ANN ARBOR, MI (April 7, 2003) Ann Arbor-based firm ForeSee Results announced today that the company has been selected by Borders Inc. to measure and manage the effectiveness of subscription-based email newsletters for customers of the retailer’s more than 400 Borders Book & Music stores.
With more than 12 newsletters sent to interested customers who opt-in to receive news and information about their favorite categories of books, music and movies, Borders is working to better understand how its newsletters impact overall customer satisfaction and cross-channel effectiveness.
Marilyn Slankard, vice president of marketing services for Borders, says that ForeSee Results was chosen because of its ability to provide “precise, actionable insight on how customers are responding to the newsletters.” Unlike simple survey tools or usability studies, ForeSee Results is able to predict how satisfaction levels with various elements of the Borders newsletters will impact customers’ future behaviors such as the likelihood to purchase again or visit a store to shop. This kind of analysis will help Borders prioritize newsletter changes and enhancements while continuing to provide useful information to customers.
“The ForeSee Results methodology will help us generate insights about how specific elements of our communications with customers directly impact overall satisfaction and future behaviors,” said Slankard. “Our newsletters were developed to enhance the experience of book, music and movie lovers that shop at Borders, so it’s important that we understand how our customers respond to them. The data that ForeSee Results provides will show us what we’re doing right and help us improve the newsletters according to customer needs.”
By employing a methodology used at the University of Michigan for the American Customer Satisfaction Index, ForeSee Results captures statistically reliable data that is able to predict the behaviors and satisfaction levels that will result from changes and enhancements to e-business websites or informational subscription-based newsletters.
“Borders provides the books, music and movies its customers are passionate about, and they do it by providing a wide and diverse selection and comfortable, convenient shopping experience,” said ForeSee Results CEO and online customer satisfaction expert Larry Freed. “In addition to the in-store experience, Borders knows how important it is to understand how email newsletters are influencing future customer behaviors. We’re looking forward to providing actionable data that will help them best serve their customers to keep them coming back.”
About ForeSee Results
ForeSee Results is the market leader in online customer satisfaction management and specializes in converting satisfaction data into user-driven web development strategies. Using the methodology of the University of Michigan’s American Customer Satisfaction Index (ACSI), ForeSee Results has developed a model for online retailers that scientifically quantifies the elements that drive online customer satisfaction and predicts future behaviors like likelihood to purchase, return to the site, or recommend the site to a friend. ForeSee Results, a privately held company co-founded by Compuware Corporation and CFI Group, is located in Ann Arbor, Michigan and can be found on the web at www.foreseeresults.com.
About Borders Group
Borders Group is a leading global retailer of books, music and movies with more than 1,200 Borders Books and Music, Waldenbooks and Books etc. stores worldwide. Headquartered in Ann Arbor, Mich., Borders Group employs more than 32,000, and teamed with Amazon.com, offers online shopping through Borders.com (www.borders.com) and Waldenbooks.com (www.waldenbooks.com). Information on Borders stores and product reserve options is available through www.bordersstores.com. More detailed information on the company is available at www.bordersgroupinc.com.