The importance of positive customer service to Ansells Available to Purchase

Describes a consumer research programme, set up by Ansells Retail Ltd, the operator of over 540 “managed” public houses in the UK. The research involves “mystery customers” visiting each pub and a nominated competitor six times a year, each time completing a detailed questionnaire. The questionnaire covers over 100 separate standards for every pub, each capable of being answered with an objective “yes” or “no” response. Findings are communicated to all staff through the company magazine and annual conference. Substantial rewards are presented to over 30 pubs for each of the six cycle assessments. From the research assesses what customers regard as the most important requirements in the pub. Calls for motivated staff who thrive in the culture of understanding what the customer wants and how it is delivered.