Primary Research
This is when new data are gathered directly from consumers. For example questionnaires. Homebase will employ market researchers to ask questions of the public in face-to-face interviews, either in place such as shopping centres or door-to-door. The purpose of doing these is to find out the need and wants of customers and what they think of a particular product.
The types of complaints occur at Homebase are broken product, hazardous equipment, long queue, not being able to find a price on a particular product.
Homebase operates in four different areas in their complaint policy. They are as follows:
Refunds and Returns
Before hombase will give refunds to its customers, the customer must provide their receipts or order number. Homebase needs those information as a proof of purchase, so without any records showing that you purchase the product from homebase your refund might not be given to you.
If you change your mind about a product
If a customer no longer wants a product they purchase from homebase, they can either get an exchange or a full refund but only within 30 days after purchase. The customer will need to phone them and arrange for a free collecting. But before they accept the products which is being returned they must be unused and in their original packaging, and accompanied by their proof of purchase.
If there's a fault with the product
If a product the customer purchase is faulty and they would like to return it, they must phone homebase within 30 days of purchase and arrange for a free collection. The customer needs to bring the receipt along with them as a proof of their purchase. And Homebase will offer them a replacement or repair.
After 30 days but within one year of purchase
If a product (television) a customer bought is after 30 day but within the year of purchase and they wanted to return it because is faulty. They likely to get their money back or replacement but only if they still have the receipts which shows they bought the product from homebase.
If a customer starts to get abusive, the staff keeps its calm and rings the panic button then the manager will come and try calm down the customer and help solved the problem.
A minor complaint could be that a customer comes to homebase and couldn’t find a particular type of goods they want to buy on shelves (e.g. light bulb). So the customer goes to the customer service desk to complain, the staff there will then tell the customer to hold on while they check on their system to see if they have some in stock but if they not he/she will apologise for the inconvenience caused and might therefore direct the customer a shop where they could get one.
Another complaint made could be a serious one. This could be that a customer bought electrical goods from homebase but when they got home it was faulty and nearly shocked someone in the house. So the customer will then go back to homebase and make a complaint at the customer service desk. The staff will then ask the customer if they would like a refund or an exchange. The customer might say they want a refund, so the staff will then ask for the receipt of the goods and then sort everything out for the customer and apologise to them for any trouble caused.
Homebase do record the amount of complaints they have received from customers and they record them in the complaint book.
It is really important for Homebase to deal with complaints. This is because it helps keep loyal customers as they feel they are being treated politely and with respect. And also it gives Homebase a competitive advantage as it promotes a good image.
