Student Sample #3 - Executive Summary

Executive Summary

Retailing is a competitive industry; therefore, Generic Maternity Boutique needs to define how it will establish a customer foundation. To do this, the store needs to implement a system that will outdo its customer's expectations. Our team, in order to achieve this, has designed an organized method that will identify and trace Generic Maternity Boutique's customers, making them feel valued and informed. The most efficient way to make the business' customers feel important and to keep them coming back, is to put into practice a customer follow up sheet. The implementation of a customer follow up sheet will provide the store with the ability to offer superb customer service while simultaneously offering Generic Maternity Boutique a tool to achieve a productive and efficient business operation.

The customer follow up sheet will include a customer's contact information, space to record past purchases as well as items a customer would like to be informed with once merchandise arrives in the store. The template will have a letter in the top right hand corner as a means of alphabetizing the binder by customer last names and will contain two customers and their information per page. For the purpose of organization, the pages will be placed in a three-ring binder and can be added or removed when necessary. The template has been created on Microsoft Publisher; a program often used by the staff of Generic Maternity Boutique, thus will be a convenient and informed means of replicating and producing extra sheets when needed.

With a customer follow sheet Generic Maternity Boutique will have the ability to stabilize its customer foundation and inherit an image as a customer oriented store. It will also have the ability to track its customers for sales, promotions, and to inform customers about newly received inventory. As a result, Generic Maternity Boutique will increase its profits by marketing to customers and accordingly with customer satisfaction, the store will acquire a reputation as a customer satisfactory retailer. Word of mouth promotion is a strategic form of advertisement and will stem from customer tracking and informational system.