1. Customer satisfaction and why it is important.

Customer satisfaction is a marketing term that measured how products or

services supplied by a company meet customers expectation. As the result
of survey by 200 senior marketing managers, 71 percent responded that
they found a customer satisfaction metric very useful in managing and
monitoring their businesses.
Customer satisfaction is very important in company because high level of
satisfaction of customer could leading customer repurchase and keep their
royalty. Besides, company can retain customer instead of acquiring new
customer all the time. Word of mouth is one way make customer knowing
about company so that customer satisfaction will reduce negative comment
and feedbacks.

2. John Lewis
2.1.

Introduction about John Lewis

John Lewis is the UKs largest department store retailer. It was established in
1864 at 132 Oxford Street, in London by John Spedan Lewis. Nowadays, John Lewis Partnership
is one of a growing number of businesses with an employee-owned structure
that means the employees known as Partners have enable to running
business and get share profit which addition to their salary each year.
Waitrose is a part of John Lewis Partnership which is a supermarket combine
with expertise and service of a specialize shop. They supply customer the
best possible food and drinking to help them to live healthier by building a
long-term relationship with their farmers and suppliers.

2.2.

John Lewis customer service

John Lewis always find a way to know and understand what customers want
and expect. They constantly finding opportunity to listen what customer
think about their products and services then if there are something wrong,
they would fix it immediately. Therefore, company could provide the best
possible choice, value and service to customers.
None of 70,000 people work at John Lewis is an employee, all of them are
called Partners or John Lewis Partnership who jointly own the business. Many Partners
have worked for many years with high skill and excellent products knowledge
because they had trained carefully for long time before working. They will
get profit share based on total profit of company so they will feel as a part of
business, constantly they will try their best to give dazzling service and
support to customers to improve customer satisfaction as their own
business. To monitor levels of customer satisfaction, they usually use formal

methods of research and feedback such as customer survey, panels, focus

groups, online feedback form and regular mystery shopping. Besides, talking
about their service, executive chairman Charlie Mayfield said: We are based
on the notion that if we treat about partners well, it will lead to good
customer service.
2.3.

John Lewiss awards.

In 2010, John Lewis Partnership was voted Britains favorite retailer for the
third year running through the survey by retail analyst. Customer were asked
where they shopped frequently and rate those store o term of range, price,
convenience, quality, service, ambience, facilities and layout. John Lewis has
been ranked first for service for nine years and Waitrose also in top ten for
many years. Waitrose also voted as favorite supermarket in and online poll
of 36,000 viewers of BBC1s Watchdo program. In UK Consumer Satisfaction
Index which pegged world class service , John Lewis come first with scored
90.0 and Waitrose come third with 87.1 out of the maximum 100 rating. 13
sectors was suggested to rate , considering factors such as professionalism ,
quality and efficiency, ease of doing business , problem solving and
timeliness.
John Lewis also has their credit card which is Partnership card use to earn
voucher when customers shop at John Lewis and Waitrose. Their card is
recognized as the top UK credit card when it comes provide service to
cardholders. Partnership Card won The Best Achievement in Customer
Services Award at The Card Awards 2009 in London and Best Credit Card
Provider in June 2008.
2.4.

Acting on customers feedback

Significantly, John Lewis is always improve their business base on customers

feedback. They listen carefully all issues and respond to all business offer
from customers. In some cases, customers thought driven company more
develop. For example, the development of Waitroses By Invitation and
Waitrose Deliver services and Quick Check a tool to quickly scan your
product without unpack at checkout. Moreover, in John Lewis, they
introduced name badges for selling Partner to make customer service more
personal. Partners and customer can know each other clearly to return for
further help if needed.
2.5.

Building accessible shops and services.

Moreover, John Lewis start to take step to develop their building to make it
easier for disabled people to access. They want to ensure all customers can
access their products. They integrate the principles of accessibility into the
design, construction and operation of their shop and service. They improve

their building and serve more service to fulfill disabled people need whether
if they need assistance due to hearing , sight or mobility or difference format
or languages. From 2004, according to the Disability Discrimination Act, both
John Lewis and Waitrose building start to improve to help disabled people to
access.
Company worked with an Accessibility consultant to figure out what is need
to improve such and entrances and exits, customer catering facilities, fitting
room and toilet. For example, in both John Lewis buildings and Waitrose
building, they start to create parking nearly entrance, installed accessible
lifts, toilets and till points and mobile fixed hearing loops. Light and signage
are changed to make them easier to get around. All the information are
designed in alternative format such as large print, Braille and audio CD.
Through internet, company serve home free delivery and purchase collection
point is helpful. There are multi-channel approach internet site that customer
can choose product without visit shops. Furthermore, Waitrose supply
wheelchairs, specialize trolleys, all equipment for disable people and Quick
Check which help them self-pay check out. Company also trained their
partner to communicate to disable customers.
2.6.

Offering Value

Never Knowingly Undersold is the commitment of John Lewis since 1925 until
now. Their aim to provide the best value on high street by offer high quality
product, responsible sources with high standard. They work with all supplier
to ensure they pay attention to well-being of employees, the communities
and environment of them. This include using sustainable materials and
methods wherever possible and trading ethically at all the times. They also
have program of benchmarking products against the competitor. There will
be a checking team which used to checking and matching the price of their
competitor. If there is competitor have a better price with same individual
product than John Lewis, they will lower their price to lead their price are
most competitive on high street even during sale. Partners always offer
impartial advice and excellent support even after purchase. They commit to
bring these value messages to their customer by strengthened their Never
Knowingly Undersold promotion.
About the Price Commitment of Waitrose, this is the promise to give
customer quality food with excellent value. There are thousands of everyday
items Waitrose need to buy as bread, toothpaste, milk They need to price
check with others supermarket to ensure that they give customer a good
price. The commitment is keeping price for customers as low as possible but
not at any cost. To reinforce this commitment, the new Essentia Waitorse
was launches in 2009 which provide easily recognizable brand of product

with same quality standard and responsible sourcing as customers expect

from Waitrose.

3. Vietjet Air Bad customer service.

3.1.

Vietjet air and description of the case.

By contrast with example of brilliant customer service, Vietjet Air is a

company has bad customer service that many customer had complained
about. Vietjet air is cheap airline with many promotion tickets.
When Vietjet air has launched in 2013, they have use many model wore
bikini to give customer awareness about their company. We could not deny
that this campaign attract many people and become a hot topic on social
media at that time. Huge comment of topic had increased dramatically at an
album launched. However, only 54% comment about Vietjet Air branding, the
rest is comment about models, colors of bikini or design which used in
photos. Although create attention from customer, the company received
many negative reviews. Many people said that it is ridiculous to hiring bikini
model for promotion campaign and giving customer disgusting and cheap
image about company. They neither increase their reputation nor impress
customers from beginning.
Cheap airline means their ticket will be cheap than premium airline as
Vietnam Airline. They always give many promotion to customer if customers
want to book ticket a few months before departed day. However, Vietjet Air
often delay 1-3 hours after check-in time. It makes customer feel
uncomfortable and inconvenience. In some cases, customers planning have
to change and they do not know when they could depart. Some flight have
been move to other time but company did not notify to customer until
customer come to check-in. If a flight sooner, some customer have to buy a
new ticket which is irrational to them. There is a case that the flight of Vietjet
air delay 2 days after a day had booked. Customer had try to contact with
hotline of company but they said the day after did not have enough ticket so
they have to move 2 days after. Therefore, customer have to buy a new
ticket of other airline or wait 2 days which is unacceptable to customer.
3.2.

The cause and recommend for improvement

The cause of problems belong to the management of company. They always

did not give customer a reasonable answer to customer. They also do not
have resolution for their mistake and only respond customer by saying sorry.
Managers of company should directly deal with customer when they have a
problems. All supervisor and managers have to listen customers feedback to
realize their mistake to fix it. Some comment about the managers of Vietjet
air that Vietjet air managers are unprofessional and unfriendly with
customer. This is the worst thing about the company that should be improve

as soon as they can. Company should training manager and crew on airplane
carefully before they start to work. When customer have problems, staffs
should explain clearly to customer to avoid misunderstanding about the
case. They should be enthusiastic to help each customer to make customer
feel comfortable if the flight have been delay or cancel.
Sometime, premiums airlines also had been delay but they solve the problem
is quite good. Thus, people who do not care about the price said that they
will never use cheap airline service because of bad service of staffs while a
flight have been delay. Otherwise, some people choose cheap airline as
Vietjet Air because they can book cheap ticket and spending short time to
move to other country than using bus, car or train. When people use cheap
airline services, they determine that they have more free time and would be
acceptable if the flight have any problems. Vietjet Air has to know their
strength to more attractive people then solve their mistake through
customer feedback. If they could use modern plane and developing services
while still keeping cheap ticket, they might attract more customers and get
their loyalty. Moreover, company should keep their promise as they said on
their commit or their promotion to increase customer satisfaction.

4. Conclusion
In conclusion, customer satisfaction is an important key of success in any
company. A business should know what customer wants and expect to
improve their company in right way. If a firm did not get customer
satisfaction, it is a failure business. John Lewis is one of most well know
company about perfection customer service that others company should
learn from.
5. Refferences ( ten tac gia , ngay viet , ten bai viet , web viet , link ,
ngay access)
Ross Beard, 20 January 2014,Why-customer-satisfaction-is-important,
Clienthearbeat. Available from: http://blog.clientheartbeat.com/whycustomer-satisfaction-is-important/[ Accessed on 25 October 2015 ]
Five Lessons In Customer Service From John Lewis (2015), Smarta
[Online]. Available from: http://www.smarta.com/advice/sales-andmarketing/sales/five-lessons-in-customer-service-from-john-lewis/
[Accessed on 25 October 2015]
Our company, Waitrose [ Online ]. Available from:
http://www.waitrose.com/home/about_waitrose/our_company.html[ Acc
essed on 25 October 2015]
Peter Nguyen,21 October 2014, Dieu gi thuc su khien khach hang bay
va khong hang khong gia re,Buzzmetrics. Available from:

http://buzzmetrics.vn/dieu-gi-thuc-su-khien-khach-hang-bay-va-khongbay-hang-khong-gia-re/[ Accessed on 25 October 2015 ]

Bizlive, 21 June 2014, chuyen bay tai tieng cua vietjet air, Baomoi.
Available from: http://www.baomoi.com/Chuyen-bay-tai-tieng-cuaVietJet-Air/c/13121188.epi [ Access on 25 October 2015]