Exchange now seeking shopper feedback year-round


DALLAS — The Army and Air Force Exchange Service knows that Soldiers, Airmen and their families are the experts on how to best improve the Exchange shopping experience.
That’s why the Exchange is inviting shoppers to sound off on their experiences 365 days a year with a new Customer Satisfaction Survey, located at
Previously, the Exchange gathered shopper feedback through its twice-yearly, store-level Customer Satisfaction Index, which was administered by an outside company. The new survey is performed in-house, allowing the Exchange team to view responses in real time and respond to areas of concern immediately.
“We have re-vamped our shopper feedback system to make it as simple as possible for shoppers to speak their minds,” said Air Force Chief Master Sgt. Sean Applegate, Exchange senior enlisted adviser. “We want to hear everything those we serve have to say about their experience shopping with the Exchange, especially if it’s in an area where we could use a little improvement.”
Moving the survey, as well as the Exchange’s internal employee survey, in-house will save the Exchange about $730,000 per year in fees to the former outside service provider.