Because consumers increasingly rely on websites to inform their purchase decisions, another article in this morning’s Marketing Daily is a worthwhile read. While some companies are content to look at time-spent or pages-viewed to determine the success of their website, Mercedes is taking the additional step of inviting feedback from customers.
Implications: Remarks made in the story by Eric Jillard of Mercedes Benz sum this up well: “…bad experiences cost money. Customers who don't have good experiences with us are less likely to recommend us to others; a clunky or inefficient or bad experience on a Web site may signal to people that other things about the company will be difficult, or frustrating, including the vehicles and dealership experience."
Great approach, Eric. You remind us that we often judge the effectiveness of a website by its stickiness (how long people stay), clickiness (how many pages they see), and how well it serves the objectives of the company. The more prudent analytic is to determine whether it serves the objectives of the consumer.
Mike Anderson
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