- 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
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:
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.
Find out how something works once they have it.
Resolve a problem online.
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.