Editor's Letter - August 2016
:: The Customer Experience Village ::
When former First Lady Hillary Clinton penned her book "It Takes a Village" back in the mid-1990s, online shopping was nascent at best. Properties like eBay and Amazon were helping to put it on the map though - and were poised to forever influence how we buy and sell products.
Since then, both Clinton and the Internet retail industry have hit fantastic milestones, growing in both influence and complexity. Of course, Clinton is fundamentally disliked by many (to put it mildly), but there is something to be said of her experience and ability to stay top of mind and in the game after all these years (something retailers often struggle with). Clinton didn't do it alone, nor do retailers get or maintain success by themselves either. In today's highly transparent world, the experience that enterprises are providing is available for current and potential customers to see as their peers openly share their opinions, reviews, stories and photos across the Web.
If there was ever a time where it takes a village to do anything (raise kids or raise revenue), it is now. Even with powerful single-stack solutions for commerce, there is no one vendor that offers the end-all, be-all to customer experience analysis and optimization (although many are trying through acquisitions). Do integrations become tough to manage? No doubt, but failing to recognize all the moving parts of e-commerce today, specifically when it comes to meeting customer expectations, is irresponsible. Those retailers ready to soar into this holiday season (regardless of who will sit in the Oval Office very soon after), are those who will use available technology to improve interactions customers/clients have with them pre- to post-conversion.
There are other articles within this issue that speak to the importance of technology in the user experience including our Top 50 list of email marketing software as well as Small Business Lab, which focuses on analytics products for startups and smaller enterprises looking to improve their CX.
As always, we hope you join us on the 'Net where our editors and industry contributors share tech and tips that matter most to your Web success.
Best Web Wishes,
Set Your Sights on September
Nearly every organization uses it, but not everyone understands the opportunities that email provides today, from the ability to increase customer engagement to drive real revenue. Website Magazine will turn its attention to "Email Optimization" in the upcoming September issue, and anyone who has ever hit "send" should check it out.