Process Design

The three elements of the service-product bundle for Victoria's secret are: 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 Victoria’s Secret stores where there is interaction between the customers and employees. Visual experience is also big part of it because the layout in the store is divided: lingerie and clothing in 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 customer either positive or negative feeling about the product. If it is positive then customer more likely will purchase 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 positive attitude and try on the same clothing. Facilitating goods are the products – clothing, footwear, lingerie, fragrances, lotions, 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 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 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 the 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 that focuses on technology. Technology helps them as a company reach more of an audience and reach customers that do not make into the stores. Technology has also allowed Victoria's Secret to offer more products, and more of a selection than stores offer on the in Internet.

Service recovery is a very important element of service management. Victoria's secret offers service guarantees that if customers are not satisfied with their products they can get their money back. Even if the product is used, or worn customers can still received their money back. Which makes Victoria's secret is all about customer satisfaction.