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Circuit City Seeks Customer Feedback Online

As part of its new emphasis on customer relations, Circuit City is providing an online survey to gather feedback from customers regarding their in-store shopping experiences.

The survey goes hand in hand with the company’s new tagline, “We’re with you.” The catchphrase reflects president/CEO Alan McCollough’s goal of becoming “the customer service leader in CE retailing.”

Though Circuit City’s online customers have been able to take the surveys for about a year, the benefit has just been extended to the customers of the more than 600 brick & mortar stores. The survey, available at, is administered by, a comparison shopping site that serves as a neutral third party. Circuit City is also trying to improve the in-store experience by conducting mystery-shopping trips, exit interviews, focus groups and telephone surveys.

“We’re determined to offer a level of customer service that is unmatched by any other national retailer in the consumer electronics industry,” McCollough said. “We truly value the opinions of our customers, and now every one of them, whether they visit our stores or our Web site, has a chance to utilize this online feedback tool.”

The online survey takes only a few minutes to complete and participants are automatically registered in Circuit City’s Customer Satisfaction Sweepstakes, the company said. Drawings, which are planned for October, will include a $10,000 prize, a $5,000 prize, and 10 merchandise cards worth $1,000.