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>This is the first holiday season that I decided to try and order a variety of gifts from the Internet. In the past, I have been the customer who has to touch and feel the product before making a purchase, but this year I couldn’t pass up all the online discount ads that kept popping up in my email box.

Most of the companies that I chose to do business with were familiar names with whom I had shopped in their physical locations. So, it was with high expectations that I entered most of their website domains. The degree of ordering online ranged from “this is a dream” to “what a nightmare!”. The easiest website by far was also the most attractive, appealing and reinforced the image that had been branded by the company in all their other forms of advertisements. I felt comfortable and at ease. Upon entering the website I didn’t have to sign in with a user name and password immediately, but could take my time, browse and actually even upon ordering did not have to become a registered user, but could stay as a guest. Finding detailed descriptions of the product, clear visuals that could be zoomed larger and even product reviews from bad to great were available on the easier sites. The best was when actually ordering; it was simple to process from the shopping cart to the credit card transaction and receive an immediate follow-up email confirming my order.

On the opposite hand, I experienced a couple of websites that were so difficult to navigate that I ended up calling in the order if I still felt I had to have the product. In one case, I bought from a competitor who had an easier site. As more and more customers are using the Internet to make buying purchases, companies need to recognize that everything speaks on your website just as strongly as it does in your physical location. Businesses need to ask three questions regarding their site:

1. Does it reinforce the brand and image we want it to?

2. Does the customer or browser feel welcome on the site?

3. How easy do we make it to purchase one of our items?

A Service Map is a tool to help a business walk through the online ordering process looking through the lens of the customer vs. the lens of the organization. Each point of contact is explored to see what would be mediocre service and what could be done to raise the bar to make it excellent service. For example: Is it clear when being asked for a phone number to use dashes between numbers or not? Is it easy to backtrack to a previous page and not lose all prior information? Is it possible to do business if you have forgotten your password? Is there a phone number easily found to call for assistance if needed? Go to to download a Service Map template to apply to your website ordering process.

As website ordering becomes more the favored way of buying by many people in the future, now is the time to take a critical look at your site and determine is it a dream for your customers to do business with you on the Internet or another nightmare?

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One Response Comment

  • Anonymous  December 30, 2009 at 5:58 pm

    >Interesting topic, which I have conflicting views. First, from a personal perspective, I prefer on-line shipping and can say, 100% of my christmas shopping was done on-line. Both from major e-tailers and a couple boutique on-line shops. Secondly, from a professional perspective, I struggle with supporting the e-tailers with an optimal order fullfillment capability. An e-tailer's existance in the virtual world certainly has it's advantages, foremost being able to "bolt on" to an unlimted number of distributors and manufacturers of product; but at the same time it has created a logistics and transportation "spider web" of loosely connected network of service and product providers. To further complicate matters, most of the e-tailers offered "free shipping" during the holidays. My intuition tells me this move was done out of desperation in order to address a major inhibitor to shopping on line. Now the "freight cat" is out of the bag, and e-tailers will seek ways to sustain the free freight service proposition. Not sure who will be first to crack the code, given the "shopping search" engins that compare costs for the shoppers. Unlike the brick and motar operators that can bundle price and freight, the on-line shopper has all the visibility tools working to his or her advantage.


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