Back in the Dough

“I’m in the process of [asking], ‘How can I make that experience when they call us on the phone just as special as the gifts are when they go out the door?’” Berglund says. “‘How do I improve that service level on the phones and on the site?’ We’re working on that experience and on the experience with our marketing e-mails and confirmation e-mails. This way, right after you purchase, you get an immediate and accurate kind of response. These are all works in progress for us.”