Giordano - case study review

Mr Lai’s experiences and market position.

With the hope to attain the best in world s brand is the aim of every founder of any business. Same is the way Giordano is setting its sights high. Yet it is that company that changed the rules of clothes retailing in the fast growing markets around Hong Kong, china, Malaysia, Singapore. So experts of this company take this on serious note and even appreciate his ambition. Before this market use to provide customers with good value and services but researcher still think that something more need to be done to satisfy customers.

Even cheaper clothes were sold on high price and while taking cash from customers they just give a smile to customer. That is a way to show that customer is getting satisfied from and you are providing good service. But this way was wrong in order to run business or to attain best position in the market. But later Mr.lai the founder Chief Executive Change all the policies related to his business he started to provide value and service, together with low price. This technique would automatically raise the profit of his company. one more technique Mr.lai used was that he raised the wages of his employees by 30 to 40 %.this technique was useful just because employees would feel good by working with Mr.lai and they would put more energy on work that would be automatically beneficial for Giordano’s operations.

Moreover all the employees would receive at least 60 hours of training a year in order to improve their working skills and new staff would be allocated a “big brother” or “big sister” from among experience staff to help them develop their service quality skills. Mr.lai asked his employees or to say train his staff like a way they would talk to customers and seek their opinion related to the product they received. This would make the customers feel good. And their information would be fed back immediately to the company`s designer for the incorporation of the new product.

They also come with the exchange policy of “no question asked” with this policy they attract the customer as the customers would be satisfied that whenever they would come with the purchased clothes they would get exchanged if they are not satisfied with the product .it help them to gain the customers loyalty.

Mr.lai policy was so efficient that it raised Giordano`s sales. Now Giordano achieves the highest sales per square almost in any region his way of work was summarize with the help of “QKISS”

1.    Quality – do things right.

2.    Knowledge – update experience and share knowledge.

3.    Innovation – think ‘outside of the box’.

4.    Simplicity – less is more.

5.    Service – exceed customers’ expectations

The first thing lies in this is quality. Mr.Lai has a policy that whatever your policy would be it should be in right ways means make that policy that satisfy your customer. The second thing is knowledge that does more and more research and gain more knowledge for the betterment of your product.

Third thing is innovation. Bring new ideas for your product.

Fourthly he used simplicity it means that if your work related to your product is simple and unique that would also benefits you. Fifth and lastly he use services means that provide best service to your customer so that you can exceed customer’s expectation.

Advantages of customers feedback.

The benefits of bringing the Voice of the Customer into your Business are numerous. Your Customers opinions and feelings are acknowledged as being important. Your Customers are listened to and heard, a positive feeling is directed back to you as their supplier. Satisfied customers provide affirmative quotes, narratives and stories that can be used to promote your business. On average Client Insight receives 8 to 10 affirmative comments per interview.

Your Customers realize that their supplier (your company) is interested in improving and enhancing their business relationship. Your company name is escalated to the customer’s “top of mind” so that referrals continue. We all like a positive story and a frequent “water cooler” conversation often follows “guess what my supplier is doing”. Customers feel open to provide honest and upfront feedback to a neutral third party. This insight is often inaccessible in any other manner. Your Customers are reminded of your Company’s name and the diligence you have taken to meet their needs.

Your Employees are reminded that that their diligence and completion is paramount. As Companies grow, Ownership and Management may become isolated from what is happening on the front lines. A well implemented Customer Feedback program gives Owners and Management the information they need to make insightful decisions. This information would be feed back immediately to the company’s designers for Incorporation into their new products.

                                                                         (waqar munawar)