Page 33 Improving the customer experience


Take it as Red
John Lewis has become the first retailer to promote Red Tractor-assured food in its customer restaurants. All fresh pork, lamb, beef, chicken and turkey supplied to the restaurants will now carry the Assured Food Standards' Retractor mark, which signifies it has been produced on UK farms that have been regularly inspected to ensure that they meet the standards of the Retractor scheme.


"This accreditation shows our commitment to the UK farming industry. Retractor continues to boost the reputation of UK-produced food and it's great that we can now support them and take their messages to our consumers."
Marco Zacharia Strategic Development Manager for Catering, John Lewis


Our restaurants are addressing ethical standards in other food areas such as using fish from sustainable sources, serving Fairtrade coffee and One water, which raises money to build water pumps in Africa, and making improvements in waste reduction and recycling to support company targets.

(Picture of a hamburger with the 'Assured Food Standards' 'Red Tractor' logo)

Never Knowingly Undersold
Customers know they can trust John Lewis because shopping at our stores means they will get the lowest price in that shop's competitive area. This is enshrined in our Never Knowingly Undersold (NKU) policy, which remains, as it always has been, the bedrock of our trading philosophy. We constantly check the prices of more than 60 of our national competitors, as well as those of local competitors, so that when we find a price that is lower in our competitive area, we reduce that price for all customers.


Customer feedback
To consistently offer our customers a great shopping experience, we need to find opportunities to listen to them, be open to feedback, and act quickly on what they tell us, particularly if we've got something wrong.

We use formal methods of research and feedback, such as customer surveys, panels, focus groups and online feedback forms (see 'An engaging Partnership' on page 6).These help us to monitor levels of customer satisfaction, and give us a good snapshot of customer opinion to respond to. We also use our mystery shopping and calling programme to regularly measure our performance. Appreciations are managed at a shop level and provide a great way to celebrate success at a local level, but we are also focusing on reporting and sharing the details of any customer complaints we receive, so that we can learn from such feedback.


Further information
> www.ukces.org.uk
UKCES

> www.redtractor.org.uk
Retractor

> www.verdict.co.uk
Verdict Research