Customer service is a vital component in ensuring the success of any business and it is especially important for frontline companies such as J Sainsbury plc, It is the basis for the initial impression of customers, It ensures the return of the customers and with them repeat business, it improves the company image and customer perception, it can generate additional sales and there fore additional income through recommendation and word of mouth.
It does not matter if the products on sale are the best in the area and are offered at the cheapest prices, the company will not be successful if the service is poor the customer will always go to a competitor.
• 4% of customers complain.
• It costs a company up to six times as much to attract a new customer as it does to keep an old one.
• One unsatisfied customer will tell up to twenty five other people of their bad experience where as a happy customer will only tell five.
• Up to seventy percent of customers who have received a bad service experience will come back and do repeat business with a company if their problem is sorted out in an efficient and timely manner.
• Customers receiving consistently high levels of customer service will be less sensitive to price.
J SAINSBURY PLC'S CUSTOMER SERVICE POLICY.
The customer service policy at J Sainsbury plc is designed as all policies should to: .
• Care for all different types of customer such as .
o The general public. .
Adults. .
Children. .
o Trade. .
o Passing trade. .
o Regulars.
o Foreigners. .
o Those with special needs. .
o Internal customers.
• Meet customer requirements in terms of .
o Physical product. .
o After sales service.
o Response to queries and orders.
o Complaint procedures.
o Documentation required to manage these areas.
• Meet customer expectations.
• Achieve customer satisfaction.
• Maintain service.
