Target - Nice

Technology Retail in the US

Back to rankings

Target overall Effort Score

last Quarter

Sector Effort Score benchmark

last Quarter

Brand analysis

With a +1 increase in its Overall Effort Score wave on wave, Target has shaken off Walmart to take fifth place in the Technology retail in the US table by itself.

There’s not much change wave on wave I the component pillars, with Speed of Resolving Problems and Valuing the Customer remaining the same wave on wave. Knowledge & Expertise is up by +2 and Style of Communication has grown by +1.

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 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

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

44% 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

42% say the way they understood their needs was 'excellent'

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

Speed of Resolving Problems

last quarter

42% rate how easy it was to find the information they wanted on the website/app as 'excellent'

45% 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"

51% say they made it ?very easy? to achieve what they set out to do