1to1 - Spring 2009 - (Page 4) 1to1media.com web exclusive Borders Bookstore Builds Customer Engagement Online Like the many books stacked on its store shelves, Borders was looking for a way to stand out. After ending its seven-year partner relationship with Amazon to build its own website, which launched last May, the company used the occasion to completely rethink its online presence. That meant engaging customers in a unique way. The bookseller created an online tool called Magic Shelf to mirror the in-store customer experience and drive more customer engagement online. > www.1to1media.com/links/borders.html 1to1 Weekly Xfactor Social Media Becomes a Valuable Learning Tool Social media is often associated with entertainment, as users share photos, send status updates, and enjoy games in a collective environment. But its capabilities are moving from just a fun tool to a platform for sharing knowledge and education. K12, for example, brings education out of textbooks and creates a place for collaborative learning. The company, which provides learning tools to schools and parents, is taking advantage of Web 2.0 to reach students. Podcast Chick-fil-A: Fast Food Dishes Five-Star Service Chick-fil-A fast food restaurant has quietly built a loyal customer base across the United States. With 35 years of consecutive sales growth, the company attributes its success to its employee culture, which emphasizes long-term customer relationships and highclass service over sales volume. Michael McCathren, Chick-fil-A’s senior consultant of interactive digital marketing, discusses the company’s customer strategy and marketing efforts in this podcast. Marketing Leaders Dish on the Economy Excerpt from a 1/26/09 article by Elizabeth Glagowski At the recent Argyle CMO Leadership Forum in New York City, most of the panel discussions and networking chats revolved around keeping a keen eye on budgets and spending.The scene wasn’t all doom and gloom, however. There is still a lot of optimism within marketing circles. In a real-time survey of the nearly 100 conference participants, 47 percent said the economy will allow their brand to grow market share in the next 12 months, while 41 percent thought their brand would maintain share. When asked how they will invest in marketing in 2009, 61 percent of attendees said they will invest in new markets, 58 percent said they will make new product investments, and 25 percent will focus on new business acquisition. > www.1to1media.com/links/k12.html > www.1to1media.com/links/chickfila.html Noreen Dirling, Branch Operations Administrator, Dollar Bank Dollar Bank, National Register #76001594. Fourth Avenue Historic District. My parents recently started banking with Dollar Bank, a regional operation in the Pittsburgh and Cleveland metropolitan areas. From my parents’ account, the branch operations administrator Noreen Dirling takes great care of her customers. For example, my mother recently was hospitalized with pneumonia and mentioned it to Noreen during a recent visit to the bank. Noreen actually called my mother later that week at home to check on her. Another time, my mother went to the bank, but Noreen was assisting another customer. Noreen called my parents and apologized to my father because she didn’t have a chance to say hi to my mother. She also called my mother twice to see if she needed help with online banking (my mother had previously received one-on-one instruction for online banking at the branch). Noreen is the pinnacle of a customer service leader—someone who inspires customers to stay at their local business and routinely helps to solve their challenges. – Mila D’Antonio > www.1to1media.com/links/cmoleadership.html > To nominate an Everyday Champion, go to www.everydaycustomerchampion.com 4 1to1 magazine www.1to1media.com http://www.1to1media.com http://www.borders.com http://www.1to1media.com/links/borders.html http://www.chikfila.com http://www.k12.com/ http://www.1to1media.com/view.aspx?itemid=29293 http://www.1to1media.com/links/k12.html http://www.1to1media.com/links/chickfila.html http://www.argyleforum.com/events/eventimages/01.17.08/main.html http://www.1to1media.com/view.aspx?ItemID=30356 http://www.1to1media.com/view.aspx?ItemID=30356 http://www.1to1media.com/links/cmoleadership.html http://www.1to1media.com
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