CE#611: Attention Office Depot Shoppers: Undercover CEO In Aisle 5 (Fast Company)

What could possibly motivate Office Depot North American President Kevin Peters to go undercover and drive to more than 70 stores across the United States? A first-hand understanding of customer experience, a factor ever more critical to brick-and-mortar retail success.

He recently explained his reasons to a packed ballroom of Customer Experience professionals at Forrester Research’s 2012 Customer Experience Forum in New York City.

Soon after taking the reins of the big box retailer in 2010, Kevin (pictured below) realized that “if [Office Depot] was going to win, it was going to need to differentiate on customer experience.”  He wanted to see for himself, through mystery-shopping his own stores, what the experience was like before making any changes.

This journey took him on a four-month road trip with the goal of answering one simple question from customers: What brings you into Office Depot today?

“It may sound like a silly question, but it’s at the very heart of our transformational journey,” he said.

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