JCPenney 2009 Annual Report Download - page 19

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2years
ROW
#1
in a
VOTED
Putting People First
Stepping Up Our Service:
In 2009, we continued to invest in our people — our greatest strength — by providing invaluable training and
leadership development. We nd that our highly engaged Associates make a meaningful difference in how
customers feel about shopping at JCPenney. We also rened and expanded our CustomerFIRST program,
which gives Associates the tools and instruction needed to serve our customers to their highest satisfaction.
To recognize their efforts, in 2009 we rewarded over 100,000 Associates with a special bonus for their
contributions to our overall customer satisfaction scores, and ultimately, our protability.
Voted #1 in Customer Service
For the second year in a row, JCPenney ranked No. 1 among department store
retailers in the American Express/National Retail Federation Foundation Customers’
Choice survey. Delivering the best in customer service underscores the tremendous
efforts made by our Associates through JCPenney’s CustomerFIRST initiative and
its purpose of creating highly satised customers.
19