John Lewis Partnership Annual Report and Accounts 2015

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John Lewis Partnership plc Annual Report and Accounts 2015 2 3

PRINCIPLE 5 CUSTOMERS

GENERATING LOYALTY THROUGH CHOICE, VALUE AND SERVICE

Principle 5 of our Constitution outlines our approach to understanding and meeting our customers’ needs “The Partnership aims to deal honestly with its customers and secure their loyalty and trust by providing outstanding choice, value and service.”

GREAT SERVICE IS DELIVERING A PERSONALISED EXPERIENCE TO EACH AND EVERY CUSTOMER. I COACH PARTNERS ON HOW TO MAKE CONVERSATIONS RELEVANT TO EACH

AND EVERY CUSTOMER. Giles Britton Selling Coach, John Lewis

Our principle in action

In 2014/15, as in previous years, we were honoured to receive several awards for customer service, including receiving the highest score of any UK business in the Institute of Customer Service’s Customer Satisfaction Index.

Understanding customers’ changing needs is essential to satisfying customers in today’s omnichannel world. Customers expect retailers to make it easy for them to shop how and when they want, and make collecting their purchases as convenient as possible. We also understand that customers want value for money with no compromise on quality and innovation, so we continue to invest in developing products of excellent quality, and selling them at competitive prices.

Outstanding service

To ensure our Partners are equipped to meet changing customer needs, we have put dedicated training programmes in place. For example, our new training programme is developing Partners’ specialist knowledge of the products they sell, so that customers have the information they need to make informed purchases. After our new initiative was introduced, our Cambridge and Norwich branches saw their NPS (Net Promoter Scores) – that is the number of customers that would recommend us – increase by nearly 20%.

Never Knowingly Undersold

At the heart of our approach is the John Lewis Never Knowingly Undersold promise on quality, value and service. Part of our business since 1925, Never Knowingly Undersold means that customers can trust that we will always stock the best quality products, and that we will set competitive prices.

In 2014/15, we invested 7.6% more in Never Knowingly Undersold, compared with the previous year. We had 1.4 million members of my John Lewis shopping more regularly than they would have done before.

We have a dedicated team who monitor competitor prices and promotions across the country, and Partners get a bonus for every ‘under-sale’ they report where we subsequently lower our price.

Principle 5 in action is helping us to develop enduring customer relationships.

11M

Giles Britton’s role involves helping Partners achieve the standard of service that our 11 million customers have come to expect from us. He helps Partners to develop their skills on everything from product knowledge, to building their confidence when interacting with customers.

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