The Good Guys is built on a joint venture business model with each store having a Joint Venture Partner (JVP) who owns a share of the store business. The organisation is a private business that was originally started as a family business and as such it connects strongly with family values.
Implementing a ‘Pay Less, Pay Cash,’ pricing policy and a 30 Day Price Guarantee, The Good Guys strives to have the lowest price on its product compared to competitors on any given day. The pricing strategies adopted by the company have developed in line with its customers, expressing the organisations dedication to consumer needs and wants. Not only does The Good Guys sell products across TV, sound, cameras, computers and tablets, fridges and freezers, kitchen and cooking, laundry, vacuums, coffee machines, personal care, heating and air conditioning categories, but they also provide installation services from qualified professionals. A customer service call centre is also available to customers Monday to Sunday.
The Good Guys has been recognised as an ABA100 Winner for Service Excellence in The Australian Business Awards in 2015. The organisation has recently implemented the C.R.E.A.T.E model to its business, comprising of, ‘Contacting Customers’, ‘Relationship Building’, ‘Exploring Needs’, ‘Art of Demonstration’, ‘Total Solution Recommendation’, and ‘Ensuring the Sale’. C.R.E.A.T.E has been proven to lead to greater customer loyalty and higher customer advocacy. Each year The Good Guys commission a customer satisfaction survey to better understand how their customers feel about their in-store experience and to identify ways to improve the experience. The latest survey took into account stores that have exceeded with their implementation of the C.R.E.A.T.E model and those that are yet to fully adopt the model. The results showed clear trends with those that have made the complete changeover to C.R.E.A.T.E having a significantly higher customer satisfaction.
Michael Ford, Chief Executive Officer said, “We know that we are only in business because of our customers so we make customer satisfaction our top priority and strive to deliver exceptional service every day both in-store and online. Being recognised as an ABA 100 winner for Service Excellence in The Australian Business Awards 2015 is a tremendous effort and validates the continued hard work of our store team members to deliver a consistently high level of customer service.
“I am proud to say that I have a team who actively tries to create deeper relationship-based shopping experiences for our customers. Our team members have worked tirelessly and diligently to ensure that our customers get the best possible service every day which is an achievement in itself.”