tesco fruit and veg aisle

Sir, Tesco announced last week that it is scrapping the role of customer experience manager at its 226 largest Extra stores. The change has the best of organisational intentions - to “remove complexity and deliver a simpler, more helpful experience” - but I think the retail sector in general needs to think carefully about its approach to customer experience (CX).

While responsibility for CX should sit with every single member of staff - from cashiers to store manager - and be part of a retailer’s cultural DNA, we’re not there yet. If CX experts aren’t getting it right, it’s worth rethinking the approach rather than removing them entirely. Until putting customers’ needs first becomes second nature, the importance of dedicated specialists remains, providing their remit is correctly defined and they are empowered to drive CX change.

Tim Pritchard, MD, customer experience, Kantar TNS