Introduction
This report evaluates various aspects of customer care that the supermarket ASDA employs. I have chosen to base this report on ASDA as I have worked there for three years and have had plentiful experience is differing roles within the business. ASDA is Britain’s second largest supermarket by market share at 17.2% [1].behind Tesco, whom rests at 28.7%. Although ASDA is behind Tesco in terms of market share, it performs better in the Customer Satisfaction aspect. In 2013, ASDA had a customer satisfaction percentile of 53% whereas Tesco had a percentile of 45%. [2]
ASDA employs roughly 165,000 employees throughout Britain and Ireland and serves over 18 million customers per week [3]
As a result, customer care is a key-stone in ASDA’s core values, as its position as one of the market leaders in the retailing industry increases pressure to maintain that position. This report will be compromised of a detailed examination of the different aspects of customer care such as; their mission statement, their standards in care, role of feedback and any methods of improving care. Asda.com outlines this in more detail.
Mission Statement
A mission statement is a presentation of a company’s goals and values. Like any other business, ASDA needs a mission statement to show staff and customers what ASDA strives for, an objective to help to achieve. ASDA’s mission statement is;
‘To be Britain's best-value retailer exceeding customer needs always’
ASDA Employee Handbook (Page 8)
This is a good example of a mission statement as it is short and simple. It makes good use of the word ‘customer’ as it refers to both internal and external and it uses several ‘key’ words such as value, exceeding and always. These words help make the statement memorable for customers and it creates a lasting impression. For staff, it enables shows them what their goals should be based