Thus, it tries to create a work environment where its managers earn the trust of their employees by treating them with respect, valuing their work, soliciting their opinions, and showing a personal and professional concern for them. As a result, the company initiated a program in 2001 that enables senior managers to communicate Office Depot's growth strategies to all levels of the organization. Employee feedback was also sought to ensure that the program was beneficial and to make necessary changes in the system. A learning management system, available on the company's intranet, was put in place to give employees the ability to improve their job skills. This system takes advantage of interactive computer technology rather than expensive one-on-one training. Results of these workplace changes have been very successful. Employee morale has increased and, during 2001, employee turnover declined 29 percent. Furthermore, employee surveys indicate that Office Depot is indeed becoming a more compelling place to work. Office Depot has decided to focus on improving its workforce because it realizes that having superior internal resource strengths and competitive capabilities is an effective way to outperform competitors. .
A major responsibility of Office Depot's workforce is to provide "fanatical" customer service to consumers who shop not only at Office Depot's retail stores but also through its e-commerce sites and catalogs. Store employees are trained and educated with a focus on their respective departments in order to provide customers with more information to make their purchasing decisions. In 2001, employees also spent more time greeting customers and asking them whether or not assistance was needed. This led to a 21 percent improvement in Office Depot's customer service index and a 52 percent decline in customer complaints. Office Depot executives expect their employees" excellent service will differentiate the company from its competitors and increase its market share by attracting new as well as repeat customers.
