Research and Marketing
Design of a Service Quality Handbook
Situation and main objectives: One of the main groups of shopping centers in Europe decided to make the service quality provided to their customers a fundamental brand attribute, a differentiating factor and a competitive advantage. The goal of the project was to create a Service Quality Handbook for the organization.
Methodology: The first phase of market analysis (benchmarking) conducted an analysis of 70 shopping centers and more than 350 websites through desk research. The second phase of in-depth qualitative analysis addressed the shopping centers’ personnel, customers and key opinion leaders. The third phase involved drawing up the quality handbook featuring 13 books and implementation through training sessions, internal and external communication, design implementation policies and monitoring of the results.
- The project became a strategic objective and the entire organization fully concentrated their efforts on the customer, redefining their corporate image.
- Implementation of a series of services and an approach that set them apart in the sector.
- A Service Quality Handbook was drawn up that addressed the reality of a shopping center from all possible angles common to the service it offers: customer service points, services for traders and customers, people with reduced mobility, environmental management, safety, architecture, etc.
- Harmonisation of management criteria and procedures.
- Definition of constructive criteria for new centers or extensions of existing centers.
- Design and implementation of a training plan.
- Design and implementation of a control system and creation of quality indices that allow the project evolution to be gauged.