Target - Nice

Technology Retail in the US

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Vodafone overall Effect Score

last Quarter

Sector Effort Score benchmark

last Quarter

Brand analysis

Target has slumped from 4th to 5th this wave following a slight -1 point dip in its Overall Effort Score, now at 59.

Declines in two of our four pillars are to blame. ‘Style of Communication’ has dropped two points while ‘Knowledge and Expertise’ dropped by -1. Ensuring that all its staff have the necessary knowledge they need to meet customers’ needs is a sure way to increase its Overall Effort Score next time.

Last year, Target launched generative AI chatbot technology for its staff to help them answer customer questions. The app is designed to answer process- and procedure-related queries.

The Store Companion chatbot’s goal is to enable its team members to quickly access help when they need it. But staff are less convinced. According to a report by Forbes, staff “hate” the app, describing it as unable to provide decent answers and frustrating to use.

Target should not abandon its AI investments but clearly more work is needed on the solution. AI must receive team buy in or will be discarded before it can reach its full potential.

Style of Communication

last quarter

50% say the politeness of their customer service agents is 'excellent'

49% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

Knowledge & Expertise

last quarter

41% rate the expertise of the customer service agent as 'excellent'

43% say the way details were clearly explained to them was 'excellent'

46% rate how well the customer service agent understood their particular problem or question as 'excellent'

Undertanding & Valuing the Customer

last quarter

46% rate this brand as 'excellent' for how they made them feel valued/important as a customer

44% say the range of solutions or options that were suitable was "excellent"

59% say they were 'very satisfied' with the outcome of their communication or contact

Speed Solving the Problem

last quarter

43% rate how they were not left ‘on-hold’ or in a call queuing system for a long time as 'excellent'

46% rate how they were able to speak to a customer service agent that can help them with their query as 'excellent'

50% say they made it ‘very easy’ to achieve what they set out to do