Constructing customer experience

Happy customers, almost always mean good things to businesses. The internet is not the exception. A strong online experience might determine if the customer buys in your site (if that is the case) and what he will tell about it. Good or bad word of mouth.

A strong on line customer experience depends on if the customer expectations were exceeded or at least met. In order to accomplish this, you must truly understand your customer needs and wants. On line experience should be as good or better than off line experiences



First, everything should be framed by the objectives of the site and by the type of customer to whom the site is targeted. For example a survey site might want to use a more relaxing web site than let’s say e bay. Or Channel might want to use a fancier web page.

In order to provide an excellent customer experience you must take into consideration the role of the web page inside the complete experience (for example a hotel web page is just a little part of the customer vacation experience)

Probably one of the biggest mistakes is to just focus on the page design and not in how the customer is going to use it. The basics will be to have readable text and colors as well as a decent navigation. Also an attractive visual design (according to objectives) and an understandable brake of information. You want the site to fast, and easy to navigate so that the customer can find what he is looking for. The page should not be to heavy and all its content should be organized logically. Using clear categories as well as product names is helpful.

For example, when shopping, if you add something to your kart you want it to stay in there even if you close the window.
-You want the “back” button to be working properly

Metrics: You want to know how your website is doing so you need a way to measure it. You want to know how your website and brand are doing in important areas according to the customer. An analytics system can be a good diagnose tool.
Monitoring user experiences and having a good flow of information (c2b, c2c, b2b) is very important.
Navigation: Fast and smooth, working properly.
Information: Relevant, updated, and interesting. Logically organized and easy to find.
Structure: Arranged logically. Not to crowded. Place items where customers expect them to be.
Communication: should be open and constant. Proactively listen to your customers.