Not responding at all is just flat ugly. It's still astonishingly prevalent, that people haven't given enough thought to how to manage the e-mail that comes in. It deserves as much attention as the telephone. But there's no policy about how long it takes to get an answer to an e-mail. So customer experience on the Web is really the brand experience .
Customer experience equals brand .
When you talk about integrating traditional marketing with Web, it's recognizing that it's all about brand. Every time you touch the customer, every time you communicate with the customer, whether it's direct mail, radio, television, skywriting, the sign on the side of a bus, or what your home page looks like, that's going to establish your brand. And it's going to have a big impact because a website is the delivery side. But if you don't come through on the promise, you have done infinitely more harm than good to your brand . In other words, a bad website can really be very detrimental to your brand.