New survey provides more frequent feedback to help commissaries better serve their patrons

by Keith Desbois
Defense Commissary Agency

FORT LEE, Va. – Commissary shoppers worldwide can easily share their opinions more often as the Defense Commissary Agency rolls out “ForeSee,” a customer experience survey tool.

On July 21, ForeSee replaces the SurveyMonkey receipt survey at all commissaries. This follows a month-long test that began with a soft roll out at the Fort Lee, Virginia, and Fort Meade, Maryland, stores, and ended with 35 stores implementing the survey.

Through ForeSee, DeCA will access more frequent customer feedback and promptly identify areas to improve the shopping experience, said retired Rear Adm. Robert J. Bianchi, DOD special assistant for commissary operations.

“ForeSee is a robust survey tool that’s used by NEXCOM and many other commercial retailers to gain real time customer feedback,” said Bianchi, who is also CEO of the Navy Exchange.

“DeCA is committed to delivering a premiere customer experience in every store and this is a powerful tool to help us do that.”

Customers can access the purchaser receipt survey using the link, https://mydeca.me/receipt, printed at the bottom of the receipt. They have seven days from their purchase date to log on and complete it.

The advantages of using the new survey platform include real-time viewing of survey results and the delivery of automated reports that will help the agency identify key drivers of customer satisfaction, said Mary Michael, chief of the agency’s business analytics team. “Foresee converts our customers’ ‘voice’ into actionable insights to improve customer satisfaction,” she said.

Karl Crosson, the agency’s statistician, added: “Another benefit is that it allows us to compare the performance between commissaries and the commercial grocers that use ForeSee.”

The new customer experience purchaser survey is the first of a trio of patron feedback instruments the agency will use. In the future, the ForeSee platform is expected to also roll out targeted surveys on social media as well as commissaries.com.

“Instead of snapping a chalk line once a year, as we do with our annual Commissary Customer Service Survey, we’re going to be able to get feedback on a daily basis and the store managers will be able to act on it,” Bianchi said. “We’ll be able to see it. It will be useable data. I am excited about that because that will allow us to transform more quickly while adapting to feedback that we're getting from our customers.”

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