Ulta Beauty, Inc Pain Point

Ulta Beauty, Inc Pain Point

The mission statement of any organization serves as its primary strategic goal. Pursuing the mission becomes the daily talk of the management, employees, and other stakeholders. It becomes the culture of the organization. For the culture to be deeply inculcated and strongly and enthusiastically pursued by all stakeholders, there need to be some shared organizational values that drive everybody towards a particular goal, which is the mission. For Ulta Beauty, Inc, our mission states, “We’re on a quest to bring the fun side of beauty to all—constantly delighting our guests with All Things Beauty, All in One Place™ while offering rewarding careers for our passionate, beauty-loving associates. Every day we use the power of beauty to bring to life the possibilities that lie within each of us – inspiring every guest and enabling each associate to build a fulfilling career.” (Ulta Beauty – Company Information – Company Overview, 2019).

It is clear in the mission statement that both employees and the customers are key players in the success of the organization. The employees are required to give the best beauty experience to the customers. These create a common goal for both the best side of beauty because that is what the company provides, and it is what the customer wants. The culture is cemented by organizational core values such as Give Now Experiences, Win Together, Improve Always, Do what’s right, Love what you do own what you do, champion diversity (Ulta Beauty – Company Information – Company Overview, 2019). These values collectively create a common goal and focus. It is in conjunction with these values that the reviews on Glassdoor.com (2020) indicate employees both part-time and full time recommending our organization’s pursuit of career development. They describe it as an “energetic atmosphere.” An analysis by www.comparability.com (2019) indicates that 75% are proud of being part of the company, and bot the mission and vision statements motivate 75 %. To this end, the organization is driven by a culture of great experience and improvement.

Corporate transparency has been identified as another factor that cements customer trust with any organization. The current CEO, Mary Dillon, makes it a value to remain transparent. Our customers understand and are part of our growth. Through platforms such as the loyalty program, the organization shares a lot with its customers. This has further improved our customer’s experience. Such transparency has also brought us more guests and beauty associates to partner with us. Our success has been felt across America, courtesy of corporate transparency.

In recent times, the industry is being threatened by both local and international economic situations, especially the capital market (United States Securities And Exchange Commission, 2017). These trends are a result of the continued volatility and disruption to the capital and credit markets, which have had a significant adverse impact on international economic conditions, leading to recessionary pressures and declines in consumer confidence and purchasing power. The situation calls for a change towards the e-commerce way. It is prudent to capitalize on this option because it will not only extend the market but also globalize the company.

Every organization has its shortfalls. According to Ulta Beauty Reviews – 3.8 Stars. (2018)Ulta Beauty has a public rating of 3.8 out of 5. Most consumers are satisfied with our services. The organization ranks 8^th in Skin Care sites. The reason for this rating is attributed to customer service. Some of our customers feel that our customer service is not up to the mark. Customer reviews indicate shortcomings with the MasterCard service. The company needs to distinguish between their credit card and a MasterCard because customers feel shortchanged in terms of the information given. Salon service, waiting time, and transactions via the card is basically a problem.

Our competitors seemingly have similar problems with online purchasing. According to reviews on BBB: Start with Trust® | Better Business Bureau®. (2019)Sephora takes time to resolve payment issues, and customers end up not receiving their orders. As for BirchBox, customer care takes days to respond to customer complaints. Only a quarter of the complaints are attended to (BBB: Start with Trust® | Better Business Bureau®, 2019).).  Unlike the first two of our competitors, Sally Beauty Holdings seems to have stepped ahead in e-commerce and online business. There are no reviews on www.bbb.com. However, amazon.com reviews indicate their services are fast and efficient.

The research on the current market and economic trends, as well as that on the customer perception of our company’s services, has results that speak volumes. Our goal is to establish an excellent experience through topnotch service provision. Based on the ratings and customer reviews, our service provision is not up to the mark. The identified pain point is customer service. This does not necessarily have to do with the salon services, but things such as ease of payment, customer care, waiting time, and overall customer experience. The research identifies that many of our competitors have poor customer service, and therefore, we should consider this a gap that places us miles ahead of them.