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

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Page 4: Definition of good customer service

Mfi Furniture Group 2 Image 4Put simply, MFI does not define good customer service. It is MFI's customers who define what is good and what is bad customer service. The approach MFI adopts is one of constant consultation. Using the feedback it receives it ensures that it not only adapts to meet the demands and expectations of its customers, but exceeds them. Only when this happens can MFI consider itself to be truly focused on customers'requirements.

The strategy launched in 1993 ensures that MFI continues to be one of the exceptional companies leading their marketplace as they move toward the next millennium. The starting point for the strategy is consultation with customers about the products MFI sells, the shopping environment and the service and services which assist MFI in selling its products. MFI uses a number of methods to identify the types and levels of service their customers prefer when shopping. These include:

  • Customer Surveys
  • Exit Interviews
  • Questionnaires
  • Customer Discussion Groups
  • Mystery Shopping Exercises
  • Internal Employee Forums
  • Retail Staff and Line
  • Management Consultation
  • Head Office Personnel Consultation
  • Manufacturers and Suppliers Consultation
  • Senior Executives and Directors Consultation.