Expert customer care
- Trusted brand
- Expert people
- Differentiated, specialist offer
Notes
When I joined Boots one of the things I was heartened to discover was the depth of experience among our people. This was reflected in the trust which our customers have in Boots - both our brand and our people. The problem was that the organisation was not good at highlighting that expertise and not good at celebrating it.
That is why, when people ask me what I am most proud about 18 months into the job, it is "putting the chemists back into Boots".
Our unifying idea is expertise - whether that is embedded in the product or is visible as the service in stores. We have started to recognise that expertise and celebrate it. What the consumer takes out is this message: "I can trust Boots, they know what they are doing. These people are experts.
We have a great head start because of our strong record in recruitment. 30 per cent of Britain's pharmacy graduates join Boots because of the quality of the clinical training they get with us.
People are always talking about the threat to Boots from the supermarkets. But they do not enjoy the trust that we enjoy. They cannot replicate our expertise.
THERE IS SPACE FOR A SPECIALIST HEALTH AND BEAUTY RETAILER WHICH DIFFERENTIATES ITSELF THROUGH ITS EXPERT CUSTOMER CARE. THAT IS BOOTS AND WILL CONTINUE TO BE BOOTS.
LINK: In summary
