"The theme for AAFES’ 2009 Main Store Manager/General Manager conference is Winning the Future. These three words sum up our commitment to providing the best value and service to military shoppers around the world and acknowledging our desire to continuously improve business operations." -Mike Howard, COO
Today, the AAFES HQ Sales Directorate presented 2009-2010 strategies to the AAFES store and area managers.
Here are some highlights:
- The expansion of Vera Bradley continues, making a total of 30 concept shops.
- Step into style with the introduction of two Macy’s brands, Style&co. and INC.
- Did you know there are 69 Apple approved exchanges?
- Partnership with key vendors including Sony, Samsung, Panasonic, JVC and HP is producing interactive, informative and solution-based displays in Power Zone areas.
- The Power Zone area is being redesigned to optimize display interaction and diversity of assortment.
- Put on your best face with the introduction of fresh Prestige Cosmetics Concept Shops.
"This is the year of the customer: now is the time to reach out and touch them one at a time." -AAFES Commander, Major General Thurgood
Leah and I are here at the annual AAFES Manger Conference in Dallas, TX covering the event for the next three days! This morning, the general session kicked off with speakers Mike Howard, COO and AAFES Commander, Major General Keith Thurgood.
The past year has been tough for all retailers and the journey for the remainder of 2009 will be equally as choppy. MG Thurgood described this period as “whitewater retailing.” Now is the time to make a difference and Win the Future (theme of the conference). How? “A better way, not just a different way,” says Mike Howard.
Mike Howard gave the state of AAFES and the retail industry. He outlined the opportunities where AAFES can make a difference:
- Customer first.
- Quality begins with the customer.
- Be reliable – Say it. Do it.
- Look to exceed expectations.
- Apologize and fix the problem now.
- Customer isn’t always right, but we need to keep them!
- Solicit feedback and listen.
- Perception is reality.
- Remove the hassle.
- Great service is a team effort.
MG Thurgood stated the AAFES Value Proposition (Rediscover the Value of AAFES) and focus on customer service would assist AAFES in winning 2009 and beyond.
“We have to take care of the customers with associate actions at the lowest level,” says MG Thurgood.
Four ways to C.A.R.E. for the AAFES customers:
- Focus on the Customer.
- Get the Assortment right.
- Rehearse the Value Story.
- Fix the Environment.
What is the difference between a satisfied and loyal customer? AAFES must go beyond being fine to great; must not just meet, but exceed expectations. We must craft a WOW experience. “The customers are a blank canvas. You (the managers) choose the colors and make a difference. You choose what the painting will become…a work of art or not,” says MG Thurgood.
“It is not about what is right or wrong, but how we (AAFES) react,” says MG Thurgood.
AAFES managers must be on watch for smiles and look for unsolicited letters. We must earn the respect and business of our customers. Our challenge is to solve for yes and be part of the solution, not the problem. AAFES must take insights and turn them into action. We must not only listen, but act on what we learn to make the store experience positively memorable for our customers.
The morning sessions were infused with hope, respect for customer wants/needs and the need to be open to new ways of operating and communicating. Great platform for Leah and I to get managers pumped about this blog and our social media strategy!
So, now Leah and I ask you a question MG Thurgood asked AAFES managers during his presentation to ponder as a barometer of customer loyalty…
Describe the most memorable thing that took place during your last AAFES (military BX/PX) transaction. Would you recommend AAFES to a friend?
(Photo courtesy RaftInFlo.com-Whitewater Rafting.)
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