Harsh words made all the more famous by a reality TV series. In real life, being fired is seldom a surprise. There are signals: a warning; ongoing performance issues; a sudden management change; or the power of consumers, stakeholders, or shareholders voicing concerns or dissatisfaction. In most cases, there's opportunity for change or improvement through a performance plan, role switching, product improvement, or a change in attitude or approach. Whatever the situation, the message is simple: Shape up, or ship out.

Recently, my company teamed with NOP World Research/Roper ASW to survey retailer shoppers and assess consumer perception, satisfaction rate, and interest around e-mail and retail shopping for the 2003 holiday season. We looked for signals to further guide and educate clients on their customers' needs, interests, and satisfaction.

Some signals are clear and direct. The most glaring is over 40 percent of consumers who purchased at a retailer in the past three months "believed their retailer could be doing a better job sending more relevant e-mail communications based on interests and past purchase behavior."
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