CRM Buyer Talkback
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In today's world, a Web site is a must-have for any successful business. But if it's not meeting the customers' needs, it can also be the kiss of death. "The immediacy of the Web can be both good and bad," said Chris Edwards, chief operations officer with Creata Vivendi, a marketing, public-relations and consulting company in Conewago Township, York County, Pa. If it's up to date, easy to navigate, interactive and visually appealing, a Web site can be a valuable tool in providing customer service, he said. If not, it could lead to the loss of business.
Karren, I thought these were great points. We recently went through a eCommerce Store website overhaul and the points you mention are absolutely key to visitor satisfaction.
One of the things we found helpful when we rebranded our eStore was not having the website itself tightly integrated with our eCommerce system. We were lucky and were able to make our branding and design changes without loosing the underlying system or having to pay additional development fees.
I have heard horror stories of businesses that eventually decide to rebrand or make design changes to their eStore website and are forced to scrap or re-develop the entire eCommerce system it lives on. This can be serious downtime and loss of business not to mention long lead times for the marketing department.
Companies like demandware and orderdynamics apparently give customers this kind of flexibility, which I think will become more important as websites become one of the primary vehicles for a business to advertise.
At the end of the day, business needs the flexibility to make brand and website design changes, like the examples you mention here, independently of their back-end eCommerce solution.