Reducing hassle and helping people use your site, in my opinion this is the real improvement we can make regarding online customer experience. There’s no doubt that fixing broken content and making sure you have correct links to your products will help improve online CE, but there’s much more out there. Improving customer experience requires the desire to see the truth, to deeply analyze your site and to have a strong commitment to making things better. You need to feel the user’s pain and accept that it won’t be fun to discover that your site sucks.   

What about dedicating a few hours per week trying to buy on your own website to see what your customer experience looks like? How many steps can you cut off from the checkout process to keep things simple and fast? 

Customer Experience Management is a nice approach but rather than having a dedicated team managing customer struggles I think there’s the need for a change. Each person working on your online space should be aware of all barriers your customer might face while navigating your site searching for content or trying to give you money by purchasing your products. At the end of the day, customers are really the ones paying your salary.