Every day I read comments and feedback shared by our members. From assistance they received from our store associates, to experiences with our service teams working in their homes, to interactions over the phone or online, our members provide thousands of pieces of feedback on a daily basis.
Our commitment to continuously elevate the level of service we provide is rooted in listening to our members’ feedback so we can continue to learn and improve our services. These comments help us understand what’s working and what’s not, and help us identify initiatives to make the experience better, which include addressing a process gap, making system changes and supplementing training programs we provide to our front line associates. We view these responses with both pride and humility, always knowing there is an opportunity to innovate and progress.
As we transform into a member-centric company, we have increasingly placed more importance on hearing from our members and acting swiftly based on what they tell us. We’ve built teams, systems and processes to make the feedback open and transparent, with the purpose of listening, understanding, sharing and taking action. As part of this process, we use Net Promoter Score® to focus on providing truly differentiated experiences which lead to more promoters of our brand.
I’d like to share a few examples of how our members can provide us feedback and how we use that feedback.
Every time you purchase merchandise from one of our stores (either Sears or Kmart), you will receive an eReceipt or paper receipt which contains a link for you to share your feedback with us.
By clicking on this link, you can submit your feedback via a simple form.
We ask a few simple questions to understand your shopping experience and you have the option to let us know that you’d like to be contacted if you need assistance.
We immediately send your feedback directly to the store manager (as well as district manager and vice president for the region) and the store manager has 24 hours to respond. Many times members want to personally recognize an associate for great service, and yes, other times they are reaching out for assistance when we fell short. In both cases, the store quickly contacts the member and posts back to leadership about the circumstances, and the resulting actions taken.
Here are a few examples of feedback direct from our members:
And examples of when members are in need of assistance:
Accountability is core to our culture. We continuously track and monitor how we’re doing to ensure that every time you interact with us, you have a great experience.
Our in-home service technicians, online support and call centers follow a similar approach. Every time you contact our call centers through phone, email or chat, we follow up with an email to see if you’d like to share your feedback or need additional assistance. For each experience, your feedback is immediately routed to the associates and their leadership for review and response.
We use feedback to help us make strategic investments as well. For example, in our Kmart stores, we recently used responses from our customers about opportunities to improve the checkout experience. We created a new position that was built with the sole purpose of ensuring the checkout experience was faster, more accurate and easier. We have seen improvement in the responses we’ve received since we made this change.
Another example of how we use feedback is when we deliver products to thousands of members’ homes every day. Even though our goal is to make sure every single delivery is successful, a small percentage of deliveries don’t get completed on time. When this happens, we now assign a concierge who is in charge of contacting the member and staying connected with them until the delivery is rescheduled and successfully completed.
We are in a unique position where we are able to serve our members through more channels– via online, stores, call centers and home. We have created a list of key experience imperatives at an enterprise level to ensure that every business unit is relentlessly focused on putting you, our member, at the forefront of decision making.
I’d like to thank all of the members who have taken the time to let us know about a great experience you had shopping with us. Your comments make our day (and result in a lot of high fives!) If you have reached out to us because you experienced issues while shopping with us, I’d like to apologize for the inconvenience and thank you for giving us an opportunity to make it right.
My commitment to you is that we will continue to listen and improve, because the experience of each and every one of our members matters. Wherever and whenever we have the privilege to see you that commitment will be put to the test. I invite you to share your experiences with us through any of our feedback channels and let us know how we’re doing.
Leena Munjal is SVP of Member Experience and Integrated Retail.