We know what Borders' customers want, because we ask them. Personalized service is always near the top of the list. For many customers, that means helping them find exactly what they are looking for — whether it's a bestseller or an obscure CD title. Our new "We Recommend" program is helping us meet that need more than ever. "We Recommend" taps into the knowledge and passion of our associates, encouraging them to engage customers and make specific recommendations based on their individual interests and needs. In addition to increasing customer satisfaction and loyalty, the new program contributed to higher average purchases among customers in 2002.