Case Study- Build-in Stores
Student Submitted Response:
Build-in store is a chain of do-it-yourself (DIY) store in Sweden. A build-it store is a service company but not a product company. This store is modeled on the same line as home depot and an American company, but they do not enjoy the same levels of profits. This store provides services like shop services, professional services example teaching, mass services, and service factory.
- The services in build-in stores are not consistent- According to Marcus, sometimes customers they find excellent services in the store. Some other time they see that employees are not in the mood of serving them hence they end up getting a wrong thing. This makes the service in the build-it store not consistent at all.
- The staff members of build-in stores are not trained or well competent – in built-it stores, there are some employees who do not know what they are doing. They end up directing the customers in the wrong way. According to Marcus, sometimes the employees are not interested in the projects people bring to the store. This is because they do not have any idea about them or they are not well trained with those hence they end up being losing the interest of serving the customers. Also according to Frederick, one should go to the store when he or she knows what they want. This will reduce time wastage because mostly the employees are not familiar with the projects people bring to the store hence they may give wrong directions. Case Study- Build-in Stores
- The customers of build-in stores are not happy with the services offered – some customers of the build-in store are not delighted with the services provided there. According to Jenny, every time she goes to the store she feels intimidated. This is because there is a lot of stuff in the store she does not have a clue about it. This makes her give up hence she ends up paying another person to do the work the employees of the build-in store could have done. Also according to Frederick, he goes to the store when he knows what he wants. Sometimes he is not happy because he waits for long to be served because the employees are busy discussing the projects with people who don’t know what they want.
- Most customers of build-in stores are lost- this is because they do not seem to know the services built-in stores offer thus the feel intimidated. According to Jenny, every time she goes to the store she feels scared because of so much stuff she does not know or have a clue on how to use them. This makes her give up more easily because everybody seems to know what they need hence she feels pathetic to ask for help. Most of the time she pays someone else to do what the employees supposed to do.
- Services are offered slowly- some customers need to be served at a faster rate especially by competent employees. According to Frederick, he goes to store when he knows what he wants hence he needs to be served at a faster rate because he has to go back to work. When the employees are very busy discussing some projects with the customers, he takes a lot of time waiting for his turn to be served (Kamau & Waudo, 2012). For this reason, the built-it stores should find a way to employ other workers to serve those customers in a hurry. Case Study- Build-in Stores
Service shop is what Build-in stores need to improve its service level. A service shop is a commercial enterprise that offers job done expertly by one person or a team in an attempt to benefit its customers. Build-in stores operate with a Home Depot whose objective is offering customers nails, paints, wood, and other tools for building their dream homes. Build-in stores offer tangible products to its customers. However, interview conducted by the company on three customers about customization with employee interaction and provision of the right quality and quantity of products revealed that not all customers feel satisfied (Armstrong et al., 2015). To improve Build-in stores’ services level, the company needs to establish a reliable service shop from which customers can access the right product at their convenience.
Customers are not delighted with the services: Build-in is experiencing loss of customers, and this is a concern. Although customers feel satisfied, these increased rates of leaving the stores suggested they were not happy with the service of with their purchases. In an interview conducted on Jenny, she says that the store intimidates her since there are a lot of things that she has no idea about how to use them. Although employees look competent, she steel feels pathetic seeking assistance without purchasing anything. In this perspective, Build-in stores need to establish a service shop that facilitates efficient customer care services by the company to customers. Since customers prefer paying other people to seek assistance on their behalf, this is not what they prefer, but it is the only option. Therefore, the company should establish a service shop to avoid such experiences. Case Study- Build-in Stores
For the service shop to be successful, Build-in stores need to initiate various changes and plans for the employees, and these are:
Recruiting skilled and experienced employees: Currently, some employees lack skills of measuring the right quantities of wood, paints, tools, and nails. As a result, some customers complain of low quantities of products sold to them by the company hence leaving the company (Johnston & Clark 2008). To control this issue, Build-in stores should recruit employees whose skills and experience in Home Depots are high.
Building a team with diverse personality: Personality assessment of employees by Build-in stores is important will help the company ensure that all personnel recruited in the service shop are of great personality (Mackelprang, Jayaram, & Xu, 2012). Great personality by employees ensures that customers are free to ask any questions and able to maintain loyalty to the company’s products.
Other action plans viable for Build-in stores to take include; Lay off the incompetent employees, discuss major projects with employees and establish a customer care service program for customers to raise their queries. Case Study- Build-in Stores
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education.
Johnston R., & Clark G. (2008). ‘Service Operations Management ’, 3rd edn, Prentice Hall, Pearson, pp 67-68.
Kamau, S. W., & Waudo, J. (2012). Hospitality industry employers expectation of employees competences in Nairobi Hotels. Journal of Hospitality Management and Tourism, 3(4), 55-63.
Mackelprang, A. W., Jayaram, J., & Xu, K. (2012). The influence of types of training on service system performance in mass service and service shop operations. International Journal of Production Economics, 138(1), 183-194.