Knowing Customer at Brillar Salon

Dr. Sunita Mall is one of the satisfied customer of Brillar Salon, a unisex salon at South Bopal.
Many a times she compliments Mr. Nilesh for his and his team’s excellent service. She always
found Nilesh and his team not only very professional in their approach but also very dedicated to
their work.
One day when Dr. Sunita was in the salon to avail the service, she had to wait a bit as the staffs
at Brillar were busy. To make her comfortable, Mr. Nilesh offered her tea and also started
engaging her in some discussion about the available products, the new services they are
providing etc. Suddenly during this discussion, he also mentioned that his main focus is to make
the customer happy. Dr.sunita immediately replied in a lighter note that, ohh yes; I could see that
how you made me comfortable and engaged due to delay in service. Both laughed!

Nilesh continued his conversation saying “Do you know Maam, by academic career, I am an
engineer. But it was never my interest. I always wanted to do something different, but never
knew what it was. Those days I was visiting to one of my friend father’s salon. I used to be very
impressed to see the kind of experiments he used to do with the clients by providing different
types of skin and hair care services. I got the motivation and wanted to do the same in a new and
innovative fashion……and you can see today’s Brillar.

Nilesh continued: but there of lot of challenges too. Being a start-up, the business has its own
challenges. Dr. Sunita asked: what are those? If you don’t mind, can you discuss with me. I am
an independent consultant to some industries. I may help you to get an answer to your business
problem. Nilesh replied; why not. I will discuss with you and it is good to know that you can
help me in resolving these issues.

You know maam, South Bopal is a cosmopolitan locality. My customers are from different parts
of the country and with diversified socio-economic status. I provide good service and find the
customers happy while they leave my salon, but the rate of repeat service is relatively less. I
think knowing customer expectation is one of the big challenge. Unless I know what they expect
from me, it is difficult for me to provide the service and package as per their expectation. I am
providing skin & beauty care and hair care services. I want to know how much satisfied my
customers are. If I can get these answers, it would be a great help maam.

Dr.Sunita collected some secondary data from Nilesh regarding the type of services availed by
customers, the payment amount, how frequently they come to the salon. She extracted a sample
of 100 data points randomly from the customer database maintained by Nilesh.

She also did a primary survey of the same 100 customers (randomly picked) by circulating a
structured questionnaire. Only two questions were asked; i) Rate your satisfaction level in a 10
point scale (1 being least satisfied and 10 being most satisfied) , ii) If you want to repeat the
service? Which is a dichotomous variable with two answers; YES, and NO.

Finally, Dr.Sunita assured Nilesh saying” me and my students would help you to answer these
business questions for sure”.