CR

BUSINESS PLAN FY16

Wished Position:

Brand leader in life at home

Great place for coworker to work
Customer-centric

Store Objective Customer centricity

Great customer experience

CR Strategy CR Action Plan Measurement & Follow Up

SMILE Training Roll out SMILE training program to all Partner with HR to tracking training
coworkers to reinforce customer for all new coworkers to ensure
Cross function training service consistency throughout store training is being done within time
(Commit to training within 6-8 weeks frame
of coworkers hire date)
Budget for training hours and
Better meet the customer with coworkers cross trained to fill in for
knowledgeable coworkers, training times
consistent message and
representation of brand throughout
store

Survey Gizmos More focused/regular survey of ICSS results/Survey results

customer through survey gizmos
ICSS with specific parameters for more Address customer concerns and give
useful data on focused areas positive feedback for good
HUTI comments
Budget for hours (ex: 224
hours, labor cost = $2,688) Measure up against the 10
iPads expectations

Analyze ICSS to determine customer

satisfaction

Follow up with customer

comments/complaints

Mystery Shops Set expectation for coworkers and Address and reeducate on mystery
ensure proper training and shops lower than 100%
competency
Acknowledge and reward 100%
Coworkers mystery shop other mystery shops
departments to experience IKEA
through the eyes of the customer
and to create empathy for customers

Fast and easy check out/return Queuing 3+1 for cash lanes Measure wait times

9 minutes to counter for returns Determine efficiency of process and

ensure coworkers have the tools
7 minutes + 1 min per item for FSHD they need at all times

Express returns lines and debit/credit

only cash lanes

 CR BUSINESS PLAN FY16

Store Objective Great place for coworker to work

CR Strategy CR Action Plan CR Measurement and Follow Up

Floor/Admin Management Ratio 75% of time managers are Review routines and procedures to find
customer facing and available on more efficient ways to accomplish tasks
floor that require being off the floor

25% off the floor for administrative Feedback from peers and coworkers
duties

Interdepartmental communication
& support

365 Return Policy Roll out return policy to coworkers, Follow up with coworkers who call
help with change management as managers for decisions- coach coworkers
needed through problems so they feel
empowered to implement their own
Empowerment of coworkers to solutions
make decisions and take
responsibility Ensure recovery participates in meetings
to get feedback on returns and common
Department meetings that include issues
Recovery

Staffing Ensure schedules out 3 weeks in Feedback between staff planner and CR
advance to avoid call outs due to
errors/conflicts Attendance tracking sheets

Proper support during peak times

to help distribute work load

Consistent expectations regarding
attendance and tardy policies
throughout function

PEs and Training Continuous feedback through the Reflection on quality and accuracy of
year (strengths/opportunities) to PEs at the end of the year
set expectation for PE
# of PiPs
Accurate record of all aspects of
coworkers performance Follow through with development plan
throughout the year and trainings

Development plans

 CR BUSINESS PLAN FY16

Store Objective Customer perception of IKEA/Brand

CR Strategy CR Action Plan Measurement and Follow Up

Partner with CSC for

Customer Centric One
IKEA

Resolve issues in store Address reasons customer calls CSC Partner with CSC to get feedback on trends in
and identity root causes customer complaints and follow up within given
of problems Service related issue period of time to see if trend improved/worsened
Complaints and claims
Educate and reinforce service offer throughout
Hothouse entire store

Good transfer management Incentive program that rewards coworkers for

routines through function catching orphans

Oversolds
Left behinds
Damages
Orphans

Support in stock
availability
Accurate scanning at cash lanes Follow up through Transfer Management group
on net goals/gross goals, inventory goals.
Multipacks
Prompts through register Follow up with articles that potentially are
Common missed scan affected by cash lanes or returns.
items (skorva, plastic box
lids, sofa covers, etc.) Fraud/Theft training
Great customer service
leads to deterring theft

One IKEA Coworkers as pen pals to CSC Partner with CSC to follow up

Intro video w/ CSC coworkers Consistent communication

Reach out to service office for help

 CR BUSINESS PLAN FY16

Store Objective Excellence in Operations and Sales

CR Strategy CR Action Plan Measurement and Follow Up

KPI measures Time per customer/productivity Customer Relations Scorecard

Voids/Corrections/Overs Coworker report cards and monthly follow up

olds/Scanning errors/mystery
shops Reach out to stores performing better in KPis
opportunity areas
Compare w/ other stores

Service Offers Centralize tasks to CSC Ave ticket of picking & delivery

Develop Best Practice routines MRO2FREI Report for free delivery measurement
for delivery & services
Mystery shop evaluation on service questions
Training/communication store
wide

Shopping tools to support Average ticket per shopping tool: Implement good routines in maintaining shopping
sales tools through store
No bag: xx
Yellow bag: xxx Communication and visibility of shopping tools
Hjulia: xxx available
Stroller cart: xxx
Shopping cart: xxx Measure LV IKEA by zip code days in which
cashiers would enter a code according to shopping
tools used to determine our ave. ticket

00000 = no bag
00001= yellow bag
etc, etc.

365 Return Policy Communicate at check out 325 budget

Supports sales: Opportunity to find trends in quality

issues/miscommunication about product or price
Customer spends 3x with in store
store credit + AS IS
Revenue
Impulsive shopping
Repeat visits

 CR BUSINESS PLAN FY16

Store Objective Customer Loyalty

Repeat visitation
CR Strategy CR Action Plan Measurement & Follow Up

IKEA family sign Cashiers will have paper IKEA Family sign ups goals and incentive program
ups applications available at the
registers, kiosks will be placed % of sales from IKEA family members/track repeat
visibly and conveniently by the visitors
cash lanes, Greeters and Smaland
coworkers will support sign ups

Gift card sales Work with Comm-In partners to Monitor gift card sales and measure against set
integrate gift cards into seasonality goals
(holidays, back to school, etc.)

Consistent Seamless continuity between CR, Follow up with CSC for on going updates/concerns,
customer CSC, and service providers tertial basis?
experience
Multichannel consistent Follow up with website, app, and other IKEA
communication channels to ensure consistent pricing/services
messages. Address inconsistencies and follow up
Support one call resolution goal with other functions

 CR BUSINESS PLAN FY16

Strive to meet reality

LV Priorities: CR Opportunities

Las Vegas PMA: 2 million

35% have children

*Smaland

Average age of 35 (Gen X and Millennial)

*service expectation/ease of shopping/time expectations

Hospitality oriented

*customer service and accommodation expectations

Average 25 minutes drive time

*inconvenience of coming back to store

Need repeat visitation of 5-6 times per year

*IKEA Family & great customer experience

*365 returns policy