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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.

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