Meeting customers' needs
A Travis Perkins case study

Page 6: The key performance indicators

Key performance indicators include:

  • Quote conversions: Using the quote system to raise a customer order ensures customers get served promptly and pricing is consistent.
  • Link selling: Offering additional related products to the customer, saving them a second journey and increasing the total value of the sales.
  • Invoice accuracy: Making sure that goods are not faulty or sent out wrongly and paperwork is accurate.
  • Core range availability: Always having core stock available to meet customers' requirements.
  • Pricing consistency: Ensuring account customers have pricing terms loaded onto the IT systems to suit their requirements at any branch nationwide.
  • Positive attendance: Encouraging every member of the team to be at work and helping each other out.
  • Trading accounts: Encouraging account customers to spend more.

The Customer Service Group is led by at least four members of staff who meet regularly. The purpose of the meetings is to:

  • plan research
  • review the results of research
  • review actions taken to improve customer service
  • review performance against KPIs
  • plan activities to further improve customer service
  • prioritise the top three actions
  • prepare minutes of the meetings.

In order to understand how well a branch is performing it will need to conduct some research.

Research at each branch has three strands. This approach is different from many other businesses. Many businesses will use Market Research organisations to conduct in-depth research to find out the buying potential of the customer. This might be primary research where the customer is asked directly for their views in a survey or questionnaire or it might be secondary research to find out more general information about the buying habits of different sectors of the population.

Travis Perkins has used this approach in the past. It is, however, its belief that the business will benefit from finding out the views of the customer at the point of sale, building a relationship directly with the customer in a much more personal way. Markets differ and this approach allows local needs to be met. Employees are also more likely to believe and implement results of research they have carried out themselves.

Travis Perkins | Meeting customers' needs


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