Office Depot 2001 Annual Report Download - page 10

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e recognize that customers make a choice each time they shop
for office supplies. That’s why we work to deliver a shopping
experience that makes Office Depot the best destination for customers—
whether they choose to shop through our retail stores, e-commerce sites,
catalogs, customer service centers or sales representatives. •This effort
begins with our people, who earn customer loyalty by offering them what
we define as “fanatical” customer service. One way we deliver this service
is by creating an outstanding shopping environment. In 2001, we advanced
this effort by remerchandising all of our North American Retail stores.
Our store employees also spent more time greeting customers and partici-
pating in purchasing decisions. These enhancements led to a 21 percent
improvement in our Customer Service Index, as well as better “in-stock”
positions during the year. •In our North American delivery business, we
focused on improving quality in each of our 24 U.S. warehouses. Our service levels reached record highs in 2001, and we contin-
ued to devote time and energy to improve our performance while increasing productivity and efficiency. •We also continued to
expand our business to meet our customers’ needs around the globe. We leveraged our existing profitable European infrastructure
to launch our Business Services Division in Ireland, The Netherlands and France. In our direct mail business, we pioneered new
strategies to address our customers in more meaningful ways while customizing Viking brand offerings for European customers.
•In 2001, we also furthered our global e-commerce industry leadership. In the U.S., more than 75,000 customers visited our
award-winning Web site, www.officedepot.com, each month to pinpoint a store, and many placed orders for pick up at their local
stores. We also grew our international e-commerce business through introducing new sites, search technologies and faster site nav-
igation. These efforts helped to generate $1.6 billion in worldwide e-commerce sales in 2001. •Customers come to Office Depot
seeking friendly knowledgeable people who can help them select products that will contribute to their success. In 2001, our
Company-wide customer service indices rose to all-time highs, while complaints declined 52 percent—proving that Office Depot
is meeting our customers’ expectations, and creating the most compelling place to shop for office supplies.
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Fanatical Customer Service
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