While not necessarily the best at store communications, mobile phone retailers certainly have a lot of communicating to do! There is lots more communicating required with complex phone features and tariffs than there is with loaves of bread so I was really interested to read about Carphone Warehouse’s approach. Carphone is also currently changing its customer approach to be much more service oriented and less overtly sales led to fall in line with the Best Buy philosophy, and of course to improve customer service – even more communicating required.
So, in summary, here’s how they do it. General communication goes through a company intranet CPWtouch, a new platform for operating procedures called How2 is launching and there is already a task management system call Customer First Companion. There is also a weekly update on the company called Chalk Talk. These systems are used in combination for maximum effect. Carphone Warehouse is also using external help to measure service scores for each store.
Of course the Carphone Warehouse is a large retailer selling an exceptionally complex product so they need sophisticated and comprehensive communication systems. It is all about horses for courses. You need the level which is right for your business.
