In today’s digital world, many companies’ websites are their products, and therefore represent most, if not all, of the customer experience. In any business, brand leadership is (or should be) constantly seeking ways to improve the customer experience. In a restaurant, you make the food better, consistently train the wait staff, and reduce wait times as much as possible. In brick and mortar retail, you carry the best selection of goods that your customers demand. If your business resides on the internet, you make sure your website offer...

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