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Because ZEN Department Store wants to satisfy the customer needs. In order to do so ZEN will launch the new project that has to be involved with the employees. Every employee will be giving a paper chart with 2 section, Thais and foreigners. Whenever the customer come to ask for the direction or information of any brand either ZEN have or not, the employees have to list it down and put it in to the record at the end of the day.
Though this program ZEN will be able to know the popularities of the brand and also can detect the customer trends. So from the data ZEN can analyze which brand they don’t have and customer been asking for it a lot. To be able to generate the evident to further talk with the management team either to have the new brand of eliminates the existing one.

ZEN Department Store should have “ZEN ELITE PROGRAM” which will focus only on the top list customer that generate more profit (by the 80:20 rule) and the customer that have the potential in becoming one in the nearly future. ZEN Elite Program is especially made for the elite customers who made the purchase in ZEN Department Store up to 100,000 baht per month (continuously). ZEN Department Store will use our data base to collect the purchase information of the customers by name, the customer doesn’t need to purchase though any kind of royalty card to get the record and join this program. In the range of first three months ZEN Department Store data base will generate the list of ELITE customers and the potential one which maybe the one that purchase almost up to 100,000 baht or purchase up to 100,000 baht but not in continuously rate. ZEN ELITE PROGRAM includes;
Personal shop assistant to provide elite customers guideline for using ‘compatible wireless barcode scanner’, leading actor of elite service.
Elite lounge, as a one stop payment and pick up spot for elite customers.
Porter to carry the customer’s shopping bag to the car.

Even though ZEN Department Store having a lot of CRM programs for the customers, it seem like the customers not even know that some interesting programs such as, Tourist Privilege or ZEN gift registry are even exists. This may have been the communications failure in the marketing program for these CRM campaigns. That’s why ZEN Department Store should focus in the incentive of their marketing campaigns on each CRM projects that haven’t yet well known. In order to drive the significant number of customers to ZEN Department Store to try out the CRM programs they’re interest in.

According to the employees are the one who made the most of contact with the customers and the one who send out ZEN Department Store image and reputation, ZEN Department Store should provides regularly trained the employees how to interact with the customer to provide the customer with the warm welcome atmosphere. Force them to remember the Department Store layout to be able to guild the direction to customer so the store won’t lose the sale opportunities and customer satisfaction. Should also provide them with the regularly English conversation course that will teach only the conversation that will most likely to happen between the employees and the customers within the Department Store scenarios. The key objective is to increase customer’s satisfaction by improving customer experiences.

As ZEN Department Store is one of the biggest Department Stores in Bangkok. The store is employed many employees who taking in charge to response to their job under the same direction of serving the best service to the customers in order to increase their satisfaction.
Evaluate:    Moderate
ZEN Department Store’s employees are somehow playing as a key role due to they are the one who really serve the customers the service. Moreover, they are also become ZEN’s representative as whatever they act to the service, could directly reflect what image of ZEN Department Store.
Recommendation:
Because all the employees are playing the most important role in interact and some of the employees found that some of ZEN Department Store Employees still did not provide warm service. ZEN should train their staffs, set the standard staffs potential and hire only the staffs that meet that requirement.

The customer service counter is some kind of service, which ZEN has provided to serve the customers in case they need any information or help.
Evaluate:    Moderate
This is a service that helps and supports the customers when they need help while they are there. The service is required to support the customers as much information as possible to anyone who need it in order to serve the best service support to increase the satisfaction of the customers.
Recommendation:
Some staffs at the Customer Service counter are not fluent in English and sometimes use inappropriate wording. It might increase some customer satisfaction because it means ZEN Department Store cannot provide appropriate service to the customer. Therefore, the English course should be implementing to solve these problems.

ZEN Department Store’s website contains the information about ZEN Department Store history, Promotion and service but it was arrange grouping in such complicate and hard to find format. So they should improve in try to group more usual like service with service and news with new.
Evaluate:    Moderate
This website is quite good as it provides the customers to a chance to get to know ZEN Department Store more by just click on its website and go to the information that customers would like to know more about ZEN, also there is a map providing for any customers who do not how to get to ZEN Department Store, it guides the easy direction path to the store.
Recommendation:
ZEN Department Store’s website is made in modern style but it a little bit complicated to use when finding any information. It’s also lack and not complete in some information. Providing the language in Thai and English are not enough for the more globalization trend in today business, therefore improving by providing in more range or language such as Chinese and Japanese would be one suggestion to improve the service of ZEN. Because there are many Chinese and Japanese tourists coming to ZEN Department Store each year. Also, it should have better system; should be able to interact with the customers so it could help customer solving the problem though the website.

Wheelchairs and strollers are available at ZEN Department Store.

Evaluate:
This is an extra support service that ZEN provides to support their certain group of customers who need to use this service. It helps to increase more convenience for customers as they do not have to carry the stroller or wheelchair along from home to shopping.
Recommendation:
The availability of this particular service is not enough during the weekend, especially the special holidays that many families coming for having meal together. Therefore, increase the amount of stroller and wheelchair to increase the rate of the availability of their service.

For your convenience in shopping at ZEN Department Store, they introduce reliable bag deposit service along with free delivery service to customer vehicles.
Evaluate:    Moderate
This kind of service helps to provide customers more convenience as they do not have to carry bags around, especially for women, they can enjoy shopping as much as they want and do not need to worry about weight that they will have to carry as they can deposit and continue for more shopping.
Recommendation:
Sometime customers want to use it but they found it hard to find. So ZEN should put this service in the prominent location and increase the counter service to be able to reach the customer need.

ZEN gift registry is a particular type of wish list. Customer can compile a list of items they desire and then hands it out to family and friends; they have created a wish list. These lists can contain items from every section of ZEN.

Evaluate:    Moderate
This is more likely to be customization services that help the customers to purchase what their family/friends really want as it already written down on their wish list so this also helps to increase the happiness of both of them.
Recommendation:
This service should be extending to the website so customer can go online to make the wish list and send to their family and friends though the email.