How Target’s Service Culture Begins with Its People

Explore how Target is strengthening its guest experience by investing in team member support, balancing AI innovation with human connection, and fostering a culture where both employees and customers thrive.

If you’ve ever experienced that signature Target welcome, you can thank more than just the iconic red shirts and bullseye branding. At the heart of Target’s unwavering guest experience lies a team that’s just as cared for as the customers they serve. And John Caldwell, Senior Director of Team Member Service Centers and a long-time Target veteran, is one of the key figures ensuring that culture thrives.

I had the chance to speak with Caldwell, who also serves on the Execs In The Know Advisory Board, about how Target is supporting its team members, thoughtfully embracing AI, and staying true to its people-first values in an ever-evolving customer landscape.

His leadership philosophy? Simple. Profound. Human.

“If you take care of the team, they’ll take care of the guest, and everything else will follow.”

It’s a truth he’s lived since his earliest days on the store floor more than 30 years ago. Today, from his post in the Team Member Service Centers, Caldwell’s work touches nearly every corner of Target’s operations, supporting store teams, supply chain logistics, facilities, and technology. While the scale has grown exponentially, the principles remain rooted in empathy and empowerment.

Solving the Right Problems

Caldwell’s team doesn’t just put out fires; they look upstream.

“One of our focuses is solving problems, but another that’s just as important is providing insights back to the enterprise to fix the root cause.”

It’s this strategic shift, from reactive to proactive, that’s allowing Target to evolve with speed and integrity. Whether it’s rerouting deliveries or resolving tech issues, the goal is the same: free up frontline employees to focus on guests. But that level of orchestration requires clarity, transparency, and trust across the board.

“Even the simple act of admitting we don’t know is powerful,” Caldwell notes. “When we are clear about our mission and create safe spaces so that everyone can seek clarity... the results will follow.”

Finding Humanity in AI

Like many enterprise service centers, Target is beginning to explore the power of AI. But Caldwell and his team are intentional in their approach.

“It can’t be only about our efficiency. It has to help our teams and guests do things easier.”

The early AI pilots in the service centers are already promising, enabling faster information access and smarter resolution pathways. But technology alone isn’t the answer. “We’ll continue to focus on the intersection of automation and care,” Caldwell says. And it’s not just guest sentiment they’re capturing. Recent innovations now help track internal team member sentiment, too, creating a feedback loop that fuels continuous improvement.

Perhaps the most revealing glimpse into Caldwell’s leadership style comes when he talks about workplace culture. His barometer isn’t performance metrics. It’s the stories people tell when they leave the office.

“I want their dinner table conversations about where they work to be joyful.”

That sense of belonging and purpose, he believes, is what fuels high-performing teams, and ultimately, exceptional customer experiences.

Looking Forward

As digital preferences evolve and customer expectations rise, Caldwell is all-in on empowering Target’s frontline teams with the right tools, data, and autonomy.

“Our Service Center teams are an extension of our frontline teams... solving problems for and delighting our guests.”

It’s a journey marked by change, but anchored by values; something Caldwell doesn’t take for granted. “Finding a company that aligns with my values and leadership style is something I’m thankful for every day,” he reflects.

Want to hear more from John Caldwell on AI, transformation, and CX strategy? Read the full Q&A interview here.