MERCHANT FOCUS: GRAHAM PLUMBING SUPPLIES


GRAHAM INVEST IN THE FUTURE OF PLUMBING SUPPLIES


Plumbing and heating merchants Graham are reshaping their business model to bring the whole company up to date with modern retail expectations. Elizabeth Jordan went to investigate.


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odern customers require a modern way of merchanting, but that doesn’t mean a one-size-fits- all approach.


“We are investing heavily in smart products including customer based programmes to make our service better suited to serving individuals rather than trying to please everyone with a blanket approach.” says Ian Kenny, marketing director of plumbers merchant Graham.


Their recent research has led to a number of key figures for the company. The ‘Graham Customer Score’ is based on their net promoter score and comes from asking 15 thousand customers for feedback each year. This then gives targets to achieve using the feedback and an idea of where to focus improvements from their customers’ perspectives of the company. “We’ve had 1186 members of staff individually praised in customer feedback for positive reasons, without even asking for


www.buildersmerchantsjournal.net November 2018


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