Sam’s Club, the Walmart-owned wholesale affiliate, is activating 100,000 store associates to drive customer experience, satisfaction and advocacy.

This strategy, according to its architects, blends new-fangled technology with old-fashioned shopkeeping: Associates connected to shopper feedback via the cloud are accountable for responding to customers, addressing problems in real time and uncovering new ways to make shoppers happy.

Looking ahead, the organization also is working to establish “a virtuous circle through which technology and insights create total disruption and change management strategy within Sam’s Club,” said Ramón Portilla, the company’s senior director/member experience insights.

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Ramón Portilla, senior director/member experience insights, Sam's Club