For Customer Experience Professionals

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	June 17, 2008 How To Get Funding For Web Site Improvements by Megan Burns with Harley Manning, Steven Geller	Average: 7  (2 ratings)

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Executive Summary

Companies are waking up to the importance of the online customer experience. Unfortunately, a lack of funding makes it difficult for many customer experience professionals to improve their company's Web site. To help firms get the funding they need, we interviewed 19 organizations that recently completed major Web site redesigns to find out how they got funding. Our analysis shows that the best approach is to create a multilayered business case that appeals to executives on three levels: authority, logic, and emotion. To close the deal, customer experience professionals should adopt well-known principles of persuasion by targeting one or two executives to sell the project to in advance, leveraging the firm's public commitment to customers, and preparing a scaled-back — but still realistic — plan B.

TABLE OF CONTENTS

• Customer Experience Professionals Struggle To Fund Major Web Improvements
• Appeal To Funders On Three Levels: Authority, Logic, And Emotion

RECOMMENDATIONS

• Use The Principles Of Persuasion To Close The Deal
• Supplemental Material
• Related Research Documents

This is an excerpt

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