The good news is that even if you don't, you can do something about it. Start by asking what value do you really bring to your consumers/customers? Consider these findings from the CMO Council and from our shop's research:
1. Three out of four B2B customers say that they want to see a company's value proposition spelled out on its web site. No surprise that they're frustrated most of the time because only one in ten companies divulge one!
2. Not surprisingly, just about ten percent of I.T. buyers (computer networking gear, etc.) say that the vendors they encounter and deal with can be described as "customer-centric".
So, how does your web site stack up against your competitors' sites? Are you a statistic in the studies of Booz Allen Hamilton and KPMG? Booz Allen, in a survey last year, found that the companies engaged with their customers, including communication online via their web sites, had twice the return on assets and triple the growth in operating income than did the companies not engaged this way! KPMG observed that one out of three companies now invite their customers to get online to suggest product improvements and describe to other customers how they're using the products. In the Internet Age, this means that two of three companies do not! Which camp are you in?
Does your site contribute to revenue? If so, how much? If not, why? What the KPMG study found is more than a little interesting: Increased revenue was reported by 44% of the respondents who measured their web sites' return on investment. This suggests that the folks who utilize their sites as competitive weapons, and make their sites (inter)active, are more successful. Still, in the Internet Age, fewer than 40 percent of the enterprises surveyed had any way of measuring their site's ROI. Do you?
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