Shinsegae"s Customers Are the Boss

Shinsegae, one of Korea's leading department stores, has recently introduced a 'Customer Evaluation System', which allows shoppers the opportunity to directly grade employees' manners and quality of service.
Beginning this year, 45 percent of personnel efficiency reports will be based on customers' ratings.
In terms of sales employees, 40 percent of each efficiency report will be based on customer's assessment, while personal achievement and superiors' evaluations will account for 30 percent each.
In connection with the new evaluation sytem, Shinsegae contracted out Korea Gallup Co., which will in turn place 20 agents disguised as customers to continually monitor Shinsegae stores.
These agents are to check a store's cleanliness, and assess employees' manners, greetings, reception, product knowledge, and explanation. They also separately monitor and gather customers' complaints. The first evaluation results under the new system will be announced in July.
Lee Jin Soo, service team leader, said, 'It goes without saying that shoppers' thoughts are most important, so we are considering enlarging the evaluating portion based on customers opinions in the near future.'
Hwashik Bong : trojans@joongang.co.kr