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Morrisons has launched a new Customer First initiative in a bid to improve its recent customer service.

The move comes as part of the supermarket’s Five Ways of Working strategy and is designed to reinforce expectations that members of staff are friendly and cheerful. Staff are being encouraged to adopt a ‘drop the box’ policy which will urge them to break from other tasks if they see a customer who looks as if they require assistance.

The supermarket was ranked as the 9th best performing UK supermarket chain in the latest UK Customer Satisfaction Index (UKCSI) from The Institute of Customer Service .The chain was found to be behind competitors on measures relating to trust, transparency and reputation.

Commenting on the latest UKCSI report Jo Causon, CEO of The Institute of Customer Service, said: “In a highly competitive sector, organisations need to maintain a constant focus on understanding their customers’ needs, high standards of employee helpfulness and competence, quality and range of products and competitive pricing.”

At a time of dynamic change and intense competition, it is worth remembering that over the last three years, the supermarkets who have outperformed the sector average for customer satisfaction have achieved the strongest revenue growth.’

The Institute of Customer Service

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