| | JANUARY 201919CIOReviewSERVING SOLDIERS AND AIRMEN - ONLINE AND AROUND THE WORLDBy Phil Stevens, CAO & CIO, Army & Air Force Exchange ServiceRetail is the most competitive sector in business today with rapid innovation in the customer journey and the "last mile" of fulfillment. Like other retailers, the Army & Air Force Exchange Service must innovate and evolve to meet ever-increasing customer expectations, and technology is playing a significant role in that effort. Unlike other commercial businesses, though, the Exchange serves a fixed customer base with a wide range of formats and operates globally, from Greenland to South Korea and many austere and remote locations. Technical and retail industry expertise and best practices continue to drive transformation to allow the Department of Defense's oldest and largest retailer to deliver on its promise to go where troops go to protect and defend our nation.The Exchange serves active-duty Soldiers, Airmen, and their families as well as retirees and other honorably discharged veterans. This fixed customer base combined with a mission to return earnings to critical military Quality-of-Life programs, including Army Child Development Centers and Fitness Center, Air Force Outdoor Recreation and more, means every authorized Exchange shopper is especially important to the organization and its support of the broader military mission. Leveraging a team of data scientists, our goal is to know each customer better than any other retailer and add value at every touch point throughout their military career. Our vision is a customer journey around the "Digital Garrison" to simplify day-to-day interactions. In 2018, mobile and online usage continued its rapid growth. The Exchange added capabilities such as a mobile app for its Military Star proprietary credit card and worked with Army Morale, Welfare and Recreation to facilitate acceptance at its on-installation activities to include bowling alleys and Childcare Centers. Alliances and partnerships to include DoD benefits providers strengthens support of Soldiers, Airmen and their families. Competing every day with the best online and brick-and-mortar retailers gives the Exchange a unique blend of commercial efficiency and passion for improving military readiness and Quality of Life.
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