Today, advertisers and
marketers have the power
to capture every interaction
a customer has with a
brand across all channels
and even in real-time.
The ability to optimize these
interactions to improve “customer
is what separates the digital
haves from the have nots.
For many enterprises, improving
and optimizing the customer experience is already
part of their processes and procedures (kudos); for others,
however, it takes low priority on an already full digital wish
list. There is help for both groups. The issue, though, is that
the customer experience extends over a very long time. It
also plays a role in initiatives including awareness (e.g. display
advertising), attraction (e.g. search marketing), interaction
(e.g. site optimization — see the feature article this
month for more) and lest you forget, the use of the products
or services (e.g. future communication), as well as their advocacy
Website Magazine’s Top 50 list for Feb. 2013 focuses
on many of the premier solutions available for understanding
and optimizing the customer experience. As you
might imagine, a fair amount of virtual ground is covered
on a list of this nature, as customer experience is a broad
area to discuss.
Nonetheless, these solutions (when implemented and
fully leveraged) present exciting opportunities to drive revenue
growth in some very significant ways. For example,
Web-facing enterprises can tap into the opportunities presented
in customer reviews with a service like BazzarVoice
(#1) whose mere presence instills trust. Other opportunities
include integrating more advanced site search functionality
from providers including SLI-Sytems (#16),
Nextopia (#46) or SearchSpring (#38). And what customer
experience initiative would be complete without launching
a live chat initiative? Live chat is arguably the best way
to influence this essential consumer experience and
providers, such as LivePerson (#7), Velaro (#9), WhosOn
(#14) or Boldchat (#19) can help.
There are myriad opportunities for Web-facing brands
to provide a better customer experience. It’s important for
retailers to not approach customer experience as just another
initiative, but rather as a style of operating their business.
When the customer is placed first with an optimized
experience, businesses will be rewarded with repeat visits,
higher average order values and a better, overall perception.
About This Ranked Data
Website Magazine’s Top 50 rankings are a measure of a website’s
popularity. Ranks are calculated using a proprietary method that focuses
on average daily unique visitors and page views over a specified
period of time, as reported by multiple data sources. The
website with the highest combination of factors is ranked in the first
position. Conducting research, making formal comparisons and talking
to existing clients and users before making and purchase decision
is always recommended.