Customer service is a complex issue and in order to achieve the very highest standard, it is necessary for firms to devote sufficient time and attention to motoring and enhancing it. One man who knows about such endeavours is managing director of John Lewis Andy Street.
Speaking to the Daily Telegraph, the executive suggested that trust plays a key role. He claimed that one of the reasons behind the firm’s continued success despite the austere conditions being felt around the UK is the fact that its customers have faith and confidence in the organisation.
Managers eager to ensure their businesses come across in the best possible light may benefit from making the most of the customer satisfaction surveys, mystery shopping companies and other such provisions that are available. Such techniques can help them better understand what they are doing right and wrong, and therefore enable them to make improvements.
Another reason Mr Street believes John Lewis is performing well is because it has made effective use of the internet, ensuring that its cyber activities support and work in harmony with its physical stores.
Commenting on the success of the business, he said: “Last year, we outperformed the market for the whole of 2010 by 10pc. We also outperformed at Christmas 2009 so this looks like being the third Christmas in a row where we will outperform.”
The expert went on to remark: “You need a brilliant website and the convenience of shops. It’s all about behaviour; how our customers want to behave and what we have got to do is make it easy for them to behave in the way that we want.”
He also noted that around 50 per cent of the company’s online transactions involve research that takes place within its stores, and vice versa.
With 2012 now firmly in sight, many organisations may be planning ahead and, as part of this, some might arrange to make use of customer satisfaction surveys, mystery shopping companies and other such provisions.