Академический Документы
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STRATEGIC PREMISE
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Building A Web Site For An Enterprise Or Non-Profit Is Not An Exercise In Either Technology Or Aesthetics. It Is An Exercise In Creating Satisfying Customer Experience In A Way That Leads To Cost-Effective Execution Of Marketing Strategy.
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What Content Do Visitors Need/Expect? How Do They Access Content? What Role Should Visuals/Graphics Play?
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SITE HIERARCHY
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PAGE DESIGN
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Uploading Site Server/Hosting Service Raises Many Technical Issues Calibrating And Fine Tuning For Best Site Performance Highly Technical
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MEASUREMENT TECHNIQUES
Concept Tests Prototype Tests Beta (Functional) Tests
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Measuring Customer Satisfaction On The Web Employs Research Methods Developed Offline, Adapted For The Online Environment
Prof. Rushen Chahal
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What Should The Marketer Do To Create Good Customer Experience On The Web Site?
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STRATEGIC IMPERATIVE
Recognize Differential Effectiveness of Channels Use In Mutually Supportive Way To Execute Strategy Create Seamlessly Effective Customer Experience
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Usable Site
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Navigation Made Easier By Familiarity With Print Version Personalization Options A Trusted Brand Name E-Mail NoticesFeatures, Breaking News Community Through Feedback/Discussions
Prof. Rushen Chahal
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STRATEGIC SUMMARY
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Marketers And Technical Professionals Must Work Together To Create CustomerEffective Sites Research, Testing & Tracking All Necessary Customer Experience Is The Key Criterion
Satisfaction (Single/Multiple) Important Measure
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