Carphone Warehouse puts focus on service

Carphone Warehouse is introducing several improvements to its customer service in an attempt to differentiate itself from its competitors.

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The handset retailer aims to position itself as the high street destination that helps consumers get the most out of their smartphones and apps.

It has introduced the ’Walk out Working’ service concept from sister company Best Buy which puts the focus on demonstrating how technology works.

The retailer has also scrapped commission for its staff so that bonuses are based on standard of customer service, not sales.

Carphone Warehouse has come under intense competition from mobile network retail outlets and supermarkets such as Tesco in recent years.

Carphone Warehouse director of marketing communications Julian Diment says quality service is critical to business performance.

He adds: “There is intense competition from the mobile market, and service will become more critical. It’s our role to help customers get the most out of their technology.”

Carphone Warehouse has also launched the annual Appys Awards, designed to celebrate the best smartphone apps across 10 categories. It is hoped PR around the awards will help consumers identify good quality apps.

The retailer reported 2.3% growth in like-for-like sales for the 39 weeks to 1 January, driven by an increase in the sale of Android handsets and its new concept store.

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