Panel Q&A: How to Fund Online Customer Experience Initiatives

When you haven’t invested in the customer experience before, there’s always a feeling that you can’t prove the ROI that way. But once you start doing it, you’ll realize there’s an obvious ROI. Remember that you’re being compared not only to other online retailers, but to brick-and mortar stores. There’s no offline analog to “I couldn’t load the shopping cart” or “the page timed out.” You have to invest in things that allow the shopping process to happen smoothly.
— Geoff Galat, vice president, marketing and product Strategy, Tealeaf, an online customer experience tracking service