Make it easy for users to access information regardless of which channel they use (web, chat, email, phone, smart phone apps, social media, etc.), and provide analytics that work across channels, keep track of what a user has already done, and find customized/personalized ways of providing excellence in customer service and presenting information.
While it's true that the Web must be optimized around top tasks and the like, usability tests and other Web analytics only tell Web Managers about their *current* users. Frequently absent from the conversation are the people who *want* to use an agency's Web site. Top tasks & content should be informed by mail, phone, and social media channels ... analytics must synthesize *across* these channels to help drive people ...more »