Before launching online stock trading in early December, managers worried about unforeseen holes in the IT infrastructure. But rather than delay this crucial business initiative, Merrill Lynch execs decided to stay on schedule but underplay the promotion. The result was a smooth launch. Merrill Lynch is now ready to draw more attention to the service through an ad campaign. Deliver performance and reliability at least commensurate with your brand or established relationships.
Customers hold it to a higher standard.
Seek help, especially if things go awry. If you didn't get it right on your own in the first place, you'll likely have problems the second or third time around unless you get outside advice. Robert Preston is editor in chief of InternetWeek.