NRF was a powerful showcase of how digital transformation is reshaping retail and customer experiences. I had the privilege of joining Jennifer Karras, Director of Operations Excellence at Circle K, for a Big Ideas session on leadership in the digital age. We discussed how Circle K turns customer feedback into actionable insights, bridging the gap between CX and EX to create a stronger, more resilient frontline workforce.

Circle K’s journey began with a simple yet crucial need: improving communication with frontline employees. By leveraging WorkJam, Circle K standardized communication across its workforce, ensuring every employee—from associates to managers—receive timely, consistent messaging. What started as streamlining communications evolved into a transformative strategy, integrating real-time task execution, audits, and employee engagement initiatives.

A key takeaway was the impact of closing the feedback loop quickly. Traditionally, analyzing customer surveys and operational data took days or weeks, delaying action. Now, Circle K uses AI-driven automation to analyze customer feedback instantly, translating insights into real-time tasks employees can address immediately. If a customer reports an issue—say, a restroom that needs attention—that feedback is instantly converted into a task and resolved right away. Acting on insights in real time ensures superior customer experience and frontline accountability.

Beyond efficiency, WorkJam’s app fosters a culture of recognition and engagement. Employees celebrate achievements by sharing selfies, participating in contests, and earning digital badges for outstanding performance. The results speak for themselves: a more connected workforce, boosted employee satisfaction, and a better customer experience.

Walking the floor, it was clear the industry is prioritizing human-centric technology solutions driving both efficiency and engagement. Our session reinforced that leadership today means empowering employees with the right tools to succeed. By connecting CX and EX, organizations like Circle K enhance customer service and shape the future of frontline work.