Target Implements New Employee Grading System Focused on Customer Interaction

Target is testing a new employee grading system that evaluates workers on various factors, including reliability, teamwork, and customer interaction. Managers will assess employees based on their friendliness and engagement with customers, such as greeting shoppers and offering assistance. This initiative is part of Target's strategy to enhance the in-store shopping experience amid declining sales. CEO Michael Fiddelke emphasizes that improving customer experience starts with friendly employees. However, there are concerns about the feasibility of measuring friendliness and whether it can effectively address issues like staffing shortages and inventory management. Retail analyst Neil Saunders has cautioned that any grading system must be transparent and fair, highlighting that customer dissatisfaction often stems from service inefficiencies rather than a lack of friendliness.