The author, blogger and software developer Joel Spolsky recently likened software development to fine tuning a transistor radio. You spin the dial to roughly the right point, make a series of minor adjustments before the clear signal rings through and you can enjoy your favourite radio station.

It’s also a nice simile for managing online customer experience. Successful web properties have already arrived at a place where customers want to visit them but it takes a lot of fine tuning to reduce the static which might drive them away. Small adjustments to areas like sign posting, footpaths, email templates and other primary customer touch points add up to a big improvement in customer satisfaction.

Maintaining a static free signal is not easy, it requires constant attention, moulding the brand experience to customer preferences, tested in real time. It’s important not least because the competitor ‘pirate ships’ are circling, hoping to woo dissatisfied customers away.

You can read Joe’s original blog post here: http://alturl.com/7k3