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From
a customer perspective, they offer far more today
than in the early years of the business. Simple,
impartial advice remains the mainstay of their
retail proposition – some take the view that the
point-of-sale connection fee is more of a payment
for 20 minutes of high quality consultancy than
the purchase of a handset – but their
relationship with customers now extends
significantly beyond the point of sale.
The
Carphone Warehouse manage over 1m customers on
behalf of the networks and have over 1.1m
insurance customers. They offer a wide range of
accessories and continue to be at the forefront of
content distribution, an area that they believe
will grow in importance in the coming years. They
have recently moved into the residential fixed
line market with the acquisition of Opal, where we
expect to offer compelling value, particularly on
fixed-to-mobile calls. In the UK they offer an
unrivalled repair service that not only cements
their relationship with existing customers but
also gives them the opportunity to impress
potential new customers – nearly half of all
phones brought in for repair were not originally
purchased from The Carphone Warehouse.
However,
the range of their services is irrelevant if the
quality of service is inadequate. With mobile
penetration levels so high, the vast majority of
customers coming into their stores will be
existing mobile users. The most vital link in the
circle is the one that brings a customer back to
The Carphone Warehouse when he or she wants advice
on replacing their handset, and the circle begins
again. That’s why their investment in employees,
training and systems, as well as their commitment
to new initiatives such as repairs, will continue
to be industry-leading.
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