HERNDON, Va.—Vovici, the leading provider of enterprise feedback management solutions, today announced that the Navy Exchange Service Command (NEXCOM), a $2.6 billion retail organization of the Department of the Navy that provides quality of life support for active duty military, retirees, reservists and their families, has deployed Vovici as part of its customer-centric strategy.
The modern day Navy Exchange has evolved dramatically from its founding in 1946. The organization took a big leap forward in January when it deployed the Vovici solution as part of a broader initiative to maximize its understanding of Navy Exchange customers. “We are in an extremely competitive business today,” says Michael Conner, NEXCOM vice president, Marketing Insights. “We see customer research not only as a tool for better understanding, reaching and engaging with our customers, we see it as a competitive advantage. Although our Customer Satisfaction Index score is at a high 83, there is still room for improvement.”
NEXCOM has a unique challenge. Its base of shoppers is limited to authorized military personnel. “For us, it is all about reaching our authorized target shoppers, then getting them to make regular visits to the Navy Exchange and buy the products they want and need,” says Conner. Using Vovici-driven customer surveys advertised on the back of each customer’s receipt, NEXCOM collects feedback from customers every day. “Since the surveys are web-based, results are delivered to us immediately,” says Conner. “Now, if a customer requests contact from a manager, the request is delivered to the right manager immediately, and within minutes of hitting ‘send’ on a survey, the customer could be getting a call. We expect that this will eventually replace the need for in-store comment cards.”
In February, NEXCOM launched a Vovici-powered survey to its more than 7,700 panel members. They achieved a 45% response rate in just five days. The survey, which sought to understand how Navy Exchange shoppers engage in social media, yielded key insight which the NEXCOM social media team is leveraging to better communicate and connect with customers. “The survey really drove home what social media is and isn’t to our members. It’s not commercial, it’s social,” says Lauren Everett, NEXCOM Market Research Assistant. “Our shoppers come to Facebook to engage our brand. So, the social media team now puts as many engagement activities as possible on the Navy Exchange Facebook page to keep the fans coming back.” NEXCOM’s Facebook page has over 87,000 fans and counting. The social media team aims to grow that number to 100,000 by year-end.
“NEXCOM provides a vital service to the men and women who defend our country,” says Dave Capuano, vice president of marketing for Vovici. “Vovici is a proud partner in helping to ensure our nation’s sailors and other military are satisfied customers in the worldwide Navy Exchange System.”
About Vovici
Vovici is the leading provider of intelligent online survey management and feedback solutions. Powerful, scalable and easy to use, Vovici’s solutions help companies engage customers, employees and partners to increase loyalty, facilitate innovation, and influence critical business decisions. More than a thousand organizations worldwide, including more than half of the Fortune 500, rely on Vovici to turn information into action. Visit www.vovici.com for more information.