CDW 2003 Annual Report Download - page 10

We will also continue to do those things for our coworkers
that result in great customer service, reflecting our belief
that “Happy Coworkers Mean Happy Customers.”
So what makes a Happy Coworker? First, it is making
sure they feel appreciated. This is done by saying
“Thank You” to them in a myriad of ways, from
complimentary bagels and donuts to the exclusive use
of Six Flags®Great America theme park for our annual
Coworker Appreciation Day. Second, it is making sure they
have the training they need to serve their customers
well. This is important in every single department of
the company. Examples include training coworkers to
improve their English while managers learn Spanish,
and paying for coworkers to get high school and college
degrees, as well as special certifications needed for the
particular job they do. It’s all about making sure they are trained
well, know what is expected of them, and have the tools and the
resources they need to give great customer service—and then getting
out of their way so they can do it! I firmly believe that if our coworkers
leave their job at the end of each day knowing they did it well, they will wake
up the next morning ready to create Happy Customers. A particular focus of our
training this year will be to make sure all our coworkers are familiar with and understand the importance of
our Circle of Service.
We have the best team of coworkers in our industry, if not in all of corporate America. And it is clear to me,
after three years as your CEO, that no team in our industry can do it better than this team. You, our shareholders,
will continue to win only if we continue to focus on our coworkers and customers first.
John A. Edwardson
Chairman and Chief Executive Officer
So what is next in 2004? We need to leverage the investment we made in growing our sales force and acquiring
selected assets of Micro Warehouse by continuing to increase the productivity of our account managers and product
specialists. Our goal this year is to continue to grow both revenue and profit at above-market rates. I believe the
best way to do that is by looking to our CDW Philosophies of Success as our guide.
Probably our most important Philosophies this year will be:
What was right yesterday
may not be right today.
What is right today
may not be right tomorrow,
And what will be right tomorrow
may not be right today.
Conclusion:
DON’T BE AFRAID OF CHANGE!
We continue to evolve from an organization that was sales-driven to one
that is both sales-driven and powered by a more focused marketing engine.
And:
Treat every customer as if they were your only customer.
If you don’t, they may be your last customer.
We will do this by renewing our focus on the CDW “Circle of Service.”
So how will these two Philosophies guide our efforts in 2004?
First, we will continue to look for new markets to serve and new
customers to reach in existing markets, while working very
hard to gain a larger share of the total technology spend
of our current customer base. All of our marketing
activity and much of our sales training this year
will focus on making these goals happen. You
will likely see a continued growth of our field
sales force, new and more sophisticated
products and services being offered to our
customers, coordinated marketing plans
and sales efforts to extend the number
of product categories purchased by existing
customers, and continued efforts to joint
venture with local service providers as initiated
in 2003 in our public sector group. We will
test new ideas in a rapid-fire effort and move
quickly with those that grow revenue profitably.
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Circle of Service™