Page 224 - DMGT553_RETAIL_STORE_MANAGEMENT

Unit 12: The Customer Service Desk

Notes
implemented it is possible to carry out further review stages – creating a further
improvement cycle.
The next stage of review therefore is to:
compare what was achieved (results) against the plan

decide what the organisation and its people would do again/not do/do differently
include these decisions in future plans
The review/plan/do cycle helps Homebase to achieve results and drives continuous
improvement. It embeds the values of the organisation in every one of its stores. It is
important to have a clear sense of direction. Time spent in planning is time well spent.
Reviewing is important, if ongoing improvements are to be made.

The Importance of Customer Service Research
Homebase places much emphasis on customer service. To improve this, it is essential to
have a clear picture of what customers expect. There are two main types of customer
research.
Quantitative Research
This involves collecting information from an appropriate sample of shoppers to find out
what their views are about Homebase and the customer service that it offers. An important
source is a postal survey which Homebase conducts amongst a sample of Spend & Save
loyalty card holders. This is done three times a year to gauge satisfaction with, and loyalty
to, Homebase.

The survey allows Homebase to monitor satisfaction over time and highlight any areas
that may be causing customers problems. Homebase is then able to analyse the frequency
of problems relating to store customer service, and other details such as product range and
delivery service.
Qualitative Research
This typically involves smaller scale research about values and views rather than hard
facts. For example, qualitative research involves interviewing small groups of customers
to find out what their views are of customer service at Homebase.
Another, important approach which uses both qualitative and quantitative analysis is the
Mystery Shopping Programme. Homebase conducts a monthly programme of mystery
shopping. All stores are measured on three key areas.

1. Store standards: Presentation of the store and its staff.
Is the store well maintained?
Does the store make it easy for customers to shop?

Contd....

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