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For Customer Experience Professionals

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

August 27, 2009

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Why Read This Report

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.

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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