We all like concise check-lists. They're easy to use, understand and remember.
This one seems particularly well adapted for today's Marketing Executive.

Protection -
Site security, customer privacy, transaction

Prioritization -
Search words, customer segments, a quick sale vs a satisfactory customer experience - satisfied customers return

Productivity -
Make the customer productive - be easy to find, offer rapid completion of search or buy transactions and let go so they can go on to other tasks.

Personalization -
Use customer's name, segment, last purchase, satisfaction level with purchase.

Planning -
Who is responsible for the Voice of the Customer, the Customer buying experience, Contact Engineering and what is said at each contact point.

Terry and Lisa Wellman

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