Marks & Spencer has produced a clear vision of its brand after a 12-month review of the group in association with Interbrand Newell and Sorrell. Sadly it would appear that the company does not exactly practice what it intends to preach.
Part of the revamp includes better customer service, and focusing on individual consumer needs. But what chance have sales staff on the shop floors got of achieving this if senior staff and M&S cannot?
At last week’s press briefing at the retailer’s central London headquarters, senior M&S representatives freely interrupted conversations to greet cronies walking past, while on leaving the building, one security guard nonchalantly watched as people were unable to get through the barriers, before inanely asking whether they actually wanted to get out.
If these are the customers service levels expected by shop staff, M&S will inevitably fail to turn the tide.