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1. Service<br />
2. Value<br />
Although we are a luxury retailer and our pricing structure<br />
reflects our brand positioning we aim to charge fair prices<br />
for the quality of product we are providing. Our margins<br />
are set at a fair level and we constantly monitor our<br />
competitors’ prices, so that we are charging only a modest<br />
premium above high street prices for proprietary brands.<br />
3. Quality<br />
Chapter 7<br />
Fortnum & Mason – Our Customers<br />
Fortnum & Mason aim to provide excellent service through whichever<br />
channel our customers contact us – store, telephone or website.<br />
We train our staff through the Academies to be knowledgeable, polite,<br />
attentive, friendly and helpful. We aim to provide ‘old fashioned’ service<br />
backed up by modern systems and processes.<br />
On those occasions where something goes wrong we aim to provide and<br />
promote a generous response in order to turn a dissatisfied customer<br />
into an advocate of Fortnum & Mason.<br />
We undertake regular ‘mystery shopping’ to monitor and help us to<br />
improve out standard of service.<br />
As outlined in our buying pillars, we always seek out the<br />
highest possible quality of product for our discerning<br />
customers. We work directly with our suppliers, often<br />
developing recipes together to achieve the highest quality<br />
possible. We employ a qualified food technologist who<br />
monitors quality control with all our suppliers.<br />
33<br />
4. Communication and Enagagement<br />
We keep our customers informed of development and<br />
activities through email, direct mail, news and stories on<br />
our website and through electronic information boards in<br />
the store. In addition we commission regular exit surveys<br />
to find out what our customers think of us, and hold focus<br />
groups to talk through issues with customers in more<br />
depth. In 2010/11 we are introducing a new Customer<br />
Relationship Management system which will give us 360<br />
degree view of our customers’ activities across all channels,<br />
store, restaurants, telephone and website enabling us to<br />
target our communications more effectively.<br />
5. Accessibility<br />
Since completing the refurbishment of the store we fully<br />
comply with the Equalities Act and are able to satisfy the<br />
needs of all our customers, whether they need assistance<br />
due to hearing, sight or mobility issues.