Developing a customer focused sales strategy
A MFI Furniture Group case study

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Page 11: Customer communications

Customer communications is the single largest investment in MFI's business outside its investment in people. Effective communication results in every single member of the organisation understanding the expectations of external customers. All external written communications follow a set process designed to make messages clear and concise.

Methods of communication are vast. They vary from globally promoting products and services on television, radio and in local and national press, to contacting customers on a one-to-one basis. MFI's aim is to promote products and services with the minimum of confusion. Feedback from customers has influenced a whole range of advertisements.

Catering for customers with disabilities, financial restraints, adults with young children and elderly people

There are many ways in which MFI caters for different customer groups who have a wide range of service needs and requirements. Consultation with customers highlighted the demand for an approach to deal with special customer needs. Customer discussion groups, which included people with such needs, assisted with a major change programme. New stores are designed as Open Plan to reduce the difficulties encountered by customers with mobility problems. Customer Planning Areas allow parents with children the space and privacy to relax while their kitchen/bedroom is being planned. Home Visits, Installation and Delivery add to the range of services to assist people who have difficulty in visiting an MFI store. For those with financial restraints, MFI offers a wide range of easy payment options.