Articles and Presentations

Website Performance Measurement – Matching Metrics With Objectives

Any Web site Performance Measurement (PM) initiative ought to begin with the most fundamental questions: Why did we invest in this Web site? What do we seek to achieve by it? What are the site’s – and our – strategic objectives?

Filling the Planning Vaccuum

The planning session was at a critical point. The software company's executive committee had taken the leap of faith and decided to re-brand the entire corporation to position for growth ...

Whether you are faced with far-reaching strategic decisions, or short-term tactical ones, having good information can mean the difference between success and failure.

Balancing Client Information and Privacy
(PDF, 32 kb)

Almost every day, we are bombarded with telemarketing calls, direct mail campaigns, and spam, spam, spam.The increased scrutiny on privacy will have serious implications for organizations wishing to collect and exchange data with clients to better manage their relationships.

Implementing CRM… or MRC? (PDF, 48 kb)  >

There is a conflicting relationship between CRM as a technology and CRM as a philosophy. CRM experts argue that CRM is a philosophy that puts the client at the forefront. However, the reality is that most frontline managers and executives equate CRM with expensive technology solutions. Managing client relationships should go well beyond technology solutions.

Using Value to Manage Value (PDF, 53 kb)  >

Client value measures have become a cornerstone of many organizations' segmentation processes. An increasing number of practitioners have advocated simple segmentation plans that are based on clients' value to the organization. The question then becomes: how should an organization manage high value clients?

Voice of the Client and Employee Compensation (PDF, 45 kb)  >

One of the best contributors to an organization's success is the creation of a client-focused culture that rewards employees and creates a company-wide ethos of providing top-quality service to clients. This spirit will lead to an increase in perceived value on the part of clients and ultimately to higher satisfaction.

"But I already gave all my information at the store" (PDF, 197 kb)  >

The convenience promised by the web is often mitigated by a lack of sharing of customer data that renders you anonymous to an organisation that you may have purchased from for years. .

Integrating Data-Tag technology into Web-based Surveys  >

Managers of Web sites today must be having some of the same frustrations felt by early manufacturers of automobiles. No standards existed regarding where the ignition should be placed, or where to locate the switch for the headlights, or more generally, how to design the dashboard. Early Web sites also faced the same "standardless" environment.

Online User Experience Research – What Numbers Alone Cannot Tell You  >

The first step in measuring online user experience is to know who your customers are, and what they want from your site. Unlike a bricks-and-mortar storefront, virtual customers are faceless. But there are ways of knowing who they are.