Scott Taber of Four Seasons collects customer feedback and shares it with staff to highlight successes, identify issues, and inform training. This helps improve the guest experience at each property. Julie Bernard of Macy's has driven cultural changes to make the customer a priority in all decisions. She leverages customer data insights throughout the organization to increase relevance and sales. Karen Mangia of Cisco established listening posts across all customer channels to gather insights and implement process improvements, simplifying their website based on feedback which reduced support inquiries and saved $300 million.

1. Edouard
Piquet
Aeromexico
Julie
Bernard
Macy’s
Barry
Ratzlaff
Hyundai
Scott
Taber
Four Seasons
Jimmy
Stead
Frost Bank
Karen
Mangia
Cisco
Tom
Probola
Ricoh
Karl
Halbach
ADP
George
Larribas
Wells Fargo
Leo
Minervini
Carlo’s Bakery
Matt
Flannery
Kiva
Joeri
Weyenberg
Kaplan University
Meet Our 2013 Customer Champions

2. Scott Taber
Four Seasons, PG 7
When 1to1 Media launched the Customer Champions program in 2004, the goal
was to shine a light on the people within companies of all sizes who are making
a difference in moving their organizations’ customer experiences forward.
In its 10th year, the Customer Champions community has grown to 130
people strong! These leaders have been instrumental in getting their compa-
nies to where they are today: on the path to customer centricity. They are
technologists, data specialists, marketing creatives, employee activists, and
service pros. Most importantly, they are customer experience evangelists.
Ten years means lots of changes for our Customer Champions community.
1to1 Media wanted to catch up with some of our past winners. Find out what
a few of them are up to in our “Where Are They Now?” e-book accessible on
www.1to1media.com/2013champs.
2013 1to1 Media Customer
Elevating the Customer Experience, Fostering
Meet Our
Customer
Champions:
Barry Ratzlaff
Hyundai, PG 4
Julie Bernard
Macy’s, PG 8
Jimmy Stead
Frost Bank, PG 6
Tom Probola
Ricoh, PG 10
Mila D’Antonio
Editor-in-Chief, 1to1 Media
2

3. 1to1 Media
1to1 Media also decided that it’s time for a change in how we present the program. For the first time, we
featured and awarded our Customer Champions at the Forrester Customer Experience Forum West in Los
Angeles, where Harley Manning, vice president and research director at Forrester Research, and I presented
the winners with certificates. Some of them even participated in a lively panel discussion about their individual
customer experience strategies.
We are proud of our Customer Champion community and we want to tell their stories in the hope that they
can inspire change in others. If you know a business leader who fits the bill of a Customer Champion, let me
know about this person. Hopefully they can join our growing community in 2014.
Sincerely,
Mila D’Antonio
Champions:
Employee Engagement, Delivering Bottom-line Impact
Edouard Piquet
Aeromexico, PG 17
Karen Mangia
Cisco, PG 11
Karl Halbach
ADP, PG 16
George Larribas
Wells Fargo, PG 12
Leo Minervini
Carlo’s Bakery, PG 13
Matt Flannery
Kiva, PG 14
Joeri Weyenberg
Kaplan University, PG 18 3

4. 1to1 Media
Ratzlaff is a firm believer that transparency provides the foundation for earning
customer trust. Under his watchful eye, the automaker has recently launched
Hyundai Reviews, allowing customers to review interactions with dealers, which
are then posted online. He takes pride in interacting with customers and then
sharing the knowledge from these conversations and surveys with the rest of the
organization to bring about improvements in the way the company operates.
Problem: A need to earn customer trust.
Solution: Simplified and enhanced customer relationships.
The Customer Protector
Barry Ratzlaff
Executive Director of Customer Contact, Blue Link and
Service Business Development, Hyundai Motor America
2013 Customer Champion
www.1to1media.com/2013champs
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5. 5
Your Customers
Applaud You
...and so do we.
Congratulations to Barry Ratzlaff
and all the 2013 1to1 Media
Customer Champions!
Creating Value through Superior Customer Experiences

6. 6
1to1 Media
2013
Customer
Champion
Stead continuously aims to assess and improve Frost Bank’s digital products and
services. He holds a strong belief that successful companies listen and act upon
customer feedback, so he has built his team of designers and software developers
to be one that incorporates mobile banking app features customers have specifically
requested. From transferring funds and finding ATMs to a “contact” button that
allows users to quickly call a customer service representative, these easy-to-use
features have led 76 percent of all Frost Bank customers to register for online
banking, with 60 percent actively using digital services to manage their accounts.
Problem: Needed a user-friendly mobile banking application that
extends and enhances the financial relationship.
Solution: Used customer feedback to add and improve mobile
banking features, thereby encouraging app usage and
cultivating satisfaction.
Jimmy Stead
Vice President of e-Commerce, Frost Bank
The Mobile Maven
2013 Customer Champion
6
www.1to1media.com/2013champs

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1to1 Media
Problem: A need to improve the hotel experience
for each guest.
Solution: Leveraged guest feedback and shared it with
staff at individual hotels.
Scott Taber
Vice President of Rooms, Americas,
Four Seasons Hotels and Resorts
The Feedback Champion
Collecting customer feedback, extracting insights, and sharing them
with the rest of the organization is central to Taber’s strategy to improve
the guest experience at each Four Seasons property. Apart from using
customer feedback to highlight successes and identify any emerging
issues, Taber leverages these insights for staff training purposes, expos-
ing employees to customer data. Customer insights are used to identify
hotel-specific innovations that can extended to the entire organization.
2013 Customer Champion
www.1to1media.com/2013champs
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1to1 Media
Bernard has inspired the customer centricity movement at Macy’s and has been
instrumental in getting the customer a seat the table. She has driven these changes
from the top down and the bottom up. With support from Macy’s CEO, Bernard has
been able to apply customer data insights to identify revenue opportunities and solve
challenges in departments across the company and impact the customer’s in-store
and online experiences. The result: Macy’s is more relevant for the customer, and
sales have followed.
Problem: Needed to transition customer data from being a
marketing asset to a strategic company asset.
Solution: Re-positioned customer data as a competitive
advantage and applied against traditional business
decisions throughout the organization.
Julie Bernard
SVP, Customer Strategy, Marketing Advertising, Macy’s
The Data Visionary
2013 Customer Champion
www.1to1media.com/2013champs
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A TRUE
CUSTOMER CHAMPION
Congratulations to 1to1 Media Customer Champion
Julie Bernard of Macy’s for always putting the customer first.
When Macy’s opened 150 years ago, it quickly became known for exceptional customer
service. Today, the company has renewed its focus on the customer – and Julie Bernard
has played an indispensable role in making that happen. As SVP, customer strategy,
marketing and advertising, Julie has led the company’s push to better understand
customers, put them at the center of all decisions, and personalize their experience in
store and online. Congrats, Julie, for never forgetting it’s all about the customer.

10. 10
www.1to1media.com/2013champs
Problem: Needed a structured VOC program that turns customer
data into actionable insights.
Solution: Conducted consumer studies and implemented employee
education initiatives to ensure an empowered workforce
that can deliver real-time results.
While consumer studies and complaint management programs have helped Ricoh gain
insight into the customer experience, Probola firmly believes that true value begins with
empowered employees. Because Probola understands that great customer experiences
are the result of great employee experiences, Ricoh implemented employee education
initiatives designed to impart insights and knowledge gathered from consumer feedback.
By enabling employees to voice their own frustrations and equipping them with necessary
tools, customer service call center employees now have the confidence and information
needed to resolve issues quickly, boost satisfaction, and enhance customer relationships.
Tom Probola
Senior Manager, Customer Excellence, Ricoh Americas Corporation
The Data Gatherer
2013 Customer Champion
1to1 Media

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www.1to1media.com/2013champs
Problem: Sought an integrated approach to gathering, analyzing, and
acting on the voice of its customers, partners, and employees.
Solution: Established listening posts across all customer channels and
implemented process improvements as a result of the insights.
Mangia is responsible for supporting all activities related to the Ease of Doing Business with
Cisco program. Under Mangia’s direction, a number of customer, partner, and employee
listening posts are used to gather perceptions, trigger actions, and analyze progress. The
result: based on customer insights, Cisco simplified website navigation which generated
a dramatic reduction in customer support inquiries, resulting in more than $300 million in
annual savings.
Karen Mangia
Director, Listening Services Center of Excellence, Cisco Systems
The Results-Oriented Networker
2013 Customer Champion
1to1 Media

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1to1 Media
The Employee Whisperer
Following Wells Fargo’s merger with Wachovia, Larribas developed a
system to help integrate teams across all business units, making it easier
for different client service teams to discuss the main customer issues
and then focus on finding solutions. Larribas uses customer surveys to
highlight great service and reward exemplary behavior. Feedback is also
shared across the organization to help client-facing employees have better
conversations with customers.
Problem: Needed to rally employees around the brand.
Solution: Integrated teams across the organization to
improve focus on customers.
George Larribas
Executive Vice President and Head of Client Delivery,
Wells Fargo Treasury Management
2013 Customer Champion
www.1to1media.com/2013champs
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1to1 Media
www.1to1media.com/2013champs
The Social Sweetheart
While Carlo’s Bakery has operated via the “pencil and paper” method for more than 100
years, Minervini recognized the company’s need to move to the cloud in order to satisfy
increasing customer demand. Because of the “Cake Boss” bakery’s growing fame, Minervini
understood that the brand not only needed to streamline its order process, but it also needed
to tap into social media chatter in order to understand customer wants and needs, improve
strategy, and address complaints. Ultimately, Minervini wants to bring the intimate nature of
the small business to the personal practice of creating cakes by integrating customer feed-
back to enhance service and make all customers—near and far—feel like family.
Problem: Operated under a “pencil and paper” order system that
couldn’t withstand increasing customer demand.
Solution: Transitioned operations to the cloud and enabled social
media monitoring to streamline the brand’s customer
focus on customer feedback.
Leo Minervini
Chief Information Officer, Carlo’s Bakery
2013 Customer Champion
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1to1 Media
The Impassioned Philanthropist
Flannery overseas all aspects of Kiva’s operations—the community support team,
the lender-facing engineers and product managers, as well as partnerships with
more than 200 field partners across 68 countries. Given his role, key customers
are at the center of everything Flannery does. In order to share his customer-cen-
tered approach with the entire organization, he frequently shares feedback from
the community support team from the lender base, as well as his stories from
the field when he has the opportunity to meet with borrowers and field partners.
By continuously sharing the feedback he receives from all corners of the world,
Kiva’s staff in turn feels more connected to their work and to the customers.
Problem: A globally dispersed staff and field partners.
Solution: By regularly sharing feedback and deploying unifying
technologies, staff and partners feel more connected.
Matt Flannery
CEO and Co-Founder, KIVA
2013 Customer Champion
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www.1to1media.com/2013champs

15. 15
Congratulations
to Kiva and
Carlo's Bakery,
our 1to1 Media Customer Champions.
You’re amazing — especially with a little help
from the Salesforce Effect.

16. 16
Problem: Sought a standardized approach for measuring customer
loyalty across its nearly 600,000 small business, midmarket,
and enterprise clients.
Solution: Consolidated 97 separate surveys into a single, standardized
Net Promoter Score (NPS) survey leveraged across all
market segments.
1to1 Media
The Client-Focused Collaborator
Halbach’s efforts have helped ADP obtain a much deeper understanding of the client
experience while senior leadership has made CX measurement a strategic driver for every
group within the organization. Halbach has led a collaborative, cross-organizational effort
to transform ADP’s collection, analysis, and response to client feedback away from a busi-
ness unit and product mentality to a client-centric focus that’s less numbers-oriented and
centered instead around the client experience. The result: ADP has been able to improve
the client experience while strengthening client retention and sales referrals.
Karl Halbach
Divisional Vice President and General Manager,
ADP Benefit Services
2013 Customer Champion
www.1to1media.com/2013champs
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Problem: Needed to understand customers and address
pain points.
Solution: Developed a systematic approach to capture cus-
tomer feedback.
Talking with customers directly is an integral part of Piquet’s job and he
encourages the rest of the organization to follow in his footsteps to fully
understand customers’ needs. Feedback from both these direct conver-
sations and other initiatives is analyzed and used to drive improvements
within the organization and identify issues that need to be prioritized.
1to1 Media
The Attentive Listener
Edouard Piquet
Senior Vice President of Customer Experience, Aeromexico
2013 Customer Champion
www.1to1media.com/2013champs
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1to1 Media
The Educational Innovator
Educational institutions require great financial commitment, both from the student and the
U.S. Department of Education. To alleviate the burden, Weyenberg and his team devel-
oped and introduced the Kaplan Commitment, which allows Kaplan’s customers—the
students—an opportunity to attend classes to determine if the coursework supports their
educational goals. During this period, engaged students can officially enroll and receive
credit for completed courses, while dissatisfied students can withdraw without facing
financial penalties. By allowing students to “test drive” courses, Weyenberg has helped
realign Kaplan University’s focus on the student experience, thereby ensuring that those
who do enroll are dedicated to their educational pursuits and investments.
Problem: Lacked an engaged, educational environment for
current and prospective Kaplan University students.
Solution: Developed an innovative learning program that allows
undergraduate students to “test drive” courses before
making a financial commitment.
Joeri Weyenberg
Vice President of Marketing, Kaplan University
2013 Customer Champion
www.1to1media.com/2013champs
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You pledged Kaplan
University to do better
for its students — and
that makes you a true
champion.
Joeri Weyenberg pioneered
the Kaplan Commitment,
which empowers students
with tools to make the right
decision before making a
financial commitment. That’s
putting customers first.
Joeri Weyenberg,
we salute you.

20. 20
1to1 Media
www.1to1media.com/2013champs
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