Exclusive: The Cotswold Company’s strategic growth driven by people-centric initiatives
Chief Commercial Officer Alan Joseph reveals how investing in employees fuels business success, enhances customer satisfaction and supports sustainability.
We had the opportunity to speak exclusively with Alan to dive deeper into the company’s latest initiative: the launch of a dedicated training academy. This development not only marks a milestone for the company but also highlights its unwavering belief that investing in people drives business growth, creates happier customers, and contributes positively to the planet.
People first: The CHD Training Academy
The launch of the CHD Training Academy marks a significant step in Cotswold’s journey. As Alan explains, “We’ve always believed that the key to a successful delivery experience lies in the hands of our people. When you invite our delivery team into your home, it’s a very personal interaction, and we want to ensure that every one of our customers feels valued and respected.”
The academy’s curriculum is comprehensive, covering both technical skills and softer, customer-centric training. Delivery drivers are trained not just in the practical aspects, like how to manoeuvre large pieces of furniture through tight spaces or up tricky staircases—simulated in the warehouse with a specially built model stair set—but also in how to interact with customers in a respectful and thoughtful manner. “We’re going into people’s living rooms and bedrooms, so it’s essential that our teams understand the importance of their role. We treat every delivery like a gift to the customer,” Alan adds.
This approach is reflected in the company’s commitment to Trustpilot and NPS scores as board-level KPIs, with customer reviews often highlighting the outstanding service provided by The Cotswold Company’s delivery teams.
The training doesn’t stop at the basics. The academy also focuses on advanced techniques, such as how to lift heavy items without causing injury or damage, how to assemble furniture correctly, and how to engage with customers to ensure a seamless and pleasant delivery experience. This focus on continuous improvement is part of what makes The Cotswold Company’s customer service stand out.
Growth rooted in people
The Cotswold Company’s growth strategy is deeply intertwined with its people-first approach. The opening of a second UK delivery depot in Swindon is a clear example of this. The new facility, which will employ 21 people and add 10 new vehicles to the company’s fleet, is not just about expanding capacity—it’s about enhancing the quality of the customer experience. “With the new depot, we can manage our own logistics more effectively, which leads to higher first-time resolution rates, fewer damages, and ultimately, more satisfied customers,” says Alan.
This commitment to people extends to the company’s products as well. Cotswold recently introduced a 15-year guarantee on its furniture, reflecting the brand’s dedication to quality and sustainability. “Our products are built to last,” Alan notes. “We want our customers to know that when they invest in a piece from The Cotswold Company, they’re getting value that endures—not something disposable.”
Sustainability through people and technology
Investing in people also aligns with The Cotswold Company’s commitment to sustainability. The company’s logistics operations, now increasingly handled in-house, are central to reducing its carbon footprint. This year, The Cotswold Company introduced Lightfoot, a cutting-edge software that has already improved fuel efficiency and carbon emissions by nearly 10% through real-time driver coaching. “It’s amazing what we’ve been able to achieve with Lightfoot,” Alan says. “But it’s not just the technology—it’s our drivers who make the real difference. Their training at the academy includes not only how to drive safely and efficiently but also how to minimise environmental impact.”
Sustainability is a core value at The Cotswold Company, reflected in everything from their pledge to plant more trees than they use—having planted over 85,000 to date—to their success in removing 97% of polystyrene from their packaging and achieving ‘Zero Waste to Landfill’ certification. The combination of people-focused training and innovative technology is enabling the company to make significant strides in reducing its environmental footprint.
A culture defined by its people
One of the most remarkable aspects of The Cotswold Company is its strong, people-centric culture. The company, which employs around 300 people, has defined its brand values not through an external agency, but through the input and experience of its own staff. “Our values were shaped by our employees,” Alan proudly states. “It’s their dedication and passion that drive this company forward, and it’s only right that they have a say in what we stand for.”
CEO Ralph Tucker’s hands-on approach to leadership further reinforces this culture. By personally meeting with every employee once a year to gather feedback, Ralph ensures that everyone’s voice is heard, and that the company’s growth doesn’t come at the expense of its core values.
Investing in people: A strategic advantage
For The Cotswold Company, investing in people is not just a business strategy—it’s a philosophy that permeates every aspect of the company. From the delivery drivers who represent the brand in customers’ homes to the leadership team that listens and responds to employee feedback, every person plays a vital role in the company’s success.
As The Cotswold Company continues to expand, it remains committed to quality, sustainability, and customer care. The launch of the CHD Training Academy, the addition of new jobs and vehicles, and the introduction of a 15-year guarantee are all steps toward building a company that is not only successful but also responsible and forward-thinking.
In a world where businesses often prioritise profit over people, The Cotswold Company stands out as an example of how investing in people can lead to sustainable growth, happier customers, and a positive impact on the planet. As Alan aptly puts it, “When we invest in our people, everyone wins—the business, our customers, and the environment.”
