URBANDALE, Iowa — Hy-Vee is embarking on a comprehensive effort to improve customer service at its stores and is training employees to be attentive to customers’ needs.

The effort is being promoted with the advertising that features the chain’s longtime slogan, “A helpful smile in every aisle.”

Employees of the West Des Moines, Iowa-based chain are being trained to “take care of that customer who is right in front of you,” explained Jay Marshall, who was recently named senior vice president of marketing and merchandising, effective Oct. 1.

The campaign marks a shift from the Red Hot Deals price-oriented effort the company had been emphasizing during the recent recession.

“We will never walk away from price, and we haven’t raised our prices, but what we really want to be known for is, ‘A helpful smile in every aisle,’” Marshall told SN.

During the pre-opening rally with employees at the company’s new Urbandale location, they were led on a cheer that revolves around the “SMILE” approach that Hy-Vee is teaching workers as a reminder of the service imperative. It stands for:

• Stop: Employees should stop what they are doing when a customer needs assistance.

• Make them feel important: Employees should give the customer their full attention.

• Investigate their needs: Employees should ask how they can help.

• Listen to what the customer has to say.

• Exceed their expectations.