JCPenney 2008 Annual Report Download - page 14

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14
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Customers vote JCPenney No. 1
department store in customer service
JCPenney ranked rst in customer service among department store retailers, and jumped ve spots to achieve seventh place
overall, in the 2008 National Retail Federation Foundation/American Express Customer Service Survey. These results come
on the heels of JCPenney’s CustomerFIRST initiative, launched in spring 2008. Through comprehensive customer service
training, CustomerFIRST focuses on empowering every JCPenney Associate to make customers their No. 1 priority. This
ranking is a testament to our Associates bringing our Every Day Matters philosophy to life, by showing our customers that
what matters to them, matters to us.
Sephora inside JCPenney, an opportunity to exceed customers’ expectations.
Our customers are
more than a transaction
The right Associate attitude makes a signicant difference in how
customers feel about shopping at JCPenney. CustomerFIRST
is about providing valuable customer service beyond what’s
expected. CustomerFIRST includes three key initiatives: GREAT!,
“Yes We Can!” and “I Can Help.”
GREAT! (Greet, Respect, Engage, Assist, Thank and have
fun!) is an easy-to-remember formula for improving customer
satisfaction, and it describes how Associates interact with
our customers.
Yes We Can! empowers our Associates to take care of
customers without always having to ask for permission from
a manager or supervisor.
I Can Help trains all store Associates — not just our selling oor
Associates — to assist in serving customers. Our Associates know
that they play a vital role in improving the customer experience.
That’s why it’s CustomerFIRST, tasks second.