Executive Summary (This is a document excerpt)

The factors that drive ROI from Web site redesigns depend strongly on how a company's site relates to its other channels, like call centers and retail stores. But aligning the interests of managers who are responsible for those other channels can be tough. Tougher still: bringing the quality of the self-service Web site experience up to the standards set by full-service (human-assisted) channels. To design sites that work in harmony with other channels — and live up to the high expectations that those channels set — companies need to repair broken cultural attitudes and processes, benchmark Web sites against their other channels, and set a high bar for online user experience.

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