10 things every CEOneeds to know about the web

Eric ReissIA Summit

April 9, 2010Phoenix, AZ

Why do you have a website?

“Because everyone has one.”

Why do you have a telephone?

“Because everyone has one.”

“Because we can’t do business without one”

Why do you have a website?

“Because we can’t do business without one”

Fact #1

The majority of business leadersNow turn to the internet as their

first source of information

Source: Gartner Group, 2007

Fact #2

B2B is now the fastest-growinginternet segment

Source: IDG, 2008

Fact #3

Over 18 billion searches for commercial information are made each month

Source: SEMPO, 2009

1. Don’t confuse marketing with communication.

1.

Awareness

Interest

Desire

Action

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Make your website part of yourcustomer-service package

Off-line On-lineCEM

Customer Experience Management

10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.

Sources: Paco Underhill, Eric Reiss

10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.

10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.

10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.

10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.

10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.

1. Don’t view your website as a software development project.

2.

Dell specifications2.4 MHz processor160 Gb RAMCD/DVD writer/reader15” screenBuilt-in speakers3 hour battery lifePortable

> >

Whenever possible, purchase softwarefrom single-focus vendors

1. Don’t couple unrelated initiatives.

3.

CMSCRMERPDMKM

CMS = Content Management SystemPublish to the Web

CRM = Customer Relationship Mgt.Track, use, and maintain customer data

ERP = Enterprise Resource PlanningOptimize use of people and materials

DM = Document ManagementElectronic filing system

KM = Knowledge ManagementShare expertise internally

Interesting factsDr. Scholl doesn’t make cutleryGeorg Jensen doesn’t make wrenchesBahco doesn’t make pensParker doesn’t make nail-clippers

Deal with your website(and just your website).

Then take care of the other stuff.

1. Don’t be afraid to set measurable goals for your website.

4.

“If you build it,they will come...”

What are the customer service metrics

for an airline?

“Flying on time.”

What passengers say:“Why publish schedules if I can’t use them?”“I plan my meetings according to arrival times”“I book connecting flights based on your promises.”“I have people waiting to pick me up when I land.”

“Faster check-in. Now that’s service!”“Better food. I’d like that.”“More legroom. I’ll pay extra for that.”“On time? That’s your damned job! So do it!”

Three god-awful metricsWe want more hitsWe want folks to spend more time on our siteWe want people to write to us

What are the “right” metrics?Better lead qualificationShortened sales processStreamlined logisticsIncreased conversion, conversion, conversion

Insist that your website become anintegrated part of your company’s

business activities

1. Don’t confuse your personal needs with those of your visitors.

5.

The Creation(of a meaningful experience)

Owner-visitor relationships

We want tobuild loyalty

We want to tellour story

I got whatI came for

I got themessage

I think it soundsreasonable

I’m ready todeal with them

I will come back

We want to beunderstood

We want to bebelieved

We want to betrusted

Valuableexperience

Fact #4

If you do not meet the needs of your visitors,you will never meet your own business needs.

Four common errors“We need pictures of ducks. I like ducks.”(Executive ego)“Look what they just did this”(Competitor envy)“We should talk about ‘innovation’”(Strategy by buzzword)

“That change doesn’t fit our standard design”(Form over function)

Encourage research. Accept surprises thatgo against your basic assumptions.

1. Don’t view your website as a fixed-term project.

6.

Allocate > Analyze > Architect > Apply > Accumulate > Assemble > Adjust

7 A’s

Once you start the process,make sure to keep it going.

1. Don’t confuse print design with web design.

7.

Brand

Content Function

“Do you want art?Or do you want yourgoddamn sales to go up?”

Rosser Reeves

Acknowledge and embrace best-practicesthat run counter to your design guide.

1. Don’t let your personal opinion cloud your focus.

8.

Seek out proven experts andsupport their work.

1. Don’t be afraid to ask stupid questions.

9.

Fact #5

There are no stupid questions...the first time you ask them.

Fact #6

But there are lots of stupid answers...the ones you don’t understand.

„Es hört jeder doch nur,was er versteht.“

Goethe

Fact #7

Two-way communicationmust work two ways.

“He hears only thatwhich he understands”

Goethe

If in doubt, ask. Always.

1. Don’t hide in your office.10.

Lord Marshall of Knightsbridge

A British Airways timeline

Colin Marshalljoins BA

1983 1986

BA named“Airline of the Year”

2004

Colin retires

2009

Willie Walshcan’t meet

payroll

1999

BA has world’slargest fleet of Boeing

747-400s

Demonstrate youractive support for the project.Keep the whole team inspired.

You can (usually) find Eric at:The FatDUX Group ApSStrandøre 15DK-2100 CopenhagenDenmarkwww.fatdux.com

Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44er@fatdux.comskype: ericreisstwitter: @elreiss