Customer Management and Web Strategy Crimson developed a comprehensive interactive and customer management strategy for the Yamaha web presence. This included a set of business requirements and information architecture for the website based on a new branding and CRM strategy. CHALLENGES Yamaha customer loyalty declined after purchase, and Yamaha was unable to maintain a strong customer relationship beyond the initial dealer interaction. SOLUTIONS Crimson defined an updated web strategy for Yamaha, focused on developing strong customer relationships, including how customers will use the site in relation to other CRM touch points, emphasizing retention as well as acquisition, and outlining information to be presented. The effort included changes to site levels and navigation structure, menu changes, page layout, content, and graphics. RESULTS Deliverables included user flows, information mapping, visual look and content tone, paper prototype/user testing and page schematics These were implemented as part of a comprehensive site redesign