- 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
3. GET HELP
Customers may seek help at different times, as part of their evaluation process or after they have made a selection and transacted. Customers will also seek out help on different levels: getting around the site, evaluating what is best for them, and getting the best out of something, and solving a particular problem.
Customers will interact with your site to:
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Work out how to use your site. Customers want to learn how to get around and optimize the use of your site as quickly and easily as possible.
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Find out how something works once they have it.
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Resolve a problem online.
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Find out where to go, or whom to talk to, if they have a problem that can't be easily resolved online.
And don't forget, a Web site is only part of a customer's experience. Customers may also seek help outside of your Web site. Tailored advice is still very important and, oftentimes, this only comes from talking to someone.