Summary
When seeking budget to improve the Web site customer experience, the most effective business cases appeal to executives on three levels: authority, logic, and emotion. To gauge how well firms are positioned to leverage each of these approaches to persuasion, we created a self-test based on key practices in each area. To get the most out of these diagnostic tools, firms should take the tests, share the results, discuss the implications, and create road maps to improve business case data and processes over time.
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