Gerry McGovern berates businesses for being myopic and naval gazing
One of the biggest challenges an organization faces is to stop thinking it's the centre of the universe. Customers think that they are the centre of the universe. Customers come to your website to get their needs fulfilled. They will only think you are great if you meet their needs in an efficient and cost-effective manner.
I'm in the market for a new laptop. I know in America it's called a notebook. But supposing I didn't know that? Organizations are always making assumptions about what their customers know.
Like university websites that have a "Prospective Students" classification. I heard the results of a survey recently that found that students thinking of going to university didn't relate to this classification. The university response: "That's what we've always called them."
What you call your customer is irrelevant. It's the way your customer sees the world that matters. On the Web, you've got to think the way your customer thinks. You've got to use the words - and it's all about words on the Web - that your customer uses.