John Lewis’ retail director Andrew Murphy has admitted that the company, renowned for its high quality customer service, has a traditional view of customer service that does not prioritise digital technologies.
“We think about customer services in a fairly old world way,” Murphy told the Forrester’s Forum for Customer Experience Professional in London.
“We try and focus on the things that must be true, that underpin great customer experience.”
While John Lewis does invest in IT and online channels, Murphy said that getting the foundations of good customer service right is where the retailer likes to try and focus. The IT then supports this - 40 percent of John Lewis’ annual capital expenditure is spent on IT, Murphy said - playing a significant role in delivering the building blocks on which John Lewis’ good customer experience is based.