41 - VHS, 'Service The Priority, An Interview with Sir Marcus Sieff'

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41 - VHS, 'Service The Priority, An Interview with Sir Marcus Sieff'

VHS, 'Service The Priority'. An Interview with Sir Marcus Sieff by Kenneth Kendall The interview begins with footage of Lord Sieff on a spot-check visit to an M&S store, testing the quality of products. He identifies poor quality in the stitching of a button-hole on a ladies' blouse and a bruised peach in the food department. He then takes both items back to Head Office for discussion at a management meeting. In the follow-up he explains to the interviewer how the blouse will be subsequently examined by a selector and a department technologist before being returned to the manufacturer to see what went wrong. Lord Sieff says he reads all letters from customers every morning and gets an average of five a day. They are a mixture of compliments and complaints, with more of the latter. However, he says that most of the complaints regarding service and quality are justified. Although he relies on correspondence, he maintains that there is no substitute for turning up in a store and seeing first-hand the service that customers receive. When asked what improving service means, his reply is 'giving customers the help and advice they need in a variety of ways'. He illustrates this with an example from the clothing department where a customer needs to know the fit, fabric and washing requirements for a particular item. He stresses that most staff do give good service and M&S is renowned for it, but bad service does exist and needs addressing. Three examples of customers' responses are shown: the first is very complimentary, the second is mildly critical and the third is outraged, saying she felt she was 'treated like a thief'. Lord Sieff is very concerned at this and makes three points on improving service: 1. To ensure the proper distribution of goods to stores. 2. To get management to deploy staff where service is most needed. 3. Always to be courteous, respectful and accepting of valid criticism. When asked how he will measure improved service, Lord Sieff replies that this should be reflected in the customers' letters he receives. Once again he stresses that personal visits to stores to check on the quality of service are the best form of monitoring it. Running Time: 11min 52s

Date: 1979

Reference Number: P10/1/41

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