Developing competitive advantage through customer service
A Morrisons case study

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Page 6: Conclusion

Morrisons aims to be the best supermarket for fresh foods to give it an advantage over its competitors. This is achieved through its unique ‘field to fork’ integrated approach which allows it to control its own supply chain to ensure that food is fresh and of the highest quality.

cl-picture-2Morrisons trains colleagues through customer service initiatives such as ‘HOT’ to become experts who can offer customers the best possible level of service. Training and development programmes create an environment where colleagues are able to deliver exceptional customer service.

Morrisons aims to train colleagues who are motivated and proud of who they work for, supported by management that understands and values its people. This helps everyone feel part of the family, upholding the family values and traditions of a family-focused business. As Morrisons says: ‘It feels different for our customers because it feels different for our people’.

Morrisons | Developing competitive advantage through customer service