Learn from your customers

Linking customer experience with profitability (MW 3 November) demands “bigger picture” thinking because when you talk to customers about what really matters to them you tend to get responses surrounding price and offers.

However, this research can highlight true opportunities. One of the nuggets uncovered by our customer insight programme was that we should extend the cut-off time for next day delivery orders.

Investments such as this have proved to be truly profitable as opposed to “nice to haves”. Prioritising customers’ needs backed by a determination to ensure we deliver on them has helped us achieve six years of consecutive growth in a tough sector.

Stuart Wilson
Head of marketing, Ironmongery Direct

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