{"id":28,"date":"2010-08-01T17:09:58","date_gmt":"2010-08-01T17:09:58","guid":{"rendered":"https:\/\/publicaffairs-sme.com\/pressrelease\/?p=28"},"modified":"2010-09-29T17:10:15","modified_gmt":"2010-09-29T17:10:15","slug":"army-and-air-force-exchanges-listen%e2%80%a6and-react","status":"publish","type":"post","link":"https:\/\/publicaffairs-sme.com\/pressrelease\/?p=28","title":{"rendered":"Army and Air Force Exchanges Listen\u2026and React"},"content":{"rendered":"

strong>MEDIA CONTACT: Chris Ward<\/a>
\nMEDIA ADVISORY:<\/strong> 10-036
\nRELEASE DATE:<\/strong> August 2010
\nArmy and Air Force Exchanges Listen\u2026and React<\/span><\/strong><\/p>\n

DALLAS<\/strong> – Improved stock assortments, a revamped customer comment program and a focus on social media are just a few ways Army and Air Force Exchanges are listening and adjusting to military shoppers\u2019 needs.<\/p>\n

As seen in the recent rollout of Vera Bradley<\/a> and Coach Store In Store (SIS) concepts, along with Victoria\u2019s Secret Pink<\/a>, Exchanges continues to focus on new, trendy and updated styles as well as recognizable name brands.<\/p>\n

In an effort to meet a continuing demand for more of the best brands at the best prices, upcoming rollouts will also include Ladies Izod and Lauren-Ralph Lauren SIS concepts.<\/p>\n

In addition to the increase in selection, Army and Air Force Exchanges are developing an internal system to better assist associates in determining demographic factors when procuring fashion merchandise.<\/p>\n

A web-based learning course has also been created to aid in the merchandising of fashion goods and customer service.<\/p>\n

\u201cWe\u2019re continually adjusting the stock assortment to ensure we have what military shoppers want and need,\u201d said the Army & Air Force Exchange Service\u2019s Senior Enlisted Advisor Chief Jeffry Helm. \u201cAt the same time, we are reaching out to the military community to find out what they\u2019d like to see more of and what they want less of.\u201d<\/p>\n

Customer feedback continues to be instrumental in allowing the Exchange to better serve military consumers and improve their overall shopping experience. The Customer Comment program, for example, was recently redesigned for 2010 to include postage-paid comment cards as well as new signing and fixtures to make it easier for military shoppers to provide input to Exchange managers.<\/p>\n

Customer comment cards that encourage shoppers to see local managers for on-the-spot corrections or to submit a comment online at shopmyexchange.com<\/a>, through an 800 number or by mail are available at all Army and Air Force Exchange locations.<\/p>\n

A recently signed Memorandum of Understanding with the Department of Defense Washington Headquarters Services and Evaluation Division now even allows for the central management of all AAFES-related Interactive Customer Evaluation (ICE) comments. The result is more data captured regarding customer satisfaction, trends and issues, providing a \u201cbigger picture\u201d of what military shoppers are saying about the Exchange.<\/p>\n

\u201cBy placing a greater emphasis on these customer feedback initiatives, we have nearly doubled the amount of customer comments from this time one year ago,\u201d said Helm. \u201cAs a result, this invaluable feedback is helping direct efforts towards delivering a stronger benefit.\u201d<\/p>\n

Beyond one-on-one communication, the Exchange is continually engaged in public conversations with military shoppers through social media channels such as Facebook<\/a> and Twitter<\/a>. In fact, an expressed interest in extended savings opportunities in these venues prompted the creation of a recently launched program that makes coupons exclusively available through the Exchange\u2019s Facebook page.<\/p>\n\t

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