Managing the Web Experience You Offer


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Our resident e-marketing and merchandising guru, Sue Aldrich, offers practical advice on how to manage your web experience (which includes mobile, kiosk, or any self-service touchpoint) to achieve a better customer experience, better customer relationships, improved business results, more control over the web experience, and more consistent brand representation. Sue provides three best practices and nine guiding principles that will help you successfully implement these practices:

Her three best practices (and implementation principles):

1. Design a Personalized Experience To Engage Customers and Support Your Business

  • Be your customers’ guide
  • Help customers get everything they need
  • Establish strategy and plans to meet business goals and customer goals

2. Provision Your Organization for Success

  • Develop a skills plan
  • Develop a tools strategy and plan

3. Monitor and Optimize Your Plan

  • Measure what matters to your customers
  • Measure what matters to your business
  • Measure what matters to your function
  • Establish Optimization Programs

Within her report, Sue offers relevant examples from a number of B2C and B2B retailers. She describes what to do and how to measure your results in order to continue to improve the web experience you offer customers and to reap the benefits.

Best Practices for Web Experience Management
How to Identify the Right Strategy, Plans, Tactics, and Metrics to Achieve Business and Customer Goals
By Susan E. Aldrich, SVP and Senior Consultant, Patricia Seybold Group, December 8, 2011

Republished with author's permission from original post.

Ronni Marshak
Patricia Seybold Group
Ronni Marshak co-developed Patricia Seybold Group's Customer Scenario® Mapping (CSM) methodology with Patricia Seybold and PSGroup's customers. She runs the CSM methodology practice, including training, certification, and licensing. She identifies, codifies, and updates the recurring patterns in customers' ideal scenarios, customers' moments of truth, and customer metrics that she discovers across hundreds of customer co-design sessions.


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