It's not just about your website in 2009

Well, hopefully by now you're getting through the post-Christmas lull, which is fast becoming as traditional as a large turkey with all the trimmings. You're probably sat reading this amid all the latest headlines of economic doom and gloom, (unless of course you've been reading the football pages and all the latest potential transfer fees that seem totally at odds with the rest of the planet). Against all of this backdrop, I do hope that you're still looking forward to the forthcoming year, and haven't given up the enthusiasm and passion for your online business, because according to many, this is the time for online to shine!

Don't take this for granted however. Just because your website is seeing increased visits, your conversion rate is still high, and all on the face of it looks good, now more than ever you need to make sure you've got the right business sitting behind it. There have been many examples recently of businesses with nicely presented 'shop windows', whether they're online, a friendly call centre or an actual shop window - but they've let down their customers with fulfillment, customer service, product quality or any of the other 'moments of truth' that can actually define a good customer experience and make them come back for more. It's the last bit of their journey that your customers will remember and at the moment, with all the other stresses in their lives, they really don't need any more.

So take this time to not only tidy the shop but really scrutinise the whole end to end customer journey. Make sure you're delivering on your promises and getting the best value for money from all your suppliers - but don't cut corners! Your customers will really appreciate an arm round them and it doesn't have to cost you the earth. Their overall loyalty will repay you many times over, and best of all they'll tell their friends - still the cheapest and most reliable form of marketing for your business.