INMA_A01.QXD

 Ease of locating the site through search engines (Chapter 8);

 Services provided by partners online on other web sites;

 Quality of outbound communications such as e-newsletters;

 Quality of processing inbound e-mail communications from customers;

 Integration with offline communications.

We start the chapter by considering how we create the web site to deliver appropriate

rational and emotional values since web site design is a core part of creating the online

customer experience. We also look at the stages in managing a project to improve the

customer experience. Our coverage on web site design is integrated with consideration

of researching online buyer behaviour since an appropriate experience can only be deliv-

ered if it is consistent with customer behaviour, needs and wants. We then go on to

review delivery of service quality online. This includes aspects such as speed and avail-

ability of the site itself which support the rational values and also fulfilment and support

which are a core part of the promised experience.

INTRODUCTION

Figure 7.1 The online customer experience pyramid – success factors

Content

and search

Rational

values

Relevance

Customisation

Speed

Performance

Availability

Tr u s t

Reassurance

Credibility

Visual

Design

Design

Style

Tone

Usability

Ease of use

Accessibility

and standards

Customer

journey fit

Interactivity

Flow and

data entry

Fulfilment

Service

Support

Price/

Promotions

Product

Range

Emotional

values

Promised

experience

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