The customer is in charge
The shift away from blind faith and unquestioned brand loyalty is good for both customers and organizations.
“Inch by inch, voter by voter, Barack Obama and John McCain labored for more than a year to lock down supporters and woo defectors,” an Associated Press story stated in November 2008. “It turns out, though, that the nation’s […]
Web content migration: disastrous strategy
There is probably no worse strategy for an intranet or public website than content migration. It is doomed to failure from the very start.
Joe the manager picks up a jug. Inside that jug is milk that is curdled, sour and foul smelling. As Joe shakes the jug the solids and water separate and slosh about […]
Business case for deleting content
The more you delete, the more you simplify. The more you simplify, the more you increase the chances of your customers succeeding on your website.
I recently worked with an organization that had managed to delete a substantial quantity of content from its website. It was not an easy process. In fact, it took years of […]
How reliable is your customer feedback?
Listening to customers is not enough. You must listen to the right ones.
Is the feedback you are getting for your website truly reflective of the needs of the majority of your customers? Too often, websites get feedback that reflects the ’squeaky wheel’ syndrome. (The squeaky wheel gets oiled.)
Are the customers who give feedback […]
Is web content localization a race to the bottom?
It often seems that the primary purpose of localization is to create unreadable English that is cheap to translate into unreadable German.
A great many organizations do not believe content has any real value. They see it is as a cost, a necessary evil. Thus, they want to produce content for the lowest possible cost.
This […]
