Service Process Design

Explicit service is availability of delivery service, which Victoria’s Secret uses to deliver the product, also the time it takes for delivery (fast or regular shipping). Explicit service is also in Victoria’s Secret stores where there is an interaction between the customer and employee. Visual experience is also a big part of it because the layout in the store is divided into lingerie and clothing on one side and perfumes, lotions, and makeup on the other side. Victoria’s Secret also offers a credit card (Victoria’s Secret Angel) and gift cards for its customers. Implicit service in Victoria’s Secret includes customer’s feelings - likes and dislikes about products and from services provided by Victoria’s Secret. For example, trying on clothes can give customers either a positive or negative feeling about the product. Also, the store provides testers, which are set up for customers to test the scents (perfumes, lotions, lipsticks, etc). Looking at fun and feminine lingerie on mannequin’s also give some women a positive attitude to try on the same clothing. Facilitating goods are the products, such as; clothing, footwear, lingerie, fragrances, lotions and makeup.

The service matrix Victoria’s Secret uses is co-routed service matrix. In Victoria’s Secret customer base, most of the customers already know the brand. Even though customer’s needs and wants are different, Victoria’s Secret’s customer base have the same interests and wants. The products are sold in stores (1000 stores in the U.S.), through Internet and a catalogue. Victoria’s Secret offers a moderate number of choices that satisfy many different customers. In the mean time, many customers’ interests are also the same. Therefore, customers have high power in the decision-making process.

Victoria's secret encounters customer contact in many ways. In stores, customers interact with associates to help them find what they are looking for, and to further assist customers. In order to give customers the best overall experience Victoria's Secrets put a lot into training their associates. They support employees to make sure they have the proper training, and are well educated about their products, which makes Victoria secret stores a high contact service that requires employees who are flexible, personable, and that are willing to work with customers. As for the catalog and the Internet, which is low contact service, this focuses on technology. Technology helps them as a company to reach more of an audience and reach customers that do not make it into their stores.