What's Happening?
Target has introduced a new policy requiring employees to engage more actively with customers. The policy, part of a program called 10-4, mandates that employees within 10 feet of a customer must smile,
make eye contact, wave, and use friendly body language. Those within four feet must also greet customers personally and initiate a helpful interaction. The initiative aims to enhance the shopping experience and foster customer loyalty. However, the policy has been met with criticism from both employees and customers, who find the mandatory interactions uncomfortable and intrusive. Despite the backlash, Target's policy is similar to practices at other major retailers, such as Walmart and Disney, which have their own customer engagement rules.
Why It's Important?
The introduction of Target's new greeting policy highlights the ongoing efforts by retailers to improve customer service and differentiate themselves in a competitive market. While the policy aims to enhance customer satisfaction and loyalty, the negative reception suggests a potential misalignment with employee and customer expectations. This situation underscores the challenges companies face in implementing customer service strategies that are both effective and well-received. The backlash could impact employee morale and customer perceptions, potentially affecting Target's brand image and sales during the crucial holiday shopping season.
