For Customer Experience Professionals

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	June 17, 2008 The Business Case Self-Test by Megan Burns with Harley Manning, Steven Geller

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Executive Summary

When seeking budget to improve the Web site customer experience, the most effective business cases appeal to executives on three levels: authority, logic, and emotion. To gauge how well firms are positioned to leverage each of these approaches to persuasion, we created a self-test based on key practices in each area. To get the most out of these diagnostic tools, firms should take the tests, share the results, discuss the implications, and create road maps to improve business case data and processes over time.

This is an excerpt

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