Sales and Marketing Plan
After three years of operation, Cutting Price Hair Salon has decided to have a customer experience day. The main objective of the customer experience is to give clarifications on the products that the salon parlor has been offering. The products will be availed at give-away prices as a way of appreciating the customers for continued loyalty. The target population for the event will be all people interested in Cutting Price Hair Salon products.
The day will also include the launching of a new product aimed at improving customer-management relations. The original product will be in the form of a system where the customers will be given an opportunity discounts for services after registering for an agreed term with the salon. For example, a customer may sign an agreement to use the products provided for a renewal one-month period and pay in advance. The benefit of the advance payment is that the client will be offered a discount worth agreeing to the contract.
A comparison with competing firms will be made ethically to give customers a chance of choosing between the salon’s products and other companies. Over the years, the services offered by Cutting Price Hair Salon have been excellent. The customers have always been given priority over profit (Liu, Sparks & Coghlan, 2016). Generally, the customers’ time has been managed, and no cases of customer complaints have been reported in the past two years. Generally, Cutting Price Hair Salon is in the last step in a strategy of giving priority to customers.
Figure 1 The steps in customer experience. The day is on the ‘advise stage’
The customer experience day will be aimed at reaching two types of customers: existing customers and new customers. The qualification for being treated as an existing customer is a customer loyalty card that is issued freely upon promising to be a regular customer. Also, existing customers have loyalty points that accumulate every time a customer visits the parlor for a product. Accumulated points include the customer’s loyalty towards a company (Homburg, Jozić, & Kuehnl, 2017). On the other hand, a new customer is any person who does not have a loyalty card but is willing to become a customer. Also, customers who are not aware of the future relationship with Cutting Price Hair Salon are treated as new customers. Moreover, the classification of customers is not done according to income since Cutting Price Hair Salon believes in equality for each individual.
The decision on the classification of customers will not be affected by the amount that a customer has transacted in the previous month. Therefore, all customers will be treated equally (Klink, Zhang & Athaide, 2018). Cutting Price Hair Salon has ensured equality by ensuring that loyalty points are awarded according to the number of visits made and service offered rather than the amount that the service costed. Customer experience is valued since the success of the parlor depends on the loyalty of the customers. Generally, the customer experience will be customer-oriented.
In sum, the event will be a customer experience day where customers will be given clarifications on the products from Cutting Price Hair Salon. The target population for the event will be all people interested in Cutting Price Hair Salon products. The day will also include the launching of a new product aimed at improving customer-management relations. Moreover, the customer experience day will be aimed at reaching two types of customers: existing customers and new customers. However, the classification of customers s not done according to income since Cutting Price Hair Salon believes in equality for each individual.
References
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401.
Liu, W., Sparks, B., & Coghlan, A. (2016). Measuring customer experience in situ: The link between appraisals, emotions and overall assessments. International Journal of Hospitality Management, 59, 42-49.
Klink, R. R., Zhang, J. Q., & Athaide, G. A. (2018). Designing a Customer Experience Management Course. Journal of Marketing Education, 0273475318818873.