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| Secrets
to keeping the cash register ringing |
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| The
4th QSC visited Cold Storage
and gained many tips on service
quality. |
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To
the Dairy Farm Group, every customer is a $2.6-million
gold mine. This is why: Assume a customer spends
about $50 per trip to the supermarket. He shops
there twice a week for 50 years (he starts shopping
there from as young as 10 years and continues
till he is 60). He conveys his positive shopping
experience to about 10 family members and friends.
That multiplies to approximately $2.6 million
in revenue for the supermarket.
Proven business strategy
The Dairy Farm Group shared that delighting customers is central
to its business strategy to improve customer counts, sales and profitability.
This in turn improves team morale and gives the Group an edge over
its competitors.
This philosophy percolates throughout Dairy Farm’s 360 retail
outlets and 5,000 employees in Singapore. Besides Cold Storage and
Giant, Dairy Farm also owns Guardian Pharmacy, Jasons, 7-Eleven and
Photo Finish.
Meeting customers’ needs
The trends and lifestyles of Singaporeans are constantly changing.
Dairy Farm thus has to continuously adapt to the changing profile
of its customers.
For example, a customer with a South American accent regularly called
up Cold Storage asking for a particular Campbell brand of black beans.
Learning & Development Manager Rajes recognised that black beans
are part of the mainstream Hispanic diet and the request was possibly
from an expatriate. Even though Cold Storage does not normally carry
the product, Rajes went out of her way to locate a supplier who could
import it. She told the customer that Cold Storage was willing to
import other products associated with Hispanic cuisine and she would
inform him whenever they arrive. Such is an example of a staff who
proactively seeks to please the customer.
Winning confidence
Dairy Farm’s Guarantee Scheme helps to win customers’ confidence.
For example, if the price of an item is captured wrongly (due to
a glitch in the bar-coding system) or if an item is scanned twice
(due to human error), the customer will be given the item free of
charge. Customers can get a full refund or replacement for purchased
items that are not fresh. If customers find expired items on the
shelves, they can bring the items to the Duty Manager and get a $5
voucher.
The Scheme also extends to the items on promotion at Cold Storage
on Fridays. If an item a customer wants to buy has already been sold
out by the time he/she reaches the supermarket after work, Cold Storage
will allow him/her to buy the same item at the promotional price
when it is next available. |
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By
QSC Secretariat
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“In
this highly competitive world, we all
need to remember that there is always
someone willing to delight your customer
if you don’t.”
Cold
Storage CEO Silvestro Morabito
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