Customer care review at Dixons to build sales

Electricals market leader Dixons has begun a strategic review of after-sales customer care in an attempt to sell more add-on services and boost customer loyalty.

The review began ahead of an impending decision by the Competition Commission on extended warranties, now not expected to have as severe an impact on electrical retailers as originally feared.

Group chief operating officer David Gilbert is heading the review, which will be vital in shaping Dixons' future strategy. Findings will be presented in the autumn.

Gilbert will examine product care, technical support and 'widening the range of chargeable after-sales support', a spokesman said.

Last week, Gilbert came off the main board, as it was restructured to take account of the Higgs report. He has maintained his position on the group executive committee and as head of the Dixons chain and The Link.

His leadership of the review is one of several new areas of responsibility.

Gilbert described after-sales services as 'a point of unique competitive advantage for the Dixons Group'.