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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.

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