john-lewis-partnership-plc-annual-report-2015

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John Lewis Partnership plc Annual Report and Accounts 2015
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PRINCIPLE 5
CUSTOMERS
GENERATING LOYALTY THROUGH
CHOICE, VALUE AND SERVICE
Principle 5 of our Constitution outlines our approach
to understanding and meeting our customers’ needs
“The Partnership aims to deal honestly with its customers
and secure their loyalty and trust by providing outstanding
choice, value and service.”
GREAT SERVICE IS DELIVERING
A PERSONALISED EXPERIENCE
TO EACH AND EVERY CUSTOMER.
I COACH PARTNERS ON
HOW TO MAKE CONVERSATIONS
RELEVANT TO EACH
AND EVERY CUSTOMER.
Giles Britton
Selling Coach, John Lewis
Our principle in action
In 2014/15, as in previous years, we were
honoured to receive several awards for
customer service, including receiving the
highest score of any UK business in the
Institute of Customer Service’s Customer
Satisfaction Index.
Understanding customers’ changing needs
is essential to satisfying customers in today’s
omnichannel world. Customers expect
retailers to make it easy for them to shop
how and when they want, and make collecting
their purchases as convenient as possible.
We also understand that customers want
value for money with no compromise on
quality and innovation, so we continue to invest
in developing products of excellent quality,
and selling them at competitive prices.
We have a dedicated team who monitor
competitor prices and promotions across the
country, and Partners get a bonus for every
‘under-sale’ they report where we subsequently
lower our price.
Outstanding service
To ensure our Partners are equipped to
meet changing customer needs, we have
put dedicated training programmes in place.
For example, our new training programme
is developing Partners’ specialist knowledge
of the products they sell, so that customers
have the information they need to make
informed purchases. After our new initiative
was introduced, our Cambridge and Norwich
branches saw their NPS (Net Promoter Scores)
– that is the number of customers that would
recommend us – increase by nearly 20%.
Never Knowingly Undersold
At the heart of our approach is the John Lewis
Never Knowingly Undersold promise on
quality, value and service. Part of our business
since 1925, Never Knowingly Undersold
means that customers can trust that we
will always stock the best quality products,
and that we will set competitive prices.
In 2014/15, we invested 7.6% more in
Never Knowingly Undersold, compared
with the previous year. We had 1.4 million
members of my John Lewis shopping more
regularly than they would have done before.
Principle 5 in action is helping us to develop
enduring customer relationships.
11M
Giles Britton’s role involves helping
Partners achieve the standard of
service that our 11 million customers
have come to expect from us. He helps
Partners to develop their skills on
everything from product knowledge,
to building their confidence when
interacting with customers.