I recently came across an article on “Ten Tips for Making Websites Stickier”—a timely topic, as our data shows more and more customers prefer the Web channel as a means of self-serving. Unfortunately, data from the very same study on Cost Savings Customers Want underscores the truth about these customers—oftentimes, they don’t stay in the channel very long. One sentence from the article in particular stood out: “The key to keeping customers on your website and helping them to complete their tasks begins with understanding what caused them to abandon and then taking actionable steps to improve the customer experience.” I couldn’t agree more with this statement, but all too often companies take the wrong approach to diagnosing the causes of Web site abandonment. Many run immediately to technology but limit themselves to analyzing metrics such as page visits, click-through rates, and Web CSAT. While this approach is useful in identifying the upside (where your website is doing well), it fails to consider the downside and pinpoint the causes for confusion, failure, and ultimately abandonment. The simpler, more effective means of determining these causes is one that companies often miss: ask the customer. Voice of Customer initiatives are admittedly easier said than done, but Web stickiness may be one area in which quick gains can be captured by those seeking to test the usefulness of VOC. Back in May, Dalia wrote

Sayagyi U Ba Khin, who was the Accountant General of Burma from 1948 until 1967, led his employees and other cabinet ministers in vipassana meditation for an hour every morning and evening until he retired. As Gustaaf Houtman writes in Mental Culture in Burmese Crisis Politics, the introduction of vipassana meditation was transformational for the government of Burma. Since this mental culture drove employee engagement, levels of corruption in the Burmese government dropped while employee retention and productivity rose. Although CCC does not goes as far as recommending that call centers mandate two hours of meditation per day, there is wisdom in Ba Khin’s professional and spiritual leadership: leaders who promote employee engagement—and, in turn, foster a positive work environment—can drive improved performance and retention. Of course, there are the tried and true engagement levers that we have all pulled before. With all you have read and heard, you could create an employee engagement buffet of nonmonetary and momentary incentives, coaching, and development – not to mention a career pathing dessert to top it off! Don’t get me wrong – traditional engagement initiatives are important, but I’m suggesting that in 2011 folks can get creative with their engagement strategies by taking a page out of Ba Khin’s book: As a post on the Customer Experience Discussions Forum shows, some members have built onsite fitness centers to drive employee engagement. Our sister organization,

The best ideas that you read or hear are often forgotten (or the details lost) by the time you are ready to incorporate them.  We’ve solved that problem. The Customer Contact Council has launched a new online tool to help you incorporate the right insights and tools into your work when you need them. My Workspace allows you to easily store, organize, personalize and access your favorite CEB content so you can better leverage it in your projects. With My Workspace you will: Never Lose a Good Idea: Organize research and tools around your projects and priorities. Capture Your Thoughts: Take notes on saved resources on how you want to use that best practice for yourself and your team. Access from Anywhere: Access any materials saved to My Workspace at your desk or on the road.

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