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PASSION, PEOPLE, PRODUCT PRODUCT AND PRICE BEST AT FRESH
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We want our shoppers to come away from our stores thinking 'Wow, what great service'
Being recognised by our customers as delivering the best all-round service means focusing on the three 'Ws'. These are: 'What's expected' - the basics of customer service, which means among other things having friendly, helpful people on the sales floor and good, consistent product availability. 'Why I come here' - the location of the store, the facilities it has, the product range, the ambience and so on. 'What makes me tell my friends to come here' - the 'Wows' which are something extra special. They need not be big things but simply an indication that staff are ready to go the extra mile for their customers. Lynn Tetteridge "Someone had placed an order for a Noddy birthday cake but unfortunately the order wasn't taken down correctly. When the shopper arrived in store to collect, there wasn't a cake available, so our customer services staff made some frantic calls to see if they could get one from another store. But to no avail! We then remembered that Lynn makes cakes as a hobby and could come to the rescue. It goes without saying that she agreed to bake the cake on her afternoon off and once the ingredients were delivered to her home, within 45 minutes she had the cake in the oven. Later that day the cake was ready for collection from the store - complete with shiny red Noddy nose! The customer was over the moon. Wow!" Janice Benson "Janice has been a tireless organiser for local groups and schools. She's raised over £20,000 for local hospitals and has worked with the local police on various community projects. A big supporter of a nearby school for the disabled, she's arranged work placements for students and secured sponsorship for school events. She also regularly takes time out to talk to community groups. But perhaps one of Janice's most touching acts was to help out a customer whose hopes of a dream holiday to Florida with her disabled husband were fading fast. A much awaited new wheelchair was not going to be ready in time for the trip - so Janice saved the day and lent them a wheelchair from the store. Wow!" Duncan Langston At 32 and with less than two years' experience as a store manager, Duncan is already proving to be one of Safeway's most dynamic, capable and promising performers. He arrived in Whitley as store manager in June 1999 and before the end of the year had increased the number of customers by 17% and increased sales from below to well above budget. Duncan also introduced a more pro-active approach to customer service with the emphasis on identifying and dealing with queries and concerns as they arise. He launched customer feedback forms for shoppers to make comments or suggestions anonymously but, wherever possible, he or a member of staff will personally sit down with a customer over a cup of coffee to discuss any concerns or suggestions they might have. Mark Lilley Having asked his customers how they wanted the refit to take place, the answer was loud and clear - as quickly as possible but still with a Safeway to shop at. The solution was obvious - Mark would have to close his store to enable the work to be done as fast as possible and while overseeing this he served his customers with the essential groceries over the counter of a temporary store. Disruption was kept to a minimum and Chester's new and enlarged Safeway store was open for business months before schedule and in time for the all-important Christmas trading season. Mark's dedication, both to Safeway and his local community, has seen him promoted from store manager to area manager. This will ensure that many more stores and customers will benefit from his expertise and commitment to delivering a 'Wow' experience. These are just a few examples of how we can deliver the best service in our industry. Making the best the norm for Safeway means:
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