RE: Reviews aren't Good1 Dec 2023 09:59
The customer-reported weaknesses centre around just two areas - product quality (durability) and Customer Service. After the "This is Money" website reported yesterday's results the comments section was full of comments on quality ("They ain't made like they were before" and "over-priced for poor quality boots" etc), and "Customer Service is rubbish".
So I went to the company's website to see how they're talking about these two critical areas. They're not. Nothing on CS improvement plans, and Quality is buried in Sustainability in the Investors area of the website.
Good management would be talking about quality standards on the Front Page: quality assurance, how changing factories is a challenge and how it's managed, tannery accreditation, sole injection accreditation, bonding test results, how sewing threads and upper trims are sourced and tested etc. It is not confidential information, and it's a significant concern, real or perceived, by real customers. Why ignore it in Corporate Communications? Why ignore it on the customer facing pages?
The Dr. Martens product is a simple one with only a few components that need to be bonded or stitched together. There's no excuse for getting this wrong (if they do) but even more so no excuse for not addressing a major concern head-on.
I understand that CS is harder to address at a corporate level since the sales are regional and local, but quality is global.