All about the Customer Experience The quality mission of GFA is to continuously improve the customer experience at all its stores under each brand, worldwide. Every initiative at GFA - from corporate to store-level - is precisely aligned to deliver on that goal. To ensure that it is properly guided, GFA implements extensive, precise systems for collecting and collating customer satisfaction indices and preferences. The company continuously analyzes and responds to this information, making indicated changes that enhance the customer experience as are appropriate to each local market.
Universal Appeal with Local Adaptation GFA focuses on building brands with universal appeal. The core of each brand is created so as to appeal to a broad range of customers from different cultures, backgrounds and age groups. The primary objective is to engage and satisfy customers by offering great-tasting products in attractive packages that include comfortable, clean and esthetically appealing store environments, excellent service from thoroughly knowledgeable and friendly staff, and an overall experience that represents outstanding value. In the company's experience, customers worldwide always recognize and appreciate a quality experience and seek these same common attributes. The main thrust of GFA's local adaptation efforts is to tailor products to the specific requirements of consumers in each market.
State of the Art Quality Management System GFA has developed a comprehensive Quality Management System to manage its entire value chain, from its corporate offices to the stores. The system is fully compliant with ISO 9001-2000 standards and certified accordingly. The Company is very process oriented, and uses technology to manage information flows with accuracy and accountability. GFA strongly believes in setting up the right systems that define the interrelationships between people and departments within the organization. It effectively implements this by putting the right people in the right positions, clearly defining their scope of work and having everyone work as a team with a common objective to produce superior results. The system is also very focused on developing team members with 360 degree evaluations conducted twice a year to provide critical feedback necessary for each person to continuously improve.
Fully integrated Capabilites GFA has built fully integrated capabilities to support its Franchise Partners worldwide. It has established its "Global Service Center" in Thailand where it has its own interior store design team, graphics team, photo and video production capabilities, a research and development department, global quality management, course development, an IT team, Finance, and a Training Academy. GFA also has a subsidiary construction company that builds its own stores as well as mobile counters that can be shipped to its Franchise Partners worldwide. The company also uses an extranet that manages with full accountability the support functions it provides to its partners worldwide.
- Generate higher sales and profitability per sq/m.
- Increase the return on investment and lower the pay-back period.
- Provide more choices to consumers by combining complementary brands in the same space.
- Brands don't get diluted - each brand keeps its own identity in a food-court like environment.