The importance of customer service
A Homebase case study

Page 1: Introduction

Customer serviceis the whole activity of identifying customer needs in all their complexity, satisfying them fully, and keeping them satisfied. Customers are people who buy products and services from other people (usually companies of one sort or another). This Case Study shows how Homebase, one of this country's best known retail chains, places customer service at the heart of its values...
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Page 2: Culture

The culture of an organisation is the way that it and its people behave. For example, when you enter a Homebase store you should immediately be able to get a feel for this culture because the people that work there as they create a warm and friendly atmosphere. This is not surprising because Homebase has deliberately created a customer focused culture. The culture of an organisation is strongly...
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Page 3: Building an improvement strategy

An organisation's strategy is the plan to achieve desired objectives. A continuous improvement strategy is one that involves constantly seeking to make improvements, however small. The organisation that continually makes improvements keeps ahead of its rivals. Homebase emphasises continuous improvement - seeking to identify and then deliver new and better ways of meeting customer needs. ...
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Page 4: The importance of customer service research

Homebase places much emphasis on customer service. To improve this, it is essential to have a clear picture of what customers expect. There are two main types of customer research. Quantitative research This involves collecting information from an appropriate sample of shoppers to find out what their views are about Homebase and the customer service that it offers. An important source is a...
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Page 5: Empowering staff to plan and do

Empowerment is the process of giving greater responsibility to everyone that works for an organisation - it literally means giving power to make decisions. Empowering members of an organisation is a tremendous motivational tool because they feel that they are contributing, through their own initiative, to improving performance and achieving better results. Homebase employs a teamwork approach...
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Page 6: Conclusion

Homebase is committed to customer service. Customer service lies at the heart of our modern economy because we increasingly make choices on the basis of how we are served. Excellence in customer service can only be fully achieved by having an organisational culture and value system which places the customer at the heart of everything that an organisation and its people do. Homebase has...
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Related: TNT
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