Identify and Briefly Describe Five Processes Bob’s Coffee Shops Use and Their Relative Importance

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Bob coffee shop cases analysis

 

SKU: Repo930200

Bob’s Coffee shops

Bob Thomson started his chain of 15 coffee shops almost nine years ago. The first shop was opened in the middle of the busy city and due to its success quickly grew and expanded to the small shopping centres and arcades in and around the city. Bob seeks to differentiate his shops through the peripheral goods and services on offer, the service scape, and customer orientated employees, focussing on individual attention. The coffee shops offer high-quality coffee, a small variety of teas, ready-made gourmet sandwiches, health snacks like yoghurt cups, homemade muesli bars and a selection of sweet pastries. The menu items are all baked early mornings and again late mornings on the premises, which ensure freshness as well as a lingering sweet aroma around the shop. It is fair to say that the coffee and menu items are priced higher than the competition, but it seems that the demand has consistently been high too. Bob and his management staff take care to employ only qualified employees with good experience in the hospitality industry. All new employees have to go through a full day rigid training course on coffee making and customer relationship building. Staff members are trained in remembering customer names and orders to encourage repetition patronage. Staff members are also required to keep up to date with current news events in order to be able to have sensible conversations with patrons. All shops are fitted with flat screen TV’s with a wide variety of news and sports channels. Most of the shops have limited seating capacity and all drinks are provided in superior quality take away cups. However, the seating is of high-end quality with leather seating and designer tables. Current-affair magazines, business newspapers and electronic tablets are available for waiting customers. Due to the shops’ popularity, customers are often willing to queue for their coffee and chat with the employees and staff often walk the queue to take orders and chat with waiting customers. A new service that has just been implemented is a mobile ordering service, allowing customers to order their coffee when they are on their way and have it ready when they arrive. Although loyalty coffee cards have been in use for a long time, customers can now also use their mobile phones to scan and receive their free coffee. Another focus of the shops is on absolute cleanliness and hygiene. All employees wear crisply ironed white shirts with black pants and enclosed shoes. Right from the start, Bob and his coffee shops were commented on their clean crispy appearance and employees are evaluated on their grooming standards even before they start to work each day. They also wear professionally engraved name tags to further personalise their service. At closing time each evening all staff members help to clean the shop to perfection and any stale or expired perishables are thrown out. Each month an employee of the month is identified and wears a special red tie to identify the awarded employee. On special event days like national horse racing events, international tennis tournaments or football finals, Bob and his team offer special competitions and hire additional seating for patrons to linger longer whilst watching. Now that Bob’s Coffee has become a recognised name amongst predominantly business patrons, the shops often serve as landmarks for groups who need to meet and management has been known to introduce business interested parties to each other on occasion. Recently, Bob and his innovative team have come up with a special office menu from which business customers can order to go for small group meetings and functions. They are still uncertain if this will be a good venture and have not made a final decision, since they feel it might move them away from their personalised street service. Bob and his team regularly survey their customers in order to keep up with the new trends and expectations of their customers. The most recent research results of 100 customers that were taken over one month in all 15 stores, showed the following results: 86% of all respondents said they are loyal to the shop and will not get their coffee at any other shop. 60% of the respondents also order food from time to time. 25% said that the food is not up to standard and that they would stick to the coffee only, however 35% indicated that they regularly eat a snack from the shop and enjoyed the taste. 90% of respondents indicated that they really like the aroma of the baked food mingled with the coffee and 87% of the respondents who did not enjoy the food, indicated that even if they do not order food, they would still like the aroma to remain. 77% of respondents said that they are impressed with the hygiene and cleanliness whilst 11% indicated that they were not consciously aware of what the state of the hygiene in the shop was.92% of the customers indicated that they appreciated the personalised customer service whilst 6% indicated being annoyed when they are given too much attention.83% of the customers indicated that they welcome the attention to detail and the business focus the shop offers.

 

Case Questions:

1. Define and draw the customer benefit package in this case and state Bob’s Coffee Shops’ mission, strategy, and rank order of competitive priorities.

2. Explain the role of service encounters and service management skills at Bob’s. How do Bob’s Coffee Shops create superior customer experiences?

3. Identify and briefly describe the design features of the service delivery system (cover issues like facility location and layout, the service scape, service process and job design, technology and information support systems, and organisational structure).

4. Identify and briefly describe the design features of the service encounters (cover issues like customer contact behaviour and skills; service provider selection; development, and empowerment; recognition and reward; and service recovery).

5. Identify and briefly describe five processes Bob’s Coffee Shops use and their relative importance.

6. If given the job of analysing the survey data, what recommendations will you make to Bob and his team? What other method of measurement would you recommend the team to use?

 

Question 1:

Define and draw the customer benefit package in this case and state Bob’s Coffee Shops’ mission, strategy, and rank order of competitive priorities.

• Find it in weeks 2 + 3

• Important to draw CBP and distinguish between all the components (see Chpt 1 of Collier & Evans 2014)

• Formulate a mission and overall strategy (p. 80 of Collier & Evans 2014)

• Important to rank all five competitive priorities (see Chpt 4 p.75, Collier & Evans 2014).

• Explain the role of service encounters and service management skills at Bob’s.How do Bob’s Coffee Shops create superior customer experiences? (Week 2 and 3)

• Identify and briefly describe the design features of the service delivery system (cover issues like facility location and layout, the servicescape (p.121), service process and job design, technology and information support systems, and organisational structure). (Week 5)

• Identify and briefly describe the design features of the service encounters (cover issues like customer contact behaviour and skills; service provider selection; development, and empowerment; recognition and reward; and service recovery). (Week 5)

• Identify and briefly describe five processes Bob’s Coffee Shops use and their relative importance. (e.g. cleaning process?)

• If given the job of analysing the survey data, what recommendations will you make to Bob and his team? What other method of measurement would you recommend the team to use? (Week 4)

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