 Verfasst am: 10. Mai 2013 15:31 Titel: Korrektur - Assignment - Customer service Morrisons |
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| Hallo zusammen, ich muss im Rahmen meiner Wirtschaftsenglisch-Vorlesung ein Assignment von knapp 600 Wörtern schreiben. Diese bezieht sich auf eine Case Study von Morrisons (zu finden mit den Google-Suchwörtern: businesscasestudies Morrisons). Die Aufgaben an denen ich mich orientieren muss lauten dabei: 1. Explain why customer retention is important to a business 2. Analyse how effective customer service benefits the business, its colleagues and its customers. 3. Evaluate the various methods that Morrisons uses to differentiate itself from competition. Judge why customer service is such a key part of such differentiation. Mir wäre wichtig, dass im Text eine Struktur erkennbar ist und vor allem dass ich keine grammatikalischen und sprachlichen Fehler drin habe, weil die Dozentin hier ganz besonderen Wert drauf legt. Wäre super wenn mal jemand drüber lesen könnte und einige Anmerkungen macht, was ich besser machen könnte. Im Voraus schonmal vielen Dank! The customers nowadays have a huge selection of different supermarkets. For this reason, the markets have to create a competitive advantage to achieve strong customer loyalty. This is the main concern of the Morrisons supermarket chain to have a long-term success in the battle with their competitors. In the first part of my assignment I’ll underline why it is so important to get high customer retention in this business. After that, I’ll analyze how effective customer service benefits the business, its colleagues and its customers. Finally, I’ll evaluate the various methods that Morrisons uses to differentiate itself from competition and judge why customer service is such a key part of such differentiation. Supermarkets make money in which they convince as many customers from buying as much and as often as possible in their markets. But how do you do that? A key word in this business is the customer retention. The grocers want their customers to feel comfortable in their shop. They shouldn’t even think about buying in another store. Also Morrisons realized that it’s very important to attract loyal customers. One reason for this is that a lot of studies show that it’s about five times more expensive to acquire new customers than retain the old ones. Apart from that high customer retention is a duplicator for the profit. Increasing the customer retention rate by 5% may result in a profit increase of 25% to 95%. A good example of a functioning customer loyalty program is Morrisons itself. Their new strategy leads to an increase of the weekly customer rate from 10.5 million to 11 million customers. An instrument with which one can achieve higher customer satisfaction is the customer service. As a kind of circle the satisfaction of customers can also have an impact on the business and its colleagues. The employees play a key role in delivering good customer service. Therefore it is essential to invest in their training. By this training the colleagues the customer service should increase, they are satisfied and give the employees a positive feedback. The customers will buy more often in the shop and the employees feel appreciated, are motivated and have fun at work. For this reason the business will earn more money and can invest more and more in the future. An intensive customer service could be a building block of a successful retraction from the competition. Due to the high expectations of today’s customers the total package should match. Morrisons tries to create this package by a lot of measures and concepts. Because of their concept of vertical integration and trained specialists they guarantee for the quality and freshness of their products. They support the UK economy and the locally based companies at the same time by buying at local farmers. An additional point is the now widespread aspect of sustainability. All these consideratons should help build an image that causes that people do their weekly shopping at Morrisons. Customers should think that they are doing something good when they shop here. This feel-good atmosphere will be enhanced by a strong customer service. This aspect is the most important because customers expect to be valued and to be assisted by helpful and friendly colleagues. A lot of markets just want to be the price leader and economize with good advises. By training the staff and forming a team of colleagues Morrisons can differentiate itself from Marks & Spencer or Aldi. |
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