Hammonds is a family run business, so the way in which we service our customers is of paramount importance to maintaining our position in the market and our reputation as a fitted furniture company. The company has been around since 1926 and with this certain principle have remained, however our customer base has changed over the years and with that their expectations.


“The aim of the training was to increase customer satisfaction, boost morale and reduce complaints. In-house training was chosen because the course needed to be designed specifically for us: we wanted a customer service programme that included motivational techniques and confidence building for front line staff.


The course was designed and delivered by Boyd Mayover and Tony Morris. The course contained the following elements:

  • Developing phone confidence
  • Developing caller empathy
  • Key words and phrases that are proven to work
  • Taking control of the call

After the initial training, staff were given learning tasks to accomplish and observations to make. Several weeks later we followed up more sessions to reinforce what they had learned Techniques used during the follow-up included:

  • Call listening and role play in real customer-related call simulations
  • Identifying areas of improvement
  • Turning principle into practice


Complaint letters are down by 21% compared to the same time last year, compliment letters are up by 32% for the same period & we have increased our completion rates (Installations completed within the week) by 5% to a consistent 86%.

Within our customer service dept, there were fundamental flaws with the way in which we dealt with our customers, we needed to change. The culture needed to change, and we had to make a positive impact with the ‘Customer Experience’. To make these changes I required help and guidance, from professional people who could make a difference. A company who could and would agree to making vast improvements, so we could enter the ‘National Customer Service Awards’ 2009.

Hammonds chose ‘Sales Doctors’, the reasons for this are three-fold. 1) The 2 Directors of the business came to see me explaining that they would carry out the training themselves, this was impressive. 2) Both Boyd and Tony are very friendly, this was important to me. I had to be sure that the team of Account Advisors could relate to them and take on board their advice. 3) Their proposal gave me an open and honest account of their expertise and how they could impact the business.

I was so delighted with their proposal and their honesty that we agreed to a 3-year partnership deal, never done before within Hammonds. 15 months later and I am glad to say I have seen a considerable change in the way the Customer Service team approach each call and address each customer’s query. Complaint letters are down by 21% compared to the same time last year, compliment letters are up by 32% for the same period & we have increased our completion rates (Installations completed within the week) by 5% to a consistent 86%. This is a phenomenal improvement in such a short space of time, the Directors and Chairman are delighted with the results.

I am glad I chose the right company to deliver our training, both Boyd and Tony have been a breath of fresh air, with their ‘new age’ ideas and their ability to change the culture within the department.
So, thank you Boyd and Tony, I look forward to continuing to work with you. By the way I have entered for the ‘National Customer Service Awards’, so watch this space.

Gaynor Raycraft – Customer Services Manager
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