Description

Most customer relationships now begin on the web. Many of these engagements are for increasingly complex sales, service, and support opportunities and issues. Many of these interactions occur over customers’ mobile devices. Web experience personalization, bolstered by web site testing, increases sales, raises order values, and generates greater customer satisfaction and loyalty. But web personalization is not a simple or inexpensive strategy to execute. In order to be successful, there are institutional as well as technology hurdles to overcome.