morrisons case study v2
TRANSCRIPT
DEVELOPING COMPETITIVE ADVANTAGE THROUGH
CUSTOMER SERVICE
This case study shows how Morrisons Superstores uses customer service to differentiate itself from its competitors, motivate its colleagues and help the business to grow.
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Morrisons is UK’s fourth largest food retailer, this company grew steadily from
market stall to a superstore. This business family with over 450 stores was
founded by Sir Ken Morrison over one century.
Differentiating the business
What makes the difference?
Morrisons holds great control of its supply chain known as the field to fork’ approach, this create a competitive advantage.
Morrisons employees
Morrisons employs more especialists than any of the other UK’s superstores, innovativing business focus is reflected in its approach to recruitment. They offer career opportunities in a variety of areas such as logistic, manufacturing, finance.
Customer Service
Objetive:Personalised service from a trained
professional. Keeping customers happy and loyal to the business
Customer service
Morrisons has invested heavily in training and developing colleagues to generate its high quality customer service, it can often be much more cost-effective to retain customers than to attract new ones.
Measuring customer service
‘Morrisons miles’ card rewards regular petrol station users who collect points from fuel purchases with shopping vouchers to spend in-store.
The H.O.T philosophy
It’s applied by all colleagues at all stores to deliver higher quality and industry-leading customer service.
Morrisons’ philosophy of ‘learn while you earn’
Morrisons offers extensive training and development opportunities and recently won the title of ‘Employer of the Year’ at the Oracle Retail Week Awards for its dedication to colleague skills development and training.
Morrisons academy
The Morrisons’ Academy provides support and training for colleagues of all levels from school leavers to senior roles.
Partnership between Morrisons and several academic institutions including the Bradford School of Management and the Bradford Business School.
70% of Morrisons’ managers have been trained by the organisation rather than being recruited externally.
Benefits of customer service
Satisfy customers by developing employees
Loyal customers are those that value excellent customer service and fresh and quality products
Only trained (and motivated) employees can guarantee a high level of customer service achievement
A customer feedback culture to be implemented to assure employee motivational and encouraging processes
Conclusion
Competitive advantage through ‘field to fork’ approach allowing to control its own supply chain
Employee training through customer service initiatives
Employees become experts who can offer customers the best possible level of service.
Colleagues have to be motivated and to be proud of who they work for, supported by management that understands and values its people.
Create a “We are one family” atmosphere, upholding family values and traditions of a family-focused business.
‘It feels different for our customers because it feels different for our people’.