- Chapter 2: What Customers Want
- Evaluate Competing Business and Products
- Select Products and Transact with E-Service Providers
- Get Help
- Provide Feedback
- Stay Tuned In as E-Custoners
- Seventeen Customer Directives
- This Better be Worth the Wait
- Tell Me What I Get if I Do This
- I'll ID Myself When I'm Ready
- Use What I Give You
- Let Me Build My Knowledge
- Let Me Make a Valid Comparison
- Don't Expect Me to Make a Decision Without the Facts
- Be Careful Second-Guessing My Needs
- Let Me Get to Where I Need to Go
- Yes, I Want it, Now What?
- Signpost My Journey
- Don't Lock Me Out
- Don't Limit My Choices
- Give Me Digestable Chunks
- Call a Spade a Spade
- Tell Me the Info You Need
- Don't Ignore Important Relationships
- Customers and Organizations
14. "Give Me Digestable Chunks"
Many customers seem to hate scrolling, and scrolling, and scrolling, to get at a company's information. Customers get angry, in fact, when they feel like they're drowning in your information. They expect to receive information in chunks they can digest, and quite often, they'll even suggest what those chunks might be. For example, in the case of product pages, customers prefer to see links to product information within the page so they can go straight to the part of the page they are most interested in without having to scroll through all of the other information available.