For Customer Experience Professionals

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	January 13, 2010 Executive Q&A: Web Site Brand Experience Reviews by Ron Rogowski with Harley Manning, Rachel Zinser

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Executive Summary

Web Site Brand Experience Reviews uncover two types of flaws in a Web site's support for brand: those that prevent users from accomplishing key goals and those that contradict a company's brand attributes. To get the most out of a Web Site Brand Experience Review, customer experience professionals should document user goals that drive business metrics and conduct Brand Action reviews to measure how well the site satisfies those goals. They should also collect brand positioning statements and conduct Brand Image reviews to ensure that the site presents the brand's core attributes in a manner that is consistent with other channels and relevant to target users.

This is an excerpt