ceremony.

Comment: Having the correct ambient conditions is important as it can influence the

clients satisfaction. The technicians can reduce the music volume so that it will not be

too loud and create disturbance to the guests. By creating an excellent and pleasure

experience for the clients, clients would come back to the company if there are any

events need to be covered.

Signs, Symbols and ArtifactDirection signs are used in the event to help assist the guests in finding the venue or the

entrance. This is important because it helps guests to find the specific location as

misleading directions will lead them to the wrong place which leads to anxiety and

uncertainty.

Comment: With the correct direction signs used, guests will be able to find the location

correctly. Therefore, sufficient signs and symbols are needed to aid the guests in finding

their way to the venue. Hence to determine the success of the signs, the service

personnel can observe the guests behavior and response to it. This will help to

overcome the potential fail point and create a positive experience for the client and hisguests.

Spatial Layout and Functionality

The layout of the events is very much depending on the measurement of the area. The

customers requirements may vary either needed a bigger or smaller space for the

events. For instance, the number of tables and chairs and other equipments needed

would be fewer for smaller space area due to the space constraints. Usually, the

employees would give advice to the customers regarding the arrangement of the

furnishings by making the area look more spacious and comfortable.

Comment: With a spacious and comfortable area, it provides a safety and conducive

environment for the customers. Customers will tend to feel pleasant about the

environment as it provides convenience for them to travel from one booth to another

with safety pathway and used of direction signs to assist them in the correct way. In

addition, the area would look neater and placing of furnishings in a systematic ways.

Thus, it will create a positive experience for the customers.


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People

Aik Soon Seng Enterprises staffs dress code is formal and employees who are setting

up the equipments onsite are required to wear the companys T-shirt. The staffs are

neatly dressed upon meeting clients and it is important for them to have the correct

attitude to serve their clients. Staffs are equipped with product knowledge and have the

right tools to show the tangible evidence that aids the client to visualize the event.

Comment: Having standardize the dress code and the right attitude; the staff will leave a

deep impression on the clients. This would set a good first impression of the company

as being organised.

Spatial Layout and Functionality of Organisation

The office layout is simple and spacious. The office furniture is arranged in a way that

there will be ample space for the employees to walk about in the office. The

organizations machinery and equipment are placed separately to ensure the safety of

workers when they operate the machinery.

Comment: The functionality of this layout is to provide a safe and hazard free

environment for the employees. It also allows them to feel comfortable and ease while

doing work. In addition, it is spacious enough to move about in the company.

Recommendations

Front Stage Operation

Extra ValueThe organisation can consider throwing in more perks for the clients when a problem

occurs. This can be done by giving a price discount off the quoted sales as well as

throwing in free gifts or additional items that may be needed for the project set up.

Sales Personnel

During the project discussion with the client, the sales personnel should take down

notes and double check with the client on the information that he/she had already taken

down. It is crucial for the sales personnel to have good product knowledge, so that

he/she will be able to clarify any problem; such as a lack of certain type of material in

the inventory.

Backstage Operations

Admin Staff

Admin staff should constantly check back with the sales personnel to see if any

changes were made with the clients during the period of project discussion to the


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closure of the whole service. This is to ensure that the right database and information is

entered into the system.

Admin staff should also help to coordinate the flow of information in the company, from

the inventory department to the sales department and so forth. This is to ensure that

there is sufficient goods and manpower for the project to be carried out on time.

Accounts Department

The accounts department would have to check with the sales personnel for updates and

keep track of new price changes set by the suppliers. This is to ensure that the right

quotation will be quoted to the clients.

Internal Email System/Instant Message System

The organisation can take into consideration of setting up an instant messaging system

which allows the staffs to communicate quickly and efficiently when there are any

hiccups in the service blueprint.

An email system can also help to regulate and keep track of the progress of each

department individually. Through these systems, the organisation would then be able to

help to speed up the communication process.

Conclusion

As a recognised name in the tentage rental industry, Aik Soon Seng Enterprises is a

company that is identified by clients as reliable and trusted. Our group believes that

through the implementation of the recommended systems as well as improvements byour comments, work efficiency can be enhanced and schedules can be easily planned

and carried out. We believed that the company will continue to strive towards providing

excellent quality of service and increase the sales of their business.


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AppendixService Blueprint


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Pictures


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service marketing ica2 report

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