Names 2015 as the year of the customer.
The Army and Air Force Exchange Service (AAFES) has launched an effort to improve customer satisfaction at its stores, according to The Military Times.
The move came before AAFES recently learned of its low rating in a national customer satisfaction survey. Addressing customer satisfaction is the second phase of a campaign that began in October to “turn around” AAFES, said Thomas Shull, the exchange service’s CEO and director.
The first phase, he said, was addressing the financial health of the stores without raising prices.
AAFES dropped by seven points from its score last year, to 68 out of a possible 100, according to the nationwide American Customer Satisfaction Index results released Feb. 18. The decline was the largest of any retailer in the department and discount store category. AAFES tied with Wal-Mart for the lowest customer satisfaction score among large retailers.
Now, “2015 is the year of the customer,” Shull said.