E-Commerce with an emphasis on Social Technologies
It’s real interesting that I just finished a series on online best practices, because I just ran across the perfect contrast — a carrier B2C site that is possibly interested in IdeaStar site redesign services. It will be interesting to see how they receive the proven tips and techniques that I’ve been blogging about.
So we have the “Consumer-Driven Solution”, the “Agent-Driven Solution”, and now — we have the “Bureaucracy-Driven Solution”!! I can’t take complete credit for the term — it came from a recent conversation with this carrier. The carrier was looking for a Consumer Driven Solution, but what they ended up with was most definitely a Bureaucracy-Driven Solution. (I won’t link to the site for obvious reasons.) Here are a few items which make it a Bureaucracy-Driven Solution:
And you wonder why the carrier told me, “This isn’t working too well. The site is really not performing up to expectations.” When asked who developed the site, the answer was, “IT in collaboration with Compliance, Marketing, and Operations.” Thus the term Bureaucracy-Driven Solution.
What really gets me is that the execs at this carrier will go to the next insurance conference and tell anyone who asks about “the Web” that online sales don’t work. Well of course it’s not going to work when you have IT and compliance driving the solution. I would love to, as Paul Harvey likes to say, “hear the rrrrest of the story” in terms of how this project went from zero to nowhere… How much time was spent in research? Design? Development? Testing? How much money was spent? Whose original idea was it? Did the IT department hijack the project from marketing where upon marketing threw up their hands and said, “Fine, you go dude!” and now the CMO is working for another carrier… etc. etc.