- 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
The level of day-to-day involvement e-customers have with businesses as e-service providers will determine how much they want to "tune in" to their Web site. For example, a bank's customer is more likely to want to use a Web site for frequent transactions than a computer supplier's customer who may only purchase once a year.
Even if customers are not transacting with you on a frequent basis, they will still use your Web site to:
Access and maintain any information they've given you or that you share as a result of your service relationship.
Be sure they've gotten the best deal you can provide.
Access special deals or offers.
Get the most out of the product they've purchased.
And, again, let's not forget that a Web site is only part of a customer's service experience. Customers may have relationships with people within the service-providing organization, and these are also an integral part of day-to-day support.