Map User Goals To Business Objectives

Customer experience professionals spend much of their time thinking about how to help users accomplish their goals online. But it's equally important for them to think about how user success or failure affects business success. Why? Because doing so allows them to show stakeholders how a user's success or failure determines whether or not the business accomplishes its objectives. To fully understand the impact of user goal completion, firms should map out the connections between user goals, short-term business objectives, and long-term customer profitability and use the information to focus resources on changes that will yield the most dramatic results.