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Borders Ranked Most ‘Enjoyable’ in National, Independent ‘Customer Experience Index’; Borders Ranked #2 Overall


ANN ARBOR, Mich.—Borders® ranked number one among 112 companies nationwide for providing an enjoyable customer shopping experience, according to the inaugural “Customer Experience Index (CxPi), 2007,” published November 21 by Forrester Research, Inc. “Enjoyable” was one of three measures—which also included “Useful” and “Easy to Work With”—that Forrester Research asked nearly 5,000 consumers to rank based on their recent interactions with companies in nine different industries, including major retailers, banks, cell phone service providers, credit card providers, insurance firms, Internet service providers, investment firms, medical insurance companies, and TV service providers. Overall, combining all three customer experience dimensions, Borders was ranked number two nationally and was among only 10% of the 112 companies to receive an overall rating of “excellent.”

In addition to topping the “Enjoyable” category, Borders tied with credit unions for a #1 ranking in the “Easy to Work With,” category, where Borders earned a rating of “excellent.” In addition, Borders was among the top 15 companies in the category of “Useful,” again earning an “excellent” rating.

“The Customer Experience Index reflects what our own research is showing—that people really love shopping in Borders stores,” said Borders Group Chief Executive Officer George Jones. “We are proud to be ranked so highly on a national consumer study by the respected Forrester Research organization. Borders will continue to distinguish itself as a leader in providing an outstanding customer experience. I’m proud of our entire organization; especially those who work in our stores meeting and exceeding customer needs each day.”

About The Customer Experience Index, 2007
The “Customer Experience Index (CxPi), 2007” analysis was based on responses from 4,758 consumers during Forrester’s North American Technographics® Online Survey, Q3 2007. The “Customer Experience Index” was calculated as an average of the indices that came from consumer responses to three questions based on the measures of “Useful,” “Easy to Work With,” and “Enjoyable.” Retail customers rated companies that they had interacted with during the previous 30 days. While feedback was received on a total of 175 companies, the “Customer Experience Index” includes only organizations that had at least 100 consumer responses.

About Borders Group, Inc.
Headquartered in Ann Arbor, Mich., Borders Group (NYSE: BGP) is a $4.1 billion global retailer of books, music, movies, periodicals, and gift and stationery items. Through its subsidiaries, Borders Group employs more than 30,000 and operates over 1,100 stores worldwide primarily under the Borders® and Waldenbooks® brand names. The company’s mission is to be a headquarters for knowledge and entertainment. Borders superstores carry up to 200,000 titles and customers spend nearly an hour in their local Borders store on an average shopping trip, taking advantage of the vast inventory and comfortable shopping experience, as well as a host of in-store events and community-centered activities. For more information, visit

Contact Borders:
Anne Roman
(734) 477-1392


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