HARRIS TEETER CALL BOX PROGRAM GROWS

DENISE ZIMMERMAN

CHARLOTTE, N.C. -- Harris Teeter here is expanding its customer service "call box" program to four more stores this month and 10 more locations next year.

The call box paging system, which enables shoppers to summon store employees for assistance in specific aisles, was launched by the 25-store regional division here, but at least two other Harris Teeter divisions are evaluating the systems, said Jerry Johnson, regional merchandise manager, Charlotte region.

In addition to enhancing customer service, Johnson said, the devices provide valuable tracking data that can flag potential problems in customer service levels or merchandising strategies.

"It tells us where we're having the most customer questions and we can make a decision on merchandising [by determining] what's causing the question," he said.

The systems also track employee response time.

"If in one store it takes three minutes to answer a call, and in other stores it takes only 45 seconds, we know the store has service issues to deal with," he said.

Later this month, four more Harris Teeter stores will be equipped with the systems from Indyme Electronics, San Diego, at a per-store installation cost of about $7,000. The call boxes are prominently situated in every other store aisle and the paging technology works in tandem with the store's existing audio system.

"We are now looking at future uses," Johnson said, noting that the company's 63,000-square-foot flagship store will add the units to service departments in January.

"We have a large perishables department and if a customer is out on the floor, they can get immediate attention without having to find a person at the service counter," he said.

Departments set to add call boxes include dairy-frozen, deli, bakery, meat, seafood and produce.