An Investigation and a Report into the Customer Services at Sainsburys

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An Investigation and a Report into the Customer Services at Sainsburys


For my business report on customer service I have chosen to

investigate Sainsburys.

Sainsburys is a leading UK and US food retailer; although Sainsbury's

main business activity consists of food sales they also have interests

in financial and property markets. The Sainsbury's group consists of

Sainsburys supermarkets and bank in the UK and Shaws supermarkets in

the US and employ a total of 172,900 people throughout their company.

What is Customer service?

Customer service is very important to every company and keeping

customers satisfied can lead to a big increase in profit. A survey

carried out by NOP showed that reducing customer defections can raise

profits by 25-85% and in 73% of cases the organisation in question

made no attempt to persuade dissatisfied customers to stay with their

company, despite 35% of them saying a simple apology would prevent

them from moving to their competitors. Another survey carried out by

HENL showed that a 1% cut in customer service problems could generate

a 16 million pound profit for a medium sized business over 5 years.

This shows that customer satisfaction can actually generate money.

Another example of the benefits of keeping current customers satisfied

are the surveys produced by TARP and PriceWaterhouseCooper. This TARP

survey showed that 68% of customer defection takes place because the

customer feels that they have been poorly treated and that it can cost

up to five times more to buy new customers than to retain existing

ones. Customer satisfaction not only benefits sales of goods and

services but can also lead to bills being paid earlier by the

customer. PriceWaterhouseCooper and the university of Bradfordsurveyed

3000 businessmen and the results show that if there was high customer

satisfaction then bills were paid up to 14 days earlier than where

there was poor customer satisfaction. All of this evidence shows that

customer service is an integral part of a successful company.

The importance of customer service to Sainsburys is reflected in their

mission statement:

'Our mission is to be the customers first choice for food, delivering

products of outstanding quality and great service at a competitive

cost through working faster, simpler and together'.

Types of customers

There are many different types of customer and they fall mainly into

two categories; external and internal.

· External customers

These are people who visit the store to buy their products or services

and they all have different needs to be catered for. They are people

such as the.

Children (families)-

Their need is equipment to be designed with their children's safety in

mind. There will be a lot of families visiting Sainsburys to purchase
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