Maintaining and Evolving Successful Commercial Web Sites

INTRODUCTION TO CUSTOMER RELATIONSHIP MANAGEMENT

To maintain and evolve a successful commercial Web site, you need to be able to effectively manage change, manage content, and measure your performance as the other parts of this book discuss. However, all these activities are more or less behind the scenes. They do not directly touch the customer. They can affect the customer experience, but mostly they are about improving business processes in the quest to reduce costs and improve efficiency. Yet we have all learned that customer-centricity is fundamental to Web success. If you do not provide customers with a Web experience with which they are satisfied, they will go elsewhere. So if you are serious about evolving your Web site and improving ...