Target - Nice

Technology Retail in the US

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Target overall Effort Score

last Quarter

Sector Effort Score benchmark

last Quarter

Brand analysis

Target has been caught. In Q2 2025 the brand held fifth position by itself, however this wave it is sharing it with not one but two competitor brands – Walmart and Dell.

Target has added +1 to its Overall Effort Score wave on wave, but stronger gains elsewhere means it is in danger of falling behind.

The brand also saw +1 score increases across all component pillars wave on wave.

The Store Companion chatbot’s goal is to enable its team members to quickly access help when they need it. But some staff are not 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

48% say the politeness of their customer service agents is 'excellent'

47% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

Knowledge & Expertise

last quarter

43% rate the expertise of the customer service agent as 'excellent'

42% 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'

Valuing the Customer

last quarter

44% rate this brand as 'excellent' for how they made them feel valued/important as a customer

45% say the way they understood their needs was 'excellent'

43% say the range of solutions or options that were suitable was "excellent"

Speed of Resolving Problems

last quarter

43% rate how easy it was to find the information they wanted on the website/app as 'excellent'

46% rate how they were able to achieve what they set out to do, or resolve their issue, with the first agent they contacted as "excellent"

45% rate how quickly they were able to achieve they they set out to do, or resolve their issue as 'excellent'