For Customer Experience Professionals

Primary Analyst Photo	Document Information	Rate this Document
	August 27, 2009 Best And Worst Of UK Brand Building Web Sites, 2009: Internet Service Providers Forrester Applies Its Web Site Brand Review Methodology To The Sites Of Four Top UK Internet Service Providers by Jonathan Browne with Ron Rogowski, Angela Beckers

This is an excerpt

Executive Summary

How good are the overall experiences offered by leading Internet service providers' Web sites in the UK in 2009? To find out, we graded the sites of four top UK ISP sites using Forrester's Web Site Brand Review methodology. Our tests measure how well sites cater to user needs (Brand Action) and how well they infuse their Brand Image into the Web experience. None of the four ISP sites we reviewed passed the Brand Image Review or the Brand Action Review. Our recommendations to ISPs? Make text legible; use clear graphics, icons, and symbols; and make relevant brand attributes resonate with target customers.

TABLE OF CONTENTS

• Internet Service Providers Struggle To Build Their Brands Online

RECOMMENDATIONS

• ISPs Must Fix Basic Flaws And Fulfill The Promises That Their Brands Make
• Supplemental Material
• Related Research Documents

This is an excerpt