10 Things Every CEO Needs To Know About The Internet

10 things every CEO needs to know about the web Eric Reiss IA Summit April 9, 2010 Phoenix, AZ

Why do you have a website? “Because everyone has one.”

Why do you have a telephone? “Because everyone has one.” “Because we can’t do business without one”

Why do you have a website? “Because we can’t do business without one”

Fact #1 The majority of business leaders Now turn to the internet as their first source of information Source: Gartner Group, 2007

Fact #2 B2B is now the fastest-growing internet segment Source: IDG, 2008

Fact #3 Over 18 billion searches for commercial information are made each month Source: SEMPO, 2009

1. Don’t confuse marketing 1. with communication.

A Awareness I Interest D Desire A Action

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Make your website part of your customer-service package

Customer Experience Management Off-line CEM On-line

10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it. Sources: Paco Underhill, Eric Reiss

10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.

2. Don’t view your website as a 1. software development project.

Dell specifications 2.4 MHz processor 160 Gb RAM CD/DVD writer/reader 15” screen Built-in speakers 3 hour battery life Portable

Whenever possible, purchase software from single-focus vendors

3. Don’t couple unrelated 1. initiatives.

CMS CRM ERP DM KM

CMS = Content Management System Publish to the Web CRM = Customer Relationship Mgt. Track, use, and maintain customer data ERP = Enterprise Resource Planning Optimize use of people and materials DM = Document Management Electronic filing system KM = Knowledge Management Share expertise internally

Interesting facts Dr. Scholl doesn’t make cutlery Georg Jensen doesn’t make wrenches Bahco doesn’t make pens Parker doesn’t make nail-clippers

Deal with your website (and just your website). Then take care of the other stuff.

4. Don’t be afraid to set 1. measurable goals for your website.

“If you build it, they will come...”

What are the customer service metrics for an airline? “Flying on time.”

What passengers say: “Why publish schedules if I can’t use them?” “I plan my meetings according to arrival times” “I book connecting flights based on your promises.” “I have people waiting to pick me up when I land.” “Faster check-in. Now that’s service!” “Better food. I’d like that.” “More legroom. I’ll pay extra for that.” “On time? That’s your damned job! So do it!”

Three god-awful metrics We want more hits We want folks to spend more time on our site We want people to write to us

What are the “right” metrics? Better lead qualification Shortened sales process Streamlined logistics Increased conversion, conversion, conversion

Insist that your website become an integrated part of your company’s business activities

5. Don’t confuse your personal 1. needs with those of your visitors.

The Creation (of a meaningful experience)

Owner-visitor relationships We want to tell I got what our story I came for We want to be I got the understood message We want to be Valuable I think it sounds believed reasonable experience We want to be I’m ready to trusted deal with them We want to I will come back build loyalty

Fact #4 If you do not meet the needs of your visitors, you will never meet your own business needs.

Four common errors “We need pictures of ducks. I like ducks.” (Executive ego) “Look what they just did this” (Competitor envy) “We should talk about ‘innovation’” (Strategy by buzzword) “That change doesn’t fit our standard design” (Form over function)

Encourage research. Accept surprises that go against your basic assumptions.

6. Don’t view your website 1. as a fixed-term project.

7 A’s Allocate > Analyze > Architect > Apply > Accumulate > Assemble > Adjust

Once you start the process, make sure to keep it going.

7. Don’t confuse print 1. design with web design.

Brand Content Function

“Do you want art? Or do you want your goddamn sales to go up?” Rosser Reeves

Acknowledge and embrace best-practices that run counter to your design guide.

8. Don’t let your personal 1. opinion cloud your focus.

Seek out proven experts and support their work.

9. Don’t be afraid to ask 1. stupid questions.

Fact #5 There are no stupid questions... the first time you ask them.

Fact #6 But there are lots of stupid answers... the ones you don’t understand.

„Es hört jeder doch nur, was er versteht.“ Goethe

Fact #7 Two-way communication must work two ways.

“He hears only that which he understands” Goethe

If in doubt, ask. Always.

10. Don’t hide in your office. 1.

Lord Marshall of Knightsbridge

A British Airways timeline 1983 1986 1999 2004 2009 Willie Walsh Colin Marshall Colin retires can’t meet joins BA BA has world’s payroll largest fleet of Boeing BA named 747-400s “Airline of the Year”

Demonstrate your active support for the project. Keep the whole team inspired.

You can (usually) find Eric at: The FatDUX Group ApS Strandøre 15 DK-2100 Copenhagen Denmark www.fatdux.com Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 er@fatdux.com skype: ericreiss twitter: @elreiss

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10 Things Every CEO Needs To Know About The Internet

by Eric Reiss

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