Carphone Warehouse 2016 Annual Report Download - page 19

Dixons Carphone plc Annual Report and Accounts 2015/16
Strategic Report
Our resources
17
• Customers
• People
• Suppliers
• Distribution and logistics
• Store portfolio
• Intellectual property
• Energy
• Cash and capital
Customers
We are driven to provide unparalleled expertise and services to
help customers and businesses navigate the new digital era
and one of our key values is: We put the customer first, always.
To deliver on this value and to ensure we continue to respond
to customers’ needs, we must listen and respond effectively
to them. We have comprehensive customer research
programmes spanning a variety of tools including exit surveys,
mystery shoppers and focus groups as well as effective data
gathering through, for example, our ‘Happy or Not’ tools
launched in our Elkjøp business and now introduced to
CurrysPCWorld. Within our Carphone Warehouse stores, Net
Promoter Scores (NPS) are integral to our internal reward
system. We are pleased that customer satisfaction scores
across the business are at record levels.
Through this research, managed internally and reviewed daily,
weekly and monthly, we have developed a clear and detailed
understanding of what we are doing well and more importantly
of where we can target further improvements. Customers tell
us that they need us to deliver a strong combination of ‘Value,
Choice and Service’ across all our shopping channels and it is
increasingly clear from their feedback that they recognise that
we are doing this. We will continue to deliver easier, more
exciting places to shop for customers whether in store, online
or a multi-channel combination of both.
Listening to customers extends to how we approach the sales
process in store. Our unique training programmes combined
with our customer journeys are designed to ensure customers
leave our stores with a complete solution that is right for them.
Doing this is a key part of our ongoing strategy and delivery of
a sustainable business model, as well as enabling us to
differentiate our offer from competitors.
By maintaining our absolute focus on the customer and
delivering what they want in a retail environment that is
constantly evolving, we will continue to attract new
customers and retain existing ones.
People
Dixons Carphone is an organisation spanning Europe, with
over 42,000 colleagues in more than 2,200 stores, offices, call
centres and distribution centres and one of our key priorities
has been to build one culture, one vision and one future.
Our core values support this:
• We put the customer first, always
• We stand together as one
• We act bravely, challenge convention and do the right thing
• We know everyone can make a difference
• We believe anything is possible
These values support a ‘culture of discovery’ and face head-on
the changing environment in which we operate. Our values
support us in cultivating a high performance environment
where each employee performs to the best of their ability,
working together to achieve to their fullest potential. Our
people are key to our success and it is essential that
colleagues are innovative and creative, customer-focused
and great at building relationships.
We are focused on improving every possible aspect of the
shopping journey. We want our colleagues to become famous
for service and we want to retain customers for life by having
exciting new stores, with the best range at great prices and
providing excellent after-sales support and service. We are
making excellent progress; however, we can continue to
make improvements to delight customers and to outpace
the competition.
For further details on employee related matters please see
our Corporate Responsibility Report on pages 30 to 33.
Suppliers
As market leader with an excellent reputation in the consumer
electronics markets we have exceptional relationships with
suppliers.
In a complex multi-channel environment, suppliers trust us
with their new product releases and stock allocations, as they
appreciate the superior service and advice offered by our
stores and indeed our websites, as well as the exciting
environments offered by our transformed stores in which
customers can experience their brands and products.
We work closely with suppliers of all sizes to help them deliver
the right product for customers, through the forecasting and
planning stages to ensure we deliver the right levels of stock
for customers at the right time. Both the mobile and electrical
retail markets are characterised by a number of large global
manufacturers, who account for a large proportion of our sales.
However, we also source products from a large number of
smaller suppliers. We seek to maintain strong relationships
with all of these suppliers, not just to source the right product
for customers, but also to ensure the Group can purchase
the appropriate level of stock on favourable terms. While we
utilise the Group’s scale and buying power through an
international buying team, we also maintain strong
relationships at a local level.
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