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Gauging customer experience
By Joanne Cummings

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Here’s a look at some of the tools today’s Web sites use to measure performance and provide the best customer experience possible.

Forrester Research recently took a look at some of the most popular tools used by today’s Web site managers in an effort to find the most useful set and gauge users’ overall satisfaction. The following is a list of the most used tools, in order of popularity.

 

* Web analytics. These clickstream analytics packages topped the usage list, with as many as 71% of the respondents saying they had implemented, rolled out or piloted such a tool. And these products also topped the satisfaction list, with as many as 41% saying they were satisfied with their analytic tool’s performance.

 

* Site performance monitoring. Although site performance monitoring tools, such as those provided by Gomez and Mercury Interactive, are used by fewer respondents (54%) overall, they received high satisfaction marks, garnering passing grades from 38% of the users.

 

* Field studies. Although fewer sites have already segmented their customer bases and performed field studies to determine overall customer experiences with their sites, more than half, or 53%, say they plan to do so.

 

* Third-party ratings. Third-party rating services, such as those provided by BizRate, are used by far fewer of the respondent sites, with just 22% saying they had implemented, rolled out or piloted them. In fact, 58% said they had no future plans to roll them out.

 

For more information, contact Forrester here.




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