Providing a unique and memorable customer experience has always been the mantra at Publix Super Markets. Catering to customer needs and expectations has evolved, and Publix has evolved along with them.
Maria Brous, Director of Media & Community Relations, Publix Super Markets, talked to Loyalty360 about how the 86-year-old company keeps up with customer expectations in a warm and fulfilling way.
How has mobile impacted your business, and what is your outlook in this regard for the future?
We recognize that our customers want to engage quickly and conveniently. As we make business decisions, we explore the impact to our customers and determine how to create the WIN. We look at the use of mobile to help our customers engage with us outside of our stores, but also as a way to move through our stores quickly and 
efficiently through services such as Publix Online Easy Ordering, our product catalogs and the plethora of information located on our company website, www.publix.com.
What does customer experience mean to your organization?
Mr. George Jenkins created a company where customers would feel like kings and queens when they entered our stores. In addition, he knew company ownership by our associates would be pivotal in our success. He knew that associates would take better care of something that was theirs. Therefore, we take great care of our associates and they take great care of our customers.
We are built on a service: We serve our customers in stores; we serve our communities by donating our time, talents, and monetary support; and we serve each other in times of need.
There a lot of metrics, studies, and benchmarks in the market around CX. What are the ways you measure that have led to such great success?
We have departments committed to filtering through the information as a part of their daily interactions. However, we are still most connected directly to our customers. It’s the interactions they have in our stores and on our online community – and extension of our in-store experience. We learn most from our customers – sharing their thoughts, praises and suggestions. The same is true with our associates. The highest compliment we can receive is when a customer or associate refer to us as “Their Publix”.
What does (customer-centric culture, customer insights, employee engagement, measurement, technology, brand messaging) mean to the bigger CX efforts you are focused on?
Consistency is key in this area. For more than 85 years, we’ve operated under shared values with our associates and created high expectations for our customers. How we go to business each day reinforces those commitments on behalf of our associates and exceeding customer expectations. While the tools and technologies may change, our approach and culture have not and that has been key to our success.
We are constantly evaluating metrics and feedback, looking at opportunities to improve on efficiencies and executing on our company strategy.