Customers
Customer Profile
Customers of Lewis and Best Home and Electric are middle class consumers in the LSM 4 to 7 categories. They are generally family oriented and from black communities, with 58% of customers being female. We ensure that our customers are serviced by staff from their own communities, with stores located close to where Lewis customers work, shop, live and commute.
We are committed to providing customers with quality products and excellent service, and our high levels of repeat sales are an indication of service satisfaction and customer loyalty, with the group achieving consistently high scores in client service performance evaluations.
A range of research tools are used to monitor customer service levels, including mystery shopping, telephonic assessments and courtesy surveys among new customers.
Independent mystery shoppers visit all stores across the three retail businesses on a regular basis. These ‘shoppers’ assess the professionalism of sales staff, the store image, sales skills and product knowledge of store staff, merchandise presentation and pricing, and gain an overall impression of the customers’ visit to a store.
A random sample of new customers is surveyed each month to evaluate their purchasing experience, with ongoing surveys being undertaken over the account life cycle.
A Service Excellence Club motivates and rewards staff for their outstanding customer service. Staff are nominated based on feedback from customers, reports from mystery shopping research or by senior management. Club members qualify for attractive incentives.