Capture Market Share
in a Down Economy:
Invest in Your Online Customers
Online Customer Experience 2009
Prepared by BusinessWeek Research Services
for Tealeaf Technology, Inc.
About this Paper
In Q4 2008, BusinessWeek Research Services (BWRS) invited US executives at companies
with revenue of $100 million or more to participate in an online interview regarding customer
experience on the web. Specifically, the goal of the survey was to better understand organizations’
perceptions of the customer experience they are delivering online, as well as discover companies’
goals and priorities for improving the online experience in the coming year. The survey was
commissioned by Tealeaf, but data was gathered and tabulated independently by BWRS. The
following report represents findings from 350 completed interviews.
2009 promises to be an interesting year. On the one hand, there is great optimism given our newly
elected administration. On the other hand, there is great skepticism given the economic recession.
For businesses, uncertainty dictates common maneuvers: Hunker down. Harbor cash. Return to
It’s important to remember that lean years are also the dawn of new prosperity and growth, so it’s
critical to weigh cost-cutting and investment decisions wisely. For example, one worthy enterprise
to be made during lean years is to invest in your current customer base. Increasing customer value
and building customer loyalty is more important now than ever. Further, despite a slowdown in
growth, ecommerce is still expected to grow in 2009 by capturing market share from brick-and-
mortar stores.1 Why? Because the web continues to be a channel of convenience where consumers
believe they can find the most favorable prices. So, although investing in unproven site features
may not be practical now, certainly investing in web site optimization efforts is a worthy endeavor.
Given these conditions, it’s surprising that so many companies are being neglectful of their online