The survey results, which show how customers rate the NEX in a number of different areas including customer service, pricing, problem resolution and customer experience, remained at a very high level of 85, based on a 100 point scale.
"A score of 85 keeps the satisfaction level of the NEX on the same plane as some of America's most customer focused retailers, such as Nordstrom and Kohl's," said Robert J. Bianchi, Navy Exchange Service Command (NEXCOM) Chief Executive Officer. "This year's scores are steady or slightly improved for all areas of the survey. Plus, high scores are now the norm across the organization, proving that our focus on premier customer service is working."
In 2013, NEXs focused increased attention on sales flyers, merchandise and pricing as these have the highest impact on overall customer satisfaction. These three areas either showed improvement or remained steady in this year's survey - merchandise remained at 82 while both sales flyers and pricing increased one point each to 85. Areas that continue to show a positive trend include satisfaction, NEX shopping, NEX connection, military loyalty, NEX loyalty, likeliness to recommend to other authorized patrons and engagement.
Each NEX reports to a district which is overseen by a NEXCOM District Vice President. Scores for each NEX within a district were averaged out to calculate each district's score. District scores in the continental United States remained the same at 88 while overseas districts remained the same at 85. Individual NEX district scores for 2013 were as follows: Mid-South increased one point to 90; Northern increased two points to 88; Southeast rose one point to 88; Northwest remained the same at 87; Guam rose two points to 85; Western remained the same at 89; Tidewater and Japan decreased one point to 87; Hawaii decreased two points to 85; Europe decreased one point to 84. More importantly, virtually all stores now score in the 80s on the CSI survey.
"The survey told us that three-fourths of our customers recommend shopping the NEX to other authorized customers," said Bianchi. "This figure is reflected in a Net Promoter Score (NPS) of 66, which compares very favorably to an average score of 33 for the top 29 U.S. retailers. I am thrilled that our customers realize the benefits of shopping the NEX and are telling other people to take advantage of it as well."
In 2014, merchandise, including assortment and store in-stock rates, will be a top priority for NEXs while continuing to build on identified survey strength areas of associates, pricing and sales flyers.
NEXCOM began surveying its customers in 1998. Nearly 13,500 NEX customers around the world were asked to participate in this year's survey.