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

Question: How do you prioritize customer experience projects?

We prioritize based on expected ROI. It’s important to spec out the projects really well. We weren’t always very good at that. We’d look at projects and say it would take four weeks, then IT would get it and realize that all the pieces that needed to be put in place would make the project take three months. Now we have a better idea of what each project requires. But we also look at gross cost vs. gross profit.
— Hawkins