The supermarket store Target reportedly intends to start evaluating its workers based on how well or nicely they interact with customers.
This move was inspired by new CEO Michael Fiddelke’s efforts to improve Target’s sales, according to The Independent.
Fiddelke, who took over in February, said in a statement that “elevating the guest experience by making every store visit and digital interaction easier, more inspiring, and more welcoming” is one of his top goals.
“Target is focused on getting back to growth, and elevating the guest experience is one of our top strategic priorities,” a Target spokesperson added in a separate statement to CX Dive.
Target is rolling out new evaluations for workers based on how they greet and help shoppers. They want more consistent service in stores. Gotta step up that customer vibe. 💪🛒 pic.twitter.com/Vf63bbFnhL
— Jodi Rocha (@Heavensent1205) May 27, 2026
While a timeline for the evaluation rollout remains unknown, it’s been confirmed for sure that Target employees will specifically be graded on their friendliness with customers.
This new policy will run parallel with Target’s “10-4” policy that was announced in November. The policy requires employees to act a certain way whenever in the direct presence of customers.
“Whenever a guest is within ten feet of a Target team member, the staffer should make wave, greet or make eye contact with them,” The Independent notes. “When the guest is within four feet of a staffer, the employee should ask about the customer’s day or ask them if they need help with anything.”
Fiddelke celebrated the policy at the time.
“A great guest experience means a lot of things, but it starts with a warm, friendly and helpful team in stores,” he said on a November earnings call. “We’re making changes to give our team members more time to focus on what matters most, spending time helping our guests through enhanced digital tools.”
Earlier this spring, Target provided “guest experience training” to over 300,000 employees.
“Early feedback has been strong with teams saying they appreciate the clarity on priorities,” Target COO Lisa Roath said at an earnings call earlier this month. “Just as importantly, we’re seeing early improvements in guest experience and satisfaction metrics in stores where we’ve increased support. There’s more work ahead, but these early signals are encouraging.”
Some have defended Target’s recent, aggressive moves in the customer service department.
“This isn’t an unreasonable move by Target, especially as it gives them a framework to monitor and track customer service in more detail,” Neil Saunders, the managing director at GlobalData Retail, told CX Dive.
However, Saunders also warned that Target has to be careful with its new grading system.
“Target must be careful not to alienate staff with such grading — the scores need to be transparent and fair,” he said. “Second, on its own this is not a big fix — other things need to happen to improve service standards. Sometimes, it’s operational processes set by corporate that get in the way. Staff are willing to give great service but are not always enabled to do so.”
In other words, friendliness by itself won’t resolve the company’s other problems, including inventory shortages and long wait times.
Not to mention Target’s crazy liberal/leftist problem:
Crazy libs in Edina, Minnesota, went and bought tons of salt just to return it to protest ICE.
Annoying random workers to stick it to the man lol pic.twitter.com/x4jOMQxQdt
— Cassandra MacDonald (@CassandraRules) January 20, 2026
In fairness, Target has been implementing other policies as well to make life easier on customers and “guests.”
“In November, Target announced customers could use ChatGPT within the Target app to ‘purchase multiple items in a single transaction, shop fresh food products’ and select shipping options,” according to The Independent. “Personalized recommendations are also part of the feature.”
Target famously went viral around 2015/2016 for instituting a widely-panned “inclusive bathroom” policy saying that so-called transgender people were allowed to use whichever restroom they fancied.
Target went viral again in the lead up to Pride Month in 2023 for releasing a special Pride month merchandise collection.
Target’s CEO is shocked their earnings plummeted after backlash over their satanic “Pride” display targeted at children.
I visited their display when they tried gaslighting you about it saying it never existed— here’s what I saw: pic.twitter.com/Sv3fVo3Pfm
— Benny Johnson (@bennyjohnson) August 16, 2023
Writers and editors can be contacted at [email protected] with feedback, tips, or corrections.
V. Saxena is a staff writer with a decade of experience as a professional writer, and a lifetime of experience as an avid news junkie. He holds a degree in computer technology from Purdue University. Saxena also contributes to BizPac Review.
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