June 22, 2009, 12:00 AM

Former Borders.com exec Kevin Ertell joins ForeSee Results

Kevin Ertell, who ushered in the new Borders.com e-commerce site last year, has accepted a position as vice president of retail strategy at customer satisfaction measurement firm ForeSee Results.

Kevin Ertell, who ushered in the new Borders.com e-commerce site last year, has accepted a position as vice president of retail strategy at customer satisfaction measurement firm ForeSee Results.

“I’ll wear my retailer hat to make sure retail executives can use ForeSee’s products to improve their web sites and improve the retail experience for their customers,” Ertell tells Internet Retailer. In his new position, Ertell will both help to develop new products for retailers and help retailers get the best use out of them, the company says.

“He’ll be a great addition to our team both internally and externally, as he helps us to serve the retail industry with best-in-class solutions and helps retailers understand the role customer satisfaction measurement plays in their business,” says Larry Freed, president and CEO of Ann Arbor, MI-based ForeSee Results. Freed adds that Ertell showed that he understood the value of measuring customer satisfaction while a client of ForeSee at Borders and Tower Records.

ForeSee has added 15 employees this year, for a total workforce of 150, Freed says. Among other recent hires are Drew Bennett, senior director of product development, and Jeff Dwoskin, senior director of client services. Bennett and Dwoskin both came from ePrize LLC, a provider of online promotional services.

Ertell most recently was vice president of e-business at Borders Group Inc., a position he left early this year as part of a corporate restructuring. Prior to Borders, he headed e-commerce at Tower Records. In each of those positions, he used ForeSee Results’ products extensively to analyze customer satisfaction and make subsequent site improvements to improve the online shopping experience, he says.

In one four-month period at Borders, Ertell says, he used ForeSee customer satisfaction data to identify problems and improve site search along with dozens of other online shopping features, resulting in a doubling of conversion rates. Among recent product developments at ForeSee, Ertell says he has been most impressed with CS Session Replay, which plays a video of pages viewed by customers, including actual mouse movements, so that retailers can match customer satisfaction ratings with actual shopping experiences.

Ertell, who says he chose ForeSee over other employment offers he had received from retailers as well as other technology vendors, joins ForeSee at a time when it’s experiencing strong growth. Through the end of May, revenue is up 40% over the same period last year, and 2008 revenue rose 46% over 2007, Freed says.

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