We have a responsibility to treat customers fairly, with the highest ethical standards, and to do business in a way that has a positive effect on them and society more widely.
We also believe we have a responsibility to our customers to tackle issues that are important to them in relation to the products and services we provide. Central to our customer-focused approach is our core value “Think Customer” ensuring all our employees put customers at the very heart of our business, at all times.
To ensure we deliver the highest levels of customer service we make significant investment in training and developing all of our people. Employee performance and customer satisfaction are monitored through regular inspections, surveys and mystery shoppers, which are carried out through an independent consumer research group.
Customer referral is the perfect indicator of excellent customer satisfaction and we use Net Promoter Score (“NPS”) as a measure of recommendation, which provides us with an internationally recognised predictor with proven links to business success. We measure this not only after a customer has placed an order (“Post Purchase NPS”), but also after their furniture is delivered (“Post Delivery NPS”) and six months after the order was placed (“Established Customer NPS”).
Established Customer NPS forms a component of remuneration for employees throughout the business, including sales people, management, head office teams and Executive Directors.
We have longstanding relationships with our upholstery suppliers and close contact with them is maintained through frequent visits by our operational and senior management. DFS has led the industry in establishing quality level agreements with all suppliers; these set targets for ways of working and service outcomes together with a dedicated forum for working in partnership with suppliers to monitor and improve performance, including compliance with our ethical trading requirements.
DFS goes to great lengths to ensure the quality and safety of all the products it sells. With 50 years of designing and manufacturing sofas in the UK, our unique knowledge of the manufacturing process enables us to understand and work with our key suppliers worldwide to ensure they can meet our quality standards.
Our own detailed quality checks and product testing are supported by the use of independent safety specialists, and all upholstered furniture items are offered with a minimum 15-year guarantee. Fire safety is also of paramount importance so all our products are tested by independent organisations such as the Furniture Industry Research Association (“FIRA”) to ensure they meet our rigorous standards policy.
We are very proud that our upholstery products carry the British Standards Kitemark™ for domestic furniture making DFS the first furniture retailer to have been awarded this prestigious external quality standard across all our ranges.