Case Study: National
company was facing a massive change in their marketplace. Their web
site reflected the overall company, with multiple, uncoordinated
objectives and initiatives. A baseline practices audit was used to
provided an objective assessment of the overall public site. A large
group of stakeholders from various parts of the company participated in
a day-long facilitated discussion of the issues and options.
The participants left with a better understanding of why and how they
needed to work together, and with a vocabulary and framework to help
them move forward. As the company developed a new marketing focus and
positioning, the consensus and framework this process provided for the
web site allowed them to quickly alter the site to reflect and support
the new positioning.
Without the well defined practices and the process, the CIO estimates
they would still
be trying to reach agreement and implement the changes
to their web site. However, because they were able to quickly
the changes, the new web site provided a tremendous
repositioning the company both inside and out.