As I’ve stood behind customers, in the moment before they experience a business’
Web site for the first time, I’ve been poignantly aware of all the expectations they
have poised in their fingertips as they anticipate swinging into action once the
home page downloads.
I have found that, basically, customers expect a Web site to improve the ser-
vice they receive from the business in question. To a customer, this means getting
things done easier, faster, and smarter. As soon as customers download a Web site,
they expect to experience something superior; they expect businesses to have
applied this great, new technology to enhance their service experience and to help
them, personally, get things done.
And what does it mean to get things done? Well, let’s put ourselves in the cus-
tomers’ shoes for a moment and think about the things they need to do to find, set
up, and maintain the services they need.
Consider things you have to do as part of everyday life: managing your
finances, looking for a place to live, refinancing the mortgage, setting up cover for
the new car or home, putting in a second phone line, setting up an electricity
account, advising of a changed address, remembering birthdays and organizing
gifts, ordering stuff you can’t find in the shops, getting someone to come and fix
something, and understanding how something works even when you’ve got the
instructions spread all over the place.
Sound familiar? Now, consider customers in pursuit of superior customer ser-
vice on the Web. What are the types of things they want to do while on a business’
In a nutshell, customers want e-services that are better,
faster, and smarter. And you may only get one chance
to provide them.
WHAT CUSTOMERS WANT
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They will want to seek out pertinent information and ask questions, evaluate
alternatives, make choices, and make things happen as quickly as they can once
they’ve made up their minds. And, once they’ve made a decision, they want to be
kept in the loop