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about cx-i
cx-i stands for insights into the online customer
experience. People's online experiences determine the success
of e-commerce sites and probably influenced the outcome of the US Election in
2004. This site has regular articles offering insights into the customer
experience in online retail, online financial services and online politics.
One of my heart-felt beliefs, which I hope this site might persuade you of, is
that it really doesn't matter whether you sell bras or barbeques, PCs or
pensions: successful online sales depend upon the creation of usable,
informative and persuasive customer experiences. More specifically, there is
one set of customer experiences that are conducive to sales and another set
that inhibit sales. Most of what I will be publishing on cx-i will be exploring
the psychological and marketing research that gives rise to those beliefs and
the practical application of that research to the design of online experiences.
My own work on the online customer experience began by focusing on online retail
sites - both my analytical work for Online Retail 2004 and most of my consultancy /
development work for clients have been in this sector. Over the past few months
I have been engaged in a major, long term project for
Venda Limited to help them evangelise to clients about the economic
value of good customer experience. I developed my concepts from Online Retail
2004 to provide their web developers with resources to understand the online
customer experience and meet the challenge of building highly customer-friendly
e-commerce sites for a diverse range of clients. When, in March 2005, I was
asked to present my ideas to the marketing team at
More Th>n, they were convinced that my ideas about the customer
experience applied to their market (insurance and credit cards). And so, my
work in online financial services began.
But just how widely do ideas about the online customer experience apply? It has
been shown that the internet played an important role in last year's American
Election and has the potential to play just as big a role in the forthcoming UK
General Election 2005. Does e-commerce have anything to teach the political
parties about acquiring new 'customers'? I think the evidence is clear - but
decide for yourself in the online politics section.