Home
The Stranger's Long Neck: How to Deliver What Your Customers Really Want Online
Loading Inventory...
Barnes and Noble
The Stranger's Long Neck: How to Deliver What Your Customers Really Want Online
Current price: $24.95
Barnes and Noble
The Stranger's Long Neck: How to Deliver What Your Customers Really Want Online
Current price: $24.95
Loading Inventory...
Size: OS
*Product Information may vary - to confirm product availability, pricing, and additional information please contact Barnes and Noble
is a practical guide for any manager wishing to improve their organisation's online performance. Web content specialist, Gerry McGovern, explains that all websites have a small set of tasks, or "long necks," that are important to its customers and that must be easy to complete or customers will go elsewhere.
shows how to tune in effectively to what your customers wantand then deliver it with aplomb.
Understanding customer needs can be a difficult task when customers are 'strangers', in that he or she is always "on the outside," particularly so in an online environment. Using case studies including Tetra Pak, Microsoft and the NHS, and illustrated with web shots throughout,
shows how organisations can use the 'long neck' theory to create and manage efficient and user-friendly websites.