An analysis on customer care strategy of sainsbury

1. 0 Company Introduction Sainsbury’s was founded in London in 1869 as one of the nations’ oldest retailers. It also provides a unique illustration of transformation that has occurred in retailing and in shopping and eating habits since the mid-19th century.

It grew to become the largest grocery retailer in 1922, pioneered self-service retailing in the UK, and had its heyday during the 1980s. Now it is the third largest chain of supermarket in the United Kingdom with a share if the UK supermarket sector of 16. 3%.

Sainsbury should reach the total community. Every citizens living around the stores can be Sainsbury’s customers, as well as another companies can be the customer group of Sainsbury. 2. Sainsbury should know the needs of customers Customers need to be understood.

Sainsbury comes up with the strategy that it commits to provide quality food with fair prices, which makes consumers delight. Customers need to feel welcome. Sainsbury’s staff serves every customer with a smiling face. Customers need to feel important.

Sainsbury broadens its service range outside of the supermarkets and Sainsbury carries on deliver service.

Sainsbury not only offers the regular stores for its customers, but also provides smaller supermarkets in urban locations as well as shopping online services. 6. Sainsbury should get stakeholders and senior managers’ support Sainsbury establishes a committee to get cooperation and support from the stakeholders and senior managers. They give financial support to promote Sainsbury’s operational environment as well as intelligence support to improve Sainsbury’s operational situations. Both of their supports are necessary to the development of Sainsbury.

Sainsbury trains its employees to develop skills for successful interpersonal communication to introduce goods to customers. Sainsbury uses handbooks to advertise and inform customers’ about special events. Sainsbury puts clear signs to inform customers about the classification of all goods. 4. 0 Sainsbury’s standards in details 1.

Employees Sainsbury’s employees should be passionate about working in a customer-facing environment *Sainsbury’s training divided into 4 steps:? basic introduction to Sainsbury’s ? introduce to employees their role and all the basics they need to know to work productively and safely ? develop employees to grow in their role and deliver to the required performance standards ? advanced training covers how to manage and supervise in its employees’ role *Employees are eligible for a colleague discount card when they completed 6 months service *All colleagues with one year’s continuous service can take up to 13 weeks’ unpaid leave for each child nder 5. They are also special provisions allowing time off for parents with disabled children up to 18. *Colleagues are able to exchange a portion of their salary for childcare vouchers which are non-taxable and exempt from National Insurance contributions and therefore represent a saving for colleagues who receive them as part of their total reward package. *The life assurance at the rate of four times staff’s annual basic salary in the event of death in service. *Sainsbury offers eligible colleagues the opportunity to apply for a career break for up to one year.

*Sainsbury maintains longstanding partnership with Comic Relief, which is a local charity organization, to donate clothes and medicines and necessaries to rural areas. Sainsbury provides its customers options about charities to do good things on kids or social while they are shopping. 5. Environment *Sainsbury commits to reduce our impact on the environment. *Sainsbury sources products from all over the world, which means they have an important part to play, both in the evolving environmental debate, and in doing what they can do to reduce their carbon and wider environmental footprint.

*Sainsbury was praised for having “ excellent sustainable farming and fish policies” and the “ high proportion of sustainable products available” in a survey. Sainsbury searches the latest ideas in engineering and building design, which could dramatically help them reduce their carbon footprint. *Sainsbury develops “ carbon positive” stores or provide heat and recycled water to customers’ homes. *Sainsbury commits to reduce energy, packaging, food waste and wasting. 5.

CUS2: The information of customers can be used in the condition that is allowed by customers. CUS3: Organisations have the procedure to settle complaints in especially time. CUS4: The recommendations of the customers are fully considered. *Organisations ensure the safety of the products in the reasonable range: CUS5: The products or service have a clear illustration about the information like use, composition, and conservancy.

CUS6: Organisations have the responsibility to protect the weak group. 3. Suppliers and subcontractors: The simple data and information about the supplier and subcontractor can be easily found in the website. SUP1: clear and crystal standards to select suppliers. SUP2: The information can only be used in the condition that are allowed by suppliers and subcontractors.

ENV3: Have the procedure to ensure that its employees and suppliers are encouraged to the exercises of protecting the environment. ENV4: Encourage the use and abandon of the environmental friendly of the products. 6. 0 Methods Used by Qualitative Research and Quantitative Research to Gather and Analyse Information from Customers with Respect to Their Impressions of Sainsbury’s Customer Care 1. Qualitative Research Qualitative Research seeks out the “ why” of its topic through the analysis of unstructured information and it does not rely on statistics or numbers.

Qualitative research is used to gain insight into people’s attitudes, behaviors, value systems, concerns, motivations, aspiration culture or lifestyles. It is used to inform business decisions, policy formation, communication and research. Focus groups, in-depth interviews, content analysis and semiotics are among the many formal approaches that are used, but qualitative research also involves the analysis of any unstructured material. Sainsbury chooses interview as the way to carry on qualitative research.

Sainsbury chooses questionnaire as the method to give a quantitative research. Questionnaire is quantitative preferred and freedom of respondent. The questions have to be relatively simple and there is no interviewer bias.

The questions usually are literacy problems and there is no control over who completes it. The questionnaires are presented in the appendix B. These questionnaires are handed out to 1, 000 people. Sainsbury makes a conclusion through research by questionnaires.

Before Sainsbury carry on another new customer care strategy, it makes a survey among its customers and makes a conclusion.

After carrying on for a period of time, Sainsbury does a equal number survey among customers and makes a conclusion through comparing and analyzing the data: Sainsbury increases its opening hour and it makes customers life more convenient; Sainsbury promotes its employees moral and passion in serving customers. However, Sainsbury should update its goods in a high frequency and strengthen the arrangement after customers’ selecting goods.

sainsburys. co. uk/sol/index. jsp http://zhidao. baidu.

com/question/13903776. html http://zh. wikipedia. org/ 10. 0 Appendix Appendix A 1.

so-so C. small 4. What do you think about the prices of goods in Sainsbury? A. cheap B. middle level C. expensive 5.

What aspect do you focus on when shopping? A. rice B. quality C. brand 6. What do you usually buy in Sainsbury? A.

A. yes B. no C.

unsure 12. What big supermarket do you usually consume? A. Wal-mart B. Tesco C. Sainsbury D. else 13.