The World Wide Web is no longer a novelty. To many companies and organizations, the Web is a necessity, the foundation of their businesses. As the cost of maintaining a customer service operation increases, the ability of Web site visitors to find information and complete specific tasks themselves can easily mean the difference between profit and loss. Customer-centered Web site design is therefore no longer a luxury adopted only by forward-thinking companies with a special interest in customer satisfaction.

The challenge to be customer centered exists for all enterprises: large multinationals, government agencies, internal corporate services, small businesses, and nonprofit organizations, to name just a few. General Motors, for example, must manage its customer experience for more than three hundred end-customer, supplier, and distributor Web sites. Government sites, with responsibilities to help the citizenry and other agencies, need to satisfy “customer” requirements as well. Intranet applications that optimize a corporation’s workforce must provide positive experiences to employee “customers.”

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