Last week at the Shop.org conference, I offered attendees a report on how they ranked on our 2007 Customer Experience Study and the ability to be among the first sites reviewed for our 2008 benchmarks. I wanted to offer our GrokDotCom readers the same courtesy.

We’ll be reviewing over 500 retail websites this year and won’t be reporting the overall results until the beginning of 2009. If you put in your request this week, we’ll provide you with a report that shows you…

...continue to read "Benchmarking Your Customer Experience"

Each day it seems there’s a new headline about the latest “amenity” for which an airline plans on charging us, which, of course, causes a ripple effect as every other airline chooses to follow suit with a justification that comes across as, “Well, now that Airline X doesn’t have to give you free water, neither do we.”

Correct me if I’m wrong, but doesn’t this sound like the opposite of the effects competition is supposed to create?

Like us, many of you…

...continue to read "Dear Airline Industry, Being “Least Awful” Won’t Save You"

You’ve probably seen the commercials: Nuclear meltdowns, pro sports athletic training, rodeo clowns, daredevil motorcycle riders — all sorts of people are smarter and more prepared for life because of their choice of hotel.

“Are you new to the team?” asks the nuclear engineer of the stranger who saves a frazzled control room from reactor meltdown.

“Actually, I’m with the tour group, but I did stay at a Holiday Inn Express last night.”

Holiday Inn Express has a brand promise: “Stay Smart.” Well, I…

...continue to read "I’m Not Illiterate, But I Did Stay at a Holiday Inn Express"

It’s not often I read an article and stand up and cheer. Well, a recent Advertising Age interview had me doing just that. And, yes, I did get some funny looks from those around me.

Who had me doing the Tiger Woods I-just-made-another-eagle-putt fist pump? Avinash Kaushik. (The title of the Mya Frasier’s AdAge article is: “Google’s ‘Anayltics Evangelist’ Explains Why Websites ‘Suck’ — Kaushik: Despite Mounds of Data, Marketers Don’t Understand Consumers.”)

Why did this interview get me so fired-up? Because Avinash…

...continue to read "Why Consumer Data Isn’t Telling You What You Need"

Advertising Age recently did a CMO roundtable video. It’s a great idea: Get a bunch of top Chief Marketing Officers with a moderator and ask them to discuss their biggest challenges.

I guarantee you a lot of CMO’s (and a whole lot of other people) tuned in to watch this frank round table discussion.

What industry is your website targeting? Are you a sales training company targeting sales managers? Why not get together a group of 3-4 sales managers and ask them to…

...continue to read "Using Video to Build Better Customer Relationships"

Makeup is like deodorant to me. I would rather not think about it — ever — and I only wear it because I have to.

I don’t know makeup brands or colors, and I don’t care enough to research what makeup would be right for me. Usually, my need for makeup only results in a purchase if a friend recommends something specific, or when I run out of an essential piece, like mascara. Then I’m found sprinting to the local pharmacy…

...continue to read "Why Free Web Tools Make Customers Want to BUY NOW"

Our firm is very skeptical of surveys. They can annoy customers. The questions themselves tend to reflect the bias of the person or company asking them. At best, they offer directionally-correct information, which is often taken out of context and used to replace an old assumption with some shiny new (and equally dangerous) one.

The great thing about Web Analytics is that it allows you to see how people are using your site — without surveying them.

Our motto: “Believe what they…

...continue to read "4 Q’s Your Web Analytics Can’t Answer"

I used to shop at Victoria’s Secret. They had really great stuff. But lately, when I walk into the store, I feel like I’m at a teenage pajama party, a porn video shoot, or both.

Victoria’s Secret used to be “my” store — a place that catered to sophisticated women. Now it feels like a store catering to teenage girls and creepy guys. Why, I wondered, doesn’t Victoria’s Secret want me as a customer anymore? Could it be because I’m not…

...continue to read "If Victoria’s Secret Wants Me Back…"

My Company (Future Now) just released its “2007 Retail Customer Experience Survey,” revealing both good and bad news.

Bad news first. In aggregate, online retailers fall far short of offering good or even adequate customer experiences. A pathetic 4 out of 330 sites would get a passing grade in Customer Experience 101. It’s frightening to consider how much money is being left on the table and how many conversion opportunities are missed.

The good news? Companies show improvement over the last survey,…

...continue to read "Online Retailers Fail Customer Experience 101"

How Much Money Do Retailers Leave on the Table?

Our 2007 study clearly shows that online retailers are not capitalizing on the customer experience and are overly focused on innovation while ignoring the basics.

U.S. online retail sales will more than double over the next six years, reaching $316 billion by 2010, according to a new report from Forrester Research — they expect e-commerce will grow to account for 12 percent of total retail sales in 2010, up from nearly 7…

...continue to read "Future Now’s 2007 Retail Customer Experience Study"