A strong business is like a table, supported by four legs.
- The Business. The reason that resources and people have been gathered together. There is a vision of what the group wants to do and what success looks like.
- The Design. Don't think style; think Design/Build. This is where the group takes the business idea and determines how they will make it happen, where the stores will be, what a datacenter looks like, who they will partner with.
- The Presentation. How the Business and the Design are shown to people. How the shelves are stocked, the landing pages look, the advertising is placed, how the business looks to potential customers.
- The Delivery. This is the critical part of how the business uses the systems they have designed and the presentation they have crafted to deliver something of value to the potential customer.
Without any one of these, an organization will fail to meet the most critical goal it has set to be successful: an experience that turns a visitor or browser into a customer.
All the Business and MBA grads in the audience are yawning, and slapping their Venti non-fat, no-whip, decaf soy lattés down on the table. This message isn't for you. Well, it is, but you can stand up and give your chair to one of the people behind you.
Now that I have Dev, QA, and Operations sitting with me (remember, the Business guys are still in the back of the room, tapping away on their Blackberries), tell me what you think of this conceptual table. How does the Table of Customer Experience relate to you?
Ok, put down the Red Bulls and Monsters and listen: Everything that Dev, QA, or Operations does has an effect on the experience (negative or positive) of the potential customer. If one of the table legs is broken (or even shorter than the others), the rippling shockwaves will eventually affect the entire operation.
So, if I were to ask the member so of your organization how their daily activities supported the online application in each of these four areas, do you think they could answer?
Grab a white board. This is going to be a long day.
Picture courtesy of sashafatcat