Nurturing Relationships With Your Website Visitors: How To Keep Customers Coming Back
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I had a really wild experience the other day. I was on my bank's Internet site, wildly trying to ascertain whether an important money wire had been deposited into my account.It hadn't. I thought perhaps it could be somewhere in the system, so I wanted a warm body to either calm my fears, or establish what my priority was going to be on that day.
One of my biggest frustrations with websites is trying to find contact information when I need it, and of course, even for those sites that have it, there are few standards for where it might be located. These are the instances where I feel alienated, drifting in an impersonal cyber world that for all I know may be populated with nothing but cyborgs. Many web sites have lost sales because they made themselves impossible to deal with except through their Internet shopping carts.
Anyway, back to the bank. Lo and behold, there on the page was a chunk of information where I had several choices to actually deal with a human being. One was to send an email, one was to engage in instant messaging, and the third was to click on a button to speak with someone on the phone. I opted to click and my phone immediately began ringing. Now this was service! I picked it up, and although a received a recording, it was just a few seconds later when a REAL person got on the line. Unfortunately, the competent and human representative on the other end determined that my wire was no where in the system, but at least now I had a game plan for what I needed to do that day as opposed to wallowing in ignorance.
This is called relationship, and it is the challenge for today's Internet. How do you personalize an otherwise vast universe where by its very nature people are relegated to alienation and anonymity?
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