- 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
17. "Don't Ignore Important Relationships"
Web sites are only one part of customers' relationships with a business. Some customers have very important personal relationships with the people inside. Customers often expect these relationships to carry over to the Web, particularly in a business-to-business environment, where customers will expect to have access to someone like their account manager.
Web sites that ignore important relationships to provide a less adequate level of service will frustrate customers. Of course, sometimes anonymity is a good thing, but as discussed before, if it means losing out on the benefits of good service, customers will identify themselves and their personal relationships.