Shoes, Spark Plugs and Satisfaction ... Online

Step 3: Energize your company toward action. What will make your company take action? Is the research enough, or do you need to get creative about how you communicate it? User personas worked great for infoUSA. Take the time to find what works for your company.

Step 4: Measure successes and failures. Keep the lines of communication open. Ask your customers about the changes you’re planning to make, and ask them again after you’ve made them.

Step 5: Repeat. Success is a cycle, not an event. It’s a journey, not a destination. Tweak or refine this model — or create your own.

Put the power of customer satisfaction behind your online innovations, and watch your sales soar.

Bryan Jennewein is the director of online business development and social media for infoGROUP (formerly infoUSA). He can be reached at (402) 537–7743 or Bryan.Jennewein@infousa.com.