10 Things Every CEO Needs To Know About The Internet
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Transcript of 10 Things Every CEO Needs To Know About The Internet
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
AIDA
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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 [email protected]: ericreisstwitter: @elreiss