MARINE CORPS AIR STATION IWAKUNI, Japan -- In April 2002, MCX patrons were surveyed at 17 MCX locations around the world, including MCAS Iwakuni. The quantity of surveys administered at each MCX location was determined according to store revenue and size, with Iwakuni receiving 200 Customers completing a survey were presented with a $5 MCCS gift certificate as a token of appreciation.
The Iwakuni Marine Corps Exchange showed a three-point increase in overall satisfaction. Of the 16 Marine Corps Exchanges surveyed in both 2001 and 2002, 11 showed increased scores, 2 remained the same and 3 decreased over last year's score.
According to Doriann Geller, MCCS Iwakuni Marketing officer, "Finding out what our customers expect and how well we meet those expectations is critical to improving the Marine Corps Exchange."
David Lewis, MCX store manager, and Steve Peugh, marketing researcher, have been reviewing the results of the 2002 Customer Satisfaction Survey. The results show in which areas the MCX meets expectations and those areas in which improvement is most needed.
At Iwakuni, patrons identified merchandise selection, pricing, merchandise availability, and sales flyers as their top concerns. Patrons identified refunds, ease of getting around, ease of finding things, and checkout as MCX strengths.
Crucial to making the survey a useful tool is the Action Planning Guide, which allows managers to identify and address with concrete plans the items identified by customers as needing improvement.
Lewis has already undertaken improvement in the store based on these items. "We in the MCX have focused on how we procure and replenish day to day merchandise. With the help of the post office, we are changing the way we receive merchandise, which should speed the shipping time from the States," he said.
Lewis continued, "We are also improving our buying relationship with the Navy Exchange to assist us in having the goods our patrons want in stock at all times."
Patrons may have noticed the sales flyers that have appeared in the Stars and Stripes newspaper recently. "These flyers have been inserted in the Stars and Stripes monthly since November, specifically addressing the patrons' request for sales flyers," said Lewis. "We are continuing this monthly flyer insert to Stars and Stripes."
The fliers also are available in the store.
Upcoming store renovations, slated to begin this spring, will improve the shopping experience by capitalizing on the areas customers identified as most important to them, according to Lewis. "The renovation will allow increased merchandise selection in the areas our customers care about most."
Lewis said, "We appreciate the time and effort that customers put into answering the survey. We in MCCS want the community to know that we hear their concerns and we are actively addressing them. We will know how successful we are when the next Customer Satisfaction Index survey is conducted this April."
The annual survey, which was designed by an independent contractor, looks at several specific areas including merchandise availability and selection, sales associate helpfulness, and the overall MCX shopping experience. Similar surveys are used by the Army Air Force Exchange Service (AAFES), the Navy Exchange (NEXCOM), and civilian retail organizations to measure customer satisfaction.
For additional information about the customer satisfaction survey contact Doriann Geller, Marketing Officer, at 253-6373, or David Lewis, MCX Store Manager, at 253-5641.