Trends Report

Customer Experience Professionals Struggle To Build Sites That Support Brands

Forrester's Customer Experience Panel Weighs In

December 9th, 2009
Ron Rogowski, VP, Executive Partner
Ron Rogowski VP, Executive Partner
With contributors:
Harley Manning , William Chu , Shelby Catino

Summary

Forrester recently surveyed customer experience professionals at 54 companies and found that they aren't satisfied with how well their companies' sites support their brands. Respondents say that weak brand support mostly stems from lack of alignment across business units and lack of rigor in the design process. Firms can overcome these difficulties by using brand personas as a guide during the design process and by conducting regular Brand Image Reviews to gauge the effectiveness of their efforts.

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