Carrefour's Customer Service Approaches

Much of today's focus on service excellence is on customer service training. Equally important is the ned for innovative ideas that look beyond service training to improve customers' shopping experience. Carrefour's service initiatives demonstrate their active pursuit of innovative solutions to enhance their service.

One of the hypermarket's initiates is the retail industry's first "Queue Busters" that consist of mobile teams that scan and pack customers' purchases to speed up the payment process. Using wireless technology, the new system saves up to 25% of customers' time spent in queues.

Another first in the industry is Carrefour's new electronic shelf label system (ESL). With constant new promotions in the grocery section, the system ensures consistent prices reflected on the shelves and at the cashier, and minimizes human errors during price updates. Also, staff who were previously handling the labelling manually can now spend more time at the sales floor, attending to customers.

Carrefour has even introduced a complimentary internet service at its customer service counter to cater to male customers who tend to wait outside the store while their spouses shop. Other thoughtful touches include a wash basin placed beside the fresh fish section, so that customers can easily wash their hands after hand-picking fish and meat; and handphone charging services for those on the move.

The hypermarket's innovative approach to service does not stop with its customers. A point-based incentive programme "Pat on the Back" is used to develop service champions and reward staff who have demonstrated great service. The points can be accumulated and exchanged for couple or family rewards.

Carrefour's incentive programmes and monthly competitions for the staff boast attractive rewards - luxury hotel and yacht club stays, restaurant vouchers and limousine service to motivate and develop service champions among the staff. 

Incentives for good service quality need not always be monetary. Carrefour's 'Pat On The Back' programme awards Certificates of Appreciation to those who exhibit good customer service. They are promoted as role models in the organization. These intangibles are equally gratifying to the service staff. It was believed that when they feel they are sincerely being appreciated, it drives them to be more passionate about their work and in turn more able to deliver good service truly from their hearts. 

To ensure that these initiatives add up, Carrefour's bi-annual customer surveys -Service Radar - measure their performance on key service indicators in comparison with their competitors. Areas of strengths and weaknesses in service reflected in the survey are immediately identified and worked upon. 

A multi-agency working committee led by SPRING Singapore and NTUC, with representatives from Singapore Workforce Development Agency (WDA), Singapore National Employers Federation (SNEF) and the unions (SMMWU, SISEU and FDAWU1), spearheads the CCI. Singapore Tourism Board and Singapore Retailers Association also support the initiative. The CCI is part of the Go-the-Extra-Mile for Service (GEMS) movement to transform Singapore's service quality in the retail sector.