Sainsbury's has appointed a customer service director for the first time, as chief executive Justin King attempts to improve the grocer's relationship with its shoppers.
King has handed the board-level position to his former Asda colleague Gwyn Burr, who has been working at Sainsbury's as a consultant.
Burr, who runs her own management consultancy, spent 13 years at Asda, where she rose to the role of marketing director, then customer service director.
Burr's new role at Sainsbury's is not permanent and she will continue to be employed as a consultant. A Sainsbury's spokeswoman said that Burr is working at Sainsbury's part time, but she will sit on the board.
King believes Sainsbury's customer service needs to be improved dramatically.
He has sent out 1 million customer questionnaires to gain direct feedback from consumers about the direction the retailer should move in. The responses are being analysed at the moment.
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