Customer Exprerience - Hairdressing Services/Business for 13-17 Year Olds Customers - Research Paper Example

 Introduction: The hair dressing business in Brisbane is very vast and with a lot of competition. Every salon deals with various hairdressing styles and also services like hair straightening and hair extensions. This proposal aims at introducing a new style of hair dressing salon for the 13-17 year olds in Brisbane. The main theme of the salon will be ‘naturals’. The following sections will provide a clear description of the idea of the salon and will bring out a more detailed view of the proposal. Need for New Experience: With the changing trends and styles in the market the hair care sector is also a rapidly growing sector. The current markets in the area of Brisbane currently have a number of parlours that deal with hair care and hair styling. However these products are all chemical based and the amount of chemicals that go into each of the processes is slowly leading to more damage to the natural hair of young adults. With the growing need for stylish hairdos and also the never ending wishes of newer hair trends, young adults between the age group of 13-17 are heading towards more damaged hair and also early balding (Levine, 2008). Also with the growing need for more environmental friendly products, this is a major gap in the market which can be filled out as well as ensure that the young adults are not faced with the harsh chemicals at such young ages (Snapdata's Snapshots, 2009). Communities across the world are also looking for more natural solutions and more environmental friendly solutions hence this is a major gap in the market and can be used effectively at least for the young adults who do not need to be exposed to harsh chemicals at such early stages of life (Market Research, 2010). Also this will help retain the natural beauty for longer periods and will permit the freshness and glow remain for much longer periods. It is also essential to note that the products that we are talking about are less harmful to the natural hair and also allows reduced chemicals which ensure health and safety of the customers as well (Datamonitor, 2008). Proposal: Customer experience is an essential part of every business and is the basis for the success or failure of a business. Here in this case, it is clear that the young adults falling within the range of 13 and 17 tend to use the hairdressing salons to a great extent with a variety of different services for their hair. These include variety of services like hair packs, protein packs, and also hair straightening. The main aim of this proposal is to start a hair dressing salon in the Brisbane area and to develop the products based on simple natural products. Most of the hairdressing styles and procedures can be done using simple natural products. This will prove to be very helpful as the cost of the products will also be lesser as well as it is a healthier option especially for young adults within the age group of 13-17. The focus and target markets here will be individuals within the age of 13-17, however the salon will cater to all individuals that are interested in healthy hair care options. The proposed name for this salon can be, ‘All Naturals – Hair Care and Dressers’. This clearly brings out the main purpose of the salon as well as gives a clear view of the main services that we deal with. With the growing interest of people in a healthier lifestyle and healthier living, this is an excellent option for the people. This will assist the individuals have natural hair care from the start and with least amounts of chemical contact and exposure the individuals will have continuous natural and healthy hair (Datamonitor, 2008). There are a number of areas where the individuals can use natural products for healthy hair management. However it is also essential to note that a few important elements need to be considered. These include the following: Scope and Scale: The proposal aims at development of an ‘All naturals’ hairdressers salon which mainly caters to the needs of the young adults and provides all services similar to the normal hairdressers with an exception of use of only natural products. The salon will cater to a total of 5-6 people at a time and the operations can be small and simple. The main aim here is to encourage healthier lifestyles and hairdressing styles. The store will be simple and well lit and the aesthetics of the salon will bring out the importance of nature and the benefits of using natural products. Since the salon focuses more on younger crowd and young adults the pricing will be relatively on the lower end and it is also essential to note that the cost of materials is relatively much lower than those that relate to the chemicals based products (Market Research, 2010). Also the products for all services will be made using natural products and will be similar to home made products. Hence this is relatively much cheaper option as well (Bossy Hair, 2010). Location: The salon can be strategically started in a mall or other such place. This will allow more advertising and also open marketing for the salon. The main focus however is at places which are frequented by the young adults within the age group of 13-17. It is also essential to note the implication of the proposal on various elements of the business like marketing, ethics and also employee training and development. Implications of Proposal: There are a number of implications that the proposal might have. The three main areas that need to be considered include the following: a) Marketing Implications: In terms of marketing this salon will prove to be a very effective. The main reason being that there is a high focus on building a salon based on natural items and no use of chemical based items. Also the focus of these is more on environmental friendly products which are pure produces of the natural items and hence these tend to provide a major positive benefit to the marketing efforts as well. The marketing implications are not very high and marketing of this kind of salon is mostly one based on the word of mouth. Also, the marketing of such a salon and business idea tends to be relatively simple as it is for the benefit of the young adults and the business is more customers oriented than profits oriented. The profits from such a salon are minimal. For instance, in the case of a protein hair pack, the cost of these can range anywhere around $250-$300 (inclusive of the charges for application within a salon) (Bossy Hair, 2010), however using natural ingredients almost similar results can be achieved within $100 (inclusive of the charges for application within a salon). Hence while considering the costs that are involved the prices that are set for the customers are the unique selling point for the business. Also this tends to be a strong marketing trick as well. The other advantage and upper hand that this business has in terms of the marketing is that it takes into consideration account how beneficial these products will be to the young adults and how the main concern of the business is to ensure that the customers are happy and receive the same end results of the services however the overall process is safe and does not in any manner harm the individual and their natural hair. Hence this forms a major positive aspect for the marketing of the salon. b) Ethics and Sustainability Issues: In terms of the ethics and sustainability, it is important to note that all the services provided will be based on completely natural products and little or no use of any chemical will be present in any of the processes. Ethically, none of the products used are tested on animals or any other such testing is never done. Also all products are completely genuine and completely natural; hence there is no form of damage that is made to the environment in any way (Snapdata International Group, 2004). The salon can be referred to as a ‘green hairdressing salon’ as the main focus is on ensuring that all natural products are used which do not damage or hurt the delicate hair of young adults who have a long future ahead and need to take good care of their hair at all times. Ethically, and morally the store will prove to be in track as it will provide the young customers with natural products which will not in any way have a bad response on the customers and their natural hair. In all cases however, the customers will be asked if about any possible food allergies to ensure complete safety of the customers. To the natural ingredients. c) Staff Recruitment and Training: In terms of the staff recruitment and training, the processes will be similar to the normal salons. The hair cut and blow dries remain the same and are the basic skills that the individuals need to posses (Hair & Beauty Australia, 2010). The only area where the individuals will need to be trained will be based on the production and making of the mixtures for the hair which need a basic idea in terms of the portions and the proportions (Hair & Beauty Australia, 2010). Hence the recruitment style and the training styles tend to remain the same and the only consideration that will be focused on most while recruiting people is their skills and knowledge of the natural items and the focus on working towards a healthier and more natural way of hair care. The right type of people for the job along with the right qualifications will allow the store to deal better with the customers and will also permit to improve the overall customer experience as well. On the whole the right choice of people for the store will permit a chance for better overall customer service and improved brand image for the store as well. In conclusion it is safe to say that the “All Naturals” hairdressers will prove to be a very effective market for the age groups of 13-17 and will also play a major role in the improvement of the overall customer experience as well. References Bossy Hair. (2010). Home. Retrieved August 22, 2010, from http://www.bossyhair.com.au/index.php Datamonitor. (2008). Aveda case study: adapting to the changing developments in ethical consumerism. Datamonitor. Hait & Beauty Australia. (2010). About Us. Retrieved August 21, 2010, from http://www.hairandbeautyaustralia.com.au/nsw-aboutus.aspx Levine, J. (2008). Prevent Early Bald Spots. Retrieved August 21, 2010, from Askmen.com: http://www.askmen.com/sports/health/health5.html Market Research. (2010). 2010 U.S. Beauty Salons Industry Report. Market Research.com. Snapdata International Group. (2004). Australia Hair Care 2004. Snapshots. Snapdata's Snapshots. (2009). Australia Hair Care Industry Report July 2009. Snapdata's. Running Head: CUSTOMER EXPERIENCE – A DESIGN PROPOSAL Customer Experience – A Design Proposal A Retailer of Fitness and Sports Goods for People in Retirement Homes Submitted by: XXXXXXX Student Number: XXXXXXX Tutor’s Name: XXXXXXX University of XXXXXX Introduction: With the growing awareness of fitness and the growing need for people to keep themselves healthy throughout life, the demand for fitness and sports goods has also increased. This proposal aims at discussing a business idea for a retailer of fitness and sports goods for people in retirement homes. The proposal will firstly deal with the need for the new experience and will move on to discuss in details of the store and the new experience that the store intends to provide the customers with. Need for New Experience: Providing a store that deals with health and fitness products to a retirement home is quite common. However there is a great need to improve the customer experience and create a better overall experience for the customers (Goodman, 2009). The new experience that is being intended here is to provide the customers of the retirement homes with an option to get personal trainers for discounted rates for varying periods of times (Leading Edge Sports, 2010). The main reason to provide this form of option for the customers is to ensure that the elderly people use the sports equipments in the intended manner and do not in any way injure themselves. In the current times there are a number of businesses and retailers that cater to the retirement homes. However the after sale is mostly quite low in most of the stores (DiJulius, 2008). It is also to be noted that most companies tend to simply sell the product to the customers without actually ensuring that the product can be safely used by them and is safe for their use, or that the customers are aware of the use of such products (Smith & Wheeler, 2002). It is important to note that in a customer oriented world as now, the main aim of companies is to ensure that the customers and their needs are well understood. Hence this proposal has been developed. Considering the age of the customers, there is clearly a need for safety and health to be considered while selling the product. It is an ethical duty of the company to work to ensure that the customers are safe and well aware of how to use the equipments that they buy. Proposal: The scope of this business will be limited and the business will be focused on the retirement homes alone. The scale of this business is relatively very small and is focused only on the customers of the retirement homes. The name of this business has been drawn down to “LIME – Learning, Innovation, Freedom to Choose and Exemplary Services”. The business will be based out of the premises of a retirement home. To identify the group of customers which would be the focus of our marketing efforts, it was crucial that market research be carried out (Jobber, 2009). The purpose of market research was the realization that the critical decision in marketing is choosing the right customer for the business. Here in this case the target market is focused on the elderly and retired individuals. Although all elderly are focused here in the case, more attention will be paid to the people living in the retirement homes. This is mainly because it is easy accessibility and a familiar environment where the trainers can participate (Leading Edge Sports, 2010). The proposal to provide the customers with such facilities is very innovative and creative as it has not been followed. Also when dealing with elderly people, it is essential to ensure that the customers are clear and aware of the working of the products to help minimize the injuries. Also with the introduction of a personnel trainer there are higher chances for ensured safety of the customers and also helps build the brand image of the company to a great extent. The idea is also very innovative clearly because it will assist the customer have a better overall experience and will also in a number of ways show the company to be customer focused. Implications of Proposal: a) Marketing Implications: The marketing implications can be many. Although the retailer provides the customers with a personnel trainer for discounted rates, the company will still be faced with a number of issues like the trust in the personnel trainers. Also since the personnel trainers will be in house there is a limited option for the customers to choose from. In terms of marketing it can also be difficult for the company to spread out the news effectively as the trend of a personnel trainer from a retail store is not present in the market and people relate to personnel trainers in the gyms alone. The company can position themselves in the mind of the consumer as well as our Unique Selling Proposition (USP), i.e. strong after sales services along with a well trained and qualified personnel trainer (Jobber, 2009). It is essential to note that the company has a strong chance to use the seven P’s of marketing very effectively here and these can prove to be very helpful in achieving higher number of customers and improved overall performance of the company as well. In terms of the product it is clear that the company will have a strong range of products to meet the needs of all customers. The company will work on the marketing aspects of the business keeping in mind the Unique selling proposition and to highlight this in all attempt of promotions. This will help improve the overall customer experience as well (Kotler & Keller, 2008). b) Ethics and Sustainability Issues: In terms of the ethical and sustainability issues, it is essential to note that the company is focusing on providing advice to the customers, hence it is essential that there is a level of ethics that are maintained within the company and that only well trained individual provide any form of information or advice to the customers. It is especially important to do so as the focus customers here for the company included elderly people who need, special care while making any decision pertaining the equipments to be bought (Crane & Matten, 2010). Ethically it would be necessary to ensure well trained people only handle the selling process as well as the personnel trainer. It is also essential that the company choose the right trainers and can include people in the organisation once the store starts to pick up speed. This will ensure that the company is still able to sustain and manage costs and the newer individuals can be introduced with time (Crane & Matten, 2010). The costs involved for the company is not very high however there can be a clear chance for the company can gain better returns in terms of the money that would be spent for the sales representatives. Standing by the ethical practices within the company will permit the customers to be served well and will help increase the overall experience of the customers to a great extent. c) Staff Recruitment and Training: In terms of staffing and recruitment, it will be important for the retailer to bring in people with better knowledge and if possible even qualified individuals. This is simply because they can accurately advise the elders about the benefits of the machines and can also after gaining better knowledge of the individuals provide options and well thought out opinions for the right machines for the individuals (Mullins, 2007). This will clearly not be able to be completed by a normal sales person and any error or misjudgement by untrained personnel can also prove to be harmful to the customers and their safety will also be clearly affected. The retailer can also use the same individuals as the personnel trainers however they also require to have others to back up for the sales side as well in high season times. Overall the staff, needs to be more trained and well versed with the training required for individuals mainly dealing with elderly people as the chances of damage or injuries is higher. Hence staff, needs to be carefully chosen. In terms of training not much needs to be done as the individuals will already have sufficient training and will be well qualified to take up the position (Mullins, 2007). This will help ensure that the customer experience is good and that the needs of the customers are first priority. This proposal proves to be a very effective method of creating a ‘WOW’ effect for the customers. This will in a number of ways revolutionize the overall experience for the customer. Hence it will be very effective in improvement of the customer experience. References Crane, A., & Matten, D. (2010). Business Ethics: Managing Corporate Citizenship and Sustainability in the Age of Globalization . Oxford University Press. DiJulius, J. R. (2008). What's the Secret: To Providing a World-Class Customer Experience . Wiley . Goodman, J. A. (2009). Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits . AMACOM . Jobber, D. (2009). Principles and Practice of Marketing. McGraw Hill Higher Education. Kotler, P., & Keller, K. (2008). Marketing Management. Prentice Hall. Leading Edge Sports. (2010). Welcome To Leading Edge Sports . Retrieved August 21, 2010, from http://www.leadingedgesports.com.au/ Mullins, L. J. (2007). Management & Organisational Behaviour. Financial Times Management. Smith, S., & Wheeler, J. (2002). Managing the Customer Experience: Turning customers into advocates. FT Press. Read More