WEEK 4

Coffee should be black as hell, strong as death, and sweet as love…….

[But the coffee outlet should be all heavens J ]

Service Provider: - CCD, Bishtupur

Service Experience: - I am a regular visitor to the CCD. I am gradually coming to the opinion that this outlet of CCD is a prime example of customer dissatisfaction. They do everything to ensure that the customer just finishes his coffee in record time and vanish from their place! Though the air conditioners fully functional, they operate in only two modes – very cold or switched off! I go there, sit on the sofa, wait for the waiters to come….but they won’t come on their own. I can easily see that none of them are busy enough to have an excuse for not taking orders promptly. Now, I would myself go to the counter and place the order. The following is the usual conversation that happens in this scenario –

‘Two grande mugs’

‘Sorry sir, we don’t have grande mug today’

‘OK, then two cappuccinos please’

‘Sorry again sir, we actually don’t have any hot drink tonite’

‘Oh damn, they what do you have in cold drinks, may I please ask’

‘Sir, I think Café Frappe is the only drink we can offer you now – do you want it? (He wants me to say no…its written on his face!)’

(But inscrutable coffee aficionado that I am) ‘Yes sir, please give us two café frappe’

Probably these fellows know that CCD has no competition in Bistupur, and hence they are just providing the bare minimum service possible. During Durga Pooja, they had a special festival menu card (I have no idea why does CCD indulge in seemingly unethical practice), and they were not revealing the new (more than double) rates to the unsuspecting customers beforehand.

Hence, my vengeance shall be reflected in the servqual analysis now J

Servqual :-

Outcome

Reliability: - 3

I am giving 3 because they always give the same kind of useless service everytime, and hence are reliable in the linguistic sense of the word!

Responsiveness: - 1

I think Gods might respond to my pleas faster than the pampered waiters of CCD!

Empathy: - 1

Yeah, empathy…we go all sweating there only to find that the gentlemen have kept the AC off, so that the customers leave early and they close the shop as soon as possible. We go there to sip coffee and watch cricket and they change the channel…saying that its against there policy to play sports channel. The very next week, I find them watching football on the TV!

Assurance: - 1

The only assurance that I get there is that I wont be physically kicked out. Ofcourse they leave no stone unturned in kicking me out psychologically.

Tangibles: - 2

Sometimes its difficult to assess if the coffee that I am drinking is a hot or cold coffee.

Process

Reliability: - 2

They have exemplary reliability in providing sick service. I can see that the attendants are doing everything, except making attempts to prepare my coffee!

Responsiveness: - 4

If I find the hot coffee not so hot, then they do warm it again. So, they are being somewhat responsive in their processes.

Empathy: - 1

When I try to call any waiter to know how much more time they will take in providing me that elusive cup of coffee, I will find all the waiters looking in every possible direction, except mine!

Assurance: - 1

All I am assured of is the fact that I will get my coffee somehow (Miracles do happen in CCD!).

Tangibles: - 5

The waiters are properly dressed, and the music is played at a decent volume level.

Physical Evidence

Reliability: - 2

They keep re-arranging the furniture. Earlier they had a very comfortable sofa, now they have changed it to a not so comfortable one L And when asked about it, they had the audacity to tell me that the customers sat for a long time on the earlier sofa, hence they replaced it!

Responsiveness: - 5

The settings of the outlet are commensurate with the expectations of the customer. The overall look is very youthful.

Empathy: - 2

There are two sections in the CCD – one of which is at the top, led by a staircase. This portion is more serene and comfortable. But this section is normally kept closed, for no apparent reason!

Assurance: - 2

I am assured that the roof won’t fall on my head. Other than that there is hardly any assuranceJ

Tangibles: - 5

The outlet is well maintained for sure. The walls have nice hangings and displays. I think the lighting can be made dimmer.