Hy Vee - When You're the Face of the Company

Sure, it's a goofy name if you're not from the Midwest.  But, HyVee has been a tradition here in Iowa for over 70 years.  Their age old slogan, "There's a Helpful Smile in Every Isle" (Did I really type Isle rather than Asle?  Must be my "English as a Second Language" class ain't working!) has been sung by scores of folks...and now with over 220 stores in the Midwest this privately owned chain is iconic to many.

But HyVee is experiencing a problem. 

You see, we think that many of the children that HyVee employs simply are not keen on being friendly.  Let alone smiling.

The most bothersome thing is that after the young man or woman says, "Did you find everything?" the conversation with the customer stops.  Dead.  And often, like this past Monday night, the young lady continued her conversation with the other young lady who was bagging.  They had some very important evening plans.  I did try, once, to engage...but I was ignored.  She did stop her co-worker conversation long enough to say, "Here's your receipt, have a nice day."

If you are a first time reader you need to know that we are not always critical of companies we come across.  In fact, we often lift up those excellent experiences and tell others about them. 

We're not sure what's up at HyVee...maybe we need to bring back a friend who really understood customer service.  Who?

Ron Pearson.

I've met Mr. Pearson at several events over my 20+ years here in Iowa.  It used to be that Ron was the "face" of HyVee.  He was in countless television ads, you would see him at the State Fair, he would go and visit stores, without notice.  At least that's what my old friend Dick Handy once told me.  (Dick was the store manager in Fort Dodge...  He loved the customers and once told me Ron Pearson demanded everybody work hard at "treating the customer like family".) It made a difference...to Dick and his crew.

I last saw Mr. Pearson a couple of years ago when he and his wife attended the wedding of Fred Schneider's daughter at the Wakonda Club here in Des Moines.  That's when he was CEO.  Now he's the Chairman of the Board and no doubt out of the loop.

I don't know, nor have I ever seen Richard Jurgens, the current CEO.  I suspect he's a nice enough guy but...something is missing.

Sometimes when you brand a company with a person there is a "go to" feeling...somebody that talks and walks the program.  Maybe Mr. Jurgens does...  But, then again, maybe that's why the entire brand has changed.  It's about food...not about the customer?

Maybe some of the kids could use a refresher course of the "old school"?  Maybe the design and PR firm they own...could help?

Michael P. Libbie - Insight Advertising, Marketing & Communications

Comments

[Mike Winter]

Michael,

Interesting blog, did you know my career started as a sophmore in High School with Hy-Vee. That is where I cut my teeth on customer service. Customer service was "IT" back then in the early 80's to Hy-Vee. I know of an instance where one part timer was terminated because of poor customer service. The term part timer was used loosely because nine of us so called "part timers" worked 40 hours a week - I think they need 40 part timers just to keep up now because no one in that age group wants to work that many hours a week anymore!

They used to have imposters pose as customers and ask where something was in the store, if we did not take them to the product and show them exactly where it was we could be terminated. No saying "It's over in aisle 8 half way down on the right side!" We were mandated to take them to the spot no matter what we were doing and we'd better have a smile on our face!

I worked for Hy-Vee on and off for eight years through High School and College and to this day what they taught me about customer service is carried in my passion running Worthington Ag Parts!

I sincerely hope they get back to their roots - it is truly what made them unique!

Great blog!

Mike Winter
President - Worthington Ag Parts

[Diane Kaye]

In Lincoln Nebraska, we haven't found Hy-Vee to be very customer oriented in some of their policies. For example, Hy-Vee tends to leave large vacant buildings in inner cities and sit on the leases (not allowing other grocery stores in) when they build new mega-stores on the outer fringes of a city.

The third time they tried that in Lincoln, it seriously threatened the well being of an older neighborhood - University Place. When residents raised hell (over 1200 signed peitions, and many were boycotting Hy-Vee), Hy-Vee relented and is now planning to maintain a small store in the neighborhood.

I've met and talked with Ric Jurgens. He doesn't impress me as wanting to really listen to what customers want. He's very focused on just making money.

Go to www.releasethelease.com for details on the Lincoln Hy-Vee issue.

[Michael Libbie]

Diane:

This is exactly what is happening herein Des Moines as well. Hy-Vee was to abandon an "inner-city" facility and build a mega store in a place called Beverdale. Never mind that most of the Beverdale residents did not want the store and the "inner-city" store residents were begging to keep a store near them. HyVee...about the same time they announced the Lincoln plans they announced plans to have a smaller facility near downtown Des Moines. Thanks for reading and for your comment! MPL