If you have a social media account anywhere, you’ll no doubt have seen the great story that a mother posted on Facebook about her trip to Morrisons in Basingstoke.
It’s not easy taking children shopping – most of them don’t want to be there and if they do they invariably don’t want to be in the same aisle as the one you’re heading for. Children or not, often when you reach the checkout at some supermarkets it can feel as though you are being rushed out, with no personal interaction, and as though the employee has been told to concentrate time to process the purchase over customer happiness.
In terms of customer centricity, big four grocer Morrisons have hit the mark with this experience. In terms of PR, well, this is the story that dreams are made of. Lin Lisle-Fenwick – the employee who made the mum’s day, has now even released a video of tips for shopping with kids.
But this experience would never have happened if Lin hadn’t felt enabled and empowered to make that decision and take the time to make the children’s visit to Morrisons fun. The employee culture had to be there to begin with.
The retail industry is going through an enormous amount of change – and that’s nothing new. Remaining competitive in a market which is responding to and creating different ways for people to shop is not easy. It seems that a big part of Morrisons fight to re-establish their position in the marketplace is their people.
As chairman Andrew Higginson says in the Morrisons annual report: “By listening hard to customers and responding quickly wherever possible, the team are rebuilding Morrisons around its key strengths – good quality fresh food, great value for money, good customer service and authentically British.”
March this year saw the arrival of David Potts as CEO at Morrisons, and he has moved the company focus towards listening and responding to customers, colleagues, suppliers and shareholders.
After seeing the experience of just one Morrisons’ employee, we enjoyed finding out more about how Morrisons are using the power of listening to their employees to establish a renewed sense of purpose at our June conference…