IER-JAN2010-PG14-15.3:Layout 1 22/12/2009 12:31 Page 15
Special Report: BSH Customer Service
the problem – then they go for the staff working in the satisfied with the repair
through the booking spare centre. It reinforced the service, 95% of them will buy
parts module and finally they importance of what we do the brand again. In addition to
can gain product advice skills. here in Kettering and made us following up every complaint
This greatly contributes to our think about how we go about in order to determine what
high staff retention levels,” retaining the award, “says went wrong, we also
continues Colin. Steve Clarke. Then he adds: encourage the customers to
“The aim of the centre is to “To win this award three years send us positive feedback.
reinforce the reputation of after setting up this new We circulate it in the centre
BSH brands by supporting system has made us all very with congratulations to the
them with first class service. proud.” people responsible for such
People working for us are very The company benchmarks exceptional service.”
motivated and focused on every aspect of the centre’s Steve believes that the BSH
improving customer service. operations, such as the commitment to customer
The aim – one call and one average length of an service benefits its
visit – makes sense for both engineer’s visit. BSH has also independent dealers. “We
parties – for us and for the invested in advanced call want the retailers to feel
customer who takes time for monitoring software which confident about selling our
the engineer’s visit and wants records all calls for training products to the customer.
the problem to be efficiently and quality control purposes. Recommending the products
dealt with. People at the Moreover, “all customers who which are reliable and backed
centre are aware that they contact us are treated exactly up by excellent service, the
have a very important part to the same; whether they are retailers reinforce their
play in this process.” D&G customers, under or out relationship with their
The company also operates of the guarantee,“ stresses customers.”
complaints. They are a bonus scheme for people Steve. Finally, I ask Steve what’s
predominantly female and on who exceed the expectations “BSH also carries its own unique about BSH’s approach
average 30-45 years old. of their roles. survey of over 25,000 to customer care. “It is the
However, the centre also customers per year (with the passion of our staff and the
employs a group of Customer The result return rate of 8,000 commitment to service quality
Care NVQ students who are ‘Winning the D&G Award was responses) to improve further of the BSH Group
on a fixed nine-month widely communicated the company’s performance management. Customer
contract gaining customer throughout the company and and processes. It showed that service is the cornerstone of
care experience with the created a huge morale boost if the consumer is totally the entire company.” ■
company.
“Because we started from
scratch in Kettering we had an
opportunity to look at the
roles in the centre and
incorporate into them various
elements which would make
the jobs attractive. Then we
were able to recruit the right
people for these posts. Our
employees understand that
they represent the BSH
brands and generate income
for the business,” explains
Colin.
The call centre staff have an
opportunity to develop their
skills and expand their roles.
They move through three
levels of competency which
gives them job progression
opportunities. “Service
advisors are first trained at
entrance skills – booking an
engineer visit and diagnosing
January 2010 TheIndependentElectricalRetailer 15
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