Developing competitive advantage through customer service

Presented by

Ana María Naranjo

Mónica Andrea Sánchez Rojas

Morrisons case studyWas founded over 100 years ago as a stall in Bradford market

Differentiating the business

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• Characteristics that stands out against other competitors

Achieving competitive advantage• Specialized employess

• In 2010 it employed more than 131,000 people

• Opportunities for learning and growth

Four components of customer service

1. Information

2. Specialist attention

3. After sales service

4. Convenience

Measuring customer service

• Quantitative• Qualitative

• HOT fhilosophy

The benefits of customer service

Developing colleagues to satisfy customers

Supporting business

objectives

A good customer service feeds directly into

strategies