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

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Page 12: Building customer relationships

Building long term relationships with customers is one of the most important aspects of service provision. Many of the ways in which MFI communicates business messages are used to build stronger relationships with customers. Promotions and advertising, magazine articles and features, leaflets and brochures, all assist in informing customers of the products and services on offer. As well as the training and development of staff to build a rapport with customers, other face to face initiatives include:

Preview evenings inviting customers to visit stores outside working hours to view the new environment or new products.

Customer databasing enables MFI to contact customers with follow-up calls.

'Straight' advertising helping to build a credible, open and honest approach to advertising.

All of MFI's customers are treated as individuals. This caters for the varying demands made by its customers:

From: a customer walking into a store wanting to purchase a small item, or order their own kitchen without any assistance from a consultant;

To: a customer who wishes to receive a home visit where they require the skills and support of one of MFI's consultants to measure, plan and arrange installation of their kitchen or bedroom.