Too many marketers are caught up in the fringe benefits of being online, like pay-per-click, blogging and the latest SNS – Social Network Sites. This is of course extremely important but means nothing if your website is outdated and the web experience you provide for your customers has no impact. So let’s get back to the basics… (Download the PDF - http://www.sojoinc.com/pdf/perspectives_2.pdf)
A poor web experience may have a greater impact on a company's brand than a poor presentation or customer service call gone bad! The presentation and customer service calls all have the potential of a quick fix if there is a follow up visit or the next customer service representative gives the customer a better experience. But if a brand’s website fails to deliver on a promise, then visitors leave with a diminished opinion about the brand and the company…forever!
Your website is successful if your customers feel good about your site. Customer satisfaction online means a good web experience which translates into increased revenues and encourage customers to speak about your brand and company in a positive light. Instead of focusing on web analytics and counting how many people are coming to your site, start with how your customers feel about your website. You know this by your ability to engage them. Before beginning your website design project, get a plan together outlining your strategy to engage your customer. Be sure to measure how successful your engagement is. Feedback from customers in the form of a survey, an email or comment online is an engagement. Clicking onto your site does not mean engagement, it means foot traffic much like at the mall.
A customer that reveals something about himself or herself online mean they care, which means you have been successful in engaging them about your brand. Read more Sojo Perspectives
A poor web experience may have a greater impact on a company's brand than a poor presentation or customer service call gone bad! The presentation and customer service calls all have the potential of a quick fix if there is a follow up visit or the next customer service representative gives the customer a better experience. But if a brand’s website fails to deliver on a promise, then visitors leave with a diminished opinion about the brand and the company…forever!
Your website is successful if your customers feel good about your site. Customer satisfaction online means a good web experience which translates into increased revenues and encourage customers to speak about your brand and company in a positive light. Instead of focusing on web analytics and counting how many people are coming to your site, start with how your customers feel about your website. You know this by your ability to engage them. Before beginning your website design project, get a plan together outlining your strategy to engage your customer. Be sure to measure how successful your engagement is. Feedback from customers in the form of a survey, an email or comment online is an engagement. Clicking onto your site does not mean engagement, it means foot traffic much like at the mall.
A customer that reveals something about himself or herself online mean they care, which means you have been successful in engaging them about your brand. Read more Sojo Perspectives
Send me your feedback about this blog entry directly to - gibsons@sojoinc.com
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