Morrisons case study v2

1. DEVELOPING COMPETITIVE
ADVANTAGE THROUGH
CUSTOMER SERVICE
This case study shows how Morrisons Superstores uses
customer service to differentiate itself from its competitors,
motivate its colleagues and help the business to grow.

2. Morrisons is UK’s fourth largest food retailer,
this company grew steadily from market stall to
a superstore. This business family with over
450 stores was founded by Sir Ken Morrison
over one century.

3. Differentiating the business
 What makes the
difference?
Morrisons holds great
control of its supply chain
known as the field to fork’
approach, this create a
competitive advantage.

4. Morrisons employees
Morrisons employs more
especialists than any of the
other UK’s superstores,
innovativing business focus is
reflected in its approach to
recruitment. They offer career
opportunities in a variety of
areas such as logistic,
manufacturing, finance.

5. Customer Service
Objetive:
 Personalised service from a trained professional.
Keeping customers happy and loyal to the business

6. Customer service
 Morrisons has invested heavily in training and
developing colleagues to generate its high quality
customer service, it can often be much more cost-
effective to retain customers than to attract new
ones.

7. Elements of customer service
 Information.

8. After sales service

9. Specialists attention

10. Convenience

11. Measuring customer service
 ‘Morrisons miles’ card
rewards regular petrol
station users who
collect points from fuel
purchases with
shopping vouchers to
spend in-store.

12. The H.O.T philosophy
 It’s applied by all
colleagues at all stores
to deliver higher
quality and industry-
leading customer
service.

13. Morrisons’ philosophy of ‘learn
while you earn’
 Morrisons offers
extensive training and
development
opportunities and
recently won the title of
‘Employer of the Year’
at the Oracle Retail
Week Awards for its
dedication to colleague
skills development and
training.

14. Morrisons academy
 The Morrisons’ Academy
provides support and
training for colleagues of
all levels from school
leavers to senior roles.
 Partnership between
Morrisons and several
academic institutions
including the Bradford
School of Management
and the Bradford
Business School.
 70% of Morrisons’
managers have been
trained by the
organisation rather than
being recruited
externally.

15. Morrison focuses in 3 areas

16. Benefits of customer service
 Satisfy customers by developing employees
 Loyal customers are those that value excellent customer service and
fresh and quality products
 Only trained (and motivated) employees can guarantee a high level of
customer service achievement
 A customer feedback culture to be implemented to assure employee
motivational and encouraging processes

17. Conclusion
 Competitive advantage through ‘field to fork’ approach allowing to
control its own supply chain
 Employee training through customer service initiatives
 Employees become experts who can offer customers the best possible
level of service.
 Colleagues have to be motivated and to be proud of who they work for,
supported by management that understands and values its people.
 Create a “We are one family” atmosphere, upholding family values and
traditions of a family-focused business.
‘It feels different for our customers because it feels different for our people’.