For Customer Experience Professionals

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	February 26, 2008 Integrate RIAs Into User Experiences Boost Value With Seamless Transitions To And From RIAs by Ron Rogowski with Kerry Bodine, Steven Geller	Average: 8  (1 rating)

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Executive Summary

Rich Internet applications (RIAs) can significantly enhance online customer experiences and provide compelling ROI. But many firms miss out on the benefits that RIAs can provide because they don't include them within users' flow and fail to link them to next steps. To get the most out of RIA investments, customer experience professionals must provide a seamless experience with applications that appear in context, link users to next steps, take advantage of sharing and collaborative opportunities, and allow users to move backwards with ease. By using cross-channel scenario maps, RIA design teams can identify functionality gaps and fill them with online applications that fit into the overall Web site experience.

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