Focus

Technology: Make sure things are alive

Local site: Make sure people on my site do what I want them to

Visitor acquisition: Make sure the Internet sends people to my site

Systematic engagement: Make sure my relationship with my visitors and the Internet continues to grow

Web strategy: Make sure my business is aligned with the Internet age

Who?

Operations

Merchandising manager

Campaign manager/SEO

Product manager

CEO/GM

VOC

“Contact us” buttons and on-site feedback; emphasis on satisfaction

Surveys within the site via opt-in invitations; emphasis on loyalty

Engaging the public Internet (chatrooms, social sites, etc.) and analyzing key topics and discussions; emphasis on word-of-mouth and virality

Customer collaboration in product and service design; user engagement; emphasis on lifetime value creation, giving the user a sense of ownership

Consumer feedback tied in to corporate planning through quantitative analysis of VOC and community data; customer as a collaborator in the growth of the company