Morrisons replaces HOT scheme with ‘five-star’ rating system

Morrisons has replaced its famous HOT service initiative with a new five star rating system covering overall store performance.

Unlike HOT, which stood for hello, offer help and thank you and was based on internal mystery shops, Five Star Performance will be based on internal audits and customer feedback, which shoppers are encouraged to provide through the Morrisons website.

“Five Star Performance assess the customer’s overall shopping experience: the greeting they receive when they enter the store, the ease of moving around the store, the service they receive on our counters, product availability, helpfulness of colleagues around the store and whether they have a fast and friendly checkout experience,” said a Morrisons spokesman.

CEO Dalton Philips introduced the HOT initiative in 2011. Speaking to The Grocer at the time he said: “HOT is particularly important for staff working over counters. We already have the craft skills in-store, with more butchers, bakers and fishmongers than anyone else. We are looking to accelerate the interaction between these staff and our customers.”