MAXWELL AIR FORCE BASE, Ala --
The Army & Air Force Exchange Service has named the Maxwell Air Force Base Exchange as the winner of its highest honor for operational excellence, the Director/CEO Cup.
The Maxwell Exchange was awarded the trophy April 25 during the worldwide Main Store Managers/General Managers Conference in Frisco, Texas. The award honors one Exchange in each size category (Small, Medium, Large) each year for expert customer service, innovation, business results, community support and command validation for partnerships and engagement. The Maxwell Exchange won in the Medium category.
To win the award, the Maxwell Exchange gained above-average Customer Satisfaction Survey results; implemented innovative in-store marketing strategies; engaged in more than 100 installation leadership meetings; hosted several highly-attended in-store events; and supported its community by participating in installation- and garrison-wide events such as Military Retiree Appreciation Day, Maxwell Wingman and Safety Day and the Morale, Welfare and Recreation Children’s Spring Festival in 2015.
“We couldn’t be more proud to receive this award on behalf of all the associates who work to make Maxwell a model Exchange,” said Lorenzo Salgado, general manager. “Everything we do gets back to making the shopping experience easier, more comprehensive and more personal to the military shopper, and this award is just another assurance that we’re living up to the standards we’ve set for ourselves.”
Nominated stores are selected based on criteria including Expert Customer Service, Leadership, Business Results, Marketing Efforts and Community Support. Points are awarded based on how well the store meets a series of benchmarks adding up to a possible maximum of 125 points.