DLT's Christine Schaefer found success by organizing her marketing team around the clients' needs, ensuring that that the cross-trained team could perform direct marketing tasks interchangeably, as required.
By Tracy A. Gill Problem: Robeez Footwear wanted real-time access to its customers. Solution: Design an online survey program. Result: Feedback helps Robeez optimize its e-commerce Web site. For British Columbia-based Robeez Footwear, a manufacturer of children's soft-soled leather footwear, customer input is not an occasional goal, it's a way of life. "We have a very loyal group of customers who love to give us feedback," explains Tricia Burton, Robeez's Internet marketing manager. "And we value this dialogue because it keeps us in touch with what our consumers want and need." To facilitate feedback, the company, which sells a large selection of